Post by nexustay on Mar 9, 2016 13:21:21 GMT -5
Taylor Swift To Bring In 100,000 New Fans To US F1 Grand Prix
Organisers have revealed that this year’s United States Grand Prix will go ahead as they have paid the listing fee for the race which will feature a concert by music superstar Taylor Swift expected to bring in 100,000 new fans.
The one-off blockbuster event at the race in October is on track to drive the biggest economic impact and the highest attendance in the history of Formula One.
This year is the fifth anniversary of the race at the Circuit of the Americas (COTA) track in Austin, the capital of Texas, and it is marking it with a celebration in the grand tradition of the star-studded Super Bowl half-time shows.
“The top performer in the world right now is Taylor Swift and she will perform on the Saturday before the race the following day,” says COTA chairman Bobby Epstein. “It will be a one-off show. Her only show in 2016. We think we can bring in 100,000 new people and put on the biggest show.”
It is understood that Taylor Swift’s fee will be one of the highest-ever paid to an individual performer and signing her is not just a triumph for Austin but also the city of San Antonio which is just 74 miles away. Spectators will be checking into its hotels as those in Austin will soon hit capacity boosted by two of the biggest entertainment properties in the world.
It would generate a massive economic impact which is already around $277.1 million making it the second-highest on the F1 calendar. The race has also built an even deeper legacy as it has fuelled two new direct airline routes from Austin to London on British Airways and to Frankfurt with Condor. A spokesperson for British Airways says that the same reasons F1 chose the city are also why it is there: “a combination of the type of technology and innovation businesses in the city.”
There has nevertheless been uncertainty about the future of the US Grand Prix in recent months after the support from the state of Texas reversed by 22% to $19.5 million when it changed the method by which the economic impact is calculated.
Last month Forbes revealed that the US Grand Prix will be going ahead this year and that too will be announced today as Mr Epstein reveals “the race is confirmed. We have paid the listing fee for the calendar and we are going to have to pay the hosting fee shortly.”
F1 itself will be also one of the biggest beneficiaries from the concert as it will out a spotlight on the series in the US and bring in an entirely new audience.
“I think F1 is great and people have to come and see it to realise that,” says Mr Epstein. “We could advertise that F1 is coming to every person in the country but only a million people would care. However, a hundred million in the US know Taylor Swift.”
COTA’s marketing strategy is revolutionary as concerts at F1 races tend to feature stars who are followed by existing fans of the series. Elton John played at last year’s US Grand Prix and other races have been headlined by KISS and Bon Jovi. However, Mr Epstein chose different advice this year.
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