Off-Road Course Construction
Gordinier Group continued our long-standing partnership with RAM by managing the RAM Truck Territory activation at Rodeo Austin 2026. Our team constructed and staffed an interactive experience designed to showcase the capability, technology, and performance of the RAM truck lineup.
The custom-built off-road course featured a variety of real-world terrain challenges including dirt moguls, banked turns and the signature mobile mountain hill climb. Each obstacle was designed to highlight vehicle articulation, traction, stability and capability while our precision drivers delivered exciting ride-along experiences for event attendees.
In addition to the off-road course, Gordinier Group managed a hands-on towing demonstration featuring the RAM 3500 Dually and RAM 1500 Big Horn. Guests were able to get behind the wheel and experience RAM’s towing strength, control, and confidence firsthand with guidance from our team of product specialists.
Over the 16-day event, Gordinier Group delivered nearly 15,000 guest experiences while managing vehicle operations, safety procedures, product education and guest engagement. Guest feedback highlighted the impact of the experience, with one attendee sharing,
“You can feel the strength of this truck as soon as you start rolling. I can barely feel that trailer back there.”
RAM Truck Territory once again demonstrated the power of experiential marketing by combining capability demonstrations with authentic consumer interaction, creating memorable connections between attendees and the RAM brand.
At SXSW 2026, Rivian transformed downtown Austin into an immersive proving ground for its highly anticipated R2, anchored by the Electric Joyride, a public ride experience built on a custom off-road course in the heart of the city.
Gordinier Group was responsible for bringing that course to life. Working within the constraints of an urban environment, our team designed and constructed a purpose-built off-road track that balanced technical capability with guest experience. The course featured a series of climbs, turns, and uneven terrain specifically engineered to showcase the R2’s performance in a controlled, high-visibility setting.
The Electric Joyride became a centerpiece of Rivian’s SXSW presence, offering one of the first large-scale public opportunities to experience the R2 in motion ahead of its launch. Every element of the course was built to support that moment, ensuring the vehicle’s capability could be demonstrated clearly, safely, and consistently throughout the run of show. By combining thoughtful design, precise execution, and a deep understanding of experiential environments, Gordinier Group delivered the physical foundation that enabled Rivian to showcase its newest vehicle in a meaningful and memorable way.
Photos by Brandon de la Cruz showcase the off-road experience in the big city!
Playing in the Dirt at Las Vegas Motor Speedway
Our team supported Nissan at Las Vegas Motor Speedway by designing and building a purpose-built off-road course for a media drive featuring the 2026 Frontier PRO 4X and PRO 4X Roush Edition. The goal of the activation was to give journalists a controlled environment where they could experience the capability of the vehicles while navigating true off-road obstacles.
We created a technical course layout that included extreme articulation wedges, deep moguls, reverse off-camber banked turns, and uneven terrain designed to highlight traction, approach and departure challenges. Our crew handled all site preparation, the course build, equipment management, and on-site safety.
Throughout the drive, our spotters were positioned at every key obstacle to provide guidance, hand signals, and clear communication. Their support helped each journalist understand the intended driving line while maintaining a safe and steady flow of vehicles through the course.
The result was a smooth and well-organized program that allowed Nissan’s media guests to focus on the driving experience while we managed the operational, safety, and terrain-based details behind the scenes.
Rivian’s Electric Joyride experience brought off-road excitement to downtown Chicago, and Gordinier Group took center stage in making it happen. Tasked with designing and constructing an authentic off-road environment in the middle of the city, the Gordinier team transformed Pioneer Court into a dramatic, full-scale driving course.
Built from roughly 2,400 cubic yards of recycled asphalt, the custom course featured five distinct obstacles that challenged both vehicle and driver. From steep climbs and banked turns to an 18-foot hill that towered over the plaza, every element was engineered to highlight Rivian’s capability and control.
Gordinier Group’s precision build delivered not just function, but spectacle—turning a busy urban setting into an electric adventure zone that captivated onlookers and participants alike. The seamless design, expert execution, and safety-focused operation allowed Rivian to showcase its vehicles’ power, traction, and innovation in a setting few could imagine.
The result was a high-impact activation that proved electric can be both capable and thrilling, and once again demonstrated Gordinier Group’s ability to build world-class off-road courses in any environment.
