MONTEREY – The annual multi-day Classic Car Week is putting the rubber to the road after being garaged last year due to the COVID-19 pandemic. Optimistic organizers are tentatively scheduling events as Monterey County emerges after more than a year from the grips of the ongoing health issue.
“With the state’s recent announcement that restrictions could lift as of June 15, it is looking very promising for Monterey Car Week and Pebble Beach Resort’s Concours d’Elegance,” said Rob O’Keefe, Monterey County Convention and Visitors Bureau president and CEO. “Hotels are beginning to see an increase in interest and bookings while offering flexibility in case anything would change.”
Most event organizers are moving forward with planning, pending restrictions, with events scheduled from Aug. 6-15.
The Convention and Visitors Bureau said a list of events is being worked on but is not ready to share yet. As in previous years, the bureau is working with event planners to create a comprehensive schedule that is as useful to residents to include possible road closures or traffic disruptions. Visit the SeeMonterey.com website for updates.
WeatherTech Raceway Laguna Seca’s Monterey Car Week Kick-Off on Aug. 6 will start to rev the engine of the iconic auto celebration showcasing about 30 classic race cars on Alvarado Street in Monterey.
“We’ll be bringing the show to the locals,” said Barry Toepke, WeatherTech Raceway Laguna Seca spokesman. “We’ll take the flavor of what we do to the downtown of Monterey.”
Also scheduled for that day is the Concours at Pasadera which will have its own launch event for Car Week with its Concours Exhibition followed by a dinner at the Club at Pasadera.
“We’re very optimistic about how things are shaping up,” said Toepke. “Ticket sales are going well.”
Those sales are understandably behind what they were in 2019 due to the uncertainties associated with not being out from under COVID-19 completely, but his organization is looking forward to conducting events and seeing the local economy get a shot in the arm, Toepke said.
John Narigi, WeatherTech Raceway Laguna Seca president and general manager said his organization plans to have a “first-class event with other major partners involved that is safe for visitors and the community” including the Monterey Pre-Reunion on Aug. 7-8, and the Rolex Monterey Motorsports Reunion running Aug. 12-15.
Much is riding on the successful execution of the series of events that will be slated for Classic Car Week even with the probable necessity for continued health and safety protocols.
“For the Monterey County Convention and Visitors Bureau and our entire community, a good outcome is essential,” said O’Keefe. “This includes safe and responsible visitation more than ever before. A strong showing will benefit our hotels and hospitality businesses that will in turn benefit hospitality employees and our greater communities.”
In a 2014 survey of the impact of Classic Car Week on the local economy, it was estimated about 85,000 visitors flock to the event, spend approximately $53.5 million, and generate about $4.8 million in taxes.
It should be noted that those figures include international travelers, a segment of Classic Car Week that will likely be missing from this year’s events due to the pandemic’s continued impact on travel and the slow recovery of international tourists to the U.S. that declined 74% in 2020 compared to the previous year.
Several car-themed events from shows to auctions are usually planned throughout Classic Car Week culminating in the grand finale – the 70th Pebble Beach Concours d’Elegance – on Aug. 15, where, since 1950 car enthusiasts and collectors gather to see which of the most elegant classic cars will be crowned Best of Show.
The 2019 Pebble Beach Concours d’Elegance raised $2,112,000 for charity, an all-time high matched in 2018. Since its founding, the Concours d’Elegance has raised about $30 million in charitable donations. In 2020, even as Concours events were canceled along with all other Car Week events due to the global pandemic, the Pebble Beach Concours d’Elegance still managed to raise more than $1.2 million for charity.
Pebble Beach Concours Chairman Sandra Button said the organization is excited to welcome collector cars, as well as the people who care for them, back to Pebble Beach.
“At this point, we’re optimistic that the Concours will happen, and we’re thankful for that,” said Button. “As this past year has shown, the Pebble Beach Concours is more than a gathering with friends to celebrate great cars. It also brings much-needed funds to many businesses in this community and it raises a substantial amount of donations for local charities.”
About 200 cars are part of the show field. This year, about half of prior Concours Best of Show cars plan to return for the 70th celebration. Though those cars will not be competing, they will be on hand to welcome the next crowned winner. All of the overall winners of the early Pebble Beach Road Races will also be headed to the Concours show field.
Button said the events planned for Pebble Beach will be following any official regulations and health guidelines in place at the time to protect participants. Those events include the Pebble Beach Tour d’Elegance on Aug. 12, Classic Car Forums Aug. 12-14 as well as RetroAuto the same days, Pebble Beach Auctions Aug. 13-14, and the Pebble Beach Concours d’Elegance on Aug. 15.
“We are also developing plans for our Concours Media Center and our Concours Awards Show Livestream presented by WeatherTech, so the Pebble Beach Concours can be shared with enthusiasts who might not be able to attend in person this year,” said Button.
Monterey County Hospitality Association chair Janine Chicourrat said this will be the single most important week of the year and reports her organization is looking forward with great anticipation.
“It’s uplifting. I’m optimistic it’s going to be a great week,” said Chicourrat who added she believes that people are feeling pent up so the demand to get out is there. “People are ready to get back to their lives and travel is huge for people. It’s how we’re wired. We’re social creatures.”
Chicourrat is also managing director of the Portola Hotel and Spa in downtown Monterey. The hotel is next to the Monterey Conference Center, and Custom House Plaza, and steps from Fisherman’s Wharf.
“People are planning to be here for Car Week and we’re seeing an uptick in reservations,” said Chicourrat. “I wouldn’t be surprised to see it’s close to 2019 levels.”
RM Sotheby’s holds events at the Portola Hotel and Spa as well as displaying its cars at Custom House Plaza.
Ian Kelleher, RM Sotheby’s chief marketing officer said his organization is keeping its schedule with a planned return to Monterey for Classic Car Week and is currently inviting consignments for its Aug. 13-14 event.
Kelleher said some clients are hesitant to commit at this point and will have to gauge their comfort level with live auctions even with masks and social distancing.
RM Sotheby’s held a successful online Monterey auction last year.
“Clients like it and it has become the industry standard now but you won’t see $10-, $15- or $20-million cars in that atmosphere,” said Kelleher. “I’ve seen some exciting auction closure online sales, but that is not the same as sitting in a room watching two or three bidders compete for expensive cars.”
In 2015, RM Sotheby’s achieved a record in Monterey for any live car auction generating $173 million in sales including the top sale of a 1964 Ferrari 250 LM at $17.6 million.
In 2018, it set another world record with the $48,405,000 sale of a 1962 Series II Ferrari 250 GTO that sold at the RM Sotheby’s Sports and Classics of Monterey auction at the Monterey Conference Center at Portola Hotel and Spa.
Though there is an air of cautious optimism going into the 2021 Classic Car Week, some events have opted to not roll out again this year such as the Carmel Mission Classic and Automobilia Monterey.
The Mission Classic was canceled “due to the uncertainty of the COVID-19 pandemic and restrictions, and concern for the safety of all our participants,” according to a statement on the Carmel Mission Classic website from Frank DiPaola, event chairman.
Likewise, Automobile Monterey 2021 issued a statement announcing that it canceled what would have been its 18th year “due to continuing COVID-19 governmental regulations, particularly restricting large indoor events, and a primary concern for the health and safety of all vendors, staff, and attendees.”
Toepke said he thinks Car Week will set the tone for the rest of the year and is important that the local economy gets a jolt as well as the regional charities that benefit greatly from events held during Classic Car Week.
Visit tinyurl.com/58m3t7dy for updates to 2021 Car Week events and races.
