From the outside looking in, Park City’s Warehouse just looks like a warehouse — a building likely used for storage, possibly for events, that might contain some hidden treasures or maybe overstock for local stores or restaurants.
Inside, it looks pretty different.
The ground floor is lined with $33 million of rare, luxury, sports or otherwise interesting cars ranging from antique classics to modern performance vehicles with zero-to-60s fast enough that someone could take off and inadvertently leave yesterday’s lunch behind.
“We vet each car coming through and we kind of hand select, but it’s not a value thing. It’s not a rarity thing,” the motorclub’s CEO and co-founder, Jake Wolf, explained. “It’s, ‘Is it going to put a smile on our members’ faces?'”
Though it only opened weeks ago, the club’s showroom is already stocked with Ferraris, Lamborghinis, Porsches and a variety of other vehicles that — as Wolf ensured — are bound to put a smile on a spectator’s face.
An extremely rare Carbon Series Ford GT sits mere feet away from cars like a Toyota FJ75 — a small two-door truck a club member brought in from Saudi Arabia. It was never released in America.
Overall, Wolf said, Warehouse will be able to fit 83 cars and has managed to sell each space three weeks before opening.
That doesn’t mean others interested in the club can’t join, however. Social memberships to the club give people access to exclusive events, racing simulators powered by the professional iRacing program, a Top Golf Swing Suite, art galleries curated from around the world, live music, a variety of rare foods and conference rooms.
Social members, Wolf said, also have access to some club cars, including a couple of ’84 Porsche 911s, a Porsche 928S from the same year, a ’68 Camarro, a Ford Raptor and a Lamborghini race car.
“Trying to hit different enthusiast realms,” Wolf said.
His car also sits among some of the rarest, and for good reason. It’s not every day someone sees a Lamborghini with roof racks, but when they do, they’re probably looking at a Huracán Sterrato.
“Sterrato mans dirt road in Italian, and it’s lifted up another two and a half inches. It has fender flares, it has off-road tires that are rated to 165 miles per hour,” Wolf said with pride. “It’s four-wheel drive. I’ve already taken it in the snow a good bit — slapped a Christmas tree on the top the other weekend.”
When he moved from Miami to Park City, Wolf said, he and his partners worked to find the car that could best represent Park City. They landed on the Sterrato.
“They’re only making 1,500 of them. I believe there’s only around 50 to 70 in the U.S.,” he said. “To have this and the new off-road Porsche next to each other — and again, this is very rare at this point — I don’t think anybody’s put them both together yet, which is kind of cool. And what’s more Park City?”
Wolf’s love of luxury automobiles was born of memories with his grandfather, who he said would tell him about the muscle cars he had in his life before children, a Pontiac GTO and a Chevrolet Corvette-C2.
“Muscle car family,” Wolf said. “For whatever reason, I think it was through movies and video games and just pop culture I would see these things … and I was just obsessed with them.”
He was tracking vehicles and their values before he ever had the opportunity to lay eyes on them, he continued, and he earned a degree in strategic communications knowing he wanted to go into the world of brokering luxury cars. Before graduating, he would track down luxury clothing items in Tokyo and sell them at a large profit margin. Even now, he has a small boutique in the warehouse.
After graduating, he moved to Miami and eventually bought a 2008 Lamborghini Murciélago LP640 in what he said “was not a good financial decision.”
“I was just going to all the local car shows and became known as, ‘This kid kind of knows everything.'” he said. People started turning to him for help.
At 23, he pitched the idea for the Warehouse to investors, saying it would be more than a place where people could trust their cars to be maintained to the highest standards. It would carry a social aspect, provide a community for individuals with tastes for the finer things in the world of cars, food and art, and include regular gatherings.
Investors took hold of the idea and decided the first of such locations should be in Park City, where recreational opportunities abound and scenic roads are aplenty. Wolf hopes it will be the first of many clubs across the country, and potentially beyond.
“It’s been a whirlwind for sure,” he said. “It’s been a lot of fun.”