A few years ago, Roland and his team decided to take all of the things they loved; Art, Family, Motorcycles, Friends, Music, Surfing, Food, Racing, and combine them into a circus/party atmosphere. RSD's Superhooligan series and The Moto Classic events took shape and completely changed the landscape setting the new standard for what experiential Moto festival events have become. Roland has a firm grasp of what makes the motorcycle industry move forward and consistently redefines and acclimatizes motorcycle culture.
New riders are typically introduced to motorcycling one of a few ways. Commonly it's through a family member. Most likely, your dad, who till this day remains the most proficient motorcyclist you've ever seen, or maybe your eccentric mom escaped the entrapping societal box by way of two wheels. Perhaps it was your cool cousin, aunt, or uncle who likes to get bitcehn at the local MX track, random dirt lots, or back roads. Or maybe you had to seek it out, inspired by something you saw. A conversation you overheard. Or Something you can't quite put a finger on. Whatever it was planted the seed in your poetic daydreams eventually manifesting into accepting you were ready to to make your own decisions and bear the results. To literally straddled explosions and hurdle yourself at speed through the firmament. And like most of us, once you've felt the realization you never have to experience the world in the way you were told sets in, there's no turning back.
But it’s not just riding, it’s not just freedom, it’s the memories, experiences, and friendships that ride with you. Motorcycling movements manifest themselves through collectives, passions and communities. Marketing what you feel is the greatest thing since sliced bread is a unique challenge. MotoRanch was a practical exercise in what Roland and his team think experiential marketing should and will feel like in the near future. Currently, a lot of experiential motorcycle marketing feels like a culinary expo where you are only allowed to look at and smell the food. Motorcycling, much like food, requires all of the senses to be fully engaged. Like any good alchemist, when Roland is struck with a good idea, he usually tries it out on his friends first. Luckily he's pals with industry titans, racing royalty, doers, makers, filmers, builders, photographers, artists, and most importantly, Motorcyclists… the ones who get it, love it and want to help others understand WHY...So that's what he did. He gathered Motorcyclists from all different backgrounds and disciplines, invited the RSD sponsors, partners, corporate family and OEM's he knew would see value in participating and pushing the culture forward.