When you have a collection of exotic cars, one of the biggest challenges you'll face is where to store them. Once you go beyond a certain number, storing them at home likely becomes impractical unless you've made very specific and likely expensive arrangements.
If those kinds of arrangements aren't practical at your home for any reason, a purpose-built storage facility is the next best option. Beyond providing a safe place for your collection, they often include other amenities like social clubs where you can connect with like-minded collectors.
There's a growing list of these in Florida, and the newest one on the drawing board is Porsche Design Concours, a joint venture between Newgard Development Group and Porsche Design. The project's press release included details that sparked our curiosity, so we spoke with Harvey Hernandez, CEO of Newgard Development Group, to learn more about what to expect.
What inspired the Porsche Design Concours concept, and how did the partnership with Porsche Design come about?
It really started with wanting a space for my own cars. I wanted somewhere close to home where I could keep them, spend an afternoon and bring friends along. I couldn’t find what I was looking for. At Newgard, our projects often start with a need we’ve experienced firsthand, and this was one of those cases.
Porsche was the only outside brand I considered partnering with. If it wasn’t Porsche, we were going to create our own brand. Porsches are a big part of my collection, and I’ve always enjoyed the people and culture around them.
I reached out and shared the idea, including the possibility of opening several locations. They responded to it, and we started developing the concept together. Porsche Design has been involved ever since, helping us shape both the studios and the shared spaces.
What sets Porsche Design Concours apart from other luxury automobile storage and private car clubs?
For me, it starts with ownership. Your studio is deeded real estate, so it belongs to you. It’s delivered finished, Porsche Design has helped shape the space, and you can tailor it to your collection.
We also wanted to give owners a reason to spend time there beyond storing their cars. Many of the studios sit along The Concours, our indoor automotive promenade. Then you have the Clubhouse, hospitality, services and events. With only 22 studios planned at each of our first two locations, I see it becoming a place where owners get to know one another and spend time regularly.
How has Porsche Design’s philosophy influenced the architecture and the expected overall experience?
Porsche Design starts with how something works, and that made sense for what we’re building. These spaces need to work well for the cars and for the people spending time around them.
You’ll see that in the simplicity of the architecture and the choice of honest materials. We want the cars to be the focus, so the building needs to complement them without getting in the way. Gensler in Dallas and Urban Robot Associates in West Palm Beach are working closely with Porsche Design to bring that thinking into the entire property.
Who is your ideal buyer, and how do you envision owners using their private automobile studios?
I’d like to see people who love cars and enjoy being around others who share that interest. Having the means to buy and a great collection is part of it, but the people matter just as much. They’re the ones who will make the community.
And you certainly don’t have to own a Porsche. I have Ferrari, Mercedes-Benz and Alpina alongside my 911s. Most serious collectors I know enjoy a mix of brands.
As for how they use the studios, I think that will be different for everyone. Depending on the size and whether you add lifts, a studio can hold about 10 to 22 cars. Some owners may want a gallery for their collection. Others might take meetings, host dinners or stop by with a coffee on a Saturday morning. I’d love for it to become part of their weekly routine.
How will the clubhouse and its amenities foster a community among owners?
The Clubhouse gives owners somewhere to spend time together outside their studios. We’re looking at collector dinners, motorsport experiences, wellness programming and social events. We also want the dining to feel just as appropriate for a quick coffee as for a private dinner.
With 22 owners at each of our first two locations, I think people will naturally get to know one another. They already have a shared interest. Our job is to give them places and opportunities to enjoy it together, whenever they feel like joining in.
Why were West Palm Beach and Dallas chosen as the first two locations?
Both have the collector communities we’re looking for. Dallas has a strong car culture and serious collectors, while West Palm Beach has a growing collector community and a strong luxury market.
The location within each city matters just as much. We want to be about 10 to 15 minutes from the people who will use it. In Dallas, being near Love Field puts us close to Highland Park, University Park and Preston Hollow. It’s also convenient for owners who travel often. In West Palm Beach, ease of access was a big part of the appeal.
From my own experience, you spend more time with your cars when they’re close by. Once getting there becomes a trip, you’re less likely to go as often.
How will Porsche Design Concours distinguish itself in Florida’s growing market for luxury automotive storage and private collector clubs?
I think the growth is encouraging. It shows that collectors want more options. The way people enjoy their collections has evolved, and I don’t think the spaces available to them have always kept up.
Keeping the cars protected is still essential. But owners also want a well-designed place where they can spend time, have things taken care of and meet people who share their interest.
In West Palm Beach, we’re bringing that together with a studio you own, shaped with Porsche Design and close to home. Owners will have The Concours, the Clubhouse and a small community of fellow collectors. As we open more locations, they’ll also have connections to collectors in other cities. I’m more interested in getting those details right than in being the biggest.
What’s your long-term vision for Porsche Design Concours, and which U.S. markets might be next?
We haven’t announced the next cities yet. I see us building a national network in a select number of markets where there’s an established collector community, a strong car culture and real estate that makes sense for the concept. We’ll be selective because I want every location to feel small and personal.
Five years from now, I hope owners are spending time there regularly, whether they’re enjoying their cars, having lunch with friends at the Clubhouse or getting to know collectors from our other locations. That’s what I’d consider a success.
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