Why Vegas is becoming F1’s celebrity magnet: ‘Perfect marriage of speed and glamour’

This article is part of the “Beyond the track” series, a dive into the surrounding scene, glamor and culture that makes a Grand Prix.

LAS VEGAS — One of the things that sets Formula 1 apart in the global sport is its glamorous appeal.

From the yachts and extravagance of Monaco to the big money events like Singapore and Abu Dhabi, F1 racing has long been a place where people want to be seen.

And with the Las Vegas Grand Prix, that appeal has reached another level.

The race organizers embraced that from the start. They literally rolled out the red carpet last year and placed one right outside the paddock gate so the paparazzi and TV cameras could get as much time as possible with the biggest names appearing during the race.

“I’ve always said this is the perfect marriage of speed and glamor in Las Vegas, and I will continue to believe that,” Las Vegas Grand Prix CEO Renee Wilm said last month.

“You can’t think of any other place in the world, aside from Monaco, where you could have this level of hospitality and bring in celebrities of this caliber to enjoy all that Las Vegas has to offer.”

The list of talent who attended last year’s race in Las Vegas was long: Rihanna, Justin Bieber, Brad Pitt, David Beckham, Paris Hilton, Cara Delevingne, Shaquille O’Neal, Usain Bolt and Rod Stewart included.

A similar turnout is expected this year. Some of the first names confirmed to be in attendance include Gordon Ramsay (who is hosting his own VIP Garage Kitchen this year), Snoop Dogg, Ice Spice, Paul Mescal, Sylvester Stallone and Emily Ratajkowski. The list will get much longer as the race gets closer.

Television chef Gordon Ramsay prior to the Las Vegas Formula 1 Grand Prix at the Las Vegas Strip Circuit in Nevada. (Photo: ANP via Getty Images)

The job of overseeing the talent list for the race falls to Kenny Utler, head of digital and social for the Las Vegas Grand Prix.

“My job is to curate a good mix of influencers and celebrities to come to the race, and given the proximity to Los Angeles, this makes my job a little easier,” he said. “But we want to put together a great mix for the weekend, to come in and enjoy the race, and obviously create this feeling of FOMO for the world to watch.”

Utler explained that the Las Vegas Grand Prix works to reach out to potential celebrities in the month leading up to the race, but said there is “an overwhelming amount of incoming requests” for talent to attend. “It’s about finding the right balance between the actors, the musicians and then the influencers,” he said. They will also work with their teams to schedule content capture as needed.

A lot of preparation goes into ensuring that those working with talent have all the information they need before they can attend, especially in a complex sporting world like F1, and to meet their specific requirements.

“Often they want to do a safety lead and explain all the differences between the paddock and the Paddock Club, and what they can experience between a grid walk and all the different F1 experiences,” said Utler. “It’s a fun job going through all that with them, and once they get there, their faces light up. Going through all that with them, and then seeing them on site, makes it all worth it. Seeing what they can experience in the world of Formula 1 is exciting.”

Utler and his team will often ask the celebrities they deal with if they have a favorite team or driver and will then follow up with any experiences they can offer, such as garage tours or a hot lap in a supercar. Especially in Las Vegas, there is a desire to make it an unforgettable first experience.

Runner Usain Bolt and actress Lupita Nyong’o tour the grid before the start of the 2023 Las Vegas Formula One Grand Prix. (Angela Weiss/AFP via Getty Images)

“Especially here in Vegas, I think because we’ve been to so many different Formula 1 races, we go the extra mile with everything we have to offer,” he said. “If you look in the paddock, we have a sushi chef on site. We have a neon garden. I think the celebrities here can go a step further than what they can do at other races.”

The red carpet in Las Vegas last year exceeded Utler’s expectations. “It started at 5pm and we thought it was going to be quite slow all day – it was a blow,” he said. “We expect the same on Saturday evening.” The drivers and team leaders will appear on the red carpet between 5:00 PM and 6:00 PM, after which the talent will be on display from 7:00 PM to 9:00 PM. It allows time to get on the grid before the race starts at 10pm

While nothing will overshadow the sporting spectacle – last year’s race on Saturday night was one of the best of the season – the celebrity appeal that Las Vegas can bring could help F1 gain wider cultural relevance.

“It’s big,” Utler said. “I think we’re definitely trying to become a global entertainment and marketing superpower, right? The team we have has really done a great job of combining the world of music and entertainment with the world of motorsport. And it’s only getting bigger.”

Emily Prazer, the Chief Commercial Officer at the Las Vegas Grand Prix and F1, thought evidence of that growth came from the interest of big names not only to be seen at the race, but also to have the opportunity to attend the training and qualifications.

Singer Rihanna, rapper A$AP Rocky and DJ Steve Aoki look on in the Ferrari garage during the 2023 Las Vegas GP. (Dan Istitene / Formula 1 via Getty Images)

“The lists that we have, not just around Saturday night or being seen on the grid, are really, really important, which I think is the biggest testament to where we are as a sport,” Prazer said. “There is now a real interest in watching the cars go around the track, and it’s not just about those moments. It’s that they literally want to come and watch and hang out. I think that’s really cool.”

Of the current F1 grid, Lewis Hamilton is the driver with the most relevance beyond the confines of the sport, carving out his own off-track profile. Seeing the sport he dedicated his life to and conquering racing in Las Vegas is something he finds impressive.

“It’s so cool, I grew up watching movies about Vegas, and going out here on the Strip, it’s just a great addition to the calendar,” he said. “It will only get better as we go through the learning phase every time we race here.”

While he said that “more attention to the sport is not a bad thing”, he felt it was also necessary to keep the sport accessible and show that F1 “is not so far out of reach for people who work very hard for their money, but maybe I can’t go to a race.” Hamilton was involved in a community day hosted by the Las Vegas Grand Prix on Wednesday, where he met local schoolchildren who were able to experience F1 from the inside for a few hours.

While accessibility and community outreach have been a bigger focus in Year 2, Las Vegas will always stand out from other races because of its celebrity appeal. A primetime Saturday night race in one of the great entertainment capitals of the world is always going to provide some extra sparkle and excitement.

“It’s always fun,” Utler said. “There is absolutely never a dull moment in the world I find myself in. It keeps you on your toes. It’s a fast-paced environment, but it’s fun and I love it.

He teased that there are “a number of things in store in terms of who will roll through those turnstiles into the paddock. I think you just have to stay informed!”

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(Top photo of Paris Hilton at the 2023 Las Vegas Grand Prix: Angela Weiss / AFP via Getty Images)