Crashing SEMA? How strict are they?

Hi everyone,

So a cousin of mine works for a dealership as tech and he usually gets a pass for SEMA. We talked a little bit about me going when he was home for the holidays and I'd really like to do this.

With all do respect to the industry people who are "supposed to be there" I'm not trying to be an idiot and crash the party, I just genuinely love cars and attending this has been on my bucket list for years.  With that being said, I'm hoping some of you that belong there might give me some input on how the show is run.

Do they REALLY check your credentials that closely?

I would probably be borrowing his pass, but he hinted that he might be able to pull some strings and get me my own.

When I read the FAQ on the website it says they are asking for pay stubs, etc. for company employees or published work for press.

Not only that, but it sounds like if they have any reason to suspect that you aren't legit then they'll ask for a photo ID.

Are they REALLY that strict?

I have NEVER been to an industry trade show where credentials were that scrutinized. I've had no problem registering under any damn business name I wanted to in my non-automotive industry and nobody has ever questioned it.

If I "walk in like I'm supposed to be there" am I likely going to be fine?

Also, assuming I do get in and the Gestapo don't ask for an ID, how strict is behavior inside?

If I'm wearing a badge from a car manufacturer am I going to be allowed to carry a DSLR camera?

Likewise am I going to draw attention if I'm shooting pics of cars inside a booth?

I definitely want to go, but if I do I'll be there shooting a E36 M3 load of pics and "fanboying out". I don't want to feel afraid that I'm going to get kicked out easily.

If you have a real SEMA badge, nobody cars what name is on it. I've seen celebs (minor) walking around before with someone else's name on their badge. I've had co-workers share badges. Nobody checks your ID against your badge.

What will get you kicked out is not having a badge. They certainly do check and can be quite testy if you are in the wrong place or in at the wrong time with a certain badge level.

Media badges only get you in a little early. An exhibitor badge gets you in WAY early, which is preferred for shooting photos.

Nobody cares about your camera, but also nobody cares if you are trying to get a shot. It's a trades show, not a photo studio.

As for behavior inside, just don' be a dick. Don't touch the cars. Don't talk smack about brands in front of their booth. If you are hungover on Tuesday morning, you will fit right in.

You need credentials,  you need to sign in, and your cousin should be able to get one for you if his boss is ok with it.  I can't imagine they are going to check every single persons background, but if you don't have the credentials, you will be given the bums rush in a heartbeat.  Other than that, its wide open. 

SEMA these days is about equal parts trade show and car show.  There are tons of "lookie-loos" running around (more like aimlessly shuffling around) so don't worry about being a fanboi---  you won't be alone. 

As stated, as long as  you have a pass-- they've let you in in the past.  I'd love to see them crack down, and make it more of a trade show again, as I'm one of those guys who are actually working the show.  SEMA is massively important to us, so we try to cram as many meetings in as we can.   If you do go, please keep in mind, that some of us are actually working, and try your best to stay out of the isles unless moving, and try to have some situational awareness, so you aren't clogging the isles, or getting in anyone else's way. 

i'd love to see them eliminate all the nonsense---- like pseudo celebrity poster signings, where 100 "industry pros" are lined up to get a poster from the Count of Cars or some such nonsense, but I can't see it happening.   SEMA likes to brag about how many folks attended--- not the quality of those folks when it comes to business.   

Get yourself a pass, enjoy the show, but please have consideration for those of us who aren't there to party and  have fun.   I'll be the fastest walker in the entire complex---- you'll know it's me when I kick you in the shins to get out of my way! 

Joe Gearin said:

SEMA these days is about equal parts trade show and car show.  There are tons of "lookie-loos" running around (more like aimlessly shuffling around) so don't worry about being a fanboi---  you won't be alone. 

 

As stated, as long as  you have a pass-- they've let you in in the past.  I'd love to see them crack down, and make it more of a trade show again, as I'm one of those guys who are actually working the show.  SEMA is massively important to us, so we try to cram as many meetings in as we can.   If you do go, please keep in mind, that some of us are actually working, and try your best to stay out of the isles unless moving, and try to have some situational awareness, so you aren't clogging the isles, or getting in anyone else's way. 

 

i'd love to see them eliminate all the nonsense---- like pseudo celebrity poster signings, where 100 "industry pros" are lined up to get a poster from the Count of Cars or some such nonsense, but I can't see it happening.   SEMA likes to brag about how many folks attended--- not the quality of those folks when it comes to business.   

 

Get yourself a pass, enjoy the show, but please have consideration for those of us who aren't there to party and  have fun.   I'll be the fastest walker in the entire complex---- you'll know it's me when I kick you in the shins to get out of my way! 

Totally understand and respect your annoyance with that aspect of it.

I definitely will be doing my best to practice "situational awareness" and avoid clogging up foot traffic, etc.  I also don't plan on taking up anyone's time with stupid questions like "How much HP does this make?" and "How much do those wheels cost?" etc.   I'll certainly try to respect the real purpose of the show.

It's a shame that they don't build in a more public aspect of the show and let us have at it for a day.  I know the Ignited After Party thing is happening now too so hopefully more stuff like that gets added in the future.

I do some very large trade shows every year in another industry and it seems like the arch of activity REALLY slows down by the final day.  I've been to some where buyers go to permanent showrooms the day or two before the show officially opens and they get all of their business done then and don't even set foot in the actual show.  By the last day it's pretty much empty and the exhibitors are just waiting to start tear down.  Seems like they could make a good amount of money if they sold a limited number of tickets for the last day.  

I'm going to SEMA this year for the first time and I absolutely can't wait!!!!  When I registered, they do ask you to send credentials in.  I reached out to them before I registered to make sure they'd let me in.  They did. 

To make it even sweeter, it's free, as it's a "business trip".  Meeting with some of my vendors. 

SEMA is a car show. It's not really useful as a trade show anymore due to the insane crowds - we're going to skip it this year. We go to PRI instead. That said, I had one meeting with the SEMA guys last year that is going to pay for the whole trip pretty soon.

Based on observation, it's obviously quite easy to get a badge. I see a lot of "spouses" that seem...unlikely...and alternate names. Heck, one year I was one of Koni's Italian reps because Koni forgot to put my name on the badge Everyone is taking pictures, and you're going to have a hard time getting a clear shot of the popular cars. Bring comfortable shoes, dress like a respectable member of society and have a way to carry significant amounts of paper.

Funniest moment of SEMA is the first 30 minutes. There are teams of guys who will go sweep up every single stack of stickers that are sitting out. I assume it's so they can "sticker bomb" their cars, but the old pros know not to put out more than a half dozen stickers at the time.

Also, stop by Koni and make nice. They might give you a really nice jacket, and Lee Grimes is a total GRM guy who's great to talk to even if you're not industry.

Thanks everyone, I think I'm going to give it a shot an go.  Definitely appreciate the replies!

When I had my small side business selling Trans-Am parts, someone used my business name and e-mail to sign in.

Now I get e-mails every year asking if I will be attending again.

TBH, I can't think of anything that I would like less than attending a SEMA show, too much like work and I can't stand sales reps and their "Hello Mr. Prospect! Have I got a product for you!" schitck.

You guys can go have fun and post up the pictures.

I'll go to the motorcycle show that happens here and ogle the Ducati booth babes.

Tip: if you're looking for booth babes, head for the wheel/tire section. It's pretty obvious where the high profit margins are.

You won't get sales reps bothering you in the main halls. But head into the outer limits where the one man booths of Chinese machine shops are, you'll get the hard sell.

Keith Tanner said:

Tip: if you're looking for booth babes, head for the wheel/tire section. It's pretty obvious where the high profit margins are.

You won't get sales reps bothering you in the main halls. But head into the outer limits where the one man booths of Chinese machine shops are, you'll get the hard sell.

If you want depressing, head to AAPEX and check out all the sad looking booth "assistants" staring at their phones while the lone sales guy pitches his line of caliper anti-rattle clips.

I think I'm done with SEMA. I went for years, but my business has changed. I'm still in car parts and media, but there's no point in heading out there for new product info when the manufacturer is going to drop the media kit on their website the same moment as the live event. The car show spectacle is still top notch, but that makes it just a big car show, not a trade show. PRI or MPMC are far more productive from a business standpoint.

If you are at SEMA on a company dime, it is a blast. Some of my best work trips involved higher up managers with company credit cards and expensive tastes. I've eaten steaks that costs more than cars I drove daily. Or if you are a media member you get into the big corporate parties, that's how I saw Crystal Method live.

+1 on visiting Lee Grimes at the Koni booth----- he's absolutely top-notch!  

Joe, I'm curious--people are saying it isn't worth much as a trade show anymore, but you seem to have a different opinion. What is it that you do there, work wise? Are you trying to sell adverts? Get leads on future features/stories? Get a story on the show itself? 

(This isn't meant to be an Office Space "what would you say... you DO here?", I just have no clue)

The reason I don't consider it a great trade show is because of the sheer congestion. I book my days pretty closely and try to work out a plan that my meetings are close to each other, but still it's a struggle to get past the hordes of tourists. When you do stop in a booth, they assume you're just window shopping for your own car until you make it clear that no, you're looking at resale quantities. If you're working a booth, the car guy bullE36 M3 level is high - you hear a lot of stories about "my buddy put an LS1 in an MGB in his home garage and it's faster than a McLaren through the turns" from tourists, and it's hard to spot the real buyers. The guys you're trying to meet with are booked heavily because of the sheer volume. You CAN get work done, but it's easier at PRI.

Only been wined and dined once, that was when we had a car in the Koni booth. Usually, at the end of the day, I'm too tired and overstimulated to do anything but go back to the hotel anyhow. Maybe I should stop trying to work the show and just be a tourist

I've been multiple times to the himss annual conference (health information management), and can attest that of the 35,000 in attendance no one really goes to do any business. But everyone has to be there, because if you don't go, you're not in the game.

Does SEMA charge $800 for two hours of union "electrician" labor so they can hook up an extension cord for your booth and take it down at the end of the show? 

mtn said:

Joe, I'm curious--people are saying it isn't worth much as a trade show anymore, but you seem to have a different opinion. What is it that you do there, work wise? Are you trying to sell adverts? Get leads on future features/stories? Get a story on the show itself? 

 

(This isn't meant to be an Office Space "what would you say... you DO here?", I just have no clue)

Well Bobs,  I arrive about 45 minutes late-- head in through the back door so no one notices.  I'll  then just stare blankly at my computer screen and space out for 45 minutes or so.  All told in a day I get about 15 minutes of real work done........:) 

Here at GRM/ CMS, my main duty is to produce revenue---- be it from advertising sales, web sales, event sponsorships, or video sponsorships.  I have meetings set with marketing professionals around the clock at SEMA.  (starting at 7-8am and running until 9-10pm on most days)  Nearly all of these are set meetings, where my contacts are waiting for me.  I run from meeting to meeting throughout the show.  I really should get a step-counter, as I'd bet I walk over ten miles each day during SEMA---it's grueling.  As I don't spend much time in our booth, I get frustrated with the folks there just to screw off and have fun--- as they clog the isles and make it much more difficult to get to these meeting on time.  I'd estimate that 20-30% of my overall sales for the year are made, or proposed during SEMA----it's massively important.   

One day, I'd love to visit SEMA for fun, and totally understand those that do.    Like another poster had mentioned, I wish they'd open it to the public on the last day, and leave the other days for professionals who are trying to actually work the show.  

I don't attend the industry parties, I don't stay out late when in Vegas for SEMA----I actually go to bed earlier when I'm there, than I do when I'm at home.  I'm almost always asleep before midnight during  SEMA week.  I'm there to work, not party, and it's real easy to spot those who are out late the night before.  At SEMA I need to be sharp and on the ball constantly.  When the show finally ends each year,  I nearly collapse.   It's like a runner finishing a marathon, and you have to treat it as such if you are going to make the most of it.   

Contradiction said:

I do some very large trade shows every year in another industry and it seems like the arch of activity REALLY slows down by the final day.  I've been to some where buyers go to permanent showrooms the day or two before the show officially opens and they get all of their business done then and don't even set foot in the actual show.  By the last day it's pretty much empty and the exhibitors are just waiting to start tear down.  Seems like they could make a good amount of money if they sold a limited number of tickets for the last day.  

I haven't been to SEMA, but PRI has a somewhat different dynamic. The big buyers and sellers typically get their business done in the first couple days. However, Saturday tends to bring in a larger volume of smaller racing teams looking parts for their one or two car operation. People attending have a fair amount of leeway in determining who they can invite at PRI, and I suspect the same thing goes for SEMA.

Silly pseudonyms are pretty common on badges at PRI too. My favorite was a circle track racer whose badge read "Crash Fistfight."

I used to go every year when I lived in LA.  My buddy would get me credentials since his company (Hot Wheels/Mattel) had a booth.

They are pretty strict about letting you in without a badge.  But most companies are pretty lax about giving you a pass since its no skin off their necks.  Since its so easy to get one, I say just get one and make it easy.

A friend of a friend of mine googled "SEMA badge" and took the image and made a fake one thinking they wouldn't really look that closely.  The first two days were a breeze, but he got into a conversation with one of Troy Trepanier's fabricators who looked at his badge to see his name and realized it was a fake.  It rubbed him the wrong way and my acquaintance was "physically removed from the premises" and released to police who did absolutely nothing.  It wasn't mean or rude, they just physically escorted him by his arm to the nearest exit.  Its not like they tackled him and threw him in jail, they just made it clear he wasn't welcome.

Yeah, SEMA has changed. I used to wear a tie and wasn't the only one. Today it's a lot of those flame shirts, checker ball caps and couples dragging tote bags full of every possibly tchotchke.  

One year Tim and I were heading to a meeting and had to get through a giant horde of people--all camped out in a line. "Bet they're here to get someone's autograph," Tim said. We (finally) got to the head of the crowd and saw the attraction--one of the Duck Dynasty guys. 

Like Keith, Joe and others said, we're there to do work. It's not about autographs, rubbernecking and bench racing. I hate to be such a downer, but we're really there to get stuff done--move units, get a few minutes of face time, make new connections, see the latest products. 

If you just want to see some cars without sneaking in, the front of the convention center is packed with some amazing builds. 

I went back in 2000-2001.  Lots of people at the show then, but it was nowhere near the spectacle that it is now.

I was wearing my GRM shirt and actually bumped into Tim.  He was very gracious and took a few minutes away from his meeting to chat with me...

A couple of years ago the SCCA added a public motorsports trade show to their convention. We participated--along with some big names--but the show just didn’t take off.