In a fickle sporting world F1 understands it's 'Entertain to Survive'

MIAMI: Formula One spent much of the build-up to Sunday's (May 7) Miami Grand Prix shrugging off criticism it had become boring and uncompetitive with Red Bull in a league of their own winning every race.

While Tom Garfinkel, CEO of the Miami Dolphins and Hard Rock Stadium that hosts the race, cannot do anything about the on track product, they have upped their entertainment game by adding new glitzy elements to the total 'fan experience'.

It is no coincidence that F1 chose Miami, one of America's major party hubs, to introduce two new fan focused features by rolling out a Formula One theme song and a splashy pre-race showbiz style driver introduction.

Interest in Formula One in the US has been supercharged by the hugely popular Netflix series Drive to Survive that provides an entertaining behind-the-scenes look at the sport.

But the reality for every promoter is that in the world of fickle fans you now need to "Entertain to Survive".

"I'd say the demand last year was because of the excitement of the first year and this year demand is still very strong," Garfinkel told a small group of reporters in the new Paddock Club and garages that line the front straight.

"We didn't have a problem selling tickets, it wasn't an issue," he added.

Last year the Miami Grand Prix was the hottest ticket in South Beach and, while resale demand has softened, this year's race is again a sellout with 90,000 attending Sunday's race.

While the grand prix is the anchor for a weekend of fun, the races themselves are no longer enough to make the event a financial and commercial success.

Nowhere is that concept of 'fan experience' more understood than in South Florida where sports, concerts and the beach are all jockeying for a slice of the entertainment