Hello,
I am on the mailing list for three of their dealerships, all of whom have invited me to at least one (possibly two in some cases) events over the past 12-months. I think they have been running these VIP promotions for two, if not three years now.
The staff sometimes have to dress up in black and white, on occassion there is a bit of finger food I suspect they ship in cars from other dealerships to make it look like they have an endless supply of cars for sale, both new and secondhand.
While they lead us to believe it's a "VIP" event by invitation only and you have to confirm your attending, make an appointment blah blah blah I seriously doubt they would turn someone away who wanted to go into the showroom without an invite on a VIP day, or that they give any additional genuine discount.
Ultimately, BMW are in the business of selling cars and their dealers will negotiate the best deal they can each and every day they are open for business.
I've now grown very tired of this market effort and would far rather they gave me a BMW hat or voucher towards accessories etc. for going to the sales event.