This article originally appeared in the November 2025 issue of THE SHOP magazine.
Fall means the start of trade show season in the specialty automotive aftermarket, and the biggest of them all is the SEMA Show, which is now just two weeks away (Nov. 4-7). Viewed by many as the industry’s Super Bowl, SEMA—and the adjacent AAPEX show—offer a little bit of everything, including opportunities to build supplier relationships, check out the latest products and accessories, attend educational seminars, develop a peer network, meet and greet celebrities and influencers, see amazing project vehicles, do some team building and, hopefully, have a little fun.
Having only missed one year of traveling to Las Vegas for the SEMA Show since 1998, people often ask me what to expect. While I’m by no means a definitive source for answers, about a decade ago I shared some do’s and don’ts for shop professionals hoping to maximize their experience. A colleague recently reminded me of that column and, when I couldn’t find the original, I decided to write an update on the off chance it might help newcomers handle the show like a pro.
SEMA Show Attendee Tips
- DO – Consider ROI first. As stated, SEMA offers everything an aftermarket professional would ever need to run a successful business. But the days of cheap travel to Vegas are long gone, and the expenses only grow if you plan on taking a few employees with you and/or shutting down the shop for a few days. Only you know your financials, but most industry insiders agree that periodic visits to SEMA are a must for serious specialty shops. Budget accordingly.
- DON’T – Plan to wing it. Obviously, if you’re making the investment to travel to SEMA, you’ll want to get everything out of it that you can. Create a list of priorities, schedule important meetings in advance and make sure your team is on the same page long before landing in the desert to avoid wasted time and effort.
- DO – Start with education. The show’s training sessions, seminars and roundtable talks are invaluable chances to build your business and market knowledge and hear from the industry’s top performers. The times are also set in stone. Use the SEMA Show app to identify can’t-miss presentations and then build the rest of your schedule around them.
- DON’T – Ignore basic trade show best practices. The helpful hints found in any basic trade show article are there for a reason. Don’t think you’re the exception. That means wearing comfortable shoes, staying hydrated, packing plenty of business cards, remembering a note-taking device, arriving early and staying late, going easy on the afterparties, etc.
- DON’T – Underestimate the size of the LVCC and/or the crowds. The Las Vegas Convention Center is a big place, and with constant upgrades and improvements, it only seems to be getting bigger. The various halls, for the most part, are far apart, and the crowds make traveling in a straight line nearly impossible. Again, use the app and compare booth numbers for important meetings in advance to create an efficient schedule.
- DO – Take time to admire, and study, the project vehicles. On top of all the business benefits, SEMA is also one of the world’s best car shows. It can seem that each display vehicle is brighter and crazier than the next. But savvy shop owners know to look past the glitz and identify the projects that most resemble those they build at home. When you find them, take photos and notes, identifying subtle touches and emerging trends you can incorporate into your own work.
- DO – Make time for new products. For many shop owners, one of the highlights of the show is seeing the latest part introductions. That’s best done at the New Products Showcase, this year located in the lower level of the South Hall.
- DON’T – Forget to follow-up. Your time at the show will fly by, and even the details of your most important meetings will soon grow fuzzy once you’re back home dealing with the day-to-day realities of running a shop. Your detailed notes should include specific plans for follow-ups—to suppliers, peers and others—in order to plant and grow the seeds you gathered at the show.
Jef White is editor in chief of THE SHOP magazine. Visit him and the team at the 2025 SEMA Show in booth No. 23323.