July 20, 2012

Since 2009, JHE has implemented the NASCAR Fuel for Hospitality program, taking place in cities across the country with the Fortune 500 companies that are officially engaged in the sport.

To highlight one of the many amazing NASCAR Fuel for Hospitality events JHE has had the pleasure to work on, we started with the first …

At the 2009 NASCAR Sprint Cup Series season finale, NASCAR and Aflac played host to 80 guests from a variety of Official Partner sponsors, agencies, business and industry guests. The NASCAR Fuel for Hospitality Business and Brunch was a forum for casual business-to-business interaction and business development among the organizations.

To assist with entertaining their premier Fortune 500 partners, NASCAR procured JHE  to manage the at-track hospitality event during the NASCAR Sprint Cup Series season finale at Homestead-Miami Speedway.

Among the guests entertained were Coca Cola, Sprint, Mars Chocolate North America/M&M’s, Bank of America, GMR-Miller Coors, Ford Motor Company, Office Depot, United Parcel Service, Nationwide Insurance and Tissot.  In addition, the cast of “The Deadliest Catch” were special guests at the event.

JHE immediately devised a plan that would provide a forum for casual business-to-business interaction and integrate the event’s sponsor - Aflac’s brand - with Miami-style décor, the primary goals for both NASCAR and Aflac.

The space available for this party was two garage bays at the race track. To provide a classy affair in a garage bay required JHE organizers to transform the entire space and create a sense of intimacy in an open area.

One of the biggest challenges organizers faced was load in and setup to make over the two garage bays. On Saturday, the day before the party, the garage was home to the NASCAR Nationwide Series and actively used by race teams.

To convert the space, JHE purchased, transported and installed black indoor/outdoor carpet in two 15 feet wide by 25 feet deep garage bays. The carpet had to be rolled out by hand and hand cut to best fit the space. Black pipe and drape were strategically positioned around the perimeter walls to make the hosting area more intimate and upscale.

Engaging a local vendor, JHE rented and managed placement of all of the tables, chairs, linens and table servings. In addition, the vendor also provided a white picket fence to section off the hospitality space and an outdoor patio for attendees to enjoy the Miami weather.

To spice up the garage bay with a Miami flavor, four modern furniture groupings were incorporated including eight tangerine-colored chairs accented with white pillows, eight tangerine-colored ottomans and eight black-end tables.

The biggest challenge was a detailed setup in such a short time with only a small team performing the tasks and coordinating logistics with a client located out of state. Organizers’ devised such a solid plan that it overcame those challenges and delivered a classy event that served key corporate partners.

NASCAR Fuel for Hospitality, Homestead-Miami Speedway, Aflac