F1 Arcade launches butler service for British Grand Prix

The London location of the immersive racing experience will host a luxury watch party to celebrate 75 years of the race at Silverstone

F1 Arcade is offering a luxury watch party experience to fans in London during next week’s British Grand Prix. Guests at the St Paul’s location of the sim racing hot spot will be treated like A-listers in celebration of the sport’s 75th anniversary at Silverstone.

Customers who purchase the package, which is being sold for £250 per person, will be waited on hand and foot by their own personal butler and receive bottomless champagne and afternoon tea throughout the race.

They will also be chauffeured to and from the venue in a Mercedes Maybach, sip on Silverstone-themed cocktails and have access to unlimited sim racing before the lights go out. F1 Arcade will also be giving away tickets to the one-of-a-kind race experience on their Instagram account next week.

F1 Arcade

The business, which now has five locations in the UK and US, is poised for rapid expansion with plans to launch 30 venues across America over the next five years. “We market to a wide audience,” Jon Gardner, US president of F1 Arcade, previously told us. “Our customers are split 50/50 male and female. We do see gamers come in but it’s not just for them. We’re seeing that [guests] aren’t just here for the racing simulators, they want a full night-out with food, drinks, and entertainment. All signs point to people wanting this kind of social, immersive experience … it really is for everyone.”

F1 Arcade bridges the gap between the sport and its fans, offering some of the world’s most realistic racing simulators paired with premium food and beverage options, reminiscent of F1’s ultra-exclusive Paddock Club.

F1 Arcade

Only 1% of F1 fans will ever attend a race in person, so the result is an ideal space for people looking to connect with one another, particularly during race watch parties.

“They’re a true party,” Gardner said of the DJ-hosted events. “People come in at 6 or 7 a.m.to watch the races - before we’re even allowed to serve alcohol. That’s how passionate they are.” He also stressed the importance of integrating into the fabric of each market they’re entering: “We want to make sure that wherever we’re going, we’re a part of the community.”