The OC Auto Show is billing itself as “more than an auto show.”
The event, scheduled for Thursday through Sunday, is going heavy on the entertainment to draw more people.
Motor Trend Auto Shows Inc. produces the show, which is owned by the Costa Mesa-based Orange County Automobile Dealers Association and the Southland Motor Car Dealers Association of Long Beach.
Some of the entertainment: Sugar Ray, Laker Girls, WWE wrestler Diva Maria and stars of Telemundo’s “Telenovelas.” Roger Lodge, host of the TV show “Blind Date,” will even facilitate speed dating in autos and there will be a couple of beauty competitions,Miss OC Auto Show and Miss Hawaiian Tropic Orange County Model Search.
But the goal of all that entertainment is to get people out to see new vehicles, said John Sackrison, executive director for the Orange County Auto Dealers Association.
The show could be a bright spot for dealers, who have been struggling with the gloomy economy.
Dealers want to boost attendance 10% this year compared to last year. The association doesn’t disclose its attendance.
The auto dealers have increased the marketing budget for the show this year, which includes radio, print and TV advertising. Most of the marketing will be done a week prior to the show, Sackrison said.
Some of the autos include exotic vehicles, such as Lamborghinis and Aston Martins, new models and concept cars, such as the Chevrolet Bumblebee Camaro, which was featured in the recent “Transformers” movie.
The green trail, new this year, will highlight some of the autos that get high mileage, such as hybrids, clean diesels and plug-ins. Volkswagen’s first clean diesel will be on display.
Despite the demand for smaller autos, the show will not leave out the sport utility vehicle. Many families can’t avoid an SUV lifestyle, Sackrison said.
But it is a good time to buy one, he said, because an SUV can cost up to $10,000 less than it did last year.
There will be four “ride and drives,” up from one last year, where people can test drive a Chrysler, Toyota, Hyundai or Mazda. The dealers and manufacturers are putting on the test drives.
While the entertainment is expanding, the show is shrinking to one floor this year to save costs and to make the show more manageable.
In past shows, the customized autos and celebrity rides were displayed on the level under the main floor.
They will now be on the main floor at Al & Ed’s Auto Underground. Al & Ed’s Autosound sells and installs vehicle audio systems.
The night before the show opens, a fundraiser for the Children’s Hospital of Orange County will be held.
The First Look for Charity features local band Tijuana Dogs and food and drinks. Tickets are $100. Attendees also can see the vehicles without the crowds.
All of the proceeds will go to children’s hospital. The auto dealers are covering the costs of putting on the fundraiser, Sackrison said.
A two-year lease on a 2009 Audi A4 will also be offered in a drawing.
Vote for a Sale
Costa Mesa-based Paul Frank Industries Inc. is luring people to its stores with a 20% discount off most everything in the store in exchange for registering to vote.
“In only a few short weeks one of the most pivotal elections in the history of the U.S. will be on our hands and Paul Frank thinks everyone who is eligible to vote should take part,” according to the company’s announcement.
The promotion only is offered at specific store locations, including South Coast Plaza, and only on specific dates. HeadCount, a nonpartisan nonprofit, has teamed with Paul Frank to register voters. The organization gets 10% of the proceeds. HeadCount, founded by musicians, targets younger voters.
Full Speed at Fashion Island
On the weekend after the federal government announced a massive bailout for the financial sector, the worsening economy didn’t seem to resonate with shoppers at Fashion Island.
The mall was bustling with shoppers and their dogs. Perhaps the crowd was overflow from Taste of Newport, which was held at the shopping center.
The number of mall shoppers seemed to counter the national state of retail. Women’s Wear Daily called Sept. 17, the day retail stocks set record-breaking losses, “black Wednesday in retail.”
Retail stocks plunged that day.
According to the trade magazine, the largest declines included Macy’s Inc., Abercrombie & Fitch Co. and Anaheim’s Pacific Sunwear of California Inc., which was down 11%.
Store Openings
New York-based De Beers Diamond Jewellers US Inc. plans to open a De Beers store at South Coast Plaza in November, according to jeweler trade magazine
Rapaport News.
De Beers, which is a joint venture between South Africa’s De Beers SA and France’s LVMH Mo & #235;t Hennessy Louis Vuitton SA, also is opening a couple of stores in Florida toward the end of the year. The stores will launch Creative Director Raphaele Canot’s latest collections: Talisman, Ice on Fire and Radiance.
The store joins Black Starr & Frost and Harry Winston, among other jewelers, at South Coast Plaza.
