Outback Steakhouse

Jun, 26, 2014


Outback Motorcoach Hospitality

Sonoma SkyDeck Hospitality



Outback Steakhouse and Budweiser teamed up to offer an exclusive experience to executives during the Toyota-Save Mart 350 at Sonoma Raceway.


Desired Layout

HMS was enlisted by Wunderman to develop and construct a comfortable, interactive space for the two brands to entertain C-Suite guests during the race.


Build Approach

To tie in with its sponsorship of Kevin Harvick, Outback Steakhouse and Budweiser gave its guests a unique, intimate space to watch the race. Located in a private space overlooking the entire 2.52-mile road course, the HMS SkyDeck motorcoach offered guests a rooftop patio or ground-level outdoor space to watch the race. An exterior flat screen TV transported guests into all the action. Inside the SkyDeck was pure luxury with modern aluminum walls, leather couches, a bar and three flat screen TVs. The event also honored military members in conjunction with Budweiser’s Folds of Honor organization.


HMS was responsible for transporting the assets; assembling and designing the space; hiring top caterers; and assisting with event management on-site.


Project Results

Complete with a fully-catered lunch buffet and snacks throughout the day, the SkyDeck Motorcoach provided an ideal space for executives to mingle, relax and enjoy the race.




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Hirschfeld Marketing Solutions

18540 Starcreek Dr
Cornelius, NC 28031


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"HMS Worldwide has helped us to engage with NASCAR’s fanbase to build both brand awareness and loyalty for Sweet Baby Ray’s. We have benefited on countless occasions from HMS Worldwide’s numerous, varied and deep NASCAR relationships and experience as our sampling programs have evolved over the years. The HMS team has a solid understanding of our brand and objectives, enabling them to successfully design efforts that fit our strategy and budget."

Tom Murphy
Brand Manager
Sweet Baby Ray’s