Arrival and Set Up: The event was publicized on social media, and a special appearance by Denny Hamlin and Joe Gibbs was advertised to help entice the public. Autographs were offered to a limited amount of fans with wristbands which were given out ahead of time from the store, and a few were left over 'first come, first serve.' I took a chance and drove just over an hour to the new Winston-Salem based location on a whim knowing there was a good chance I wouldn't be able to procure a walk-up wristband.
When I pulled up to the store, several trailers, tents, displays, and local security were preparing in the parking lot for the big event. I ventured over to a JGR employee who ushered me towards the JGR special event trailer pictured above. When I walked up, only four wristbands remained, and I claimed mine quickly! The staff from both JGR and Bob's were both knowledgeable and helpful from the start. I can't sing their praises highly enough. They are the ones that made the whole thing happen. Local law enforcement also provided a safe environment for all of the people and fans who came out for the event. Once I had my wristband, I spent some time walking the displays, and enjoying the brand new furniture store. Before long, more staff began to populate the event, and the celebrities began to arrive.  Unveiling: Before the unveiling, team owner, Joe Gibbs, spent time with the fans. He even brought with him his Super Bowl ring. I had the opportunity to get a photo and an autograph, and I even joked with him about beating the Buffalo Bills in SB XXVI. As a lifelong Bills fan this hurt my ego to a degree, but you still have to respect the greatness. Joe was really friendly, and a class act.
Back outside the store, 'Bob' hired an ice cream truck giving away a full menu of free ice cream. Cook-Out was present where they had a table full of Cook-Out swag anyone could win for free by spinning a Cook-Out wheel. The local radio station was playing fun music, and before long, a marching band proceeded out from the store leading the way for Joe Gibbs and Denny Hamlin to take the stage. Both them gave remarks to the fans and then with much fanfare, removed the black canvas officially unveiling the brand new Bob's Discount Furniture Toyota Camry.     Activation and Engagement: After the unveiling, Denny Hamlin posed for photographs, and spoke to the media, then proceeded into the store to sign autographs and meet with fans. Meanwhile, in the parking lot, several Bob's and JGR employees were busy raffling off prizes, and handing out water bottles to help the fans keep cool in a parking lot on a hot summer day. (Perhaps this was the only oversight of the day, it was HOT).   While I was waiting in line to meet Denny, my phone was blowing up with the press release from JGR, and the online reveal of Denny's new livery. Merchandise was announced for preorder online from both Joe Gibbs racing (offering t-shirts and merch) as well as Lionel Racing (who launched the link online to pre-order 1/24 and 1/64 scale diecast).  Conclusion: This was, hands-down, the most enjoyable, and most fan engaging sponsorship activation I've ever attended. From the well thought out planning, to the great staff. General patrons like me were engaged from start to finish. There was clearly an initiative to make fans leave the event feeling like they got way more than they bargained for, and that came through loud and clear. It can sometimes feel like Nascar isn't the same as it once was because of all of the big names that have retired and left the sport in recent years. But anyone who carefully looks at the sport through a clear lens, comparing real statistics, and weighing the modern realities of the sport will realize that greatness still abounds in the top levels of racing in America. Denny Hamlin is pushing all-time great numbers, and he's currently chasing 60 wins. An accomplishment would set him up for legendary status in Nascar, and it's amazing that when you speak with him, none of that impacts the way he treats his fans. I was beyond fortunate to have the opportunity to meet him, and collect his autograph on the pair of 1/64s shown below. If anyone from the JGR staff ever reads this, please know I am truly thankful for all of the hard work and time that was put in to kick off the Bob's sponsorship right, and to treat the fans even better. 
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SynopsisAttending race tracks around the country and the experiences at each one are unlike anything else. From attending races and special events, to touring race shops, read more here. Archives
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