One year after its opening, Box 98 is gearing up to celebrate its first anniversary on April 1st with a special event featuring animations and food stands to mark the occasion. “We have lived a year with a lot of twists, but always in the right direction,” says Adriano Lembo, event and marketing manager. For him, these first twelve months have served as a real-world test, with a guiding idea: to make this large space a place where families can spend three or four hours without getting bored, without going around too quickly.
At the heart of the setup, the indoor karting track proudly embraces its connection to the urban layout of the Monaco Grand Prix. The track is narrow, technical, incorporating several hairpin turns. “Sometimes customers tell us there are a lot of turns. But they quickly understand the connection to the Formula 1 circuit,” recalls Adriano Lembo. The track was designed as a challenging leisure ground rather than a pure competition track. Nevertheless, it features some straight lines allowing for speed peaks without compromising safety.
In terms of events, Box 98 has used its first year to test the audience’s reaction to more structured formats. The “Grand Prix” formulas for groups, with two or three sessions, have become popular choices for birthdays and corporate events, often combined with visits to arcades, karaoke rooms, or mini-bowling alleys.
Especially this year, the “Challenge Prince Rainier III,” an inter-company sports competition in the Principality, joined the karting adventure at the Fontvieille complex and acted as a catalyst. Initially planned for thirty companies, it brought together 72 teams, leading to a waiting list for future editions.
On the track, the atmosphere is more serious than at a birthday party, even though the post-race often ends at the bar, the “paddock,” around a pizza. This experience of a longer format, with different rounds and finals, provides Box 98’s team with ideas for the complex’s second year.
In a move towards a more competitive angle, Box 98 plans to introduce a progressive implementation of “boost” systems, leading to an internal championship. Players unlocking certain performance milestones will be called to participate in the Box 98 championship, aligned with the Formula 1 season calendar.
Each real Grand Prix will feature a race bringing together the best times over the period, culminating in a season-end final with a prize for the overall winner. This initiative aims to retain the most competitive regulars while structuring the upcoming sports year.
As the second year unfolds, Adriano Lembo admits that not everything is perfect yet. Residents still remain unaware of the complex, and customer feedback on various aspects like arcade games, simulators, or dining options is regularly addressed internally.
In terms of hours, the team has found a balance during peak tourist times, adjusting opening hours to accommodate higher flows. The direction is considering opportunities like the upcoming ski season and the Milan-Cortina Winter Olympics.
After a year, Box 98’s ambition is clear, as supported by Adriano Lembo: to become the number one family entertainment destination in Monaco.
