SCORE Journal

SCORE Journal-August 2019

SCORE Journal - The Official Publication of SCORE Off-Road Racing

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Page 32 of 109

LUCERNA HOTELS & RESORTS The Premiere Resort Company That Sponsors A New And Exciting Race By Dan Sanchez Photos courtesy Lucerna Hotels & Resorts In Baja California, Mexico, off-road racing and tourism have combined to benefit the sport and the local community of Ensenada, and Tijuana. The Lucerna SCORE Baja 400 is a result of years of work in developing the best off-road racing experience with the best hotel and resorts on the Baja Penninsula. To get to this point, Lucerna Hotels & Resorts began in Switzerland, when Don Jose Encarnacion Kabande Dabdub, the head of a family owned company, wanted to invest in a new business. During the mid 1960’s the family business intended to build the best hospital in Mexicali, but residents and doctors couldn’t agree on what to include and Mr. Kabande looked for other business options. Dabdub later traveled to Lucerne in Switzerland, and got the idea of opening a hotel that provided personalized service in a family environment. The idea was to include the highest levels of comfort, friendliness and service. The problem with Mr. Kabande’s plans was that Mexicali at that time, was a small town without much tourism. While the local people allowed the hotel project to begin, there was not much faith on its overall success. Nevertheless construction began in 1965 and by December 6, 1966, the Lucerna Hotel opened and became successful from its commitment to service and quality. The Lucerna Hotels & Resorts now expands to seven properties in Mexico, with nearly 1000 employees. The hotel chain has most recently become the official hotel of SCORE International, and is the title sponsor for the Lucerna Hotels & Resorts Tijuana 22nd SCORE Desert Challenge race, that is taking place September 22nd - 23rd. “This sponsorship by the Lucerna Hotel and Resorts group is groundbreaking and exciting and we look forward to a long and mutually beneficial sponsor partnership,” said Jim Ryan, SCORE Marketing and Sales Director. “SCORE has many, many resorts in Mexico that have hosted several activities for SCORE, but this is the first time in Mexico that one hotel group has ever become an official race title sponsor and the official hotel partner of the SCORE World Desert Championship.” In addition to the Hotel Lucerna Tijuana, other properties of the group include Hotel Lucerna Mexicali, Hotel Lucerna Ciudad Juarez, Hotel Lucerna Culiacan, Hotel Lucerna Hermosillo. The group’s newest property, the Hotel Torre Lucerna Ensenada, is located on Highway 1 on the Northern outskirts of Ensenada and is the SCORE headquarters hotel for all SCORE Baja races in Ensenada. For more information on the Lucerna Hotel and its properties, visit

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