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EVENT DETAILS
WHAT: Unlock the tC Grand Finale
WHEN: August 14th, 2010 | 3pm-7pm
WHERE: Barker Hangar in Santa Monica, CA

Save the date and RSVP today @ http://www.scion.com/unlockthetc.

Note: Entry is free with RSVP, though entry not guaranteed. Early arrival suggested as space is limited. Lineup and event activities subject to change.

COMPETITION
The eight-week online competition empowers players to create their own quest in the casual game as they traverse cross country from New York to Los Angeles. At the finale, Scion VP and general manager Jack Hollis will challenge the top four (4) contestants in a real-world competition where one winner will receive their very own 2011 tC. It’s not too late to join the adventure, visit www.UnlockthetC.com and play now.

tC CLASSIC CAR SHOW
Scope out some serious customized tC mods – from interior, to engine, to best of show – judged by the experts at Global Judging. If you’d like to enter your vehicle for consideration, please visit and register at www.Scion.com/UnlockCarShow.

SCION RACING WITH KEN GUSHI
Check out Scion Racing’s drift vehicles and chat with Ken Gushi of the Scion Drift Team at Scion Racing’s new urban utility vehicle. For all things racing go to www.ScionRacing.com.

LIVE ENTERTAINMENT & SCION AUDIO/VISUAL
Watch a thrilling live performance from garage punk veterans, The Spits, and explosive DJ sets from dubstep and electronic music kings 12th Planet and Rob Wonder. Then head over to the Scion A/V truck for free downloads and merchandise. For all things lifestyle, check out www.ScionAV.com.

INSTALLATION ART GALLERY
Experience video pieces from the Scion Installation Art Tour featuring Dust La Rock, Sage Vaughn and Mark Mothersbaugh. For all things art go to www.ScionAV.com/art.

GOOD EATS
Food will be supplied by some of LA’s most popular pop-up, mobile food trucks –

• Asiadog
• Get Shaved
• Grill ‘Em All
• The Grilled Cheese Truck

FEELING SHAGGY?
Get your haircut at the pop up hair studio by Barracuda Hair.

ABOUT ALL-NEW 2011 tC
The first re-design of Scion’s most-popular model since it hit the market in 2004, the next-generation 2011 tC builds on its strong history of personal expression and has everything it needs to take the leadership position in both performance and sophistication. It’s fearless and driven – by offering more horsepower, more torque and a quicker 0-to-60 over the current generation tC. It’s sexy and refined – by setting the standard for premium among the compact class with top-of-the-line features such as a panoramic moonroof, Pioneer audio system with premium 8-speaker configuration, and 18-inch alloy wheels. Its refined aggression is deliberate and demands a reaction. All press info and images of the new tC can be viewed at www.ScionDimension.com or downloaded directly by clicking here.

JOIN THE ADVENTURE ON FACEBOOK & TWITTER
Join us on Facebook and Twitter for all things Scion – including news, events, music, trivia and more!
- Click here for Facebook
- Click here for Twitter

HAVE QUESTIONS?
Contact gipson@americanpopdigital.com if you would like to be a VIP guest to the finale event, have any direct questions or would like to be a part of our online efforts.

UNLOCK THE tC ROAD TRIP GAME DISCLAIMER
NO PURCHASE NECESSARY TO ENTER, PLAY OR WIN the UNLOCK THE tC INSTANT WIN GAME OR THE UNLOCK THE tC ROAD TRIP GAME (EACH, A “PROMOTION” AND COLLECTIVELY, THE “PROMOTIONS”). Both Promotions are open to legal residents of the 48 contiguous US & DC, 18 or older and not a minor in their primary state of residence at the time of entry. Game Period for both Promotions begins 12:00 a.m. PT 6/1/10, ends 11:59 p.m. PT 7/26/10. Promotions are void in AK & HI & where prohibited by law. Subject to Official Rules, which are available separately for each Promotion at www.unlockthetc.com. Sponsor: Toyota Motor Sales, U.S.A., Inc.

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“The 2009 Formula DRIFT season will be as entertaining and exciting as ever,” says Ryan Sage, vice-president of marketing and co-founder of Formula DRIFT. “In addition to the main event on the 10-11th we have also lined up some great local, fan-friendly events in Long Beach to add to the overall weekend.”

To kick-off the season on Thursday April 9, Formula DRIFT will converge on Downtown Long Beach at 5 PM. The entire roster of drivers and cars will parade from the track into the heart of downtown. The competition vehicles will be on display on Pine and Broadway and fans will have a chance to meet and greet with the drivers. As an added bonus, 2-time Formula DRIFT champion Samuel Hubinette, will be premiering his new DVD “Drift Ya Later,” at Smooth’s Sports Grille. The festivities are free and will go from continue from 5 PM to 9 PM.

After the first day of Formula DRIFT action on Friday, April 10, Hooters on Pine Ave. in Downtown Long Beach will be hosting a reception for the Formula DRIFT teams. Fans are welcome to join in on the festivities with the drivers. The action takes place from 7 PM to 9 PM.

Round 1: Streets of Long Beach tickets are available via the Formula DRIFT website at www.formuladrift.com. Ticket prices start at $28 online for a Saturday reserved seat. Friday, April 10th has been opened to the public as a “Preview Day,” and will feature practice and qualifying. Fans can buy access to Friday’s event for just $5 more. Grandstands 16 and 18 have been expanded this season to give more fans the best view of the action. Taking place during the opening ceremonies on Saturday, April 11, West Coast Customs will be presenting reigning Formula DRIFT champion Tanner Foust with a custom-built GTO. The presentation will be aired on an upcoming episode of “Street Customs” on the TLC channel. West Coast Customs owner Ryan Friedlinghaus will be handing the keys to Foust exclusively at this event.

New cars and drivers will make their debut at the season opener. The addition of the Top 32 competition format at this event will give the fans the most excitement and action. The drivers will test their limits on the only actual course that takes place on real city streets.

Round 1: Streets of Long Beach Entry List Friday, April 10 and Saturday, April 11

more here

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Toyota/Scion of Wausau is holding a contest for area high school art students.

Students from Wausau East, Wausau West and D.C. Everest high schools are asked to create T-shirt designs to be sold at the dealership.

Five designs from each school will be displayed at the dealership from March 23 to 28. The community is invited to come to the dealership and vote on the winning design.

Additional shirts will be printed for the schools and participants, along with a $500 donation for each school’s art department.

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Scion has teamed up with design website Cut&Paste to deliver the 2009 Digital Design Tournament, a global touring challenge that places 2D, 3D, and motion designers literally center stage in a unique talent showcase. The competition also features new global Audience Design Contests in 2D and 3D.

The Digital Design Tournament visits 16 cities in 2009, with three competitions per city on the slate. At each stop, the city’s brightest designers will take to the stage with judges hovering over them, music blaring, minutes ticking down on the clock, and a fast-talking MC on the mic. An elaborate tech setup registers every mouse click and tapped command from each designer’s workstation and projects them live on one of the large-scale displays in full view of the audience.

Judges will evaluate each work and select winners from 2D, 3D, and motion design competitors. City victors then become eligible for the first-ever Global Championship in New York, which pits the 16 winners from each category against one another to take the global grand prize. Prize packages for both city competitions and the global championship include design product from Wacom, Apple, Pantone, Colormunki, and Autodesk.

For the Audience Design Contests in each city, in 2D and 3D, participants are challenged to create an electronically generated T-shirt graphic in a speed round – 15 minutes for 2D contestants and 20 minutes for those working in 3D. One ultimate winner will be chosen from all of the entries received throughout the entire tournament and awarded a full outfit from the 55DSL Spring/Summer 2009 collection and a trip to the first-ever Cut&Paste Global Championship, where the global winner of the contest will be announced.

Cut&Paste is a social arena for the discovery, advocacy, and elevation of design. Its mission is to provide channels of visibility and inspiration for designers, both aspiring and established, to reach their existing audience as well as potential fans. For more on Scion and Cut&Paste’s Digital Design Tournament and Audience Design Contests, please visit www.cutandpaste.com.

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The historic, 10-lap race for charity on a 1.97-mile street circuit through the downtown streets of Long Beach in Southern California is one of six featured events during race weekend. This year’s field includes the following fiercely competitive entertainment and media personalities:

• Adrien Brody – Academy Award winning actor in 2002 for his role in Roman Polanski’s “The Pianist.” Other films include “Cadillac Records,” “The Darjeeling Limited,” “King Kong,” “Summer of Sam.” The only American actor ever to win a César Award.
• Luke Wilson – Actor whose films include “3:10 to Yuma,” “Vacancy,” “”My Super Ex-Girlfriend,” “Anchorman: The Legend of Ron Burgandy,” “Charlie’s Angels I & II,” “Old School,” “Legally Blonde 1 & 2,” “Rushmore.”
• Keanu Reeves – Actor whose films include “The Day the Earth Stood Still,” “The Matrix,” “The Matrix Reloaded,” “The Replacements,” “Speed,” “Walk in the Clouds,” “Bill & Ted’s Excellent Adventure.”
• Jon Hamm – Golden Globe award winning actor and Emmy nominee for “Mad Men.” Also appeared in “The Day the Earth Stood Still,” “The Division” ” Providence.”
• Tim Daly – Actor, currently starring as Peter Wilder on the “Grey’s Anatomy” spin-off, “Private Practice.” Perhaps best known for his role as Joe Hackett on “Wings,” has also appeared on television in “The Nine,” “The Fugitive” and “The Associate.” Nominated for an Emmy for his recurring guest role on “The Sopranos.”
• Tyson Beckford – Model, actor and co-host of the Bravo series “Make Me a Supermodel.” Film credits include “Zoolander,” “Into the Blue,” and “Biker Boyz.”
• Alex Trebek – Five-time Emmy award winning host of the television game show, “Jeopardy!” Trebek has appeared in more than 70 movies and television shows, most often appearing as himself.
• Raven-Symone – Actress, R&B/pop singer, songwriter and dancer, best known for her roles on “Cosby” and her own show, “That’s So Raven.” Films include “College Road Trip,” “The Princess Diaries 2,” “Dr. Doolittle 2.” Other television appearances include “The Cheetah Girls,” “Hanging with Mr. Cooper.”
• Eric Close – Actor, currently co-starring on CBS’s “Without a Trace” as FBI agent Martin Fitzgerald. Other television roles include “Steven Spielberg’s Taken,” “Now and Again,” “Dark Skies,” “Sisters,” “The Magnificent Seven.”
• Mary Lynn Rajskub – Actress, artist and comedienne best known as CTU tech analyst Chloe O’Brian on Fox’s “24.” Film roles include “Legally Blond 2,” “Dude Where’s My Car,” “Punch Drunk Love,” ” Sweet Home Alabama,” “Storytelling.”
• Carlos Mencia – Comedian and host of Comedy Central’s “Mind of Mencia.” Has appeared in “The Heartbreak Kid,” “29 Palms.”
• Danny Way – Legendary pro-skateboarder. Multiple world record holder and the only person to jump the Great Wall of China on a skateboard. Multiple gold & silver medal X Games winner and X-Games TV commentator. Launching a clothing line with DC in Spring 2009.
• Ken Baker – Executive News Editor of E! Entertainment

Jamie Little, ESPN/ABC pit reporter for the NASCAR Sprint Cup Series, who was the celebrity and overall winner of the 2008 Toyota Pro/Celebrity Race, returns to compete in the “Pro” category this year against Al Unser, Jr., the two-time Indianapolis 500 winner, two-time CART Series Champion and overall winner of the 1985 Toyota Pro/Celebrity Race, Johnny Benson, 2008 NASCAR Camping World Truck Series champion and Coy Gibbs, owner of the JGRMX Supercross/Motocross Team.

The Southern California Toyota Dealer seat is being filled by Tom Rudnai, president of Longo Toyota in El Monte, Calif., an affiliate of Penske Motor Group and winner of the 2001 celebrity race. Rounding out the field is the online charity auction winner Douglas Fregin, co-founder and retired vice president of operations for Research in Motion (makers of the Blackberry), and the Boys and Girls Club charity auction winner Annamarie Dean, whose charity donations earned them a chance to challenge the celebrities and pros in this year’s race.

“With all the high-caliber Hollywood stars in the field, this year’s race is sure to be a blockbuster,” said Les Unger, Toyota’s national motorsports manager. “The Toyota Pro/Celebrity Race is win-win for everyone, because it gives fans a chance to see their favorite performers in action-packed real racing while offering the celebrities an opportunity to ‘give back’ to children in need..”

Toyota will donate $5,000 to “Racing for Kids” in the name of each celebrity racer, and another $5,000 to the winning racer’s charity of choice. Racing for Kids is a national non-profit program benefiting children’s hospitals in Long Beach and Orange County, Calif. Toyota has donated 1.7 on behalf of the race and it participants and various children hospitals since 1991.

Finally, a $15,000 donation is made in conjunction with the 12th annual “PEOPLE Pole Award.” Sponsored by PEOPLE magazine, the award honors the pole-position winner of the Toyota Pro/Celebrity Race qualifying session on Friday, April 17.

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With colorful names like Scikotics, ScioNRG, Sciontology, Scinergy and Sciontific, among others, Scion owner clubs have been forming and prospering since shortly after the brand launched in 2003. These loose-knit organizations are similar to the generations of automotive fan groups that preceded them, with most featuring a pecking order of officers and meets at regular intervals, and many attending car shows en masse as statements of solidarity. Most of these clubs are free to join, and unlike groups from the old days, a forum-based website is usually central to keeping members informed and in touch with one another.

While Scion clubs today number in the dozens, there are a handful of national groups that have been around from the beginning and boast hundreds of members in numerous chapters.

Scikotics (pronounced “psychotics”) started in 2005 in Tulsa, Okla., as an offshoot of the Scion Life web forum and today reports some 70 chapters stretching across the United States. Scikotics also claims to be the largest free Scion owners club in the world, and even has its own cookie recipe.

Tying the chapters together is a single shared message board where each subset has its own area to post local events and have conversations, but there are also many common areas for all members, regardless of region. If a particular club is hosting a car show or event, like Sibling Rivalry in Jacksonville, Fla., or Scikotics Sanitarium in Atlanta, Ga., an effort is made by other Scikotics clubs in the area to go support their fellow Scikotics.

Every summer in Tulsa, Scikotics holds its Scikotics Asylum, a Scion-specific national car show. In past years, Asylum has been a two-day weekend event, with Friday serving as a meet-and-greet and Saturday reserved for the main car show. Later in the day, after trophies are awarded, there is usually a cruise through downtown Tulsa. For more on Scikotics, please visit www.scikotics.com.

Team ScioNRG (pronounced “Scion energy”) is another free nationwide enthusiast organization laying claim to hundreds of members and 10 chapters, most based in the East Coast. The club was founded in 2004 by Omar Chavez, who also used the Scion Life site to initially reach out to fellow owners and appeal to their sense of community.

The first meet, which was held in New York, pulled in a half dozen cars, and as more people joined from all over the U.S. ScioNRG organized into chapters, each lead by a president and vice president who organize meets and disseminate info to members. As current club CEO Jennifer Rhodes points out, Team ScioNRG is about having fun and being respectful and thankful for all the events Scion provides to owners of its cars.

Each chapter gets together at least once a month, and as a team ScioNRG attends local car shows, as well as Scion-sponsored events such as Scion Exposed and ScionVIP. ScioNRG has been recognized as the “Most Enthusiastic Team” by Scion and “Best Team” three years in a row at various Scion Exposed events. Members also participate in national car shows like Hot Import Nights. For more on ScioNRG, visit www.teamscionrg.com.

The granddaddy of Scion enthusiast clubs is Scion Evolution (SE), the first and largest in the nation. The enthusiast collective, founded in 2004, boasts some 17 chapters in North America, Hawaii and Puerto Rico, and members numbering upwards of 600.

Like the other clubs, Scion Evolution’s roots sprang from the website Scion Life, which was employed to organize the first Scion Exposed event in history. Members of a small West Coast clique of Scion owners known as Team Scion West put the wheels in motion for the Exposed affair, and to everyone’s surprise roughly 300-400 Scions turned out at the decommissioned El Toro Marine base in Irvine, Calif., for the inaugural event. Organizers used the opportunity to enlist owners for Evolution, and the rest was history.

Today Scion Evolution maintains a tight relationship with Scion corporate, but each regional chapter is fairly independent. Each conducts monthly meetings, and the group is heavily involved with its sponsors to provide show vehicles and other support at various events. Certain chapters are also involved in charity work, like SE: Chicago, which tries to hold a fundraiser every other month according to liaison Ray Martinez. Previous beneficiaries include the Lupus Foundation of America, the American Red Cross, the Salvation Army and Goodwill Industries International, among others. For more about Scion Evolution, please visit www.scionevolution.org.

These three clubs are just the tip of the iceberg. There are many other groups defined by region, specific model and even gender. Some of those clubs include:
1Up Crew
Alpha Squad
Forbidden Scions
Fuscion
Gold Coast Scions
KAD
Scinergy
Sciontific
Sciontology
Scion Apocalypse
Scion Militia
Scion Noics
Team Koshak
Team Scion Eyed
Xclusive Scions

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Article and photos by James Bergeron

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Scion

Ever heard of Scion? If you are a car nut, you probably have, and you may still be a little sour that the U.S. has had the Scion brand (a division of the Toyota Motor Corporation) available to purchase since 2003. Some have gone as far as to import Scion vehicles to Canada at hefty premiums above MSRP, just to be one of the few lucky owners and stand out from the sea of sameness.

If you haven’t heard of Scion, don’t worry: you soon will, as Toyota will be launching the brand in Canada come early 2010. (It’s pronounced SIGH-on, by the way.) But why did it take so long? Seven years to move a brand across the border? There doesn’t seem to be a clear answer why, but the good news for consumers is that it is coming.

Stephen Beatty, Managing Director of Toyota Canada Inc., said that Canada always lags the U.S., in terms of market potential and disposable income. Toyota has done its homework; Canada is now ready for the automotive brand that is targeted at the pop-culture crowd.

Scion’s buyer demographic is quite young. Unlike a vehicle like the Honda Element that was originally targeted at young buyers and got snapped up by baby boomers in droves, the Scion brand of vehicles really does hit the mark. According to Sandy Di Felice, Toyota Canada’s director of external affairs, 52 per cent of Scion customers are younger than 24 years old, while 72 per cent of buyers are under 35.

2009 Scion xD. Click image to enlarge

On that same note, Beatty commented that more than six million of Scion’s customers are less than 24 years old – proving that Toyota has struck a chord with the younger generation within the Scion family.

What does Scion bring to Canada that is different? According to Di Felice, “Scion brings excitement back to Toyota in the Canadian market. Back in October 2008, during a dealer conference, Toyota made the announcement of the Scion brand coming to Canada and dealers were beside themselves with excitement.”

Scion’s target demographic in Canada is now able to afford a new vehicle and wants something that stands out – something cool. The Scion brand will offer three models to start: the xB, the tC and the xD. Launching Scion means more products for Canadians and gives Toyota a more flexible business model.

When asked about any new models or new versions of current models, Beatty replied with, “Interesting you ask that.” But he would not comment further, and if I were a betting man, I would put my money on a new version of the tC to be launched when the brand arrives in 2010.

Believe it or not, Scion does not have any sales projections or targets; Toyota sees the brand as a building block for customers. The business model lends itself to targeting first-time buyers who may purchase a Scion now and as they grow out of it, move into the Toyota or Lexus family as their budget and needs change.

The big differentiator for the Scion brand is customization, music, fashion, and providing customers with a sense of being unique. From exhaust systems to spoilers and decals, the Scion catalog has it all to allow owners to customize their rides, all while maintaining their factory warranty.

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In addition, Scion’s Installation 5 Art Tour, Self Portraits, arrives in Phoenix after completing a successful stint in Miami during the world-renowned Art Basel in December.

For “São Paulo,” each artist uses pop contemporary references such as street art, tattoo, skateboarding, hip-hop, and punk, while paying close attention to their own personal heritage and research. Artists Calma, Carlos Dias, MZK, Ramon Martins, Silvana Mello, Speto, Titi Freak, and Zezão form a group that translates the bustling city’s energy best, bringing fine art unique influences from pop culture, ancient heritage, modern painting, and folk art.

The diversity of the featured artists in the “São Paulo” show promises an intriguing exhibition. Calma, AKA Stephan Doitschinoff, is the son of an Evangelical minister whose style combines Afro-Brazilian folklore with Baroque religious iconography, as well as Alchemic and Pagan symbolism.

Dias eschews concepts – his original art is born in the streets, in his band’s concerts, in his record collection and flows into canvases painted with acrylic paint, markers, crayons, sprays or whatever comes into his hands.

MZK is an urban legend and is responsible for the seminal fanzine culture in São Paulo and references everything from tiki comic strips to African masks. He is both a DJ and comic strip author.

Martins finds an ease in combining diverse elements such as baroque style with street art, whether he’s using spray, acrylic painting or watercolor techniques.

Mello explores the irony of advertising’s artificial happiness with everything from enamel painting on tiles to express the comfort of home, to carves on a skateboard and woodprints to express the aggressiveness of urban life.

Speto is one of Brazil’s most popular street artists. His original street art blends lines of traditional northeastern Brazilian woodcarving styles with sophisticated textures and figurative imagery.

A champion yo-yo master, Titi Freak AKA Hamilton Yokota fuses eastern and western sophisticated drawing, action painting, pop and fashion imagery, illustration, street art and comic influences.

Finally, Zezão is one of the leaders of the Brazilian abstract street art movement. Famous for his activity in the city’s underground, Zezão goes into sewers and invades the rainwater channels that flow toward São Paulo’s rivers, to reveal the beauty of the city’s monstrous garbage.

Choque Cultural (meaning Culture Shock) started as a print publisher in Brazil. Over the years he has produced more than 150 print editions on various papers and in different sizes representing the diverse techniques of Brazilian and international artists. In 2004, Choque opened his first gallery space in São Paulo, showing exhibitions anchored with a young contemporary audience. Every exhibition is a new installation where the artist brings the aesthetic and energy of the street indoors.  In the four years Choque Gallery has been open, it has exhibited many youthful artists; old masters, such as 60′s Pop Gerald Laing; and popular mid-career artists including Beatriz Milhazes, Vic Muniz, and Shepard Fairey.

“São Paulo” runs from February 28 to March 28 at Scion’s Installation L.A. Gallery, 3521 Helms Ave, Culver City, Calif., 90232. An opening reception is set for Saturday, February 28, from 7:00 PM – 10:00 PM.

The Phoenix stop on the Installation 5: Self Portraits Art Tour is set to be as momentous as the Art Basel show, taking place during Phoenix’s First Friday art walk. First Friday exposes Installation 5 to more than 12,000 art lovers that this monthly event attracts. The Phoenix stop is the first to feature video art.

The Installation 5 opening reception takes place on February 6 from 6:00 PM – 10:00 PM at Perihelion Arts, P 610 E. Roosevelt, Unit 137, Phoenix, Ariz., 85004. Artists Kofie and Skypage will be in attendance and music will be provided by D-JR.

Dedicated to fostering independent artistic expression, the Scion Installation L.A. Gallery is a space that allows artists to explore their creative visions. The new Scion Installation Gallery hosts art shows and art-related events for cutting-edge artists from across the globe. Gallery hours are Wednesday through Saturday 11:00 AM – 6:00 PM and by appointment -310.815.8840. For more information, visit www.scion.com/space.

Launched in 2003, Scion Installation is a revolutionary art tour affirming the brand’s ongoing commitment to support independent artistic expression and featuring work from an unprecedented collective of contemporary artists, designers and photographers. For more information on the tour, the artists, the artwork, and details from past tours, visit: www.scion.com/installation.

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