The Miami GP has raised the bar in terms of off-track action, and November’s inaugural Las Vegas GP is expected to take things to another level.
Steiner says that in the modern era, fans need to see more than just the Grand Prix itself, especially in the USA, where expectations are higher for those attending major events.
"I think entertainment here got a lot better from the old days,” said Steiner. “In the old days, we went racing, cookie-cutter racing. We do one race, we do the next one, we do nothing around it. We went racing for the motorsport fan.
“The sport, before Liberty Media came in, was not successful in the US. I came to the US and I understood the US more when I moved here because I didn't understand it before.
“But you need to live here to understand. People want constant entertainment, not just sitting out there waiting three hours until the next time the cars go out. They want something to do, something to consume.
“The other stuff which is going on, you've got concerts, entertainment areas. If you've got kids with you, you want to entertain them, not sitting on a grandstand, or on a hill.
“Try to tell a 12-year-old that now we have to wait two hours until the cars come along again. That's pretty difficult.”
Source: Autosport