We had the good fortune of connecting with Charles and Colin Hicks and we’ve shared our conversation below.
Hi Charles and Colin, what was your thought process behind starting your own business?
In Prescott especially, my brother and I grew tired of waking up with the sun to attend a classic car show that featured the same vehicles as other events, that won the same awards, with the same clubs making an appearance. We understood that Prescott had a large community of classic car enthusiasts, but we also knew that there were plenty of modern exotic and luxury cars that turn more heads and shatter the expectations of how a car should behave. We saw them driving all the time, and just like 80% of the population we’d snap a picture of something cool at a stop light. To this day, when defending our 2000 and newer rule, we say, “If a bright green Lamborghini Huracan was parked next to a ’57 Chevy, which one will people remember seeing?”
One evening, having accidentally stumbled on a 2000 Ferrari 360 Spider in the Fry’s parking lot we had a chance to ask the owner how often he drove it. His response was dismal, but honest – “I don’t have anywhere to take it but Fry’s”. That evening we concluded we’d host a car show in July of 2018, just after I (Charles) graduated from Prescott High School. The first ever 21st Century Car Show was only open to vehicles model year 2000 and newer, showcased 40 cars, and raised just over $1,000 for the Prescott Unified School District. After the show we knew this idea could become more than an idea, and since then we’ve pioneered our events with the intention of adding a “modern flare on a vintage spirit” (21st Century Car Show Motto).
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
To spread the word about what 21st Century Car Show was all about we would pop over to nearly every car show in the Prescott area, even if we knew there would only be one or two modern vehicles in a pool of 200 cars. By building those relationships word began to pass from owner to owner, throughout subdivisions, and around the car world. Furthermore, we would always leave a business card on the windshield of anything we thought was cool, we called this ‘fishing’.
We caught our biggest fish next to the courthouse square in Prescott. My brother, dad, and I saw a beautiful Ford GT drive by us, and we kept an eye on its bearing to see if we could catch the owner before the crowd of viewers bombarded him with questions. Unfortunately he was instantly fielding questions about the car, so all I did was walk up to him, hand him our card, and said, “Very beautiful car”. To this day he has not missed a single 21st Century Car Show,
We soon outgrew our work in the field, if you will. The quality of cars we were looking for was far too nice to be seen driving around daily. After our 2nd show in 2019 we let our website, Instagram, Facebook, and appearances at local shows do most of our promoting.
**Don’t be afraid to build a website on your own, I taught myself how to design the entire thing, with absolutely no prior website design knowledge. Now, people see what’s on it and they tell me it only took a few clicks for them to be sold.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
First we’ll hop in a car and go for a drive around town. Prescott has a small town charm that can’t be taken for granted. Having grown up here, I became blind to it, but after going to Los Angeles for college I’ve grown to appreciate Prescott much more. El Gato Azul would be a great place to have a casual dinner.
A drive to Jerome and lunch at The Haunted Hamburger is an excellent choice, then from there head to Sedona for the rest of the day. Great food up there, I enjoy a restaurant called The Hudson, great views, and plenty of wholesome shops.
I would take a day to hike and paddleboard in one of the lakes around the area. Goldwater is my favorite lake by Prescott.
One evening we’d barbeque in my backyard, while also entertaining my Siberian Husky and toying around with the outdoor model railroad that laps around our yard.
One day would be dedicated to a 21st Century Car Show event, ideally I could bring them along on one of our road rallies or to our show in downtown Prescott so they can see what my time goes into, and what this exotic car show is that I talk about all the time.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
The 21st Century Car Show and its events couldn’t be possible without the consistency of Colin’s advice, ideas, opinions, and support. The paperwork, promotion, and production is certainly more than a one man job. Furthermore, we both owe our dad Scott Hicks a ‘thank you’ for keeping a watchful eye over the creation of the 21st Century Car Show LLC. Starting an LLC presented questions that we have never faced, without his knowledge we would have experienced much more growing pains that we currently do.