Since the day F1 announced the Las Vegas Grand Prix, images of cars hurtling down the Strip at night have captured the imagination.
But the next Formula One circuit will also feature another element that will capture the attention of spectators around the world: the new Sphere, a 20,000-seat entertainment venue that is the largest spherical structure in the world and whose construction was cost 2.3 billion dollars.
The Sphere will be impossible to miss for F1 fans. It already is for all the visitors to Las Vegas who have been in town since the Sphere’s “exosphere” – its outdoor LED screen – started lighting up in July.
Next week, when F1 comes to town, the Sphere will be positioned inside the track near Turns 5, 6 and 7, adjacent to a fan area with general admission and grandstand seating called the “T-Mobile Zone at Sphere”. That area will be the main area for concerts and other performances throughout the weekend. (It’s also where AtleticoMichael Dominski will report on the race.)
“We are thrilled to showcase Sphere to the millions of Formula 1 fans who will watch it around the world,” Sphere executive chairman and CEO James Dolan said during an investor call this week. “As part of our agreement, F1 will have a multi-day takeover of Sphere, including the use of the exosphere (to) display race-related content and compelling brand activations.”
What does it mean? Well, the exterior of the structure features 1.2 million puck-sized LEDs, offering a blank canvas for creative content opportunities. This is an area of F1 where you have a lot of experience.
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Las Vegas GP organizers plan to use the Sphere heavily during pre-race preparation and the national anthem, although the images will need to be toned down during track sessions to prevent drivers from mistaking something in the exosphere for a flag yellow or red.
(Dan Istitene/Formula 1 via Getty Images)
“It will make an incredible backdrop to our Sphere grandstands where there are a number of corners, there’s a chicane – it will be an incredible place to get a ticket,” said Renee Wilm, CEO of the Las Vegas GP Atletico. “…We will continue to maintain momentum around their global exposure. It will be a fantastic ride and a fantastic customer experience.”
Of course, it’s not all positive. Concerns range from the environment (light pollution, energy consumption) to increased traffic along busy Sands Avenue.
Las Vegas taxi driver Dale Corson said there have been stories of ride-shares taking 90 minutes to reach the Sphere entrance before events because traffic has been congested.
“There is no parking because they have the race setup in the parking lot,” Corson said last month. “So you can’t even get there to park.”
While the exosphere has received a lot of attention, it has appeared as everything from to giant basketball during the NBA Summer League at a emojis that appear to be peeking into hotel rooms – it’s the theater inside the Sphere that has generated a lot of buzz since opening on September 20th. 29 with a series of U2 concerts. It also features a cinematic experience from director Darren Aronofsky titled “Postcard from Earth” – which, like U2’s residency, created stunning images on the massive screen that envelops the audience.
“It’s probably the coolest thing I’ve ever seen in my entire life” — U2 kicked off their residency at the Las Vegas Sphere in September, 7 years after they first conceived the venue pic.twitter.com/5UE8yNJISD
— NowThis (@nowthisnews) November 7, 2023
Dolan said “Postcard from Earth” and U2 shows resulted in Sphere generating $1 million in daily ticket revenue through October. Both shows will go dark during race week, but the Sphere itself will still attract attention.
“We are already seeing Sphere’s ability to inspire awe and wonder, and the venue has become a landmark destination in Las Vegas,” Dolan said. “But we’ve only just begun to scratch the surface and are excited about how far we can take this new entertainment medium in the future.”
This includes building additional Sphere locations around the world, although that’s a pretty expensive proposition. The sphere made headlines this week when its quarterly earnings report revealed an operating loss of $98.4 million (though that didn’t include any of the October shows). The company’s chief financial officer Gautam Ranji also resigned.
But during F1 week, the Sphere-related conversation will likely range from “What the hell is that thing?” to “Did you see what they put out this time?”
“The exosphere will be used in many different ways, both from an entertainment perspective and to support our sponsors who have invested in our race,” Wilm said. “And then also to highlight some aspects of the race itself.”
Dolan said: “Our journey with Sphere has just begun. And while it will take some time for Sphere to realize his full potential, we’re off to a great start.”
(Main image: Tayfun Coskun/Anadolu Agency via Getty Images; Design: Eamonn Dalton/Atletico)