"We're very pleased at the overall response to this dynamic training event," said Jeff Lovell, AAM, president of ASA Washington (ASA-WA) and the ATE producer. "This is the West Coast's largest automotive training effort, and it will serve the education needs of a great many people," he said, adding that registrations for classes will be accepted on a first-come, first-served basis. "It's important that those who want to attend ATE courses (register) well in advance of the event so we can accommodate as many service and repair professionals as possible."

ATE will feature more than three dozen of North America's top automotive trainers in one location. Courses range from Service Adviser Skills to ABS & Traction Control, Drivability Analysis to Hybrid Components & Scan Data. Three I-CAR courses will be offered as well as a Commercial Tire Service Certification class. Several seminars are approved under the Automotive Management Institute (AMI) for those attaining their Automotive Accredited Manager (AAM) status through AMI.

"The new ATE training expo is a response to the changing business climate and was requested by shop owners and technicians alike," said Joel Baxter, AAM, co-owner with brother Nathan of B&B Auto Repair in Bremerton and chair of the ASA-WA education committee.

"Although we still have a small trade show, the number of classes ATE offers has more than tripled," Baxter said. "This will be the best training event of the year because it offers something for everyone in the shop and it's being offered right here in the Northwest. Most important, it's a great value."

"If we want to stay competitive in this industry, we have to take advantage of opportunities like ATE that takes place practically in our backyard," said Reto Filli, AAM, co-owner with wife Jana of Circle & Square Domestic & Import Auto in Port Hadlock.

"I believe that continuing education is a necessity, not a luxury. We believe in this event so much that we are closing our shop on Friday, and everyone at Circle & Square-technicians, service advisers, and management-is attending classes for three days,' Filli said. "And we are covering all the costs of hours, travel, and lodging for our staff."

"Every shop owner needs to make their own decision about how to manage training of their technicians, service advisers, and themselves," said Jeff Rudnick, president of Pit Crew Marketing, a Seattle-based marketing and branding firm that works with repair shops across the country. "We will not succeed as an industry if we don't find a way to improve our sales levels across the board.

"The Automotive Training Expo provides a very simple and incredibly cost effective way to obtain continuing education," Rudnick said. "The format of ATE is what makes this quality event so affordable, all on a local basis where the entire shop staff and obtain essential training."

ATE will feature training classes on Friday through Sunday, March 28-30. For an all-inclusive package price of $395, registrants can attend as many classes as desired on any of the three days.

The one-fee package also includes free parking, lunches on Friday and Saturday, breakfast on Saturday and Sunday, dinner on Saturday (during the trade show portion of the event), all training materials, and access to the trade show. For those requiring rooms, there is a discounted rate at the Doubletree Hotel.

Three keynote industry speakers will address ATE attendees at the Saturday breakfast and lunch and at the Sunday breakfast.

A 90-booth trade show will be held in conjunction with ATE on Friday and Saturday evenings. Exhibitors will feature automotive parts, tools and equipment, education and training venues, plus specialized services for the automotive trade. There will be a $15 admission charge to attend the show for those who are not participating in the package training program. 

For complete details and registration information on ATE, visit www.atetrainingexpo.com, or call 253-473-6970 or 877-257-2100. The Web site lists all class offerings, instructors, and includes a registration form. Also listed on the site are details about available scholarships to attend ATE.

ATE is sponsored by ASA Washington, the Northwest Tire Dealers Association, and the Washington Automotive Wholesalers Association. Parts & People is the official media sponsor of the event.