As a lead up to the reopening of the Petersen Automotive Museum, the facility has created DriveLA, which during a six-week period will offer a dozen automotive experiences.
“DriveLA is the perfect manner in which to build momentum and energize people looking toward the museum’s grand reopening,” Adam Langsbard, the museum’s chief marketing officer, said in a news release.
“Each DriveLA event is unique and special and most are free, some with limited space. It’s the optimum way to dive headlong into SoCal car culture.”
DriveLA beings October 25 with the annual Art Center Car Classic on the main Pasadena campus of the Art Center College of Design, the school where many of the world’s leading car designers received their training.
Next, on November 8, is the Petersen’s Breakfast Club Cruise-In in the museum’s parking garage.
DriveLA ventures beyond the city on November 12 to visit the Mecum Auction at Anaheim in Orange County, where more than 700 vehicles are expected to cross the block.
On November 19, DriveLA participants will partake in an exclusive preview night at the Los Angeles International Auto Show. On November 24, DriveLA visits the Honda Museum in Torrance.
The following day, actor Steve McQueen’s life as a car guy will be celebrated with a road rally from Los Angeles to Malibu on Mulholland Highway. The museum will send its Jaguar XKSS, formerly owned by McQueen, on the rally.
On November 26, DriveLA takes part in the Tesla Tech Day and on November 27, the museum’s CarStories.com website hosts a live broadcast featuring interviews with “the biggest stars and brightest minds in the automotive world,” according to a news release.
On December 6, the Motor4Toys charity car show in Woodland Hills will be held with DriveLA participants starting at the show and then driving to the Petersen for the VIP Preview Day before the museum reopens to the public on December 7. DriveLA members can purchase preview day tickets for early museum access and a special vault tour led by Leslie Kendall, the museum’s chief curator.
The final DriveLA event is the reopening of the museum December 7, when DriveLA participants can redeem badges they’ve collected at the earlier events for special prizes.
The Petersen has been closed for most of the last year as it undergoes transformation inside and out.
An “unlimited” DriveLA pass is $79 and includes admission for the holder to the Art Center show, Petersen Cruise-in breakfast, Mecum Auction, LA Auto Show, Tesla Tech Day, Honda Museum, McQueen Mulholland Rally, Carstories broadcast, Motor4Toys and to the Petersen itself. Also available are $59 and $39 tickets with admission to fewer of the events.