Grand Prix Plaza

What Grand Prix Plaza does

Grand Prix Plaza, operated by Las Vegas Grand Prix, Inc. (a Formula 1 / Liberty Media group entity), is a destination entertainment venue located at 4400 Koval Lane within the Las Vegas Grand Prix Pit Building, one block from the Las Vegas Strip. Opened in 2023 on a 39-acre multi-use complex with approximately 300,000 square feet of facility space, it bills itself as the world's largest immersive F1 attraction and the home of Formula 1 in North America. Its product portfolio comprises F1 DRIVE (an ERS-enabled karting experience with LED steering wheel displays, Overtake Mode, and Practice/Qualifying/Race formats on a 448-meter, 22-turn track), F1 X (an immersive exhibition with motion-based and audio-visual effects, upgraded in 2026 with a 4D theater including holographic-style visuals, motion seats, and physical effects), F1 SIMULATORS (motion-based racing simulators of the Las Vegas Strip Circuit, free through July 19, 2026), and F1 HUB (retail, dining at F1 HUB Lounge, and merchandise collaborations).

The venue monetizes through multiple streams: attraction ticket sales ($37-$250 per ticket across individual races, bundles, and the Star-Spangled Bundle), F&B and retail at the F1 HUB Lounge, private event and venue rentals (groups of 21+, corporate buyouts across five event spaces including a rooftop, Turn 1 Lounge, and Cooldown Room), and race-week premium experiences around the November Las Vegas Grand Prix. Distribution is omnichannel via on-site sales, online booking through grandprixplaza.com, Resy for dining, Uber Eats for off-premise F&B, and dedicated group sales for enterprise events.

Customer segments include Las Vegas tourists, F1 enthusiasts, convention attendees (via Show Your Badge promotion), corporate groups (named logos include Zscaler, Filterless, Opus Agency, Invnt, GPJ, Bash Creative), and special-occasion groups. Marketing spans organic social (Instagram, Facebook, LinkedIn), email, promotional campaigns, watch parties, and PR through Formula 1 announcements. Strategic partnerships include T-Mobile (multi-year extension through 2037, 5G innovation), American Express (F1 Las Vegas Hub presenting sponsor), Disney, Peloton, and merchandise collaborators (LEGO, Hello Kitty, BAPE, Malbon Golf, Vegas Golden Knights). The venue has received LEED Silver Certification (2024) and the Green Sports Alliance Leadership Award (2026), and operates an atmospheric water generator pilot with Southern Nevada Water Authority, WaterStart, and MGM Resorts to achieve net-zero consumptive water use.

Name

Grand Prix Plaza

Legal name

Las Vegas Grand Prix, Inc.

Website

https://grandprixplaza.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Grand Prix Plaza is a Las Vegas-based immersive Formula 1 entertainment venue operated within the Las Vegas Grand Prix Pit Building, offering karting, simulators, exhibitions, dining, retail, and corporate event hosting for tourists, F1 fans, convention attendees, and enterprise clients.

Ownership category

akta.pro rank

Product category

Motorsport Entertainment Venue

NAICS

Racetracks (711212), Amusement and Theme Parks (713110)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports & Racing Experiences (THAJAFAF), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• F1 karting experiences
• Immersive racing attractions
• Racing simulator entertainment
• Motorsport theme park
• Corporate event venue

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Attraction Ticket Sales: Primary revenue from sale of tickets to F1 X immersive exhibition, F1 DRIVE karting experiences (Fastest Lap, Sprint, Grand Prix formats), and F1 SIMULATORS. Tickets range from individual sessions to bundled packages.
2. Food & Beverage (F1 HUB Lounge): Restaurant and lounge revenue offering modern-American fare, F1-inspired cocktails, and craft beverages. Includes Grand Prix Sundays watch parties with food/beverage specials.
3. Retail Merchandise: F1 Flagship store within F1 HUB selling exclusive merchandise collaborations, Las Vegas Grand Prix Collection, F1 team gear, and F1 photo moments.
4. Private Events & Venue Rentals: Revenue from booking private events, corporate celebrations, conferences, and venue buyouts across multiple event spaces including rooftop, Turn 1 Lounge, Cooldown Room, and full venue buyouts.
5. Race Week Experiences: Special ticketed experiences and access during the Las Vegas Grand Prix race weekend (November 19-21, 2026), leveraging proximity to the Las Vegas Strip Circuit.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Grand Prix Plaza is a 39-acre motorsport entertainment destination venue that sells ticketed access to F1-themed experiences including high-performance karting (F1 DRIVE), an immersive F1 exhibition (F1 X), and motion-based racing simulators (F1 SIMULATORS). The venue also operates the F1 HUB dining and retail complex, hosts private corporate events and venue buyouts, and serves as the official home of the FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX.

Product overview

Grand Prix Plaza is a single unified venue offering multiple Formula 1-themed attractions and experiences. The core portfolio consists of F1 DRIVE (the official karting experience with redesigned track and technology), F1 X (an immersive journey experience), and F1 SIMULATORS (motion-based racing simulators). These attractions are housed within the F1 HUB venue, which serves as the central hub combining retail shopping, dining at the F1 HUB Lounge, and entertainment. The company offers various ticket bundles including the Star-Spangled Bundle and Grand Prix Bundle, with pricing ranging from $37-$69 for single karting races to $250 for multi-race packages.

Differentiator

Problem solved

Functional benefit

Brands

• F1 X: Immersive Formula 1 journey attraction offering visitors an interactive F1 racing experience.
• F1 Drive
• F1 Hub
• F1 Sims
• Star-Spangled Bundle

Products and services

• F1 DRIVE Karting Experience High-performance karting attraction on a 448-meter, 22-turn track reaching up to 30 MPH, featuring ERS technology, LED steering wheel race stat displays, Overtake Mode boost, and three formats (Fastest Lap 1 race from $37, Sprint 2 races, Grand Prix 3 races from $99). Targets ages 12+ with minimum 58-inch height; ages 16+ for Grand Prix format. Family Sprint option for ages 12+.
• F1 X Immersive Experience 60-75 minute immersive F1 journey featuring interactive exhibitions, historic F1 cars and memorabilia, an upgraded 4D theater, the Interactive Pit Stop Challenge, and the Pit Wall Experience. Adult tickets priced at $59 with Local, Military, and Child discounts available. Designed for general visitors and F1 enthusiasts seeking deeper engagement beyond race viewing.
• F1 SIMULATORS Motion-based racing simulators developed in collaboration with top F1 simulator experts, letting guests race the Las Vegas Strip Circuit using immersive motion technology and audio-visual effects. Free until July 19, 2026; bookable in person only. Requires age 12+, minimum 48-inch height, maximum 300 lbs.
• F1 HUB Lounge and Retail On-site restaurant and lounge offering modern-American fare, F1-inspired cocktails, craft beverages, snacks, and sharing platters, paired with the F1 Flagship retail store selling exclusive merchandise collaborations, Las Vegas Grand Prix Collection, F1 team gear, and photo opportunities. Reservations via Resy; food delivery via Uber Eats; groups of 12+ contact directly.
• Private Events and Venue Rentals Customizable private event hosting for groups of 21+ guests including corporate celebrations, conferences, after-parties, team-building, and full or partial venue buyouts. Five unique event spaces include rooftop, Turn 1 Lounge, and Cooldown Room with curated F1-themed experiences, dedicated sales team, and elevated white-glove service.
• Las Vegas Grand Prix Race Week Experiences Special ticketed experiences and access during the FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX race weekend (November 19-21, 2026), leveraging Grand Prix Plaza's direct proximity to the Las Vegas Strip Circuit to provide F1 ACADEMY access and race-week programming.

Quantifiable outcome

• $3.2 billion cumulative economic impact for Southern Nevada since 2023
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

14 partnerships are on record, tiered major and supporting.

• T-MobilemajorStrategic or Co-development Partner · 20 November 2025Multi-year extension of partnership with FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX with expanded role as Regional 5G Innovation Partner of Formula 1. T-Mobile supports advanced 5G broadcast innovations and enhanced fan experiences at Las Vegas and Austin Grand Prixs starting in 2026.
• PelotonsupportingGTM or Marketing Partner · 13 November 2025Official Fitness Partner of FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX 2025. Collaboration includes exclusive fitness programming recorded onsite in Las Vegas and a virtual scenic experience of the Las Vegas Strip Circuit, launching November 2025.
• The Walt Disney CompanymajorStrategic or Co-development Partner · 28 October 2025Disney and Formula 1 collaboration starting at Las Vegas Grand Prix featuring spectacular show at the Fountains of Bellagio and merchandise launch. Partnership blends sports, entertainment, and Disney storytelling with campaign extending through 2026 and 2027.
• American ExpresssupportingGTM or Marketing Partner · 15 October 2025F1 Las Vegas Hub presented by American Express featuring ultimate merchandise crossovers including collaborations with LEGO Group, Hello Kitty, BAPE, Malbon Golf, and Vegas Golden Knights during race week November 8 to December 6.
• LEGO GroupsupportingGTM or Marketing Partner · 15 October 2025Merchandise collaboration partner for F1 Las Vegas Hub presenting exclusive LEGO Formula 1 merchandise during 2025 race week.
• Hello KittysupportingGTM or Marketing Partner · 15 October 2025Merchandise collaboration partner for F1 Las Vegas Hub presenting exclusive Hello Kitty Formula 1 merchandise during 2025 race week.
• BAPEsupportingGTM or Marketing Partner · 15 October 2025Merchandise collaboration partner for F1 Las Vegas Hub presenting exclusive BAPE Formula 1 merchandise during 2025 race week.
• Malbon GolfsupportingGTM or Marketing Partner · 15 October 2025Merchandise collaboration partner for F1 Las Vegas Hub presenting exclusive Malbon Golf Formula 1 merchandise during 2025 race week.
• Vegas Golden KnightssupportingGTM or Marketing Partner · 15 October 2025Merchandise collaboration partner for F1 Las Vegas Hub presenting exclusive Vegas Golden Knights Formula 1 merchandise during 2025 race week.
• Make-A-Wish NevadasupportingOthersPartnership with Make-A-Wish Nevada serving as host venue for annual Walk For Wishes and supporting the organization's mission to grant life-changing wishes for children with critical illnesses, including hosting Wish Kids passionate about Formula 1.
• Southern Nevada Water AuthoritysupportingStrategic or Co-development PartnerPartnership for water conservation through first-of-its-kind atmospheric water generator pilot program capturing moisture from MGM cooling towers to produce drinkable water, making Grand Prix Plaza net-zero consumptive water use facility.
• WaterStartsupportingStrategic or Co-development PartnerTechnology partner in atmospheric water generator pilot program for water conservation initiatives.
• MGM Resorts InternationalsupportingStrategic or Co-development PartnerPartnership providing cooling tower moisture for atmospheric water generator program that makes Grand Prix Plaza net-zero consumptive water use facility.
• Clark County School DistrictsupportingOthersEducational partnership creating STEM education opportunities and programs for hundreds of Clark County School District students connecting STEM education with motorsport.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• K1 Speed: Largest indoor karting chain in North America, offering electric karting, arcade games, and event hosting. Directly comparable to F1 DRIVE's karting experience and corporate group business model.
• F1 Arcade: F1-licensed simulator racing entertainment venues with dining, similar to F1 SIMULATORS and F1 HUB. Targets the same F1 enthusiast and casual social entertainment segments with a multi-location urban model.
• Ferrari World Abu Dhabi: Ferrari-branded theme park offering Formula 1-themed rides, simulators, and immersive Ferrari experiences. Directly comparable as a motorsport-branded immersive entertainment venue targeting racing enthusiasts and tourists.
• Andretti Indoor Karting & Games: Multi-location indoor karting and entertainment complex with motorsport branding. Directly comparable as a premium karting-plus-entertainment venue targeting families, corporate groups, and special occasions.

Broad incumbents

• Dave & Buster's: National entertainment venue chain combining arcade gaming, sports viewing, and F&B. Comparable as a multi-attraction entertainment venue targeting adults, families, and corporate groups in destination markets.
• Topgolf: Large-scale entertainment venue combining sport (golf) with F&B and group experiences. Comparable as a destination entertainment venue with strong corporate events business and social/dining focus.

Regional players

• Cirque du Soleil: Las Vegas-headquartered live entertainment producer with multiple resident shows targeting tourists and corporate groups. Comparable as a premium Las Vegas entertainment operator with strong corporate event business.
• The STRAT Hotel, Casino & SkyPod: Las Vegas Strip-adjacent entertainment venue with thrill rides, observation deck, and F&B. Comparable as a Las Vegas-based destination entertainment attraction competing for the same tourist and convention segments.
• Madame Tussauds Las Vegas: Immersive wax museum attraction on the Las Vegas Strip. Comparable as a Strip-based ticketed immersive experience targeting Las Vegas tourists and convention attendees.

Emerging players

• iFLY Indoor Skydiving: Multi-location experiential entertainment venue offering simulated skydiving experiences. Comparable as a destination experiential entertainment concept targeting families, groups, and corporate events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grandprixplazalv
• LinkedInlinkedin.com/company/grand-prix-plaza
• Instagraminstagram.com/grandprixplaza

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grand Prix Plaza