Early Entrants Are Floored By Pit+Paddock’s Exemplary Hospitality and Prime View for On-Track Drama

Photography: Mike Maravilla

  • Pit+Paddock’s evolutionary road to a marketing agency at the intersection of storytelling, industry collaborations, and creating memorable experiences led to this weekend in Las Vegas.
  • The Formula 1 Las Vegas race represents the first in over 40 years to visit Sin City, and the new 3.853-mile street circuit configuration promises a high-speed spectacle.
  • Pit+Paddock’s viewing experience sits atop the Neiman Marcus specialty retail space that overlooks Turn 12, a critical left-hander between two long straights that will make or break the lap.
  • Our viewing suite welcomes an exclusive array of automotive and hospitality industry guests and Formula 1 fans to experience the race and our interpretation of VIP service.

Three years, nearly 100 activations, millions of impressions, and one goal: redefine how a marketing agency approaches projects. Indeed, Pit+Paddock has utilized our time efficiently to become an industry destination, leveraging our unique, collective experience in print and digital publications, sales, and creative production to create a valuable intersection between innovative storytelling, industry collaborations, and memorable experiences.

Our latest endeavor brings us to Las Vegas, the Entertainment Capital of the World, and perhaps the most fitting city to celebrate Pit+Paddock’s rapid ascent. The effort aligns with one of the most highly anticipated races on the Formula 1 calendar: a Las Vegas street circuit that attempts to give the Marina Bay road course a run for its money. Speaking of which, money has been a crucial element since the track’s inception. It’s the first time F1 has returned to this glitzy city since the 1980s (1981 and 1982 to be exact), and it’s taken more than half a billion dollars to make a threequel happen. The 2023 effort repurposes the iconic strip and surrounding streets to snake a 3.853-mile route through the city’s glitz and glamour.


Given all the hype surrounding the race, Pit+Paddock knew that it had to pull out all the stops to create the ultimate motorsport viewing experience. That intent led us to Neiman Marcus, one of the most highly coveted specialty retail stores in the world. Our freshly revamped viewing suite atop the Neiman Marcus specialty retail space was a fitting backdrop for our multi-day fête, helping reinforce Pit+Paddock’s discerning taste and duality between entertainment and motorsport at its highest level. It also vehemently flexes Pit+Paddock’s ability to cement strategic partnerships, showcase our accrued industry access, and create meaningful opportunities for our patrons and guests to network.

Our location choice was purposeful; the Pit+Paddock viewing suite sits at critical Turn 12, the proverbial gauntlet that each driver will combat 50 times over during the Saturday night contest. The turn is characterized by a heavy braking zone that punctuates two long straights. As a new track with green surface conditions, finding the balance between braking and acceleration out of the corner will be crucial, and mistakes here will be punishing.


As guests started to arrive to check out the space, the smiles and exuberant greetings were everything we needed to know about our effort here. No expense was spared to create the ultimate race viewing experience and the total effect, from the venue, renovation, furnishings, and hospitality, we believe that we achieved that in spades.


We’d be amiss if we didn’t talk a bit more about the Neiman Marcus space which was outfitted with a variety of official Formula 1 gear courtesy of Sparco and Bell Helmets — two of the premier safety gear suppliers of the series and enthusiast favorites. Full Sparco race suits from McLaren and Red Bull and helmets from Mercedes, Williams, Ferrari, and Haas were strewn around the Pit+Paddock suite to give our guests a thoroughly immersive race experience.


Punishing was a fitting word to describe the first day’s running. Shortly into Free Practice 1, Carlos Sainz dislodged a drain cover on track, sending the #55 Ferrari airborne momentarily. His car sustained significant damage, so much so that it prompted the track officials and teams to take a good, hard look at whether similar vulnerabilities existed around the circuit. It was an all-too-familiar reminder that anything can happen in motorsport. While many spectators were caught out in the cooling temperatures, the Pit+Paddock viewing suite was able to stay warm and comfortable as several rounds of delicious food and drinks were circulated. The second free practice session was delayed until 2:00 AM while the track made the necessary changes to the track surface.


Much like the long-term contract that the city of Las Vegas has signed with the race series, our hospitality experience was just getting started. Whether there is action on track or not, we have plenty in store for the rest of the weekend for our esteemed guests to enjoy. Thank you to everyone who believes in Pit+Paddock and our mission. We’re extremely grateful for your support and it has helped significantly propel us forward to creating something truly unique within the automotive space.


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