Check Out These Outdoor Activations: Shell Performance Unbound, OPTIMA Village, Ride With Us and More

By SEMA News Editors

The SEMA Show, October 31-November 3 in Las Vegas, is a true five-senses experience, showcasing thousands of the latest automotive products and technology alongside several features delivered by some of the industry's biggest names. 

Of course, there will be 2,200-plus exhibitor booths teeming with new products (view the up-to-date floorplan), but the SEMA Show's projected 160,000 attendees can also prepare for the familiar tire-smoke, adrenaline and excitement as world-class activations return not only to the Las Vegas Convention Center (LVCC) halls but also to dedicated areas outside the LVCC.

Below is a sampling of what is in store outside of the LVCC for attendees during all Show hours:

Shell Performance Unbound

Booth #81059 and Booth #81125Silver Lot (outside of Central Hall)


Shell has announced it is again joining the SEMA Show with the Shell Performance Unbound experience. The company invites SEMA Show participants to step into two interactive locations, the Shell V-Power NiTRO+ Booth #81059 and Booth #81125, to get up close and personal with the likes of Scott McLaughlin and many others. The Show feature will also allow attendees to engage with Shell's scientists about its new and improved premium gasoline. Plus, there will be can't-miss opportunities to win fantastic prizes and giveaways throughout the week. Best of all, when SEMA Show attendees complete a Passport gamecard, available only at the Shell V-Power NiTRO+ booth, they can enter to win a drifting experience with one of Shell's pro drift drivers. Remember to tag Shell on social media and be sure to follow the action using the hashtag #ShellVPower. SEMA is excited that Shell is again supporting the annual SEMA Show with this enhanced interactive space," said SEMA Trade Show Director Andy Tompkins. "The company's SEMA Show programs are traditionally popular with our attendees, and their enhanced presence this year is sure to add even more value to our event."

Plus, take the chance to win fantastic prizes and giveaways throughout the week. Best of all, when you complete a passport game card, available only at the Shell V-Power NiTRO+ booth, you can enter for a chance to win a drifting experience with one of Shell's pro drift drivers.

OPTIMA Village

OPTIMA Village (Booth #84380)Bronze Lot (outside of South Hall)


OPTIMA Batteries is slated to once again bring the action to Las Vegas! For context, in 2008, OPTIMA Batteries created the Ultimate Street Car Invitational Challenge, which pitted the world's highest-performance street cars and trucks against each other in various contests. In 2021, building on the event's momentum, competitors, for the first time, completed a timed segment called the Peak Performance Challenge, which tested a vehicle's ability to accelerate and brake at the SEMA Show. Competitors at the SEMA Show also had their vehicles evaluated by a set of judges in the Lingenfelter Design & Engineering Challenge. At the 2022 SEMA Show, OPTIMA expanded its footprint to host additional parts of the Ultimate Street Car Invitational in the Bronze Lot during Show hours. Adding to the tire smoke in 2023 will be celebrity driver appearances and demonstrations, as well as amazing project vehicles from OPTIMA. The OPTIMA Village is shaping up to be one of the most action-packed parts of the SEMA Show--you don't want to miss it!

Ride With Us

Booth #72000, Diamond Lot (outside of West Hall)

Ride With Us

Last year, the SEMA Show introduced a ground-shaking collaboration with the Motorcycle Industry Council and its marquee market expansion program, Ride With Us. The popular activation will return to Las Vegas, offering a free introductory motorcycle riding experience for anyone who's thought about or wanted to try riding a motorcycle but has yet to have the opportunity to do so. The immersive experience provides everything you need to experience the thrill of two wheels. With a certified Motorcycle Safety Foundation Coach, you'll go over the basic operation of a motorcycle. The team will provide everything you need: gear, bike, coaches and fun! Ride With Us has traveled across the country, giving first-ride experiences to hundreds of participants aged 16 and up. Motorcycle Safety Foundation-certified coaches help riders get geared up and then guide them on a motorcycle at their own pace. Cinnamon Kernes, who leads the Motorcycle Industry Council's Ride With Us program, shared, "We are excited to return to the SEMA Show and help Show attendees just how fun and rewarding it can be to ride a motorcycle. Our unique format is one of the best ways to start your motorcycle journey, as we provide the safety gear, the motorcycles and the coaches. All you need to bring are the smiles."

SEMA Overland Experience

Booth #71000, Diamond Lot (outside of West Hall)


The beloved SEMA Overland Experience moves to an outside location this year to showcase the many products and solutions in the environment they were designed for. With many similarities and connections to off-roading and adventure travel, overlanding has strong roots in Australia and South Africa, with its popularity in the United States exploding over the past decade. Buyers at the 2023 SEMA Show will now be able to view products and vehicles tailored explicitly for overlanding in the expanded SEMA Overland Experience area. The specialized exhibit will include dozens of customized vehicles with fully popped-out tents, survival accessories and portable kitchen systems, all displayed among various exhibitors supporting the growing overlanding market. For more details, including sneak peeks at SEMA Overland Experience builds set for display this year, visit here.

Feature Vehicle Displays

Across the SEMA Show campus


The SEMA Show is renowned for the innovative parts and accessories displayed on Show vehicles representing every industry niche, from cars to trucks to powersports. Much more than rolling works of art, the feature vehicles offer an in-person look at the real-life applications of the aftermarket's latest and most exciting products. Located throughout the outdoor areas of the SEMA Show, the displays act as extensions to Show booths, connecting attendees with exhibitors and product creators. For 2023, the SEMA Show app features a scanning function that allows attendees to quickly capture product and exhibitor information from the feature vehicles displayed throughout the Show.

SEMA Show management is dedicated to making the event as successful and worthwhile as possible for all. Registration is still available online for $120 through the event date. Badge pick-up will be available on-site at the Las Vegas Convention Center in the West Hall for those who register online. Full-service registration (and badge pick-up) will be open in South Hall for those who still need to register. Get started on your road to the 2023 SEMA Show by registering today at! 

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