Silverstone transforms for modern F1 crowd - but there's still space for tradition: The Editor
“If we don’t produce the product Liberty wants we will be dropped”
It is at this time of year that thoughts turn inevitably to the British Grand Prix, that highlight of our domestic racing calendar. And it is also a good time to take a closer look at Silverstone, which this year will be celebrating its 75th anniversary.
A lot has changed since it hosted its first race in October 1948 on its runways and perimeter roads, and as anyone who has been over the past couple of years will know there is a lot more change going on. So I thought I would catch up with the circuit’s managing director Stuart Pringle to get a state-of-the-nation view on the home of British racing.
He is in upbeat mood when we talk, enthusiastically pointing at a giant map of the circuit behind him to explain the changes to the circuit which he hopes will make the experience of visiting the British GP more enjoyable for fans.
Draining has been improved here, he says pointing at the map like a military commander, waste pipes got rid of there, this bottleneck has been sorted, a consultancy that specialises in crowd dynamics has improved spectator flow around the circuit here, here and here. A new asphalt run-off area has replaced the gravel trap at Abbey (not Turn 1 he chides) which will stop cars digging in as happened last year during the frightening crash of Alfa Romeo driver Zhou Guanyu, there are now 78 giant screens around the circuit to improve viewability, 40% more toilets… The list goes on.
Pringle has good reason to be upbeat. Last year saw a record number of people attend the race over the three days, 401,000 in total. This year he says he is expecting even more: a whopping 480,000. “We’ve managed to source 9000 more grandstand tickets so we are now very close to the capacity of Wembley Stadium in terms of grandstand seats on site.”
The boom in popularity isn’t just about our new-found, post-pandemic, love of live events, it is also a reflection of the growing popularity of F1 especially among a younger more diverse audience (Pringle reckons the crowd is approaching a 50-50 male/female split going by ticket sales). But it is also a reflection of the circuit’s efforts to make the grand prix about more than just the race on Sunday. Much time has been spent on creating a carnival atmosphere with music based around a newly enlarged stage area and food and non-track activities. He sees it as a key achievement that 64% of tickets sold are for the weekend, up from 57% last year. In other words it is not just about the racing.
“If we don’t produce the product Liberty wants we will be dropped”
The changes have led to grumblings (not least on our own letters page) that traditional fans have been left behind. Pringle disputes this and he bridles at the suggestion that projects such as the new on-site hotel and an exclusive development known as Escapade Silverstone have come at the cost of more traditional – and older – fans who may not be big spenders on the day but have a lifetime of memories of the circuit and who kept the place alive well before Netflix – or indeed Saturday night headliners Black Eyed Peas – joined the party and corporate hospitality arrived on the scene.
“We have actually enhanced some of the general admission viewing at, for example, Chapel Curve – an absolutely belting spot now. At Brooklands through Luffield there is a now a double-sided viewing embankment so you can sit elevated and look down on the track. Plus there’s free admission for under-11s so we are doing our bit for the next generation too.”
The transformation of Silverstone and of the British GP can be seen as a metaphor for the evolution of F1 itself as it changes from a purely sporting endeavour to a form of entertainment – albeit one with a sporting contest at its heart. As Pringle notes: “Liberty has doubled down on its desire to make F1 the world’s greatest sport and entertainment property. Some people say, ‘I just want it to be like when I came to see Jim Clark.’ And I totally recognise that the bring-your-sandwiches-and-sit-in-Woodcote-type fan is wondering about what all the other bits and pieces are about. But I am trying to encourage them to embrace it because if we don’t produce the product that Liberty wants we will be dropped from the world championship. And that is the reality.” Silverstone’s contract to host the GP ends in 2024 and while Pringle won’t be drawn on the details of the negotiations to extend, he appears quietly confident: “It is safe to say that both parties would like there to be a British GP going forward.”
So, there is logic in all the changes. But as Pringle, who is a motor racing fan at heart and a former VSCC man to boot, will no doubt be aware history counts for a lot. Indeed, in its 75th year, I hope Silverstone remains as attractive to the Thermos and sandwich fan as it is to the newer follower of our great sport.
In this respect, I note without comment his views on the recent razzmatazz in Miami which saw drivers announced to the crowd by US rapper LL Cool J as Will.i.am conducted an orchestra. Will Silverstone be following suit? “No. I don’t think it is British. I don’t think it is the way we do our sport. I am hoping that will have a military band playing marching music on the grid and the Red Arrows going over plus someone more contemporary singing the national anthem.” Amen to that.
Joe Dunn, editor
Follow Joe on Twitter @joedunn90
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