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Messe Frankfurt and Crain Communications Inc. plan to organise first-ever Festival of Motoring USA

Messe Frankfurt and Crain Communications Inc. plan to organise first-ever Festival of Motoring USA

Messe Frankfurt, the world’s largest trade fair and event organizer with its own exhibition grounds, and Crain Communications, one of the world’s leading business-to-business media companies, will join forces to launch Festival of Motoring USA.

A revolutionary event with both static and interactive content from mainstream, exotic and classic cars to off-road vehicles, Festival of Motoring USA will be anchored by leading automakers along with other industry-related companies. Adding to the strength of the event is Kinrara, Goodwood’s international event consultancy. Kinrara brings considerable expertise in creating sold-out motorsport events, such as the annual Festival of Speed in the UK – the benchmark in excellence in motorsport event production.

The inaugural Festival of Motoring USA event will take place April 29-May 2, 2021, across the sprawling 750 acres at The Michelin Raceway Road Atlanta in Brasselton, Ga. Road Atlanta is recognized as one of North America’s most dynamic road courses. In the future, Festival of Motoring USA will expand to include additional North America locations.

“We are pleased to be working alongside a powerhouse such as Crain Communications to bring this experiential event to the U.S.,” said Messe Frankfurt Inc. President and CEO, Konstantin von Vieregge. “Our combined competencies solidify our path to success and the realization of our vision to provide a high-energy, comprehensive automotive event that appeals to all motoring enthusiasts.”

Festival of Motoring USA will be modelled after the highly successful Festival of Motoring Johannesburg in South Africa. Now in its 4th year, Festival of Motoring Johannesburg has grown into the leading automotive event in Africa. 

Interactive and emotional, Festival of Motoring USA will appeal to all of the automotive senses and include the following opportunities for consumers:

  • Test drive circuits with professional drivers
  • Technology zones
  • Self-drive tracks
  • 4 x 4 off road experiences
  • Skid pads
  • New-vehicle displays
  • Camping, food trucks
  • and more

“Crain Communications is thrilled to be partnering with Messe Frankfurt to present a dynamic event in the consumer automotive space. Messe Frankfurt’s model of experiential, interactive activities will create a must-attend event each year. Adding the expertise of Kinrara, Goodwood’s event consultancy, will ensure an experience of exceptional quality in North America,” said KC Crain, President and Chief Operating Officer of Crain Communications.

Festival of Motoring is a revolutionary and interactive event; an exhilarating celebration of car culture, attractive to vast audiences and accessible to fans of all ages. It will be at the forefront of the premier automotive consumer experiential events globally.

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