Formula Americas at Circuit of The Americas
The Formula Americas Program was developed to offer the public an authentic open-wheel racing experience on an FIA Grade 1 circuit. Utilizing Mygale FIA-approved Formula 4 cars, the program replicated a professional race weekend, integrating state-of-the-art telemetry, professional coaching, and full race gear. Designed for individuals, corporate groups, and custom events, it expanded COTA’s experiential offerings, increased visitor engagement, and served as a new revenue stream while reinforcing its status as a premier motorsports destination.
Case Summary
The Formula Americas Experience was a groundbreaking program designed to offer the public an authentic open-wheel, single-seater racing experience on an FIA Grade 1 Formula 1 circuit. Hosted at Circuit of The Americas (COTA), the program provided participants with the opportunity to drive Mygale FIA-approved Formula 4 cars, customized for an exhilarating yet accessible driving experience.
Structured to replicate the lifestyle and preparation of professional Formula 1 drivers, the program combined state-of-the-art onboard telemetry, video analysis, professional coaching, and full race gear, offering an immersive introduction to high-performance driving. The experience was tailored for individuals, small groups, corporate clients, and bespoke private events, making it a unique motorsports attraction in North America.
For COTA, Formula Americas expanded its experience portfolio, driving increased visitor engagement, corporate partnerships, and track revenue, while reinforcing its position as a leading destination for high-performance driving experiences.
Client Objective
The primary goals for the Formula Americas Experience at COTA were to:
Offer the first public Formula-style driving experience on an FIA Grade 1 circuit in the United States.
Deliver a professional-grade open-wheel experience, providing authentic F1-style training to motorsports enthusiasts.
Enhance COTA’s experiential offerings, attracting more annual visitors, corporate groups, and private clients.
Generate additional revenue for COTA through track time allocation, customized events, and corporate hospitality packages.
Position COTA as a premier motorsports experience destination, leveraging its Formula 1 heritage to create a unique and exclusive attraction.
Implemented Solutions
To deliver a world-class Formula racing experience, the Formula Americas Program was developed with a structured, multi-tiered approach:
1. Immersive Formula Racing Experience
Mygale FIA Formula 4 race cars, modified for an optimal balance of performance and accessibility.
Professional-grade driver equipment, including race suits, helmets, and gloves to enhance authenticity.
State-of-the-art onboard telemetry and video systems, allowing participants to analyze and improve their performance.
Exclusive access to COTA’s premier F1 circuit, offering a progressive training environment.
2. Professional Coaching & Progressive Training
Personalized coaching with a 4:1 driver-to-instructor ratio, ensuring real-time feedback and tailored instruction.
Pre-drive simulator sessions to familiarize participants with left-foot braking, downshifting, and racing lines.
Track walk-throughs and race briefings, mirroring professional driver preparation.
Data acquisition analysis, allowing drivers to review lap times, throttle inputs, and braking efficiency for performance optimization.
3. Customizable & Scalable Event Offerings
Tailored experiences for individuals, groups, and corporate clients, accommodating various skill levels and event structures.
Exclusive corporate event options, including private track rentals, team-building exercises, and incentive experiences.
VIP hospitality packages, integrating luxury paddock access, premium catering, and personalized branding opportunities.
Business Impact
Expanded COTA’s Experience Portfolio & Visitor Engagement
Formula Americas attracted a new segment of motorsports enthusiasts, further diversifying COTA’s offerings.
The program’s success led to high participant retention and repeat business, contributing to annual visitor growth.
Revenue Generation & Corporate Partnerships
The program created new revenue streams through track time allocation, corporate event hosting, and sponsorship activations.
High demand from private groups, high-net-worth individuals, and corporate clients reinforced COTA’s positioning as a premier motorsports destination.
Authentic F1-Inspired Experience with Lasting Impact
Participants experienced the closest possible sensation to being a Formula 1 driver, boosting brand affinity and word-of-mouth promotion.
The program’s structure allowed for scalability, with repeat participants progressing through advanced training levels.
Transformative Results
The Formula Americas Experience at Circuit of The Americas successfully brought professional-grade single-seater racing to the public, setting a new standard for open-wheel driving experiences in North America. By offering a structured training progression, immersive F1-style preparation, and high-performance coaching, the program delivered a thrilling, educational, and highly exclusive motorsports experience.
With significant impact on COTA’s visitor engagement, revenue streams, and corporate partnerships, the Formula Americas Experience became a cornerstone of COTA’s experiential offerings, further solidifying its reputation as a world-class motorsports venue.
