By SEMA Editors

Showgoers booking through onPeak—the SEMA Show housing partner—receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip.

Booking through the SEMA Show block not only offers discounted nightly rates for SEMA Show participants, but also offers reduced resort fees so you can save even more on your stay.

See below for the list of hotels offering discounted nightly resort fees.

Note: Rates listed on the onPeak website do not include the resort fee.

When making your hotel reservations through the SEMA Show Travel & Lodging page, you are receiving the most affordable and convenient hotel options through our partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and will allow you to change or cancel your reservation without any financial penalties.

More information about the SEMA Show, Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.

 By SEMA Editors

The New Product Showcase is the No. 1 reason buyers attend the SEMA Show. In fact, nearly 60% of SEMA Show buyers head to the Show with a list (plan) of the exhibitors they need to connect with. The first stop for most of these buyers will be the SEMA Show New Products Showcase, a modern museum of New Products that are available to customers now, or making their market debut at the Show.  

Exhibitors are encouraged to take advantage of the this opportunity to enter at least one product in the Showcase. Not only does the Showcase provide exhibitors with an additional avenue to reach new buyers away from their booth displays, products that meet the new product criteria may qualify to receive additional benefits, including eligibility for a SEMA Show New Product Award.

The best part: the first product you enter is free!

Enter your new products now!

In addition to the inherent benefits of entering the Showcase, each product will be photographed by SEMA's team of professional photographers, and the images will be featured in SEMA News and at www.SEMAphotos.com. They will also be promoted to the media and available to buyers at the Show.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
• Additional $75 per product category before October 8.
• After October 8, the cost is $150 per entry.
• No refunds provided after October 8.
• Entries submitted on-site will be accepted on a space availability basis.

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

By Ashley Reyes

UnderCover has been named the SEMA Truck & Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Vice President of Sales Cory Kraft, he shares UnderCover’s breakthrough moment and what projects the company is working on in 2021.  

SEMA: Tell us the story of your company. How did your company start?

Cory Kraft: UnderCover was born from a drawing on a napkin at a Christmas party in the late ’90s, and the proceeding tonneau cover, the UnderCover Classic, was the first-of-its-kind for its design in the one-piece cover market.

SEMA: What was your company’s breakthrough moment?

CK: Our company’s breakthrough moment occurred with the release of the UnderCover Flex folding cover. Traditionally, Undercover only offered one-piece products. This new cover allowed the expansion and reach to provide truck bed covers for customers across every spectrum of the tonneau cover market.

SEMA: Tell us about your business now in 2021 and what are some projects you are working on?

CK: We have been very fortunate in 2021. Demand has increased 40% compared to pre-pandemic levels, and we have expanded our production lines to meet demand. The unique challenges of 2021 are still present. To adapt, the UnderCover team is always working on new projects across platforms. For instance, we have expanded our bed cover lineup with the UnderCover Triad. Additionally, we are continuously looking for ways to improve existing offerings, launch new products and improve our reach.

SEMA: Tell us about a product that you are proud of.

CK: We are most proud of our UnderCover SwingCase. The automotive industry was previously filled with toolboxes primarily aimed at professional use. No product in the market was tailored to the enthusiast that also had a truck bed cover and needed a storage solution for the bed of their truck. The UnderCover SwingCase has been able to enter this market to meet every consumer’s needs.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

CK: Don’t limit yourself to a category. To a degree, performance, accessories and overland fields are all interconnected. Become involved in the industry, learn as much as possible and work to find and achieve your passion.

Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA eNews and future TORA member updates.

By Juan Torres

Senators Richard Burr (R-NC) and Jon Tester (D-MT) have reintroduced the Recognizing the Protection of Motorsports (RPM) Act (S. 2736) in the U.S. Senate. The pro-motorsports, pro-business bill, which was reintroduced in the U.S. House of Representatives in May 2021, is critical to ensuring that racers can continue to modify street vehicles into race cars used exclusively in competition, and that businesses can continue to produce, market, and install racing equipment. The bipartisan Senate bill includes six original sponsors, including Mark Kelly (D-AZ), Joni Ernst (R-IA), Joe Manchin (D-WV) and Thom Tillis (R-NC).

The racing community has been vocal in supporting the RPM Act since 2016, after the Environmental Protection Agency (EPA) first declared that the 50-year-old Clean Air Act does not allow street vehicles to be converted into racing vehicles, even if the vehicles are trailered to the track and are used exclusively for motorsports competition. The RPM Act enjoys unprecedented energy in 2021, as racers and motorsports parts businesses have sent more than 1.5 million letters to federal lawmakers urging passage of the bill this year.

“The racing industry has made clear that the RPM Act is critical to protecting an American pastime and the small businesses involved,” said Dr. Jamie Meyer, President of Performance Racing Industry (PRI). “We thank Senators Burr and Tester for introducing the RPM Act in the U.S. Senate and for bringing the bill one step closer to becoming law.”

The RPM Act is now being considered by both the U.S. House of Representatives and the U.S. Senate. The bill is well positioned for passage in the current Congress as a result of the strong grassroots support for the legislation. Members of Congress are familiar with the RPM Act, which has already been the subject of hearings in previous years by the House Energy and Commerce Committee and the Senate Environment and Public Works Committee, which have jurisdiction over the bill.

“Amateur motorsports is a unique American pastime,” said Senator Burr. “This bipartisan legislation provides certainty for folks who enjoy America’s long-held racing tradition, in the spirit Congress intended when it passed the Clean Air Act more than 50 years ago. I’m proud to work with my colleagues on this common-sense legislation to protect the legacy of American motorsports for years to come.”

Motorsports competition involves tens of thousands of participants and vehicle owners each year, both amateur and professional. Retail sales of racing products make up a nearly $2 billion market annually. A majority of the estimated 1,300 racetracks operating across the United States, including oval, road, dirt and off-road, feature converted race vehicles that the EPA now considers illegal.

“Folks in the motorsport community have always relied on the freedom to modify their vehicles to race and compete,” said Senator Tester. “This legislation will codify that freedom into law by preventing unnecessary regulations on motorsport hobbyists, allowing amateurs and professionals alike to uphold tradition while still following the intent of the Clean Air Act.”

As advocates for the worldwide motorsports industry, PRI is urging the racing community to unite and contact lawmakers to pass the RPM Act.

“It is critical that members of Congress continue to hear from the racing and automotive enthusiast communities about the importance of passing the RPM Act into law during this session of Congress,” said Meyer. “We’ve witnessed the impact that our actions have had in getting the RPM Act to where it is today, but we must continue the momentum and continue to tell Congress to pass the RPM Act immediately.”

Supporters can contact their legislators about the RPM Act by visiting www.saveourracecars.com.

By Juan Torres

Jim Liaw has joined Performance Racing Industry (PRI) as the general manager leading the staff and operations out of the Aliso Viejo, California, office. Having co-founded Formula DRFIT in 2003, Liaw introduced the sport of drifting to America and built what is now the top drifting series in the world. Reporting to PRI President Dr. Jamie Meyer and working with the PRI management team, Liaw will direct and oversee activities related to the PRI Trade Show, PRI Membership, PRI Magazine, online content and promotion for all segments in the motorsports industry.

“We are thrilled to welcome Jim to the PRI team,” said Meyer. “He has a proven track record of success, and he knows and understands the motorsports industry. He has vision, leadership and passion—and he shares PRI’s goal to protect and grow the racing industry.”

Like many in the automotive industry, Liaw was an auto enthusiast before he was able to drive. After graduating from UCLA, he joined McMullen Argus Publishing (now Motor Trend) as a sales associate for Sport Compact Car magazine, and later served as sales manager for one of the first-ever sport-compact drag-racing series, Import Drag Racing Circuit (IDRC). As a pioneer and entrepreneur, Liaw finds trends, builds brands and cultivates new enthusiasts.

“I’m not afraid to innovate and push boundaries,” said Liaw. “I know there are challenges facing today’s motorsports industry—such as attracting younger fans, combating government restrictions, supporting race tracks and in-person events and protecting racers’ rights—and I am excited that I can be a part of the PRI team advocating for the racing industry.”

One of Liaw’s priority initiatives as PRI general manager will be successfully executing the 2021 PRI Trade Show in Indianapolis, December 9–11. With about 1,000 companies already committed to exhibit at the event, the PRI Trade Show is the racing industry’s No. 1 source for new technology, ideas and business opportunities. The in-person event includes more than 45 conferences, seminars and social gatherings, making the PRI Show the best place to learn and build valuable business connections.

Liaw will also assist Meyer in building PRI’s new membership program. PRI Membership is a ground-breaking program that, for the first time ever, advocates for the motorsports market by uniting the worldwide racing community. Businesses and individuals are able to become PRI Members, thereby building, promoting and protecting motorsports. As an organization dedicated solely to racing, PRI represents all segments of motorsports, including drifting, stock car, drag, sprint car, midget, modified, formula, dirt late model, sport compact, karting, vintage and more.

Liaw can be reached at jiml@perfomanceracing.com.

By SEMA Editors

The 2021 SEMA Show is about seven weeks away. Here’s a rundown of key deadlines, including early-bird and advance rates available for several booth services, as well as checklists to keep you on track and on budget.

Complete Deadlines Checklist - Take advantage of Early-bird rates—order before the deadlines!

The Deadlines Checklist provides a breakdown of all of the deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and much more.

Budget Checklist – Double check your Show prep.

The budget checklist form allows you to keep track of all your costs and ensures that you are adequately prepared for your experience at the SEMA Show. 

Upcoming Exhibitor Deadlines – Take advantage of discounts by acting before the deadlines.

• September 17 – Sponsorship Artwork/Materials Due to Freeman
• September 23 – Freight–Freeman Warehouse–first day to accept advance freight

• September 23 – Lead Retrieval Rental (Advance Rate)–CompuSystems
• September 30 – Fabric Graphics–Freeman
• October 1 – Target Move-in Date Change Request-Freeman
• October 1 – Internet/Telephone Order (Advance Rate)–Cox Business (LVCC)
• October 1 – Products for Project Vehicle Builders
• October 1 – International Air Freight Arriving at Los Angeles International (LAX) Airport
• October 1 – International Sea Freight Arriving at Long Beach Terminal
• October 8 – EAC – (Exhibitor-Appointed Contractor) Application Form
• October 8 – New Products Entry (Advance Rate)
• October 15 – Meeting/Function Space Reservation
• October 18 – Booth Catering Order Service (Centerplate)
• October 19 – Tents/Canopies—Full Circle Events
• October 21 – Hanging Sign/Banner Shipments to Advance Freeman Warehouse
• October 22 – Photography Order – Expo Ease
• October 22 – Plant and Floral Order – Expo Ease
• October 22 – Vehicle Detailing (Advance Rate) – Professional Detailers
• November 5 – Members Lounge Conference Room Reservation by 3:00 p.m.

Click here for a complete listing of 2021 SEMA Show deadlines.

More information on the 2021 SEMA Show is available at www.SEMAShow.com.

By SEMA Editors

Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.

View the Products for Project-Vehicle Builders list.

By Jason Catullo

The LVCC's halls are nearly full of exhibits, but booth space is still being reserved, and more exhibitors are expected to secure space until the Show opens on November 2.

Attendees planning on joining the industry at the 2021 SEMA Show can see who's exhibiting and where through the updated floorplan. If you have not yet registered for the SEMA Show, taking place Tuesday-Friday, November 2-5, visit www.SEMAShow.com/attendee to register.

For 2021, the Show will include exhibit space in the Las Vegas Convention Center’s newly constructed West Hall, a 1.4-million-sq.-ft. facility completed in January. The new facility includes exhibitors from the Restyling & Car Care Accessories, Powersports & Utility Vehicles, and Truck, SUV & Off-Road sections.

Earlier in June, the visitors of the World of Concrete convention were the first to use the new hall, and the event marked the first large-scale convention and tradeshow to be held in Las Vegas in 15 months.

In addition to the new hall, the newly constructed Loop—a high-speed, people-mover system that runs 40 ft. under the LVCC—will transport visitors between South, Central and West Halls. The World of Concrete successfully used the system to shuttle visitors through the 200-acre convention center.

For more information on the 2021 SEMA Show, visit www.SEMAShow.com.

By SEMA Editors

SEMA eNews highlights SEMA-member companies’ websites weekly through the Hot Links to Cool Sites section. SEMA members: To be included in Hot Links to Cool Sites, email your company name and website to enews@sema.org. Note: Make sure to include “Hot Links” in the subject line of the email.

• Addictive Desert Designs
• BOOSTane
• CURT Manufacturing
• Duck Covers
• Edelbrock
• Fastway Trailer Products
• ICON Vehicle Dynamics
• Lazer Star Lights
• Magnaflow
• Omix-ADA

By SEMA Editors

Latest Jobs Added to SEMA Career Center

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.

Manager of Customer Service and Sales Operations
Extreme Dimensions Inc. is hiring a manager of customer service and sales operations with the experience and ability to manage, motivate and direct the company’s customer service and sales teams while overseeing the day-to-day operations of the departments. This person should be able to evaluate the current state of operations for the department and work on process improvement while ensuring all team members are thriving. Candidates should also be good with numbers, be able to analyze data and  provide feedback and recommendations for future growth and success. 

Sales Manager
Vivid Racing is hiring a sales manager responsible for organizing and overseeing the company’s sales policies, objectives and initiatives; set short- and long-term sales strategies; and evaluate effectiveness of current sales programs. Candidates should be intimately familiar with the industry to be able to build, support and maintain sales initiatives relevant to current trends and work relentlessly to achieve short- and long-term sales goals by leading, developing and directing the work of your sales team. 

Shop Technician
Northridge 4x4 is hiring a shop technician responsible for installing parts and accessories for Jeep customers. This position uses quality-control methods to ensure that all builds are complete before the Jeep leaves the shop and also maintains the cleanliness and safety of the shop while working under general direction. Candidates must have a high school diploma, two years’ minimum work-related experience or a combination of education and experience. Hands-on mechanical expertise, including bodywork, Jeep-related knowledge and motor conversion knowledge is required.