• by Erik Sass  @eriksass1, November 4, 2016

Few products lend themselves to experiential events as well as cars. Whether driving, tinkering or just standing around coveting, gear heads love to congregate with the objects of their affection. TEN: The Enthusiast Network is doubling down on this natural affinity with a significant expansion of its automotive events business, the publisher of Motor Trend and Automobilemagazines announced this week.

The expansion of TEN’s branded events will be led by Steven Freeman, who has been promoted to vice-president of automotive events, drawing on his previous experience managing 21 annual Motor Trend Auto Shows throughout the year, totaling over 400 shows over his two-decade career.

In his new role, Freeman will also oversee more than 20 racing and aftermarket lifestyle events, including three staples of the auto event circuit: the Hot Rod Power Tour, Hot Rod Drag Week, and Car Craft Summer Nationals.

The Hot Rod Power Tour alone draws over 100,000 enthusiasts and 5,000 vehicles, making it the world’s largest road trip.

Assisting Freeman are two new hired, Michael Deer and John Rozeira, who are both joining as events directors in the automotive aftermarket category. Deer previously served as senior project manager with Siteline Productions, where he helped lead the 2016 Super Bowl City project in San Francisco. Deer previously worked at Siteline Productions as well, including the 2016 Super Bowl City project.

As events directors in the auto aftermarket division, Rozeira and Deer will focus on events for lifestyle media brands, including Automobile, Car Craft, Motor Trend, Hot Rod, Super Chevy and Recoil, among others.

TEN’s event business also includes over 50 single annual events per year produced by its Sports and Entertainment Events Group, ranging from awards shows to amateur competitions and lifestyle festivals.

One of the newest additions is the Dew Tour, an official partnership with Mountain Dew, for which TEN will handle execution and event staging.