Autorama

What Autorama does

Autorama is the consumer-facing brand of Championship Auto Shows, Inc. (CASI), a privately held Auburn Hills, Michigan-based event production company founded circa 1950 that operates the largest indoor custom car show circuit in North America. The company produces three event brands — Autorama, World of Wheels, and Cavalcade of Customs — across approximately 20 annual shows in roughly 12 US and Canadian metropolitan markets, attracting nearly one million attendees per year. Flagship assets include the Detroit Autorama (anchored by the prestigious Ridler Award, in continuous presentation since 1964 and sponsored by Meguiar's) and the Chicago World of Wheels (featuring the Legend Cup since 2007). Operations are organized around an annual touring circuit managed by regional show chairs, with field sales securing corporate sponsorships and exhibitor booth rentals.

The company's core offering is live event experiences for two primary customer segments: (1) automotive enthusiasts and the hot rod community — predominantly male, aged 18-44, who attend to view custom builds, enter vehicles in competition, and engage with the broader builder community; and (2) automotive aftermarket companies that sponsor and exhibit to reach a captive, high-purchase-intent audience. A tertiary segment of automotive students is served through the Student Career Day program launched in 2006. Judging is conducted under the sanctioning framework of the International Show Car Association (ISCA).

The business model is multi-stream: (1) exhibitor booth space rental at commercial rates ranging from $525 (smaller markets) to $2,950 (premium Detroit end-cap spaces); (2) general admission ticket sales at $24-30 per adult with discounts for students, children, and groups; (3) corporate sponsorships from brands including Meguiar's, Summit Racing Equipment, O'Reilly Auto Parts, BASF, CleanTools, and Billet Specialties; and (4) vehicle entry fees for competition categories. Tickets are distributed through venue gates, discount retail partners (O'Reilly Auto Parts, Auto Value, Piston Ring), and bus tour operators from car clubs. Marketing combines a corporate website (autorama.com), @HOTRODSHOWS social media, plus radio, TV, print, and billboard campaigns tailored by market. The company holds registered trademarks on Autorama, World of Wheels, and related marks, and is described as founder/operator-controlled with no disclosed private equity or institutional ownership.

Name

Autorama

Legal name

Championship Auto Shows, Inc.

Website

https://autorama.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Live Event Production (Automotive Custom Car Shows)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

Keywords

• Custom car shows
• Indoor car exhibitions
• Automotive event production
• Hot rod competitions
• Automotive trade shows

Headquarters

HQ city

Auburn Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibitor Booth Space Rental: Vendors and exhibitors pay for booth space at events. Commercial rates vary by city, booth size, and location within venue. Premium corner spaces command additional fees. Additional services such as electrical, decorator services, and internet connectivity are billed separately.
2. Event Ticket Sales: Revenue generated from general admission and discounted advance tickets sold to automotive enthusiasts attending the shows. Children, students, and group tickets available at reduced rates.
3. Corporate Sponsorships: Partnership agreements with automotive aftermarket companies, car care products, and related brands. Sponsors receive signage, PA announcements, complimentary tickets, exhibit space, and brand exposure to captive enthusiast audiences.
4. Vehicle Entry Fees: Car owners and builders pay registration fees to enter their vehicles in competition categories and special awards such as the Ridler Award and Legend Cup.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Autorama (operated by Championship Auto Shows, Inc.) produces and operates America's premier indoor custom car show circuit, running approximately 18-20 events annually across 12 cities in the United States and Canada under the Autorama, World of Wheels, and Cavalcade of Customs brands. Revenue comes from general admission ticket sales, vehicle competition entry fees, commercial exhibitor booth rentals, and corporate sponsorships, supported by signature awards (Ridler Award, Legend Cup) and an educational Student Career Day program.

Product overview

Autorama is an event management company producing America's premier custom car show series under three brands: Autorama, World of Wheels, and Cavalcade of Customs. These events are held annually across approximately 20 venues in the United States and Canada, attracting nearly one million attendees. The core offering consists of custom car exhibitions featuring competition vehicles, hot rods, and specialty builds. The portfolio includes signature awards like the Ridler Award and Legend Cup, educational programs such as Student Career Day, and exhibitor services including booth space rental. The company also operates a content platform featuring weekly vehicle spotlights through the Meguiar's Ride of The Week blog series.

Differentiator

Problem solved

Functional benefit

Products and services

• Autorama Custom Car Show Series America's premier indoor custom car show series featuring hot rods, custom vehicles, manufacturer displays, and competition categories. Held in 12 U.S. and Canadian cities including Detroit, Chicago, Houston, Pittsburgh, Milwaukee, Salt Lake City, Kansas City, Omaha, Indianapolis, Cincinnati, Winnipeg, and Calgary. Targets automotive enthusiasts and attracts nearly one million attendees annually.
• World of Wheels

Quantifiable outcome

• 97.3% of attendees recommend the events to others
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Meguiar'scoreGTM or Marketing PartnerMeguiar's is the presenting sponsor of the Don Ridler Memorial Award at the Detroit Autorama. As the automotive car care product sponsor, Meguiar's has naming rights to the award and presents the $10,000 prize to the winner. The partnership includes brand visibility throughout the event and on promotional materials.
• Summit Racing EquipmentcoreGTM or Marketing PartnerSummit Racing Equipment is a key sponsor of the Autorama events and the International Show Car Association (ISCA) Championship Finals. They sponsor the Summit Racing Equipment / ISCA Championship Finals and provide support for Student Career Day program. Partnership includes signage, promotional materials, and event support.
• International Show Car Association (ISCA)coreStrategic or Co-development PartnerISCA is the official sanctioning body for show car competitions at Autorama events. They provide the judging system and championship structure. ISCA stands for the International Show Car Association and works with Autorama on standards and competition rules.
• CleanTools (CleanTools, maker of The Absorber)coreGTM or Marketing PartnerCleanTools is the presenting sponsor of the Legend Cup at the Chicago World of Wheels. They sponsor the $10,000 prize awarded to the winner for outstanding style and design. The Legend Cup was created in 2007 and has become one of the most prestigious awards nationwide.
• BASFmajorGTM or Marketing PartnerBASF sponsors the Great 8 competition at Detroit Autorama, where the top eight Ridler Award contenders are recognized. The BASF Great 8 finalists receive visibility and promotional consideration as part of the award structure leading to the main Don Ridler Memorial Award.
• O'Reilly Auto PartsmajorGTM or Marketing PartnerO'Reilly Auto Parts is a presenting sponsor for multiple Autorama events including Indianapolis, Omaha, Chicago, Kansas City, Milwaukee, Pittsburgh, Salt Lake City, Houston, Detroit, and Cincinnati events. They provide discount ticket distribution through their retail locations and receive promotional visibility.
• Billet SpecialtiesmajorGTM or Marketing PartnerBillet Specialties produces the physical award trophies for the Legend Cup Top Six and Top Twenty awards at Chicago World of Wheels. Their billet aluminum awards recognize superior quality, engineering, and craftsmanship in show vehicles.
• Denny Guest's South Oak Dodge/Chrysler/JeepminorGTM or Marketing PartnerLocal dealership presenting the Chicago World of Wheels event. Provides venue support and promotional consideration for the event.
• First Financial Center (Cincinnati)minorOthersConvention center venue in Cincinnati hosting the Cavalcade of Customs event. Provides physical venue space for the show.
• Huntington Place / Cobo Center (Detroit)coreOthersMajor convention center venue in Detroit hosting the flagship Autorama event featuring the Ridler Award since moving there in 1961. The venue's large exhibition space accommodates the premier custom car show.
• TremecminorGTM or Marketing PartnerAutomotive transmission manufacturer sponsoring Autorama events. Visible in promotional materials and event signage.
• Michigan Hot Rod Association (MHRA)coreStrategic or Co-development PartnerMHRA hosts the Meguiar's Detroit Autorama event. The association created the Don Ridler Memorial Award in honor of Don Ridler who passed away in 1963. MHRA determines all decisions concerning prior exposure and eligibility for the Ridler Award.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Mecum Auctions: Mecum is a major collector car auction house running a national circuit of live events, drawing enthusiast crowds and aftermarket sponsorships comparable to Autorama. Its Kissimmee, Indianapolis, and Monterey events attract overlapping buyer and builder audiences and compete for the same enthusiast media and sponsor mindshare.
• Barrett-Jackson: Barrett-Jackson is a leading collector car auction company that produces marquee live events (most notably in Scottsdale, Palm Beach, and Las Vegas) targeting the same collector, restorer, and custom-car enthusiast audience that attends Autorama shows. Its events blend auctions, vehicle displays, and lifestyle experiences similar to Autorama's competition/show format.
• RM Sotheby's: RM Sotheby's is a global collector car auction house that runs marquee live events (Monterey, Amelia Island, Hershey, etc.) targeting high-end collector and restomod audiences. While it skews higher in price point, it competes with Autorama for the same enthusiast attendance, sponsor attention, and award-driven builder visibility.
• Goodguys Rod & Custom Association: Goodguys is one of the largest custom car show and event producers in the US, running a multi-city circuit of rod, custom, and street machine shows serving the same hot-rod enthusiast segment and aftermarket sponsors as Autorama. Its Goodguys Nationals events and regional series directly compete for the same exhibitor, vehicle entry, and sponsorship dollars.
• Bonhams (Motoring Department): Bonhams operates a global motoring auction business producing live collector-car events at venues such as the Goodwood Festival of Speed, Amelia Island, and Scottsdale. It addresses an overlapping collector and enthusiast audience with Autorama and competes for premium builder participation, sponsor interest, and enthusiast media coverage.
• Carlisle Events: Carlisle Events operates a portfolio of automotive enthusiast shows (Carlisle Ford Nationals, Carlisle GM Nationals, Carlisle Import & Performance Nationals, etc.) at its Pennsylvania fairground complex, serving the same custom, classic, and specialty vehicle hobbyist audience and aftermarket sponsor base as Autorama.
• National Street Rod Association (NSRA): NSRA is a long-standing street-rod enthusiast organization that sanctions and runs its own national and regional street-rod show circuit. It competes with Autorama for the same hot-rod and custom-car exhibitor, builder, and sponsor relationships, with its Street Rod Nationals being a direct peer to flagship events like Detroit Autorama.
• Antique Automobile Club of America (AACA): AACA is a major classic and antique car organization that produces judged car shows, nationals, and a tour program, addressing an adjacent but overlapping collector-vehicle enthusiast base. Its event portfolio and judging framework provide a competing platform for exhibitors and vehicle owners considering Autorama shows.

Emerging players

• Bring a Trailer: Bring a Trailer is an online enthusiast car auction and editorial community that has reshaped how collectors discover and transact on specialty vehicles. It serves the same automotive enthusiast demographic that attends Autorama events and represents a digitally native, fast-scaling adjacent platform competing for enthusiast time, attention, and aftermarket sponsor spend.

Broad incumbents

• SEMA (Specialty Equipment Market Association): SEMA is the largest automotive specialty-industry trade association in the US and runs the SEMA Show in Las Vegas, the most important aftermarket-industry trade event globally. It is a broader, more trade-focused incumbent that competes for the same aftermarket-company marketing and sponsorship budgets that Autorama monetizes through its exhibitor and sponsor channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hotrodshows
• Facebookfacebook.com/hotrodshows
• LinkedInlinkedin.com/company/championship-auto-shows-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Autorama