American Marketer


Four Seasons Miami lines up Teslas for Father’s Day fun

June 16, 2015

View from Four Seasons Hotel Miami View from Four Seasons Hotel Miami


Four Seasons Hotel Miami is teaming up with Tesla Motors on Father's Day June 21 for a "Drive and Dine" event.

Throughout the day the hotel will host Tesla Model S test drives before corralling families to the property's Edge Steak & Bar restaurant for brunch. Many families head out for a quiet morning on Father's Day and the Tesla option adds a bit of zest to an otherwise typical offer.

"Miami and flashy, high performance vehicles go hand-in-hand, so when we had the opportunity to bring on a new house car, the Telsa Model S was the right fit," said Stephanie Cardelle, public relations manager at Four Seasons Hotel Miami. "The California-based automobile manufacturer has been recognized for designing a vehicle that is not only eco-chic, but stylish in design.

"The combination of safety, new technology and eco-friendly solidified our decision to offer this Tesla as one of our house cars," she said.

"Four Seasons Hotel Miami guests ride in style through the streets of Miami, while leaving no environmental footprints in their tracks. Boasting the top-of-the-line Tesla Model S 85 kWh performance, we offer guests transportation to nearby destinations within a five-mile radius including downtown Miami, Key Biscayne, Coconut Grove and attractions within the vicinity. We were the first hotel in the area to offer the zero-emission vehicle as a house car, and we also have additional charging stations available for guests visiting with their private electric vehicles."

A breather
Father's Day is generally low-key, with families opting for simple, relaxing plans such as breakfast, lunch, a day at the beach or a hike.

Four Seasons Miami is anticipating the influx of families coming in for food by hosting a Sunday brunch at its acclaimed Edge Steak & Bar restaurant.

First, however, the property is introducing an unexpected element to the mix, giving families a chance to surprise their dads with a test drive in a Tesla Model S.

Tesla Model S

Tesla Model S

From 10 a.m. to 3 p.m. guests can reserve a ride in a Tesla to cruise around the streets of Miami. Driving a 100 percent electric vehicle may be a novel experience for many participants.

A Tesla Product Specialist will accompany every test drive to guide the driver through the car's capabilities.

Afterwards, Edge is hosting brunch from 11:30 a.m. to 3 p.m. Brunch features "Rotisserie Lamb Churrascaria of Aussie spring lamb marinated and slow roasted over charcoal, served with grilled olive and rosemary flatbread and accompanied with roasted sesame yoghurt, pickled chili chimichurri and cucumber and mint relish."

Four Seasons Miami Edge Steak & Bar Restaurant

Four Seasons Miami Edge Steak & Bar Restaurant

The weekly brunch buffet will also be available for a broader selection of food.

Interested consumers can secure a test drive here and a brunch reservation here.

Family ties

A few weeks earlier, brands had been promoting another family pillar.

Luxury hotel brands hewed to tradition this past Mother’s Day with a range of offers that promised relief.

Mother’s Day is a time for brands to reaffirm ties and demonstrate superb customer service. The day is generally a time for indulgence, so many brands prepared for busy brunch, lunch and dinner sessions, among other activities (see story).

Other luxury brands are gearing up for Father's Day.

For instance, department store chain Bloomingdale’s is helping consumers prepare for Father’s Day celebrations with a gift guide on its Web site.

Father’s Day will take place on June 21st this year, and by introducing its gift guide weeks in advance Bloomingdale’s is making it easy for consumers to get their shopping done ahead of time. Additionally, Bloomingdale’s can connect with consumers who will appreciate being reminded of the holiday before it occurs (see story).

For Four Seasons Miami, Father's Day also acts as a way to show off brand values.

"Most recently, when Tesla Motors, Inc. approached us with an opportunity to offer complimentary test drives to our guests, residents and local patrons, it was a natural fit for us," Ms. Cardelle said.

"Since they were open to the date, we thought we could do something different this year and combine it with our Father's Day offering," she said.

"Men and cars, a perfect fit, hence the Drive & Dine Father's Day experience."

Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York