Colorado is known for mountain views, microbrews and ... exotic cars? One of the premier luxury car dealers in the nation—and the only of its kind in the region—is located just outside of Denver. You may be familiar with Ferrari of Denver, Bentley Denver, Karma Denver, Lotus of Denver, Morgan Denver, Pininfarina Denver, Rimac Denver and SSC Denver. Yes, that is a mouthful, thus grouped together, they’re known as The Destination. The Destination for Exotics and Ultra Luxury Vehicles.
“We don’t sell cars, we sell dreams, an experience and a key to a lifestyle.” said Steven Wiskow, the company’s director of marketing and philanthropy.
The Destination provides experiences that last years beyond the purchase. When designing a Ferrari, for example, the client has several options. The purchaser can visit the dealership’s configuration room, log in remotely from the comfort of his or her office or home, or take a weekend trip to Manhattan’s Tailor Made Center or a snappy flight to Italy. The process is reminiscent of the tradition that began in the 1950s in Maranello, Italy, the home of Ferrari. Next, the vehicle is hand-built in Italy, transported to the showroom or to the client’s door in an enclosed trailer, to ensure privacy. White-glove concierge services include pick-up and delivery for annual service, tire and wheel storage; complimentary car washes while in the showroom; and invitations to track days.
In addition to its luxury fleet of models, The Destination is now also home to four hypercar manufacturers. Hypercars are defined by extremely limited production, with prices in the millions and unrivaled speed, such as the Lotus Evija, which goes from 0-186 mph in nine seconds. The Battista, named after the founder of Pininfarina, has a separate motor at each wheel and boasts 1,900 horsepower with zero emissions. The Rimac C_Two has facial recognition entry, uses onboard artificial intelligence and can go from 0 to 62 mph in 1.85 seconds. The fourth is the SSC Tuatara, a design collaboration between Jason Castriota and SSC (formerly, Shelby SuperCars Inc.) that has the lowest drag coefficient in its class and holds the record for the fastest car in the world, reaching 282.9 mph. The Destination specializes in these rare finds.
Track days allow clients to explore the vehicle’s capabilities in a safe, controlled environment, and receive driving instruction, if desired. Additional options include invitations to private parties, rallies and events. Among the favorites is the opportunity to rip your exotic through the Rocky Mountains with other owners while leaf-peeping on the way to the annual Steamboat Food and Wine Festival.
For The Destination, it’s not just the hot cars and spirited rallies that build the community. The showrooms of the brands also serve as a museum that enthralls children as well as adults.The Destination typically partners with other local businesses to participate in events that help the community while showcasing the vehicles. Organizations they’ve worked with include the American Heart Association, A Precious Child, Cancer League of Colorado, Denver Active 20/30 Children’s Foundation, Morgan Adams Foundation, Minds Matter Colorado, and Rocky Mountain Children’s Health Foundation, among others. During the 2020 pandemic, events had to take on a new, creative format. Ferrari of Denver held its 12th annual toy drive, which benefited
“It’s fantastic to see someone experience the handcrafted, bespoke vehicles for the first time. Most people have never seen this level of craftsmanship until they sit in one,” Wiskow said.
The Destination supports numerous charity events regularly throughout the year, especially those centered around children. Earlier this year, Make-A-Wish Colorado granted a boy’s wish to become a Denver Nuggets player for a day.
The 13-year-old, who had recently received a bone marrow transplant, was excited to ride back to his hotel in a Ferrari, courtesy of Ferrari of Denver.
“If we have the manpower to do it, we’ll say yes,” Wiskow said. And he did, when a contact from Denver Hospice asked to bring a 19-year-old in for a VIP tour. The teen, an engineering student who was suffering from a brain tumor, loved cars and the experience.
the Rocky Mountain Hospital for Children, consisting of a rally in early December of 120 exotic vehicles in a socially distanced, community holiday event. “To deliver joy to the children in need was the greatest gift of all,” Wiskow said.
Photography by Scott James Photography
Danielle Yuthas is a certified franchise executive whose byline has appeared in Franchising World magazine, among other publications. A Denver native, she enjoys her roadster as often as possible.
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