German Haus

An Offsite Destination Celebrating Germany’s Automotive Industry & Culture

Starting in 2022 and in partnership with the North American International Auto Show (NAIAS), the German American Business Council of Michigan is introducing and hosting its new annual signature event and 2-week program, the “German Haus” and Biergarten during June’s NAIAS. Rod Alberts, Executive Director of NAIAS, is excited to be working with the Council to celebrate the German auto industry and German culture during this world-renowned industry event.

Located at the corner of Washington Boulevard and Congress Street, across from the TCF Center, the German Haus will be open during NAIAS Press Days, Industry Days, Charity Preview and Public Days. Both private and public German American Business Council of Michigan (GABC) events will be scheduled throughout the show. The GABC German Haus will provide exciting special event opportunities to our members at an exclusive discount, providing your company the opportunity to:

  • Install outdoor vehicle and indoor promotional display area
  • Plan indoor events, displays and symposiums in the large German Haus atrium
  • Schedule hospitality events in an authentic German Biergarten featuring German cuisine and refreshments, hosted by Detroit’s celebrated Atwater Brewery

German Haus will feature event space ideal for hosting public and private functions, including content-filled discussions, technology showcases and hospitality gatherings.

Outside, a tented Biergarten will offer a festive and quintessentially Bavarian venue with authentic German beer, food, music and the traditional “Gemütlichkeit” (good cheer) synonymous withanoutdoor beer garden. The Biergarten will be open throughout NAIAS, when Press Preview begins.

The German Haus will also feature an outdoor display of Porsche, Mercedes-Benz, BMW and Mini vehicles, with the potential for ride-and-drive experiences.

A perfect location for GABC and its more than 200 members to host events, GABC members may reserve the Biergarten and German Haus atrium during NAIAS – Auto Show at a discounted members-only rate.

Please feel free to contact us with any questions you may have. All reservations will be facilitated by NAIAS’ sponsorship agency, The Fulkerson Group. We look forward to seeing you!

For further information about these opportunities, please contact The Fulkerson Group at 248-819-8332 or email: