Make Money with Classic Car Events | Darin Roberge

Travis Makes Money

Darin Roberge is a veteran executive, analyst, and thought leader in the collector and classic car scene. As president of Motor Works Marketing, publisher of the Z 260 newsletter series, and current caretaker of Arizona Car Week, Darin has helped shape the future of America’s most iconic car events while championing nonprofit causes and classic car culture.

On this episode we talk about:

• Early hustle lessons: From picking up dog poop at a humane society to refereeing youth basketball, Darin learned early the value of doing work you genuinely care about—and how passion can shape a career.

• Pursuing what you love: Darin’s entire professional life has revolved around his core interests—animals, guitars, cars, and motorcycles. He describes his path not as accidental, but as a blend of deliberate choices and seizing “right place, right time” opportunities.

• Unusual entry to the car business: After attending car auctions for years, a fateful incident (his girlfriend slipping and falling on a car at an event) led to a backstage introduction to the CEO of Russo and Steele. Within months, Darin went from punk rock frontman and nightclub promotions to a leadership role at one of the industry’s major auction houses.

• Reinvention and loss: The sudden career shift wasn’t easy—Darin lost friendships and faced accusations of “selling out.” He discusses the emotional fallout, what it means to outgrow old circles, and why ultimately you’re the only one responsible for making decisions that serve your future self.

• Mindset and skill-building: Darin credits humility, a willingness to learn, and constantly offering value as his keys to success, both in the boardroom and as a leader in car culture.

• Leveling up in the industry: Now as the head of Arizona Car Week, Darin has tripled the size of the event, rallying the local community to create a car show that includes 30+ events—many of them free—making the culture accessible to everyone, not just millionaire collectors.

• Community impact: Arizona Car Week is a $300M economic engine for the region, supporting jobs, tourism, schools, and local infrastructure.

• Nonprofit innovation: Darin’s newest ventures—Motor Works Gives and Classic Cars for Nonprofits—offer zero-cost, low-lift fundraising programs to help organizations monetize car donations and auction opportunities, raising over $25M for more than 40 organizations since 2018.

• Key advice: Life is long, and you’re never “locked in.” If you’re facing a major (possibly terrifying) change, be tough, stay open, seek positive outside passions (like boxing or music), and surround yourself with people who help you evolve.

Top 3 Takeaways

1. Don’t Wait for Permission—Make Your Own Luck: Sometimes radical life changes—no matter how uncomfortable—open doors to once-in-a-lifetime opportunities.

2. Community and Flexibility Matter: Listening to your audience, staying humble, and being willing to adapt are essential for building lasting business and personal impact.

3. Work That Means Something—To You and Others: Forget “get rich quick.” If you stay engaged with work you care about and strive to help your community, profit and fulfillment follow.

Connect with Darin Roberge:

• https://www.instagram.com/darinmotorwerks/?hl=en

• https://motorwerksmarketing.com/darinroberge/

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