One of Central New York’s largest Jeep enthusiast gatherings is entering a new era after the Maguire Foundation announced it has acquired Jeeps at the Beach, the annual summer event that has drawn thousands to Sylvan Beach for more than a decade.
The 2026 event is scheduled for Sunday, Aug. 2, in Sylvan Beach, with organizers saying the transition will preserve the event’s charitable roots while expanding its broader community impact across New York state.
Founded in 2012 by Michael T. Smith, Jeeps at the Beach began as a fundraiser benefiting Upstate Golisano Children’s Hospital after the hospital supported Smith and his family during a difficult time. Since then, the event has evolved into a nationally recognized gathering for Jeep enthusiasts, featuring vehicle showcases, live music, vendors, raffles, and family-friendly activities along the eastern shore of Oneida Lake.
Smith, who recently relocated out of state, said he wanted to find a partner capable of maintaining the event’s mission and identity while ensuring its future growth.
The Maguire Foundation, launched in 2022 as the charitable arm of the Maguire Automotive Group, will now oversee the event moving forward.
“The acquisition of Jeeps at the Beach aligns perfectly with our mission,” said Phil Maguire, executive director of the Maguire Foundation. “This event brings people together through a shared passion while creating meaningful impact for those in need.”
Organizers said support for Upstate Golisano Children’s Hospital will continue even as the foundation broadens fundraising efforts to support additional organizations and initiatives throughout the communities it serves.
The Maguire Automotive Group operates 18 dealership locations across New York, including Jeep dealerships in Ithaca, Watkins Glen, and Syracuse, and has been a longtime supporter of the event.
Officials said the foundation plans to retain the core traditions that helped make Jeeps at the Beach one of the region’s signature summer events while introducing new features aimed at expanding attendance and fundraising opportunities.
Smith will remain involved in the event this summer as honorary host and master of ceremonies.
The Maguire Foundation said it intends to use its statewide reach and resources to further grow the event in the years ahead while maintaining the community-driven atmosphere that has defined it since its launch.
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