In collaboration with the NHL Alumni Association and SHARP, Genesis hosted multiple foursomes of owners, NHL players, and SHARP VIP guests for two days of dining, camaraderie, and golf. Nestled in the forest with Banff National Park providing a stunning backdrop, the group was also offered an up-close look at the brand’s first-ever GV80 Coupe. This is the Genesis Owner’s Cup — an exclusive annual gathering that’s part of the care and hospitality that comes with being an owner of the marque.
Building on the momentum of the 2023 edition of the tournament in Whistler, which saw Genesis host owners from the Greater Vancouver area, the 2024 edition has grown into a Canada-wide affair. Guests flew into Calgary, where they were treated to a breathtaking drive to Banff in a fleet of 2025 GV80s, with their new expansive 27-inch screens, and industry-leading user interface. In fact, Genesis keeps high hospitality standards across the board: from at-home test drives and delivery to complimentary valet service.
This kind of hospitality is at the core of the Genesis brand. Viewing their owners as ‘Son-Nim’ which in Korean means ‘honoured guests’, the goal is always to put customers first, providing the kinds of experiences that money can’t buy. The Genesis Owner’s Cup is a prime example, bringing together the world of golf — a core pillar for the brand, shown by events like the Genesis Invitational and Genesis Scottish Open, and by partnering with the Presidents Cup (this year in Montreal) — and Canada’s favourite pastime by inviting several NHL Alumni Association guests to play alongside the owners and VIPs. For the game, guests were treated to luxe gift bags filled with Adidas golf attire and shoes, waiting inside their Fairmont Gold Level suites.
Thanks to their strong commitment to the charitable and benevolent initiatives of the NHLAA, NHL greats such as Kevin Lowe, Glen Sather, and Mike Vernon joined this year’s cup, with the inimitable Glenn Healy anchoring the event as MC. It’s an apt match, as Genesis shares this belief in caring for its people. Current NHL phenom Cale Makar was also in attendance to mix and mingle with invited guests.
Once the clubs had been stowed for the day, SHARP hosted the group for an exclusive dinner. Our great partners at The Dalmore Scotch Whisky and Grand Seiko were also on site, enriching the guest experience with sensory enhancements. Guided by an overarching commitment to unparalleled hosting, guests were regaled with decades worth of NHL stories while they dined at the Vermillion Room.
These intimate client experiences executed at such a high level helps bring to light another detail of the Genesis experience. In 2023, Genesis Canada became the first automotive brand in a global partnership with Forbes Travel Guide — a pairing that, in turn, provides Genesis staff with Forbes’ training on luxury hospitality standards. Guests of the Genesis Owner’s Cup were able to experience first-hand what a difference it makes when an automotive brand prioritizes the guest experience.
As Genesis continues to lead in automotive innovation, the guest experience evolves. With the GV80 Coupe, Genesis also introduced the Genesis Seasonal Care Plan — an industry first. The care plan is reserved for the GV80 Coupe guests, taking care of all their needs. In addition to the standard Complimentary 5-Year Care Plan, guests receive 20-inch Michelin-X Ice Snow Winter Tires, black gloss premium alloy wheels, five years of seasonal tire installation and off-season storage, and — to top it off — five years of at-home valet tire service.
Each guest is a priority; the brand centres around their time and lifestyle. That’s how Genesis sets itself apart from the pack.
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