The CP Group is partnering with Neiman Marcus and IMG Talent for an exclusive “Beyond The Paddock” experience during the inaugural Formula 1 race in Las Vegas. For the first time in over 40 years, the Grand Prix will take place in Las Vegas. The event will combine the sport’s thrill with the dazzling allure of Sin City. The three-day event brings together a mix of high-profile attendees: celebrities, athletes, press, media, trendsetters, and fans of Formula 1.
Originally created as a reprieve for her VIP guests from the races, Founder of CP Group Vedika Solecki saw an opportunity for brands to be seen beyond the track by an elite clientele. After a successful debut at the Miami Grand Prix last year, this year’s Las Vegas inaugural race is poised to be the ultimate stage for brands to make a lasting impression. With Solecki’s 10 years of experience in PR, the “Beyond the Paddock” brand has empowered the CP Group to forge meaningful connections between brands and Formula 1 racegoers, offering a unique and exclusive marketing platform. The “Beyond the Paddock” brand has evolved to include multiple invite-only activations that are tailored to a high-net-worth audience, thus creating immense value for brands seeking to be involved in the world of Formula 1.
This year the goal has been to expand the reach even further through intentional partnerships with brands looking to dip their toes into the Formula 1 market. This year’s “Beyond the Paddock” experience will be elevated through an exclusive partnership with Neiman Marcus, a renowned luxury brand that embodies the essence of sophistication and style. The partnership will bring together a diverse group of IMG Talent and elite clientele that share a deep appreciation for both the sports and the fashion industry, aligning seamlessly with the essence of Neiman Marcus.
By taking advantage of the daytime opportunities provided by the modified race schedule, the “Beyond the Paddock'' Experiences will unfold on Friday, November 17th and Saturday, November 18th in the early afternoon. Ensuring the guests’ pre-race experiences match the excitement of the legendary nightlife of this year’s racetrack- the Sin City Strip. Friday’s activity will kick off an intimate cocktail soirée featuring a performance by celebrity DJ Ruckus, with a curated culinary and drink selection. Saturday’s agenda is a dedicated styling hour and glam session for the IMG Talent hosted by Neiman Marcus’ expert team, while enjoying refreshments and small bites.
The pillars of the CP Group encompass luxury, entertainment and hospitality. In addition to the incredible partnership with Neiman Marcus, the CP Group has also joined forces with the Venetian Palazzo Hotel to host the exclusive roster of IMG Talent in town for the race. Guests hosted by the CP Group will enjoy a three-day immersion in the racing world, with the opportunity to view the Mercedes Petronas team’s practice, qualifying and race nights. Beyond the racing action, the weekend will feature a wide array of trackside activities and world-class hospitality, including the star-studded opening ceremony performances.
“As an agency owner we’re always trying to be innovative and we noticed Formula 1 starting to become top of mind for brands and their yearly planning. I had been a follower of F1 since I was a kid but was starting to see the business side of the race and immediately wanted in. F1 still has that upper echelon of brands but that doesn’t mean there isn’t an opportunity to activate. We saw the potential for brands to be a part of the formula 1 conversation through unique experiences beyond the track and that’s where Beyond the Paddock began. With the las Vegas Grand Prix, we’re taking that vision to a whole new level” - Vedika Solecki
The CP Group has curated a three-day agenda of unparalleled experiences for Formula 1’s exclusive attendees during the Las Vegas Grand Prix. The schedule includes an in-store cocktail soirée, styling and glam sessions, TOM FORD BEAUTY make-up appointments for racegoers. Additionally,three days at the racetrack, granting VIPs the chance to watch the practice, qualifying and race nights.
