KCI Management Inc.

Returning to outdoor live events


Luxury vehicle brand

Event Type

Outdoor racing series


Our client’s annual customer focused racing series typically runs from January to September and takes place in cities across North America. In March of 2020, the series was paused due to COVID-19. As the year progressed, there was an overwhelming desire from participants to get back on the track.

As outdoor gatherings began to be permitted, the challenge was put forth as to whether this outdoor program could resume safely through the later summer months.


We approached this cautiously, framing every decision through a safety-first lens. We conducted extensive research and worked closely with our client to establish new safety protocols. As this program took place at different racetracks across America, different state and local guidelines were to be followed for each of the three remaining races.

KCI drafted a comprehensive communication plan to ensure each person entering the property was aware of new safety enforcement measures, and of what was expected from each participant. We developed a new registration pathway, ensuring information about new protocols and existing requirements was clearly communicated to participants ahead of their arrival and through the course of each program.

Registration capacities were significantly reduced. Each person entering the property had to be registered in advance and checked in so we could track who had entered the property at any point throughout the program – from VIP guests to delivery drivers. Medical questionnaires and waivers were distributed and required to be completed by all track attendees.

Hospitality and meal areas were set up outdoors, with only members of the same team permitted to sit together. Plexiglass barriers were in place at registration and food stations and masks, gloves and hand sanitizer were provided upon arrival to attendees.

Finally, plans and protocols were established in the event that anyone should become unwell. Each program had a medical team on hand, and communication and operation scenarios were planned in advance.


Our client received overwhelmingly positive feedback from all who were involved. Participants reported preferring these programs to previous ones due to their much smaller, more intimate size and setup. Ultimately, four successful programs were held over a two-month span, and the lessons learned from these programs provide a strong baseline of knowledge as we return to live and hybrid events in 2021.