The "Coppa d'Oro Villa d'Este", the international Concours d'elegance for motor cars, was held for the first time on the 1st of September 1929 following a joint initiative undertaken by the Automobile Club of Como, the Grand Hotel Villa d'Este and the Comitato di Cura di Como. The 1930 Concorso di Villa d'Este was marked by the institution of the Gran Premio Referendum, which was awarded on the basis of a secret vote cast by the spectators. The Concorso d'Eleganza Villa d'Este was last held in its original form in 1949.

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