Living Grand in Monterey
Monterey Car Week is an iconic annual automotive celebration, blending luxury, history, and automotive craftsmanship. For years, we have been commissioned by Grand Touring Automobiles to develop bespoke programming for a select number of guests each year, showcasing the world's finest vehicles through a series of experiences designed to embody the Grand Touring 'Live Grand' tagline.
Background
Monterey Car Week, held in Monterey, California, started in 1950 with the Pebble Beach Concours d’Elegance. Over the years, it has grown into a must-attend event for car enthusiasts, offering more than 50 public and private events, including super and hyper luxury car unveilings, races, rally drives, and high-profile auctions. Major brands like Rolls-Royce, Lamborghini, Bugatti, Automobili Pininfarina, Koenigsegg, and Bentley frequently participate, creating luxurious experiences for guests.
Challenge
Grand Touring Automobiles faced the challenge of developing an exclusive, high-end experience for their clients at Monterey Car Week. With limited time to organize, the team was tasked with arranging brand interactions, test drives, and access to elite gatherings. In the following year, the focus shifted to elevating the experience for returning guests who expected something even more remarkable. Most recently, the challenge became delivering a more personalized, brand-specific experience while continuing to raise the overall standard on-site.
Challenge
Grand Touring Automobiles faced the challenge of developing an exclusive, high-end experience for their clients at Monterey Car Week. With limited time to organize, the team was tasked with arranging brand interactions, test drives, and access to elite gatherings. In the following year, the focus shifted to elevating the experience for returning guests who expected something even more remarkable. Most recently, the challenge became delivering a more personalized, brand-specific experience while continuing to raise the overall standard on-site.
Solution
In response to these challenges, Grand Touring shifted focus by curating a boutique experience in Carmel-by-the-Sea, followed by a move to the exclusive Inn at Spanish Bay at Pebble Beach Resorts. Each year, Grand Touring has continued to provide personalized receptions, exclusive brand access, and intimate dinners with high-level executives from brands like Rolls-Royce, Automobili Pininfarina, Bugatti, Lamborghini, and Koenigsegg to name a few. This attention to detail allowed guests to connect deeply with the brands, creating an immersive luxury experience. They attended premier events like The Quail, a Motorsports Gathering, and the Pebble Beach Concours d’Elegance. Guests also participated in private brand house experiences with top manufacturers, combining luxury hospitality with thrilling test drives and exclusive access to vehicle reveals. Events such as the VIP receptions, exclusive access to The Quail, and private showings with automotive designers left guests with unforgettable memories.
Results
The Grand Touring Automobiles experience has been met with immense success, with overwhelmingly positive feedback each year. Clients appreciated the seamless mix of luxury, personal connections, and bespoke automotive experiences. Returning guests highlighted the importance of innovation, praising the intimate settings and personalized attention from senior automotive executives. Each year’s experience has surpassed expectations, making it a definitive highlight of Monterey Car Week.
As a result, Grand Touring Automobiles has cemented its reputation as a leading host of luxurious automotive experiences during the event. Monterey Car Week has become a bucket-list event not only for car aficionados but also for anyone who appreciates craftsmanship, luxury, and exclusivity in a stunning California setting.
Core Contributors
