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ARTISTIC PIT STOP

WHY CRUISING BY THE ART WALK CAN BOOST YOUR SEMA SHOW EXPERIENCE

BY CRISTIAN GONZALEZ

The Art Walk has been a featured tradition of the SEMA Show since the late ’80s, taking on many forms and artists. It began with promoter Bob Larivee talking with then-SEMA Board member Jim Davis. Larivee is a SEMA Hall of Fame inductee honored for his pioneering success with car shows. He started featuring art booths at the Pebble Beach and Meadowbrooks car shows, where he met with Davis. “I happened to mention art, and he liked art. He got me a spot right in the [SEMA Show] lobby, and I got together… maybe 15 or 20 [artists], and that was the beginning,” says Larivee.

Larivee was always particular about whom he brought to the Show. When asked to divulge further, he said, “A lot of designers would come to me and say they wanted to be a part of it, but all they did was paint cars. I said, ‘No, you got to paint a scene. You got to paint history.’”

MAKING A STATEMENT

Larivee, who continues to encourage artists to join the Art Walk, is immensely proud of the exhibit space and the artists found there. He sees the Art Walk as an integral part of the Show with a significant role to play. “I think it’s a chance to make a statement for the history of the sport,” said Larivee.

Ed Tillrock has been an artist working alongside SEMA since the rebirth of the Art Walk installment in 2013. Apart from featuring his work at the Show, Tillrock has produced artwork for SEMA, such as the association’s Hall of Fame inductee face sketches. A quick Google search of his automotive art will display a colorful mural of varying vehicle genres. “I think modern-day collectors and people involved in this industry like everything from a modern Porsche to an old hot rod to a dragster, and that’s how I’ve always looked at things. I like it all,” says Tillrock.

He continues, “I like old cars, and I like new cars, so for me, it kind of fits in with SEMA. If you walk around the Show, you’ll see an old custom. You’ll see a truck that’s jacked up 6 feet in the air with chrome underneath. Or you’ll see a Ferrari that’s a highly collectible car sitting next to a lowered C10 pickup truck. I think my art represents that.”

The Art Walk parallels the Show’s diverse offerings, but what can attendees take away from it?

EVERY PIECE FROM EVERY ARTIST REMINDS US WHY WE GOT INTO THE INDUSTRY IN THE FIRST PLACE AND WHY WE FIGHT TO KEEP IT ALIVE.

For one, there’s the awe-inspiring artwork found all along the Art Walk. Every piece from every artist reminds us why we got into the industry in the first place and why we fight to keep it alive. As featured artist Tom Fritz puts it, “It’s about the American fascination with the strongest and the fastest.”

Fritz adds, “I’ve got this opportunity to create a celebration of the vehicles that, since this whole thing got started, we know them to be exciting and cool, and they can take you anywhere you want to go while you can control the power and the speed and all of these represent a type of freedom that essentially continues to define American culture.”

A PLEASANT ESCAPE

For a less esoteric reason, it’s a good step away from the Show’s hubbub. “It’s a long Show,” says Fritz. “A lot of miles on the feet, but it gives [attendees] a break, and that break is an opportunity to both find and lose themselves at the same time.” Whether it’s taking a step back to breathe or finding something inspirational to hang in the office, Show attendees will find something to take away from it.

And if there are any doubts about the caliber of the artists and their work, Fritz is ready to put them to rest. “It’s all different, and the quality is way high. It’s not a Sunday show in the church parking lot. This is worldclass work,” he says. The artistry behind every piece speaks for itself. If these artists were a racing class, they would be Formula 1 drivers.

While art has a voice that speaks to us, the true heartbeat of the Art Walk comes from the artists. “These artists are very in touch with the people they’re serving,” said SEMA Show Operations Director Lorri Monty who oversees the Art Walk and works closely with the artists SEMA features.

“[The artists] love talking to [attendees] about their art because it is something they feel passionate about,” said Monty. Making conversation over art at SEMA is no different than conversing over a feature build. Much like the unique vehicles scattered throughout the convention center, an automotive painting can spark the same passionate discussions for a fraction of the cost. “Maybe someone can’t afford one of these vehicles on display at the Show,” says Monty, “but maybe they can buy some really cool art.

>>Art isn’t always printed on canvas. Sometimes, it’s printed on a skateboard.

>>Tom Fritz and other Art Walk artists aren’t there to just sell their work. They welcome socializing and meeting fellow enthusiasts and curious observers.

PLAN YOUR SHOW TRAVEL NOW

WHETHER IT’S BOOKING A HOTEL OR FLIGHT, OR SIMPLY COMMUTING TO THE SHOW, YOU’VE GOT SEVERAL COST-SAVING OPTIONS

BY SEMA MAGAZINE EDITORS

Whether you’re a SEMA Show first-timer or a seasoned veteran, everyone appreciates a stress-free travel experience—and all the better if it’s cost-effective as well. Fortunately, a little advance planning can save you worry, time and money getting to and from Las Vegas and the Show. Here are some top tips for airfare, hotels and ground transportation.

JETTING TO AND FROM LAS VEGAS

SEMA Show organizers have worked with major air carriers to secure discounted airfare for 2024 SEMA Show attendees. The following airlines offer special round-trip rates to Las Vegas in connection with the Show:

Alaska Airlines offers a 7% discount of published fares for valid travel dates October 28—November11, 2024.
United Airlines offers 2% to 10% discounts based on origin location for valid travel dates November 2—11, 2024.
Delta Airlines also offers special SEMA Show discounts.

For further details and booking instructions, visit semashow.com and click on the Hotel and Travel link.

BOOKING YOUR LAS VEGAS STAY

SEMA has partnered with onPeak—the 2024 SEMA Show’s only official hotel provider—to secure discounted rates at a selection of Las Vegas hotels. For ease of travel planning, and knowing that plans can change, onPeak offers convenient hotel options with flexible change and cancellation policies. SEMA encourages Showgoers to book through onPeak early for the best selection and price. Again, for further details and booking instructions, visit semashow.com and click on the Hotel and Travel link.

GETTING TO AND FROM THE CONVENTION CENTER IN LAS VEGAS

With ongoing construction throughout the city, as well as at the Las Vegas Convention Center (LVCC), traffic can be heavy and parking options limited. When commuting to and from the Show, please allow plenty of time. Moreover, Show officials strongly recommend public transportation and ride-sharing options for quick and easy trips.

LAS VEGAS MONORAIL

The Las Vegas Monorail provides quick, reliable, climate-controlled transportation for leisure and business travelers on the Las Vegas Strip. Directly connected to several Strip resort hotels as well as the LVCC, the monorail gets from one end of the Strip to the other in just minutes.

Trains arrive every few minutes at each of seven stations: MGM Grand Station, Horseshoe/Paris Las Vegas Station, Flamingo/Caesars Palace Station, Harrah’s/The LINQ Station, Boingo Station at Las Vegas Convention Center, Westgate Las Vegas Station and SAHARA Las Vegas Station. The monorail system is open 7:00 a.m. to 12:00 a.m. Monday; 7:00 a.m.–2:00 a.m. Tuesday through Thursday; and 7:00 a.m.–3:00 a.m. Friday through Sunday.

In addition, 2024 SEMA Show attendees can obtain exclusive fare discounts by purchasing monorail tickets at tix.lvmonorail.com/SEMA24. These discounted tickets also allow you to skip the paper ticket line and scan your phone at the monorail gate for entry. (Paper tickets are still available at ticket vending machines and customer service desks on the station for full price.)

>>With trains running every few minutes, the Las Vegas Monorail provides speedy, convenient travel to and from major hotel stations and the LVCC. Discounted ticket rates are available to SEMA Showgoers.

VEGAS LOOP AT THE LVCC

The Boring Co. Loop quickly transports passengers across the 200-acre Las Vegas Convention Center campus in a fun and convenient way, free of charge. The system consists of two one-way, 0.8-mi. tunnels built to accommodate all-electric Tesla vehicles driving at speeds of up to 35 mph.

Five stations conveniently connect passengers with Resorts World, the Riviera and the LVCC West, Central and South Halls. On the LVCC campus, typical walking time from the West Hall to the North/Central Hall can take up to 25 minutes, but Loop makes the trip in about 2 minutes. Stations are as follows:

South Station: Adjacent to South Hall, this station is located aboveground.
Central Station: Near the Central Hall Main Entrance, this station is located below ground and is accessible via escalator or elevator.
West Station: Adjacent to West Hall, this station is located aboveground.
Riviera Station: At the North side of the West Hall closest to Elvis Presley Drive.
Resorts World Station: This station is located above ground.

There is no charge to travel between stations at the Las Vegas Convention Center. However, a valid Vegas Loop Ticket is required for any rides arriving from or departing to any station outside the LVCC campus. Visit lvloop.com/tickets to purchase tickets. Hours of operation vary based on LVCC events, but the current schedule is always available at lvloop.com/ operating-hours.

RIDE SHARING, TAXIS AND LIMOUSINES

There will be two designated transportation hubs where ride-sharing services, such as Uber or Lyft, and taxis and limousines will be able to drop-off and pickup Show participants quickly and easily:

LVCC Blue Lot (east end of Grand Lobby, adjacent to Central Hall)
LVCC West Hall Transportation Lot (adjacent to West Hall)

STRIP AND DOWNTOWN EXPRESS

Las Vegas public buses run from downtown Las Vegas, to the LVCC, and to the Strip. Service includes 18 stops between the downtown Las Vegas Premium Outlets, to the City Parkway, to the LVCC, to the Fashion Show Mall/Bellagio/Excalibur/Mandalay Bay and to South Strip Transfer Terminal. Visit rtcsnv.com for details. Buses run approximately every 15 min., starting at 7:00 a.m. on Show days. (Normal operation starts at 9:00 a.m. all other days.)

SHOW PARKING FOR PERSONAL VEHICLES

Limited LVCC parking is available and rates are subject to change without notice. Plan in advance if you will be commuting to and from the Show in a personal vehicle. Updated parking information is available at semashow.com, via the SEMA Show mobile app, or by calling the Las Vegas Convention and Visitors Authority at 877-VISITLV or 702-892-0711.

>>Consisting of underground tunnels navigated by Teslas running up to 35 mph, the Vegas Loop at the LVCC drastically cuts the time it would normally take to walk between the Show’s West, Central and South Halls.

SEMA FEST RETURNS

A MIX OF MUSICAL VIBES AND AUTOMOTIVE ENTHUSIASM WILL CAP OFF AN EXCITING SEMA WEEK

BY SEMA MAGAZINE EDITORS

>>Last year, SEMA debuted SEMA Fest, a concert festival combining headline music groups with automotive entertainment and more. Open to the public, the festival moves this year to the LVCC campus in Las Vegas.

Get ready to wrap up your SEMA Show Week in style with a night of heart-pounding live music and automotive activations at SEMA Fest, taking place on Friday, November 8. The stage will be packed with performances by Cage the Elephant, Sublime, Fitz and the Tantrums and Petey.

This unique, event will bring a fitting close to the the SEMA Show, uniting trade professionals and the public to celebrate car culture and the automotive lifestyle. Plus, this year, SEMA Fest will rock a new outdoor venue right at the Las Vegas Convention Center (LVCC), adjacent to the South Hall. The event requires tickets not included with SEMA Show or Friday Experience badges. Starting at just $49, a variety of ticket options are available at semafest.com.

“Our goal with SEMA Fest is to invite a young, diverse, ‘car-curious’ audience to mingle with our automotive-professional audience so that our industry can benefit from the synergies created,” says SEMA Vice President of Events Tom Gattuso. “We’re anticipating our marketplace’s needs of the future, and our inaugural SEMA Fest in 2023 laid a solid foundation. We reached a new group of people with whom we don’t typically attract, and they came to the event and gave really positive feedback. The 2024 iteration of SEMA Fest promises to take the entertainment, excitement and connections to even higher levels.”

Of course, music and car culture have always shared a close connection. Ask any car or truck enthusiast, and they’ll eagerly list their favorite tracks for cruising. Gattuso says SEMA Fest leans into this dynamic, and the 2024 event will play an important role in growing the industry’s brand recognition among consumers while inspiring their support for industry businesses.

“We see the event as a means of spreading the automotive lifestyle among consumers, converting fans to enthusiasts, and enthusiasts to evangelists. It helps connect the dots between the trade-only SEMA Show and our ultimate end users, and will be vital to our industry advocacy efforts as well,” he explains.

Since 2011, the annual SEMA Show has been nurturing the relationship between the industry and its enthusiast consumers in various ways, starting with the annual SEMA Cruise vehicle parade out of the LVCC. In 2014, that highly attended public event helped spawn SEMA Ignited, the official SEMA Show “afterparty” open to the general public. In 2021, the SEMA Show Friday Enthusiast Experience debuted, admitting a limited number of qualified enthusiast- consumers and content creators onto the Show floor for the trade event’s final day.

Building on such outreaches to the public, last year Show officials debuted SEMA Fest, a one-of-a-kind concert festival seamlessly blending motorsports, music and car culture. (The concept was the evolution of SEMA Ignited.)

Held at the Las Vegas Festival Grounds, the 2023 SEMA Fest offered enthusiast-consumers an event of their own—and they overwhelmingly responded. SEMA Fest drew an estimated 16,000-plus attendees with the musical acts of Imagine Dragons, Incubus and Wiz Khalifa, among others. There were also a variety of craft foods and beverages, along with a large marketplace of automotive and other nonendemic vendors. But most of all, there was plenty of automotive entertainment to rev up the crowds, courtesy of Formula Drift, Nitro Circus and Hoonigan.

Following on that successful launch, SEMA plans to take this year’s 2024 event up a notch by merging its musical vibes with the automotive attractions of the SEMA Show. The goal, said Gattuso, is “to create a truly unique and unforgettable experience for car and music lovers alike.”

For decades, Gattuso points out, the specialty equipment industry’s non-trade enthusiasts have envied the SEMA Show’s trade-only attendees—but mostly from a distance. SEMA Fest’s new venue now brings them closer to the Show—symbolically uniting them with the specialty automotive industry and creating greater potential for brands inside the Show halls to connect with audiences outside.

2024 SEMA FEST

GET YOUR TICKETS NOW

Tickets to the 2024 SEMA Fest, open to the public, start at just $49 and are available at semafest.com. SEMA Fest ticket provider Tixr offers payment plans with monthly installments, where guests will pay the full ticket price in recurring monthly payments until a final date, which is determined when purchasing the tickets.

Tickets must be paid by the final payment date set for them to be valid at the event. Complete payment plan details and an agreement are available on semafest.com when purchasing tickets. 2024 SEMA Fest ticket options include:

• CONCERT GENERAL ADMISSION (GA)–$49: Entry to all SEMA Fest concert GA viewing areas; does not include access to the Las Vegas Convention Center SEMA Show exhibit halls.

• CONCERT VIP ACCESS–$99: Exclusive access to the VIP viewing area with premium sightlines; VIP bars and washrooms; separate entrance for VIP pass holders at the entrance; device charging stations; does not include access to the Las Vegas Convention Center SEMA Show Exhibit Halls.

• In addition, exclusive tickets are available for the “SEMA Show Friday Enthusiast Experience”—an opportunity for members of the general public to walk the halls of the SEMA Show who normally do not qualify to attend.

Note: Your SEMA Show badge will not get you into the SEMA Fest concerts; a SEMA Fest concert ticket must be purchased. SEMA Fest attendees are also encouraged to secure their hotel stay for the concert event as soon as possible, through SEMA Fest’s official hotel block. Details can be found at semafest.com.

“Relocating the festival onto the LVCC campus promises to further fuel this intermix between the specialty-automotive industry and a new generation of potential consumers,” notes Gattuso. “And for our SEMA Show attendees, SEMA Fest is the perfect combination of music and automotive entertainment to cap off an exciting Show Week.

>>Drifting, car builds and other displays of motorsports excitement will be on tap at the 2024 SEMA Fest.

2024 SEMA SHOW MUST-SEE ATTRACTIONS

A BREAKDOWN OF FEATURES AND EVENTS YOU WON’T WANT TO MISS DURING SHOW WEEK

BY SEMA MAGAZINE EDITORS

The SEMA Show returns bigger and better than ever for 2024 with more than 2,400 exhibitors and 160,000 attendees expected to converge this November 5–8 in Las Vegas. This year’s Showgoers can anticipate the Las Vegas Convention Center (LVCC) campus packed indoors and out with exciting events, exhibits, activations and other features throughout the Show Week.

To maximize your SEMA Show experience, you’ll want to plan and prioritize your personal Show itinerary. To help you do so, we’ve listed many of the most popular features and events that ought to top your list, including the new Industry Night @ SEMA Featuring the Goo Goo Dolls, the annual Industry Awards Banquet and SEMA Fest, the public concert festival which moves to the LVCC campus this year.

Armed with your attendee itinerary, you’ll also want to save time at the Show by registering now at semashow.com/attendee. Also make sure to download the SEMA Show app for the most up-todate information on these events and booth locations, as these are subject to change. Additionally, the app includes a scanning feature for capturing product information from the New Products Showcase and details from featured vehicles. Download it for free from your device’s native app store or visit semashow.com/app.

INDUSTRY NIGHT @ SEMA FEATURING THE GOO GOO DOLLS

● Tuesday November 5, 4:00 p.m., Doors; 5:00 p.m., Music Starts
Location: LVCC Campus Adjacent to South Hall

Industry Night @ SEMA Featuring the Goo Goo Dolls provides a unique opportunity to reconnect with old friends, establish new partnerships and network with the very people who drive our industry’s innovation and growth. Industry Night aims to kick-off your Show Week on a high note with an exclusive party featuring musical acts by the Goo Goo Dolls, O.A.R. and Reignwolf and motorsports demos from the Optima Smoke Show and more. Although open to all Show attendees, a separate ticket is required. To learn more and purchase ticket(s), visit semashow.com.

SEMA FEST—NOW ON LVCC CAMPUS

● Friday November 8, 3:00 p.m., Doors; 4:00 p.m., Music Starts
Location: LVCC Campus Adjacent to South Hall

SEMA Fest gives Show attendees and car culture and music fans the opportunity to put an exclamation point on SEMA Week at this Friday-night concert festival. Enjoy top-notch performances from world-class artists like Cage the Elephant, Sublime, Fitz & the Tantrums and Petey. This year, SEMA conveniently brings the festival to the LVCC campus, so you don’t have to go far to partake in the celebration. It’s open to the general public, so get your tickets at semafest.com before they sell out.

SEMA EDUCATION

● Various Times
Location: LVCC, Multiple Locations

Every year, the SEMA Show hosts a diverse range of educational seminars and courses on topics like digital marketing, business development, EV technology, collision repair and more. These courses equip you with the knowledge and skills to adapt and grow your business in an ever-changing landscape. No matter what automotive industry sector you serve, there’s a learning program for you. (See “Ignite Your Industry Impact” p. 10.) For full listings and scheduling, go to semashow.com/ education.

FUTURETECH STUDIO

● November 5-8, Show Hours
Location: Central Hall Booth #24401

The 2024 SEMA Show FutureTech Studio is the heart of the Show’s EV & Future Propulsion section and will give attendees an opportunity to learn about groundbreaking products and what the future of vehicle technology may look like.

SEMA BATTLE OF THE BUILDERS - PRESENTED BY MOTHERS POLISH

● Time: TBD
Location: Check the App or semashow.com for Updates

Forty of the world’s most creative builds will be judged by a panel of industry experts, with the Top 12 vehicles advancing to the finals in four distinct categories: Hot Rod/Hot Rod Truck, 4-Wheel Drive & Off-Road, Sport/Compact, Import Performance, Luxury & Exotic and Young Guns.

SEMA OVERLAND EXPERIENCE

● November 5-8, Show Hours
Location: West Hall Booth #71000

This special exhibit will include dozens of customized vehicles with fully popped-out tents, survival accessories and portable kitchen systems all displayed among exhibitors supporting the growing overlanding market.

LAS VEGAS CONVENTION CENTER LOOP

● Operational Throughout the Show
Location: Multiple Stations

The LVCC offers fast, convenient on-campus transportation— free of charge. What’s more, the Loop quickly transports passengers across the 200-acre LVCC campus in a fun and highly efficient manner, reducing a 45 min. walk to a 2 min. ride. (See “Plan Your Show Travel” on p. 17 for more details and a breakdown of Loop stations.)

SEMA CENTRAL

● November 4–8, Show Hours
Location: Grand Lobby

SEMA Central is ground zero for Showgoers looking for immersive experiences and to connect with industry thought leaders. Visit this Show hub to see top-tier vehicle builds and center-stage interviews with iconic personalities. There’s even a boutique shop to outfit you with the latest SEMA Gear.

SEMA SHOW KICK-OFF BREAKFAST

● Tuesday November 5, 7:00 a.m. Doors; 7:30 a.m. Program
Location: Westgate Paradise Event Center

Start your Show experience with the latest innovations from 18 New Products Showcase Awards winners as well as the presentations of the Manufacturer of the Year and the Channel Partner of the Year awards. Enjoy a full breakfast and network with a global community before the Show officially opens.

NEW PRODUCTS SHOWCASE

● November 5–8 Show Hours
Location: North Hall, Booth #10160

The SEMA Show’s most popular exhibit, the New Products Showcase, is a must-see destination for buyers and media in search of the latest and most exciting products hitting the aftermarket. This year, the Showcase encompasses one continuous space of 30,000 sq. ft. located in North Hall and will display thousands of new and featured products, with scanning made possible through the SEMA Show mobile app. This aids buyers and media in connecting with product information and mapping their way to the exhibiting companies on the Show floor.

SEMA ART WALK

● November 5–8, Show Hours
Location: Skywalk Bridge Connecting West Hall to North.

SEMA Showgoers can find a wide selection of authentic artwork crafted by popular industry artists on display at the SEMA Show Art Walk. (See “Artistic Pit Stop” p. 19.)

FEATURE VEHICLE DISPLAYS

● Location: Featured Throughout the Show

The SEMA Show is renowned for the innovative parts and accessories displayed on Show vehicles representing every industry niche, from cars and trucks to powersports. The vehicles offer an in-person look at real-life applications of the aftermarket’s latest and most impressive products. The SEMA Show app features a scanning function allowing attendees to quickly capture product and exhibitor information from all these vehicles.

SEMA INDUSTRY AWARDS BANQUET

● Thursday November 7, 6:00 p.m. Reception; 7:00 p.m. Dinner
Location: Westgate Paradise Event Center

The SEMA Industry Awards Banquet is the “Aftermarket Night of the Year,” celebrating the people who make our industry great. Join the annual celebration of the specialty-equipment industry and experience unique entertainment, industry trends and networking.

SEMA CRUISE

● Friday November 8, 4:00 p.m.
Location: Silver Drive

Vehicles from the 2024 SEMA Show begin parading out of the Convention Center at Show close to the delight of thousands of fans in grandstands along the route. More than 1,200 vehicles will take part in the Cruise, which proceeds toward the West Hall parking lot.

SHELL “PERFORMANCE UNBOUND” EXPERIENCE

● November 5–8 Show Hours
Location: Booth #80001 in the Silver Lot

Step into the interactive Shell V-Power NiTRO+ booth to get up close and see the winning Indy Car #22. Plus, don’t miss the chance to win fantastic prizes and giveaways throughout the week.

CHIP FOOSE EXPERIENCE

● Time and Location: TBA

Back by popular demand, Chip Foose is once again providing the official art for the SEMA Show. Attendees will see Foose’s artistry reflected throughout the Show, plus additional one-of-a-kind automotive designs and renderings in this exclusive showcase.

SEMA LIVE

● Throughout the Week on YouTube For the first time ever, SEMA will livestream broadcast the Show for more than 30 hours via YouTube and Meta, giving industry fans and enthusiasts an inside look at the aftermarket’s exclusive tradeonly event. Details TBA at semashow.com.

GLOBAL TIRE EXPO - Powered by TIA

DISCOVERING TIA

A CORNERSTONE OF THE TIRE INDUSTRY PARTNERS WITH SEMA TO PRESENT THE GLOBAL TIRE EXPO IN THE SHOW’S LOWER SOUTH HALL

BY MAGGIE BLEVINS, TIA

For many SEMA Show attendees, the name Tire Industry Association (TIA) might ring a bell. But beyond the Global Tire Expo (GTE) exhibits in the Show’s Lower South Hall, TIA plays a vital role in the tire industry, impacting everything from safety standards to education. Founded in 1920, TIA is a nonprofit association that represents all segments of the tire industry, including manufacturers, retailers, recyclers and service providers. TIA’s mission is to promote tire safety through training and education, to act as the principal advocate in government affairs and to enhance the image and professionalism of the industry so that our member businesses may be more successful.

TIA’S YEAR-ROUND COMMITMENT TO ITS MEMBERS

TIA’s efforts extend far beyond organizing events and advocating for the industry. Year-round, TIA provides a robust support system for its members, which includes a variety of programs and initiatives designed to enhance the tire industry’s overall quality and safety. Here are some key offerings:

Training and Certification Programs

TIA’s training and certification programs are among the most respected in the industry. The association offers a range of training courses covering various tire-related topics, from basic tire mainte-nance to advanced tire service for automotive, com-mercial, earthmover, farm and industrial tires. These programs are designed to equip technicians with the knowledge and skills needed to perform their jobs safely and efficiently.

The Show’s Lower South Hall is the annual epi-center for the Global Tire Expo (GTE), which draws a diverse tire-industry audience.

Legislative and Regulatory Advocacy - TIA actively engages with lawmakers and regulatory agencies to ensure that the interests of the tire industry are represented. The association monitors legislative and regulatory developments that could impact the industry and works collectively with other organizations, like SEMA, to influence policy decisions in favor of its members.

THE GLOBAL TIRE EXPO (GTE) IS ONE OF THE MOST SIGNIFICANT EVENTS ON TIA’S CALENDAR, AND IT IS HELD IN CONJUNCTION WITH THE SEMA SHOW IN LAS VEGAS.

In addition to the GTE,

TIA is a key SEMA Show partner for tire safety and technical education and several high-profile networking events.

Networking and Professional Development

One of the key benefits of TIA membership is access to a vast network of industry professionals. TIA organizes various pre-Show events at the GTE, as well as an annual Off the Road Tire Conference, providing opportunities for members to connect, share best practices and learn from each other. Additionally, TIA offers other professional development resources to help members stay current with industry trends and advancements.

Information and Resources

TIA serves as a valuable resource for its members, providing access to industry news, research and technical information. The association publishes several publications, including the TIA Weekly Newsletter and Today’s Tire Industry. These publications keep members informed about the latest developments in the tire industry and offer insights into best practices, market trends and regulatory changes.

THE GLOBAL TIRE EXPO: A HIGHLIGHT OF TIA’S PARTNERSHIP WITH SEMA

GTE is one of the most significant events on TIA’s calendar, and it is held in conjunction with the SEMA Show in Las Vegas. This partnership between TIA and SEMA spans all the way back to 1996, and brings together the best of both worlds, combining TIA’s expertise in the tire industry with SEMA’s extensive reach in the automotive aftermarket.

GTE serves as a comprehensive showcase for the tire industry, featuring the latest products, technologies and services from leading tire manufacturers and suppliers. The Expo attracts a diverse audience, including tire dealers, retailers, distributors and automotive enthusiasts, providing an excellent platform for networking, business development, and knowledge sharing. TIA is a proud sponsor of the Lower South Hall’s Global Tire Expo.

WHAT TO EXPECT

The 2024 GTE promises to be an exciting and informative event, packed with a variety of displays, events and educational seminars. Here’s a glimpse:

1. SCHEDULE OF EVENTS AND SEMINARS

TIA is known for its commitment to education, and this year’s GTE will offer a lineup of TIA educational seminars (visit semashow.com for details), as well as dedicated TIA pre-Show events, and a “Get to Know TIA” reception at the Show.

The GTE is a business focused “Show within the Show,” connecting tire experts, suppliers, distributors and retailers for growth.

MONDAY, NOVEMBER 4

Planet Hollywood Las Vegas Resort & Casino

12:00 p.m.–12:30 p.m. Annual Membership Meeting and Press Conference (open to all members)

• Association updates, installation of the 2024–2025 TIA Board president, recognition of newly inducted TIA Board members and departing members.

2:30 p.m.-4:00 p.m. Right to Repair Forum With Industry Leaders

6:00 p.m.–8:00 p.m. Tire Industry Networking Reception (complimentary ticketed event; open to all members and Show attendees). Heavy hors d’oeuvres, cocktails, entertainment and socializing.

TUESDAY, NOVEMBER 5

All meetings are located at the Las Vegas Convention Center.

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/SEMA Show/Lower South Hall

10:00 a.m.–11:00 a.m. Tires at 10: The Next Level of Automotive Tire Service/Training

10:00 a.m.–11:00 a.m. Truck Tires at 10: Truck Tire Inflation Safety

2:00 p.m.–3:30 p.m. Tires at 2: Successful Tire Dealers Share Their Secrets

3:30 p.m.-5:00 p.m. TIA Welcome Reception: Meet the President, Board, Trainers and Staff

WEDNESDAY, NOVEMBER 6

All meetings are located at the Las Vegas Convention Center.

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/Lower South Hall

10:00 a.m.–11:00 a.m. TPMS at 10: Understanding the Basics of TPMS

10:00 a.m.–11:00 a.m. Truck Tires at 10: Demounting and Mounting Truck/Tires with TPMS

2:00 p.m.–3:30 p.m. Management at 2: Risk Management in a Retail Tire Dealership

THURSDAY, NOVEMBER 7, AND FRIDAY, NOVEMBER 8

Las Vegas Convention Center

9:00 a.m.–5:00 p.m. Global Tire Expo–Powered by TIA/Lower South Hall

The GTE showcases the latest tire equipment and services available to industry businesses and professionals.

2. NETWORKING OPPORTUNITIES

GTE provides an excellent platform for networking with industry professionals. Attendees will have the chance to connect with peers, share experiences and build valuable relationships. Events—such as the Annual Membership meeting, Right to Repair Forum and TIA Networking Reception—will facilitate meaningful interactions and foster collaboration within the industry.

• The Right to Repair Forum continues last year’s discussion with crucial legislative updates affecting all industry segments. This year will feature industry leaders from various organizations, and industry participation is strongly encouraged. This forum is vital for everyone in the automotive and tire industry. Be part of the conversation, and make sure to attend.

• Join TIA for the Tuesday Welcome Reception, exclusively for TIA members, at the TIA booth from 3:30 p.m.–5:00 p.m. This event offers a unique opportunity to meet the influential leaders who drive TIA’s training, professional development, government affairs and more. Discover the member benefits available while enjoying refreshments and light hors d’oeuvres. All TIA members are highly encouraged to take advantage of this chance to network and learn more about association’s leadership, especially new TIA President Debra Hamlin.

GTE SERVES AS A COMPREHENSIVE SHOWCASE FOR THE TIRE INDUSTRY, FEATURING THE LATEST PRODUCTS, TECHNOLOGIES AND SERVICES FROM LEADING TIRE MANUFACTURERS AND SUPPLIERS.

TIA’S VISION FOR THE FUTURE

As TIA continues to advance its mission of promoting tire safety and industry excellence, the association remains committed to supporting its members and fostering innovation.

By participating in events like the GTE and partnering with organizations like SEMA, TIA aims to strengthen the tire industry and ensure its continued growth and success. For SEMA attendees who may be new to TIA, the Show offers an excellent opportunity to learn more about the association, its mission and the many benefits of membership.

TIA is more than just an organization; it is a pillar of the tire industry, dedicated to advancing safety, education and professional development. Through its year-round efforts, TIA continues to make a significant impact on the industry and its members.

As you explore the Global Tire Expo at this year’s SEMA Show, take a moment to discover the many ways TIA is driving the industry forward and consider how you can get involved by visiting the association’s Booth (#40067 and #41067).

COLLISION REPAIR & REFINISH

REPAIRER DRIVEN EDUCATION AT THE SEMA SHOW

SCRS SET TO PRESENT AN EXCITING MIX OF SEMINARS, NETWORKING AND AWARDS EVENTS IN LAS VEGAS

BY LURAH LOWERY, REPAIRER DRIVEN NEWS

Attendees to the 2024 SEMA Show have the opportunity to participate in—and learn from—an information-packed education series from the Society of Collision Repair Specialists (SCRS), plus the chance to participate in a variety of specific events specifically focused on the collision-repair industry.

This year marks the 15th season of SCRS’ acclaimed Repairer Driven Education (RDE) series. It was launched during the 2010 SEMA Show as part of a new affiliation between the associations, in response to the expressed interest of SCRS members to grow the paint, body and equipment sector’s participation at the Show.

The educational program—and the collision repair and refinish industry—have since established themselves as key mainstays of the annual tradeonly event.

“SCRS’ longstanding mission surrounding our collaboration with SEMA has always been focused around our mission to educate, inform and represent the collision-repair professional,” said SCRS Executive Director Aaron Schulenburg. “I’ve said it repeatedly over the years, but this Show in particular provides so much excitement and stimulation for our members and the industry. There is no better place to explore possibilities and to regain an appreciation for what an amazing field we work in.”

Every year, SCRS strives to provide perspectives and information from industry veterans alongside new, first-time event speakers. Classroom sessions will be held in the Education Hallway in Upper South Hall of the Las Vegas Convention Center on Tuesday and Wednesday of the Show.

>>SCRS’ acclaimed Repairer Driven Education (RDE) series was launched in partnership with SEMA at the 2010 Show to meet the growing needs of paint, body and equipment professionals.

>>In addition to its popular and well-attended seminars, SCRS also hosts a number of awards and networking events focused on the collision-repair industry.

>>SCRS Executive Director Aaron Schulenburg

WHERE IDEAS COLLIDE

Wednesday will also feature SCRS’ IDEAS Collide Showcase; a one-of-a-kind event featuring multiple fast-paced presentations designed to stimulate thought, innovation and resolution of business challenges with thought leaders from and in the industry.

In addition, three 2024 OEM Summit Sessions will be held on Thursday, November 7, from 12:30 p.m.–4:30 p.m. The summit is designed to put collision- repair businesses in a room with innovators in automotive structural design and technology. Each session will focus on emerging trends and collision industry preparation for modern vehicle repairability.

SCRS also participates in, hosts or helps coordinate a wide variety of industry events in conjunction with the SEMA Show, and some of the collisionrepair industry’s most prestigious awards and recognitions will be given during the Collision Industry Red Carpet Awards event on Tuesday, November 5, at 7:30 p.m. at the Westgate Las Vegas Resort & Casino.

For more details about SCRS activities and register online for Repairer Driven Education, visit semashow.com.

I-CAR GEARS UP FOR THE 2024 SEMA SHOW

KNOWN FOR ITS COMMITMENT TO COLLISIONREPAIR EXCELLENCE, THE ORGANIZATION AIMS TO EMPOWER INDUSTRY PROFESSIONALS

BY ELIZABETH PROSSER, I-CAR

I-CAR (the Inter-Industry Conference on Auto Collision Repair), renowned as a leading provider of credentialing powered by educational programming, technical resources, technical advisory services and talent attraction and retention solutions for the automotive collision-repair industry, is poised to make a significant impact at the 2024 SEMA Show. As a pre-eminent event for the automotive aftermarket, the Show offers the perfect stage for I-CAR to demonstrate its dedication to empowering collision-repair professionals and advancing the industry.

With a robust 15-year history of participation, I-CAR has become an indispensable resource for the collision-repair community. The organization’s steadfast dedication to supporting industry professionals is reflected in its comprehensive range of offerings, including talent development programs, educational initiatives, technical information, and industry-leading technical services.

I-CAR’s “I Count on I-CAR” campaign highlights the organization’s commitment to delivering exceptional value to both industry stakeholders and consumers. As a leading not-for-profit organization, I-CAR is dedicated to enhancing the quality and efficiency of automotive collision repair through innovative education, training and technical resources.

>Left: Attendees can visit the I-CAR booth #33139 in the Show’s Upper South Hall to learn more about the organization’s education opportunities and activities.

>Right: I-CAR’s MIG Welding Technologies & Applications seminar explores advanced techniques and emerging best practices in collision repair welding.

LEARNING PROGRAMS

At the 2024 SEMA Show, I-CAR will present a series of specialized courses designed to advance professional skills and knowledge. These in-person learning opportunities include the MIG Welding Technology & Applications, Electric Vehicle (EV) Overview & Considerations, and Advanced Driver Assistance Systems (ADAS) Overview & Considerations courses. (Visit semashow.com for details.)

The SEMA Show Collision Repair and Refinish Stage will be a dynamic center for engagement and interaction. I-CAR subject-matter experts will deliver informative presentations and panel discussions throughout each day on crucial industry topics, emerging trends and the future of collision repair. Attendees will have the chance to engage with these experts through interactive Q&A sessions, enhancing their understanding of key issues.

Additionally, hands-on welding demonstrations will be conducted by experienced welding experts. These practical sessions are designed to showcase advanced welding techniques and offer interactive learning experiences.

FORGING CONNECTIONS

To fully experience I-CAR’s offerings at the SEMA Show, visit booth #33139 in the Upper South Hall. Explore new initiatives like I-CAR Academy, a comprehensive training program for entry-level technicians, and discover enhancements to the myICAR digital platform, featuring the latest tools and resources for professional development.

BUSINESS SERVICES

BETTERING YOUR BUSINESS

MEMBERS COUNT ON SEMA RESOURCES TO ADVANCE THEIR OPERATIONS

BY ELLEN McKOY

Looking for business insurance that fits your company’s unique needs? Want to streamline your shipping logistics or take advantage of credit card payment solutions? You’ll find these and many other business tools and resources in the SEMA Show’s North Hall, which is ground zero for the Business Services section.

However, SEMA membership also can connect you with some of these services year-round as an added member benefit.

Let’s face it, in the hustle and bustle of running a business, searching online for what’s available may not be top of mind. That’s where the SEMA Member Portal comes into play. Through a password login on sema.org, the portal allows members to access their profile where benefits unique to their membership category are displayed.

“The portal is a one-stop entry point for seeing and taking advantage of all SEMA-member benefits,” said AJ Carney, former SEMA membership director who now oversees SEMA and PRI individual membership. “In the past, business members inquiring about our many programs were referred to a variety of websites, email addresses or phone numbers. The portal is now our hub where members can access everything from one dashboard. It’s a much more user-friendly experience.”

SUPPORTING SEMA SERVICES

Access to domestic shipping discounts through United Parcel Service (UPS) has long been a member perk. More recently, SEMA formed a strategic partnership agreement with Gemini Shippers Association, an expert in global shipping logistics.

Features include competitive rates, personalized shipping solutions, a support team, educational resources and access to Gemini’s network of international carriers and logistics partners. (For more details, email sema@geminishippers.com.)

Meanwhile, industry veteran Jim Bingham has aligned his company with another resource: First Data, a provider of credit card payment solutions. The company accepts major credit cards, offers competitive transaction pricing, instant approval for check transactions and other value-added services. “It’s a good program and it’s a good company,” Bingham said.

Bingham’s company, Winner’s Circle Speed & Custom, has been in business for 54 years. The firm operates three retail locations, plus online sales.

“Before credit cards, we took cash and checks. Most of our business is done in the stores, and customers have to pay cash or provide a credit card with a chip. You have to have tight controls. We don’t take credit card information over the phone. They buy it here or with a credit card on our website.” (For more details, email ken.keifer@firstdata.com.)

Nathan French, a car enthusiast and engineer, established CVF Racing in 2009. The company manufactures, distributes and retails engine parts and accessories, primarily for classic cars and trucks. Over the years, French has encountered challenges with business insurance.

“We’ve had some difficulty finding insurance when going through traditional channels,” noted French. “No one wanted to underwrite a manufacturer of automotive components. It’s not that we manufacture high-risk items, it’s just that they didn’t have the data to accurately forecast risk.”

But French discovered RevPro, a SEMA-member benefit partner known for its portfolio of business insurance coverages specifically tailored to the aftermarket industry.

At the time, CVF’s insurance had been cancelled. “We never had any claims, but as our business got larger [the insurer] decided they didn’t understand our policy and cancelled it. We got in touch with Franco [Ganino]. We were in crisis mode, and the folks at RevPro were really helpful in finding reputable companies willing to underwrite us for business insurance,” said French.

“RevPro understands our business... If a fellow SEMA member has trouble with insurance, I would absolutely recommend RevPro. Our experience has been great. It definitely makes your SEMA dues worthwhile.” (For inquiries, email insurancequote@alliant.com.)

WELCOME TO THE 2024 SEMA SHOW

Tom Gattuso - SEMA Vice President of Events

"THE REAL EXCITEMENT OF THE WEEK IS THE SEMA SHOW ITSELF AND ITS FOCUS ON OUR INDUSTRY'S GROWTH AND FUTURE…"

The excitement is building for the 2024 SEMA Show, set to take place November 5-8 at the Las Vegas Convention Center (LVCC). As of press time, we can report that we're on track to host more than 2,400 exhibitors— more than 400 of them first-timers—and more than 160,000 attendees, including media representatives, content creators and other industry leaders.

The global base of our audience provides a unique chance to connect with peers from more than 140 countries and regions to share innovations, education and industry opportunities. As a can't-miss event for advancing your business, discovering new ideas and emerging technologies, networking and strengthening business contacts, and taking your career from good to great, this year's event will feature significant changes, mirroring our fast-evolving industry.

We are thrilled to announce our first-ever Industry Night @ SEMA featuring live performances by the Goo Goo Dolls, O.A.R and Reignwolf, set for Tuesday, November 5, on the LVCC campus. This separately ticketed event is designed to bring our community together in a festival atmosphere featuring headline music, entertainment, food and fun.

In addition, our separately ticketed, consumer-facing SEMA Fest event will return Friday, November 8, also on the LVCC grounds. A celebration of car culture and lifestyle, SEMA Fest will also boast headline musical entertainment featuring Cage the Elephant, Sublime, Fitz & the Tantrums and Petey, drifting and other crowd-thrilling activities to stoke car enthusiasm among the general public.

But the real highpoint of the week is the Show itself and its focus on our industry's growth and future. Our FutureTech Studio, for one, will showcase emerging opportunities in alternative vehicle propulsion, advancements in internal-combustion design and performance, alternative fuels and modifications for ADAS-equipped vehicles. Plus, you'll see this emphasis on innovation throughout the LVCC, helping you to grasp, navigate and leverage the trends and innovations reshaping our industry.

You'll also encounter world-class educational opportunities, with numerous seminar offerings on a crucial range of business, career and industry topics. These sessions can enhance your business, career and life, offering unique insights and connections with other industry professionals and experts.

Meanwhile, along with our Show's evolution, our LVCC venue is also undergoing an expansion—a transformation that promises many new opportunities for our Show participants. Plus, we are further pleased to announce that this year's SEMA Show will be live-streamed, allowing enthusiasts who cannot attend in person to experience the event, broadening our community and attracting more attendees to future Shows. The live stream will be accessible through YouTube and Meta.

These are just a few glimpses of things to come. We can't wait to see you in Las Vegas!

Tom Gattuso

SEMA Vice President of Events

Overlanding - Market trends

THE VERTICAL GROWTH OF THE PANDEMIC ERA IS LONG GONE. CAN NEW MARKET PARTICIPANTS GAIN A FOOTHOLD AMID DECLINING SALES?

BY BRYON DORR

The overland industry, especially in NorthAmerica, saw a decade-plus of consistent,steady growth followed by double-digitgrowth for four-plus years. Then the pandemic hit,and after a few months of stagnation, the industrysaw nearly two years of vertical growth.As the pandemic has subsided and the world hasrecalibrated to the new normal, we've witnessedabout two and a half years of declining sales, withmore companies, including auto manufacturers,trying hard to attract the overland customer.Through my experience reporting on this industryfor more than 13 years and talking to a widerange of industry leaders for this article, the feelingis that we're a larger industry than we were in 2019,

and may soon see a similar steady growth curve to what the industry was on at that time. Fritz O'Connor, Iron Man 4x4 America vice president of marketing, says the industry has "contracted since COVID, but it is an enthusiastic space filled with enthusiasts.""A lot of brands think overlanding is the next big thing, but that was really 2017ish. We're a decade into overlanding being the next big thing. The growth phase of overlanding stopped at the start of 2022, with everything going down since. We've now seen more years in decline than at the peak, which lasted 20ish months. Overlanding is hereto stay, but the trend/fad is fading, and we're no longer in a growth phase but now in the dilution phase," said Matthew Scott, Adventure Imports and Overland Kitted owner.

Although the sector has contracted since COVID, overlanding remains an enthusiast space among consumers.

"I'm curious [about] the age range [of the overland consumer] and will be concerned if it continues to become an old person with disposable income activity only. [There is] a lot of great content on YouTube that I hope is connecting the younger generation to this in the real world," said Chris Horton, Yakima Products category manager.

INDUSTRY CONSOLIDATION

While loads of new companies seem to pop up in the overland industry all the time, lately the trend has been big investment firms and larger companies gobbling up industry stalwarts.

Moea Theroux, ARB USA marketing manager, said she has seen "a lot of consolidation. It's good for the consumer because all these conglomerates have to lift their game, and their products need to respond to quality and price points. It forces innovation to stay relevant."

On the flip side of that coin, Brian Fulton, Goose Gear CEO said, "Consolidation is terrible for the industry but great for small innovative companies. "He went on to talk about how consolidation has discouraged innovation because some of the big players continue to copy products from the little guys and then spend more on advertising those products.

Scott said, "A lot of new companies are coming into the space, diluting the space, and we might be on the tipping point of consolidation." He also thinks we could be two years away from some consolidated companies selling off brands or folding as they struggle to stay true to the brand ethos and product positioning that made them desirable in the first place.

OVERLAND RETAILERS

Scott further observed that "many dealers have pivoted to selling campers and/or trailers, and those are the shops that are surviving."

I've also seen this, as many overland retailers popped up during the COVID-era highs and have since disappeared. Many of those relied almost exclusively on drop-ship programs and quickly realized as the industry cooled that they didn't have a

"A LOT OF BRANDS THINK OVERLANDING IS THE NEXT BIG THING, BUT THAT WAS REALLY 2017ISH...."

way to differentiate themselves from the competition and couldn't survive on such thin margins.

Even though revenue is down almost across the board in the overland space, there are still healthy retailers servicing the overland community. Fulton said, "Smaller guys are selling less and less, and bigger guys with better systems and processes are doing well."

OVERLAND PRODUCT MANUFACTURERS

"Most companies have added direct sales to build revenue and profitability," said Scott. This is true for all the overland manufacturers that I talked to for this piece: Yakima, ARB, Iron Man 4x4, Goose Gear and Overland Kitted.

While some have done this since the start, others like ARB and Goose Gear, have just added direct sales in the past few years, to the dismay of many retailers, as sales across the industry shrank. That said, both companies emphasized how important their dealership network is for the success of their business and the health of the industry overall.

INDUSTRY SEASONALITY

One aspect of the overland industry that I discovered in my discussions with company executives is just how seasonal it is. Everyone I talked to basically had the same thing to say: Springtime is when the bulk of yearly sales happen, with summer usually being strong as well. A holiday bump can happen but is highly dependent on the products and incentives/sales on offer.

Theroux said, "Usually, in the spring, people start

From Overland Expo tothe SEMA Show Overland Experience, events continue to serve as the sector's "canaries in the mine."

The changing demographics of events will be an important harbinger of growth. Will young attendees continue to spend money at the same rates as older enthusiasts?

Overlanding is a seasonal industry. The bulk of sales take place in spring as enthusiasts gear up for adventuring by Memorial Day.

building vehicles to have ready for the summer. "This was reiterated by O'Connor, who said there is "definite seasonality. Early spring is when people start buying to build and go adventure by Memorial Day."

OVERLAND EVENTS

O'Connor also said, "Events are the canary in the coal mine of where the industry is headed."

I find that to be true, as events seem to mimic the industry pretty well. For instance, in the past few years, we've seen more large shows and fewer smaller ones. We've also seen vendor participation at all the shows outpace attendance, although attendee numbers have remained strong. Additionally, we've seen more complimentary product companies to the overland space market harder to the industry and attend more of the events.

Seeing the builds and products on offer at the shows and talking with attendees can give great

insight into the industry's health. Todd Scott, Yakima Products category manager, says he "talked to more retired-aged adventurers looking to drop cash than younger folks" when he attended Overland Expo Pacific Northwest in June. That is a concerning observation from the perspective of growth in the industry.

AUTO MANUFACTURERS' INFLUENCE

One of the biggest trends in the past few years, and one that doesn't look to be slowing down any time soon, is the automotive OEMs' focus on building great off-road-capable overland vehicle platforms and supporting those platforms with overland accessories at the dealership. OEMs are also partnering with trusted overland industry companies on factory-built special editions—think ARB with the Tacoma Trailhunter and AEV with the Colorado ZR2 Bison.

"INNOVATION IS KEY TO GETTING NEW AND OLD OVERLAND COMMUNITY MEMBERS ALIKE EXCITED ABOUT PURCHASING PRODUCTS."

While newer, overland capable vehicles still draw enthusiasts, there is now a growing interest in the modification of older vehicles as well.

"OEMs are really paying attention to the space. It's good for the consumer because of choices from dealerships and the aftermarket and the better products on offer. Lots of new people to the space get guided from the dealerships/OEMS and/or get inspired for aftermarket upgrades on their own, "said Theroux.

"The influx of new overland-capable vehicles that are dropping right now is going to generate growthin products specific to those vehicles, which in turnsells more tents and awnings. The easy button isto buy from the dealer/manufacturer for the buildout.However, you're going to pay a premium andmight not get the quality you think you're getting,"said O'Connor. He went on to say the "strength ofthe industry is shown and legitimized by the OEMs/dealers" being so invested in the space.

Goose Gear's Fulton also pointed out that morecapable-from-the-factory overland vehicles mighthelp sell aftermarket items like drawer systems,rooftop tents and other overland accessories thataren't vehicle performance upgrades. Many of thesenew vehicles don't need much on the capability andperformance fronts, but can still use some help onthe storage and camping fronts.

BUILDS STARTING WITH OLDER VEHICLES

Inversely, Fulton pointed out that older vehiclesare hot again for overland builds. He said, "as theeconomy cools, people are starting to build theirolder vehicles, like the JKU and older 4Runner."With the average new-vehicle purchase nowabove $47,000 and most popular overland vehiclesmuch more than that, consumers are finding waysto get their dream overland machines built. Startingwith an older used vehicle can allow for morefunds to be used toward modifications andpersonalizations.

While it has seemed like so many new overland community entrants have bought new vehiclesand modified them right away, it's likely that buyeris much rarer than we might think. As AdventureImport's Scott pointed out, "Historically, the thirdbuyer is the one to modify a vehicle." However, itdoes seem like in recent years more people havebuilt their overland vehicles up before or right aftertaking first ownership.

MORE GEAR MEANS BIGGER TRUCKS

While midsize trucks have been and still are thego-to for most of the world, fullsize trucks havebecome more popular recently with the NorthAmerican overland crowd. Bigger trucks offer morecarrying capacity and more space. As the trend continuesto be carrying more and more gear and beingmore comfortable out in the wilderness, the fullsizetruck just makes sense.

Trucks, in general, are hot in the overland space.Because of that, truck-bed racks have also seen anexplosion in offerings and innovation in the past fewyears. Yakima's Scott said, "Jeeps, FJ Cruisers and4Runners were less present than in previous years[at Overland Expo Pacific Northwest]. This was theyear of the truck and truck rack."

PRODUCT INNOVATION

O'Connor sees innovation and interest in suspension,bed racks and canopies. He also pointed outthat, "We don't sell consumables, we sell big-ticketdurable goods. We have to rely on new peoplecoming into the space or people finally replacingsomething [to continue selling products]." Innovationis key to getting new and old overland communitymembers alike excited about purchasing products.

Yakima's Horton said it's "all about temperatureregulation. Small, portable diesel heaters and ACunits are where I have seen the most movement inthe past few years. Summers have only become hotter,and cold nights are very common in desert climatesor for those winter travelers. I see the shape,size and ability all getting better, but also addingadditional features like power storage or even generationfor powering items in camp." He went on

Rooftop tents (or RTTs) areso popular among overlandersthat even Home Depotand Lowe's now sell them.

Overlanders love their gear,but innovation and realsolutions to problems arethe keys to truly successfulproducts.

to say, "For product categories to be innovative, itcan't just be shopping a supplier catalog to hit atrending consumer ASAP. Instead, brands will haveto invest in the user perspective and build productsto target them. We could see some more productinnovations across categories like rooftop tents inthe next two to five years as the brands and theconsumers mature."

Theroux wrapped up our innovation discussionby saying it "must be a solution to a problem thatexists versus just being a really good product."The market is saturated with products, but there isalways room for new products that relieve a painpoint for consumers.

ROOFTOP TENTS

No discussion of overland trends would be completewithout talking about the ultimate overlandfarkle, the rooftop tent (RTT). O'Connor said it"seems like everyone is getting into the RTT game,the market is getting saturated, and it's not greatfor the consumer because of the quality." As oflate, it really has seemed like a race to the bottomfor RTTs in terms of price and quality. An RTT is abig-ticket vehicle adornment that many consumerswant, even though they're likely to use it just oneor two times a year. Because of this, lower pricepoints are highly attractive.

Theroux said, "RTTs are getting bigger and morespacious. So many products are getting bigger and heavier, which is pushing vehicle size larger."She has also seen a shift from softshell RTT to hardshell because of their quick deployment andother options.

When you see RTTs for sale on websites likeLowe's and Home Depot, like we have for a fewyears now, you know overlanding has saturated themarket and is likely here to stay.

POLITICAL AND ECONOMIC INFLUENCES

There are many factors that could stifle sales inthe overland industry. Many of them are not withinthe control of those in the industry or community.While the supply chain has mostly reboundedfrom its pandemic woes, the rising cost of quality

"SO MANY PRODUCTS ARE GETTING BIGGER AND HEAVIER, WHICH IS PUSHING VEHICLE SIZE LARGER..."

Land access and the ongoing closure of trails comprise a major threat to the overlanding hobby.

raw materials continues to be an issue, especiallyas various wars continue to rage around the globe.Add in substantially higher shipping rates acrossthe board, and you've got a recipe for increasedproduct pricing.

Higher product pricing can be hard for consumersto stomach as they continue to deal with high inflation,continued increases in the cost of living andpolitical uncertainty. "Political, economic [high inflation,high gas prices], and coming out of the COVIDpandemic have stifled big purchases, but this is notunique to the overland industry," said Theroux. Thisopinion was reiterated by O'Connor, who noted that"no industry, even overlanding, is immune to people'seconomic concerns."

Fulton also brings up a great point: A "majorissue is closing of trails." He went on to talk aboutthe continued closing of off-grid camping opportunitiesin North America, and how easy access tothese opportunities are one thing that has fueled the growth in overlanding on the continent. Fultonsays that "education is needed," but doesn't havea definitive answer for the best way to reach themasses with critical information caring for publiclands and the political championing that can keepthem open for all to enjoy into the future.

LATE 2024 OVERLAND INDUSTRY TRENDS

To sum it all up, the overland industry is currentlyexperiencing decline, but also still quite healthy.Growth is likely to be seen again in the near future,just not at the exponential rates seen during thepandemic. That possible growth could be hinderedas geopolitical events continue to unfold andraise raw-material and shipping costs. We'realso likely to see continued consolidation in theindustry, but it's unclear how that will affect theindustry's health.

New vehicles, especially fullsize trucks, are ahot category, and are driving some of the recentinnovation and new-product development. Modifyingolder used vehicles is becoming very popularagain, as new-vehicle prices continue to rise. Truckracks are a hot category with lots of new playersand innovations. The stalwart RTT segment is fullysaturated and price point is largely driving much ofthe sales.

It's hard for smaller retailers to get a foothold inthe industry, and larger retailers continue to expandtheir product offerings, with many bringing inindustry-adjacent, off-road-capable RV products.Retailers are also having a hard time competingagainst manufacturers in the space, as most nowoffer direct sales. A bulk of overland industry saleshappen in the spring, so let's cross our fingers andtoes for a strong first half of 2025.

Exhibiting Like A Pro

WITH SEMA SHOW ATTENDEE NUMBERS SURGING, OPPORTUNITY AWAITS. IS YOUR GAME PLAN READY?

BY MICHAEL IM LAY

If you've signed onto the 2024 SEMA Show as an exhibitor, you've likely heard already: This year's trade event, slated for November 5–8 in Las Vegas, promises to be among the biggest ever. With industry participation seeing approximately 7% growth over prior years, the attendee numbers are now expected to top 150,000. That creates a lot of opportunity for the Show's projected 2,400 exhibitors, yourself included. But how will you leverage it and stand out in the crowd? Fortunately, there are steps you can take right now for a successful return on your SEMA Show investment, says Tom Gattuso, SEMA vice president of events. "I'd say that the number-one step is to really start thinking through your plan right now, ahead of the Show," he advises. "A good plan will involve goal setting, understanding what you're trying to get out of the event, and what you're trying to accomplish throughout your SEMA Week." For most exhibitors the prime goal will be lead capture. Many also emphasize brand exposure, media outreach, customer feedback or perhaps a combination of these and other objectives. "Really thinking through how you measure success will help you understand and plan out your next steps for achieving it," Gattuso notes. ADVICE FROM THE PROS Here, newer exhibitors might especially want to take some cues from returning brands that have learned to set clear goals and effectively leverage the Show to meet them.

"A GOOD PLAN WILL INVOLVE GOAL SETTING, UNDERSTANDING WHAT YOU'RE TRYING TO GET OUT OF THE EVENT, AND WHAT YOU'RE TRYING TO ACCOMPLISH THROUGHOUT YOUR SEMA WEEK."

"I think the SEMA Show has a unique ROI for our brand simply because of all the different avenues you can take advantage of to highlight your company— not forgetting the sheer volume of potential customers that SEMA brings in to the venue," says Michael Wahl, FiTech vice president of sales and marketing. "Our first goal at the Show is to release new products for the upcoming year. It's the best place for us to display and educate our customer base [in] the largest pool of customers." With that goal in mind, FiTech benchmarks its success through several factors, "the first being Show orders [because] capturing a purchase order is always important," continues Wahl. "Second would be the interest the customer shows towards a particular new product—or lack of interest. Third would be the new relationships we make with not only customers but possible other manufacturers."

Hypercraft President Brian Bowers says his electric powertrain company also aims for clear benchmarks. "The metrics our sales and leadership teams set in advance help define the level of success achieved following the event. This includes a target goal for leads generated, meetings held, attendees that tour the booth, as well as press or media opportunities and social-media engagement," he explains. Meanwhile, Christina Kwan, who manages marketing, public and reseller relations for Michigan- based Race Ramps, views the Show as a key venue for deepening existing relationships while pursuing new leads. "Even though we work throughout the year to develop existing relationships and reach new partners, our exhibit provides us with an important physical presence where we can connect and educate [them] about our products," she explains, adding that such relationships often grow organically before, during and after the Show. "Return on investment is seen when long-term business relationships grow out of an initial meeting at the Show. I have also had many pending partners come to see me at the Show where our presence finalizes the deal." Consequently, taking the time to alert and invite current and potential business partners to your

At last year's SEMA Show, Hypercraft created a booth experience that took attendees through the stages of an EV system purchasing experience, demystifying electrification options.

booth in advance of the Show can boost your ROI at the event. LEVERAGING PRE-SHOW TOOLS The SEMA Show offers numerous tools to assist with these goals and more. Entering your new and featured products in the New Products Showcase is a proven strategy for driving traffic to your booth. The first entry is always free, and registering your product(s) is a step you can take right now. (Through October 6, additional entries are $95 each. After October 6, the cost for each additional entry rises to $175.) The Show's free online media center (accessible at semashow.com/media-center) also helps alert the media to your plans, whether they be new-product debuts, special announcements, media events, vehicle displays or Show discounts. You'll also want to solidify your pre-Show publicity by verifying or updating your SEMA Show Directory listing by August 14. SEMA also offers cost-effective sponsorship opportunities to heighten exhibitor visibility, along with a CMS lead retrieval system to help collect booth visitor information for postevent follow-up. (See exhibitor.semashow.com for complete details about these and other tools.) Beyond such built-in Show features, you'll additionally want to begin reaching out and inviting existing customers and potential leads to your

booth via phone, email and your own website and social-media channels. Now is also the time to strategize your booth layout and operations. "Especially for our smaller exhibitors, we suggest taping or chalking out a mock space at your business and thinking through its feng shui and work flow," says Andy Tompkins, SEMA trade show director. After mapping your booth outline, ask yourself: Will you have enough space for what you're planning on putting in there? Will you have a vehicle? Will you have room for people to walk around? What will each staff person do? What will it feel like when you have all your products, furniture and other items in your exhibit space? Mark their positions as well and eliminate whatever you don't really need. The result will be a more inviting and functional booth that also contains costs. Again, your Show goals should drive how you utilize your booth space. "For instance, at SEMA 2023, we created a booth experience that took attendees through the stages of an electric-vehicle (EV) system purchasing experience," says Bowers at Hypercraft. "Pick your power, pick your range (batteries), pick your options, etc. People were blown away by the simplicity of the presentation and compared it to shopping at an Apple store." "Although our products and technologies can be marketed well online, they land even better

The 2023 Race Ramps booth was simple and effective, using a vehicle and ramp to draw customers in while providing plenty of space for visitor interactions.

with customers when they can see the designs in person, experience EV performance first-hand, and ask questions directly to one of our many experts," he added. "Many of our employees and customers have crossed over from internal combustion engines [ICE] into EV/hybrid because they see and understand just how great an impact our

"WE UTILIZE SEMA TO CAPTURE CONTENT THAT CAN SERVE AS AN EXTRA FUNNEL TO EDUCATE AND ENTERTAIN OUR COMMUNITY…"

powertrains can have on their ICE conversions and OEM vehicles. We enjoy sharing and talking through these experiences." While finalizing your booth plan, reviewing and finalizing your Show budget as soon as possible can also enhance your ROI. In doing so, pay close attention to important Show discounts and deadlines in the final lead-up to SEMA Week. "We have a variety of discounts available, including our October discount deadline for ordering booth fixtures and items through Freeman, our primary decorator/supplier," explains Tompkins. "Evaluating your advanced ordering needs, getting your whole team registered, and adhering to all the guidelines deadlines laid out in our Exhibitor Services Manual [exhibitor.semashow. com] can help immensely to control costs." "In general, now is also a good time to get ahead of all your other Show needs," he adds. "For example, printing can get stressful if you're rushing to get materials at the last minute. Wherever you can minimize any stress points before you arrive at the Show, the better." While alleviating stress points, make plans to get any new products into the New Products Showcase by the judging deadline (10:00 a.m., Monday, November 4), since winning an award can boost traffic to your booth. Moreover, watch for the targeted freight schedule that Show officials post in August to efficiently coordinate your move-in process. But in all your planning, don't lose track of the Show's social factor. Arrange for team meals and customer get-togethers, and plan to attend the

FiTech's primary goal at the Show is the release of new products, so its space naturally focuses on highlighting its latest offerings and educating potential buyers about their features and benefits.

"ALTHOUGH OUR PRODUCTS AND TECHNOLOGIES CAN BE MARKETED WELL ONLINE, THEY LAND EVEN BETTER WITH CUSTOMERS WHEN THEY CAN SEE THE DESIGNS IN PERSON…"

Consider the Show a series of conversations with potential buyers and hone your elevator pitches ahead of time—and be ready with a lead-retrieval plan for follow-up.

Tuesday-evening Industry Night @ SEMA featuring the Goo Goo Dolls and other networking events. The Show's many education seminars also provide enrichment opportunities for you and your team. ON THE SHOW FLOOR Once the Show opens Tuesday, November 5, it's time to leverage all your preparation and implement your game plan. At Race Ramps, Kwan says seeing the Show as a series of conversations and maximizing those interactions has been a key to the company's success. "These conversations include meeting with existing distributors while gaining introductions to new potential distributors, meeting with industry colleagues and discussing our current experiences and outlook on the future, meeting with industry media to educate [them] about new products, and gaining product feedback from current customers," she explains. Tompkins agrees, and advises exhibitors to have their "elevator pitches" honed and ready. Know what information you'd like to impart to each different type of visitor in one- and three-minute increments—or longer when visitor interest merits it. "You really want to get your team aligned on how to greet customers, on talking points and on lead retrieval procedures," Tompkins emphasizes. "If you have a front-desk person or greeter, it's very important they know how to screen and hand off leads. Plus, it helps to evaluate how your booth processes are working on a daily basis and make adjustments accordingly."

The Show floor magically takes shape Monday of Show Week. Adhering to freight and other deadlines will help contain costs and manage stress points associated with move-in.

Whatever your processes, make sure your messaging supports your overall goals. For example, Bowers says Hypercraft goes into the event with a clear proposition: "The Show is a forum for [us] to share the customer solutions and technologies we've poured countless hours and resources into developing. We utilize our SEMA experience to launch new products and let the world know of our new developments." This includes not only fielding booth conversations but leveraging booth activities to engage a wider audience and generate buzz outside the Show halls. "In addition to placing an emphasis on in-person interactions, Hypercraft is extremely active on our LinkedIn, YouTube and Instagram platforms. We utilize the SEMA Show to capture content that can serve as an extra funnel to educate and entertain our community," he explains. Of course, conversations are a two-way street, and many exhibitors find they can glean valuable insights from their interactions with buyers, media and Friday Enthusiast Experience attendees. Many veteran exhibitors will tell you that attendee feedback can often lead to new ideas, product improvements or entry into new markets. Plus, astute exhibitors can scope out the competition and see what's trending on the Show floor. As MagnaFlow Senior Manager Richard Waitas notes, "The SEMA Show continues to be the workshop for us to see how our industry peers and enthusiasts [get their] needs met. While the industry has evolved, the SEMA Show is still the place to network and benchmark ideas and strategies in a place we can also share [our news and developments] efficiently with the media world." ANTICIPATING FOLLOW-UP Officially, the SEMA Show ends Friday, November 8, but if you've prepared and executed a solid Show plan, you'll continue to see the dividends for months to come. Be ready to capitalize on them with a good follow-up strategy. "This is certainly something you should think about before the Show as well," notes Tompkins. What will that strategy look like? One strategy is to score leads as you gather them and prioritize follow-ups accordingly." Regardless of how you prioritize leads be sure to engage with them quickly and at regular intervals after the Show. Realize that some leads take

"THE METRICS OUR SALES AND LEADERSHIP TEAMS SET IN ADVANCE HELP DEFINE THE LEVEL OF SUCCESS ACHIEVED FOLLOWING THE EVENT…"

Demonstrations are crowd-pleasers. Utilize the Show's online media center to announce special booth activities, and invite your customers ahead of the Show as well.

Entering a new or featured product in the New Products Showcases is a proven, cost-effective way to lead attendees straight to your exhibit space.

"RETURN ON INVESTMENT IS SEEN WHEN LONG-TERM BUSINESS RELATIONSHIPS GROW OUT OF AN INITIAL MEETING AT THE SHOW…"

time to nurture. Make initial follow-up contacts within weeks, and then check in again a few months later, and perform a third follow-up within a year. "We have found that the sooner a lead is followed up on, the more interactivity there will typically be," says Tompkins. "Plus having that more immediate feedback loop can be very beneficial to your business." To be sure, exhibiting at the SEMA Show is a big investment and a prolonged commitment, but if you take the steps laid out by the pros above, you'll significantly increase your chances of success. As Show veteran and Katzkin Creative Director Miles Hubbard puts it, "There are many line items in Katzkin's marketing expenses, and nothing comes close to the investment we make in attending the SEMA Show every year, but in our experience, the returns far exceed the investment. The Show provides a venue unlike any other where we can launch new products, demonstrate our existing capabilities, speak face-to-face with thousands of people who work in our industry exclusively, and just show off."

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