Ferrari to open resort with hotel shaped like a race car
Ferrari is more than just a maker of glorious sports cars: you can buy Ferrari beachwear, a Ferrari dominos set and even a carbon-fiber Ferrari photo album worth $1,207. In 2013, Ferrari sold fewer cars than it did in 2012, and yet revenue rose 5 percent to $3.15 billion. And for the second year running, London-based experts, Brand Finance, declared Ferrari the World's Most Powerful Brand.
So with a few extra pennies sloshing around the pot, what will the Italians spend it on?
Ferrari announced today that it has partnered with PortAventura, one of the leading European theme parks and resorts, to create Ferrari Land — an 807,000 sq.-ft. expanse featuring a variety of attractions, including the highest and fastest vertical accelerator in Europe, and a five-star hotel that's shaped like a Formula One race car.
The Ferrari theme park will contain Europe's fastest and highest vertical accelerator.
PortAventura, located south of Barcelona and its 4 million tourists per year, made perfect sense. But in a Ferrari first, the company decided to launch a themed hotel, featuring 250 rooms, multiple restaurants, and its own driving simulator.
At the rear of the hotel, the slides pose as exhaust pipes flowing into the swimming pool.
While the hotel looks a little shy on rear downforce, we're willing to bet it makes a tidy profit. It's another example of how a brand has turned its core business into a stepping stone to bigger ventures, much like Apple did with its original computer. Only I don't see an Apple theme park or hotel on the horizon. Perhaps that's what's keeping Silicon Valley from toppling the Italians as the World's Most Powerful Brand.