HOW RODEO DRIVE DOES A CAR SHOW
It started in 1993 as a fundraiser by Bruce Meyer to restore a fire truck. Today, the Rodeo Drive Concours d'Elegance is an annual Father’s Day extravaganza. Reed Berry was there to take it all in.
By Reed Berry
Tue, Jun 23, 2026 05:00 AM PST
Featured image above: Los Angelinos crowd the Rodeo Drive Concours d'Elegance on Fathers Day (all pictures by Reed Berry).
It was not just any Sunday in Beverly Hills. It was the Rodeo Drive Concours d'Elegance, an annual free-to-the-public event.
As with every other Rodel Drive Concours d’Elegance, the 31st Annual edition took place on Father's Day, Sunday, June 21, 2026, transforming Beverly Hills into a world-class open-air car museum.
A Triple Crown
This year’s edition carried extra prestige as it celebrated America's 250th anniversary, the centennial of historic Route 66, and the Rodeo Drive Committee's 50th anniversary*.
ABOUT RODEO DRIVE
In the words of the Rodeo Drive Committee:
"Rodeo Drive is an iconic, three-block luxury shopping street in Beverly Hills, California. Famous for its palm trees and opulent storefronts, it is globally renowned as one of the most expensive and exclusive retail destinations, housing flagship boutiques for brands like Chanel, Gucci, and Cartier."
The Golden Triangle
While the actual road stretches for two miles, the "Rodeo Drive" people know is a specific three-block stretch between Wilshire Boulevard and Little Santa Monica Boulevard. This area is the centerpiece of the "Golden Triangle," Beverly Hills' central business and premier shopping district.
Shopping & Dining
The corridor is home to over 100 high-end boutiques, jewelers, and luxury-goods stores, featuring full collections and exclusive items you can't find elsewhere. Alongside the designer labels, the area features:
Two Rodeo Drive: A European-style cobblestone shopping center featuring picturesque walkways and upscale dining.
Luxury Hospitality: The street intersects with world-class dining and legendary hotels, including the nearby Beverly Wilshire.
Pop Culture & Atmosphere
Rodeo Drive is frequently featured in film and television (most notably in the movie Pretty Woman) and has become a global symbol of wealth, Hollywood glamour, and prestige. It is common to see high-end luxury cars parked along the curb and tourists enjoying the window shopping and people-watching.
For directories of specific stores, upcoming events, or dining reservations, you can check the Official Rodeo Drive Website.
ABOUT
The Rodeo Drive Concours D'Elegance
The Rodeo Drive Concours d'Elegance is a free annual automotive showcase held every Father's Day Sunday in Beverly Hills, California. The event closes off the Rodeo Drive shopping boulevard to vehicle traffic, transforming three blocks into an outdoor exhibit of multi-million dollar classic automobiles, modern hypercars, and custom collector builds.
Key Event Details
When:
Every Father's Day Sunday from 10:00 AM to 4:00 PM.
Where:
Rodeo Drive, between Wilshire Boulevard and South Santa Monica Boulevard.
Cost:
Completely free and open to the public, making it a highly accessible alternative to premium paid automotive events.
Parking:
Available at nearby public parking garages throughout the Beverly Hills area.
What It Includes
World-Reknown Vehicles: The lineup features approximately 100 rare vehicles. Displays include a wide spectrum of vehicles, from vintage classics and coach-built icons to the newest cutting-edge supercars and racing machines.
Awards Ceremony: Renowned automotive judges and celebrity car enthusiasts present highly coveted trophies (such as "Best of Show" and the "Most Stylish" award) on the main event stage starting at noon.
Family Entertainment: Beyond the vehicles, the event offers interactive manufacturer exhibits, unique photo spots, live skills demonstrations from local motor units, and a diverse selection of gourmet food trucks.
Charity Impact: While attendance is entirely free, corporate sponsorships and athlete/collector proceeds benefit local first responders through the Beverly Hills Police Foundation and Beverly Hills Firefighters' Association.
About The Author
Known professionally as "The Traffic Guy," Reed Berry has been a driver safety educator for over 30 years. Reed has conducted traffic school classes and suspended license workshops throughout California, and has served as keynote speaker at safety conferences and corporate events across America. He has appeared on radio and television programs both in the U.S. and internationally to discuss safety-related issues. A contributor to LA Car since 2003, Reed Berry is a member of Motor Press Guild, the Los Angeles Press Club and SAG-AFTRA.
