Concours Event Destination: Location, Location, Location

by Bernard Martin

The location of any event can make or break its success. For automotive events, especially prestigious gatherings like Concours d’Elegance or classic car shows, the venue serves as more than just a backdrop. It becomes part of the story, enhancing the experience for attendees, participants, and sponsors alike. At Concours LLC, we understand that selecting the right location is paramount to delivering an unforgettable event.

Setting the Stage
The venue must align with the event’s theme and audience expectations. Whether it’s the lush greens of a golf course, the historic charm of a century-old estate, or the modern elegance of a luxury resort, the setting must exude character. For instance, a Concours d’Elegance held at a location steeped in automotive history or cultural significance creates an emotional connection and elevates the prestige of the event. And don't forget that you need to not only know your audience demographics but also how it cater to the right audience.

Destination Matters More Than You Think
It’s not just about the venue—your event destination can actually affect whether or not your guests will show up. In fact, 72% of event attendees say destination is a significant factor in whether or not they attend an event. Before you do anything, you have to make sure your event destination takes into account your event’s objective. You want to think about which destination (city, venue, and event space) will help you achieve your overall goal—whether it’s to promote your product, drive brand awareness, close deals, or cater to the right audience.

The Three Cs of Concour's Destination

1. Convenience: A venue may be super unique and awesome, but convenience is one of the biggest factors in event attendance. Begin by choosing your city carefully (is it easy to get to for your target audience?) and then choose a venue that’s conveniently located near restaurants, coffee shops, hotels, etc. For a Concours event, you really want it to be on or near a resort or a property where owners can walk to their rooms from the showfield. You need a hotel that can handle not only the cars for display but also parking for the car transporters to load and unload. Remember, it has to be convenient for those handling the cars and not just the owners—and truck drivers, mechanics, and detailers need accommodations that are reasonably priced. And don't forget your sponsors! Where are they staying? Where are they eating?  If you don't consider their budgets you're going to be cutting away at potential dollars that could have gone toward sponsorship revenue.
2. Climate: Don’t underestimate the power of bad weather on your event. Climate is a key factor to think about, especially since your event will likely take place outside. The first step is to research and find an annual precipitation and temperature chart for the geocoordinates of where you expect to hold the event. Look at the dates you are considering. If your host hotel is "always empty" at that time of year, perhaps there is a reason. Be prepared with contingency plans for unpredictable weather changes. You must have a rain plan, whether it’s the ability to move inside or reschedule to a different day. More about this later.
3. Cool Factor: Throw an event in any old city, and you might have a tough time luring out-of-town guests. But throw an event in, say, Sonoma, and you just might get people thinking, “Well, I’ve been wanting to plan a vacation, and I’ve never been to wine country, and work will pay for the flight…”. Or what about the ability to fly into a major city but 45 minutes away is an incredible resort with lots of rooms and stellar views. Downtown may be cool, but not as cool as a resort with a unique offering and great views!

Timing Is Everything
That’s one reason why we recommend Concours events be held on Saturdays, which puts the gala after the awards show and not the night before the awards show. People can let their hair down and talk about the cars that won instead of rushing to catch a flight on a Sunday night. This schedule creates a more relaxed and enjoyable experience for everyone involved. It also gives you a rain date on Sunday if the weather is absolutely horrid on Saturday!

Elevating the Experience
It all starts with looking at the Conours location as something more than just the place where content gets delivered. The venue—and the way it’s set up—should elevate all of the elements that the attendees find important. So to choose the right venue, we need to start by asking ourselves: What do attendees care about?

Based on a recent survey of 180 planners, it largely boils down to these four things:

• Access to interactive technology
• Flexibility of the location to meet the event objective
• Availability of networking spaces where attendees can engage each other after hours.
• Opportunity to discover authentic local culture, food, and experiences

Not every piece of the event is in your control. Think about it: The way peers interact with one another, the overall energy at the event, these are the “intangibles” that we can’t predict or force.

What we can control, however, are what we like to call the “tangibles.” Through these, we can at least try to prepare for the elements that are ultimately out of our hands. The city, venue, logistics for car load in, staging, seating, food and beverage offering, AV, decor, and agenda—all of these help set the stage.

Of all of the “tangibles,” choosing the venue is the single most important. It has a direct impact on the rest, and, more importantly, it has a direct impact on an attendee’s decision to attend.

Scenic Appeal
Stunning landscapes and architectural grandeur can enhance an event’s visual appeal, making it more memorable and media-friendly. Picturesque settings not only draw more attendees but also provide photographers and media outlets with compelling imagery, boosting post-event coverage. Imagine iconic cars displayed against a backdrop of rolling hills or a pristine coastline—these are the images that linger in memory and on social media feeds.

Staging the Concours for photography is just as crucial. Much like a painting, where you work from background to foreground, you must carefully consider what appears in the background of each image where a car will be staged. The goal is to create a backdrop that enhances the videos and photos of the car. Thoughtful planning of the winners' stage and its presentation is equally important. This is where onsite planning begins: from the background to the foreground and from the end of the event awards ceremony backward to the starting setup. By prioritizing these elements, you ensure that every shot captures the essence of the event beautifully.

Infrastructure and Amenities
A well-equipped venue can significantly impact the comfort and satisfaction of attendees. Consider facilities such as restrooms, food and beverage services, and shaded areas. Additionally, the availability of modern amenities, including high-speed internet for live streaming and robust electrical infrastructure for EV displays, can enhance the event’s appeal and functionality.

Community and Local Support
The support of the local community can be a game-changer. Partnering with nearby businesses, tourism boards, and civic organizations can amplify promotional efforts and generate goodwill. Communities that embrace an event often bring added resources, such as volunteers, sponsorship opportunities, and a built-in audience. This support can also ease permitting processes and foster long-term partnerships.

Creating a Legacy
The best venues are those that become synonymous with the event itself. Think of Pebble Beach, Amelia Island, or Villa d’Este—these locations have become iconic within the automotive world, drawing enthusiasts year after year. Building a long-term association between an event and its venue can create a legacy that resonates with future generations of collectors and fans.

Selecting the right location is an art and a science. At Concours LLC, we meticulously evaluate every aspect of a potential venue to ensure it meets the highest standards for our events. By prioritizing setting, accessibility, scenic appeal, infrastructure, community support, and security, we create experiences that leave a lasting impression. Because at the end of the day, it’s not just about the cars—it’s about the unforgettable moments shared in the perfect place.

If you've got questions or need some more ideas, give us a call!

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