How The Classic Auto Show Revs Up the Event Experience
for Car Fanatics

The Classic Auto Show is the place where gearheads from around the world come together for three high-octane days to celebrate all things on wheels. Unlike most auto shows, The Classic Auto Show heavily focuses on antique and classic rides, featuring over 1,000 cars spread out over two floors of the Los Angeles Convention Center. Attendees of The Classic Auto Show can meet their favorite automotive celebrities, learn tips and tricks from the experts at the Restoration Station and Auto Detailing Studio, and attend The Women ‘n Wheels Pavilion to hear from iconic women in the industry and experience hands-on demos during Bogi Lateiner's Chevy Montage.


The Classic Auto Show is owned and operated by Clarion UX, the U.S. division of Clarion Events, which is an international events company devoted to producing automotive, gaming, and other consumer and enthusiast events. With several auto enthusiasts on their team and an already successful automotive event in the United Kingdom, Clarion UX wanted to bring the U.S. classic car community an automotive show like they’ve never seen before.


The Classic Auto Show launched in 2017 as the first auto show hosted by Clarion UX in the U.S, and has quickly become one of the country’s largest and most anticipated classic auto shows. “There are tons of car shows in the United States, but there weren’t many events of this scale that just focused on classic automobiles,” said Melanie Flavin, Marketing Director at The Classic Auto Show. “The Classic Auto Show celebrates the craftsmanship and timelessness of classic cars, trucks, and other automobiles that you just don’t see as much of these days.”

Searching for the Keys to a Next-Level Auto Show


With extensive experience in the consumer events and expo space, the Clarion UX team knew the services and features necessary to meet the needs of The Classic Auto Show. That being said, they soon realized that not all ticketing partners are equally as equipped in terms of support and functionality.



“The help offered by the ShowClix Marketing Services team was great. We talked through our goals and objectives, and they were there to help execute our social media marketing plans every step of the way.”

- Melanie Flavin, Marketing Director, The Classic Auto Show



Driving Event Awareness

The Classic Auto Show needed to dive head first into their marketing efforts to attract the attendees they knew the event could draw. Having focused mostly on offline marketing tactics for similar events in the past, Clarion UX knew that The Classic Auto Show needed expert advice on how to reach the right audience through digital means while making the most of their marketing budget. “We wanted input on how to use social media and other digital efforts to reach new audiences, but most ticketing providers couldn’t offer the fresh perspective we were looking for,” Flavin said.

Expectations for Walk-Up Sales

Based on their analysis of trends in the LA show market, The Classic Auto Show expected a good deal of walk-up sales throughout the course of the event. They needed a ticketing partner that would excel not only at online ticket sales, but at facilitating day-of sales in a simple and timely fashion as well. “Walk-up sales make up a huge portion of our attendance,” Flavin said. “It was extremely important to us that any event ticketing solution we partnered with could quickly and easily process on-site sales on a large scale.”


A Solution for Every Need

The Classic Auto Show wanted a system that would make it quick and efficient to sell tickets and get their attendees through the door. That being said, they also knew that their ticketing partner needed to have the tools and features to make their event stand out. “Being a newer classic auto event, we knew we had our work cut out for us,” Flavin explained. “We employed things like post-show surveys and promotional discounts in the past, so we wanted a system that could provide solutions for this and more. We wanted a way to simply join all of our ticketing operations to optimize our efforts.”

Kicking Sales into High Gear with an Expert Partner


As part of the Clarion UX family, The Classic Auto Show was introduced to ShowClix, the event technology partner of choice for their festivals, expos, and pop culture conventions. The wide array of ticketing tools, robust system functionality, and skilled team of event experts offered by ShowClix was exactly what they needed.



“The box office app is such an integral part of our event. Without this constant access to fast, reliable on-site ticketing, we wouldn’t be able to provide our attendees with the event experience they’ve come to expect.”

- Melanie Flavin, Marketing Director, The Classic Auto Show



Expert Marketing Advice

The Classic Auto Show consulted with ShowClix’s Marketing Services team to build a digital marketing plan that would expose their event to the right audience. Offering social media campaign suggestions, content recommendations, and providing thorough ad training and setup, ShowClix helped The Classic Auto Show increase brand awareness and drive pre-show sales in ways they had never expected. Once ShowClix also implemented their Facebook and Google Analytics website tracking pixels, the results were obvious. The Classic Auto Show was able to employ highly-targeted remarketing campaigns and optimize all ads to drive sales. “The help offered by the ShowClix Marketing Services team was great,” Flavin said. “We talked through our goals and objectives, and they were there to help execute our social media marketing plans every step of the way.”

Flexible Box Office

With The Classic Auto Show’s large number of walk-up sales, they quickly took a liking to ShowClix’s robust and adaptable box office application. With live ticket inventories, accurate check-in data, and integrated system functionality that helped day-of sales and admissions run quickly and smoothly, ShowClix’s box office app was more than capable of meeting the event’s needs. “The box office app is such an integral part of our event. Without this constant access to fast, reliable on-site ticketing, we wouldn’t be able to provide our attendees with the event experience they’ve come to expect.”


Powerful Ticketing Tools

ShowClix not only provided The Classic Auto Show with a powerful ticketing solution, they provided a wide array of tools and features to better understand their attendees and continue to improve their event. With the ability to add customizable questions to the checkout, Flavin and her team received affinity information and gained a better understanding of how attendees first heard about the event.


ShowClix’s tracking tags allowed them to better track what sources were bringing in the most ticket sales, and their coupon capabilities allowed for distribution of promotional codes for marketing campaigns and special offers. “With ShowClix tags and coupon codes, we were able to quickly and easily determine which partnerships and promotions were working best,” Flavin noted, “which is extremely helpful in improving our marketing efforts for future shows.”


“We work with ShowClix because they know and understand our business. They know exactly what we need and provide us with recommendations and tools to help us take the next step.”

- Melanie Flavin, Marketing Director, The Classic Auto Show

ShowClix Delivers Results



14%

YoY increase in ticket sales

28

Hours of dedicated marketing support

19x

Facebook advertising ROI

900+

Tickets processed on-site per peak hour

ShowClix is the Trusted Event Technology Partner


Nostalgia for classic automobiles will continue to grow as these automotive works of art become more scarce, and The Classic Auto Show will only become more popular. Flavin and her team will rely on ShowClix to help them expand their business, implement customized marketing strategies, and provide world-class experiences to their growing following.


With ShowClix’s wide variety of ticketing tools, they will be able to gather detailed insight about their attendees, continue to optimize their advertising efforts, and enhance their content. “We work with ShowClix because they know and understand our business,” said Flavin. “They know exactly what we need and provide us with recommendations and tools to help us take the next step.”

“We truly enjoy working with ShowClix. With help from their team, we can continue to build better experiences for our attendees and expose The Classic Auto Show to new audiences. We can’t wait to see what the future holds for this partnership!”

- Melanie Flavin, Marketing Director, The Classic Auto Show

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