To commemorate Adamson Ford's 100th year in business, employees were asked to put on their thinking caps.
Each department at the Birmingham, Ala., dealership was tasked with devising two community events to mark the anniversary.
"We talked to several different advertising companies and event planning places — and the fees were just so astronomical," Melissa Shaw, Adamson Ford controller, said.
Instead, department managers discussed ways the dealership could organize a yearlong string of community events on a budget, without outside help, Shaw said.
Rather than having one big party or event, the managers collectively decided to have each department sponsor events that involve its customers and give back to the community, Linnea Israel, dealer principal, told Automotive News.
Each of the six departments is planning two events for the year, Shaw said. For each month, $4,000 is allocated for planning, promotion and supplies.
The dealership, established by Reese Adamson in 1918, later moved into the historic, and remodeled, Grand Theater in the heart of Birmingham, where it remains. John Israel Jr. bought the store in 1956 but kept the name.