London Concours is an annual, premium lifestyle event that celebrates the craftsmanship and traditions of automotive design and motoring.
The 3-day event is a curated showcase of rare, luxury and legendary and is drawn from private collectors’ one-of automotive assets. London Concours is part of Thorough Events’ luxury Concours series and – in keeping with the upscale nature of the events – they chose the City’s Honourable Artillery Company (HAC) as the backdrop for the event.
Framed around a quintessential summer garden party, the event capitalises on the HAC’s manicured grounds to create a stunning backdrop where limited editions meet quiet luxury retailers, British brands and best in show hospitality experiences.
KEY CONSIDERSATIONS
London Concours celebrates the traditions of the HAC’s military backdrop and location which it has occupied since 1641. Uniformed members of the Company are clearly visible during the 3 days and many of the HAC’s ceremonial traditions are brought to life during the event to honour the role and impact of the military.
Environmental, social and governance (ESG) is a key factor for Thorough Events and the HAC. Through its partnership with Searcys, food and drink has a local, seasonal favour with an emphasis on English menus, wines, and craft beers. ‘Club Concours’ is a discreet, premium experience for client entertaining and offers arrival drinks, lunch, and afternoon tea, as well as entertainment. Other visitor catering has the environment in mind and includes sustainable gin from Jim and Tonic and small batch maker and award winning The Duck Shed.
The event requires a significant infrastructure, and due to the high-profile nature of its pristine lawns and pitches, a comprehensive maintenance plan is in place to return to form the world-class grass facilities. Suppliers at the event are tried and trusted and have proven credentials around sustainability and minimising their impacts with partners including Pavilion Structures, Insite Graphics and Searcys.
Andrew Evans, MD of Thorough Events: “Concours London is a collaboration with the HAC and its heritage. In 1784, the venue was host to the first manned, free-floating balloon fight in English skies. Fast forward two centuries, and it’s the perfect partner to mark heritage, create new traditions and to celebrate everything that’s unique and one-of, bespoke and beautiful in the automotive world.”
OUTCOMES: Concours London has been held at the HAC since 2017. The event has attracted Le Mans winners, Japanese auto industry pioneers and one-of Jaguar concept cars. The event pulls a black book guest list from both City institutions and private wealth who are attracted by the discreet luxury showcase in one of the City’s foremost destinations.
ATTENDANCE, SOURCES, CATEGORIES
| DATES | HOSPITALITY (incl. receptions) | Media | TOTAL ATTENDANCE |
| Tuesday 4th June | 251 | 167 | 2,875 |
| Wednesday 5th June | 363 | 143 | 3,185 |
| Thursday 6th June | 228 | 101 | 4,101 |
| Totals | 842 | 411 | 10,161 |
SOCIALS
| Impressions | 662K |
| Reach | 246K accounts |
| Profile visits | 19.1K |
| New followers | 2.4K |
| Clicks to website | 2.2K |
| Reach | 1.3m |
| Page visits | 11.9k |
| New followers (up from 328 in ‘23 for same period) | 800 |
MEDIA COVERAGE
193 pieces of coverage
8.53m estimated views
1.91b audience
Champagne Sales
371 glasses of Veuve served
192 bottles sold
