When Formula 1 drivers speed down the legendary Strip this weekend, it will be the latest sign of Las Vegas’ desire to change its image to become an international sports hub.
The city’s transition from no professional clubs to a major sports destination dates back to the 1950s, when Las Vegas began hosting boxing matches that attracted fans and journalists from around the world. In recent years, Las Vegas has obtained an NHL franchise and another from the NFL, in addition to hosting various international soccer, rugby and now F1 competitions.
“In recent years, people’s perception of Las Vegas has shifted from a city of party and gaming where anything is possible, to a more friendly destination for everyone,” said Jason Doyle, a sport management discipline advisor at Griffith University in Australia, by email. “It seems to be a voluntary decision, and sport played a key role in this shift. The arrival of the Golden Knights [dans la LNH]then that of the Raiders [dans la NFL] have allowed Vegas to make a name for itself and enhance its credibility elsewhere on the planet. »
The “city of vice”
Las Vegas has changed a lot in 50 years. At the time, the city relied almost exclusively on games of chance and income from casinos to finance itself.
Then, in 1955, champion boxer Archie Moore defeated Nico Valdes by decision. The sport really took root in Las Vegas during the 1960s, and the “city of vice” gradually became the Mecca of boxing.
“I think that’s when Las Vegas became a must-visit destination,” said Steve Hill, president and chief operating officer of the Las Vegas Convention and Visitors Authority.
The arrival of F1 will enhance Las Vegas’ reputation as an international destination, as the sport presents events around the world — which fits with the city’s strategy to welcome more out-of-state tourists -United.
F1 is just one way to get there. The Super Bowl, which will be presented in Las Vegas next February, is another.
“With Formula 1 and the Super Bowl, it’s impossible to find other events that will bring more spotlight to the city,” Hill said. It’s impossible to replicate what F1 will bring from a marketing perspective because the event will take place outdoors along Las Vegas Boulevard. »
And perhaps Saturday’s race — the first in a 10-year agreement with Las Vegas — will exceed expectations and relegate to the background the many obstacles that marked its implementation. It will then remain to be seen whether local residents will swallow the pill or not, they who have had to deal with monster road congestion for months, not to mention the astronomical price of tickets and hotel rooms for the event.