CASE STUDY: Pebble Beach Concours D’ Elegance

Sleek, modern XPODH modular buildings ‘host’ Automotive Fine Arts Society Exhibition sponsored by Lincoln Motor Company

Founded in 1950, the Pebble Beach Concours D’ Elegance is known as “the premier celebration of the automobile.” The luxury auto event features prized collector cars, which are displayed on the famed 18th fairway of the Pebble Beach Golf Links, along with new automobile launches and other automotive focused activities. The Concours runs in conjunction with Pebble Beach Automotive Week, which spans several locales in and around Pebble Beach and the Monterey Peninsula in California.

The Automotive Fine Arts Society (AFAS) has held an art exhibition at the Concours every year since 1986. The AFAS’s membership is comprised of a close-knit group of painters and sculptors who consider themselves auto enthusiasts and enjoy portraying different aspects of the automobile through their fine art.

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When a standard tent display won’t do …

For more than two decades, the Lincoln Motor Company, a division of the Ford Motor Company, has served as the main sponsor for the art exhibition. In 2018, Lincoln’s ad agency Hudson Rouge and the experiential marketing agency Imagination wanted to move away from the standard tent displays that had been used for the exhibition in the past, which led them to Event Architecture.

According to Tim Bookout, Director of Sales for Event Architecture, “Imagination looked at options from a number of vendors, but decided to go with two of our XPODH units. They felt the sleek, modern look of our structures would really set them apart from traditional, white tent displays.”

Event Architecture’s customizable, modern structures are truly a game changer in the realm of modular buildings for live outdoor events. The structures look like permanent buildings, while offering the benefit of portability. Plus, they can be fitted with an endless array of enhancements to meet functional needs.

When minimalistic branding and elegance merge

While Lincoln would be sponsoring the space, they wanted to make sure the AFAS exhibition and the work of its fine artists took center stage. The automaker could have asked for a branded wrap on the exterior of the structure but chose to keep the XPODHs’ clean, white exterior wraps as is.

Thus, Lincoln’s involvement and branding were kept to a minimum at the client’s request. For the most part, they let the vehicles speak for themselves, along with subtle, branded, tension frame fabric graphics that EA produced for the activation.

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Two, side-by-side 20-foot tall XPODHs stood out among a sea of white tents

Lincoln decided to go with two XPODH structures for the front salon area adjacent to a clear span structure for the art exhibition, which would provide ample space to accommodate plenty of artwork alongside Lincoln’s latest vehicle models. Together, the two XPODH’s stood 68’ wide x 32’ deep x 20’ high.

To reinforce the cohesiveness of the space, EA created a custom pass-through inside, so guests could easily travel from one side of the two structures to the other. The agency finished out the climate-controlled interior with flooring, lighting and furnishings.

“Once the two modular XPODH buildings were fully assembled, the AFAS Exhibition activation truly stood out from and above the rest. You couldn’t miss the activation, even though it was surrounded by a sea of white tents,” Bookout says.

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Looking for a modern, temporary building for your next outdoor event?

The live event pros at Event Architecture are here to help. From luxury car shows to music festivals to brand experiences, our modern, fast architectural structures stand out from the pack. Not only do they come in a wide range of sizes, our structures can be customized based on your specific needs. Just give us a call at 972-323-9433 to speak with one of our friendly sales consultants today.

Pebble Beach Concours D’Elegance

About: First held in 1950, the Concours is known as “the premier celebration of the automobile.” Each year, awards are given for luxury automobiles in several categories and from many eras.

Location: Pebble Beach Golf Links, Pebble Beach, California

Fun Fact: Over the years, celebrity automobile fans – from Bob Hope to Jay Leno – have been know to take part in the event.

TTG Marketing