A Drive Down Memory Lane: Hollywood Classic Cars

Inside a former party supply warehouse on Pico Boulevard, a transformation has taken place. The vibrant colors of piñatas and aisles of Mexican candies have been replaced by a gleaming collection of Ferraris, Ducati bikes, and Rolls-Royce vehicles. Welcome to Hollywood Classic Cars, a vintage car rental agency that has become a jewel in the heart of Pico Union, captivating locals and visitors alike.

The Visionary: Daren Johnson

Daren Johnson, at 37 years old, proudly wears multiple hats as the owner of this classic car haven. After leaving his career in finance, he ventured into a passionate pursuit that many only dream of. According to Johnson, “I put my life savings, well, I did. I put all my life savings into buying.” For him, investing in classic cars represented a calculated risk; he understood that, even if his business faltered, these timeless vehicles would still hold significant value as assets.

Johnson moved his burgeoning business from Culver City to this historic site, formerly known as “El Payasito,” which served the community for over four decades. This warehouse now houses not just cars but a story of resilience and community spirit.

A Fleet for Every Occasion

The collection at Hollywood Classic Cars is nothing short of extraordinary, showcasing models that appeal to both enthusiasts and casual visitors. From 1957 Thunderbirds to a Porsche Speedster replica, the lineup features vehicles steeped in history. The most sought-after rentals comprise muscle cars from the 1960s—think Mustangs and Corvettes—perfect for those wishing to cruise along the palm-lined streets of Beverly Hills.

The agency caters to a diverse clientele, with clients primarily involved in film productions, fashion shoots, and celebrity appearances. Notable figures such as Austin Butler, Gigi Hadid, and Khloé Kardashian have graced their cars for various shoots, further amplifying the allure of Hollywood Classic Cars. Weddings hold a special place in Johnson’s heart, with the fleet frequently participating in community gatherings like the annual Koreatown Parade, adding a touch of nostalgia to celebrations.

A Passion Rooted in Family

Johnson’s love affair with classic cars started in Indiana, where he spent countless hours working alongside his father, Rex Johnson, restoring automotive gems. The two took on a 1968 Camaro, which became a labor of love over five years, particularly during the pandemic. “We built this together, and it came out great,” Johnson proudly shares.

With a background in finance, Johnson began his journey into classic cars as a weekend hobby. He started with a slender fleet in 2018, renting out his first vehicle, a British roadster, the Triumph TR6. Before long, he realized that sharing his passion with others could also be profitable.

The Mechanics of Operations

Unlike modern vehicles, which can often be leased or financed, classic cars require a different approach. Johnson has steadily expanded his collection by acquiring about five vehicles each year, depending on the business’s financial health. As more people, especially from younger generations, show interest in vintage rides, Johnson and his team find themselves in the fascinating role of educators, teaching renters how to operate carbureted engines and older transmissions.

“We have to explain to people how to start a car with a carburetor,” Johnson notes, emphasizing that many younger drivers have never experienced such mechanics before.

The Heart of Pico Boulevard

Choosing Pico Boulevard for his business wasn’t just about ample space for his cars; Johnson was drawn to the neighborhood’s unique energy. He shares, “I’ve always liked the energy of downtown, but being just west of downtown, it’s a little less chaotic.” Located near the 10 Freeway, the area offers accessibility while feeling homey and welcoming.

Local resident Aurora Corona appreciates the fact that Hollywood Classic Cars is a family-owned venture, standing out in a landscape often dominated by franchises. With a post office and fire station nearby, the business thrives as a community fixture. The open doors of the warehouse invite passersby—whether students from Loyola High School or local families—to stop and marvel at the vintage collection, making the space feel like an informal museum of automotive history.

Keeping the Wheels Turning

As the owner, Johnson wears many hats, both managing the logistics of the rental business and ensuring that each car remains in pristine condition. His wife, Gabi Conti, plays a crucial role in the company’s social media presence, helping to promote the whimsical charm of their classic fleet. Together, they strive to embody a spirit of creativity and community in their growing enterprise.

For Johnson, adapting to changing economic landscapes is crucial. “Businesses are always evolving,” he remarks, recognizing the need for flexibility in the ever-changing market. His commitment to maintaining the doors of Hollywood Classic Cars open—both literally and figuratively—while continuing to expand his unique collection keeps the dream alive for him and countless enthusiasts who find joy in these magnificent machines.