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How a Global Auto Manufacturer Gave Its Dealers Star Power

Star Power: How a Global Auto Manufacturer Gave Its Dealers Celebrity Status

At a Glance

An iconic global automotive manufacturer brought 200 of its top dealership owners to Los Angeles for its annual recognition program—a multi-day incentive experience designed to recognize dealer excellence. The program required real star power: not a cliché Hollywood theme, but an exclusive, personalized, Hollywood glamour experience to make guests feel like genuine VIPs while reinforcing the strong partnership between the brand and its dealer community.

Venue

Paramount Studios Backlot

Industries

  • Automotive
  • Dealer Incentives

Services Provided

  • Destination
  • Production
  • Creative
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Challenge

Celebrity Status: Creating VIP Experiences

The client wanted their top-performing dealership owners to receive the red-carpet treatment without extensive walking, wait times, or predictable Hollywood themes. They wanted a welcome event that would immediately set the tone: sophisticated, immersive and authentic. With Los Angeles’ unpredictable traffic, a massive, raw venue, and a highly discerning dealer audience accustomed to high-end programs, the challenges were significant. But the PRA team was set to direct and produce a Hollywood event like no other with guests taking the leading roles.
  • 200
    Attendees
  • 100+
    Dealership owners represented
  • 6
    Custom activities
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Solution

Producing a
Star-Studded Experience

Approaching the program like a film production, the Los Angeles team designed a standout welcome at Paramount Studios Backlot. The Backlot, a raw environment of empty facades and streets, was transformed into a fully immersive Hollywood after-party. Three film-inspired zones— The Godfather, Breakfast at Tiffany’s, and Grease—were built from scratch with their own curated music, cuisine, and themed designs that created a fully immersive experience.


A red-carpet moment greeted guests with a custom step-and-repeat installation of individual dealership names alongside professional photography. Studio pages transported guests in small carts across the lot, avoiding a long walk while getting a studio tour along the way to the welcome party. Custom signage, wayfinding, and printed agendas, ensured guests always knew where to go and what was happening next. Every step reinforced dealers weren’t just observing Hollywood—they were part of it.

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Beyond the welcome event, the team curated a collection of bespoke Hollywood experiences including:
  • A celebrity Q&A and episode screening with Ted Lasso’s Brendan Hunt
  • Lunch and hands-on cocktail-making with Wolfgang Puck and his son Byron at the iconic Spago, Beverly Hills
  • Private dance lessons with Dancing with the Stars professionals
  • VIP tour of the Petersen Automotive Museum vault
  • VIP Warner Bros. Studios tour
  • Beverly Hills food, film and fashion tour

It’s a Successful Wrap
An elevated awards gala at the Beverly Wilshire wrapped up the multi-day program in stunning fashion. PRA’s LA team produced an epic multi-day Hollywood event by leaning into their local expertise, precise production, and creative storytelling. Guests were the stars of the show, and the client committed to a multi-year partnership.

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2

Awarded a two-year

contract

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3

Hollywood inspired

party zones

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30

Studio pages

and backlot golf carts

In Their Words

We put a lot of trust in the team for the Paramount event, and it was a smash hit with clients and attendees. Your local knowledge and expertise were instrumental in this program’s success, and it has been one of my favorites to see brought to life. Thanks for being great partners at every turn. Can’t wait to start thinking about next year.

Global Automotive Manufacturer

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