The modern Formula 1 weekend is no longer defined solely by lap times and podium finishes. It has become a study in proximity to power, access to culture, and the increasingly sophisticated art of hospitality. Nowhere is that evolution more visible than at the Miami Grand Prix, where the event has grown into a three-day convergence of sport, spectacle, and status.
Into that environment steps Off Grid with a clear point of view. In partnership with Imperial Moto, this hospitality is not only premium, but curated, culturally relevant, and intentionally distinct from the traditional paddock experience. Imperial Moto’s presence helps shape the identity of Off Grid, grounding the experience in a lifestyle ethos that extends beyond race weekend.
Founded by Peter Klein, Off Grid is designed to extend beyond the act of watching the race and instead immerse guests in the ecosystem that surrounds it.
“We’re not trying to replicate what Formula 1 already does well,” Klein said. “The paddock club is incredible. But what we saw was an opportunity to build something that connects racing with culture, community, and a different kind of energy.”
That perspective reflects a broader shift in the sport’s trajectory. Formula 1’s growth in the United States has been rapid, transforming it from a niche, European-dominated series into a global lifestyle property. In cities like Miami, Austin, and Las Vegas, race weekends now function as cultural tentpoles, drawing celebrities, executives, athletes, and investors into a shared orbit.
As that audience has expanded, so have expectations around hospitality.
Premium seating, champagne service, and controlled viewing environments remain table stakes, but they are no longer sufficient for a segment of attendees who are as interested in who they are experiencing the race with as the race itself.
“What makes Miami unique is that people don’t come here just for Formula 1,” Klein said. “They come for everything around it. The music, the art, the nightlife, the people. We wanted to build something that reflects that reality.
Off Grid answers that demand through a multi-layered environment that blends race viewing with social programming. Designed to host approximately 250 guests per day, the experience is intentionally scaled to feel exclusive while still fostering a dynamic, high-energy atmosphere. It includes dedicated viewing areas, but prioritizes lounges, gathering spaces, and a steady cadence of programming that extends engagement well beyond the track.
“This is about creating moments,” Klein said. “Watching the race is one part of it. Meeting people, hearing from founders and drivers, experiencing performances—that’s what makes it memorable.”
Those moments are increasingly central to the experience. In addition to scheduled programming, Off Grid will feature surprise performances trackside and pop-up moments throughout the host city—elements that are intentionally under-publicized to preserve a sense of discovery and spontaneity for attendees.
That emphasis on memory aligns with a larger behavioral shift among successful executives, entrepreneurs, and investors. Increasingly, time and capital are being directed toward experiences rather than possessions. In that context, Formula 1 provides a uniquely efficient platform, with a concentrated gathering of influential individuals anchored by a global sporting event.
“There’s a reason brands are leaning into this space,” Klein said. “You have a captive audience of highly influential people in one place, all looking for connection.”
Throughout the Off Grid space, a high-quality multisensory experience is woven across touchpoints to ensure a luxury guest journey from start to finish. From the high-end audio experience from Bang & Olufsen and luxurious seating from Natuzzi, every element is carefully considered. Curated cocktails from Tequila Don Julio and Zacapa Rum will be served, and spirits experts will conduct guided tastings of Diageo’s Rare & Exceptional portfolio featuring rare Scotch whiskies like ultra-aged expressions of Johnnie Walker and Talisker Distillery. Hydration is equally considered, with premium water from Pellegrino and Acqua Panna offered throughout. Manuh Cigars will also hand roll select cigars for guests to enjoy in the outdoor space.
The Harbour Club Miami will also bring their exclusive dining concepts, a’Riva and Nikai to Off Grid patrons.
The business rationale behind this model is as strong as the cultural appeal. For brands, it creates an environment that facilitates relationship-building rather than traditional marketing.
“What we’re building is not just an event,” Klein said. “It’s a community that comes together around these moments.”
That sense of continuity marks a departure from traditional luxury hospitality, which has historically been transactional. In environments like Off Grid, the objective is to create an ongoing network where relationships extend beyond a single weekend.
As Formula 1 continues to expand its presence in the United States, competition for attention and relevance will intensify. New races and new audiences will demand more differentiated approaches.
“People have a lot of options,” Klein said. “If you’re going to take their time and attention, you have to deliver something that feels worth it.”
At the Miami Grand Prix, that standard is particularly high—which is precisely what makes it such a compelling proving ground.
Formula 1 has always been defined by precision and performance. In Miami, those principles extend beyond the track to include culture, commerce, and community.
For Off Grid, the race is only part of the equation. The real opportunity lies in everything that happens around it.
Worth is a proud partner of Off Grid. If you are interested in attending or sponsoring, please reach out to partnerships@worth.com.
