Last year, the glitzy Miami Grand Prix joined Austin's Circuit of the Americas on the F1 calendar, benefitting from the increased global appeal of grand prix racing in the wake of its Netflix boom.
This season, Las Vegas is aiming to top that with an extravagant event set around its iconic Strip, promoted by F1 itself.
But while COTA chief Bobby Epstein admitted that the new arrivals drowning out the US's longest-standing race can be "frustrating", he said the event is sticking to its guns as the "people's race".
The race's 2023 edition on 22 October will be its tenth edition since F1 returned Stateside at the then-new CoTA venue in 2012. It has been a mainstay of the calendar every year aside from the COVID-disrupted 2020 campaign.
"I don't think we're doing anything different, actually, because what's nice is that the other events as they came in each tried to establish their own identity that's unique," Epstein replied when asked by Autosport at a media roundtable if his event is having to differentiate itself from Miami and Vegas.
"We don't have to change our recipe, it's really working. One of the things we've found is that the people have defined us, it hasn't been us.
"The fans have looked at this and said, in many ways, this is what they'll call the people's race. We've seen that name a lot. It's nice to see that and we'll try and live up to that."
Epstein believes the market is now big enough to support three US races as they can synergise and raise awareness for each other.
"We saw that last year with the massive crowd that came," he explained. "That was a combination of additional exposure in the US both from the Miami race, from Netflix and from what we've done in the past.
Source: Autosport