The Palm Event

What The Palm Event does

The Palm Event is an invitation-only, annual motorsports lifestyle weekend held in Palm Beach, Florida, produced by Palm Beach Car Club, LLC (d/b/a The Palm Event) since 2015. The event consists of three integrated components over a Friday-Sunday format: a VIP Welcome Party at the Henry Morrison Flagler Museum (Friday evening), a Vintage Rallye driving tour through Palm Beach (Saturday), and the Historic Display on the Mar-a-Lago lawn (Sunday), showcasing vintage sporting cars from the 1920s through the 1990s alongside race cars, prototypes, concept cars, and modern hypercars, combined with food, wine, fashion, and art experiences.

The business operates on an event-driven go-to-market model targeting two primary segments: high-net-worth automotive enthusiasts and classic car collectors. Revenue is generated through two streams — ticket sales (Historic Display general admission at $695 with a hard cap of 700 tickets, entrant display fees at $795, and sold-out VIP components) and corporate sponsorships from a portfolio of 20+ luxury brands across automotive, aviation, marine, jewelry, wine, and lifestyle verticals. The ticketing platform is Ticketspice, with password-gated invitation entry and direct-to-consumer online sales. The company maintains an active content library of annual commemorative magazines (2015-2024), earned media coverage in regional luxury publications, and an email newsletter funnel.

The Palm Event is a privately held, owner-operated lifestyle business headquartered in Palm Beach Gardens, Florida, led by President Scott Shrader and Vice President of Business Development Tara Meredith. It maintains a small team of 1-10 employees, holds a designated charity partnership with Place of Hope for 2025, and has no disclosed institutional investment, parent company, or subsidiary structure. Its competitive position rests on exclusive venue access, an 11-year brand track record, and a curated community of returning collectors and luxury sponsors.

Name

The Palm Event

Legal name

Palm Beach Car Club, LLC

Website

https://thepalmevent.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Palm Event is an invitation-only annual motorsports lifestyle weekend held in Palm Beach, Florida, producing a VIP welcome party, vintage rallye, and Mar-a-Lago car display for high-net-worth automotive collectors and luxury brand sponsors.

Ownership category

akta.pro rank

Product category

Luxury Automotive Events

NAICS

All Other Amusement and Recreation Industries (713990), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

akta.pro secondary industries

Cultural & Community Festivals (Ticketed) (THAJAFAI), Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL)

Keywords

• Luxury automotive events
• Classic car concours
• Motorsports lifestyle weekends
• Vintage car rallies
• High net worth enthusiast events

Headquarters

HQ city

Palm Beach Gardens

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Ticket Sales: Revenue generated from selling tickets to the annual motorsports weekend event, including general admission, VIP packages, and entrant fees for car display participants.
2. Corporate Sponsorships: Revenue from luxury brand sponsors including automotive manufacturers, financial institutions, and lifestyle companies that support the event in exchange for brand exposure to affluent attendees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Palm Event produces an annual three-day luxury motorsports celebration in Palm Beach, FL, featuring a Friday VIP Welcome Party at the Henry Morrison Flagler Museum, a Saturday Vintage Rallye driving tour, and a Sunday Historic Display of vintage, exotic, and hypercars on the Mar-a-Lago lawn. The event sells tickets, weekend packages, and Entrant Display Program slots to high-net-worth automotive enthusiasts and collectors, supplemented by corporate sponsorships from luxury brands.

Product overview

The Palm Event is a single unified event product—a premier weekend motorsports celebration held annually in Palm Beach, Florida. The core offering consists of three integrated event components: the VIP Welcome Party on Friday evening at the Henry Morrison Flagler Museum, the Vintage Rallye driving tour on Saturday, and the Historic Display at Mar-a-Lago on Sunday. Additional products include event tickets sold through Ticketspice, the Entrant Display Program for car owners to showcase vehicles, and commemorative magazines documenting each year's event.

Differentiator

Problem solved

Functional benefit

Products and services

• The Palm Event Weekend (Annual Motorsports Celebration) A three-day weekend celebration of motorsports held in Palm Beach, FL, featuring a Friday VIP Welcome Party at the Henry Morrison Flagler Museum, a Saturday Vintage Rallye driving tour, and a Sunday Historic Display of vintage and exotic automobiles at Mar-a-Lago, combined with gourmet food, fine wines, fashion, and art. Targeted at high-net-worth automotive enthusiasts and collectors.
• VIP Welcome Party Friday evening kickoff event held at the Henry Morrison Flagler Museum, featuring handcrafted hors d'oeuvres and prestigious wine pairings for attendees of The Palm Event weekend. Targeted at high-net-worth automotive enthusiasts and collectors.
• Vintage Rallye Saturday driving tour component of The Palm Event, emphasizing the history of Palm Beach and featuring participating vintage vehicles. Targeted at approved vehicle owners and weekend attendees.
• Historic Display at Mar-a-Lago Sunday marquee event of The Palm Event, held on the Mar-a-Lago lawn, showcasing fine automobiles from the past century alongside food, wine, fashion, and art. Limited to 700 tickets and invitation-only. Targeted at high-net-worth automotive enthusiasts and collectors.
• Entrant Display Program Car entrant program allowing approved vehicle owners to display their vintage, exotic, or hypercar at the Historic Display at Mar-a-Lago. Includes two event credentials, a collectible poster, gift bag, and early event access, with eligibility for the People's Choice Award. $795 entry fee (value $1,390).
• Event Tickets and Weekend Packages Ticket packages and individual event access for The Palm Event weekend celebration, including Historic Display general admission at $695 per person, weekend packages combining the VIP Welcome Party, Vintage Rallye, and Historic Display, and group pricing. Sold directly through thepalmevent.ticketspice.com.
• Commemorative Magazines Annual commemorative magazines published for each Palm Event year from 2015 through 2024, documenting featured vehicles and event history, available as downloadable PDFs from the press page.

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered primary, flagship, core and minor.

• Place of HopeprimaryOthers · 1 January 2025The Palm Event's designated charity partner for 2025. Place of Hope is the largest faith-based family-style, state-licensed children's organization in South Florida, providing foster care, family outreach, maternity care, and support for victims of domestic minor sex trafficking.
• The Mar-a-Lago ClubflagshipStrategic or Co-development Partner · 1 January 2025Venue partner for the Historic Display event on Sunday, March 16, 2025. The prestigious Mar-a-Lago lawn serves as the primary display location for the vintage and exotic car showcase.
• Henry Morrison Flagler MuseumcoreStrategic or Co-development Partner · 1 January 2025Venue partner for the VIP Welcome Party on Friday, March 14, 2025. Historic landmark museum serving as the elegant kickoff venue for the weekend event.
• AirshareminorGTM or Marketing Partner · 1 January 2025Aviation partner sponsoring the event with logo placement on sponsor page.
• MarineMaxminorGTM or Marketing Partner · 1 January 2025Luxury yacht dealer and marine services provider as event sponsor.
• Rolls-Royce Palm BeachminorGTM or Marketing Partner · 1 January 2025Luxury automotive brand as event sponsor with logo placement.
• Lamborghini Palm BeachminorGTM or Marketing Partner · 1 January 2025Luxury automotive brand sponsor with logo placement.
• Pininfarina Palm Beach (Braman Motor Cars)minorGTM or Marketing Partner · 1 January 2025Luxury automotive brand sponsor.
• Barrett-JacksonminorGTM or Marketing Partner · 1 January 2025Classic car auction company as event sponsor.
• ChopardminorGTM or Marketing Partner · 1 January 2025Luxury watch and jewelry brand sponsor.
• Caymus VineyardsminorGTM or Marketing Partner · 1 January 2025Wine sponsor providing premium wines for the event.
• Penfolds WineminorGTM or Marketing Partner · 1 January 2025Exclusive wine sponsor providing premium Australian wines.
• Bentley Palm BeachminorGTM or Marketing Partner · 1 January 2025Luxury automotive brand sponsor.
• Furia CorsaminorGTM or Marketing Partner · 1 January 2025Luxury automotive performance brand sponsor.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Barrett-Jackson Collector Car Auctions: Barrett-Jackson is the largest collector car auction company in the US, hosting televised classic car auctions that attract enthusiasts and collectors. As a confirmed event sponsor of The Palm Event, it sits at the intersection of collector automotive events and overlaps on target audience though its primary model is auction rather than concours.

Direct peers

• Hilton Head Island Concours d'Elegance: Hilton Head Island Concours is an annual judged vintage car concours in the Southeast US, combining classic automobile displays with charity fundraising. It is a comparable regional luxury concours with similar charitable and lifestyle elements to The Palm Event.
• Goodwood Revival: Goodwood Revival is an annual period-themed celebration of vintage motorsport held at the Goodwood Circuit in the UK, combining historical racing with luxury hospitality. It shares The Palm Event's blend of vintage cars, period atmosphere, and high-end hospitality offering.
• Boca Raton Concours d'Elegance: Boca Raton Concours d'Elegance is a Florida-based charity classic car event featuring judged vintage automobiles and luxury hospitality. It directly competes in the same South Florida HNW collector market with a similar charity-driven luxury event format.
• Audrain Newport Concours & Motor Week: Audrain Newport Concours is an invitation-only luxury classic car event held in Newport, RI, featuring vintage automobiles, concours judging, and luxury lifestyle programming. Its exclusive, ticketed format targeting HNW collectors is directly comparable to The Palm Event.
• The Quail, A Motorsports Gathering: The Quail Motorsports Gathering is an exclusive, ticketed luxury car event held during Monterey Car Week, featuring vintage and exotic automobiles alongside gourmet food and wine. Its invitation-only, limited-capacity luxury lifestyle format is highly comparable to The Palm Event's Historic Display model.
• Amelia Island Concours d'Elegance: Amelia Island Concours is a major annual classic car concours in Florida featuring judged vintage vehicles, auctions, and luxury hospitality. It is one of the most established Florida-based luxury automotive events directly comparable to The Palm Event's value proposition.
• Goodwood Festival of Speed: Goodwood Festival of Speed is a major annual motorsport celebration featuring vintage racing, hill climbs, and luxury automotive displays. It is the global flagship for celebrating motorsport heritage with HNW collectors and enthusiasts, making it a strong international comparable.
• Pebble Beach Concours d'Elegance: The Pebble Beach Concours d'Elegance is the most prestigious annual classic car concours in the world, featuring judged vintage automobiles on a world-class venue. It is the benchmark luxury concours event for vintage car collectors and a primary aspirational peer for The Palm Event.
• Cavallino Classic: Cavallino Classic is a multi-day Ferrari-focused automotive lifestyle event held annually in Palm Beach, FL, featuring vintage racing, concours judging, and luxury hospitality. It directly competes with The Palm Event in the same geography for the same HNW classic car collector audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ThePalmEvent
• LinkedInlinkedin.com/company/thepalmevent

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Palm Event