SEMA News—May 2020


By Douglas McColloch

Attendees at the 2020 SEMA Show can receive discounts of up to 10% off round-trip airfare to Las Vegas.

2020 SEMA Show Airfare Discounts Available

SEMA Show attendees and exhibitors can start making travel arrangements by taking advantage of the discounted airfare options available through Show organizers work with major air carriers to offer discounted airfare for exhibitors, attendees and media. Alaska, Delta and United are among the airlines offering up to 10% off on round-trip airfare to Las Vegas.

Each airline provides discounts for all Showgoers, whether they arrive a few days before the Show or leave several days after.

Travel Dates for Airfare Discounts

  • Alaska Airlines: October 27–November 10
  • Delta Airlines: October 29–November 11
  • United Airlines: October 31–November 9

For rates, booking information, discount codes and additional details on airfare, visit the SEMA Show Travel and Lodging page at

The 2020 SEMA Show will take place Tuesday–Friday, November 3–6, in Las Vegas. Visit to secure booth space for the 2020 SEMA Show. Complete information about the 2020 Show is available at

The Nordic region has long been a hotbed of drag racing, rally racing and drifting. The inaugural SEMA Nordic Business Development Program takes place August 29–September 2, 2020.

There’s Still Time to Register for Inaugural SEMA Nordic Business Development Program

Join SEMA for the inaugural SEMA Nordic Business Development Program, to be held August 29–September 2, in Stockholm, Sweden. Participants can learn the potential for their products in that performance- and classic-car paradise.

Meet with top trade buyers enabling the half-century-old craze to restore and upgrade American classic cars in Sweden and the surrounding countries of Norway, Finland and Denmark. Performance upgrades are among the top improvements sought for a range of vehicles. The region is the headquarters of the European drag-racing championship, and circuit racing, drag racing, rally racing and drifting all have strong followings. High disposable incomes coupled with a passion for personalization make it a very attractive region.

SEMA business development programs are low-cost, turnkey events that bring together SEMA-member manufacturers and buyers from key markets. Fees start at $4,150 per company. For those who qualify, that includes $750 in U.S. government grants to help defray trip costs.

Hotels, a tabletop display, meals and networking events are all included; flights to and from the United States are not. Additional state funds are available, including $1,000 for qualified California-based companies.

For additional information, contact Linda Spencer at

Exhibitor Summit
Among the speakers providing insight will be Tom Gattuso, SEMA vice president of events, who will explain the ways to avoid the most common pitfalls that exhibitors experience.

Learn to Generate More Business at Exhibitor Summit

Registration for the 2020 SEMA Show Exhibitor Summit is open. The Exhibitor Summit, now in its 11th year, is scheduled for Wednesday–Thursday, June 24–25, at the Las Vegas Convention Center.

The SEMA Show Summit event brings together individuals who are new to the Show with experienced exhibitors looking to generate the most business and recognition through Show week. All attendees will benefit from sessions conducted by experienced trade show pros as they cover how to properly budget, identify existing time-saving programs that they may not be using, and generate more foot traffic, along with best practices for post-Show follow-up, avoiding misleading vendors claiming to be official Show partners, and much more.

The mission of the event is to help all attendees regardless of trade-show experience by limiting the cost and time needed to prepare for November.

In addition to the sessions, exhibitors will also be able to meet with their respective Show sales rep. Sales representatives are the first point of contact for exhibitors who have Show questions.

Cost for the SEMA Show Exhibitor Summit is intentionally low, with hotels, meals and workshops covered by SEMA. The only expense that attendees will incur is transportation to and from the event.

To register and for more information, visit

Jeff Dahlin
Jeff Dahlin.

PRI Announces New Industry Sales Director, Additional Personnel Moves

Jeff Dahlin has joined Performance Racing Industry (PRI) as an industry sales director, where he will oversee a portfolio of client accounts and drive revenue for the PRI Trade Show, held annually in Indianapolis, as well as its accompanying monthly publication and media channels.

Dahlin brings with him 20 years of automotive sales, marketing and executive-level publishing experience. Notably, he spent 16 years at Source Interlink Media and the Motor Trend Group, where he rose through the ranks at several publications as a director, group publisher and eventually to the position of general manager of the Hot Rod Network. Dahlin was also named one of SEMA News’ “35 under 35” in 2007.

In related news, PRI announced that company veteran Reham Gharib will take on the new position of sales operations project manager. In that role, Gharib will manage the records of all PRI and SEMA sponsorship contracts, help ensure deliverables are accounted for, and communicate with all appropriate stakeholders. She also will be the key stakeholder and project manager for the PRI Show’s Featured Product Showcase and the SEMA Show’s New Products Showcase. Gharib has been with PRI since 2014.

In addition, PRI Industry Sales Manager Brendan Gillespie, who previously served in a sales/operations hybrid role, will now focus strictly on sales opportunities—specifically exhibit space and sponsorship sales for both the PRI and SEMA Shows as well as advertising sales for both PRI Magazine and SEMA News. Gillespie, a six-year veteran of the company, will concentrate on the racing and performance market.

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