By SEMA News Editors

 

The SEMA Show, set for November 3-6 in Las Vegas, is the automotive aftermarket industry's premier trade event. It brings together brands, innovators, manufacturers and service providers with buyers, media members and content creators from across the globe.

 

For exhibitors--many of whom are small businesses--the process of joining the SEMA Show includes several steps, all designed to help them succeed.

 

Tom Gattuso, SEMA vice president of events, outlines the roadmap for new exhibitors joining the SEMA Show this year--and shares why now is an ideal time to participate--on a recent episode of the CarCast podcast.

 

Read a version of the interview, edited for clarity, below. Prefer to watch? View the entire episode below.

 

 

What role does SEMA play in the automotive aftermarket?

Tom Gattuso:

SEMA represents the aftermarket automotive products and services industry. It's a significant market, generating about $52 billion in sales. From an economic standpoint, it contributes $337 billion to the U.S. economy and supports 1.3 million jobs.

 

What makes the SEMA Show such a valuable opportunity for businesses?

Gattuso:

We host an event that the industry attends once a year. It's an opportunity to connect, share ideas and push innovation forward.

 

The SEMA Show is the largest automotive trade show in the country and ranks among the top 10 trade shows nationwide.

 

How important are small businesses to the SEMA Show?

Gattuso:

We have roughly 7,000 members, and 95% are small businesses.

 

Small companies are the heartbeat of the aftermarket. The industry is constantly evolving, and innovation drives that progress.

 

Q: How is SEMA evolving to meet today's enthusiast market?

Gattuso:

By launching a dedicated Powersports/SxS/Lifestyle section in 2026, SEMA is reflecting the growing overlap between automotive and recreational vehicle communities. Read the full powersports update.

 

What's the process for becoming a first-time exhibitor?

Gattuso:

It's relatively straightforward. Visit our website, follow the instructions to become a SEMA member if needed, and apply to exhibit at one of our shows.

 

You submit an application, and we review it to ensure your product aligns with the section or show you've selected.

 

What key deadline should prospective exhibitors know?

Gattuso:

Friday, March 27, is the key deadline. That's when all applications must be submitted [to participate in priority booth selection].

Editor's Note: Interested exhibitors can still submit an ESRA after March 27. Plenty of prime space on the SEMA Show floor will still be available after priority booth selection.

 

What is required by that deadline?

Gattuso:

We need a completed application and a deposit. That can be 25%, 50% or 100%. Once submitted, you'll be eligible to select your booth space.

 

How does booth selection work?

Gattuso:

We review all applications and assign booth selection times based on seniority. Then we build the show floor plan step by step.

 

On May the 4th, you can watch the floor plan come together live online. The week prior, exhibitors receive an email with a one-hour window when a SEMA representative will call.

 

At your scheduled time, you'll go online and review your section of the floor plan. There are 12 sections, ranging from wheels and tires to tools and equipment to racing performance. By then, the map will be partially filled with exhibitors who selected before you, and you'll choose your preferred location.

 

This process is also public-facing. Viewers can watch a version of the floor plan online with a 10-minute delay.

 

What support is available for first-time exhibitors?

Gattuso:

We offer a wide range of resources.

 

One key program is the Exhibitor Summit, designed specifically for newer companies. It provides guidance on how to exhibit successfully and connects you with vendors for booth needs like electricity, flooring and more.

 

We also provide the Exhibit Service Manual, which organizes everything from ordering and deadlines to budgeting. It's available online and walks you through timelines and requirements.

 

What's the key to maximizing ROI at the show?

Gattuso:

You need to generate a return. Starting with a conservative investment in your first couple of years is a smart approach.

 

As your distribution grows, so will your opportunities and conversations.

 

How can exhibitors attract buyers and media?

Gattuso:

Promote your presence to your existing customers. That helps attract new customers as well.

 

Momentum builds momentum.

 

One of the most effective on-site strategies is participating in the New Product Showcase.

 

What is the New Product Showcase, and why is it important?

Gattuso:

Nearly half of attendees discover a product in the New Product Showcase that leads them to an exhibitor.

 

About 95% of media members review it, along with press releases on the SEMA Show website. Both are free resources -- the first product entry is always free -- and they provide significant exposure.

 

How important is pre-show preparation?

Gattuso:

More than three-quarters of attendees arrive with a plan. They research companies, review the floor plan and build an agenda in advance.

 

That means your listings must be accurate so your brand is represented correctly. You'll receive emails with instructions on how to update your information.

 

How should exhibitors handle follow-up after the Show?

Gattuso:

Rank your contacts A, B, C and D.

 

An A contact should be followed up with during the show week, the following week, the next month and again three to six months later.

 

Consistent follow-up puts you ahead of the competition.

 

What is SEMA Fest, and how does it enhance the SEMA Show experience?

Gattuso:

 

SEMA Fest is a fun way to wrap up a productive week. It blends automotive passion with music and adds an entertainment element to the event.

 

When will SEMA Fest details be announced?

Gattuso:

We'll announce ticket sales on May 4. Band announcements will follow in July.

 

Final advice for first-time exhibitors?

Gattuso:

When in doubt, contact us. We're here year-round and can help simplify the process:

• semashow@sema.org
• (909) 396-0289
• semashow.com/exhibitor
•  

---

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. 

 

By Ashley Reyes

 

The SEMA Future Leaders Network (FLN) has named Brandon Arpin, marketing director at Valvetronic Designs, as the network's newest spotlight member. 

Get to know Arpin in his interview with SEMA News below. 
 

SEMA News: What is the best advice you have ever received? 

Brandon Arpin: Marketing is not about the product. It is about how the product makes the consumer feel. Every day, I make sure Valvetronic products are not only great but show how happy they make the end consumer.

SN: What keeps you in the industry? 

BA: My love for cars has always made the car industry a dream of mine. My first word was car, and I have been in love ever since.

SN: Where can you be found on a Saturday? 

BA: A Saturday usually involves a "cars and coffee" or nighttime car show, with some golf depending on the weather.

SN: How do you prepare for an important meeting? 

BA: Before a meeting, I usually take 30 minutes to an hour to review all my notes, re-research the person or company I am meeting with and set aside five minutes of quiet time to clear my head.

SN: If you could go to lunch with one industry leader, living or dead, who would it be? 

BA: Carroll Shelby. His marketing and branding are so impressive. I would love to see how he developed a partnership with a manufacturer to really elevate his brand.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates. 

By SEMA News Editors

 

Velocity Expands National Dealer Network, Brings Re-Engineered Classics to Showrooms 

 

Velocity, a classic-vehicle and restomod builder, continues to expand its national footprint as its authorized dealer network grows to 15 luxury dealerships across nine states.
 

With placements in automotive showrooms across the country, customers can now experience and test drive Velocity's re-engineered classics closer to home.
 

The growing network includes partnerships with luxury dealerships from coast to coast, such as McLaren Boston, McLaren Scottsdale, McLaren Denver, RK Motors, Autosport Design and members of the Warren Henry Automotive Group, among others. The current dealerships span California, Arizona, Colorado, Texas, North Carolina, Massachusetts, New Jersey, New York and Velocity's home state of Florida. These strategic relationships will make it easier for potential customers to view and drive Velocity vehicles in person and reflect an increasing demand for premium restomods across high-end dealerships, company representatives said.
 

Unlike traditional specialty builders, Velocity operates a consignment-based dealer model that allows retail partners to showcase inventory without upfront acquisition costs. Each dealership receives dedicated showroom displays, branded marketing materials and access to professional photography and video assets to support sales efforts. For clients seeking a bespoke experience, dealers also have access to Velocity's 14 to 16-week build slots, allowing customers to configure vehicles tailored to their exact specifications. Velocity also has several spec builds available for immediate shipment to a buyer, should they find one to their liking.
 

"The way specialty vehicles are sold is evolving," said Velocity CEO Stuart Wilson. "Restomods are no longer confined to small shop builders or private commissions. Today, customers can walk into a luxury showroom, see the vehicle in person and get behind the wheel. Our dealer model reflects that shift and positions Velocity at the forefront of this next phase of the industry."
 

Velocity plans to continue growing its authorized dealer presence to new cities and states while maintaining a curated partnership strategy. For more information visit velocityrestorations.com.

 

Tread Lightly! Launches Drive 35 Campaign to Expand Responsible Riding Education and Stewardship

 

Tread Lightly!, a national nonprofit dedicated to promoting responsible outdoor recreation through education and stewardship, has launched Drive 35, a new campaign celebrating its 35th anniversary and expanding its impact through responsible riding education and on-the-ground stewardship. 
 

The Drive 35 campaign is supported by BRP, a powersports manufacturer, through its Responsible Rider Program and the Responsible Rider Masterclass, a free online education initiative developed in partnership with Tread Lightly!
 

The Responsible Rider Masterclass is a short, accessible, online training program designed for riders of all experience levels. The courses focus on three core pillars: safety, riding behavior and environmental stewardship, and provide practical guidance riders can apply across snow, water and off-road environments, regardless of vehicle brand.

 

As part of the Drive 35 campaign, BRP will contribute $35 for every Responsible Rider Masterclass completion, directly supporting Tread Lightly!'s nationwide education initiatives and stewardship projects focused on protecting trails, waterways and public lands.
 

"For 35 years, Tread Lightly! has worked to ensure outdoor recreation remains sustainable and accessible," said James Boyd, executive director of Tread Lightly!. "Drive 35 allows us to turn education into action at scale. With BRP's support, every rider who chooses to learn how to ride responsibly is also helping fund stewardship work that protects the playgrounds we all enjoy."
 

In addition to supporting responsible rider education, BRP will be recognized by Tread Lightly!, as a National Stewardship Partner across a minimum of 35 Tread Lightly! stewardship projects nationwide in 2026. These projects will include trail restorations, cleanups and educational signage installations aligned with Tread Lightly!'s 35th anniversary and commitment to sustainable recreation.
 

For more information about the Drive 35 campaign or to take the Responsible Rider Masterclass, visit Treadlightly.org.

By SEMA News Editors

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with Las Vegas hotels across every price tier to offer the best nightly rates -- plus exclusive perks and a simple, affordable booking process.

 

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

 

 

See the top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, below:

 

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates -- often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

 

Even better, organizers will price-match if you find a lower rate -- so there's no downside to booking within the official SEMA Show hotel block.

 

Earn Hotel Rewards Points 

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

 

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

 

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking -- unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

 

Easy Group Bookings 

Book your entire group -- large or small -- in real time with immediate confirmations. Reserve rooms now and assign guests later.

 

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

 

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

 

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. 

By Ashley Reyes

 

The growth and preservation of the motorsports industry and its race tracks rely heavily on legislative decisions being made at both the state and federal levels. Now more than ever, businesses need to take an active approach on advocacy to ensure their voices are heard and their interests are protected.
 

To help motorsports businesses understand the key issues impacting the industry and learn how to effectively engage with policymakers to protect and grow their business, the SEMA Motorsports Products & Media Council (MPMC) will host a virtual Lunch & Learn, How to Effectively Work With Your Lawmakers, on Thursday, April 16, 2026, at 10:00 a.m. PDT/1:00 p.m. EDT.

 

Moderated by Christian Robinson, senior director of state government affairs at SEMA, the discussion will feature panelists Jack Boyd, deputy chief of staff for U.S. representative Claudia Tenney (R-NY);  Leo Delperdang (R), Kansas state representative; Mark Johnson (R), Ohio state representative; Eric Snyder, senior director of federal government affairs at SEMA; and Lauren Wilbor, political director at SEMA.
 

Attendees will learn:

• How to build relationships with lawmakers
• How to communicate effectively about industry priorities
• How to prepare your organization for the upcoming election cycle
• Actionable advocacy strategies to protect and strengthen your business

The first 25 members to register will receive a $25 Uber Eats voucher to use the day of the event.

If you want to better understand the policy landscape, strengthen your advocacy efforts and ensure your business is prepared for what's ahead, this is a conversation you won't want to miss.
 

Register today.

By Ashley Reyes

 

Applications for the 2026 SEMA Future Leaders Network (FLN) Professional Development Program, happening May 14-15 at the SEMA Garage Detroit, close Friday, April 13, at www.sema.org/fln-pdp. The program is open to all SEMA members.
 

To advance in your career, it's important to know how to communicate with confidence, present yourself professionally, and navigate workplace challenges effectively. Through the Professional Development Program, you'll learn directly from Dale Carnegie certified trainers as they walk you through the communication skills necessary to optimize your performance, lead with conviction and positively impact your company's bottom line.
 

In just two days, you'll become an active practitioner of the communication principles outlined in the Dale Carnegie book How to Win Friends and Influence People.

 

What You'll Gain:

• Elevate your communication skills through interactive lessons.   
• Take part in group exercises that will teach you to communicate professionally and confidently in various business situations. 
• Gain strategies to build relationships and deal with difficult people in multiple scenarios.  
• Strengthen your ability to gain cooperation and influence people, including direct reports, laterally and upward. 
• Find out how to use emotional controls to sustain success.  
• Learn how to navigate challenging situations through effective communication.  

 

"After attending the Professional Development Program, I feel more capable with communication, both with staff at work and with family at home," said 2024 PDP participant Jordon Mosher of Diode Dynamics. "This training opened my eyes to the fact that my communication style can be much more refined to more clearly communicate with those around me."

 

Unlike other professional development programs, the FLN Professional Development Program offers quality networking and conversations targeted to automotive aftermarket professionals. You'll exchange experiences, learn from others and establish friendships with those who have similar passions and goals. 

 

Apply for the FLN Professional Development Program at sema.org/fln-pdp. 

By Ashley Reyes

 

To help restoration parts manufacturers showcase their newest innovations to classic car builders and consumers, the SEMA Automotive Restoration Market Organization (ARMO) invites its manufacturing members to enter the Hot Products Showcase, taking place April 22-25, at the Spring Carlisle Show in Carlisle, Pennsylvania.
 

If your company manufactures products that are used to build or restore classic vehicles, the Hot Products Showcase is your opportunity to highlight them in a high-traffic area of the Spring Carlisle Show--for free. By entering the Showcase--located next to the grandstands--you increase brand visibility within the restoration community, place your products in front of consumers actively looking to build or restore and will compete for a Best New Product Award.  
 

Why Enter the Showcase?  

1. Boost Visibility: Share what products are new and exciting from your brand.  
2. Facilitate Coverage: Help media at the show identify your company's latest innovations.
3. Maximize ROI: Get free product exposure just for being an ARMO member.
4. Get Noticed Early: Showcase your new products ahead of the 2026 SEMA Show.   
5. Win an Award: Your product could win a Best New Product Award in the following categories: Exterior, Interior, Engine, Accessory Item, Drivetrain/Brakes/Suspension and People's Choice.  

Available to ARMO members only, the entry form is quick to complete and tailored to highlight key details that matter most to consumers and media. Even if you are not attending the Spring Carlisle Show, all you need to do is ship your product to the Show with a return label, and ARMO takes care of the rest. Manufacturers attending the Show can simply drop off the product at the Hot Products Showcase tent.

Enter your products into the ARMO Hot Products Showcase here.

Not an ARMO member? Learn more and join here.

By Ashley Reyes

 

SEMA has opened applications for its nine council and network select committees at www.sema.org/volunteer.   
 

The strength of SEMA lies in its year-round commitment to the industry's future. This momentum is powered by staff and volunteers dedicated to fostering the success of the entire automotive aftermarket.
 

While staff manage day-to-day operations, council and network select committee volunteers are a huge part of the association's success, donating their time behind-the-scenes to advocate, protect and promote specific industry segments and professional communities.

 

What's Involved  

Becoming a select committee volunteer is your chance to influence progress in your market segment, help guide SEMA programs and initiatives and support the industry causes and issues you care about. Volunteering with other industry leaders, you'll help build programs, events and educational opportunities that are valuable to members--all while having fun with like-minded peers.
 

What's in It for You

Volunteering on a select committee is a great way to build leadership skills, expand your professional network and gain early insight into trends and insights that affect your segment. You'll also gain satisfaction from knowing that your contributions are driving real change, supporting the industry and making a lasting impact.

 

From tracks to shops, select committee volunteers are committed to their community's success. Pictured are the Emerging Trends & Technology Network (ETTN) and Wheel, Tire, Suspension & Brake Council (WTSBC) select committees at their long-range planning meeting.

 

Why Volunteering Matters

The decisions made by committee members impact everything from council and network signature programs and networking events to educational webinars and business resources. By joining a select committee, you're actively participating in the decision-making process and advocating for the growth of and success of your community.
 

Apply Now and Turn Your Passion Into Impact

Whether you possess strong aftermarket knowledge, thrive as a collaborator, or have ideas for enhancing SEMA's current programs, your help is wanted. Volunteering doesn't require you to be an industry veteran--only a passion for making a real difference.   
 

As a select committee volunteer, you'll play an essential role strengthening your community and ensuring that SEMA's programs reflect the needs and values of its members. Learn more and apply here.

By SEMA News Editors

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show, November 3-6, in Las Vegas.

With these deals from exclusive SEMA Show partners--detailed below--attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event.

 

Airline Discount Codes for 2026 SEMA Show Attendees

All codes are valid for travel dates October 27 through November 9, 2026.

Can't view the table? Scroll to the bottom of it for the text-only details.

AIRLINE	DISCOUNT	CODE	PHONE	WEBSITE
Alaska Airlines	7% off published fares	CMO943	800-445-4435 (fee applies to phone reservations)	Click here to visit alaskaair.com.
United Airlines	2%, 5%, or 7% discounts*	ZS5W757550	800-426-1122**	Click here to book on the United website.
Delta Air Lines	3%, 5%, or 8% discounts*	NY4K4	1-800-328-1111***	Click here to book on the Delta Air Lines website.

 

 

Alaska Airlines
7% off published fares 
October 27 - November 9, 2026 
CMO943
1-800-445-4435 (fee applies to phone reservations)
alaskaair.com

 

United Airlines
2%, 5%, or 7% discounts*
October 27 - November 9, 2026
ZS5W757550
(800) 426-1122**
Click here to book on the United website.

 

Delta Air Lines
3%, 5%, or 8% discounts*
October 27 - November 9, 2026
NY4K4
(800) 328-1111***
Click here to book on the Delta Air Lines website.

 

Don't forget to book your hotel through the SEMA Show's official provider, onPeak, to secure the best rates, flexible booking options and rewards points. Skipping the official block could mean leaving money--and perks like MGM Collection with Marriott Bonvoy rewards points--on the table, so lock in your room early to make the most of your 2026 SEMA Show experience. Book here or click the button below:

 

*Depending on fare class, applicable in most regions.
 

**United Airlines' Meetings Reservation Desk from 7 a.m. to 8 p.m. CT, Monday–Friday (closed for major U.S. holidays) at 800-426-1122 for booking assistance. Booking fees are waived for United Meetings reservations. International customers may contact their local United® Reservation Desk.
 

***You may also call Delta Meeting Network® at 800-328-1111, Monday–Friday, 8:00 a.m. – 6:30 p.m. (EST) and refer to Meeting Event Code NY4K4. Please note there is no service fee for reservations booked and ticketed via the Delta Airlines' reservation 800 number.

 

By SEMA News Editors

 

SEMA and PRI are deeply saddened to learn of the passing of Jim Michaelian, the longtime President and CEO of the Grand Prix Association of Long Beach. 
 

Michaelian was a cornerstone of the Grand Prix Association since its founding in 1975, playing a pivotal role in growing the Acura Grand Prix of Long Beach into one of the most prestigious and culturally significant events in global motorsports. His dedication to the sport, his precision in event management, and his unwavering commitment to the Southern California racing community made him a titan of the industry. 
 

More than just a savvy executive, Michaelian was a competitive sports car racer and a true enthusiast. He possessed a unique perspective that allowed him to see the sport from every angle, understanding that at its heart, racing is about people--the drivers, the teams and most importantly, the fans. 
 

Mike Spagnola, CEO of SEMA and PRI, shared the following tribute: 

"The racing world has lost a true pioneer and a dear friend. Jim Michaelian didn't just run a race; he curated an experience that defined the spirit of American motorsports for generations. His impact on the industry, and specifically on the performance and racing community here in Southern California, is immeasurable. Jim was a man of immense integrity and vision, and his presence in the paddock and the boardroom will be profoundly missed. Our thoughts are with his family and the entire Grand Prix Association team.
 

"Jim's legacy will live on every time a green flag drops on the streets of Long Beach. SEMA and PRI join the entire automotive world in honoring his remarkable life and his indelible contributions to the sport we love."