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The Circuit of the Americas (COTA) has hired a ticketing agency to handle its ticketing services for the return of Formula One to the United States in November of 2012. It was announced this weekend that COTA would be opening up their select seating waiting list in conjunction with their Personal Seat License (PSL) stratagem.

The conventional concern over the popular PSL arrangement is that you, through your PSL, have the right to purchase tickets and while season tickets are a great thing to have, you also have the inevitable issue of increased season ticket prices as well. There is benefit of a PSL as well as obligation.

The COTA PSL entitles you to:

“A  persoanl seat license entitles its holder to purchase tickets for all racing events at Circuit of The Americas for the next 15 years. The license also gives its holder a priority position to purchase tickets for entertainment events held at Circuit of The Americas for the duration of the license.”

The good news is that COTA have hired Legends Sales & Marketing for their ticketing services.

“Legends impressed us with their track record and the emphasis they put on providing ticket buyers with a great value,” said Geoff Moore, chief marketing and sales officer of Circuit of The Americas. “I am pleased they have joined our team in this key role.”

“We’re excited to bring our unique approach to Circuit of The Americas and to be able to contribute to growing the fan base,” said Chad Estis, president of Legends Sales & Marketing. “It is truly a one-of-a-kind venue, and we believe high performance motor sports racing is going to represent a hot growth area relative to other sports categories. We are confident we will be able to help Circuit of The Americas build great crowds to experience the thrill these events deliver.”

With a  professional ticketing agency on board, the process should be smooth and even with a PSL arrangement, you should be able to find the seats you want in the suites and general admission as well. Like any major sporting event, capitalizing on the sale of tickets, making accommodations for corporate and general admission fans alike is a task for a company with the wherewithal to handle it. The executives at COTA are busy building a premier racing circuit and leaving the ticketing to an out-sourced professional organization is a good move.


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An F1 fan since 1972, NC has spent over 25 years in the technology industry and as a CTO, he focuses on technology integration in commercial workspace design, AV systems integration, digital media strategies, technology planning, consulting, speaking, presenting, sales, content strategy, marketing and brand building.
  • Daniel

    I’m super excited to see F1 racing just 2 hours away from me. But at a cost of $1000 – $5000 for the PSL, and that doesn’t include the cost of the actual tickets, I’m struggling to see the value. I mean, if I don’t get one does that mean I can’t buy tickets? What is the specific benefit of buying the license? Is it just “priority seat selection”?

  • Mark McCoskey

    I’m with you, Daniel. I’m a simple guy. What is the price for a ticket and where do I get to sit. Until I know what the real cost of a seat is, I’m not about to commit with $1000 to $5000 down. Thus far, I’ll pass.

  • They’re only selling the seat licenses for 9k seats, nowhere near all of the grandstands, just the main one at the start finish and turn 1.There will be plenty of seats available without having to purchase the license (unless or until it sells out). That’s my understanding anyway.

    • Neil

      @F1derbar
      That’s incorrect. They’ll be selling PSLs for a few different tiers. I’ve already got mine for the mini-grand stands between turns 15 and 16 reserved at 1k apiece. They range from 1-5k. Not sure where you got 9k from. Anyway, the PSL reserves you select seating and gives first right of refusal for tickets on ALL events in the next 15 years (MotoGP, V8 Supercar, F1, ETC). Tickets for the mini-grand stands will range from $300-400 apiece.