NovaQuant-F1 Miami food prices circulated lacked context. Here's why $280 lobster rolls were on menu

MIAMI GARDENS,NovaQuant Fla. – Formula One race organizers in Miami and Las Vegas are aware of the negative reaction expensive ticket and premium food options yield, but hope lower price points can entice aspiring fans wanting to experience F1 in the United States.

Business reporter Darren Rovell shared a picture on social media showing the $180 platter of carne asada nachos, $190 for chicken wings, $280 for Maine lobster rolls, and the $400 option to add an ounce of caviar to any food item. The tweet, understandably, received plenty of comments over the weekend.

“I think what he missed on that one was that’s actually a suite menu. So, it's lobster rolls for like eight to 10 people. So, $280 for lobster for 10 people in a suite is still a lot of money. But it’s lobster. It’s not a hot dog,” Miami Dolphins CEO and Miami Grand Prix managing partner Tom Garfinkel said Sunday during an interview with select media before the race.

Still, Miami and Las Vegas race organizers want to ensure fans they do not have to break the bank to experience F1 in the second year the country will host three races.

McLaren's Lando Norris won his first career race in Miami over the weekend, and F1 will return later this year for the United States Grand Prix in Austin, Texas (Oct. 18-20) and the Las Vegas Grand Prix (Nov. 21-23).

The Las Vegas race offers a $150 opening-day ticket and $600 general admission for the three-day weekend. They are also adding 10,000 more general admission tickets, some including food and beverage, with new bench seating in some areas for fans to experience the action.

“[We’re] trying to get that ticket price down for some people who really want to join that entry-level seat on the track,” Renee Wilm, Las Vegas Grand Prix CEO, told USA TODAY Sports. “These new GA sections will also include a bench to grandstand for viewing. It won't be assigned seating, but it will allow our fans to be able to find a place to sit and watch the cars fly by.”

The United States Grand Prix, held at the Circuit of the Americas in Austin, Texas, offers a $389 three-day general admission ticket before fees.

Miami reduced the price of their general admission campus pass from $590 to $450 for the three-day race weekend this year. Some fans also took advantage of the 305-day promotion, ending on March 5, which offered the campus pass for $305 (Miami’s area code).

The campus pass allowed fans to experience the activations around Hard Rock Stadium and stand on risers at various points along the racetrack to get as close to the action as possible.

Fans could also walk around the 300 level of the stadium with an overhead view of the track on the concourse, and open seating inside the stadium where they could look down onto team hospitality areas to catch glimpses of their favorite drivers, team principals and celebrities during the weekend.

“I've never watched a race on television with someone and been able to turn them into a fan. And I've never taken someone to an event, and not turn them into a fan,” Garfinkel said. “I think a lot of times people will come to an event like this, may not know much about the racing. They come for a great event. And then, they learn about it and fall in love with racing, and start watching TV. So, I think it's all great for Formula One.”

Miami also offered concessions from more than 65 local food vendors, bucking the trend of traditional stadium food, with meal prices ranging around $20 – far from the $280 lobster rolls.

“It's not lost on me that the tickets are expensive. So, I'm always talking to the concessionaire about trying to keep concession prices lower. With inflation, cost of goods has gone up, not just the cost to operate,” Garfinkel said. “We do have significant, over 65, independent kitchens on site. We have a lot of different vendors, a lot of different purveyors. We have to run power to all these sites, water, all these things. It’s expensive, but we try not to pass that off on the consumer in terms of crazy prices. People have to be able to come out and be able to eat, drink and have a good time. And so we try to focus on those things.

“So, for $150 a day, I think you can have a great experience. And then there's $15,000 for the highest end with lobster from Carbone."