Yes, I think you have to adapt with the times. Look at Radwood. Twenty or even 10 years ago, who thought we’d flock to a field full of ’80s and ’90s cars, yet we do. (Or, at least I do.)
By Chris Brewer
Oct 30, 2024
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Concours d'Elegance,
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Hilton Head Island Concours d'Elegance & Motoring Festival
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Photograph Courtesy Hilton Head Island Concours d'Elegance & Motoring Festival
What will it take to keep concours events relevant going into the future? While I don't have all the answers, I wanted to share some ideas that might help.
My experience on the subject? After serving as senior director of concours for Hagerty and helping lead The Amelia, Greenwich Concours d’Elegance, and the Detroit Concours, I was recently named president of the Hilton Head Island Concours d’Elegance & Motoring Festival, scheduled for this October 31-November 3 in South Carolina.
All a world-class motoring event really requires is a fabulous location, generous people and great cars rallied around an easily conveyable cause. We may wrap compelling events, like hangar parties, film festivals and fancy dinners, around those core elements, but it’s the people, places and charitable giving that make a concours successful.
Improvisation requires an understanding of the fundamentals. There are subtle nuances and often unspoken rules that define the concours world, and fortunately there are wonderful people out there who are willing to share their hard-earned knowledge and wisdom if asked.
I was mentored by Bill Warner, founder of The Amelia Island Concours d’Elegance, for nearly a decade. As his director of communications, I was able to study his thought process, learn from his experience and experiment with his guidance, a gift for which I’ll forever be grateful.
There are countless ways for a concours to engage the local community, but failure to do so will ensure that the event goes away when leadership moves on. At Hilton Head, we have an incredible group of 400-plus volunteers who participate throughout the year. They are the reason why our small staff can host 20,000 participants each year. We also have meaningful support from the city of Hilton Head Island, working together to showcase the beauty, cuisine and hospitality of South Carolina’s Lowcountry.
While a great effort has been made to include college, elementary, middle and high school students, there are relatively few concours judges between the ages of 25 and 55 years old at the top events. Fortunately, you don’t have to look far to find knowledgeable men and women in that demographic who are willing and able to pick the best in class and best of show winners if given the chance. Entrusting them now and allowing them to learn from longtime experts will result in a non-interrupted and consistent judging team long into the future.
A strong social media presence allows your event to stay in touch with enthusiasts throughout the year. From announcing ticket sales to highlighting vehicles, social media provides an inexpensive way to connect.
In addition, partnering with automotive-themed social media channels and the personalities that drive them can bring exposure to a wider audience. In 2023, Hilton Head Island Concours d’Elegance created a new Velocity Collector role featuring a younger collector and the vehicles in their stable. VINwiki’s Ed Bolian served the inaugural year, and we will feature Tyler Hoover, of Hoovie’s Garage, in November of 2024. In addition, we’ve recently announced a new Influencer Avenue on the main showfield featuring vehicles from popular social media channels, including Captain Crankshaft, VINwiki and Classic Motorsports.
I was recently asked by a gentleman in his 30s why he should bring his family to the concours instead of the beach for the day. With busy schedules, families are lucky to get a few hours together each week, so why would they choose to spend that valuable time at a motoring event?
The question hit home and has influenced every decision we’ve made at the concours ever since, including the creation of the Hilton Head Concours Family Fun Zone. Located near the center of the show field, this family-themed area includes coloring stations, puzzles, pine box derby, interactive games and more for parents to participate in with their kids. It will also serve as a home base for family food options and Hagerty’s Youth Judging program. Our goal is to create an environment that has children asking their parents, “Is it concours weekend?” in April.
It is important to remember that the concours of the future remain grounded in the honored traditions and legacies of the past. Yes, we want to “keep things fresh,” but we have a responsibility to honor those who have poured themselves into the event over the years. Sing the national anthem. Pause for a moment of silence. Publicly thank your predecessors from the stage. Build innovative classes that appeal to a younger audience but balance your ’80s and ’90s supercars with an abundance of prewar and Brass Era favorites.
A good concours celebrates great cars, but a great concours–one that endures–tells the story of the automobile using historically significant vehicles that you’re unlikely to see together anywhere else and celebrates the men and women who made those vehicles possible.
Yes, I think you have to adapt with the times. Look at Radwood. Twenty or even 10 years ago, who thought we’d flock to a field full of ’80s and ’90s cars, yet we do. (Or, at least I do.)
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