Earlier this month, Miami welcomed its first ever Formula 1 Grand Prix. With attendees, fans, executives, and press estimated to have exceeded 300,000 people, the race brought attention from all corners of the globe and throughout the F1 community. Total tourism and spending were anticipated to exceed both the city’s 2020 Super Bowl as well as Miami’s annual Art Basel festival.
In preparation for the event, our team produced countless graphics and banners for race day. We worked with our creative partners at Infinite Scale and Corso Marketing Group to create the final assets that were fabricated for the event. Our activations included both track signage as well as promotional partnership graphics for the Red Bull Lounge.
FORMULA 1’S RAPID RISE IN POPULARITY AMONG U.S. MARKETS
Formula 1 has seen a rapid rise in popularity across US markets, and Miami has reaped the benefits firsthand. Much of the success has been attributed to Netflix’s hit series “Drive to Survive,” which has helped create a new generation of F1 fans in North America.
Although Formula 1 has always been a high-profile, high-spend sport, the newer western markets have eagerly welcomed the F1 series into some of the country’s biggest cities. The average ticket price going into Sunday’s final race was well over $2,000—a record-breaking 3x the average price for the Grand Prix held in Austin, Texas just last year.
RACE DAY GRAPHICS AND SPONSORSHIP SIGNAGE BY AAA FLAG & BANNER
Spanning just under 3.5 miles, the Formula 1 Grand Prix race track wove around Miami’s Hard Rock Stadium and was filled with high energy, high stakes twists and turns throughout the course. Additional festivities took place inside the stadium itself as the larger Hard Rock Stadium complex became a hub for race day. We activated a wide variety of graphics for the Grand Prix, including smaller decals as well as larger banners UV-printed on tight mesh fabric. These banners ranged in size, anywhere from 3’ tall to 360’ wide. Other graphics included wayfinding signage, lot and shuttle flags, truss structures, column wraps, and more. The majority of the graphics were installed using grommets, and we also provided additional hardware on-site to allow for proper installation.
For the Red Bull Lounge activation, this exclusive on-site project included colorful and dynamic imagery as well as custom shapes and structures to leave guests feeling wowed. At the main entrance, we installed a series of custom decal graphics that were UV-printed on a special ordered material. Additional wall banners were installed inside the venue, spanning 120” tall by 464” wide. Our team router cut a series of curved shapes to add dimension to the primary accent wall, layering in sheets to create texture and depth. This activation also required custom hardware—including keder rails and french cleats—to help ensure the structure was stable and would remain in place for the duration of the installation.
FULL-SCOPE ACTIVATION SERVICES BY AAA FLAG & BANNER
For live sporting events like the Formula 1 Miami Grand Prix, it is crucial to work with a partner who has the experience necessary to successfully execute a project of this scale. This activation encompassed a massive scope of work, and our talented team of fabricators, installers, and managers help ensure every aspect of the project goes according to plan. We pride ourselves on being able to work and collaborate with our clients—from ideation to execution. Whether that be translating brand guidelines into physical spaces or finding new and unique ways to captivate a brand’s audience, our team is with you every step of the way.
Learn more about our capabilities and how we can work together to bring your next activation to life. Visit a3visual.com to get started today.
