Event Information

Hemmings and Motoring Culture Club (MC2) present UpShift, a groundbreaking event at Monterey Car Week, that combines the passion for classic cars with the vibrant history of Hip-Hop. Scheduled for Thursday, August 15th at SandBox in Sand City, CA, the event introduces an elemnet of cultural celebration by bringing a fresh, inclusive moment to the tradtional festivities while fostering connection between classic cars and Hip-Hop.

Why UpShift?

UpShift is a collaborative initiative with MC2, a platform focused on curating the future of the car community. UpShift represents a significant milestone for Hemmings, promoting a more accessible classic car culture. This event not only celebrates the profound influence of Hip-Hop on classic car culture but also activley opens the doors to a broader and more diverse audience. By integrating this dynamic music genre with automotive history, UpShift seeks to create a welcoming environment that transcends traditional boundaries, inviting enthusiasts of all backgrounds to connect over shared passions. This commitment to inclusivity is at the heart of the companies' missions, ensuring every participant feels a sense of belonging within the broader car community.

Event Highlights:

      • Iconic Cars on Display: Attendees will be mesmerized by a curated collection of classic cars, meticulously assembled by Edris Ekhlas of Refresh.ERA. This exhibition celebrates the dynamic intersection of Hip-Hop and automotive culture, featuring a tribute to the late rapper Nipsey Hussle, and a Maybach 57 inspired by New Orleans artist Birdman.  A true celebration of Hip-Hop and classic cars would be incomplete, however, without potentially featuring Snoop Dogg’s iconic '64 Impala, a legendary symbol of West Coast Hip-Hop culture. This highlight is set to captivate attendees and emphasize the deep connection between these two vibrant cultures. 
      • Luxury Watch Showcase: Complecto, a platform and agency committed to elevating and amplifying underrepresented voices in the watch industry and collecting community has partnered with Accutron, Alpina, Bulova, and Frederique Constant to curate a collection of luxury watches for guests to browse.
      •  
      • Photography Exhibit: Enjoy a captivating exhibit showcasing works from artist-enthusiasts across America, highlighting cars significant to the Hip-Hop era. 
      • Hip-Hop and Culture: The event will feature a virtual set by DJ Self Born, blending genres from disco to classic Hip-Hop, providing a nostalgic musical backdrop that evokes the spirit of car culture from the 80s, 90s, and early 2000s. 
      • Food and Drinks: Indulge in delicious offerings from Casa De Humo Barbecue, available for purchase with a General Admission ticket, and complimentary for VIP ticket holders. A variety of cocktails, beer, and wine will be available, with General Admission ticket holders receiving one complimentary drink ticket and VIPs enjoying unlimited beverages. Don't miss the specialty UpShift Old Fashioned, courtesy of Three Chord Bourbon. 
      • Inclusive Experience: Upholding its mission to welcome a diverse audience into the car community, UpShift is an intentionally inclusive space for enthusiasts from all walks of life, whether seasoned aficionados or newcomers. 
    • Are kids allowed? Yes, a Child General Admission ticket is available with a chaperone.
  • PARKING:
  • Ride share services are strongly encouraged. Limited parking is avaialble on a first come, first serve basis. Half a block East of SandBox on the NE corner of Ortiz Ave. and Contra Costa St. Address: 525 Ortiz Ave. Sand City, CA 93955

Hemmings invites interested sponsors to join them in making this event a memorable celebration that enriches the Monterey Car Week experience. If you wish to participate, please email events@hemmings.com.