Q&A Carlo Boutagy

You started CBX with an urge to change the experience for Formula 1 fans. What frustrated you back then, and how successful have you been at improving the experience for F1 fans?

“I saw how expensive it was for a father to take his two children to a Formula 1 race so I wanted to take the race to the people by creating fan zones in cities close to the Grand Prix so the sport was more accessible. But, it actually developed from there and now they are a key part of the ticketed race experience too.

“They offer fans an immersive experience above and beyond watching the race itself, from sim racing to photo opportunities to merch giveaways. Each promoter is able to adapt to suit their requirements, but the aim is to offer fans something new and exciting to keep them entertained.”

How did that inform your thinking around establishing the Saudi ePrix and the experiences you wanted visitors to leave with?

“We learnt a lot about what fans wanted when they came to a motorsport event and I think you can see in Formula 1 and Formula E there is so much more than just the racing action.

“Being the Formula E promoter gave me a lot more freedom as we are the main event, not a secondary one like the F1 FanZone. The Diriyah ePrix also has the backing of the government, which wants to make this the biggest and best race on the calendar, and doing that presents more opportunities.

“Each year we strive to offer more, and for the Diriyah ePrix we work with our partners such as Jahez, Mobily, PepsiCo and Canoo to deliver engaging experiences in the Fan Village but also put on a show, so the post-race entertainment is equally as important. We’ve had global stars such as John Legend, Craig David and Martin Garrix grace our stage.

“We never stand still! Year-on-year we are looking to develop so fans leave our event having had an incredible time.”

How hands-on are you in your role of CEO of CBX, and how do you ensure that the attention to detail is delivered on the ground at events like the Diriyah ePrix?

“I’m fortunate to have a fantastic team around me that delivers the operational and logistical elements, all the hospitality plus PR and communications, but I do get involved in everything.

“It’s certainly the little things that make a difference so attention to detail is key from everyone within CBX. Whether that’s putting on a partner event as part of the race or communication with fans about where to park or the finish of the stage – it all matters and we are fully focussed on delivering a great product.”

What did you learn from that first year’s event in 2018?

“Formula E was the first international event to take place in the Kingdom of Saudi Arabia, and the 2018 event was more than just a Formula E race or an event for the Kingdom, it was the stepping stone to Vision 2023.

“The event was organised under the patronage of His Royal Highness Mohammed bin Salman and led by His Royal Highness Prince Abdulaziz, the Minister of Sport, and his excellent team who we worked closely with throughout and are always very supportive. During every meeting we were asked to push the boundaries more and more and I learned that everything is possible, even what seems impossible. I’m very proud we all delivered a phenomenal event together.”

How do you balance the needs of passionate Formula E and motor racing fans with the needs of international networkers and power brokers at a venue like Diriyah?

“It’s an important balance to strike and I think we do that well. We have the Formula E Emotion Club that caters for networking and we welcome international business guests, many of whom are hosted by local and global partners, as well as Excellencies and Royalties from the Gulf. Within this space guests enjoy the race, but there is also opportunity to communicate and understand more about each others’ businesses.

“Then we have our motorsport fans who are catered for through grandstand seating and access to the Fan Village where they can grab a drink, a bite to eat and get involved in a variety of activations as well as enjoy the post-race concerts.”

The championship is proud to have been net carbon zero since its inception. What part do race promoters and organisers have to play in this?

“It’s an ethos we all have to be part of to make the biggest impact. For us as a promoter when creating the event, we look to use the most environmentally-friendly processes possible from transport and logistics to materials used in our Fan Village to the packaging used by our food and beverage vendors. Also within the Kingdom, sustainability is important and we are proud to play our part for Vision 2030, a government initiative that aims to achieve increased economic diversification, global engagement and enhanced quality of life for its inhabitants.”

“Formula E was the first international event to take place in the kingdom of saudi arabia”

What lessons could the leaders of other sports learn from FE?

“Sustainability is 100% one of them, and I think a lot of other sports are looking to Formula E and the practices we have to see how they could make a difference too.

“Community is also very important for us at a race. Each year we have a gala dinner that raises funds for the Charitable Society of Autism Families and we also welcome beneficiaries of the charity to the race for a VIP experience, including pit lane walk and garage tour.

“Finally it’s integration into the wider country vision. The Diriyah ePrix in 2023 formed part of Diriyah Season, which put a spotlight not only on our race, but all events in the city, supporting the economy plus the tourism industry.”

Describe the typical Formula E race weekend visitor, and where they’re coming from

“We have two types of visitor: our fan that’s in the grandstand and our hospitality guest in Emotion Club.

“The bulk of the fans are motorsport enthusiasts but thanks to the ancillary activities and concerts we are finding more and more non-motorsport fans are coming to the race and leaving as fans. Our typical customer is aged under 35 with 64% of guests being male. The majority of these guests are local.

“Our hospitality guest is a lot more international and we have people coming from across Europe and the US as well as locals. This audience is slightly older and many are hosted by Formula E, us and our partners so come from the professional business environment.”