Watching from the comfort of your sofa may provide a better view of the on-track action, but there is no comparison to experiencing the speed of Formula One in person.
The roar of the engines is not something that can be replicated at home, nor the smell of the tyres as they desperately grasp for traction around ever-demanding corners.
Hospitality is the best of both worlds, a quintessential offering in the wider world of sport and something that remains an important part of the live event experience. Whether it’s a treat for the family or a corporate day out to build team morale or schmooze clients and investors, hospitality will continue to be a key driver of revenue, especially in the glamourous world of Formula One.
Established over 30 years ago, Formula One’s main Paddock Club VIP hospitality travels around the world with the series to each race. In 2017, series owners Liberty Media also created F1 Experiences to provide fans with a wider range of ticketing packages at a lower price point. But at Silverstone, there is also a local offering, which has been managed by Match Hospitality since 2020.
So how does this experience stack up alongside the many hospitality packages offered throughout a race weekend? BlackBook Motorsport ventured into the Northamptonshire countryside to find out.
What’s on offer?
Through Switzerland-based Match Hospitality, whose client portfolio has included some of the world’s largest sporting events, including the Fifa World Cup and Roland Garros, there are numerous options available at Silverstone.
The Fusion Lounge and Ignition Club are the premium options. Both provide full buffet dining and access to champagne, beer, wine and soft drinks, while there is also a full entertainment programme in conjunction with the on-track action. Grandstand seating is available as part of the package, with the Fusion Lounge located between Stowe and Vale (turns 15, 16 and 17 for the uninitiated) and the Ignition Club between Copse and Maggots (turns nine and ten).
All venues ensure guests have a good view of the on-track action
For a more casual, outdoor environment, the Octane Terrace and Racing Green packages provide a more laidback food and drink service as well as grandstand seating. The former is located on the Hangar Straight (between turns 14 and 15) and the latter sits on the Aintree and Wellington Straight (between turns five and six).
There are also more traditional packages, like the Heritage Club and the Legends Club, which resemble the soccer match hospitality experience. The Trackside package is a more premium version of a general admission ticket to the race. These three are all in close proximity, as the cars will take Brooklands and Luffield (turns six and seven) past the Legends Club, straighten through Woodcote (turn eight) alongside the Heritage Club, before rapidly approaching Trackside at the iconic Copse corner (turn nine).
All of these packages offer inner track access and dedicated hospitality parking, the latter of which is a considerable perk for anyone who has experienced the notoriously heavy traffic at Silverstone during race week.
What’s the experience like?
BlackBook Motorsport visited the Fusion Lounge during its day at Silverstone, so this section will be specific to that offering – although, as previously mentioned, it is not too far removed from what’s on offer as part of the Ignition Club package.
Guests access the hospitality parking down a road more closely resembling the entrance to a farmer’s field, cattle grids and all – a far cry from some of the more lavish destinations hosting Formula One races. Nevertheless, this more grounded feel provides a certain charm only found at the more traditional Grand Prix circuits, something that feels more closely connected to the days of Senna, Prost or Schumacher than the more sanitised, modern tracks today.
Accessing the inside of the track is easy enough through a nearby tunnel, and once through there is a constant rotation of buses ferrying guests to their intended destination. Signage could be improved, but there are numerous people dotted about to help those looking to be directed. As such, entry is seamless, although the welcoming party does harken back to the days of Formula One’s ‘grid girls’, creating a first impression some event attendees will find outdated.
The Fusion Lounge provides ample space, never feeling crowded despite being a sell-out venue
The venue itself is surprisingly large, with tables stretching down easily half of the straight between Stowe and Vale, while there is outdoor decking with chairs and loungers for a trackside experience. Food buffets are constantly replenished, with hot and cold options throughout the day and vegan, vegetarian, pescatarian and gluten-free diets all catered for. A salmon and pickled cucumber sandwich is a particular highlight.
For the more competitive attendees, there are also numerous sim racing rigs offering the chance to race around a virtual recreation of Silverstone. Considering the recent opening of London’s F1 Arcade, a new experiential venue combining gaming and entertainment elements that marks the series’ first venture into competitive socialising, it’s a shame attendees cannot compete against their fellow guests. Instead, races consist of a five-lap contest against AI-controlled cars turned down to a fairly low difficulty.
Nonetheless, entertainment on the day is compèred by British TV presenters Vernon Kay and Emma Walsh, with a brief appearance from racing driver and Sky Sports analyst Naomi Schiff, so guests are constantly engaged and reminded of the full offering.
How much does it cost?
Pricing is an increasingly contentious topic in Formula One; as the sport’s popularity continues to boom, so too does the cost of attending. General admission tickets were subject to a variable pricing strategy for this year’s race at Silverstone, with demand at any given moment dictating the price and the cheapest tickets starting at UK£219 (US$253).
Hospitality, as a more premium experience, naturally costs more, but the local offering is the more affordable alternative to the Paddock Club and F1 Experiences.
Match Hospitality offers one-day, two-day and three-day tickets for most of its packages, and such is the popularity of Formula One right now, many tickets for its Racing Green and Heritage Club offerings are already sold out for 2024.
One-day tickets scale up depending on the importance of the day. Taking the Fusion Lounge as an example, which is the most expensive package available, prices vary from UK£550 (US$709) for Friday practice to UK£925 (US$1,193) for Saturday qualifying and UK£2,250 (US$2,902) for Sunday’s race. For those who want to take in more of the weekend action, a two-day ticket sells for UK£3,015 (US$3,889) and all three days cost UK£3,355 (US$4,327).
There is, however, the option to pay in instalments for those spending more than UK£5,000 (US$6,449) to be eligible, while children are also entitled to a ten per cent discount.
What’s the verdict?
As a destination for businesses seeking to entertain clients, or those looking to experience Formula One without much knowledge of the sport, the Fusion Lounge is certainly an entertainment-first venue. Long after the race, there is a DJ and live music ensuring the party atmosphere continues, something that also pops up in the breaks between the on-track action.
For anyone who loves motorsport, the Ignition Club is likely to be much more appealing. That particular offering caters much more to the fans of the sport, whereas the Fusion Lounge appears angled towards casual event-goers and corporate hospitality.
For the price, guests are well looked-after and there is a full day of activities to be enjoyed beyond the on-track action. One benefit of the Fusion Lounge is grandstand seating overlooking the Vale chicane, a short walk down from the main building, which remains practically empty all day as guests ensure they are within arm’s reach of one of the numerous bars on site.
While more affordable than the comparatively extortionate Paddock Club – where a three-day weekend ticket exceeds UK£5,000 (US$6,449) – this is not a cheap day out and there are some downsides when contrasted with other hospitality packages. F1 Experiences’ comparable offering, the Champions Club, provides a three-day ticket for UK£2,611 (US$3,399) and, as a centralised package provided by Formula One, grants enhanced access for guests, including a grid walk on the Friday or Saturday, a guided paddock tour, an appearance by a Formula One personality, and some casual food and drink options throughout the day.
Still, considered in this context, the local hospitality offering is good value, especially as the Fusion Lounge, the most expensive package available through Match Hospitality, delivers no shortage of entertainment.