How to Plan a Successful Concours d'Elegance: AN Event Strategy Guide

by Bernard Martin

Planning a successful Concours d'Elegance requires a comprehensive event strategy that aligns with your organization's objectives and resonates with your target audience. One of the first considerations for potential organizers is to determine whether you want a Concours d’Elegance or a car show. While both events celebrate automotive culture, their scope and significance differ greatly.

A Concours d’Elegance, in the original sense, was a showcase of the latest in automotive and fashion trends of the day. Today, it represents the pinnacle of vintage and classic car shows, featuring rare vehicles with historic provenance. In contrast, a car show may include a wider range of vehicles, from everyday classics to custom builds, without the stringent emphasis on rarity and historical significance.

Define Clear Objectives
Once you’ve decided on the type of event, take the time to define clear objectives. Ask yourself what you aim to achieve. Do you want to enhance brand awareness by showcasing your organization to a broader audience? Are you looking to generate revenue through ticket sales, sponsorships, or merchandise? Perhaps your focus is on fostering community engagement and building relationships within the automotive community. Or maybe your goal is to educate attendees with informative sessions or workshops on automotive history and preservation. Whatever your objectives, clearly defining them will guide every decision you make moving forward.

Understand Your Audience
Understanding your audience is key. Are you targeting motorsports enthusiasts, vintage car aficionados, industry professionals, or families? What specific aspects of automotive culture excite them? Consider their geographic location and how far they are willing to travel to attend your event. Knowing your audience helps tailor the event programming, choose the right marketing channels, and craft engagement strategies that resonate. It's alo incredibly important to understand why people attend these events, especially your VIP guests.  Many people, and this includes pretty much your entire volunteer staff attend because of the camaraderie.  People want to see people. See their friends.  Don't just take my word for it.  Listen to the conversation Bill Warner and I had about this very  subject.

Choose the Right Type of Event
Based on your objectives and audience analysis, determine the most suitable format for your Concours d’Elegance. Exclusive VIP events cater to high-end collectors and sponsors, offering premium experiences and exclusive access. Public exhibitions welcome the general public, maximizing attendance and community involvement. Hybrid events, combining in-person and virtual elements, can broaden your reach even further. Selecting a format that aligns with your goals and audience expectations is crucial to your event’s success.

Develop a Comprehensive Event Plan
If  the event type you've set you heart on is a Concours d’Elegance, it’s time to create a detailed plan. Start by selecting a venue that reflects the prestige of the Concours d’Elegance and is accessible to your target audience. Design a program that includes impressive vehicle displays, engaging judging ceremonies, insightful educational seminars, and lively entertainment. Logistics are equally important: plan for transportation, accommodations, security, and amenities to ensure a seamless experience for participants and attendees. Develop a strong marketing and promotion strategy to generate buzz and attract the right crowd. Finally, identify potential sponsors and partners whose vision aligns with yours to provide valuable resources and exposure.

Establish Metrics for Success
Measuring the impact of your event is essential. Beyond attendance numbers and revenue, consider the local and regional economic impact of your Concours d’Elegance. Events of this caliber often bring significant financial benefits to the host community, including increased hotel bookings, restaurant patronage, and retail sales. Highlighting these economic contributions can strengthen relationships with local tourism bureaus and civic organizations.

These partnerships not only provide additional promotional support but can also open doors to valuable resources, such as grant funding or logistical assistance. Track attendance numbers to evaluate how well you’ve reached your target audience. Monitor revenue generated from ticket sales, sponsorships, and merchandise. Assess the extent and quality of media coverage, including press mentions and social media engagement. Collect attendee feedback through surveys and testimonials to understand what worked and where there’s room for improvement.

By focusing on these strategic elements, you can plan and execute a Concours d’Elegance that not only achieves your goals but also creates an unforgettable experience for everyone involved. If you're ready to take your event to the next level, contact Concours LLC today.

Our team of experts is here to help you craft a seamless and unforgettable Concours d’Elegance that stands out in the world of automotive excellence. Whether showcasing the rarest automotive treasures or engaging the community in a celebration of automotive excellence, your event will leave a lasting legacy.

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