By Juan Torres

Four dedicated individuals who contributed to and have had an impactful influence on the automotive specialty-equipment industry are being honored as new SEMA Hall of Fame members. They will join an elite group of icons who comprise the SEMA Hall of Fame, as they are officially inducted at the SEMA Installation & Gala, July 30 in Las Vegas.

The four newest SEMA Hall of Fame members are: Jessi Combs, Rick Love, Bob Moore and Carl Schiefer.

Jessi Combs: Jessi Combs built an accomplished career in the automotive industry as the host of several television programs, founder of a variety of businesses and an accomplished fabricator and racecar driver. With an infectious passion and youthful enthusiasm for the industry, Combs served as a host for many SEMA events, including the SEMA Installation & Gala and the SEMA Awards Banquet at the SEMA Show. As a volunteer in the historic 2012 SEMA Businesswomen’s Network (SBN) All-Female Ford Mustang Build, Combs served as a role-model for women in the industry and continued to inspire women through the launch of The Real Deal—a collaboration with fellow SBN member Theresa Contreras, designed to inspire confidence, break stereotypes and motivate other women to pursue their passions. In 2019, Combs set a land-speed record for women, 522.783 mph, on a dry lake bed in Oregon—a feat that resulted in an accident that led to her untimely death at the age of 39.

Rick Love: While freelancing as a writer/photographer for Rodder’s Digest magazine in 1982, Rick Love created a home workshop and leaned on his electronics degree to do wiring and air-conditioning installations for other hot rodders. It was this A/C work that caught the attention of SEMA Hall of Famer and founder of Vintage Air Jack Chisenhall. He asked Love to assist the company at rodding events, and continued to promote him over the years to his current position of president, in charge of overseeing the day-to-day operations of the entire company. Despite his busy schedule at Vintage Air, Love never wavers to volunteer his time, expertise and energy to helping the industry. As a true car guy, he advocates for the industry. Having served multiple terms as chairman of the SEMA Hot Rod Industry Alliance (HRIA), Love is an ambassador for SEMA and constantly recruits and encourages businesses to get involved.

Bob Moore: Bob Moore appropriately authored a monthly column in Aftermarket Business magazine entitled “Ahead of the Curve.” As electronic catalogs evolved and the internet began to dominate the way consumers researched and purchased products in the early 2000s, Moore was a pioneer in establishing standards for product data in the automotive aftermarket. As a SEMA Board member and the co-founder and chairman of the SEMA Business Technology Committee (which has evolved to what is now the SEMA Data Co-op), Moore was instrumental in the adoption of standardized data for the specialty-equipment industry. He spent years scrutinizing the industry to determine the important facets of product information that consumers look for in order to help businesses sell more products, resulting in the first industry initiative to standardize and centralize product data into a single-source data pool. Moore was awarded the 2010 SEMA Chairman’s Service Award from then-Chairman of the Board Rick Rollins, who noted, “We are fortunate to have someone with his leadership and determination driving some of our industry’s most critical initiatives.”

Carl Schiefer: As the son of the first SEMA Hall of Fame recipient Paul Schiefer, Carl Schiefer built a legacy of his own by founding what has evolved into a thriving marketing agency dedicated to automotive brands.” Schiefer Media was created in 1985 as an enthusiast media agency with an original focus on automotive aftermarket and related enthusiast categories. With an impressive list of clients, including Edelbrock, Mother’s, Bilstein, and Royal Purple, Schiefer Media was instrumental in bringing motorsports brands to the mainstream public. He initiated advertising for automotive brands on television—a practice that may seem standard today, but was unusual at the time and significantly expanded market reach to a nationwide audience. Perhaps what sets Schiefer apart from other marketers is his passion for the industry; he raced Top Gas and Top Fuel dragsters amongst the greats, including Don Garlits, Tommy Ivo and the Smothers Brothers. Although retired from Schiefer Media, the agency continues to operate as SCS, with Schiefer’s son James as CEO.

In addition to formally introducing Combs, Love, Moore and Schiefer as SEMA Hall of Fame members during the 2021 SEMA Installation & Gala, the annual event on July 30 will include recognitions of the newly elected and the outgoing SEMA Board members. All SEMA members and industry professionals are invited to join the celebration and can purchase tickets at www.sema.org/gala.

By SEMA Editors

The digital SEMA Show Exhibitor Service Manual—one of the most powerful online tools—was developed to highlight links to all of the resources pertinent to having a successful exhibit at the Show.

To help you navigate efficiently, each section is broken down to the basics. Time spent understanding the tools available to you will pay dividends with ease of participation, provide better visibility with buyers and save you valuable time and money.

Included in the Exhibitor Service Manual:

• Feature vehicle information and application—deadline July 30
• New Products Showcase submissions—first product is free; additional products $75 (prior to October 8)
• Guidelines and policies
• Marketing, advertising and sponsorship

1. Advertising opportunities
2. Public-relations opportunities
3. Directory listing—deadline to update your listing in the Show Directory is August 19
4. Sponsorship brochures

• Meeting room applications
• Contact information
• Show hours
• Deadline checklist
• FAQs
• Booth vehicle information and application
• Information/target times on when freight must be at your booth
• General service contractor information

Freeman

• Carpeting
• Electrical
• Hanging signs
• Booth cleaning
• Booth installation and dismantle

Cox

• Internet and telephone services

Expo Ease

• Photography

Centerplate

• Catering/food and beverage

Show Security Management

• Booth security

By Ashley Reyes

SEMA Hot Rod Industry Alliance (HRIA) members and those involved in the hot-rod segment of the industry are invited to join the council for its upcoming general membership meeting, May 21, at 10:00 a.m. (PDT).

This event will provide HRIA members with details on new and existing programs, including those that will help members connect with other businesses and promote their brands to consumers. Specific programs to be discussed include:  

• The new Searchable Council Member Company Directory.
• HRIA Education Days—This event takes place at the National Street Rod Association (NSRA) Nationals in Louisville, Kentucky, and provides HRIA manufacturers a chance to promote and educate enthusiasts about their products through face-to-face educational seminars with industry enthusiasts.
• Updates on open HRIA meetings and mixers at major car show events through the year.
• Industry awards and the HRIA SEMA Show feature vehicle program.
• HRIA-member spotlight program and how to participate.

A virtual panel discussion focused on hot rodding for the younger generation will be presented following general council updates.

Register Now!

By Ashley Reyes

SEMA members are invited to take part in an upcoming Facebook Live Chat featuring Ben Schaffer, founder of Bulletproof Automotive and Unplugged Performance, Wednesday, May 12, at 12:00 p.m. (PDT).

Having found Bulletproof Automotive—an international distributor of high-end tuning parts and builder of custom cars—and Unplugged Performance—a world-leading company that focuses on the customization and sports performance of Tesla vehicles—Schaffer is highly experienced and knowledgeable in the world of car tuning and modifying cars in the electrical vehicle space.

Schaffer was first met with skepticism when Unplugged Performance debuted its first modified Tesla vehicle at the 2014 SEMA Show. Since then, the company has continued to improve every aspect of the Tesla driving and ownership experience, offering an exclusive range of premium upgrades to give a new sporty performance identity to the Tesla Model S, Model X and Model 3.

During the live chat presented by the SEMA Young Executives Network (YEN), Schaffer will share his insight on Teslas, EV tuning and the future of performance car culture. Participants will be able communicate with Schaffer live, tap into his expertise and get their questions answered in real time.

Location: SEMA Facebook page.

By Juan Torres

Registration for the 2021 SEMA Show, scheduled for November 2-5, at the Las Vegas Convention Center in Las Vegas, is now open.

The premier gathering for the automotive specialty-equipment industry, the 2021 SEMA Show already has more than 1,500 companies confirmed to exhibit and many more expected before the event takes place in November. Exhibitors include major automakers and small businesses, as well as iconic aftermarket manufacturers who are enhancing their booths to heighten their presence at what will be the first industry-wide in-person gathering for the $46.2 billion automotive specialty-equipment industry in nearly two years.

“Given the restrictions our industry has endured the last year, pent-up demand for the SEMA Show is at an all-time high,” said Tom Gattuso, SEMA vice president of events. “More so than other years, the 2021 SEMA Show will be fundamental in helping industry professionals grow existing relationships, create new ones, and push their businesses forward.”

Attendees at the 2021 SEMA Show will witness firsthand nearly two year's worth of innovation, technology and new products from manufacturers, as they showcase products, debut vehicles, conduct demonstrations and prepare to do business throughout all four halls of the 3.2-million-sq.-ft. Las Vegas Convention Center.

“We are ready to get back to SEMA and connect with our customers this fall,” said Michael Hamrick, Wilwood Disc Brakes events and promotions manager. “Everyone at Wilwood Disc Brakes is putting their best foot forward to have a great event and catch up with our customers. We have quite a few new products to unveil, and SEMA is the place to do it.”

With the entire Convention Center in use, the SEMA Show floor will be designed to improve traffic flow and make navigating the event simple and easy. The 2021 SEMA Show floorplan will begin to take shape during the annual Priority Space Selection process, June 7–23. Companies that submit booth space applications before May 7 will participate in the weeks-long process to determine their booth location in the Las Vegas Convention Center. Attendees will also be able to sign up for educational seminars featuring industry experts and networking events that bring market niches together.

“We’re excited to already be working with the more than 1,500 companies that have committed to exhibit at this year’s SEMA Show, and we expect hundreds more to reserve booth space before May 7,” said Gattuso. “We encourage attendees to register early so they can secure their credentials and receive updates on breaking news from what will be an amazing event.”

Registration for the 2021 SEMA Show is offered in three categories—attendee, exhibitor, and media—and everyone must qualify to receive a badge and attend.

For more information about qualifying documents and the 2021 SEMA Show, log on to www.semashow.com.

By Ashley Reyes

Applications for the SEMA Launch Pad—a program designed to help emerging entrepreneurs and inventors launch new automotive products into the marketplace—are now available.

Originally created to support young entrepreneurs under the age of 40, this year’s program is open to qualified individuals 18 and over. This year’s Launch Pad also includes expanded prize packages, with the grand-prize package valued up to $92,000. Fifteen semifinalists will be selected to participate in and promote their products at the 2021 SEMA Show in Las Vegas, and receive additional awards that may include cash prizes, complimentary SEMA membership and promotional video features that will air on SEMA’s social media networks.

Five finalists will take part in a product-pitching competition and vie for a grand prize that includes $75,000 in cash, booth space at the 2022 SEMA Show, complimentary ad space in SEMA News and more.

To qualify, applicants must be a business owner, company-leading executive (president, CEO, CFO, COO) or vice president of a company, and must offer a product or service that is a functioning prototype or concept or currently for sale.

Applications to participate in SEMA Launch Pad must be submitted online by May 30.

By Ashley Reyes

Securing education and skills training is imperative to ensure one’s success, relevancy and advancement in their job or future career.

During the third session of the “Sharpen Your Soft Skills” webinar series, Powered by the SEMA Businesswomen’s Network (SBN) on May 25, at 11:00 a.m. (PDT), entry- to mid-level professionals will learn how to secure the training and education they need to earn proper wages and secure advancements. Register to learn more about:

• Common obstacles to securing education and specialized skills training.
• How to identify further education opportunities that best suit one’s career goals (graduate school, undergraduate, trade school, lean Six Sigma black belt, PMP, etc.).
• How to fit skills training into your schedule alongside work and family life.
• Methods for requesting the right training that suits one’s career needs.
• Best practices for approaching a supervisor to request additional training.

Register here.

By Ashley Reyes

National Tire Safety Week—a consumer tire safety awareness campaign by the U.S. Tire Manufacturers Association (USTMA) taking place June 28–July 4—provides members of the SEMA Wheel & Tire Council (WTC) and other tire industry businesses with an opportunity to educate motorists about proper tire care and maintenance while increasing brand awareness and generating positive PR.

To help companies prepare in advance, the WTC will host a live webinar on May 19, at 12:00 p.m. (PDT) to share details about this year’s campaign theme, “Do Your Part, Know Your Roll.” Webinar participants will learn how staff can educate customers about tire care, safety and challenges related to tires.

Topics include:

• The importance of air pressure—effects on mileage, wear, gas mileage and load capability.
• Tire Industry Association (TIA) highlights for tire safety—inflation pressure maintenance on tire life and performance, and the benefits of regular rotation, PMS maintenance and tire repair.
• California law that requires replacement tires to be low rolling resistant.
• The RIM (Read, Inspect, Mount) Safety Program
• Tire registration challenges—Current voluntary registration requirements put the burden on retailers to provide customers with information. Switching to a mandatory system would put all of the burden on retailers. Without electronic ID, a mandatory tire registration and recall recovery system would be an unreasonable burden for retailers.

Register today!

Compiled by SEMA Editors

Maxxsonics USA Welcomes Mark Lieber

Effective now, Mark Lieber has joined the team at Maxxsonics USA as project and quality manager. His responsibilities will involve leading Maxxsonics USA concurrent product development teams in the design and engineering of products. Lieber will also work directly with Maxxsonics global partners to ensure its designs are manufactured to the highest standards, bringing quality products to market on time. Starting at Rockford Fosgate (RF) in 1987, Lieber grew into the industry with various positions throughout his career, the first 10 years in manufacturing and completing his time at RF as senior project and quality assurance manager in 2011. In October 2011, he started at YSI Inc. in supply chain and managed a supply base of 40 key suppliers. In March 2013, he joined the team at Scosche Industries as a program manager, overseeing eight key suppliers while implementing cost-saving measures. One year later, he rejoined YSI/Xylem as supply-chain specialist and managed the supply base of five key suppliers with total imports of $7 million. In 2017, Lieber decided to start Lieber Quality Management Inc. so he could bring his project management skills to others, with Vertical World Wide being his first customer.

Milwaukee Tool Expands Corporate Operations

Milwaukee Tool announced the expansion of its corporate operations into downtown Milwaukee, Wisconsin. The company’s current global headquarters in Brookfield, Wisconsin, will remain the central location for the company’s corporate operations. The company says that the new expansion will provide increased space to accommodate the company’s rapid growth. Anticipated to open in October, this building will house 1,200 employees within the next three years.

Milwaukee reports that it will invest more than $30 million to purchase and renovate a vacant 333,000-sq.-ft. building in downtown Milwaukee. This building will act as an extension of the company’s global headquarters in Brookfield. By the end of 2021, the company will have more than 3,100 employees located in Wisconsin.

Holley Appoints New CFO

Holley has announced that Dominic Bardos has been appointed CFO. A financial executive with extensive public company experience, Bardos will serve as a member of the executive leadership team and report directly to President and CEO Tom Tomlinson. Bardos recently served as vice president of finance for Tractor Supply Co. Previously, he served as CFO for Cambridge Franchise Holdings. Additionally, he held several leadership positions at ServiceMaster, including three years as the divisional CFO for Terminix, its largest division. His experience also includes leadership positions in financial planning and analysis, strategic sourcing, supply chain, and customer service operations in large organizations such as Caesars Entertainment, Hilton Hotels and Harrah’s Entertainment.

Mickey Thompson Names Director of Motorsports

Mickey Thompson Tires & Wheels has named Jason Moulton as director of motorsports. With 23 years of experience in race tire development for the company, Moulton has developed several new drag-race tires, wheels and related products, such as Mickey Thompson’s big drag tire program, including the first “Bubba” ET Drag tire for Top Sportsman, Top Dragster, Super Comp and more classes. Moulton will oversee a team of motorsports experts and will attend more than 100 race events each year, providing trackside service to racers at national, divisional and local events across the country.

NPW Miami Consolidates Anaheim DC of EPWI

NPW, the new parent company of engine and performance distributor EPWI, has announced the consolidation of the EPWI Anaheim inventory, ordering and shipping to its NPW DC in Gardena, California. The company states that the ordering, shipping and sales will remain the same. Suppliers and customers should only experience positive changes from this move. As is the practice of NPW, the same EPWI staff is being retained for no interruptions in services. The NPW Gardena facility offers a wider selection of brands over what EPWI carried and increased depth on the stock levels of common lines. The NPW Gardena DC is located at 14605 South Main St., Gardena CA 90248.

Meyer Distributing Noe Offers Mounted and Balanced Wheels and Tire Packages

Meyer Distributing announced that it has factory trained techs to mount wheel and tire packages, using the state-of-the-art Hunter’s Revolution Tire Changer and Road Force Elite Wheel Balancer. Meyer offers this service on wheels 17- to 22-in. wheels and up to a 40-in. tire.

“Our goal is to help our customer’s capture more sales, said Scott Hohler, Meyer Wheel and Tire category manager, many shops are turning away this business away because they don’t have the equipment to sell wheel and tire packages. We always look for ways to add more value for our customers and we look forward to bringing wheel and tire packages to our customers on their next Meyer delivery truck.”

Pylon Appoints New President

Pylon Manufacturing announced the appointment of Michael Fretwell to company president. Fretwell brings more than two decades of experience in sales, marketing and product development. He previously served as chief marketing officer at Pylon, where he drove the expansion of retailers and led the company's launch of several new innovative products and initiatives. As president, Fretwell will lead the strategy and execution of Pylon's business development and growth, while building on the company's tradition of more than 50 years of consistent quality.

Port City Racecars Celebrates 40 Years in Business

Port City Racecars is celebrating its 40th anniversary as a leading manufacturer of racecar chassis and specialty parts catering to the short-track asphalt community. The privately held company was founded by Harley Boeve in 1981 in a modest shop located on his family’s farm in Michigan. The company reports that during 40 years in business, it has grown into two separate buildings accounting for close to 20,000 sq. ft. and is located in Race City USA, Mooresville, North Carolina.

PCR will celebrate its 40 years with its customers by offering specials through the month of May.

• All customers that shop on www.portcityracecars.com will receive a $40 credit towards all orders more than $150 using check-out code PCR40 (Limit one transaction per customer. Offer expires May 31).
• For the balance of ’21, all new car orders will be photographically documented throughout the build process. Upon completion, the owner will be presented a framed oversized print of their car that will carry the signatures of all Port City Racecars employees. The print will feature the special PCR 40th Anniversary logo signifying the chassis construction during the celebratory year.
• Limited edition apparel carrying the PCR 40th Anniversary logo will be available for purchase directly from www.portcityracecars.com.

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.

By Ashley Reyes

Brock White is the SEMA Young Executives Network’s (YEN) newest spotlight member. White is a manufacturer’s representative at Bob Cook Sales—a sales, marketing and consulting company for automotive aftermarket manufacturers and resellers.

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

Brock White: Don’t be afraid to make a dollar off of your friends; You’ll rarely make a cent off of your enemies.

SEMA: What keeps you in the industry?

BW: Variety. As (arguably) the last member of Generation X, I enjoy working with the variety of people in our industry from the young up-and-coming trend setters to the old-school business owners.

SEMA: Where can you be found on a Saturday?

BW: You can find me tackling a project on one of my vehicles, spending time with my dodgeball group or washing my truck to get ready for a night out on the town.

SEMA: How do you prepare for an important meeting?

BW: I prepare by being ready to be surprised. You never know what insider information or interesting stories you may learn that can turn into keys that will open doors in the future!

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

BW: I would go to lunch with Bob Chandler. Pioneering the Monster Truck is a pretty incredible feat in retrospect. It’s really interesting to see how the Monster Truck has both influenced and benefited from so many aspects of our industry—from hardcore motorsport to the way enthusiasts style their pickups.

If you are a current YEN member, fill out a YEN member spotlight form. Selected candidates may be featured on YEN’s social media, SEMA eNews and YEN member updates.