Heineken Estrela doubles capacity and F1 breaks record in SP – 11/05/2023 – Full Glass
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The São Paulo F1 GP broke a new attendance record at the Interlagos racetrack this weekend, with 267,000 people filling the stands and other facilities on the 3rd, 4th and 5th of November.
The mark exceeds the best audience on the circuit by more than 30 thousand spectators, which was last year, with 235,617 spectators.
Part of this record was achieved with investment in new VIP areas of the circuit, such as the Heineken Village, an area divided into two spaces (Estrela and Gramado), with views of different parts of the track and giving the chance to get very close to the guardrails , for those who like strong emotions.
In the brewery space alone, the capacity doubled compared to 2022, going from 5,500 to 11 thousand people, in an area of 30 thousand square meters. “The space is the same as last year, but this year we felt it was possible to accommodate more people and, with that, we increased the team, bar operations and all necessary infrastructure”, comments Eduardo Picarelli, director of the brand’s business units.
So much luxury has a price, and it’s not exactly cheap. Tickets for the space on the lawn this year cost R$1,980. Entrance to the Estrela area, with open bar and open food, cost R$3,980.
In addition, the Heineken area included DJ performances, a 130-meter zipline (with queues even during the race) and a modest exhibition in honor of driver Ayrton Senna.
The Interlagos race track is also the one that receives the biggest investment from the brewing group among all 23 GPs on the calendar. “There are other relevant venues, such as Holland and Las Vegas, tracks where Heineken is the master sponsor”, says the executive. “But Brazil is the only one with an activation like Heineken Village. In others, the brand’s investment is specific, focusing on hospitality areas within the paddock”, he adds.
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