The Inaugural Beverly Hills Tour d’Elegance
The annual Rodeo Drive Concours d’Elegance is a decades-old Father’s Day tradition in Beverly Hills. After the pandemic forced a cancellation in 2020, the community desperately needed a reason to come together and heal in ’21, yet pandemic restrictions were still in effect. Kahn Media helped provide a solution – if we couldn’t bring the people to the cars, we would bring the cars to the people with a moving car show rolling through the iconic boulevards of America’s most famous city – the Beverly Hills Tour d’Elegance.
Beverly Hills Tour d’Elegance
Type of Work
June 20, 2021
01 / The Challenge
A global pandemic, hesitation about public events and an all-new event format made for one of the most challenging environments to create an experience such as the Beverly Hills Tour d’Elegance. Set to be the first major public gathering in Southern California after the statewide stay-at-home orders were lifted, and with the need to abide by ever-changing health and safety guidelines set by local government – all on a very tight budget and timeline – we also had to keep a keen eye on public sentiment to ensure the event was well received by the public, the press and elected officials.
02 / The Tactic
The global pandemic immediately ended the hopes of holding the Rodeo Drive Concours d’Elegance in its traditional format, but Kahn Media had quickly strategized a creative pivot that could make the event a success.
By May 2020, we were deep into planning a twist to the decades old – and much beloved – Rodeo Drive Concours, a new “moving car show” for Father’s Day, when increasing Covid numbers and outdoor gathering restrictions caused us to pause event planning until the following year. But as Father’s Day 2021 drew closer, the pandemic was still present and many events were once again facing delays or worse.
The possibility of cancellation was still on the table, but Kahn Media pushed ahead with the help of event organizers, city officials and sponsors to plan a new Father’s Day car event in Beverly Hills. The concept: curate a group of high profile vehicles, from famous movie cars like the Back to the Future DeLorean and the rover from Lost in Space to incredibly rare collector cars like the Ferrari 250 GTO, to famous drivers including comedians Jay Leno and Jeff Dunham, celebrities including Tori Spelling and Caitlin Jenner and the car hobby’s biggest names (including event founder and leader Bruce Meyer) and have them drive a pre-promoted “drive route” on the city’s most famous streets with a police escort.
As planning moved along, excitement grew and it became clear that the new format would not only provide the public with a much-needed opportunity to reconnect with neighbors and their community, but also “spread the love” with the parade winding through the famous streets and iconic properties of Beverly Hills to become more than a car show on a single street, but an opportunity for the city’s residents to reconnect and smile after a long, tough year.
Kahn Media spent months reaching out to its network of collectors to curate some of the greatest cars ever produced while also pitching local, automotive and luxury media to build hype for this first-of-its-kind event in Beverly Hills.
Adjusted the format of the event
to comply with pandemic rules
Grassroots promotion through our network and PR promotion using media contacts and local news
Executed a combination of virtual
and in-person experiences
03 / The Results
Moving Display of