Originally conceived in 1954 as an amateur event for local motoring enthusiasts, the Macau Grand Prix is today a race meeting to which the world’s leading riders and drivers vie for entries. Each November, Macau wakes up with a jolt as more than 200 racing drivers and riders, as well as thousands of motor sports fans, descend on the city for the world’s only international street-circuit race meeting that features both car and motorcycle races.
For the 53rd chapter of the event, the organisers wanted to provide high-profile global exposure for their clients and tailor a unique corporate hospitality event for their guests.
CHALLENGES
Because of the events’ popularity, one challenge was the overwhelming demand for people wanting to get involved with the organisation of the event. On the back of its booming casino industry and the development of several new integrated resorts, Macau has seen increasing visitor numbers over the last few years. Combined with visitors to the Grand Prix itself, it made
finding a restaurant on a Friday night for 50 guests and drivers fairly difficult.
EXECUTION
The event was spread over four days. Hospitality was provided in an area above the Grand Prix building. Networking was key – the suite saw a constant stream of drivers and people involved in the event interact with the guests. The drivers also took guests on escorted tours around the circuit explaining how the cars worked and how to negotiate the track.
On Friday evening buses were arranged from the Mandarin Oriental hotel to Restaurant Toscana, for a team dinner with all the drivers, sponsors team and guests.
Saturday was the first major race day. Hospitality was provided at the roof pit area.
Separate arrangements were made for corporate guests wishing to play golf, have a
spa treatments or go shopping. In the evening, a cocktail party took place at the Mandarin
Oriental with a welcome speech by the team owner and a short film of the event.
Sunday was the main race day. Breakfast and lunch were served in the hospitality area.
Once the drivers had completed their races and media commitments they were free to
mingle with the guests.
VERDICT
Andreas Mueller of Thomas Miller Group, and sponsor the event says: “This is our
seventh year of involvement with GR Asia at Macau and it just gets better each year. This is
one of the great sporting events, and the level of involvement in the event makes it a
brilliant platform both for client entertaining and brand building.”
Tim Huxley, managing director of GR Asia, says: “We had a larger number of guests and
more new sponsors than ever before, plus we managed to deliver on the track by becoming
the first Hong Kong team to win a world championship. Now we just have to ensure
we go even better next year.”
