Lo-Fi Aperitifs, a presenting sponsor at The Rady Shell in San Diego, had an opportunity to turn its concert-season presence into something consumers could experience in person.

Working with experiential agency Crush Palace, the program called for a branded hospitality moment that could return across four sold-out concerts rather than disappear after a single night. The experience needed to feel unmistakably Lo-Fi, work within the venue’s guest flow and be practical to deploy repeatedly throughout the summer.

Crush Palace brought Retro Roll into the program to provide the vehicle platform. Retro Roll’s existing pink 1966 Citroën HY already fit naturally within Lo-Fi’s visual world, creating an opportunity to build a distinctive activation with selective branding rather than a full vehicle transformation.

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The strategy was continuity: create one recognizable Lo-Fi environment, place it in a high-visibility part of the venue and bring it back throughout the concert season.
That approach fit the San Diego setting. Rather than treating each date as a transient pop-up, the same pink Citroën could return as the Lo-Fi Spritz Van — giving the brand a familiar physical presence across different concert audiences while keeping the experience simple to reproduce.

Retro Roll offers two ways to brand our Citroëns. For a complete transformation, we can fully wrap the vehicle in your brand. Or, when the right fleet color is available, we can use a custom light-branding package that adds your logo and graphics while keeping the vehicle’s existing finish.

For Lo-Fi, our pink Citroën was a natural match. Instead of a full wrap - which adds installation and removal time between events - we applied Lo-Fi branding directly to the existing pink vehicle. That made it an ideal solution for a four-concert series spread across four months.

Our fleet includes vehicles in pink, black, and white. Availability and timing vary, so reach out to Retro Roll to explore which vehicles and branding options could work for your activation.

Retro Roll’s role was focused: provide the Citroën, brand it for Lo-Fi and make sure it was ready to go for every event.

• Deployed one restored 1966 Citroën HY with a built-in service counter as the recurring Lo-Fi Spritz Van.
• Used the vehicle’s existing pink finish as the foundation for a selective Lo-Fi branding package, avoiding the need for a full wrap.
• Transported and positioned the vehicle at The Rady Shell for each concert date.
• Handled vehicle setup, teardown and onsite vehicle support around the activation window.
• Pre-scouted the venue before the first event to understand load-in, staging, vehicle access and audience circulation.
• Partnered with Crush Palace, which led the broader activation and guest experience.
• Brought the same recognizable Lo-Fi Spritz Van back for all four concert dates.

Before the first concert, Retro Roll scouted The Rady Shell to understand exactly how the vehicle would enter, where transport could stage and how the activation related to the venue’s pedestrian flow.

The placement proved especially valuable. The Spritz Van sat near the pavilion at the base of the stairs leading onto the concert lawn. Guests moving into the venue passed the activation on arrival, while the same area remained active as people circulated during the evening.

For each show, Retro Roll transported the van from Orange County to San Diego, handled load-in and setup, supported the vehicle onsite, then packed it down and brought it home. Crush Palace led the broader activation and guest experience.

The Lo-Fi Spritz Van returned for four sold-out shows: Bob Dylan & Lucinda Williams — June 21; St. Vincent — August 1; Mt. Joy — August 18; and Brandi Carlile — September 22.

Across four sold-out concerts, the Lo-Fi Spritz Van gave the brand a recurring physical presence at one of San Diego’s signature waterfront music venues.

Based on approximately 8,500 attendees per sold-out show and the van’s placement along the primary audience circulation path, the series generated an estimated 34,000 cumulative attendee impressions. Approximately 400 samples were served per concert, for an estimated 1,600 Lo-Fi samples across the four-date program.

The result was not a one-night photo opportunity. The same recognizable vehicle returned throughout the season, extending Lo-Fi’s sponsorship into a repeatable consumer experience while giving Crush Palace a reliable specialty-vehicle partner for the series.

Retro Roll works directly with brands and alongside experiential and production agencies to provide distinctive vintage Citroën vehicles, selective or full branding, deployment and field support for sampling, hospitality, pop-ups and recurring event programs.

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