General Motors not content to lose money on cars, sponsors a ‘Test Track’ in Vegas
It seems that General Motors - fresh after posting a record loss in their last quarter - is ponying up the cash to lease the Sahara’s back parking lot and turn it into a consumer-themed test track. Included in the deal is naming rights for the Sahara’s Monorail Station as well.
From the USA Today:
A parking lot behind the Sahara hotel-casino will be converted into an automotive playground and the Strip’s newest attraction with the addition of test tracks where would-be racers can take cars, trucks or SUVs for a spin.
Officials from General Motors, the Sahara and the Las Vegas Monorail announced a deal Tuesday that will lease the 11-acre lot to GM for a public test track.
“The Drive” could open by mid-March, offering licensed drivers the chance to drive GM vehicles on a high-performance test track or an off-road demonstration course for a fee.
GM also will buy theming and naming rights to the monorail’s Sahara station, giving the rapid transit line a much-needed cash infusion and more potential riders.
Add comment January 27th, 2006
The project is based on a hybrid casino-destination-sports business model. In fact, the final name of the resort will be determined through a naming rights deal similar to those recently associated with stadium, arena and title sponsorships in sports. The resort will provide sports-minded consumers with unparalleled access to watch sports, play sports, test state-of-the-art sports equipment and enjoy the finest assembly of sports memorabilia, collectibles and trading cards. In addition, visitors can purchase the widest range of sports-related products in the world.