Automotive OEM and dealer event venue
Create a focused environment for vehicle education, ride-and-drive programs, technical demonstrations, dealer engagement and media experiences on a purpose-built motorsports property.
A purpose-built automotive environment
Vehicle education is more effective when the road, the presentation and the hospitality program work together. Area 27 allows OEMs, dealer groups and agencies to build focused events that may include technical briefings, product walkarounds, controlled drives, instructor demonstrations and professional hosting.
The Jacques Villeneuve-designed circuit combines significant elevation change with technical corners and high-speed sections. Separate paddock and clubhouse zones support vehicle preparation, wave management, meetings and food service. Off-road terrain adds another controlled environment for trucks, SUVs and capability demonstrations.
Program components
Our team specializes in automotive activations and can coordinate circuit operations, fleet staging, briefing spaces, approved branding locations, vehicle storage and detailing requirements. Most OEMs bring their own production team, while Area 27 supports the venue, operating plan and fleet logistics needed for an organized event.
For operational safety, the rental agreement sets a maximum session group of 20 cars or 30 motorcycles on circuit at one time, excluding pace cars or control riders. The final run plan is reviewed with Area 27 before the event.
Bring the idea to us
Share the date, guest count and atmosphere you have in mind. We will help identify the right mix of space, hospitality and support.