Jeep
At the 2026 Overland Expo East in Arrington, Virginia, Gordinier Group designed and constructed a challenging off-road course that put attendees behind the wheel of the latest Jeep Wrangler Rubicon and Gladiator Rubicon models.
Throughout the three-day activation, guests tackled challenging terrain in factory-equipped Rubicons, with our experienced off-road coaches and product specialists riding alongside them. From steep climbs and off-camber sections to obstacles testing suspension articulation and traction, the course was designed to demonstrate just how capable these vehicles are right off the showroom floor.
What made the experience particularly valuable was the opportunity to learn while driving. Our staff provided real-time coaching, helping participants approach each obstacle with confidence while explaining the vehicle systems working beneath them. Whether guests were seasoned off-road enthusiasts or relatively new to the activity, each drive offered an opportunity to develop skills and gain a better understanding of the vehicles.
Behind the scenes, our team managed course operations, vehicle flow, and guest safety while maintaining an engaging experience throughout the weekend.
By combining challenging course design with knowledgeable, hands-on instruction, Gordinier Group created an environment where participants could experience the capabilities of Jeep’s Rubicon lineup for themselves, without the need for aftermarket modifications.
Camp Jeep returned to the State Fair of Texas for its second year, with Gordinier Group delivering 24 consecutive days of off-road experiences and consumer engagement. By the close of the fair, our team had welcomed more than 58,000 riders.
Once again, Camp Jeep allowed fairgoers to experience Jeep capability firsthand. Our precision drivers guided guests through steep climbs, dramatic descents, and technical obstacles designed to showcase the performance, traction, and suspension articulation of the Jeep lineup. Our drivers combined expert vehicle handling with engaging commentary, helping passengers understand the capabilities being demonstrated as they experienced each obstacle.
The impact extended beyond the excitement of the course. Guest feedback consistently reflected surprise at the vehicles’ capabilities, appreciation for their everyday versatility, and increased interest in Jeep ownership. One returning guest even reported purchasing a Wrangler Willys after experiencing Camp Jeep the previous year.
Maintaining that level of engagement across 24 days required disciplined operations, experienced drivers, efficient guest flow, and consistent attention to safety. Our team managed each element while accommodating thousands of riders daily, delivering a high-quality experience that helped Jeep connect with consumers and build lasting interest in the brand.
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.
