MERRIAM, Kansas — To show their support for the historic Midland Theater, the setting for live music and comedy shows, Aristocrat Motors and Mercedes-Benz of Kansas City, operated by Soave Automotive Group, formed a partnership with seat-maker Recaro to engineer and install four unique racing seats that are unlike anything else in the theater.
The seats were anchored in a prime spot within the Mercedes-Benz Executive Level of the theater, adding to its exclusivity, Soave Marketing Director Robert Hellweg told Edmunds.
"The seating is so unusual that you can't help but feel special, like a VIP," Hellweg said.
Both dealerships host an online ticket giveaway for "The Best Seats in the House" for each show. Entrants fill out a form with basic information and request three of the shows they'd like to attend. By submitting the form, they will be entered into a random drawing to pick up the tickets at the showroom.
When the winners come to retrieve the tickets, Hellweg says they often poke around the dealerships, examining cars like the 2015 E-Class Convertible. Besides Mercedes-Benz, Aristocrat represents Smart, Land Rover, Jaguar, Porsche and Maserati.
"It often leads to test drives, and we have two active deals happening right now with people who stopped by for tickets," Hellweg said.
Hellweg is pleased with the traffic, but also the contest's draw.
"It allows us to reach a broader audience that we wouldn't have otherwise," he said.
Edmunds says: Successfully drawing in new guests to the showroom deserves an encore.