Case Study · DC Motorsport Community · Motorsport & Experiential Events
A new event transformed into a 300-guest Monaco weekend institution.
In 2024 the Monaco Grand Prix watch party did not exist. DC Motorsport Community had an audience and a founder with serious hospitality credentials in sommelier Niki Lang, founding partner of Maxwell Park, but no signature moment on the calendar. We treated the watch party as a brand to be built, not an event to be staffed.
This engagement was led by Anina Giannini before the launch of Anina Giannini Group.
- Client
- DC Motorsport Community
- Industry
- Motorsport & Experiential Events
- Engagement
- 2024 to present
- Role
- Strategy, partnerships, media and event direction
- Services
- Strategic Communications · Media Relations · Campaigns, Partnerships and Special Projects · Content and Social Media
Positioning
A brand, not a booking
The founder's hospitality standard set the direction: this would not be a bar with a race on. We gave the event an identity built to hold up year over year, so every edition compounded on the last instead of starting over.
Partnerships
Sponsors that raise the altitude
A partnership strategy brought in names that changed what the event meant. Ferrari of Washington attached as sponsor, and a Make-A-Wish Mid-Atlantic alliance put purpose behind every ticket. Sponsor quality became the story the room told about itself.
Media & Momentum
A regional story, told on air
Organic social built anticipation before every announcement, and media relations earned broadcast coverage on FOX 5 DC and DC News Now, turning a community gathering into a story the city follows every May.
The Result
An annual institution in three years
The venue escalated from a sports pub to Casamara Rooftop, a 3,000-square-foot Dupont Circle destination; the format grew from a three-hour screening to a full-day experience with champagne, caviar service and a DJ-led day party. Every Monaco weekend since 2024, the room fills again.
300+
VIP guests, built from zero
3
Years to annual institution
- Ferrari of Washington attached as sponsor
- Make-A-Wish Mid-Atlantic partnership and live art auction
- Broadcast coverage on FOX 5 DC and DC News Now
- Full-day format with champagne and caviar service
“Results beyond expectations and professionalism throughout. Would not hesitate recommending them to anyone making serious business impact efforts.”
Niki Lang, Founder & CEO, DC Motorsport Community
Ready to build what comes next?
Let’s create the strategy, story and visibility your brand deserves.