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Lexus Sponsors Culinary, Cycling Event


Lexus is hosting its first-ever Lexus Gran Fondo, a culinary and cycling event in Massachusetts.

The Memorial Day weekend event will feature three days of challenging bike rides, curated experiences and distinctive food and wine pairings that celebrate the local region and bring together Lexus’ hotel, culinary and cycling partners. 

“These are passion points for our customers and this event allows us to showcase some of the top athletes, hotels and chefs that we’ve partnered with and deliver a one-of-a-kind experience,” Steve Jett, Lexus national manager, digital media and engagement events, tells Marketing Daily.

Cycling enthusiasts will have the opportunity to participate in 100-, 50-, and 28-mile rides throughout Boston and Cape Cod on May 28. 

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Guests can begin their journey at Lexus hotel partner XV Beacon in Boston with a kickoff dinner on Friday and power breakfast on Saturday before the 100-mile ride to Lexus hotel partner Chatham Bars Inn in Chatham, Mass. 50- and 28-mile rides are also available on professionally designed routes throughout picturesque Cape Cod that start and finish at Chatham Bars Inn.

“We’re looking to reach an affluent audience who live active lifestyles and value high-quality experiences like cycling and exceptional dining,” Jett says. “We created this event to offer a full Lexus experience to participants, whether they are Lexus owners or not.” 

The events, which were created with Team One, are open to both Lexus owners as well as non-owners, Jett says.  Lexus owners will receive a 15% discount on all ticket and package purchases.

Upon arrival at the finish line at Chatham Bars Inn, guests will enjoy a barbeque cookout from Dallas-based Lexus Culinary Master Dean Fearing and the latest Belgian-style saison releases from Blackberry Farm Brewery. The day’s culinary adventure will continue with an exclusive wine pairing dinner featuring Lexus Master Sommelier Carlton McCoy from the Little Nell in Aspen and Lexus Culinary Master Carlo Mirarchi, co-owner and chef of two New York-based Michelin Star restaurants.

Culinary events and curated experiences will continue throughout the weekend, including local rides along the Cape, a farm excursion and preserving class, a champagne brunch and demonstration, scenic drives in Lexus vehicles, and a clambake beach party on the Chatham shores.

Lexus will provide complimentary vehicles to transport event attendees not biking from Boston to Cape Cod. In addition, all cyclists and up to two of their guests will receive courtesy transportation back to Boston on Monday.

The culinary events are available a la carte for $75 to $200 per person while the rides run from $140 to $240 per person. Packages which include dining and riding options range from $625 to $760 per person. Hotel lodging is separate and is $425-$475 per night.

Lexus has created a dedicated website with a schedule of events and info on purchasing individual event tickets or weekend packages. Consumers can join the conversation on social media using #LexusCulinary or #LexusCycling.

While this is the first-ever Lexus Gran Fondo, Lexus has a history of sponsoring premiere cycling and food and wine events such as the upcoming AMGEN Tour of California and Aspen Food & Wine, Jett says. 

The event features two of Lexus’ ongoing owner benefits partners, Chatham Bars Inn and XV Beacon, and food from Lexus Culinary Masters, many who offer Lexus owners added benefits when visiting their restaurants.

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