This year's event drew a record-breaking attendance of more than 50,000 guests, including a celebrity appearances from Jay Leno and Caitlin, Kylie and Kendall Jenner, long with an appearance by Beverly Hills mayor. Lili Bosse. 

Beverly Hills mayor Lili Bosse shares a welcome.

Some 130 luxury, vintage and modern cars lined the six city blocks, transforming Rodeo Drive and Beverly Hills into the destination for affluent car connoisseurs, car admirers, luxury shoppers, Southern California locals and international visitors alike.

The objective of the 24th Annual Rodeo Drive Concours d’Elegance was to position Rodeo Drive as a buzzing and happening destination in southern California for locals and visitors alike to visit, shop and enjoy everything the street has to offer.

And the buzz build worked: In just 48 hours, Rodeo Drive’s hashtag #OnlyOnRodeo earned more than 7.3 million impressions and reached more than 4.7 million users on Instagram, with a total of 703 posts of earned media. The overall event also secured more than 620 million impressions including coverage from CBS/KCAL, NBC, KTLA, E!, Harper’s Bazaar, US Weekly, People, Beverly Hills Magazine, Beverly Hills Courier and more.

Because the event spanned six city blocks, load-in of all production and rental equipment had to be completed with as little disruption as possible to all the luxury merchants on Rodeo Drive, as well as LUXE Rodeo Drive hotel guests.

With proper staffing and logistic planning, overnight load-ins of stage structure and signage along with road closures were done in the middle of the night to minimize disruption.

Another major challenge of this year’s Rodeo Drive Concours d’Elegance was to create a more elevated and upgraded look from years prior. By implementing an overall sound system in the median, creating custom signage, stage design and backdrop, overall color palette, and photo moments, the event had a more elevated design and experience that not only looked cohesive, but also played a huge role in generating earned media.

Since 130 collectable cars from around the U.S. were set to showcase during the full-day event, a logistics team was assigned solely to the planning, mapping and directing each of the 130 cars to their respective places on the morning of the event. This logistics team spent time prior designing and planning a map of where the cars would enter, check in, and station for event day.

In order to ensure that the event was a success in terms of public attendance, better calendar listings and press placement opportunities featuring support from the Beverly Hills mayor Lili Bosse were put in place well before the event date. As a result, this year’s 24th Annual Rodeo Drive Concours d’Elegance attendance increased from last year’s 30,000 attendees to 50,000.

Comedy king and car lover Jay Leno added star power to the event.

 Beverly Hills mayor Lili Bosse presents a prize. Considering the multitude of press coverage, digital traffic, physical traffic and in-kind donations, the Rodeo Drive Committee broke all records with this year’s Rodeo Drive Concours d’Elegance, the AGENC team says.