After more than a year of forced restrictions due to the COVID-19 pandemic, the automotive aftermarket industry is eager to conduct business in person. The demand to reconnect with colleagues and customers in a trade-show environment was clearly evident when SEMA officially announced the return of the in-person 2021 SEMA Show, scheduled for November 2–5, at the Las Vegas Convention Center. News about the return of the 2021 SEMA Show, along with SEMA’s announced plans for the Convention Center’s newly constructed West Hall, generated plenty of media coverage, as seen from the following publications.
Muscle Cars & Trucks
Journalist Lucas Allen’s excitement for the 2021 SEMA Show came across in his article about the return of the in-person
event. He stated that the event was “already heating up” even though the Show was eight months away, with more than 1,000 exhibitors registered at that time.
Repairer Driven News
For editor John Huetter, the new West Hall expansion meant more space for new exhibitors and the opportunity for companies to expand the size of their booths. He discussed those topics and possible changes to the SEMA Show floorplan with SEMA Vice President of Events Tom Gattuso.
Autobody News
SEMA’s return to an in-person Show in 2021 underscored the work Las Vegas and its businesses had done to welcome back large-venue events, John Yoswick reported. He also highlighted that SEMA was still working with authorities to “deliver the best SEMA Show ever.”
Heard on Social Media
“SEMA Show attendees will experience a revamped and enlarged trade show, thanks to the completion of a fourth exhibit hall at the Las Vegas Convention Center.”—Tire Business, via Twitter
“SEMA Show organizers announced plans in the new LVCC West Hall for the return to in-person event on track for November 2–5, 2021.”—12 Volt News, via Facebook
“@SEMASHOW is on track to deliver an exciting in-person SEMA Show at the Las Vegas Convention Center.”—Motor, via Twitter
“With exhibits included in the #LVCC’s newly constructed West Hall, the entire #SEMA Show floorplan will be optimized and offers room for new features and enhancements.”—Truck Videos, via Twitter
During parts one and two of the SEMA ADAS webinar series, aftermarket parts manufacturers and installers were educated on top trends in ADAS technology, and the resources available to help companies install parts safely while maintaining OEM functionality of the ADAS system.
Now is the chance to learn from those who have done it. During Part 3 of the SEMA ADAS Webinar Series, taking place July 14, at 11:00 a.m. (PDT), participants will hear case studies from leading aftermarket manufacturers who have successfully developed and launched products for ADAS-equipped vehicles. They will share important information from their own experiences on what steps they took to understand the systems, design compatible parts and validate the functionality of all OEM features.
As ADAS technology becomes more standard on new vehicles, this webinar will set manufacturers and installers up for success as they prepare to develop products of their own to be launched into the marketplace.
Emerging From the Pandemic, a Vibrant Segment Remains Robust
By Douglas McColloch
The North Hall of the Las Vegas Convention Center at the
annual SEMA Show has been the home for the restyling and
car-care industries—until now. For 2021, the restyling and car-
care industry relocates to the all-new West Hall, where Show
attendees will be able to see the latest restyling products and
learn about the newest car-care technologies in a brand-new,
state-of-the-art exhibition space.
For builders, car-care and restyling products are essential tools in the arsenal of customization and maintenance. They can provide upgrades to OE paint, glass and chrome. They can dress up an interior or refine an exterior, often at a reasonable cost. And they’re available in a wide range of parts, applications and price points, offering useful products and services to nearly any enthusiast.Despite the COVID-19 pandemic, the market remained strong throughout 2020. While automotive retailers had a tough time overall for the year, the category of car-care and restyling products was a bright spot. According to the fall 2020 edition of the “SEMA State of the Industry” report, car-care and restyling products registered double-digit point-of-sales gains over 2019, with pickup accessories leading the way.
By itself, the car-care treatment segment represents a $1.85 billion market, according to the “2020 SEMA Market Report.” Considering that many products in the category are relatively inexpensive and can be installed or applied without the need of special tools, it should come as no surprise that enthusiasts sheltering at home took advantage of the extra downtime to treat their vehicles to a little freshening or some preventive care.
For this report, we contacted a number of industry experts. The following is a compilation of their insights and observations on the current state of the market and its outlook going forward.
Car-care and cleaning products—creams, coatings, polishes,
waxes and accessories with numerous interior and exterior
applications—comprise a $1.8 billion market, according to the
latest “SEMA Market Report.” Here, SEMA Show attendees
perused some of the many offerings at the Chemical Guys
booth at the 2019 Show.
What’s Moving the Market
A recent study by market research firm Grand View Research valued the global car-care market at $10.36 billion in 2020, with a forecast to grow at a compound annual growth rate of 4.3% from 2021 to 2028. According to the report, this forecasted growth is attributable to increased global auto sales, an expected rise in consumer disposable income, and innovations in car-care techniques and applications.
While the pandemic may have negatively impacted certain segments of the aftermarket, many of our car-care sources saw a silver lining.
“It may have caused some companies to struggle, but the combination of people being home, having more time and being concerned about cleanliness has proven to be very beneficial for us,” said Peter Taraborelli, communications manager for consumer brands at Stoner International. “Supply-chain issues continue to dog production, but as a whole, we are excited about the future of the market.”
The overall state of the industry is “as strong as it’s ever been,” said Adam Pitale, founder and chief detailer of Adams Polishes. “We’ve seen tremendous growth the last few years, and I think that people are spending a lot of their newfound leisure time in DIY projects like remodeling their houses and detailing their cars, so it’s been great for our business.”
Many of the products most favored by consumers in recent years continued to exert a strong pull in 2020.
“We continue to see growth for both window tint and paint-protection film,” said Pam Feese, channel development manager at Eastman. “During the pandemic, window tint in particular has seen very strong demand from consumers as they seek to customize their vehicles for style and comfort. Paint-protection film continues to grow, with new innovations in performance and color making it easier for consumers to keep their vehicles looking cleaner or to add accent colors while still helping to protect the paint.”
Pitale pointed to ceramic coatings as a continued strong seller, and for his company, graphene ceramics, the latest technology in the ceramics family.
“They’ve been the biggest mover over the last 12 months, and they’re still on the way up,” he said. “People really like to put something on their car where the durability is measured in years, not months, and it gives users the ability to wash and dry their cars more easily and reduce scratching while getting a higher gloss.”
Ceramic coatings continue to be a market mover, and one of the
newest developments in the technology is graphene coating,
such as this product line from Adam’s Polishes. Because of itsv
antistatic chemical properties, graphene is highly effective at
minimizing water spotting and the damage (such as mineral
corrosion) that can be a byproduct.
The Pandemic’s Influence on Consumer Habits
With shelter-in-place orders came increased consumer reliance on digital (online) shopping resources, and with that the need for companies to reinvent the way they market themselves to the public.
“We’ve witnessed the value of creating the right consumer experience, and that continues to be an important way in which our customers differentiate themselves,” Feese said. “The ability to make online appointments is growing, and that experience encompasses everything from what consumers see online when doing their research on where to buy to how they can book appointments online, the experience of installations—the focus is on a quality installation—and finally post-installation, such as taking time to follow up to promote customer satisfaction.”
Additionally, the increase in online shopping and the ascendance of social media as a marketing tool have made would-be buyers more product-savvy and less reticent to call out inferior products or inflated claims on their preferred channels.
“Consumers have access to the combined knowledge of the internet, which means they’re smarter when it comes to spotting dishonesty,” Taraborelli explained. “What do products actually contain? Are they true ceramic? Do they contain true graphene in a quantity that is worth the price? Does your coating actually last 1,000 washes or more? True enthusiasts can smell a lie, and they have no problem calling it out.”
Points of origin have also assumed greater importance in consumer buying preferences.
“We have noticed more consumers asking where products are manufactured,” Taraborelli said. “They also want to know what is in them and if there is someone who can answer their questions on how to best use the products.”
So-called “all-in-one” car-cleaning kits such as this starter kit
from Griot’s Garage are also popular with consumers because
they minimize shopping time, eliminate the guesswork in
assessing product compatibilities, and get users working in their
driveways right away.
Challenges and Opportunities
Looking forward, a number of our sources stressed the importance of providing a user experience that encompasses more channels than a simple point-of-sale interaction.
“We’ve found in our consumer research that providing an experience that meets or exceeds their expectations and creates trust is paramount,” Feese said. “One of the ways our customers enjoy learning is through interaction with their peers, and we have sought ways to share examples of customer experiences. Additionally, we have utilized third-party thought leaders in consumer experiences to share insights and practical knowledge with our customers. Businesses that successfully create this experience and continually seek to enhance it will grow through gaining new and maintaining repeat customers.”
Pandemic sanitation protocols and consumer expectations of a hygienically safe workplace environment also likely need to be factored into the business model for the foreseeable future.
“The focus on cleanliness and sanitization probably won’t go away for awhile,” Taraborelli noted.
Multiple sources cited supply-chain disruptions as an ongoing challenge to the industry, albeit one that could be turned to an advantage for companies willing to make a paradigm shift.
Vinyl wraps have long been popular with enthusiasts. They allow
the owner to personalize a vehicle with minimal shop time and
at comparatively low expense versus the cost of a custom paint
job. Wrap exhibitions such as this one at the 3M booth at the
2019 SEMA Show are usually well-attended events.
“Supply-chain issues could continue for several years, but that could be a blessing in disguise,” Taraborelli said. “It might mean people wanting to maintain the vehicle they have instead of buying new.”
In any event, he said, the success stories could come from the companies that can survive, adapt and continue to turn out reliable products.
Even with the looming challenges, our sources were overwhelmingly optimistic overall for the future of the industry.
“The DIY segment is just growing,” Pitale said. “You see it on the DIY shows on TV. You see it in home renovations, and people are doing a lot more to restore their own cars. I think people are finding therapeutic qualities in taking care of their own stuff. Doing your own detailing can give you a pretty nice buzz.”
Feese said that her company remains optimistic that its window tint and paint-protection film segments will continue to grow.
“We have been and will continue to be launching new products in both categories throughout 2021,” she said.
Taraborelli summed up: “Our hope is that consumers continue to do their own research and choose the products that fit their price range and their need for reliability. American-made products that are guaranteed and have a good customer support system will hopefully see continued growth."
Get Set for the July Celebration in the Las Vegas Convention Center’s New West Hall
By Mike Imlay
In a departure from past SEMA Installation Galas, the setting
for this year’s gathering will be the massive new West Hall of
the Las Vegas Convention Center (LVCC). The venue was
chosen to underscore SEMA’s ties with the city and the
LVCC—and offer the industry a preview of the big things to
come in November.
SEMA leadership, volunteers and industry icons are set to gather in Las Vegas for the 2021 SEMA Installation Gala on Friday, July 30. To underscore the significance of SEMA’s return to in-person events, the evening gala will take place in the new West Hall of the Las Vegas Convention Center (LVCC), the same venue where thousands of industry professionals will congregate for the 2021 SEMA Show in November.
“SEMA has a deep history and connection with the city of Las Vegas,” said Chris Kersting, SEMA president and CEO. “We could not be more excited about celebrating the industry in Las Vegas and christening the West Hall with such a noteworthy event.”
The SEMA Installation Gala is a long-established tradition where individuals who have made extraordinary contributions to the industry are honored and celebrated. Since 1976, the SEMA Installation Gala has served as the formal gathering where new SEMA Hall of Fame inductees are introduced, the incoming Board of Directors are recognized, and outgoing Directors are thanked. SEMA council, network and industry leaders are also recognized during the event.
Each year, the inductions of new SEMA Hall of Fame members
are among the evening’s most poignant moments. At the last in-
person gala held in 2019, legendary performance-parts
innovator Bruce Crower was inducted posthumously. His wife
Barbara (center, standing) accepted the honor on his behalf.
The move marks the first time in its 45-year history that the gala has been held outside the Southern California area where SEMA is headquartered. In fact, the gala of about 400 individuals will represent several “firsts.” It will be among the first events held in the LVCC West Hall since construction of the 1.4-million-sq.-ft. facility was completed in January. Plus it will become SEMA’s first mass gathering to take place in more than a year.
“I look forward to the SEMA Installation Gala each year—even more so this year than any other year, since it will be a reunion for our industry’s friends and family,” Kersting said. “The SEMA Installation Gala is important to the association, the members and the industry, and it’s about much more than just introducing new Hall of Fame members or recognizing our Board of Directors. The event is about community, family and celebrating with people who share a common passion and love for the industry.”
“This year’s gala is especially meaningful,” agreed SEMA Senior Director of Special Events Jamie Eriksen. “The themes of industry, community and family will be front and center. After a year of being apart, we’re inviting the industry to come together. The highlight is on people, their volunteerism and their industry contributions. We want to recognize their achievements and hopefully inspire others to become more involved with the association and make a difference for our industry.”
The theme of volunteerism will again be front and center
Friday, July 30, with the inauguration of new SEMA Board of
Directors members, recognition of outgoing board members,
and a celebration of the people who give their time to industry
initiatives. Pictured here are SEMA Cares committee members
and charity partners at the last in-person gala in 2019.
A Symbolic Move
Eriksen added that gala organizers couldn’t have asked for a better venue than the LVCC West Hall.
“We’ve been given the opportunity to showcase this amazing new addition to the LVCC, and we’re excited to introduce our industry to it,” she said. “Secondly, it’s symbolic of the fact that Las Vegas is ready for business, open and able to accommodate, meetings and events, so we’re also excited to be working with them to produce our first ‘post-pandemic’ event in this new space. The city and convention center have been important partners for more than 40 years, and we look forward to showing our support as they reopen for business.”
Because the gala is taking place as the nation reemerges from the COVID-19 pandemic, Eriksen said that SEMA’s event team will remain conscious of the environment. The goal is to create a welcoming atmosphere where the industry can safely celebrate.
“Health and safety have always been priorities for SEMA, and we take them seriously in every event we do,” Eriksen said. “With the pandemic, there’s a heightened sensitivity to those issues. SEMA will continue to work with local health and safety agencies to ensure that the event reflects current health standards in Las Vegas.”
The gala wouldn’t be the same without the annual SEMA
Cares Pinewood Drags fundraiser in which participants can
sponsor a race car or challenge industry colleagues in head-
to-head competition to benefit SEMA Cares charities. The
races will make their in-person comeback in the West Hall
lobby.
The Race Is On!
Being a night of camaraderie, the gala wouldn’t be the same without the annual SEMA Cares Pinewood Drags fundraiser in which participants can sponsor a Pinewood race car or challenge industry colleagues in head-to-head competition. A signature event combining charitable giving, community, automotive passion and youthful spirit, the Pinewood Drags will return as a fun way to contribute to SEMA Cares, the association’s charitable arm.
SEMA Cares helps to significantly improve the lives of many in need through donations to the Austin Hatcher Foundation for pediatric cancer, Childhelp for the prevention and treatment of child abuse, and Victory Junction camp for children with serious medical conditions.
Sponsorships for a race car in the Build-It-For-Me category are just $95. Of course, the peak of the Pinewood Drags competition is the annual Industry Cup Challenge, where boasting rights run high. This year, the racing will take place in the West Hall lobby, with entry in the Industry Cup Challenge competition set at $1,000 per company.
“The children that SEMA Cares supports truly need our help,” said Kathryn Reinhardt, SEMA Cares chairperson. “With the return of the Pinewood Drags to the SEMA Installation & Gala, I hope that this year we can raise more money than ever.”
“Absolutely no donation is too small,” added Lindsay Bianco, SEMA senior manager of membership projects. “Last year was certainly difficult, and fundraising was not top-of-mind for many people, so it will be good to rally together again in support of the children’s charities we serve.”
Las Vegas has been steadily moving toward a full reopening and has adopted the latest best practices for large gatherings. The 2021 Installation Gala planners are working closely with state and local partners to ensure a safe and healthy evening of networking and celebration.
Las Vegas has been steadily moving toward a full reopening and has adopted the latest best practices for large gatherings. The 2021 Installation Gala planners are working closely with state and local partners to ensure a safe and healthy evening of networking and celebration.
High Anticipation
Eriksen agreed that there is a growing sense of anticipation for this year’s gala and all the activities surrounding it. Additionally, she sees the evening as a harbinger of the enthusiasm that’s already building for the return of a live SEMA Show in November. According to Eriksen, each event in its own way reflects the passion and interpersonal connections at the heart of the industry.
“For me, the SEMA Installation Gala is especially important this year,” she said. “We’ve always seen it as our mid-year gathering before gearing up for the SEMA Show in the fall. With the COVID-19 situation this past year, I think the members of our industry are craving the opportunity to reconnect with each other more than ever, and this event in particular is like a family gathering for the industry. It’s a little more relaxed than, say, November during the Show. A lot of meaningful connections and conversations can happen, and I think people are really looking forward to that.”
The gala is open to every SEMA member, but tickets go quickly.
With anticipation for a resumed in-person event running high,
now is the time to reserve your place at the table.
Join the Celebration!
Tickets to the 2021 SEMA Installation Gala, which are available to all SEMA members, can be purchased by visiting www.sema.org/gala. (Please note that, although the gala is open to the entire association, seating is limited.)
If you’d like to sponsor a SEMA Cares Pinewood Drags race car or challenge a colleague, please make your donation today. Visit www.sema.org/semacares for more information.
Reconnecting Globally and in Person at the 2021 SEMA Show Global Media Awards Program
By Linda Spencer
Join us for the 2021 International Happy Hour—the SEMA Show’s
annual international specialty-equipment trade gathering.
International travel restrictions are beginning to ease, and trade buyers from all parts of the globe are finalizing their plans to attend the 2021 SEMA Show. These global buyers join U.S.-based resellers and SEMA Show exhibitors eagerly awaiting the opportunity to meet face to face once again and see up close all the latest products and trends the nearly 2,000 SEMA Show exhibitors will have on display in Las Vegas.
The 2021 SEMA Show marks a longed-for milestone for the global automotive specialty-equipment industry to once again reconvene amid much pent-up demand for in-person events. Now is the time for exhibitors to pre-plan how they will engage with the global buyers in search of the latest products that customers abroad are seeking. This article focuses on the SEMA Show programs and resources to help exhibitors and global buyers connect during Show week.
Global Media Awards Program
In recognition of the SEMA Show’s global appeal, SEMA will once again host the Global Media Awards, now in its 17th year. Leading international journalists from throughout the globe—from China, Europe, the Middle East and Canada—will serve on a panel, each selecting 10 products from the New Products Showcase that they feel would resonate with consumers in their home markets.
The 2022 Global Media Award winners will be feted at the International Happy Hour (IHH). Meet with this first-rate global panel of enthusiast journalists and trade buyers at this year’s event. Scan the QR code to the right to register.
Join SEMA Monday, November 1, for a series of roundtables focused
on key international markets.
International Happy Hour
Wednesday November 3
5:00 p.m.–6:30 p.m.
Join us for the 2021 International Happy Hour—the SEMA Show’s largest annual international specialty-equipment trade gathering. Come by, have a drink on SEMA and meet top international buyers and a panel of distinguished international journalists who serve as SEMA Global Media Award judges. More than 1,000 Showgoers are expected to attend the 17th annual event.
Exhibitor registration is complimentary but required. Scan the QR code below to register.
International Roundtables:
Monday, November 1
Meet international buyers before the Show even opens. Join SEMA Monday, November 1, for a series of roundtables focused on key international markets. Hear from top buyers and media about the opportunities and challenges U.S. companies face in doing business in their part of the world. Exchange business cards and invite these international resellers and media to visit you in your booth where you can discuss which of your products might resonate best with their customers and where there might be unmet local demand creating an opportunity for your company. The roundtables will all be held in the Las Vegas Convention Center, Upper West Hall W229.
Middle East Tazweed (customizing)
11:00 a.m.–12:00 p.m.
Meet with buyers from throughout the region who can let you know what their customers want. Learn how to cash in on this lucrative region with passionate consumers who possess disposable income. The United Arab Emirates and surrounding countries provide some of the best opportunities for U.S. specialty parts manufacturers. Off-roading, classic-car collecting and motorsports are all strong markets throughout the region. Attendees will also learn about plans for the 2022 SEMA Middle East Business Development
Program.
Connect with Buyers Down Under: Australia and New Zealand
12:15 p.m.–1:15 p.m.
Meet for lunch and conversations with top buyers from Down Under. Learn the latest trends from distributors of off-road, styling, restoration and performance products and the opportunities in these countries of pickup (Utes) and SUV customizing fanatics, V8 lovers and diehard hot-rod enthusiasts.
Come to the Center for International Commerce in West Hall W233
for free use of private conference rooms.
Nordic Region: Explore the Opportunities in the Vintage Car and Performance Niches
2:30 p.m.–3:30 p.m.
Learn the potential for your products in this performance and classic-car paradise. Meet with top trade buyers enabling the half-century-old craze of restoring and upgrading American classic cars in Sweden and the surrounding countries of Norway, Finland and Denmark as well as other European countries. Performance upgrades are among the top modifications sought for a range of vehicles. After all, the region is the headquarters of the European drag racing championship along with performance for street use, circuit racing, drag racing, rally racing and drifting. High disposable income coupled with a passion for personalization make this a very attractive region. Hear from those who recently participated on the first SEMA Nordic trip.
Latin America: Learn What’s Hot and What’s Not
3:45 p.m.–4:45 pm.
Trade buyers and media from Central and South America will discuss their respective markets and the opportunities to be found in this pickup- and car-crazy region. Learn what’s hot and what’s not. Get insider tips into which vehicles are local customizers’ rides of choice and the top-selling products. Learn more about the opportunities and challenges faced by U.S. manufacturers seeking to sell into Latin America—everything from language issues, tariffs and small fragmented markets to how U.S. companies have overcome them.
Center for International Commerce
Want a quiet meeting space to meet with international buyers? Come to the Center for International Commerce in West Hall W233 for free use of private conference rooms. Interpreters for most major languages are available in the Center for International Commerce to help facilitate communication with your potential or current international customers. Complimentary coffee and tea are available throughout the day.
Colby McLaughlin’s first aftermarket experience occurred in high school when he enrolled in accelerated classes at Washtenaw Community College in Ann Arbor, Michigan. Though focused on business management, he registered for a Custom Cars & Concepts course, which taught fabrication, chassis design, painting and collision repair. It was a game changer.
“I started the program and fell in love,” he said, and his skills earned him a spot on a frame-up restoration. “GM Performance Parts partnered with the college to build a ‘Summer School Chevelle’ for episodes of ‘Rides’ on TLC. I was one of eight students chosen for the project.”
Soon thereafter, McLaughlin’s career took off.
“The SEMA Show has played a huge role in my career,” he said. “While displaying the Chevelle in the GM booth, I got my first career opportunity with Special Projects Inc.”
McLaughlin later joined Chrome Enhancements, managing a nationwide sales team. In 2018, he switched gears and is now COO and president of Trim Illusion, which manufactures restyling accessories. McLaughlin joined the Professional Restylers Organization (PRO) select committee in 2019. In July, he’ll assume the role of chair-elect.
SEMA Member News: What motivated you to get involved with the PRO council?
Colby McLaughlin: I heard about the initiatives being driven by the PRO council. I wanted to be more involved, learn from people who’ve been in the industry for decades and share whatever expertise I have to give back. It’s been an outstanding experience.
SMN: What are some key council initiatives?
CM: PRO has done a great job with the sales manual best practices and the sales certificate program. Our team took the exam. They aren’t in sales, but it helped them understand the challenges and opportunities our customers face every day.
PRO also did an outstanding job working with staff in drafting a letter from SEMA President Chris Kersting, which explains dealers’ rights to accessorize under the Magnuson-Moss Act. The PRO Cup Challenge showcases packages restylers can sell to their dealers.
SMN: What unique skills do you bring to your new role?
CM: I have unique experiences. I came into the industry as a technician and have worked up to an executive-level position. I also have an interesting perspective as a manufacturer and a restyler, so I understand the challenges from both sides. I’m excited to be the chair-elect, and I look forward to working on new initiatives that will benefit all members.
Member engagement and outreach are big for me. We’re only as strong as our membership is engaged. I encourage anybody who wants to know more about PRO to reach out and get involved.
To learn more, email Council Director Denise Waddingham at denisew@sema.org or call 909-978-6691.
SEMA News Goes Behind the Scenes with the Utah Congressman
By Eric Snyder
U.S. Representative John Curtis (R-UT) represents Utah’s third
congressional district, which stretches from the Utah-Arizona border
to just outside of Salt Lake City, Utah. He has co-sponsored the RPM
Act and is an ally of motorized recreation.
I recently had the pleasure of interviewing U.S. Representative John Curtis (R-UT), who represents Utah’s third congressional district, which borders Arizona and extends more than 300 mi. north to just outside of Salt Lake City, Utah. It is home to Moab and some of the best outdoor recreation opportunities in the nation—from canyons and red rock country to snow-capped mountains.
Rep. Curtis has proven himself a thoughtful lawmaker during his three terms in the U.S. House of Representatives, and he is a strong ally of the automotive aftermarket. He is an avid motorcyclist and outdoor enthusiast, speaks fluent Mandarin, and is one of the most genuine members of Congress.
Rep. Curtis was born and raised in Salt Lake City and first became interested in politics when he volunteered on his mother’s campaign for school board. After graduating from high school, he served a two-year mission in Taiwan through the Church of Jesus Christ of Latter-day Saints before attending Brigham Young University, where he earned a degree in business. After college, Rep. Curtis was a salesman at the Citizen Watch Company before going to work for the O.C. Tanner Co.
In 2000, Rep. Curtis purchased a stake in Action Target, which manufactures custom shooting ranges and portable steel targets for military, law enforcement and commercial applications in addition to delivering and installing indoor and outdoor range equipment throughout the world. Rep. Curtis led sales and operations strategy for Action Target and worked with his partners to build the business.
He served as mayor of Provo City, Utah, from 2009 to 2017, where he was known for his personal approach to governing and outreach to residents. The Government Social Media group named him the number-one top elected official on social media, 2015. During his two terms as mayor, Provo ranked number one in the nation for business and careers by Forbes as well as number one for well-being by Gallup.
When U.S. Representative Jason Chaffetz (R-UT) left Congress in 2017, Rep. Curtis decided to run for the seat, winning a three-way special-election primary in August 2017 and then the November 2017 general election. During his first year in office, Rep. Curtis introduced 12 bills, three of which were signed into law: The POPPY Study Act to combat the opioid crisis, the Public-Private Partnership Advisory Council to End Human Trafficking Act, and the Small Business Access to Capital and Efficiency Act. Rep. Curtis’s reputation as an effective policymaker helped to earn him a spot on the powerful Energy and Commerce Committee in 2021.
Rep. Curtis is a strong supporter of the Recognizing the Protection of Motorsports Act. He has also been a pragmatic voice in discussions over land-use policy, ensuring that roads and trails are open to motorized recreationists.
Congressman Curtis and wife Sue have six children and seven grandchildren. When he’s not on Capitol Hill, Rep. Curtis is either spending time with his family, meeting with constituents, riding his motorcycle or enjoying the outdoors. Join me as we go behind the scenes with Rep. Curtis.
Interview with Rep. John Curtis (R-UT)
SEMA News: What was your first car?
John Curtis: My first car was a ’76 Volkswagen Super Beetle, bright cherry red. It was a fun car, and I miss it. Some days, I wish I’d never sold it.
SN: What do you currently drive? Do any of your vehicles have aftermarket modifications?
JC: I’ve got an F-150. It’s an amazing truck. It has bigger tires and rims, and everything from floormats to running boards. It also has deflectors on the front hood to keep rock chips off it. It’s got a small lift on it as well.
My first outdoor experience was on motorbikes rather than four-wheelers, because my dad loved motorbikes. Our garage was full of everything from the ’70s version of a Honda 70 to the Honda 90. As a matter of fact, I still have my father’s Honda 90. It has kind of a V frame and a trail gear. Then we had a Yamaha 125, and now I’ve got a street bike—a Kawasaki Vulcan 1600.
I went out to my garage a few years ago and said, “This is crazy!” I had, like, 10 bikes. I’ve pared it down to just a couple. My Vulcan 1600 has all the aftermarket products from saddlebags to handlebars to a windshield.
SN: Prior to getting into politics, you worked in the private sector, which took you all over the globe. Tell us about that experience.
Rep. Curtis and his wife Sue go for a hike in his district.
JC: When I was a young man, I lived in Taiwan for three years. Part of that time was religious service; part of it was business. I think what your readers might find most interesting is that I owned, with two partners, a company that built shooting ranges around the world. I’ve been on thousands of shooting ranges. We sold the business a while ago, and that’s when I ran for mayor of Provo.
At one point, we were using about 5% of the world’s hardened steel in our factory to build shooting ranges, including a lot of ranges for law enforcement and recreation. We had some very proprietary products, bullet traps and trade targets. It was really a fun business.
SN: I know that you’re a big outdoor enthusiast. When you’re back in the district, what do you do for fun?
JC: If I have just a couple of hours, right behind my home is Rock Canyon. It’s a world-famous rock-climbing canyon, and I like to hike or even run up the canyon. It’s a pretty steep grade. From my house to the mouth of the canyon is about a half a mile, so I can either buzz up real quick on my bike or just run straight up it from my house.
If I have a little bit more time, my wife and I love to get down into my district. We have some of the most amazing recreational opportunities in the world in Utah’s 3rd congressional district with Moab, Bears Ears and Emery County. We both love Lake Powell. We have a houseboat share and a boat we keep down at the lake. That is one of our favorite things to do. We also love to ski, although the older we get, the less skiing we do.
A few years ago, I had a significant birthday when I was mayor, and I wanted to highlight the city and prove that you could water ski and snow ski on the same day. Fifteen minutes from my house is a ski resort. We went skiing and then went 15 minutes the other direction and went water skiing.
SN: What can off-road enthusiasts do to make their voices heard in a constructive way that’s going to help maximize their ability to achieve results?
Rep. Curtis is an original sponsor of the Recreational
Trails Full Funding Act of 2021, which ensures that
the federal government reinvests gas taxes paid by
motorized recreation and dedicates the money to
maintain trails enjoyed by the OHV community.
JC: A couple of things come to mind. Your community does an amazing job of taking care of the places where they like to recreate. I would tell them to brag about their trail-preservation work and their efforts to preserve those beautiful outdoor areas. They do amazing work, and I’m not sure they always get credit for it.
Another thing is to be positive and constructive. That includes identifying issues in common with your lawmaker and things that are being done well. Lead with the positive, and then you can also circle around and let them know what they can be doing better. It’s rare when members get complimented for the work they’re doing. Usually, each member is doing something right.
The groups that build the best relationships with lawmakers are the ones who are appreciative of what we do on their behalf, and they lead with that and then follow up with what else they’d like us to be doing.
It’s important to build a relationship in the good times so that when tough issues come along, you’ve got that relationship of mutual respect. Don’t just wait until you have to do something that is difficult. Your industry has this huge advantage of providing access to the vast outdoors. Invite lawmakers to go out on the trails and help them have a great experience!
SN: You reintroduced legislation with Rep. Peter Welch (D-VT) that will more than double funding for the Recreational Trails Program (RTP), which has provided funding to states to develop and maintain outdoor recreational trails for the last 30 years. The program is incredibly important to providing motorized recreational access for four-wheeling and snowmobiling. Tell us a bit about the bill and its prospects in this session of Congress.
JC: The Recreational Trails Full Funding Act of 2021 helps to make sure that we have the funding and resources needed to take care of trails and other assets that we all enjoy so much around the country. RTP has created countless opportunities for motorized recreation and human-powered experiences. The program is modeled after the Highway Trust Fund and is funded through taxes paid on gasoline used to fuel snowmobiles, ATVs and other recreational vehicles that do not use highways. However, RTP is currently funded at $84 million annually, which is substantially less than is collected in taxes on fuel used by these vehicles. Our legislation will more than double RTP funding to at least $250 million and ensure that future generations get to visit the great outdoors, while supporting local economies and jobs, especially throughout rural areas.
Rep. Curtis is an avid mountain biker and champion for expanding
motorized and mechanized access.
SN: President Biden is receiving a lot of pressure to expand the Bears Ears National Monument beyond President Obama’s original designation. I know that you have been actively engaging the Department of the Interior and working to make sure the administration’s new boundaries are balanced. Do you anticipate that it will impact motorized access in a significant way?
JC: It’s clear that the use of the Antiquities Act can dramatically limit access to trails, and that’s very worrisome. It’s not just trails that are at risk. It’s grazing and other recreational activities that sustain jobs, careers and livelihoods, and I think that’s why many people in the area push back.
It’s not that they don’t want to preserve and take care of the area, but they’re worried that an overly restrictive declaration from the president won’t take into account the uniqueness of the land and the different opportunities for its use. I think most would agree that there are some areas that are appropriate for grazing, some areas that are appropriate for off-roading, and there are areas that are appropriate for different types of recreation. If we can come together and decide what those uses are, that’s far better than an executive action that just prohibits everything.
The SEMA Businesswomen’s Network (SBN) continues to experience success with its virtual education platform tailored to a diverse membership. The Resource Committee created four separate series to help members in entry-level, management level and C-Suite positions. The topics range from career advancement to work-life balance to challenges that they are experiencing.
The first series is for C-suite executives. The second, a management series, targeted mid-level employees and managers. The third series, titled “Sharpen Your Soft Skills,” has been segmented into six parts. Topics included navigating career-advancement conversations, asserting oneself in the workplace, effective conflict management, and creating beneficial connections through
networking.
“That series offered so much information,” said Lana Chrisman, SBN chair. “I was really happy to see several men involved, and we expect the next series, “Perfecting Your Job Search,” will also see a good mix of men and women.
“We’re not just about helping women. We want to help SEMA-member employees across the board to advance their careers.”
Live Chats to Wine Night
Lana Chrisman.
Facebook Live Chats, featuring women leaders, are another SBN component. Recent presenters included Laurel Dasher of Paramount Data Management; Kathryn Reinhardt of 4 Wheel Parts; Melanie Hellwig White of Hellwig Products; Erika Marquez of Warn Industries; and Marla Moore of Coker Tire.
To celebrate Women’s History Month, SBN highlighted members in Facebook posts and asked them to share details about who they are, where they work, and which woman they would nominate to the SEMA Hall of Fame.
“We wanted them to think about who could be a Hall of Famer so that more industry women could gain that level of recognition,” Chrisman said. “It was also important to acknowledge successful women in our industry. Helping members become better acquainted builds our community.”
Community building is also about fun and about utilizing online platforms to connect members across the miles in entertaining ways. Two virtual events, Wine Night and Game Night, gave members after-hours opportunities to kick back, relax and celebrate kinship.
“Both events were hugely successful and so much fun,” Chrisman said. “Networking is such an important part of what SBN is all about. For members to be able to connect virtually and build camaraderie is incredibly rewarding.”
After two years as SBN chair, Chrisman will assume the role of immediate past chair in July. She credits her team members with helping to bring the network’s initiatives to fruition.
“I’m extremely proud of this group of women and all that we have accomplished,” she said. “They are visionary and passionate.”
SBN kicked off three SEMA Virtual Education series focused on helping SBN members enhance their business and professional development.
Cathy Clark, Bob Cook Sales
Cathy Clark.
“My company is very involved in SEMA, and our owner has always encouraged us to volunteer. My mentor, Denise Waddingham (now SEMA council director), was on the SBN select committee. She suggested that it would be a great place to start my volunteer career. I’ve been on the committee for four years.
“The biggest benefit of being an SBN member is meeting and getting to know all of the amazing women in our industry. Before I joined the SBN, I wasn’t living up to my full potential, and these women have encouraged me and championed me to grow and learn.
“I am extremely excited about becoming the SBN chair. We have an incredible group of women who are accomplishing some amazing things, and I am so proud to be part of this group at this time.”
Sara Morosan, LGE-CTS Motorsports
Sara Morosan.
“I first heard about the SBN when we were asked by Ford and SEMA to help out on the Mustang build in 2011. It was life-changing. Mike Spagnola [SEMA vice president of OEM and product development] encouraged me to volunteer. I joined the LTAA/TORA select committee and served eight years. I wanted to stay involved, and I love being part of
the SBN.
“We bring together a community, a place to bring up ideas and ways we can grow as women and grow our industry. Everyone has a different story to tell on their journey. We need to tell our story to help inspire the next generation and continue to make this the best industry.
“I am excited and honored to be part of the leadership team. Lana and Cathy are inspirations. I hope to keep up the momentum that they have created and to continue to work with Cathy to bring ideas to reality.”
Every two years, each SEMA council and network chooses a new chair and chair-elect. On July 1, Cathy Clark will take over as SBN chair. Sara Morosan will serve as chair-elect. SEMA Member News asked Clark and Morosan to share their thoughts on SBN and their new roles.
ARMO Shares Tips and Tactics for Navigating Car Shows
The Automotive Restoration Market Organization (ARMO) has initiated quarterly membership meetings in order to keep members informed of the latest happenings and address important topics. The first virtual session was held in March. Others are slated for June, September and November.
Each session includes a council update followed by a panel discussion centered on an industry-related topic such as recruiting and keeping talented employees, trademark licensing and legislative issues. During the March meeting, members were first treated to an overview of ARMO activities at Spring Carlisle. A soon-to-be-aired Live Chat series with top-tier builders was also discussed. The prerecorded video chats are hosted by Sabra Johnson of City Classic Cars.
The meeting then segued to a panel discussion titled “How to Navigate Swap Meets and Car Shows.” Organized by Communications Subcommittee Chair Joanna Agosta Shere, the panel featured Randall Bates of Auto Custom Carpets; ARMO Chair Ben Tucker of Camaro Central; Tray Smith of H&H Classic Parts; and moderator David Alkire of RPUI.
Implementing Best Practices
Ben Tucker.
After months of few if any car shows, restoration pros are gearing up for what is expected to be a solid car-show season. As eager as folks are, however, there are concerns over how to make car shows and swap meets successful, even as pandemic restrictions are relaxed. To help members make decisions regarding event participation, the panelists shared some best practices based on their own
experiences.
On the subject of how promoters are handling COVID-19 protocols, Tucker said the panelists agreed that safety procedures at indoor events are being observed, such as social distancing and monitoring how many attendees are allowed inside. He also noted that hand sanitizers and masks are generally available at indoor and outdoor shows.
What about keeping employees safe and interacting with attendees?
“Our employees wear masks and must use hand sanitizer after handling cash transactions, and customers need to wear masks,” Tucker said.
To prevent customers from entering his booth, he sets up a service counter with a front-facing monitor so that they can view the transaction. As an added precaution, he noted that he and other vendors now take fewer employees to events.
In reflecting on the meeting, Tucker said, “It went very well. About 30 people stayed the whole time, and many people reached out afterward to say the meeting and panel discussion were very informative. We’re just trying to raise the bar and help people navigate this new world by giving them the best information we can.”
The WTC long-range planning meeting discussed a
range of topics and issues and delved into insights for
future trends.
SEMA councils and networks offer resources aimed at meeting their members’ needs. Ideas for those initiatives often bubble up during brainstorming sessions known as long-range planning (LRP) meetings, which give members a voice on issues and a chance to bounce ideas off the wall.
In the interests of members’ welfare, attendance at the two-day Wheel & Tire Council (WTC) LRP was limited this year. Select committee members and a non-voting Tire Industry Association representative had the option of attending in person or via Zoom. At-large members were invited to join a virtual open forum preceding the LRP.
Behind the Curtain
During the open forum, SEMA staff provided a look behind the curtain at resources the association provides. Mike Spagnola, vice president of OEM and product development, and Luis Morales, vehicle product data specialist, talked about the new SEMA Garage and services that will be available to member companies.
Stuart Gosswein, senior director for federal government affairs, addressed the hot-button topic of tariffs on imported hard parts, which directly impact the wheel industry. He also touched on Recognizing the Protection of Motorsports (RPM) Act.
Tom Gattuso, vice president of events, highlighted changes to the SEMA Show floorplan, noting that the Global Tire Expo and wheel section will remain in the Lower South Hall of the Las Vegas Convention Center. The West Hall will house the restyling, truck and off-road sections, with the Upper South Hall occupied by collision repair.
“It was incredibly valuable to hear what SEMA is doing to provide resources and services and to get feedback from members,” said Tyson Boyer, WTC immediate past chair. “It was a great update.”
Brainstorming
During the LRP meeting, which carried over to a second day, the select committee discussed a range of topics and issues. For insights into trends and key industry indicators, WTC tapped SEMA Director for Market Research Gavin Knapp to talk about the “SEMA Future Trends Report” and economic and consumer trends that lie ahead.
The group also brainstormed some potential initiatives, not yet finalized. One idea centered on creating business tools and resources to help members promote their business or product launches. Membership retention and recruitment sparked conversation and a decision to create a subcommittee. The attendees also touched on the value of networking and what WTC could do to provide more relationship-building opportunities, and there was a conversation about WTC’s activities at the SEMA Show, which are still in the planning stages.
From Boyer’s perspective, the LRP meeting and open forum went well.
“When we have meetings, we always keep our mission statement in mind,” he said. “Why are we here? To provide value to our members. If you’re in our market, we want to hear your voice. Though it wasn’t the same as having everyone together in person, the meeting was informative, people were engaged, and we got great feedback.”
Journalist Lucas Allen’s excitement for the 2021 SEMA Show came across in his article about the return of the in-person
During parts one and two of the SEMA ADAS webinar series, aftermarket parts manufacturers and installers were educated on top trends in ADAS technology, and the resources available to help companies install parts safely while maintaining OEM functionality of the ADAS system.
If you’d like to sponsor a SEMA Cares Pinewood Drags race car or challenge a colleague, please make your donation today. Visit 
Want a quiet meeting space to meet with international buyers? Come to the Center for International Commerce in West Hall W233 for free use of private conference rooms. Interpreters for most major languages are available in the Center for International Commerce to help facilitate communication with your potential or current international customers. Complimentary coffee and tea are available throughout the day.
