Eva Longoria at the MGM Rewards Shoey Bar at Bellagio 2023
Second-Year Activation Debuts New Collectible Shoey, “Shoe-Skis” and Bellagio Fountain Club September Promotion
MGM Resorts International is gearing up for the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX 2024 with the return of the Shoey Bar at Bellagio. The wildly popular tribute to one of sports’ most iconic celebrations: drinking from a shoe, returns November 21-23 during race week festivities.
Frequented in its debut year by celebrities like Eva Longoria, Jeremy Renner and Mark Wahlberg, the Shoey Bar is back with a newly designed gold shoe, music, cocktails, merchandise and a photo op to capture the race-weekend excitement.
New this year, fans can get ramped up for the race long before event weekend with a limited-edition Golden Shoey promotion for Bellagio Fountain Club (BFC) package buyers. Each fan who purchases a BFC package from September 1-30 will receive an exclusive Golden Shoey, sure to become a highly sought-after collector’s piece with only 300 being produced for 2024.
Throughout event weekend and in collaboration with renowned racing brand Sparco, the Shoey Bar will feature 2,500 striking new golden collectible shoes, distinctly different from the limited-edition Golden Shoey design. Complete with a custom insert and filled with a specially crafted Red Bull cocktail, the exclusive design offers returning fans a chance to collect a meaningful piece of memorabilia that embodies the spirit of this year’s event.
The 2024 Shoey Bar will introduce Shoey shot glasses, miniature ceramic shoe replicas packaged in a tiny shoe box, as a perfect keepsake. For those looking to celebrate race week with friends, the “Shoe-Ski” offers a champion’s twist on the classic shotski, allowing two to four guests to toast to victory or simply toast to the moment. The Shoey Bar also will feature extended hours this year, giving guests more time to enjoy the activation before heading to the race only steps away along The Strip.
“The Shoey Bar was one of the most buzzed-about activations during the 2023 race, so we’ve decided to build on that momentum with exclusive new offerings that capture the event’s high-octane spirit,” said Cole Nikodemus, MGM Resorts’ Executive Director of Brand Marketing. “Now, with the limited-edition Golden Shoey, new Shoey shot glasses and Shoe-Skis, we’re providing guests with even more ways to toast to the thrill of the weekend.”
Diego Lamura, Global Partnerships and Sparco USA President, said, “This experience engages visitors with the unparalleled energy of an F1 podium celebration like never before. The way fans will be able to experience motorsports in the iconic city of entertainment is truly unique, and it is a huge pleasure for Sparco to join a leading partner such as MGM Resorts in this initiative.”
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