'We are in a good place': The more F1 changes, the more COTA remains as strong as ever

Circuit of the Americas showcases its 11th Lenovo Formula One United States Grand Prix on Sunday, and the sprawling Southeast Austin racing and entertainment complex is going stronger than ever.

Even if there isn't much drama on the track. Max Verstappen and Red Bull already have clinched their third straight drivers and constructors' championships and are overwhelming favorites in Austin. There might be a better chance of Austrian-based Red Bull losing its place as the world's most popular energy drink — it sells more than 7 billion cans a year — than of the 26-year-old Dutch driver getting beaten, even though he only qualified sixth.

Verstappen is a 1-to-4 favorite, meaning one has to bet $4 just to net a $1 profit. Nobody else is within shouting distance. Pole sitter Charles Leclerc is 10-1, followed closely by Lewis Hamilton and Lando Norris. Might as well bet on a rainy (or cool) day in Austin.

The expected crowd of 140,000-plus deals with 90-degree heat for the spectacle, the track and the city. COTA's place on the F1 calendar is secure, with a contract through 2026.

More: As the U.S. Grand Prix gets underway, Americans are still looking for an F1 foothold

"We are in a good place," COTA Chairman Bobby Epstein told the American-Statesman. "We've made a lot of infrastructure improvements to enhance the fans' experience with Wi-Fi, parking, shuttles, roads. We could use more shade — we've heard that from the fans, but we're working on it."

Where it started, where it's at

In 2021, F1 fans spent roughly $400 million at the track and $200 million around the city. Over the last 10 years, the USGP economic impact is estimated at approximately $7 billion, according to statistics from COTA. The track draws $25 million annually from a state big event fund.

When COTA started with F1 in 2012, it was the only American race. Now it's one of three, with Miami added in 2022 and Las Vegas coming online next month. Plus, Formula One goes to Mexico City next week.

Too much competition? Too much Max? Too few Americans, who are dragging down the rear?

More: Catching up to Max Verstappen? That's on the rest of Formula One, drivers say

"Actually, I think the other races make us look good," Epstein said. "Our event offers the best value, the most entertainment, the most content, the most hours of racing action (with F Academy, Porsche Carrera and Masters Historic races). And compared to Miami and Las Vegas, it offers the best racing from the drivers and fans viewpoint.

"I think the other U.S. races will validate a lot of what we've been saying about our event, but it took a comparison for people to appreciate it. Those other two races are still experiments."

'And COTA checks all the boxes'

Hamilton, the Mercedes star who's won five USGPs, is a big fan of the circuit and the city.

"It's an incredible community we have here," said the 38-year-old Brit who has seven world championships. "I've been here (COTA) since the beginning in 2012. Already back then we had an amazing crowd in Austin. It keeps growing. There's just a different energy, a different excitement. It's something you can really feel, and it's great to share that love and that passion for a sport you've grown up with for so long with this great country."

Leclerc, the 26-year-old Ferrari driver, did an appearance at an Austin boot store this week that pulled in hundreds of fans, with a long line out the door.

"The change in F1 interest in America is massive," he said. "In Austin we could go around and nobody would recognize us. Now it's a bit more difficult to go around the city. But it's a good thing. And COTA checks all the boxes."

COTA has no troubles selling tickets for Formula One, but the missing ingredient remains an American success story. Haas F1 Team, the team owned by NASCAR heavy hitter Gene Haas, remains stuck near the rear of the grid, and Williams Racing rookie Logan Sargeant, a 22-year-old Floridian, is dead last.

"Clearly it would be nice to have an American contender, but we haven't had one since long before COTA arrived," Epstein said. "I hope that day comes with a top American. We might be bulging at the seams. A nice problem, but we've been doing fine without one."

Epstein said COTA is moving ahead with plans for a major amusement park. Red tape and permitting issues have slowed progress. A 2025 opening might be possible. About a half-dozen rides are in operation, along with its go-kart track.

"We have a good 20 rides sitting in containers in the Austin area," he said. "The first big coaster is on the grounds. We're working with the city. It's happening."

A hotel on the grounds also is on the way. Epstein said, "it's absolutely going to happen. We have a number of hoteliers working on it and have identified one partner."

COTA and NASCAR agreed to a deal to bring back the stock-car series' three stops to Austin next March. MotoGP is returning. So is the World Endurance Championship, after a three-year absence, for the international sports car's only North American stop. IndyCar would love to be here, but Epstein said there is no room.

"The racing calendar is as full as we want it," he said. "We're booked all the way through ’24 with either races or track rentals," along with community events such as Tuesday bike nights and the holiday Peppermint Parkway.

Last year Epstein told the Statesman he'd like to see the city do a better job showcasing the USGP.

"A lot of progress has been made," he said. "I've noticed the number of billboards around town and businesses that either have posters or F1-type flags and are increasing racing-related seasonal promotions. We're also getting a much more welcoming embrace from city council. Even the state recognition of contributions are much louder than they've been."

U.S. Grand Prix

2 p.m. Sunday, Circuit of the Americas, ABC; limited supply of single-day options available at circuitoftheamericas.com.

This article originally appeared on Austin American-Statesman: Austin's Circuit of the Americas continues to thrive in and out of F1