BMW Motorrad USA wanted a dealer meeting unlike any dealer meeting they'd ever had before. They had two main goals: conduct business meetings and display the BMW Motorrad USA product line.
The location: San Diego. Timing: 3 days, 2 nights. The invitees: 200 dealers nationwide. BMW needed to project the sleek, cool tonality of their brand, so dealers could get excited and share that excitement throughout the nation.
What if we offered riding demonstrations on the deck of the U.S.S. Midway? Legal scoffed. Then, they gave in. Kinda. For safety's sake, we showcased a professional stunt rider on the deck of the aircraft carrier, riding BMW motorcycles. Smart move.
Night One: Fashion Show at Broadway San Diego.
On the first night, we bused dealers (and motorcycles) to On Broadway San Diego, one of the most popular nightclubs in the Gaslamp District. After a cocktail party, we hosted a fashion show that highlighted the latest and greatest in BMW Motorrad apparel. The catch? The fashion show included a performance by professional aerialists who hung from the ceiling. We helped hire the talent, coordinate and produce the show and even spin the records.
Night Two: Stunt Show/Product Demo on the U.S.S. Midway.
Jackson hired the stunt talent, coordinated the stunt show and managed the event on the deck of the U.S.S. Midway in front of 200 stunned BMW motorcycle dealers.
BMW Motorrad, and all their dealers, agreed that our goal of creating a dealer meeting to end all dealer meetings was successful. Now, on to next year...