On the latest episode of the “Only The Strong Survive” podcast, host Dan Kahn sits down with Bruce Meyer, a true legend in the car collector world. As the founding chairman of the Petersen Automotive Museum, creator of the Rodeo Drive Concours d’Elegance and co-founder of the Peninsula Classics Best of the Best Awards, Bruce stands as one of the most respected ambassadors of automotive history and culture.
Yet Bruce’s path into car culture wasn’t inherited, unlike that of many enthusiasts. Growing up in a family that viewed automobiles strictly as basic transportation, Bruce credits what he jokingly calls a “mutant gene” with sparking his obsessive passion for automobiles. Coming of age in the epicenter of Southern California’s 1950s hot rod boom definitely helped fuel his passion for high-octane machinery and create a lifelong romance that eventually led him into hot-rodding, racing and curating one of the world’s finest automotive collections.
While his garage holds many priceless pieces of automotive history, Bruce will be the first to tell you that his true passion isn’t just the machinery but the incredible people who build, drive and preserve these amazing automobiles. Click the icon to listen to the entire episode as Bruce shares his insights from his lifelong dedication to car culture and what he learned along the way.
Here are our top five takeaways:
You can learn a lot from your elders.
There are always risks in big ideas.
The right staff members can make all the difference.
Being a people person is pivotal to success.
Buying the best is always the right choice.
You Don’t Know Everything
Bruce’s father might not have given him a love of cars, but his dad did play a vital role in shaping him. His father, an entrepreneur who eventually bought GEARYS Beverly Hills, instilled in Bruce a strong business sense. The challenge for a young Bruce was realizing he didn’t know everything and that he could learn a lot from his dad by helping out in the family business.
“When you are in your 20s, you think you know everything. I was in my 20s, and I thought I knew everything about mail order and retail. It was the height of my intellect,” joked Bruce. “My dad knew very little, and I knew it all. As you get older, you realize that maybe you didn’t know it all and maybe he did.”
Big Ideas Carry Big Risks
As its founding chairman, Bruce has been involved with the Petersen Automotive Museum since its inception. One of the big ideas behind its massive $90-million redesign in 2015 was to completely transform its rather mundane exterior with 308 stainless-steel flying ribbons. Once unveiled, the museum’s new look was criticized by many in the architectural press. However, the risk was worth taking, as the criticism eventually faded, and the museum is now seen as an icon on Wilshire Boulevard’s fabled Museum Row.
“When we got it open, the architectural critics threw us under the bus. They said we were the Edsel of architecture. They were very clever in telling people how awful we were,” said Bruce. “Now we are the darling of museums worldwide. We have been voted the best museum in the world by every metric and every group, and honestly, we are.”
Hire the Right People
One constant tenet we have heard from multiple entrepreneurs is the importance of hiring the right people. Bruce backs that idea up with the crucial decision to bring Terry Karges on board as the Petersen Automotive Museum’s executive director in 2012. Karges was the right choice and has had a massive impact on the museum’s success.
“What really turned us around was a fellow named Terry Karges,” said Bruce. “Terry was created for this job. He worked for Disney, he owned his own race team and he worked for Roush. He knew cleanliness, discipline, how to staff and keeping your staff happy. I credit Terry with the rebirth of the Petersen. As much as David Sydorick and I did to lay the groundwork, it is Terry who is responsible for the Petersen we have today.”
Be a People Person
One of Bruce’s many superpowers is his ability to bring people together from disparate groups. It is a skill that has served him well throughout his multiple leadership and event roles. For Bruce, it isn’t a talent that he had to learn, but one that comes naturally from his love of people.
“It all comes down to people. It doesn’t matter if you have a Ferrari GTO and you are the last man on Earth. If you have nobody to share it with, it is not so much fun,” said Bruce. “I just love sharing friendships and bringing people together. It just means a lot to me. I do it out of love, and I do it out of respect.”
Make it Hurt Once
Whether it is buying cars, hiring people or anything else in life, Bruce always wants to get the best possible option. Doing so might not be the cheapest route, but it always comes out better in the long run. For him, the long-term benefits always outweigh the short-term financial pain.
“That is my mantra. Buy the best and cry only once. I have had friends of mine who have told me when I bought a car that I could have bought it for a whole lot less,” said Bruce. “Well then, you might have to put a lot of money into it, and it becomes not a pleasant experience. Buy the best and cry only once, I live by that.”
