Shannon Gordinier
The 2026 Colorado State Fair gave Gordinier Group another opportunity to bring the RAM Truck Territory experience to thousands of fairgoers in Pueblo. This year, the addition of the RAM 1500 RHO brought a new dimension to our custom-built course and a chance to demonstrate a side of the truck many guests may not have expected.
Known for its power and high-performance credentials, the RHO proved equally impressive at controlled speeds. Technical obstacles put its suspension, articulation, traction, and control to work, demonstrating how composed and capable the truck remained when the terrain became challenging.
That element of surprise extended well beyond the RHO. Across the RAM lineup, guests consistently came away impressed by attributes they hadn’t expected, from ride quality and interior refinement to technology, towing capability, and the immediate response of the Hurricane engine. The experience gave fairgoers a chance to move beyond their assumptions and experience the trucks from an entirely different perspective.
That response is what made the 11-day program particularly rewarding for the Gordinier Group team. By creating an experience that allowed thousands of consumers to see, feel, and understand the vehicles beyond what they might learn from a traditional display, we helped turn curiosity into meaningful product engagement. For some guests, the ride confirmed what they already knew about RAM. For others, it completely changed the conversation.
Gordinier Group recently returned to Overland Expo Mountain West to create a unique opportunity for attendees to get behind the wheel of both RAM trucks and Jeep vehicles on our purpose-built off-road course. With one of our coaches/product specialists beside them, participants navigated technical terrain while learning proper driving techniques and experiencing the vehicles’ systems and technology in action.
The combination of course design, hands-on driving, expert coaching, and detailed product knowledge turned each drive into more than a demonstration. Guests could feel how the vehicles responded, ask questions in real time, and better understand the engineering behind the capability they were experiencing.
Creating that kind of meaningful interaction requires every element of the program to work together. From designing the terrain and managing vehicle flow to preparing knowledgeable staff who can engage with a knowledgeable enthusiast audience, we managed the details that made the experience safe, authentic, and informative.
Every great experiential activation begins with understanding the audience. At Outside Days in Denver, that audience wasn’t made up of traditional auto show attendees. It was a community of climbers, trail runners, mountain bikers, campers, skiers, and outdoor enthusiasts brought together by a shared passion for exploration and adventure. Gordinier Group’s role was to help Jeep become a natural part of that conversation.
To bring the Camp Jeep experience to life, our team designed and built a custom off-road course that allowed festival attendees to experience Jeep capability in an environment that reflected the spirit of the event. Rather than simply displaying vehicles, we created an immersive attraction that allowed guests to see, feel, and understand what makes the Jeep brand synonymous with adventure.
Our professional drivers guided guests through a series of technical obstacles, demonstrating traction, articulation and vehicle control while sharing product knowledge and real-world insights along the way. The result was an experience that felt authentic to both the Jeep brand and the outdoor lifestyle celebrated throughout the festival.
For Jeep and Gordinier Group, successful experiential marketing is about more than building obstacles or delivering ride experiences. It’s about understanding the audience and creating experiences that connect brands with people in authentic and meaningful ways. Outside Days was a perfect example of that philosophy in action.
During the Stellantis Investor Day event at the company’s Auburn Hills, Michigan headquarters, Gordinier Group provided precision driving, product support, and guest experience management for an exclusive group of domestic and international media, investors, and key stakeholders.
As part of the multi-day program focused on the future direction of Stellantis, attendees were given the opportunity to experience a wide range of vehicles firsthand. On the custom-built off-road proving ground, designed and constructed by Gordinier Group, our team of professional precision drivers showcased the capability of Jeep and RAM vehicles through a series of challenging obstacles.
In addition to the off-road experience, Gordinier Group staff served as coach riders and product specialists during the on-road drive program at the Stellantis test track. Guests drove a diverse lineup of vehicles, including several European models not available in the U.S. market.
Throughout both experiences, Gordinier Group managed vehicle flow, guest loading, and ride-and-drive operations to maximize efficiency and ensure every attendee had a seamless, engaging, and memorable experience behind the wheel.
