It’s hard to believe that what started as a grass-roots fundraiser for a soccer field in Ferndale in 1995 would grow – organically and through hard work – to the world’s largest one-day celebration of classic car culture, featuring 40,000 historic vehicles and more than a million attendees. This year marks the 30th anniversary of The Woodward Dream Cruise.
Tanner Friedman and its professionals had the honor and good fortune to lead the charge on several cruises with myself acting as Executive Director. Surrounded by an outstanding team we were tasked each year not only with handling the “day to day,” including finding sponsors for a 16-mile “ungated” event through eleven communities along Woodward Avenue (no small task), but also with elevating the brand and overall event in new and creative ways.
For our most recent event, we embarked on a range of ‘never been done’ initiatives designed to engage new audiences while solidifying existing fans. For the very first time, we enlisted a long-time automotive designer to create the Dream Cruise logo, who developed a unique homage to the hot rod. Never before had there been a Grand Marshal. A nationally renowned auto designer, builder and media personality was chosen to serve as the face of the event, including to ride in the opening night parade through downtown Berkley.
Moreover, to entice new sponsors and provide them with additional value, a juried “Dream Show” event was created, complete with musical entertainment, awards and trophies. Also for the first time, and in conjunction with another non-profit automotive organization based in Detroit, a “Dream Cruise” day was held at Comerica Park, igniting a dialogue of a cruise that would extend from Campus Martius and encompass the city.
Importantly, we met with local automotive enthusiast clubs to get their thoughts and recommendations. Their support is where it had all began. And, from “grass roots” we interacted with media from all over the word for news coverage that would extend beyond the friendly confines of Metro Detroit and into the living rooms of car lovers anywhere; forever mindful of the need to reach national sponsors through their ad and event agencies.
Some say getting through a major outdoor event without mishaps or rain constitutes success and we made it through several. As we elevated awareness and the brand we were most rewarded to earn the distinction of being named an Ad Age “Top 10 Live Branding Event,” along with such storied annual happenings as NASCAR and the Kentucky Derby. Much more than “pat ourselves on the back” recognition, it was a sign that promotional/sponsorship decision makers of great import were taking notice, in turn, laying a solid financial foundation for the cruise in years to come.
So, enjoy this year’s annual rite of the 3rd Saturday in August. And here’s a tip: The Friday night downtown Berkley parade on 12-Mile Road (referenced above) is nothing but classic cars and, in my opinion, the cruises’ little known gem. Get there early and get a seat.