Case Study
Parkland
INDYCAR Corporate Hospitality
Parkland wanted to use premium motorsport hospitality to support client relationships and business development. XMC delivered personalized race-weekend experiences across North America, bringing customers, prospects and senior stakeholders together through exclusive access, thoughtful hosting and coordinated guest services.
MISSION
Give Parkland’s business units a high-quality setting to deepen customer relationships and develop new business opportunities. The program needed to make premium motorsport access feel personal and purposeful, creating time for senior guests to connect while giving internal hosts a polished platform for business development.
DELIVERY
XMC managed the program from strategy through each race-weekend delivery.
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Coordinated guest communications, travel, accommodation, credentials and vendors.
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Created personalized itineraries with garage tours, pit road experiences, driver meetings and private dining.
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Managed on-site hospitality and guest services across participating markets.
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ADDITIONAL SERVICES DELIVERED
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​Corporate Hospitality · Project Management · Experiential Marketing
RESULTS
Parkland booked more than CAD $2 million in new business revenue within 60 days of the hospitality program. Multiple Parkland business units also reinvested in the experience, demonstrating its value as both a relationship-building platform and a driver of commercial opportunity.
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$2M+ — Reported net new business within 60 days
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80+ — Senior executives, customers, prospects and business leaders hosted
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Increased repeat investment from multiple Parkland business units
