Los Angeles magazine, in partnership with Lexus’ agency Team One, came to MSI aiming to connect the luxury auto brand with a young, active demographic in an authentic way. The timeframe was tight. Although MSI was only presented with the challenge in the third quarter, the event needed to be up-and-literally ‘running’ by the fourth. First, the event needed to match the style and quality synonymous with the Lexus brand. Second, the races needed to take place in four different locations across Southern California, which supported its dealers markets. And finally, each race needed the participation of 1,000+ attendees. In only four months, MSI was able to create an event from the ground up including proper market positioning, brand design, permitting, event design, new website, media plan, partner integration, team building, athlete relations, registration system and more.