The Powersports & Utility Vehicles section of the SEMA Show provides buyers with direct access to the leading manufacturers in this exciting market.

In 2010, exhibitors offered more than 30 hot new products for this segment, creating opportunities and providing complimentary cross-over products for retailers and distributors across the industry. The following represents the products that exhibitors unveiled in the New Products Showcase.

Prime 1 Ramps Premium Aluminum Arched Folding Ramp 86-25-52875861 http://www.saintytools.com/ PN: 7496 These ramps have 1,500-lb. capacity per pair; premium aluminum-magnesium alloy construction; unique anti-skid surface design.		Amsoil European Car Formula 5W-30 Synthetic Motor Oil 715/392-7101 http://www.amsoil.com/ PN: AELQT Provides exceptional performance and protection, meeting strict European performance requirements for gasoline and diesel engines. One of only a few oils in North America that meet the VW 504/507 specification for European engines manufactured by Volkswagen, Mercedes-Benz, BMW, Porsche and more.
Aqua-Hot Heating Systems Inc. Off Road Heater 303/659-8221 http://www.aquahotoffroad.com/ PN: EXE-200-100 Delivers comfort in cold weather. Fits into existing OE systems, drawing 0–2 amps. Variable-speed switch controls output 0–200 cfm. Consumer installable.		Amsoil Dominator Coolant Boost 715/392-7101 http://www.amsoil.com/ PN: RDCB Provides racers and motorists with significantly lower engine operating temperatures, quicker engine warm-up times and advanced corrosion protection.
Rigid Industries Dually SB 602/770-7647 http://www.rigidindustries.com/ PN: SBDLY The Rigid Industries Dually SB is a 2,500 lumen LED light in a compact 3x3-in. package.		Amsoil Synthetic SAE 60 Motorcycle Oil 715/392-7101 http://www.amsoil.com/ PN: MCS The result of extensive research, Amsoil SAE 60 Motorcycle Oil is specially formulated to excel in all areas unique to motorcycles, including high engine rpm, wet-clutch lubrication, extreme-pressure regions of gears and rust common to short drives and storage.
Amsoil Engine and Transmission Flush 715/392-7101 http://www.amsoil.com/ PN: FLSH Potent detergent-based formula cleans sludge and deposit buildup in gasoline or diesel engines and automatic transmissions.		Amsoil OE Synthetic Motor Oils 715/392-7101 http://www.amsoil.com/ PN: OEM OEF OET Attractively priced synthetic motor oil for OEM-recommended drain intervals. Formulated to provide better wear control, high- and low-temperature protection, increased fuel economy, clean operation and superior performance.
Amsoil Synthetic Fuel-Efficient Automatic Transmission Fluid 715/392-7101 http://www.amsoil.com/ PN: ATL Engineered to exceed the requirements of GM, Ford and Toyota where low-viscosity oil is required. Provides outstanding performance and protection, even in severe operating conditions.		AmsoilXL Extended-Life Synthetic Motor Oil 715/392-7101 http://www.amsoil.com/ PN: XLM XLT XLO XLF Provides better wear control, high- and low-temperature protection and increased fuel economy. Superior performance for up to 10,000 miles/six months or longer when recommended in owner’s manual or as indicated by electronic oil life monitoring systems.
SSV Works WP-ORZF4 818/991-1778 http://www.ssvworks.com/ PN: WP-ORZF4 SSV Works’ audio system for the Polaris RZR 4 provides stereo sound, clamps in overhead to your stock cage, installs in 15 minutes and is totally weatherproof.		Winner—Best New Powersports Product Amsoil Quickshot SE 715/392-7101 http://www.amsoil.com/ PN: AQS Premium fuel additive formulated to thoroughly clean and restore peak performance in small-engine and powersports-equipment fuel systems. It stabilizes fuel between uses and during short-term storage periods.
N-Fab Inc. RSP Full Replacement Front Bumper 866/806-6322 http://www.n-fab.com/ PN: F094RSP N-Fab’s RSP full replacement front bumper is a stylish race-inspired design that replaces the front bumper of many trucks and SUVs and allows for extra lighting.		N-Fab Inc. Rock-Rails With Detachable Steps 866/806-6322 http://www.n-fab.com/ PN: J074RKR and JPTS32 N-Fab Rock-Rails utilize patented drop-step design option for added convenience. All N-FAB Rock-Rails are a direct-bolt-on, no-drill design.
BMF Wheels Inc. Leveling Kit–Tacoma 888/313-2580 http://www.bmfwheels.com/ PN: LTO-9100 Built in the United States using only premium 6061-T6 aircraft billet aluminum, and 10.9-rated mounting hardware. All bolt-on applications, maintaining factory ride and factory alignment specifications. We precisely engineer features into all BMF leveling kits to ensure the right leveling kit for each application.		BCS International Raider Auto Helmet 888/965-3700 http://www.raiderpowersports.com/ PN: 60-100 Raider Snell SA-approved open-faced ($85). Fiberglass construction. Removable/washable Nomex liner. Available in sizes small to XX-Large.
BMF Wheels Inc. Rehab 22x10.5 888/313-2580 http://www.bmfwheels.com/ PN: 664B-205816519 A 22x10.5 Rehab eight-lug. Death metal black finish.		BMF Wheels Inc. UTV Wheel 888/313-2580 http://www.bmfwheels.com/ PN: U300-48041043DBL Carbon-fiber and aluminum wheel for UTVs and small off-road vehicles. Available in 12- and 14-in. diameters from 4 to 10 in. wide.
Runner-Up—Best New Powersports Product Axia Alloys Modular Roll Cage Clamping System 480/216-6266 www.axiaalloys.com   PN: MOD The modular roll cage accessory mounting system allows the user to choose from a variety of strap clamp sizes and apply them to more than 30 roll cage accessories.		BMF Wheels Inc. Novakane 8 Stealth 20x9 888/313-2580 http://www.bmfwheels.com/ PN: 461S-090816500 A 20x9 Novakane 8 Stealth. Satin black with CNC-machined accents.
Brookshire Innovations LLC Eklipes—Motorcycle Cellphone and GPS Adapter 916/786-7601 http://www.eklipes.com/ PN: EK1-108 Eklipes—Motorcycle cellphone and GPS adapter system that includes a waterproof, fused, 15-amp, 4-ft. battery harness, power socket and SAE connector.		CST Performance Suspension ’11 GM 2500HD 4WD 6- to 8-in. Suspension Lift Kit 951/571-0212 http://www.cstsuspension.com/ PN: CSS-C3-15 CST 6- to 8-in. adjustable-height suspension lift kit that supports the use of 35- to 37-in. tall tires.
CST Performance Suspension 2.0 Series Shocks by Walker Evans 951/571-0212 www.cstsuspension.com Introducing CST Performance 2.0 Series shocks by Walker Evans.		Lockstraps Locking Tie Downs Locking Tie-Down Straps 951/506-3682 http://www.lockstraps.com/ PN: 101 The first and only combination locking tie-down strap; full-length stainless-steel cable inside strap.
Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Creeper 801/791-4616 http://www.marshallmotoart.com/ PN: creeper One Cool Creeper for the ultimate ride over all surfaces in shop. Unique design with patent-pending One Cool Casters. Smooth and quiet.		Kolpin Powersports Inc. PowerPod 877/956-5746 http://www.kolpinpowersports.com/ PN: 94500 A complete electrical management system for ATVs and UTVs that simplifies multiple electrical connections to a single-switched point of power.
Curtis Industries LLC PathPro SS Cab System 800/343-7676 http://www.curtisindustries.net/ PN: 1PRG800CFS PathPro SS cab systems by Curtis Industries offer best-in-class quality in combination with a lightweight and durable structure for a host of UTV/powersports vehicles.		KFI Products Pro-Series Plow System 877/346-2050 http://www.kfiproducts.com PN: 105054-Kit KFI Pro-Series ATV plow system in 54-, 60- or 60-in.
Marshall Motoart Custom Off Road Builds and UTV Accessories 5.5 Cage Kit 801/791-4616 http://www.marshallmotoart.com/ PN: PR5.5CK A 5.5 cage kit to fit Polaris Ranger UTVs. Transforms machine to a 5.5 passenger. Can be ordered to fit model years ’06–’11. Easy ship. Bolt-together design. Available bolt-on accessories.		Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Caster 801/791-4616 http://www.marshallmotoart.com/ PN: OCC10 Designed, manufactured by Marshall Motoart, the patent-pending One Cool Caster that works. Quiet, smooth, easy pivot and glide. Replace your existing casters.
Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Stool 801/791-4616 http://www.marshallmotoart.com/ PN: OCS10 Designed with patent-pending One Cool Casters, sold separately. The Stool is designed to glide and pivot effortlessly in practically any situation. Industrial quality by Marshall Motoart.		Marshall Motoart Custom Off Road Builds and UTV Accessories Spin Spare 801/791-4616 http://www.marshallmotoart.com/ PN: spinspare Spin Spare is designed to easily mount a spare wheel and tire anywhere there has been a place designed to carry a spare. Gives interest and fun to the spare as it spins.
Runner-Up—Best New Powersports Product SSV Works RZ-OSP65 818/991-1778 http://www.ssvworks.com/ PN: RZ-OSP65 SSV Works overhead speaker pod system for the Polaris RZR/RZR-S provides stereo sound with two 61/2-in. speakers. Clamps in overhead to your stock cage in minutes.		Rage Powersport Products UC500-XL 800/851-6396 http://www.ragepowersports.com/ PN: UC-500XL Easier to use and more economical than a trailer, the UC500-XL transports wheelchairs, scooters, lawn and garden equipment, portable power equipment—just about anything.
Infinity Products Inc./CPI Toro Cargo Box 507/452-2881 http://www.compositeproducts.com/ PN: Toro Cargo Box This is the new cargo box for the ’11 Toro Workman golf-course management utility vehicle. The box and tailgate assembly weigh 85 lbs., making it the world’s largest D-LFT composite part. This part is molded at Composite Products Inc. in Winona, Minnesota.		SSV Works BM-175S/B 818/991-1778 http://www.ssvworks.com/ PN: BM-175S/B SSV Works 5-in. convex machined billet mirrors are designed to fit a 13/4-in. tube for any side-by-side or sandrail application. Fully adjustable mount to adjust the viewing angle.

The Powersports & Utility Vehicles section of the SEMA Show provides buyers with direct access to the leading manufacturers in this exciting market.

In 2010, exhibitors offered more than 30 hot new products for this segment, creating opportunities and providing complimentary cross-over products for retailers and distributors across the industry. The following represents the products that exhibitors unveiled in the New Products Showcase.

Prime 1 Ramps Premium Aluminum Arched Folding Ramp 86-25-52875861 http://www.saintytools.com/ PN: 7496 These ramps have 1,500-lb. capacity per pair; premium aluminum-magnesium alloy construction; unique anti-skid surface design.		Amsoil European Car Formula 5W-30 Synthetic Motor Oil 715/392-7101 http://www.amsoil.com/ PN: AELQT Provides exceptional performance and protection, meeting strict European performance requirements for gasoline and diesel engines. One of only a few oils in North America that meet the VW 504/507 specification for European engines manufactured by Volkswagen, Mercedes-Benz, BMW, Porsche and more.
Aqua-Hot Heating Systems Inc. Off Road Heater 303/659-8221 http://www.aquahotoffroad.com/ PN: EXE-200-100 Delivers comfort in cold weather. Fits into existing OE systems, drawing 0–2 amps. Variable-speed switch controls output 0–200 cfm. Consumer installable.		Amsoil Dominator Coolant Boost 715/392-7101 http://www.amsoil.com/ PN: RDCB Provides racers and motorists with significantly lower engine operating temperatures, quicker engine warm-up times and advanced corrosion protection.
Rigid Industries Dually SB 602/770-7647 http://www.rigidindustries.com/ PN: SBDLY The Rigid Industries Dually SB is a 2,500 lumen LED light in a compact 3x3-in. package.		Amsoil Synthetic SAE 60 Motorcycle Oil 715/392-7101 http://www.amsoil.com/ PN: MCS The result of extensive research, Amsoil SAE 60 Motorcycle Oil is specially formulated to excel in all areas unique to motorcycles, including high engine rpm, wet-clutch lubrication, extreme-pressure regions of gears and rust common to short drives and storage.
Amsoil Engine and Transmission Flush 715/392-7101 http://www.amsoil.com/ PN: FLSH Potent detergent-based formula cleans sludge and deposit buildup in gasoline or diesel engines and automatic transmissions.		Amsoil OE Synthetic Motor Oils 715/392-7101 http://www.amsoil.com/ PN: OEM OEF OET Attractively priced synthetic motor oil for OEM-recommended drain intervals. Formulated to provide better wear control, high- and low-temperature protection, increased fuel economy, clean operation and superior performance.
Amsoil Synthetic Fuel-Efficient Automatic Transmission Fluid 715/392-7101 http://www.amsoil.com/ PN: ATL Engineered to exceed the requirements of GM, Ford and Toyota where low-viscosity oil is required. Provides outstanding performance and protection, even in severe operating conditions.		AmsoilXL Extended-Life Synthetic Motor Oil 715/392-7101 http://www.amsoil.com/ PN: XLM XLT XLO XLF Provides better wear control, high- and low-temperature protection and increased fuel economy. Superior performance for up to 10,000 miles/six months or longer when recommended in owner’s manual or as indicated by electronic oil life monitoring systems.
SSV Works WP-ORZF4 818/991-1778 http://www.ssvworks.com/ PN: WP-ORZF4 SSV Works’ audio system for the Polaris RZR 4 provides stereo sound, clamps in overhead to your stock cage, installs in 15 minutes and is totally weatherproof.		Winner—Best New Powersports Product Amsoil Quickshot SE 715/392-7101 http://www.amsoil.com/ PN: AQS Premium fuel additive formulated to thoroughly clean and restore peak performance in small-engine and powersports-equipment fuel systems. It stabilizes fuel between uses and during short-term storage periods.
N-Fab Inc. RSP Full Replacement Front Bumper 866/806-6322 http://www.n-fab.com/ PN: F094RSP N-Fab’s RSP full replacement front bumper is a stylish race-inspired design that replaces the front bumper of many trucks and SUVs and allows for extra lighting.		N-Fab Inc. Rock-Rails With Detachable Steps 866/806-6322 http://www.n-fab.com/ PN: J074RKR and JPTS32 N-Fab Rock-Rails utilize patented drop-step design option for added convenience. All N-FAB Rock-Rails are a direct-bolt-on, no-drill design.
BMF Wheels Inc. Leveling Kit–Tacoma 888/313-2580 http://www.bmfwheels.com/ PN: LTO-9100 Built in the United States using only premium 6061-T6 aircraft billet aluminum, and 10.9-rated mounting hardware. All bolt-on applications, maintaining factory ride and factory alignment specifications. We precisely engineer features into all BMF leveling kits to ensure the right leveling kit for each application.		BCS International Raider Auto Helmet 888/965-3700 http://www.raiderpowersports.com/ PN: 60-100 Raider Snell SA-approved open-faced ($85). Fiberglass construction. Removable/washable Nomex liner. Available in sizes small to XX-Large.
BMF Wheels Inc. Rehab 22x10.5 888/313-2580 http://www.bmfwheels.com/ PN: 664B-205816519 A 22x10.5 Rehab eight-lug. Death metal black finish.		BMF Wheels Inc. UTV Wheel 888/313-2580 http://www.bmfwheels.com/ PN: U300-48041043DBL Carbon-fiber and aluminum wheel for UTVs and small off-road vehicles. Available in 12- and 14-in. diameters from 4 to 10 in. wide.
Runner-Up—Best New Powersports Product Axia Alloys Modular Roll Cage Clamping System 480/216-6266 www.axiaalloys.com   PN: MOD The modular roll cage accessory mounting system allows the user to choose from a variety of strap clamp sizes and apply them to more than 30 roll cage accessories.		BMF Wheels Inc. Novakane 8 Stealth 20x9 888/313-2580 http://www.bmfwheels.com/ PN: 461S-090816500 A 20x9 Novakane 8 Stealth. Satin black with CNC-machined accents.
Brookshire Innovations LLC Eklipes—Motorcycle Cellphone and GPS Adapter 916/786-7601 http://www.eklipes.com/ PN: EK1-108 Eklipes—Motorcycle cellphone and GPS adapter system that includes a waterproof, fused, 15-amp, 4-ft. battery harness, power socket and SAE connector.		CST Performance Suspension ’11 GM 2500HD 4WD 6- to 8-in. Suspension Lift Kit 951/571-0212 http://www.cstsuspension.com/ PN: CSS-C3-15 CST 6- to 8-in. adjustable-height suspension lift kit that supports the use of 35- to 37-in. tall tires.
CST Performance Suspension 2.0 Series Shocks by Walker Evans 951/571-0212 www.cstsuspension.com Introducing CST Performance 2.0 Series shocks by Walker Evans.		Lockstraps Locking Tie Downs Locking Tie-Down Straps 951/506-3682 http://www.lockstraps.com/ PN: 101 The first and only combination locking tie-down strap; full-length stainless-steel cable inside strap.
Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Creeper 801/791-4616 http://www.marshallmotoart.com/ PN: creeper One Cool Creeper for the ultimate ride over all surfaces in shop. Unique design with patent-pending One Cool Casters. Smooth and quiet.		Kolpin Powersports Inc. PowerPod 877/956-5746 http://www.kolpinpowersports.com/ PN: 94500 A complete electrical management system for ATVs and UTVs that simplifies multiple electrical connections to a single-switched point of power.
Curtis Industries LLC PathPro SS Cab System 800/343-7676 http://www.curtisindustries.net/ PN: 1PRG800CFS PathPro SS cab systems by Curtis Industries offer best-in-class quality in combination with a lightweight and durable structure for a host of UTV/powersports vehicles.		KFI Products Pro-Series Plow System 877/346-2050 http://www.kfiproducts.com PN: 105054-Kit KFI Pro-Series ATV plow system in 54-, 60- or 60-in.
Marshall Motoart Custom Off Road Builds and UTV Accessories 5.5 Cage Kit 801/791-4616 http://www.marshallmotoart.com/ PN: PR5.5CK A 5.5 cage kit to fit Polaris Ranger UTVs. Transforms machine to a 5.5 passenger. Can be ordered to fit model years ’06–’11. Easy ship. Bolt-together design. Available bolt-on accessories.		Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Caster 801/791-4616 http://www.marshallmotoart.com/ PN: OCC10 Designed, manufactured by Marshall Motoart, the patent-pending One Cool Caster that works. Quiet, smooth, easy pivot and glide. Replace your existing casters.
Marshall Motoart Custom Off Road Builds and UTV Accessories One Cool Stool 801/791-4616 http://www.marshallmotoart.com/ PN: OCS10 Designed with patent-pending One Cool Casters, sold separately. The Stool is designed to glide and pivot effortlessly in practically any situation. Industrial quality by Marshall Motoart.		Marshall Motoart Custom Off Road Builds and UTV Accessories Spin Spare 801/791-4616 http://www.marshallmotoart.com/ PN: spinspare Spin Spare is designed to easily mount a spare wheel and tire anywhere there has been a place designed to carry a spare. Gives interest and fun to the spare as it spins.
Runner-Up—Best New Powersports Product SSV Works RZ-OSP65 818/991-1778 http://www.ssvworks.com/ PN: RZ-OSP65 SSV Works overhead speaker pod system for the Polaris RZR/RZR-S provides stereo sound with two 61/2-in. speakers. Clamps in overhead to your stock cage in minutes.		Rage Powersport Products UC500-XL 800/851-6396 http://www.ragepowersports.com/ PN: UC-500XL Easier to use and more economical than a trailer, the UC500-XL transports wheelchairs, scooters, lawn and garden equipment, portable power equipment—just about anything.
Infinity Products Inc./CPI Toro Cargo Box 507/452-2881 http://www.compositeproducts.com/ PN: Toro Cargo Box This is the new cargo box for the ’11 Toro Workman golf-course management utility vehicle. The box and tailgate assembly weigh 85 lbs., making it the world’s largest D-LFT composite part. This part is molded at Composite Products Inc. in Winona, Minnesota.		SSV Works BM-175S/B 818/991-1778 http://www.ssvworks.com/ PN: BM-175S/B SSV Works 5-in. convex machined billet mirrors are designed to fit a 13/4-in. tube for any side-by-side or sandrail application. Fully adjustable mount to adjust the viewing angle.

An Interview With Mike Poore, President of Feed Master Inc.

By Carr Winn

		Mike Poore, president of Feed Master, was a first-time exhibitor at the 2010 SEMA Show. For this year’s first-time exhibitors, he emphasizes following up on every possible lead.

If you’ve never been an exhibitor at the SEMA Show, it’s hard to know exactly what to expect. That was especially true for Mike Poore, president of Feed Master, who literally signed up to exhibit the day before the 2010 SEMA Show opened. He was able to purchase a 10x10-ft. booth due to a cancellation, but that meant he had less than 24 hours to pack his display, drive from Arizona to Las Vegas and then set up his exhibit. Despite the challenges, Poore was able to establish contacts with both domestic and international buyers, grow his brand and get media attention for his invention. In the following interview with SEMA News, Poore offers his advice to this year’s class of freshmen exhibitors.

SEMA News: When did you decide to go to the SEMA Show, and what type of pre-planning did you do?

Mike Poore: I called at 12:00 p.m., the day before the Show and asked: ‘Are there any spaces, by chance?’ They said, ‘Yes, we have a cancellation, and we’ve got a good spot. Would you like to have it?’ I said, ‘I’m going to the bank to get cash, and I’m going to load up my little PT Cruiser.’ Got there about 8:30 p.m. I probably spent about an hour in the evening from 8:30 p.m.–9:30 p.m. setting up. Then I came back the next morning when [the SEMA Show] kicked off. I was still ordering carpet and chairs, and all that was being put in. If you were to go into any of the programs [Show directories] and stuff, no one would ever know I was even there because I booked the day before. So 2011 is really my first year, in a sense. I didn’t get a chance to put my product in the New Products Showcase or any of that kind of stuff last year.

SN: Why did you decide to go to the SEMA Show?

MP: I’ve sold tools to Russia, Peru, Australia and Canada, and the tools would never have hit those markets had it not been for the SEMA Show. I had never done a big show before. Thank God my product is a niche product that nobody else has, and they’ve got to come to me to get it. It’s like having the first ball-peen hammer ever made. I probably did about $30,000–$40,000 off the Show last year. This year, I will double that or even more because I’m more organized now, and I know what my price points are for the wholesalers. I had a big learning curve last year, but I’m there now.

SN: Once the Show opened, what was it like in your booth?

MP: I stayed packed the whole Show. I’m a salesperson. Most inventors of products are not salespeople, and that’s the problem they have. They’re great inventors, they’ve got great product, but they just don’t know how to sell it. I would say to anybody brand new, make sure that if you’re the owner and the inventor of your product that you stay in your booth the whole Show. Do not leave and go walk around because these are all prospective buyers. When they snap a card to you, make sure you grab their hand and pull them into your booth. Spend 10–15 minutes with them. A lot of guys would walk by and I would say, ‘Hey, come over here, let me show you something new. It’s not going to cost you a dime. Check it out.’ You know, those turn into sales, so you’ve just got to be there.

You can have the best booth and you can have it decorated the best, but you’ve got to be able to sell your product. Scatter your product out so they can touch and feel it. A lot of products are just sitting on tables and on countertops, even in the booths. People are handing out business cards and flyers, but I would just like to say to the people getting a booth, really be active in selling your products. Even though I didn’t know sales and marketing, I knew you had to go to the buyer because he has the keys to the safe. If you can’t get the buyer, you’ll never sell your product. Go directly to the buyer.

SN: Is there anything you didn’t have last year or that you weren’t prepared for?

MP: The year before, I was traveling across America. I think I was in Orlando, and people were saying, ‘You’ve got to go to the SEMA Show.’ I wish I had gone a year prior because I would be even further along.

	The Feed Master Wire Feed Tool made its debut at the 2010 SEMA Show. It is designed to help insert wires, cables and hoses inside plastic split-loom tubing.

Look, you’re at the SEMA Show to sell thousands of your product, not a hundred. So where do you want to be at your price point? You’re trying to give them the best price at the Show. The buyer comes in and says, ‘I’m here to buy a bunch of products, but I’m here to get the best bang for my buck. If I can just buy it on the phone from your corporate office, why would I want to pay the same price here?’

SN: Ultimately, what’s the most important thing for exhibitors to focus on?

MP: The follow-up afterward. That’s the most important thing in business if you want to keep your customers. I tell people this every day: Make sure you call that customer back. Make sure he knows you care about him. Make things personal. That’s how you
conduct business.

If you don’t do your sales follow-up between the time you leave the Show until about the end of January, that’s the end of your sales from the Show. You’ve got a two-month window. Something else I would say to the new guy: When you come to the Show, have a bunch of product sitting on standby, waiting to go out the door. I pre-ordered 5,000 more products and had them packaged, and they’re sitting in my corporate office right now waiting for this year’s Show. I think being quick, on top of your toes and having those products ready makes a big difference. 

By Steve McDonald

Law and Order is an update of some of the most recent federal and state legislative and regulatory issues that could potentially impact the automotive specialty-equipment industry. These include issues affecting small-business owners and their employees.

State Update

California Air Resources Board:

Legislation that would give small-business owners a voice on the California Air Resources Board (CARB) was passed by the Senate Environmental Quality Committee and will now be considered in the Senate Appropriations Committee. The California Assembly has already passed the bill. Introduced by Assemblymember Curt Hagman, who represents the Diamond Bar district in which SEMA headquarters is located, the bill would create a requirement for one CARB member to have been a small-business owner within the past five years. CARB is a department within the California Environmental Protection Agency that is charged with the task of attaining and maintaining healthy air quality, protecting the public from exposure to toxic air contaminants and issuing air pollution rules and regulations. The current 11-person board does not represent the interests of small businesses that comprise the regulated community. In light of hard economic times and California’s continued commitment to clean air and green business practices, it is essential that small-business owners be included in important discussions and decisions made by California Air Resources Board. This measure recognizes that the regulations issued by the board directly affect small businesses and would ensure that the rights of small-business owners are represented.

New York

One-Time Fee:

Legislation to provide historical-vehicle owners with a one-time registration fee of $100 upon initial registration was passed by the New York Senate. The bill, supported by SEMA, will now be considered by the Assembly Transportation Committee. The reduced registration fee would be available to owners of historical vehicles owned and operated as exhibition pieces or collectors’ items and used for club activities, exhibits, tours, parades, occasional transportation and similar uses. Under current New York law, a historical motor vehicle is either a vehicle manufactured more than 25 years ago or one that has unique characteristics and that is determined to be of historical, classic or exhibition value. The $100 one-time fee would replace the current annual fee of $28.75.

New York Collector Car Appreciation Day:

The New York State Assembly approved a resolution to memorialize July 8, 2011, as Collector Car Appreciation Day in the state of New York, in conjunction with National Collector Car Appreciation Day. The effort was sponsored by New York Assemblymember Bill Reilich, who has served the automotive hobbyist community for the past four years as national chairman of the State Automotive Enthusiast Leadership Caucus. Earlier this year, at SEMA’s request, U.S. Senators John Tester (D-MT) and Richard Burr (R-NC) introduced and the U.S. Senate approved Resolution 154 (S. Res. 154), officially designating July 8, 2011, as National Collector Car
Appreciation Day.

Pennsylvania

Year-of-Manufacture Plates:

A Pennsylvania bill that would provide vehicle owners with the option to use vintage, original model-year license plates on antique and classic vehicles has passed the Pennsylvania House of Representatives and is now awaiting consideration in the Senate Transportation Committee. An application fee of $75 would be charged for a request to use year-of-manufacture plates. Under the measure, vintage plates must have been issued by the state of Pennsylvania between the years 1906 and 1975, must be provided by the vehicle owner and legible from a reasonable distance. Under current law, antique-vehicle owners may only apply for special antique, classic or collectible plates that bear the designation “antique vehicle.” These plates would still be available to state hobbyists if the bill is enacted into law.

Texas Street Rods/Customs:

After an effort that stretched into two legislative sessions, SEMA-model legislation to create a vehicle registration classification for street rods and custom vehicles (including kit cars and replicas) and provide for special license plates was signed into law by Governor Rick Perry. Slated to go into effect on September 1, 2011, the new law defines a street rod as an altered vehicle manufactured before 1949 and a custom as an altered vehicle at least 25 years old and manufactured after 1948. The law also allows for the use of non-original materials and creates a titling and registration criterion that assigns these vehicles the same model-year designations as the production vehicles they most closely resemble. In addition, the law holds street rods, customs and replicas to only the equipment standards specified by law during the model year listed on the title and exempts them from the state’s emissions inspection program.

Federal Update

Patent Law Changes:

The U.S. House of Representatives approved legislation to overhaul the federal patent system. The Senate passed a slightly different version of the bill last March. The two bills must now be reconciled into a single measure. President Obama has indicated his support for the reform measures. Under current U.S. law, patents are granted to individuals who can prove that they were the “first to invent.” Both the House and Senate bills would switch the United States to a “first-inventor-to-file” (FITF) system, a method used by most other nations. One major drawback to the current system is that it provides an incentive for individuals to claim credit for a patent and demand royalties and damage awards years after a product has been on the market. On the other hand, it has been considered advantageous to small businesses without the resources to get to the patent office first. Lawmakers have been refining the legislation for about five years to address small-business concerns. For example, a new “post-grant review” procedure would be created, allowing third parties to lodge objections on any grounds during the first nine months after a patent has been issued. The U.S. Patent and Trademark Office would resolve these disputes, potentially reducing litigation costs associated with court challenges. The legislation represents the first significant change to the U.S. patent system since 1952.

Debit Card Fees:

The Federal Reserve Board issued a final rule to limit swipe fees imposed on retailers when accepting debit card payments at $.21 per transaction, effective October 1, 2011. Banks and payment processors may also charge $.01–$.03 more to cover fraud prevention and other adjustments, bringing the total potential fees to $.24. The limit is higher than the $.12 fee proposed last winter but less than the current average of $.44. The Federal Reserve was authorized to regulate debit card fees under last year’s financial reform bill based on what it believes to be “reasonable and proportional.” However, the Federal Reserve’s power does not extend to credit card fees. Credit unions and small banks with less than $10 billion in assets are exempt from the swipe card limits, although merchants are not required to accept their cards.

Ethanol:

The U.S. Environmental Protection Agency (EPA) will require that an orange and black label be placed on fuel pumps dispensing E15 gasoline, warning consumers not to use the fuel in vehicles older than model-year ’01 since it could cause damage. SEMA continues to oppose the EPA labeling program, since it places the burden on the motorist not to misfuel. The EPA agreed with SEMA that ethanol’s corrosive effects pose a hazard to older cars. The EPA’s decision to issue a waiver allowing the sale of E15 for newer cars is still subject to lawsuits and Congressional actions to delay or overturn the decision.

Mileage-Rate Deduction:

Soaring gas prices caused the Internal Revenue Service (IRS) to increase the standard business-mileage deduction by $.041/2, from $.51 to $.551/2 cents for all business miles driven between July 1 and December 31, 2011. It is unusual for the IRS to make a mid-year adjustment. The mileage calculation also includes all other aspects of buying and operating a vehicle, such as depreciation, insurance, tires, etc. Businesses and individuals who use their cars for business have the option of using the standard rate in lieu of keeping records of their actual expenses.

OHV Recreation:

A House Natural Resources Subcommittee held a hearing entitled “Opportunities for Outdoor Recreation on Public Lands.” The main topics of discussion were protecting recreational access to federal lands and recognizing the economic benefits derived from such activities. The hearing included testimony in support of multiple-use federal lands and responsible OHV recreation. The BlueRibbon Coalition, of which SEMA is a partner, spoke on the need to reopen the Clear Creek Management Area (CCMA) in California. Currently closed due to an “emergency closure” in 2008, the CCMA includes more than 75,000 acres of land containing off-road trails. The Coalition testified that the decision was based on inaccurate data and false assumptions and recommended that the land be designated as a National Recreation Area with prescribed OHV uses.

The SEMA Action Network’s (SAN) monthly legislative newsletter, Driving Force, took home the gold medallion in the “Best Single Issue: Newsletter” category during the 20th International Automotive Media Awards, which took place on June 20 at the Automotive Hall of Fame in Dearborn, Michigan. The International Automotive Media Competition, a function of the International Society for Vehicle Preservation, is an awards program. The purpose of this peer-judged program is to recognize excellence in all forms of automotive media. The SAN provides legislative updates and feature articles to members through the Driving Force on a monthly basis. The SAN is a unique partnership between car clubs, individual enthusiasts and members of the automotive specialty-equipment industry who work together to promote pro-hobby legislation. “As the leader in legislative advocacy on behalf of the automotive hobby, the SAN relies upon Driving Force to reach thousands of enthusiasts regarding government activity in the states and in Washington, D.C.,” said Steve McDonald, SEMA vice president of government affairs. “This recognition is a testament to its continued effectiveness in providing enthusiasts with the information they need to help effect pro-hobby governmental policies.”

Membership in the SAN is free. To join, visit www.semasan.com.

		The writers, editors, commentators and hosts who flock to the SEMA Show in Las Vegas generate ideas for enough technical, how-to and feature stories to last a whole year. Those stories come about because savvy specialty-equipment companies feed leads about their products to the attending media.

Thousands of writers, editors and commentators will flock to Las Vegas from November 1–4 to gather material for their publications, blogs and broadcasts. Don’t assume that the media will find you just because you’re exhibiting, however.

They will be surrounded by nearly 2,000 businesses that would love to receive publicity, so they will go to those companies whose products they find interesting. SEMA has tools that will help ensure that they know about yours.

2011 SEMA Show Directory

Media and other SEMA Show attendees find booths, learn about companies and establish contacts using the SEMA Show Directory and the SEMA Show Pocket Guide. Most take the directory and guide back to their offices and refer to them throughout the year when they look for story sources. In order to be included in these two printed directories, your SEMA Show exhibitor booth space must be reserved by September 2, 2011. If you have any questions or need assistance regarding your company’s directory listing, contact Marel Del Rio at 909/978-6740.

PR Contact Information

SEMA also publishes a list of exhibiting companies’ public relations and marketing contacts so that the media can connect with the right person at each company for information or to set up interviews. To be included in the list, e-mail the following information to pr@sema.org with the subject line “Exhibitor PR Contact Info.” Include the exhibiting company’s name, contact person’s name, contact company (if different from the exhibitor, such as a marketing or PR firm), phone number, e-mail address, a SEMA Show onsite mobile phone number and exhibitor booth number. The deadline to submit this information is September 16.

Media Conference

		The SEMA Show Media Center Sponsored by Continental Tire serves as “home base” for thousands of editors and reporters during the Show.

Any exhibitor that is making a newsworthy announcement at the SEMA Show is invited to hold a press conference. To reserve a place in the schedule, visit here. Follow the steps to complete the form and submit it by September 2. (Conferences are not intended for new-product announcements, and exhibitors are not authorized to hold media conferences outside of the official schedule or offsite during SEMA Show hours.) Applications will be screened for inclusion in the schedule, and companies that receive a scheduled time should independently promote their media conference to ensure maximum attendance.

Ideas Alive: Featuring the New Products Showcase

Entering a new product in the Ideas Alive: Featuring the New Products Showcase is a terrific way to introduce media members to your company. The display provides all exhibitors with an easy and affordable way to gain product exposure, and now there are three ways to participate: new products, first-time exhibitor products and featured products. To participate in the program, fill out the New Products Showcase entry form by October 7. The first entry in any category is free, and all additional entries are $75 per product category if received by October 7. After October 7, the fee is $150 per product category, and entries submitted onsite will be accepted based on space availability.

Celebrity Appearances and Famous Vehicles

Scheduling a celebrity appearance is another great way to generate media traffic to your booth. SEMA publicizes celebrity appearances—both human and vehicular—on the SEMA Show website and in association publications, including SEMA News and SEMA eNews. To have your celebrity or famous-car appearance publicized, visit www.SEMAShow.com/celebrity. The earlier the information is received, the more opportunities it will have to be publicized, but the deadline for submissions is September 2. For more information, contact SEMA Trade Shows Specialist Lisa Schafer at lisas@sema.org or 909/978-6742.

Exhibitor Product Training Session

Exhibitor Product Training Sessions allow exhibitors to explain and demonstrate product applications and uses, but they are also an excellent way to inform media members about products that may be covered in technical or how-to stories. The training sessions are included in the schedules published on www.SEMAShow.com as well as in printed publications, such as the SEMA Show Pocket Guide. The charge to the exhibitor for each 30-minute time slot is only $125, and admission is free to all attendees. Visit here for additional information.

To receive the latest updates about the 2011 SEMA Show, subscribe to SEMA eNews. Here is more information about working with the media at the SEMA Show.