Executive Summary

We propose a premium, mobile ride-and-drive program that carries the Skip Barber Racing School brand from the racetrack to the most celebrated public roads in America. Participants ride the Buell SuperTouring and drive the Toyota GR Supra within a single-day or multi-day format, structured as an aspirational lifestyle journey and delivered with the instruction discipline that has defined Skip Barber since 1975.

Core Differentiators & Advantages

Ride & Drive Integration

The only Skip Barber program that puts guests on a 185-hp American V-twin and behind the wheel of a 382-hp turbocharged inline-six on the same day. Two machines, one road, one coaching standard.

Public Scenic Road Focus

Moves beyond the circuit to reach a broader demographic — touring riders, sports-car owners, corporate groups and the school’s own alumni who want the next chapter after the track.

The Skip Barber Standard

Briefings, coaching and progression built on five decades and more than 400,000 graduates — a credibility no generic luxury driving tour can claim.

Built-in Weather Contingency

In wet weather the program pivots to a GR Supra-only experience, eliminating motorcycle-related cancellations and protecting guest satisfaction and revenue.

This model shifts Skip Barber’s proven performance-education discipline from the closed course to the open road. It is an accessible, high-touch adventure that pairs two purpose-built machines with scenic tourism, premium dining and luxury accommodations — creating a new, brand-owned experience category and a natural next step for the school’s graduate base, its corporate-events clientele and two OEM partners with racing in their DNA.

The Machines

The program is built on two platforms selected for character, capability and touring range — each from a manufacturer whose engineering was shaped on the racetrack, mirroring the origin of the Skip Barber curriculum itself.

Motorcycle Platform

Buell SuperTouring

“Born on the racetrack, driven by the journey.”

Engine: ET-V2 1190cc (72.6 cu in) 72° liquid-cooled V-twin, developed from Buell’s AMA racing program.
Output: 185 hp @ 10,600 rpm and 101.6 lb-ft @ 8,200 rpm.
Weight & Range: 449 lb wet (no fuel) with a 4.6-gallon tank.
Chassis: FOX inverted fork and FOX rear shock, dual Brembo brakes (320 mm front / 220 mm rear), Dunlop Sportmax Q5A tires and a 43° lean angle.
Touring Fit: Hard bags on or off in under ten minutes, carbon-fiber bodywork standard, custom Buell/Saddlemen seat, 32.5-in seat height.
Provenance: Hand-assembled in Grand Rapids, Michigan. MSRP $23,995.

Car Platform

Toyota GR Supra

“The ultimate rush hour.”

Engine: 3.0-liter twin-scroll single-turbo inline six-cylinder.
Output: 382 hp and 368 lb-ft; 0–60 mph in 3.9 seconds.
Drivetrain: Rear-wheel drive with a 6-speed manual or 8-speed automatic — both offered at the same price, so guests choose.
Chassis: Adaptive Variable Suspension, electronically controlled active rear differential, Brembo brakes, 19-in forged wheels on Michelin Pilot Super Sport tires.
2026 Lineup: 3.0 ($58,300), 3.0 Premium ($61,450) and MkV Final Edition ($69,350) with larger front brakes, upgraded performance dampers and under-body bracing.
Provenance: Fifth-generation (A90) GR Supra. With production concluded in spring 2026, a curated fleet becomes a final-generation collectible on the road.

An existing bridge to Toyota GR. Skip Barber Racing has fielded Toyota GR86 race cars in Toyota’s GR Cup North America single-make series and is the title sponsor of TC America, giving the school an established working relationship with Toyota Gazoo Racing North America. Toyota also pairs every new GR Supra with a complimentary one-year NASA membership that includes a High-Performance Driving Experience — evidence of a partner that already invests in driver education.

Program Benefits and Comparison

Program Benefits

Wider Audience Appeal: Scenic drives are more inclusive and accessible than track days, reaching touring riders, GR owners, couples and the 400,000-strong Skip Barber alumni base.
A New Brand-Owned Category: “Skip Barber on the road” sits naturally beside the Racing School, the Driving Academy and Corporate Events, extending the brand without diluting the core product.
OEM Partnership Value: Two co-marketing partners — Buell, an American hand-built performance brand, and Toyota GR, an existing racing relationship — bring fleet, content and audience to the program.
Lower Operational Costs: Reduced wear and tear on vehicles (tires, brakes, fuel) and lower insurance exposure compared to high-intensity track events.
Greater Geographic Reach: A mobile program reaches key markets across the U.S., engaging participants who would not travel to one of the school’s fixed circuits.
Premium Lifestyle Experience: A comprehensive experience with luxury accommodations and gourmet dining, fostering camaraderie and positive associations with all three brands.
High Impact Marketing: User-generated content from iconic routes serves as authentic social endorsement for Skip Barber, Buell and Toyota GR simultaneously.
Conversion into Sales: Firsthand seat time in real-world conditions converts into Buell orders, GR purchases and Skip Barber enrollments — a clear upsell path from Scenic Drive to Driving Academy to Racing School.

Comparison with Alternatives

1. Traditional Track Days

Pros: High-intensity, performance-focused, and the proven foundation of the Skip Barber business.

Cons: Limited to an audience already sold on the track, high operational and consumable costs, higher risk and insurance costs, fixed locations that limit reach, and high sensitivity to weather.

2. Large-Scale Events (Auto Shows, Sponsorships)

Pros: Wide exposure, high visibility, opportunity for mass engagement.

Cons: Passive interaction, less personalized, lower conversion rates, less impactful brand engagement.

3. Manufacturer Ride & Drive Events

Pros: Broad audience appeal, mobile and flexible, premium and aspirational, strong engagement and conversion potential.

Cons: Large-group formats reduce personal interaction, offer little instruction and limit the ability to create a meaningful, influential brand experience. High operational costs. Weather remains a factor, though generally less disruptive than for track-focused programs.

The Experience: Locations & Itinerary

Signature Locations

The program will be hosted on iconic scenic routes across the United States, including:

Tennessee: Great Smoky Mountains, Tail of the Dragon
Georgia: Blue Ridge Parkway
Virginia: Shenandoah Valley
Colorado: Million Dollar Highway
Texas: Hill Country
California: Pacific Coast Highway, Big Sur
Utah: Monument Valley
Maine: Acadia National Park
New York: Adirondack Mountains
Pennsylvania: Allegheny National Forest

Several corridors sit within reach of circuits on the Skip Barber calendar — VIRginia International Raceway for the Blue Ridge Parkway and the Shenandoah Valley, Laguna Seca and Sonoma for the Pacific Coast Highway, Circuit of The Americas for the Texas Hill Country, and Lime Rock Park for the Berkshires and the Adirondacks — allowing an optional closed-course day to bookend a scenic itinerary.

The sharp curves of the Tail of the Dragon — Tail of the Dragon, TN

A scenic overlook on the Blue Ridge Parkway — Blue Ridge Parkway, VA/GA

The Bixby Creek Bridge on the Pacific Coast Highway — Pacific Coast Highway, CA

A winding road on the Million Dollar Highway — Million Dollar Highway, CO

General Itinerary Elements

Each event will include the following elements:

Morning Session: Welcome at a luxury hotel with breakfast, followed by a Skip Barber technical briefing on safety, road protocol, and the dynamics of both the SuperTouring and the GR Supra.
On the Road: A pre-planned scenic route run in small groups behind Skip Barber lead and sweep instructors, with stops for photo opportunities, refreshments and informal coaching.
Lunch Break: A leisurely lunch at a reputable establishment, offering local cuisine and allowing for networking.
Afternoon Session: Groups switch from riding the SuperTouring to driving the GR Supra (or vice versa) and continue the scenic route exploration.
Evening Program: Concludes at a luxurious destination with a gala dinner, Skip Barber, Buell and Toyota GR brand presentations, and overnight stays at high-end hotels.
Participant Experience: Includes Skip Barber-branded gear, professional instructors, and personalized content packages (photos and video) for social sharing.

Sample Itinerary: 4-Day Southeast Experience

Day 1: Arrival in Chattanooga, Tennessee

Morning: Arrival in Chattanooga. Check-in at The Edwin Hotel. Welcome breakfast and program introduction.
Afternoon: Skip Barber technical briefing and closed-course familiarization — SuperTouring seating, luggage and controls; GR Supra seating position, drive modes and manual-or-automatic assignment. Short drive and ride to Lookout Mountain. Lunch at Canyon Grill.
Evening: Cocktail reception and gourmet dinner at Whitebird. Overnight at The Edwin Hotel.

Day 2: Full-Day Experience through the Smoky Mountains

Morning: Breakfast and briefing. Departure for Great Smoky Mountains National Park. Scenic stop at Clingmans Dome.
Afternoon: Lunch at The Swag. Continuation along the famous Tail of the Dragon (318 curves in 11 miles) — the SuperTouring’s 43-degree lean angle and the GR Supra’s active rear differential each in their element.
Evening: Arrival in Asheville, NC. Check-in at The Omni Grove Park Inn. Exclusive dinner at the Sunset Terrace.

Day 3: Blue Ridge Parkway Adventure

Morning: Breakfast and briefing. Departure for a scenic ride and drive along the Blue Ridge Parkway. Stop at Craggy Gardens.
Afternoon: Lunch at The Gamekeeper near Boone, NC. Route continues toward Virginia, stopping at the historic Mabry Mill.
Evening: Arrival in Roanoke, VA. Check-in at The Hotel Roanoke. Gala dinner at The Regency Room.

Day 4: Return to Chattanooga via Cherohala Skyway

Morning: Breakfast and final briefing. Departure toward Tennessee via the Cherohala Skyway. Stop at Bald River Falls.
Afternoon: Lunch at Tellico Grains Bakery. Final leg back to Chattanooga.
Evening: Closing ceremony at The Edwin Hotel. Distribution of personalized memorabilia and Skip Barber completion certificates. Departures.

Program Structure & Pricing Model

The program is designed to offer a flexible and engaging format that caters to different participant preferences and schedules.

1. Single-Day Experience

Base Price: $1,500 - $2,500 per person
Focus: A full day on the Buell SuperTouring, in the Toyota GR Supra, or a combined ride-and-drive experience.
Locations: Near major metro areas (Los Angeles, New York, Miami, etc.) and adjacent to Skip Barber circuit weekends.
Inclusions: Vehicle use, breakfast/lunch/reception, Skip Barber instructor-led sessions, branded gear.

2. Multi-Day Experience

Base Price: $5,000 - $15,000 per person
Focus: An immersive 3-5 day journey, like the Southeast Itinerary.
Inclusions: All single-day features plus luxury accommodations, gourmet dinners, landmark access, and professional photography/videography.

3. Custom Group Experiences

Base Price: Custom pricing based on group size and exclusivity.
Focus: Bespoke itineraries for corporate clients, executive teams, dealer incentive programs, or private groups — delivered through the existing Skip Barber Corporate Events channel.
Inclusions: All multi-day features plus exclusive vehicle/venue use, an optional closed-course day at a Skip Barber circuit, and personalized branding.

Marketing & Operational Plan

Target Audience

Primary Audience — Core Demand Segments: Skip Barber alumni and Driving Academy graduates, current GR Supra and GR-line owners, Buell owners and depositors, touring riders with a sports-car interest, and high-net-worth individuals.
Secondary Audience — Emerging and Aspirational Segments: General public prospects, aspirational enthusiasts, brand influencers, and corporate, dealer-incentive and group markets.

Marketing Channels

Digital Marketing: Targeted social campaigns, email marketing to the Skip Barber alumni database and the Buell and Toyota GR owner communities, and influencer partnerships.
Event Marketing: Activation at Skip Barber school weekends and at the TC America and GR Cup race paddocks where the brand already has a presence, plus luxury and automotive trade shows.
Partnerships: Collaborations with luxury hotels and resorts, Toyota dealers, Buell sales and service centers, and automotive and motorcycle clubs.
Public Relations: Earned media coverage in automotive, motorcycle and luxury lifestyle publications.

Logistics and Operational Planning

Fleet Management: Coordinated transportation, maintenance and insurance for the SuperTouring and GR Supra fleets, with OEM technical support and a backup fleet for weather contingencies.
Route Planning: Finalized routes balancing scenic beauty with safety for both motorcycles and cars, with fuel, rest and swap points scouted in advance.
Rider Qualification: Participants electing the SuperTouring hold a valid motorcycle endorsement, complete a Skip Barber pre-ride assessment, and wear full protective gear supplied or approved by the program.
Staffing: Skip Barber instructors cross-trained on both platforms, supported by hospitality and logistics staff.

Participant Communication

Pre-Event: Personalized invitations and briefing packets with safety information and gear guidance.
On-Site: Welcome packs with Skip Barber-branded gear and daily briefings.
Post-Event: Personalized thank-you notes, feedback surveys, and links to professional photo and video content.

Conclusion

The Skip Barber Scenic Drive Experience presents a distinctive opportunity to carry the most respected name in American performance-driving education onto the roads where enthusiasts actually live. By pairing an American hand-built touring motorcycle with a final-generation sports car under one coaching standard, the program connects two passionate communities and extends Skip Barber’s reach beyond the circuit and beyond traditional, single-focus events.

This concept builds on my long-standing experience organizing premium driving activations and working directly with manufacturer-aligned experiential programs over the years. It reflects a deep understanding of the operational and experiential elements required to deliver events that are consistent with Skip Barber’s standards of discipline, safety and progression, and with the brand standards of its OEM partners.

With extensive experience across motorsport, automotive and motorcycle environments — and based in Tennessee with daily access to some of the country’s most iconic roads, including those proposed for the Southeast route — I have been able to test, refine and continually develop itineraries that embody Skip Barber’s commitment to disciplined performance, Buell’s racetrack-born engineering, and Toyota GR’s hallmark of driver-focused excellence.

At its core, this program represents a simple but influential evolution — uniting Skip Barber, Buell and Toyota GR under a single experiential framework designed to deepen customer engagement, elevate brand distinction, and celebrate the shared DNA of technical mastery, passion, and the pursuit of exceptional riding and driving experiences.

Next Steps / Partnership Framework

To translate this concept into a fully deployable experience, Ignition Advisory Group (IAG) proposes a structured, collaborative development process that ensures alignment between Skip Barber’s strategic objectives, brand standards and operational requirements, and the platform partners’ product and marketing priorities. The approach is designed to move efficiently from concept validation to regional launch readiness.

Phase 1: Strategic Alignment and Concept Validation

Objective: Formalize the program’s positioning, scope and integration within the Skip Barber portfolio alongside the Racing School, Driving Academy and Corporate Events.
Key Actions: Joint workshops between Skip Barber and IAG to confirm brand alignment, audience segmentation and activation strategy, followed by introductory partnership discussions with Buell and Toyota Gazoo Racing North America.
Timeline: 4–6 weeks following initial approval.

Phase 2: Route Design, Operational Framework, and Budget Modeling

Objective: Define pilot regions, finalize route logistics, secure fleet terms with both OEMs, and establish cost and resource parameters.
Key Actions: IAG to deliver a detailed operational blueprint covering route permits, accommodation partnerships, fleet logistics, rider qualification, insurance, and risk management protocols.
Deliverables: Comprehensive financial model including revenue potential, cost per participant, OEM contribution and projected ROI.
Timeline: 8–10 weeks post Phase 1 sign-off.

Phase 3: Pilot Execution and Evaluation

Objective: Launch a controlled pilot program to validate operational flow, customer experience and brand alignment under real-world conditions.
Key Actions: Execute a 2-day Southeast pilot with mixed participation (SuperTouring and GR Supra) for data collection, content capture and brand assessment.
Deliverables: Post-event report summarizing performance metrics, customer feedback, media reach and optimization recommendations.
Timeline: Targeted for spring 2027.

Phase 4: Regional Rollout and Brand Integration

Objective: Expand the program across key U.S. markets with full integration into the Skip Barber customer journey, calendar and digital ecosystem.
Key Actions: Deploy region-specific itineraries and partnership activations leveraging Skip Barber circuit weekends, Toyota dealer and Buell sales-and-service networks, lifestyle partners and event sponsors.
Timeline: Initial regional deployment for the 2027 driving season.

Partnership Model

Ignition Advisory Group (IAG) will act as the strategic and operational lead for program development, providing end-to-end management encompassing concept design, route logistics, staffing coordination and event execution. Skip Barber Racing School will retain full oversight of brand standards, instruction curriculum and instructor staffing. Buell Motorcycle Co. and Toyota Gazoo Racing North America are proposed as platform partners contributing fleet, technical support and co-marketing. Financial structure and risk allocation will be defined in the memorandum of understanding prior to project initiation.

IAG welcomes the opportunity to collaborate with Skip Barber Racing School to bring this vision to life, extending the brand’s leadership in performance-driving education onto the open road while creating a new benchmark for ride-and-drive experiences in North America.