Caught up in the hustle and bustle of Car Week, many attendees find themselves with numerous smartphone photos at the conclusion of the 10-day marathon.
Fine for a quick post on social media, sure. But like anything on social media, it’s only a fleeting moment, quickly buried by the unlimited number of other posts.
For those who want a lasting impression from Car Week—and not just a dopamine hit—while benefiting California State Parks, a new effort is there to capture it.
Apex Motorcar Portraits is led by a team of women from various local businesses and organizations, who have secured a stretch of the coastline at Asilomar in Pacific Grove as a photography studio.
Anyone who wants a professional portrait of themselves and a vehicle—whether their own or one from Monterey Touring Vehicles—can set up an appointment, with a portion of proceeds supporting California State Parks.
Photographer Alex Sczudlo’s work has been published in publications such as Forbes, as well as by auto manufacturers including Porsche.
Apex Producer and Creative Director Liana Huth says the appointment-based photo sessions are intentionally small so as not to add another large event and crowds to the growing Car Week.
“Car Week doesn’t necessarily need more volume, it needs more meaningful experiences,” she says.
The photos are not meant to showcase million-dollar cars, she notes, as car ownership, regardless of their price, is often a personal experience. Capturing that backstory is one of the goals.
“We’re trying to steer away from wealth and status, and more toward memory and a sense of place,” Huth says.
And that place is just as important of a character in the photo as the people and vehicles themselves.
“Preserving the coast should be important to all of us,” she says. “The Asilomar landscape contributes so much to every image. We felt the project should give something back to the place—and the local community—that makes those images possible.”
The sessions are available Aug. 7-14. The base price for photo session is $400. For information and to schedule a session, visit apexmotorcarportraits.com.