Name

La Jolla Concours d'Elegance

Legal name

La Jolla Concours d'Elegance

Website

https://lajollaconcours.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Luxury Automotive Events

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

Keywords

• Concours d'elegance
• Classic car concours
• Luxury car show
• Collector vehicle display
• Automotive lifestyle events

Headquarters

HQ city

La Jolla

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D

Revenue model

1. Ticket Sales: Revenue generated from general admission tickets ($129), VIP packages ($449-$799), hospitality suites ($16,000), and luxury ocean suite access ($565). Tickets are sold through Events.com platform for the three-day event weekend.
2. Vehicle Registration Fees: Collector car owners pay registration fees to participate in the Concours ($395-$595 for Tour d'Elegance), Motor Car Classic ($395), and Porsches & Power on Prospect ($239-$559). Fees include event access, VIP tickets, and entrant lounge passes.
3. Sponsorship Revenue: Corporate sponsors pay for various sponsorship tiers including Title Sponsorship, Presenting Sponsorship, and category-specific sponsorships (Friday VIP Reception, Tour d'Elegance, Sunday VIP Reception, etc.). The event offers approximately 25+ sponsorship opportunities at varying price points.
4. Vendor Booth Fees: Vendors pay $850-$1,350 for booth spaces at the event, with add-ons for power ($150) and additional staff tickets ($35 each). Option 1 ($1,350) includes full setup with tables, chairs, tent, and signage; Option 2 ($850) provides space only.
5. Hospitality Suites: Private hospitality suites are sold for $16,000 each, limited to 15 exclusive suites. Includes 10'x20' suite space, 46 hospitality passes, bottle service, catered lunch, and branded bar with company logo.
6. In-Kind Donations: Champagne, wine, beer, and liquor donations for VIP receptions, along with restaurant food donations for the Friday Opening Soirée and Sunday VIP Reception, provide cost-offset value.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

La Jolla Concours d'Elegance produces a three-day premier luxury automotive and lifestyle event held annually at La Jolla Cove in San Diego (April 24-26, 2026), featuring 150+ collector automobiles judged under ICJAG/FIVA standards. The company sells tickets, vehicle registrations, hospitality suites, vendor booths, and sponsorship packages to attendees, collectors, and luxury brands. All net proceeds are directed to the La Jolla Historical Society in support of its educational and preservation mission.

Product overview

La Jolla Concours d'Elegance is a luxury automotive event company that organizes a multi-day celebration of classic and exotic automobiles. The core offering consists of the annual La Jolla Concours d'Elegance main event (Sunday), supplemented by three signature experiences: the Friday VIP Opening Soirée (Motorvault), Saturday Tour d'Elegance driving event, and Saturday Porsches & Power on Prospect street showcase. The company also manages the Motor Car Classic at the Concours for stock and modified vehicles. Premium add-on offerings include VIP lounge experiences, private hospitality suites, and various sponsorship/vendor packages. The event is owned and managed by Events.com, with the La Jolla Historical Society as the key benefactor.

Differentiator

Problem solved

Functional benefit

Brands

• Tour d'Elegance: A scenic coastal drive experience for vintage and modern automobiles, departing from Prospect Street in La Jolla and ending at a private estate in Rancho Santa Fe.
• Porsches & Power on Prospect
• Motor Car Classic at the Concours
• Motorvault

Products and services

• La Jolla Concours d'Elegance (Sunday Main Event) Annual flagship Sunday concours held at La Jolla Cove (Ellen Browning Scripps Park) featuring 150+ (up to 170+) world-class collector automobiles displayed along the Pacific Ocean coastline, with ICJAG and FIVA certified judging, live entertainment, and champagne tastings for ticket-holding attendees.
• Motorvault VIP Opening Soirée (Friday) Friday evening VIP kickoff event from 6:00 PM to 10:00 PM featuring an immersive evening of live music, gastronomic showcases from 20+ San Diego culinary artisans, moody cocktails, a live auction, and an exclusive preview of collector automobiles illuminated as objets d'art on the lawn.
• Tour d'Elegance (Saturday Rally) Saturday rally-style driving experience beginning with continental breakfast on Prospect Street, scenic coastal drive to Rancho Santa Fe, a private car collection tour, and exclusive catered lunch at a 40-acre private estate with a karting track. Participation earns an extra tie-breaker point for Sunday's judging.
• Porsches & Power on Prospect (Saturday) Free Saturday evening public street showcase of 75+ legendary Porsches, exotic supercars, and cutting-edge hypercars along La Jolla's iconic Prospect Street, with local restaurants and galleries offering retail specials to foot-traffic attendees.
• Motor Car Classic at the Concours Companion car display held on the street outside the main entrance to the La Jolla Concours, welcoming both stock and modified collector vehicles, and including a commemorative ribbon plus access to the Private Entrant Lounge and select VIP tickets.
• Hospitality Suites Private luxury hospitality suites ($16,000 each, capped at 15) providing a 10'x20' oceanfront space, 46 hospitality suite passes, bottle service with personal bartender, catered lunch, branded bar with company logo, and promotional materials in goody bags.
• Sponsorship Packages Multi-tier sponsorship opportunities for brands, including Title Sponsorship, Presenting Sponsorship, Friday VIP Reception Sponsorship, Tour d'Elegance Sponsorship, Entrant Lounge Sponsorship, Sunday VIP Reception Sponsorship, Premier Plus/Standard Sponsorship, Restorer Sponsorship, Motor Car Classic Sponsorship, and category-specific sponsorships (Awards, Champagne Garden, Judges, Technology, Photography, etc.).
• Vendor Booth Spaces Vendor booth rentals at the Sunday event, including Option 1 grass-location booths ($1,350) with full setup (tables, chairs, tent, signage, two staff wristbands), Option 2 street-location booths ($850) at Motor Car Classic with 10x10 space only, plus optional power ($150 for 20 amps) and additional staff wristbands ($35 each).

Quantifiable outcome

• 150+ automobiles displayed at main Sunday event
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered flagship, core, major and minor.

• Events.comflagshipGTM or Marketing PartnerEvents.com is the owner and manager of the La Jolla Concours d'Elegance, providing enterprise-level ticketing infrastructure, event management platform, and operational backing for the annual automotive celebration.
• La Jolla Historical SocietyflagshipStrategic or Co-development PartnerThe key benefactor of the La Jolla Concours d'Elegance. Founded in 1964, the nonprofit organization receives 100% of net proceeds and donations from the event to support its mission of preserving and celebrating La Jolla's heritage through educational programs and archives.
• McFarlane Promotions, Inc.flagshipImplementation/ SI/ Consulting PartnerThe event production company led by Laurel McFarlane with over 20 years of event planning experience. McFarlane Promotions executes all operational aspects of the La Jolla Concours d'Elegance including logistics, vendor management, and sponsorship coordination.
• ICJAG (International Chief Judges Advisory Group)coreTechnology or IntegrationThe judging format used by the La Jolla Concours d'Elegance. ICJAG provides standardized judging criteria and certification for international concours events, ensuring consistent and reputable vehicle evaluation standards.
• FIVA (Fédération Internationale des Véhicules Anciens)coreTechnology or IntegrationFIVA preservation judging criteria is implemented at the La Jolla Concours for assessing vehicle authenticity and historical significance, aligning the event with international standards for vintage automobile preservation.
• Ferrari of San DiegomajorGTM or Marketing PartnerOfficial sponsor of the La Jolla Concours d'Elegance. Ferrari of San Diego provides automotive display vehicles, brand presence at the event, and serves as a premium automotive category sponsor.
• La Valencia HotelmajorGTM or Marketing PartnerThe 'Pink Lady' luxury Mediterranean-style oceanfront hotel is a premier sponsor offering 15% discount to event attendees with promo code PROCDE. Located 2 minutes from the event venue.
• HagertymajorGTM or Marketing PartnerGlobal specialty insurance provider for collector vehicles. Nigel Matthews serves as Global Brand Ambassador for Hagerty and Chief Judge of the La Jolla Concours, linking the insurance partner with the automotive judging program.
• San Diego Automotive MuseumcoreGTM or Marketing PartnerKey benefactor partner that benefits from proceeds of the La Jolla Concours d'Elegance. The museum showcases automotive heritage and partners on award presentations including the San Diego Automotive Museum Award.
• Pacific Sotheby's International RealtymajorGTM or Marketing PartnerLuxury real estate sponsor of the La Jolla Concours d'Elegance. The firm hosts a cocktail reception during Porsches & Power on Prospect and provides VIP weekend package inclusions.
• CJ Charles JewelersmajorGTM or Marketing PartnerLa Jolla luxury jewelry retailer and sponsor since 1986. CJ Charles provides awards including the Timeless Elegance Award presented by CJ Charles/OMEGA, supporting the automotive excellence celebration.
• LPL FinancialmajorGTM or Marketing PartnerFinancial services sponsor and supporter of the La Jolla Concours d'Elegance. LPL Financial advisors serve as registered principals supporting the event's financial infrastructure.
• Mecum AuctionsminorGTM or Marketing PartnerLeading collector car auction company and sponsor of the La Jolla Concours d'Elegance, participating in the automotive collector ecosystem surrounding the event.
• Lamborghini San Diego / O'gara CoachmajorGTM or Marketing PartnerLuxury automotive dealer providing sponsorship and brand presence. O'gara Coach represents multiple luxury brands including Lamborghini, Rolls-Royce, McLaren, and Bentley in the San Diego area.
• Marsh McLennan AgencyminorGTM or Marketing PartnerBob Kerner, Co-Chairman of the La Jolla Concours d'Elegance, is a sales executive at Marsh McLennan Agency, providing risk management services to ultra-wealthy families.
• San Diego MagazineminorGTM or Marketing PartnerRegional lifestyle publication and sponsor providing media coverage and editorial content for the La Jolla Concours d'Elegance audience.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Forest Grove Concours d'Elegance: A charity fundraiser concours in Oregon with judging classes, VIP elements, and sponsor tiers. Comparable to La Jolla Concours as a smaller-scale nonprofit-anchored concours that competes for collector participants and sponsors in the Pacific U.S. event calendar.
• Concorso d'Eleganza Villa d'Este: An historic concours held on the shores of Lake Como, Italy; widely regarded as one of the most exclusive classic-car events globally. Directly comparable in judged concours format, ICJAG-style standards, high-ticket hospitality, and luxury sponsorship model.
• Audrain's Newport Concours & Motor Week: A judged concours and surrounding multi-day motor week in Newport, Rhode Island. Directly comparable to La Jolla Concours as a coastal concours that has rapidly scaled judging classes, VIP weekends, and a sponsor/sponsorship revenue model tied to HNW audiences.
• Goodwood Festival of Speed: The leading global celebration of automotive culture and motorsport heritage, held on the Goodwood estate. Comparable to La Jolla Concours as a multi-day premium automotive lifestyle event with VIP hospitality, major luxury/automotive sponsorships, and collector-vehicle showcase elements.
• Cavallino Classic: A long-running Ferrari-focused judged concours and related track events. Comparable to La Jolla Concours in judged single-marque and special-class shows, premium VIP hospitality, and luxury sponsor lineup anchored by high-end automotive and lifestyle brands.
• Pebble Beach Concours d'Elegance: The most prestigious collector-car concours in the United States, held annually on the Pebble Beach Golf Links lawn. Directly comparable to La Jolla Concours as a judged, invitational event featuring rare automobiles, ICJAG-style judging, premium sponsorship tiers, and affluent attendees/sponsors.
• Amelia Island Concours d'Elegance: A long-running Florida-based judged concours also recognized among the world's top collector-car shows. Directly comparable in format (judged lawn show, VIP hospitality, sponsor tiers) and target audience (HNW collectors and luxury sponsors).
• The Quail, A Motorsports Gathering: An invitation-only luxury motorsport showcase held during Monterey Car Week. Comparable to La Jolla Concours in curation of rare vehicles, premium hospitality pricing, luxury sponsorship focus, and affluent collector/enthusiast audience.
• Hillsborough Concours d'Elegance: A Northern California charity concours benefitting a local nonprofit — directly comparable format, charitable fundraiser structure, and southern-California-adjacent HNW collector base to La Jolla Concours.

Broad incumbents

• Rolex Monterey Motorsports Reunion: Heritage racing event held at WeatherTech Raceway Laguna Seca as part of Monterey Car Week. Comparable as a marquee automotive experience stacked against La Jolla Concours's weekend format, with overlapping sponsor roster (Rolex, etc.) and shared HNW audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lajollaconcours
• Facebookfacebook.com/lajollaconcours
• LinkedInlinkedin.com/company/lajollaconcours

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about La Jolla Concours d'Elegance