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The Only Thing That's Ever Been Free On Rodeo Drive: 2011 Concours d'elegance

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On: Thu, Jun 16, 2011 at 9:26AM | By: Andrew W Davis


The Only Thing That's Ever Been Free On Rodeo Drive: 2011 Concours d'elegance

I hear that it’s important to the highest of high-end stores that they set up shop “where the money is” to succeed, and in these United States that place/street is Rodeo Drive in Beverly Hills, California.

This storied street is known around the world for its incredibly expensive yet relatively frivolous things, so it’s no wonder that it would be chosen to host a high fallutin’ car show. And if you had to pick the most expensive, yet least practical cars, chances are your first fifty or so would be Italian.

So the 2011 Rodeo Drive Concours d’Elegance theme (“The Art of Italian Motoring”) and its choice of Fiat as the event’s “honored marque” brings everything full-circle. And with an expected 125 “vintage Italian cars on display” at the free event Sunday, June 19th (Father’s Day!) from 10 a.m. to 4 p.m., what’s outside of the glass of the street’s superlux stores will be worth more than what they have within.

For most of you that's all the "convincing" you need. That it'll feature sunshine (hopefully) and be in Southern California should do it for almost anyone, with Rodeo Drive and a car show just frosting.

But a few of you aren't yet sold on loadin’ up the truck and movin’ to Beverlee (Hills, that is)? Maybe the organizers can explain it better:

“An annual Father’s Day tradition, the Rodeo Drive Concours d’Elegance is an exclusive display of luxury automobiles set against the backdrop of world class Rodeo Drive boutiques. Celebrating the unique relationship between the automotive, fashion and entertainment industries, the spectacular car show is free and open to the public.

“The Rodeo Drive Concours d'Elegance has been named one of the ‘300 Unmissable Events & Festivals Around the World’ by top travel publisher Frommer's.”

Wow. You’re a tough customer. Well, it’s time for their secret weapon:

“As the honored marque, FIAT will prominently feature the 2012 Fiat 500, which is deeply rooted in Italian design and style. FIAT will display 14 ‘Cinquecento’ vehicles in all 14 exterior colors, as well as the vintage Fiat 500. Additionally, the FIAT brand will offer ride-and-drive opportunities for guests in the 2012 Fiat 500.”

Hear that? In ALL 14 COLORS! What, are you made of stone?!

Lemme see here… ah. Maybe history and/or stats ring your bell. Well, the first one of these was held in 1993 in “conjunction with the world premiere of the Ferrari 348 Spider” and attracts “an estimated 30,000 spectators.” Oh, and this event also marks the “150th anniversary of the Unification of Italy.”

I’m grasping at straws here, people. Just what would it take to convince you? It’s “an exclusive display of luxury automobiles set against the backdrop of world class Rodeo Drive boutiques… celebrating the unique relationship between the automotive, fashion, and entertainment industries.”

That’s it. That’s all I’ve got. If you're still holding out, there's just nothing anyone can say to explain to you why seeing a carpet of vintage (read: $$$$) mostly-Italian cars laid in rows along one of the ritziest and most famous shopping streets in Christendom is an incredible occurrence, even if it wasn't completely FREE.

I guess that old saying applies here—made all the more applicable in the spirit of the event’s location—“If you have to ask...”

A Little Something To Wet Your Whistle:


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Comments

reply

snake | 7:02AM (Fri, Jun 17, 2011)

Can you say Pompous Ass?



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