Olaf Thiel on the impact of destinations in automotive events.
From a secure engineering job straight into the event industry and then into the automotive sector with its extreme pace and pressure. Why would someone do that?
It wasn’t a planned move. I was unhappy with my job and open to something new. My entry into the event industry happened rather by chance: a friend from Cologne who ran an agency with his sister asked me to coordinate nearly 2,000 Audi TTs at an Audi event in Munich.
Logistics clicked with me, and it seemed like an exciting challenge, so I agreed. The project was a success and that laid the foundation.
How did things develop after your first project?
While at the agency, I worked on additional Audi projects, including press drives and launch events. After two years, Schmidt & Kaiser from Frankfurt approached me with an offer to take over location scouting and logistics for Mercedes-Benz projects.
Shortly afterward, I spent three months traveling across Europe preparing the A-Class Star Tour. More than 800 guests drove over 400 vehicles from 19 cities to Milan. I was responsible for coordinating hotels, venues, routes, parking areas, car washes, workshops, and the loading of 400 vehicles within 24 hours at the San Siro stadium parking lot. Everything had to come together seamlessly. It was real rock’n’roll.
This project marked my transition into an operations lead role, combining logistics with location and destination scouting.
What excites you most about constantly traveling and working as a destination expert?
Travel has long been part of my everyday life. It’s about curiosity, discovering new places, and translating impressive locations into impactful events.
My ambition is to constantly rethink destinations so that events don’t just function, but create the greatest possible impact. Our clients and partners benefit directly from that.
And this only works if you are on site: traveling, maintaining networks, observing developments, and experiencing things firsthand. In our industry, nothing replaces personal experience and that of a trusted network.
Today you lead GPM LiveMarketing GmbH and advise renowned clients on choosing event destinations. Staying with the automotive sector: What are your core criteria when evaluating a destination?
A destination must always align with the objectives of the event. For automotive events, accessibility and logistical feasibility form the foundation. Immediately after that come factors such as weather conditions and planning reliability.
Then we look at the quality of infrastructure: hotels, venues, suitable routes, and professional local partners. And equally important are the details between these pillars. A strong local network is essential, providing information that might otherwise go unnoticed or be difficult to obtain, such as construction sites, strikes, potential insolvencies, or sport and street festivals. These factors can significantly impact a production.
Particularly for driving events, route quality and a smooth flow are crucial. Dynamics, technology, and both urban and scenic elements must harmonize – no one wants traffic jams or waiting times.
Ultimately, nuances make the difference: hospitality, culinary excellence, and service quality determine whether an event is just well executed or perceived as truly outstanding.
Are racetracks still a relevant advantage when selecting a destination?
If vehicles with a clear racing DNA are being presented, absolutely. For most other products, however, racetracks play hardly any role, and that applies to the majority of our productions.
Racetracks are cost-intensive, and budgets in the automotive industry are now allocated very strategically. What matters is no longer the location itself, but the added value it provides for the product and the target audience.
What other developments are you observing?
A central topic is certainly electromobility. Communication around it is far more advanced than its practical implementation. Even in major European cities, I’m repeatedly surprised by the limited charging infrastructure.
Even well-known hotels often have only a few charging stations. I consider that a strategic mistake. Only specialized properties can provide the necessary capacity for automotive events. At present, this is primarily achieved in large event hubs such as Barcelona, which is clearly positioning itself as an automotive destination.
You mentioned Barcelona. Which other destinations are particularly in demand within the automotive industry?
There are several evergreens that have been in high demand for years. In Spain, besides Barcelona, Mallorca is particularly popular. Madrid, meanwhile, is experiencing a strong comeback and is increasingly returning to the industry’s focus.
In Portugal, Lisbon, Cascais, and the Algarve are well established. Spain and Portugal also stand out in terms of budget efficiency and year-round accessibility.
More premium, but deservedly popular, is the South of France, with Nice as a hotspot.
These regions offer an excellent selection of hotels, including buyout options, attractive locations, and optimal conditions for functioning EV infrastructure.
Northern destinations also offer exciting options. However, they are significantly more seasonal and generally more expensive than the South.
Automotive events require spectacular routes, strong visuals, and perfect infrastructure. Are hotspots shifting, or are established destinations maintaining their lead?
The evergreens remain firmly established. At the same time, there are destinations where top-tier productions are already possible today.
A particularly exciting example is Ljubljana – or Slovenia as a whole. For me, it is one of the most promising regions for future automotive events. The country is well electrified and offers stunning landscapes, reliable service providers, and strong culinary credentials.
Currently, the only limiting factor is accessibility. It cannot yet fully compete with the major players. How quickly the region establishes itself further will largely depend on that.
And then there is a classic I would like to advocate for: Munich. Infrastructure, surrounding areas, and accessibility are at the highest level. Prices are demanding, but you receive a comprehensive package that leaves little to be desired.
How important is the destination in relation to the product? Can evergreen destinations maintain their appeal long-term, or do we constantly need new stages?
In short: evergreen destinations are here to stay.
Such standing does not happen by chance. It is based on strong service networks, experience, infrastructure, and a continuous commitment to development. Only if new hotels are built, locations evolve, and innovation comes from within the market itself can a destination remain relevant in the long term.
Of course, new places will always be exciting for specific products. But for the majority of automotive events, established destinations remain the first choice. They combine spectacular routes, strong visuals, reliable infrastructure, and a deep understanding of the requirements of these formats.
Ultimately, the destination provides the stage. The real impact is created through the staging, and that is precisely the mandate of GPM LiveMarketing GmbH and other event agencies.
Before we wrap up, one final question: Are there any under-the-radar destinations with strong potential?
I would keep a very close eye on Budapest and Hungary as a whole. A great deal can be achieved there with moderate budgets, and the potential is far from exhausted.
Warsaw and its surrounding region also impressed me, particularly regarding infrastructure, hotels, and value for money. The level of professionalism on site is remarkable. For me, Warsaw is definitely a destination with a future in the automotive sector.
Thank you for your insights, Olaf.
Olaf Thiel is Managing Director of GPM LiveMarketing GmbH, with offices in Berlin and Düsseldorf, and oversees international productions with a particular focus on the automotive and financial industries.