Fueling Innovation at the DAYTONA 500: A Look Inside Our Latest Project With Wasserman

We love a good challenge—especially when there is bourbon involved. 

Toward the end of last year, our good friends at Wasserman Media Group reached out to us to start a discussion about an activation for their client, Stillhouse. Rightfully named, Stillhouse is an American-based distillery known for their bold whiskeys, barrel-aged bourbon, and all-natural vodka. Wasserman was helping Stillhouse look for a unique vehicle that they could host and entertain fans in at the campground at Daytona International Speedway ahead of February’s DAYTONA 500 race. 

We immediately thought of our Airstream SkyDeck RV



The Official Bourbon of DAYTONA 500

With a rooftop deck, custom race awnging, and large interior space, our Airstream SkyDeck RV is the ultimate turnkey hospitality trailer. Wasserman and Stillhouse were excited by the prospect of using our SkyDeck in their activation, so we quickly got to work discussing production timelines, budgets, and ideas of building out the activation around the Airstream. 

In all, we ended up:

  • Printing all of the artwork that Wasserman created for the activation
  • Wrapping the exterior of the SkyDeck
  • Installing vinyl graphics inside of the RV
  • Ordering a custom awning that said “Stillhouse: Official Bourbon of Daytona 500”

Our crew drove from North Carolina to the Florida coast and set everything up on Wednesday the 16th so that fans could enjoy the activation in the days leading up to that Sunday’s race. In addition to having access to product samples, fans could partake in a game of Jenga or cornhole and venture to the top deck of the RV to watch the activity on the track. 


Filler’ Up

During our initial discussion about the DAYTONA 500 Stillhouse activation, Wasserman asked us if we had the ability to take a replica of a vintage gas pump and turn it into a product dispenser for tastings. Our custom fabrication team loves opportunities like this, so we tossed around some ideas internally and put a plan together on how to make it work.

Wasserman ultimately ended up sending us two replica gas pumps—Stillhouse wanted one painted in red to match their iconic branding and a second in all black. We incorporated an internal cooler to each system to keep the product chilled and added pumps that would pull the spirits from the cooler, through the tubing, out the nozzle, and into a sampling cup. Stillhouse used each of the gas-pump-turned-product-dispensers at The DAYTONA Autograph Collection Hotel throughout the weekend. 

Both the SkyDeck and the product dispensers were a hit with the client—they even moved the replica gas pumps to their headquarters. In the end, JKS Incorporated’s President, Christy Cox Spencer, said it best:

We have had a long-standing relationship with Wasserman and the DAYTONA 500 Stillhouse activation was the perfect project to kick off 2022!