Toyota’s Hotel Tacoma returned once again this year, landing on Cape Lookout on the Oregon Coast, a location that allowed for a wide range of activities and experiences designed to get adventure influencers to go outside and play, as well as to off-road in a new Tacoma truck through the Siuslaw Forest.
For four days in April, guests could also ride dirt bikes, mountain bikes, side-by-side ATVs; go surfing and kayaking along the Oregon coastline; go on guided deep-sea fishing boats and pull crab on the Pacific; paraglide on Merriweather Beach and more. Then there were luxury amenities such as a specialty lumberjack shave station, safari tent massages, a whiskey tasting, leather smithing and a woodworking workshop; early morning beach yoga by the fire, fly fishing and hatchet throwing. Are you green with envy yet?
If not, dig this…Food and beverage for the four-day event, provided by Carlo Lamagna and Nate Tilden of Olympia Provisions, culminated in a “Beast Feast” of game roasted over an open fire. There also was a seafood night provided by James Beard Award-winner guest chef Josh McFadden of Ava Greenes. Stumptown Roasters’ fresh coffee thermoses were delivered by teams on ATVs to each cabin step at 6 a.m. daily, and hot water bottles were stuffed in guests’ bed sheets nightly as part of turn-down service. Guests received a branded Hotel Tacoma expedition kit that included a Yeti tumbler, Poler sleeping bag, Grundens rain gear and boots and custom camouflage fleece robes and slippers, all rolled into a specialty Burton backpack.
An eclectic group of nearly 100 action sports athletes, entertainers, adventurers and trailblazers attended the four-day experience at the hotel site, Camp Merriweather, a longtime Boy Scout Camp that Toyota renovated for the event and left with lasting improvements that will benefit future scouts. The idea? To reinforce the connection between play and the Toyota Tacoma brand and to bring to life its “Play Now” campaign.
“Many people see the Toyota brand as a company that builds trustworthy automobiles. This is the case, but we also have a fun side, and products like our Tacoma and Tundra trucks, 4Runner and TRD versions of these products, help our more adventurous customers explore the outdoors and let go of their daily obligations,” says Thomas Crahan, general manager, truck and SUV marketing at Toyota Motor N. Am. “These products invite our owners to let go and play, whether it is rock crawling in their 4Runner or hauling their hang gliders or motorcycles to new heights. Hotel Tacoma was our way of saying thank you to some of the extreme sports icons who have made our products a part of their adventures for years.” Agency: Saatchi & Saatchi, Los Angeles.
Want to see for yourself? Check out the video below.
Watch: Hotel Tacoma 2017