Your host and creator of Zuma Cars and Coffee

STEVE GOLDFIELD

Automotive Event Creator • Rally Veteran • Exotic-Car Community Leader • Founder, Zuma Cars & Coffee • Founder, Zuma Exotic Car Events • Founder, Cannonball Run Rally • Founder, Goldfinger Rally to Monterey

PROFILE

Steve Goldfield has spent more than four decades as a highly visible participant, organizer and personality in the exotic-car and international rally community.

From major international rallies and Formula One events to creating his own cross-country rally, producing luxury automotive experiences and building one of Southern California’s distinctive exotic-car communities, Goldfield has developed a reputation for bringing together remarkable cars, interesting people and unforgettable experiences.

Today, he is the founder and driving force behind Zuma Cars & Coffee and Zuma Exotic Car Events, and plays a recognized leadership role in Gumball 3000’s annual Monterey Car Week drive, planning and leading the drive, conducting the drivers’ meeting and bringing a substantial portion of its participating exotic cars.

Gumball 3000 executives have publicly recognized Goldfield’s longstanding standing within the automotive community and Zuma’s role in producing the Monterey drive.

ZUMA CARS & COFFEE

Founder & Organizer

Created and developed Zuma Cars & Coffee, a monthly Southern California exotic-car gathering established more than three years ago.

Today the event takes place at Perry’s Beach Cafe on the Pacific Ocean in Santa Monica, typically attracting between 100 and 200 exotic and unusual cars on the first Sunday of each month.

The Zuma community includes owners of Ferraris, Lamborghinis, McLarens, Porsches, Rolls-Royces, Bentleys, hypercars and other collectible automobiles.

Zuma has grown into much more than a Cars & Coffee gathering, developing a loyal owner community, recognizable brand, social-media following and calendar of automotive and social experiences.

Zuma Cars & Coffee History

Goldfield originally created the event following the shutdown of the major weekly Malibu Cars & Coffee. With no other organizer stepping forward, Southern California’s Malibu and beachside Cars & Coffee scene was in danger of disappearing. Goldfield took the initiative to create a new gathering and keep that community alive.

Zuma’s first two gatherings at Zuma Beach attracted more than 200 cars each.

The event subsequently operated successfully at:

• Zuma Beach

• Killer Shrimp in Marina del Rey

• Redondo Beach Marina

• Perry’s Beach Cafe in Santa Monica

The repeated moves became part of Zuma’s personality and inspired one of its best-known slogans:

“CARS AND COFFEE IS NOT A CRIME.”

ZUMA CARS & TACOS

Created Zuma’s annual Cinco de Mayo automotive celebration, Zuma Cars & Tacos.

The most recent event attracted more than 300 cars and incorporated live mariachi music, beachside festivities and a special orange margarita created by Perry’s Beach Cafe called the “Zumarita.”

GUMBALL 3000 — MONTEREY CAR WEEK

Goldfield is a six-time participant in Gumball 3000’s international rallies and has developed a longstanding relationship with the organization.

For four years, Goldfield and Zuma have played a major operational role in Gumball 3000’s annual Monterey Car Week event.

Responsibilities and accomplishments include:

• Planning the driving portion of the Monterey event

• Leading the exotic-car convoy to Monterey

• Conducting the official drivers’ meeting

• Recruiting a substantial portion of participating cars through the Zuma community

• Coordinating routes, staging and logistics

• Maintaining Zuma brand visibility on participating exotic cars alongside Gumball 3000 branding

For the 2026 Monterey drive, Goldfield arranged a six-patrol-car private-security motorcade to accompany the exotic-car convoy for more than 300 miles from Southern California to Monterey.

The highly visible escort became one of the most talked-about elements of the drive.

Major automotive media personalities and organizations, including Daily Driven Exotics, regularly participate in the Monterey drive and create extensive automotive content surrounding the event.

FOUNDER — CANNONBALL RUN RALLY

Created in 2016

Goldfield created the modern Cannonball Run Rally and developed its inaugural event into a major international luxury automotive experience.

The first rally began in Massachusetts and traveled south through the United States before concluding its automotive portion in Key West, Florida.

The experience included:

• Luxury five-star hotel accommodations

• A police escort through the Florida Keys

• Exotic-car rally experiences

• Two chartered Boeing 737 aircraft from Key West to Havana, Cuba

• A multi-day Havana experience

Upon arrival in Cuba, participants expecting traditional buses were surprised when approximately 50 classic 1950s American automobiles carrying Cannonball Run branding arrived to collect them.

The vintage automobiles became the participants’ chauffeured transportation for the weekend.

Goldfield and his team went even further to make the Havana experience authentic. Three Cuban hospitality professionals who worked with an event company on the island were selected to become part of the Cannonball Run hospitality team. Goldfield’s staff arranged the necessary visas and travel documentation that allowed them to temporarily leave Cuba and work with the rally.

For the three women, who had never expected they would have the opportunity to leave the island, it was an extraordinary experience. They later returned to Cuba following the rally.

At the time, arranging for Cuban nationals to temporarily travel outside the country as part of an American-organized luxury automotive event was an exceptionally unusual accomplishment and reflected the extraordinary level of planning behind the Cannonball Run Havana experience.

The Cuba concept itself was conceived by Goldfield as a destination no competing exotic-car rally had successfully incorporated.

The Havana experience represented what Goldfield considered the pinnacle of the Cannonball Run concept — a unique international automotive adventure that would be extraordinarily difficult to equal.

With future rallies likely to remain primarily within the United States and become more similar to the many other domestic exotic-car rallies already operating, Goldfield chose to step away from day-to-day involvement and pursue other automotive and entrepreneurial ventures.

His focus ultimately shifted toward new concepts, experiences and the community that would later become Zuma Cars & Coffee and Zuma Exotic Car Events.

FOUNDER — GOLDFINGER RALLY TO MONTEREY

Goldfield founded the Goldfinger Rally to Monterey, an exotic-car rally created around the annual pilgrimage to Monterey Car Week.

As the event developed, it became the Goldfinger – Fuel Run Rally to Monterey and ultimately evolved into Fuel Run.

The event represents another early example of Goldfield identifying Monterey Car Week as a natural destination for organized exotic-car experiences and creating a rally concept around the Southern California exotic-car community.

The evolution from Goldfinger Rally to Monterey to Goldfinger – Fuel Run Rally to Monterey and ultimately Fuel Run also reflects Goldfield’s longstanding role in helping shape the culture of organized exotic-car drives to Monterey Car Week.

INTERNATIONAL RALLY EXPERIENCE

More than four decades of participation in automotive events, rallies and exotic-car culture.

Selected Rally Experience

• Gumball 3000 — 6 international rallies

• GoldRush Rally — 4 rallies

• Run to Monaco

• Corsa Rally — 3 rallies

• Longtail Rally

• Ferrari Club Rallies — many

• Lux Rally

• Players Run

• Italian Stampede

• Malibu Rat Pack Drives — many

• Numerous additional automotive drives, rallies and events

INTERNATIONAL MOTORSPORT EXPERIENCE

Goldfield has attended Formula One events and major automotive gatherings around the world, including:

1. Monaco Grand Prix — 4 times

2. United States Grand Prix in Texas — 2 times

3. Formula One in Sochi, Russia — 2 times

4. Monterey Car Week — many times

5. Indianapolis 500 — 2 times

6. Numerous additional international and domestic automotive events

AUTOMOTIVE HERITAGE

Goldfield has been involved in Southern California automotive culture since the early 1980s.

Among his closest longtime friends was legendary Hollywood custom-car builder George Barris, creator of some of the most recognizable vehicles in entertainment history, including the original television Batmobile and numerous famous television, movie and celebrity automobiles.

Goldfield’s decades in the automotive community have produced an extensive network spanning exotic-car collectors, rally participants, automotive personalities, event producers and luxury-lifestyle communities.

MEDIA, CELEBRITY & CULTURAL REACH

Zuma events and Goldfield’s automotive and social gatherings have attracted notable personalities from entertainment and automotive culture.

RZA — Wu-Tang Clan

Approximately two years ago, RZA broadcast his SiriusXM “Wu Wednesdays” program from Zuma Cars & Coffee and promoted the event.

Arnold Schwarzenegger

Attended Zuma Cars & Coffee in Santa Monica.

Peter Noone / Herman’s Hermits

Herman’s Hermits performed at Steve’s Super Bowl party in 2018 and again at Goldfield’s 80th birthday celebration, attended by numerous members of the Zuma community.

Goldfield joined Peter Noone onstage for a duet of “I’m Henry VIII, I Am.”

AUTOMOTIVE STORYTELLING & PUBLICITY

Goldfield is known for incorporating humor, surprise and theatrical elements into automotive experiences.

Examples include:

“Zuma Riots”

During an LAPD mock public-order training exercise involving Ferrari Club of America members and dozens of LAPD Explorers, Goldfield produced a humorous social-media film portraying Zuma supporters protesting the repeated displacement of their Cars & Coffee events.

Participants chanted:

“ZUMA! ZUMA! ZUMA!”

The film clearly identified the situation as a staged training exercise and played off the brand’s “Cars and Coffee Is Not a Crime” theme.

Havana Surprise

Cannonball Run participants arriving nervously in Cuba were told to look for rally buses after clearing immigration.

There were no buses.

Instead, approximately 50 classic American cars arrived to chauffeur them through Havana for the weekend.

Monterey Motorcade

For the 2026 Gumball Monterey drive, Goldfield secured a six-vehicle private-security patrol escort covering the entire 300+ mile route.

These experiences reflect a consistent philosophy:

Don’t simply organize an automotive event.

Give people a story they will still be telling years later.

PRIVATE AUTOMOTIVE & SOCIAL EXPERIENCES

Goldfield also produces invitation-only gatherings for members of the Zuma community.

These have included:

• Annual Zuma Super Bowl gatherings

• Private exotic-car parties

• 30–40-car residential exotic-car displays

• Concerts and musical performances

• Private automotive drives

• Monterey Car Week activities

• Luxury social gatherings

CURRENT BRANDS

Zuma Cars & Coffee

Southern California exotic-car community and monthly gathering attracting approximately 100–200 cars.

Zuma Exotic Car Events

Automotive experiences, private drives, special events and luxury-car community activities.

Zuma Cars & Tacos

Annual Cinco de Mayo exotic-car celebration.

SOCIAL & COMMUNITY REACH

• Approximately 11,500 Instagram followers

• Typically 100–200 exotic and unusual cars at monthly Zuma Cars & Coffee gatherings

• More than 300 cars at Zuma Cars & Tacos

• Large established network of Southern California exotic-car owners

• Significant participation by Zuma members in major Monterey Car Week activities

• Extensive archive of automotive photographs and video covering decades of rallies, events, personalities and exotic cars

POSITIONING

STEVE GOLDFIELD

Four Decades in Exotic-Car Culture

Event creator.
Rally founder.
Rally veteran.
Community builder.
Automotive storyteller.

Founder of Zuma Cars & Coffee.

Founder of Zuma Exotic Car Events.

Founder of Cannonball Run Rally.

Founder of Goldfinger Rally to Monterey, which evolved into Goldfinger – Fuel Run Rally to Monterey and ultimately Fuel Run.

Six-time international Gumball 3000 participant.

Recognized leader within Southern California’s exotic-car community.