Aston Martin's 2015 V8 Vantage Roadster GT
British automaker Aston Martin its traveling to The Ritz-Carlton, San Francisco Aug. 23-27 from 9 a.m. to 12 p.m. to introduce its latest models to guests.
During this brief visit, guests are invited to tour the surrounding area in Aston Martins alongside professional drivers. As the summer winds down, this offer maintains the season's fun spirit, while conveying a sense of exclusivity.
"The Ritz-Carlton, San Francisco is inviting our hotel guests to be among the first worldwide to test-drive Aston Martin’s newest models in celebration of their second century as one of the world’s most desirable luxury sports car brands," said Bruce Gorelick, general manager of The Ritz-Carlton, San Francisco.
"We are dedicated to providing guests with once-in-a-lifetime experiences and encourage them to share on their social channels via #RCMemories or the newly launched 'Your Memories' on ritzcarlton.com," he said.
Early excursions
In 2012, Aston Martin marked its centenary by unveiling a new logo and holding global celebrations such as a week of open house activities at its headquarters and a birthday event in London.
The automaker celebrated its 100th birthday throughout 2013 with consumers (see story).
The Ritz-Carlton is highlighting this milestone, encouraging consumers to take part in the automaker's emergence into a new personal century.
For some guests, the event will likely act as a substitute for personally scheduled test-drives. For others, it will likely be a singular experience.
2015 Vanquish Volante
Aston Martin will be bringing three models to the property: the 2015 Rapide S, 2015 Vanquish Volante and 2015 V8 Vantage Roadster GT.
2015 Rapide S
Interested consumers are asked to schedule their appointment beforehand through Aston Martin.
The Ritz-Carlton, San Francisco's event will likely have overlapping consumers with another upcoming Aston event.
The automaker is inviting racing enthusiasts Aug. 29-31 to its inaugural Aston Martin Festival in Monterey, CA, for a weekend of branded experiences.
Taking place at the Mazda Raceway Laguna Seca race track, the festival focuses on the brand’s extensive racing background. Accordingly, fans will be afforded multiple opportunities to hop into high performance vehicles (see story).
Overall luxury
Hotel brands regularly enlist automakers for temporary or permanent residencies to better capture the lifestyle of their guests.
Waldorf Astoria Hotels & Resorts is releasing an ultimate driving experience at six of the brand’s locations that will allow guests to drive several luxury vehicles with a professional driver.
The program will take place this fall at select Waldorf Astoria locations across the United States and will allow guests to gain firsthand experience with racecars from Ferrari, McLaren and Porsche. Since specific brands are featured, the brand may attract loyalists of the particular models (see story).
Of course, properties look far beyond the automotive space when crafting enjoyable experiences.
"The Ritz-Carlton, San Francisco has a long history of providing immersive experiences for our guests calling on our unique partnerships," Mr. Gorelick said.
"Last year, we provided an exclusive day on the water for Ritz-Carlton Rewards Members at the America’s Cup and recently invited guests to enjoy a day in Sonoma at Kosta Browne Winery, named number one wine in the world by Wine Spectator magazine," he said.
"We are inspired to create life’s most meaningful journeys and are constantly seeking new and engaging concepts to create lasting memories for our guests."
Final Take
Joe McCarthy, staff writer on Luxury Daily, New York