Living Grand in Monterey
We were invited by Grand Touring Automobiles to create the Monterey Car week experience for a collection of their supercar and hypercar customers in 2022 that was further elevated in 2023. This remarkably elegant automotive lifestyle experience featured a collection of the world’s best brands.
Background
A few days every August, California’s Monterey Peninsula hosts motoring enthusiasts for what many call the greatest showcase of automobiles in the world. Over the last two years, we have helped the team at Grand Touring Automobiles shape a bespoke Monterey Car Week experience for some of their exceptional clients to LIVE GRAND.
Challenge
In a short span of a few months, the team successfully developed the necessary programming and finalized all essential logistics, ensuring timely delivery each year. With numerous returning guests in 2023, there was a compelling need to enhance and elevate the experience beyond what was achieved in the inaugural year.
Challenge
In a short span of a few months, the team successfully developed the necessary programming and finalized all essential logistics, ensuring timely delivery each year. With numerous returning guests in 2023, there was a compelling need to enhance and elevate the experience beyond what was achieved in the inaugural year.
Solution
In 2023, the program shifted focus from Monterey to the nearby town of Carmel-by-the-Sea, which offered a boutique and intimate experience for guests from an open-air welcome reception to the finale dinner hosted within a winery barrel room. Exceptional experiences were carefully crafted throughout the weekend to leave guests with a lasting impression, renewed appreciation for Grand Touring Automobiles, and new liked-minded friends.
Over four days, guests were introduced to OEM executives at each of the super luxury brands Grand Touring Automobiles proudly represent (Rolls-Royce Motor Cars, Automobili Lamborghini S.p.A., Aston Martin Lagonda Ltd, Automobili Pininfarina, Hennessey Performance, Bentley Motors, Bugatti, The Little Car Company, and Rimac Automobili).
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Upon arrival to La Playa Hotel, guests were greeted with a private VIP check-in before spending the afternoon at leisure. The official program began with an outdoor welcome reception and dinner with an ocean view, alongside global Rolls-Royce executives and the Grand Touring Automobiles executive team.
The next day included exclusive access to must-attend events hosted in Carmel Valley: The Quail, a Motorsports Gathering, and two premium opportunities—an evening at Bernardus Lodge with the Global CEO of Rolls-Royce Motor Cars or an evening on the beach hosted by the executive team at Bentley Motors.
Saturday began with breakfast hosted at the Aston Martin Lounge at Pebble Beach, with a stop at the Bugatti display, followed by an afternoon of cocktails and cuisine at the Lamborghini Lounge. To conclude the day, guests were transported to the Pininfarina Villa for an exclusive evening with the brand.
On the final day of Monterey Car Week, guests were invited to experience both new and classic—beginning the morning with a private test drive experience at Pininfarina or with the Hennessey team at the hotel to test the Venom F5. Guests were invited to ‘Live Grand’ at the Pebble Beach 72nd Concours d’Elegance from Grand Touring’s private hospitality suite located on the 18th Green. The evening brought guests to Folktale Winery & Vineyards where they enjoyed a finale dinner with senior executives from The Little Car Company, Lamborghini, and Bugatti.
Results
The guest response from the second year of Live Grand programming was overwhelmingly positive. If you haven't experienced Pebble Beach Concours d’Elegance or Monterey Car Week, it’s truly a must-add destination to your bucket list.
