By SEMA News Editors
Exhibiting at the 2026 SEMA Show, November 3-6 in Las Vegas, is a significant investment, and the most successful exhibitors don't leave that investment to chance. (Still need a booth? Start here.)
Whether you're a first-time exhibitor or a longtime Show veteran, having a clear plan before arriving can help maximize ROI, attract more buyers and media, and ensure your team is prepared to make the most of every opportunity.
From booth strategy and staffing plans to deadlines and product promotions, exhibitors have access to a variety of tools designed to help them succeed. The most important resource? The Exhibitor Service Manual (ESM), available at semashow.com/esm.
Start With the Exhibitor Service Manual
In addition to working with their SEMA sales representative, the SEMA Public Relations team and the SEMA Show team, exhibitors should rely on the ESM as a primary planning resource. It organizes everything exhibitors need in one location, from ordering services and budgeting expenses to meeting deadlines and promoting products.
Available online at semashow.com/esm, the ESM provides access to critical information, including booth services, shipping instructions, marketing opportunities, contact information, regulations, sponsorship opportunities and more.
For exhibitors developing their 2026 Show plan, these sections deserve immediate attention:
Deadlines Checklist
Found under "About the Show," the SEMA Show deadline checklist provides key dates for exhibitors, including deadlines and rate increases.
Feature Vehicles (outside the booth)
Found under "Vehicle/Car Display Opportunities," exhibitors can learn more about the requirements and guidelines for displaying a vehicle on the SEMA Show floor outside of their booth. One important reminder: The deadline to submit Feature Vehicle applications is Friday, July 31.
Approved applicants who submit by July 31 will receive an approval and confirmation email on August 28. Applications submitted after the July deadline are subject to approval at the end of September, or as space allows. Additional details are available in the "Vehicle/Car Display Opportunities" section of semashow.com/esm.
New Product Showcase
Found under "Marketing, Advertising & Sponsorships," exhibitors can submit products to the New Products Showcase––the top destination for buyers and media at the SEMA Show––to build brand awareness and generate leads.
Best of all, the first product entry is free for exhibitors.
Find more information on submitting a product, packaging or merchandising displays and complete an application for a new or featured product.
Budgeting, Shipping and Show Services
The ESM also includes tools and information covering:
- Budget planning and expense forecasting.
- Freeman booth services and ordering.
- Approved vendor resources.
- Shipping and material handling requirements.
- Marketing and sponsorship opportunities.
- Safety regulations and Show policies.
- Parking and logistics information.
Reviewing these sections early can help exhibitors avoid last-minute expenses and operational surprises.
Expert Advice: Keep Your Booth Strategy Simple
While logistics and deadlines are important, exhibitors should also evaluate how effectively their booth supports business goals.
SEMA Vice President of Events Tom Gattuso encourages exhibitors to focus on simplicity and purpose rather than adding unnecessary complexity.
Before arriving in Las Vegas, make sure your team can answer three questions:
- What story are we telling?
- Who should be talking to whom?
- Where should conversations happen within the booth?
Gattuso also recommends focusing on proven tactics that drive results:
- Put products directly into attendees' hands.
- Develop a quick, memorable pitch.
- Position staff throughout the booth, not behind tables.
- Schedule meetings before the Show.
- Use clear, buyer-focused messaging.
- Keep staff engaged and available.
Additional Opportunities During SEMA Week
Exhibitors looking for additional exposure should also explore Jampack Event Promotions, a new opportunity available for the 2026 SEMA Show.
Options include dining and networking experiences, after-hours events, group outings, travel packages and SEMA Fest-related opportunities that can help exhibitors connect with attendees and customers beyond the show floor.
Additional information is available at semafest.com/jampack.
The most successful exhibitors begin planning well before Show week. By taking advantage of the resources available through the ESM and building a clear booth strategy, exhibitors can put themselves in a position to maximize every opportunity the 2026 SEMA Show has to offer.
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 is now open online. For more information, visit semashow.com.
SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.
