The tire industry’s role in the SEMA Show – and with SEMA – changed dramatically with the creation of the tire industry-only Global Tire Expo Powered by TIA, and TIA gaining permanent seats on two key SEMA committees.
Announced by TIA on March 31, the formation of the GTE came five months after TIA and SEMA undertook a thorough reexamination of the role the tire industry plays in the SEMA Show, and began to address specific concerns expressed by exhibitors, particularly those of the major tire companies that left the trade show floor in recent years.
In addition to the totally revamped show section, TIA now has permanent representation on both SEMA’s Show Committee and the SEMA Tire & Wheel Council.
Open to all segments of the tire industry, including automotive, commercial, retreading, recycling and more, the GTE will include an expanded menu of educational seminars for attendees and a heavily revised trade show floor in the South Hall of the Las Vegas Convention Center.
“To reinforce the tires-only focus, the Expo will have its own branding, entrance units and color scheme,” TIA explained. “Only tire industry companies can exhibit in the Expo. Tire manufacturers’ booths will be placed in the center in order to provide a greater level of prominence, and TIA will work with them on a one-on-one basis to assist them with every aspect of exhibiting at the show.”
With the creation of the GTE, the former Tires, Wheels & Equipment section, which encompassed tire-related exhibitors, wheel companies and tire industry suppliers, was eliminated. The GTE will be the primary South Hall occupant, with the wheel companies relegated to their own separate area at the back of that hall. That means tire companies and industry related suppliers will no longer vie with wheel companies for prime exhibit space.
“Today ushers in a new day for the tire industry. With the creation of the Global Tire Expo Powered by TIA and the fact that it will now unite exhibitors from all sectors of the tire industry in our own, tire-focused area, we are optimistic that it will become the premiere event in the world for the tire industry,” said TIA President Wayne Croswell.
SEMA worked hand-in-hand with TIA and show exhibitors to create the GTE, and vowed to continue working with exhibitors to help reduce their show costs and increase their exposure.
“We’re excited and confident that the 2010 SEMA Show and the Global Tire Expo will be more meaningful and relevant than ever before for tire manufacturers and buyers,” said Chris Kersting, SEMA president and CEO. “Many buyers at the SEMA Show are looking to expand their product lines to include tire-related products. The dedicated floor section and the other new programs will help buyers discover the potential that the tire industry has to offer.”
The GTE’s expanded educational sessions will include “TPMS at 10,” “Tires at 2” and “Management at 4” sessions on each day of the show. Each educational track, said TIA, will feature a session relevant to tire dealers and lead by the most knowledgeable experts in the tire industry.
Educational sessions will be held in the sky bridge between the Central and South Halls (near the show management office) of the Las Vegas Convention Center, making it easier for attendees to find the session rooms.
TIA said it is “continuing to work with SEMA on other aspects of the Expo. More improvements are expected in the coming months and will be announced as they develop.”
The seats on SEMA’s Show Committee and the Tire & Wheel Council are seen as key to keeping TIA members and exhibitors engaged in the show. “If you felt as though your voice was not heard by show officials in the past, you can now rest assured that it will be heard from here on out,” said Roy Littlefield, TIA executive vice president, in an open letter to the tire industry. The committee appointments mean that, “every tire industry professional now has ‘a seat at the table’ and is a true partner in this event.
“Their concerns will receive the timely attention they deserve, and, what is even more exciting, is the fact that they will no longer just be exhibitors – they will be true partners in this event,” Littlefield said.
TIA said it will continue its outreach to the tire manufacturers in order “to better ensure their representation in the Expo activities.” SEMA, too, is “making a special effort to reach out to the tire manufacturers on an individual basis to find new, innovative ways they can reduce the cost of exhibiting at the Expo. All Expo exhibitors are eligible to receive a one-on-one audit of their show plans, which could save exhibitors up to 20% on their show-related spending.”
The 2010 SEMA Show and Global Tire Expo will be held Nov. 2-5 at the Las Vegas Convention Center. Tire industry companies looking for exhibition space in the new Expo should visit www.semashow.com. Attendee registration is expected to open in April.
