The Grand Prix is not for another four weeks (Sept 25-27), but for many of the local venues and sponsors hoping to bank on what is possibly Singapore's most glamourous event to date, the race has already started.

With the Formula One (F1) going into its second term, some of the excitement that came with the inaugural night race last year would inevitably have worn off. Throw into the equation a sluggish economic situation, and it is evident that more must be done to build up hype for the upcoming event.

This probably explains why the first race-themed party took place as early as two weeks ago when GH Mumm, the official champagne of F1, hosted over 200 guests at the National Museum for an exclusive, by-invitation-only 1950s themed party, to commemorate the start of F1 in 1950 and the appointment of a style ambassador.

'As the official champagne of Formula One worldwide, GH Mumm wants to take the lead in drumming up the excitement for fans of the Grand Prix and all the F1 teams,' explains Alex Tang, brand manager, GH Mumm Formula One, Pernod Ricard Singapore, on why it decided to throw the party.

'These peripheral activities to the F1 are important to build further interest around the event. The media covered last year's inaugural race quite extensively, so it was easier and required less effort to build up the hype. But then again, with the economic downturn, it takes more effort and creativity to attract consumers' attention.'

Attracting attention is precisely what some of the local nightspots are hoping to achieve as they attempt to capitalise and build upon the excitement that the upcoming Grand Prix will bring through the organisation of pre-F1 parties.

Last Friday, for example, Mimolette threw an F1-themed party with replica cars and two international DJs to kick-start the festivities.

'Yes, it is still very early. But throwing a pre-F1 party will give us the opportunity to show the world via pictures on our website what they can expect from us when we throw our next F1-related party during the race weekend itself on Sept 25,' says Mimolette's general manager Nasen XT. 'What we noticed from before is that there will be an influx of regional sports fans in town so the catchment is there,' he says, adding that though Mimolette isn't near the track itself, it still wants to catch the F1 party crowd.

He adds that the early parties would help to build up momentum for the event itself which would ultimately culminate in a more vibrant atmosphere for the lifestyle industry, a plus for lifestyle venues islandwide.

Which is precisely why the venue House at Dempsey Road will be throwing an F1 or rather Ferrari-themed 'The Speed of Light' party tonight, which will feature hot Ferrari cars and special DJ in the form of fashion designer Mark Eley (from Eley Kishimoto) who's also an avid racer.

'Going into its second year, the world's only F1 night race remains truly special. We want to replicate last year's electric atmosphere and if possible, expand the range and scope of the peripheral activities so that consumers have more choice and an even better time. As a venue, we feel it's important for everyone to work together to keep the excitement at fever pitch, and starting early can only help build the buzz,' says Cynthia Chua, managing director of the Spa Esprit Group that runs House.

'We also believe in consumer choice. At House, we like to do things differently, so we're working with Trustfun to produce a party as unique as the race itself, working with the twin themes of speed and light to produce an event that combines fashion, art, music and motorsport. Kicking things off early gives us and venues like us a bigger canvas, making it easier for everyone to make their mark. The more people we have throwing quirky, interesting parties, the better and more inclusive the F1 season will be.'

Grand Prix organiser Singapore GP is happy that local venues and sponsors are jumping on the promotional bandwagon. Though nearly 70 per cent of the available grandstand and walkabout capacity and 82 per cent of the available corporate hospitality suites and Formula One Paddock Club have already been snapped up for this year's race, Singapore GP believes that these pre-race activities would only serve to inspire more people to get involved with the actual race itself.

'I think it's great that these pre-parties are happening as early as now because I believe they will definitely help to push the event for people will go to these parties and someone will say to them, 'see you at the race', then all the more they will want to get tickets to be at the race itself', says Singapore GP director of operations Sarah Martin. 'You can't go to a party like that and then not want to go to the actual race, can you?'

This article was first published in The Business Times.