Understanding Formula 1 Emilia-Romagna Grand Prix spectators to optimise mobility services before, during and after the event
CASE STUDY
On the occasion of the first European round of the Formula 1 season, more than 100,000 visitors gathered in Imola for three days of events and races at the . The historic Italian circuit, which has returned as a permanent fixture on the Formula 1 calendar, welcomed fans from all over the world to one of the most anticipated events of the season.
The strong interest in the Grand Prix was also driven by the return of spectators to the venue after the previous two editions, during which pandemic restrictions and lockdown measures prevented fans from attending the races in person.
Motion Analytica was chosen in this important occasion to analyse the behaviour of participants, and to study their mobility patterns before, during, and after the race. Moreover, additional analyses on the touristic behaviours of attendants provided a deep understanding of the event’s impact within the surrounding territory.
The analyses provided an exhaustive overview of several aspects, supporting useful insights to help improve the quality of the experience that will be offered in future events.
MAIN RESULTS
The study focused on attendance patterns and mobility flows within the area of the Autodromo Internazionale Enzo e Dino Ferrari and the city of Imola during the Formula 1 Grand Prix and the supporting races of Formula 2, Formula 3 and the Porsche Mobil 1 Supercup.
Thanks to the use of mobile network data and advanced analytics algorithms, it was possible to obtain detailed insights into visitor behaviour and mobility patterns both within the Autodromo and across the surrounding area.
01.
Event audience profiling
Identification of the main demographic characteristics of participants and distinction between regular attendees, day visitors and tourists, providing a detailed understanding of the audience present throughout the race weekend.
02.
International appeal of the Grand Prix
Analysis of spectators’ domestic and international origins, highlighting strong participation from European visitors and a significant increase in attendees from the United States on race day.
03.
Impact on the territory and accommodation facilities
Identification of the cities and areas most affected by the inflow of fans, highlighting the strategic role of the main destinations in Emilia-Romagna, including Bologna, Ravenna, Forlì-Cesena and Rimini.
04.
Logistics and service optimisation
Analysis of arrival and departure times, length of stay and visitor behaviour to support the operational planning of the event and improve service organisation based on actual demand.
THE ANALYSIS
To correctly comprehend the heterogeneity of the public, Motion Analytica firstly concentrated the research on segmenting visitors based on their attendance behaviour. One initial step was to understand who visited the facility frequently, and who, instead, came exclusively for this event.
The latter were then divided into two main groups, tourists and visitors, depending on whether they stayed overnight in the area or visited for the day.
Once these attendance patterns had been identified, their origins were analysed in greater detail, making it possible to create an accurate map of fan provenance and measure interest in the event across different geographical areas.
Next, the social and economic impact generated by the event across the territory was investigated. Multiple analyses were carried out to identify the most visited locations beyond the circuit, analyse overnight stay patterns and compare the attractiveness of different points of interest.
Participants’ co-visits and dwell time were also analysed to identify the mobility infrastructures most frequently used by spectators, assess the pressure placed on them and evaluate potential service and logistics improvements for future editions of the event.
CONCLUSIONI
Overall, the project not only confirmed the substantial interest in the event across the surrounding areas, but also highlighted strong participation from international visitors. The audience was segmented using multiple metrics to gain a detailed understanding of visitor profiles, behaviours and mobility patterns. In addition, the analyses conducted helped assess the social and economic impact generated by the event across the territory.
The information collected will be fundamental in supporting future investment strategies aimed at improving upcoming editions of the Grand Prix and enhancing the overall visitor experience.