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The Station: Tesla calls Texas home, Volvo takes the IPO path and GM lays out its $280B revenue plan

The Station is a weekly newsletter dedicated to all things transportation. Sign up here — just click The Station — to receive it every weekend in your inbox. Hello readers: Welcome to The Station, your central hub for all past, present and future…

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The Station is a weekly newsletter dedicated to all things transportation. Sign up here — just click The Station — to receive it every weekend in your inbox.

Hello readers: Welcome to The Station, your central hub for all past, present and future means of moving people and packages from Point A to Point B.

Wow, there was a lot this week, which means I am omitting the “notable news and other tidbits” section this time around. One other note … I had promised a breakdown of a lengthy interview with Kodiak Robotics co-founder and CEO Don Burnette this week. With all the GM news and other deals, I’ve pushed to next week to allow for the space it deserves. Sorry folks!

Here is one noteworthy item that might normally go in that notable news section: Tesla has made Austin its new headquarters. The news, which was announced during Tesla’s shareholder meeting Friday, comes more than a year after CEO Elon Musk threatened to leave California and filed a lawsuit against Alameda County amid a battle with the state over its regulatory environment during the pandemic.

It seems, at least based on Musk’s comments, that the reasons for the move are more about affordable housing, the ability to expand and commuting time for workers than his clash with California health officials last year.

It should be noted that Texas certainly takes a less restrictive approach to business than say California. Of course, Texas still doesn’t allow direct sales in the state that Tesla has now decided to call home.

Let’s go.

As always, you can email me at kirsten.korosec@techcrunch.com to share thoughts, criticisms, opinions or tips. You also can send a direct message to me at Twitter — @kirstenkorosec.

Micromobbin’

Let’s get right to it this week, shall we?

Israeli shared multimodal mobility operator GoTo Global Mobility has acquired German shared electric scooter company emmy. They didn’t share the financial terms of the deal, but the acquisition will allow GoTo easy entry into German markets like Munich, Hamburg and Berlin. GoTo plans to bring other forms of mobility, like e-bikes and cars, to Germany by next year. The company says car-sharing is a great addition to shared micromobility because it creates a full mobility ecosystem that results in loyal customers and better unit economics.

Tortoise, the company that’s working with Spin to remotely rebalance Spin’s three-wheeled scooters, has made a strong pivot to remotely operated delivery vehicles over the past few months. The latest is a deal with King Retail Solutions to resell and distribute over 500 of Tortoise’s sidewalk robots to help convenience store customers achieve affordable, same-day last-mile delivery options.

Speaking of Spin and its three-wheeler, the company just deployed a fleet of 50 tri-scooters in Santa Monica. The S-200 gives riders better stability than a traditional 2-wheeler, according to Spin, 500 of which have also hit the streets in SM.

Swedish electric motorbike maker Cake has created and delivered the first batch of purpose-built electric anti-poaching bush bikes to Africa. The Kalk AP, complete with 18-inch custom off-road tires, a rear carrier to attach arms or medical equipment and a first aid kit to treat wounded animals, was delivered to rangers who will test the bikes under the R&D department of the Southern African Wildlife College.

E-bikes are still all the rage

From July 2020 to July 2021, U.S. e-bike revenue skyrocketed 240% YOY, according to NDP Group. Other cycling equipment only increased 15% in the same time frame. E-bikes are now the third largest cycling category in terms of sales rev.

Which makes this the perfect time for Radio Flyer to launch its first line of electric bikes and scooters, which are now available for preorder and should officially arrive later this month. Flyer products were designed with adults and their many needs in mind, so there are plenty of attachments like child seats and cargo carriers. The bikes start at $1,699.

Meanwhile in Brazil, micromobility tech provider Tembici has just raised $80 million in a Series C. It will use the money to expand its fleet and its footprint into new cities, as well as accelerate its new business line focused on e-bike delivery.

Even Volkswagen gets it. Employees at VW’s Wolfsburg plant will now get to pilot a new network of cycle paths around the plant and to the factory gates and parking lots. Employees who live in the factory environment have been campaigning to come to work by bike instead of car for years, so it’s nice to see VW take action. The company hopes to be able to expand the pilot project in the future.

— Rebecca Bellan

Deal of the week

money the station

Another day, another transportation IPO announcement. This time, it is Swedish carmaker Volvo Cars, which is owned by China’s Zhejiang Geely Holding. Volvo Cars said it would file for an initial public offering and list on the Nasdaq Stockholm exchange, in a transaction that’s expected to raise up to $2.9 billion (25 billion Swedish kroner).

The IPO is interesting on its own. But what I find so intriguing is that just the week before, Volvo Cars’ electric performance spinoff Polestar announced its own plans to go public via a merger with a special purpose acquisition company. It seems likely that the timing is not a coincidence; according to WSJ reporting, the Polestar SPAC assigned a value of around $10 billion to Volvo’s stake in the company, paving the way for Volvo’s IPO.

Other deals that got my attention this week …

Arbe Robotics, a radar startup that merged with a special purpose acquisition company, made its public debut October 8 on the Nasdaq exchange. The company is trading under the “ARBE” ticker symbol. On the first day of trading, Arbe shares opened at $7.95 and closed at $8.10.

Northvolt is investing $750 million to expand off of Northvolt Labs, its existing cell industrialization plant in Sweden. The plan is to build adjacent testing facilities and a pilot recycling plant, which will feed recycled raw materials directly into on-site production. The company wants the campus, which will eventually employ 1,000 people, to become a leading center for battery technologies.

Otto, a Dallas-based fintech startup that wants to allow people to use their vehicle’s equity for access to credit, raised $4.5 million in a seed round of funding led by Uncommon Capital and included participation from Pelion Venture Partners, 1930 Capital, Bloom VP and Spacecadet Ventures. Other investors include Mark Cuban, entrepreneur and Shark Tank investor; Leo Polovets, co-founder and general partner at Susa Ventures; Bill Clerico, co-founder and CEO of WePay; and Vivek Garipalli, co-founder and CEO of Clover Health. Otto’s mobile platform is set to launch in early 2022.

Ouster, a lidar company that went public this year via a SPAC merger, agreed to acquire solid-state lidar startup Sense Photonics in an all-stock deal valued at around $68 million. Ouster said it will establish a new business arm, Ouster Automotive, which will be headed by Sense CEO Shauna McIntyre. That business will integrate Sense’s 200-meter range solid-state lidar into a new lidar suite. San Francisco-based Sense’s claim to fame is also its improved field of view, as TechCrunch’s Devin Coldewey has previously explained.

Qualcomm scored the purchase of Swedish automotive tech company Veoneer, nudging out Magna International with a higher bid. Qualcomm and investment group SSW Partners will acquire Veoneer for $37 per share in an all-cash transaction. At closing, SSW said it would sell Veoneer’s Arriver tech — an advanced driver assistance system stack that includes sensors and software — to Qualcomm and retain the Swedish company’s other Tier 1 supplier businesses. Veoneer had previously agreed to sell itself to Magna.

Rendered.ai, a two-year-old data startup that is generating synthetic data for the satellite, medical, robotics and automotive industries, raised a $6 million seed round led by Space Capital, with participation from Tectonic Ventures, Congruent Ventures, Union Labs and Uncorrelated Ventures.

Tekion, the end-to-end automotive SaaS platform startup launched by Tesla’s former CIO, raised $250 million in a Series D financing round co-led by Alkeon Capital and Durable Capital. Other investors include Hyundai Motor Company, several dealer groups across the U.S., and earlier backers Advent International, Index Ventures and FM Capital. The round has pushed the company’s valuation from $1 billion to $3.5 billion. It has raised a total of 435 million.

Tenstreet, a truck driver recruiting software company, is now majority owned by private equity firm Providence Equity Partners. Existing investor Spectrum Equity and Tenstreet Co-founder and CEO Tim Crawford will maintain their minority stakes.

TruckLabs, a Stanford spin-out that has developed hardware and software to reduce fuel consumption in long-haul trucks, raised a $15 million Series A round co-led by returning investors Calibrate Ventures, Autotech Ventures, and Uncork Capital. To date, TruckLabs has raised $24 million.

Volcon, an all-electric off-road powersports company, closed its initial public offering of 3,025,000 shares of common stock at a public offering price of $5.50. The gross proceeds of the offering were $16.6 million before deducting underwriting discounts,
commissions and offering expenses. The company is trading on the Nasdaq exchange under the symbol “VLCN.”

Voom, the commercial drone insurer, has raised $15 million to expand its usage-based insurance model to motorcycles, light aircraft, ride-hailing and delivery drivers. The funding round was co-led by JAL Ventures and UP.Partners, with participation from F2 Capital, Arbor Ventures, Verizon Ventures and ICON Continuity Fund. The company, which launched a pay-per-mile insurance product for motorcycles in August, has raised a total of $22 million.

Zaver, a Swedish fintech startup that built a platform that lets merchants accept cardless payments and offer buy-now-pay-later as an option, raised $13 million in a Series A round. 

ZF signed a strategic partnership agreement with autonomous vehicle software company Oxbotica to develop a Level 4 self-driving system that will initially be deployed in passenger shuttles in major cities around the world, the companies said.

Zūm, a startup that provides optimized transportation services for school-age children, raised $130 million in a Series D round led by Softbank Vision Fund 2 with participation from existing investors including Sequoia, BMW i Ventures and AngelPad. The company intends to use the funds to add 10,000 new electric buses, vans and cars to its platform with the end goal of achieving 100% EVs by 2025. Currently, the company’s fleet has 1,000 vehicles, and they’re mainly all internal combustion engine vehicles.

Policy corner

the-station-delivery

The jumping off point for this week’s column comes from Cruise CEO Dan Amman, who gave a presentation Wednesday at General Motors’ two-day investor event. There was sweeping series of briefings from the automaker — news that’s worth catching up on further down in this newsletter — but not what I want to talk about here.

Instead, I want to focus on what Amman said regarding commercializing Cruise: “Over the next 12 to 24 months, you will be able to push a button and get a ride with a very short ETA in a couple of major cities in the United States,” said Ammann. “If you look at the next three to four years, we will be deployed in multiple cities, multiple markets around the U.S.”

What I’m curious about is… how many people would actually get in an autonomous vehicle? Not just today, but a year from now, or five? The answer to this question is, predictably, a complicated one. Let’s look at two recent polls from the market research firm Morning Consult. The first polled 2,200 people at the end of August; the second, the same number at the beginning of September.

The second poll found that only 25% of people surveyed would be ready to get in an AV this year or next; but that number jumps to 53% when the timespan is extended to the next five years. Only 27% of people said they would “never be ready” to ride in an AV. This is in line with the first poll, which saw slightly improved attitudes regarding AVs.

Morning Consult also asked people whether they had heard of the National Highway Transportation and Safety Administration’s probe into Tesla’s Autopilot — a little annoying, because Autopilot is not an autonomous driving system, but I understand why they did it: the public doesn’t have much of an understanding of the difference, and Tesla’s CEO Elon Musk does little to help the matters by naming the upgraded version of Autopilot “Full Self Driving.”

The good news, for AV developers at least, is that public opinion is getting higher over time. Based on a roundup of public opinion poll results from Advocates for Highway Safety, there appears to be a slight trend over time of people moving from the ‘Never’ camp to the ‘Maybe’ camp, when asked whether they would ever ride in an AV.

The biggest drivers for this shift in public support, also according to polls, seems to be greater education in AV technology, visibility and government regulation. A poll conducted by Partners for Automated Vehicle Education found that more than half of respondents would trust AVs more if they had to receive government approval similar to a driver’s license for humans.

Humans are leery of robots for a whole host of reasons, some more rational than others, but what this suggests to me is that the race to autonomous vehicles will be more tortoise than hare: slow and steady wins the race.

— Aria Alamalhodaei

GM investor day roundup

2022 Chevrolet Silverado ZR2 2022 Chevrolet Silverado ZR2

The 2022 Chevrolet Silverado ZR2 and new headlights. Image credit: GM

As Aria mentioned above, General Motors held its two-day investor event, in which a slew of announcements and forecasting took place. The bottom line: GM plans to double its revenue by the end of the decade and take over EV market share from Tesla, even as it increases profit margins for its ICE vehicles. In total, that looks like $280 billion in annual revenues by 2030.

The upshot: GM talked a lot about selling software-based services and subscriptions, as well as a range of “really affordable EVs for the people,” like the Chevy Silverado pickup. GM CEO Mary Barra said GM hopes to attract would-be Tesla customers with good prices, customer loyalty, strong manufacturing capacity and a wide dealership network.

Here’s a complete breakdown of announcements:

Supply chain strategies

After all the drama with semiconductor shortages and spontaneously combusting batteries causing factory delays, abysmal Q3 sales and car recalls, GM will need a good logistics strategy to kick this off.

The company signed a memorandum of understanding with General Electric for the supply of rare earth materials needed to manufacture EVs and clean energy equipment. The agreement is non-binding and will also explore ways to improve supplies of magnets, copper and “eSteel,” a material composed in part of recycled materials. This move is en vogue among automakers looking to control the supply, and GM stands to lose a lot from being at the mercy of an unpredictable supply chain.

More money for charging

You can’t have a bunch of EVs hit the market with nowhere to charge them, so GM also announced an investment of nearly $750 million through 2025 to create more access to public, home and work EV chargers. The automaker didn’t provide specifics on exactly where that capital would go. Will it go towards building out its own infrastructure or put towards partnerships? Maybe the latter. Last year, GM announced a partnership with EVgo, a charging network company, to install more than 2,700 DC fast chargers over five years.

New ADAS tech

GM is also launching a new hands-free advanced driver assistance system in 2023 called Ultra Cruise, that it says will work in 95% of all driving scenarios. Ultra Cruise will first be released in the Cadillac models and then in other GM brands like GMC and Chevrolet. GM did not stipulate whether the new system will sell for a flat fee or as a subscription. But based on executives comments about subscriptions, we’re expecting this too will be a pay-for-access feature.

Subscriptions = revenue

GM said it expects in-car subscriptions to put it in league with Netflix and Spotify in terms of revenue by 2030. GM expects in-car subscriptions like OnStar and Maps+ to generate nearly $2 billion in revenue this year, which it says could reach as high as $25 billion over the next decade. The company is beefing up subscriptions offerings, particularly to commercial fleets that might be interested in logistics and analytics services. The launch of its Ultifi software platform in 2023 should help boost subscriptions.

Commercialize AVs

Finally, GM’s autonomous driving subsidiary, Cruise, said it expects to get “tens of thousands” of its purpose-built Origin AVs on U.S. roads over the next few years, even though production won’t start on the Origin until 2023.

The company, which is but a permit away from being able to launch a commercial driverless robotaxi service in San Francisco, is counting on technological advancements, a $5 billion line of credit from GM Financial and a human-less business model to help it scale rapidly and profitably across self-driving ride-hail and delivery.

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The Coming Of The Police State In America

The Coming Of The Police State In America

Authored by Jeffrey Tucker via The Epoch Times,

The National Guard and the State Police are now…

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The Coming Of The Police State In America

Authored by Jeffrey Tucker via The Epoch Times,

The National Guard and the State Police are now patrolling the New York City subway system in an attempt to do something about the explosion of crime. As part of this, there are bag checks and new surveillance of all passengers. No legislation, no debate, just an edict from the mayor.

Many citizens who rely on this system for transportation might welcome this. It’s a city of strict gun control, and no one knows for sure if they have the right to defend themselves. Merchants have been harassed and even arrested for trying to stop looting and pillaging in their own shops.

The message has been sent: Only the police can do this job. Whether they do it or not is another matter.

Things on the subway system have gotten crazy. If you know it well, you can manage to travel safely, but visitors to the city who take the wrong train at the wrong time are taking grave risks.

In actual fact, it’s guaranteed that this will only end in confiscating knives and other things that people carry in order to protect themselves while leaving the actual criminals even more free to prey on citizens.

The law-abiding will suffer and the criminals will grow more numerous. It will not end well.

When you step back from the details, what we have is the dawning of a genuine police state in the United States. It only starts in New York City. Where is the Guard going to be deployed next? Anywhere is possible.

If the crime is bad enough, citizens will welcome it. It must have been this way in most times and places that when the police state arrives, the people cheer.

We will all have our own stories of how this came to be. Some might begin with the passage of the Patriot Act and the establishment of the Department of Homeland Security in 2001. Some will focus on gun control and the taking away of citizens’ rights to defend themselves.

My own version of events is closer in time. It began four years ago this month with lockdowns. That’s what shattered the capacity of civil society to function in the United States. Everything that has happened since follows like one domino tumbling after another.

It goes like this:

1) lockdown,

2) loss of moral compass and spreading of loneliness and nihilism,

3) rioting resulting from citizen frustration, 4) police absent because of ideological hectoring,

5) a rise in uncontrolled immigration/refugees,

6) an epidemic of ill health from substance abuse and otherwise,

7) businesses flee the city

8) cities fall into decay, and that results in

9) more surveillance and police state.

The 10th stage is the sacking of liberty and civilization itself.

It doesn’t fall out this way at every point in history, but this seems like a solid outline of what happened in this case. Four years is a very short period of time to see all of this unfold. But it is a fact that New York City was more-or-less civilized only four years ago. No one could have predicted that it would come to this so quickly.

But once the lockdowns happened, all bets were off. Here we had a policy that most directly trampled on all freedoms that we had taken for granted. Schools, businesses, and churches were slammed shut, with various levels of enforcement. The entire workforce was divided between essential and nonessential, and there was widespread confusion about who precisely was in charge of designating and enforcing this.

It felt like martial law at the time, as if all normal civilian law had been displaced by something else. That something had to do with public health, but there was clearly more going on, because suddenly our social media posts were censored and we were being asked to do things that made no sense, such as mask up for a virus that evaded mask protection and walk in only one direction in grocery aisles.

Vast amounts of the white-collar workforce stayed home—and their kids, too—until it became too much to bear. The city became a ghost town. Most U.S. cities were the same.

As the months of disaster rolled on, the captives were let out of their houses for the summer in order to protest racism but no other reason. As a way of excusing this, the same public health authorities said that racism was a virus as bad as COVID-19, so therefore it was permitted.

The protests had turned to riots in many cities, and the police were being defunded and discouraged to do anything about the problem. Citizens watched in horror as downtowns burned and drug-crazed freaks took over whole sections of cities. It was like every standard of decency had been zapped out of an entire swath of the population.

Meanwhile, large checks were arriving in people’s bank accounts, defying every normal economic expectation. How could people not be working and get their bank accounts more flush with cash than ever? There was a new law that didn’t even require that people pay rent. How weird was that? Even student loans didn’t need to be paid.

By the fall, recess from lockdown was over and everyone was told to go home again. But this time they had a job to do: They were supposed to vote. Not at the polling places, because going there would only spread germs, or so the media said. When the voting results finally came in, it was the absentee ballots that swung the election in favor of the opposition party that actually wanted more lockdowns and eventually pushed vaccine mandates on the whole population.

The new party in control took note of the large population movements out of cities and states that they controlled. This would have a large effect on voting patterns in the future. But they had a plan. They would open the borders to millions of people in the guise of caring for refugees. These new warm bodies would become voters in time and certainly count on the census when it came time to reapportion political power.

Meanwhile, the native population had begun to swim in ill health from substance abuse, widespread depression, and demoralization, plus vaccine injury. This increased dependency on the very institutions that had caused the problem in the first place: the medical/scientific establishment.

The rise of crime drove the small businesses out of the city. They had barely survived the lockdowns, but they certainly could not survive the crime epidemic. This undermined the tax base of the city and allowed the criminals to take further control.

The same cities became sanctuaries for the waves of migrants sacking the country, and partisan mayors actually used tax dollars to house these invaders in high-end hotels in the name of having compassion for the stranger. Citizens were pushed out to make way for rampaging migrant hordes, as incredible as this seems.

But with that, of course, crime rose ever further, inciting citizen anger and providing a pretext to bring in the police state in the form of the National Guard, now tasked with cracking down on crime in the transportation system.

What’s the next step? It’s probably already here: mass surveillance and censorship, plus ever-expanding police power. This will be accompanied by further population movements, as those with the means to do so flee the city and even the country and leave it for everyone else to suffer.

As I tell the story, all of this seems inevitable. It is not. It could have been stopped at any point. A wise and prudent political leadership could have admitted the error from the beginning and called on the country to rediscover freedom, decency, and the difference between right and wrong. But ego and pride stopped that from happening, and we are left with the consequences.

The government grows ever bigger and civil society ever less capable of managing itself in large urban centers. Disaster is unfolding in real time, mitigated only by a rising stock market and a financial system that has yet to fall apart completely.

Are we at the middle stages of total collapse, or at the point where the population and people in leadership positions wise up and decide to put an end to the downward slide? It’s hard to know. But this much we do know: There is a growing pocket of resistance out there that is fed up and refuses to sit by and watch this great country be sacked and taken over by everything it was set up to prevent.

Tyler Durden Sat, 03/09/2024 - 16:20

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Another beloved brewery files Chapter 11 bankruptcy

The beer industry has been devastated by covid, changing tastes, and maybe fallout from the Bud Light scandal.

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Before the covid pandemic, craft beer was having a moment. Most cities had multiple breweries and taprooms with some having so many that people put together the brewery version of a pub crawl.

It was a period where beer snobbery ruled the day and it was not uncommon to hear bar patrons discuss the makeup of the beer the beer they were drinking. This boom period always seemed destined for failure, or at least a retraction as many markets seemed to have more craft breweries than they could support.

Related: Fast-food chain closes more stores after Chapter 11 bankruptcy

The pandemic, however, hastened that downfall. Many of these local and regional craft breweries counted on in-person sales to drive their business. 

And while many had local and regional distribution, selling through a third party comes with much lower margins. Direct sales drove their business and the pandemic forced many breweries to shut down their taprooms during the period where social distancing rules were in effect.

During those months the breweries still had rent and employees to pay while little money was coming in. That led to a number of popular beermakers including San Francisco's nationally-known Anchor Brewing as well as many regional favorites including Chicago’s Metropolitan Brewing, New Jersey’s Flying Fish, Denver’s Joyride Brewing, Tampa’s Zydeco Brew Werks, and Cleveland’s Terrestrial Brewing filing bankruptcy.

Some of these brands hope to survive, but others, including Anchor Brewing, fell into Chapter 7 liquidation. Now, another domino has fallen as a popular regional brewery has filed for Chapter 11 bankruptcy protection.

Overall beer sales have fallen.

Image source: Shutterstock

Covid is not the only reason for brewery bankruptcies

While covid deserves some of the blame for brewery failures, it's not the only reason why so many have filed for bankruptcy protection. Overall beer sales have fallen driven by younger people embracing non-alcoholic cocktails, and the rise in popularity of non-beer alcoholic offerings,

Beer sales have fallen to their lowest levels since 1999 and some industry analysts

"Sales declined by more than 5% in the first nine months of the year, dragged down not only by the backlash and boycotts against Anheuser-Busch-owned Bud Light but the changing habits of younger drinkers," according to data from Beer Marketer’s Insights published by the New York Post.

Bud Light parent Anheuser Busch InBev (BUD) faced massive boycotts after it partnered with transgender social media influencer Dylan Mulvaney. It was a very small partnership but it led to a right-wing backlash spurred on by Kid Rock, who posted a video on social media where he chastised the company before shooting up cases of Bud Light with an automatic weapon.

Another brewery files Chapter 11 bankruptcy

Gizmo Brew Works, which does business under the name Roth Brewing Company LLC, filed for Chapter 11 bankruptcy protection on March 8. In its filing, the company checked the box that indicates that its debts are less than $7.5 million and it chooses to proceed under Subchapter V of Chapter 11. 

"Both small business and subchapter V cases are treated differently than a traditional chapter 11 case primarily due to accelerated deadlines and the speed with which the plan is confirmed," USCourts.gov explained. 

Roth Brewing/Gizmo Brew Works shared that it has 50-99 creditors and assets $100,000 and $500,000. The filing noted that the company does expect to have funds available for unsecured creditors. 

The popular brewery operates three taprooms and sells its beer to go at those locations.

"Join us at Gizmo Brew Works Craft Brewery and Taprooms located in Raleigh, Durham, and Chapel Hill, North Carolina. Find us for entertainment, live music, food trucks, beer specials, and most importantly, great-tasting craft beer by Gizmo Brew Works," the company shared on its website.

The company estimates that it has between $1 and $10 million in liabilities (a broad range as the bankruptcy form does not provide a space to be more specific).

Gizmo Brew Works/Roth Brewing did not share a reorganization or funding plan in its bankruptcy filing. An email request for comment sent through the company's contact page was not immediately returned.

 

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Revving up tourism: Formula One and other big events look set to drive growth in the hospitality industry

With big events drawing a growing share of of tourism dollars, F1 offers a potential glimpse of the travel industry’s future.

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Sergio Perez of Oracle Red Bull Racing, right, and Charles Leclerc of the Scuderia Ferrari team compete in the Las Vegas Grand Prix on Nov. 19, 2023. Tayfun Coskun/Anadolu via Getty Images

In late 2023, I embarked on my first Formula One race experience, attending the first-ever Las Vegas Grand Prix. I had never been to an F1 race; my interest was sparked during the pandemic, largely through the Netflix series “Formula 1: Drive to Survive.”

But I wasn’t just attending as a fan. As the inaugural chair of the University of Florida’s department of tourism, hospitality and event management, I saw this as an opportunity. Big events and festivals represent a growing share of the tourism market – as an educator, I want to prepare future leaders to manage them.

And what better place to learn how to do that than in the stands of the Las Vegas Grand Prix?

A smiling professor is illuminated by bright lights in a nighttime photo taken at a Formula 1 event in Nevada.
The author at the Las Vegas Grand Prix. Katherine Fu

The future of tourism is in events and experiences

Tourism is fun, but it’s also big business: In the U.S. alone, it’s a US$2.6 trillion industry employing 15 million people. And with travelers increasingly planning their trips around events rather than places, both industry leaders and academics are paying attention.

Event tourism is also key to many cities’ economic development strategies – think Chicago and its annual Lollapalooza music festival, which has been hosted in Grant Park since 2005. In 2023, Lollapalooza generated an estimated $422 million for the local economy and drew record-breaking crowds to the city’s hotels.

That’s why when Formula One announced it would be making a 10-year commitment to host races in Las Vegas, the region’s tourism agency was eager to spread the news. The 2023 grand prix eventually generated $100 million in tax revenue, the head of that agency later announced.

Why Formula One?

Formula One offers a prime example of the economic importance of event tourism. In 2022, Formula One generated about $2.6 billion in total revenues, according to the latest full-year data from its parent company. That’s up 20% from 2021 and 27% from 2019, the last pre-COVID year. A record 5.7 million fans attended Formula One races in 2022, up 36% from 2019.

This surge in interest can be attributed to expanded broadcasting rights, sponsorship deals and a growing global fan base. And, of course, the in-person events make a lot of money – the cheapest tickets to the Las Vegas Grand Prix were $500.

Two brightly colored race cars are seen speeding down a track in a blur.
Turn 1 at the first Las Vegas Grand Prix. Rachel Fu, CC BY

That’s why I think of Formula One as more than just a pastime: It’s emblematic of a major shift in the tourism industry that offers substantial job opportunities. And it takes more than drivers and pit crews to make Formula One run – it takes a diverse range of professionals in fields such as event management, marketing, engineering and beyond.

This rapid industry growth indicates an opportune moment for universities to adapt their hospitality and business curricula and prepare students for careers in this profitable field.

How hospitality and business programs should prepare students

To align with the evolving landscape of mega-events like Formula One races, hospitality schools should, I believe, integrate specialized training in event management, luxury hospitality and international business. Courses focusing on large-scale event planning, VIP client management and cross-cultural communication are essential.

Another area for curriculum enhancement is sustainability and innovation in hospitality. Formula One, like many other companies, has increased its emphasis on environmental responsibility in recent years. While some critics have been skeptical of this push, I think it makes sense. After all, the event tourism industry both contributes to climate change and is threatened by it. So, programs may consider incorporating courses in sustainable event management, eco-friendly hospitality practices and innovations in sustainable event and tourism.

Additionally, business programs may consider emphasizing strategic marketing, brand management and digital media strategies for F1 and for the larger event-tourism space. As both continue to evolve, understanding how to leverage digital platforms, engage global audiences and create compelling brand narratives becomes increasingly important.

Beyond hospitality and business, other disciplines such as material sciences, engineering and data analytics can also integrate F1 into their curricula. Given the younger generation’s growing interest in motor sports, embedding F1 case studies and projects in these programs can enhance student engagement and provide practical applications of theoretical concepts.

Racing into the future: Formula One today and tomorrow

F1 has boosted its outreach to younger audiences in recent years and has also acted to strengthen its presence in the U.S., a market with major potential for the sport. The 2023 Las Vegas race was a strategic move in this direction. These decisions, along with the continued growth of the sport’s fan base and sponsorship deals, underscore F1’s economic significance and future potential.

Looking ahead in 2024, Formula One seems ripe for further expansion. New races, continued advancements in broadcasting technology and evolving sponsorship models are expected to drive revenue growth. And Season 6 of “Drive to Survive” will be released on Feb. 23, 2024. We already know that was effective marketing – after all, it inspired me to check out the Las Vegas Grand Prix.

I’m more sure than ever that big events like this will play a major role in the future of tourism – a message I’ll be imparting to my students. And in my free time, I’m planning to enhance my quality of life in 2024 by synchronizing my vacations with the F1 calendar. After all, nothing says “relaxing getaway” quite like the roar of engines and excitement of the racetrack.

Rachel J.C. Fu does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

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