• David Perry

Patrick Dempsey touts Simmons partnership at Vegas market

Actor draws big crowd in courtyard, showroom

LAS VEGAS — Simmons got off to a fast start with its new partnership with actor and race car driver Patrick Dempsey and his Dempsey Racing team.

Dempsey and fellow Dempsey Racing driver Andrew Davis met top Simmons officials in the courtyard of the World Market Center, where the Porsche GT America car driven by the Dempsey drivers was on display.

 Dempsey Racing drivers Andrew Davis, left, and Patrick Dempsey meet with Simmons President Tony Smith and Simmons CEO Gary Fazio in the courtyard of the World Market Center.Dempsey Racing drivers Andrew Davis, left, and Patrick Dempsey meet with Simmons President Tony Smith and Simmons CEO Gary Fazio in the courtyard of the World Market Center.

The appearance of Dempsey, well-known to the public for his role on "Grey's Anatomy," was not announced beforehand, but he quickly drew a crowd.

Cell phone cameras flashed as Dempsey and Davis met Simmons officials Gary Fazio, Tony Smith, Jeff Willard and Rolf Sannes, and posed for a series of pictures with them alongside the Porsche that features the Beautyrest Black logo. The Beautyrest Black brand is a new sponsor for Dempsey Racing.

Then Dempsey and Davis joined the Simmons officials for a freight elevator ride up to the Simmons showroom on the 5th floor of Building A, where a crowd of excited market-goers outside the Simmons space caught a quick glimpse of Dempsey.

In an exclusive interview with Furniture/Today, Dempsey said a good night night's sleep "elevates your game," and said he's looking forward to giving new Beautyrest Black sleep sets a "road test."

And he said the technology found in his Porsche and in the Beautyrest Black beds will both be important contributors to the success of his Dempsey Racing team.

Dempsey spoke later at a private dealer reception for the Beautyrest Black line held in Simmons' market showroom, where he described the new pairing with Beautyrest Black as "a beautiful partnership."

Beautyrest Black, which introduced a new line at the market here, joins the sports car racing team as an official supplier and sponsor of the No. 27 Dempsey Racing Porsche GT America driven by Dempsey and Andrew Davis, his full-season teammate.

"Simmons is excited to be partnering with Dempsey Racing to introduce Beautyrest Black to consumers," said Rolf Sannes, vice president of the Beautyrest brand. "We have found a partner that not only shares our passion for but personifies powerful performance and modern luxury, and we look forward to supporting the Dempsey Racing team for years to come. In today's busy world, where sleep has become the ultimate luxury, Beautyrest Black delivers the quality sleep needed for optimal focus and performance - both on the track and when facing the everyday grind."

Added Dempsey: "We were very fortunate to enter into a multi-year relationship with Porsche at the end of last season and Beautyrest Black is an ideal and perfectly complementary partner to now also welcome to our racing team. As sports car endurance racing drivers, we know the importance of quality sleep for not only top performance on the track but also for getting anyone through life's day-to-day routine.

The Dempsey team debuted the new Beautyrest Black-branded GT Daytona Porsche at the Rolex 24 on Jan. 23.

Dempsey Racing drivers and crew will also sleep on Beautyrest Black mattresses during upcoming endurance races, beginning with 12 Hours of Sebring in March, Simmons officials said.

They said that Dempsey and Dempsey Racing will be featured in upcoming nationally televised ad spots for Beautyrest Black.

David PerryDavid Perry | Executive Editor, Furniture Today

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

Follow me on Twitter at https://twitter.com/DT_Perry
See my first music video at http://ftbeddingman.com/


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