DISCOVERY VENICE POP-UP BRINGS IN THE CROWDS
17 February 2020
The all-new 2017 Land Rover Discovery recently made its U.S. public debut at a pop-up event in the heart of Venice, California. Michael Curmi, Jaguar Land Rover North America Brand Experience Manager explains why it was such a hit.
How successful was the Discovery Venice activation?
We had excellent results with close to 1,200 people coming through the activation. Most individuals spent between 30 - 40 minutes exploring the all-new Discovery, checking-out all the active-lifestyle gear we had on display, and getting a bite to eat at one of the food trucks we’d brought in to cater to our guests, while involving the local community. It turned out to be a really fun event, and a great way to showcase the all-new Discovery and how it enables an active lifestyle.
What kind of feedback did you get from visitors?
People were really impressed with the Discovery and took the time to hear all about its new features from our product specialists. Many of the visitors told us they already owned an SUV and were keen to see what the new Discovery offered. They liked the seven-passenger seating (1) and especially the available Intelligent Seat Fold (2) ; a few jaws dropped when they were shown how they could configure the second and third row seats remotely using a smartphone. Active Key technology was also a big hit. Many visitors liked how the waterproof wristband would allow them to go cycling, kayaking, sailing or swimming without having to carry around a key fob.
Why did you choose Venice for this first public U.S. display of the new Discovery?
Venice provided the perfect opportunity to show off this active lifestyle-focused vehicle to a very active-lifestyle focused crowd. The city locals really do love to bike, hike, run, surf, kayak, paddleboard, and stay fit. Partnering with more than a dozen sports equipment companies, from Hobie, to Blind Dog Surfboards, to Eddyline Kayaks, gave visitors the opportunity to check out the latest sports gear for themselves.
You kicked off the Discovery Venice weekend in style with big-wave surfer Laird Hamilton and his wife, pro-volleyball player Gabby Reece opening the event. Can you tell us more about that?
They’re both native Californians and own an older Land Rover back in Hawaii, so they were a great fit. Both Laird and Gabby did some content capture with us earlier in the week where they got to spend time with the new Discovery on a beach in Malibu. They were then our featured guest during the activation opening and spent a lot of time with us, talking to media, fans and visitors. Laird loved the Activity key feature and the seven row seating option as its perfect for his daily surfing routine. Gabby said she loved the design of the car and also its versatility.
ALL-NEW LAND ROVER DISCOVERY SUV MAKES NORTH AMERICAN DEBUT WITH DISCOVERY VENICE POPUP IN ADVANCE OF THE LA SHOW
Who came through the activation over the weekend?
We had a ton of current local owners and potential customers visit our activation throughout the weekend as well as some LA based celebrities but mostly, it was locals who were simply out shopping on Abbot Kinney Boulevard, arguably the hippest neighborhood in North America, curious about the event and the all-new Discovery. It was great to bring so many new people into our Land Rover world and not only give them a first look at the new Discovery but also have them see the unique space we created with the latest and coolest fitness gear.
Was this a one-off, or could there be more Discovery Venice-type events in the future?
We received such a warm reception from the Venice community we are already thinking about how we can come back in the future. The event was very successful at reaching a great many potential buyers and influencers so it is something we might look at extending in other active-lifestyle cities like Miami, San Francisco, San Diego and Chicago.
The all-new 2017 Land Rover Discovery goes on sale next spring, priced from $49,990 (3).
(1) Seven passenger seating is an optional feature on select Discovery models.
(2) The Intelligent Seat Fold feature is included on vehicles equipped with optional seven position power seating.
(3) All prices shown are Manufacturer’s Suggested Retail Price. Excludes $995 destination/handling charge, tax, title, license, and retailer fees, all due at signing, and optional equipment. Retailer price, terms and vehicle availability may vary. See your local authorized Land Rover Retailer for details.