Toyota and Ela Taubert Conclude U.S. Tour with a Fan-Chosen Concert in Las Vegas
14 September, 2026Toyota and Colombian Latin Grammy winner Ela Taubert have brought their joint chapter of the Preguntas a las 11:11 U.S. tour to a close. The finale took the form of an intimate concert held in a city chosen by fans through a public vote.
The Tour’s Finale Was Intimate and Unexpectedly Warm
The joint brand activation between Toyota and Ela Taubert throughout the U.S. touring run was built around the idea of closeness between the artist and her audience. The closing show in Las Vegas became the epitome of that approach. The intimate concert format created an atmosphere in which thousands of attendees felt like part of a single shared event, rather than simply an audience in a hall.
The significance of the final stop extended well beyond a routine closing of the tour dates. For both the brand and the artist, it was an opportunity to demonstrate that a collaboration between an automotive company and a musician can produce something far greater than logos on posters.
From Los Angeles to New York and Back
The tour spanned the largest cities in the United States. Key stops included Los Angeles and New York, where performances drew thousands of fans of the Colombian artist’s lyrical style. The audience response at each concert confirmed the growing interest of American audiences in the new generation of Latin pop music.
Why Las Vegas
The mechanics of choosing the final city were simple yet effective. Toyota and Ela Taubert invited fans to decide for themselves where the closing show would take place. The overwhelming majority of votes went to Las Vegas. The city, renowned for its concert culture and entertainment infrastructure, proved a logical and emotionally resonant choice for the audience.
Notably, the arrival of thousands of Ela Taubert fans was no less significant an event for Las Vegas itself than it was for the artist. The city, which for decades has relied on a steady flow of casino players, is undergoing structural change. The iGaming industry is rapidly drawing audiences online: hybrid formats such as the red door roulette game online for real money, Aviator, or Plinko have long become a familiar pastime that requires no flight to Nevada. Today’s gambling enthusiasts increasingly prefer to play from home, and the traditional stream of tourist casino players to Vegas has noticeably declined.
That is precisely why the city is actively doubling down on the concert industry, festivals, and cultural collaborations, seeking to fill venues and hotels with a new audience. The fan vote that selected Las Vegas as the tour’s finale clearly confirmed that this strategy is working.
Toyota’s Position and Its Bet on New Names
“Our collaboration with Ela underscores our commitment to supporting emerging talent and creating culturally meaningful experiences that connect fans with the music they love,” said Kaylei Spurgin, Sports & Lifestyle Sponsorship Manager at Toyota. According to her, the dynamic Las Vegas show served as “the perfect finale that brought fans together one last time in a genuine and memorable way.”
How Toyota Supported the Tour and What Fans Received
The brand’s role on the touring run went far beyond sponsorship banners. Toyota built a system of venues and activations that operated before and during each concert, transforming the ordinary wait before a show into a standalone event in its own right.
Band Cruiser as a Mobile Experience Space
One of the central elements was the Band Cruiser — a trailer towed by a Land Cruiser from city to city. Inside, an intimate space was created featuring musical elements, memorabilia, and an atmosphere that immersed visitors in the artist’s world. Fans could:
- listen to music in a unique setting
- view a collection of inspiring memorabilia
- take photos and connect with like-minded fans
Toyota Music Den as an Interactive Pre-Show Zone
Before each performance, the Toyota Music Den venue was open to attendees. This interactive space offered entertainment activations, giveaways, and access to the Band Cruiser. The TMD format transformed the time before the concert into a fully realized part of the audience experience, rather than a tedious wait.
Ela Taubert Thanks Fans and Partner for a Special Evening
“I’m so glad I had the opportunity to share this special and personal moment with my fans in Las Vegas,” said Ela Taubert. The Latin Grammy winner emphasized that Toyota’s unwavering support throughout the entire tour made possible “an unforgettable experience” that she holds in the highest regard.
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