Giving Back: SEMA Cares is Committed to Helping Kids

Years back, Richard Petty invited fellow automotive industry professionals to visit Victory Junction, a newly conceived youth camp dedicated to empowering children who suffer from serious illness.

The racing legend explained Victory Junction’s commitment to deeply enriching the lives of disadvantaged children through life-changing camp experiences, at no cost to their families. Spread across 84 acres in the hills of Randleman, North Carolina, Victory Junction was designed as a safe, inclusive environment for all kids to be kids—a chance for those facing an uphill battle to cast aside the weight of personal circumstances and fill their days with laughter, exploration, fun and friendship.

Joel Ayres, a 50-year aftermarket industry veteran and active volunteer, was intrigued by the concept and tapped the Specialty Equipment Market Association’s (SEMA) former Light Truck Accessory Alliance (LTAA) council to get involved. Three industry representatives took Petty up on his offer and volunteered at camp for a weekend.

“At Victory Junction, the kids are organized into groups based on their condition, so they have a chance to connect with other children who are going through a similar situation, and every volunteer is assigned an individual camper,” Ayres says, noting the compassion strewn into each organizational detail.

“These kids have serious illnesses—doctors, nurses and equipment are right there. Yet my first visit to Victory Junction was like one big playground. To see kids severely affected but still smiling, still living life—it was inspiring.”

Ayres recalls one special wheelchair-bound camper performing wheelies on the dance floor.

“At the talent show, she sang and did a comedy act poking fun at ‘stand-up’ comedy from a wheelchair. She was so funny, and there wasn’t a dry eye in the house. I just thought, ‘Man, with a positive attitude like that…,’” he reflects.

While the world was busy telling these kids “You’re different, you can’t,” Victory Junction clapped back by closing the gap. Ayres was impressed with every aspect of the camp, from its structure and goals to activities and impact.

“It was such a humbling experience—one that makes you rethink and reprioritize,” he says.

Ayres returned home on a mission, “all fired up” and determined to build a bridge between Victory Junction and the aftermarket.

With the SEMA board of directors and key aftermarket professionals in his corner, SEMA Cares was born, with Ayres as its first chairperson. Ayres credits former SEMA President Chris Kersting, Scooter Brothers, Rick Rollins and Peter MacGillivray as early industry supporters, along with Luanne Brown, a former SEMA board member and SBN chairperson, who volunteered to take over after Ayres stepped down a few years later.

“All of us wanted to help children that were going through tough times, some who were even betrayed by adults,” he says. “We were blessed in our business lives and just wanted to find the right way for our industry to get involved and give back.”

A SHARED MISSION

Formally established in 2007, SEMA Cares is a nonprofit entity that serves as a liaison between the automotive aftermarket and children in need. Led by an eight-person committee and dozens of active volunteers, SEMA Cares acts as a medium for association members to collaborate and make a real difference in the lives of disadvantaged children.

“Care for us and accept us—we are all human beings. We are normal. We have hands. We have feet. We can walk, we can talk, we have needs just like everyone else. Don’t be afraid of us, we are all the same!” exclaims Nkosi Johnson, a South African child born with HIV/AIDS who greatly influenced public perceptions of the disease and its effects before his death at the age of 12.

His life and words not only inspired Ayres in the early days of SEMA Cares, but also remain at the core of each partner organization:

• Victory Junction: Founded in honor of Adam Petty, the program assists children with serious medical conditions and serious illnesses by providing life-changing camping experiences that are exciting, fun and empowering—all at no cost to children and their families.
• Childhelp: Serving abused, neglected and at-risk children, programs focus on advocacy, intervention, treatment, prevention, family resilience and community outreach.
• Austin Hatcher Foundation for Pediatric Cancer: A lifeline during a pediatric cancer diagnosis, the foundation provides services to children and their families through industrial arts therapy, diversionary therapy, psycho-oncology and healthy lifestyle education.

While many organizations are worthy of partnership, such exclusive relationships allow SEMA Cares to exercise an even greater impact. Victory Junction, Childhelp and the Austin Hatcher Foundation for Pediatric Cancer are finely woven into the fabric of SEMA Cares—knitted with common values, a shared mission and direct ties to the automotive industry.

While the organizations may assist differently in hardships, each one represents the community at large and the value system of SEMA Cares.

“Every person I’ve ever met at these foundations just wants to help a family at their most base level,” says Lori Ramsey, current chairwoman of SEMA Cares.

The organizations, in conjunction with SEMA Cares, are laser focused on making a tangible difference in the lives of disadvantaged children—one story and one family at a time.

“Some of these children have faced serious illness or never felt hugged, loved or safe,” Ramsey adds, acknowledging heartbreak and healing is the cardiac rhythm of each child under the umbrella of SEMA Cares. “Together, we really want these kids to feel as normal as they possibly can, to know they aren’t alone despite all of the childhood ailments and/or trauma.”

Consistent funding distributed through the SEMA Cares network ensures children and loved ones who are a part of the partner organizations receive critical care and services that extend beyond a diagnosis or personal situation. The children who benefit pay it forward through healing, making the most of every opportunity and inspiring those around them.

Ramsey recalls visiting Victory Junction last summer with her granddaughter. The night before a scheduled 5K race, the nonprofit hosted a dinner where some of the campers were in attendance. The beautiful irony is while staff and volunteers are empathetic to creating a sense of normalcy for the at-risk youth, many publicly discuss their personal struggles with a lion’s heart of courage.

“There was this little girl—she had to be about 8-10 years old—what an articulate speaker. She was so passionate about Victory Junction because, due to health issues, she wouldn’t be able to attend any other summer camp. It was so moving, and I couldn’t stop crying,” Ramsey says, noting the experience inspired her granddaughter to eventually become a Victory Junction camp counselor as well.

RAISING THE BAR

All agree a child’s life should be filled with wonder and praise, not worry and strife. At SEMA Cares, passionate volunteers are dedicated to uniting the voices and resources of the automotive aftermarket to ensure a better tomorrow for vulnerable youth. While the nonprofit organization cannot erase the heavy burden some children unfortunately carry, its advocates are committed to lightening the load in every way possible.

With a small army of volunteers and contributors firmly behind the cause, representatives of SEMA Cares raise national awareness, host numerous events, coordinate special auctions and collect donations year-round.

“Everyone involved has a personal mission to raise the bar,” Ramsey says, noting how small gestures of kindness can lead to remarkable change. “There’s lots of little examples at work every single day.”

One such instance is volunteer Rich Barsamian who, alongside his bandmates in Led Foot, played at the annual SEMA banquet and donated all proceeds to SEMA Cares.

Another example of heart and ingenuity is custom vehicle builder Greg Henderson, owner of Unofficial Use Only in Lennon, Michigan. Revered for clever creations and craftsmanship, Henderson’s masterpieces are often front and center on the SEMA Show floor.

Last year, however, he opted to take the road less traveled to the SEMA Show, rather than debuting a new project. What initially started as a lighthearted joke about “the hard road to SEMA” took root in the form of a 2,200-mile, two-week trek on a compact 50cc moped to fundraise on behalf of SEMA Cares.

“I’ve built a lot of vehicles for SEMA over the years, but this time, riding a scooter across the country, ended up being one of the most rewarding experiences of my career,” Henderson was quoted as saying.

On a larger scale, popular influencers lend their clout and credibility, alongside industry titans with boots on the ground at gala and community events. Various councils and membership groups actively involve SEMA Cares in their charity initiatives, including auto care professionals who raised nearly $20,000 at their own banquet.

In recent years, the SEMA Businesswomen’s Network (SBN) also stepped up to organize an exclusive, female-led 2021 Ford Bronco Wildtrak vehicle build. Not only did the project fetch national attention and $59,600 for SEMA Cares funding at auction, but also served as a testament to the talent and growing involvement of women in the automotive industry.

“The decision to use this build to give back to the community through SEMA Cares was an easy one, and the positive effect it had on the women who participated and the connections they made will last a lifetime,” says Nicole Bradle, SBN council director.

Ramsey continues to be impressed by industry-wide involvement.

“I was (pleasantly) surprised by the number of people who approached me about SEMA Cares at the 2024 SEMA Show. That made me feel great—like we’re doing something right to get the word out,” she adds.

PINEWOOD DRAGS

Over the years, one fundraising event in particular continues to ignite hope, healing and happiness among children in need. The SEMA Cares Pinewood Drags—a concept conceived by SEMA CEO Mike Spagnola and hosted at the annual SEMA Hall of Fame Installation Banquet in July—has evolved into a signature annual event, “combining just the right elements of charitable giving, community participation, automotive passion and youthful spirit,” according to organizational representatives. Donors can choose among three options:

• The Build-It-For-Me Kit: Upon purchasing, a child from one of the SEMA Cares sponsored charities will decorate the vehicle.
• The Stock Class: Bring out your inner child with a build relying on kit parts only. Decorations are the only modification allowed. Cars and trucks race side-by-side in this all-class competition.
• The Unlimited Class: Calling true builders who are in it to win it! Featuring all-out customization that is scaled down to size, participants enjoy the anything-goes race to the finish line.

Ramsey says the Industry Cup Challenge takes charitable giving to the next level. After the sponsoring companies are divided into five divisions (warehouse distributors, manufacturers, media groups, rep agencies and service providers), competitors make a mad dash to the finish line with child-built pinewood cars. The winner from each division competes in an industry-wide race for first place overall—and bragging rights.

Similar to the time-honored Stanley Cup tradition, the champion has the privilege to display the trophy for a year, after which the previous year’s winner must defend its title or pay it forward to the next Pinewood Drags winner.

In the end, Ramsey notes, “everyone is a winner,” as the children make lasting memories building toy cars, the industry engages with the community in an overwhelmingly positive way and partner charities receive critical funding to carry out their missions to help children in need.

“I’m truly thankful for every dollar we bring in. No donation is too small,” Ramsey says, explaining all funds are distributed evenly among the three partner organizations.

After raising $67,000 last year, SEMA Cares has set an ambitious goal of $100,000 in 2025. While the organization will lean on its tried-and-true fundraising events like the annual Pinewood Drags, the committee also plans to diversify initiatives and expand grassroots efforts to bring even more people and opportunities into the fold.

“Right now, the biggest challenge is economics. Things are tight and a lot of companies are cutting back,” says Ramsey, while noting “it isn’t just about the money. These are real lives—real children in real situations.”

PEOPLE FIRST

Before his passing, Nkosi Johnson was quoted as saying, “Do all you can with what you have, in the time you have, in the place you are.”

At SEMA Cares, every touchpoint matters. Genuine acts of compassion and giving across the industry reinforce the nonprofit’s motto of “every child deserves to pursue happiness.” For a lifelong philanthropist and volunteer like Ramsey, SEMA Cares holds a special place in her heart.

“It is one of the most rewarding volunteer initiatives I have ever participated in. SEMA Cares, and the organizations we work with, have gifted me a new perspective on life, helping others and fundraising,” she says. “Working with these charities and the people involved has made an impression on me that I will take throughout my life. Many have become personal friends in a shared mission.”

Ramsey and Ayres agree that success always comes down to the people involved.

“Our volunteers are second to none,” Ayres says, noting how fortunate SEMA Cares is to have the rock-solid support of the largest aftermarket foundation in the world.

He remembers calling in favors at the onset of SEMA Cares, requests that quickly morphed into industry professionals seeking out involvement on their own. Before long, Spagnola and his family were actively involved, as well as Barsamian, Melanie Hellwig-White and many others.

“Years ago, I decided to step down as chairperson so that SEMA Cares could evolve from my brainchild into something sustainable. Look at it now,” Ayres says proudly, commending Ramsey and the committee for their continued hard work.

Today, next-generation supporters like Colby McLaughlin, Sara Morosan and Kathryn Reinhardt are helping to carry the torch, ensuring the legacy lives on. The committee, which is purely volunteer, drives the mission forward by staying relevant with fresh ideas, emphasizing annual priorities and living the values they defend through SEMA Cares.

Every volunteer, from Dawson Druesedow, Matt Reasoner and Tony Colombini to Michelle McGaughy and Jenna Jeffries, brings a different perspective and skillset to the table, Ramsey says. Such diversity among the committee members, and with the support of SEMA liaison Joe Escobar, allows SEMA Cares to be versatile and nimble in its service—answering the call to help at a moment’s notice.

“When you meet the children and families personally affected, when you see with your own eyes how much it means to them, it just makes your heart swell. That feeling is contagious,” says Ramsey. “Love spreads, support spreads and it inspires the next generation to do the same. That’s what lights the fire inside me.”