Silverstone is offering a ‘buy-on-the-gate’ ticket scheme for this weekend’s British Grand Prix in light of their below-par sales this year.
Managing director Richard Phillips is still anticipating one of the biggest attendances in recent years, although it is unlikely to come close to the three-day record of 315,000 in 2011.
Normally Silverstone is close to a sell-out at this stage, but a number of factors have contributed to the slump, notably the fact Lewis Hamilton nor Jenson Button have won a race this season.
It means the Northamptonshire venue finds itself in the unusual situation of throwing open its doors to fans across the weekend.
Phillips said: “While we don’t expect to reach the record attendance levels of 2011 and 2012, we are anticipating another big crowd.
“Ticket sales were slower than usual during the initial sales period, but we have seen a significant upturn in interest and buying patterns since F1 returned to Europe.
“This, coupled with an improvement in the weather and a promising forecast for the weekend, has prompted us to put measures in place to sell tickets to fans deciding to turn up on the day.”