Interview with Michael Curmi, Head of Experiential Marketing



Michael Curmi is the Head of Experiential Marketing at Chrysler Group LLC, where his primary role is to create live activities that allow consumers to physically experience the product lineup, most often at auto shows or other events with high attendance (the Spring Festival of LXs, for example).


This spring, Michael and his team are excited to roll out the 2014 Dodge Power Rallye Tour, a traveling Dodge-based experience that will give people across the country a chance to check out new Dodge products.


We recently sat down with Michael to find out more about what the Tour experience entails.


Redline Dodge: Tell us a little about the Dodge Power Rallye Tour. What kind of experiences can people expect?


Michael Curmi: Dodge is taking its award winning lineup on a nationwide tour. People can come out for no-pressure test drives, various games, giveaways, classic cars and an upbeat environment to check out 100 years of Dodge history.


RLD: What are you hoping to show people about Dodge with this experience? In other words, after people experience the Dodge Power Rallye Tour, how do you want them to feel about Dodge vehicles? What do you want them to say to their friends?


MC: Dodge has a very loyal customer base. We know that once they come out to see the new products, they will be proud of how Dodge is continuing to bring to market exhilarating and attractive vehicles. For those people who are less familiar with Dodge, they will be blown away. The power, refinement, technology and styling will be beyond their expectations. We are certain people will tell their friends and family about the fabulous Dodge vehicle lineup they experienced.


RLD: Tell us a little about the Heritage Wall. What is it exactly and why is an element like this important to include along with everything else?


MC: It is a major milestone for a brand to reach its 100th Anniversary. Checking out the Heritage Wall really shows what a huge part Dodge has played in American car culture. Whether it is on the racetrack, on city streets, or polished in your garage, Dodge has the right to be very proud of 100 years of excitement and innovation.


RLD: How do people go about experiencing the Dodge Power Rallye Tour for themselves? Can you share with us a few of the major events the Power Rallye will be attending?


MC: The Tour will be coming to dozens of cities around the country. You will find us at summer festivals, car shows, races, fairs, malls, nightlife hot spots and the list goes on.  It’s exciting for us to bring this fabulous Dodge lineup into people’s communities.


See below for a list of 2014 Dodge Power Rallye Tour dates and locations.



4/11-4/13 Las Vegas Premium Outlets – South 7400 S. Las Vegas Blvd.
Las Vegas, NV 89123
Las Vegas, NV
4/17-4/20 13th Annual Pure Aloha Festival The Rio Hotel and Casino
3700 W. Flamingo Road
Las Vegas, NV 89103
Las Vegas, NV
4/26-4/27 Jazz Rhythm and Blues Festival Clark County Amphitheater
500 Grand Central Parkway
Las Vegas, NV
5/3-5/4 The Gateway Mall The Gateway Mall
400 W 100 S.
Salt Lake City, Utah 84101
Salt Lake City, UT
5/5 City Creek Shopping Center  50 South Main Street
Salt Lake City, UT 84101
Salt Lake City, UT
5/10-5/11 Chili on the Comstock Downtown Virginia City
Main Street
Virginia City, NV 89440
Virginia City, NV
5/16-5/18 Walmart Supercross 28 Motocross Track – Outdoor Nat’l
410 Wildhorse Canyon
Sparks, NV 89436
Sparks, NV (Reno Area)
5/22 La Vista Daze 2014 Swing into Summer
Hot Wheels Races
Community Center Gymnasium
8116 Park View Blvd
La Vista, NE 68128
La Vista, NE
5/23 La Vista Daze 2014 Swing into Summer
Car Show and Cook Out
La Vista Keno
7101 S 84th Street
La Vista, NE 68128
La Vista, NE
5/23 La Vista Daze 2014 Swing into Summer
Park View Blvd. 87th St. to 75th St.
La Vista, NE
La Vista, NE
5/30-5/31 Taste of Omaha Heartland of America Park/Lewis & Clark Landing
Omaha, NE 68102
Omaha, NE
Early-June Village Pointe Shopping Center 168th & West Dodge Rd, Suite 203
Omaha, NE 68118
Omaha, NE
6/6-6/7 Boats, Bands and BBQ Pueblo Riverwalk
Alan Hamel Avenue and Main Street
Pueblo, CO 81003
Pueblo, CO
6/8-6/9 Colorado Mills Mall 14500 W Colfax Ave
Lakewood, CO 80401-3203
Lakewood, CO
6/11 Sounds in the Park concert series at Park Place 11551 Ash Street
Leawood, KS 66211
Kansas City, KS
6/12 Barkley Square 11551 Ash Street
Leawood, KS 66211
Kansas City, KS
6/14 St. Louis Brewfest at Forest Park 5591 Grand Dr.
Saint Louis, MO 63112
St. Louis, MO
6/15 Delmar Loop 6000-6600 blocks of Delmar Blvd.
St. Louis , MO 63130
St. Louis, MO
6/19 Orland Square Mall Orland Square Mall
288 Orland Square Dr.
Orland Park, IL 60462
Orland Park, IL
6/20 Great Galena Baloon Race Eagle Ridge Resort Resort and Spa
444 Eagle Ridge Drive
Galena, IL 61036
Galena, IL
6/21-6/22 Custer Fair Evanston, IL Evanston, IL
6/28-6/29 Route 66  Chicago, IL Chicagoland Speedway
500 Speedway Blvd.
Joliet, IL 60433
Chicago, IL
7/4-7/6 Walmart Supercross Soaring Eagle
Mt. Pleasant, MI
Mt. Pleasant
7/8 Motley Crue Value City Arena at the Jerome Schottenstein Center
555 Borror Dr.
Columbus, OH 43210
Columbus, OH
7/11-7/13 Chryslers at Carlisle 1000 Bryn Mawr Rd
Carlisle, Pennsylvania 17013
Carlisle, PA
7/14 Gas Monkey Garage Dallas, TX
7/15 Pittsburgh Vintage Grand Prix – Waterfront Car Cruise TBD Pittsburgh, PA
7/19-7/20 Pittsburgh Vintage Grand Prix  Race Day TBD Pittsburgh, PA
7/23-7/24 Ohio State Fair Ohio Expo Center
717 E. 17th Ave.
Columbus, OH 43211
Columbus, OH
8/1-8/3 NSRA Street Rod Nationals Kentucky Exposition Center
937 Phillips Lane
Louisville, KY 40209-1398
Louisville, KY
8/8-8/10 Indianapolis State Fair Indiana State Fairgrounds
1202 East 38th Street
Indianapolis, IN 46205
Indianapolis, IN
8/16 Woodward Dream Cruise 13 Mile & Woodward
Royal Oak, MI
Royal Oak, MI
8/21 10th Annual Indianapolis Theatre Fringe Festival IndyFringe Basile Theatre
719 E St. Clair Street
Indianapolis, IN 46202
Indianapolis, IN
8/22 Food Truck Friday Old National Center
502 North Jersey Street
Indianapolis, IN
Indianapolis, IN
8/23 Nesco Feast of Lanters Spades Park
1800 Nowland Avenue
Indianapolis, ID 46202
Indianapolis, IN
8/30-8/31 Auburn Auctions of America Auburn Auction Park
5536 County Rd. 11A
Auburn, Indiana 46706
Auburn, IN
9/6 Opry Mills Mall Opry Mills Mall
433 Opry Mills Dr.
Nashville, TN 37214
Nashville, TN
9/13-9/14 Tennessee State Fair Tennessee State Fairgrounds
500 Wedgewood Ave.
Nashville, TN 37203
Nashville, TN
9/18 Charlotte Auto Fair Charlotte Motor Speedway
5555 Concord Pkwy. South
Concord, NC 28027
Charlotte, NC
9/20-9/21 Concord Mills Mall Concord Mills Mall
8111 Concord Mills Blvd
Concord, NC 28027
Charlotte, NC
9/20-9/21 Festival in the Park 2435 Cumberland Ave
Charlotte, NC 28203
Charlotte, NC


  • Guest
    Posted March 20, 2014 at 10:50 pm | Permalink

    I plan to order a 2014 Challenger shortly and would love to attend the Irvine Spring Fest. Is it possible to be a ‘walk in’ to chat with all the owners, etc. ?

  • steve mccallister
    Posted March 21, 2014 at 9:42 am | Permalink

    You should try to schedule it so you meet up with the Dodge meeting in Gatlinburg TN in June. The event is June 6 – 10.
    There will be nothing but Dodge vehicles there. 99% of them are modified. There is an autocross competition, car show, police escorted cruise through town, a couple of other cruises,

    • alen bolen
      Posted April 9, 2014 at 2:42 pm | Permalink

      how do I get info on this event? and how can I register?

  • Reason201
    Posted March 24, 2014 at 1:52 am | Permalink

    Will there be any kind schedule available so people can plan ahead and know where they can join the tour?

  • wickedchiken
    Posted April 15, 2014 at 8:57 pm | Permalink

    maybe next year you can have one in Arkansas

Post a Comment

Your email is kept private. Required fields are marked *