Automotive News - October 16, 2017 - Supplement - S33
OCTOBER 16, 2017 | 33
HAMBELTON
continued from previous page
Hambelton estimated that each tailgate party costs the dealership nearly $8,000 for food,
beverages and prizes. When Hambelton
knows how many schools will participate, the
dealership solicits the same number of local
businesses to be sponsors.
Each business agrees to donate $1,000,
which effectively pays for the $1,000 performance prize awarded to each school. "The
community loves this event so much that
we've never had trouble getting sponsors,"
Hambelton said.
The businesses are allowed to set up booths
at the party and many give away prizes. Some
businesses even hold their own competitions
- hot-dog eating or frozen-T-shirt-thawing
contests, for example - and give away prizes
related to their businesses. A barbershop, for
instance, might give away a year's worth of
free haircuts.
Planning
Planning for the event starts a month or so
ahead of time. By the time vehicles are moved
off the lot to property Hambelton owns nearby and a portable rental stage is set up, it's effectively a two-day event. "Customers have to
be patient if they're buying a car from us
during those two days," Hambelton said.
On the night of the party, more than 100 of
the dealership's 250 employees are on hand.
"They know we do these big events, so they either like it or leave," she said. "Everybody
pitches in. Phil and I pick up trash along with
everybody else."
Aside from building good will and providing
Dealership General Manager
Phil Nightingale prepares to
blast a T-shirt into the crowd.
a perception makeover, the party - and other
events the dealership sponsors - generated
significant financial benefits. From 2008 to
2010, Hambelton said combined new- and
used-vehicle sales doubled and service revenue tripled.
"The only explanation is the special events,"
she said. "Why else would we have grown so
fast? It's a no-brainer." In 2016, the dealership
sold 1,998 new and 2,035 used vehicles.
The dealership also gains visibility by sending a Hambelton Ford ice-cream truck to nu-
merous community activities from late spring
through September.
It costs the dealership about $20,000 a year,
but the exposure is worth every penny, she
said.
What advice would Hambelton offer other
dealerships who want to hold special events
like a large tailgate party? Do it up right and
make a splash, she said. "Don't try to half-ass
it," said Hambelton.
"We're now known for going big and that's
what earns you a good reputation." a
Table of Contents for the Digital Edition of Automotive News - October 16, 2017 - Supplement
Automotive News - October 16, 2017 - Supplement - Intro
Automotive News - October 16, 2017 - Supplement - S1
Automotive News - October 16, 2017 - Supplement - S2
Automotive News - October 16, 2017 - Supplement - S3
Automotive News - October 16, 2017 - Supplement - S4
Automotive News - October 16, 2017 - Supplement - S5
Automotive News - October 16, 2017 - Supplement - S6
Automotive News - October 16, 2017 - Supplement - S7
Automotive News - October 16, 2017 - Supplement - S8
Automotive News - October 16, 2017 - Supplement - S9
Automotive News - October 16, 2017 - Supplement - S10
Automotive News - October 16, 2017 - Supplement - S11
Automotive News - October 16, 2017 - Supplement - S12
Automotive News - October 16, 2017 - Supplement - S13
Automotive News - October 16, 2017 - Supplement - S14
Automotive News - October 16, 2017 - Supplement - S15
Automotive News - October 16, 2017 - Supplement - S16
Automotive News - October 16, 2017 - Supplement - S17
Automotive News - October 16, 2017 - Supplement - S18
Automotive News - October 16, 2017 - Supplement - S19
Automotive News - October 16, 2017 - Supplement - S20
Automotive News - October 16, 2017 - Supplement - S21
Automotive News - October 16, 2017 - Supplement - S22
Automotive News - October 16, 2017 - Supplement - S23
Automotive News - October 16, 2017 - Supplement - S24
Automotive News - October 16, 2017 - Supplement - S25
Automotive News - October 16, 2017 - Supplement - S26
Automotive News - October 16, 2017 - Supplement - S27
Automotive News - October 16, 2017 - Supplement - S28
Automotive News - October 16, 2017 - Supplement - S29
Automotive News - October 16, 2017 - Supplement - S30
Automotive News - October 16, 2017 - Supplement - S31
Automotive News - October 16, 2017 - Supplement - S32
Automotive News - October 16, 2017 - Supplement - S33
Automotive News - October 16, 2017 - Supplement - S34
Automotive News - October 16, 2017 - Supplement - S35
Automotive News - October 16, 2017 - Supplement - S36
Automotive News - October 16, 2017 - Supplement - S37
Automotive News - October 16, 2017 - Supplement - S38
Automotive News - October 16, 2017 - Supplement - S39
Automotive News - October 16, 2017 - Supplement - S40
Automotive News - October 16, 2017 - Supplement - S41
Automotive News - October 16, 2017 - Supplement - S42
Automotive News - October 16, 2017 - Supplement - S43
Automotive News - October 16, 2017 - Supplement - S44
Automotive News - October 16, 2017 - Supplement - S45
Automotive News - October 16, 2017 - Supplement - S46
Automotive News - October 16, 2017 - Supplement - S47
Automotive News - October 16, 2017 - Supplement - S48
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