 The event was organized by husband and wife team Jared Zaugg and Brooke Roner of San Francisco, with major corporate sponsorship by Kiehls, Men's Vogue, etc.The three-day-event included art and ephemera exhibitions inside the Ritz-Carlton hotel itself, a Friday evening reception dinner, the Saturday Concours d'Elegance and prize-giving ceremony, and a Sunday 'Legends Ride', a 44-mile (72 km) scenic loop over the mountain ridge-top that overlooks the Pacific Ocean and included Highway 1 and Skyline Boulevard.The inclusion of a ride with the Concours d'Elegance reinforced the requirement that any motorcycle winning an award at the LOTM Concours must be in running condition (with specific exceptions, such as Land Speed Racers and Grand Prix racers); motorcycles that could not be started and ridden over the awards podium forfeited their prize.