UK – Universal WorldEvents delivers First Dealer Training Drive Programme for Land Rover
Universal WorldEvents has just delivered its first European Dealer Training Drive Programme as
Land Rover’s Global Events Management Agency. Held in Sitges, near Barcelona, the event ran
from 1st – 15th July and involved 1.465 Dealer Sales Staff from across Europe.
Each individual rotation involved two groups of 60 Dealer Sales Staff from different European
countries arriving late morning on day one for registration and a buffet lunch, followed by an
afternoon of training sessions. After a group dinner later that evening the group was then
On day two of the programme the Dealer Sales Staff were invited
to drive the All-new Range Rover Sport on a pre-determined on-road route, with their first stop
being at a motorsport track where they were able to test both the off-road and on-road dynamic
capabilities of the vehicle before proceeding onto lunch. After lunch, guests drove back to the
hotel, for a debrief prior to transferring to the airport for their flight home. Every day two further
groups of 60 Dealer staff arrived, resulting in up to 240 attendees on the ground at any one time,
with the programme continuing until all 1.465 European delegates had attended the programme.
Universal WorldEvents’ role included all logistical elements of the event, including venue finding
(accommodation was provided at the Dolce Sitges hotel, along with further crew hotels, with
an external lunch and dinner at the Can Bonastre Resort and Finca Mas Solers respectively),
delegate registration and all delegate communications, all F&B requirements, airport transfers,
print and design, onsite management, track management and financial management of the
Due to the size, complexity and length of the programme, a team of 60 staff, including the
Universal WorldEvents team, Land Rover Internal staff, Land Rover Experience and Vehicle
Operations teams, together with the in-car commentary and conference production teams, was
on site for almost four weeks including pre and post event.
Feedback received indicates that the event was handled effectively and professionally and was
considered to be a great success.