Please enjoy the October 2019 issue of Spotlight on Business Magazine
October 2019
The SEMA Show — The Automotive World’s Dream Garage 2019 Federal Election Campaign — Canadians are heading to the polls in tight election race
— Built for Real Life DIAMONDBACK TRUCK COVERS — Family business built on long-lasting customer relationships BC Diesel Truck Repair & Performance Ltd.
COMMUNICATIONS AND ADMIN LEAD Calli Gregg SPECIAL PROJECT CONSULTANT Tanya Chedrawy VIDEO PRODUCTION CONSULTANT Brian Cottam
MANAGING DIRECTOR Rod Gregg EDITORIAL DIRECTOR Lee Ann Atwater RESEARCH TEAM LEADS Kate Carter Ashley Tanner
Jody Euloth Calli Gregg Ceiledh Monk Dan Monk Brittany Pickrem Greg Rodman David MacDonald
CREATIVE DESIGN LEAD Natasha Griswold WEBSITE DESIGN LEAD Amy Zhang GRAPHIC AND LAYOUT DESIGN LEAD Rui Hu
EDITORIAL LEAD Jamie Barrie
PUBLISHER AIDACA Media & Spotlight on Business Media
CONTRIBUTING WRITERS Janice Buckler
spotlight on October
If you have never been to the annual Specialty Equipment Market Association (SEMA) Show the best way to describe it would be to say that it is the Disneyland for people with gas in their veins. Every Fall Las Vegas becomes the number one destination for original equipment manufacturers (OEMs), specialty equipment distributors, members of the media, and buyers of the automotive industry to see what is new in the automotive specialty equipment industry. The SEMA Show might not be open to the public but Diamondback Truck Covers surely is. We revisited our conversation with Ethan Wendle president and CEO of Diamondback Truck Covers about the company’s 16-year journey froma collaboration between two students as part of a class assignment to develop and pitch a product to potential investments which has been built into a business that has a reputation for innovation and being a leader in the aftermarket truck accessory industry. The owners of BC Diesel Truck Repair and Performance have deep roots in the North American diesel truck industry with close to forty years combined experience in the world of light-duty diesel trucks and specialize in diesel truck maintenance, diagnostics, repairs, diesel engine emissions, and driveline upgrades for Ford Powerstroke, Dodge Cummins, and GMC Duramax – and more. We chat with Dave and Christie Dias about the business and how they got to where they are today, and it is safe to say that they have no plans on taking their foot off the peddle any time soon. With Canada's 43rd general election now in full swing, we take a look at the leaders, the parties, their policies and the items that we will be hearing about during this years campaign trail in what looks to be a very tight race with Canadians heading to the polls on October 21st to cast their vote. Regardless of your political position make sure that you get out and vote on or before October 21st, as we mentioned it is going to be a tight race as this is your time as an entrepreneur and business owner to have a voice in how your country will be run for the next four years.
The Federal Election is officially on as Prime Minister Justin Trudeau visits Governor General Julie Payette at Rideau Hall in Ottawa, Ontario, Canada asking her to dissolve Parliament, launching Canada's 43rd general election. We hope you enjoy this month’s issue and we would like to thank all of our featured companies for sharing their challenges, successes and for inspiring others to follow their dreams and passion. We also thank all those involved in putting this issue together along with our advertisers and readers as we look forward to telling more stories about successful businesses and the people behind making it all happen.
Lee Ann Atwater Editor •
P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 593 0533 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com
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what’s inside October
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03 SPOTLIGHT ON OCTOBER 08 OCTOBER INDUSTRY EVENTS 12 SPOTLIGHT ON INDUSTRY 14 THE DYNAMIC SOUL OF SELLING How to do ‘sponsorship’ the Right Way 18 THE SEMA SHOW The Automotive World’s Dream Garage 24 SOLAR UNITED NEIGHBORS National Solar Tour 36 CONTRACTOR’S CORNER Free isn’t Always Worth the Price 42 2019 FEDERAL ELECTION CAMPAIGN Canadians are heading to the polls in tight election race & PERFORMANCE LTD. Family Business Built on Long-Lasting Customer 58 MEANDER RIVER FARM & BREWERY Farm to Glass Experience in Nova Scotia 68 OLD ST. AUGUSTINE GOURMET Fresh and local makes it taste better 72 SPOTLIGHT ON INNOVATION 74 DIAMONDBACK TRUCK COVERS Built for Real Life 82 SPOTLIGHT ON HEALTH 84 HOLISTIC HEALTH 50 SPOTLIGHT ON BUSINESS 52 BC DIESEL TRUCK REPAIR
on the cover
— Family business built on long-lasting customer relationships BC Diesel Truck Repair & Performance Ltd.
If you have never been to the annual Specialty Equipment Market Association (SEMA) Show in Las Vegas, the best way to describe it would be to say that it is the Disneyland for people with gas in their veins. SEMA is not open to the public and is the number one destination for original equipment manufacturers (OEMs), specialty equipment distributors, members of the media, and buyers of the automotive industry which are as diverse as the 6,383 companies from around the world that make- up SEMA itself.
The SEMA Show — The Automotive World’s Dream Garage
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The owners of BC Diesel Truck Repair & Performance have deep roots in the North American diesel truck industry; they have close to forty years combined experience in the world of light-duty diesel trucks and specialize in diesel truck maintenance, diagnostics, repairs, diesel engine emissions, and driveline upgrades for Ford Powerstroke, Dodge Cummins, and GMC Duramax – and more. Their business model is focused on customer service and building long-lasting customer relationships and they are not shy to say that they take their work home with them, why you ask, because they are married to the business and each other. We chat with Dave and Christie Dias about the business and how they got to where they are today, and it is safe to say that they have no plans on taking their foot off the peddle any time soon.
DIAMONDBACK TRUCK COVERS
What started as a collaboration between two students on a class assignment to develop a product and pitch it for investment has turning into a business that has a reputation for innovation and being a leader in the aftermarket truck accessory industry. Ethan Wendle was a junior and Matt Chverchko a senior at Penn State University when they came up with the idea for a high-quality, load- bearing truck cover in a classroom. That project has come a long way from a two-man garage start up what is known today as Diamondback Truck Covers which occupies a 38,000-square-foot plant in Philipsburg, PA. When revisited our conversation with Ethan Wendle president and CEO of Diamondback Truck Covers the company’s 16-year journey in this month’s issue of Spotlight on Business Magazine.
— Built for Real Life
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The Federal Election is officially on as Prime Minister Justin Trudeau visits Governor General Julie Payette at Rideau Hall in Ottawa, Ontario,
Canada asking her to dissolve P a r l i a m e n t , l a u n c h i n g C a n a d a ' s 43rd general election.
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— Canadians are heading to the polls in tight election race 2019 Federal Election Campaign
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October
Solar UnitedNeighbors began its work over a decade agowith five simple words: “Mom, can we go solar?” This was asked of our Executive Director, Anya Schoolman by her then middle school aged son Walter, after he and his friend Diego had just seen “An Inconvenient Truth” an Oscar-winning documentary SOLAR UNITED NEIGHBORS — Over a Decade of Supporting Solar Communities
about the environment and the pair were motivated to take action. Up to the challenge put upon her by her son and his friend, Anya looked into going solar, but at the time it was expensive and complicated. Anya also quickly realized that if she was going to put in the time and work into making her own home solar, she might as well do it for the whole neighborhood. So, Walter and Diego canvassed their block and successfully got about 50 neighbors on board over a period of a couple of years and the first solar co-op was born. Word of this effort spread about this project around Washington, D.C and soon other neighborhoods followed suit. Fast forward to today, Solar United Neighbors helps thousands of homeowners across the country go solar each year.
October
B yputtingaspotlightonyour business, organization or community with effective and interactive media and advertising we will help you capture the interest of business leaders and potential clients, giving you an opportunity to promote your brand and grow market share through mobile, online, print, video and social media support, helping your business connect and stay engaged with your customers.
Alberta Beer Festivals Inc
Atlantic Fashion Week
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October 2019
11th Annual Detroit Fall Beer Festival October 25th – 26th, 2019 Eastern Market | Detroit, MI, USA Join the Michigan Brewers Guild at Eastern Market in October for one of the largest all-Michigan beer tastings around. Attendees can enjoy some incredible food from Detroit area restaurants (available for purchase) and listen to a talented line-up of local musicians while sipping any of more than 800+ craft beers and nearly 120 Michigan breweries. The Motor City has a long-standing brewing history and in recent years it has been revitalized thanks to a growing interest in the craft beer movement. Established in 1891, the current Eastern Market is one of the nation’s oldest farm markets and the area is rife with brewing history. In its heyday, there were more than 40 breweries in the Detroit area and malt silos still stand as a testament to the rich brewing history – making it the perfect backdrop for the Detroit Fall Beer Festival. For more information on the event: http://www.michiganbrewersguild. org/detroit-fall-festival Follow on Twitter: @MiBrewersGuild Follow on Facebook: @michiganbrewersguild Follow on Instagram: @mibrewers services to all present. The show will educate the visitors about the related sector. For more information on the event: https://gsfshow.com/ Follow on Twitter: @CFIGFCEI Follow on Facebook: @CFIGFCEI Follow on Instagram: @gsfshow contacts among the participants. The manufacturers of food and consumer products and all categories related to grocery will be able to market their products, equipment, technology and
6 p.m.-midnight. The completely free annual event showcases and celebrates the visual arts scene in Halifax. Nocturne, designed and planned by volunteers, is an opportunity for everyone to experience the art of Halifax in a whole new light. The Nocturne Program Guide provides details about exhibitions in galleries and public spaces throughout the city. The Nocturne program and map guides residents and visitors alike to a variety of exhibitions in galleries and public spaces throughout the city. Nocturne is a volunteer-run not- for-profit organization. We work on building partnerships with the city and area businesses and government organizations to bring the city access to art and wonder with no barriers.
High Point Market October 19th – 23rd, 2019 Multiple Locations | High Point, NC, USA The High Point Market, held in High Point, North Carolina, is the largest home furnishings industry trade show in the world, with over 11.5 Million Square Feet of Showspace and roughly 2000 exhibitors throughout approximately 180 buildings. The event has over 75,000 people attend each year from more than 100+ Countries. Serious retail home furnishings buyers can be found at this event because of its tens of thousands of New Product Introductions, if you can’t find it in High Point Market, then it probably doesn’t exist in the industry. For more information on the event: http://www. highpointmarket.org/ Follow on Twitter: @HPMarketNews Follow on Facebook: @hpmkt Follow on Instagram: @highpointmarket
Canadian Greenhouse Conference October 9th – 10th, 2019 Scotiabank Convention Centre | Niagara Falls, ON, Canada The Canadian Greenhouse Conference is a not-for-profit corporation and Canada’s foremost event and connection point for commercial growers of crops produced in a controlled environment. The conference attracts growers from across North America, gathers experts from around the world and showcases innovative production techniques, research, products and technology. For more information on the event: https://www. canadiangreenhouseconference. com/ Follow on Twitter: @cdngreenhseconf Follow on Facebook: @Canadian- Greenhouse-Conference Nocturne: Art at Night October 17th - 18th, 2019 Long Beach Convention Center | Multiple Locations | Halifax, NS, Canada Nocturne: Art at Night is a fall festival that brings art and energy to the streets of Halifax between
SecTor: Canada's Premier Cyber Security Conference October 7th – 10th, 2019 Metro Toronto Convention Centre | Toronto, ON, Canada TheSecTorCanada'sPremierCyber Security Conference provides an unmatched opportunity for IT Professionals and Managers to connect with their peers and learn from their mentors. SecTor has built a reputation of bringing together experts from around the world to share their latest research and techniques involving underground threats and corporate defenses. For more information on the event: https://sector.ca/ Follow on Twitter: @sectorca
October 2nd – 4th, 2019 California Market Center | Los Angeles, CA, USA Los Angeles International Textile Show Los Angeles International Textile Show (LA TEXTILE) is the fashion industry’s premier West Coast destination for textile, design & production resources from around the globe. Showcasing hundreds of international fabric collections and design services, the caliber of resources and fashion direction is presented with West Coast's Contemporary & Lifestyle designers in mind. For more information on the event: http://www. californiamarketcenter.com/ latextile Follow on Twitter: @latextile Follow on Facebook: @latextile Follow on Instagram: @latextile
Follow on Facebook: @SecTorConference
Every year the city of Halifax partners with Nocturne and that year’s curator to bring art and artists to create fixed points for the evening. These projects echo the year's theme and create gathering spots to which to explore the festival from. For more information on the event: https://nocturnehalifax.ca/ about/what-is-nocturne
Grocery & Specialty Foods October 22nd – 23rd, 2019 The Toronto Congress Centre | Toronto, ON, Canada Grocery & Specialty Foods will provide the attendees with a lot of
Follow on Twitter: @NocturneHalifax Follow on Facebook: @NocturneHalifax Follow on Instagram: @nocturnehalifax
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Pouring Perfect Pints
International Tourism and Travel Show October 25th – 27th, 2019 Place Bonaventure | Montreal, QC, Canada International Tourism & Travel Show is one of the fastest growing sectors in the world, attracted prospective travelers preparing for their trips, discovering new destinations and seeking expert advice on their future holiday destinations. More than a hundred countries represented through their tourism offices, tour operators or travel agents. This event will have over 400 exhibitors and will see almost 40,000 attendees over the 3-day event. For more information on the event: https://www. salontourismevoyages.com/en/
5th Global Conference on Business Management and Economics October 26th, 2019 UBC Robson Square | Vancouver, BC, Canada Global Conference on Business Management and Economics (GCBME) is a leading platform for academics, researchers, industry specialists, policymakers, and business managers to share contemporary knowledge and investigations concerning interrelated disciplines in business management and economics. The GCBME is an excellent opportunity to meet and network with delegates around the world in areas of management, marketing, international business, human resource management, accounting, finance, entrepreneurship, andeconomics. Participants benefit from our conference presentations by exploring cutting-edge reviews and investigations in basic and applied research. The event offers a wide scope of participation throughout the conference adding significant value and offering a unique experience for all that attend. For more information on the event: https://gcbme.org/ Follow on Facebook: @Global- Conference-on-Business- Management-and-Economics- GCBME •
Did you know that an estimated 10 million Canadians drink beer as their alcoholic beverage of choice? Draught beer is the freshest of these beers, as it does not go through the same distribution channels as canned or bottled beer. It is produced, kegged and delivered fresh to pubs and restaurants. As a draught system technologist, BeerTech’s number one goal is to ensure that draught beer be dispensed to consumers as the brewer intended. It all starts with system balance. Whether it is a short draw system (direct draw from a fridge below the towers) or a long draw (from a cooler located somewhere
in the building and driven to the tower and faucets at the bar), it is imperative that the system be balanced. Cooler temperature, beer temperature, gas pressure and calculations on the route the beer will travel (distance, any gravity or lift the lines will travel, restriction caused by hardware such as tubing size and hardware within the towers) must be correct. The result will be a perfectly poured pint; cold, properly carbonated and with a nice head on the beer. It is critical after a proper install that the BeerTech system is maintained regularly. Temperatures should be monitored and the lines, couplers and faucets should be kept clean. As well, the cooler in which the beer is stored should be kept clean.
Serving quality draught beer requires time and technique. Select the proper glassware for the style and brand of beer you are offering. When pouring draught, the glass should never contact with the faucet. Hold the glass at a 45 degree angle until reaching ¾ full, then straighten and lower slightly to allow for the head to form. Beer, much like wine, has a nose. The glass should be served with the logo or label facing the customer and, whenever possible, on a coaster from the respective brewery. Follow the steps above and you are ready to enjoy a fresh, perfectly poured pint every time! Please enjoy responsibly! Ken Greer Owner Technician BeerTech Draught Systems Technologies
8th Annual Harrison Beer Festival
October 25th – 26th, 2019 St. Alice Hall | Harrison Hot Springs, BC, Canada
The Harrison Beer Festival has beencreatedtoshowcaseBCCraft Breweries and to celebrate craft beer month in beautiful British Columbia. This year’s event will welcome 21 craft breweries to the St. Alice Hall bringing you the best breweries in BC that surely should not be missed. One lucky brewer will take home the coveted First Prize Best beer award, chosen by attendees as they vote on-site for the Best Beer! The Harrison Hot Springs and the Agassiz Regions has a rich history in the beer industry. For 60 years hops, a basic ingredient in beer was the main industry in the Agassiz area of British Columbia. At the height of business, 300 acres were planted with hops. This annual event in addition to bringing great beer to the shores of Lake Harrison will also bring amazing food and entertainment and we celebrate our place in beer history.
Follow on Twitter: @SalonTourisme Follow on Instagram: @salontourismemtl
BEERTECH PROVIDES CONSULTING, DESIGN, INSTALLATION, CLEANING & MAINTENANCE SERVICES
HAPPY CLIENTS CHRISTOPHER REYNOLDS, ANDREW CONNELL AND LAURA MACDONALD - OWNERS OF STILLWELL BEER BAR
For more information on the event: https://www. harrisonbeerfest.com
CUSTOM TAPS
KEGERATORS
BEVERAGE DISPENSE GAS
BULK CO2 SYSTEMS
(902) 431-BEER (2337) www.BeerTech.ca
10 SPOTLIGHT ON BUSINESS MAGAZINE • OCTOBER 2019
US consumer prices shows slight increase in August C onsumer prices slowed in August, rising by a slight 0.1%, reflecting a big drop in the cost of gasoline and other energy products. The Labor Department says the tiny increase in its consumer price index followed a much bigger 0.3% rise in July which had been driven by a jump in energy prices. With energy costs falling in August for a third month out of the past four, the overall price increase slowed leaving consumer prices rising a modest 1.7% over the past year. Core inflation, which excludes volatile food and energy costs, rose 0.3% last month and 2.4% over the past year. The Federal Reserve has worried that inflation has been rising too slowly, citing this issue as one of the reasons it cut interest rates in July.
Wind and Solar expected to dominate energy market by 2035 N atural gas-fired power plants, which have crushed the economics of coal, are on the path to being undercut themselves by renewable power and big batteries. By 2035, it will be more expensive to run 90% of gas plants being proposed in the U.S. than it will be to build new wind and solar farms equipped with storage systems, according to a study by the Rocky Mountain Institute. It will happen so quickly that gas plants now on the drawing boards will become uneconomical before their owners finish paying for them, the study said. The development would be a dramatic reversal of fortune for gas plants, which 20 years ago supplied less than 20% of electricity in the U.S. Today that share has jumped to 35% as hydraulic fracturing has made natural gas cheap and plentiful, which is ironic as the gas plant is what forced scores of coal plants to close nationwide because of cost and environmental concerns.
NFL TV ratings rebound A s the NFL kicks off into the national spotlight with the start of a new season, it remains to be seen if TV’s biggest draw can continue the ratings renaissance it experienced in 2018. Television networks rely heavily on the NFL and having people in front of their TV’s watching games. Games and NFL-related programming accounted for 63% of Fox’s gross ratings points last season, according to MoffettNathanson. ESPN, CBS and NBC all got about a quarter of their aggregate gross ratings points from NFL content, so you can see that this trend is important to the networks. Like the rest of television programming, the NFL has seen its ratings decline in recent years due in part to viewers increasingly ditching cable for streaming services, with all four major NFL rights holders seeing ratings decline in 2016 and 2017, so this is awelcome change to the league and networks as it seems at least for now, that fans are going back to traditional ways of watching the game.
American joins United in extending grounding of Boeing 737 Max A merican Airlines is pulling all Boeing 737 Max from its schedules until early December which is expected to cause flight cancellations over Thanksgiving. All Boeing 737 Max aircrafts have been grounded since mid-March when regulators ordered airlines to stop flying passengers with them after two fatal crashes within five months of one another. American’s decision to extend cancellations because of the Max, follows a similar action by United Airlines, which said it would take the planes out of its schedule until Dec. 19. The latest changes mean the two airlines don’t expect to have the planes flying for the busy Thanksgiving holiday but that both companies expect the 737 Max would return in time for the busy Christmas travel period. Southwest Airlines, the largest 737 Max customer in the U.S., has removed its planes from its schedules until early January.
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by Jody Euloth
I ’ve had many people ask what exactly we do at The Mesh Media Network. Though we offer many services, ranging from integrated marketing campaigns to sales training, one of our primary services includes securing and managing corporate sponsorship of events. This type of experiential marketing can be a powerful tool in engaging your clients and making a lasting impact of your brand. Over the years, the landscape of sponsorship has changed, and if you don’t know how to sell it properly, you will be overlooked for your ask. And on the flip side, for businesses, it’s no longer about forking over money for their logo to
HOW TO DO ‘SPONSORSHIP’ THE RIGHT WAY
Jody Euloth is the CEO of The Mesh Media Network and Founder of The Dynamic Soul of Selling . She helps entrepreneurs, business and sales professionals and creative visionaries get over their fear of selling so they can generate more revenue and make a bigger impact in business.
appear at a certain sponsorship level. It’s about working together with the event and venue that you are sponsoring, so that you are targeting the right demographic of your consumers, and then strategically engaging with these consumers to give them a memorable experience. This collaboration enhances your event, the brand and the consumer experience on all levels. Working with Atlantic GOLFEXPO, our team asked Steele Jaguar to come on as a sponsor of the event. Though not everyone will see the connection here, it was a perfect partnership. The demographic of the people attending the golf expo, is the same as what Steele Jaguar already attracts or is trying to reach as a potential customer for the brand. It’s a lifestyle, as many attendees of the golf expo are adventurous, sporty, and appreciate the finer things in life. Steele Jaguar immediately recognized the opportunity. Inside the event we had a full line up of bright and shiny Jaguars from sports coupes to SUVs situated all over the showroom floor. Attendees could admire and envision themselves driving these vehicles to their favorite course, leaving a lasting emotional impression with potential
buyers. But the activation didn’t stop there. It is one thing to admire it, it is another thing to experience, so we then had a fleet of Jaguars transport our exhibitors, made upof golf courseowners andGM’s, to our reception. This gave Jaguar an opportunity to have their target demographic truly experience the beauty and luxury of the vehicles. With bums in seats, we created a first-class experience that our exhibitors will not soon forget. This type of engagement marketing allows a brand to create an emotional attachment to the product or service with the potential buyers. It requires creative thinking to ensure that marketing objectives are met and unique experiences are produced. To sell the sponsorship, you must first do your homework on the brand you are approaching and have a firm understanding of their goals and what you are offering to help themachieve them. It’s imperative to present ‘what’s in it for them’ and how the sponsorship will benefit their brand. And then create something spectacular together. Marketing is more about the experience than simply placing a product for someone to see, it is about engaging the customer and making a connection between brand and potential buyer.
If you’reabusinessownerorwork foracompanywho is not utilizing this experiential marketing avenue, your brand is missing out on a valuable connection opportunity with your consumers. If done right, sponsorship will leave a lasting impression on existing and new potential consumers and create sales opportunities for your business. •
by David MacDonald I f you have never been to the annual Specialty Equipment Market Association (SEMA) Show in Las Vegas, the best way to describe it would be to say that it is the Disneyland for people with gas in their veins. SEMA is not open to the public and is the number one destination for original equipment manufacturers (OEMs), specialty equipment distributors, members of the media, and buyers of the automotive industry which are as diverse as the 6,383 companies from around the world that make-up SEMA itself. The SEMA acronym originally stood for Speed Equipment Manufacturing Association, however in 1970, after government regulations became an issue the name was changed to Specialty Equipment Market Association to improve the overall image of the association. The first SEMA Show in 1967 was held in the basement of Dodger Stadium in Los Angeles, the home then and the home now of Major League Baseball’s Los Angeles Dodgers. That first SEMA show in 1967 had 98 manufacturers manning booths and an attendance of around 3,000 people. The event had 5 cars on display, including a 1967 Ford GT40 in the Shelby America booth and a drag-race-prepped Dodge Dart. The early SEMA shows, held in Los Angeles and Anaheim, California, were exclusively card-table-and- masking-tape affairs, but as the popularity of the show grew in the seventies more sophisticated display and marketing techniques became part of the event and were visible throughout the show.
SEMA SHOW OCTOBER 2019
The SEMA Show — The Automotive World’s Dream Garage
SEMA SHOW (1967)
SEMA SHOW (1967)
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SEMA SHOW (1967)
Who can attend the upcoming 2019 SEMA show? Getting into the SEMA Show is a common question each fall as the buzz around SEMA starts togenerate in the industry and for auto enthusiast looking for what is new. The SEMA Show is a trade-only show. It is only for attendees that work in the trade. To get into SEMA, you must work in the specialty equipment industry and you need documentation that proves you’re in the industry. This is required if you register online or in person at the SEMA Show. The SEMA Show is not open to the general public and is a trade-only event. Attendees must be qualified and employed within the automotive aftermarket industry in order to be eligible to receive their registration badge and gain access to the exhibit hall. You don’t need to be a member of the SEMA trade association to attend the SEMA Show. The SEMA Show has clearly thrived without the aid of social media in its early years, but now it is one of the shows best engagement and marketing tools for both exhibitors and attendees. Because the SEMA Show is a trade-only event, tools such as social media are instrumental in helping exhibitors connect with consumers. The consumer connection has increasingly become more and more important to those who attend the show, which is the reason they introduced SEMA Ignited a few years ago. SEMA Ignited is the official SEMA Show after-party and it’s open to consumers. It’s a rare opportunity for the general public to see and participate in the SEMA Show. We recommend all of our readers visit www.SEMAIgnited.com to learn more about this amazing industry event and how you can put yourself in the middle of all the action.
For those that have never been to an event what should they look forward to seeing at the 2019 SEMA Show? Well given that this is the premier automotive aftermarket industry event of the industry all of the biggest names in the industry attend. There will be countless booths set up, presentations and demonstrations happening, and more contacts to meet than you can imagine with a few celebrities thrown into the mix. But if you are looking to grow your business within the automotive aftermarket industry, you need to be at the 2019 SEMA Show. For a full floor plan of the show and for a current up to date list of SEMA Spotlight Exhibitors, visit www. semashow.com.
The SEMA Show quickly outgrew the confines of sports stadiums and by 1977, after a short three-year run at Anaheim Stadium, it permanently relocated to The Entertainment Capital of the World, ultimately becoming one of the biggest yearly conventions in Vegas. Every year over the course of four days during the first week of November, the best of the best in the motor vehicle aftermarket business makes the almost two million square- foot Las Vegas Convention Center your dream garage. So, what gets people excited about the SEMA Show? Well for starters, more than 150,000 people attend the SEMA Show each year in Las Vegas. It includes all the OEMs and gets your products and brand in front of 70,000 qualified buyers and 3,600 global media representatives that are associated with the automotive customization market. If you are looking for products that enhance the performance, styling and functionality of cars, trucks, and SUVs then the SEMA Show is the place to be.
At the end of the day, the SEMA Show represents the $44.6 billion automotive aftermarket and is the world’s premier automotive trade show. Buyers from retail shops all over the world come to the SEMA Show because it is the only trade show that brings together every segment of the automotive industry, from hot rods and off-roads, to mobile electronics and collision repair for hot new products for businesses to sell to their customers. The SEMA Show has 2,400 exhibitors, which makes it, unequivocally the best place for buyers to discover the best new products that will help their businesses grow. The return on investment for participating in the SEMA Show is high. Participants are able to conduct a great deal of business at the Show. A single badge allows entry to the Show all four days, and we’re seeing a trend in attendees staying longer and longer. More and more people are realizing that rather than rushing and attending just a single day that they will get a greater return by staying multiple days.
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The show is organized into six sections this year; Westgate Hotel (directly north of the exhibit halls), North Hall, the Central Hall, the South Hall Upper, the South Hall Lower, and the Performance Pavilion. The pavilion is outdoors next to the South Hall Upper/ Lower. Below you will find some brief highlights as to what you can expect to find in each of these areas: Westgate Hotel • First-Time exhibitors & Featured Exhibitors North Hall • Collision Repair & Refinish
• Mobile Electronics & Technology • Restyling & Car Care Accessories • Tools & Equipment Central Hall • Racing & Performance • Hot Rod Alley • First-Time & Featured Exhibitors • Restoration Marketplace South Hall Upper • Business Services • First-Time & Featured Exhibitors • Powersports & Utility Vehicles • Truck, SUVs, & Off-Road • New Products Showcase South Hall Lower • Global Tire Expo • Wheels & Accessories Performance Pavilion (Outdoors) Our advice for first time SEMA
attendees or exhibitors or people learning about SEMA Ignited for the first time? Always plan ahead, it’s unrealistic to expect to show up the day of the event on November 5th and expect to get the maximum value of the Show. Those attending the show can plan in advance by reading SEMA eNews each week, and referring to the SEMA Show mobile app. There, the latest news and updates about the Showwill be included. Following the official SEMA Show social media accounts is another great resource to help you prepare to get the most out of this year’s events. In addition to new products and trends, the SEMA Show is an overall experience that includes networking, education and socializing with the leaders in the industry. For more information visit the SEMA Show website at www.semashow.com. •
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by Jamie Barrie I n last month’s issue Spotlight on Business spoke with Carra Cheslin, Director of Engagement and Ben Delman, Communications Director of Solar United Neighbors about the non-profit that started in Washington, D.C. back in 2007 after a conversation between Solar United Neighbors’ Executive Director, Anya Schoolman and her then middle school aged son Walter, after he and his friend Diego had just seen “An Inconvenient Truth” an Oscar-winning documentary about the environment and the pair were motivated to take action along with Schoolman. Today Solar United Neighbors now supports homeowners, businesses and communities in 13 states and has overseen over 4,100 installations for a total of 32 megawatts of electricity. How do they keep getting the word out about going solar? Well they do it by getting the word out with amazing events like the upcoming National Solar Tour. Ever wanted to see solar panels up close? Take a tour of a solar home or business and learn why so many have made the choice to go solar! Well Solar United Neighbors’ National Solar Tour is one of two major events held by the organization to promote going solar and to give people the opportunity to sit and learn from people that have made the change. The National Solar Tour which officially takes place on October 5th and 6th, is organized by Solar United Neighbors and the American Solar Energy Society, along with the support and local organizing efforts of over 130 partnering organizations and companies creating the largest annual grassroots solar event that takes place in neighborhoods, just like yours all across the United States to educate people on the benefits of going solar. According to Delman events like the National Solar Tour allows people to educate themselves about solar energy and the benefits of going solar. Delman goes on to say that Solar United Neighbors can then, “help them go solar, whether that is installing solar panels on their home and or business.” You understand when speaking to Delman the importance of having a community events like National Solar Tour where supporters who are not only excited about solar, but are also eager to educated and engaged with their communities and events like the National Solar Tour allows this to happen on a very large scale. “They make a real strong and compelling group of advocates for solar energy and the benefits that can be had for everyone as more and more people make the switch to solar energy.”
— The National Solar Tour is coming to a Neighborhood Near You
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“They make a real strong and compelling group of advocates for solar energy and the benefits that can be had for everyone as more and more people make the switch to solar energy,” says Delman. The National Solar Tour allows people to interact with others in the community about going solar, as we say at Spotlight on Business, the best way to sell the benefits of a product is to speak to those that are using it and have them sell it for you and that is what The National Solar Tour is all about. It allows those interested in solar to speak with real people and visit real open houses and see real solar energy systems in place and working and allowing them to hear all about the benefits of going solar from those that have made the switch. The National Solar Tour is free and open to the public, officially takes place on October 5th and 6th but there are also events on surrounding weekends as hundreds of people who have gone solar across the nation open their homes, businesses, non- profit organizations, municipal buildings, religious institutions, schools, and community solar gardens, hosting solar open house events to engage their communities around the power of solar energy. This year’s National Solar Tour event currently has over 857 individual solar open house events, 79 locally organized multi-site solar tours and 46 states participating in solar open houses and local tours to help spread the word about going solar. You can see the full list of events on the National Solar Tour and RSVP to attend one or more of them at nationalsolartour.org/map.
The National Solar Tour will empower people across the country to learn about solar technology and the process of going solar from their friends and neighbors. “The National Solar Tour inspires people across the country to make sustainable energy choices.” "The National Solar Tour inspires people across the country to make sustainable energy choices," said Carly Rixham, ASES Executive Director. "Going solar allows people to reduce costs, support energy independence, protect against power outages, and reduce carbon emissions." The 2019 edition of the National Solar Tour marks its 24th Anniversary for this amazing event. "Solar brings people together," said Anya Schoolman, Solar United Neighbors Executive Director. "We're excited to partner with ASES to expand the reach of this great opportunity to learn about solar." If you are not part of the upcoming National Solar Tour but you would still like to spotlight your solar energy system, then the “I Love My Solar” website at ilovemy.solar, which is a joint project between Solar United Neighbors and Vote Solar, is a great way for you to share your story about going solar with other looking to do the same.
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Remember Solar United Neighbors is available all year long to should you have questions, or you want helping switching to solar for your home and or business it is a simple as becoming a member. If you decide to make the change then you can do so with one-on-one help at your own pace from Solar United Neighbors’ knowledgeable members-only Solar Help Desk. This support service offers real-time advice when and where you need it. They are ready, able and more than willing to help you go solar, so you have the confidence and knowledge to get the right system for you and your needs. So, whether you would like to check out the upcoming National Solar Tour or are looking for information about going solar, the team at Solar United Neighbors is there to help you make the switch to solar energy. “Going solar allows people to reduce costs, supportenergyindependence, protect against power outages, and reduce carbon emissions.”
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28 SPOTLIGHT ON BUSINESS MAGAZINE • OCTOBER 2019
In our Digital World, Paperbacks still outsell e-Books
Closures are unfortunately a continuing trend for retail industry
by Greg Rodman S o which version do you prefer to read, paperback or e-book version of your latest novel? We are not sure of your choice, but it might come as a surprise to those reading this article, but for most people, they still prefer old school print on paper to e-books. Publishers of books include trade and educational books, as well as fiction, in all formats made almost $26 billion in revenue last year in the U.S., with print making up $22.6 billion and e-books taking $2.04 billion, according to the Association of American Publishers’ annual report 2019. While digital media has disrupted or taken over many other industries such as news and magazine publishing and the music business, people still love to own physical books for a few reasons. First, experts feel that for most readers, the physical book itself is very appealing almost soothing for the reader making them connect with the author and the story. The second reason is more about the reader themselves. Most paperbacks have amazing thoughtfully designed covers that are as much a work of art as the stories inside. Plus most book lovers like to display what they’ve read so these well designed covers allows book lovers to record what they’ve read and let others know by decorating with them as part of their reading collection or personal library in their homes or offices.
by Jamie Barrie R etail store closures don’t appear to be slowing down in the industry. There have been over 7,100 store closures announced by U.S. retailers this year, according to a tracking done by Coresight Research and that number could hit 12,000 and beyond by the end of 2019, setting a new record. Last year retail store closures were at 5,524 for 2018, which was down more than 30% from an all-time high of 8,139 closures announced in 2017. With the holiday shopping season just around the corner, most retailers planning to shut stores this year have already shuffled through those announcements so they can shift their focus toward the industry’s busiest times. But analysts say there are still some exhausted businesses teetering on the brink of survival, as sales continue to shift to the internet and newer brands to the market like Neighborhood Goods. All the store closure announcements have also been bad news for U.S. mall owners which are already struggling with traffic to department stores that are falling off. That being said, landlords are getting creative with their malls and available space with now bringing in eating establishments, e-commerce brands and even changing available space over to apartments, hotels and office spaces and owners reinvent the mall model. But it is not all bad news for retailers as there are still retailers opening stores as there have been over 3,000 store opening announcements this year. Lululemon opened its largest store ever in Chicago along with the plan to open a massive, 3-million-square-foot mall called American Dream in New Jersey in late October or early November of this year, showing that there is still some life in retail.
How you read a book may also have something to do with the types of books that you like to read. People who read nature and cook books tend to prefer paperbacks and it goes without saying that children’s books are mostly purchased in the paperback version, while people who prefer to read crime, romantic novels and thrillers are more likely to indulge in the e-book version rather than paperback, according to Nielsen Book International. While millennials are sometimes blamed for the downfall of many industries, it’s actually the opposite for the book industry, as younger people who appear to be popularizing print. In the U.S., 75 percent of people aged 18 to 29 claimed to have read a physical book in 2017, which is much higher than the national average of 67 percent, according to Pew Research. As for the future of books, we are very confident that all formats used in the industry will continue to be in demand as people naturally have a thirst for knowledge and are always in need of good stories for their entertainment. So regardless of the format you prefer, paperback or e-book the key to this industry is that you continue to enjoy reading.
While some retailers are closing nonperforming stores they are opening new locations in different markets. Bed Bath & Beyond plans to close at least 40 locations this year, while opening 15 stores. Bath & Body Works also has some closures planned for about two dozen locations this year, but will also be opening 46 stores and renovating more than 170 locations. Specialty apparel retailer Abercrombie & Fitch Co has plans to close up to 40 stores during fiscal 2019, after closing 29 locations in 2018 as the company works toward reducing the size of its stores and remodeling existing locations. Abercrombie also has plans to open additional stores this year, to make up for the closures, after opening 22 stores in 2018. •
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by Jamie Barrie M y Dad was always givingme advice growing up, some of it made sense at the time while other advice was better understood as I grew older and some say, not many, wiser. One of Dad’s insightful tips was to never drink a cloudy beer, now I must also say that this was in the eighties before the craft beer explosion. I also have to say, that my Dad liked Schooner, Alpine and 10 Penny, so for those beers, it might have been good advice, not drinking them at all would have been maybe a better choice. That was many years ago and now beers for the masses is out and the quest for the perfect craft beer is now here and not going away any time soon. However, with this change comes a few things that you might have to get used to and that is cloudy beer or sediment in beer. Sediment is yeast and protein particles from the brewing process. You can have this for a couple a reasons: a brewery choosing not to filter or pasteurize its beer before kegging or bottling, therefore leaving sediment in the final product, or it can come frombottle conditioning. Bottle-conditioned beers have the same look as pulp in your orange juice and are essentially, living products. Bottle conditioning process is when sugar or wort (unfermented beer) is added into beer with live yeast. The yeast then eats the sugar, continuing to ferment the beer and creating CO2, which keeps the beer fresh for longer.
What tastes best, Cloudy versus Clear when it comes to Beer
beer. So, we shouldn’t question those who prefer a different way of doing things, and we certainly shouldn’t write off a beer without tasting it just because it’s clear or it’s cloudy. Craft beer drinkers are more open than that, we should be looking to push our prejudices and expectations aside in pursuit of the perfect pint if there is such a thing. So, is cloudy beer better or worse than clear beer and can you tell the difference when drinking it? Well in my opinion when it comes to cloudy versus clear beer, it is the same as asking someone if they like orange juice with bits of pulp in or not. It’s purely about personal choice and taste, and if you want to choke on tiny bits of orange peel with your breakfast then fill your boots, more pulp free for me. Wanting a more scientific approach to the
So, unlike what my Dad told me, sediment is usually not a negative trait with craft beers as it could come from how the beer is processed or from bottle conditioning and are perfectly safe to consume. In saying that, if the sediment looks like flat flakes and not like the bits of pulp it could mean that the beer is old, and you might want to stay clear of that. So, Dad might have been on to something back in the day. Like everything in life, there is so much still to learn about beer for brewers and drinkers alike. As our tastes and preferences change so will the beer that we drink, it is what has built the craft brewing industry. Brewing techniques will change as the craft brewing and beer industry in general learn new things about the way ingredients affect
cloudy or clear beer question, I thought I would try a few pints to see if I could tell the difference between a cloudy and clear beer when tasting and if I thought one was better than the other. Once blindfolded, I can tell you that it was not easy to tell a cloudy beer from a clear beer, as I was wrong as many times as I was right and I liked them all, so I might not have been the best test subject. I do have a tip for those of you who want to avoid sediment in fresh beer, store the beer upright and let the sediment sink to the bottom. Then when it comes time to serve, gently pour your beer into a glass until you see the sediment near the lip of the bottle. Yes you will lose a mouthful of your favorite beverage, but your beer will be clear. However, if you want to experience the beer the way the brewer created it, pour it all in and let the good times flow. •
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