What Motorlux does

Motorlux is the flagship annual automotive and aviation experience event operated by Hagerty Events, LLC, a subsidiary of The Hagerty Group, LLC. Held each August at the Monterey Jet Center during Monterey Car Week, the event curates rare automobile and aircraft displays on an active tarmac, paired with culinary offerings from more than 25 California chefs and restaurants and pours from 40+ wine, spirits and beverage partners. Standard adult admission is priced at $825, with ancillary products including $225 VIP tarmac parking and, newly introduced in 2026, a private Motorlux VIP Cabana for up to 10 guests featuring curated bottle service and caviar.

The business operates as a single annual, single-venue event rather than a technology platform. Revenue is generated through two primary streams: ticket sales via the Motorlux website, and corporate sponsorships tiered from $10k to $150k+ drawn from automotive manufacturers, aviation companies, financial services firms (e.g., Northern Trust) and lifestyle brands. The event does not maintain a proprietary software product, app or digital platform beyond the ticket-commerce website, newsletter subscription, and Instagram/Facebook social channels. A vehicle and aircraft submission portal handles curator selection for marque-themed exhibits (e.g., Bugatti "Le Pur-Sang des Automobiles," Jaguar E-Type "The Coventry Collection," Italian V-12 "DODICI").

Motorlux traces its heritage to McCall's Motorworks Revival, founded in 1991. Hagerty assumed stewardship in 2022 and rebranded the property as Motorlux in 2023. The company is governed by Michigan law (Hagerty Events, LLC) with McKeel Hagerty as Chairman, Marc Burns as CMO, and a dedicated events organization led by SVP of Events Derek Prechtl. Go-to-market is event-driven and relationship-driven, leveraging Hagerty's Drivers Club membership base of 400,000+ collector-car enthusiasts and bundled access to Broad Arrow Auctions for ticket holders.

Name

Motorlux

Legal name

Hagerty Events, LLC

Website

https://motorlux.com

Company type

Private

Founded year

1991

Operating status

Operating

Short description

Motorlux is an annual premium automotive and aviation experience event held during Monterey Car Week at the Monterey Jet Center, operated by Hagerty Events, LLC, serving high-net-worth collectors through curated vehicle displays, culinary partners and tiered sponsorship packages.

Ownership category

akta.pro rank

Product category

Luxury Automotive Events

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

akta.pro secondary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Luxury automotive events
• Collector car showcases
• Aviation display experiences
• Automotive lifestyle events
• Concours d elegance

Headquarters

HQ city

Monterey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue from selling tickets to the annual Motorlux event. Standard adult tickets are priced at $825 with additional VIP experiences including tarmac parking ($225) and exclusive cabanas for up to 10 guests with premium bottle service.
2. Sponsorships: Corporate sponsorships from automotive brands, financial services, aviation companies, and lifestyle brands. Sponsorship tiers range from $10k-$150k+ as outlined in the sponsorship prospectus.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Motorlux produces and sells tickets to a single annual premium automotive and aviation experience event held during Monterey Car Week at the Monterey Jet Center in Monterey, California. The event combines curated displays of rare automobiles and aircraft on an active tarmac with culinary experiences from California's celebrated chefs, premium wines and spirits, live entertainment, and networking for high-net-worth collectors and enthusiasts. Revenue is generated through tiered ticket sales ($825 adult admission, $225 VIP Tarmac Parking, premium VIP Cabana for up to 10 guests) and corporate sponsorships.

Product overview

Motorlux offers a single unified product: an annual premium automotive and aviation experience event held during Monterey Car Week at the Monterey Jet Center. The core offering is the Motorlux Event itself, featuring rare automobile and aircraft displays paired with exceptional culinary experiences. Optional premium add-ons include the Motorlux VIP Cabana (exclusive private hospitality spaces with luxury amenities), ticket purchases with various tiers, and a vehicle/aircraft submission system for collectors wanting to display their vehicles. The event is sponsored and operated by Hagerty, an automotive lifestyle and insurance company.

Differentiator

Problem solved

Functional benefit

Products and services

• Motorlux Event Annual immersive automotive and aviation experience held during Monterey Car Week at the Monterey Jet Center, featuring curated displays of rare automobiles and aircraft, themed culinary offerings from California's celebrated chefs, premium wines and cocktails, live entertainment, and dancing. Targeted at high-net-worth automotive collectors and enthusiasts.
• Motorlux VIP Cabana Private raised cabana experience for up to 10 guests offering dedicated host service, curated bottle service including Moët & Chandon and Belvedere Vodka, Tsar Nicoulai caviar, artisan chocolate, 10 VIP tickets, 5:00 PM early entry, and 5 on-tarmac parking passes. Price available upon inquiry.
• Motorlux Tickets Ticket options for the Motorlux event including general admission adult (21+) tickets at $825 and VIP Tarmac Parking passes at $225. Ticket holders receive access to Broad Arrow Auction bidder registration at The Quail.
• Vehicle & Aircraft Submission Registration and curation system that allows collectors and owners to submit vehicles or aircraft for consideration in Motorlux's themed display classes, reviewed by the selection committee with selections announced by July 6 and acceptance letters sent by July 13.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• HagertyflagshipStrategic or Co-development Partner · 1 January 2022Hagerty is the presenting sponsor and steward of Motorlux since 2022. The company transformed McCall's Motorworks Revival into Motorlux and manages all aspects of the event. Hagerty is a leading insurance provider and enthusiast platform for collector vehicles.
• Broad Arrow GroupcoreGTM or Marketing PartnerBroad Arrow Group is an event sponsor providing auction services. Motorlux ticket holders receive access and bidder registration for the Broad Arrow Auction at The Quail (August 13-14).
• Mobil (Love of Driving)minorGTM or Marketing PartnerEvent sponsor as part of the 2026 sponsor roster.
• FlyHouseminorGTM or Marketing PartnerEvent sponsor, appearing alongside aviation-related sponsors indicating potential partnership in aircraft display activities.
• Reliable CarriersminorGTM or Marketing PartnerEvent sponsor providing vehicle transportation services for the event.
• XPELminorGTM or Marketing PartnerEvent sponsor - automotive protection/tint film brand.
• Northern TrustminorGTM or Marketing PartnerEvent sponsor - wealth management firm targeting high-net-worth attendees.
• West AirminorGTM or Marketing PartnerEvent sponsor - aircraft sales company.
• Cirrus AircraftminorGTM or Marketing PartnerEvent sponsor providing aircraft display at the event.
• RUF AutomobileminorGTM or Marketing PartnerEvent sponsor - German automotive manufacturer specializing in high-performance Porsche-based vehicles.
• HondaJetminorGTM or Marketing PartnerEvent sponsor providing aircraft display at the event.
• CzingerminorGTM or Marketing PartnerEvent sponsor - high-performance hybrid vehicle manufacturer.
• EarthRoamerminorGTM or Marketing PartnerEvent sponsor - expedition vehicle manufacturer.
• California's Celebrated Chefs and Food PartnerscoreOthersOver 25 food and beverage partners including Michelin-recognized restaurants, James Beard Award winners, and acclaimed local chefs. Partners include Alejandro's, Baker's Bacon, The Grove Felton, Home Soquel, Jerome's Carmel Valley Market, La Playa Hotel, Lady & Larder, Restaurant Maligne, Marianne's Ice Cream, Michelle Kneads Dough, Montrio Bistro, Pacific Bowls & Rolls, Qouign Chocolates, Rio Grill, Robbie's Ocean Fresh Seafood, Roy's at Pebble Beach, Rudofo's Eatery, Sherwood Country Club, Sleight of Hand Pizza, Tarpy's, The C Restaurant & Bar, The Meartery Seaside, The Pocket, Toro Sushi, Tsar Nicoulai Caviar, and Woody's Monterey Airport.
• Wine, Spirits and Beverage PartnerscoreOthersOver 40 beverage partners including Adobe Road Wines, Assb (brewery), Aperol, Aperture Cellars, Caymus, Champagne Billecart-Salmon, Duckhorn, Flowers Winery, Galante Vineyards, Graffeo Coffee, Gray Whale Gin, Guinness, HeavenSake, Holman Ranch, Joyce Wine Co., Louis Latour, Merry Edwards, Miraval, Pisoni Vineyards, ROAR Wines, Robert Craig Wine, Shafer Vineyards, Silver Oak, Sapporo, and William Grant & Sons (Glenfiddich).

Scale indicators1 record

Expansion highlights4 records

Direct peers

• Pebble Beach Concours d'Elegance: The flagship Sunday concours of Monterey Car Week, attracting the same HNW collector audience, premium automotive displays, and luxury sponsors as Motorlux. The two events are positioned as bookends of the same week and compete for attendee mindshare and vehicle submissions.
• Amelia Island Concours d'Elegance: Major US concours held each March in Florida, also owned and operated by Hagerty. Same parent, same model (curated vehicle displays, premium ticketing, sponsor activation), giving Hagerty a portfolio approach to its concours event business.
• Cavallino Classic: Invitation-only Ferrari and Italian sports car event featuring curated displays, premium hospitality, and an HNW collector audience. Comparable scale, ticket pricing, and editorial curation approach to Motorlux.
• The Quail, A Motorsports Gathering: Ticketed Friday luxury automotive lifestyle event during Monterey Car Week featuring curated vehicle displays, fine dining, and premium hospitality. Motorlux ticket holders even receive Broad Arrow Auction bidder registration access at The Quail, indicating deep product overlap and audience overlap.
• Concorso d'Eleganza Villa d'Este: Long-established European concours d'elegance held at Lake Como featuring rare automobiles, invitation-only HNW attendees, and high-end hospitality. Comparable premium positioning, ticket-based access, and curated vehicle submissions as Motorlux.
• Goodwood Festival of Speed: Premier annual motorsport and automotive lifestyle event featuring rare vehicles, manufacturer activations, premium hospitality, and curated culinary experiences. Closest international analogue to Motorlux in combining heritage motorsport content with luxury hospitality and brand sponsorship monetization.
• Hampton Court Concours of Elegance: UK-based premium concours event featuring curated rare vehicles, royal venue setting, and HNW collector attendance. Closest European peer to Motorlux in combining concours heritage with modern luxury hospitality and ticketed premium access.

Others

• Broad Arrow Group: Hagerty-owned collector car auction house that runs the Broad Arrow Auction at The Quail during Monterey Car Week. Directly adjacent ecosystem participant: Motorlux ticket holders receive bidder registration access, making it a sister brand rather than a competitor.

Emerging players

• Audrain's Newport Concours & Motor Week: Newer luxury automotive lifestyle week in Newport, RI combining concours, tours, and evening hospitality events. Targets a similar HNW audience with multi-day programming and is a credible emerging competitor to the Monterey Car Week format.
• RADwood: Lifestyle event series celebrating 1980s-90s performance cars with premium hospitality, sponsor activations, and a similarly curated enthusiast demographic. Also part of the broader Hagerty event portfolio and serves as a more accessible sibling brand to Motorlux.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/motorluxofficial
• Instagraminstagram.com/motorluxofficial?igsh=dHBsOXYzZm1jOGFq

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Motorlux