FOR IMMEDIATE RELEASE
Apex Motorcar Portraits Debuts at Asilomar During Monterey Car Week 2026 — Framing Automotive Excellence for a Cause
Female-led Monterey County collective joins published automotive photographer Alex Sczudlo to create a bespoke portrait experience -- with or without your own collector car -- benefiting California State Parks.
MONTEREY COUNTY, Calif. — June 1, 2026 — This August, Apex Motorcar Portraits will transform a protected stretch of Pacific coastline adjacent to Asilomar Conference Grounds into a temporary coastal studio for bespoke automotive portrait sessions during Monterey Car Week 2026. A portion of proceeds supports California State Parks.
Available August 7–14, 2026 from 9:00 a.m. to 8:00 p.m., Apex offers collectors, enthusiasts, visitors, and locals the opportunity to commission editorial-style portraits with their own vehicles -- or select from a curated collection of classic motorcars through partner Monterey Touring Vehicles.
Created by Monterey County locals and guided by a female-founded collective, Apex combines regional knowledge with internationally recognized automotive photography from Alex Sczudlo, whose work has appeared in Forbes, Porsche, duPont Registry, ++. Designed to expand access beyond traditional collector experiences, Apex welcomes both seasoned enthusiasts and guests experiencing Monterey Car Week inside the frame for the first time.
“Alex (Sczudlo) has an incredible ability to turn a vehicle into something emotional and enduring,” said Heather Gardner, owner of Monterey Touring Vehicles. “What excites me most is that guests don’t need to arrive with their own car to participate. By featuring select classics from our collection, we’re opening the door for more people to create an iconic Monterey Car Week moment.”
“This is the iconic Monterey Car Week experience people imagine -- but made accessible in a new way,” said Liana Huth, creator of Apex Motorcar Portraits. “Whether someone arrives in their own vehicle or chooses one of our curated classics, the experience is designed to become more than a photograph. From fine art prints to bespoke holiday cards and signature correspondence, Apex transforms a Monterey moment into something tangible guests can enjoy forever.”
“This collaboration captures something uniquely Monterey,” said Dawn Mathes-Park, Vice President of Marketing & Community Relations at See Monterey. “It speaks to the passion of the automotive community while creating an experience that feels approachable and memorable for visitors and locals alike. Pairing that with a meaningful contribution to California State Parks makes it an especially thoughtful addition to Car Week.”
“At Asilomar, we’re always looking for experiences that deepen connection to place while celebrating the moments that bring people together,” said Crystal Andon, Marketing and Programs Manager at Asilomar. “We’re proud to welcome Apex Motorcar Portraits into our Monterey Car Week programming alongside beloved traditions such as Woodies in the Woods on August 13 and to support an activation that highlights both creativity and stewardship of California’s coastline.”
Sessions will be offered daily August 7–14 during Monterey Car Week and are designed around light, landscape, and automotive storytelling.
Register for Sessions
Photo sessions are available August 7–14, 2026 | 9:00 a.m.–8:00 p.m.
Visit https://www.apexmotorcarportraits.com to request availability and reserve a session.
Media Contact
Liana Huth
Founder, The August Factor
[email protected]
Instagram
@automotive_alex @apexmotorcarportraits
About Apex Motorcar Portraits
Created exclusively for Monterey Car Week, Apex Motorcar Portraits is a bespoke automotive portrait experience set on a protected stretch of California’s Pacific coast. Brought to life by a collective of Monterey County women across hospitality, tourism, destination marketing, creative strategy, and photography -- including Crystal Andon and Natascha Vanderlaan (Asilomar), Heather Gardner (Monterey Touring Vehicles), Liana Huth (The August Factor), Dawn Mathes-Park (See Monterey), Alex Sczudlo (Photographer), and Paige P. Viren, PhD (CSUMB Sustainable Hospitality & Tourism Management) -- Apex blends editorial artistry and local stewardship to document the legacy of automotive excellence through a lens of quiet sophistication, while giving back to the landscape that makes each image possible.
