Autco Tire and Service Center in Amarillo brought Michelin North America Inc. to town for the city's annual chamber of commerce barbecue Sept. 10-11.
Mark McCoy, president of the single-outlet American Car Care Centers Inc. dealership, said the tire maker's performance tour-complete with a Formula 1 car, a Segway personal transportation device and virtual reality games-was a big hit at the annual community event.
He said 95 cooking teams sponsored by local businesses fed nearly 14,000 people with a diet of ribs, sausage, brisket, beef tenderloin, champagne and cold beer.
Mr. McCoy said he asked Michelin to bring the exhibit to "give Amarillo a shot in the arm." Michelin has been Autco Tire's main brand for some 28 years, he said. Autco Tire also assembled a cooking team among its employees and others.
"Amarillo was very lucky to get this exhibit, as it normally only goes to events with a draw of 100,000 people or more," Mr. McCoy said in a statement. "These events include the Brickyard 400, the U.S. Indy Grand Prix and the Ducks Unlimited national show in Dallas. I think Amarillo will remember both Michelin and Autco Tire for awhile."
He said the event drew a good reaction both toward his business and the Michelin brand.
"We got a lot of real positive responses," he said.