Bill Luke Dealership Hosts Unusual Sports Tournaments To Lure Buyers | Edmunds

Bill Luke Dealership Hosts Unusual Sports Tournaments To Lure Buyers


Just the Facts:
  • Bill Luke Chrysler Jeep Dodge & Ram hosts an off-site three-day bass fishing contest, Bill Luke Bass Days, complete with a cornhole tournament.
  • Cornhole is sometimes known as bean-bag toss.
  • The event costs the dealership about $50,000 to host.

PHOENIX, Arizona Bill Luke Chrysler Jeep Dodge & Ram has made a sport out of fishing for customers with unusual contests.

The dealership hosted an off-site three-day bass fishing contest for 15 years, paying out $50,000 this July.

Recently it added a "cornhole" tournament to the mix, awarding $3,000 to the top four teams.

Also known as bean-bag toss, corn toss, baggo or bags, it's a game in which players take turns throwing bags of corn at a raised platform with a hole in the far end. A bag in the hole scores three points, while one on the platform scores one point. Play continues until a team or player reaches the score of 21. 

The cornhole players are just as interested in trucks and Jeeps as bass fishermen, Don Luke, president of the Bill Luke dealership, told Edmunds.

"We've discovered the cornhole group is the perfect demographic in terms of age and income for the Chrysler, Jeep, Dodge and Ram lines," Luke said.

The dealership brings the full line of vehicles to the event to let the competitors or their families take a test drive.

"We have a hill there that they can drive the Jeep up and down to get a feel for how it handles off road," Luke said.

The event also has live music, complimentary carnival rides, rock-climbing walls, car collections, military displays, wildlife shows and more spread out over 20 acres.

Each Bill Luke Bass Days ticket offers a $500 discount coupon to the dealership, and while Luke has yet to have a customer claim the deal for a car purchase, he's seen many faces from the event in his showroom.

"It costs me $45,000 to $50,000 to put on, but I do it for the exposure and for the three-year-old girl whose parents thanked me and showed me how much fun their daughter had because her white shirt was now covered with dirt from all the exciting activities," Luke said.

Edmunds says: The lure of a fun sport brings the community together both on and off the showroom floor.

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