2019 Monterey Car Week with McLaren
I have had the privilege of working alongside @theapexagency with one of their biggest clients McLaren Automotive for 3 years now. I have attended the Monterey Auto Week twice and have enjoyed the way that design and marketing collide in such a lively and innovative atmosphere.
This year at Pebble Beach I contributed to 3 event spaces.
The first one takes place at the Bernardus Hotel on the tennis courts. We transform the tennis court into a luxury event space featuring the newest McLaren’s where we host Ride and Drives, cocktail parties, presentations, and feature areas for people to engage with. My favorite part is creating small details that show both thoughtfulness and help create every experience personal and intentional. At this event site, we created personalized signs for each owner on the McLaren rally. They hung over their individual parking spots at the Hotel that the public was able to walk though.
The second event space is on the Laguna Seca Raceway. Rally Owners spend part of the day eating lunch at the track and then get to have a bit of fun driving a few laps around the track. I believe in marketing a product through experiences. When a client can create memories that they will hold onto, they create a bond with the brand that is extremely valuable to McLaren’s marketing strategy. Previous purchasers have one of the biggest voices when it comes to selling more cars in the future.
The final event space takes place on Sunday at the Pebble Beach Concours d’Elegance. McLaren is one on the only brands that hosts a party during the event right on the golf course. We transform the backyard of the Miller house, creating a structure that holds about 1,000 people throughout the day. This event space is a place for owners, clients, and dealership owners to come have drinks, food, and have a fun time hanging out in an exclusive area on the golf course overlooking all of the cars.
Countless hours were poured into building this space in only 4 days. Tectonic graphic walls created the perfect simple canvas to compliment orange floral arrangements, photo frames, white couches, and of course…the cars. Guests loved this year’s new addition of the DJ booth and the exclusive VIP area.