Ferrari factory/dealership relationship with customer back in the day.

I may be wrong, but with the start of the Montezemelo era, it appears to me at least, that it was he that started the concept of the factory throwing invite only parties to launch cars, celebrate historic model anniversaries....etc. with their customers. Prior to that, this concept was never done, or was it?

Curious if any of you know if there were any factory authorized/attended/created get togethers of some type to celebrate the customer/factory relationship. I can't imagine Enzo glad handing customers at a cocktail party, but maybe there were some type of events back in the 50s, 60s or 70s that somebody on this board can detail.