One of the most recognizable names in the collector car industry is heading to Southern Oregon this summer as Barrett-Jackson joins Cruise the Rogue as an official brand partner for the four-day automotive event scheduled for July 23 through July 26 in downtown Grants Pass.
The announcement marks a significant milestone for Cruise the Rogue, an event that has rapidly expanded from a regional gathering into one of Oregon’s largest automotive celebrations. Organizers say Barrett-Jackson will maintain an on-site presence throughout the weekend with displays, representatives and a consignment team available to meet with vehicle owners and attendees.
Known internationally for its collector car auctions and televised events, Barrett-Jackson’s participation places Grants Pass on the radar of automotive enthusiasts and collectors who may not have previously viewed Southern Oregon as a destination for major automotive events.
Cruise the Rogue was developed to celebrate the region’s long-standing connection to car culture while creating an event capable of attracting participants from across the western United States. The festival brings together classic cars, muscle cars, hot rods, custom builds, motorcycles, exotic vehicles and specialty automobiles for a series of public displays and activities throughout the city.
Much of the event will be centered in downtown Grants Pass, where streets will be transformed into an outdoor automotive showcase. Vehicle displays, entertainment, organized drives and special attractions are planned throughout the four-day schedule. Riverside Park will also host featured exhibits and specialty displays as part of the weekend festivities.
Organizers have continued expanding the event’s offerings since its inception, with the goal of creating a destination event that highlights both automotive heritage and the unique character of the Rogue Valley. This year’s schedule includes vehicle exhibitions, specialty showcases and opportunities for participants to explore the region’s scenic roadways.
The event is expected to draw thousands of participants and spectators to Grants Pass during one of the busiest periods of the summer tourism season. Local hotels, restaurants, retailers and service businesses are anticipated to experience increased activity as visitors travel to the community for the event.
Southern Oregon has long supported an active network of car clubs, collectors, restoration specialists and automotive enthusiasts. Cruise the Rogue builds upon that foundation by creating a centralized event that brings together multiple segments of the automotive community while introducing the region to new audiences.
The addition of Barrett-Jackson represents another step in the event’s continued growth and reflects increasing recognition from within the collector vehicle industry. Organizers believe the partnership will further elevate the profile of Cruise the Rogue while strengthening Grants Pass’ reputation as a host city for large-scale automotive events.
As preparations continue for the July gathering, organizers are finalizing event details and participant registrations. By the time the first vehicles arrive downtown, Grants Pass will once again become the focal point of one of the Pacific Northwest’s largest celebrations of automotive culture, drawing attention from enthusiasts, collectors and industry professionals from across the region.