SEMA Show Offers Roadmap for New Exhibitors

SEMA VP of Events Shares Tips for Small Businesses to Maximize ROI at Industry's Premier Trade Event

Mar. 24, 2026 at 11:22pm

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The SEMA Show, set for November 3-6 in Las Vegas, is the automotive aftermarket industry's premier trade event. SEMA VP of Events Tom Gattuso outlines the process for new exhibitors to join the show, including key deadlines, booth selection, and resources to help small businesses succeed and drive long-term growth.

Why it matters

As a $52 billion industry that contributes $337 billion to the U.S. economy and supports 1.3 million jobs, the SEMA Show is a critical event for automotive aftermarket businesses, especially small companies that make up 95% of SEMA's 7,000 members. Navigating the exhibitor process and maximizing ROI at the show is crucial for these small businesses to connect with buyers, media, and drive innovation in the evolving enthusiast market.

The details

To become a first-time SEMA Show exhibitor, businesses must submit an application and deposit by the March 27 deadline to be eligible for priority booth selection on May 4. SEMA then assigns booth selection times based on seniority, allowing exhibitors to choose their preferred location on the 12 sections of the show floor. SEMA provides extensive resources for new exhibitors, including the Exhibitor Summit, Exhibit Service Manual, and free opportunities like the New Product Showcase to attract buyers and media.

  • The 2026 SEMA Show is set for November 3-6 in Las Vegas.
  • The application and deposit deadline for priority booth selection is March 27, 2026.
  • Booth selection will take place on May 4, 2026, with exhibitors receiving one-hour selection windows based on seniority.
  • SEMA Fest, a music and automotive event, will have ticket sales announced on May 4 and band announcements in July 2026.

The players

Tom Gattuso

SEMA's Vice President of Events who outlines the process and resources for new exhibitors joining the SEMA Show.

SEMA

The Specialty Equipment Market Association that represents the $52 billion automotive aftermarket industry and hosts the annual SEMA Show trade event.

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What they’re saying

“We have roughly 7,000 members, and 95% are small businesses.”

— Tom Gattuso, SEMA Vice President of Events

“Nearly half of attendees discover a product in the New Product Showcase that leads them to an exhibitor.”

— Tom Gattuso, SEMA Vice President of Events

What’s next

Interested exhibitors can still submit an ESRA application after the March 27 deadline, as plenty of prime space on the SEMA Show floor will still be available after priority booth selection.

The takeaway

The SEMA Show provides a critical platform for small businesses in the $52 billion automotive aftermarket industry to connect with buyers, media, and drive innovation. By navigating the exhibitor process and taking advantage of SEMA's resources, first-time exhibitors can maximize their ROI and build long-term growth at the industry's premier trade event.