Secret City Car Show moves to Rover Boulevard in White Rock

White Rock’s Secret City Car Show is changing more than its address this year. The free June 6 event will move to the Speedway parking lot at 35 Rover Boulevard, a shift that appears aimed at making the show easier to reach for families, casual visitors and car owners who might not have stopped by Overlook Park in past years.

The show is scheduled for Saturday, June 6, starting at 11 a.m. MDT. Organizers are offering $125 prizes for the top entries in three categories, Modern, Classic and Wild, a format that broadens the appeal beyond spotless restorations and gives newer show cars and unusual builds a place on the same field.

The 2026 setup is also more open on cost. Admission will be free, and the event listing says vendors and food trucks will not pay a fee. That is a notable change from the 2024 show, when vendors and car participants paid $20 or could make a $20 food donation for LA Cares. For White Rock, where a big summer gathering can shape how busy the neighborhood feels for a weekend, lower barriers can make the difference between a niche cruise-in and a true community turnout test.

The Secret City Car Show already has a local track record. Earlier coverage identified White Rock Toys and Gaming and Jeff Harkins as the creators of the event, with support from Immaculate Total Car Care. The show has been promoted as a family event before, and county tourism listings have pointed to extras such as live music and a diecast play area. White Rock Toys and Gaming has previously been identified at 108 Longview, behind Smith’s in White Rock, which helps explain how the shop has anchored a recurring event that blends small-business energy with a public gathering.

That history matters because the show has not stayed in one place. It was held in White Rock in 2023, returned to Overlook Park in 2024, was promoted there again in 2025, and is now moving to 35 Rover Boulevard. With a New Mexico Department of Transportation roadway rehabilitation project on NM 4 affecting the White Rock area and phase one running from Rover Boulevard to East Jemez Road, anyone heading to the show should plan for possible delays near the event site. Even so, the new location, free admission and prize structure give the car show a clearer pitch this year: make White Rock worth the trip, and make it easy for the county to show up.