Success at the End of the Road

When the last driver had headed home, there was no question that all the effort put into MINI Takes the States had paid off. Not long after, JD Power and Associates raised the MINI brand up 22 spots to No. 1 on its list of “Brand Most Likely to Recommend,” and Edmunds.com named MINI the “Most Wanted Coupe Under $30,000.”

MINI USA is ready to hit the road once again. “We are already thinking about how we are going to do this again next year,” says Koutros. “But this time, MINI owners are telling us what they want to see from the event.”

Mini's Great American Road Trip

DAY 1
8.21.06

Monterey, Calif. The event kicks off with a beach bonfire and party at Pirate's Cove Beach House.

DAY 2
8.22.06

Las Vegas. 250 MINI drivers take over The House of Blues at Mandalay Bay for a night of dancing, music, and more.

DAY 3
8.23.06

Flagstaff, Ariz. Route 66 Pit Stop photo op at the Yellowhorse Trading Post on the Arizona-New Mexico border.

DAY 4
8.24.06

Albuquerque, N.M. An afternoon of barbecue, track laps, and games at Sandia MotorSports Track — all proceeds go to the University of New Mexico Children's Hospital.

DAY 5
8.25.06

Amarillo, Texas. Participants gather for a movie night at the Pioneer Amphitheater in Palo Duro Canyon State Park.

DAY 6
8.26.06

Dallas. 900 MINI motorists and friends party at the Gypsy Tea Room in Dallas; two MINI drivers get married at an exclusive comedy club show for motorists that evening.

DAY 7
8.27.06

Memphis, Tenn.

DAY 8
8.28.06

Nashville, Tenn. More than 1,000 MINI enthusiasts attend the MINI Music Festival at Centennial Park.

DAY 9
8.29.06

St. Louis. MINI tailgate party and VIP seating at the Cardinals vs. Marlins baseball game.

DAY 10
8.30.06

Indianapolis. Aerial photo of MINIs under the St. Louis arch is followed by a lap around the Indianapolis Speedway.

DAY 11
8.31.06

Charleston, W.Va.

DAY 12
9.1.06

Charlottesville, Va.

DAY 13
9.2.06

Washington, D.C. Motorists enjoy free admission to Kings Dominion amusement park.

DAY 14
9.3.06

Jersey City, N.J. MINI Wrap Party.

DAY 15
9.4.06

Arrival in Lakeville, Conn., for the Rolex Vintage Festival at Lime Rock Park.

(Not) Mini Challenges

WE ASKED THE “MINI TAKES THE STATES” ORGANIZERS TO NAME THE TOUGHEST PARTOF PLANNING SUCH A HUGE EVENT:

GINA KOUTROS, shows and events manager, MINI USA: There were so many things you couldn't plan for and just had to react to, like the rain and detours in the route — and trying to estimate how many people would show up for each part of the trip.

MIMI ALMEIDA, president, R/A Performance Group: I think from the beginning to the end it was a constant challenge. We all just kept adding more and more aspects to the planning and thought, let's see how many of these things we can accomplish.

TRUDY HARDY, marketing manager, MINI USA: It was really tiring being on the road every day and waking up in a different city. When you are working events in the morning and at night, you don't have a chance to go to your hotel room and get a good night's sleep because you are always preparing for the next day. You really have to remember to maintain that enthusiasm and passion and project that to the participants — you have to be just as fresh on Day 15 as you were on Day One.

Objectives Achieved

MINI USA'S LIST OF GOALS FOR ITS CROSS-COUNTRY ROAD TRIP:

• DELIVER A FLEXIBLE, GRASSROOTS ATMOSPHERE TO PARTICIPANTS.

• OFFER MULTIPLE EVENTS AND EXPERIENCES ALONG THE WAY.

• LAUNCH A NEW MINI PERSONALIZED CREDIT CARD WHILE APPROVING APPLICATIONS EN ROUTE.

• COVER A ROUTE THAT PASSED WITHIN 250 MILES OF 80 PERCENT OF ALL U.S. MINI DEALERSHIPS.

• INVOLVE THE MEDIA TO INCREASE EXPOSURE.

• INCLUDE FOUR MAJOR EVENTS ALONG THE WAY, ONE IN EACH OF THE MINI USA'S SALES REGIONS.