By SEMA News Editors

The countdown is on. In just 10 days, SEMA Fest returns to Las Vegas on Friday, November 6, bringing live music and automotive attractions together for an evening of car culture. Following the 2026 SEMA Show, the event features performances by The Offspring, Jimmy Eat World, 311 and The Alive.

Beyond the music, attendees can check out the Supercar Saturdays Florida display, drifting demonstrations by OPTIMA and the Globe of Death.

Doors open at 3:00 p.m. PST, with performances and attractions scheduled throughout the afternoon and evening.

Tickets are available at semafest.com. Check the event schedule, plan which performances and attractions to see, and secure tickets before Friday, November 6.

Non-industry members can also make it a full-day adventure with the "SEMA Show Friday–Open to the Public" ticket at semafest.com. 

For tickets and the latest event information, visit semafest.com and follow @SEMAFestOfficial on Instagram. Review the schedule below to see when each performance, demonstration and attraction is planned:

Sponsored by ALLDATA

From AI-powered diagnostics to shop management and collision repair enhancements, see what's new from ALLDATA at SEMA 2026.

The 2026 SEMA Show is just around the corner, and ALLDATA is gearing up to showcase new solutions designed to connect every stage of the repair process. From Artificial Intelligence (AI)-powered diagnostics to new shop management capabilities, attendees will get a firsthand look at how ALLDATA continues to help shops work more efficiently, improve repair confidence and uncover new revenue opportunities.

Introducing ALLDATA Diagnostic Intelligence

Diagnostic Intelligence combines AI with ALLDATA's industry-leading OEM repair information to help techs diagnose faster.

Making its SEMA debut, ALLDATA Diagnostic Intelligence brings together AI-powered diagnostic guidance and the industry's most trusted OEM repair information in a single workflow. Designed to help technicians move more quickly from symptom to solution, Diagnostic Intelligence combines AI-guided insights, probable causes, diagnostic paths, known fixes, technical service bulletins, wiring diagrams and direct access to OEM repair content in one place.

New Shop Manager Pro Enhancements

Visitors to SEMA will also get a preview of the latest enhancements to ALLDATA Shop Manager Pro, all designed to streamline operations and improve the customer experience. Highlights include:

• QuickBooks Online Integration, which automatically syncs invoices, payments, and refunds in real time to reduce manual entry and keep financial information current.
• Online Booking Appointment Widget, enabling customers to schedule appointments 24/7 directly from a shop's website.
• Repair Trends, a new feature that delivers trustworthy recommendations based on a vehicle's year, make, model, and mileage. By identifying likely component failures and upcoming maintenance needs, Repair Trends helps shops uncover additional service opportunities, support upselling efforts, and stay connected with customers through deferred maintenance marketing.

Shop Manager Pro enhancements include a new appointment widget and repair trends tracker.

ALLDATA Repair Planner: New Enhancements

For collision repair facilities, the latest Repair Planner enhancements help collision facilities strengthen documentation, improve insurer communication, support OEM-compliant repairs, and create a more complete repair record.

• Downloadable Repair Documentation: Attach relevant repair procedures associated with a repair job into a downloadable PDF.
• OEM Articles on Estimates: Attach applicable OEM articles directly to estimates for improved documentation.
• Article Tracking and Audit Trail: Track viewed OEM articles with timestamps to create a more complete record throughout the repair process.
• Estimate Assist: Automatically identify commonly overlooked line items that may be missing from an estimate to strengthen blueprinting, reduce liability, and improve OEM compliance.

Specifications Quick Reference: Key Specs. Zero Searching.

Another feature making waves is Specifications Quick Reference, a customer-inspired enhancement that puts commonly used vehicle specifications within easy reach.

Technicians can quickly access information such as coolant type, fluid quantities, torque specifications, brake bleeding sequences, fuel pressure, and more directly from the Information column in ALLDATA Repair and ALLDATA Collision. The result is less time searching and more time focused on repairs.

See It All at SEMA

Whether you're interested in diagnostics, repair information, collision workflows, or shop management, SEMA attendees will be able to experience the latest ALLDATA innovations firsthand. Visit ALLDATA in the North Hall, Booth #11145 and Upper South Hall, Booth #31061. Also, stop by the Duralast booth, Central Hall, Booth #20351, for additional product information, prizes, and giveaways.

We look forward to showing how connected workflows, trusted OEM information, and intelligent new technologies can help shops save time, improve productivity, and drive growth.

To learn more, visit our website: www.alldata.com

By SEMA News Editors

The 2026 SEMA Show is nearly here, November 3-6 in Las Vegas, and attendees can take some final steps to make the most of their time in Vegas. (Still need to register? Get started here).

From reviewing transportation options to downloading the mobile app, a little preparation now means more time discovering products, making connections and experiencing everything the SEMA Show has to offer.

Las Vegas and SEMA Show Transportation: Know Before You Go in 2026

SEMA Show organizers have created semashow.com/transportation as a complete guide for getting to and from the Las Vegas Convention Center (LVCC) during SEMA Week.

SEMA Showgoers are encouraged to use hotel shuttles, Las Vegas Monorail and the Vegas Loop (more on that below) to get to and from the SEMA Show in Vegas, as parking will be impacted by construction at the LVCC during the event.

Free hotel shuttle service is also available to and from the LVCC and more than 45 hotels (more details on that below), and discounted tickets are available to Showgoers for the Las Vegas Monorail, which will operate at extended hours during SEMA Show week.

Get those details, plus information on rideshares, taxi/limos, the public bus called the Strip and Downtown Express (SDX) and off-property parking locations at semashow.com/transportation.

The Vegas Loop: Get Around the LVCC

The Vegas Loop at the LVCC offers fast, free on-campus transportation using Tesla vehicles traveling through underground tunnels. Five passenger stations serve the SEMA Show: South Station, Central Underground Station, Central Plaza Station, West Station and Riviera Station.

Travel between LVCC stations is free.

Rides to public stations outside the LVCC campus require a ticket and, as of October 2026, service is available to Encore, Fontainebleau, Resorts World, SAHARA and Westgate hotels.

For ticket prices and purchases, visit lvloop.com/tickets. Operating hours vary by event, so check vegasloop.com for the latest schedule. For group or bulk ticket inquiries, contact ticket-support@lvloop.com.

Free Shuttle To and From the 2026 SEMA Show and Hotels

Attendees staying at participating hotels can take advantage of complimentary shuttle service to and from the LVCC during Show week.

To review the latest shuttle schedule and transportation details, including boarding locations, visit semashow.com/transportation.

And don't forget: The Las Vegas Monorail is another convenient option connecting to several area hotels, with discounted tickets available to SEMA Show attendees and extended operating hours during the event. Seven Monorail stations include MGM Grand, Paris Las Vegas, Caesars Palace, Harrah's/The LINQ, the Convention Center, Westgate and SAHARA.

SEMA 2026 attendees enjoy exclusive Monorail fare discounts. Purchase tickets at tix.lvmonorail.com/SEMA2026 for the best rates available. Paper tickets are also available (at full price) from ticket vending machines and customer service desks.

In addition, Monorail riders enjoy discounts across Las Vegas. Learn more here.

Discover the latest information, station location, schedule and hours of operation at semashow.com/transportation.

Download the Mobile App: The 2026 SEMA Show in a Pocket

The SEMA Show mobile app is now available for download through the Apple App Store and Google Play. The app puts essential Show information and planning tools at attendees' fingertips, including:

• My Schedule: Manually add schedule entries and keep track of saved events and favorites.
• Social Media: Check the latest information from SEMA's social media feeds.
• What's On Now: See events currently happening and what's coming up.
• Turn-by-Turn Directions: Navigate between locations without needing GPS or a data service.
• Exhibitors: Find companies by name, product category, Show section or location.
• Floorplans and Maps: View the overall Show layout or explore individual locations.
• Scan New Products and Feature Vehicles: Scan New Products Showcase listings to view photos, product details and manufacturer booth locations. Scan QR codes on feature vehicles to find equipment details.

Downloading the app before arriving can help SEMA Show attendees organize schedules, navigate the Show floor and find the exhibitors, products and events that matter most to their business. Learn more at semashow.com/app.

Don't Miss the Must-See SEMA SHOW ADAS Showcase

The 2026 SEMA Show ADAS Showcase will put the latest in advanced driver assistance systems (ADAS) under the spotlight, giving automotive professionals a hands-on look at how vehicle repairs, modifications and replacement components can affect system performance and calibration requirements. Developed in partnership with the Society of Collision Repair Specialists and its ADAS Council, the interactive experience in Upper South Hall Booth #32100 will feature late-model vehicles, two calibration bays and technical experts from Ford, General Motors, Rivian and leading collision repair and technology companies.

Moving beyond traditional classroom presentations, every day during the Show from 9:30 a.m. to 1:30 p.m. PST, the Showcase will feature live demonstrations, real-world repair scenarios and expert discussions on sensor alignment, calibration troubleshooting, vehicle geometry and the equipment needed to service today’s increasingly sophisticated vehicles. Attendees can ask questions, inspect calibration equipment and connect directly with industry specialists to gain practical insights they can apply to their businesses. 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is open online. For more information, visit semashow.com, the Registration Resource Center, or the 2026 SEMA Show floorplan.  

Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, on the SEMA Show campus. Secure tickets or learn more at semafest.com.  

By SEMA News Editors

Love the automotive world? Make it part of your career.

SEMA is looking for talented professionals who want to bring their skills, ideas and passion to an organization connected to the automotive specialty-equipment industry.

Explore the current openings and apply for a position that could take your career in a new direction: View current SEMA job opportunities.

As the leading voice for the global aftermarket, SEMA represents more than 7,000 member companies involved in creating, buying, selling and using specialty-automotive products. SEMA supports the industry through market research, product-development resources, education, networking, legislative advocacy and other programs that help businesses and professionals succeed.

SEMA also organizes the annual SEMA Show in Las Vegas, the premier trade event for the specialty-equipment industry.

The aftermarket is a major contributor to the U.S. economy, generating nearly $337 billion in economic impact, supporting 1.3 million jobs nationally and producing nearly $53 billion in annual parts sales.

View current SEMA job opportunities.

For more information, visit sema.org.

By SEMA News Editors

The start of the 2026 SEMA Show, November 3-6 in Las Vegas, is just days away, so if you haven't booked your hotel yet, now is your last chance to secure your room at the lowest possible rate.

Booking through OnPeak, the SEMA Show's official housing provider, gives attendees access to a range of hotel options to help make the most of their week at the aftermarket's premier industry event.

For attendees still arranging their stay, Circus Circus and Palace Station are two options offering SEMA Show group rates. Rooms are subject to availability, and additional accommodations can be found through OnPeak at semashow.com/hotel.

Attendees who book through the official 2026 SEMA Show hotel block, managed by onPeak, can earn eligible hotel loyalty rewards points while taking advantage of discounted rates, flexible reservation policies and convenient access to Las Vegas' top hotels. Hotel reservations for the 2026 SEMA Show are available at semashow.com/hotel.

Whether traveling solo or coordinating accommodations for the entire team, booking through the official SEMA Show housing provider offers benefits not found through many third-party booking sites.

Earn Hotel Loyalty Rewards When Booking in the SEMA Show Block

One of the biggest advantages of booking through the official SEMA Show hotel block is that eligible reservations can earn hotel loyalty rewards points. Simply enter your rewards program information during the booking process, then confirm it again at check-in to receive eligible credit for your stay.

For example, Marriott Bonvoy members can earn points by:

• Booking a participating Marriott or MGM property through the official onPeak reservation system.
• Entering their Marriott Bonvoy membership number in the "Hotel Rewards" section during checkout.
• Providing the same membership number again when checking in at the hotel.

It's one more way your trip to the SEMA Show can continue delivering value long after you leave Las Vegas.

Exclusive Rates With Price-Match Protection

SEMA negotiates discounted hotel rates exclusively for attendees, often below publicly available pricing. Instead of spending hours comparing booking sites, attendees can reserve with confidence through the official hotel block.

If you happen to find a lower qualifying rate elsewhere, the official housing provider also offers price-match protection, giving you another reason to book early through semashow.com/hotel.

Flexible Reservations

Travel plans can change, and the official SEMA Show hotel block is designed with that in mind. Reservations can be modified or canceled without penalty through October 8, and full prepayment is not required at the time of booking, offering flexibility that many online travel sites don't.

Simple Group Booking

Managing hotel reservations for multiple employees doesn't have to be complicated. The onPeak system allows companies to reserve multiple rooms with immediate confirmation, assign guest names later and choose whether to manage payments centrally or individually.

Sustainable Travel Options

Attendees interested in making more environmentally conscious travel decisions can also explore sustainability information for participating hotels through onPeak. The platform provides resources that help travelers identify properties and practices that align with their sustainability goals.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is open online. For more information, visit semashow.com, the Registration Resource Center or the 2026 SEMA Show floorplan.  

Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

* All prices subject to change. Check semashow.com/hotel for the latest pricing and information. 

By SEMA News Editors

The SEMA Future Leaders Network (FLN) has named Jacob Norris, lead product development engineer at VMP Performance, as the network's newest spotlight member. 

Get to know Norris in his interview with SEMA News below. 

SEMA News: What is the best advice you have ever received? How has this advice helped you either professionally or personally?  

Jacob Norris: In the midst of chaos, there is also opportunity--sun tzu. It has many meanings, but my main takeaway is there is always more to learn and every situation can improve processes and actions in the future.

SN: What keeps you in the industry?

JN: My passion for racing and modifying cars.

SN: Where can you be found on a Saturday?      

JN: Either fishing or at the race track.

SN: How do you prepare for an important meeting?       

JN: Prep, prep, prep. Laying out everything well in advance.

SN: If you could go to lunch with one industry leader, living or dead, who it would be and why?

JN: Henry Ford, he changed the thought of what an automobile could be.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates. 

By Victor Muñoz

Longtime SEMA volunteer and automotive-industry professional Rory Connell is taking his experience beyond the aftermarket and into his hometown.

Connell, a former chair of the SEMA Future Leaders Network (FLN), is running for City Council in Corona, California. His decision grew from years of volunteering, listening and learning how organizations bring people together to solve problems.

Connell spoke with SEMA News about his automotive career, his time with SEMA and King of the Hammers, and why industry members should consider stepping up in their own communities.

SEMA News (SN): You grew up in Corona and built much of your automotive career there. How did the community shape your path?

Rory Connell (RC): I already had a passion for anything that burned gasoline when I was in elementary school: dirt bikes, four-wheelers, whatever I could get my hands on. Then I became friends with a kid whose family was involved in go-kart racing. I started going to the track with them, became a mechanic and tuner, and eventually traveled to races around the country and the world.

After attending WyoTech, I came back to California and worked at Barry's Speed Shop, West Coast Customs, Callaway Cars and Gibson Performance. Corona gave me those opportunities because so many people and businesses here are involved in motorsports. Automotive history has long been part of Corona's identity. The city held major road races on Grand Boulevard more than a century ago. You see so many custom vehicles around Corona because there are so many companies here that help people build them. My career was bred and built here.

SN: What first drew you to volunteer with SEMA?

RC: George Lathouris was the first person who explained SEMA volunteerism to me. He told me that members give their time so the association can accomplish its work. He suggested that I get involved with FLN. I eventually joined the FLN Select Committee, became chair and served on scholarship, youth-engagement and awards committees. My desire to volunteer probably comes from my mom. She always gave her time to her church, school and community. I saw my parents do it, and it became natural for me. It is nice to be nice.

SN: What did those volunteer leadership roles teach you?

RC: When I started, I wanted to make drastic changes right away. I learned that big organizations are like aircraft carriers: They take time to turn. Not every challenge can be resolved in one fight. Progress comes over time.

I also learned that civil discourse is necessary. People will not always share your opinion. If I could revisit some decisions I made when I was younger, I would listen more. The most important thing a leader can do is listen. If you do not know what people have to say, you are representing your own interests, not theirs.

SN: Which SEMA accomplishments mean the most to you?

RC: Launch Pad is something I am very proud of. It was not my idea, but I was in the room when it was created, and I took carrying that legacy forward very personally. It has lasted for more than a decade and has been a literal launch pad for people's careers and companies. Being a small part of creating those opportunities means a lot.

I am also proud of the Honda Talon student build that was auctioned for charity. We were drawing attention to off-road and UTV opportunities years ago. Seeing SEMA continue to expand its work in powersports and off-road makes it feel like we helped move that rock uphill.

SN: What has King of the Hammers taught you about leadership?

RC: King of the Hammers involves government agencies at the federal, state and county levels, so it has taught me a lot about working with government. More importantly, it reinforced that you have to listen to get anything done.

If people do not feel heard, they stop caring. Planning an event of that scale requires our entire team to listen. That is reflected in the racers, fans and partners who keep coming back every year.

SN: How did your industry experience lead you to run for city council, and what do you hope other SEMA members take from your decision?

RC: I was not planning to run for city council. I hoped I could inspire somebody else to do it, but nobody did. Eventually, I decided I would step forward myself.

I have been in leadership positions for decades, and I had to learn some lessons the hard way when I was younger. Those experiences made me a better leader and taught me the importance of listening. Anyone who pays taxes deserves a voice, even if they do not always want to use it publicly. A good leader listens to the people they represent.

I would rather this story inspire SEMA members to get involved than simply try to get me elected. If something is happening in their community that threatens automotive shops or the industry, I want them to speak up and do something about it.

Sometimes you step forward because there is no other person willing to do it.

By Victor Muñoz

Longtime SEMA volunteer and automotive-industry professional Rory Connell is taking his experience beyond the aftermarket and into his hometown.

Connell, a former chair of the SEMA Future Leaders Network (FLN), is running for City Council in Corona, California. His decision grew from years of volunteering, listening and learning how organizations bring people together to solve problems.

Connell spoke with SEMA News about his automotive career, his time with SEMA and King of the Hammers, and why industry members should consider stepping up in their own communities.

SEMA News (SN): You grew up in Corona and built much of your automotive career there. How did the community shape your path?

Rory Connell (RC): I already had a passion for anything that burned gasoline when I was in elementary school: dirt bikes, four-wheelers, whatever I could get my hands on. Then I became friends with a kid whose family was involved in go-kart racing. I started going to the track with them, became a mechanic and tuner, and eventually traveled to races around the country and the world.

After attending WyoTech, I came back to California and worked at Barry's Speed Shop, West Coast Customs, Callaway Cars and Gibson Performance. Corona gave me those opportunities because so many people and businesses here are involved in motorsports. Automotive history has long been part of Corona's identity. The city held major road races on Grand Boulevard more than a century ago. You see so many custom vehicles around Corona because there are so many companies here that help people build them. My career was bred and built here.

SN: What first drew you to volunteer with SEMA?

RC: George Lathouris was the first person who explained SEMA volunteerism to me. He told me that members give their time so the association can accomplish its work. He suggested that I get involved with FLN. I eventually joined the FLN Select Committee, became chair and served on scholarship, youth-engagement and awards committees. My desire to volunteer probably comes from my mom. She always gave her time to her church, school and community. I saw my parents do it, and it became natural for me. It is nice to be nice.

SN: What did those volunteer leadership roles teach you?

RC: When I started, I wanted to make drastic changes right away. I learned that big organizations are like aircraft carriers: They take time to turn. Not every challenge can be resolved in one fight. Progress comes over time.

I also learned that civil discourse is necessary. People will not always share your opinion. If I could revisit some decisions I made when I was younger, I would listen more. The most important thing a leader can do is listen. If you do not know what people have to say, you are representing your own interests, not theirs.

SN: Which SEMA accomplishments mean the most to you?

RC: Launch Pad is something I am very proud of. It was not my idea, but I was in the room when it was created, and I took carrying that legacy forward very personally. It has lasted for more than a decade and has been a literal launch pad for people's careers and companies. Being a small part of creating those opportunities means a lot.

I am also proud of the Honda Talon student build that was auctioned for charity. We were drawing attention to off-road and UTV opportunities years ago. Seeing SEMA continue to expand its work in powersports and off-road makes it feel like we helped move that rock uphill.

SN: What has King of the Hammers taught you about leadership?

RC: King of the Hammers involves government agencies at the federal, state and county levels, so it has taught me a lot about working with government. More importantly, it reinforced that you have to listen to get anything done.

If people do not feel heard, they stop caring. Planning an event of that scale requires our entire team to listen. That is reflected in the racers, fans and partners who keep coming back every year.

SN: How did your industry experience lead you to run for city council, and what do you hope other SEMA members take from your decision?

RC: I was not planning to run for city council. I hoped I could inspire somebody else to do it, but nobody did. Eventually, I decided I would step forward myself.

I have been in leadership positions for decades, and I had to learn some lessons the hard way when I was younger. Those experiences made me a better leader and taught me the importance of listening. Anyone who pays taxes deserves a voice, even if they do not always want to use it publicly. A good leader listens to the people they represent.

I would rather this story inspire SEMA members to get involved than simply try to get me elected. If something is happening in their community that threatens automotive shops or the industry, I want them to speak up and do something about it.

Sometimes you step forward because there is no other person willing to do it.

From the SEMA Washington, D.C., office

SEMA  and PRI have expanded their Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/advocacy/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign: 
 

Michigan's Right-to-Race Push Still Alive––Help It Across the Finish Line

PRI representatives speak at the Michigan Speedway Promoters Association meeting at Michigan International Speedway earlier this month.
 

Michigan is one of the few legislatures still at work in 2026, and the state's SEMA- and PRI-supported right-to-race bill could still pass with the right amount of support from stakeholders and enthusiasts. 

• State Senator Jeremy Moss is the key to this end-of-year push; PRI is urging coalition members and racing enthusiasts to send him a letter asking him to support Michigan's racetracks and help advance SB 773 and HB 5652 before year's end. 

To keep the state's stakeholders engaged, PRI met with members of the Michigan Speedway Promoters Association (MSPA) at Michigan International Speedway on October 14 to update them on the organization's advocacy efforts to protect and advance motorsports. 

To learn more about how you can help in Michigan, contact Tierra Hubbard, PRI's director of government affairs for racing, at tierrah@performanceracing.com. 

PRI Hosts Wisconsin Lawmakers at La Crosse Speedway

From left to right: Tierra Hubbard, PRI and SEMA, Wisconsin State Senator Brad Pfaff, Gregg McKarns, La Crosse Speedway, Wisconsin State Representative Steve Doyle, Tom Deery, PRI Ambassador, during a tour of La Crosse Speedway in Wisconsin.
 

La Crosse Speedway and PRI, during the first week in October, hosted Wisconsin Senator Brad Pfaff and Representative Steve Doyle during Oktoberfest Race Weekend. The tour, led by track operator Gregg McKarns and his team provided a firsthand look at the motorsports industry and its importance to their constituents and local communities. 

After Wisconsin Governor Tony Evers vetoed PRI's right-to-race legislation during the 2026 legislative session, the Promoters and Operators of Wisconsin Auto Racing (POWAR) decided to double down on advocacy efforts for next year. Bringing lawmakers out to the track is one way to spark up conversations. 

This and other track visits give lawmakers the opportunity to learn more about businesses, jobs and economic activity supported by the motorsports industry, while engaging directly with industry leaders in an exciting environment. 

• See the economic impact of the motorsports industry on your state and community here.  

As PRI prepares for the 2027 legislative session, these conversations are an important part of building relationships with policymakers, raising awareness of the industry's priorities and earning support for policies that protect and strengthen motorsports in Wisconsin and nationwide. 

From the SEMA Washington, D.C., office

SEMA  and PRI have expanded their Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/advocacy/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign: 
 

Michigan's Right-to-Race Push Still Alive––Help It Across the Finish Line

PRI representatives speak at the Michigan Speedway Promoters Association meeting at Michigan International Speedway earlier this month.
 

Michigan is one of the few legislatures still at work in 2026, and the state's SEMA- and PRI-supported right-to-race bill could still pass with the right amount of support from stakeholders and enthusiasts. 

• State Senator Jeremy Moss is the key to this end-of-year push; PRI is urging coalition members and racing enthusiasts to send him a letter asking him to support Michigan's racetracks and help advance SB 773 and HB 5652 before year's end. 

To keep the state's stakeholders engaged, PRI met with members of the Michigan Speedway Promoters Association (MSPA) at Michigan International Speedway on October 14 to update them on the organization's advocacy efforts to protect and advance motorsports. 

To learn more about how you can help in Michigan, contact Tierra Hubbard, PRI's director of government affairs for racing, at tierrah@performanceracing.com. 

PRI Hosts Wisconsin Lawmakers at La Crosse Speedway

From left to right: Tierra Hubbard, PRI and SEMA, Wisconsin State Senator Brad Pfaff, Gregg McKarns, La Crosse Speedway, Wisconsin State Representative Steve Doyle, Tom Deery, PRI Ambassador, during a tour of La Crosse Speedway in Wisconsin.
 

La Crosse Speedway and PRI, during the first week in October, hosted Wisconsin Senator Brad Pfaff and Representative Steve Doyle during Oktoberfest Race Weekend. The tour, led by track operator Gregg McKarns and his team provided a firsthand look at the motorsports industry and its importance to their constituents and local communities. 

After Wisconsin Governor Tony Evers vetoed PRI's right-to-race legislation during the 2026 legislative session, the Promoters and Operators of Wisconsin Auto Racing (POWAR) decided to double down on advocacy efforts for next year. Bringing lawmakers out to the track is one way to spark up conversations. 

This and other track visits give lawmakers the opportunity to learn more about businesses, jobs and economic activity supported by the motorsports industry, while engaging directly with industry leaders in an exciting environment. 

• See the economic impact of the motorsports industry on your state and community here.  

As PRI prepares for the 2027 legislative session, these conversations are an important part of building relationships with policymakers, raising awareness of the industry's priorities and earning support for policies that protect and strengthen motorsports in Wisconsin and nationwide.