Reaching all time highs in attendance, brand presence, and money raised -- and all for a good cause!
An established show, it was important to try new tactics for improving attendance, while not deviating too far from the principle of the show.
Modifying cars is a fairly selfish hobby, so many automotive events are charity shows to give back to the community. It was important though to select a recognizable charity to donate the proceeds though that aligned with our values and served the local community.
I had worked with the Ronald McDonald House of Long Beach previous and knew the dedication of the staff there.
As it was the 9th annual show, the event had developed a certain reputation, which plateaued its attendance. Moreover, the company battled with a negative reputation.
We presented the event as five different shows that were held during the car show. We were aiming to appeal to different audiences, particularly those beyond attending another car show.
The exhaust contest took some persuading. My managers were afraid that it was too loud and distracting and would turn off many of the attendees. Eventually they reluctantly agreed and it was the most popular attraction of the event.
The exhaust contest has now been utilized throughout various Southern California car shows, and is a staple of the Extreme Dimensions' annual show.
Tianna Gregory had been one of Instagram's most famous models around this time. She had begun her modeling career in the car scene, but hadn't done an automotive event in some time before this car show.
Many people came out exclusively to see Tianna, and she had done a string of car shows shortly after this one.
Of course having cool cars there made the sell easier.
The event shattered expectations. The show had more than 1500 people in attendance and a lot of money was raised from the event. The partnership between the Ronald McDonald House of Long Beach and Extreme Dimensions is on its third year now. A fun show with a good cause to help continue its effort to better out community.