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The Formula 1 Grand Prix is back in Miami for the third straight year and the Hard Rock has plenty of entertainment options in store for fans throughout race week.
Keith Sheldon, the President Of Entertainment for Hard Rock International, Seminole Gaming, is in charge of curating the entertainment experience at Hard Rock Stadium and the Hard Rock Hollywood Casino for race week.
We sat down with Sheldon to discuss what he and his team have in store for this year’s event, which includes performances by international superstars Don Omar, Ed Sheeran, Steve Aoki, and many more.
Hey Keith, this is the third year of Hard Rock’s partnership with F1 in Miami, what are your goals for this year’s race after two successful events?
Keith Sheldon: “I think going from the first year, we set expectations high and we delivered. The second year, we raised the bar. And for the third year, we kind of have this formula for success, and, we’re gonna continue to raise the bar. I think expectations are sky-high coming off the success of the last two race years in Miami. Everything that Austin has been doing for the North American audiences, in terms of bringing additional entertainment and energy, and, obviously, the huge spectacle that was Las Vegas, this past November. And so we’ve always been sort of the soundtrack to Formula 1 in Miami, but we also know that we’re bringing the energy.”
“We’re bringing entertainment aspects. It’s this intersection of South Beach and Formula 1 Racing, and it’s our responsibility as a brand that has music in our DNA to make sure that we’re bringing that energy and that positive noise. So same strategy applies. We’re just going, even bigger and better than ever before, bringing in a mix of Latin flavors, pop music, and obviously that dance music energy.”
How important is it for you to curate a soundtrack that has a Miami vibe for the F1 Miami GP?
Sheldon: “I think that’s what makes F1 one so special. You can go to a race in Monaco or in Las Vegas or Mexico City or Brazil, and you’re getting a flavor for those different geographies. When you go to those races, in Austin, it’s a little bit more country. In Vegas, it was just a big grand spectacle, and, you know, all these different environments, you’re getting a taste and a flavor of those markets.
“For us, we have to think about what makes Miami and South Florida so special, what makes the Hard Rock brand so special, and how can we bring those things to the table for the audiences to descend on race weekend.”
How impactful has been this F1 partnership been for Hard Rock these past three years.
Sheldon: “It continues to be just a phenomenal partnership. If you think about the economic impact, if you think about the out-of-market visitors that are coming to these races, both out of market domestically and internationally, We’re filling our property at Hard Rock Hollywood with so many unique visitors and giving them an opportunity to experience not only a great race, at the circuit, but also all the amenities that Hard Rock has to offer, and it gives us an impetus to invite new people out and, bring back some of our loyal customers as well.
“And now it’s become sort of, appointment viewing for a lot of folks where they’re circling this weekend on the calendar, as far as a year out and thinking about what the opportunity is for them to come and engage with Hard Rock, hang at Hard Rock Beach Club, hang at the Paddock Club, experience all the things that the race weekend has to offer while enjoying all Hard Rock’s amenities as well on property.
Tell me about the artists that you have performing at this year’s event and what can fans expect from Hard Rock entertainment during Formula 1 week in Miami?
Sheldon: “Yeah. So I talked a little bit about the formula, and you asked about what this means to Hard Rock as a brand. I think the whole experience starts at Hard Rock Hollywood, the guitar hotel, which really becomes sort of the epicenter of entertainment off the track away from the circuit.”
“On Thursday, Don Omar is gonna kick things off at Hard Rock Live, at Hard Rock Hollywood. He’s always a sold-out show, brings incredible energy, and is just a legend. He’s the type of artist who will help us hyper-serve some of that international audience that will be descending on South Florida. And then on Friday, we’re bringing in another international superstar, maybe one of the biggest pop headliners in the world right now, Ed Sheeran. And if that wasn’t enough, we have Steve Aoki, who will be at their nightclub for that late night audience as well, all happening at Hard Rock Hollywood.”
“So all of those things plus the the normal energy that we’re bringing on a day in, day out basis at Hard Rock Hollywood will all be happening, on property and then at the track, as we’ve done in the past. Again,the formula for success is about bringing those artists that are performing at Hard Rock Hollywood and and taking them over to Hard Rock Beach Club as well. So they have a presence at our our footprint, at the track circuit.”