Hagerty Expands RADwood with Free Event, Mix Master Mike Headliner…

Event summary

Hagerty's RADwood NorCal event on October 24, 2026, will be free to attend with advance registration.
The event features a live DJ set by Mix Master Mike and full-throttle car demonstrations.
RADwood introduces a new 'Millenia' class for cars from 2000–2010, expanding beyond the '80s and '90s focus.
Hagerty Drivers Club members get early entry at 3:00 p.m., with general admission from 4:00 to 8:00 p.m.

The big picture

Hagerty's strategic shift to a free-to-attend evening format for RADwood NorCal reflects a broader industry trend of leveraging experiential marketing to deepen community engagement. By integrating live entertainment and expanding the vehicle classes, Hagerty aims to attract a wider audience while reinforcing its position as a leader in automotive culture events. The event's success could set a precedent for future Hagerty-driven experiences, potentially influencing its event strategy and community-building efforts.

What we're watching

Event Scaling: Whether Hagerty can sustain the free-to-attend model while maintaining event quality and attendance.
Brand Loyalty: How the inclusion of the 'Millenia' class will affect the appeal to both traditional and newer car enthusiasts.
Partnership Impact: The role of partnerships with Goodyear and Pioneer in enhancing the event's appeal and operational efficiency.