Taylor Swift's Concert Revives the 2016 United States Grand Prix
- In 2016, the United States Grand Prix faced challenges in attracting fans due to poor experiences at previous events.
- COTA chairman Bobby Epstein arranged for Taylor Swift to perform a concert during the race weekend, requiring attendees to purchase race tickets for access.
- The successful integration of entertainment with the race helped revitalize the event and has since become a key aspect of the United States Grand Prix's identity.
In 2016, the United States Grand Prix in Austin, Texas, faced uncertainty regarding its future. To revitalize interest, COTA chairman Bobby Epstein sought to enhance the event experience, particularly after negative feedback from attendees about weather-related issues. Taylor Swift was approached to headline a concert during the race weekend, which required fans to purchase race tickets to attend her performance. This strategy proved successful, drawing significant crowds and transforming the event's appeal. The concert model has since become a staple of the Grand Prix, contributing to a younger and more diverse fan demographic. As the event continues to evolve, Epstein anticipates breaking attendance records in the future, highlighting the importance of integrating entertainment with sporting events to maintain engagement and growth in Formula One in the U.S.