Boosting Skills and Leadership
FOR MEMBERS SEEKING GROWTH, SEMA OFFERS A RANGE OF PROGRAMS TO TURBOCHARGE YOUR BUSINESS AND ACCELERATE YOUR PROFESSIONAL DEVELOPMENT
BY ELLEN McKOY
As an industry trade association, SEMA has long offered educational and business- building resources to help members grow their businesses and advance their professional development. Although the annual SEMA Show's education tracks are perhaps the most visible examples of such programs (see p. 48), SEMA actually offers numerous other business- and career-focused networking and learning initiatives in a variety of venues beyond the Show.
"The SEMA Show is a culminating experience that brings the vast specialty automotive industry together, but throughout the course of the year, we reinforce our relationships with the industry through more regionalized events that allow our member communities to come together under the SEMA umbrella," said Zane Clark, SEMA vice president of membership, education, research and councils. "In hosting council and network events in places other than Las Vegas, we strengthen and personalize the relationships built at the Show."
Because the SEMA Show has built such a tremendous marketplace for business and has become synonymous with the industry, many professionals and businesses associate SEMA solely with the Show and are unaware of highly valuable programs and service the association offers throughout the year. Clark is out to change that misperception, and in his mind, it's about outreach and communication.
"There are diverse markets that we currently have relationships with, and which activate at the Show, but don't necessarily see SEMA as a resource that can provide support on a year-round basis," he explains. "So we need to do a better job to communicate our value proposition. We need to understand what each community needs, and build content that's valuable to these groups, and a great way to do that is through networking and education, which we are proficient at doing."
>>The SBN Women's Leadership Forum in Austin, Texas, combined education and networking to advance personal development and leadership skills among industry women.
Such outreaches are in SEMA's DNA. As far back as the '90s, the association presented a program known as the SEMA Experience, which consisted of a series of events featuring seminars and panel discussions on industry-related topics as well as after-hours networking. Featured presentations, sponsored at various times by Chevrolet/Geo and Ford Motor Company, also centered on new-business opportunities for member companies to collaborate with the OEMs on their then-current accessory programs.
In addition, SEMA's industry communities, led by its councils and networks, have long provided niche-specific opportunities for education, networking, career and business advancement in Las Vegas, regionally and, increasingly, online. SEMA sees these initiatives as investments in the industry's future, and has continued to evolve the programs to meet the changing needs of SEMA members and the various markets they represent. The following is a brief look at some current and successful programs that SEMA members can tap into.
As a trade association, SEMA's communities encompass nine councils and networks, each representing an industry segment or demographic. Somewhat analogous to a task force, each council or network is comprised of volunteers—business professionals who draw on the collective knowledge of their respective members to tackle issues of common interest and concern, and create strategies and programs that meet their specific members' needs. Two recently successful educational events offered by the SEMA Businesswomen's Network (SBN) and the SEMA Future Leaders Network (FLN) stand out as prime examples of SEMA members expressed interest in professional-development programs.
EMPOWERING AND ELEVATING WOMEN
SBN has been advancing women's professional careers through networking, mentoring and education for three decades. From Gear-Up Girl gatherings, awards recognition and member spotlights to special events, SBN-powered sessions at the SEMA Show and All-Female Builds, the accomplishments rack up. But SBN's roots trace to the mid-'80s—a time when men had the inside track on opportunities to build personal and professional connections. As few such opportunities existed for women, a small coterie of female leaders helped establish the Professional Women's League, which evolved into SBN in 1993. The group now boasts membership of more than 500 women.
Despite some headway, women still face workplace challenges in what remains a predominately male industry. To help women progress in their careers and hone leadership skills, SBN debuted its Women's Leadership Forum in 2022. With the express goal of bringing industry women together in an intimate and relaxed environment, the forum enables participants to focus on personal development, mentoring and leadership through a series of high-powered keynotes, panel discussions, breakout sessions and informal networking activities.
Held in March in Austin, Texas, the theme of this year's forum was "EVOLVE: Advancing the Future of Women in Leadership." Among the topics: "The New Leadership Challenge: Advancing Women's Leadership," "Walking the Glass Floor: Seven Essential Qualities of Women who Lead" and "Women in Leadership: Lifting up the Next Generation of Women in Leadership." Two networking events—a cocktail reception and a dinner—gave participants and speakers a welcome opportunity to wind down and get acquainted.
"THE WOMEN'S LEADERSHIP FORUM OFFERED A GOOD OPPORTUNITY TO TAKE MY FEMALE LEADERS OUT OF THE DAY-TO-DAY ENVIRONMENT AND GIVE THEM THE EDUCATIONAL ASPECT TO ENHANCE THEIR LEADERSHIP SKILLS…"
"It was a great event," declared SEMA Council Director Nicole Bradle. "We experienced 46% growth this year. It's huge to grow that much in one year. The forum offers a safe space for women to come together. When you do that in a welcoming environment where women let down their walls and build relationships with other women, it's very rewarding to see."
SBN Chair Sara Morosan agreed. "We pushed really hard to publicize and increase awareness of the forum, so we were excited to see more women attend." To carry their message forward, SBN utilized last year's Show as a platform to present a four-hour-long women's symposium, she added.
"We held the symposium at the Show to encourage women to attend this year's leadership forum," said Morosan. "The program offered highlights to show how women in the aftermarket can advance their careers. That's what SBN and the Women's Leadership Forum are all about."
For Kelli Gallagher, president of Dee Zee, the leadership forum has been a rewarding experience. Having attended the event since 2022, it presented the chance not only for her own personal enrichment, but to bring other female employees along as well. The women, five of whom attended in 2023 and seven this year, represented a cross section of Dee Zee's workforce, from the production floor to quality-control and human resources.
"Dee Zee has been a member of SEMA for more than 40 years, but I had not gotten deeply involved. I felt it was time," said Gallagher. "I chose SBN as the area to dive in and get involved.
"The Women's Leadership Forum offered a good opportunity to take my female leaders out of the day-to-day environment and give them the educational aspect to enhance their leadership skills and an opportunity to meet other women in the industry. It's been a good experience and something my team has benefited from. I look forward to the event continuing."
For SBN members, there's good news. Next year's forum will head to the East Coast, with future events slated for a more central locale and California. "We're excited to move the forum to different locations," said Morosan. "We want women in other parts of the country to enjoy the same opportunities."
CULTIVATING YOUNG TALENT
In 1989, the industry recognized the need to nurture aspiring young professionals to help perpetuate the growth and success of the aftermarket industry. And thus, the Young Executives Network (YEN) was born.
In the ensuing years, YEN provided members with networking opportunities with colleagues and influential industry leaders to listen, learn and develop skills to pursue a higher level of professionalism.
In 2022, YEN was rebranded the Future Leaders Network. The new name more accurately reflects the group's membership. The nearly 1,200 members—39 years of age or younger—hold positions throughout the industry, from entry-level staff and trade workers to managers, executives and business owners.
Committed to helping aspiring leaders sharpen their professional and personal skill sets, FLN teamed with world-renowned Dale Carnegie Training to present a leadership training course. The Professional Development Program (PDP) debuted in 2022.
The two-day event is open exclusively to FLN members employed by a SEMA-member company. Attendance is capped at 25 participants. This year's program was held at the SEMA Garage in Detroit in mid-May.
Under the guidance of an experienced Dale Carnegie trainer, attendees were coached on how to enhance communication skills, express confidence in business settings and engage with others by building rapport. The sessions also touched on how to tackle workplace challenges and use new skills to achieve measurable results.
From FLN Chair Matt Beenen's perspective, the PDP's value centers on three factors: location, participants and training. "Having it at the Detroit Garage did a really good job of answering the question, what does SEMA do," said Beenen, the founder of BuiltRight Industries. "It was a great way for people to see and understand that SEMA does a lot more than put on a trade show.
>>The recent FLN Professional Development Program at the Detroit SEMA Garage tapped into Dale Carnegie coaching to hone the business and communication skills of young and rising industry leaders.
>>The ETTN/SAE Career Fairs at SEMA's Diamond Bar and Detroit Garages have helped introduce hundreds of young people to the automotive industry's many career options.
>>Held in conjunction with the NSRA Street Nationals, the HRIA's Education Days (right) bring hot-rod builders up-to-speed on the latest tips and tactics of the trade.
"The exposure to 25 people who share the same passion and want to invest in personal and professional growth adds to the experiences and immediately creates a bond that is stronger than typical business relationships," he added. "The third thing is the quality of the training. It's exceptional. Brett Campbell has been our instructor every year. He not only connects with our group, but is a core piece of the program."
Leanna Moore attended the event in 2023. "The PDP is an amazing program. From the moment we arrived at the SEMA Garage, we were immersed. It was amazing to tour the Garage and see how SEMA helps members. It was a great experience, not only for learning how to become better leaders and coworkers, but also for building bonds with other people."
Moore's investment in herself paid off. Two months after attending the PDP, she was promoted from Wheel Pros' benefit manager to payroll and benefits manager for the Hoonigan organization. "My boss knew I was looking to better myself and they came to me with a position I was looking for. Now I run two departments. If anybody has the opportunity to attend, they absolutely should. It's well worth the effort."
In summing up the PDP experience, SEMA Council Director Denise Waddingham explained, "One of the biggest takeaways is the attendees' personal growth. They not only learn a lot of skills about personal communication and professional growth, they also build a network with cohorts and still have those connections.
"For some people," she added, "this might have been their first experience with a SEMA resource or benefit aside from the Show. Now they could see what [more] we have to offer them, especially hosting it at a SEMA location like the Garage, where they could actually see some of the benefits. It also allows them to get more involved on subcommittees or task forces and in interactions with the association itself."
Based on the program's success, FLN's proposal to expand the PDP in 2025 received thumbs up from the SEMA Board of Directors. The week-long program will still be facilitated by Dale Carnegie, but the format will change.
The PDP will feature two segments. First, a two-day program focused on individual communication, followed by three days for the second PDP on team leadership. Attendance will be limited to 30 FLN members, with further details to be announced.
MEETING MEMBERS' DIVERSE NEEDS
Alongside the SBN and FLN, SEMA's other councils have created successful programs to help members enhance professional and business growth.
"FOR SOME PEOPLE THIS MIGHT HAVE BEEN THEIR FIRST EXPERIENCE WITH A SEMA RESOURCE OR BENEFIT ASIDE FROM THE SHOW. NOW THEY COULD SEE WHAT [MORE] WE HAVE TO OFFER THEM…"
>>The MPMC Media Trade Conference successfully connects motorsports and performance manufacturers with media reps to generate topical content for enthusiast-consumer audiences.
Launched in 1997 to strengthen strategic relationships, the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference facilitates direct interaction between media professionals and member manufacturers. Meeting face-to-face in a "speed-dating-type format" with journalists, bloggers and qualified content creators over a three-day period, manufacturers share their latest innovations, new-product information and other newsworthy content. This successful formula has helped supply the media with streaming content (print, online, video and even social media) to build brand and consumer awareness and drive sales of performance products.
Similarly, SEMA's Hot Rod Industry Alliance (HRIA) is dedicated to ensuring the future of its market segment and to advancing awareness of the hobby. Within this context, the HRIA Education Days initiative has become a critical and popular component of the NSRA Street Rod Nationals, which draws thousands of enthusiasts to its annual car show in Louisville, Kentucky.
During the two-day HRIA program, member manufacturers present sessions aimed at educating enthusiasts and hot-rod builders about their product lines, providing tips and tactics for hot-rod projects, and facilitating mutually beneficial interface between HRIA members and hobbyists.
Now in its third year, SEMA's Emerging Trends & Technology Network (ETTN)/Society of Automotive Engineers (SAE) Career Fair is a collaborative venture between the SEMA network and the SAE. Most recently convened this spring at the SEMA Garages in Detroit and Diamond Bar, California, the two events drew 316 university and college students keen on kick-starting their automotive careers.
The students, members of Formula and Baja SAE competition teams, were afforded a chance to present their competition builds to industry pros who provided feedback and guidance. They also interacted with business leaders to explore potential internships and employment opportunities.
"The event's success highlighted the passion and value that these students have for the automotive aftermarket," noted SEMA Council Director Nicole Bradle. "It was inspiring to see the connections being made and the excitement that spurred from each conversation."
Ultimately, delivering programs, activities and information in response to the emerging needs of its members is a core element of SEMA's mission. By creating environments that foster learning cultures through seminars, presentations and special events, SEMA has cemented its reputation for providing world-class educational opportunities not only during Show Week, but beyond.
"The point I'd like to underscore is that SEMA is not sitting passively waiting for members and industry professionals to discover everything we have to offer. Rather, we're determined to reach out to them, discern their business and career development needs, and respond with high-quality, relevant programs that they can easily access from wherever they are," concluded Clark.
