H.I.T.S. - 20 Years of Creating Memories You Cannot Buy

​Strategic Pattern: Premium positioning through memorable experiences for high-net-worth clients

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The 20-Year Premium Partnership
20 years. Multi-million dollars in annual revenue.
Luxury brand sponsorships and VIP hospitality programs.
This wasn't event execution - this was building sustained relationships with clients who are used to luxury. They didn't need another experience, they needed memories.

 

The Lamborghini Runway Moment
The Situation: Equestrian event sponsorship included Lamborghinis on-site and a clientele where many could afford to buy a super car. Local roads were in poor condition. Clients couldn't experience the capability of these exotic sports cars. Cool to be in a Lambo, but 30 mph isn't much of a thrill.
The Strategic Decision: You miss 100 percent of the shots you don't take. In the moment decided to test relationship with adjacent private airport to ask them to temporarily close neighboring airport runway. They only had 2 runways - this was a significant request.
The Execution:

• Let's just make believe we had racing seatbelts and helmets.

• Among our group was Scott Cook (Intuit founder) and his son Karl Cook (Olympic equestrian)

• I drove one, braked at 155, the more adventurous hit 170

• Runway ends really, really, fast, you could see airplanes landing

The Lasting Impact: Just recently, years later, I texted Karl to congratulate him on an overseas equestrian Grand Prix win. I mentioned talks with F1 and he brought up he and his dad still talk about the Lambo on the airport runway more than 10 years later.
This is what premium positioning means: Creating shared experiences that extend beyond the moment. Not just events - moments that clients and brand consumers connect with years later.

Expanding the Ecosystem: Indian Wells Tennis
The Strategic Approach:

• Partnered with Indian Wells Tennis Tournament (referred to as tennis 5th major)

• Worked with USTA and event to create partnerships

• Created cross-sport VIP event appearances for media coverage

• Turned events into relationship-building opportunities beyond the venue

The Result: Creating value for equestrian star sponsors, memories for riders and owners and creating blue print for cross sport promotion by extending hospitality, building networks, and creating access.

 

The Future Vision: Equestrian + F1
Current Strategy: Exploring partnerships between equestrian properties and Formula 1 Las Vegas.
The Synergy: Both attract high-net-worth audiences

• Shared values: precision, performance, luxury

• Speed meets elegance

• Natural sponsorship and hospitality integration

 

Recognizing the space that sits between this resource and human behavior creates unique brand opportunities.In the premium market, data tells you purchase decisions - strategic creativity creates experiences even wealthy people can't buy.

 

The Business Model
What we built:

• Million+ dollars per season in revenue

• 20 years of sustained event relationship and client hospitality

• Premium brand sponsorship development

• VIP hospitality programs

• Experiences that create lasting memories

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