Circuit of The Americas, just outside of Austin, Texas, has hosted the United States Grand Prix for the past 14 years. Such has been its success in a market where the sport has previously struggled to find a permanent home, F1® has since added two more North American races to its schedule.

Its path to success was not straightforward, but the United States Grand Prix weekend is now one of the must-attend races on the calendar, celebrating Austin’s unique identity while continuing to grow year on year.

Formula 1® had left the United States under a cloud when the previous host’s contract expired in 2007. Two years earlier, a tyre fiasco led to just six cars starting the 2005 United States Grand Prix. With attendance already declining, it was a further blow for the sport’s future prospects at Indianapolis Motor Speedway.

After the dust had settled, it was Austin’s time to step forward. A patch of land in Travis County, earmarked to be part of a new housing development named Wandering Creek, had its fate changed in 2010, when plans for a new racing circuit were revealed. On the final day of that year, construction work began. Less than two years later, despite some financial issues and construction delays, F1® was back in the United States.

Circuit of The Americas’ debut on the F1® calendar for the 2012 United States Grand Prix was attended by 265,000 fans over the three-day event weekend. The circuit, whose layout drew inspiration from some of the world’s greatest racing venues, proved an instant hit. The future looked bright.

Racing continued to be popular at COTA over its formative years on the schedule, though attendance was on a downward trajectory. In 2015, a race weekend dogged by poor weather conditions saw attendance fall to a new low of 224,000. All of the ingredients for COTA’s success were there – but doubts after the rain-hit weekend, a cut in government funding, plus damage caused by the impact of a storm soon after the 2015 race, meant Texas had to go bigger.

If you were to make a list of potential saviours of Formula 1® Grands Prix, chances are Taylor Swift probably wouldn’t feature very near the top of your list. And yet, in 2016, that’s what happened. COTA had already dabbled in bringing big name concerts to the venue on race weekend to complement its on-track action. Duran Duran headlined in 2014, while Elton John was the star performer in 2015.

In 2016, circuit bosses landed a major coup when they added a Taylor Swift concert to the entertainment line-up. Her show trackside on Saturday night at COTA would be her only live performance that year. The plan was that the concert would bring a whole new audience to the Austin race, attracting attendees from outside the state, perhaps with a yet-to-be-found interest in F1®.

The plan paid off. The concert attracted an estimated 80,000 attendees. Overall weekend attendance rose to a record 270,000 – a near 50,000 increase on the previous season. Trackside concerts then became a staple of the COTA weekend. Stevie Wonder, Justin Timberlake, Pink, Bruno Mars and Britney Spears would all headline over the coming seasons as attendance remained at a stable level. That was, until the coronavirus pandemic.

In 2020, Formula 1® was unable to visit COTA due to travel restrictions and lockdown rules. For COTA, the situation was somewhat of a blessing in disguise. During the lockdown, millions of Americans filled their time by binging Netflix’s Drive To Survive. With that, an entirely new audience was hooked on the pinnacle of motorsport.

The following year, F1® was back and bigger than ever. Ticket sales for the cancelled 2020 race were honoured in 2021, while F1®’s newfound audience scrambled for the available remaining seats. The result? A weekend attendance of 400,000. The biggest in COTA’s history up until that point and an increase of almost 150,000 on the 2019 race weekend.

From there, figures grew further. A further 40,000 joined the party the following year. Miami joined the schedule in 2022. Las Vegas followed in 2023. But still COTA was the best-attended of the lot, with attendances continuing to remain above the 400,000 mark. Austin’s draw is unique and its position on the F1® calendar is now assured through to 2034.

Austin’s identity shines through on race weekend. Celebrated across the fan villages, there’s a real taste of Texas on show to the world at the United States Grand Prix – from themed activations to authentic Texas barbecue stalls on-site and an expanded music offering which mimics the live music scene for which Austin is renowned.

This year, a 23-metre-large cowboy hat – part of a world record attempt – will be on display at the track. The underneath of the hat will house a Western-themed bar. Outside, local music acts will take to the stage as part of the track’s well-established American Soundtrack performances. Drivers will doubtlessly get into the spirit of things with their fashion choices, while the circuit will ensure the event lives up to the city’s unofficial “Keep Austin Weird” slogan.

COTA’s surroundings are part of what make it stand out from others on the calendar. Already with its striking observation tower, huge “SuperStage” and amphitheatre, COTA continues to invest in its future. Fans will notice some new trackside additions this year.

Located between Turns 19 and 20, the all-new COTALAND theme park opened only last month and is home to over thirty rides, including Texas’ only tilt rollercoaster, plus the first rollercoaster in the country to pass over an active road. Fans trackside can purchase unlimited ride wristbands for the weekend, adding a new dimension to the COTA experience.

Another major visual change this year is the ongoing construction of a brand new, members-only, clubhouse - “The Circuit” - at the top of Turn 1. Due to open next year, it represents another major investment by owners in the circuit’s facilities. A new hotel is also in the works.

As well as investing in the future off track, COTA will open its doors for Thursday track action at the 2026 United States Grand Prix for the first time as it invests in the sport’s on-track future too.

F1® Academy, in which Audi Driver Development Programme driver Emma Felbermayr will be competing, will hold its practice and qualifying sessions on Thursday, while fans can embark on a pit lane walk and enjoy the attractions of the F1® Fan Zone.

The new “Grand Prixview Thursday” initiative is open free of charge for three-day ticket holders, while fans without weekend passes can attend from just $20.