The Crown Jewel of the Formula 1 Social Scene: Carbone Beach

After clinching his first-ever Formula 1 victory, Lando Norris found himself celebrating in style at none other than Carbone Beach during the 2024 Miami Grand Prix. This exclusive supper club, nestled on the sands of Miami Beach, has become the epicenter of the F1 social scene, attracting an A-list guest list that includes Patrick Mahomes, David Beckham, LeBron James, Serena Williams, and Tom Brady.

From a Small Italian Joint to the Hottest Ticket in Town

So how did this intimate Italian joint in Manhattan’s West Village become the epicenter of one of America’s most exclusive events? The answer lies in a perfect storm that coincided with Formula 1’s arrival in South Florida in 2022. Major Food Group (MFG), the hospitality company behind Carbone, had recently opened a Miami outpost of the restaurant. However, during the inaugural Miami Grand Prix, they didn’t have nearly enough tables to meet demand.

Marissa Brooks, a former employee of the Miami Heat and LVMH-owned watch brand Hublot, was tasked with creating something extraordinary for this unique occasion. The first edition of the four-night supper club, presented by American Express, came together in just six weeks, and Brooks was uniquely equipped for the challenge.

The initial mood board was about creating something magical. The idea was to bring together an incredible dining experience that nobody can provide like Major Food Group, coupled with all the bells and whistles of the extravagance associated with Formula 1. That meant chandeliers, ballerinas, a Ferrari F1 car, live entertainment, gold palm trees, and a grand dining room inside a 50,000-square-foot tent designed to evoke Carbone’s signature ambiance.

Each year, the experience has evolved, but the structure is now well-established: guests arrive around sunset, sip cocktails over seafood towers and caviar, and then move into the dining room for a multi-course feast, capped off with a surprise performance. At $3,000 per head, you would expect nothing less.

The Allure of Carbone Beach

If a celebrity is in town for the race, there’s a high likelihood you’ll find them at Carbone Beach. “We always get the who’s who,” Brooks explains. “The room is a mirror of what’s going on in the market in business, entertainment, and sports.” The guest list can feel surreal, with regular attendees including Elon Musk, Stephen Ross, and Kevin Durant.

Indeed, the success of Carbone Beach has even led to expansion beyond Miami. “We launched Carbone Beach in Doha, so I lead that project as well with the Qatari Government,” Brooks says. The event, which takes place during the Qatar Grand Prix, mirrors the Miami experience while adapting to the local market.

The Logistics Behind the Magic

Producing a temporary venue for 500 people on a beach is no small feat. “You’re always striving to make it perfect but when you have no power and no water … the logistics are so key to making us successful,” Brooks explains. From building air conditioning units to coordinating power and AV partners, to ensuring eight capacities for the chandeliers – it’s a massive operation.

Still, Brooks knows exactly how to measure success. “If every guest walks away with a ‘wow’ moment … we’ve done our job,” she says. Whether it’s phenomenal service, incredible food, the people they met, or maybe it’s seeing Lando Norris or Travis Kelce – everyone’s ‘wow’ comes from a different place.