Every October, Austin trades its laid-back brunch pace for the roar of engines and the smell of premium fuel. Formula 1 week turns the city into a living, breathing racetrack of parties, pop-ups, and brand activations that blur the line between motorsport and mayhem. From celebrity-soaked after-hours to tequila-fueled taco takeovers, this year’s F1 Grand Prix celebrations are louder, flashier, and more Austin than ever. Whether you are chasing the adrenaline, the photo ops, or just a good excuse to drink espresso martinis before noon, here is your insider guide to the best events taking over the city during race week.

Wednesday: The Starting Line

Road to the Race Festival

Where: The Long Center, 701 W Riverside Dr
When: October 15, 5 to 9:30 p.m.

This is Austin’s official “let’s wake the city up” moment. More than one hundred hypercars and supercars will take over the Long Center grounds, setting the tone for race week. Expect F1 personalities, celebrities, and the kind of energy that could power the grid. Red Bull will be front and center with a DJ-fueled takeover of the HEB stage, while professional-grade simulators let fans test their speed. VIP guests can chill inside the Kodosky Lounge with open bars and premium bites. Even better, every RSVP enters you for a chance to win two weekend tickets to the United States Grand Prix.

Thursday: Gearing Up

Enchante Garage Pop-Ups

Where:
The Meteor, 2110 S Congress Ave – October 15, 12 to 7 p.m. and October 16, 12 to 6 p.m.
Cosmic Saltillo, 1300 E 4th St – October 17, 11 to 7 p.m. and October 18, 10 to 3 p.m.

Daniel Ricciardo’s brand is back in Austin with fresh drops and even fresher vibes. Limited runs, new fits, and some surprise pieces that will sell out faster than he drives. Stop by either location and score something that will flex on your feed all weekend.

Esses Bazaar ATX

Where: Cheer Up Charlies, 900 Red River St
When: October 16, 6 to 10 p.m.

Part pop-up, part party, and completely Austin. This event merges global racing culture with the city’s underground style. Expect vintage and thrift finds, local food vendors, flash tattoos, cocktails, and a DJ spinning into the night. Free entry and peak Austin weirdness.

Plus Four Four Rodeo

Where: The Flower Shop, 1300 E 7th St
When: October 16 through 19

Lewis Hamilton’s lifestyle brand lands in Austin with the “Rodeo” collection. Think embroidered jackets, cowboy hats, and diner mugs all wrapped in F1 cool. Every afternoon at 4:44, they host a cocktail hour. Make that your happy hour ritual.

Friday: The Warm-Up Lap

AT&T Garage

Where: Distribution Hall, 1500 E 4th St
When: October 17 through 19

This is the ultimate recharge zone of race week. Free entry, live podcast tapings, interactive racing simulators, and music from Cheat Codes and Erok. There are also fast charging stations and custom phone case booths. Bonus points if you catch Yuki Tsunoda’s meet and greet at the AT&T Corazon store on October 15 at 3:10 p.m.

Monster Energy Pop-Up

Where: 1011 S Congress Ave
When: October 15 through 18, 10 a.m. to 6 p.m.

Monster Energy and F1 driver Lando Norris bring fans a high-octane pop-up to celebrate the new zero sugar flavor. Try the drink, shop the LN4 clothing line, and get your gear customized by artist Stay Chill Bill.

Duracell Fan Prix

Where: Home Depot, 8801 S I-35 Frontage Rd
When: October 16, 2 p.m. event, 6:30 p.m. meet and greet

Buy a pack of Duracell batteries and you could meet Carlos Sainz in person. The first one hundred fans are guaranteed access. It is chaotic, random, and kind of awesome.

McLaren Racing Live: Zone Studio

Where: LZR Austin, 612 W 4th St
When: October 16, 12 to 4:30 p.m. | October 17, 1 to 9:30 p.m. | October 18, 11 a.m. to 10 p.m.

McLaren turns LZR into a blend of art, speed, and design. You can see the new 2025 F1 car up close, test your reflexes on simulators, and step into a creative studio that feels like part gallery, part garage.

Saturday: Full Throttle

Mr Black x AM Radio: The Coffee Rave Movement Comes to Austin

Where: Cosmic Saltillo, 1300 E 4th St
When: October 18, 11 a.m.

The espresso martini is having a moment, and this event proves why. Mr Black, the Australian cold brew liqueur behind the drink’s revival, is teaming up with AM Radio, the DJ duo turning nightlife into daylight with their daytime “coffee rave” complete with high-energy sets, caffeine, and cocktails. Born from a shift in club culture, these events trade late-night chaos for mid-day rhythm and connection. Expect a rotating lineup of surprise DJs, good vibes, and the best espresso martinis in town.

Bloom Pit Stop Party

Where: Mayfair Austin, 501 W 6th St
When: October 18, 1 to 8 p.m.

Hosted by Bloom in partnership with Wynn Las Vegas, this afternoon event promises chill beats, Bloom sips, and free gifts for the first hundred guests. A perfect reset before the chaos of the night.

SI Circuit Series

Where: 304 E 3rd St
When: October 18, doors at 9 p.m.

Sports Illustrated returns with its big Circuit Series bash. Sofi Tukker headlines with DJ UnKommon on the decks. Drinks from Patron, Grey Goose, and Jack Daniels keep the crowd buzzing, and VIPs will be spoiled with special gifts. Expect a packed room and plenty of celebrity sightings.

Jack Daniel’s Garage

Where: The Sunset Room, 310 E 3rd St
When: October 18, 7 to 10 p.m.

Jack’s Garage is back with live country music and whiskey-fueled good times. Chase Rice headlines with Josh Ross and Hannah McFarland. Admission is free for guests twenty-one and over with RSVP.

Cantina Patron and Hacienda Patron

Where: Cantina Patron, 507 West Ave | Hacienda Patron, COTA Fan Field
When: October 17 through 19

Patron Tequila is stepping up its F1 presence in style. Their new signature cocktail, the Patron Citrus Circuit, will debut across two activations: Cantina Patron in downtown Austin and Hacienda Patron inside the track’s Fan Field. At Cantina Patron, they have partnered with Mexico City’s Michelin-starred Taqueria El Califa de Leon for a one-weekend-only taco and cocktail pop-up. Expect live music, surprise guests, and immersive tequila experiences that reveal how the world’s favorite agave spirit is made.

If you’re heading to the track, visit Hacienda Patron, a two-story bar inspired by the brand’s Jalisco distillery. There will be DJ sets, photo ops, and the signature Patron Tree Bar pouring tequila magic all weekend. Learn more at patrontequila.com/raceweekend.

Paddock After Dark

Where: Pershing Hall, 2415 E 5th St
When: October 18, 8 p.m. to 1 a.m.

Glenfiddich and Aston Martin F1 take over Pershing Hall for a luxurious afterparty featuring a replica AMF1 car and the new Aston Martin Valhalla on display. Live music, elevated cocktails, and incredible design make this one of the most exclusive nights of the week. Apply online for access.

The One Party by Uber

Where: Uber Ranch, 1510 Crozier Lane
When: October 18, doors open at 8 p.m.

Uber is bringing the rodeo to F1 weekend with The One Party, featuring a live performance by the Zac Brown Band. There will be a rodeo opener, food, and a massive crowd of Uber One members living their best VIP lives. Invitations are emailed directly to members. Entry is free but tickets must be claimed in advance.

F1 Party at Powder Room

Where: 301 W 5th St
When: October 18, 10 p.m.

Red Bull and LALO are throwing a cocktail-fueled blowout with live entertainment and surprise guests. There will be a Formula 1 car parked out front for your photo needs, and plenty of energy inside to keep the night alive.

Rolling Stone IQOS Party

Where: Inn Cahoots, 1221 E 6th St
When: October 18, doors at 7 p.m.

Rolling Stone and IQOS are teaming up for a night of live music from Disko Cowboy, Calder Allen, Brent Cobb, and Croy and the Boys. Expect a crowd that blends Austin locals with out-of-towners chasing the Rolling Stone name.

Sunday: The Victory Lap

Chivas x Codependent F1 Watch Party

Where: Codependent Cocktails and Coffee, 301 West Ave
When: October 19, 11 a.m. to 3 p.m.

Watch the big race in total comfort. This free event includes simulators, race streams, Chivas cocktails, chocolate pairings, a champagne tower, and a race car ice luge. Come for the race, stay for the buzz.

Gunther Steiner Live with The Red Flags Podcast

Where: Paramount Theatre
When: October 19, doors open 8 p.m.

End the weekend with some F1 comedy as former Haas team principal Gunther Steiner joins The Red Flags Podcast for a live recap show. Expect laughs, inside jokes, and a few unfiltered truths from one of racing’s most entertaining personalities.

Insider Tips

Morning to midday is for pop-ups and daylight activations. Catch Enchante, Monster, or McLaren events before the crowd thickens. Afternoons are for the recharge zones like AT&T Garage or Bloom Pit Stop. Golden hour means exotic car shots at the Long Center, and nights are for losing your voice at parties like Paddock After Dark or The One Party.

If you want the best access, make friends with brand reps early. Offer to snap photos, share posts, or help them create content. That is how you end up behind the velvet rope instead of outside it.