Ultra-wealthy individuals celebrate at the Monaco Grand Prix.

Luxury lifestyle on display at Monaco Grand Prix

Even the least enthusiastic fans of automobile racing can't help but be fascinated by the dazzling show that Formula One cars put on as they zoom around the nation's winding roads.

Celebrities are also drawn to the excitement, as evidenced by Tom Holland, the actor who portrays Spider-Man, who enthusiastically spoke about last year's event: "This is unlike anything I have ever been to, it's electric."

Of course, Monaco is famously known as "the billionaires' playground" due to its abundance of high-end shopping, luxury cars, million-dollar yachts, and pricey eateries. During the three-day Grand Prix, the city's opulence only amplifies.

When demand is high and choices are scarce, it's a heated competition among the world's rich and famous who desire to bask in the unique atmosphere of the race and dance all night long.

If they don't use their own superyacht as a base, they may choose to stay in a private villa on the French Riviera or check into the Fairmont Hotel, Hotel Hermitage, or Hotel de Paris in Monte Carlo itself.

The first in Grand Prix party culture

British driver Lewis Hamilton of Mercedes looks on from the drivers parade before the Formula 1 Grand Prix at the Circuit de Monaco on May 28, 2023.

It's not only about finding the ideal place to sleep, but also the most prestigious dining and clubbing spots. These include sought-after tables at Cipriani, Sass Café, and Café de Paris, as well as sought-after booths at nightclubs such as Jimmy'z or Amber Lounge.

Amber Lounge stands out as a pioneer in Grand Prix party culture since it was founded in 2003 by Sonia Irvine, sister of former racing driver Eddie Irvine. It has long been the go-to spot for the F1 community, including Lewis Hamilton and Max Verstappen, and once attracted guests like Justin Bieber, Kim Kardashian, Kylie Minogue, and Prince Albert of Monaco.

In celebration of its 20-year anniversary (there was a year off due to Covid), Amber Lounge plans to mark the occasion with three nights of events worth €1.5 million ($1.6 million). There will be after-parties at an Amber Lounge beach club on the terrace of Le Meridien Beach Plaza, as well as VIP monitoring of the race aboard a 108ft superyacht moored just meters from the famed Tabac corner.

"The yacht's size allows us to be incredibly close to the action, unlike larger yachts that are moored farther away from the coast. It also has a more intimate and exclusive feel on board," explained Lauren Green, Managing Director of Amber Lounge, who oversees the logistics of the three-day pop-up event in Monaco as well as other F1 locations including Singapore, Las Vegas, and Abu Dhabi.

Naturally, gaining access to one of the most desired viewing areas at the race doesn't come cheap. A one-day VIP viewing package on Sunday costs €3,500 ($3,800) per person, and these 65 tickets were snapped up within two weeks of being available in May 2023.

Ticket prices for yacht parties on race day are several thousand dollars.

The dress code is "Riviera chic," but shoes, regardless of their exorbitant price tag, must be removed to preserve the yacht's teak decking. Tickets include unlimited beverages, such as champagne, wine, and special cocktails, as well as food, a DJ, and chorus line dancers before returning to the shore at 6:30 pm.

The heart of the universe for three days

Amber Lounge's afterparties showcase a vast crew of servers who ensure guests are continuously supplied with alcohol for a crowd of around 1000 people on Saturday and Sunday nights. Upon arrival, guests ring a bell, and a gloved hand appears from behind a flower wall offering a glass of champagne before being ushered into the party. Guests paid anywhere from €600 ($650) for entry to Saturday's afterparty (the F1 qualifying day) to €800 ($870) on Sunday (race day) in hopes of mingling with drivers, celebrities, and guests with significant wealth.

For €40,000 ($43,400), partygoers can book what's known as a "diamond table package" for 10 people - a premium table with a clear view of the stage and DJ booth (Fatman Scoop and Jax Jones are the acts for 2024), as well as circus-themed performances, and Methuselahs of champagne (6-liter bottles) and premium vodka. Add another €10,000 ($10,800) for a Salmanazar - a 9-liter bottle of champagne that requires a team of four to carry to the table, or €20,000 ($21,600) for a 12-liter Balthazar-sized bottle.

The top-tier tables also offer their own 'hosts,' who serve as a concierge, coordinating with VIPs' assistants and drivers to ensure guests receive a smooth experience without having to wait in line. #Monaco Grand Prix #F1 #Party Culture #Amber Lounge #Billionaires #Luxury

Some bottles of Champagne at Amber Lounge afterparties can cost €20,000 (£21,600).

Monaco is known for hosting one of the most lavish and costly events during the Monaco Grand Prix weekend, Amber Lounge. However, it's not just this exclusive party that attracts the hordes of the rich and famous - Monte Carlo itself is a hotspot for revelry. Empty champagne glasses and bottles are often found scattered on the track from the night before, presumably from festivities that took place ahead of the qualifying or race sessions.

According to Bruce Bundrant, Senior Vice President of Business Development at rEvolution, a global sports marketing agency who spent three years living in Monaco as the Commercial Director for AS Monaco FC, "The Côte d’Azur is one of the most extraordinary global locations, and Monaco is at the core of it. The scenery, the elegance, and the extravagance are unequaled."

Bundrant, who lived in Monaco and witnessed firsthand the transformation the town undergoes during the Formula 1 Grand Prix, described the event as having two sides. On one side, it's a glamorous gathering of the elite from all over the world enjoying opulent parties, extravagant yachts, luxurious hotel suites, and hilltop mansions. On the other, it's like a mix of a hurricane and New Year's Eve preparations.

Bundrant stated, "A week before the race, grocery store shelves are emptied as locals prepare for the chaos of the F1 Grand Prix weekend. When the circus rolls into town, traffic becomes gridlocked and peaceful neighborhood bars become overcrowded, with hefty cover charges and inflated drink prices. It's an unforgettable weekend filled with energy and excitement, despite the hefty price tag."

Once the race is over and the jet setters depart, Monaco returns to its sedate state. The Amber Lounge club is dismantled, and preparations for their next F1 event - to be held in Singapore in September - begin. Despite the hustle and bustle, the excitement never ends at Amber Lounge, with adrenaline and plenty of caffeine fueling their team.