By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named April Wong, marketing specialist at Unicorn Tire, as the network's newest #SheIsSEMA spotlight member. Get to know Wong in her interview with SEMA News below. 
 

SEMA News: How many years have you been with your current company and what do you enjoy most about working there? 

April Wong: I've been with my current company for nearly three years, and what I enjoy most is the team around me. They make me feel like family. Working in marketing allows me to juggle many different tasks, so every day is unique. I love that my role lets me handle exciting projects, from social media and content creation to event planning, sponsorships and even modeling at events, which makes the work both dynamic and fun.

SN: What is the most challenging part of running your business or job? 

AW: The biggest challenge is managing the sheer variety of projects that come my way. From surprise tasks to event modeling, e-commerce, social media campaigns, builds, content, graphic design and coordinating with sponsors and vendors. At times, it can feel overwhelming, but navigating these challenges has helped me sharpen my organizational skills, prioritize effectively and stay adaptable under pressure.

SN: How many years have you been in the industry and what was your first industry job? 

AW: I'm going on three years in the industry, and this is my first industry role. It's been an incredible learning experience, allowing me to grow professionally while contributing to the company's marketing and branding initiatives.

SN: What are three qualities that got you to where you are today? 

AW: Adaptability, ability to work well under pressure and empathy have been crucial in my career. Adaptability allows me to pivot quickly when unexpected projects or challenges arise. Working well under pressure ensures I can deliver high-quality results even in fast-paced environments. Empathy helps me understand colleagues, clients and audiences, fostering stronger relationships and collaboration both personally and professionally.
 

SN: Being a woman in the industry, what have been your biggest challenges and accomplishments? 

AW: Being a woman in the automotive and motorsports industry can be challenging, especially when it comes to breaking through stereotypes and showing that you can handle the work just as well as anyone else. One thing I'm really proud of is building our whole sponsor program from the ground up. I coordinated partnerships, managed communications and made sure everything lined up with our marketing goals. Seeing it all come together successfully has been such a rewarding experience and really shows why I love being in this industry.
 

SN: Who are your role models or mentors in the industry? 

AW: My biggest role model is the owner of our company. She's a true girl boss and the epitome of breaking through stereotypes in this industry. Watching how she leads, makes decisions and handles challenges has been so inspiring. She's shown me what's possible and encouraged me to trust myself, take ownership of projects and push myself to grow every day.
 

SN: What is the best career advice you have received? 

AW: "Adaptability is your greatest asset." This advice has shaped both my career and personal life. In marketing, especially in the tire industry, strategies, trends and consumer behaviors are constantly shifting. Being adaptable has allowed me to pivot when needed, stay ahead of trends and take on challenges with confidence. Personally, it's taught me to embrace change rather than fear it, leading to growth in all areas of my life.
 

SN: Have you always wanted to work in the automotive industry? What keeps you here? 

AW: I honestly didn't know where I was going to end up. I've always loved makeup and fashion, but cars have been a passion too. I used to own a Miata and would go to car shows with friends all the time. What keeps me in this industry is how fun and laid-back it can be, but also how hype it is. The adrenaline. The energy. The events. I love being part of that excitement and the creative, fast-paced environment.
 

SN: Who was the most influential person on your career/goals? 

AW: The most influential person in my career has been my mom. She immigrated here from China, and knowing the sacrifices she made pushes me to chase the opportunities she wanted but never had. She's always supported me, encouraged me to follow my passions and taught me to work hard and stay confident. Her guidance has shaped not only my career but also how I approach challenges and opportunities in life.

Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website. 

By Ashley Reyes 

Staying current on regulatory emissions compliance is essential for performance product manufacturers to mitigate risk and avoid costly enforcement actions.
 

To keep manufacturing teams informed on current compliance developments, the SEMA Emerging Trends & Technology Network (ETTN) will host a virtual education session, "Regulatory Navigation for the Aftermarket," on Tuesday, March 24, at 12:00 p.m. PDT/3:00 p.m. EDT.
 

Over the past year, manufacturers have experienced regulatory shifts, increased scrutiny, and uncertainty around what lies ahead. This session brings together expert panelists to deliver situational awareness on current and anticipated activity from both the Environmental Protection Agency (EPA) and California Air Resources Board (CARB).

Attendees will gain clarity on CARB aftermarket EO challenges and strategies to overcome them, how to comply with EPA regulations without a CARB EO, and what enforcement trends manufacturers should be monitoring.
 

Speakers include:
 

• Michael Major, attorney, Powerful Compliance
• Christian Robinson, senior director of state government affairs and grassroots, SEMA
• Eric Snyder, senior director of federal government affairs, SEMA
• Peter Treydte, powertrain and compliance specialist, Automotive Consulting Services, Inc.

Attendees will have an opportunity to ask questions to the panel following the presentation.
 

Register for the session here.
 

View past ETTN Virtual Education webinars here. 

By Ashley Reyes

Are you passionate about trail sustainability for the truck and off-road industry? Get ready to roll up your sleeves.
 

The SEMA Truck & Off-Road Alliance (TORA) is seeking volunteers for a hands-on stewardship project along the first two miles of the Kane Creek Safari Route during Easter Jeep Safari 2026 in Moab, Utah. Led by SEMA and Tread Lightly!, in partnership with the Bureau of Land Management (BLM), TORA and Off-Road Business Association (ORBA), the project will take place Tuesday, March 31, from 9:00 a.m. to approximately 2:00 p.m. MDT.
 

How Your Help Protects Land Use

The working project invites TORA and industry members to take part in protecting trail access and supporting responsible recreation during one of the off-road community's most recognized annual gatherings.
 

Volunteers will work alongside BLM staff to install buck-and-rail fencing at designated locations to protect sensitive resources, clearly define the travel route, and help ensure long-term motorized access. The project reinforces a shared commitment to keeping trails open and sustainable for future generations.
 

Participants will meet at 9:00 a.m. at a staging location near Kane Creek Road and depart at 9:30 a.m. for the Safari Route trailhead. The project is expected to conclude on or before 2:00 p.m.; however, if approximately 40 volunteers are in attendance, organizers anticipate finishing closer to 12:30 p.m.

This is a working project, and volunteers should come prepared for light to moderate physical labor, including post setting, rail placement and site cleanup. Lunch will be provided by TORA.
 

To ensure that through-traffic access is not blocked, participation will be limited to 15 vehicles on the trail. Volunteers are encouraged to carpool or shuttle as needed. Parking will be available near the trailhead for those who arrive in additional vehicles and can join others traveling onto the trail.
 

The stewardship project is free to attend; however, volunteer RSVP is required.
 

RSVP today to secure your spot and support the long-term sustainability of the trails that power the off-road industry.

From the SEMA Washington, D.C., office

SEMA and PRI continue advancing "Right to Race" efforts nationwide to protect race tracks and the racing community. Here's the latest:
 

Wisconsin: SEMA and PRI Provide Policy Update at POWAR Motorsports Coalition Meeting
 

Members of the Promoters and Operators of Wisconsin Auto Racing (POWAR) at their bi-annual industry meeting at Road America, Elkhart Lake, Wisconsin, received updates from SEMA and PRI on motorsports policy efforts to protect racing in the state and across the country. The meeting brought together race track owners and operators, sanctioning bodies, insurance providers and manufacturers from across Wisconsin to discuss issues affecting the motorsports community.
 

Wisconsin is home to one of the most vibrant grassroots racing communities in the country, with race tracks serving as economic and tourism drivers for local communities and gathering places for motorsports enthusiasts across the state.
 

During the meeting, SEMA and PRI presented an overview of the growing national momentum behind "Right-to-Race" legislation and discussed the importance of proactive engagement with state policymakers to protect long-standing racing facilities from nuisance-based legal challenges.
 

Attendees also received updates on legislative activity in Wisconsin and on the role the motorsports community can play in educating lawmakers about the industry's economic and cultural contributions.

Promoters and Operators of Wisconsin Auto Racing Spring 2026 Meeting at Road America in Elkhart Lake, Wisconsin

Michigan: SEMA and PRI Give Motorsports Policy Update at MSPA Meeting

SEMA and PRI and met with more than 85 industry leaders at a recent gathering to provide updates on legislative efforts affecting race tracks and the broader motorsports ecosystem. The meeting, hosted at SEMA member company Lane Automotive, brought together race-track operators, promoters, manufacturers, distributors and other industry stakeholders to discuss challenges facing motorsports and opportunities to strengthen the industry's voice with policymakers.
 

During the presentation, SEMA and PRI highlighted the growing national effort to advance "Right-to-Race" protections to safeguard long-standing race tracks from nuisance-based lawsuits brought after surrounding development occurs.
 

The discussion also focused on the importance of collaboration between industry leaders and lawmakers to ensure that motorsports facilities and stakeholders can continue operating responsibly while supporting local jobs and small businesses.
 

Michigan's deep automotive heritage and strong motorsports culture make the state an important leader in the performance racing industry, with race tracks serving as key hubs for competition, innovation and community engagement.

Michigan Speedway Promotors Association Spring 2026 Meeting at Lane Automotive in Watervliet, Michigan.

Virginia: State Lawmakers Launch SEMA and PRI-supported Motorsports Caucus
 

SEMA and PRI participated in the inaugural meeting of the Virginia Motorsports Caucus on March 12 at the state Capitol in Richmond. The caucus, chaired by Sen. Bill Stanley and Del. Israel O'Quinn, brought together lawmakers and leaders from across the motorsports community to discuss the issues facing racing facilities, teams and related businesses, and how policymakers can help ensure the long-term success of the industry.
 

Representatives from Richmond Raceway, Langley Speedway, Dominion Raceway and South Boston Speedway joined NASCAR and other stakeholders to share perspectives on challenges facing race tracks and the broader racing ecosystem.
 

During the meeting, SEMA and PRI highlighted the growing national momentum behind "Right to Race" legislation and shared economic data demonstrating the industry's significance in Virginia, where motorsports generates $907.02 million in annual economic output, supports 5,555 jobs, provides $362.15 million in wages and benefits and contributes nearly $110 million in state and local taxes.
 

Get Involved
 

For more information and to get involved in race-track nuisance protection efforts in your state, contact SEMA and PRI Government Affairs at governmentaffairs@sema.org.
 

For state-specific questions, contact one of our senior managers for state government affairs:
 

• Tierra Hubbard (East Coast) at tierrah@sema.org
• Victor Muñoz (West Coast) at victorm@sema.org

Image courtesy of NASCAR | James Price

From the SEMA Washington, D.C., office

SEMA and PRI continue advancing "Right to Race" efforts nationwide to protect race tracks and the racing community. Here's the latest:
 

Wisconsin: SEMA and PRI Provide Policy Update at POWAR Motorsports Coalition Meeting
 

Members of the Promoters and Operators of Wisconsin Auto Racing (POWAR) at their bi-annual industry meeting at Road America, Elkhart Lake, Wisconsin, received updates from SEMA and PRI on motorsports policy efforts to protect racing in the state and across the country. The meeting brought together race track owners and operators, sanctioning bodies, insurance providers and manufacturers from across Wisconsin to discuss issues affecting the motorsports community.
 

Wisconsin is home to one of the most vibrant grassroots racing communities in the country, with race tracks serving as economic and tourism drivers for local communities and gathering places for motorsports enthusiasts across the state.
 

During the meeting, SEMA and PRI presented an overview of the growing national momentum behind "Right-to-Race" legislation and discussed the importance of proactive engagement with state policymakers to protect long-standing racing facilities from nuisance-based legal challenges.
 

Attendees also received updates on legislative activity in Wisconsin and on the role the motorsports community can play in educating lawmakers about the industry's economic and cultural contributions.

Promoters and Operators of Wisconsin Auto Racing Spring 2026 Meeting at Road America in Elkhart Lake, Wisconsin

Michigan: SEMA and PRI Give Motorsports Policy Update at MSPA Meeting

SEMA and PRI and met with more than 85 industry leaders at a recent gathering to provide updates on legislative efforts affecting race tracks and the broader motorsports ecosystem. The meeting, hosted at SEMA member company Lane Automotive, brought together race-track operators, promoters, manufacturers, distributors and other industry stakeholders to discuss challenges facing motorsports and opportunities to strengthen the industry's voice with policymakers.
 

During the presentation, SEMA and PRI highlighted the growing national effort to advance "Right-to-Race" protections to safeguard long-standing race tracks from nuisance-based lawsuits brought after surrounding development occurs.
 

The discussion also focused on the importance of collaboration between industry leaders and lawmakers to ensure that motorsports facilities and stakeholders can continue operating responsibly while supporting local jobs and small businesses.
 

Michigan's deep automotive heritage and strong motorsports culture make the state an important leader in the performance racing industry, with race tracks serving as key hubs for competition, innovation and community engagement.

Michigan Speedway Promotors Association Spring 2026 Meeting at Lane Automotive in Watervliet, Michigan.

Virginia: State Lawmakers Launch SEMA and PRI-supported Motorsports Caucus
 

SEMA and PRI participated in the inaugural meeting of the Virginia Motorsports Caucus on March 12 at the state Capitol in Richmond. The caucus, chaired by Sen. Bill Stanley and Del. Israel O'Quinn, brought together lawmakers and leaders from across the motorsports community to discuss the issues facing racing facilities, teams and related businesses, and how policymakers can help ensure the long-term success of the industry.
 

Representatives from Richmond Raceway, Langley Speedway, Dominion Raceway and South Boston Speedway joined NASCAR and other stakeholders to share perspectives on challenges facing race tracks and the broader racing ecosystem.
 

During the meeting, SEMA and PRI highlighted the growing national momentum behind "Right to Race" legislation and shared economic data demonstrating the industry's significance in Virginia, where motorsports generates $907.02 million in annual economic output, supports 5,555 jobs, provides $362.15 million in wages and benefits and contributes nearly $110 million in state and local taxes.
 

Get Involved
 

For more information and to get involved in race-track nuisance protection efforts in your state, contact SEMA and PRI Government Affairs at governmentaffairs@sema.org.
 

For state-specific questions, contact one of our senior managers for state government affairs:
 

• Tierra Hubbard (East Coast) at tierrah@sema.org
• Victor Muñoz (West Coast) at victorm@sema.org

Image courtesy of NASCAR | James Price

By SEMA News Editors

New this year, exhibitors must activate or create an account in our new customer relationship management (CRM) system before submitting their 2026 SEMA Show Exhibit Space Rental Application (ESRA).

SEMA has launched a new customer management system ahead of this year's SEMA Show, November 3-6, 2026, in Las Vegas.
 

To improve how SEMA engages with exhibitors and serves the industry year-round, the association has migrated to a new customer management system powered by Salesforce.

What This Means for 2026 SEMA Show Exhibitors
 

New this year, exhibitors must activate or create an account in our new customer relationship management (CRM) system before submitting their 2026 SEMA Show Exhibit Space Rental Application (ESRA). Once an account is set up, industry members will be able to:
 

• Reserve exhibit space.
• Download invoices, complete online payments and access exhibitor resources.

How to Get Started

Getting set up in the new SEMA Show exhibitor platform is simple:
 

• Visit services.semashow.com.
• Returning exhibitors:
  • Enter the email you've used to purchase a SEMA Show booth before to receive a password reset link (click here).
• New exhibitors or returning exhibitors using a new email: 
  • Create a new account (click here)

Once logged in, exhibitors are ready to reserve an exhibit space.
 

Having Issues Reserving Your Exhibit Space? 

If you're not receiving a password reset email or can't set up a new account, it's possible your record has more than one email address on file. In that case, our team will need to assist you with setting up your account.

SEMA is providing hands-on support to ensure a smooth transition for every exhibitor. 

Call: 240-ASK-SEMA (240-275-7362)

Email: customercare@sema.org

SEMA's stellar customer care team will walk you through account setup, password resets or answer any question

Note: updating your account does not affect exhibitors' account history or SEMA Show seniority.

We're excited to share what we've been working on--and we look forward to helping you make the most of it.

In related news, SEMA has opened registration for the 2026 Exhibitor Summit, a must-attend and complimentary event for all exhibitors, including first-timers and long-timers. Learn more about that here.
 

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. 

Image courtesy of Shutterstock | DC Studio

By SEMA News Editors

Long-Closed Colorado Race Track to Reopen in 2026

A long-closed race track near Pueblo, Colorado, is set to reopen later this year under new ownership, according to published reports.

Located between Colorado Springs and Pueblo, new owners Steve Lacy and Adam Hilton are reopening High Banks Speedway at Beacon Hill, which was previously known as Beacon Hill Speedway and I-25 Speedway.

Hilton will serve as general manager of the facility.

The track has been inactive for the past five years, according to reports, but is planning on reopening at the end of 2026, with a full schedule to come in 2027.

The new ownership also has plans to update the track with a new racing surface and updated facilities. Planned divisions include super stocks, late model, Legends and bandoleros, mini stocks and more.

WeatherTech Raceway Laguna Seca, Petersen Museum Partner

The Petersen Automotive Museum and WeatherTech Raceway Laguna Seca have announced a new partnership that will bring together two iconic institutions to amplify their impact in the automotive and motorsports industries.

The Petersen Automotive Museum and WeatherTech Raceway Laguna Seca, which has hosted racing events on its legendary Monterey road course since 1957, will work together to further their shared missions of preserving automotive history and engaging the public, while delivering meaningful experiences for enthusiasts and supporters.

WeatherTech Raceway Laguna Seca will serve as an official destination and partner with the museum, hosting museum vehicles and collaborative events. It will also offer VIP access, unique experiences and exclusives for museum members. The organizations will also collaborate on co-branded merchandise.

The museum will partner with the raceway on specific events, including the Rolex Monterey Motorsports Reunion and the NTT INDYCAR SERIES season finale, to expand the event’s reach and impact, host member events and provide cars for display. In addition, the museum will incorporate Laguna Seca into museum-organized rallies, tours and special events.

"While our exhibits and displays are among the best in the world, there is nothing like seeing cars in their element on the road and track," said Terry L. Karges, executive director for the Petersen Automotive Museum. "Working with Laguna Seca is the ideal way to bring our museum to life and engage with the automotive community in an entirely new way."

"This partnership is a wonderful way to build immersive experiences that connect automotive history with performance," said Mel Harder, WeatherTech Raceway Laguna Seca president, and general manager. "We're excited to work with the Petersen team as we continue on our mission to restore and revitalize this historic facility."

Got racing industry news? Releasing a new product? Contact editors@performanceracing.com. Read more racing industry news on performanceracing.com/industry-news. 

By SEMA News Editors
 

The exhibitor space rental agreement for the 2026 SEMA Show, November 3-6, Las Vegas, is open online here.

Exhibitors may still apply, but priority booth selection has concluded.

Securing your booth space is the first step toward success at the SEMA Show, which presents an unrivaled opportunity for aftermarket companies to drive sales, meet new clients and increase brand awareness.
 

While space applications are accepted at any time leading up to the event in November, submitting an ESRA and deposit early gives brands a head start on preparing for the event.
 

Exhibiting at the SEMA Show offers a myriad of benefits to your brand:
 

Increase Your Brand Awareness

Whether you are an established brand or looking to go from garage to global, exhibiting at SEMA is the best investment to advance your brand goals.

Connect With Your Customers

See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.

"Nowhere else can we get to this many of our dealers and our consumers and show them new products that they get to touch and feel," said exhibitor John Meyers, KICKER. "On the internet, you just don't get that experience."

Expand Your Sales Channels

The connections you make at the SEMA Show can help take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand’s reach domestically and internationally.
 

Introduce New Products

We know you want your latest and greatest products to be seen by a large audience of potential customers and the SEMA Show guarantees opportunities for that to happen.
 

The booth plotting process is a little different this year. Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  
 

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. 

From the SEMA Washington, D.C., office

Last year, SEMA announced its acquisition of the Off-Road Business Association (ORBA), an organization dedicated to representing businesses and professionals in the off-road and powersports industries--including motorcycles, ATVs, side-by-sides and snowmobiles. The move strengthened SEMA's commitment to protecting motorized access to public lands and supporting the businesses that serve the enthusiast community.
 

To help members understand what this acquisition means specifically for the Truck and Off-Road Alliance (TORA) community, TORA and the SEMA Government Affairs team will host an informational webinar on Tuesday, April 14, at 10 a.m. PDT/1 p.m. EDT via Zoom.
 

TORA works closely with SEMA Government Affairs team to provide industry expertise and help shape policies that impact the truck and off-road industries. The session will outline how the acquisition of ORBA enhances responsible land use advocacy efforts, expands resources available to members and reinforces the association's ability to defend the industry at the federal, state and local levels.
 

Register today to ensure you're informed, engaged and prepared as SEMA and TORA continue strengthening advocacy efforts on behalf of the industry. Register here.

From the SEMA Washington, D.C., office

Last year, SEMA announced its acquisition of the Off-Road Business Association (ORBA), an organization dedicated to representing businesses and professionals in the off-road and powersports industries--including motorcycles, ATVs, side-by-sides and snowmobiles. The move strengthened SEMA's commitment to protecting motorized access to public lands and supporting the businesses that serve the enthusiast community.
 

To help members understand what this acquisition means specifically for the Truck and Off-Road Alliance (TORA) community, TORA and the SEMA Government Affairs team will host an informational webinar on Tuesday, April 14, at 10 a.m. PDT/1 p.m. EDT via Zoom.
 

TORA works closely with SEMA Government Affairs team to provide industry expertise and help shape policies that impact the truck and off-road industries. The session will outline how the acquisition of ORBA enhances responsible land use advocacy efforts, expands resources available to members and reinforces the association's ability to defend the industry at the federal, state and local levels.
 

Register today to ensure you're informed, engaged and prepared as SEMA and TORA continue strengthening advocacy efforts on behalf of the industry. Register here.