For Oakland University students interested in careers in marketing, communications, event management or the automotive industry, the work of firms like Gail & Rice Connex offers a look at how Detroit’s auto economy extends beyond engineering and manufacturing.

Large events such as the Detroit Auto Show depend on extensive staffing, planning and media coordination, drawing on skills taught in business, communications and liberal arts programs. As the region’s auto industry shifts toward electric vehicles and a global audience, these behind-the-scenes roles highlight career paths that are often overlooked but remain central to Detroit’s economy.

One such company is Gail & Rice Connex, a Detroit-based experiential marketing firm that provides staffing, logistics and event support for automotive manufacturers at major gatherings, including the Detroit Auto Show.

Auto shows and launch events have become multi-day productions involving international media, live demonstrations and large temporary workforces, creating steady demand for specialized event firms.

Founded during a period when automakers emphasized live demonstrations and consumer interaction, the company works with brands to present vehicles in ways designed to engage the public.

“Our company builds teams of people that represent a number of OEM’s [original equipment manufacturers] at automotive events around the country,” president and co-owner of G&R Connex, Marci Rice, said.

These teams often include short-term and contract positions in communications, hospitality, public relations and brand management — roles that attract recent graduates and students seeking experience. Staff members often serve as the main point of contact between manufacturers and attendees, helping explain vehicle features and technology.

“We recruit, train and wardrobe them and do all the logistics to get them to their location,” Rice said.

The work involves coordinating staff across multiple brands and event spaces. The company also employs “trained product presenters and specialists as well as local brand ambassadors working for the majority of brands,” at the auto show.

In addition to on-site staffing, a separate division, Gail & Rice Inc., has supported manufacturer meetings and media programming alongside the show.

“New Bronco RTR and Mustang Darkhorse SC, tours of the archives, Henry Ford museum simulator, WEC Hyper Car and F1 briefings,” Rice said were part of the show week’s schedule.

The programming accompanied vehicle launches and technical briefings. During that time, the company handled registration and hospitality for more than 700 participants.

“The company managed media travel, transportation, hotel, and hospitality for media for the entire program,” Rice said.

That work included coordinating with international media groups from China, Europe, Australia and South America, reflecting how Detroit auto events now reach a global audience.

As automakers place greater emphasis on live experiences, firms like Gail & Rice Connex operate at the intersection of planning, branding and consumer interaction, supporting both in-person and virtual events with staff who guide attendees through vehicle features.

Gail & Rice Connex has supported promotional campaigns and vehicle launches tied to electric and hybrid vehicles across North America. Past projects include launches for the Audi E-Tron Sportback and the Ford EcoSport, as well as work with Electrify America, Kia and Lincoln.

As automakers introduce new technology, launches often require more explanation and public education than in the past, changing how vehicles are presented at shows.

Following the 2026 Detroit Auto Show, firms like Gail & Rice Connex remain part of the structure that supports automakers as they introduce vehicles and technology worldwide.

These operations highlight how Michigan’s automotive identity continues to support a wide range of careers beyond vehicle design as the industry adapts to new technology and changing audiences.