Exhibitors who have breaking news announcements that will be of
interest to a large number of media can utilize press conferences
during the 2021 SEMA Show.
The deadline for exhibitors to submit an application to hold an official SEMA Show Press Conference has passed. Update emails were sent earlier this week to all exhibitors who submitted an application, and the final schedule will be announced in early September. Exhibitors that did not receive an email this week but believe they submitted an application should contact John Santos at johnls@sema.org immediately.
Complete information on the SEMA Show, including details on special events, an exhibitor list and floorplan are available at www.SEMAShow.com.
The Products for Project-Vehicle Builders list connects
manufacturers with builders looking to create or complete a
vehicle project.
Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.
The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.
The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.
Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.
Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.
Prepare to Do Business With These Quick Networking Tips for Exhibitors, Attendees, Builders and Media
By Mike Imlay
The industry has changed a lot since it last gathered in 2019,
and so has the SEMA Show, which is back bigger and better
than ever for 2021. With the excitement building, now is the
time to strategize how you’ll reconnect.
The buzz is palpable. Momentum is building for the 2021 SEMA Show. Slated for November 2–5 in the newly expanded Las Vegas Convention Center, the Show marks the return of SEMA’s in-person trade events—and it’s that opportunity for live, face-to-face connection and networking that has the industry talking.
“We’ve gotten stronger support for the Show in a shorter period of time than we’ve ever seen before,” said SEMA Vice President of Events Tom Gattuso. “It’s clear that the industry is eager to reconnect after last year’s unprecedented disruptions. Aftermarket businesses of all types and sizes are seeing the 2021 SEMA Show as an opportunity to share what they’ve learned and showcase the new products and innovations that they’ve developed since the last live SEMA Show. It’s going to be an exciting milestone as the industry turns the corner and advances into 2022 and beyond.”
Of course, the world has changed since the last SEMA Show in 2019, and so has the specialty-equipment industry. The COVID-induced economic shutdown forced the aftermarket to innovate and improvise in unexpected ways. Zoom calls temporarily replaced face-to-face B2B conversations. New-product launches went online. Supply chains forged new links. And businesses of all types discovered novel methods to engage their customers. Most of all, the absence of live industry gatherings left a vacuum felt by all.
Now that the world’s premier automotive trade event is back bigger and better than ever, how can Showgoers best reconnect in this changed environment? SEMA News turned to Gattuso for some expert tips ahead of the Show. Our Q&A interview follows, edited for clarity and conciseness.
SEMA News: Anticipation is already running high for the 2021 SEMA Show. How is the event shaping up?
Tom Gattuso: I would say the two strongest indicators that we track on a daily basis are registration and our hotel saturation. Usually those two factors go hand in hand. We’re seeing really strong support for both, which leads us to believe that we’re going to have a very good Show in November. But almost as important as those metrics are the anecdotal stories that we’re hearing from buyers in the industry, the media and our exhibitors. People really do want to reconnect at the SEMA Show in November, and they’re positioning their businesses and 2022 planning around Show week. We’re really looking forward to how that’s going to manifest itself in the environment that
we’ve built.
SN: Obviously, in a trade arena of this size and scope, there’s going to be a lot of catching up on what’s happened in the last year.
TG: Yes, it’s only natural, given that our Show participants haven’t seen each other for a prolonged period. There’s going to be a greater propensity for people to share what they’ve been through than we’ve ever had in our SEMA Show history. Understanding that, we’re working to deliver a trade-focused event that facilitates business-to-business connections, builds on the pent-up enthusiasm people are experiencing, and positions the industry for growth. There’s a real opportunity to leverage all that and learn.
We’re hoping that Showgoers will pull out the business-value tidbits as they gather and share their stories. What did your business learn in the two years since the last SEMA Show? How has it transformed or changed? This is a chance to share your business’s progress while catching up on the latest trends. If you come away having seen how companies were able to thrive, change or adapt their business models, that can only help your business in the long run. The goal is to tap into that shared industry knowledge to help the whole marketplace evolve.
SN: It’s been two years since the last live SEMA Show. What can we expect to see with the Show’s return?
TG: The Show floor is going to be packed with what the next 12 to 36 months are going to look like for our industry. You’ll see it in the new products and branding that hundreds of companies will showcase. It will be interesting to have a foot in what happened over the past two years but then another foot in what’s going to happen for the next three. As we see how we’ve all come through this historic pandemic experience and how much stronger we can be because of it, that’s going to energize people. I’m looking forward to seeing how that plays out among exhibitors and attendees in each of the many Show sections.
In your B2B conversations, it will be natural to exchange notes
about the pandemic’s effects on your business. Leverage those
discussions as opportunities to share your progress and
innovations, catch up on trends, and position your business for
growth in 2022 and beyond.
SN: With that in mind, do you have any networking tips for participants, starting with exhibitors?
TG: For an exhibitor, I would recommend a couple of things. First is to make sure that you’re doing pre-event marketing. Letting people know that you’re going to be at the Show helps create momentum and, ultimately, success there on the Show floor. The other thing I’d recommend is practicing your booth conversations. Create 30-sec., 1-min., 5-min. and 10-min. pitches.
Outline in your head how you want to catch up with people. If it’s a customer you haven’t talked to in a long time, it might be one conversation. If it’s a customer you do business with on a regular basis but just haven’t seen in person, that’s a different conversation. But practice those conversations ahead of time so that when you get to the Show floor, you can target them to benefit your customers.
Finally, time at the Show is going to be especially valuable this year because people will be having so many more conversations than in years past. You’ll want to take customers down a path of how your company has evolved over the past two years, what new products you’re working on, and how you’ll reconnect with them following the Show.
SN: Now let’s say I’m a buyer. It’s a bigger Show than ever with the new West Hall opening and many other new features. What can I do to maximize my Show experience?
TG: For buyers, it also begins with some pre-Show planning. First, you’ll want to outline what your current customers are looking for. Next, you’ll want to take a good look at your business and outline what you’re good at. Then you can research the companies that can help you succeed. When you get on-site, you’ll want to prioritize those companies. When you visit their booths, ask about the new products they’re offering and what they plan to do business-wise in the coming three years.
Of course, you’ll also want to schedule time to walk the floor without an agenda. View it as a serendipitous exploration of what’s happening in the industry, from the New Products Showcase to the many feature areas we’ve assembled throughout the Show. You’ll likely find new companies that you didn’t know of before, with products or services that can help your business evolve. Again, you’ll also want to develop a post-event strategy for following up over the next six months, 12 months and three years so you can take what you’ve discovered to the next level.
SN: This year’s SEMA Show will also offer some great reconnections with builders. Would you like to comment on that?
TG: The interesting thing is how the industry and the marketplace reacted to the past year’s events. Some portions of it thrived like never before, but other portions were heavily impacted. The builders were the mortar between the bricks. They’ve had customer vehicles that they’ve been building and manufacturers that they’ve been sourcing parts from. They’ve helped tie everything together and keep aftermarket enthusiasts engaged. It’s going to be energizing to see what trends have emerged from that. Again, it’s been two years since our last live Show, so we’re going to see an evolution happening right before our eyes on the 2021 Show floor.
SN: We’re already seeing a lot of media buzz surrounding the Show. Do you have any tips for industry news gatherers and content creators?
Always a key Show element, SEMA Education offerings that
highlight the latest industry trends and best practices will be
especially salient this year. The Show’s many educational
events and seminars also present great opportunities for
networking and exchanging ideas with aftermarket peers.
TG: For the media, there’s going to be a lot of product development that’s taken place over the past 18 months. Some companies haven’t introduced these products to the marketplace yet. That’s one of the magical things about a live event. You can see all the innovation up close as you walk the aisles.
As for media networking, we’ve anchored the Show with proven opportunities such as our Monday Reveal and our Thursday-night SEMA Industry Awards Banquet. There’s also our New Products Showcase and many outdoor features where you can see the products put to practical use. The media definitely will want to take advantage of those events.
I’d also recommend that media reps set aside some discovery time. Try a networking event that you’ve never been a part of—maybe a SEMA council gathering, a buyer event or a manufacturer after-party. Media audiences have a pent-up demand for content. There will be lots of opportunities for the media to deliver what’s new, cool and trending.
››› The industry has changed a lot since it last gathered in 2019, and so has the SEMA Show, which is back bigger and better than ever for 2021. With the excitement building, now is the time to strategize how you’ll reconnect.
What 2021 SEMA Show Exhibitors Are Saying
With the 2021 SEMA Show fast approaching, exhibitors and attendees alike are already sharing their enthusiasm and plans for reconnecting in-person with the industry.
“SEMA is the place to showcase what is new within the industry, which creates excitement and enthusiasm,” said Kristen Damberger, Cometic Gasket director of promotions, advanced. “As an exhibitor, we want to fuel that fire. We want to be a part of that energy. Like many companies in our industry, we are unexpectedly busy, and our time at home has allowed us to evaluate processes and equipment. We are excited to share our plan and commitment to getting a quality product out the door on time.”
Damberger said that, having solidified its big-block Chevy gasket line, the company is now taking on modern muscle. It plans to showcase its StreetPro top-end and bottom-end gasket kits for the Ford 5.0L Coyote and Chrysler 6.4L Hemi Apache engines at the Show.
E3 Spark Plugs Vice President for Motorsports Bob Fisher expressed his company’s anticipation as well.
“For one thing, we almost always get excited for the SEMA Show,” he said. “It’s a great place to do business and very often sets the tone for the coming year. Last year’s cancellation only amplified our enthusiasm to get back to Vegas and to get back to business in person.”
Fisher noted that the E3 brand recently launched a new line of ultra-lightweight lithium batteries for powersports, automotive and racing applications.
“Originally, these batteries would have been showcased at the 2020 SEMA Show, but since it was canceled, we will naturally showcase them at the 2021 SEMA Show so that our customers and the industry in general can see them firsthand,” he said.
From the SEMA Show’s annual Monday-night Reveal Party to its Thursday-night Industry Awards Banquet and the annual SEMA Ignited after-party, the SEMA Show delivers an unmatched week of industry camaraderie and networking. In fact, you’ll also find numerous SEMA council events, international events, education tracks and more throughout the Show, all tailored to reconnect you with the industry and grow your business. For more information about these and other Show opportunities, visit www.SEMAShow.com.
McLaren Racing has agreed to acquire a majority share in the
Arrow McLaren SP IndyCarteam.
McLaren Racing to Acquire Majority Stake in Arrow McLaren SP
McLaren Racing has agreed to acquire a majority share in the Arrow McLaren SP IndyCar team. The transaction will close by the end of the year and see McLaren Racing take a 75% share of the team. The financial terms of the deal are not being disclosed. The team will be governed by a new five-person board, comprising three McLaren Racing appointees together with Sam Schmidt and Ric Peterson, chaired by McLaren Racing CEO Zak Brown. Taylor Kiel, president of Arrow McLaren SP, will continue to lead and oversee the team’s operations, reporting directly to the board.
Rob Ramage
Texas Motor Speedway Appoints Rob Ramage as Senior Vice President, General Manager
Veteran Texas Motor Speedway executive and general counsel Rob Ramage has been promoted to senior vice president and general manager of Texas Motor Speedway, as announced by Speedway Motorsports President and Chief Executive Officer Marcus Smith. Ramage succeeds promoter Eddie Gossage, who stepped down in June after 25 years at the helm of Texas Motor Speedway and more than three decades with Speedway Motorsports.
Ramage has worked for Speedway Motorsports since 2013, serving as general counsel and director of governmental affairs and senior vice president of finance and compliance at Texas Motor Speedway. His efforts have spanned a variety of capacities, including risk management and working with government entities, business leaders, and community advocates. Before joining Speedway Motorsports, Ramage practiced law in Dallas, focusing on complex litigation, intellectual property and business transactions.
Ramage currently serves on numerous boards of directors that focus on supporting veterans, law enforcement-related causes and transportation matters. In addition, he was recognized for his charitable work for veterans by being named an honorary commander of the United States Air Force.
The dates of the 2022 NHRA Camping World Drag Racing
Series season opener of the Lucas Oil NHRA Winternationals
will be February 17–20.
2022 NHRA Winternationals Returns to Traditional February Date as Season Opener
NHRA and Auto Club Raceway at Pomona have announced the dates of the 2022 NHRA Camping World Drag Racing Series season opener of the Lucas Oil NHRA Winternationals Presented By ProtectTheHarvest.com as February 17–20. As is tradition at Auto Club Raceway at Pomona, the NHRA Winternationals will kick off the year at the famed track in Southern California. The historic Pomona track sees two of NHRA's most significant events on tour: the NHRA Winternationals and the Auto Club NHRA Finals, slated for November 11–14.
The Off-Road Motorsports Hall of Fame (ORMHOF) has
announced its Class of 2021 as Steve Kelley, Spencer Low,
John Marking and Tim Morton.
Off-Road Motorsports Hall Of Fame Announces Class of 2021
The Off-Road Motorsports Hall of Fame (ORMHOF) has announced its Class of 2021 as Steve Kelley, Spencer Low, John Marking and Tim Morton. A committee of off-road professionals convened to evaluate and review more than 40 submissions. The inductees that received at least two-thirds of votes were submitted for ratification by ORMHOF.
ORMHOF inductees represent excellence and achievement in many areas of off-road, including advocacy, journalism, industry, rock sports, desert racing, short course and rally. The Class of 2021 will be celebrated at the 2021 ORMHOF Induction & Awards Gala along with the Class of 2020, including Bob Bower, Dean Bulloch, Danny Foddrill, Jack Johnson, Roger Mears, Cal Wells, and Tom White. These inductees bring the total number in the Hall of Fame to 110. For more information on the inductees, visit here. For more information, visit ormhof.org.
Design Engineering Inc. (DEI), in partnership with the city of
Avon Lake, Ohio, will host its annual DEI Cruise-In on Saturday,
August 21.
Annual DEI Cruise-In Set for Saturday, August 21
Design Engineering Inc. (DEI), in partnership with the city of Avon Lake, Ohio, will host its annual DEI Cruise-In on Saturday, August 21. The event will feature food, music and the hottest cars, trucks, SUVs, race cars, motorcycles and classic vehicles. Free and open to the public, the event will be held at the Weiss Baseball Fields, 33401 Webber Road, across from DEI headquarters. It will include activities, music, food vendors and more.
This year the Cruise-In will also serve as a fundraiser for Valor Home of Lorain County—a transitional housing program for homeless male veterans. Funds will be raised through a $10 donation for anyone wanting to show a vehicle, with all years, makes, models, and styles eligible to participate. For more information about the annual DEI Cruise-In and how to register a vehicle, visit facebook.com/DEIcruisein.
Register now for the following upcoming live webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming live and on-demand sessions that members can access anytime, visit www.sema.org/virtual-education.
Wednesday, August 18 – Wheel Knowledge 401: Resources for WTC Members Series: Wheel and Tire Industry Insights, Powered by WTC Track: Industry Segments, Powered by SEMA Councils and Networks
During this live webinar, wheel and tire manufacturers and companies will learn about the resources, high-tech tools and equipment available to them through the SEMA Garage. Participants will get the latest information on measuring sessions, 3-D printing capabilities, the Tech Transfer program and ADAS resources. An update on services available through the new SEMA Garage in Detroit will also be discussed.
Wednesday, August 18 – Pricing Policies 201: Implementing a Pricing Policy That Works Series: Pricing Policies Webinar Series
Learn the step-by-step approach to understanding the key components of a successful pricing policy. During this live webinar, attendees will learn what the most effective pricing policy is, what to do when your biggest customer breaks the policy and how a pricing policy increases sales. Cost: $25.
Newly Added: Wednesday, August 18 – YEN Live Chat With Bruce Piefke Track: Industry Talks
During this Facebook live chat, founder of High Octane Events Bruce Piefke will discuss the topic of building a car show into a brand. As CEO of Caffeine and Octane, a popular monthly cruise in car show held in Atlanta under the High Octane Events brand, Piefke will engage live with the audience and discuss the opportunities that building a car show creates and the challenges of turning events into successful businesses.
Newly Added: Friday, August 20 – ETTN Live Chat with Andrew Johnson Track: Industry Talks
Learn business hacks for entrepreneurs and startup companies during this Facebook live chat from the SEMA Emerging Trends and Technology Network (ETTN). Andrew Johnson, who is the head of product at AutoAnything, as well as a consultant for digital product development for Porsche Digital and other early-stage companies, will discuss useful online business tools, startup fundraising, and building an effective team.
Tuesday, August 24 – The Value of Managing Different Personalities Series: Sharpen Your Soft Skills, Powered by SBN Track: Industry Segments, Powered by SEMA Councils and Networks
During this live webinar geared toward automotive aftermarket managers, attendees will learn about the value of managing different personalities and how to identify different personality traits in the workplace. Methods discussed will help managers learn more about their employees so they can adjust their management style accordingly, enhance teamwork and collaboration, and avoid unnecessary conflicts.
Wednesday, August 25 – Pricing Policies 301: Why Isn’t My Pricing Policy Working? Series: Pricing Policies Webinar Series
If you’ve launched a pricing policy and have not yet seen the benefits—stick with it and you will. This live webinar will help members understand the most common reasons why a pricing policy isn’t moving the needle. You will learn how long it typically takes to see results, why only some resellers follow a pricing policy, and what the top KPIs that measure a successful pricing policy are. Cost: $25.
Tuesday, August 31 – Preventing Ransomware in the Automotive Aftermarket – What SEMA Retailers, Manufacturers and WDs Can Do to Mitigate Threats Track: Small-Business Strategy
Cybersecurity threats continue to be one of the most important concerns for businesses and organizations. During this live webinar, aftermarket executives and decision makers will learn everything they need to know about how to make educated cybersecurity decisions. The information conveyed will help businesses identify key vulnerabilities within their organization and provide strategies and techniques for mitigating security threats.
Newly Added: Thursday, September 9 – Thriving From Day 1 to Day 365 Series: Perfecting Your Job Search Series, Powered by SBN Track: Industry Segments, Powered by SEMA Councils and Networks
Job seekers and those who recently completed their job search will learn how to prepare for day one of their new job, and how to succeed and thrive all the way up to day 365 in this live, interactive webinar. From the moment a new job offer is accepted, employees will learn how to create a short-term plan that will help them exceed goals for the first year.
Ivan Korda is the SEMA Young Executives Network’s (YEN) newest spotlight member. Korda is a business development manager at Power Automedia—a media company that produces automotive content, digital websites and immersive video.
Find out what keeps Korda in the industry and how he prepares for important meetings in his interview with SEMA below.
SEMA: What is the best advice you have ever received?
Ivan Korda: “Follow your gut”—simple, I know. As a young adult starting out in the industry more than 10 years ago, I had to learn to trust my instincts and let my passion drive me. In the last decade, I have made several big decisions that were uncomfortable but have transformed my career in ways I didn’t expect.
SEMA: What keeps you in the industry?
IK: My earliest memories are of my love for racing, speed and the automobile. My entire childhood and young adult life were based on finding my way into the automotive aftermarket. I knew this industry is where I belonged because that’s where my passion lies.
SEMA: Where can you be found on a Saturday?
IK: I can be found spending time with my wife and three dogs, working in the shop on one of my project vehicles, racing or somewhere on the beach.
SEMA: How do you prepare for an important meeting?
IK: I prepare by understanding the agenda and doing my research to understand the topics that are going to be discussed. I am most comfortable when I am prepared.
SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?
IK: There are so many, but one that came to mind first was Nicky Hayden. As a kid, I remember watching him compete. I couldn’t help but notice how competitive and focused he was, but at the same time, he showed his competitors and supporters so much respect, sincerity and love. I have huge respect for him and his legacy.
If you are a current YEN member, fill out a YEN member spotlight form. Selected candidates may be featured on YEN’s social media, SEMA eNews and YEN-member updates.
Join the SEMA Young Executives Network (YEN) for a Facebook live chat featuring the founder of High Octane Events Bruce Piefke.
Piefke launched his first business at the age of 23, at which time he established and operated two very successful metro Atlanta night clubs and live music venues. By the age of 30, he founded the Special Events Network—an Atlanta-based organization producing more than 75 events nationwide for a variety of clients and major media organizations.
Piefke now runs High Octane Events and Caffeine and Octane—a popular monthly cruise in car show that is considered by many to be North America’s largest all-makes-and-models car show. Held the first Sunday of every month at Perimeter Mall in Dunwoody, Georgia, Caffeine and Octane consistently attracts more than 2,500 cars and thousands of automotive enthusiasts.
SEMA members are invited to tune into the live chat August 18, at 12:00 p.m. (PDT), as Piefke engages with the audience and discusses the topic of building a car show into a brand, the opportunities it creates and the challenges of turning events into a successful business.
COVID-19 has changed the face of how all businesses operate. Many companies have adapted to new ways of doing business and the changing environment.
SEMA members are invited to learn business hacks for entrepreneurs and startup companies during a Facebook live chat on August 20, at 10:00 a.m. (PDT). Andrew Johnson, head of product at AutoAnything, will share lessons he’s learned over the years. He has had experience as product marketer for Apple, was founder of a technology startup Wheelwell, and is now head of product for AutoAnything, where he oversees the company’s portfolio of six ecommerce properties.
Johnson is also a consultant for digital product development for Porsche Digital and a number of early-stage companies in various industries. During this live chat, attendees will tap into his expertise as he discusses useful online business tools, startup fundraising and where he sees the future of small businesses and technology going in the next one to five years.
Cybersecurity threats have always been important concerns for businesses. This is especially true as the pandemic redefined how organizations operated—with employees working remotely and utilizing their own devices.
During a live webinar on August 31, at 11:00 a.m. (PDT), aftermarket executives and decision makers will learn everything they need to make educated cybersecurity decisions. Even if not tech savvy, participants will learn how to reduce the threat of hacking and ransoming, discover how to identify key vulnerabilities within their organization and leave with the knowledge necessary to develop strategies and techniques for mitigating security threats.
Targeted specifically to owners and leaders of automotive aftermarket retailers, manufacturers and WDs, this webinar will feature business and cybersecurity experts sharing key strategies on how to reopen businesses without opening doors to disaster.
Learn more and register here for “Preventing Ransomware in the Automotive Aftermarket: What SEMA Retailers, Manufacturers and WDs Can Do to Mitigate Threats.”
Exclusive for SEMA Show 2021 participants, Las Vegas hotels are offering unbeatable nightly rates—but only when you book through the SEMA Show hotel block on www.SEMAShow.com.
SEMA Show management has compared rates against other online travel sites and found that you can save an average of 30% each night on the best available retail rates, and you can still accrue hotel loyalty rewards points.
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Anticipation for the SEMA Show is high. People are eager to reconnect with friends, network with new contacts, get back down to business, and be inspired at the world's leading celebration of product ingenuity, vehicle-performance innovations and the passion for automobiles.
The SEMA Show takes place November 2–5, in Las Vegas. Book your hotel through the SEMA Show hotel block at www.SEMAShow.com.
Register now for the following upcoming live webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming live and on-demand sessions that members can access anytime, visit 
Ivan Korda is the 
Join the SEMA 
Cybersecurity threats have always been important concerns for businesses. This is especially true as the pandemic redefined how organizations operated—with employees working remotely and utilizing their own devices.
Exclusive for SEMA Show 2021 participants, Las Vegas hotels are offering unbeatable nightly rates—but only when you book through the SEMA Show hotel block on