Forty Wranglers were on display in exhibitor booths, combined with another 54 on display throughout the Las Vegas Convention Center during the 2010 SEMA Show. Clearly dominating the floor, Jeep Wrangler was presented with the 2010 SEMA Award for Hottest 4x4-SUV. This example was built by Warrior Products and features accessories from a host of manufacturers, including Airaid, HoodLift, ProComp USA and ScanGaugeII.

The light-truck industry was particularly hard hit by the recession that began about three years ago, but at last, the tide seems to be turning. The automakers are seeing definite and consistent sales increases, and while some sectors of the truck market remain tentative, full-size pickups and crossover vehicles are clearly on the upswing. Of the 10 top-selling vehicles in January of 2011, according to Automotive News, the Ford F-Series pickup was number one (again), the Chevrolet Silverado was number two and the Honda CR-V was number six.

At the 2010 SEMA Show, exhibitors in the Truck, SUV & Off-Road section created a similar feeling of optimism about the year ahead. With booth registration up 9% from the previous Show, the upper level of the South Hall was a shrine to this market featuring more than 250 exhibitors. New-product registrations also soared, with truck, SUV and off-road exhibitors placing 284 products in the New Products Showcase.

While their entries tend to run the gamut of applications, manufacturers in this market dedicated the bulk of their research and design money to five product categories. As evident by the registration data taken from this year’s Showcase, five product categories dominated exhibitors’ submissions—winches, suspension accessories, trailer hitches, driving lights and bumpers. Much of the new product activity in the off-road segment centered on Jeep Wrangler applications, which commanded significant investment among manufacturers in the segment. The Jeep Wrangler was also the most frequently seen display vehicle on the floor in the off-road segment, while the F-150 was the most-displayed truck.

Four out of five buyers (74%), visited the New Products Showcase, where truck, SUV and off-road manufacturers made a strong impact on attendees. Their entries were scanned 11,051 times by attending media and buyers using handheld remote scanners.

Typically, once buyers identify the products they find most intriguing, they hit the SEMA Show floor and meet with exhibitors face-to-face.

This year, active buyers in the truck, SUV and off-road market took advantage of the opportunity, introducing themselves and scanning their badges at booths in this section a total of 31,252 times.

The following are New Products Showcase entries dedicated to truck, SUV and off-road applications. Along with the products, we’ve interviewed industry executives to get their thoughts about the trends they perceive and some words of advice about what might lie ahead. You’ll see their comments and predictions as you page through the story.

AR Ventures Articulating Hitch Ball Mounts 505/343-1705 www.arventureshitches.com PN: AR-007 Articulating pro hitch ball mount.	Runner-Up—Best New Packaging Design AMP Research Bed X-Tender 888/983-2204 www.amp-research.com PN: 74504-01A	Bestop Inc. Cleaner and Protectant 800/845-3567 www.bestop.com PN: 11205-00 Bestop-recommended fabric-care products now available for Bestop soft-tops and accessories.
Ascend Industries Inc. Diamond Step Bar With LED Lights 714/593-3400 www.ascendtruck.com PN: VB-5000 Series Highly polished stainless-steel step bar with LED ground effects that is compatible with factory keyless remote and dome light.		Baja Designs/Soltek Light Systems Strykr Pro 800/422-5292 www.bajadesigns.com PN: 63-0012 A 700-Lumen helmet light that is waterproof and rugged. High, medium, low and strobe modes. Light head weighs only 100 grams. Battery lasts from 3–24 hours.		Baja Designs/Soltek Light Systems Stealth LED 800/422-5292 www.bajadesigns.com PN: 620270 High-performance LED light bar for off-road or auxiliary lighting. Each 10-in. segment provides 3500 lumens (equivalent to HID)of light put exactly where the user needs it.
Bestop Inc. Under Seat Locking Storage Box 800/845-3567 www.bestop.com PN: 42641-01 The Under Seat Locking Storage Box allows secure, out-of-sight storage of valuables and is custom-designed to easily bolt in directly below the driver’s seat.		Bestop Inc. HighRock 4x4 Narrow-Style Front Bumper 800/845-3567 www.bestop.com PN: 42933-01 Bestop’s new narrow bumper hits the design points today’s Jeep owners are looking for and are carefully designed to not hit anything else. Short design eliminates any unnecessary overhang; will clear any size tires. There is still room for extraction points.		Bestop Inc. TrekStep for Jeep Wrangler 800/845-3567 www.bestop.com PN: 45299-15 A spring-loaded step that easily extends down with the push of a foot and retracts up to store securely under the rear bumper when not in use.
BAK Industries BakBox 818/365-9000 www.bakliner.com PN: 90-XXX Bakbox is the world’s first and only toolbox that folds away and disappears to provide full, unobstructed use of the truck bed when needed. It ships UPS and is invisible when closed. It works with all tonneau covers.		Couplemate SUV Step 775/219-7708 www.couplemate.com PN: CM010 A fantastic innovation for the single-strut designed base plate. Importantly, all existing Couplemate baseplates can accept the new SUV step.		Carriage Works Billet Accessories ’11 Ford Super Duty Grille 816/966-1405 www.carriageworksinc.com PN: 44782 A ’11 Ford Super Duty XL, XLT, Lariat and King Ranch monster bar quick-replacement billet grille. Provides show-quality customized appearance at an affordable price.

 

 

Carr Work Truck Step 24 800/800-1084 www.carr.com PN: 501020 Carr’s 24-in. work truck step is a hands-free step that provides safe and secure access to the side of a truck.		Carriage Works Billet Accessories ’11 Chevy HD 816/966-1405 www.carriageworksinc.com PN: 3804 A ’11 Chevy heavy-duty bolt-over wire mesh grille fits all models. Provides show-quality customized appearance at an affordable price.	CargoBuckle Mini G3 317/896-9531 www.cargobuckle.com PN: F103745 The CargoBuckle Mini G3 retractable ratchet tie-down system takes the hassle out of securing gear. Six feet of 1-in. webbing enables users to tie down more equipment in more applications, conveniently and securely. Just hook, ratchet and go!
Cognito Motorsports FSLK100430 661/588-8085 www.cognitomotorsports.com PN: FSLK100430 Front non-torsion-bar drop 4- to 6-in. suspension lift system for ’11–present GM eight-lug trucks and SUVs.		Cognito Motorsports Support Kit 661/588-8085 www.cognitomotorsports.com PN: PISK3008 Pitman/idler-arm support kit for ’11–present GM eight-lug trucks.	Cognito Motorsports Control Arm 661/588-8085 www.cognitomotorsports.com PN: UCAK100051 Upper control arm kit for ’11–present GM eight-lug trucks.
Big Time Auto Parts/Austin Int’l BT-410RAW LED Taillight +886-6-2663121 www.bigtime.com.tw PN: BT-410 RAW LED Tail Lamp Designed for OEM and aftermarket. Four multi-functions: turn signal /driving / brake /reverse. Includes 28 pieces RAW LEDs. Voltage system: 12V/24V. ABS housing and reflector.		Cognito Motorsports YR+6-Arm-Kit 661/588-8085 www.cognitomotorsports.com PN: YR+6-ARM-KIT Yamaha Rhino ’04–present 6-in.-longer arm, long-travel suspension system.		Comeup Industries Inc. DS-9.5rsi Self-Recovery Winch +886-2-2694-7011 www.comeupwinch.com PN: 293244 Comeup DS-9.5rsi is a powerful and fast electric winch. New generation with innovative features make it absolutely brilliant. Incredible, submersible, sealed DS-series self-recovery winch.
Convert-A-Ball Dist. Super-Duty Cushioned Ball Mount 308/254-7115 www.convert-a-ball.net PN: AMSC-V2 Super-duty cushioned ball mount fits in 21/2-in. receiver hitch. Rated at 18,000 lbs. GVW; 2,000 lbs. GTW. Internal polyurethane cushions act as a shock absorber.		Coplus Inc. Skull Mirror Cover +886-6-265-5599 www.scoo.com.tw PN: 9501001 Skull mirror covers present innovative looks through 3-D skull and flame designs. Amber LED lights inlaid into skulls’ eyes will flash along with turn signals.		Couplemate Brake Controller 775/219-7708 www.couplemate.com PN: CM710 Mounts under dash/on the trailer. Multiple vehicles can tow a trailer with electric brakes. This break controller is ideal to control from one to three axles.

Forty Wranglers were on display in exhibitor booths, combined with another 54 on display throughout the Las Vegas Convention Center during the 2010 SEMA Show. Clearly dominating the floor, Jeep Wrangler was presented with the 2010 SEMA Award for Hottest 4x4-SUV. This example was built by Warrior Products and features accessories from a host of manufacturers, including Airaid, HoodLift, ProComp USA and ScanGaugeII.

The light-truck industry was particularly hard hit by the recession that began about three years ago, but at last, the tide seems to be turning. The automakers are seeing definite and consistent sales increases, and while some sectors of the truck market remain tentative, full-size pickups and crossover vehicles are clearly on the upswing. Of the 10 top-selling vehicles in January of 2011, according to Automotive News, the Ford F-Series pickup was number one (again), the Chevrolet Silverado was number two and the Honda CR-V was number six.

At the 2010 SEMA Show, exhibitors in the Truck, SUV & Off-Road section created a similar feeling of optimism about the year ahead. With booth registration up 9% from the previous Show, the upper level of the South Hall was a shrine to this market featuring more than 250 exhibitors. New-product registrations also soared, with truck, SUV and off-road exhibitors placing 284 products in the New Products Showcase.

While their entries tend to run the gamut of applications, manufacturers in this market dedicated the bulk of their research and design money to five product categories. As evident by the registration data taken from this year’s Showcase, five product categories dominated exhibitors’ submissions—winches, suspension accessories, trailer hitches, driving lights and bumpers. Much of the new product activity in the off-road segment centered on Jeep Wrangler applications, which commanded significant investment among manufacturers in the segment. The Jeep Wrangler was also the most frequently seen display vehicle on the floor in the off-road segment, while the F-150 was the most-displayed truck.

Four out of five buyers (74%), visited the New Products Showcase, where truck, SUV and off-road manufacturers made a strong impact on attendees. Their entries were scanned 11,051 times by attending media and buyers using handheld remote scanners.

Typically, once buyers identify the products they find most intriguing, they hit the SEMA Show floor and meet with exhibitors face-to-face.

This year, active buyers in the truck, SUV and off-road market took advantage of the opportunity, introducing themselves and scanning their badges at booths in this section a total of 31,252 times.

The following are New Products Showcase entries dedicated to truck, SUV and off-road applications. Along with the products, we’ve interviewed industry executives to get their thoughts about the trends they perceive and some words of advice about what might lie ahead. You’ll see their comments and predictions as you page through the story.

AR Ventures Articulating Hitch Ball Mounts 505/343-1705 www.arventureshitches.com PN: AR-007 Articulating pro hitch ball mount.	Runner-Up—Best New Packaging Design AMP Research Bed X-Tender 888/983-2204 www.amp-research.com PN: 74504-01A	Bestop Inc. Cleaner and Protectant 800/845-3567 www.bestop.com PN: 11205-00 Bestop-recommended fabric-care products now available for Bestop soft-tops and accessories.
Ascend Industries Inc. Diamond Step Bar With LED Lights 714/593-3400 www.ascendtruck.com PN: VB-5000 Series Highly polished stainless-steel step bar with LED ground effects that is compatible with factory keyless remote and dome light.		Baja Designs/Soltek Light Systems Strykr Pro 800/422-5292 www.bajadesigns.com PN: 63-0012 A 700-Lumen helmet light that is waterproof and rugged. High, medium, low and strobe modes. Light head weighs only 100 grams. Battery lasts from 3–24 hours.		Baja Designs/Soltek Light Systems Stealth LED 800/422-5292 www.bajadesigns.com PN: 620270 High-performance LED light bar for off-road or auxiliary lighting. Each 10-in. segment provides 3500 lumens (equivalent to HID)of light put exactly where the user needs it.
Bestop Inc. Under Seat Locking Storage Box 800/845-3567 www.bestop.com PN: 42641-01 The Under Seat Locking Storage Box allows secure, out-of-sight storage of valuables and is custom-designed to easily bolt in directly below the driver’s seat.		Bestop Inc. HighRock 4x4 Narrow-Style Front Bumper 800/845-3567 www.bestop.com PN: 42933-01 Bestop’s new narrow bumper hits the design points today’s Jeep owners are looking for and are carefully designed to not hit anything else. Short design eliminates any unnecessary overhang; will clear any size tires. There is still room for extraction points.		Bestop Inc. TrekStep for Jeep Wrangler 800/845-3567 www.bestop.com PN: 45299-15 A spring-loaded step that easily extends down with the push of a foot and retracts up to store securely under the rear bumper when not in use.
BAK Industries BakBox 818/365-9000 www.bakliner.com PN: 90-XXX Bakbox is the world’s first and only toolbox that folds away and disappears to provide full, unobstructed use of the truck bed when needed. It ships UPS and is invisible when closed. It works with all tonneau covers.		Couplemate SUV Step 775/219-7708 www.couplemate.com PN: CM010 A fantastic innovation for the single-strut designed base plate. Importantly, all existing Couplemate baseplates can accept the new SUV step.		Carriage Works Billet Accessories ’11 Ford Super Duty Grille 816/966-1405 www.carriageworksinc.com PN: 44782 A ’11 Ford Super Duty XL, XLT, Lariat and King Ranch monster bar quick-replacement billet grille. Provides show-quality customized appearance at an affordable price.

 

 

Carr Work Truck Step 24 800/800-1084 www.carr.com PN: 501020 Carr’s 24-in. work truck step is a hands-free step that provides safe and secure access to the side of a truck.		Carriage Works Billet Accessories ’11 Chevy HD 816/966-1405 www.carriageworksinc.com PN: 3804 A ’11 Chevy heavy-duty bolt-over wire mesh grille fits all models. Provides show-quality customized appearance at an affordable price.	CargoBuckle Mini G3 317/896-9531 www.cargobuckle.com PN: F103745 The CargoBuckle Mini G3 retractable ratchet tie-down system takes the hassle out of securing gear. Six feet of 1-in. webbing enables users to tie down more equipment in more applications, conveniently and securely. Just hook, ratchet and go!
Cognito Motorsports FSLK100430 661/588-8085 www.cognitomotorsports.com PN: FSLK100430 Front non-torsion-bar drop 4- to 6-in. suspension lift system for ’11–present GM eight-lug trucks and SUVs.		Cognito Motorsports Support Kit 661/588-8085 www.cognitomotorsports.com PN: PISK3008 Pitman/idler-arm support kit for ’11–present GM eight-lug trucks.	Cognito Motorsports Control Arm 661/588-8085 www.cognitomotorsports.com PN: UCAK100051 Upper control arm kit for ’11–present GM eight-lug trucks.
Big Time Auto Parts/Austin Int’l BT-410RAW LED Taillight +886-6-2663121 www.bigtime.com.tw PN: BT-410 RAW LED Tail Lamp Designed for OEM and aftermarket. Four multi-functions: turn signal /driving / brake /reverse. Includes 28 pieces RAW LEDs. Voltage system: 12V/24V. ABS housing and reflector.		Cognito Motorsports YR+6-Arm-Kit 661/588-8085 www.cognitomotorsports.com PN: YR+6-ARM-KIT Yamaha Rhino ’04–present 6-in.-longer arm, long-travel suspension system.		Comeup Industries Inc. DS-9.5rsi Self-Recovery Winch +886-2-2694-7011 www.comeupwinch.com PN: 293244 Comeup DS-9.5rsi is a powerful and fast electric winch. New generation with innovative features make it absolutely brilliant. Incredible, submersible, sealed DS-series self-recovery winch.
Convert-A-Ball Dist. Super-Duty Cushioned Ball Mount 308/254-7115 www.convert-a-ball.net PN: AMSC-V2 Super-duty cushioned ball mount fits in 21/2-in. receiver hitch. Rated at 18,000 lbs. GVW; 2,000 lbs. GTW. Internal polyurethane cushions act as a shock absorber.		Coplus Inc. Skull Mirror Cover +886-6-265-5599 www.scoo.com.tw PN: 9501001 Skull mirror covers present innovative looks through 3-D skull and flame designs. Amber LED lights inlaid into skulls’ eyes will flash along with turn signals.		Couplemate Brake Controller 775/219-7708 www.couplemate.com PN: CM710 Mounts under dash/on the trailer. Multiple vehicles can tow a trailer with electric brakes. This break controller is ideal to control from one to three axles.

Forty Wranglers were on display in exhibitor booths, combined with another 54 on display throughout the Las Vegas Convention Center during the 2010 SEMA Show. Clearly dominating the floor, Jeep Wrangler was presented with the 2010 SEMA Award for Hottest 4x4-SUV. This example was built by Warrior Products and features accessories from a host of manufacturers, including Airaid, HoodLift, ProComp USA and ScanGaugeII.

The light-truck industry was particularly hard hit by the recession that began about three years ago, but at last, the tide seems to be turning. The automakers are seeing definite and consistent sales increases, and while some sectors of the truck market remain tentative, full-size pickups and crossover vehicles are clearly on the upswing. Of the 10 top-selling vehicles in January of 2011, according to Automotive News, the Ford F-Series pickup was number one (again), the Chevrolet Silverado was number two and the Honda CR-V was number six.

At the 2010 SEMA Show, exhibitors in the Truck, SUV & Off-Road section created a similar feeling of optimism about the year ahead. With booth registration up 9% from the previous Show, the upper level of the South Hall was a shrine to this market featuring more than 250 exhibitors. New-product registrations also soared, with truck, SUV and off-road exhibitors placing 284 products in the New Products Showcase.

While their entries tend to run the gamut of applications, manufacturers in this market dedicated the bulk of their research and design money to five product categories. As evident by the registration data taken from this year’s Showcase, five product categories dominated exhibitors’ submissions—winches, suspension accessories, trailer hitches, driving lights and bumpers. Much of the new product activity in the off-road segment centered on Jeep Wrangler applications, which commanded significant investment among manufacturers in the segment. The Jeep Wrangler was also the most frequently seen display vehicle on the floor in the off-road segment, while the F-150 was the most-displayed truck.

Four out of five buyers (74%), visited the New Products Showcase, where truck, SUV and off-road manufacturers made a strong impact on attendees. Their entries were scanned 11,051 times by attending media and buyers using handheld remote scanners.

Typically, once buyers identify the products they find most intriguing, they hit the SEMA Show floor and meet with exhibitors face-to-face.

This year, active buyers in the truck, SUV and off-road market took advantage of the opportunity, introducing themselves and scanning their badges at booths in this section a total of 31,252 times.

The following are New Products Showcase entries dedicated to truck, SUV and off-road applications. Along with the products, we’ve interviewed industry executives to get their thoughts about the trends they perceive and some words of advice about what might lie ahead. You’ll see their comments and predictions as you page through the story.

AR Ventures Articulating Hitch Ball Mounts 505/343-1705 www.arventureshitches.com PN: AR-007 Articulating pro hitch ball mount.	Runner-Up—Best New Packaging Design AMP Research Bed X-Tender 888/983-2204 www.amp-research.com PN: 74504-01A	Bestop Inc. Cleaner and Protectant 800/845-3567 www.bestop.com PN: 11205-00 Bestop-recommended fabric-care products now available for Bestop soft-tops and accessories.
Ascend Industries Inc. Diamond Step Bar With LED Lights 714/593-3400 www.ascendtruck.com PN: VB-5000 Series Highly polished stainless-steel step bar with LED ground effects that is compatible with factory keyless remote and dome light.		Baja Designs/Soltek Light Systems Strykr Pro 800/422-5292 www.bajadesigns.com PN: 63-0012 A 700-Lumen helmet light that is waterproof and rugged. High, medium, low and strobe modes. Light head weighs only 100 grams. Battery lasts from 3–24 hours.		Baja Designs/Soltek Light Systems Stealth LED 800/422-5292 www.bajadesigns.com PN: 620270 High-performance LED light bar for off-road or auxiliary lighting. Each 10-in. segment provides 3500 lumens (equivalent to HID)of light put exactly where the user needs it.
Bestop Inc. Under Seat Locking Storage Box 800/845-3567 www.bestop.com PN: 42641-01 The Under Seat Locking Storage Box allows secure, out-of-sight storage of valuables and is custom-designed to easily bolt in directly below the driver’s seat.		Bestop Inc. HighRock 4x4 Narrow-Style Front Bumper 800/845-3567 www.bestop.com PN: 42933-01 Bestop’s new narrow bumper hits the design points today’s Jeep owners are looking for and are carefully designed to not hit anything else. Short design eliminates any unnecessary overhang; will clear any size tires. There is still room for extraction points.		Bestop Inc. TrekStep for Jeep Wrangler 800/845-3567 www.bestop.com PN: 45299-15 A spring-loaded step that easily extends down with the push of a foot and retracts up to store securely under the rear bumper when not in use.
BAK Industries BakBox 818/365-9000 www.bakliner.com PN: 90-XXX Bakbox is the world’s first and only toolbox that folds away and disappears to provide full, unobstructed use of the truck bed when needed. It ships UPS and is invisible when closed. It works with all tonneau covers.		Couplemate SUV Step 775/219-7708 www.couplemate.com PN: CM010 A fantastic innovation for the single-strut designed base plate. Importantly, all existing Couplemate baseplates can accept the new SUV step.		Carriage Works Billet Accessories ’11 Ford Super Duty Grille 816/966-1405 www.carriageworksinc.com PN: 44782 A ’11 Ford Super Duty XL, XLT, Lariat and King Ranch monster bar quick-replacement billet grille. Provides show-quality customized appearance at an affordable price.

 

 

Carr Work Truck Step 24 800/800-1084 www.carr.com PN: 501020 Carr’s 24-in. work truck step is a hands-free step that provides safe and secure access to the side of a truck.		Carriage Works Billet Accessories ’11 Chevy HD 816/966-1405 www.carriageworksinc.com PN: 3804 A ’11 Chevy heavy-duty bolt-over wire mesh grille fits all models. Provides show-quality customized appearance at an affordable price.	CargoBuckle Mini G3 317/896-9531 www.cargobuckle.com PN: F103745 The CargoBuckle Mini G3 retractable ratchet tie-down system takes the hassle out of securing gear. Six feet of 1-in. webbing enables users to tie down more equipment in more applications, conveniently and securely. Just hook, ratchet and go!
Cognito Motorsports FSLK100430 661/588-8085 www.cognitomotorsports.com PN: FSLK100430 Front non-torsion-bar drop 4- to 6-in. suspension lift system for ’11–present GM eight-lug trucks and SUVs.		Cognito Motorsports Support Kit 661/588-8085 www.cognitomotorsports.com PN: PISK3008 Pitman/idler-arm support kit for ’11–present GM eight-lug trucks.	Cognito Motorsports Control Arm 661/588-8085 www.cognitomotorsports.com PN: UCAK100051 Upper control arm kit for ’11–present GM eight-lug trucks.
Big Time Auto Parts/Austin Int’l BT-410RAW LED Taillight +886-6-2663121 www.bigtime.com.tw PN: BT-410 RAW LED Tail Lamp Designed for OEM and aftermarket. Four multi-functions: turn signal /driving / brake /reverse. Includes 28 pieces RAW LEDs. Voltage system: 12V/24V. ABS housing and reflector.		Cognito Motorsports YR+6-Arm-Kit 661/588-8085 www.cognitomotorsports.com PN: YR+6-ARM-KIT Yamaha Rhino ’04–present 6-in.-longer arm, long-travel suspension system.		Comeup Industries Inc. DS-9.5rsi Self-Recovery Winch +886-2-2694-7011 www.comeupwinch.com PN: 293244 Comeup DS-9.5rsi is a powerful and fast electric winch. New generation with innovative features make it absolutely brilliant. Incredible, submersible, sealed DS-series self-recovery winch.
Convert-A-Ball Dist. Super-Duty Cushioned Ball Mount 308/254-7115 www.convert-a-ball.net PN: AMSC-V2 Super-duty cushioned ball mount fits in 21/2-in. receiver hitch. Rated at 18,000 lbs. GVW; 2,000 lbs. GTW. Internal polyurethane cushions act as a shock absorber.		Coplus Inc. Skull Mirror Cover +886-6-265-5599 www.scoo.com.tw PN: 9501001 Skull mirror covers present innovative looks through 3-D skull and flame designs. Amber LED lights inlaid into skulls’ eyes will flash along with turn signals.		Couplemate Brake Controller 775/219-7708 www.couplemate.com PN: CM710 Mounts under dash/on the trailer. Multiple vehicles can tow a trailer with electric brakes. This break controller is ideal to control from one to three axles.

		Held at the Embassy Suites in El Segundo, California, the 14th annual 2011 MPMC Media Trade Conference brought together media from all over the world with racing and high-performance parts manufacturers for three days of face-to-face, 30-minute meetings.

An unusually popular event, the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference (MTC), brings together writers and editors from all over the world with racing and high-performance parts manufacturers.

Those not familiar with the MTC event can think of it as “speed dating” between manufacturers and media. It’s designed to facilitate rapid exchange of information between the parties at hand.

One hundred manufacturers—all MPMC members—and hundreds of media attendees gather in the same hotel, and every 30 minutes, a bell rings to end the current meeting and start a new one. That leaves room for 14 meetings a day. The event runs for three days, meaning that as many as 42 meetings can take place for each manufacturer or media attendee, plus lunchtime networking.

Nowhere else can a manufacturer have the opportunity to meet with automotive journalists from the world over in as many as 42 face-to-face, 30-minute meetings. Likewise, nowhere else can editors and writers gather so much technical and new product material in one place.

By interviewing media attendees, we uncovered an unexpected piece of information about the MPMC MTC: Everyone loves it.

		Ken Freund, a freelancer who writes for a variety of outlets, attends the MTC to get the latest info on parts that might be right for his audience and arrange test opportunities.		Drew Hardin, editor of Muscle Car Review, finds value in the MPMC conference because he can get access to company principals who can green-light big editorial projects.

Manufacturers seem to love it because it’s an inexpensive, practical and highly productive way of bringing media attention to their newest products. Manufacturer attendance is limited to 100 businesses, and every year, there is a waiting list to get in.

For the manufacturers, it’s educational. The meetings tend to improve a manufacturer’s understanding of what media outlets are available, and which ones might be best suited for targeted marketing. Manufacturers find out which magazines may have shifted their editorial focus and which new media outlets have grown the most, and can also collect business cards to update their media mailing lists.

That exchange of information works for the media as well. “It really makes a difference to be able to discuss back and forth,” said Travis Noack, “what we’re trying to accomplish with the magazine—the directions we’re taking with content—compared to what their mission is as a company and the products that are in line with that.” Noack is editorial director for the Beckett Media titles Street Trucks, MuscleCar Power, Drag Racer and DRIVE! magazines.

Through their conversations, editors can quickly identify those products that their readership will be most excited about, which will help them sell more magazines and increase their audience. In essence, attending the MTC gives them a leg up on their competition.

Enhanced Editorial Access

That’s one reason why, as popular as the event may be with participating manufacturers, it seems to be even more popular with the media attendees.

All the writers and editors we talked to pointed to the fact that MTC meetings create one-on-one conversations between manufacturers and media that could not take place any other way.

“I’ve been a SEMA member since the mid-’70s,” said Dave Wallace, editor of the Source Interlink Media title Hot Rod Deluxe, “and for me, as a freelancer and a journalist, I think this is the best single member benefit I have ever gotten.”

The MTC is unique for the media because it provides quality time with key decision-makers.

“In the old days at SEMA—my first show was probably 1972 or 1973, I guess it was Anaheim then—in those days, when someone walked past my booth, I knew who they were,” Wallace said. “The SEMA Show is still a great thing, but we lost that one-on-one connection. There are so many demands on the exhibitors’ time; you can’t expect much more than a handshake, even if they’d like to talk product with you. They’re trying to do business.”

In short, the MTC—following closely on the heels of SEMA Show—has become a must-attend event for the media because it offers completely different benefits from the big show in Las Vegas.

“The networking opportunities are terrific,” Wallace noted. “You have the principals of the company right there. You can sit down with the people who actually design these products and have a technical discussion for 30 minutes—and an exclusive conversation.”

Noack echoed Wallace’s thoughts. “You don’t get the displays that we have at the SEMA Show, but what I like is the one-on-one personal time that is scheduled with each exhibitor,” Noack said. “We go because it’s a great opportunity to see 30–40 companies all in one place. We actually have scheduled time to sit down and find out what new products they are producing, what they’re excited about and why.”

To make the best schedule possible, media are asked to indicate which manufacturers they would prefer to see when they sign up. Meetings are assigned in advance. It’s a three-day event, but if attending all three days is not possible, SEMA staff try to make the best schedule for writers who can only commit one or two days. There is no registration fee for media, and lunch is free for all.

For Media, a Lot to Like

		Meetings take place in the individual suites, which allows participating manufacturers to set up their products and offer catalogs, press releases, even snacks. Editors can easily gather up information and high-resolution images as they find out about the newest parts.

The MTC works because, especially for a freelancer, access is everything. Chief editors at major magazines may be able to reach key manufacturer principals on their own schedule, but freelancers have a much harder time getting inside a busy manufacturer’s organization.

“At the MTC, the freelancers have the same access, the same privilege, as the editors of major magazines,” Wallace pointed out. “Any other time, as a freelancer without an assignment, I don’t have a good reason to go bother a Ron Coleman or a Chris Alston, or any of the principals of these companies… In this situation, you have this incredible opportunity to ask questions and learn the technical stuff.

“At the end of the day, I am bursting with information,” Wallace continued. “It gives me story ideas so I can pick up the phone or e-mail different editors, and very often, they would come back with ‘why don’t you do the story?’ For a freelancer, who doesn’t even have to be a SEMA member, it’s an unbelievable opportunity.”

Being able to find time for freelance writers is an equal benefit to the manufacturers. Unlike a staff editor, a freelancer may be able to take a story idea and adapt it for publication in several outlets, using his or her contacts with multiple editors.

Ken Freund, another freelance writer who regularly contributes to three titles in the RV category and four titles in the motorcycle category, put it this way: “My hope is to get a scoop on some new products, to try to find out about stuff before anybody who I compete against—or at least, make sure I get it at the same time.”

Another veteran writer and editor, Drew Hardin, edits Muscle Car Review for Source Interlink Media, among other media outlets. He attended this year not so much for the new product information, but because it allowed him to set-up big project builds and get sign-off from the people who can make it happen.

“At Muscle Car Review, we’ve been talking about doing a comparison test between bias-ply and radial tires. And my meeting with the folks at Coker Tire made that happen,” Hardin explained. “We had not been able to solidify the plan or make progress, really, until I got into that room with those guys and had the conversations we needed to have. We talked about the parameters of the test, about how many pages we would need, the vehicle we were going to use—and everybody became comfortable enough with the concept to green-light it. And I don’t know if that would have happened with just phone calls and e-mails.”

		Lunchtime provides another chance to network. For both parties, it’s an opportunity to create a relationship-driven business communications channel that can last for years. Pictured here (from left) are Street Rodder Senior Tech Editor Ron Ceridono; Flex-a-lite President Lisa Chissus; and Street Rodder Editorial Director Brian Brennan		Some editors attend to cross-network and discuss story ideas. The conference is particularly valuable for freelancers, who can get story ideas and place them with media outlets, sometimes all in one day. Here, Off-Road Adventures’ Denis Snow and TMR Enterprises’ Trent Riddle compare notes on the morning session at lunch.

So it seems that there is a lot to like for media in attendance. That said, MTC event planners are always looking for ways to refine and improve the format of the event. Matching up the perfect manufacturer with the ideal media is not an easy task, but most attendees told us, most of the time, it works pretty well.

“We probably get about 80%–90% of the people we want to see on our schedule,” Noack told us. “This year I didn’t; I think it was probably a function of trying to jam everything into two days. So I came back on Thursday and popped in on a few people. I found I was able to get together with people at the bar for a drink, at lunch or for dinner to tighten up some of those loose ends.”

It’s worth noting that those media who sign up before the December deadline have the advantage when it comes to getting meetings with the manufacturers they choose.

To facilitate last-minute changes, appointment grids are made available in a separate suite. The grids are kept up-to-the-minute by SEMA staff to allow media and manufacturers to compensate for late arrivals or unavoidable cancellations. Using these grids, SEMA staff tries to shift available media toward available manufacturers, and vice-versa, on the fly.

Planning for next year’s conference, which will be the 15th consecutive meeting, is already under way. Under consideration are such issues as how to involve new media bloggers or to what extent that would be appropriate. These ideas will be discussed on the council level during the months leading up to next year’s conferences. “We’re always looking for ways to improve the format,” said SEMA Council Director Jim Skelly, “but we really don’t want to change the core of the event.” Based on the feedback from media in attendance this year, we think everyone would agree.

Readers who would like more information about the MPMC Media Trade Conference may visit www.sema.org and pull down the “Events” tab.

		Held at the Embassy Suites in El Segundo, California, the 14th annual 2011 MPMC Media Trade Conference brought together media from all over the world with racing and high-performance parts manufacturers for three days of face-to-face, 30-minute meetings.

An unusually popular event, the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference (MTC), brings together writers and editors from all over the world with racing and high-performance parts manufacturers.

Those not familiar with the MTC event can think of it as “speed dating” between manufacturers and media. It’s designed to facilitate rapid exchange of information between the parties at hand.

One hundred manufacturers—all MPMC members—and hundreds of media attendees gather in the same hotel, and every 30 minutes, a bell rings to end the current meeting and start a new one. That leaves room for 14 meetings a day. The event runs for three days, meaning that as many as 42 meetings can take place for each manufacturer or media attendee, plus lunchtime networking.

Nowhere else can a manufacturer have the opportunity to meet with automotive journalists from the world over in as many as 42 face-to-face, 30-minute meetings. Likewise, nowhere else can editors and writers gather so much technical and new product material in one place.

By interviewing media attendees, we uncovered an unexpected piece of information about the MPMC MTC: Everyone loves it.

		Ken Freund, a freelancer who writes for a variety of outlets, attends the MTC to get the latest info on parts that might be right for his audience and arrange test opportunities.		Drew Hardin, editor of Muscle Car Review, finds value in the MPMC conference because he can get access to company principals who can green-light big editorial projects.

Manufacturers seem to love it because it’s an inexpensive, practical and highly productive way of bringing media attention to their newest products. Manufacturer attendance is limited to 100 businesses, and every year, there is a waiting list to get in.

For the manufacturers, it’s educational. The meetings tend to improve a manufacturer’s understanding of what media outlets are available, and which ones might be best suited for targeted marketing. Manufacturers find out which magazines may have shifted their editorial focus and which new media outlets have grown the most, and can also collect business cards to update their media mailing lists.

That exchange of information works for the media as well. “It really makes a difference to be able to discuss back and forth,” said Travis Noack, “what we’re trying to accomplish with the magazine—the directions we’re taking with content—compared to what their mission is as a company and the products that are in line with that.” Noack is editorial director for the Beckett Media titles Street Trucks, MuscleCar Power, Drag Racer and DRIVE! magazines.

Through their conversations, editors can quickly identify those products that their readership will be most excited about, which will help them sell more magazines and increase their audience. In essence, attending the MTC gives them a leg up on their competition.

Enhanced Editorial Access

That’s one reason why, as popular as the event may be with participating manufacturers, it seems to be even more popular with the media attendees.

All the writers and editors we talked to pointed to the fact that MTC meetings create one-on-one conversations between manufacturers and media that could not take place any other way.

“I’ve been a SEMA member since the mid-’70s,” said Dave Wallace, editor of the Source Interlink Media title Hot Rod Deluxe, “and for me, as a freelancer and a journalist, I think this is the best single member benefit I have ever gotten.”

The MTC is unique for the media because it provides quality time with key decision-makers.

“In the old days at SEMA—my first show was probably 1972 or 1973, I guess it was Anaheim then—in those days, when someone walked past my booth, I knew who they were,” Wallace said. “The SEMA Show is still a great thing, but we lost that one-on-one connection. There are so many demands on the exhibitors’ time; you can’t expect much more than a handshake, even if they’d like to talk product with you. They’re trying to do business.”

In short, the MTC—following closely on the heels of SEMA Show—has become a must-attend event for the media because it offers completely different benefits from the big show in Las Vegas.

“The networking opportunities are terrific,” Wallace noted. “You have the principals of the company right there. You can sit down with the people who actually design these products and have a technical discussion for 30 minutes—and an exclusive conversation.”

Noack echoed Wallace’s thoughts. “You don’t get the displays that we have at the SEMA Show, but what I like is the one-on-one personal time that is scheduled with each exhibitor,” Noack said. “We go because it’s a great opportunity to see 30–40 companies all in one place. We actually have scheduled time to sit down and find out what new products they are producing, what they’re excited about and why.”

To make the best schedule possible, media are asked to indicate which manufacturers they would prefer to see when they sign up. Meetings are assigned in advance. It’s a three-day event, but if attending all three days is not possible, SEMA staff try to make the best schedule for writers who can only commit one or two days. There is no registration fee for media, and lunch is free for all.

For Media, a Lot to Like

		Meetings take place in the individual suites, which allows participating manufacturers to set up their products and offer catalogs, press releases, even snacks. Editors can easily gather up information and high-resolution images as they find out about the newest parts.

The MTC works because, especially for a freelancer, access is everything. Chief editors at major magazines may be able to reach key manufacturer principals on their own schedule, but freelancers have a much harder time getting inside a busy manufacturer’s organization.

“At the MTC, the freelancers have the same access, the same privilege, as the editors of major magazines,” Wallace pointed out. “Any other time, as a freelancer without an assignment, I don’t have a good reason to go bother a Ron Coleman or a Chris Alston, or any of the principals of these companies… In this situation, you have this incredible opportunity to ask questions and learn the technical stuff.

“At the end of the day, I am bursting with information,” Wallace continued. “It gives me story ideas so I can pick up the phone or e-mail different editors, and very often, they would come back with ‘why don’t you do the story?’ For a freelancer, who doesn’t even have to be a SEMA member, it’s an unbelievable opportunity.”

Being able to find time for freelance writers is an equal benefit to the manufacturers. Unlike a staff editor, a freelancer may be able to take a story idea and adapt it for publication in several outlets, using his or her contacts with multiple editors.

Ken Freund, another freelance writer who regularly contributes to three titles in the RV category and four titles in the motorcycle category, put it this way: “My hope is to get a scoop on some new products, to try to find out about stuff before anybody who I compete against—or at least, make sure I get it at the same time.”

Another veteran writer and editor, Drew Hardin, edits Muscle Car Review for Source Interlink Media, among other media outlets. He attended this year not so much for the new product information, but because it allowed him to set-up big project builds and get sign-off from the people who can make it happen.

“At Muscle Car Review, we’ve been talking about doing a comparison test between bias-ply and radial tires. And my meeting with the folks at Coker Tire made that happen,” Hardin explained. “We had not been able to solidify the plan or make progress, really, until I got into that room with those guys and had the conversations we needed to have. We talked about the parameters of the test, about how many pages we would need, the vehicle we were going to use—and everybody became comfortable enough with the concept to green-light it. And I don’t know if that would have happened with just phone calls and e-mails.”

		Lunchtime provides another chance to network. For both parties, it’s an opportunity to create a relationship-driven business communications channel that can last for years. Pictured here (from left) are Street Rodder Senior Tech Editor Ron Ceridono; Flex-a-lite President Lisa Chissus; and Street Rodder Editorial Director Brian Brennan		Some editors attend to cross-network and discuss story ideas. The conference is particularly valuable for freelancers, who can get story ideas and place them with media outlets, sometimes all in one day. Here, Off-Road Adventures’ Denis Snow and TMR Enterprises’ Trent Riddle compare notes on the morning session at lunch.

So it seems that there is a lot to like for media in attendance. That said, MTC event planners are always looking for ways to refine and improve the format of the event. Matching up the perfect manufacturer with the ideal media is not an easy task, but most attendees told us, most of the time, it works pretty well.

“We probably get about 80%–90% of the people we want to see on our schedule,” Noack told us. “This year I didn’t; I think it was probably a function of trying to jam everything into two days. So I came back on Thursday and popped in on a few people. I found I was able to get together with people at the bar for a drink, at lunch or for dinner to tighten up some of those loose ends.”

It’s worth noting that those media who sign up before the December deadline have the advantage when it comes to getting meetings with the manufacturers they choose.

To facilitate last-minute changes, appointment grids are made available in a separate suite. The grids are kept up-to-the-minute by SEMA staff to allow media and manufacturers to compensate for late arrivals or unavoidable cancellations. Using these grids, SEMA staff tries to shift available media toward available manufacturers, and vice-versa, on the fly.

Planning for next year’s conference, which will be the 15th consecutive meeting, is already under way. Under consideration are such issues as how to involve new media bloggers or to what extent that would be appropriate. These ideas will be discussed on the council level during the months leading up to next year’s conferences. “We’re always looking for ways to improve the format,” said SEMA Council Director Jim Skelly, “but we really don’t want to change the core of the event.” Based on the feedback from media in attendance this year, we think everyone would agree.

Readers who would like more information about the MPMC Media Trade Conference may visit www.sema.org and pull down the “Events” tab.

		Held at the Embassy Suites in El Segundo, California, the 14th annual 2011 MPMC Media Trade Conference brought together media from all over the world with racing and high-performance parts manufacturers for three days of face-to-face, 30-minute meetings.

An unusually popular event, the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference (MTC), brings together writers and editors from all over the world with racing and high-performance parts manufacturers.

Those not familiar with the MTC event can think of it as “speed dating” between manufacturers and media. It’s designed to facilitate rapid exchange of information between the parties at hand.

One hundred manufacturers—all MPMC members—and hundreds of media attendees gather in the same hotel, and every 30 minutes, a bell rings to end the current meeting and start a new one. That leaves room for 14 meetings a day. The event runs for three days, meaning that as many as 42 meetings can take place for each manufacturer or media attendee, plus lunchtime networking.

Nowhere else can a manufacturer have the opportunity to meet with automotive journalists from the world over in as many as 42 face-to-face, 30-minute meetings. Likewise, nowhere else can editors and writers gather so much technical and new product material in one place.

By interviewing media attendees, we uncovered an unexpected piece of information about the MPMC MTC: Everyone loves it.

		Ken Freund, a freelancer who writes for a variety of outlets, attends the MTC to get the latest info on parts that might be right for his audience and arrange test opportunities.		Drew Hardin, editor of Muscle Car Review, finds value in the MPMC conference because he can get access to company principals who can green-light big editorial projects.

Manufacturers seem to love it because it’s an inexpensive, practical and highly productive way of bringing media attention to their newest products. Manufacturer attendance is limited to 100 businesses, and every year, there is a waiting list to get in.

For the manufacturers, it’s educational. The meetings tend to improve a manufacturer’s understanding of what media outlets are available, and which ones might be best suited for targeted marketing. Manufacturers find out which magazines may have shifted their editorial focus and which new media outlets have grown the most, and can also collect business cards to update their media mailing lists.

That exchange of information works for the media as well. “It really makes a difference to be able to discuss back and forth,” said Travis Noack, “what we’re trying to accomplish with the magazine—the directions we’re taking with content—compared to what their mission is as a company and the products that are in line with that.” Noack is editorial director for the Beckett Media titles Street Trucks, MuscleCar Power, Drag Racer and DRIVE! magazines.

Through their conversations, editors can quickly identify those products that their readership will be most excited about, which will help them sell more magazines and increase their audience. In essence, attending the MTC gives them a leg up on their competition.

Enhanced Editorial Access

That’s one reason why, as popular as the event may be with participating manufacturers, it seems to be even more popular with the media attendees.

All the writers and editors we talked to pointed to the fact that MTC meetings create one-on-one conversations between manufacturers and media that could not take place any other way.

“I’ve been a SEMA member since the mid-’70s,” said Dave Wallace, editor of the Source Interlink Media title Hot Rod Deluxe, “and for me, as a freelancer and a journalist, I think this is the best single member benefit I have ever gotten.”

The MTC is unique for the media because it provides quality time with key decision-makers.

“In the old days at SEMA—my first show was probably 1972 or 1973, I guess it was Anaheim then—in those days, when someone walked past my booth, I knew who they were,” Wallace said. “The SEMA Show is still a great thing, but we lost that one-on-one connection. There are so many demands on the exhibitors’ time; you can’t expect much more than a handshake, even if they’d like to talk product with you. They’re trying to do business.”

In short, the MTC—following closely on the heels of SEMA Show—has become a must-attend event for the media because it offers completely different benefits from the big show in Las Vegas.

“The networking opportunities are terrific,” Wallace noted. “You have the principals of the company right there. You can sit down with the people who actually design these products and have a technical discussion for 30 minutes—and an exclusive conversation.”

Noack echoed Wallace’s thoughts. “You don’t get the displays that we have at the SEMA Show, but what I like is the one-on-one personal time that is scheduled with each exhibitor,” Noack said. “We go because it’s a great opportunity to see 30–40 companies all in one place. We actually have scheduled time to sit down and find out what new products they are producing, what they’re excited about and why.”

To make the best schedule possible, media are asked to indicate which manufacturers they would prefer to see when they sign up. Meetings are assigned in advance. It’s a three-day event, but if attending all three days is not possible, SEMA staff try to make the best schedule for writers who can only commit one or two days. There is no registration fee for media, and lunch is free for all.

For Media, a Lot to Like

		Meetings take place in the individual suites, which allows participating manufacturers to set up their products and offer catalogs, press releases, even snacks. Editors can easily gather up information and high-resolution images as they find out about the newest parts.

The MTC works because, especially for a freelancer, access is everything. Chief editors at major magazines may be able to reach key manufacturer principals on their own schedule, but freelancers have a much harder time getting inside a busy manufacturer’s organization.

“At the MTC, the freelancers have the same access, the same privilege, as the editors of major magazines,” Wallace pointed out. “Any other time, as a freelancer without an assignment, I don’t have a good reason to go bother a Ron Coleman or a Chris Alston, or any of the principals of these companies… In this situation, you have this incredible opportunity to ask questions and learn the technical stuff.

“At the end of the day, I am bursting with information,” Wallace continued. “It gives me story ideas so I can pick up the phone or e-mail different editors, and very often, they would come back with ‘why don’t you do the story?’ For a freelancer, who doesn’t even have to be a SEMA member, it’s an unbelievable opportunity.”

Being able to find time for freelance writers is an equal benefit to the manufacturers. Unlike a staff editor, a freelancer may be able to take a story idea and adapt it for publication in several outlets, using his or her contacts with multiple editors.

Ken Freund, another freelance writer who regularly contributes to three titles in the RV category and four titles in the motorcycle category, put it this way: “My hope is to get a scoop on some new products, to try to find out about stuff before anybody who I compete against—or at least, make sure I get it at the same time.”

Another veteran writer and editor, Drew Hardin, edits Muscle Car Review for Source Interlink Media, among other media outlets. He attended this year not so much for the new product information, but because it allowed him to set-up big project builds and get sign-off from the people who can make it happen.

“At Muscle Car Review, we’ve been talking about doing a comparison test between bias-ply and radial tires. And my meeting with the folks at Coker Tire made that happen,” Hardin explained. “We had not been able to solidify the plan or make progress, really, until I got into that room with those guys and had the conversations we needed to have. We talked about the parameters of the test, about how many pages we would need, the vehicle we were going to use—and everybody became comfortable enough with the concept to green-light it. And I don’t know if that would have happened with just phone calls and e-mails.”

		Lunchtime provides another chance to network. For both parties, it’s an opportunity to create a relationship-driven business communications channel that can last for years. Pictured here (from left) are Street Rodder Senior Tech Editor Ron Ceridono; Flex-a-lite President Lisa Chissus; and Street Rodder Editorial Director Brian Brennan		Some editors attend to cross-network and discuss story ideas. The conference is particularly valuable for freelancers, who can get story ideas and place them with media outlets, sometimes all in one day. Here, Off-Road Adventures’ Denis Snow and TMR Enterprises’ Trent Riddle compare notes on the morning session at lunch.

So it seems that there is a lot to like for media in attendance. That said, MTC event planners are always looking for ways to refine and improve the format of the event. Matching up the perfect manufacturer with the ideal media is not an easy task, but most attendees told us, most of the time, it works pretty well.

“We probably get about 80%–90% of the people we want to see on our schedule,” Noack told us. “This year I didn’t; I think it was probably a function of trying to jam everything into two days. So I came back on Thursday and popped in on a few people. I found I was able to get together with people at the bar for a drink, at lunch or for dinner to tighten up some of those loose ends.”

It’s worth noting that those media who sign up before the December deadline have the advantage when it comes to getting meetings with the manufacturers they choose.

To facilitate last-minute changes, appointment grids are made available in a separate suite. The grids are kept up-to-the-minute by SEMA staff to allow media and manufacturers to compensate for late arrivals or unavoidable cancellations. Using these grids, SEMA staff tries to shift available media toward available manufacturers, and vice-versa, on the fly.

Planning for next year’s conference, which will be the 15th consecutive meeting, is already under way. Under consideration are such issues as how to involve new media bloggers or to what extent that would be appropriate. These ideas will be discussed on the council level during the months leading up to next year’s conferences. “We’re always looking for ways to improve the format,” said SEMA Council Director Jim Skelly, “but we really don’t want to change the core of the event.” Based on the feedback from media in attendance this year, we think everyone would agree.

Readers who would like more information about the MPMC Media Trade Conference may visit www.sema.org and pull down the “Events” tab.