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Revving up for race day: how a Miami-Based Venue streamlined ops for their grand prix brand

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How a Miami-Based Venue Streamlined Ops for Their Grand Prix Brand
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The client manages one of the most high-energy venues in the United States—a cultural hub in Miami that transforms for major sports, entertainment, and racing events. As their flagship Grand Prix brand grew, so too did the complexity of their operations. With a global audience and tight event timelines, they needed a smarter, faster way to run marketing—and fast.

 

The problem

Managing the operational side of a Formula 1™ Grand Prix is just as intense as the action on the track. Behind the glamour and high-speed spectacle, the Miami-based venue faced a logistical challenge: juggling ticketing, partners, and thousands of guest interactions across multiple disconnected systems. Without a unified process, every task felt like a pit stop under pressure—costly in time, resources, and accuracy.

Problem 1:

Campaigns were fragmented across tools and teams. There was no single source of truth for contact records or campaign performance, and everything from segmentation to workflows was being handled manually. The scale of the Grand Prix event made this impossible to sustain.

Problem 2:

With platforms like Databricks and Microsoft Dynamics in play, syncing data accurately was a headache. Marketing leaders lacked visibility into which campaigns were driving ROI. Manual processes were causing delays and bottlenecks at the worst possible time—event season.

The solution

This wasn’t just a quick fix—it was an infrastructure upgrade designed for speed, scale, and sophistication.

HubSpot Marketing Hub Pro gave the team the tools to automate campaigns, personalise communications, and segment contacts dynamically. Meanwhile, Ops Hub Pro ensured the data was clean, consistent, and flowing smoothly from external systems like Databricks and Dynamics. Together, these hubs formed a centralised marketing command centre.

Custom Integrations
We engineered bespoke integrations with Microsoft Dynamics (for CRM) and Databricks (for analytics), ensuring high-volume data could flow freely in real time—no bottlenecks, no blind spots.

Automated Workflows & Segmentation
From lead nurturing to post-race promotions, workflows now power every phase of their lifecycle. Smart Lists were configured to ensure precision targeting at scale.

Real-Time Dashboards
Live campaign dashboards provided marketing and operations teams with instant feedback, making it easy to pivot and optimise.

The Strategic Plan
The Implementation
Focus areas
  • Marketing Hub Pro for campaign management, contact segmentation, and automation
  • Ops Hub Pro for custom properties, data sync, and advanced automation


Dual-Hub Setup
Focus areas
  • Marketing Hub Pro for campaign management, contact segmentation, and automation
  • Ops Hub Pro for custom properties, data sync, and advanced automation


Custom Integrations
Focus areas
  • Databricks: Custom-built connector for live analytics
  • Microsoft Dynamics: Integrated CRM sync for accurate reporting

 

Workflow Automation
Focus areas
  • Lifecycle stage updates
  • Event-driven emails and nurturing
  • Error-proof data handoffs

 

The Implementation

Our team took a consultative approach—understanding the pressure points, designing around race day timelines, and building with scale in mind.

Key Execution Milestones

  • Discovery & Planning (1 week sprint)

  • CRM Build & Dual HubSpot Setup

  • API-Level Integrations with Databricks & Dynamics

  • User Training & Enablement

  • Final UAT + Go-Live ahead of pre-event promotional window

Future-Proofing Built In

The client can now reuse these systems across other brands within the venue group—offering a repeatable blueprint for operational efficiency and growth.

The impact and results

By race weekend, the Miami venue had a fully integrated system that handled the scale and pressure of Formula 1™. Ticketing data flowed seamlessly into HubSpot, partners were managed without bottlenecks, and guests received timely, automated communications that reduced support calls and improved satisfaction.

Short-term wins:
  • 80% reduction in manual comms workload
  • Faster partner deal cycles
  • Real-time ops reporting
Long term outcomes:
  • Future events can scale without adding admin staff
  • Sponsors receive consistent service and reporting
  • Guests enjoy smoother, more personalised experiences
The Miami Grand Prix team now has a winning formula: streamlined operations, delighted sponsors, and a scalable system ready for the next lap.

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