March 18, 2015
Ferrari FF
Peninsula Signature Events, a division of Peninsula Hotels, is drawing auto aficionados to Carmel Valley, CA this summer by hosting a number of motorsports events at the Quail Lodge & Golf Club.
Events will take place over the weekend of May 15-16 with The Quail Ride and The Quail Motorcycle Gathering and again on Aug. 14 with The Quail, A Motorsports Gathering. By supporting events in the community, Peninsula Hotels will gain publicity and connect with consumers who may go on to stay at its locations in the future.
"The Peninsula brand encompasses luxury, from its hotels around the world, bespoke experiences and high-profile events, the brand appeals to a clientele who enjoy the finer things in life," said a member of the Peninsula events team. "The organization goes above and beyond to provide their guests with those experiences.
"This event appeals to consumers who enjoy exclusive, first-rate, intimate experiences and who are the same demographic that also enjoys staying at Peninsula’s luxury properties around the world."
California dreamin'
The first of the events, The Quail Ride, is a 100-mile motorcycle tour through the Monterey Peninsula in Northern California. Participants can enjoy the scenic countryside while engaging in a communal experience with other motorcycle enthusiasts.
Events will take place at beautiful The Quail Lodge & Golf Club
The Quail Motorcycle Gathering will take place the next day and will include celebrations of motorcycle heritage and influential figures in the sport. There will also be performances and an elaborate display of more than 200 motorcycles from the past century.
This year the event will feature A Tribute to Military Motorcycles that will celebrate the motorcycles and riders that have served in the United States military. A 1942 BMW R-75 Wehrmachtsgespann will be the centerpiece of the display.
Famous race cars will be on display
While the events in May will take place over the course of a single weekend, the celebration will continue again in August with The Quail, A Motorsports Gathering. On Aug. 14, car connoisseurs will convene to honor the finest luxury automobiles.
The event will highlight cars from brands such as Jaguar, Ferrari and Porsche, and many models from the numerous different categories will be on display. There will be cars from the Pre-War Sports and Racing division, Post-War Sports, Post-War Racing and Motorcycles, among others.
The 1962 Ferrari 250 GTO was auctioned for over 38 million dollars
A luxury car auction will take place, encouraging visitors to not only admire these vehicles from afar but also to purchase one for themselves. Last year, a 1962 Ferrari 250 GTO was sold at the auction for more than $38 million, the highest price ever paid for a car at a public auction.
Together, the events in May and August will celebrate the most elite luxury automobiles of the past century. The beautiful setting of Carmel Valley, CA will be ideal for guests to enjoy a short vacation while indulging in one of their passions.
The picturesque Carmel Valley, CA will provide the perfect backdrop
All quail the king
This is not the first time the hotel chain has participated in the event. In 2014, Peninsula Signature Events hosted the automobile event at the Quail Lodge & Golf Club in Carmel Valley, CA, to reach auto enthusiasts.
The Quail, A Motorsport Gathering, took place Aug. 15 and brought together auto aficionados to view rare luxury vehicles and celebrate Maserati’s 100th anniversary. Through this event, Peninsula Hotels likely benefited from providing an exclusive experience to guests, which put the hotel chain on their minds as they made travel plans (see story).
It is beneficial for the hotel chain to partner with other brands in order to expand its offerings and appeal to a wide range of consumers.
For example, the brand recently boosted its support of global public art with several new initiatives, including a partnership between its Hong Kong property and the United Kingdom’s Royal Academy of Arts that launched a few days prior to Art Basel Hong Kong.
In 2015, Peninsula properties in New York and Manila will join Chicago, Beijing, Bangkok, Tokyo and Beverly Hills, CA with art events. Continually and consistently implementing art programs across multiple properties will root Peninsula in the subject and grow guests’ trust in its exhibition and art choices throughout the world (see story).
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
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