Member News

On November 3, the SEMA Speed Networking Breakfast, Powered by the SEMA Businesswomen’s Network (SBN), was sold out once again and well attended by both men and women. The breakfast has become the premiere event for networking and provided an avenue for the SBN to celebrate and honor the distinguished careers of three important people.

For the Wheel & Tire Council (WTC), SEMA Show week started with a very successful general membership meeting that included a presentation on technology by SEMA’s Vice President of Vehicle Technology John Waraniak and another by Tim Dietz of Standards Testing Labs, who discussed the history and future of testing standard J2530.

Brian Reese will become the chairman of the Street Performance Council (SPC) at the conclusion of Tyler Tanaka’s term as the current chairman. Under Tanaka’s tutelage, Reese will spend the next two years learning the ropes and developing the skills to steer the council’s Select Committee.

SEMA Member News recently took advantage of the opportunity to ask Reese about his goals now and in the coming years, and we opened the discussion by looking at the decision to combine the SPC reception with the Young Executive Network (YEN) reception and move them to a new night.

As the doors opened for the third installment of the Professional Restylers Organization’s (PRO) NovemberFest reception, attendees were greeted by the select committee, whose members were on hand to welcome guests with a glass stein emblazoned with the increasingly recognizable barmaid logo. From there, the who’s who of the restyling community was treated to German fare consisting of a variety of bratwurst, chicken schnitzel and apple strudel.

For most attendees, the SEMA Show doors do not open until Tuesday morning. For others, arriving early provides additional time for meetings, networking and education. Understanding this, the Manufacturers’ Rep Council (MRC) once again held its annual rep conference on the Sunday afternoon before the Show opening. Each year, the three-hour event begins with a fully catered networking mixer followed by an awards ceremony, and it concludes with an educational presentation.

Motorsports Parts Manufacturers Council (MPMC) volunteers and SEMA staff are busy readying for another MPMC Media Trade Conference. The 15th annual gathering takes place January 24–26, 2012, at the Embassy Suites LAX South in El Segundo, California.

The MPMC Media Trade Conference is a truly unique event that features three days of prescheduled 30-minute meetings between 100 MPMC member manufacturers and editorial staffs from national and international media. The meetings run from 9:00 a.m.–6:00 p.m. each day. There is a 30-minute break in the morning, another break in the afternoon and a one-hour lunch. This schedule provides up to 42 meeting slots over the three days, but additional meetings are often held during breaks, through the lunch period and even after hours.

The Light-Truck Accessory Alliance (LTAA) booth display in upper South Hall at the 2011 SEMA Show in Las Vegas included five outstanding trucks, each sponsored by an LTAA-member company. Not only did the vehicles depict LTAA-member company products in “real life” installations, but each also represented a $1,500 donation to SEMA Cares, for a total of $7,500.

More than 500 hot-rodding enthusiasts crowded the Las Vegas Hilton’s ballroom to hear the distinguished voice of industry legend Dave McClelland announce the Hot Rod Industry Alliance (HRIA) award honorees during the 2011 SEMA Show. The standing-room-only audience was treated to an amazing evening that featured the national anthem and presentation of the colors by Nellis Air Force Base, an invocation by Wade Kawasaki, premier networking, a lineup of world-class cars ranging from a ’31 Ford Model A Truck to a ’64 Corvette Coupe and, of course, an awards ceremony that recognized a who’s who of the hot-rodding world.

The annual Automotive Restoration Market Organization (ARMO) industry awards reception had a new look and a larger venue this year, and judging from the reactions of the crowd, the changes were successful. The larger space permitted ARMO to bring a vehicle inside the room for atmosphere and made moving around the room and visiting friends at various tables more convenient.

Signing up 200 new member companies at the 2011 SEMA Show was the easy part. There were special Show incentives and discounts for retailers that made SEMA membership a no-brainer for many companies. The goal for SEMA’s membership team now is to retain those members. How do we do that? The same way we retain other SEMA members: Connect them with SEMA’s membership resources and programs.

The annual Young Executives Network (YEN) reception—combined for the first time this year with the Street Performance Council (SPC) reception—was held Tuesday night, November 1, at the Las Vegas Hilton, Pavilion 1&2, during the 2011 SEMA Show. The reception allowed attendees the opportunity to network with peers and industry leaders, including members of the SEMA Board of Directors, SEMA staff and SEMA Hall of Fame members.

Hurst, Street Scene Equipment, Dodge and SEMA teamed up to build a custom Dodge Charger and a Dodge Avenger to benefit the SEMA Memorial Scholarship Fund (SMSF).

Each year, the SMSF distributes between $100,000 and $150,000 in scholarships to deserving students who plan to pursue careers in the automotive industry. The distributions include awards for vocational schools and two-year, four-year and post-graduate work, with a percentage designated for the families of employees of SEMA-member companies. There is also a Loan Forgiveness Program to help repay student loans for employees of SEMA-member firms. This year, two eBay auctions contributed a record-breaking amount to the SMSF.

Hot Rod Alley may be one of the smaller sections of the annual SEMA Show, but it is also one of the oldest. A trip through Hot Rod Alley reveals innovations, products and history that have been the foundation for many of the other areas of the Show.

Each year, the SEMA Memorial Scholarship Fund distributes between $100,000–$150,000 in scholarships to deserving students who plan to pursue careers in the automotive industry. The distributions include awards for vocational schools and two-year, four-year and postgraduate work, with a percentage designated for the families of employees of SEMA-member companies. There is also a Loan Forgiveness Program to help repay student loans for employees of SEMA-member firms. This year, three eBay auctions will contribute significant awards to the SEMA Memorial Scholarship Fund.

When the doors open for this year’s SEMA Show at 9:00 a.m., November 1, eager attendees will swarm the Las Vegas Convention Center floor with maps in hand, comfortable shoes on their feet and a bundle of business cards in their briefcases. It will begin a week of meet-and-greet, show-and-tell and shaking hands.

It is that time again! The 2011 SEMA Show is nearly upon us, and you can almost hear the hustle and bustle of the South Hall beginning to rev up as exhibitors, buyers and media all prepare for what is anticipated to be a fantastic Show. The Show offers so many opportunities for attendees that it is often difficult to schedule your time and take advantage of everything. A few of the must-attend events for the wheel and tire segment of the specialty-equipment industry are hosted by the Wheel & Tire Council (WTC) and include a general membership meeting, networking, the awards reception and educational programming. Do not miss these opportunities to get involved, influence change and better position your business.

To help kick off its annual Leadership Days, held July 27–29, SEMA introduced automotive businesses to the latest technological trends and opportunities with the Business Technology Symposium (BTS). Held at the Renaissance Hotel in Long Beach, California, the day-long gathering presented participants with solid education, proven strategies and best practices from experts in the fields of online marketing, multimedia sales and eCommerce.

There is no better place to kick off your SEMA Show week in Las Vegas than at the third annual NovemberFest awards reception on Tuesday evening, November 1. The event—open to all council members and guests who’d like to learn more about the Professional Restylers Organization (PRO)—will be held at the Las Vegas Hilton, Ballroom B, 5:30 p.m.–7:30 p.m.

The festivities include a salute to recipients of the prestigious PRO awards: Restyler of the Year, Manufacturer of the Year, Nat Danas Person of the Year and the Jim Borré Lifetime Achievement honoree. To R.S.V.P., visit the PRO webpages at www.SEMA.org/pro, or stop by PRO booth #12461 located in the North Hall of the Las Vegas Convention Center (LVCC) to pick up free tickets on-site.

As plans are made and schedules set for the 2011 SEMA Show, it is important to remember the conferences, meetings and networking opportunities designed specifically to address the manufacturers’ rep segment of the specialty-equipment industry. One of the most important is the Manufacturers’ Rep Council (MRC) Rep Conference and Awards Ceremony, which will take place on Sunday, October 30, 3:30 p.m.–6:30 p.m., at the Las Vegas Hilton Pavilions 1–2.

Established in 1995, the Motorsports Parts Manufacturers Council (MPMC) was the first SEMA council. Not coincidentally, many of today’s MPMC member companies were also original SEMA members when the association was formed in 1963 as the Speed Equipment Manufacturers Association. As SEMA grew to represent companies in virtually all facets of the automotive aftermarket, speed and performance manufacturing companies formed MPMC as a means of focusing volunteer efforts on their own niche of the industry. Today, MPMC remains the only SEMA council dedicated solely to manufacturers.

Light Truck Accessory Alliance (LTAA) member companies once again showed off their latest products at the second annual LTAA New Product Showcase. The event was part of the Carlisle Truck Nationals on August 5–7, in Carlisle, Pennsylvania. The Carlisle Truck Nationals hosts one of the largest gatherings of truck enthusiasts in the country. In addition to hands-on exposure in front of this crowd, each product entered in the showcase is professionally photographed, and the photos and product descriptions are posted in a gallery on the LTAA webpages (www.SEMA.org/ltaa). The photos are also presented in a video in the LTAA booth and during the LTAA Fall Nationals Awards Reception at the SEMA Show.

Members of the Automotive Restoration Market Organization (ARMO) and other automotive restoration industry professionals have many opportunities to network at the 2011 SEMA Show. Mark your Show calendar now; you don’t want to miss any of them.

Whether your company is a long-standing SEMA member or you decide to join while at the 2011 SEMA Show, there are benefits you should take advantage of while you’re in Las Vegas.

Membership in the Young Executives Network (YEN) provides an opportunity for young professionals to network with influential industry leaders and other SEMA members in various market niches. It also gives them a unique chance to listen and learn, and it provides the industry with a youthful point of view. Joining YEN is the first step to becoming one of the future leaders of the automotive specialty-equipment market.

Hot Rod Alley may be one of the smaller sections of the annual SEMA Show, but it is also one of the oldest. A trip through Hot Rod Alley reveals innovations, products and history that have been the foundation for many of the other areas of the Show.

The hot-rod market looks to make a big rebound in 2012, as seen by the variety of new products that will be featured in this area. According to SEMA research reports, the number of unique buyers indicating an interest in the hot-rod market has increased 54% over the same period in 2010. There is also a renewed interest hot rods among a younger audience, with nearly half of the hot-rod enthusiasts at the Show under the age of 41.

Collaboration is a frequently used term, but rarely do we get the chance to participate professionally in true collaborative efforts. I have made it one of the Street Performance Council’s (SPC) goals to better partner with SEMA, our sister councils and outside organizations in order to bring about the advancement of our unique individual groups.

Every two years, in accordance with guidelines established by the SEMA Board of Directors, council Select Committee members are charged with choosing a current committee member to serve as chair-elect. This year, Jeff Fink of Advantage Truck Accessories was declared the winner when the votes were tabulated for the Professional Restylers Organization (PRO) position.

Students preparing for careers in the automotive industry were eligible to receive financial awards ranging from $1,000–$4,000 through the 2011 SEMA Memorial Scholarship Fund.

“Paying for a high-quality education is a challenge for many, particularly in today’s tough economy,” said Jamie Eriksen, SEMA education director. “SEMA is pleased to play a part in helping students prepare for careers in an innovative and exciting industry.”

The 10th annual Manufacturers Rep Council (MRC) Rep Conference returns to Las Vegas and will take place during the 2011 SEMA Show. Join the MRC for an open and interactive session addressing the industry’s biggest challenges in a turbulent economy. It’s an event that all WDs, manufacturers and reps will not want to miss!

SEMA councils and committees hold elections every June for Select Committee members who will begin their terms in July. Select Committee members are dedicated volunteers who are elected by the members of the council to serve in various leadership capacities for the benefit of fulfilling their council’s or committee’s mission statement. Without the help of these brilliant and tireless volunteers, advancements on behalf of our members could not be possible.

SEMA Member News caught up with two of the newest Motorsports Parts Manufacturers Council (MPMC) Select Committee members recently to ask them a few questions about their involvement in the industry and what they see ahead in MPMC. In this month’s edition we hear from Jim Hughes of Hughes Performance and Kelli Wilmore of MasterCraft Safety. Jack McInnis of Dart Machinery will finish out this series in the next installment of SEMA Member News.

Select Committees are elected by the members of their councils to serve two-year terms. They participate in monthly conference calls and meetings that are held at various trade events throughout the year. Each Select Committee member volunteers for at least 20 hours throughout the year, and some volunteer even more. Some share their experience and vision; some provide creative solutions to challenges their member companies face; others get their hands dirty and get it done. Each Wheel & Tire Council (WTC) Select Committee member is supported by his or her company in the council’s efforts. For that we say “thank you” to those companies!

Kelly Kneifl’s term as Light Truck Accessory Alliance (LTAA) chairman ended in the spring, and George Lathouris of Keystone Automotive Operations assumed the chair position. Earlier in the year, LTAA chose Melanie White of Hellwig Products as the new chair-elect. SEMA Member News caught up with each of these busy truck-accessory professionals to ask them about their plans for the next two years.

Tammy Holland has been involved in the automotive aftermarket industry for more than 14 years in the sales communications division of COMP Performance Group. During that time, she has served on many SEMA committees and received numerous SEMA awards, including the 2004 SEMA Young Executive of the Year. Holland has been instrumental in recognizing the importance of growing the next generation of executives in the industry by helping to establish an award for those individuals that support the growth of the industry’s younger executives. She includes Ron Coleman and Scooter Brothers of Comp as her personal mentors, and her favorite aspect of the hot-rod hobby is the people.

If you are in the automotive restoration industry and are looking for an edge in business, there is no better time to join the Automotive Restoration Market Organization (ARMO). In the first six months of 2011, ARMO launched four new and/or improved member benefits.

Every year, American businesses spend billions of dollars on credit card processing. Even an average small business accepting credit card payments spends thousands each month. Knowing how much these costs impact member businesses, SEMA sought a solution.

The 2011 Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference (MTC) returned to the Embassy Suites LAX South after a one-year detour in 2010. This marks the eighth time in the last nine years that the event was hosted at the location in El Segundo, California, and by all accounts, the return proved to be the right move after record-setting rains during the 2010 event at a facility with an open-air setting.

“This property continues to serve the event well,” said MPMC Chairman Kyle Fickler of Weld Racing Inc. “The layout lends itself to our purposes, and it’s completely under a roof—something we will never again take for granted after last year! The hotel staff was very attentive to our needs, responded to feedback from previous years and was very accommodating to last-minute changes on site. It’s cliché, but 2011 was definitely the best Media Trade Conference yet!”

The Light Truck Accessory Alliance (LTAA) and its member companies are gearing up for the second annual LTAA New Product Showcase. Carlisle Events will once again host the Showcase at the Carlisle Truck Nationals, August 5–7, 2011, in Carlisle, Pennsylvania. Last year’s inaugural event drew 35 products from 15 LTAA-member companies, including two fullsize display trucks. This year’s event promises to be even bigger and better.

“The event came together very quickly last year,” said LTAA Chair-Elect Melanie White of Hellwig Industries. “Even with minimal time to market it, the response from our members was very positive, and the post-event feedback made it easy to plan for a second event in 2011. If you are an LTAA-member company and have not signed up a new product or products, there is still time to get in. Registration is online and takes just a few minutes.”

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

Like other SEMA councils and committees the Automotive Restoration Market Organization (ARMO) came to be out of necessity. As SEMA membership grew to encompass all aspects of the automotive specialty-equipment market, industry leaders recognized the need for a volunteer group to focus on the specific needs of the restoration market.

In early 1991, Jim Wirth attended a SEMA management conference and was impressed by the way SEMA-member companies were working for the betterment of the automotive aftermarket. Already heavily involved in the restoration industry as an enthusiast and the founder of the Springfield Auto Swap Meet and Car Show, Wirth suggested to several friends that restoration companies could benefit from a similar organization. By the end of that year, ARMO was formed and recognized as a SEMA committee.

Lee McGuire, director of marketing and operations for Skyjacker Suspensions, will assume the chairmanship of the Young Executive’s Network (YEN) in July. She has been involved in the automotive specialty-equipment industry for eight years and will attend her ninth SEMA Show in November. She became a member of YEN in 2005 and, after a Loan Forgiveness Award that same year from the SEMA Scholarship Fund, determined that she should serve the industry as a way to give back. She says that being a volunteer and serving on the YEN Select Committee have been great experiences. She recently answered a few questions about her passions and goals.

The SEMA Education Institute (SEI) has added a new SEMA Social Media Course to its comprehensive online library, which is designed to help industry professionals develop career-advancing skills. The six-session course, available for a limited time without charge at www.SEMA.org/eLearning, begins with Social Media Foundations, an introduction to the social-media concept. The five subsequent sessions describe how automotive specialty-equipment companies can leverage outrageously popular social media channels to help promote and market their businesses.

Marla Moore has been involved in the automotive specialty-equipment industry for 30 years, working with mentors that included SEMA icons such as Mark Heffington, Ron Coleman, Scooter Brothers, Jim McFarland and Amy Faulk. In fact, it was Faulk—a founding member of both the Motorsports Parts Manufacturers Council (MPMC) and the SEMA Businesswomen’s Network (SBN)—who encouraged Moore to become active with SEMA.

Over the past 100 years, tires and the wheels that support them have gone through significant changes as a result of technical innovations in design, technology and materials. No single factor affects the handling and safety of a car more than the tires and wheels it rides on and how the two work together as a unit.

One nagging question has been whether rims designed for bias-ply tires can handle the stresses placed on them by radial-ply tires. The answer depends on how the rim was originally designed and built as well as the number of cycles on it and how it has been used. Most importantly, it depends upon the construction of the tire and how it transmits the vehicle’s load. A new white paper, now available under the “WTC Resources” box on www.SEMA.org/WTC, describes how bias and radial tires differ in working with the rim to provide a safe ride.

The next chairman of the Street Performance Council (SPC) has been involved with the organization since it was a fledgling committee trying to get attention for tuner manufacturers and enthusiasts. Tyler Tanaka, vice president of business development for PostRelease, a developer of next-generation interactive entertainment and rich Internet applications, has been an active participant in the automotive aftermarket for more than 20 years. Foreseeing the importance of forums and social networks, he became an early adopter and firsthand user. SEMA Member News recently engaged in a Q&A session with this forward-thinker.

SEMA Member News: What is your two-year vision for SPC as its new chairman?

In the years since the Professional Restylers Organization (PRO) first burst on the industry scene, it has taken the lead in providing valuable tools and resources to its members. But to understand how and why PRO came to be calls for a look at where it began—and how far it’s come.

Originally known as customizing, restyling emerged as an outgrowth of the soft trim industry as new suppliers entered the market in the ’70s and ’80s. Among the first products introduced into the market were body-side moldings, vinyl pinstripes and graphics, sunroofs, ground effects and roof treatments.

With the fierce competition of today’s automotive specialty-equipment industry, independent manufacturers’ representatives play an important role in bringing products to market. But reps need representation, too, in order to make their voices heard in this challenging yet rewarding industry. The Manufacturers’ Rep Council (MRC) provides that exclusive representation.

Working together, members strive to uphold the segment’s professional image and address its vital interests. MRC’s primary objective is to provide a forum for manufacturers’ representatives for the purpose of increasing their impact as an industry, exploring issues of common interest and concern, increasing their collective knowledge and elevating the overall image of the profession. MRC leadership has made a concerted effort to expand its involvement at industry events so that the MRC can get the best feel for the pulse of the industry and promote rep services.

I didn’t know anything about the industry when I accepted a new position with a leading accessories distributor in the southeastern market in 2003, but I took a chance hoping that I could begin a new and different career path. I realized that I loved this industry after only a few months of learning the ropes from some well-known industry veterans and then attending my first PWA Conference and SEMA Show.

Flash forward to 2011. The pendulum has gone full swing. Stearns is stepping down and will serve as chairman emeritus. Bracken is stepping up to chairman, and Jeff Fink is preparing to take over as chair-elect.

“Vic and I are committed to building MPMC’s value to the members and to helping the council develop a clear path into the future, with goals and plans,” said Fickler. “For the past several years, we’ve held our LRP on the Friday after the Media Trade Conference (MTC).

"Shipping is a necessary evil in my day-to-day business. I just have to live with it.”