Last weekend New York City’s Jacob Javits Center was host to the 2010 Cycle World International Motorcycle Show, and Ducati literally stole the show.
On Friday afternoon, the Javits Center was crowded with show attendees, and it seemed as if half of them were in the Ducati booth. The new Ducati booth is much more of an open concept design than the previous Ducati display booth. In the past, you had to squeeze in through an entrance that made the booth feel very exclusive, but also somewhat crowded. The new Ducati booth is totally open with access from all sides allowing traffic to flow into the booth from all directions. The show organizers were wise to place Ducati at the center of the show floor, because Ducati was, naturally, the center of attention.
The new Ducati Booth
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On Friday evening the excitement at the show kicked off with the Redbull DJ spinning tunes to pump up the energy in the Javits Center. Soon the Ducati booth was literally surrounded by hundreds of people as Ducati kicked off one of their outstanding fashion shows. Placed in the center of the stage was the all new Multistrada and the fashion models strutted there way around the technological masterpiece. At the completion of the fashion show the models came out for a final bow, and the crowd was told that more excitement was in store for them.
If you looked around the IMS show at that moment you could see that nearly every attendee was focused on the Ducati booth, even the representatives and vendors from other brands were all standing on the outskirts of the Ducati booth hoping to catch some of the action. Ducati CEO Michael Lock climbed up onto the stage and with microphone in hand introduced Ducati Moto GP Team Racer, Nicky Hayden. The applause was loud and lasted for nearly a minute as Hayden, known as the Kentucky kid, waived to the crowd.
Ducati CEO Michael Lock introduces Nicky Hayden
Lock then sat down with Nicky and conducted an interview on the Ducati stage. Nicky Hayden was modest and genuine in his replies to Lock’s questions. Nicky has a fantastic winning record as a racer, yet he was very humble about his work on the Ducati Moto GP team which is the highest level of two wheeled racing on the planet. In the end what Hayden wants, heck all Ducatisi want, is many more podium finishes for Ducati on the Moto GP circuit.
Nicky answers the questions from Michael
Nicky & Michael share a moment
The booth stayed hopping as Nicky graciously signed all manner of cards, posters and people (yes, body parts) for his adoring fans. With Nicky in the booth at the Javits’ center you could really see that Ducati is the most exciting brand in motorcycling today. Heck, the Harley booth, directly across from Ducati was empty and it did not even seem like anyone was manning it.
Nicky Graciously signs autographs
As the show closed, Ducati was not done with New York City yet on Friday, and moved the party down to the night club and restaurant area know as the meat packing district. Trendy hot spots abound in the meat packing district some of which do not even have signs indicating they exist. This is one of the coolest areas to party in New York City, and Ducati hosted a VIP party in the nightclub on the roof top at the Hotel Gansevoort. The Hotel Gansevoort is on 9th Avenue in the center of the meatpacking district and is credited with helping to “turn the neighborhood from gritty to chic.”
Revelers at the Ducati VIP Party
The bar in the hotel lobby was a cool scene, with upscale urban dwellers dressed for a late night on the town. Just before 10 pm an announcement was made that anyone wearing a Ducati VIP lanyard was invited to take the elevator to the top floor for the Ducati party. Free Red Bull and Peroni Beer were served while the DJ spun tunes for the crowd. The view of the city from this roof top night club was fabulous. Soon up onto the stage came Nicky Hayden. He thanked Ducati, Ducati owners, and his fans for all of their support and told the admiring crowd how much he appreciated their enthusiasm.
Ducati Sales & Marketing Director - Jason Chinnock at the Hotel Gansevoort Night Club
The party went on with Nicky taking his time to speak with fans. A typical New York City Friday night is not your typical New England Friday night. Many places don’t even start to get hopping until after midnight, and many bars simply lock their doors at 4 am, but keep on pouring for those still inside. This was definitely one of those nights, but that is another story…..
On Saturday & Sunday the IMS show had outstanding attendance which is very positive for motorcycling in general. And it is particularly positive for Ducati , because both days saw the Ducati booth jammed with motorcyclists. If you were at the show you could feel the excitement in the Ducati booth, and it was unmatched throughout the rest of the show. Ducati had the new Multistrada, the new Streetfighter, the new 796 Hypermotard, and the gorgeous 1198 S Corse all on display, plus virtually every model in their line up.
The All new Multistrada
The New 1198S Corse - check out the tank! (below)
A "real" Desmo
Looking out over the show floor you could not miss the red Ducati booth and all of the people surrounding it. Plenty of dealers were in attendance helping to work the booth, and it was a great time for connecting with fellow enthusiasts. The Red Bull DJ kept the music pulsing and the fashion show took place every hour or so, keeping the Ducati booth the single most exciting thing at this years show. 
Ducati CEO Michael Lock with Don
Jesse from SSC
Ducati Regional Business Manager - Jason Routhier
Ducati NY's Steve Radt
Jason Chinnock at the Booth
Tom Fournier
If you have not ever visited the NYC IMS show, we certainly encourage you to attend next year.
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