What does a dealership's successful promotional event sound like?
On Labor Day at Prestige Imports in Lakewood, Colo., it sounded urgent and hot-blooded as the rock band Foreigner entertained a crowd of classic-rock aficionados estimated at more than 500 in the dealership's parking lot.
The event raised more than $3,000 for Grammy in the Schools, a Grammy Museum outreach program aimed at high school students interested in music careers. The concert also thrust the Porsche and Audi dealership near Denver into the spotlight in terms of publicity, via the concert and related local radio and TV exposure, said Jeff Silverberg, the dealership's general manager.
In addition, a 2017 Porsche 911 Carrera 4S and a 2017 Porsche Macan — both featuring vinyl wraps with the Foreigner and Prestige Imports logos — were prominently displayed at the Red Rocks Amphitheatre in nearby Morrison, Colo., , where Foreigner played a concert that evening. A choir from local Bennett High School that entered a contest sponsored by a Denver classic-rock radio station won a chance to sing background vocals onstage at Red Rocks during the band's final encore song: the 1985 hit ballad, "I Want to Know What Love Is."
"I think the event did a lot for us," Silverberg said. "We did a live interview in my office with Kelly [Hansen, the group's lead singer] and Phil [Carson, the band's manager] on The Mountain 99.5 radio station."
The dealership put up posters around the town, "and our 155 employees spread the word, too," he added. "And we outfitted the kids in the choir with Foreigner/Prestige T-shirts we had made to sell as a fundraiser at the concert."