F1 Experiences is your official full-service travel provider, which enables you to experience the world of Formula 1 like never before. We spoke to Keith Bruce, President, International of QuintEvents, the organizer company behind F1 Experiences. As head of the business unit, Keith’s principal task is to ensure F1 Experiences provides the best entertainment package for all Formula 1 fans worldwide.
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As the leader of F1 Experiences, what does experience stand for in your view?
That’s a good question! If you look at the dictionary definition of experience, it’s probably not far off from what we want to deliver, which is the ability for a fan to do more than watch. We want them to participate, immerse, ask questions and interact actively. If someone is new to the sport, it’s a great way to be educated, and even if you have followed F1 for a longer time, you can always learn new things about it. Experiences for us take on that kind of meaning, and it’s not about being static. It’s all about being active.
When we first started F1 Experiences, the sport needed a shot of energy.
Don’t get me wrong, there is nothing wrong with sitting on the grandstands for three days, but for our customers, that’s not something they want to do. They’d like to actively participate in F1, learn more, see more, and do more. These experiences help define fan ability. They strengthen fans’ bond with Formula 1 through the immersive experience. This is our fourth year of existence, and we suffered a pretty disastrous 2020 because we couldn’t do any experiences at all, and it compromised even the first half of 2021.
At the moment, the demand for these experiences is more significant than ever as fans have been kept away from the sport for a more extended period, and they have the appetite to go to the event and spend a little more money to experience Formula 1 besides watching it.
How large is the team behind F1 Experiences?
Basically, we all work for QuintEvents, which is the company that runs and operates F1 Experiences. We have roughly sixty staff engaged full-time on F1 Experiences. That’s across all the business sectors, including product development, sales, marketing, client services, operations and IT. We’ve got quite a robust team that’s grown dramatically to keep up with the volume of F1 Experiences. Then, depending on the size of the race, we also have a good number of…
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