“Please leave the grid,” the voice on the loudspeaker announced over and over again to the thick crowd that gathered at the starting lines for the inaugural Las Vegas Grand Prix on Nov. 18. It was moments before the 10 p.m. Saturday evening debut of the 3.8 mile, 210 mph race that wound through the streets of Las Vegas, and famous onlookers were everywhere around the track. While the sport has always attracted the elite, on this occasion the invited guest list was befitting all the spectacle and hoopla surrounding the half-billion-dollar event. Justin Bieber, Cara Delevingne, Patrick Dempsey, Terry Crews, Kylie Minogue, Brad Pitt, Rihanna and A$AP Rocky, Leonardo DiCaprio, George Lucas, David Beckham, Usain Bolt, Steve Aoki, Gordon Ramsay, Lupita Nyong’o, Lindsey Vonn, Shawn White Martin Garrix, Sir Rod Stewart, Anthony Mackie, Gayle King, Brooklyn Beckham and more milled about, from the garages, the grid and pit to the exclusive Wynn Grid Club and Paddock Club Suites hosted by the racing teams.

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Oracle Red Bull Racing’s Max Verstappen —  the Las Vegas Grand Prix’s No. 1 antagonist prior to the race and F1’s top driver — won again with a five-second penalty and a mid-race collision. However, this time he prevailed wearing, perhaps begrudgingly, a custom-made Viva Las Vegas racing suit paying homage to Elvis Presley — hours after he called his fellow drivers “clowns” for participating in the event’s opening ceremony. After the race though, he said of Vegas’ first Grand Prix, “I hope everyone enjoyed it; we definitely did. I’m already excited to come back here next year.”

Despite all the drama on the track, including the abrupt ending of the first practice session where Scuderia Ferrari’s Carlos Sainz hit an insecure manhole cover and the subsequent class-action lawsuit filed by fans after the grandstands and hospitality spaces shut down in advance of the second practice, the Las Vegas Grand Prix proved to be a race won off the track. Drivers, stars and brands cashed in on the growing cachet of F1 in a city that provided little shortage of advertising space.

As for the driver who dominated appearances and collaborations, it was Lewis Hamilton. He made a surprise appearance at Resorts World’s The Globe in partnership with Fortnite. At Wynn, he mixed spirit-free cocktails with his new non-alcoholic pure blue agave Almave and crowds swarmed with the +44 x Murakami pop-up shop, grabbing all the merch in this limited-edition collection between driver and artist.

In the weeks leading up to the Las Vegas Grand Prix, Hamilton announced the super-premium distilled beverage alongside agave expert and Casa Lumbre Co-Founder & Master Distiller Iván Saldaña. There are two expressions: Almave Ámbar Distilled Non-Alcoholic Blue Agave Spirit, created for sipping, and Almave Blanco Distilled Non-Alcoholic Blue Agave Spirit, created for mixing. Almave is made from the same raw materials in the same part of Mexico as tequila, only skipping the fermentation process where the liquid becomes alcohol. 

The After at Delilah in Wynn

Four forces in hospitality and nightlife, Wynn Las Vegas, The h.wood Group, Bond Hospitality and Carver Road Hospitality joined together to throw “The After” at Delilah in Wynn. Hosted by Craig Billings (CEO of Wynn Resorts), John Terzian and Brian Toll (co-founders of The h.wood Group) and Sean Christie (CEO of Carver Hospitality), this event looks poised to be the sought-after invite-only F1 after-party in years to come.

Bieber, DiCaprio, White and Brooklyn Beckham turned out for the inaugural bash, joined by the likes of Tobey Maguire, Casey Affleck, James Harden, Sofia Vergara, Jon Hamm, Leon Bridges, Zach Braff, Richie Akiva, Ashley Graham, Balthazar Getty, Damson Idris, Anthony Mackie and Fanatics founder Michael Rubin. (Wynn recently announced its new partnership with Scott Sartiano and Will Makris’ Bond Hospitality, which will open a second location of private members club Zero Bond at the resort in 2025. In July, former Wynn exec Sean Christie formed a strategic partnership with the resort to collaborate on Las Vegas restaurant Casa Playa and the new Seamark Seafood and Cocktails at Encore Boston Harbor.)

Patrón x Sergio Checo Pérez Dinner at Casa Playa

Patrón Tequila and Oracle Red Bull Racing Driver Sergio “Checo” Pérez celebrated their collaboration with the release of the annual Mexican Heritage Tin at Wynn’s Casa Playa. Guests included Lupita Nyong’o and Jason Tartick. This is the eighth edition of the tin, which includes a bottle of Patrón Silver, and features designs picked by Checo that represent his life such as coyotes and Xolotl, which stand for his pack, hummingbirds for his competitive spirit, mariachi instruments for his favorite music, cocktails for his love of celebrations and his race number 11. 

“My favorite part of the design has to be the eagle at the center of the tin—this was important to me because it is a powerful symbol of Mexico … the strength and freedom of my homeland. I always have it on my helmet designs, and I knew I wanted to have it on the tin to serve as a reminder that everything I do is for the people of Mexico,” Pérez tells The Hollywood Reporter.

At the party, the driver led the crowd in a game of Loteria, inspired by the symbols on the tin. Embarking on the partnership in 2022, this is Patrón’s first foray into the world of racing. 

Of the venture, Pérez says that it is an ideal collaboration as he shares the same values with the brand. “Passion, pride for our homeland of Mexico and the people of Mexico,” he says, calling out that it is meaningful to be part of a “special product that is dedicated to celebrating Mexican Heritage. This is our way of giving a piece of Mexico to the world.” 

Looking back on the Vegas experience he says that it “is now one of my favorite races this year. It was a really great result for the team this weekend and we made history. I am really proud to have clinched P2 in the Drivers’ Championship. The first 1-2 finish in the Drivers’ Championship in Red Bull Racing history.”

The crowd at Casa Playa bid him a fond farewell by chanting his name. Invited guests with Patrón including Nyong’o, partied with the Oracle Red Bull Racing team at Intrigue nightclub, toured the garages and watched the race from the Paddock Club all weekend.

#RaceLikeABOSS Dinner at Hakkasan

Fashion brands also got behind the Las Vegas Grand Prix in a big way. Hugo Boss CEO Daniel Grieder hosted an exclusive dinner in the private room at Hakkasan with a convergence of Hollywood and sports-world luminaries. Guests included Tiffany Haddish, Colin Kaepernick, Anthony Mackie, John Boyega, skateboarder, Nyjah; pro-Fortnites players, Clix and Bugha; Don C, WNBA player, Breanna Stewart; women’s racing prodigy, Jamie Chadwick; and soccer star, Trinity Rodman. After dinner, the group headed to the Paddock Club where they met Aston Martin Aramco Cognizant Formula One Team driver and BOSS brand ambassador, Fernando Alonso. Along with teammate Lance Stroll, Alonso stars in the #RaceLikeABOSS fashion campaign.

Turn 66 at Resorts World

Allē Lounge on 66 at Resorts World transformed into Turn 66, created by Corso Marketing Group and hosted by Richie Akiva, with DJs including DJ Pee .Wee aka Anderson .Paak, Guy Gerber, Kaz James, Ruckus, Vice and more. Rubin, DJ Zedd, Odell Beckham Jr, Rubin, Catch Hospitality co-founder Mark Birnbaum, Chord Overstreet, and more all attended. The party lasted until 6 a.m. for two nights running.

Virgin Hotels Las Vegas “Stay on the Grid Experience”

Paris Hilton DJed in a custom-made bedazzled racing suit for the Stay on the Grid Experience, hosted by Hilton Honors & McLaren at Virgin Hotels Las Vegas’ SkyBox. ZEDD followed up with a set the next night at the SkyBox.

Eastern Congo Initiative 2023 Poker & Blackjack Tournament

Ben Affleck, Jennifer Lopez and Mark Scheinberg hosted the Eastern Congo Initiative 2023 Poker & Blackjack tournament at Lavo inside The Venetian Resort Las Vegas, in partnership with Tao Group Hospitality. The event benefited the Eastern Congo Initiative, founded by Affleck and Whitney Williams, to fund Congolese-led organizations in support of economic development, women’s empowerment, food insecurity assistance, sustainability projects, clean water and more. Jon Hamm and Anna Osceola, Jimmy Kimmel, James Marsden, Tobey Maguire, Cara Delevingne, Lily Rabe, Hamish Linklater, Colton Underwood, Lukas Haas and Jeff Gordon attended.

Bellagio Fountain Club

The pinnacle of trackside viewing, Bellagio Fountain Club was so close to the course you could feel the thunder from the engines and the mist from the famed dancing waters. Vergara, Eva Longoria, Jeremy Renner, Mark Wahlberg and Bill Burr all watched the race from there along with such athletes as football player Davante Adams, basketball forward Rudy Gay, golfers Collin Morikawa and Lily He and tennis champion Taylor Fritz. Boats sped along the lake delivering caviar and Champagne supplies on demand. Guests at Bellagio Fountain Club dined on culinary presentations from Mario Carbone, José Andrés, Jean-Georges Vongrichten, David Chang, Michael and Bryan Voltaggio, Michael Mina, Masaharu Morimoto, Alain Ducasse, Christina Tosi, James Kent and Rainer Becker. Haas Team held a Meet and Greet at Bellagio Fountain Club as well with drivers Kevin Magnussen and Nico Hulkenberg and team principal Guenther Steiner.

Vegas Club

Following a similar activation at the Miami Grand Prix, the Mercedes-AMG Petronas Formula One Team created an oasis called Vegas Club, located in Turn 4, one of the circuit’s most thrilling turns. The three-story suite featured performances from Las Vegas entertainment troupe Spiegelworld, overflowing bubbly, platters of sushi and custom playing cards with the likenesses of drivers George Russell and Lewis Hamilton. Through the team’s partnership with Marriott Bonvoy, their customers were able to bid on the experience, which even included Hot Laps around the track in a Mercedes-AMG GTR. (The Hot Lap driver was always a surprise and one time ended up being team CEO and owner Toto Wolff.) Marriott Bonvoy Moments also offered Paddock Club access in the Ritz-Carlton Silver Arrows Lounge.

Club SI
Shaquille O’Neal and David Beckham tag-teamed to host Sports Illustrated’s Club SI, one of the hospitality lounges on the circuit, which underwent a multi-million-dollar build-out for the party. Myles O’Neal, Shaq’s son, also DJed the event.

Off-Grid VIP Viewing Suite

Taking over Sushi Roku inside The Forum Shops at Caesars, with a prime view of the main straightaway, the Off-Grid VIP Viewing Suite, featured opulent displays of caviar and sushi. Rod Stewart and Penny Lancaster attended on Saturday, with the legend also hosting an intimate 30 person dinner in the Sushi Roku private room.  

American Express Fan Experience

American Express, which recently announced a multi-year regional partnership with F1, debuted the American Express Fan Experience, offering card members a prime view of the Koval Straight, cool swag and even friendship bracelets. When visitors weren’t listening to Myles O’Neal DJ on Friday, they were tuned in to all the on-track action thanks to complementary in-ear Amex Radios. American Express also hosted a Card Member Lounge inside of the F1 Hub presented by Amex at The Venetian, the official shop for all things F1 merch.

While getting a glimpse of the garage is always a popular place for A-list racing fans, Las Vegas took that to the next level with a celebrity-filled Pit experience rivaling anything even the drivers had ever seen before. Minutes before the race, Williams Team Principal James Vowles snapped photos with Will.I.Am. Gordon Ramsay and his daughter Holly wished British/Thai Williams Racing driver Alex Albon good luck and snapped a pic with him and his girlfriend, professional golfer Lily Muni. Shaq and Axl Rose visited the USA’s only representative of the track, driver Logan Sargeant.

Patrick Dempsey hosted a special screening of his new movie Ferrari at Wynn’s Encore Theater. Ahead of the Grand Prix, the racing enthusiast told The Hollywood Reporter that the success of F1 in Vegas will come down to the thrill factor. “That’s the great thing about the first time, you never know. And what’s great about racing is the unpredictability,” he said. “I just really love the sport, the camaraderie, the fellowship, the challenge, emotionally and physically. Certainly we’re at the pinnacle in Formula One, the best drivers in the world, the technology, the innovation. We’re seeing now, because of Drive to Survive, more and more people understand it’s not just a car going around the track. There’s a humanity behind it. The drivers, the personalities that keep the team alive and moving.”

Of the film Ferrari, Dempsey said he was attracted to the story because of the romanticism of 1950s and ’60s motorsports. “I love the time period,” he said. “To me the most romantic period in motorsport history. The film takes place in 1957 and to be able to play a race car driver with Michael Mann as director in Italy. It was a dream come true.”

“There are all these wonderful little easter eggs in there. If you’re a racing fan, we have remarkable cars in the film.” He also called Penelope Cruz’s performance “gut wrenching.”

“It’s an opera. In many ways, great melodrama, as well as some great action sequences.”

Dozens of brands used the newly opened, $2.3 billion Sphere as their billboard to the world during the race. To connect with his fans, J Balvin shared a white message wall that included his Community SMS phone number. On Saturday, Balvin became the first artist to perform outside the Sphere and use the space and visuals as the backdrop during his set displaying an interactive Magic 8 Ball. The visuals answered fan’s questions and encouraged them to text J Balvin.

During the show, the Sphere appeared engulfed in a thunder and lightning storm syncing with the reggaeton artist’s performance.

On Wednesday, Nov. 15, Wynn Las Vegas welcomed F1 teams, drivers and celebrities to XS Nightclub following the Las Vegas Grand Prix Opening Ceremony. In attendance were Will.i.am, Christian Horner, Wolff, Lewis Hamilton and George Russell, Guenther Steiner, Charles Leclerc and Carlos Sainz, Lando Norris, Esteban Ocon and Pierre Gasly and Alex Albon.

The following night, Michael B. Jordan was at XS for the Sports Illustrated Circuit Series with The Chainsmokers and he also jumped in the DJ booth with Swizz Beatz at TAO Nightclub’s Worship Thursday party.

On Friday at Zouk in Resorts World, Travis Scott sold out the night while the while at Volcan X.A Tequila flowed. XS Nightclub Alix Earle jumped up in the DJ booth with Swedish House Mafia as the crowd chanted her name. DiCaprio, Maguire, Michael B. Jordan, French Montana and Saweetie attended.  

Late night after Saturday’s race, Calvin Harris, Diplo, and Dom Dolla headlined XS with Hamilton, Kelsea Ballerini, Chase Stokes, Beckham Jr., Russell Westbrook, Wiz Khalifa and more in the crowd.

Verstappen, the Dutch champ, headed over to Omnia Nightclub at Caesars Palace, to celebrate with Martin Garrix, the Dutch DJ. Volcan sponsored as the “Official Tequila of the Las Vegas Grand Prix.” On the tables were hand-numbered bottles one to 3,800 as a nod to the 3.8 miles of track across Las Vegas.

Formula 1 x Pacsun

One of the brands collaborating with Formula 1, Pacsun presented its new race collection through interactive pop-up shops, which dotted the Strip. XS Nightclub hosted a pop-up shop all weekend as Encore Beach Club. Servers wore the new styles and custom menus enabled guests to order merchandise from their daybeds and cabanas. 

On Friday evening, Pacsun took over the Little Bubble Bar at Delilah and gifted guests as they departed for the evening. Designer Jeff Hamilton, known for his custom leather jacket creations, joined Pacsun for the weekend, debuting their forthcoming jacket collaboration with the brand, which will launch later this year. 

LOUIS XIII Cognac Pop-up Boutique

LOUIS XIII Cognac capitalizes on the Las Vegas Grand Prix-era by debuting its first-ever pop-up retail experience within Wynn Las Vegas. Open from Nov. 8 through Nov. 28, the boutique offers cognac aficionados, clients and visitors the chance to immerse themselves in the world of LOUIS XIII. Showcasing The Iconic Collection, THE DROP Collection, RARE CASK 42.1 and an exclusive assortment of the brand’s bespoke Accessories, complemented with personalization services, the space was designed by artist Lindsay Dawn. The pop-up is open Monday to Thursday from 10 a.m. to 9 p.m., and Friday to Sunday from 10 a.m. to 10 p.m. There are private appointments daily from 4 to 5 p.m. Throughout the month of November, LOUIS XIII Cognac hosts surprise and delight moments for clients such as tasting lounges within Delilah and Cathédrale in Aria.