You Should Consider Hosting Ride Events
Hosting ride events like Jeep runs, motorcycle rides, and classic car shows at your business can provide several benefits for your small business. You’ll actively build a sense of community with participants and attendees, provide a new venue that will invite new (and soon-to-be) recurring customers, and earn bragging rights for a seriously memorable event!
If you’re interested in hosting these types of events, this post will cover everything you need to consider to plan and host an event that everyone will be talking about.
How to Get Involved
First, you’ll have to identify local car clubs and enthusiast groups in your area. Ask your current patrons and do some quick online research in your local community to find Jeep, off-road, and classic car clubs. Look for social media groups, forums, and event listings to identify active clubs and their organizers. You can then visit these car shows, cruise-ins, or other automotive-related events to introduce yourself, your business, and your event ideas. Engage with attendees, ask about their interests, and express your interest in hosting an event. Collect business cards and contact information from potential event organizers and participants.
A local charity or sponsorship tie-in will naturally drive participation and promotion. These groups might already actively work with a local, meaningful charity in town. You can work with them, or choose your own charity for the event. This aspect is beneficial for your event because it entices more people with similar interests to not only attend, but to promote and invite their network as well. If you select a charity that is meaningful and special to a large network, they will work on their own to get as many people in attendance as possible. It’s a win-win for everyone involved, especially those in need!
Reach out to local businesses, clubs, or organizations that may be interested in sponsoring the event, either financially or through in-kind contributions. Collaborate with event organizers or clubs to leverage their existing networks and promote the event to their members. Offer sponsorship packages that provide visibility and benefits to the sponsors, such as signage, social media promotion, or exclusive offers.
Let’s Talk Logistics
You’ll need to ensure that your business has the necessary space and facilities to accommodate the expected number of participants and their vehicles. Consider factors like:
Event Space and Layout: Car and Jeep enthusiasts are very protective of their vehicles and typically need open, flexible spaces to ‘show off’ their creations. Evaluate the layout of your venue and identify areas for vehicle displays, judging, registration, etc. Provide detailed information about the available space, dimensions, and any existing infrastructure or amenities.
Electrical and Utility Needs: Some types of events may require access to electrical outlets, lighting, and occasionally, water sources. Determine the availability and capacity of these utilities at your venue and communicate the details upfront. For power-heavy events, you may consider renting a generator to avoid any unforeseen power-related issues.
Event Timeline and Schedule: Be aware of specific timelines and schedules that your chosen club may have, including: setup, show hours, awards, and teardown. Be open to accommodating their preferred event schedule and work collaboratively to find the best fit.
Security and Liability Concerns: To ensure the safety and protection of equipment and displays during the event, it is a good idea to outline your venue's security measures with organizers. If space allows, you can offer covered, secure storage, and even overnight monitoring if applicable. Be sure to also clarify your insurance coverage and any liability requirements for event organizers.
Complying with Regulations: Don’t forget about your beer and liquor responsibilities either. Many cities and towns require additional permits to sell alcohol outside of your establishment, so if you are utilizing a public street or need special ‘selling hours’ be sure to engage with your local liquor board for the proper permissions. This will also help you build relationships within the city counsel, ensuring future events are successful and well promoted.
Participant Amenities: Many club members appreciate access to basic amenities like restrooms, food/beverage options, and shade or shelter. Be sure to highlight the availability of these amenities at your venue or discuss ways to provide them. Furthermore, clubs appreciate when food & beverage options are offered at a discount on the day of show. Full menus are often not necessary, but something that is quick and easily consumed with have your new guests coming back later to try out your other culinary delights.
Event Promotion and Marketing: Many clubs have established communication channels and marketing strategies for their events, often times relying on their members to post and share information on social media to get the word out. Discuss ways to collaborate promoting your event, such as using their event listings, social media, and other channels to your benefit, and don’t forget to join the group yourself and maintain active relationships after the event is over.
Event Staffing and Support: Determine if the club requires any specific staffing or volunteer support for registration, judging, or other event operations. Offer to assist with coordinating these logistical needs to ensure a smooth event experience. One sure fire way to fail on the day of show is to be understaffed behind the bar or in the kitchen, so plan accordingly and be flexible with your staff.
Avengers, Assemble!
This is not a feat one should attempt to pull off solo. It’s going to take a team to successfully execute a top-tier event. Develop a comprehensive event plan that includes the schedule, activities, and any necessary coordination with event organizers or participants. Assign specific responsibilities to staff members to ensure a smooth event. Keep in mind that this could be the first time your staff and volunteers are working in this environment, so ensure that everyone is comfortable and prepared for their roles and responsibilities.
Make Details Easy for Attendees
Establish a registration process for participants, which can help you plan for the expected turnout and manage the event flow. Communicate clearly with participants about the event details, such as start/end times, parking instructions, and any rules or guidelines. Consider offering pre-registration or early bird discounts to incentivize participants to sign up in advance. And most importantly: have all of this information available as far ahead of the actual event day as possible! The better understanding of directions, parking, hours, activities, and specials, the more likely someone will be to attend.
Examples of Current Ride Events
Garage Bar & Grill (Louisville, KY)
Event: Twice-monthly "Jeep Meetup" and annual "Jeep Jam"
Details: The bar has a large outdoor space that can accommodate over 100 Jeeps. They partner with local Jeep clubs to organize the meetups, which include food, drinks, live music, and Jeep-themed activities.
Ol' South Pancake House (Fort Worth, TX):
Event: Monthly "Classic Car Cruise-In"
Details: This family-owned restaurant hosts a classic car show in their large parking lot on the first Saturday of every month. They provide space for displaying the cars, food/drink specials, and music to create a lively atmosphere.
Black Sheep Bar & Grill (Boise, ID):
Event: Quarterly "Motorcycle Mayhem" and annual "Bike Week"
Details: The bar's location near popular motorcycle routes makes it a natural hub for bikers. They host themed events with live music, food/drink specials, and custom bike displays to attract the local motorcycle community.
Ace Eat Serve (Denver, CO):
Event: Seasonal "Cars & Cocktails" events
Details: This modern restaurant and bar partners with local car clubs to host seasonal car shows in their expansive parking lot. The events feature classic, exotic, and custom vehicles, along with food, drinks, and entertainment.
The Shed BBQ & Blues Joint (Ocean Springs, MS):
Event: Annual "Shed Fest" car and truck show
Details: The bar's large outdoor space and rural location make it an ideal venue for this annual car show. They offer BBQ, live music, and prizes for various vehicle categories to create a lively, family-friendly atmosphere.
Firehouse Grill (Evanston, IL):
Event: Monthly “Bike Night” event
Details: The bar's proximity to popular motorcycle routes and its biker-friendly atmosphere have made it a popular destination for riders in the Chicagoland area. They offer food/drink specials, live music, and a designated parking area for motorcycles.
Emmett’s Tavern & Brewing Co. (Downers Grove, IL):
Event: Annual “Cruise Night” event
Details: The event showcases a diverse array of classic, custom, and exotic vehicles, with prizes awarded for various categories. In addition to the car displays, the event features food/drink specials, lawn games, and live music to create a lively, family-friendly atmosphere.
Galena Brewing Company (Galena, IL):
Event: Series of “Brews & Brims” events
Details: These events celebrate the intersection of beer and cars. The brewery's scenic outdoor space and proximity to popular driving routes makes it a great place to feature a car show, beer tastings, food pairings, and live music, catering to both car enthusiasts and craft beer aficionados.
You can leverage your venue, location, and partnerships with car and Jeep groups to host successful and engaging ride events that drive business, community connections, and brand recognition. Follow this guide and you’ll soon be bragging about how you incorporated ride events into your event programming, leveraged your unique space and partnerships, and became the new go-to for local car enthusiast communities.