For those watching the F1 US Grand Prix on television or attending, the changes have been quite noticeable. This year, Turn 1 at the Circuit of the Americas boasts a striking appearance with the introduction of a large, multi-storey clubhouse. This impressive structure connects to the main paddock area via a cable car that traverses the track, serving as an extension of the upscale F1 Paddock Club during the race weekend. Starting January 2, it will transform into a private members-only club, known as ‘The Circuit’, as access becomes exclusive at the beginning of next year.
“This isn’t your typical annual membership,” explains Parris Mullins, COTA’s Senior Vice President of Motorsports. “It’s more akin to a country club. While there are yearly fees to upkeep the facilities and manage staff, the initiation fee is a one-off payment that grants essentially a lifetime membership.”
“In just the last 24 hours, we’ve seen over 50 new inquiries, and that’s before this race weekend kickoff. Prior to the race weekend, approximately 600 individuals had contacted us. We’ve had personal discussions with about 140 of them, and many have already begun placing deposits and signing contracts.”
“We will limit membership to a maximum of 300 individuals. Of that total, 250 will be from North America, with the remaining 50 spots reserved for a mix of international and corporate memberships.”
A view from COTA’s new Turn 1 clubhouse.
Photo by: Filip Cleeren
The establishment of this new facility is not solely the vision of COTA president Bobby Epstein; it aligns with F1 management’s overarching initiative to enhance hospitality at race venues. “Much of our contract renewal hinged on this as well,” Mullins states. “We needed to elevate both the experience for members and that of the Paddock Club guests. F1 is greatly invested in this endeavor. The sport has expanded, and certain markets have an expectation for such high-end amenities, necessitating continual improvements in our offerings.”
Reasons Behind COTA’s Construction of a Second Track
The move to privatize COTA leads to some unintended consequences, with the circuit no longer available for track days or regional driving clubs. However, there is a promising plan in motion. On an undeveloped area to the north of the current F1 circuit, COTA has advanced plans for a second, shorter track that accommodates both cars and motorcycles.
“We are building a second track largely because we recognize the displacement of various individuals and organizations that have been our partners since the circuit’s inception,” Mullins elaborates. “Promoting motorsport, especially in the local vicinity, is crucial to us. We don’t intend to construct another FIA Grade 1 facility as that isn’t necessary. Instead, we aim to create something that caters to the local motorsport community, enabling them to continue circuit access at a more affordable rate.”
“COTA holds a certain prestige. Many individuals take pride in saying they’ve driven on the Grand Prix track, and we regret that this will no longer be feasible for everyone unless they’re members. However, we aspire to provide a venue where enthusiasts can drive, relish motorsport, and engage at the grassroots level.”
Though specifics remain unclear, the layout of the new track has already been conceptualized. COTA welcomes the new circuit, which will meet FIA Grade 3 standards suitable for touring cars, sports cars, and entry-level single-seaters, to host various smaller motorsport series. With the absence of the need to accommodate F1 vehicles, Mullins believes this presents a chance to design a track better suited for high-performance sports cars and their drivers.
“Our vision is to create a track with a lively essence distinct from the Grand Prix layout. COTA was initially designed around the specifications for one major racing weekend. I envision this new circuit featuring turns that are currently absent here. For example, we lack a banked corner, so I think it should include one. An iconic chicane would also be ideal. We want elements that visitors can enjoy with the diverse vehicles they bring to the track. The design should be far more compatible with those cars.”
Regarding the timeline for the secondary track, Mullins refrains from providing a definitive date, yet there is an unmistakable urgency to ensure local driving and car clubs aren’t deprived of a track for an extended period.
“We still have a lot to finalize and need to navigate the necessary processes with the city,” he notes. “We’ve made substantial progress to a point where we’re confident in our desire to complete it sooner rather than later. It’s vital we don’t leave the local motorsport community without a venue for too long while also ensuring the project’s success.”
Oliver Bearman, Haas F1 Team
Photo by: Simon Galloway / LAT Images via Getty Images
COTA continues to embrace its identity as the “people’s race,” attracting impressive spectator numbers that can reach up to 440,000 throughout the F1 weekend. By progressively transforming the entire venue into a large-scale theme park, the organizers aim to adapt to the evolving demographics of F1 followers in the post-Netflix era. Some aspects of this change are literal, exemplified by the rollercoaster rides of the newly established COTALAND amusement that run alongside the third section of the circuit. Furthermore, the grand prix sustains its tradition of bringing in big-name concerts at day’s end, merging with Austin’s vibrant college sports and culinary scene.
Securing a new F1 contract extending to 2034 provides COTA with the long-term assurance to amortize these investments and create year-round revenue sources alongside major events like F1, MotoGP, WEC, and starting in 2027, Formula E. COTALAND plays a role in this vision, as do the exclusive members’ club and the secondary circuit.
Nonetheless, COTA remains mindful that its primary business revolves around keeping the vast numbers of F1 supporters entertained throughout race weekends. “While Formula 1 delivers the on-track excitement, our responsibility is to enrich the experience in between sessions,” Mullins admits. The concerts marked the initial phase, and what Bobby achieved with them was indeed pioneering.
“Ultimately, this is about sport, but it’s also about entertainment. Our goal is to captivate our audience.”
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– The Autosport.com Team
