In 1995, the general manager of The Ritz-Carlton, Amelia Island, Michael Carsch, had a challenge. He had a beautiful oceanfront Ritz-Carlton, only a few years old, and each year he struggled to fill rooms when warm spring weather first arrived on the island. He also knew most people were not familiar with Amelia Island, Florida. Carsch wanted to create an event that would attract a luxury crowd each year. He tracked down a local car collector, Bill Warner, who had a reputation as a passionate car guy. Warner, a successful businessman, photographer and writer for Road & Track, was being urged by other auto enthusiasts to create a classic car show in Florida. With The Ritz-Carlton, Amelia Island and Mercedes-Benz as inaugural sponsors, Warner launched the Amelia Island Concours d’Elegance. The first car show featured 125 cars, world-famous Grand Prix driver Sir Stirling Moss as Honorary Chairman, and drew about 2,000 car enthusiasts. It also sold out The Ritz-Carlton, Amelia Island.

Fast forward to 2011, the Amelia Island Concours d’Elegance is entering its 16^th year, and is now considered the most prestigious show on the east coast. Collectors consider it one of the big events of the year along with Pebble Beach in California, Meadow Brook in Michigan and Louis Vuitton Classic in midtown Manhattan. They will be joined by an estimated 15,000 enthusiasts who will walk the Concours on Sunday.

This year they will see 255 high quality rare cars competing for ribbons in the Concours d’Elegance which literally means “a competition of elegance.”  Collectors, who are invited to the show, watch as a team of judges rate their cars for authenticity, function, history, style and quality of restorations. Any imperfection requires a fractional point deduction.

Why do collectors subject themselves to the rigor of a Concours competition? For some it is a hobby, they are proud to own a piece of history and want to share their car with other enthusiasts. For others, it is a business investment that can offer a higher return than the stock market. Last years auction sold more than $19 million in rare cars in a single day. But for all, it is a social gathering that celebrates automotive history.

Acknowledging the growth and stature of the Concours d’Elegance, Katharine Monahan, the current general manager at The Ritz-Carlton, Amelia Island says, “The vision of an event that draws an international audience was realized with the Amelia Island Concours d’Elegance. Now as one of the most prestigious car showsin the United States, we are honored to be a sponsor and host this truly international event.”

Tickets for the 16^th Annual Amelia Island Concours d’Elegance, March 11-13, are $45 for adults purchased in advance and $50 the day of show.  Student ages 12-20 are $20 and children under 12 are admitted at no charge when accompanied by a paying adult. Event tickets can be ordered in advance at www.ameliaconcours.orgor can be purchased at the door.

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About the Concours d’Elegance

Now in its second decade, the Amelia Island Concours d'Elegance is among the top automotive events in the world.  Always held the second full weekend in March, “The Amelia” draws nearly 250 rare vehicles from collections around the world to The Golf Club of Amelia Island at Summer Beach and The Ritz-Carlton, Amelia Island for a celebration of the automobile like no other.  Since 1996, the show’s Foundation has donated nearly $1.7 million to Community Hospice of Northeast Florida, Inc. and other deserving charities on Florida’s First Coast.  The 16^th annual Amelia Island Concours d’Elegance is scheduled for March 11-13, 2011.  For more information, visit www.ameliaconcours.orgor call 904-636-0027.

About The Ritz-Carlton, Amelia Island

The Ritz-Carlton, Amelia Island is Northeast Florida’s premiere oceanfront resort. Known for its unique natural beauty and warm Southern charm, this luxury resort is home to the award-winning restaurant, Salt, and The Ritz-Carlton Spa, Amelia Island, named as one of the top spas in the world by the readers of Condé Nast Traveler. Featured amenities include three pools, on-site golf, fitness center, children’s recreation programs, and 444 guest rooms with private balcony and view of the Atlantic coastline. For reservations, please call The Ritz-Carlton toll-free at (800) 241-3333 or visit www.ritzcarlton.com/ameliaisland.For information about The Ritz-Carlton Company visit: www.ritzcarlton.com

                                                                                                                        March 7, 2011

Contact: Joe Murphy                                                                                      

Director of Public Relations                                                                                                                                                        

The Ritz-Carlton, Amelia Island                                                                                                                                              4750 Amelia Island Parkway                                                                                                                            Amelia Island, FL 32034                                                                                                                                          Tel: (904) 321-5018, Fax: (904) 277-1145                                                                                                                  Email: joseph.murphy@ritzcarlton.com