What Pebble Beach Concours d'Elegance does

Pebble Beach Concours d'Elegance is a privately held, annual single-day classic car competition and exhibition held on the 18th fairway of Pebble Beach Golf Links in Pebble Beach, California, founded in 1950 and operated by Pebble Beach Company. The Concours invites approximately 200–230 historically significant automobiles from 16–21 countries each August, judged by a Selection Committee of about 15 automotive experts led by Chief Judge Chris Bock, with Best of Show and class awards culminating the event; the 74th edition was held in 2025 and the 75th is scheduled for August 16, 2026. It serves three core constituencies: classic car collectors/owners (entrant participants), automotive enthusiasts and connoisseurs (spectators, ticket and merchandise buyers via theconcoursstore.com), and luxury automotive and lifestyle brands (flagship sponsors including Rolex, WeatherTech, Hagerty, Lexus, Genesis, INFINITI, Mercedes-Benz USA, Credit Suisse, AIG, and BridgePoint). The supporting event portfolio — Pebble Beach Tour d'Elegance (Rolex-presented), Pebble Beach RetroAuto, Pebble Beach Classic Car Forum, Pebble Beach Motoring Classic, Pebble Beach Concours Village, Pebble Beach Auctions (presented by Gooding & Company, which realized $76M–$107M annually from 2019 to 2022), INSIDER Magazine, and the official Concours Store — extends the offering across Automotive Week.

The business model combines ticket and merchandise sales (one-time, via the official store), a multi-tier corporate sponsorship stack (venue, display/debut, award ceremony, gift, transportation sponsorships), charity drawing proceeds directed to Boys & Girls Clubs of Monterey County and the Pebble Beach Company Foundation, and indirect transaction-fee economics via Gooding & Company as the official auction house. The Concours raised a record $4 million for charity in 2025 and has raised more than $35 million cumulatively since 1950 for 95+ local youth-focused nonprofits, which is also a core brand and ESG positioning lever. Underlying technology is event-management and livestream production rather than a software platform; core capabilities include a livestream partnership with WeatherTech, Hagerty, and Torque Media Group for global broadcast, official websites (pebblebeachconcours.net, theconcoursstore.com), and a registered trademark and trade-dress portfolio owned by Pebble Beach Company covering the event, ancillary events, the golf course, and The Lodge at Pebble Beach. Distribution is event-driven and direct-to-consumer, supplemented by earned media in outlets such as the Los Angeles Times, Forbes, and CNET.

Name

Pebble Beach Concours d'Elegance

Legal name

Pebble Beach Company

Website

https://pebblebeachconcours.net

Company type

Private

Founded year

1950

Operating status

Operating

Short description

Pebble Beach Concours d'Elegance is a privately held annual classic-car competition founded in 1950 and operated by Pebble Beach Company, inviting roughly 200 historically significant automobiles to Pebble Beach Golf Links each August. It serves collectors, automotive enthusiasts, and luxury-brand sponsors, monetizing via tickets, multi-tier sponsorships, and Gooding & Company auction commissions.

Ownership category

akta.pro rank

Product category

Classic Car Concours / Automotive Events

NAICS

Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Classic car concours
• Collector car shows
• Automotive concours event
• Luxury automotive events
• Historic vehicle judging

Headquarters

HQ city

Pebble Beach

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, Infrastructure, Others

Revenue model

1. Ticket Sales: Sale of tickets and merchandise through the official concours store (theconcoursstore.com) for event admission, Forum tickets, and collectibles
2. Sponsorship: Corporate sponsors pay for various sponsorship opportunities including venue sponsorships, display & debut sponsorships, award ceremony sponsorships, gift sponsorships, and transportation sponsorships. Sponsors gain visibility at the world's premier automotive event.
3. Official Auction Commission: Gooding & Company serves as the official auction house, realizing significant sales volumes ($76M+ in 2019, $107M+ in 2021, $105M+ in 2022) from collector car auctions during Pebble Beach Automotive Week
4. Charity Drawings: Annual charity drawings where participants purchase tickets (e.g., $100 each, 3,000 tickets available) for chances to win vehicles donated by sponsors. Proceeds benefit Boys & Girls Clubs of Monterey County and other local charities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Pebble Beach Concours d'Elegance is the world's premier classic car competition, held annually on the third Sunday of August at Pebble Beach Golf Links in California. The event showcases the most rare and historic automobiles on the 18th fairway and is supported by a week of partner events including driving tours, auctions, forums, and exhibitions. The event is a 501(c)(3) nonprofit with proceeds from charity drawings supporting youth and at-risk children in Monterey County.

Product overview

Pebble Beach Concours d'Elegance operates as a unified event portfolio centered on the annual premier automotive celebration at Pebble Beach Golf Links in California. The core offering is the Pebble Beach Concours d'Elegance itself, a prestigious classic car competition and exhibition. Supporting products include the Pebble Beach Tour d'Elegance (presented by Rolex), Pebble Beach RetroAuto (memorabilia exhibition), Pebble Beach Classic Car Forum (expert panels), Pebble Beach Motoring Classic (driving tour), Pebble Beach Auctions (presented by Gooding & Company), INSIDER Magazine (digital publication), and Official Merchandise via the Concours Store. Since its founding in 1950, the event has raised over $23 million in charitable donations for local Monterey County charities.

Differentiator

Problem solved

Functional benefit

Products and services

• Pebble Beach Concours d'Elegance The flagship annual classic car competition held on the third Sunday of August at Pebble Beach Golf Links, showcasing rare and historic automobiles judged on the 18th fairway. Open to ticket-buying spectators and members, and to invitation-only entrants.
• Pebble Beach Tour d'Elegance A driving event held on closed roads around the Monterey Peninsula in the days leading up to the Concours, presented by Rolex. Open to the public to view along the route.
• Pebble Beach RetroAuto A curated two-day exhibition of exceptional automotive memorabilia, art, and historically significant vehicles held during Concours Week. Provides additional exhibition space for collectors and enthusiasts.
• Pebble Beach Classic Car Forum Presented by The Stoddard, the Classic Car Forum offers panel discussions with luminaries from the collector-car world during Concours Week. Aimed at automotive enthusiasts and industry participants.
• Pebble Beach Concours Village Located in the gardens behind the Lodge at Pebble Beach, Concours Village showcases manufacturers and merchants and presents the latest in motoring luxury.
• Pebble Beach Motoring Classic A 1,500-mile, multi-day driving experience from Kirkland, Washington to Pebble Beach featuring concours-winning vehicles. A premier enthusiast rally restricted to concours-winning cars.
• Auctions During Pebble Beach Week Partnered classic car auctions held during Concours Week, including those operated by Gooding & Company, the official auction partner of the Pebble Beach Concours d'Elegance.
• INSIDER Magazine The official magazine of the Pebble Beach Concours d'Elegance, featuring articles, photography, and event coverage related to the Concours.

Quantifiable outcome

• $35+ million raised for charity since 1950
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered flagship and core.

• WeatherTechflagshipGTM or Marketing Partner · 20 July 2022Presenting partner for the official Pebble Beach Concours livestream, enabling global broadcast of the event.
• HagertyflagshipGTM or Marketing Partner · 20 July 2022Partner for livestream coverage of Pebble Beach Concours, hosting the broadcast at pebble.hagerty.com. Hagerty CEO McKeel Hagerty noted honor in offering the livestream.
• Torque Media GroupcoreGTM or Marketing Partner · 20 July 2022Production partner for Pebble Beach Concours livestream. Justin Bell and Tommy Kendall of The Torque Show serve as hosts.
• Gooding & CompanycoreStrategic or Co-development PartnerOfficial auction house of the Pebble Beach Concours d'Elegance, conducting annual Pebble Beach Auctions. Realized over $105 million in sales in 2022 and $107 million in 2021.
• RolexflagshipGTM or Marketing PartnerPresenting sponsor of Pebble Beach Tour d'Elegance, the scenic prerally event that precedes the main concours.
• LexusflagshipGTM or Marketing PartnerOngoing sponsor of Pebble Beach Concours d'Elegance and Preferred Vehicle of Pebble Beach Resorts. Donated vehicles for charity drawings including 2021 LC 500 Convertible.
• Genesis Motor AmericacoreGTM or Marketing PartnerDonated 2022 Genesis GV70 3.5T AWD Sport for charity drawing benefitting local nonprofits.
• INFINITI USAcoreGTM or Marketing PartnerDonated 2022 Infiniti QX Luxe AWD for charity drawing benefitting local nonprofits.
• Mercedes-Benz USAcoreGTM or Marketing PartnerDonated 2021 Mercedes-Benz GLE 250 SUV for charity drawing benefitting local nonprofits.
• Boys & Girls Clubs of Monterey CountycoreOthersLongtime charitable partner receiving proceeds from annual charity drawings and direct donations. Received over $225,000 from 2020 charity drawing.
• Pebble Beach Company FoundationflagshipOthersPrimary charitable partner of the Pebble Beach Concours d'Elegance, distributing funds to 90+ local youth-focused nonprofits.
• Credit SuissecoreGTM or Marketing PartnerPresenter of Pebble Beach Classic Car Forum, part of the week of automotive events.
• AIGcoreGTM or Marketing PartnerPresenter of Pebble Beach Classic Car Forum, part of the week of automotive events.
• BridgePointcoreGTM or Marketing PartnerPresenter of Pebble Beach Classic Car Forum, part of the week of automotive events.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Barrett-Jackson: Major collector car auction company headquartered in Scottsdale, Arizona, focused primarily on American muscle and classic cars. Comparable as a high-profile collector car auction business but with a more transactional, mass-market focus than the Concours' invitation-only judging format.

Others

• Gooding & Company: Official auction house of the Pebble Beach Concours d'Elegance, realizing $76M-$107M annually during Monterey Car Week. Comparable as the embedded auction partner generating significant transaction volume for the parent event.
• RM Sotheby's: Major collector car auction house with significant Monterey Car Week presence. Comparable as an adjacent monetization channel at the same event window with similar auction commission economics and high-end clientele.
• Hagerty: Collector car media, insurance, and events company and livestream partner of the Concours. Comparable as an ecosystem participant serving the same collector car enthusiast audience with media, events, and financial services.
• Bonhams Cars: Global auction house with significant collector car auction business, including Monterey Car Week sales. Comparable as an adjacent collector car transaction platform serving the same high-end clientele with auction commission economics.

Direct peers

• Goodwood Motor Circuit (Festival of Speed & Revival): Operates two of the world's most prestigious annual automotive events (Festival of Speed and Revival) on the Goodwood estate in the UK. Directly comparable as a marquee classic/collector car experience with global audience, multiple monetization streams, and event-week programming.
• Amelia Island Concours d'Elegance: Major annual concours d'elegance held in Florida, featuring rare collector cars and judged competition. Comparable as a top-tier North American classic car judging event with similar collector community, auction partnerships, and charitable mission.
• The Quail Motorsports Gathering: Exclusive luxury automotive event held during Monterey Car Week with limited attendance, judged classes, and premium hospitality. Directly comparable as a high-end concours-style experience targeting the same collector and enthusiast audience.
• Cavallino Classic: Premier Ferrari-focused concours and racing event held annually in Florida. Comparable as a judged classic car event with collector car judging, racing components, and luxury hospitality targeting affluent enthusiasts.
• Concorso d'Eleganza Villa d'Este: Annual concours d'elegance held at Villa d'Este on Lake Como, Italy. Directly comparable as one of the world's most prestigious invitation-only classic car judging events with similar collector audience, BMW sponsorship, and global media coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PebbleBeachConcours
• Facebookfacebook.com/pebblebeachconcours
• LinkedInlinkedin.com/company/pebble-beach-concours
• Instagraminstagram.com/pebblebeachconcours

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 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 Pebble Beach Concours d'Elegance