Peter MacGillivray, SEMA vice president of events and communication, said the event is produced by Hotrod & Restoration magazine, which is owned by Bobit Business Media, and that SEMA helps in organizing the training day.

"We support the industry in a lot of different ways at different events around the country," he said. 

 
As the hot rod and restoration segments have continued to grow and become more sophisticated, requests for training have increased, MacGillivray said.  The 2006-2007 SEMA Hot Rod Industry Alliance Annual Report noted that from 1997-2006, "we have had an exceptional average annual growth rate of just over 7 percent," he said.  "Compare this to an average 3 percent to 3.5 percent for the U.S. GDP growth rate for the same period, and this niche market is doing very, very well."

MacGillivray said that trade shows draw attendees for three primary reasons: to meet manufacturers, to see new products that are available, and to attend training.  "That's very exciting for us because I think our educational resources are more relevant than ever before," he said.

The education and training day includes seven sessions, each with five choices of seminars, ranging from overdrive transmissions to car detailing and air suspensions to carburetors and fuel system sessions.  A full listing can be found at www.hotrodshow.com.

MacGillivray said the hot rod and restoration segments are particularly compelling for SEMA because "it's a real cornerstone of SEMA.  It's been there from day one for us."

As SEMA has grown, councils such as the Hot Rod Industry Alliance have allowed members with a unique subset of interests to remain connected, MacGillivray said. 

"It's important for our organization as it becomes broader and broader to create these subcommittees of like-minded businesses," he said.  "That's the cement that keeps the organization together -- when you can go to an event and find people who can relate to you and your business."

MacGillivray said that one of the priorities of the Hot Rod Industry Alliance has been training.  "The hot rod industry has a keen interest in education--product training for employees and business training for owners.  Business owners are realizing they can do better business if they are up to speed on business technology and techniques, so that's why they attend these types of events and seminars."

In addition to the product and technical seminars, the event will include two keynote speakers, MacGillivray said.  Bob Negen will begin the event with "How to Maximize Your Marketing Dollars" and the lunchtime speaker, Dan Martens, will talk about "Understanding Your Brand and How It Can Work for You."

 
"As this uniquely American business is embraced by consumers around the world; maximizing your marketing bucks and understanding the importance of building your brand are becoming even more important," MacGillivray said.

"The Hot Rod Industry Alliance is a great place to network and work on projects like this educational day," he said, "but also to find industry research and to let SEMA know how we can help serve their segment better."

MacGillivray said membership in the Alliance is open to any professionals in the industry from repair and restoration shops to parts manufacturers.  "Traditionally we were a manufacturer-based group, but increasingly we are bringing in members of all of the different communities, which has been exciting," he said.