05/07/2026
Another Miami F1 weekend in the books… and if there’s one thing that hasn’t changed in 20 years, it’s this:
The real value isn’t just being at the events - it’s being in the right rooms, with the right people, at the right time.
From the paddock to private rooms like this, the energy is undeniable. A room filled with athletes, celebrities, executives, and brand leaders all in one place, setting the tone for the weekend ahead.
But what matters most is not just being there.
It is being in the right environment.
Spaces like the paddock and curated gatherings during F1 are where relationships are built over time, where brands move beyond visibility and into real positioning.
This is what 20 years in the industry teaches you.
You do not chase every event.
You understand where to show up.
F1 has quickly become a global intersection of sports, luxury, entertainment, and brand power.
This is where the decision-makers of the world reside, CEO’s of magazines, Agencies, and Celebrities alike.
From high level networking to the moments that never make the camera roll, this weekend continues to prove why it remains one of the most anticipated and talked about environments in the world.
With onsite and offsite events happening from Miami to Fort Lauderdale, it’s not about if your brand should activate for F1 2027, it’s a matter of where and what audience you should activate.
Grateful to be in rooms like this with people and brands who understand the long game.
j@thesurfclubrestaurant kavita
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