SEMA News—June 2022

INDUSTRY INSIDER

10 Questions for Dayton Jacobson

By Douglas McColloch

Fresh off his win at the 2021 SEMA Show Young Guns competition, Dayton Jacobson is preparing the build of a ‘54 Olds 88 (rendering pictured below) for the 2022 SEMA Show.

“Custom, with a little bit of class.” That’s how builder/fabricator Dayton Jacobson described his building style at last year’s SEMA Show. We might also add “award-winning,” since Jacobson’s 2021 SEMA Show build (an ’00 Chevy S-10) captured top honors at the Battle of the Builders Young Guns competition, which culminated SEMA Show week last November. When not working on custom builds, he takes care of business as the owner of Jacobson’s Welding and Powder Coating in Burnsville, Minnesota.

SEMA News caught up with Jacobson recently and asked him to reflect on his experiences at the Show, how they’ve affected his business, and what he’s working on right now.

SEMA News: What’s on your playlist now? What are you listening to?

Dayton Jacobson: Right now, a lot of Pop Smoke.

SN: What are you driving these days, and why?

DJ: Since I live in Minnesota, I drive a lowered, cammed Escalade in the winter. In the summer, I either drive my CTS-V coupe or the truck I brought to the SEMA Show in 2021.

SN: How has winning the Battle of the Builders Young Guns competition affected your everyday life?

DJ: It has shown many new customers the quality of my work. I also get to talk to many companies about partnering for my SEMA 2022 build. Before now, I’ve never had a sponsor.

SN: What got you started in the business?

DJ: I grew up with my dad, Gordy Jacobson, and my grandpa, Jerry Jacobson, always working on cars, and I got sucked right into it.

SN: What’s the best piece of advice anyone ever gave you?

DJ: The best advice I got I haven’t used yet, but it was to build a vehicle for a customer to bring to the Show. I just finished the truck for SEMA 2021 that took a lot of my personal funds, and now that I’m building my ’54 Oldsmobile 88 convertible for 2022, it’s very hard to come up with the money to build it and keep working on the car. Balancing between work [in my shop] and working on my car gets difficult.

SN: Describe your memories of your first SEMA Show.

DJ: I had many great memories at SEMA. Talking to Chip Foose and walking around my truck and showing him everything was amazing. Also, every time they announced who made it into the Top 40, the Top 12 and the Top 3, my heart was pumping!

SN: When building a vehicle, how much goes according to plan, and how many times do you need to work up a Plan B?

DJ: When I build a car, nothing goes to plan. Things change every day, and normally it’s because I think of something else that would be really cool with the build.

SN: Where would you like to be 10 years from now?

DJ: I would like my welding and powdercoating business to be in a much larger shop so I can have a bigger oven so I can do full frames.

SN: When you’re not working, where can we find you?

DJ: Riding my motorcycles, driving my car or in the garage.

SN: What’s your next project? Will we see it at the SEMA Show this November?

DJ: I’m building my ’54 Oldsmobile 88 convertible. The car is body dropped, with many customizations to the exterior, a full custom interior out of a Cadillac CTS-V, and a twin-turbo LS engine. This is the last year I get to compete in Young Guns, so I need to go out with a bang!

By Ashley Reyes

Evan Cook is the SEMA Professional Restylers Organization’s (PRO) newest spotlight volunteer. Cook is the COO at Trim Illusion—an aftermarket company that specializes in overlay automotive accessories.

Get to know Cook in his interview with SEMA below.

SEMA: What inspired you to pursue a career in restyling/manufacturing?

Evan Cook: Honestly, this was a career I sort of fell into. I always was interested in cars but didn’t necessarily think I would make a career out of it. Like many others, coming out of high school I struggled to find my career path and decide what I wanted to do. I realized in this industry there were so many different career paths you could take. Whether it be in sales, operations, technology, logistics, engineering, design, photography/videography, this career gave me the opportunity to find my niche while continuing my education.

SEMA: Why did you decide to volunteer for PRO?

EC: I decided to volunteer for PRO to gain knowledge and insight from some of the leaders in our industry. Being a part of PRO has put me closer to our customers and has personally given me so much insight on the challenges our customers face. It has also given my company the ability work side by side with our customers, other manufacturers and distributors to improve the automotive aftermarket industry.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

EC: Work hard and you will not be disappointed! I found that if you work hard and put yourself in the best position to succeed, this industry can be very rewarding. While sometimes it can be challenging, being a part of the automotive aftermarket industry gives you the opportunity to learn from and build lasting relationships with a lot of great people, attend different networking events and shows in different places and be a part of the best industry in the world.

SEMA: What is your dream vehicle? Where would we find you in it on any weekend?

EC: I would say my dream car is a Shelby GT500. You would find me pulled over for speeding, ha! No, I would take this car for a nice cruise on beautiful Skyline Drive.

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

EC: “Work Hard.” First and best advice I’ve ever received. Never fails in work or life.

SEMA: What keeps you in the industry?

EC: It’s a great industry to work in. I constantly get to challenge myself every day and it never becomes mundane. This is an ever-evolving industry if you get complacent you fall behind. Our team is constantly exploring new opportunities, new ideas and working on initiatives that have a direct impact on our company.

SEMA: Where can you be found on a Saturday?

EC: Hanging out with my family, watching sports or playing some golf!

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO’s social media, SEMA News and future PRO-member updates.

By Juan Torres

Racers and dignitaries joined hundreds of motorsports professionals for the grand opening and ribbon cutting ceremony of the new Performance Racing Industry (PRI) Membership Headquarters in Speedway, Indiana, on May 26.

Racers and dignitaries joined hundreds of motorsports professionals for the grand opening and ribbon cutting ceremony of the new Performance Racing Industry (PRI) Membership Headquarters in Speedway, Indiana, on May 26.

Located at 1255 Main St. along the pathway directly to the Indianapolis Motor Speedway, the new 42,500-sq.-ft. facility is among the recent attractions added to the revitalized town. The facility, which includes event space, a 25,000-sq.-ft. garage, and office space for race-related businesses and organizations, will continue to evolve and become a one-of-a-kind gathering area for the motorsports community. Dedicated to building, promoting, and protecting the racing industry, the PRI Membership Headquarters will include a content creation and podcast studio, as well as a Members Lounge, in the near future.

“We’re excited to provide the racing industry with a place to call home,” said Dr. Jamie Meyer, PRI President. “For years, the industry has gathered at the PRI Trade Show to conduct business and celebrate all things motorsports. For the first time, the racing industry has a dedicated place where they can connect all year long.”

Invited guests at the Grand Opening were treated to an IndyCar helmet display, silent auction, current and historic racecars, driver appearances, live paintings and private tours of the newly renovated building, including the Bryan Herta Autosport race shop and Bell Helmets workshop.  

Cars on display included Antron Brown’s 2022 Matco Tools Top Fuel Dragster, John Force’s Camaro SS Nitro Funny Car, Graham Rahal’s 1990 March Porsche IndyCar, and more. Amongst those in attendance were U.S. Rep. Greg Pence, three-time Indy 500 winner Johnny Rutherford, ACCUS-FIA President George Silbermann, and Speedway Council President Vince Noblet.

“PRI plays such a critical role in the motorsports industry, and the opening of the Membership Headquarters is both significant and historic,” said Antron Brown, owner/driver of the AB Motorsports Matco Tools Top Fuel team. “Being able to connect in a centralized location will strengthen our advocacy efforts. I look forward to visiting the PRI Membership Headquarters whenever I am in town.”

PRI Membership debuted over a year ago to give businesses and individuals a way to support the motorsports industry while gaining exclusive benefits. As members of PRI, all attendees of the 2022 PRI Trade Show will be able to visit the PRI Membership Headquarters during the event December 8–10, 2022. Qualified existing members will be able to expedite the approval process for the trade show when registration opens in July.

To learn more about PRI Membership, or to join, visit PerformanceRacing.com/Membership. To learn more about PRI, visit PerformanceRacing.com.

By SEMA Washington, D.C., Staff

The California Assembly unanimously passed SEMA-supported legislation (AB 1951) that would provide a full sales and use tax exemption for the purchase of manufacturing and research and development (R&D) equipment not exceeding $200 million. The bill currently awaits consideration in the Senate. SEMA members are encouraged to register their support for the bill by clicking here.

California Assembly Member Timothy Grayson was introduced as the winner of the Stephen B. McDonald Legislator of the Year award at the 2019 SEMA Show.

If enacted, the exemption would change the current, narrowly applied exemption, and focuses on improving cost competitiveness to spur investment in California. Accounting for both local and state taxes, California’s ranks among the highest tax rates in the country.

AB 1951 is authored by Assembly Member Tim Grayson (D-Concord). Asm. Grayson is a member of the SEMA State Automotive Enthusiast Leadership Caucus and was the 2019 winner of SEMA’s Stephen B. McDonald Legislator of the Year award. In addition to being a lawmaker, Assembly Member Grayson, along with his wife Tammy, is also an enthusiast. Included in the Grayson’s collection are two classic Ford Mustangs.

For more information, please contact Christian Robinson at christianr@sema.org.

By SEMA Washington, D.C., Staff

Lawmakers in the California Assembly unanimously passed bipartisan SEMA-sponsored legislation (A.B. 2350) that would incentivize consumers to convert gasoline- and diesel-powered motor vehicles into zero-emissions vehicles (ZEV). If enacted, A.B. 2350 would provide eligible motorists who convert their vehicle with a $2,000 rebate. The bill currently awaits consideration in the Senate.

In recent years, California has implemented various programs, including the Clean Vehicle Rebate Program and the Clean Cars for All Program, to promote the purchase of new zero-emission vehicles (ZEVs). However, none of the programs currently offer benefits for vehicles that started their life with an internal-combustion engine and can be converted to a ZEV via an aftermarket motor package. A.B. 2350 helps preserve California’s rich car culture while creating new ways to make ZEV ownership more accessible.

SEMA encourages its members and enthusiasts in California to contact their lawmakers in support of A.B. 2350 by clicking here.

For further details, contact Christian Robinson at stateleg@sema.org.

This is the production version of the F-150 Raptor R before its upcoming debut.

Ford just debuted the third-generation Raptor back in February 2021, but only showed the tamer version with the 3.5L EcoBoost. The Raptor R should have a unique grille (the addition of an R), beefier trailing arms, exclusive rims, and as everyone knows by now, it’ll have the heart and soul of the GT500—the Predator 5.2L supercharged V8.

According to sources, the R will pump out around 725hp to 750hp, leaning more toward 750hp, especially since the GT500 puts out 760hp. One source said “Honestly, we had to counter RAM once we knew they installed the HellCat in the TRX.” The team is allegedly looking to beat the RAM TRX in every facet of the Raptor R.

The ’23 F-150 Raptor R will be assembled at Ford’s Dearborn Truck Plant and will be available to order by this fall.

Photo credit: Brian Williams, SpiedBilde

  SEMA Show exhibitors and attendees preparing for the 2022 SEMA Show can lock in the guaranteed lowest hotel rate now by booking in the SEMA Show Block.

Making hotel reservations in the Block provides you with the most affordable and convenient options for a wide range of hotels located on and off the Strip.

Showgoers can save more than $100 per night at several Las Vegas hotels, including Vdara, by booking in the SEMA Show Block.

All of the hotels available through the SEMA Show Block come with a low-price guarantee. To help ensure that your price remains the lowest, SEMA will price-match lower advertised rates, even after your reservations are set. Whether you're looking for your favorite place to stay, or for a hotel within close proximity to the Show, you can book with confidence knowing you will get the rooms you need at the the most affordable price available.

The SEMA Show also provides shuttle service to and from the Show for the hotels listed that are not within walking distance to the Las Vegas Convention Center.

There are more than 45 hotels available in the block. For more information on the hotels listed below, including rating, price per night and distance from the Las Vegas Convention Center, visit www.SEMAShow.com.

Save more than $100 a night at these hotels:

• ARIA
• Bellagio
• Caesars Palace
• Cosmopolitan Of Las Vegas
• Encore
• Luxor
• Las Vegas Hilton at Resorts World
• MGM Grand
• Mirage
• SpringHill Suites
• The Signature at MGM Grand
• The Venetian Resort Las Vegas
• Tropicana
• Vdara
• Wynn

Save more than 50% per night at these hotels:

• Aria
• Encore
• Las Vegas Hilton at Resorts World
• MGM Grand
• The Venetian
• Tropicana
• Wynn

Book your hotel now!

To reserve your booth for the 2022 SEMA Show, visit www.SEMAShow.com/buyabooth.

 The 2022 SEMA Show Exhibitor Summit will be held Tuesday–Thursday, July 26–28, in the West Hall of the Las Vegas Convention Center (LVCC).

SEMA Vice President, Events Tom Gattuso will provide Exhibitor Summit attendees helpful tips on how to be successful at the 2022 SEMA Show in Las Vegas.

At the SEMA Show Exhibitor Summit, exhibitors will receive helpful tips from Show management and have the opportunity to meet with their SEMA Show sales director. During educational sessions, exhibitors will learn how to:

• Use proven strategies to attract buyers to their booths.
• Save big bucks on Show costs, such as material handling, electrical and related Show expenses.
• Work one-on-one with Show experts to maximize ROI.
• Properly plan and budget to add value to their Show experience.
• Take advantage of SEMA value-added programs.
• Explore promotional opportunities through sponsorships.
• Participate in the New Products Showcase.
• Utilize the Exhibitor Services Manual.

There is no cost to attend. Exhibitors pay for their flight and SEMA takes care of the rest, which includes hotel, shuttle service from hotel to LVCC, breakfast and lunch, a cocktail Hour on July 26 and an excursion on July 27 (TBD).

For more information, contact the Show department at semashow@sema.org or 909-396-0289.

Register now!

 By SEMA Editors

The SEMA Awards Gala (formerly the SEMA Installation Gala) is a long-established tradition where individuals who have made extraordinary contributions to the industry are honored and celebrated.

Join SEMA leadership, volunteers and industry icons at the SEMA Awards Gala, Friday, July 29, in Anaheim, California, to honor 2022's SEMA Hall of Fame Inductees. The gala will take place at the Westin Anaheim Resort.

Since its inception in 1976, the SEMA Installation Gala (now the SEMA Awards Gala) has served as the formal gathering where new SEMA Hall of Fame inductees are introduced, the incoming Board of Directors are recognized, and outgoing Directors are thanked. SEMA council, network and industry leaders are also highlighted during the event.

Connect with friends and family who share a common passion and love for the industry. Join others in helping celebrate Hall of Fame inductees’ lifetime achievements.

The evening will feature cocktails, networking and dinner. Seating is limited. A full table can be purchased by selecting 10 tickets.

Registration for the 2022 SEMA Awards Gala is now open.

  Exhibiting at the SEMA Show and entering at least one product in the New Products Showcase puts your latest products in front of thousands of qualified buyers from every segment of the specialty-equipment industry. The best part: the first product you enter is free!

The New Products Showcase is considered by many media and buyers to be the No. 1 destination to discover what’s new at the SEMA Show.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
•  Additional $75 per product category before October 7.
•  After October 7, the cost is $150 per entry.
•  No refunds provided after October 7.
•  Entries submitted on-site will be accepted on a space availability basis.

The New Products Showcase is considered by many media and buyers to be the No. 1 destination to discover what’s new at the SEMA Show. Even if a product does not qualify as “new,” exhibitors are able to enter it as a featured product and still attract eyeballs to the item. All submissions are also professionally photographed in a mock studio on a white seamless background. The photos are shared and used by media in SEMA Show coverage and are also available to exhibitors to use for marketing purposes.

Exhibitors may enter as many products into the Showcase as they would like, and because every exhibitor qualifies to submit one entry at no cost, there is absolutely no reason for an exhibitor not to participate. The free product entry is one example of how exhibiting at the SEMA Show delivers great ROI. SEMA Show organizers offer many programs and services targeted to small businesses. Dedicated account reps are available to help exhibitors navigate the process, and the SEMA Show Exhibitor Summit is a free, two-day workshop designed to teach exhibitors how to get the most out of the SEMA Show.

Enter your new products now!

For more information on New Products Showcase display guidelines, visit www.semashow.com/esm.