SEMA Goes Digital: Could This Solve the Show’s Longstanding Omen?
SEMA Show’s popularity has skyrocketed in recent decades but could the association’s ‘biggest’ problem finally have a stop-gap?
Everybody knows Q4 is a big, big time for all things cars–it’s auto show season. Between exciting new models rolling in at dealerships and carmakers readying their best to show off at L.A. Auto Mobility and the like, there’s only one event squarely on everyone’s mind–SEMA. In fact, automakers and aftermarket companies everywhere would normally be scrambling right now to finalize everything for the gigantic car powwow at the Las Vegas Convention Center come Halloween/Early November.
Of course, we’re all currently dealing with a global pandemic that’s wrecked most shows before they have even begun. So while we won’t be physically wading through scores of people from every corner of the Earth this year, we will at least get a virtual solution with SEMA 360.
And given the steadily increasing attendance, entertainment industry clout with visits from Jay Leno and other big names, and all of the insane additions like “SEMA Ignited” over the years, it’s evident that the event is too big for itself, and has been for a while. So could the association’s “biggest” problem finally (at least temporarily) be solved with a virtual approach?
What Is SEMA 360? How Will It Work?
SEMA/AAPEX’s “SEMA 360” will focus on showcasing products, builds and specialty vehicles in a virtual car show format. Essentially, it is a digital show-and-shine you’ve probably seen on various publications and auctions. With everything being online, the only interaction any of us will have with these features will be through digital streams and videos.
Photo: Derin Richardson
How Could This Help SEMA in the Future?
The SEMA Show originated in 1963, according to its published timeline, however it’s grand debut was underneath the stands at Dodger Stadium, January 1967. From there, the show moved to the Anaheim Convention Center in 1974, then finally homesteading at Vegas’ Convention Center in 1977. Since then, the center has received three expansions (1990, 1998, 2002), with a current 1.4-million-square-foot expansion wrapping up in Winter 2020. However, this project focuses mostly on the West Hall (or the “snooze and charge” hall as I like to call it), and out of that 1.4 million, only 600,000 of it will be for exhibition space.
So clearly, adding more “convention space” isn’t really going to cut it, not when you’ve got GM’s multi-pronged concept launches and events like “Ford Out Front” with its Silver Lot thrill rides. Yes, this is an industry-only event, though there is generally no denying in automotive media that SEMA (and all things related) account for large amounts of traffic, even after it is done.
In an internal interview with president and CEO Chris Kersting, we see a bona fide foreshadowing of not only SEMA, but the auto industry as a whole.
“The unprecedented participation levels this year indicate that the industry is moving into growth mode,” said Chris Kersting, SEMA president and CEO. “This was a record-breaking year, and we’re seeing companies ready and eager to do business.”
Eventually, the show will either move to a new venue, or onto its own facility outright. The latter seems less likely, however at the rate it is growing, it would seem wise to consider this as a long-term goal. However, if SEMA decides to invest heavily into this online venture, I honestly see both the physical and virtual shows coexisting, with the latter perhaps being a more economic option for OEMs and the aftermarket.
Photo: Derin Richardson
What Does This Mean for Automakers and Media Going Forward?
The “Big Detroit Three” (as well as others) have come up with their own virtual solutions for car unveilings and conferences, so it’s not hard to imagine a smoother-than-expected transition to the SEMA 360 layout. But it’s important to know not only what the show means to automakers worldwide, but to also understand how they use the platform.
Photo: Holley Performance
SEMA has plenty of exciting cars, but it also serves as a huge Christmas catalog of aftermarket parts, too. Automotive media’s primary role is somewhat like being “third-party quality control” for automakers and specialty parts manufacturers. We get press fleet vehicles, parts, manuals and other products to review them, offer our professional opinions on them. As auto journalists, we also look at these things and identify trends, as well as analyze where the industry is headed.
Yes, automakers do have their own PR teams, but they still rely on us to reach the masses. Therefore, the relationship between manufacturers and media highlights the importance of auto journalism; editorial teams like ourselves are the vector for public interest in the industry.
In a 2003 New York Times editorial titled “SEMA Is Now a Must-Do for the Automakers,” then NYT reporter Norman Mayersohn talks about why the show isn’t open to the public, but more importantly, why SEMA is such a big deal:
“…there’s no place like SEMA to take the pulse of the market, so long as you discount the automakers’ efforts to advance their own wares as the next ‘it’ car. This is the venue to gauge what’s out at the fringe today so we can read what will be mainstream in short order. The Detroit auto show is where you go to drink in the near future; SEMA is where you go to wallow in the subculture, to witness customizers performing unnatural acts on that perfectly nice family sedan next door.
Though the “it” car sentiment has definitely been tossed around a little loosely it recent years, this statement still rings true. And there are significantly more exhibitors and media professionals attending the show since that article was published.
Photo: Derin Richardson
Thus, this digital effort from SEMA can be a way for the public, at least partially. Much like the distinction between L.A. Auto Mobility (industry-only) and L.A. Auto Show (public), SEMA may see additional revenue by offering limited content (e.g. certain aftermarket builds or restomods) to the public.
However, making it public (however slightly) with a paywall could also be detrimental, specifically to auto magazines and publications. If people can access SEMA just like we can, it could potentially stymie editorial authority on the show. Why would someone read an article about that Comp Billet 7675 CT-R Turbo when they have already seen it on SEMA360?
Photo: Derin Richardson
Of course, many people would eventually like to see an objective analysis from a professional to make an informed decision on a product purchase. But the immediate “wow” factor from a breaking story would be lost if people can already see it virtually. I’m sure there are some other challenges involved with this, but this is all speculation, anyway.
So while SEMA 360 challenges automakers to show off their best work without a single journalist touching any of it, not all is lost. We’ve seen clever initiatives from some manufacturers, like Chevrolet’s “Cruisin’ the USA in Your Chevrolet” summer celebration. So I definitely see a huge opportunity marketing to make creative campaigns, perhaps even interactive a la Black Mirror: Bandersnatch.
What do you all think? Let us know in the forums.
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