Part of its ‘Plan Abu Dhabi 2030’ involves attracting 7.9 million annual hotel guests, almost double the current population of all seven United Arab Emirates. And more broadly, hosting a Grand Prix advances the city’s great ambition of developing high-end tourism and a sustainable economy based on more than oil. State-lined companies like Etihad and Mubadala get a branding boost from sponsoring the event. On the ground, the city gets the glitter and attention of F1 regulars, from Sir Richard Branson to Prince Albert of Monaco. As a baseline, there’s the estimated 600 million viewers in 180 countries who tune in to watch the race and see Abu Dhabi shine. It yields a reputational return that works in several ways. Among the hodgepodge of names in the crowd: Diane Von Furstenberg, Liz Cheney, and Barry Diller.Ību Dhabi’s investment in the Formula 1 isn’t meant to make money, at least not now. Add on the arrival of Kanye and other top acts, and elite guests flown in to party in trackside yachts and at the luxe Yas Hotel. With Abu Dhabi’s Grand Prix came the world’s most advanced track, where races transition from day to night in the sunset of the Persian Gulf, and the distinction of hosting the last Formula 1 event of the season for the second year in a row (the position is meant to rotate among host cities). The big winner, other than Sebastian Vettel, was the city itself, represented by the girls in gold lame. It was a peak moment in the new Middle East, Abu Dhabi spending untold billions to bring the best of the world home, then relishing it. My leading image of Abu Dhabi’s Formula 1 weekend is from the VIP lawn of a Kanye West concert: two local ladies, their black abayas open to reveal glittery gold bodysuits.
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