Test Drive

Why FEL?

We believe live event experiences are worth the effort.

At FEL we believe that live events are the best way to impress. We also know this is the most expensive and challenging way to touch customers and prospects. FEL has been producing live events since 1986 with data that shows these events increase "purchase intent".

We believe better planning makes directing less painful.

At FEL we believe that we are a planning company first, and an events company second. Without great planning there can be no great events - and great events is what we deliver. We manage the process from pre-event planning meetings to our post-event audits — and everything in-between.

We do the deep digging and heavy lifting, allowing our clients to concentrate on direction. We focus on taking pain away, from brand standards to logistics and multi media to budget control.

We believe in impressing participants one at a time.

At FEL we believe that you only get one chance at first impressions, and first impressions can be at different stages of an event, pre-event registration vs. on-site registration, product walk around vs. driving impressions.

We understand that we are an extension of our clients from; brand standards, communications, dress code and on-site client care and hospitality. Our goal is for every single person to leave an event feeling that the event was tailored specifically for them.

How FEL works

Automotive-only

We stick with what we know.

Operations

Staffing and logistics know-how is on (y)our side.

Hospitality

We are concierge focused.

What FEL does

Hands-on products

Track drives, road drives. Static discoveries

Event Planning, Production

Product launch training, dealer process training, consumer drive events, press launches…

Learn

Training curriculum, copywriting, support applications…

Promote

CI-spec branding, large format collateral, small format collateral, multimedia…

Hands-on products

Hands-on, it's what we do best. Whether your event is a track day, closed course, customized street drive or static discoveries, FEL has done it — many times. We understand how important every interaction with your vehicle is. And we know that the success of that interaction is our responsibility. A task that we accept, and never take lightly.

Whether your guest is driving at 200kph on a race track or climbing through your vehicle comparing it to a competitors, each get the same level of care and commitment. Both demand safety and clarity in the driven message - which FEL delivers on each and every time.

Event Planning, Production

FEL concentrates on three distinctive business units: a Dealer unit that delivers sales training, national and regional dealer meetings, walkaround competitions, internal communications and fleet events. A Consumer Marketing unit that delivers consumer test drive programs, advance driving experiences and winter driving experiences all with internal call centre support. And a PR unit that delivers national and regional press events, as well as global press launches. FEL is also the exclusive operators of the Niagara Drive Centre in Niagara-on-the-Lake, home of AJAC's TestFest for seven years. All FEL business units have the comfort of knowing that they have the support of one of the best logistics teams in the business.

Learn

FEL is certified by a premium European manufacturer to deliver their global training initiatives. FEL curriculum is developed internally and delivered by some of the most experienced facilitators in the country, in both official languages.

In 2018 FEL did over 750+ training days, and that number will continue to grow in 2019. We believe in training that is relevant, accurate, retainable, and fun.

Promote

Brand collateral is critical to our core business because it touches almost every aspect of what we do. It must represent the brand with clarity and accuracy. FEL has a select few partners who understand the importance of the brand connection and work along side us to deliver high brand standards.

Technologically speaking, FEL has also developed several in-house training apps for our clients. As with everything we do FEL manages and takes full responsibility of all our partners to deliver one-stop shopping experience to our clients while giving them peace of mind in knowing that we will meet or exceed their expectations.

We stick with what we know.

Delivering automotive events is hard work. In fact, it is a full time job. That is why FEL is an "automotive only" organization, meaning we work exclusively in the automotive sector. Keeping up with our clients' technology, while simultaneously keeping our finger close to the competitive pulse, takes 100% of our focus.

At FEL, we are as focused on what we don't do, as we are on what we do. We do events, live events, exciting events — events that make attendees fans.

Staffing and logistics know-how

Since our humble beginning in 1986, FEL has built an impressive roster of industry professionals — from Canadian Motorsport Hall of Famers, Scott Goodyear and Richard Spenard, to facilitators capable of captivating audiences.

From simple cones, to complex mobile hospitality units and everything in-between, FEL has the in-house logistics to handle any size of event and to deliver many events simultaneously. In 2016, FEL delivered over 760 event days. When it comes to logistics, our tour managers simply say "Bring It!"

Hospitality

Working at the global level with some of the most iconic automotive brands, FEL "gets it" when it comes to hospitality. We have worked with "high net-worth" clients at consumer events as well as Dealer Principals when delivering Dealer Meetings - where only 100% + is considered a success.

Our limitless connections in the hospitality area ensure that our clients' guests are in good hands, always.