Gordinier Group
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!
During the week of CONEXPO-CON/AGG 2026 in Las Vegas, Gordinier Group partnered with George P. Johnson to support International Trucks in the planning and execution of a highly coordinated test drive program at Dig This Las Vegas.
With a limited number of vehicles available and transportation logistics required to move guests to and from the venue, the program relied on a tightly structured reservation system where participants registered for specific drive time slots. Delivering a smooth guest experience within those constraints required careful planning and disciplined on-site execution. Gordinier Group played a key role in developing the operational flow of the event, helping shape the timing, staging, and vehicle rotation plan to ensure the program met client expectations while staying aligned with the time-sensitive schedule.
Once the event was live, our team managed guest movement throughout the venue, guiding participants efficiently from arrival and check-in to their assigned trucks and test drive departures. After their drive, guests were welcomed back to the hospitality space to enjoy food, branded giveaways, and networking opportunities with International leadership.
Through detailed planning and attentive coordination, Gordinier Group helped transform a complex logistical challenge into a seamless and engaging guest experience.
More than 30,000 guests experienced Camp Jeep at the Toronto Auto Show, but the real impact went far beyond ride volume, it was about building confidence by showcasing capability and how it’s achieved. That impact did not go unnoticed. Show leadership, including the show manager, personally stopped by to thank the team, recognizing both the scale of the activation and the quality of the experience being delivered throughout the week.
That outcome was driven by Gordinier Group’s team of precision drivers and on-site leadership. Each interaction was intentional, with drivers translating complex vehicle features into clear, relatable insights for a wide range of guests, from first-time riders to long-time owners. Rather than simply demonstrating capability, the team focused on helping guests understand how and why the vehicles perform the way they do. That approach consistently turned curiosity into confidence, with many attendees expressing a new willingness to take their vehicles off-road or move forward with a purchase.
By combining technical expertise with an engaging, guest-first delivery style, Gordinier Group ensured the Camp Jeep experience created lasting impressions and meaningful connections with every rider.
At the Chicago Auto Show, Gordinier Group’s precision driver product specialists and on-site track leadership played a central role in delivering a high-energy, guest-focused Camp Jeep experience at scale. Across the 10-day run, Camp Jeep drew sustained, high-volume crowds with extended wait times during peak periods. Despite the demand, the team maintained strong throughput while ensuring each ride remained engaging, informative, and personal.
That balance is where the team stood out. Our drivers brought energy, personality, and deep product knowledge to every interaction, adapting to a wide range of guests from first-time riders to loyal Jeep owners. The experience consistently went beyond demonstrating capability, creating meaningful connections that resonated with attendees.
Guest feedback reinforced the impact of our team, with many citing the drivers as a key differentiator and others returning year after year or crediting the experience with influencing purchase decisions. In a high-volume environment where efficiency often outweighs experience, Gordinier Group delivered both, reinforcing the value of expert staffing in bringing the brand to life.
