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VOLKSWAGEN of AMERICA 2003 DEALERS MEETING
for MVP Collaborative, Detroit, MI
www.mvpcollaborative.com
JW Marriott - Desert
Ridge, Phoenix, AZ
Production Designer - Andrew Warfel
www.rayonandy.com
Taking place in Phoenix, AZ, Volkswagen unveiled
two new cars, their entry into the SUV market with the Touareg and their
entry into the luxury car market with the Phaeton.
The event sprawled out over five unique venues. The Dallos Design team covered
each of the ballrooms while lighting designer Jeff McRoberts handled each of the
remote locations (hats off to Jeff for being in three places at once).
With a rotating secession of rapid fire events, the lighting of two ballrooms at
the newly minted Desert Ridge Resort happened simultaneously. Back to back
ballroom events included the keynote address by the head of VW North America
followed by the new car reveals. Immediately following, drinks and dinner in the
second ballroom carried off the initial kick off event. Then back again to the
1st ballroom for the closing night’s dinner and dance with the Brian Setzer
Orchestra
To pull the event off we utilized nearly 160 automated fixtures, 360’ of strip
lights and piles of fixed fixtures; not to mention two production electricians,
two programmers and one tireless associate.
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