Big, bigger, Texas: How the Circuit of the Americas became a success story

Initially, there was a fair amount of scepticism regarding the Formula 1 plans in the magnificent state capital of Austin. But then the race went on to become not only the biggest sporting event in this exciting state, but also one of the most popular Formula 1 races.

The Circuit of the Americas (COTA), just outside Austin, Texas, has now hosted the United States Grand Prix for 14 years. The track’s success is by no means a given, as Formula 1 struggled for many years to establish a permanent foothold in the United States.

Two further races in North America have since been added to the calendar: Miami and Las Vegas. Then there are the classics in Canada and Montreal. Formula 1 is booming.

The road to success was a rocky one. Today, however, the race weekend in Austin is one of the most popular events on the calendar. It celebrates the city’s unique identity and continues to grow year on year.

US Grand Prix: The drought following the Indianapolis fiasco

When the contract with the previous host city, Indianapolis, expired in 2007, Formula 1 had withdrawn from the United States amid controversy. Two years earlier, a tyre fiasco had meant that only six cars lined up on the grid for the 2005 United States Grand Prix. It was one of the biggest embarrassments in Grand Prix history.

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Spectator numbers had already been declining prior to this fiasco. The scandalous incident in 2005 was another nail in the coffin for the future of Formula 1 at the Indianapolis Motor Speedway.

Once the situation had settled down, Austin’s time had come.

A plot of land in Travis County, originally earmarked for the new Wandering Creek residential development, was given a completely new purpose in 2010: plans for a new racetrack were unveiled. Construction work began on the last day of 2010. Less than two years later, despite financial difficulties and construction delays, Formula 1 returned to the United States – at the first permanent US circuit to have been built specifically for Formula 1.

When the Circuit of the Americas made its debut on the F1 calendar at the 2012 United States Grand Prix, 265,000 fans attended over the three-day race weekend.

The circuit, whose layout was inspired by some of the world’s most famous racetracks, was well received straight away. The future looked promising.

COTA: The Taylor Swift coup

In the years that followed, racing at COTA remained popular, but attendance figures declined. In 2015, bad weather during the race weekend led to a new low of 224,000 visitors.

All the ingredients for COTA’s success were in place. Yet the doubts following the rainy weekend, cut state funding and damage caused by a storm shortly after the 2015 race made it clear: Texas had to think bigger. No problem – thinking big is part of everyday life in this state.

If you were to draw up a list of potential saviours of Formula 1 races, global superstar Taylor Swift probably wouldn’t be right at the top. Yet in 2016, she played precisely that role. COTA had already begun to complement the weekend’s racing action with concerts by well-known artists. In 2014, Duran Duran were the crowd-puller; in 2015, Elton John performed.

In 2016, the circuit operators pulled off a coup: they included a Taylor Swift concert in the entertainment programme. Her performance on Saturday evening right next to the track was to be her only live concert of the year. The idea behind it was to use the concert to attract a completely new audience to the race in Austin.

The aim was also to appeal to people from other states who might not yet have discovered their interest in Formula 1.

The plan worked. The concert attracted 80,000 visitors. The total attendance for the race weekend rose to a record 270,000, almost 50,000 more than the previous year.

Concerts at the circuit subsequently became a fixture of the COTA weekend. In the years that followed, performers on stage included Stevie Wonder, Justin Timberlake, Pink, Bruno Mars and Britney Spears. Attendance figures remained stable.

Then came the coronavirus pandemic.

In 2020, Formula 1 was unable to race at COTA due to travel restrictions and lockdown rules. For the circuit, the situation turned out to be a blessing in disguise. During the lockdown, millions of Americans spent their time watching the Netflix series ‘Drive to Survive’, a gripping Formula 1 documentary. As a result, a whole new audience discovered a passion for the pinnacle of motorsport.

The ‘Drive to Survive’ surge in interest

The following year, Formula 1 returned and was more popular than ever. Tickets already purchased for the cancelled 2020 race remained valid in 2021. At the same time, the newly acquired audience tried to snap up the remaining seats. The result: 400,000 visitors over the entire weekend.

It was the highest figure in COTA’s history to date and was almost 150,000 higher than the 2019 race weekend!

After that, the figures continued to rise steadily. The following year saw a further 40,000 visitors. In 2022, Miami was added to the racing calendar, followed by Las Vegas in 2023. Nevertheless, COTA remained the most well-attended of these races, continuing to attract more than 400,000 visitors per weekend. Austin clearly has a very special appeal. The city’s place on the F1 calendar is now secured until 2034.

Austin and Texas: a distinct identity

Austin’s identity is palpable everywhere during the race weekend. In the fan zones, Texan culture is showcased to an international audience at the United States Grand Prix. This includes themed activities, stalls serving authentic Texas barbecue and an expanded music programme that reflects the vibrant live music scene for which Austin is renowned.

This year, a 23-metre-tall cowboy hat is on display at the circuit as part of a world record attempt. Beneath the hat is a Western-style bar.

Outside, local musicians will be performing as part of the established ‘American Soundtrack’ concert series. At the same time, the circuit aims to ensure that the event lives up to the city’s unofficial motto, ‘Keep Austin Weird’.

The area surrounding COTA also makes the circuit a special venue on the racing calendar. With its striking observation tower in the shape of a rearing snake, the huge SuperStage and the amphitheatre, COTA already boasts impressive facilities. Nevertheless, investment in the future continues. In 2026, fans will discover a number of new attractions at the circuit.

Located between Turns 19 and 20 is the new COTALAND theme park, which only opened in September 2026. It offers more than 30 rides, including the only Tilt rollercoaster in Texas and the first rollercoaster in the USA to run over a road open to traffic.

Fans at the track can purchase wristbands for the race weekend, giving them unlimited access to the rides. This adds yet another attraction to the overall COTA experience.

Another major visual change this year is the construction of a new, exclusive clubhouse called ‘The Circuit’ at the top of Turn 1. It is scheduled to open next year. The building represents a further significant investment by the owners in the circuit’s infrastructure. Plans are also in place for a hotel right next to the circuit.

Alongside investments off the track, COTA is also focusing on the future of the sport. For the 2026 United States Grand Prix, the circuit opened its doors for on-track activities as early as Thursday for the first time.

The F1 Academy held practice and qualifying sessions on Thursday. Fans were also able to take a tour of the pit lane for a behind-the-scenes look and visit the attractions in the fan zone.

The new ‘Grand Prixview Thursday’ initiative was free for holders of a three-day ticket. Fans without a weekend ticket could take part from as little as 20 US dollars.

Formula 1 is impossible to miss in the city, with teams such as Williams, Haas and Mercedes attracting fans with special fan zones; Ford is everywhere following its return to Formula 1.

Many Formula 1 drivers embrace the Texan style in their clothing, and a visit to Allen’s Boots is a must – even if you don’t buy any boots.