SEMA News—September 2016

EVENTS

By Chad Simon

Keys to First-Time Success

Last Year’s Rookie Exhibitors Offer Advice on How to Plan for and Thrive at the SEMA Show

Griot’s Garage exhibited in a 20x20 booth in the North Hall. This year, the company will expand to a 30x30 that will feature meeting rooms for large accounts.

With more than 1 million sq. ft. of exhibit space in and around the Las Vegas Convention Center, the annual SEMA Show attracts 160,000 industry leaders from more than 100 countries. In 2015, the Show featured more than 2,400 exhibitors, including 400 first-timers. SEMA offers several tools—the Exhibitor Summit in particular—to help rookie exhibitors succeed.

We contacted three first-time exhibitors from the 2015 SEMA Show to find out about their experiences, strategies, what they learned and what advice they would offer to exhibitors who would be new to the Show this year. They included Richard Griot, owner of Griot’s Garage, a manufacturer of automotive appearance chemicals, accessories and tools; Jason Speaker, account manager for JW Speaker, a family-run, high-end LED light manufacturer; and Greg Cottrell, owner of Rugged Radios, a manufacturer of high-noise communication equipment for NASCAR, IndyCar and the Baja 1000.

SEMA News: Why did you decide to exhibit?

Richard Griot: We had attended the Show for 25 years to find vendors prior to exhibiting for the first time last year. We had always been a direct-to-consumer business via catalog, and our products can now be found in 12,000 retail chain stores.

Jason Speaker: We had walked the Show three or four times before, which we felt gave us a general knowledge of the Show, but exhibiting is a whole different ballgame. Since this is an industry show, many of our automotive customers are there, so it’s an opportunity to see all of them in one place. We were focused on getting our name out there, so we launched new products to not only our master distributors but also to their customer base and the general public.

Greg Cottrell: I needed to wait for the right time for my business, and we couldn’t have had better timing. We’re growing at a huge rate—more than 44% every year—so we made a statement to the industry when we came to the SEMA Show. You have to allocate a lot of resources to attend the Show, but on the other hand, the exposure and the contacts we made were absolutely huge. When you look at a cost factor, people always ask, “Do you make money going to the SEMA Show?” I can tell them absolutely yes. It brought us a substantial amount of business that we attribute to just being at the Show.

SN: Describe your overall experience.

JW Speaker suggests planning ahead. The company featured an AEV Brute Double Cab in its booth, which took about three months of prep work.

RG: We really went overboard on our booth design. We had a staff of seven or eight, and from the time the Show started, no one had a chance to breathe.

JS: There was a nervous excitement. It was a big investment for our company, but we accomplished our goals, which were to sign up a few major distributors and grow our brand within not only the off-road market but also the automotive market in general. We made some great connections and grew our international business.

GC: Some booths have so much going on that you don’t know what they are about when you walk up. But for us, with the backdrop we did, you knew exactly what we did when you walked up, and the vehicle that we brought (a brand-new Polaris RZR converted into an old-school Baja Bug) was absolutely huge exposure-wise. I also brought my fully restored Volkswagen Class 11 race car and put it outside. The tie-in of having a vehicle in our booth inside and having another one outside gave us a ton of exposure. Picking the right car and right theme is critical to an event like this. When I build something, such as the VW Bug, I look at the crossover value, because it relates to everybody.

SN: How did you promote your company and attract people to your booth?

RG: Our pre-Show strategy was to contact prospects and promote our presence, and it worked. We made about five million impressions and met with all of our major retailers.

JS: We sent a dedicated e-mail to all of our customers and used a network of manufacturer’s reps to ensure that they knew all the details. We hosted a sales meeting at our hotel for our manufacturer’s reps. The majority of our reps were already at the SEMA Show, so it just made sense to take advantage of their time and try to meet with everybody.

Rugged Radios featured a brand-new Polaris RZR that was converted into an old-school Baja Bug in its booth and a fully restored Volkswagen Class 11 race car that was parked outside.

GC: We took the approach of hitting social media hard. We also networked with other companies that were going to the Show. For instance, we cross-promoted with Cognito Motorsports. Build an environment of strong companies working together, because now you’re not just relying on your presence but also on their ability to reach their customers for you.

SN: What were your expectations and how did you prepare?

RG: We set the bar pretty low, because we didn’t know how many leads we would come away with. We were there to build a brand and put everyone else on notice that we’re now going after this end of the market. We’ve always been at the consumer level, and now we’re looking for distributors and wholesalers that can take our product to another level.

JS: We wanted to gain brand recognition. We went through a rebranding effort where we changed our logo to make it more universal. Our old logo just said “Speaker,” which was slightly confusing, since we sell lights and not audio equipment. We only sell through distribution, so I can’t say how much we’ve grown in that regard, but we are doing better in the automotive and off-road sectors this year than last year, and I would attribute a good portion of that to being at the SEMA Show.

To prepare, we went to the Exhibitor Summit last year, where we were able to talk to other manufacturers to see what worked and what didn’t. Nothing beats talking to other industry people. We threw a lot of manpower at the Show, and between our reps and company staff, we probably had close to one dozen people staffing our booth. We had a booth vehicle (an AEV Brute Double Cab) that we prepped for the Show, which took about three months. Plan that you’re going to need more time, because sometimes Murphy’s Law comes into play. Also, we had two light displays, which were effective in showing off our products. In our world, you have to see to believe. It’s hard to sell lights when you can’t turn them on.

GC: I thought if I could gain a few contacts and some exposure, that would be great. I wasn’t looking at it as “How much am I going to get out of it?” My expectations were to show the industry that we’re getting bigger and stronger. I was pleasantly surprised at how much I got in return. Two months after the Show, we looked at all the leads we called, and we learned that we made enough money to pay for all of our expenses and everything it took us to get to the SEMA Show.

SN: How do you define success and how will you improve this year?

At the 2015 SEMA Show, Griot’s Garage launched the Boss tool—a professional orbital system with the correct polishes and pads so that detailers can perfect their vehicles.

RG: Regardless of whether we got a sale, we achieved success at the Show in terms of brand exposure via the launch of the Boss professional orbital system. We were inundated with leads during the Show and could have used another two staff members. It’s more a matter of staffing after the event to ensure that we maximize what we’ve spent. We have also increased our booth size in order to accommodate more people, and we will have conference rooms to provide a quiet place to sit down with our large accounts. We will have a customized car on display outside to bring more people to our booth.

JS: We completed our goals, but branding is harder to measure. Our sales this year so far have already eclipsed last year’s sales, and I attribute a good portion of that to exhibiting at the SEMA Show.

This year, we will have an island exhibit to enable people from all directions to enter our booth. We spent a lot of time marketing ourselves, which we will continue to do because of the turnout we had. We’re going to start scheduling customers to come to the booth now, reserve dinner locations and get ourselves on our customers’ calendars, because everybody’s busy, and you want to be able to spend time with those you need to.

GC: I learned what product to bring. The SEMA Show attracts a diverse clientele. Last year, I set up two fire-truck intercom installers. My guys asked me why we were even bringing this to the Show; we’re in the off-road section. You never know who is going to walk up to your booth, so show the diversity in what you do. Don’t have a flyer for just one area of your business. Have information for all parts of your business. This year, we’re going to increase our booth space and do a retro old-school build. We’re also looking at our staffing, because each year, you need to show that you’re getting bigger and stronger, and increasing your presence is critical. Instead of having one vehicle outside, we’re going to have two vehicles outside plus what we have inside.

SN: What advice would you offer to future first-time exhibitors?

RG: Go to the Exhibitor Summit and start planning early; don’t wait until the last minute. Finish planning and preparation by October 1. The real work starts after the Show ends.

JS: Before exhibiting, walk the Show floor and talk to SEMA staff about it. Talk to other companies in your particular market. Plan as best as you can, knowing that not everything will go according to plan, especially once you get to the Show. Market yourself to your customers on your website and through social media that you’re going to be at the Show, and give them your booth number. Your customers are going to make a list of all the exhibitors they want to see, and they should know where your booth is located.

GC: If you’ve never exhibited, make sure that it’s the right time and that you can utilize the leads, contacts and information you obtain. A lot of people obtain the information and don’t use it. SEMA supplies the vehicle. We have to get in and drive that vehicle. SEMA isn’t going to drive it for us.

For more information on the SEMA Show, visit www.SEMAShow.com.

SEMA News—September 2016

EVENTS

By Chad Simon

Keys to First-Time Success

Last Year’s Rookie Exhibitors Offer Advice on How to Plan for and Thrive at the SEMA Show

Griot’s Garage exhibited in a 20x20 booth in the North Hall. This year, the company will expand to a 30x30 that will feature meeting rooms for large accounts.

With more than 1 million sq. ft. of exhibit space in and around the Las Vegas Convention Center, the annual SEMA Show attracts 160,000 industry leaders from more than 100 countries. In 2015, the Show featured more than 2,400 exhibitors, including 400 first-timers. SEMA offers several tools—the Exhibitor Summit in particular—to help rookie exhibitors succeed.

We contacted three first-time exhibitors from the 2015 SEMA Show to find out about their experiences, strategies, what they learned and what advice they would offer to exhibitors who would be new to the Show this year. They included Richard Griot, owner of Griot’s Garage, a manufacturer of automotive appearance chemicals, accessories and tools; Jason Speaker, account manager for JW Speaker, a family-run, high-end LED light manufacturer; and Greg Cottrell, owner of Rugged Radios, a manufacturer of high-noise communication equipment for NASCAR, IndyCar and the Baja 1000.

SEMA News: Why did you decide to exhibit?

Richard Griot: We had attended the Show for 25 years to find vendors prior to exhibiting for the first time last year. We had always been a direct-to-consumer business via catalog, and our products can now be found in 12,000 retail chain stores.

Jason Speaker: We had walked the Show three or four times before, which we felt gave us a general knowledge of the Show, but exhibiting is a whole different ballgame. Since this is an industry show, many of our automotive customers are there, so it’s an opportunity to see all of them in one place. We were focused on getting our name out there, so we launched new products to not only our master distributors but also to their customer base and the general public.

Greg Cottrell: I needed to wait for the right time for my business, and we couldn’t have had better timing. We’re growing at a huge rate—more than 44% every year—so we made a statement to the industry when we came to the SEMA Show. You have to allocate a lot of resources to attend the Show, but on the other hand, the exposure and the contacts we made were absolutely huge. When you look at a cost factor, people always ask, “Do you make money going to the SEMA Show?” I can tell them absolutely yes. It brought us a substantial amount of business that we attribute to just being at the Show.

SN: Describe your overall experience.

JW Speaker suggests planning ahead. The company featured an AEV Brute Double Cab in its booth, which took about three months of prep work.

RG: We really went overboard on our booth design. We had a staff of seven or eight, and from the time the Show started, no one had a chance to breathe.

JS: There was a nervous excitement. It was a big investment for our company, but we accomplished our goals, which were to sign up a few major distributors and grow our brand within not only the off-road market but also the automotive market in general. We made some great connections and grew our international business.

GC: Some booths have so much going on that you don’t know what they are about when you walk up. But for us, with the backdrop we did, you knew exactly what we did when you walked up, and the vehicle that we brought (a brand-new Polaris RZR converted into an old-school Baja Bug) was absolutely huge exposure-wise. I also brought my fully restored Volkswagen Class 11 race car and put it outside. The tie-in of having a vehicle in our booth inside and having another one outside gave us a ton of exposure. Picking the right car and right theme is critical to an event like this. When I build something, such as the VW Bug, I look at the crossover value, because it relates to everybody.

SN: How did you promote your company and attract people to your booth?

RG: Our pre-Show strategy was to contact prospects and promote our presence, and it worked. We made about five million impressions and met with all of our major retailers.

JS: We sent a dedicated e-mail to all of our customers and used a network of manufacturer’s reps to ensure that they knew all the details. We hosted a sales meeting at our hotel for our manufacturer’s reps. The majority of our reps were already at the SEMA Show, so it just made sense to take advantage of their time and try to meet with everybody.

Rugged Radios featured a brand-new Polaris RZR that was converted into an old-school Baja Bug in its booth and a fully restored Volkswagen Class 11 race car that was parked outside.

GC: We took the approach of hitting social media hard. We also networked with other companies that were going to the Show. For instance, we cross-promoted with Cognito Motorsports. Build an environment of strong companies working together, because now you’re not just relying on your presence but also on their ability to reach their customers for you.

SN: What were your expectations and how did you prepare?

RG: We set the bar pretty low, because we didn’t know how many leads we would come away with. We were there to build a brand and put everyone else on notice that we’re now going after this end of the market. We’ve always been at the consumer level, and now we’re looking for distributors and wholesalers that can take our product to another level.

JS: We wanted to gain brand recognition. We went through a rebranding effort where we changed our logo to make it more universal. Our old logo just said “Speaker,” which was slightly confusing, since we sell lights and not audio equipment. We only sell through distribution, so I can’t say how much we’ve grown in that regard, but we are doing better in the automotive and off-road sectors this year than last year, and I would attribute a good portion of that to being at the SEMA Show.

To prepare, we went to the Exhibitor Summit last year, where we were able to talk to other manufacturers to see what worked and what didn’t. Nothing beats talking to other industry people. We threw a lot of manpower at the Show, and between our reps and company staff, we probably had close to one dozen people staffing our booth. We had a booth vehicle (an AEV Brute Double Cab) that we prepped for the Show, which took about three months. Plan that you’re going to need more time, because sometimes Murphy’s Law comes into play. Also, we had two light displays, which were effective in showing off our products. In our world, you have to see to believe. It’s hard to sell lights when you can’t turn them on.

GC: I thought if I could gain a few contacts and some exposure, that would be great. I wasn’t looking at it as “How much am I going to get out of it?” My expectations were to show the industry that we’re getting bigger and stronger. I was pleasantly surprised at how much I got in return. Two months after the Show, we looked at all the leads we called, and we learned that we made enough money to pay for all of our expenses and everything it took us to get to the SEMA Show.

SN: How do you define success and how will you improve this year?

At the 2015 SEMA Show, Griot’s Garage launched the Boss tool—a professional orbital system with the correct polishes and pads so that detailers can perfect their vehicles.

RG: Regardless of whether we got a sale, we achieved success at the Show in terms of brand exposure via the launch of the Boss professional orbital system. We were inundated with leads during the Show and could have used another two staff members. It’s more a matter of staffing after the event to ensure that we maximize what we’ve spent. We have also increased our booth size in order to accommodate more people, and we will have conference rooms to provide a quiet place to sit down with our large accounts. We will have a customized car on display outside to bring more people to our booth.

JS: We completed our goals, but branding is harder to measure. Our sales this year so far have already eclipsed last year’s sales, and I attribute a good portion of that to exhibiting at the SEMA Show.

This year, we will have an island exhibit to enable people from all directions to enter our booth. We spent a lot of time marketing ourselves, which we will continue to do because of the turnout we had. We’re going to start scheduling customers to come to the booth now, reserve dinner locations and get ourselves on our customers’ calendars, because everybody’s busy, and you want to be able to spend time with those you need to.

GC: I learned what product to bring. The SEMA Show attracts a diverse clientele. Last year, I set up two fire-truck intercom installers. My guys asked me why we were even bringing this to the Show; we’re in the off-road section. You never know who is going to walk up to your booth, so show the diversity in what you do. Don’t have a flyer for just one area of your business. Have information for all parts of your business. This year, we’re going to increase our booth space and do a retro old-school build. We’re also looking at our staffing, because each year, you need to show that you’re getting bigger and stronger, and increasing your presence is critical. Instead of having one vehicle outside, we’re going to have two vehicles outside plus what we have inside.

SN: What advice would you offer to future first-time exhibitors?

RG: Go to the Exhibitor Summit and start planning early; don’t wait until the last minute. Finish planning and preparation by October 1. The real work starts after the Show ends.

JS: Before exhibiting, walk the Show floor and talk to SEMA staff about it. Talk to other companies in your particular market. Plan as best as you can, knowing that not everything will go according to plan, especially once you get to the Show. Market yourself to your customers on your website and through social media that you’re going to be at the Show, and give them your booth number. Your customers are going to make a list of all the exhibitors they want to see, and they should know where your booth is located.

GC: If you’ve never exhibited, make sure that it’s the right time and that you can utilize the leads, contacts and information you obtain. A lot of people obtain the information and don’t use it. SEMA supplies the vehicle. We have to get in and drive that vehicle. SEMA isn’t going to drive it for us.

For more information on the SEMA Show, visit www.SEMAShow.com.

SEMA News—September 2016

EVENTS

By Chad Simon

Keys to First-Time Success

Last Year’s Rookie Exhibitors Offer Advice on How to Plan for and Thrive at the SEMA Show

Griot’s Garage exhibited in a 20x20 booth in the North Hall. This year, the company will expand to a 30x30 that will feature meeting rooms for large accounts.

With more than 1 million sq. ft. of exhibit space in and around the Las Vegas Convention Center, the annual SEMA Show attracts 160,000 industry leaders from more than 100 countries. In 2015, the Show featured more than 2,400 exhibitors, including 400 first-timers. SEMA offers several tools—the Exhibitor Summit in particular—to help rookie exhibitors succeed.

We contacted three first-time exhibitors from the 2015 SEMA Show to find out about their experiences, strategies, what they learned and what advice they would offer to exhibitors who would be new to the Show this year. They included Richard Griot, owner of Griot’s Garage, a manufacturer of automotive appearance chemicals, accessories and tools; Jason Speaker, account manager for JW Speaker, a family-run, high-end LED light manufacturer; and Greg Cottrell, owner of Rugged Radios, a manufacturer of high-noise communication equipment for NASCAR, IndyCar and the Baja 1000.

SEMA News: Why did you decide to exhibit?

Richard Griot: We had attended the Show for 25 years to find vendors prior to exhibiting for the first time last year. We had always been a direct-to-consumer business via catalog, and our products can now be found in 12,000 retail chain stores.

Jason Speaker: We had walked the Show three or four times before, which we felt gave us a general knowledge of the Show, but exhibiting is a whole different ballgame. Since this is an industry show, many of our automotive customers are there, so it’s an opportunity to see all of them in one place. We were focused on getting our name out there, so we launched new products to not only our master distributors but also to their customer base and the general public.

Greg Cottrell: I needed to wait for the right time for my business, and we couldn’t have had better timing. We’re growing at a huge rate—more than 44% every year—so we made a statement to the industry when we came to the SEMA Show. You have to allocate a lot of resources to attend the Show, but on the other hand, the exposure and the contacts we made were absolutely huge. When you look at a cost factor, people always ask, “Do you make money going to the SEMA Show?” I can tell them absolutely yes. It brought us a substantial amount of business that we attribute to just being at the Show.

SN: Describe your overall experience.

JW Speaker suggests planning ahead. The company featured an AEV Brute Double Cab in its booth, which took about three months of prep work.

RG: We really went overboard on our booth design. We had a staff of seven or eight, and from the time the Show started, no one had a chance to breathe.

JS: There was a nervous excitement. It was a big investment for our company, but we accomplished our goals, which were to sign up a few major distributors and grow our brand within not only the off-road market but also the automotive market in general. We made some great connections and grew our international business.

GC: Some booths have so much going on that you don’t know what they are about when you walk up. But for us, with the backdrop we did, you knew exactly what we did when you walked up, and the vehicle that we brought (a brand-new Polaris RZR converted into an old-school Baja Bug) was absolutely huge exposure-wise. I also brought my fully restored Volkswagen Class 11 race car and put it outside. The tie-in of having a vehicle in our booth inside and having another one outside gave us a ton of exposure. Picking the right car and right theme is critical to an event like this. When I build something, such as the VW Bug, I look at the crossover value, because it relates to everybody.

SN: How did you promote your company and attract people to your booth?

RG: Our pre-Show strategy was to contact prospects and promote our presence, and it worked. We made about five million impressions and met with all of our major retailers.

JS: We sent a dedicated e-mail to all of our customers and used a network of manufacturer’s reps to ensure that they knew all the details. We hosted a sales meeting at our hotel for our manufacturer’s reps. The majority of our reps were already at the SEMA Show, so it just made sense to take advantage of their time and try to meet with everybody.

Rugged Radios featured a brand-new Polaris RZR that was converted into an old-school Baja Bug in its booth and a fully restored Volkswagen Class 11 race car that was parked outside.

GC: We took the approach of hitting social media hard. We also networked with other companies that were going to the Show. For instance, we cross-promoted with Cognito Motorsports. Build an environment of strong companies working together, because now you’re not just relying on your presence but also on their ability to reach their customers for you.

SN: What were your expectations and how did you prepare?

RG: We set the bar pretty low, because we didn’t know how many leads we would come away with. We were there to build a brand and put everyone else on notice that we’re now going after this end of the market. We’ve always been at the consumer level, and now we’re looking for distributors and wholesalers that can take our product to another level.

JS: We wanted to gain brand recognition. We went through a rebranding effort where we changed our logo to make it more universal. Our old logo just said “Speaker,” which was slightly confusing, since we sell lights and not audio equipment. We only sell through distribution, so I can’t say how much we’ve grown in that regard, but we are doing better in the automotive and off-road sectors this year than last year, and I would attribute a good portion of that to being at the SEMA Show.

To prepare, we went to the Exhibitor Summit last year, where we were able to talk to other manufacturers to see what worked and what didn’t. Nothing beats talking to other industry people. We threw a lot of manpower at the Show, and between our reps and company staff, we probably had close to one dozen people staffing our booth. We had a booth vehicle (an AEV Brute Double Cab) that we prepped for the Show, which took about three months. Plan that you’re going to need more time, because sometimes Murphy’s Law comes into play. Also, we had two light displays, which were effective in showing off our products. In our world, you have to see to believe. It’s hard to sell lights when you can’t turn them on.

GC: I thought if I could gain a few contacts and some exposure, that would be great. I wasn’t looking at it as “How much am I going to get out of it?” My expectations were to show the industry that we’re getting bigger and stronger. I was pleasantly surprised at how much I got in return. Two months after the Show, we looked at all the leads we called, and we learned that we made enough money to pay for all of our expenses and everything it took us to get to the SEMA Show.

SN: How do you define success and how will you improve this year?

At the 2015 SEMA Show, Griot’s Garage launched the Boss tool—a professional orbital system with the correct polishes and pads so that detailers can perfect their vehicles.

RG: Regardless of whether we got a sale, we achieved success at the Show in terms of brand exposure via the launch of the Boss professional orbital system. We were inundated with leads during the Show and could have used another two staff members. It’s more a matter of staffing after the event to ensure that we maximize what we’ve spent. We have also increased our booth size in order to accommodate more people, and we will have conference rooms to provide a quiet place to sit down with our large accounts. We will have a customized car on display outside to bring more people to our booth.

JS: We completed our goals, but branding is harder to measure. Our sales this year so far have already eclipsed last year’s sales, and I attribute a good portion of that to exhibiting at the SEMA Show.

This year, we will have an island exhibit to enable people from all directions to enter our booth. We spent a lot of time marketing ourselves, which we will continue to do because of the turnout we had. We’re going to start scheduling customers to come to the booth now, reserve dinner locations and get ourselves on our customers’ calendars, because everybody’s busy, and you want to be able to spend time with those you need to.

GC: I learned what product to bring. The SEMA Show attracts a diverse clientele. Last year, I set up two fire-truck intercom installers. My guys asked me why we were even bringing this to the Show; we’re in the off-road section. You never know who is going to walk up to your booth, so show the diversity in what you do. Don’t have a flyer for just one area of your business. Have information for all parts of your business. This year, we’re going to increase our booth space and do a retro old-school build. We’re also looking at our staffing, because each year, you need to show that you’re getting bigger and stronger, and increasing your presence is critical. Instead of having one vehicle outside, we’re going to have two vehicles outside plus what we have inside.

SN: What advice would you offer to future first-time exhibitors?

RG: Go to the Exhibitor Summit and start planning early; don’t wait until the last minute. Finish planning and preparation by October 1. The real work starts after the Show ends.

JS: Before exhibiting, walk the Show floor and talk to SEMA staff about it. Talk to other companies in your particular market. Plan as best as you can, knowing that not everything will go according to plan, especially once you get to the Show. Market yourself to your customers on your website and through social media that you’re going to be at the Show, and give them your booth number. Your customers are going to make a list of all the exhibitors they want to see, and they should know where your booth is located.

GC: If you’ve never exhibited, make sure that it’s the right time and that you can utilize the leads, contacts and information you obtain. A lot of people obtain the information and don’t use it. SEMA supplies the vehicle. We have to get in and drive that vehicle. SEMA isn’t going to drive it for us.

For more information on the SEMA Show, visit www.SEMAShow.com.

By Jason Catullo

For exhibitors, entering a product in the Showcase creates a connection with their latest and signature products and new business.

The SEMA Show’s New Products Showcase is the No. 1 Show destination for buyers and media. For exhibitors, entering a product in the Showcase creates a connection with their latest and signature products and new business.

The first entry in the New Products Showcase is free. Additional entries are $75 per product category if received by Friday, October 7; $150 thereafter.

Enter your product in the 2016 SEMA Show New Products Showcase.

The SEMA Show New Products Showcase serves as an extra avenue for exhibitors to reach new customers, and is a temporary hub representing a year’s worth of new innovations and products for media and buyers to research.

All of the products in the Showcase are photographed, featured in SEMA News and hosted on www.SEMAphotos.com. The images are also promoted to the media and used for the product information available to buyers at the Show.

More About the New Products Showcase

Location and Check-in System—The 2016 New Products Showcase will be located on the Skybridge of the Las Vegas Convention Center, between Central and South Halls. The location allows organizers to streamline the product check-in/-out system, resulting in a faster and easier process for exhibitors.

Option to Ship Products—Exhibitors can have their product(s) shipped to the Showcase in advance. Once on-site, they will need to visit the Showcase prior to Monday, October 31, at 3:00 p.m., to unpack and check-in the product(s), but the product(s) will already be waiting in the Showcase area. At the end of the Show, exhibitors also can skip product check-out and choose to have UPS package and ship the product(s) on their behalf.

Exposure for Your Existing Products—The “Featured Products” category provides an avenue to allow for products that do not meet the criteria for “new” to be included. A little more than 20% of all Show buyers will attend the Show for the first time in 2016, so the Featured Product category is valuable for promoting an existing line to new customers.

For more information on the New Products Showcase, Featured Products, or to enter a product, click here.

By Jason Catullo

For exhibitors, entering a product in the Showcase creates a connection with their latest and signature products and new business.

The SEMA Show’s New Products Showcase is the No. 1 Show destination for buyers and media. For exhibitors, entering a product in the Showcase creates a connection with their latest and signature products and new business.

The first entry in the New Products Showcase is free. Additional entries are $75 per product category if received by Friday, October 7; $150 thereafter.

Enter your product in the 2016 SEMA Show New Products Showcase.

The SEMA Show New Products Showcase serves as an extra avenue for exhibitors to reach new customers, and is a temporary hub representing a year’s worth of new innovations and products for media and buyers to research.

All of the products in the Showcase are photographed, featured in SEMA News and hosted on www.SEMAphotos.com. The images are also promoted to the media and used for the product information available to buyers at the Show.

More About the New Products Showcase

Location and Check-in System—The 2016 New Products Showcase will be located on the Skybridge of the Las Vegas Convention Center, between Central and South Halls. The location allows organizers to streamline the product check-in/-out system, resulting in a faster and easier process for exhibitors.

Option to Ship Products—Exhibitors can have their product(s) shipped to the Showcase in advance. Once on-site, they will need to visit the Showcase prior to Monday, October 31, at 3:00 p.m., to unpack and check-in the product(s), but the product(s) will already be waiting in the Showcase area. At the end of the Show, exhibitors also can skip product check-out and choose to have UPS package and ship the product(s) on their behalf.

Exposure for Your Existing Products—The “Featured Products” category provides an avenue to allow for products that do not meet the criteria for “new” to be included. A little more than 20% of all Show buyers will attend the Show for the first time in 2016, so the Featured Product category is valuable for promoting an existing line to new customers.

For more information on the New Products Showcase, Featured Products, or to enter a product, click here.

Compiled by SEMA Editors

NHRA News

FORCE, McMILLEN CLAIM LOTTERY STARTING SPOTS FOR NHRA TRAXXAS NITRO SHOOTOUTS IN INDY: John Force and Terry McMillen secured the No. 8 positions in the NHRA Traxxas Nitro Shootout following special lottery drawings held during a press conference in downtown Indianapolis to preview the Chevrolet Performance U.S. Nationals and the specialty event held during the weekend. In Top Fuel, McMillen, who has never competed in the NHRA Traxxas Nitro Shootout, upset Clay Millican, who led the Top Fuel votes with 43%. McMillen earned the third most fan votes with 17%. He will meet top-seed Antron Brown in the first round of the NHRA Traxxas Nitro Shootout for Top Fuel on Saturday.

DEFENDING TOP FUEL EVENT WINNER LUCAS KNOWS IMPORTANCE OF WINNING AT CHEVROLET PERFORMANCE U.S. NATIONALS: Winning is not something that Morgan Lucas takes lightly. The Top Fuel standout won the Chevrolet Performance U.S. Nationals a year ago for the first time, cementing a memory that will forever be at the top of his successful career. The driver of the 10,000hp Lucas Oil dragster will return to Lucas Oil Raceway at Indianapolis for the 62nd edition of the Chevrolet Performance U.S. Nationals, with hopes of going back to back, which he knows will be no easy task.

“I've been going to the U.S. Nationals since 1996, and I know for some people that’s not that long, but I was 10, 11 years old then,” Lucas said. “Knowing the history and knowing my name is on the same list with some of the best who have ever been involved in the sport is incredible. It’s Indy. It just feels big, feels special, and so many fans show up. I equate it to winning the Indy 500, even though I know there are a lot of people who might argue with me. But in my mind, it is.”

REALITY TELEVISION STAR JUSTIN “BIG CHIEF” SHEARER THRILLED FOR NHRA DEBUT AT PRESTIGIOUS CHEVROLET PERFORMANCE U.S. NATIONALS: To say Justin “Big Chief” Shearer is excited to compete would be a massive understatement. Shearer, the star of Discovery Channel’s reality television series “Street Outlaws,” will make his NHRA debut in style at this weekend’s 62nd annual Chevrolet Performance U.S. Nationals at Lucas Oil Raceway at Indianapolis as part of the NHRA J&A Service Pro Mod Drag Racing Series. The race, which is the seventh of 10 events in the NHRA Pro Mod class, will air on FOX Sports 1 (FS1) and FOX Sports 2 (FS2), and marks the first time Shearer and his CrowMod Pontiac Firebird will race at an NHRA event. Competing against 33 other standout NHRA Pro Mod competitors is jumping right into the fire, but it’s safe to say that Shearer is thrilled for the opportunity.

“From 1–10, we’re on like a 12,” Shearer said. “We are out-of-control excited. Honestly, we’re just having a great time. We’re running on pure excitement because we get to go race at Indy.”

He Said, She Said

“It would be huge for me. It is right up there with winning a championship. If you get a championship and a win at the U.S. Nationals you have definitely accomplished a lot. The best drivers are out here and to be able to race them and get a win would be huge for the Traxxas Chevy Camaro team. That is our goal going into this race. I think we have a great race car, and it has been performing well. I am excited to get out to the race. I grew up coming to this race, and this is one of my favorite tracks. It would mean a lot to be able to get a win at the same track where I saw my dad get some of his biggest wins.”

—Funny Car driver Courtney Force on the possibility of winning the Chevrolet Performance U.S. Nationals for the first time in her career. She has one win this season and is currently second in the Funny Car points standings. If she picks up a victory this weekend she would join her sister, Ashley Force Hood, and her father, John, as winners of the event.

Inside the Numbers

9: Number of times Top Fuel racer Tony Schumacher has won the Chevrolet Performance U.S. Nationals in his storied career. His most recent win came in 2012 when he defeated Spencer Massy in the final. His win total ties him with Bob Glidden for the most overall victories at the historic event.

“We don’t know what is going to happen at this year’s U.S. Nationals, but we know that success at Indy is something that can really launch you into the Countdown with momentum. Most of the time when you can get momentum going it’s something you just keep working at to build more and more of. Two years ago, we won the Traxxas Shootout and then won the first two races of the Countdown and never looked back on our way to a world championship. We want to win this weekend. Period.”

Did You Know

FINISHING TOUCHES PUT ON NEW INDY TEC BUILDING: Construction is coming to a close on the new Top Eliminator Club (TEC) at Lucas Oil Raceway at Indianapolis, and tickets for the exclusive pavilion are selling at a record pace. Tickets can be purchased at www.NHRA.com/tickets for $395 per person and will allow entry into the new building. Those who purchase TEC tickets will be afforded a deluxe seating experience, which includes an unobstructed view down the racing surface.

Compiled by SEMA Editors

NHRA News

FORCE, McMILLEN CLAIM LOTTERY STARTING SPOTS FOR NHRA TRAXXAS NITRO SHOOTOUTS IN INDY: John Force and Terry McMillen secured the No. 8 positions in the NHRA Traxxas Nitro Shootout following special lottery drawings held during a press conference in downtown Indianapolis to preview the Chevrolet Performance U.S. Nationals and the specialty event held during the weekend. In Top Fuel, McMillen, who has never competed in the NHRA Traxxas Nitro Shootout, upset Clay Millican, who led the Top Fuel votes with 43%. McMillen earned the third most fan votes with 17%. He will meet top-seed Antron Brown in the first round of the NHRA Traxxas Nitro Shootout for Top Fuel on Saturday.

DEFENDING TOP FUEL EVENT WINNER LUCAS KNOWS IMPORTANCE OF WINNING AT CHEVROLET PERFORMANCE U.S. NATIONALS: Winning is not something that Morgan Lucas takes lightly. The Top Fuel standout won the Chevrolet Performance U.S. Nationals a year ago for the first time, cementing a memory that will forever be at the top of his successful career. The driver of the 10,000hp Lucas Oil dragster will return to Lucas Oil Raceway at Indianapolis for the 62nd edition of the Chevrolet Performance U.S. Nationals, with hopes of going back to back, which he knows will be no easy task.

“I've been going to the U.S. Nationals since 1996, and I know for some people that’s not that long, but I was 10, 11 years old then,” Lucas said. “Knowing the history and knowing my name is on the same list with some of the best who have ever been involved in the sport is incredible. It’s Indy. It just feels big, feels special, and so many fans show up. I equate it to winning the Indy 500, even though I know there are a lot of people who might argue with me. But in my mind, it is.”

REALITY TELEVISION STAR JUSTIN “BIG CHIEF” SHEARER THRILLED FOR NHRA DEBUT AT PRESTIGIOUS CHEVROLET PERFORMANCE U.S. NATIONALS: To say Justin “Big Chief” Shearer is excited to compete would be a massive understatement. Shearer, the star of Discovery Channel’s reality television series “Street Outlaws,” will make his NHRA debut in style at this weekend’s 62nd annual Chevrolet Performance U.S. Nationals at Lucas Oil Raceway at Indianapolis as part of the NHRA J&A Service Pro Mod Drag Racing Series. The race, which is the seventh of 10 events in the NHRA Pro Mod class, will air on FOX Sports 1 (FS1) and FOX Sports 2 (FS2), and marks the first time Shearer and his CrowMod Pontiac Firebird will race at an NHRA event. Competing against 33 other standout NHRA Pro Mod competitors is jumping right into the fire, but it’s safe to say that Shearer is thrilled for the opportunity.

“From 1–10, we’re on like a 12,” Shearer said. “We are out-of-control excited. Honestly, we’re just having a great time. We’re running on pure excitement because we get to go race at Indy.”

He Said, She Said

“It would be huge for me. It is right up there with winning a championship. If you get a championship and a win at the U.S. Nationals you have definitely accomplished a lot. The best drivers are out here and to be able to race them and get a win would be huge for the Traxxas Chevy Camaro team. That is our goal going into this race. I think we have a great race car, and it has been performing well. I am excited to get out to the race. I grew up coming to this race, and this is one of my favorite tracks. It would mean a lot to be able to get a win at the same track where I saw my dad get some of his biggest wins.”

—Funny Car driver Courtney Force on the possibility of winning the Chevrolet Performance U.S. Nationals for the first time in her career. She has one win this season and is currently second in the Funny Car points standings. If she picks up a victory this weekend she would join her sister, Ashley Force Hood, and her father, John, as winners of the event.

Inside the Numbers

9: Number of times Top Fuel racer Tony Schumacher has won the Chevrolet Performance U.S. Nationals in his storied career. His most recent win came in 2012 when he defeated Spencer Massy in the final. His win total ties him with Bob Glidden for the most overall victories at the historic event.

“We don’t know what is going to happen at this year’s U.S. Nationals, but we know that success at Indy is something that can really launch you into the Countdown with momentum. Most of the time when you can get momentum going it’s something you just keep working at to build more and more of. Two years ago, we won the Traxxas Shootout and then won the first two races of the Countdown and never looked back on our way to a world championship. We want to win this weekend. Period.”

Did You Know

FINISHING TOUCHES PUT ON NEW INDY TEC BUILDING: Construction is coming to a close on the new Top Eliminator Club (TEC) at Lucas Oil Raceway at Indianapolis, and tickets for the exclusive pavilion are selling at a record pace. Tickets can be purchased at www.NHRA.com/tickets for $395 per person and will allow entry into the new building. Those who purchase TEC tickets will be afforded a deluxe seating experience, which includes an unobstructed view down the racing surface.

Compiled by SEMA Editors

NHRA News

FORCE, McMILLEN CLAIM LOTTERY STARTING SPOTS FOR NHRA TRAXXAS NITRO SHOOTOUTS IN INDY: John Force and Terry McMillen secured the No. 8 positions in the NHRA Traxxas Nitro Shootout following special lottery drawings held during a press conference in downtown Indianapolis to preview the Chevrolet Performance U.S. Nationals and the specialty event held during the weekend. In Top Fuel, McMillen, who has never competed in the NHRA Traxxas Nitro Shootout, upset Clay Millican, who led the Top Fuel votes with 43%. McMillen earned the third most fan votes with 17%. He will meet top-seed Antron Brown in the first round of the NHRA Traxxas Nitro Shootout for Top Fuel on Saturday.

DEFENDING TOP FUEL EVENT WINNER LUCAS KNOWS IMPORTANCE OF WINNING AT CHEVROLET PERFORMANCE U.S. NATIONALS: Winning is not something that Morgan Lucas takes lightly. The Top Fuel standout won the Chevrolet Performance U.S. Nationals a year ago for the first time, cementing a memory that will forever be at the top of his successful career. The driver of the 10,000hp Lucas Oil dragster will return to Lucas Oil Raceway at Indianapolis for the 62nd edition of the Chevrolet Performance U.S. Nationals, with hopes of going back to back, which he knows will be no easy task.

“I've been going to the U.S. Nationals since 1996, and I know for some people that’s not that long, but I was 10, 11 years old then,” Lucas said. “Knowing the history and knowing my name is on the same list with some of the best who have ever been involved in the sport is incredible. It’s Indy. It just feels big, feels special, and so many fans show up. I equate it to winning the Indy 500, even though I know there are a lot of people who might argue with me. But in my mind, it is.”

REALITY TELEVISION STAR JUSTIN “BIG CHIEF” SHEARER THRILLED FOR NHRA DEBUT AT PRESTIGIOUS CHEVROLET PERFORMANCE U.S. NATIONALS: To say Justin “Big Chief” Shearer is excited to compete would be a massive understatement. Shearer, the star of Discovery Channel’s reality television series “Street Outlaws,” will make his NHRA debut in style at this weekend’s 62nd annual Chevrolet Performance U.S. Nationals at Lucas Oil Raceway at Indianapolis as part of the NHRA J&A Service Pro Mod Drag Racing Series. The race, which is the seventh of 10 events in the NHRA Pro Mod class, will air on FOX Sports 1 (FS1) and FOX Sports 2 (FS2), and marks the first time Shearer and his CrowMod Pontiac Firebird will race at an NHRA event. Competing against 33 other standout NHRA Pro Mod competitors is jumping right into the fire, but it’s safe to say that Shearer is thrilled for the opportunity.

“From 1–10, we’re on like a 12,” Shearer said. “We are out-of-control excited. Honestly, we’re just having a great time. We’re running on pure excitement because we get to go race at Indy.”

He Said, She Said

“It would be huge for me. It is right up there with winning a championship. If you get a championship and a win at the U.S. Nationals you have definitely accomplished a lot. The best drivers are out here and to be able to race them and get a win would be huge for the Traxxas Chevy Camaro team. That is our goal going into this race. I think we have a great race car, and it has been performing well. I am excited to get out to the race. I grew up coming to this race, and this is one of my favorite tracks. It would mean a lot to be able to get a win at the same track where I saw my dad get some of his biggest wins.”

—Funny Car driver Courtney Force on the possibility of winning the Chevrolet Performance U.S. Nationals for the first time in her career. She has one win this season and is currently second in the Funny Car points standings. If she picks up a victory this weekend she would join her sister, Ashley Force Hood, and her father, John, as winners of the event.

Inside the Numbers

9: Number of times Top Fuel racer Tony Schumacher has won the Chevrolet Performance U.S. Nationals in his storied career. His most recent win came in 2012 when he defeated Spencer Massy in the final. His win total ties him with Bob Glidden for the most overall victories at the historic event.

“We don’t know what is going to happen at this year’s U.S. Nationals, but we know that success at Indy is something that can really launch you into the Countdown with momentum. Most of the time when you can get momentum going it’s something you just keep working at to build more and more of. Two years ago, we won the Traxxas Shootout and then won the first two races of the Countdown and never looked back on our way to a world championship. We want to win this weekend. Period.”

Did You Know

FINISHING TOUCHES PUT ON NEW INDY TEC BUILDING: Construction is coming to a close on the new Top Eliminator Club (TEC) at Lucas Oil Raceway at Indianapolis, and tickets for the exclusive pavilion are selling at a record pace. Tickets can be purchased at www.NHRA.com/tickets for $395 per person and will allow entry into the new building. Those who purchase TEC tickets will be afforded a deluxe seating experience, which includes an unobstructed view down the racing surface.

By SEMA Washington, D.C., Staff

Bonneville’s once 13-mile race track is now less than eight miles due to salt erosion.

The Bonneville Salt Flats is a unique land formation in northwestern Utah that beckons visitors from around the world. For racers, its surface is unequaled. The hard salt crust is perfect for both speed and safety. But there is a problem. The once 13-mile race track is now less than eight miles due to salt erosion. SEMA’s Government Affairs Office has compiled a comprehensive brochure about Bonneville. It answers questions such as:

• How is SEMA’s heritage tied to Bonneville?
• Why are the Salt Flats disappearing?
• What is SEMA doing to help restore Bonneville?

Download the brochure.

For more information, contact Stuart Gosswein at stuartg@sema.org.

By SEMA Washington, D.C., Staff

Bonneville’s once 13-mile race track is now less than eight miles due to salt erosion.

The Bonneville Salt Flats is a unique land formation in northwestern Utah that beckons visitors from around the world. For racers, its surface is unequaled. The hard salt crust is perfect for both speed and safety. But there is a problem. The once 13-mile race track is now less than eight miles due to salt erosion. SEMA’s Government Affairs Office has compiled a comprehensive brochure about Bonneville. It answers questions such as:

• How is SEMA’s heritage tied to Bonneville?
• Why are the Salt Flats disappearing?
• What is SEMA doing to help restore Bonneville?

Download the brochure.

For more information, contact Stuart Gosswein at stuartg@sema.org.