Overview 4Fest Events puts the crowd in the driver's seat: its weekends are built around people running their own rigs on real trails, with automakers bringing new models for guests to ride and drive. Founder Tom Zielinski and his Z Performance team started Detroit 4Fest in 2019 with about 2,000 people, and the company's series takes in Detroit 4Fest, a Detroit WinterFest, a West Virginia event and Cars at The Station, a Detroit auto-culture show at Michigan Central. 4Fest's site lists a Texas 4Fest as coming in 2026. On site Detroit 4Fest runs at Holly Oaks ORV Park, a 235-acre former sand and gravel mine in Oakland County, with a 9,000-square-foot simulated rock formation, Mt. Magna, built into the trail system. The weekend mixes trail runs, rock racing, a Friday-night NightFest on the trails, free off-road basic training (including women-only classes), a Vendor Village, live music and food trucks. West Virginia HillFest at Snowshoe Mountain Resort adds a timed hillclimb, drifting, closed-road scenic drives and an open paddock. Cars at The Station fills Roosevelt Park with more than 300 vehicles a day, OEM media presentations, ride and drives, a beer garden and a VIP reception at Newlab. Audience These are participants more than spectators. Guests arrive in their own Jeeps, trucks and performance cars, sign up for training runs and try manufacturers' vehicles on the same trails, and families spend the day between the courses and the Vendor Village. Cars at The Station adds OEM executives, auto suppliers and automotive media for its briefings. Track record Detroit 4Fest reached its eighth year in 2026 with about 5,000 people at Holly Oaks, and Jeep was title sponsor, showing five concept and five production vehicles; the brand's CEO rode the trails with students from the Jalen Rose Leadership Academy. Cars at The Station's first year in 2024 drew 3,800-plus attendees, 300 VIP reception guests, 35 partners and 17 OEM and partner media presentations. Jim Morrison, then Jeep brand president: "Tom and his team operate events that are safe and represent the Jeep brand well." Brand presence Automakers and parts brands take the biggest footprints: vehicle displays, ride and drives and on-trail demos, with naming rights available on Cars at The Station's VIP reception, VIP dinner and OEM media lunch. Standard partners get Vendor Village placement, signage at the start and finish spectator areas, PA mentions, guest passes and inclusion in each event's feature video, and packages can add geo-fenced digital ads around the event over three days.