The world’s premier motorcycle racing series, Moto GP, returned to US soil in 2005 after a long absence. Red Bull took on title sponsorship of US races, and the mission became to create a premium hospitality program to host Red Bull employees, friends and clients, as well as the riders and teams.
Five-star catering was the norm, layout and décor were tasteful, DJs pumped music throughout the day and the cocktails flowed (and flowed). Red Bull’s CEO at the time, Dan Ginsberg, called it “the gold standard for hospitality.” At its peak, more than 2,000 guests were hosted for the weekend in multiple hotels as well as the one-of-a-kind Red Bull RV Park. The Red Bull hospitality area also featured interactive installations including motorcycle displays, live art exhibitions, custom bike builds and more.
In directing the entire program overall, responsibilities included layout and décor, catering, entertainment, artwork and branding, infrastructure, vendor management, ticketing, hotel room blocks, guest packets, ground transportation, after parties, guest registration and communication. Also responsible for rollout of the program to the entire company and served as main point of contact for the company and liaison to the track.