Case Study
Parkland Indy Corporate Hospitality Program
XMC partnered with Parkland to deliver a premium corporate hospitality program across multiple NTT INDYCAR SERIES races throughout North America, including St. Petersburg, Long Beach, Indianapolis, Nashville, Toronto, and Peterborough. The program provided clients, prospects, and internal stakeholders with exclusive race weekend experiences designed to strengthen relationships, showcase the Parkland brand, and support business development.
MISSION
Design and execute a seamless, white-glove hospitality program that created memorable VIP experiences while providing Parkland's business units with an environment to deepen client relationships, engage prospective customers, and generate new business opportunities through premium motorsport experiences.
DELIVERY
XMC managed the program from strategy through execution, overseeing guest communications, travel logistics, accommodations, hospitality planning, credential management, vendor coordination, on-site guest services, VIP experiences, and race weekend operations. Guests received personalized itineraries with exclusive access including garage tours, pit road experiences, driver meet-and-greets, private dinners, and premium viewing locations.
────────────────────────ADDITIONAL SERVICES DELIVERED
​
​Corporate Hospitality· Project management· Experiential
RESULTS
The Parkland Indy Corporate Hospitality Program successfully delivered elevated guest experiences across multiple North American race weekends while supporting Parkland's broader commercial objectives. More than 80 C-suite executives, customers, prospects, and business leaders participated throughout the season, strengthening relationships between Parkland's business units and key clients in an environment built around exclusive access and memorable experiences.
​
Each event was carefully tailored to the market, ensuring guests received personalized hospitality that reflected both the prestige of the INDYCAR Series and Parkland's commitment to client excellence. Through seamless logistics, premium service, and behind-the-scenes race access, XMC transformed each event into a powerful relationship-building opportunity.
The program directly contributed to over $2 million in net new business generated within 60 days, demonstrating the value of strategic hospitality as a business development tool. In addition to immediate commercial success, the strong guest feedback and measurable business outcomes resulted in repeat investment from multiple Parkland business units, establishing the program as an ongoing platform for customer engagement and future growth. The success of the series reinforced Parkland's position as a premium partner while showcasing XMC's ability to execute complex, multi-city hospitality programs at the highest level.
