CHALLENGE

How could Wheels Up extend its premium member experience beyond the runway and establish a meaningful presence within one of the world’s most exclusive automotive and lifestyle events?

SOLUTION

For the second consecutive year, Wheels Up partnered with rEvolution to bring the Wheels Down portfolio to life at Monterey Car Week. rEvolution led the development and execution for a connected week of premium programming – from member communications and curated packages to bespoke environments and flawless on-site operations. The experience spanned four distinct moments: a Welcome Reception at The Inn at Spanish Bay, The Quail, Lamborghini Villa, and Pebble Beach Concours d’Elegance.

Through thoughtful design, strategic partner integration, and seamless guest management, rEvolution created distinctive opportunities for members, prospective members, and media to engage with the Wheels Up brand throughout the week.

WHEELS DOWN AT MONTEREY CAR WEEK

rEvolution expanded Wheels Up’s Monterey Car Week presence with multiple footprints that reflected the brand’s position at the intersection of private aviation, luxury hospitality, and automotive culture. New for 2026, curated member package models gave guests access to personalized, high-touch itineraries.

Throughout the week, Wheels Up welcomed members and prospects at an intimate reception, an enhanced presence at The Quail, and a reimagined Lamborghini Villa anchored by a cocktail mixology experience. Refined branding and guest touchpoints at Pebble Beach Concours d’Elegance, paired with executive broadcast integration, further extended the brand’s reach beyond the event grounds.