How the Australian Grand Prix has become the ultimate fan destination

The Australian Grand Prix has lengthy been thought of probably the greatest races on the F1 calendar for followers to attend. There’s no scarcity of GA areas with an awesome view of the monitor, toilet strains are quick, the eating choices are plentiful and public transport to Albert Park is extremely well-run. However as the game’s demographic has shifted over the previous decade – viewing figures now skew youthful and extra feminine – organizers haven’t shied away from embracing new followers by tailoring the race’s choices to them.

“Final 12 months, 44% of all attendees have been feminine, with a big portion within the 16-to-34 age vary,” Australian Grand Prix CEO Travis Auld informed Motorsport.com. This 12 months, the roster of occasion companions contains Australian magnificence behemoth Mecca, skincare big La Roche-Posay, Gen Z-loved hair care enterprise Shark Magnificence, and self-tanning model Bondi Sands. Luxurious French trend home, Louis Vuitton, can also be concerned because the title sponsor of the race (as a part of F1’s billion-dollar world cope with LVMH).

“There was this perception that motorsport was for guys, and we’ve been attempting to show that’s not the case,” Auld defined. “We initially needed to push to indicate manufacturers there was a spot for them right here and that they’d develop on account of their affiliation with us. However as our demographic has shifted, they’ve began approaching us, so it’s a pleasant place to be in.”

Not solely is Albert Park turning into more and more extra welcoming to younger ladies, with styling stations within the fan zone and classy Melbourne restaurant pop-ups, however it’s additionally develop into a vacation spot for households. In consequence, the structure of the venue has been reimagined into 4 distinct precincts, every catering to totally different audiences and making certain followers don’t must trek lengthy distances throughout the park. “We now have Motorsport Straight for hardcore racing followers, Pit Cease Park for households, Melbourne Junction as a premium space, and Lakeside, which hosts the principle stage and leisure,” Auld mentioned.

Organizers construct a lot of the circuit from scratch each time F1 comes into city, which Auld mentioned permits them to “innovate, change, and push boundaries 12 months on 12 months.” One instance of mentioned innovation is their signature fan expertise, The Melbourne Stroll, the place drivers and crew principals greet followers whereas heading into the paddock. “We created it, and now it’s been copied world wide,” Auld mentioned. “Final 12 months, followers have been lining up a few hours earlier than gates opened and so they’d actually dash to get to the fence for an opportunity to see their favourite drivers. The power and vibe is simply unimaginable.”

Not like a few of its European counterparts, the place historical past and custom outline the occasion, or races like Las Vegas, which leans closely into hospitality, Melbourne has carved out its personal id as a premiere fan vacation spot and a staple on the Australian social calendar. Anybody who’s anybody Down Underneath makes their approach to Albert Park in March, not only for the race, however for an occasion known as Glamour on the Grid. 

On Wednesday forward of the Australian Grand Prix, the pitlane and paddock develop into the backdrop for a star-studded gala attended by a whole lot of native celebrities and personalities. Michael Masi, members of Oscar Piastri’s household and F1 trainers Kim Keedle and Rupert Manwaring appeared on the 2025 occasion, together with dozens of Aussie athletes, fashions and influencers.

“I get as many requests for Glamour on the Grid tickets as I do for the race,” Auld mentioned with amusing, noting folks fly in from across the nation for the occasion. “It’s a mixture of motor racing, trend and music, which implies you don’t must be a motorsport fanatic to attend – however as soon as folks come, they usually fall in love with the game.”

George Russell, Mercedes

Photograph by: Sam Bloxham / Motorsport Pictures

The occasion was additionally underscored by the start of LVMH’s 10-year mega-deal with F1. “For Louis Vuitton to decide on us because the race the place they wish to debut [their partnership] with F1 is one thing we’re extremely happy with,” Auld mentioned. “It speaks to how our occasion has positioned itself on a world scale.”

Melbourne has actually earned a popularity as a metropolis that embraces main worldwide occasions. “We’re the one metropolis on the earth with a grand slam and a grand prix,” Auld identified – and the complete city will get concerned. “Half the folks flip up as a result of they wish to watch each lap of the race, and the opposite half flip up as a result of it’s an unimaginable occasion,” he mentioned. With a contract that extends via 2035, it is clear the Australian Grand Prix has firmly cemented its place on the calendar, and is barely getting higher every year.