Land Rover's six-city tour to promote its brand and vehicles began in Los Angeles and moved through Carmel, California; Chicago; and New Jersey before stopping in Miami. On the agenda for the 150 to 200 people (mostly previous owners, potential buyers, and select media) attending each day? An opportunity to test their senses at a private waterfront mansion in Miami Beach with cooking lessons, fragrance presentation, technology samplings, on-road test drives, and an off-roading experience unlike any other—this is Miami, after all, which is lacking in mountains, hills, or tough terrain to show off what the Land Rovers are built for.What to do? "Build your own off-road [terrain]," said Nicole Logue, the event marketing coordinator for Land Rover. Scott Kinnear, Land Rover's 3D experience events specialist, brought in three barges from Fort Lauderdale's Grady Marine Construction that sat on the water a short boat ride from the mansion. The combined barges totaled 9,200 square feet, plenty of room for the approximately 1,200 tons of material along with 30 tons of rocks to construct the course for three Land Rover vehicles to maneuver through (with the help of a professional driver and safety rails along the perimeter to keep from toppling into the water). "The two biggest steps taken to ensure the safety of the guests and the vehicles were to consult the U.S. Coast Guard along with Roque & Associates of Miami (ROAM Inc.)," Kinnear said. The Coast Guard also inspected the barges after the course was completed, while ROAM Inc. provided a water safety plan and personnel stationed on the barge with dive gear and recovery equipment during the entire event, he added.
The company's first attempt last year was cancelled two days before the event due to Hurricane Wilma. This time, the tour was intentionally scheduled after hurricane season. The three-day event was met with Miami's typical clear and sunny skies. It was the perfect weather for those who wanted to test drive the Land Rovers themselves, minus the floating barge, on the streets of Miami Beach.
"We wanted to provide a one-to-one exclusive experience that showed guests the luxury and quality of the brand. It was important to keep it personal and intimate," Logue said. The entire day, only 15 people were scheduled each hour and picked up at Lucky Strike Lanes off Lincoln Road then shuttled to the mansion. Various Land Rovers lined the home's entryway; inside, guests encountered a space with modern furniture, clean lines, and elegant accents. "I wanted to bring the premium interior of the vehicles to life through the design of the rooms," Logue said.
There was something for everyone. A downstairs lounge filled with gadgets and the latest technology and a perfumerie upstairs presented by L'Artisan Parfumeur where people could sample various scents and discover how perfumes are created. Outside by the pool, Gourmet magazine sponsored a culinary tent where local chefs—including executive chefs Michael Bloise of Wish, Jeffrey Brana of Restaurant Brana, Thomas Buckley of Nobu at the Shore Club, Clay Conley of Azul at the Mandarin Oriental Miami, and Cindy Hutson of Ortanique on the Mile—taught guests how to make simple dishes which they devoured when finished. A Joy Wallace Catering Production & Design Team also prepared an array of light bites including mini lobster BLT, gulf shrimp escabeche on a yucca chip, and Thai beef and Asian pear roulade on a ahiso leaf drizzled with plum hoisin.
Before leaving, guests received a gift bag with goodies such as a branded silver pen and black leather photo box containing their photo posing next to their Land Rover of choice, taken earlier in the day, along with a pic of the off-road barge to memorialize when Miami actually had hills to drive over.
—Vanessa Goyanes
Land Rover created an off-road terrain on a barge right on Biscayne Bay for its V.I.P event.
The inside of a private waterfront mansion was transformed into a modern, luxe space for guests to lounge in.
The design of the space was made to mimic the premium interior of the Land Rover vehicles.
Various models lined the walkway to the estate, and each guest posed beside their favorite one and later received a souvenir picture.
A Joy Wallace prepared fresh smoked salmon mini bagel chips with capers, tomatoes, red onions and frisee for guests to nibble on throughout the day.
Land Rover gift bags included a branded silver pen and black leather photo box.
Adjacent to the pool, executive Chef Michael Bloise of Wish demonstrated how to prepare summer rolls.
Upstairs, a perfumerie set up allowed guests to sample different scents.
