The news that Filip Bourgoo, formerly of Zoute Grand Prix, had been appointed as CEO of the UK’s Salon Privé came as a big surprise on Friday 13, September. After all, Salon Privé is defined by its founders – brothers Andrew and David Bagley – and the showcase concours at Blenheim Palace is going from strength to strength; this year’s staging introduced the MotorAvia jet-centre party, blending private aircraft, an ever-growing international entry list for the concours and growing visitor numbers.
We sat down with co-founder David (pictured below) to discuss the reasons behind the move, and what the future has in store for Salon Privé.
“Ever since the start, there was a synergy between what the Bourgoo brothers [Filip and David] and we were doing. As brothers and boutique-lifestyle event organisers, Andrew and I are focused on the detail, and we quickly found kindred spirits,” says David. “Zoute Grand Prix developed into a colossus, with more than 420,000 visitors in 2023, the biggest Bonhams auction in Europe, and GT and Rally Tours of a scale not seen before – all this with an attention to detail that simply made these events and tours magical.”
The Bourgoos subsequently parted company with Zoute Grand Prix and began developing plans to expand touring through major European countries. “They’ve been looking at Switzerland, Germany and Monaco, to name a few – GT and Rally Tours inviting 100 or so cars, with great locations, sublime hotels and exquisite dinners,” David says.
“This year’s Salon Privé Blenheim was a record year for all involved, but to develop the brand into Europe is going to need an additional pair of very skilled hands. So, Filip will focus on driving both Salon Privé London and Blenheim, forging ahead with the GT and Rally Tours, while Andrew focuses on curating the concours entries to new heights. I will continually develop the automotive partners, adapting to their needs as we go. Staying relevant is key,” David explains.
The news comes as plans are already well underway for Salon Privé 2025 – the event’s 20th year. “That’s an amazing achievement,” David reflects. “While Villa d’Este Concorso d’Eleganza has been going since 1929, and Pebble Beach Concours d’Elegance since 1950, there aren’t many concours events that have 20 years under their belt.”
A major step forward for Salon Privé Blenheim was being part of the Peninsula Classics Best of the Best Award programme. “It’s an amazing celebration of the automobile, bringing together eight of the world’s finest Best of Show cars from the top international concours events to compete for the title of the most exceptional car in the world,” he says.
This year’s Blenheim Palace concours saw 22 international entrants from 15 different countries, out of a total of 76 entries. All this while the transportation issues of Brexit continue to loom? David doesn’t see it that way. “It’s made the temporary importation of anything very difficult, but I don’t think it has affected us to such an extent – clearly, we’re seeing more international collectors than ever before,” he says. “Big American collectors, for example, will have a number of cars under restoration in different countries, and are always planning two, three years ahead in relation to when a restoration project will be completed; maybe they have cars in mainland Europe, so it’s feasible to bring them over.”
David believes a big part of Salon Privé’s appeal is the sense of fun. “We like to say ‘it’s where the car world comes to have fun’, and that’s why people keep coming back – why do something if it isn’t fun?” he says. “What we work hard on is creating a fun environment for everyone who is there, whether you’ve spent £50 on a Saturday ticket or £645 on top-flight hospitality.”
Blenheim Palace’s location in Woodstock, Oxfordshire also plays a big role in the diversity of offerings Salon Privé can offer, David adds. “It has so much flexibility – geographically, it’s perfect because it pulls people in from across the country, and this year we’ve launched MotorAvia, which was an amazing success. What we’ve tried to do is create a series of events that nobody can replicate – remembering that London Oxford Airport is just five minutes away from Blenheim Palace.”
It’s too early for David to reveal too much about concours classes for next year, although he observes that the Bugatti Veyron and Ferrari F50 have big anniversaries ahead. Instead, the major innovation for next year will be the new GT and Rally Tours, masterminded by Filip. “We plan to bring together a connected group of like-minded global car fanatics to our events and tours, with fun at its core, taking the Salon Privé brand across Europe as we go.”
David has also keeping a keen eye on the re-introduction of an auction partner to both UK events and Europe. “It’s certainly on our radar, but it has to be the right partner – we have a community of car collectors that would enjoy seeing an auction at any one of our events,” he says. “The plan is very much to launch the tours in tandem with an auction.”
Looking more broadly, David’s keen to develop Salon Privé London with regard to manufacturers. “After Rétromobile, it’s pretty much the first automotive event of the year in Europe – there is no Geneva any more,” he says. “I’m not saying we will become ‘a Geneva’, but manufacturers are looking for locations and venues early in the year to launch new products – and we want to be that event.”
Salon Privé London has seen attendance rise year on year by more than 20 percent, although David admits that it’s also undergoing further tweaking, with big plans for 2025 underway. “We’ve launched an event right on the doorstep of the very market we’re looking to appeal to – Kensington, Knightsbridge, Chelsea and Mayfair. Location is key to our success.”
Reflecting on how the concours world has changed over the years, and the biggest challenges David and the team have faced, it comes down to trust. “Being able to approach a collector with an opportunity to display their car in a competitive environment, judged by world ICJAG professionals, still comes down to trust,” he says. “Trust in the experience, trust in the security aspect and trust that the cars will be judged by professionals, ensuring our Best of Show really is, quite simply, the most outstanding and correct car on the showfield.”
David says he’s had to forego some major cars, too, when the owner has simply been unable to attend: “Our policy has always been that we want the owners to join in the fun – the event is about people, not just presenting cars. Andrew and I have always said it’s a passion-led business, it’s something we’re very proud and protective of – we’re in no particular hurry to get to the top.
“So if somebody says ‘look, I’m not able to come this year, but call me in a year or two’s time,’ they get a call. We nurture relationships to the point where we end up with the car and its owner – when this happens, and collectors and their friends come just the once, they then tend to stay with us and keep coming back.”
David adds that maintaining quality and keeping the events fresh is a big challenge; aside from the tours and rallies mentioned earlier, he is keen to introduce concept cars to Blenheim. “I’d certainly like to introduce a concept lawn – as of next year, there will be new manufacturers taking part, more classic car specialists and dealers, and maybe new layouts.”
And the one car he’d like to see at Salon Privé? “How about a Bugatti Royale?”
More details on Salon Privé can be found here.
