HRIA Joins Deuce’s Wild on the East Coast

By Della Domingo

Deuce's Wild

The SEMA Hot Rod Industry Alliance (HRIA) will join the second annual Deuce’s Wild Competition Car Show at the Atlantic City Convention Center in New Jersey, March 11–13, 2021. In addition to hosting an HRIA networking reception and sponsoring a Hot Rod Alley in the event’s new manufacturer’s midway, SEMA and HRIA will also present the new $7,500 “Build of the Show” award.

“HRIA is excited to join Deuce’s Wild and make a formal appearance on the East Coast, where the hot-rod market is strong,” said HRIA Chairman Jeff Major of Bed Wood & Parts. “There are hundreds of companies and builders who we never get the chance to meet with, and who may not be familiar with SEMA or the HRIA. We are excited to share with them how the association and council helps the hot-rod industry.”

Joining SEMA with a booth in Hot Rod Alley will be 10 HRIA member manufacturers. Each manufacturer will contribute $500 toward the “Build of the Show” award, and SEMA/HRIA will contribute $2,500 for a total award of $7,500.

“We had a great turn out at our inaugural Deuce’s Wild Car Show early this year, and with SEMA and HRIA supporting the 2021 event, we anticipate that it will be even better,” said Deuce’s Wild organizer and award-wining hot-rod builder Ed Denkenberger. “The hot-rod market in this northeast area has been longing for a SEMA presence for many, many years, and I am so proud that Deuce’s Wild and GPK Auctions have a hand in making it happen.”

GPK Auctions holds one of the longest-running classic-car auctions on the east coast, and provides the venue for the Deuce’s Wild event.

HRIA volunteers are currently reaching out to member manufacturers to confirm companies for the 10 available booths in Hot Rod Alley. HRIA manufacturers who are interested in participating may also reach out to HRIA SEMA staff liaison Jim Skelly at