Dallas Lands One of Two First-Ever Porsche Design Concours in the U.S. — A New Kind of Private Club for the Car Collector

A new kind of private club is headed to Dallas. In 2028, Newgard Development Group and Porsche Design are debuting two inaugural U.S. locations of Porsche Design Concours, with one in Dallas and the other in West Palm Beach. The new concept combines 22 privately owned automotive studios where collectors can work, entertain, and spend time with their collection, alongside hospitality and private-club amenities.

Situated at 1450 Empire Central Drive near Love Field, the Dallas location features a striking design by local firm Gensler Architects (which is also designing the upcoming Masía restaurant in Uptown). At the center of the property will be The Concours, an interior automotive promenade designed more like a gallery than a conventional parking environment, alongside a private Clubhouse with dining, lounges, wellness, coworking, padel, events, and terraces.

We recently caught up with Harvey Hernandez, founder and CEO of Newgard Development Group, and Volker Strotmeier of Porsche Lifestyle to learn more about Porsche Design Concours’ Dallas debut.

What inspired the idea for Porsche Design Concours?

Hernandez: The idea came from something very personal for me. I’ve spent my career in real estate, but I’ve also spent much of my life around cars and collectors. And I kept coming back to the same question: why do the cars we care about most often end up sitting in spaces that have very little to do with the passion we have for them? So, we started thinking, why can’t that be somewhere you actually want to spend time? Somewhere you can be with your collection, but you can also work, relax, entertain friends, and be around other people who share that same passion. This was never meant to just be a place to store cars.

Why did Porsche choose Dallas as one of the first locations for Porsche Design Concours?

Hernandez: Dallas was a natural choice for one of our inaugural Concours locations. The market has a strong automotive culture, a significant concentration of sophisticated collectors, and a community that appreciates exceptional design, architecture, and luxury experiences.

How did you land on the Dallas Love Field area location?

Hernandez: The Love Field area offers proximity to some of Dallas’s most established residential neighborhoods, including Highland Park, University Park, and Preston Hollow, while providing convenient access to the Dallas North Tollway and the broader metropolitan area. The proximity to Dallas Love Field [Airport] is another advantage, particularly for collectors who travel frequently or maintain residences in multiple markets. Our objective is for Concours to become part of an owner’s everyday lifestyle, rather than a destination requiring a long drive simply to access their collection.

What are some favorite highlights of the design of the building and interior?

Strotmeier: One of the defining elements for me is The Concours itself. Rather than treating circulation as a conventional exterior drive aisle, it becomes a central interior automotive promenade and an integral part of the architecture. It creates an almost gallery-like setting for arriving, moving through the property, and experiencing the collections. The architecture is intended to put the automobile at the center without overwhelming it.

I see that you’re opening up membership to different manufacturers besides Porsche. Why was this important?

Strotmeier: Collectors rarely define themselves by only one manufacturer, one era, or even one category of automobile. We wanted the community to reflect that. Porsche ownership is not required, and the studios are intended to accommodate collections across manufacturers, eras, and categories. What connects the members is not necessarily what badge is on the car, but their appreciation for design, engineering, and automotive culture.

How many cars can the automobile studios hold? I see there is a range of space sizes.

Hernandez: The studios range from approximately 2,700 to 6,000 square feet, so owners can select a space that reflects the scale and needs of their collection. Each studio also includes a mezzanine level, full bathroom, wet bar, and a climate-controlled environment designed for both the vehicles and the people spending time there. Our automotive studios are being designed to accommodate approximately 10 to 22 vehicles, depending on the size and configuration of each studio and the use of optional vehicle lifts. Final capacities will depend on individual studio layouts and lift configurations.

Tell me more about the amenities of the Clubhouse. Can you share details about what kind of member programming will be offered? What kind of dining will the Clubhouse offer? 

Hernandez: Programming being contemplated includes private automotive gatherings, collector dinners, product presentations, motorsport-related experiences, wellness activities, and social events designed to bring members together. The dining experience is envisioned as a sophisticated, hospitality-driven concept where members can enjoy everything from a casual lunch or coffee to an intimate dinner or private gathering.

We are currently evaluating potential hospitality and operating partners, and the final restaurant concept, culinary direction, and operator will be announced separately.

Can you tell me what the pricing looks like for a membership? Are there different tiers?

Hernandez: The automobile studios are privately owned, deeded properties and are being offered by invitation. We have intentionally designed the ownership and membership experience to remain highly curated. We’ll share more details on pricing and the ownership structure as we get closer to sales.

Is there a plan to open Porsche Design Concours in other Texas cities?

Hernandez: Dallas and West Palm Beach are really just the beginning. But we want to be thoughtful about how we grow it. For us, it comes back to the strength of the collector community and finding the right location within that market. We want to build a network in places where the concept makes sense and where it can really become part of people’s lives.