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Rodeo Drive, Beverly Hills. On a normal business day you can walk into a boutique and buy a $900 handbag or a $12,000 wristwatch. For the annual Concours on Rodeo, though, the street is closed and covered in a glittery black carpet. The display area is cordoned off. Some of the top collector cars in the world are put inside the draped barrier. Much of the display arrives in covered trailers. Entering a car is by invitation, and a sizeable donation to a selected charity is encouraged. The night before the concours, the people displaying cars enjoy a fine dinner. The day of the event, the hoi polloi mingle with the rich and famous along three city blocks of extraordinary machines. Look. There’s Carroll Shelby. And over there! It’s Nicholas Cage. And here comes Barry Maguire of the car wax company. His company happens to be a major sponsor. Of course, Jay Leno is taking a look at the cars, too. In short, the ambiance of this event is what one would expect on Rodeo Drive.

Given the rarified air of the event, it is something of a privilege to display a car. About 150 are entered. Cadillac and the Southern California Region of the Cadillac-La Salle Club have been represented in the event over the last several years. Actually, more than represented – Three of our members have won first places in the five years of this event!

Typically, they are entered in the American Classics category, in which the competition includes top examples of T-Birds, Corvettes, early Skylarks, and Lincolns.

In 1998, the first year of this event, Morgan Woodward took home a Lalique trophy for his ‘51 Series 62 convertible. In 2001, Tony Hiller won First in Class with his ‘47 Series 62 convertible. This year, Borje Forslund took the trophy for his pale blue ‘59 Biarritz. – this in an event which emphasized only open cars.

Congratulations, gentlemen!


Borje and Mary Forslund, 2002 Concours on Rodeo.

Above, Tony and Lyn Hiller receive First Place, 2001.
Below, Morgan Woodward at the 1998 Concours.

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Date Last Updated: October 21, 2017
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