More than a passion for driving: the path to a driving business
When the BILSTER BERG was opened in 20103, Anfagn focused on one thing above all: the idea of creating a special place for driving pleasure, technology and automotive passion. A track that is deliberately designed differently. Not a classic race track, but a drive resort. Reduced, challenging, embedded in the landscape and made for people who wanted to focus on driving itself. The idea of a club was obvious: exclusive, communal, supported by enthusiasts and a shared love of cars.
But even in the first few years of operation, it became clear that a facility like BILSTER BERG needs more than passion alone. A route of this quality must be operated, further developed and secured for the long term. With the experience gained from the ongoing operation, the view began to broaden and with it the understanding of what potential this place really offers.
New Formats – New Slogan
What began as an idea was consistently developed over the following years. May 23, 2016, marked a decisive step forward. With a new brand identity, BILSTER BERG placed the customer squarely at the center of its focus and, for the first time, clearly articulated what the venue would stand for in the future. The new slogan, “Driving Business – Your Business Is Our Drive,” summed up this vision. At the same time, the offerings were clearly structured and differentiated: from driving experiences and product launches to track days, photo and film shoots, and training programs. Step by step, the original Drive Resort evolved into a clear business vision: Driving Business.
The point was never to abandon the emotional core. On the contrary. Driving Business means combining a passion for driving with economic pragmatism, and laying the groundwork so that this special place can continue to thrive.
“It became clear to us early on that BILSTER BERG could only succeed in the long term if we approached it from a business perspective. ‘Driving Business’ embodies precisely this philosophy: creating excitement while taking responsibility for the operation,” explains Hans-Jürgen von Glasenapp, project developer and managing director at BILSTER BERG.
Not a Traditional Race Track
BILSTER BERG was never intended to be a traditional race track, and it still isn’t today. There are no grandstands and no races. Instead, it is a place for development and meaningful experiences. At BILSTER BERG, brands can showcase their products under real-world conditions, and mobility can be experienced in all its facets.
This evolution is also reflected in the people who have shaped BILSTER BERG. Many of them have been there since the beginning and have actively helped shape the transformation. Take Lena Lohr, Deputy Head of Sales and Event Management, for example. She has been part of the team since 2013 and has actively helped shape the development of BILSTER BERG from the very start.
“With its transformation from a drive resort to a driving business, BILSTER BERG has opened itself up to much more than ‘just driving.’ Our expanded slogan, ‘Your Business. Your Brand. Your Success,’ is our guiding principle. This makes BILSTER BERG an emotional stage for our clients’ products. We support our guests with a professional and service-oriented approach.”
For ten years now, the motto “Driving Business” has defined the direction of BILSTER BERG. It represents a development that has deliberately positioned the site as an economically sound, forward-looking, and professional enterprise. Today, “Driving Business” stands for sustainable infrastructure, modern mobility concepts, and the conviction that the future can only be shaped where it is actively co-created.
