Aston Martin Delivers a Luxury Driving Experience On Ice
Aston Martin enjoys a worldwide reputation for understated style and elegance, qualities that shine through in its vehicles and in last February’s Aston Martin On Ice, a program that provided media, its top-selling dealers and owners the opportunity to test its dynamic driving fleet on, well, ice. This remarkable experience took place on a single-manufacturer custom ice driving track built from scratch on a picturesque ranch in the heart of Crested Butte, CO. Attendees got to test their driving skills and explore the full potential of the Aston Martin range in a unique environment with luxurious accommodations and flowing hospitality, including gourmet meals prepared by private chefs.
As guests arrived at Gunnison airport, a fleet of SUVs and Aston Martin hosts assisted with baggage collection and transfers to their accommodations, two luxury appointed private homes where they were greeted with champagne, an assortment of local cheeses and delicacies, a welcome gift and letter signed by Julian Jenkins, president of Aston Martin The Americas, and an Aston Martin On Ice Patagonia jacket in their size. The rest of day one was spent cat-skiing on a private mountain or dog sledding through the wilderness, followed by a welcome reception and program briefing. The next day, On Ice instructors led attendees through dynamic driving exercises, including braking and cornering, a slalom and ski pad autocross challenge and hot laps. The long, exciting day at the track culminated in a sleigh ride to a private cabin for some upscale Colorado mountain fare. Day three brought advanced ice and snow clinics before a farewell lunch.
The experience was a complete success. The track was designed, built and maintained on time and on budget. Twenty members of the press attended, delivering worldwide coverage; 44 owners attended on a pay-to-play basis, generating approximately $200,000 in program revenue to offset costs and 24 dealers attended.