Plan Your Event: Collector Car Appreciation Day



General Information

For more than 100 years, the automobile has played a significant role in the American culture. As the inspiration for everything from music and fashion to cinema and photography, car collecting is an important part of preserving the technological achievements and cultural heritage of the United States.

To celebrate the industry and the hobby, the Specialty Equipment Market Association (SEMA) announced July 14, 2023, as "Collector Car Appreciation Day." The date marks the fourteenth commemoration of what has become an annual event to celebrate and raise awareness of the vital role automotive restoration and collection plays in American society.

Car lovers throughout the country are invited to join in the celebration. Individuals, car clubs and automotive businesses are encouraged to plan and host events throughout the month of July. (Events would ideally take place on the official date but be sure to choose any date during the month of July that works best for you.)

The event can be as simple or elaborate as you wish. SEMA will promote the event by listing it here and provides marketing materials to help you with local publicity.

Below are some resources that are available to those who submit details for their events. For questions, contact the SEMA Action Network (SAN) at 909/978-6721 or


Logo: Promote your involvement with the nationwide celebration by using the official Collector Car Appreciation Day (CCAD) logo on your fliers and signs. The logo is available for download as a .PDF or .PNG file.

Resolution: Participating organizers will be awarded a copy of the current year's Congressional Resolution for display at each registered event. Download your copy of past Resolutions from the event photo galleries at this link and this link as well. Post it at your gathering during the event and take a photo of participants with the document. If you submit a photo of your group with the Resolution to us at, as well as others from your celebration, we'll include them in the CCAD image collection!

Celebrities/VIPs: Looking to promote your event and get more people to attend? Having celebrities and/or VIPs at your event is a great strategy. Consider inviting federal and state legislators that represent your district, your city mayor or other dignitaries to join you at the event. You may also invite local youth groups or organizations to further strengthen interest. Be sure to give these folks special treatment by welcoming them when they arrive. Don't forget to send personal thank you notes after the event as well.

Pre-event Media Coverage: Local newspapers often have calendar listings or will include a short paragraph about an upcoming event. Identify your local media and the key contact at each outlet. You can identify the city editor at the newspapers by looking in the paper itself and/or calling them directly. For television stations, you may want to start by searching the Internet or checking your local phone books. You'll want to call the television stations to get the names and contact information for the assignment editors. SEMA is available to assist with identifying local media as well. If your local newspaper requests a press release, you may use the sample release available here.

Media Attendance: To get the media to actually attend your event, you'll want to send a media advisory. The advisory should go to the local newspapers and television stations. Make it easy for the media to attend your event by providing convenient parking and be sure to give them a cell number that they can reach you at. A sample advisory is available here.

Spokespersons: If you have media at your event, it's best to identify 2-3 key spokespersons that the media can interview and prepare them with key messages in advance of the event. This will likely include an executive of your organization, perhaps a VIP and a car owner. For more info, see "Key Messages."

Signage: Participants of your event will likely take lots of photos, especially media in attendance. Strategically place signage in the background of areas that are likely to be of interest to the media (behind the cool cars, for example). Make sure the signage clearly shows your organization's name and the Collector Car Appreciation Day logo (download as a .PDF or .PNG file).

Social Media: If you have a Facebook page or some other social media site, promote your Collector Car Appreciation Day event by setting it up as an event and sending an invitation to your entire network of friends and encourage them to share it. As this is hopefully an annual event for you, consider setting up a new Facebook page for your specific event with content and photos that can be shared. Additionally, be sure to Tweet information about your event on Twitter so all your followers are aware and can share with their friends.

Post-Event: Please let us know how your event went. Let us know if the tips provided here were helpful, if you used any of the sample materials, and please send us photos from your event and copies of your media clips. We'll share your accomplishments and keep the celebration going. We'll also be able to use your feedback to make next year's celebration even better! Send materials to or 909/978-6721.



Press Release Template

PRESS RELEASE (Distribution Date)
MEDIA CONTACT: (Name), (Contact Info)

Thousands across the country unite to commemorate
Fourteenth Annual "Collector Car Appreciation Day"

(City, State), (Date) - (Organizer Name) is joining organizers across the country to celebrate the fourteenth annual Collector Car Appreciation Day by holding the (Event Name) on (Date), (Time) in (Location, City, State). As a singular tribute to the collector car industry and the millions of hobbyists it supports, the second Friday in July is recognized as Collector Car Appreciation Day as a means to raise awareness of the vital role automotive restoration and collection plays in American society.

"We are excited that businesses and hobbyists throughout the country are joining together to celebrate the positive presence that the automotive industry has in local communities," said (Name), (Title). "We're looking forward to the (Event Name) where (hundreds/thousands) of people will be able to demonstrate their love for automobiles. The event is going to be even more special knowing that car-lovers across the country are celebrating as well."

The (Event Name) is one of hundreds of car events taking place to celebrate Collector Car Appreciation Day, recognized officially on July 14, 2023. The Specialty Equipment Market Association (SEMA), its Automotive Restoration Market Organization (ARMO), its Hot Rod Industry Alliance (HRIA) and the SEMA Action Network (SAN), compiled a list of events nationwide and posted it here.

SEMA, a trade association for businesses in the automotive specialty equipment market, and ARMO, a council within SEMA that is dedicated to preserving and promoting the automotive restoration industry, began recognizing Car Collector Appreciation Day in 2010.

"Car collection is a uniquely American pastime and it's played an integral role in our society," said SEMA. "The Senate Resolution and the events taking place all over the country are a further testament to the importance and passion of this industry."

The (Event Name) will include more than (XXX) vehicles, including (list a couple of noteworthy vehicles). Attendees will be able to see the detailed craftsmanship that goes into restoring a classic car up close and in person. (Include details re: food, music, activities, etc.). Admission is (Cost/Free). For additional details about the event, visit (website) or contact (Name, Phone, E-Mail).




Collector Car Appreciation Day Key Messages

Be sure to modify these key messages to meet your unique needs.

- (Organization Name) is pleased to be a part of the nationwide celebration recognizing Collector Car Appreciation Day. For over a century, America has produced some of the greatest cars and trucks ever built. The Day reaffirms the important role that automobiles have played in the United States heritage.

- (Event Name) is one of hundreds of nationwide gatherings taking place in honor of Collector Car Appreciation Day. Millions of Americans enjoy collecting cars and do so with great passion and as a means of individual expression.

- As you can see from today's (Event Name), historic and classic automobiles play an integral role in American society. They serve as the inspiration for everything from music and photography to cinema and fashion.



Media Advisory Template




Thousands across the country unite to commemorate
Fourteenth Annual "Collector Car Appreciation Day"

WHAT: More than (XXX) classic and restored vehicles will be featured at the (Event Name), a (City Name)-event taking place in honor of the fourteenth annual "Collector Car Appreciation Day." (Hundreds/Thousands) of spectators are expected to attend the (Event Name), which will also include (live music, food, games, raffles and more). (Include information about the vehicles, such as "The vehicles on display include one-of-a-kind ...")

WHY: The Specialty Equipment Market Association (SEMA) declared July 14, 2023, as "Collector Car Appreciation Day." As a result, hundreds of car-related events are taking place across the country during the month of July. The events aim to raise awareness of the vital role that automotive restoration and collection plays in American society. As a uniquely American pastime that serves as the inspiration for everything from music and photography to cinema and fashion, the automotive industry has made a positive impact on the American economy and in serving technological advancements for more than 100 years.


  • (List names of executives and titles who may be interviewed)
  • (List VIPs participating that the media may be interested in, including well-known builders, local elected officials, children's organizations, etc.)

WHEN: (Date), (Time)

WHERE: (Location, including company name and/or address)


Collection Car Appreciation Day is the result of an effort undertaken by a national trade association, the Specialty Equipment Market Association (SEMA). Through its councils, particularly the Automotive Restoration Market Organization (ARMO), the celebration raises awareness of the vital role automotive restoration and collection plays in American society while providing well-paying, high-skilled jobs nationwide.

MEDIA CONTACT: (Name), (Title), (Contact Info)