A Showcase for Austin Sports & Entertainment

Situation

In a three-pronged promotion effort celebrating the inaugural run of the Formula 1 United States Grand Prix and showcasing the Texas capital as a world-class sports and entertainment center, event organizers announced a sprawling, three-day festival in heart of beautiful downtown Austin. This event marked the opening of the new Circuit of the Americas racetrack and Austin360 Amphitheater.

Solution

Britten helped set the stage for the near capacity crowd of 117,000 race fans enjoy three days of live music, exhibits, and festivities celebrating the Formula 1 racing at Austin’s Circuit of America’s racing track. Britten Services worked nonstop until opening day to install huge racing banners, signage to cover 11 city blocks, EventTruss™ entrance structures, wayfinding signage, RotoTop™ flagpoles, and VIP suite graphics at the sprawling outdoor event.

Impact

Featuring national/local music, F1 simulators, interactive sponsor activations, bars, parties, and more, the massive multi-stage festival delivered days of positive social media and local/national media focus. Fan Fest is also credited with putting Austin on the map as a tradeshow destination and promoting Circuit of the Americas and the 360 Amphitheater as the premier multipurpose entertainment venue in the Texas capital.