A festival vibe but with much cleaner toilets is being introduced to the old airfield as the British Grand Prix tries to compete with the glitz and glamour of Miami and Las Vegas in the post-Covid age.
The grand prix is the centrepiece of a year-round business laying claim to an exciting future, one that celebrates history and tradition while embracing innovation. Pringle was out of his seat in a meeting room in the old media centre, identifying on a mounted circuit map the size of a dining table his vision for the old airfield.
This ties in neatly with Formula One’s own Net Zero 2030 initiative and plans to be sustainably fuelled by 2026. The Silverstone Wing, site of the new pit and paddock complex, is one of many buildings being fitted with solar panels that will provide 80 per cent of the circuit’s day-to day energy. The wing alone is host to 2,284 panels producing almost a megawatt of power.
“Having a good race, having a huge fan base, producing the best fan experience by F1’s own measurement for the last three years by more than 10 percentage points,” he says. “We know we are getting it right. So how do we take it to next level? We need to create the Super Bowl product that F1 is looking for. That’s why we visited Miami. Americans set the bar where entertainment is concerned and we wanted to see for ourselves. We saw was some very clever theming, the fake marina was only one bit.
Yet out of the darkness came light, as Pringle explained. “From viewing Covid as the worst thing to have happened I have had to adjust my view to recognise that it might be the best thing because across sport and live events everyone realises how much we want these live experiences and how important they are to us. Last year we had a record 350,000 people. This year we will have more than 400,000 visitors. We have more than 30,000 wanting to be put on a waiting list for returns.
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