BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Social Events

Ferrari Takes Over Beverly Hills for Milestone Anniversary

In honor of its 60 years in the U.S., the automaker filled the California city with rare cars for a weekend of dramatic celebration.

Alesandra Dubin
October 20, 2014

Beverly Hills is well known as a city of fancy cars—and one automaker's milestone occasion brought in about a thousand more of them for a high-profile event weekend to boost that reputation.

Ferrari celebrated its 60th anniversary in the United States with a weekend takeover of the city, which included a glittering private black-tie gala as well as a massive parade of cars on Rodeo Drive for the public. Both events were produced by the Donahue Group, working with Ferarri USA’s Greg Adams, Kurt Welsch, and Maria Stampone, as well as Petersen Automotive Museum vice chairman and Ferrari collector Bruce Meyer.

Announcing the October 11 gala to all passersby was a Beverly Hills City Hall building awash in red lighting and decked with an enormous projected emblem of the "Prancing Horse" logo, executed by ShowPro. The dinner took place beneath the building at the Wallis Annenberg Center for Performing Arts, where Ferrari red also appeared in arrangements of copious roses and even in coordinating pashminas on the backs of ladies' chairs at the alfresco event.

Mayor Lili Bosse opened the evening with a proclamation declaring the start of the weekend takeover. Fiat Chrysler chairman John Elkann, Fiat Chrysler C.E.O. and Ferrari chairman Sergio Marchionne, Ferrari C.E.O. Amedeo Felisa, and Ferrari vice chairman Piero Ferrari were also all among the executives presiding over the fete for 600.

In the evening’s highest-energy portion, auctioneer David Gooding auctioned a huge-ticket item: the first of 499 examples of the newest 458 Speciale A. The car sold for $900,000 with proceeds benefiting Daybreak, the American branch of the Italian charity dedicated to research for cures for rare genetic diseases. And in addition to that vehicle, the limited-edition F60 America was unveiled to the crowd.

The evening's musical performances included Italian conductor Carlo Ponti Jr. leading the Los Angeles Virtuosi Orchestra, violinist Caroline Campbell, and Mary J. Blige. A fireworks display capped off the event.

The celebration continued the next day with the “Race Through the Decades: 1954-2014,” an open-to-the-public event on Rodeo Drive. Meant for fans, collectors, and owners, the affair was billed as the most significant collection of classic and racing Ferraris ever assembled. It included cars made famous on TV, including the Ferrari 308 GTS from Magnum P.I., the Testarossa from Miami Vice, and Steve McQueen’s Ferrari 275 GTB/4 from Bullitt. An estimated 30,000 people attended the public event.

A new car dedicated to collectors in the United States was also debuted: the $3 million-plus Ferrari F60 America, of which only 10 will be produced—and all are already claimed.

Ferrari celebrated 60 years in the United States with a weekend takeover of the city of Beverly Hills. For a gala at City Hall, on-brand red lighting illuminated the space.
Ferrari celebrated 60 years in the United States with a weekend takeover of the city of Beverly Hills. For a gala at City Hall, on-brand red lighting illuminated the space.
Photo: Nadine Froger Photography
Mary J. Blige was among the performers at the gala.
Mary J. Blige was among the performers at the gala.
Photo: Courtesy of Ferrari
Fireworks capped off Ferrari's private black-tie affair.
Fireworks capped off Ferrari's private black-tie affair.
Photo: Nadine Froger Photography
A giant counter stood on Camden Drive for the October 12 event.
A giant counter stood on Camden Drive for the October 12 event.
Photo: Courtesy of Ferrari
Multiple street closures were in effect for the parade, which brought about 1,000 cars to fans in Beverly Hills.
Multiple street closures were in effect for the parade, which brought about 1,000 cars to fans in Beverly Hills.
Photo: Courtesy of Ferrari
Giant screens were positioned at both ends of Rodeo Drive to broadcast the public event to spectators.
Giant screens were positioned at both ends of Rodeo Drive to broadcast the public event to spectators.
Photo: Nadine Froger Photography
Latest in Social Events
Camp Madikane Experiential Wedding
Social Events
6 Things This Brand Marketer Learned From Planning Her Own Wedding
Following a 70-year reign, Queen Elizabeth II passed away at the age of 96 on Sept. 8, 2022.
Social Events
Remembering Queen Elizabeth II
How to Host an Event in Antarctica
Global
Would You Host an Event in Antarctica? Here's How It's Doable
The 2022 City Harvest Gala
Social Events
See Inside the Star-Studded 2022 City Harvest Gala
Related Stories
Host an elegant wedding reception in our lofted second floor space
Social Events
Wedding Events
Dsc1670 2
Social Events
See Why Stormtroopers Guarded a Los Angeles Gala
Debi Lilly of A Perfect Event decked her reception table with a long runner of green and white hydrangeas. The table had a gentle, flowery fragrance surrounding it.
Social Events
Wedding
Top Social Event Trends: Modern Minimalism...
Social Events
Wedding
More in Social Events
Social Events
6 Things This Brand Marketer Learned From Planning Her Own Wedding
Creative agency owner Whitney Headen used her marketing expertise to plan her own experiential wedding—and discovered some key learnings that she'll carry back to her work for big brands.
Camp Madikane Experiential Wedding
Social Events
Remembering Queen Elizabeth II
The Royal Family announced that Queen Elizabeth II died peacefully at her estate in Scotland the afternoon of Sept. 8, 2022.
Following a 70-year reign, Queen Elizabeth II passed away at the age of 96 on Sept. 8, 2022.
Global
Would You Host an Event in Antarctica? Here's How It's Doable
If you have the budget for it, it's possible to host weddings and other events in the remote grandness of the world's least-populated continent. Luxury travel company Red Savannah gave us the details.
How to Host an Event in Antarctica
Social Events
See Inside the Star-Studded 2022 City Harvest Gala
City Harvest raised a record-breaking $5.2 million to support its mission of feeding New Yorkers in need with an evening that paid tribute to the Big Apple by fittingly transforming Cipriani 42nd Street into an elegant red supper club.
The 2022 City Harvest Gala
Social Events
What Corporate Planners Can Learn From These 2021 Wedding Trends
This year may turn out to be one of the busiest for weddings. Here, take a look at how 2020 shaped the future of saying “I do”—from mini charcuterie boards to sequel celebrations—plus key takeaways for corporate event pros.
2021 Wedding Trends
Sponsored
5 Key Packaging Trends Emerging in 2020
StickerYou
StickerYou's custom printed products amp up any type of packaging!
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Brands & Event Pros
Industry Innovators 2025: Sephora
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Sponsored
Innovative Video Invitations in the COVID Era
Gigeo® personalized videos invitations by celebrity impersonators.
Social Events
What One Event Pro Learned While Planning Her Own Virtual Wedding
Masha Berenboym, the Los Angeles-based owner of Artists Creating Entertainment, draws on her own experience to share key takeaways for planning memorable hybrid celebrations.
With a planning window of just three weeks, Berenboym tapped into her existing network of event collaborators, led by Shawna Yamamoto Event Design. “Everyone should have a day-of coordinator even for the smallest-sized event,” she said.
Sponsored
Recap: Paving New Paths for Live Entertainment at Virtual Events
Event Farm
Attendees from around the world enjoying a live virtual performance
Sponsored
How Cineplex Theatres Can Be Safely Leveraged to Host Meetings and Events
Cineplex offers a safe, sensory experience for meetings and events across Canada.
Sponsored
Event Planners Are Thinking Micro To Bring Back Live Events
Coastal Cool - One of many hyper-curated tablescapes from Hestia Harlow, the newly launched event platform that's creating a revolution in our industry.
Social Events
The Rise of Micro-Weddings—and What All Events Can Learn From It
Learn how the wedding industry is using creative formats, eye-catching decor, and technology to make small events feel special.
Legendary Events is planning weddings for 12 or fewer guests at The Estate in Atlanta. In addition to spaced-out seating and CDC-compliant sanitizing measures, the wedding packages include a fully decorated ceremony; cake, cupcakes, and sparkling wine; and house music.
Page 1 of 54
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.