More than 30 Ferraris were parked along Boylston Street outside Towne Stove & Spirits on June 27. Dubbed "An Evening With Ferrari," an event for 200 guests showcased four of the company's new vehicles—along with the restaurant's new alfresco dining space—and invited top clients to valet in front of the venue.
"We were lucky to have great relationships with the abutting properties, who allowed us to showcase Ferrari's exhibition cars," said Meghan Harrell, marketing manager of Lyons Group, which owns the Back Bay restaurant. "And with the help of Ultimate Parking, we were able to secure the permits to park the cars along Boylston Street."
The target demo for the happening, Harrell said, was "Ferrari owners and Boston personalities. Ferrari of New England helped us target their top clients, and we also used our network of guests to build a strong attendee list." Ultimately, she added, the event succeeded in aligning the car and restaurant brands.
Chef Lydia Shire, the venue's co-culinary director, prepared thematic snacks for the evening soiree. Burgers and fries, for example, were served in containers shaped like mini Hot Wheels trucks.