SEMA News—July 2015

HERITAGE

Motorama Milk Truck

By Drew Hardin
Photo Courtesy Petersen Archive

Not content with launching just a publishing empire, Robert E. Petersen put on a series of car shows in the early ’50s that he called Motorama. The first one was held in 1950 at the Shrine Auditorium in Los Angeles, but later shows were staged at the art deco palace that was the Pan Pacific Auditorium. Hot rods, Bonneville race cars, drag racers and custom cars straight from the pages of Petersen’s magazines made up a big portion of these Motorama shows, but they also included new cars, antiques, motorcycles and classics from the ’30s and ’40s. In 1954, the show’s name changed to the International Motor Review and Motorama so that the Petersen shows wouldn’t be confused with the Motorama traveling car shows GM was holding at the time. The final Petersen show of the ’50s was held in 1955.

The Petersen Motorama made a one-year comeback in 1966, staged in conjunction with the NHRA’s Winternationals drag race. Like the previous shows, it took place at the Pan Pacific, and it featured a mix of hot rods, race cars, antiques and classics. But new on the scene were some of the wild custom cars being produced by the likes of George Barris, Dean Jeffries and a relative newcomer to the custom car world, Dan Woods.

A year before, the teenaged Woods had debuted his wild Milk Truck at the Tridents Car Show in Los Angeles and won the Grand Sweepstakes award, upstaging other entries from more established builders. Woods crafted the Milk Truck using junkyard, surplus and other cast-off or dirt-cheap pieces that were formed into this award-winning custom, thanks to his fabrication skills and keen design sense. The frame was scrounged from a Model A Ford, the single front coil spring was off a Corvair, the engine came out of a ’57 Pontiac and the truck’s original pearl-white paint was shot by Woods himself.

After the Tridents show win, Rod & Custom magazine put the Milk Truck on its August 1965 cover, and Woods’ talents earned him a job with Ed “Big Daddy” Roth.

By the time the Milk Truck was displayed at the 1966 Motorama, Woods had traded it to hot-rodder Bob Reisner in exchange for a T-bucket roadster. Now called the Milk Wagon, it looked different, too, wearing Cragar wheels and a custom paint job by Larry Watson.

This photo of the Milk Truck, “with Sandy Layne at the throttle,” ran in the May 1966 issue of Hot Rod magazine in a story about the Motorama written by Dick Wells. At the time, Wells was a feature editor at the magazine, but he would soon be instrumental in staging the first High Performance & Custom Trade Show at Dodger Stadium—considered the very first SEMA Show.

SEMA Member News—July/August 2015

Hot Rod Council Extends Reach Under New Leadership

	John McLeod of Classic Instruments became the HRIA chair in January.

In January, the Hot Rod Industry Alliance (HRIA) transitioned to new leadership, with John McLeod leading the charge as chair. McLeod is the owner of Classic Instruments in Boyne City, Michigan, a manufacturer and seller of custom instrumentation for automobiles and boats. Before entering the automotive industry, McLeod was a police officer for 16 years.

“I had a perfectly good career in law enforcement. I loved being a police officer. I still miss it to this day. But I really, really have a passion for cars and I had an opportunity come up so I just jumped in and things worked out very, very well for me because of a lot of dedication and hard work,” he said.

McLeod’s right hand for the next two years will be Tammy Holland, who was recently appointed chair-elect. Holland has been with the COMP Performance Group for 17 years and is currently in sales communications for the company. She also has several years of council and network experience with SEMA, having served previously as chair of the SEMA Businesswomen’s Network.

When reflecting on what first drew her to the automotive industry, several experiences come to Holland’s mind.

Tammy Holland of COMP Performance Group was appointed HRIA’s new chair-elect.

“I grew up a little bit of all over as a Navy brat,” she said. “One of the things that we used to do is go mudding. My dad always worked on cars. Probably one of the bigger influences was a date who took me to a drag race. That was the first real drag race I’d ever been to.”

McLeod and Holland both believe that it’s important to make the group open and inviting toward newcomers, be they recent graduates or someone getting a later start in the automotive industry. McLeod described this outreach as an information bridge.

“We call it Futures in Hot Rodding, because it’s not just the youth,” he said. “It’s anybody who is interested in our industry and wants to be part of it. We still need people on the floor, but we also need owners, accountants, sales staff, janitors, assemblers, etc. It really is big, and if anybody has an interest in vehicles, we’re interested in you.”

Holland echoed that sentiment.

“We both want to get rid of the stereotype that you have to be over a certain age to be a part of the HRIA,” she said. “Hot rodding is for every age group.”

Education Day and Builders Panel in Detroit a Success

Education Day is one of the council’s longest-standing events, consisting of 24 sessions led by hot-rod parts manufacturers. These experts, from some of the biggest names in industry, teach attendees about product features, benefits and installation guidelines in a casual, small-group setting. The 2015 event took place Friday, March 6, at the Detroit Autorama. This year, the council also added a room where additional questions and conversations could continue between manufacturers and retailers, even after the presentations concluded.

Education Day will continue to be a priority for the group, and McLeod hopes that the event will continue to grow—in attendance and in the digital space. HRIA plans to explore mediums for online access to the seminars in future. In this way, members will be able to access the information regardless of their physical locations. Though the look and feel of the event may change over time, HRIA remains committed to providing access and information that will contribute to the growth of the segment.

HRIA also hosted a builders panel at Autorama this year for individuals interested in joining the industry. Attendees heard straight talk and stories from hot rodding veterans Bobby Alloway, Jesse Greening, Dave Lane, J.F. Launier, Andy Leach and
Troy Trepanier.

“They were very candid and very open about the different ways each one have found to be successful. Some worked 9:00–5:00, not on weekends. Some work around the clock, seven days a week, 12 hours a day. Some have one employee. Some have 20 employees. What people got to learn is it’s hard work. It takes dedication and some sacrifice,” said McLeod.

While each of the presenting builders shared a different perspective, two common themes were the importance of excellent work and prioritizing relationships. The conversations continued long after the panel’s scheduled end time.

McLeod reflected on the successful event and what it means for the industry.

“I know that there’s someone out there who is thinking about joining the industry,” he said. “If we just spark that interest, he or she could be the next president of SEMA. That’s what we’re trying to do—just create opportunity.”

SEMA Member News—July/August 2015

Hot Rod Council Extends Reach Under New Leadership

	John McLeod of Classic Instruments became the HRIA chair in January.

In January, the Hot Rod Industry Alliance (HRIA) transitioned to new leadership, with John McLeod leading the charge as chair. McLeod is the owner of Classic Instruments in Boyne City, Michigan, a manufacturer and seller of custom instrumentation for automobiles and boats. Before entering the automotive industry, McLeod was a police officer for 16 years.

“I had a perfectly good career in law enforcement. I loved being a police officer. I still miss it to this day. But I really, really have a passion for cars and I had an opportunity come up so I just jumped in and things worked out very, very well for me because of a lot of dedication and hard work,” he said.

McLeod’s right hand for the next two years will be Tammy Holland, who was recently appointed chair-elect. Holland has been with the COMP Performance Group for 17 years and is currently in sales communications for the company. She also has several years of council and network experience with SEMA, having served previously as chair of the SEMA Businesswomen’s Network.

When reflecting on what first drew her to the automotive industry, several experiences come to Holland’s mind.

Tammy Holland of COMP Performance Group was appointed HRIA’s new chair-elect.

“I grew up a little bit of all over as a Navy brat,” she said. “One of the things that we used to do is go mudding. My dad always worked on cars. Probably one of the bigger influences was a date who took me to a drag race. That was the first real drag race I’d ever been to.”

McLeod and Holland both believe that it’s important to make the group open and inviting toward newcomers, be they recent graduates or someone getting a later start in the automotive industry. McLeod described this outreach as an information bridge.

“We call it Futures in Hot Rodding, because it’s not just the youth,” he said. “It’s anybody who is interested in our industry and wants to be part of it. We still need people on the floor, but we also need owners, accountants, sales staff, janitors, assemblers, etc. It really is big, and if anybody has an interest in vehicles, we’re interested in you.”

Holland echoed that sentiment.

“We both want to get rid of the stereotype that you have to be over a certain age to be a part of the HRIA,” she said. “Hot rodding is for every age group.”

Education Day and Builders Panel in Detroit a Success

Education Day is one of the council’s longest-standing events, consisting of 24 sessions led by hot-rod parts manufacturers. These experts, from some of the biggest names in industry, teach attendees about product features, benefits and installation guidelines in a casual, small-group setting. The 2015 event took place Friday, March 6, at the Detroit Autorama. This year, the council also added a room where additional questions and conversations could continue between manufacturers and retailers, even after the presentations concluded.

Education Day will continue to be a priority for the group, and McLeod hopes that the event will continue to grow—in attendance and in the digital space. HRIA plans to explore mediums for online access to the seminars in future. In this way, members will be able to access the information regardless of their physical locations. Though the look and feel of the event may change over time, HRIA remains committed to providing access and information that will contribute to the growth of the segment.

HRIA also hosted a builders panel at Autorama this year for individuals interested in joining the industry. Attendees heard straight talk and stories from hot rodding veterans Bobby Alloway, Jesse Greening, Dave Lane, J.F. Launier, Andy Leach and
Troy Trepanier.

“They were very candid and very open about the different ways each one have found to be successful. Some worked 9:00–5:00, not on weekends. Some work around the clock, seven days a week, 12 hours a day. Some have one employee. Some have 20 employees. What people got to learn is it’s hard work. It takes dedication and some sacrifice,” said McLeod.

While each of the presenting builders shared a different perspective, two common themes were the importance of excellent work and prioritizing relationships. The conversations continued long after the panel’s scheduled end time.

McLeod reflected on the successful event and what it means for the industry.

“I know that there’s someone out there who is thinking about joining the industry,” he said. “If we just spark that interest, he or she could be the next president of SEMA. That’s what we’re trying to do—just create opportunity.”

SEMA Member News—July/August 2015

Hot Rod Council Extends Reach Under New Leadership

	John McLeod of Classic Instruments became the HRIA chair in January.

In January, the Hot Rod Industry Alliance (HRIA) transitioned to new leadership, with John McLeod leading the charge as chair. McLeod is the owner of Classic Instruments in Boyne City, Michigan, a manufacturer and seller of custom instrumentation for automobiles and boats. Before entering the automotive industry, McLeod was a police officer for 16 years.

“I had a perfectly good career in law enforcement. I loved being a police officer. I still miss it to this day. But I really, really have a passion for cars and I had an opportunity come up so I just jumped in and things worked out very, very well for me because of a lot of dedication and hard work,” he said.

McLeod’s right hand for the next two years will be Tammy Holland, who was recently appointed chair-elect. Holland has been with the COMP Performance Group for 17 years and is currently in sales communications for the company. She also has several years of council and network experience with SEMA, having served previously as chair of the SEMA Businesswomen’s Network.

When reflecting on what first drew her to the automotive industry, several experiences come to Holland’s mind.

Tammy Holland of COMP Performance Group was appointed HRIA’s new chair-elect.

“I grew up a little bit of all over as a Navy brat,” she said. “One of the things that we used to do is go mudding. My dad always worked on cars. Probably one of the bigger influences was a date who took me to a drag race. That was the first real drag race I’d ever been to.”

McLeod and Holland both believe that it’s important to make the group open and inviting toward newcomers, be they recent graduates or someone getting a later start in the automotive industry. McLeod described this outreach as an information bridge.

“We call it Futures in Hot Rodding, because it’s not just the youth,” he said. “It’s anybody who is interested in our industry and wants to be part of it. We still need people on the floor, but we also need owners, accountants, sales staff, janitors, assemblers, etc. It really is big, and if anybody has an interest in vehicles, we’re interested in you.”

Holland echoed that sentiment.

“We both want to get rid of the stereotype that you have to be over a certain age to be a part of the HRIA,” she said. “Hot rodding is for every age group.”

Education Day and Builders Panel in Detroit a Success

Education Day is one of the council’s longest-standing events, consisting of 24 sessions led by hot-rod parts manufacturers. These experts, from some of the biggest names in industry, teach attendees about product features, benefits and installation guidelines in a casual, small-group setting. The 2015 event took place Friday, March 6, at the Detroit Autorama. This year, the council also added a room where additional questions and conversations could continue between manufacturers and retailers, even after the presentations concluded.

Education Day will continue to be a priority for the group, and McLeod hopes that the event will continue to grow—in attendance and in the digital space. HRIA plans to explore mediums for online access to the seminars in future. In this way, members will be able to access the information regardless of their physical locations. Though the look and feel of the event may change over time, HRIA remains committed to providing access and information that will contribute to the growth of the segment.

HRIA also hosted a builders panel at Autorama this year for individuals interested in joining the industry. Attendees heard straight talk and stories from hot rodding veterans Bobby Alloway, Jesse Greening, Dave Lane, J.F. Launier, Andy Leach and
Troy Trepanier.

“They were very candid and very open about the different ways each one have found to be successful. Some worked 9:00–5:00, not on weekends. Some work around the clock, seven days a week, 12 hours a day. Some have one employee. Some have 20 employees. What people got to learn is it’s hard work. It takes dedication and some sacrifice,” said McLeod.

While each of the presenting builders shared a different perspective, two common themes were the importance of excellent work and prioritizing relationships. The conversations continued long after the panel’s scheduled end time.

McLeod reflected on the successful event and what it means for the industry.

“I know that there’s someone out there who is thinking about joining the industry,” he said. “If we just spark that interest, he or she could be the next president of SEMA. That’s what we’re trying to do—just create opportunity.”

SEMA Member News—July/August 2015

Let’s Talk Data: An ARMO Task Force Update

	ARMO’s data task force is exploring opportunities to supply restoration product data to members.

For more than a year, the select committee of the Automotive Restoration Market Organization (ARMO) has been discussing how to best address council members’ need for data access and organization. Quite a bit of vehicle data from the ’80s and ’90s is unavailable—information that manufacturers could use for product research.

“A lot of the information seems to have disappeared in the transition from print to digital media,” Chair Dennis Roberts explained.

In the beginning stages of the conversation about this issue, the select committee considered developing a data repository to make it easy for members to find the information. As the project developed, a new plan took shape.

“The one thing we realized was that the information is likely still available through some channels that the OEMs use, so instead of us building a repository, maybe our focus should be on the ability to access that information through licensing or other means,” Roberts said.

A data task force was formed to guide the evolving project, and Brian Rowland was appointed in December to lead the initiative. Rowland is the vice president of merchandising at U.S. Auto Parts, where he oversees data, pricing, merchandising and assortment selection. For the past three years, he has also been responsible for profit and loss for the performance and accessories line of business. He has also been a member of the Auto Care Association’s National Catalog Manager’s Association board of directors for four years, working with members to adopt data standards. With his extensive data-management experience and in-depth understanding of the Aftermarket Catalog Enhanced Standard (ACES) and the Product Information Exchange Standard (PIES), Rowland was a natural fit for the position. He has already brought more definition to the project and is beginning to chart the course for the next few years.

Long term, Rowland said that the group would still love to create a data repository for members. For now, the task force is focused on exploring options and a few in-between steps.

“By the end of this year, we hope to have identified two or three data sources that we feel are going to be the best ones out there for the marketplace, and ideally, we’ve negotiated free access for the membership,” he said. “I don’t know if we’re going to get it free or not, but at least we hope to negotiate some sort of very economical access to that information for everyone.”

Along with this research, there are quite a few opportunities for council collaboration with the SEMA Data Co-op in organizing vehicle and product data according to aftermarket industry standards. While Rowland acknowledged that using the SDC takes a big commitment up front in the way of time and energy, he has seen it pay off in the end. Ultimately, manufacturers benefit because they have to maintain data in only one place and can control which retailers access it. Roberts said that this control is a very important feature for manufacturers.

“Retailers often miss the best selling features, or the data somehow or another gets disorganized,” he said. “The manufacturers, if they’re entering and controlling their own data, have the ability to make sure that the most important features are included.”

Rowland hopes ARMO can become a resource for member companies that need to organize or access data, but he recognizes a unique set of challenges for the restoration market.

ACES, Rowland explained, is information about fitment—which products can be used with which models. One challenge is that some of the vehicle configuration data prior to 1985 can become problematic. While this presents one area for the task force to begin working, Rowland and Roberts hope that members will reach out with their own perspectives and ideas.

“We don’t want to presume anything,” Rowland said. “We want to understand what’s keeping our membership up at night and how we can make their day-to-day lives and jobs easier. I want to rely on canvassing the population a little bit more to really make sure that we’re focused on the right areas. We don’t have a whole lot of direct answers right now. We have a whole lot of ideas, but we want to make sure this is providing the most value to the membership.”

He encouraged council members to participate.

“Don’t suffer in silence; don’t be shy,” he said. “Let us know what challenges you are facing, because that’s really what we want to focus on.”

Members can reach out to ARMO Council Director Jim Skelly with questions or feedback. He can be reached via e-mail at jimsk@sema.org or by phone at 909-978-6690.
 

SEMA Member News—July/August 2015

Let’s Talk Data: An ARMO Task Force Update

	ARMO’s data task force is exploring opportunities to supply restoration product data to members.

For more than a year, the select committee of the Automotive Restoration Market Organization (ARMO) has been discussing how to best address council members’ need for data access and organization. Quite a bit of vehicle data from the ’80s and ’90s is unavailable—information that manufacturers could use for product research.

“A lot of the information seems to have disappeared in the transition from print to digital media,” Chair Dennis Roberts explained.

In the beginning stages of the conversation about this issue, the select committee considered developing a data repository to make it easy for members to find the information. As the project developed, a new plan took shape.

“The one thing we realized was that the information is likely still available through some channels that the OEMs use, so instead of us building a repository, maybe our focus should be on the ability to access that information through licensing or other means,” Roberts said.

A data task force was formed to guide the evolving project, and Brian Rowland was appointed in December to lead the initiative. Rowland is the vice president of merchandising at U.S. Auto Parts, where he oversees data, pricing, merchandising and assortment selection. For the past three years, he has also been responsible for profit and loss for the performance and accessories line of business. He has also been a member of the Auto Care Association’s National Catalog Manager’s Association board of directors for four years, working with members to adopt data standards. With his extensive data-management experience and in-depth understanding of the Aftermarket Catalog Enhanced Standard (ACES) and the Product Information Exchange Standard (PIES), Rowland was a natural fit for the position. He has already brought more definition to the project and is beginning to chart the course for the next few years.

Long term, Rowland said that the group would still love to create a data repository for members. For now, the task force is focused on exploring options and a few in-between steps.

“By the end of this year, we hope to have identified two or three data sources that we feel are going to be the best ones out there for the marketplace, and ideally, we’ve negotiated free access for the membership,” he said. “I don’t know if we’re going to get it free or not, but at least we hope to negotiate some sort of very economical access to that information for everyone.”

Along with this research, there are quite a few opportunities for council collaboration with the SEMA Data Co-op in organizing vehicle and product data according to aftermarket industry standards. While Rowland acknowledged that using the SDC takes a big commitment up front in the way of time and energy, he has seen it pay off in the end. Ultimately, manufacturers benefit because they have to maintain data in only one place and can control which retailers access it. Roberts said that this control is a very important feature for manufacturers.

“Retailers often miss the best selling features, or the data somehow or another gets disorganized,” he said. “The manufacturers, if they’re entering and controlling their own data, have the ability to make sure that the most important features are included.”

Rowland hopes ARMO can become a resource for member companies that need to organize or access data, but he recognizes a unique set of challenges for the restoration market.

ACES, Rowland explained, is information about fitment—which products can be used with which models. One challenge is that some of the vehicle configuration data prior to 1985 can become problematic. While this presents one area for the task force to begin working, Rowland and Roberts hope that members will reach out with their own perspectives and ideas.

“We don’t want to presume anything,” Rowland said. “We want to understand what’s keeping our membership up at night and how we can make their day-to-day lives and jobs easier. I want to rely on canvassing the population a little bit more to really make sure that we’re focused on the right areas. We don’t have a whole lot of direct answers right now. We have a whole lot of ideas, but we want to make sure this is providing the most value to the membership.”

He encouraged council members to participate.

“Don’t suffer in silence; don’t be shy,” he said. “Let us know what challenges you are facing, because that’s really what we want to focus on.”

Members can reach out to ARMO Council Director Jim Skelly with questions or feedback. He can be reached via e-mail at jimsk@sema.org or by phone at 909-978-6690.
 

SEMA Member News—July/August 2015

Let’s Talk Data: An ARMO Task Force Update

	ARMO’s data task force is exploring opportunities to supply restoration product data to members.

For more than a year, the select committee of the Automotive Restoration Market Organization (ARMO) has been discussing how to best address council members’ need for data access and organization. Quite a bit of vehicle data from the ’80s and ’90s is unavailable—information that manufacturers could use for product research.

“A lot of the information seems to have disappeared in the transition from print to digital media,” Chair Dennis Roberts explained.

In the beginning stages of the conversation about this issue, the select committee considered developing a data repository to make it easy for members to find the information. As the project developed, a new plan took shape.

“The one thing we realized was that the information is likely still available through some channels that the OEMs use, so instead of us building a repository, maybe our focus should be on the ability to access that information through licensing or other means,” Roberts said.

A data task force was formed to guide the evolving project, and Brian Rowland was appointed in December to lead the initiative. Rowland is the vice president of merchandising at U.S. Auto Parts, where he oversees data, pricing, merchandising and assortment selection. For the past three years, he has also been responsible for profit and loss for the performance and accessories line of business. He has also been a member of the Auto Care Association’s National Catalog Manager’s Association board of directors for four years, working with members to adopt data standards. With his extensive data-management experience and in-depth understanding of the Aftermarket Catalog Enhanced Standard (ACES) and the Product Information Exchange Standard (PIES), Rowland was a natural fit for the position. He has already brought more definition to the project and is beginning to chart the course for the next few years.

Long term, Rowland said that the group would still love to create a data repository for members. For now, the task force is focused on exploring options and a few in-between steps.

“By the end of this year, we hope to have identified two or three data sources that we feel are going to be the best ones out there for the marketplace, and ideally, we’ve negotiated free access for the membership,” he said. “I don’t know if we’re going to get it free or not, but at least we hope to negotiate some sort of very economical access to that information for everyone.”

Along with this research, there are quite a few opportunities for council collaboration with the SEMA Data Co-op in organizing vehicle and product data according to aftermarket industry standards. While Rowland acknowledged that using the SDC takes a big commitment up front in the way of time and energy, he has seen it pay off in the end. Ultimately, manufacturers benefit because they have to maintain data in only one place and can control which retailers access it. Roberts said that this control is a very important feature for manufacturers.

“Retailers often miss the best selling features, or the data somehow or another gets disorganized,” he said. “The manufacturers, if they’re entering and controlling their own data, have the ability to make sure that the most important features are included.”

Rowland hopes ARMO can become a resource for member companies that need to organize or access data, but he recognizes a unique set of challenges for the restoration market.

ACES, Rowland explained, is information about fitment—which products can be used with which models. One challenge is that some of the vehicle configuration data prior to 1985 can become problematic. While this presents one area for the task force to begin working, Rowland and Roberts hope that members will reach out with their own perspectives and ideas.

“We don’t want to presume anything,” Rowland said. “We want to understand what’s keeping our membership up at night and how we can make their day-to-day lives and jobs easier. I want to rely on canvassing the population a little bit more to really make sure that we’re focused on the right areas. We don’t have a whole lot of direct answers right now. We have a whole lot of ideas, but we want to make sure this is providing the most value to the membership.”

He encouraged council members to participate.

“Don’t suffer in silence; don’t be shy,” he said. “Let us know what challenges you are facing, because that’s really what we want to focus on.”

Members can reach out to ARMO Council Director Jim Skelly with questions or feedback. He can be reached via e-mail at jimsk@sema.org or by phone at 909-978-6690.
 

SEMA News—July 2015

A Few Words With Doug Evans

An Interview With the Incoming Chairman of SEMA’s Board of Directors

Doug Evans has worked directly with companies ranging from small manufacturers and WDs to Fortune 500s on everything from product design and testing to supply chain recommendations, as well as national and local retail promotions with consumers. He was SEMA Person of the Year in 2009 and has served on the Show Committee, Hall of Fame Committee, and was SBN Mentor of the Year in 2012 and inducted into the ARMO Hall of Fame in 2010.

On Friday, July 24, SEMA will host its annual Installation Gala. At that event, SEMA Board Chairman Nate Shelton will pass the leadership torch to SEMA’s new chairman, Doug Evans. Evans has more than 30 years experience in the industry and a long history of service on behalf of the association, including three prior terms on the Board of Directors. SEMA News recently interviewed Evans about his perspectives, goals and priorities as chairman.

SEMA News: You bring a long history of service to the industry, having served three terms on the Board of Directors (BOD) as well as numerous committees, and you received a number of special recognitions, including Person of the Year. Looking back on your years of service, what led you to get involved with SEMA in the first place, and what would you say to younger people who might ask about the experience?

Doug Evans: My involvement with SEMA has given me back 10 times what I have put into it. It has provided me—and continues to provide me—an opportunity to make a real difference in people’s lives. Anyone reading these words is lucky enough to work in an industry like no other. That saying, “When you love what you do, you never work another day in your life,” it’s so true. All of us need to spread that word and give back however we can. For me, that has been SEMA. I would encourage anyone to get involved. It is a fantastic experience.

SN: Since you began serving on the BOD, you’ve advocated programs to help young people enter the industry. Now that you are chairman, what do you hope to accomplish on this issue? What kind of priority should it receive?

DE: Youth engagement, education and training are high on my list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country. We will be working to put shop classes back into high schools and connect junior colleges to high schools in their areas to get kids back in the shop and off the couch. We hope to roll out a high-school drag-racing program nationally and have our young people be our ambassadors to get other kids involved and keep it safe. We are planning career days for schools in the areas where we have town hall meetings. We are also working to help member companies provide real internships and early training to groom the next generation of people who will be SEMA members.

SN: What are you hearing from colleagues and fellow SEMA members about their balance sheets for the first six months of 2015?

DE: From what I am hearing, member companies almost across the board are having a great year. It is very encouraging!

SN: With the 2015 SEMA Show roughly three months away, what should SEMA members take advantage of today in order to get the best return on their investment?

DE: If they are like me, I start building my calendar now and making decisions about how much of my staff goes and when. Managing time and expenses are two big keys to having a great show, in my view.

SN: As you well know from your service as chairman of the SEMA Political Action Committee (SEMA PAC), the association maintains an office in Washington, D.C., to advocate on behalf of the automotive specialty-equipment industry on legislative and regulatory issues. Can you share your perspective on current legislative/regulatory issues that might be on your radar at the moment?

DE: Thanks for asking. I have been the chairman of the Political Action Committee (SEMA PAC) for about 10 years now. There has never been a more important time for people to be a part of our PAC. Things in Washington, D.C., are always changing. We can’t afford to be stuck in neutral and let others take control of our future. SEMA PAC helps us keep pace by supporting the car guys in Congress that have our industry’s back. The more people that sign up to receive information about the PAC, the stronger we are. Over the years, I have had a unique vantage point to witness many dangerous pieces of legislation floated that would be disastrous to our industry. These are often simply unintended consequences from a proposed law or regulation that could cause immeasurable harm. The PAC fights back by supporting lawmakers who are friends to small business and our industry. This, combined with the stellar efforts of our staff in Washington, D.C., dramatically limits our exposure to negative forces.

On the emissions front, SEMA continues to untangle the variety of state and federal requirements. Working with the California Air Resources Board, we have put together a streamlined path for achieving emissions compliance. Companies really need to understand the consequences of non-compliance and the ways that SEMA is here to help. We also have a possible fight regarding the potential closure of a huge swath of land out West that could end off-road activities at Moab. This action would dramatically impact thousands of off-road enthusiasts and the companies that sell them parts. These issues and more result in a constant fight, so I would encourage everyone to take an interest and get involved. Call the D.C. office today at 202-783-6007 for PAC info or go online to www.semapac.com.

SN: The manufacturing world is evolving daily as rapid prototyping and 3D printing technologies advance at a dizzying pace. What are your thoughts about how to help member companies keep up with these new technological advancements?

DE: For a start, take advantage of the SEMA Garage at the association’s headquarters in Diamond Bar, California. It has a dedicated staff and state-of-the-art equipment to complete rapid prototyping on the spot. Companies should also take advantage of our Tech Transfer data from the OEMs. In many cases, SEMA has advance vehicle data on file, saving companies the time and expense of having to reverse-engineer newer vehicles.

SN: The SEMA Data Co-op (SDC) is a project that you have been involved with since the early planning stages. In its first few years, the SDC has built a database that includes more than 4 million part numbers and nearly 1,000 members. Where do you see the SDC in the next five years, and what effect will it have on the industry?

DE: The SDC is a staggering project that so many great people have been working on now for years. It dates back a decade, when it became clear that the industry needed a common language for companies, wholesalers and consumers to be able to talk to each other easily. Parts attribution data in a common language for all member companies is incredibly important, and when complete, it will save people thousands of hours through a more streamlined inventory system and fewer returns. It is truly the 800-lb. gorilla in the room, but I am proud of the SEMA staff that is working on it with great volunteers such as Tim Martin and Bob Moore. They are making great headway!

“Youth engagement, education and training are high on my [priority] list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country.”

SN: Now that you are chairman of the SEMA BOD, have your priorities evolved in comparison to the last two years when you were serving as chair-elect? What do you see as the association’s top priorities over the next 12 months?

DE: Yes, priorities evolve daily. For example, this year is going to be the first year where we are plateauing on space and revenue from the SEMA Show. This makes it even more important to be careful stewards of finances for operating everything we do. We will need to carefully prioritize what projects we take on and make sure that members are receiving a healthy return on that investment of resources. We also have several new legislative and regulatory issues on the horizon that will take priority. Finally, with each passing year, advanced vehicle technology is a bigger and bigger challenge for members that manufacture parts for newer cars and trucks. We need to stay ahead of this in a big way.

SN: SEMA has organized several trips for members to explore international business opportunities, particularly in the Middle East and China. As chairman, what do you see on the horizon with respect to SEMA’s international programs?

DE: Vehicles being produced today by our OEMs are now very much global in nature. This makes for significant opportunities for companies looking to tap new markets. I would encourage companies that are interested to reach out to Linda Spencer [lindas@sema.org] and find out how to participate. Companies are making connections and money by going on these trips!

SN: Connecting with consumers has been a Board-level strategic initiative for the last five years. What is your opinion of SEMA’s progress in this area, and where do you see additional opportunities for consumer outreach?

DE: This has been an initiative since the ’60s, I think! SEMA has made great progress in this area with SEMA Ignited and Battle of the Builders. For readers who don’t know, SEMA Ignited is a consumer event that we rolled out at the 2014 SEMA Show. It began at an off-site venue when the show closed on Friday. Within the Show, the first-ever winner of the Battle of the Builders was crowned. This was a competition among the best of the best builders with vehicles on display in the Show. All of this was filmed and aired multiple times on Velocity. We will be doing it again in 2015. We have also been discussing adding an element to our youth engagement efforts that involves sending emissaries and vehicles out to schools and events outside our own industry to show people what we are about and what we have to offer for careers and as a hobby.

SN: Anything else you’d like to add?

DE: Just to thank the membership for putting their faith in me, our Board of Directors, our councils and the staff. Those who have served on the Board or on the councils know that it is a lot of work, but it is extremely rewarding. It is my honor and privilege to contribute in whatever small way I can to an industry that has been so great to me and to the many wonderful people I get to work with every
day.

SEMA News—July 2015

A Few Words With Doug Evans

An Interview With the Incoming Chairman of SEMA’s Board of Directors

Doug Evans has worked directly with companies ranging from small manufacturers and WDs to Fortune 500s on everything from product design and testing to supply chain recommendations, as well as national and local retail promotions with consumers. He was SEMA Person of the Year in 2009 and has served on the Show Committee, Hall of Fame Committee, and was SBN Mentor of the Year in 2012 and inducted into the ARMO Hall of Fame in 2010.

On Friday, July 24, SEMA will host its annual Installation Gala. At that event, SEMA Board Chairman Nate Shelton will pass the leadership torch to SEMA’s new chairman, Doug Evans. Evans has more than 30 years experience in the industry and a long history of service on behalf of the association, including three prior terms on the Board of Directors. SEMA News recently interviewed Evans about his perspectives, goals and priorities as chairman.

SEMA News: You bring a long history of service to the industry, having served three terms on the Board of Directors (BOD) as well as numerous committees, and you received a number of special recognitions, including Person of the Year. Looking back on your years of service, what led you to get involved with SEMA in the first place, and what would you say to younger people who might ask about the experience?

Doug Evans: My involvement with SEMA has given me back 10 times what I have put into it. It has provided me—and continues to provide me—an opportunity to make a real difference in people’s lives. Anyone reading these words is lucky enough to work in an industry like no other. That saying, “When you love what you do, you never work another day in your life,” it’s so true. All of us need to spread that word and give back however we can. For me, that has been SEMA. I would encourage anyone to get involved. It is a fantastic experience.

SN: Since you began serving on the BOD, you’ve advocated programs to help young people enter the industry. Now that you are chairman, what do you hope to accomplish on this issue? What kind of priority should it receive?

DE: Youth engagement, education and training are high on my list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country. We will be working to put shop classes back into high schools and connect junior colleges to high schools in their areas to get kids back in the shop and off the couch. We hope to roll out a high-school drag-racing program nationally and have our young people be our ambassadors to get other kids involved and keep it safe. We are planning career days for schools in the areas where we have town hall meetings. We are also working to help member companies provide real internships and early training to groom the next generation of people who will be SEMA members.

SN: What are you hearing from colleagues and fellow SEMA members about their balance sheets for the first six months of 2015?

DE: From what I am hearing, member companies almost across the board are having a great year. It is very encouraging!

SN: With the 2015 SEMA Show roughly three months away, what should SEMA members take advantage of today in order to get the best return on their investment?

DE: If they are like me, I start building my calendar now and making decisions about how much of my staff goes and when. Managing time and expenses are two big keys to having a great show, in my view.

SN: As you well know from your service as chairman of the SEMA Political Action Committee (SEMA PAC), the association maintains an office in Washington, D.C., to advocate on behalf of the automotive specialty-equipment industry on legislative and regulatory issues. Can you share your perspective on current legislative/regulatory issues that might be on your radar at the moment?

DE: Thanks for asking. I have been the chairman of the Political Action Committee (SEMA PAC) for about 10 years now. There has never been a more important time for people to be a part of our PAC. Things in Washington, D.C., are always changing. We can’t afford to be stuck in neutral and let others take control of our future. SEMA PAC helps us keep pace by supporting the car guys in Congress that have our industry’s back. The more people that sign up to receive information about the PAC, the stronger we are. Over the years, I have had a unique vantage point to witness many dangerous pieces of legislation floated that would be disastrous to our industry. These are often simply unintended consequences from a proposed law or regulation that could cause immeasurable harm. The PAC fights back by supporting lawmakers who are friends to small business and our industry. This, combined with the stellar efforts of our staff in Washington, D.C., dramatically limits our exposure to negative forces.

On the emissions front, SEMA continues to untangle the variety of state and federal requirements. Working with the California Air Resources Board, we have put together a streamlined path for achieving emissions compliance. Companies really need to understand the consequences of non-compliance and the ways that SEMA is here to help. We also have a possible fight regarding the potential closure of a huge swath of land out West that could end off-road activities at Moab. This action would dramatically impact thousands of off-road enthusiasts and the companies that sell them parts. These issues and more result in a constant fight, so I would encourage everyone to take an interest and get involved. Call the D.C. office today at 202-783-6007 for PAC info or go online to www.semapac.com.

SN: The manufacturing world is evolving daily as rapid prototyping and 3D printing technologies advance at a dizzying pace. What are your thoughts about how to help member companies keep up with these new technological advancements?

DE: For a start, take advantage of the SEMA Garage at the association’s headquarters in Diamond Bar, California. It has a dedicated staff and state-of-the-art equipment to complete rapid prototyping on the spot. Companies should also take advantage of our Tech Transfer data from the OEMs. In many cases, SEMA has advance vehicle data on file, saving companies the time and expense of having to reverse-engineer newer vehicles.

SN: The SEMA Data Co-op (SDC) is a project that you have been involved with since the early planning stages. In its first few years, the SDC has built a database that includes more than 4 million part numbers and nearly 1,000 members. Where do you see the SDC in the next five years, and what effect will it have on the industry?

DE: The SDC is a staggering project that so many great people have been working on now for years. It dates back a decade, when it became clear that the industry needed a common language for companies, wholesalers and consumers to be able to talk to each other easily. Parts attribution data in a common language for all member companies is incredibly important, and when complete, it will save people thousands of hours through a more streamlined inventory system and fewer returns. It is truly the 800-lb. gorilla in the room, but I am proud of the SEMA staff that is working on it with great volunteers such as Tim Martin and Bob Moore. They are making great headway!

“Youth engagement, education and training are high on my [priority] list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country.”

SN: Now that you are chairman of the SEMA BOD, have your priorities evolved in comparison to the last two years when you were serving as chair-elect? What do you see as the association’s top priorities over the next 12 months?

DE: Yes, priorities evolve daily. For example, this year is going to be the first year where we are plateauing on space and revenue from the SEMA Show. This makes it even more important to be careful stewards of finances for operating everything we do. We will need to carefully prioritize what projects we take on and make sure that members are receiving a healthy return on that investment of resources. We also have several new legislative and regulatory issues on the horizon that will take priority. Finally, with each passing year, advanced vehicle technology is a bigger and bigger challenge for members that manufacture parts for newer cars and trucks. We need to stay ahead of this in a big way.

SN: SEMA has organized several trips for members to explore international business opportunities, particularly in the Middle East and China. As chairman, what do you see on the horizon with respect to SEMA’s international programs?

DE: Vehicles being produced today by our OEMs are now very much global in nature. This makes for significant opportunities for companies looking to tap new markets. I would encourage companies that are interested to reach out to Linda Spencer [lindas@sema.org] and find out how to participate. Companies are making connections and money by going on these trips!

SN: Connecting with consumers has been a Board-level strategic initiative for the last five years. What is your opinion of SEMA’s progress in this area, and where do you see additional opportunities for consumer outreach?

DE: This has been an initiative since the ’60s, I think! SEMA has made great progress in this area with SEMA Ignited and Battle of the Builders. For readers who don’t know, SEMA Ignited is a consumer event that we rolled out at the 2014 SEMA Show. It began at an off-site venue when the show closed on Friday. Within the Show, the first-ever winner of the Battle of the Builders was crowned. This was a competition among the best of the best builders with vehicles on display in the Show. All of this was filmed and aired multiple times on Velocity. We will be doing it again in 2015. We have also been discussing adding an element to our youth engagement efforts that involves sending emissaries and vehicles out to schools and events outside our own industry to show people what we are about and what we have to offer for careers and as a hobby.

SN: Anything else you’d like to add?

DE: Just to thank the membership for putting their faith in me, our Board of Directors, our councils and the staff. Those who have served on the Board or on the councils know that it is a lot of work, but it is extremely rewarding. It is my honor and privilege to contribute in whatever small way I can to an industry that has been so great to me and to the many wonderful people I get to work with every
day.

SEMA News—July 2015

A Few Words With Doug Evans

An Interview With the Incoming Chairman of SEMA’s Board of Directors

Doug Evans has worked directly with companies ranging from small manufacturers and WDs to Fortune 500s on everything from product design and testing to supply chain recommendations, as well as national and local retail promotions with consumers. He was SEMA Person of the Year in 2009 and has served on the Show Committee, Hall of Fame Committee, and was SBN Mentor of the Year in 2012 and inducted into the ARMO Hall of Fame in 2010.

On Friday, July 24, SEMA will host its annual Installation Gala. At that event, SEMA Board Chairman Nate Shelton will pass the leadership torch to SEMA’s new chairman, Doug Evans. Evans has more than 30 years experience in the industry and a long history of service on behalf of the association, including three prior terms on the Board of Directors. SEMA News recently interviewed Evans about his perspectives, goals and priorities as chairman.

SEMA News: You bring a long history of service to the industry, having served three terms on the Board of Directors (BOD) as well as numerous committees, and you received a number of special recognitions, including Person of the Year. Looking back on your years of service, what led you to get involved with SEMA in the first place, and what would you say to younger people who might ask about the experience?

Doug Evans: My involvement with SEMA has given me back 10 times what I have put into it. It has provided me—and continues to provide me—an opportunity to make a real difference in people’s lives. Anyone reading these words is lucky enough to work in an industry like no other. That saying, “When you love what you do, you never work another day in your life,” it’s so true. All of us need to spread that word and give back however we can. For me, that has been SEMA. I would encourage anyone to get involved. It is a fantastic experience.

SN: Since you began serving on the BOD, you’ve advocated programs to help young people enter the industry. Now that you are chairman, what do you hope to accomplish on this issue? What kind of priority should it receive?

DE: Youth engagement, education and training are high on my list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country. We will be working to put shop classes back into high schools and connect junior colleges to high schools in their areas to get kids back in the shop and off the couch. We hope to roll out a high-school drag-racing program nationally and have our young people be our ambassadors to get other kids involved and keep it safe. We are planning career days for schools in the areas where we have town hall meetings. We are also working to help member companies provide real internships and early training to groom the next generation of people who will be SEMA members.

SN: What are you hearing from colleagues and fellow SEMA members about their balance sheets for the first six months of 2015?

DE: From what I am hearing, member companies almost across the board are having a great year. It is very encouraging!

SN: With the 2015 SEMA Show roughly three months away, what should SEMA members take advantage of today in order to get the best return on their investment?

DE: If they are like me, I start building my calendar now and making decisions about how much of my staff goes and when. Managing time and expenses are two big keys to having a great show, in my view.

SN: As you well know from your service as chairman of the SEMA Political Action Committee (SEMA PAC), the association maintains an office in Washington, D.C., to advocate on behalf of the automotive specialty-equipment industry on legislative and regulatory issues. Can you share your perspective on current legislative/regulatory issues that might be on your radar at the moment?

DE: Thanks for asking. I have been the chairman of the Political Action Committee (SEMA PAC) for about 10 years now. There has never been a more important time for people to be a part of our PAC. Things in Washington, D.C., are always changing. We can’t afford to be stuck in neutral and let others take control of our future. SEMA PAC helps us keep pace by supporting the car guys in Congress that have our industry’s back. The more people that sign up to receive information about the PAC, the stronger we are. Over the years, I have had a unique vantage point to witness many dangerous pieces of legislation floated that would be disastrous to our industry. These are often simply unintended consequences from a proposed law or regulation that could cause immeasurable harm. The PAC fights back by supporting lawmakers who are friends to small business and our industry. This, combined with the stellar efforts of our staff in Washington, D.C., dramatically limits our exposure to negative forces.

On the emissions front, SEMA continues to untangle the variety of state and federal requirements. Working with the California Air Resources Board, we have put together a streamlined path for achieving emissions compliance. Companies really need to understand the consequences of non-compliance and the ways that SEMA is here to help. We also have a possible fight regarding the potential closure of a huge swath of land out West that could end off-road activities at Moab. This action would dramatically impact thousands of off-road enthusiasts and the companies that sell them parts. These issues and more result in a constant fight, so I would encourage everyone to take an interest and get involved. Call the D.C. office today at 202-783-6007 for PAC info or go online to www.semapac.com.

SN: The manufacturing world is evolving daily as rapid prototyping and 3D printing technologies advance at a dizzying pace. What are your thoughts about how to help member companies keep up with these new technological advancements?

DE: For a start, take advantage of the SEMA Garage at the association’s headquarters in Diamond Bar, California. It has a dedicated staff and state-of-the-art equipment to complete rapid prototyping on the spot. Companies should also take advantage of our Tech Transfer data from the OEMs. In many cases, SEMA has advance vehicle data on file, saving companies the time and expense of having to reverse-engineer newer vehicles.

SN: The SEMA Data Co-op (SDC) is a project that you have been involved with since the early planning stages. In its first few years, the SDC has built a database that includes more than 4 million part numbers and nearly 1,000 members. Where do you see the SDC in the next five years, and what effect will it have on the industry?

DE: The SDC is a staggering project that so many great people have been working on now for years. It dates back a decade, when it became clear that the industry needed a common language for companies, wholesalers and consumers to be able to talk to each other easily. Parts attribution data in a common language for all member companies is incredibly important, and when complete, it will save people thousands of hours through a more streamlined inventory system and fewer returns. It is truly the 800-lb. gorilla in the room, but I am proud of the SEMA staff that is working on it with great volunteers such as Tim Martin and Bob Moore. They are making great headway!

“Youth engagement, education and training are high on my [priority] list. We have already begun putting a long-term plan together that will provide for real outreach to young people across the country.”

SN: Now that you are chairman of the SEMA BOD, have your priorities evolved in comparison to the last two years when you were serving as chair-elect? What do you see as the association’s top priorities over the next 12 months?

DE: Yes, priorities evolve daily. For example, this year is going to be the first year where we are plateauing on space and revenue from the SEMA Show. This makes it even more important to be careful stewards of finances for operating everything we do. We will need to carefully prioritize what projects we take on and make sure that members are receiving a healthy return on that investment of resources. We also have several new legislative and regulatory issues on the horizon that will take priority. Finally, with each passing year, advanced vehicle technology is a bigger and bigger challenge for members that manufacture parts for newer cars and trucks. We need to stay ahead of this in a big way.

SN: SEMA has organized several trips for members to explore international business opportunities, particularly in the Middle East and China. As chairman, what do you see on the horizon with respect to SEMA’s international programs?

DE: Vehicles being produced today by our OEMs are now very much global in nature. This makes for significant opportunities for companies looking to tap new markets. I would encourage companies that are interested to reach out to Linda Spencer [lindas@sema.org] and find out how to participate. Companies are making connections and money by going on these trips!

SN: Connecting with consumers has been a Board-level strategic initiative for the last five years. What is your opinion of SEMA’s progress in this area, and where do you see additional opportunities for consumer outreach?

DE: This has been an initiative since the ’60s, I think! SEMA has made great progress in this area with SEMA Ignited and Battle of the Builders. For readers who don’t know, SEMA Ignited is a consumer event that we rolled out at the 2014 SEMA Show. It began at an off-site venue when the show closed on Friday. Within the Show, the first-ever winner of the Battle of the Builders was crowned. This was a competition among the best of the best builders with vehicles on display in the Show. All of this was filmed and aired multiple times on Velocity. We will be doing it again in 2015. We have also been discussing adding an element to our youth engagement efforts that involves sending emissaries and vehicles out to schools and events outside our own industry to show people what we are about and what we have to offer for careers and as a hobby.

SN: Anything else you’d like to add?

DE: Just to thank the membership for putting their faith in me, our Board of Directors, our councils and the staff. Those who have served on the Board or on the councils know that it is a lot of work, but it is extremely rewarding. It is my honor and privilege to contribute in whatever small way I can to an industry that has been so great to me and to the many wonderful people I get to work with every
day.