“Concept3D enabled us to provide an enhanced digital fan experience at the Formula 1 Aramco United States Grand Prix. With the help of Concept3D’s technology and team, we were able to provide guests with a streamlined map and digital wayfinding solution to help them navigate The Circuit with ease.”
Matt Kolena, Director of Digital Marketing, COTA
Accommodating record-setting growth
Formula 1 has been touted as the fastest growing sport in the United States. As a whole, its global audience is said to have reached over 1.5 billion viewers and revenue exceeding $4B. Every year twenty or more circuits (24 confirmed in 2023) host the event around the world. Since 2012, the U.S. Grand Prix has been held at the Circuit of The Americas in Austin, TX where this year it broke the all-time attendance record at the multi-day event.
Providing the ultimate fan experience
Circuit of The Americas (COTA) knew that the guest and fan experience was going to be one of the top priorities for 2022’s U.S. Grand Prix attendees. The Challenge? COTA needed a platform to help over 400,000 guest visitors locate parking, gates, entrances, exits, concessions, private suites, fan zones and more to ensure the event was a huge success for fans and sponsors.
The better the experience, the higher the fan retention rate, greater share of wallet, and of course, global bragging rights!
Why COTA chose Concept3D
After extensive research and review of the marketplace, COTA chose Concept3D as its Interactive Fan and Guest Experience Mapping partner. During the evaluation COTA learned that Concept3D offered the highest level of customer service and implementation support along with the best mapping Content Management System and 3D modeling in the industry.
As race day approached, COTA realized that Concept3D’s interactive map capabilities would be ideal for delivering an amazingly rich and memorable experience for its hundreds of thousands of visitors as well as the massive remote audience who was eager to check out the course on-line.
A seamless event experience
Concept3D delivered a mobile web interactive map, allowing there to be a single source of information for all the race day details. As aspects of the event evolved leading up to gates opening, Concept3D was nimble enough to make those design, rendering and informational changes right up to the last minute. Having the same mapping and branded experience for all guests using the COTA mobile app, website and print material was a huge advantage for visitors. This allowed COTA to create a seamless communication stream with all its guests in real-time, no matter how they accessed the information. Not having to update multiple different systems and contact different departments was a huge time saver for staff as well.
Additionally, the usage data after the race was incredibly insightful and highlighted exactly how Concept3D can help overcome fan and guest experience challenges. On race day Concept3D was able to assist with over 50,000 searches for Food, Water and Beverages as well as an additional 30,000 searches for other venue information such as Entrances, Admissions and Parking. Armed with this valuable event data, COTA is now able to see what is important to their guests and can better prepare for future events and F1 races to come.