Gentlemen, Start Your REVENUE STREAMS!
Bloomberg Businessweek|May 09, 2022
New owners have given stodgy F1 an American makeover. Can the racing series and its photogenic stars finally crack the world’s biggest sports market?
Austin Carr
Gentlemen, Start Your REVENUE STREAMS!

Off Exit 2X of the Florida Turnpike, Hard Rock Stadium’s parking lots are getting a Monaco-esque makeover. With six weeks to go before Formula One’s newest U.S. grand prix on May 8, the vast expanse is being outfitted with a 3.36-mile circuit, palm-tree-shaded villas, and VIP clubs that’ll cost upwards of $9,000 for a weekend pass. The home of the Miami Dolphins may not ooze the aristocratic decadence of Monte Carlo, where F1 drivers whip their multimillion-dollar machines through picturesque streets overlooking harborside yachts. But at Turn 7, where a line of port-a-potties sits amid the construction, a “marina” will host deep-pocketed fans aboard small boats trucked in and “docked” on stands surrounded by planks painted to look like water. The whole event is sponsored by Crypto.com. “The idea is that this is going to turn into an almost Disneyland map,” says Tom Garfinkel, chief executive officer of the Dolphins, pointing at a blueprint of the track at his office. “It’s kind of like, ‘Do you want to go to Space Mountain? Do you want to go to Pirateland?’ ”

This story is from the May 09, 2022 edition of Bloomberg Businessweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the May 09, 2022 edition of Bloomberg Businessweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM BLOOMBERG BUSINESSWEEKView All
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 mins  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 mins  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 mins  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 mins  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ mins  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ mins  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 mins  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 mins  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 mins  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 mins  |
March 20 - 27, 2023