2021 Tentative Events Calendar

All dates, events, and times are subject to change. For any questions or comments please contact Erin Robinson at erin@chevydetroit.com.

New Year New Chevy

January 1–30

The LMA is kicking off 2021 with our #NewYearNewChevy digital and social campaign.


  • Online Giveaway – $100 in service, parts, or accessories at winners Chevy dealership of choice. 10 winners total.
  • Your dealership received postcards to give to potential or existing customers. These promote the giveaway.
  • Digital / social assets to promote this to your customer-base.
  • LMA is strongly promoting this digitally and socially.


Click here for dealership digital assets.

Giveaway landing page is: chevydetroit.com/nync

Truckloads of Hope

March 1–31

The LMA is happy to bring back Truckloads of Hope as our 1st Quarter In-Dealership campaign. This will be our 5th year collecting bathroom and household supplies for the Capuchin Soup Kitchen.
Here are some details:
  • Dealerships will collect bathhroom cleansing products & household supplies to benefit the Capuchin Shower Program.
  • You will receive a monetary allowance.
  • You will receive a Silverado truckbed display as well as other dealership print materials.

Check back soon for informational one sheet and digital assets.

Download One Sheet [PDF]

Download Digital Assets

Download B-roll video

Feel free to create your own landing page… Or you can link your graphics to our landing page: chevydetroit.com/truckloads-of-hope

Download Donation Drop-Off PDF here.




In our 7th year partnering with the Detroit Free Press to support local restaurants along with Forgotten Harvest, we will be implementing two campaigns:

  • Top 10 Cares: Rescue Detroit Restaurants + Feed the Community – This donation drive is March 12 through April 5th.
  • Top 10 Food Fighters – This campaign will start in May. The money raised in Top 10 Cares will support the Top 10 Food Fighters (see who they are here)

Read all of the details in this PDF.

If your dealership wants to tie-in to Top 10 Cares or help promote it you can use this graphic.

Here is a sample/example post – you can use this text or not.

Link your digital graphics to the Top 10 Cares landing page: Freep.com/rescue




Detroit City Football Club

Yearlong sponsorship

Season is April – October

DCFC is a Detroit success story that started from very humble beginnings and has grown into a local soccer phenom.

The LMA is their premier sponsor which gives us auto exclusivity and puts our logo front and center everywhere.

Here are just a few of the great sponsorship inclusions:
  • Our logo on the front of the Men’s, Women’s and 160 Youth team jerseys.
  • 12 Youth Camps around Southeast MI.
  • DCFC leased a Blazer and made it their official vehicle.
  • Extensive digital and social media exposure.
  • Giveaways / Data Capture.
  • Advertising and exposure to their extremely targeted and loyal audience including their 135 youth teams.
  • …And a ton more!

There are numerous components to this sponsorship. We’ll keep you posted on how your dealership can tie in with the youth camps, data capture, and more.

Here are some links that you can post on your socials:

Video of jersey release: New Jersey Launch Video

Purchase a DCFC jersey (with our logo): https://tinyurl.com/567zwsh2




Ongoing Events

  • Detroit Free Press Top 10 Cares


Dates are May 20-23 and May 28-31.

The LMA is sponsoring Dino Stroll at Canterbury Village which will be a HUGE family-fun event that will draw attendees from all over Metro Detroit. This is the only dinosaur tour that lets you walk along, stand next to, and even touch some of the 75 life-like and life-size dinosaurs such as T-Rex, Velociraptor, and Stegosaurus.

Check out this Teaser Video (feel free to post on your socials):   https://spaces.hightail.com/space/F8dNfCUEyT

The LMA is giving away a “Family Adventure Pack” which includes 4 tickets to Dino Stroll, free parking, and a $100 Visa Gift Card.

If your dealership would like to tie-into Dino Stroll and/or the Family Adventure Pack giveaway, feel free to use the below assets.


  • Giveaway ends on May 16 – Do not promote past this date

Shades of Pink

Shades of Pink: A Wild Time at the Zoo

May 22

No breast cancer patient should have to choose between paying the mortgage or life-saving medical treatment. Every year, thousands of Metro Detroit residents are faced with this very choice.

In fact, almost 1000 Metro Detroit women will have to declare bankruptcy due to the financial burden of their breast cancer treatment!

This is why the LMA finds it so important to support the Shades of Pink Foundation by sponsoring their annual fundraiser – A Wild Time at the Zoo.

We will provide your dealership with digital / social assets to promote your support of Shades of Pink.

If you would like to get your dealership further involved, you can create your own dealership team to participate in the walk, or donate directly to SOPF.

To see how you can help, visit: Shades of Pink


USPBL Opening Day

May 28

The LMA is proud to sponsor United Shores Professional Baseball League (USPBL). There are many components to this sponsorship including:

  • The Metro Detroit Chevy Dealers Pavilion
  • Hosting two youth baseball camps
  • Hosting a family campout
  • Chevy Detroit Wheels mascots will race during games
  • Data Capture
  • Meaningful exposure in every game including incentives, text-to-win, Fan of the Game, etc.
  • Social Media campaigns & exposure
  • Vehicle displays
  • And more…


Ongoing Events

  • Detroit City Football Club Sponsorship

Pickups for Paws

Pickups for Paws

June 1–30

We are happy to bring back PICKUPS FOR PAWS as our 2nd Qtr In-Dealership initiative:

  • You have the freedom to work with a local Animal Non-Profit in your own community.
  • This campaign will run from June 1 – 30, 2021.
  • You will receive a monetary allowance that will be reimbursed by the LMA.
  • We will provide you with both print and digital assets to promote your campaign.

Pickups for Paws 2021

Digital Assets are here: https://tinyurl.com/up8jayws

You can either create your own landing page to link the digital/social graphics to, or you can use ours at: chevydetroit.com/pickups-for-paws




Chevrolet Detroit Grand Prix

June 5, 12–13

The Chevrolet Detroit Grand Prix is now taking place over two weekends. June 5th is the IMSA Sports Car race, then the Indycar “Dual in Detroit” races will take place on June 12-13.

The LMA does not know its involvement yet.

In the past, the LMA has provided tickets to your dealership as well as implemented a Hot Lap Giveaway in which 10 lucky winners received the EXCLUSIVE opportunity to be driven around the Grand Prix race course by a Professional Race Car Driver in an official Chevrolet Performance vehicle at full racing speeds. They also received tickets to the Grand Prix.

Stay tuned. More info to come.


USPBL Youth Camps

June 29

The LMA is also proud to host two Youth Baseball Clinics in partnership with USPBL.

Here are the details:

  • These are exclusive to our 38 Metro Detroit Chevy Dealerships.
  • Your dealership will receive postcards containing a coupon code on each for FREE registration.
  • The LMA and USPBL will heavily promote this to encourage people to go to your dealership to redeem the coupon code.
  • These clinics will be put on by the players.
  • You can offer this up to your customers as a relationship builder.
  • One clinic will be for kids ages 6-10, and the other one will be ages 11-14.

Here are digital assets: https://tinyurl.com/w22m2yrt

Here is the landing page URL to link the graphics to: chevydetroit.com/youthclinic

Here is an informational PDF



Ongoing Events

  • Detroit City Football Club Sponsorship

As a part of our sponsorship with USPBL, the LMA is excited to present: Metro Detroit Chevy Dealers “Family Campout”. This is a free night of baseball and FUN that takes place on Saturday, July 17.

Invite your customers to camp out at Jimmy John’s Field after a USPBL baseball game. This is a great event to offer to your customers, or local community groups.

Registrants Receive:

  • Up to 4 free tickets to the double-header games on Saturday, July 17.
  • Camp out on the field after the game / Watch a movie on the Jumbotron.
  • Kids can participate in a pre-game on-field parade.
  • Kids will have the opportunity to run the bases after the 2nd/final game prior to the campout.
  • One kid will be randomly chosen to throw out the first pitch.
  • Continental breakfast on Sunday, July 18.


Your dealership has the opportunity to create goodwill with your existing customers, potential customers, and your community by inviting them to this safe, fun, and memorable camping event.

  • Provide your customers with our landing page URL for them to register: chevydetroit.com/family-campout (NOTE: Page will not be LIVE until June 21)
  • Registrations will be accepted on a first come first served basis until supplies last.
  • Once people are registered… USPBL will take care of the rest.
  • All they have to do is just pick up their tickets at will-call on the day of the game and enjoy.

Please read this PDF for details.

Digital assets to promote this will be linked here soon. They will also be emailed to you.



Chevrolet Open House Event

Dates TBD

This is a GM campaign that the LMA supports. We are unsure of details at this time. Stay tuned.


Ongoing Events

  • Detroit Free Press Top 10 Food Fighters
  • Detroit City Football Club

Woodward Dream Cruise

August 20–21

The LMA has hosted two private events for the Woodward Dream Cruise for 8 years… and we hope to continue that tradition in 2021.

We have a prime location at 13 mile and Woodward in Royal Oak at Memorial Park.

We will be hosting two events:

  • An employee party on Friday, August 20
  • A customer / VIP party on Saturday, August 21

Attendees receive complimentary parking at Memorial Park, complimentary food and non-alcoholic beverages from 4 of Detroit’s best food trucks, access to bleacher seats right on Woodward.

Check back for more details as we near August.


Spirit of Detroit Hydrofest

August 27–29

The LMA is planning to carry on Detroit’s century-long tradition of boat racing on the Detroit River with the Metro Detroit Chevy Dealers Hydrofest.

We are currently working with Detroit Riverfront Events to nail down the details. At this time, nothing is solidified.

Stay tuned.


Ongoing Events

  • Detroit Free Press Top 10 Food Fighters
  • Detroit City Football Club
  • DCFC Youth Camps

Haulin’ for Heroes

September 1–30

The LMA plans to once again create care packages for deploying soldiers at Selfridge Air National Guard Base (SANGB). We ran this in-dealer campaign in 2019 and hope to bring it back in 2021.
Details on this campaign will be forthcoming, but here is a basic summary:
  • Takes place during the entire month of September.
  • Supports the SANGB.
  • Donation drive to collect Michigan themed items for military “care packages”.
  • You will receive a reimbursable monetary allowance.


Motor Bella out at M1 Concourse

September 21–26

The LMA does not have any plans at this time. We will keep you posted on new developments.

Ongoing Events

  • Detroit Free Press Top 10 Food Fighters
  • Detroit City Football Club
  • DCFC Youth Camps

Breast Cancer Awareness Month/Pink Ribbons on Dealership Facade

October 1–30

The LMA is once again providing your dealership facade a large vinyl Breast Cancer Awareness Pink Ribbon. Installations will begin next week. A representative from Phillips Sign & Lighting will contact you in early September to coordinate a date and time.

If your pink ribbon is not installed by October 1st, please let us know. Contact Erin Robinson at erin@chevydetroit.com



Achilles Freedom Team

October 15–17

We are always proud to provide the “best hospitality in the country” to the Achilles Freedom Team of Wounded Veterans, an amazing non-profit whose mission is to “Bring hope, inspiration and the joy of achievement to all people with disabilities.”

The Achilles Freedom Team of Wounded Veterans has a team of disabled vets, most of which are amputees, who race at the Detroit Free Press Marathon. The LMA partners with Chevrolet to support this team during their journey through the Detroit Marathon weekend.

You can learn more about the Freedom Team here.

Holiday Season/Bows on Dealership on Facade

November 1 –December 31

As we move into the holiday season, the LMA will work with Phillips Sign & Lighting to install a Holiday Bow on your dealerships’ facade.
They will be contacting you at end of October to set up a date to remove your Breast Cancer Awareness Pink Ribbon and to replace it with a holiday bow.
Your BCA pink ribbon should be replaced by the holiday bow by November 20th.


Season of Giving

November 15–December 15

The LMA is proud to bring back the Season of Giving as your 4th Quarter “In-Dealership” Campaign. This will run just like it has in previous years. Some important items to note:
  • Campaign dates: Monday, Nov 15 – Wednesday, Dec 15. You can either run the entire length of the campaign, or you can choose your own dates within that time frame.
  • The Toy Drop date will take place Thursday, December 16 and Friday, December 17. Erin Robinson will contact you to set up a specific window of time.
  • You will receive your in-dealership materials by November 12.
  • You will receive a reimbursable monetary allowance.
  • You will receive an allotment of gift cards.


Detroit Free Press Whisked

Date TBD

Whisked is typically our final Detroit Top 10 restaurant series event of the year, and has become a hugely popular event. In 2019 it sold out in under 4 minutes!
Whisked takes place at the Great Lakes Culinary Center and includes live baking demos and samples from local bakeries, appetizers, giveaways, and more.
Stay tuned for the date and details.

Season of Giving

November 15–December 15

Our Season of Giving donation drive continues through December. See details under “November”.