Formula 1 at Circuit of The Americas (COTA) is more than just a race, it’s a three-day festival attracting over 400,000 fans. Behind-the-scenes of this male-driven event are three women whose work is pivotal to the experience: Allie Stone, Vice President of Marketing & Communications; Bailey Hansen, Hospitality Manager; and Alicia Prillip, Major Events Logistics Manager.
Allie joined COTA in 2019, just a month before her first F1 race. “I fell in love with motorsports after that first race,” she shares, “It felt like you were backstage of a Super Bowl.”
F1’s popularity has surged and Allie has played a crucial role in navigating this growth. “In the last five years it’s 10 times more popular than it's ever been before,” she says. “I know when I first started here, I had friends who were like, ‘Where do you work? What's F1?’ and now it's, ‘Can I get tickets to this year's race?’”
There are currently three F1 races in the U.S., but COTA stands out as the only purpose-built F1 track in America, a unique edge for the Austin race. “We are the most affordable race in America right now, and we plan to keep it that way,” Allie says. This year, the festivities will be enhanced by performances from acts like Eminem and Sting, along with many local bands at the amphitheater.
The logistics of a 23-race season involves 20 cars, making up 10 teams, traveling over nine months across 20 different countries on five continents. Alicia’s responsibilities range from coordinating with international freight to ensuring compliance with FIA regulations and safety for every team. She’s been part of COTA for 10 years and has seen a notable increase in female representation within the paddock. “You’re starting to see mechanics and different people within the garage... all starting to be women,” she says. Speaking on the industry’s male dominance, Bailey adds, “Between us three, I think we do a really great job of having each other's back.”
Bailey and her team are responsible for curating a uniquely Texan fan experience, ensuring fans are getting 12 hours of entertainment per day. “I enjoy creating experiences for people and those memories. My personal favorite part of an event is looking around and seeing a little kid on like their dad's shoulders that are so excited to be there and they're making those memories,” Bailey reflects.
Success isn't just about putting on a world-class event, it’s about shaping the future of motorsports. “The marketing team is dominantly female now, which I think is the first time ever,” Allie noted. “We want to make sure that we leave it better than we found it.”
"You’re starting to see mechanics and different people within the garage... all starting to be women.” -Alicia Prillip, Events Logistics Manager