By SEMA News Editors
The SEMA Show, set for November 3-6 in Las Vegas, is the automotive aftermarket industry's premier trade event. It brings together brands, innovators, manufacturers and service providers with buyers, media members and content creators from across the globe.
For exhibitors--many of whom are small businesses--the process of joining the SEMA Show includes several steps, all designed to help them succeed.
Tom Gattuso, SEMA vice president of events, outlines the roadmap for new exhibitors joining the SEMA Show this year--and shares why now is an ideal time to participate--on a recent episode of the CarCast podcast.
Read a version of the interview, edited for clarity, below. Prefer to watch? View the entire episode below.
What role does SEMA play in the automotive aftermarket?
Tom Gattuso:
SEMA represents the aftermarket automotive products and services industry. It's a significant market, generating about $52 billion in sales. From an economic standpoint, it contributes $337 billion to the U.S. economy and supports 1.3 million jobs.
What makes the SEMA Show such a valuable opportunity for businesses?
Gattuso:
We host an event that the industry attends once a year. It's an opportunity to connect, share ideas and push innovation forward.
The SEMA Show is the largest automotive trade show in the country and ranks among the top 10 trade shows nationwide.
How important are small businesses to the SEMA Show?
Gattuso:
We have roughly 7,000 members, and 95% are small businesses.
Small companies are the heartbeat of the aftermarket. The industry is constantly evolving, and innovation drives that progress.
Q: How is SEMA evolving to meet today's enthusiast market?
Gattuso:
By launching a dedicated Powersports/SxS/Lifestyle section in 2026, SEMA is reflecting the growing overlap between automotive and recreational vehicle communities. Read the full powersports update.
What's the process for becoming a first-time exhibitor?
Gattuso:
It's relatively straightforward. Visit our website, follow the instructions to become a SEMA member if needed, and apply to exhibit at one of our shows.
You submit an application, and we review it to ensure your product aligns with the section or show you've selected.
What key deadline should prospective exhibitors know?
Gattuso:
Friday, March 27, is the key deadline. That's when all applications must be submitted [to participate in priority booth selection].
Editor's Note: Interested exhibitors can still submit an ESRA after March 27. Plenty of prime space on the SEMA Show floor will still be available after priority booth selection.
What is required by that deadline?
Gattuso:
We need a completed application and a deposit. That can be 25%, 50% or 100%. Once submitted, you'll be eligible to select your booth space.
How does booth selection work?
Gattuso:
We review all applications and assign booth selection times based on seniority. Then we build the show floor plan step by step.
On May the 4th, you can watch the floor plan come together live online. The week prior, exhibitors receive an email with a one-hour window when a SEMA representative will call.
At your scheduled time, you'll go online and review your section of the floor plan. There are 12 sections, ranging from wheels and tires to tools and equipment to racing performance. By then, the map will be partially filled with exhibitors who selected before you, and you'll choose your preferred location.
This process is also public-facing. Viewers can watch a version of the floor plan online with a 10-minute delay.
What support is available for first-time exhibitors?
Gattuso:
We offer a wide range of resources.
One key program is the Exhibitor Summit, designed specifically for newer companies. It provides guidance on how to exhibit successfully and connects you with vendors for booth needs like electricity, flooring and more.
We also provide the Exhibit Service Manual, which organizes everything from ordering and deadlines to budgeting. It's available online and walks you through timelines and requirements.
What's the key to maximizing ROI at the show?
Gattuso:
You need to generate a return. Starting with a conservative investment in your first couple of years is a smart approach.
As your distribution grows, so will your opportunities and conversations.
How can exhibitors attract buyers and media?
Gattuso:
Promote your presence to your existing customers. That helps attract new customers as well.
Momentum builds momentum.
One of the most effective on-site strategies is participating in the New Product Showcase.
What is the New Product Showcase, and why is it important?
Gattuso:
Nearly half of attendees discover a product in the New Product Showcase that leads them to an exhibitor.
About 95% of media members review it, along with press releases on the SEMA Show website. Both are free resources -- the first product entry is always free -- and they provide significant exposure.
How important is pre-show preparation?
Gattuso:
More than three-quarters of attendees arrive with a plan. They research companies, review the floor plan and build an agenda in advance.
That means your listings must be accurate so your brand is represented correctly. You'll receive emails with instructions on how to update your information.
How should exhibitors handle follow-up after the Show?
Gattuso:
Rank your contacts A, B, C and D.
An A contact should be followed up with during the show week, the following week, the next month and again three to six months later.
Consistent follow-up puts you ahead of the competition.
What is SEMA Fest, and how does it enhance the SEMA Show experience?
Gattuso:
SEMA Fest is a fun way to wrap up a productive week. It blends automotive passion with music and adds an entertainment element to the event.
When will SEMA Fest details be announced?
Gattuso:
We'll announce ticket sales on May 4. Band announcements will follow in July.
Final advice for first-time exhibitors?
Gattuso:
When in doubt, contact us. We're here year-round and can help simplify the process:
- semashow@sema.org
- (909) 396-0289
- semashow.com/exhibitor
The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com.
