Client: BMW Group Italia SpA - Brand MINI
Location: Monte Conero Nature Reserve (The Marches)
Type of Project: Management of Clubs and Communities - Production - Automotive
BMW Italia SpA commissioned the MAC Group to organize a maxi event in the Marches for MINI owners, intended for approximately 200 vehicles and 400 participants. The commission included carrying out a feasibility study for the event focused on the area, suitable accommodation for the design world and the itinerary, together with the production of the road book. We were also asked to create a game for the participants and provide sound, video and lighting support for the evening show by a comic duo. In addition, the MAC Group coordinated the MINI dealers at the event, providing the personnel to manage the vehicles throughout.
The location chosen was the Coquus Fornacis hotel and restaurant in a converted brickworks near Ancona. The former brickworks provided a perfect setting for the MINI owner target group, thanks to a design-conscious modern renovation and conversion project that respects the building's rich heritage as historic industrial architecture. The welcome dinner and evening show with cabaret (in the conference hall) on the 12 May both took place in the atmospheric surroundings of the old brick kilns and their imposing chimney, warmed by the antics of the comedians Pali and Dispari from the Italian TV show Zelig. The atmosphere was particularly special thanks to the architectural lighting and music for the occasion from systems provided, set up and operated by the MAC Group.
The rally proper began the following morning, with everyone coming together again during the coffee breaks, lunch, game and prize giving. The centerpiece of the day was naturally the rally route, designed to provide a breathtaking drive across the beautiful countryside of the Monte Conero Nature Reserve. MAC Group personnel were on hand to provide roadside assistance. Lunch was served at the Sant'Elena Abbey in Serra San Quirico, which was decorated in MINI style for the occasion. The route ended at the Stabilimento Balneare Corallo restaurant in Numana, where the sound equipment had been set up for the prize giving followed by cocktails on the beach. Which it goes without saying had been decorated in MINI style.
