Billionaire's Club

How the Luxury Rally Club creates truly impressive events for car collectors who love to drive their automotive works of art

- By Jared Paul Stern

There are the guys who buy these cars and hoard them and keep them locked up. And then there are the guys who actually drive them." Clearly we are among the latter, at the first-ever Porsche Carrera GT event of its kind, in Napa Valley, California. Staged by the Luxury Rally Club, one of the world's top players in the ultra-exclusive experiential automotive space, the inaugural CGT Rally saw around $15 million worth of the rare and highly collectible Porsche supercars, of which only around 1,200 examples were built starting in 2003, gather together-along with some equally impressive 911s along for the ride this past May.

The event began at the impeccably-designed Alila Napa Valley resort in St. Helena, and included stops for open-air oysters by the ocean and an exclusive dinner at Michelin-starred The French Laundry, before finishing up in Sonoma with an awards dinner at Aperture Cellars, the label started by wunderkind winemaker Jesse Katz—famous for making a record-breaking $1 million bottle of Cabernet.

Despite all these impressive elements, LRC’s unofficial motto might well be “check your egos at the door, put your pedals to the floor.” The club was started by Trevor Johnson, an affable former professional hockey player from Canada who once had a gig organizing private hockey games for Justin Bieber wherever the pop star happened to be touring around the world. This later transitioned into a job as a brand ambassador for a luxury travel company; which eventually paved the way to his being asked by Craig Ekberg to help organize a high-end rally for collectors of classic Bentleys, in 2019.