The Petersen Museum and name-brand partners create a series of Los Angeles automotive events that culminate in its grand reopening.
Over the past year, the Petersen has been undergoing a total transformation, one that will modernize an iconic American car museum into one of the world’s finest. In the spirit of that change, the Petersen partnered with seven major automotive brands to create DriveLA, a curated series of twelve automotive events designed to celebrate car culture in Southern California. DriveLA is the perfect build-up to the Petersen’s grand reopening as it gives a taste of the technology and partners that will be featured in the new museum.
“DriveLA is the perfect manner in which to build momentum and energize people looking toward the museum’s grand reopening,” said Adam Langsbard, Chief Marketing Officer for the Petersen Museum. “Each DriveLA event is unique and special and most are free, some with limited space. It’s the optimum way to dive headlong into SoCal car culture.”
The first of the twelve events is the famous Art Center Car Classic on October 25 at the college’s campus in Pasadena. This concours consistently draws some of the rarest cars in Southern California. Next is the Petersen’s Breakfast Club Cruise-In on November 8. Held in the museum’s parking garage, this Supercar themed event will attract hundreds of SoCal’s hottest cars.
The third DriveLA event actually ventures to Orange County on November 12 for the Mecum Auction in Anaheim. With more than 700 vehicles expected to cross the block, the Mecum sale is poised to offer one of the most diverse collections of vehicles of any auction.
Next on the DriveLA calendar is the Los Angeles International Auto Show, which features an exclusive preview night on November 19 and officially opens to the public on November 20. With Los Angeles as the world leader in automotive trends, this show promises 50 new-car debuts and will also reveal some of the most exciting concept cars.
On November 24, DriveLA participants are invited to tour the legendary Honda Museum in Torrance, California. This private collection features cars and motorcycles from the entire history of the Honda corporation — including many race cars.
On November 25, the Petersen will celebrate the motoring life of one of Hollywood’s biggest icons, Steve McQueen, with a road rally on Mulholland Highway from Los Angles to Malibu. The museum will drive its rare Jaguar XKSS formerly owned by Steve McQueen along the same route the car traveled many times in the 1970s with McQueen behind the wheel.
On November 27, the Petersen’s CarStories.com enthusiast portal will host a live broadcast and will interview some of the biggest stars and brightest minds in the automotive world.
The huge Motor4Toys charity car show takes place on December 6. This event always attracts some of the city’s most exotic and extreme cars, all for a good cause. Notably, Motor4Toys coincides with the Petersen’s VIP Preview Day before the museum reopens to the public on December 7. A convoy from Motor4Toys to the Petersen will leave at 11:30AM to be among the first of exclusive ticket holders who will experience the new museum. Enhancing the exclusivity of DriveLA, participants will have the option to purchase Preview Day tickets for early museum access. These tickets will include guided tours of the Petersen’s 25 new galleries as well as a special vault tour led by the Petersen’s Chief Curator, Leslie Kendall. Food, drinks, and gift bags are also part of the Preview Day package.
Last but definitely not least, the Petersen Automotive Museum will reopen to the public on December 7. DriveLA participants will be among the first to have access to the new Petersen app. By collecting digital badges along the way at each experience, DriveLA participants will be able to redeem prizes for each badge beginning on Preview Day. This is an once-in-a-lifetime opportunity to participate in memorable motoring events in the car capital of the world.
For more information on The Petersen Museum and their grand redesign, please visit Petersen.org or call 323-930-CARS. For more information on DriveLA, please visit DriveLA.org.
The Petersen Automotive Museum Foundation is a 501(c)(3) nonprofit educational institution. For general Museum information, call 323/930-CARS or visit the Museum’s website: www.petersen.org.