FEL - Automotive Learning + Promotion

04/22/2026

The track has a way of revealing a vehicle’s performance in ways traditional roads never could.

Grip becomes a game of balance, control becomes instinct, and every corner invites a little more confidence. It’s a rare chance to explore a vehicle’s limits in a safe, guided environment.

takes the new Golf R for a spin around our bespoke, professionally developed ice circuit at Lac Sacacomie. With professional racing drivers coaching guests along the way, the ice becomes a playground where capability, skill, and pure driving enjoyment come together.

Sometimes the best way forward… is a little sideways.

04/16/2026

03/25/2026

Reminiscing back to Cabo San Lucas, 2025...

Incentive trips are not simply travel. They are experiences meant for celebration. They give guests a sense of accomplishment, exclusivity, and pride. Intentionally designing touchpoints for this type of acknowledgement is something we understand deeply.

Supporting in delivering a fully turnkey incentive experience for top-performing team members and their guests was something we did not take for granted. Understanding the significance of an incentive trip allows for careful and intentional planning.

From pre-trip communications and registration to on-site hospitality and event flow, every touchpoint was built to ensure guests could relax, connect, and celebrate their achievements. Trips like this are a reminder of the impact a well-designed incentive program can have, not just on morale, but on culture, loyalty, and long-term relationships.

Taking a minute to celebrate meaningful moments, warm destinations, and partnerships that make experiences like this possible.

03/21/2026

As a proud Hospitality partner of Pfaff Motorsports we wish the guys and girls in plaid the very best this weekend. We will be cheering you on from the Great White North. Go Get Em!!!

Andrea Caldarelli on Lamborghini Temerario GT3's race debut this weekend at Sebring...

03/16/2026

FEL is proud to once again be riding along on the famous Pfaff Motorsports Plaid Lamborghini. As hospitality partner at select races, FEL looks forward to doing what we do best, represent premium brands and organizations while upping their guest experience. As the team prepares to launch the all new Lamborghini Temerario at the 12 Hours of Sebring this weekend all of us at FEL wish them the very best. Should you be at Sebring this weekend be sure to slide by and see the new car!

03/05/2026

It’s one thing to attend a race. It’s another to watch it from above.

At last season’s Chevrolet Detroit Grand Prix, welcomed friends, family, and VIP partners 71 floors above the circuit at . Overlooking the Detroit skyline with the race unfolding below.

Our team handled the full space build-out and branding, guest flow, and hospitality throughout the weekend. The goal was simple: create an environment that would reflect the team on-track and be enjoyed by all of the partners who stand behind them.

Proud to support teams who demand more. And proud to build environments that match it.

02/25/2026

When creativity meets collaboration, extraordinary things happen.

Austin, Texas was the setting for real-world driving and tier-one hospitality. From event concept to ex*****on, all of the little details were crafted with the guests’ experience in mind while keeping emphasis on the all-new 2025 Kia K4.

Working alongside the Kia PR team on the K4 Media Launch reminded us why partnership fuels possibility. Collaborating with Kia’s creative team is always seamless; their trust in FEL as a turn-key partner allowed us to bring every element to life exactly as envisioned.

Their ambitious vision created the result: an event that delivered a clear message.

The K4 is here, and the drive experience is inspiring.

02/18/2026

Legacy in motorsport isn’t built overnight. It’s earned with each passing lap.

FEL’s story began on the track over forty years ago, where precision, timing, and trust aren’t optional; they’re everything. That pursuit of the perfect lap continues to shape how we operate today, driving a standard of excellence that connects with the performance-driven mindset of both motorsport and automotive manufacturers.

An agency dedicated exclusively to the automotive industry, FEL occupies a unique space, bridging the worlds of motorsport and event production to create experiences that resonate with both OEMs and their audiences. Our understanding of the Canadian automotive market runs as deep as our roots in racing, allowing us to design programs that feel both globally relevant and locally resonant.

Consistency builds trust. And trust, built over decades on and off the track, is the legacy we’re proud to carry forward.

02/15/2026

So fortunate to be able to work with amazingly successful Canadian racing drivers on a regular basis. This week saw Simon Dion-Viens, Kenny Riedmann and Patrick Carpentier showing Volkswagen enthusiasts what the Golf R can do on North America’s biggest and fastest Ice Track at Hotel sacacomie!

01/12/2026

How do you showcase the capabilities of an electric SUV in the middle of the desert?

We had some ideas.

While hosting 30 lunch guests for Kia’s EV9 media drive event in Arizona, capability needed to be the message and the vehicle needed to be the centerpiece. At a pop-up lunch location where the desert became the showroom, the only electric elements were the EV9 and the espresso machine it powered.

Creating environments that align with the storyline of an event isn’t just part of our process; it’s a craft we genuinely care about.