Car shows are not unique to Hershey. Every October, thousands of automobile owners and enthusiasts flock to the small chocolate town for the annual fall show that features hundreds of glimmering cars, their rubber tires pressed to the soft bluegrass, their chrome curves simmering in the fall sun.
It’s been recognized as one of the largest antique automobile festivals in the nation, an event that’s stood since 1955—and for good reason. It’s the peak show of the season. And it’s a coup for Hershey. Hundreds of thousands of dollars are pushed into the local economy as a result. 
The event is soaked in history within the town, and it stands to reason that no other car show can touch it. There hasn’t been another show with its kind of prestige or elegance for some time.
Until two years ago. It was then that the Antique Automobile Club of America in Hershey aimed to deliver its own show, specifically a concours d’elegance, which is a celebration of a bygone automobile era and its creations. The Elegance at Hershey, which will take place from June 14 to 16 at Hotel Hershey, is a marriage of automobile performance and show.
“A concours d’elegance isn’t meant to be a car show,” said Steve Moskowitz, the executive director of the AACA. “It’s an event where vehicles are displayed in a very favorable way. The show will feature an art deco era. We hope this acts as a garden party, with works of art being profiled on the Hotel Hershey lawn.”
In very little time, The Elegance at Hershey has raised a high profile, due both to the event’s variety and its high quality.
This year, it will feature an old-fashioned hill climb, a new 5K run and a traditional “elegance” show, profiling early- and late-industrial period cars like a 1937 Delahaye and 1938 Bugatti.
Former NFL coach Dick Vermeil, who won the Super Bowl with the St. Louis Rams in 1999, is one noted car owner who will appear in Hershey for the show. Others, like Discovery Channel’s “Chasing Classic Cars” personality Wayne Carini, have become honorary chairmen of the event.
The Elegance at Hershey was founded in 2010 by Jack Rich, a resident of Frackville who succumbed to diabetes a year later. Rich worked alongside Moskowitz to create an ode to all things automobile, hoping to replicate events like the Pebble Beach Concours d’Elegance and the Amelia Island Concours.
In its brief existence, the event has raised more than $400,000 for the Junior Diabetes Research Foundation, the AACA Museum and AACA Library. “The car show is a perfect medium to give back to all of these organizations,” said Lisa Leathery, executive director of The Elegance at Hershey.
The hill climb is one of the oldest forms of motorsports. It first began in France in 1897, testing the aptitude of drivers along curved courses dotted with embankments and sun-soaked trees. It became an art form for many, and, in 1958, Hershey hosted its own along the macadam roads behind the Hotel Hershey. “The Hershey hill climb is part of a long-forgotten community,” Moskowitz said.
Over two days, the Hershey Ascent will feature 32 participants — including Vermeil — and will hope to distinguish a champion. While the competition itself won’t be nearly as daring as early period races, participants will still likely “have a competitive spirit,” said Moskowitz.
New to The Elegance at Hershey this year will be an “Elegance Challenge 5K,” which will award a total of $1,500 to overall winners and age-bracket champions, giving it a more competitive feel. The race, like the hill climb, will begin on a steep hill and weave through the dotted Hotel Hershey back roads.
The overall hope of The Elegance at Hershey, Moskowitz said, is to present a modern show with exceptional cars. Some, like the 1936 Delahaye, a two-door coupe with curved chrome wheel bases, teardrop-shaped accents and flowing lines, will likely stun viewers with a bygone beauty.
Others, like the 1905 Packard, will simply remind viewers that automobiles have come a long way since their inception.
The Elegance at Hershey surely will have a unique way of showing it.
The Elegance at Hershey takes place June 14 to 16 on the grounds of the Hotel Hershey. For all the details, visit https://theeleganceathershey.com.
