Stephen Ross (Getty, Related)
Formula One’s plan to race in Miami starting next year has developers and brokers ready to kick their marketing efforts into high gear to appeal to the fast-driving crowd.
Efforts to bring the elite race to Miami culminated this month with a city vote that clinched a 10-year deal at Hard Rock Stadium with Related Companies’ chairman and founder Stephen Ross. The approval followed years of negotiations and opposition.
Exotic cars are synonymous with high-end Miami real estate and nightlife, and F1’s fan base could bring thousands of new prospective buyers to South Florida. For developers, brokers and hotels, the opportunities for sales, sponsorships, booths, events, partnerships and more seem endless.