Freehold Group

Freehold Expands Experiential Partnership with Pilot Flying J at 2025 Berkshire Hathaway Annual Shareholders Meeting

OMAHA, NE – March 5, 2025 — Freehold, a leading experiential design and fabrication agency, returned to the Berkshire Hathaway Annual Shareholders Meeting for a second year to deliver a dynamic and multi-platform brand activation in partnership with Pilot Flying J and Tombras.

Following the success of 2024’s fan-favorite mobile coffee carts, Freehold scaled the activation for 2025—transforming a fleet of branded golf carts into mobile hospitality hubs. This year’s experience served nearly 7,000 cups of freshly brewed coffee while reducing coffee waste by 10%, all in alignment with Pilot’s mission of service and sustainability.

Expanding beyond the conference center, the activation made a splash at the annual Brooks 5K run, where Freehold extended Pilot’s presence through complimentary beverages for runners and fans. Meanwhile, inside the convention hall, Freehold designed and fabricated two custom experiences: a visually rich Pilot x Jazwares booth, featuring interactive installations that reimagined iconic American landmarks, and a one-of-a-kind semi-truck trailer outfitted with a claw machine prize vault and truck driving simulator.

“Pilot Flying J is a brand grounded in movement, service, and connection,” said Brendan McDermott, Founder of Freehold. “Our team worked hand-in-hand with Pilot and Tombras to create a seamless experience that delivered joy, hospitality, and innovation at every touchpoint.”

The activation reflects Freehold’s continued commitment to crafting high-impact brand moments that scale across live, digital, and retail environments. This latest chapter in its partnership with Pilot reinforces how thoughtful experiential design can turn everyday engagements into unforgettable interactions.

About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles, San Francisco, and Charlotte, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.

Contact:
Geoff@freeholdgrp.comwww.freeholdgrp.com

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Freehold Expands Experiential Partnership with Pilot Flying J at 2025 Berkshire Hathaway Annual Shareholders Meeting

Freehold returned to the 2025 Berkshire Hathaway Annual Shareholders Meeting in Omaha for a second year, partnering with Pilot Flying J and Tombras to deliver an expanded, multi-platform brand activation. Building on the success of 2024’s mobile coffee carts, Freehold upgraded to a fleet of branded golf carts serving nearly 7,000 cups of coffee while reducing waste by 10%, supporting Pilot’s sustainability mission. The activation extended to the Brooks 5K run with complimentary beverages, and inside the convention hall, Freehold created two custom experiences: an interactive Pilot x Jazwares booth showcasing iconic American landmarks, and a semi-truck trailer featuring a claw machine prize vault and a truck driving simulator. Founder Brendan McDermott emphasized the collaboration’s focus on joy, hospitality, and innovation. The project highlights Freehold’s expertise in creating impactful, scalable brand experiences across live, digital, and retail environments.

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