Hayley Smith, Head of Sales at Silverstone Circuits, talks about their COVID-secure festive experience and what business events can learn from it.

The event, originally planned for 5,000, grew to be ten times the size and yet it still managed to successfully engage and immerse the large numbers of visitors that flooded to the famous race track over the Christmas period. What's more, because attendees stayed inside their cars, it was a risk-free event to host and could adhere to all government restrictions.

But despite Lap Land being entirely car-based, Silverstone managed to create numerous immersive activations throughout and even linked all drivers together via a designation radio station.