By Cristian Gonzalez
The countdown has begun as we enter the closing weeks leading to the annual SEMA Show in Las Vegas, where you will be exhibiting alongside thousands of automotive manufacturers and have access to 160,000 specialty-equipment market professionals. As Show Week approaches, you're probably thinking there's still time to lock in details such as lodging, promotional packages, freight plans, etc.
You're correct; however, important deadlines are fast approaching, and some will be redlining by the time this issue hits your desk. We'll review some upcoming cost-saving dates you won't want to miss, including freight shipments through Freeman, New Product Showcasing, ad spacing and more.
Offering further insight and final tips before your excursion to Las Vegas are SEMA's Vice President of Events Tom Gattuso and Trade Show Director Andy Tompkins, who are trade show veterans and have key insights to a successful and smooth ride through Show Week.
REDLINING DEADLINES
Your exhibiting experience has many moving parts to consider, and just as many significant dates to keep in mind, other than opening day on November 4. You can find the complete list of important and essential deadlines online at semashow.com/esm. However, we want to highlight a few that will save you money and which you especially won't want to miss.
October 3 marks several key deadlines, including the advanced registration rate for the New Products Showcase (NPS). Your company's first product in NPS is always free. Any other product you wish to enter is $95. However, after the advanced rate deadline, any additional entries will cost $175. For exhibiting companies with numerous new products, NPS is an excellent opportunity to extend your company's footprint at SEMA. "NPS is like a miniature trade show at SEMA, and everything else just scales up from there," says Gattuso.
The New Products Showcase receives the most foot traffic out of any SEMA Show feature. Expand your reach by registering a few products; the first one is free.
Tompkins follows, "Think about it in a retail setting. The products create a story and connect with customers before the company does." The more products you can have exhibiting in this showcase, the more of your company's story you'll get out. And the best part is you don't even need to have a new product this year to showcase in NPS, so if you wish to leverage products in NPS, be sure to register them before October 3.
Apart from NPS, there are numerous other ways to promote your brand at the SEMA Show if brand awareness is one of your business goals. SEMA offers various ad spaces--physical and digital--that get your brand's name and booth number in front of thousands of eyes.
At the time this issue went to press, there were still digital ad spaces available for SEMA News, the association's twice-a-week email news blasts that will send daily Show updates as the week progresses. Space is limited however, so contact your sales rep to learn what promotional opportunities are still available.
SAVE ON YOUR SHOW FREIGHT
The journey to Las Vegas begins with shipping your booth materials and products through Freeman, the SEMA Show's official exhibition services contractor. SEMA offers a free freight program through Freeman, where exhibiting companies with less than 400 sq. ft. of booth space can ship up to 500 lbs. of drayage for free.
If you are hovering just above the 500-lb. threshold, a helpful tip to remember is you can still carry smaller items to your booth. While the Las Vegas Convention Center (LVCC) doesn't allow exhibitors to use pallet jacks or dollies on campus, you are allowed a two-wheeled cart to haul in the final essentials. Be sure to check out the Exhibitor Service Manual for more details at semashow.com/esm.
Once your freight has been sent and accepted into Freeman's advance warehouse, you can rest easier until it's time to fly out and oversee your booth assembly. While you might be tempted to arrive on Monday before Show opening, we strongly suggest giving yourself an extra day for any unforeseen issues.
"Arriving early provides more time to troubleshoot any setup issues or tweak booth layout and ensure everything is ready for Show opening day," says Tompkins.
Coming into Vegas a day earlier than planned will be worth the cost of an extra hotel night. It's important to give yourself ample time to conduct your setup, especially if you are new to the LVCC or exhibiting at SEMA. You'll be able to create a less stressful experience for yourself and avoid any issues on time.
IS EVERYTHING AND EVERYONE READY?
As you get closer to the Show, you'll want to make sure all your travel affairs and lodging are in order. And if you haven't booked your hotel, go no further than semashow.com for the best discounts we've secured by partnering with onPeak, our official hotel provider, especially if you decide to start your Las Vegas adventure a day early. And avoid any check-in setbacks by calling and verifying your reservations a few days in advance.
Research restaurants that fit your budget while also being suitable for taking clients out to. Las Vegas is renowned for its extensive culinary selection, offering a diverse range of options with varying price points. SEMA Week is a busy time for the city, so if you wish to take the team or possible leads to dinner after Show hours, look into where you want to dine and have reservations set in advance.
Have meetings with your staff to ensure everyone is up to speed on product talking points and goals for the week.
Lastly, ensure your SEMA team is in sync regarding business goals and company talking points. Exhibiting companies will achieve the best returns when everyone delivers the same company message. Encourage daily huddles where everyone can discuss how the day went, whether those business goals are being met and how to improve for each subsequent day.
If you want to give your booth more horsepower at a discounted price, register any additional staff before October 30. Every exhibiting company gets a certain allotment of badges based on booth size, but they can purchase more should they feel additional personnel would help achieve a better ROI.
Every team member who is adequately trained on the talking points you want to focus on, can communicate sharply and gather leads is another valuable asset in your quiver. If you assess that your team could benefit from more staff at SEMA, register them before the advanced pricing ends on October 30.
EXHIBITORS TIP: SEMA Show Friday
In the past, we've seen some exhibitors lose a little steam when Friday rolls around. SEMA Show Friday is SEMA's way of bringing the consumer side of the aftermarket into the SEMA Show. Rather than let them pass by until another buyer or industry professional comes along, leverage the opportunity and connect with these end users to gain further insight into the consumer mindset.
Gattuso explains, "We've got an end-user element that comes to the Show on Friday. You can fight that or you can ask yourself the hard question: Does my company promote my product to consumers? And if the answer is yes, there's literally a focus group--this attendee base--that's coming by asking questions and becoming a prospect for you."
This attendee group might not be buying your product by the pallet, but you're putting a direct face to the company name they've been a fan of for years. If they've never heard of you, give them an interaction that leaves such a positive effect that they enthusiastically spread your company name within their social circles.
Tompkins and Gattuso have heard from attendees with non-buyer badges who have noted they sometimes do not receive the same level of attention that buyers get at SEMA. So break the trend and treat every attendee like they can take your company to the next level. "You never know who you're talking to. Invest the time that you can in every attendee you meet who's willing to give you their attention," asserts Tompkins.
Tompkins adds that if you do come across end users on Friday but don't sell directly to consumers, have a list of resellers you can point them to. Being able to refer them to a shop in the area or region they're from will demonstrate your preparation and willingness to help your customers. It won't go unnoticed.
This year, SEMA Fest will feature Queens of the Stone Age, The Black Crowes, and Neon Trees.
To take your Show immersion to the next level, consider attending SEMA Fest on Friday. The music festival is the closing act to SEMA Week--a perfect blend of live music and car activations to "celebrate the industry, community, and everything that makes car culture so special," said Gattuso. Tickets are still available (as of 9/25/25) on semafest.com.
SEMA Fest is more than a concert event--it's another opportunity to make meaningful connections and interact with end users and enthusiasts who will see your SEMA badge and view the brand as more than just a company looking at consumers like numbers on a spreadsheet. Show them you are a brand built by people passionate about the culture and the industry that drives it forward over good music and automotive performance. This is what SEMA is all about.
