Live Events
Planning, Design, Fabrication, Installation, Event Management
The Scenic Route supports live events and festivals with full-service production management, from design and engineering to hospitality and guest experience services. TSR handles everything from venue logistics to exhibit installation, coordinating vendors and managing the full lifecycle of an event from planning through strike. For brand partners and agencies, TSR also provides specialized design and fabrication services to bring activations to life, engineering custom structures built to perform in demanding environments. Whether leading an event from concept to completion or supporting an agency’s vision, TSR delivers the technical expertise, logistics, and craftsmanship needed for a seamless experience.
Sonoma Speed Festival
Sonoma, CA
The Scenic Route worked with the founder, General Manager and Event Planner to design, coordinate and produce the inaugural Sonoma Speed Festival. The event gathered over 150 drivers and some of the world’s most significant racing vehicles to the iconic Sonoma Raceway—one of the world’s most notable and challenging race tracks located in the heart of California’s Wine Country.
While the ten racing group vehicles and track action were the primary draw, the paddock featured a series of exhibits from esteemed collections and institutions that showcased the evolution of racing automobiles across California, Detroit and Europe, as well as luxury food and beverage offerings.
TSR designed, produced and installed all graphics, managed the overall layout, worked with vendors throughout the production, installation and strike process and facilitated exhibit logistics.
Velocity Invitational
Laguna Seca, 2021-2022
Sonoma Raceway, 2023-2024
For the 2021 and 2022 events, The Scenic Route worked with the founder and General Manager of the Velocity Invitational to design, coordinate and produce every aspect of the Invitational. The event moved back to Sonoma Raceway in 2023, where McLaren Automotive celebrated their 60th anniversary, Ford unveiled the new GT, and an auxiliary rally course was created to host DirtFish Rally school and Subaru. TSR produced the event through 2024.
Aperol Day Club
Coachella Valley, CA
In 2026, TSR supported Episode 1 in bringing Aperol back to Coachella for its fourth consecutive year as the festival’s official spritz partner. The all-new immersive Aperol Day Club elevated the brand’s presence with live DJ sets, beauty touchpoints, and signature cocktails offered across both festival weekends. TSR delivered technical design and engineering to shape the club’s vibrant, sun-soaked environment, paired with fabrication built for durability across a multi-weekend run. Trucking, logistics, and tour support ensured smooth transport and turnaround, while installation and strike teams helped create a polished, high-energy destination within the Coachella grounds.
Espolòn Mercado Festival Tour
Since 2025, TSR has partnered with Episode 1 on the Espolòn Mercado Festival Tour, bringing vibrant, interactive social hubs to major festival stages including Bonnaroo, Governors Ball, III Points Festival Miami, and Complex Con. Each stop featured signature margaritas, engaging photo-ops, and custom screen-printed festival merch, creating memorable brand moments for festivalgoers nationwide. TSR managed technical design and engineering for each build, along with fabrication and full trucking, logistics, and tour support to keep the activation moving efficiently from city to city. On-site installation and strike teams ensured every stop launched smoothly and struck without a hitch.
Porsche Cars North America Launch Events
The Scenic Route has worked with Porsche Cars North America on various vehicle event and launch installations. These exhibits are temporary showcases of new products that draw upon the Porsche brand aesthetics in unique settings.
Porsche 918 Spyder Launch at the McCaw Motorsworks Revival
Porsche Panamera Launch at The Quail Lodge
Porsche at Milk Studios, Los Angeles
Porsche at Skylight Studios
Porsche 918 Spyder Prototype Reveal
Coachella Do Lab Installation
Coachella Valley, CA
The Scenic Route worked with Do Lab the agency responsible for creating the very artistic fabric sails for the Coachella Festival. For this project, The Scenic Route was tasked with the fabrication of the I-beam structures that is used to suspend these sails in an environment with very high wind loads. This project required very specific welding procedures on many units with a short lead time. The Scenic Route’s was able to provide this service because of our large certified welding staff.
Live Events
The Scenic Route supports live events and festivals with full-service production management, from design and engineering to hospitality and guest experience. TSR handles everything from venue logistics to exhibit installation, coordinating vendors and managing the full lifecycle of an event from planning through strike. For brand partners and agencies, TSR also provides specialized design and fabrication services to bring activations to life, engineering custom structures built to perform in demanding environments. Whether leading an event from concept to completion or supporting an agency’s vision, TSR delivers the technical expertise, logistics, and craftsmanship needed for a seamless experience.
Sonoma Speed Festival
Sonoma, CA
The Scenic Route worked with the founder, General Manager and Event Planner to design, coordinate and produce the inaugural Sonoma Speed Festival.
The event gathered over 150 drivers and some of the world’s most significant racing vehicles to the iconic Sonoma Raceway—one of the world’s most notable and challenging race tracks located in the heart of California’s Wine Country.
While the ten racing group vehicles and track action were the primary draw, the paddock featured a series of exhibits from esteemed collections and institutions that showcased the evolution of racing automobiles across California, Detroit and Europe, as well as luxury food and beverage offerings.
TSR designed, produced and installed all graphics, managed the overall layout, worked with vendors throughout the production, installation and strike process and facilitated exhibit logistics.
Velocity Invitational
Laguna Seca, 2021-2022
Sonoma Raceway, 2023-2024
For the 2021 and 2022 events, The Scenic Route worked with the founder and General Manager of the Velocity Invitational to design, coordinate and produce every aspect of the Invitational. The event moved back to Sonoma Raceway in 2023, where McLaren Automotive celebrated their 60th anniversary, Ford unveiled the new GT, and an auxiliary rally course was created to host DirtFish Rally school and Subaru. TSR produced the event through 2024.
Aperol Day Club
Coachella Valley, CA
In 2026, TSR supported Episode 1 in bringing Aperol back to Coachella for its fourth consecutive year as the festival’s official spritz partner.
The all-new immersive Aperol Day Club elevated the brand’s presence with live DJ sets, beauty touchpoints, and signature cocktails offered across both festival weekends. TSR delivered technical design and engineering to shape the club’s vibrant, sun-soaked environment, paired with fabrication built for durability across a multi-weekend run. Trucking, logistics, and tour support ensured smooth transport and turnaround, while installation and strike teams helped create a polished, high-energy destination within the Coachella grounds.
Espolòn Mercado Festival Tour
Since 2025, TSR has partnered with Episode 1 on the Espolòn Mercado Festival Tour, bringing vibrant, interactive social hubs to major festival stages including Bonnaroo, Governors Ball, III Points Festival Miami, and Complex Con.
Each stop featured signature margaritas, engaging photo-ops, and custom screen-printed festival merch, creating memorable brand moments for festivalgoers nationwide. TSR managed technical design and engineering for each build, along with fabrication and full trucking, logistics, and tour support to keep the activation moving efficiently from city to city. On-site installation and strike teams ensured every stop launched smoothly and struck without a hitch.
Porsche Cars North America Launch Events
The Scenic Route has worked with Porsche Cars North America on various vehicle event and launch installations.
These exhibits are temporary showcases of new products that draw upon the Porsche brand aesthetics in unique settings.
Porsche 918 Spyder Launch at the McCaw Motorsworks Revival
Porsche Panamera Launch at The Quail Lodge
Porsche at Milk Studios, Los Angeles
Porsche at Skylight Studios
Porsche 918 Spyder Prototype Reveal
Coachella Do Lab Installation
Coachella Valley, CA
The Scenic Route worked with Do Lab the agency responsible for creating the very artistic fabric sails for the Coachella Festival.
For this project, The Scenic Route was tasked with the fabrication of the I-beam structures that is used to suspend these sails in an environment with very high wind loads. This project required very specific welding procedures on many units with a short lead time. The Scenic Route’s was able to provide this service because of our large certified welding staff.
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