Cyclewise Inc./Ducati Vermont

With Ducati’s anticipated release of the all new 1199 Panigale superbike, we wanted to increase the hype by throwing the release party of release parties.

We once again returned to the famed Church Street and RedSquare nightclub in downtown Burlington Vermont. Red Square made the prefect choice because of its 3 dance floors and easy access. Located on Church St. considered the hub of downtown Burlington known for its cobble stone walkway and over a hundred shops, restaurants and nightclubs it made for the perfect background to stage this event. Outside the club we had an area of roughly 25 by 25 to work with; and attention grabbing was our theme.

We set up a 2012 Ducati 848 Corse Superbike for photos, a bright red Ducati easy up tent, red carpet roped off in red velvet rope. In the side alley access to the club we set up a stage area with a backdrop to display the 1199 Panigale after the release. We also put a Ducati 1100 Hypermotard Sp near the entrance way for photo’s and display. We brought in a professional lighting crew to make sure our display made people want to join us. We stationed people outside handing out invites and answering question of the passer bys. Inside our setup was just as exciting and elaborate, with several bikes on display including the Ducati Diavel, Multistrada, and the Iconic Ducati Monster.

The unveiling was to take place in the Blue Room a separate backroom used for dancing. We lined the walls with black curtains from ceiling to floor in the corner we brought in an electric motorcycle lift on which was placed the Ducati 1199 Panigale hidden from the crowd. In the Blueroom we also used a large projection screen to play a Ducati loop video. In the reception area we had 3 professional models dress in full Ducati apparel (one of which is the current reigning Miss Vermont USA), to do registration and hand out lanyards and drink coupons to the 1st 200 people through the door “ we ran out early”. With an anticipated turn out of about 250 people we topped out at just over 300 through the door.

At 7:45 we called every one over to the Blueroom for the unveiling what actually happened is we road the all new Ducati 848 Streetfighter in which was a second all new bike for 2012. After speaking briefly on the mic to hype up the crowd the lights went out the intro video for the 1199 started playing and behind the curtain we fired up the 1199 and the LED headlights could be seen through the curtain we then raised it on the lift with smoke billowing and opened the curtain while revving the bike. The bike was then lowered from the lift and driven through the building outside and placed on the stage for questions and photos. Then we called to the stage the 2 owners who had pre-ordered the Panigale and presented them with t-shirts and gift packs for being the first to own this revolutionary motorcycle.