Hard Rock leans into F1's luxury image, selling $200 baskets of wings at the Miami Grand Prix ($400 for added caviar)

Hard Rock leans into F1's luxury image, selling $200 baskets of wings at the Miami Grand Prix ($400 for added caviar)
  • The third-annual Miami Grand Prix is taking place this weekend.

  • The Hard Rock Beach Club featured high-priced items, like a $280 Maine lobster roll, for the event.

  • Formula 1 has a reputation for luxury and spectacle.

Luxury was on full display during the Miami Grand Prix, especially at the Hard Rock Beach Club, where an order of wings cost nearly $200.

Crowds of Formula 1 fans gathered in SoFlo this weekend for the third-annual Miami Grand Prix, which kicked off on Friday at the Miami International Autodrome. The racetrack spans 3.7 miles and is set up around Hard Rock Stadium.

Billionaires like Elon Musk and Jeff Bezos participated in the festivities, but some F1 fans were more interested in the flex of wealth at the Hard Rock Beach Club.

Hard Rock International announced its Hard Rock Beach Club in March, writing in a press release that the day club experience overlooked the racetrack and included star-studded performances. A three-day pass costs $1,750, according to the official website.

Hard Rock Beach Club 3-day ticket price screenshot.
Screenshot from the Hard Rock Beach Club website.Hard Rock Beach Club

Nascar driver Ryan Ellis offered F1 fans a glimpse into the high-end venue, posting photos of the menu to X. Ellis confirmed that he took the pictures to Business Insider.

"F1 is a little more expensive than nascar," he wrote in the caption.

The photo showed a range of food options, with the cheapest items being a $170 Empanada Duo and a $170 Yellowfin Tuna Poke. The menu also featured a Maine lobster roll priced at $280 and chilled prawn for $290, according to the photos.

And guests could apparently add 1 ounce of caviar to any item for $400.

Ellis also shared a photo of the drinks menu, which showed water selling for $25 and $45 Heineken 0.0. The most expensive item appeared to be a 1.5 liter bottle of Armand de Brignac Rosé, which cost $3,600.

Miami Grand Prix (Sprint & Qualifying) on May 4, 2024.
The Miami Grand Prix took place over the weekend.Qian Jun/MB Media/Getty Images

Representatives for Hard Rock did not immediately respond to a request for comment from Business Insider.

Motorsports like NASCAR are popular in the United States, but the F1 industry is attempting to make strides with American fans after dominating Europe.

F1's reputation for opulence and spectacle is nothing new to longtime fans, but might be a harder sell for the average American. Nascar's viewership has stalled in recent years but it still surpasses the average US viewership for F1 races, according to Blackbook Motorsport.

One reason might be the exuberant costs typically associated with F1. Bloomberg columnist Adam Minter suggested the industry lower its price point to accommodate middle-class sports fans if it wants. to spark wider interest.

Read the original article on Business Insider