The annual All ToyotaFest event is sponsored by the Toyota Owners and Restorers Club (TORC) which, as its name suggests, is an enthusiast’s club whose members own and/or restore old-school Toyotas. Each year hundreds of club members register to proudly display their vintage (and not so vintage) vehicles to about 10,000 spectators who come to view the impressive collection and talk “all-things” Toyota.
As part of the 23rd Annual All ToyotaFest in Long Beach, California, we created a ride and drive activation to generate excitement and interest around the all-new 2019 Toyota Corolla Hatchback.
The Gardner Team set up a technical autocross course on the same grounds as the Grand Prix racetrack and IMSA paddock, just behind the awards podium. Designed from scratch by our multi-championship-winning pro drivers, the custom course was challenging but still fun and safe for the participants to drive.
Between our brand ambassadors approaching people in the parking lot and at the show, and our main registration area, we had major throughput. The team had only 5 short hours and still managed to put nearly 700 consumers through the drive course! It was no small feat considering almost everyone drove versus just getting a hot lap.
With a short day and only four vehicles two of which were manuals that some people couldn’t drive, we set a new record for any similarly run event.
