November 27, 2017

From Oct. 31 to Nov. 3, the SEMA Show was home base for several CSM Production employees tasked with executing NASCAR’s more than 1,800-square-foot space at the premier automotive specialty products trade event in the world. The 2017 SEMA Show drew more than 70,000 domestic and international buyers.

Months prior, the design, build, transportation and management of NASCAR’s booth at SEMA became a high priority for corporate events manager Clay Kincaid. Kincaid worked collaboratively with departments throughout the company to execute this multi-faceted event.

The creative team kicked off the process with 3D renderings of the display that were narrowed down to an approved design. They also created the graphics that would be printed and applied throughout the booth.

The fabrication team had a hand in the process with the design and build of a Monster Energy NASCAR Cup Series Championship Trophy stand which can be used for additional events. The display also had audio, video and lighting components integrated in thanks to our technical production team.

Production’s transportation team transported the display to Las Vegas and worked with the convention center labor to build the display over the course of two days.

The 1,600-square-foot space was programmed with appearances, live interviews and autograph sessions from drivers like Matt DiBenedetto, Jeffery Earnhardt and Kyle Larson. Rutledge Wood, personality and host on “NASCAR on NBC”, “Top Gear U.S.” on the History Channel, “Southern and Hungry” on the Cooking Channel as well as a guest judge on “Guy’s Grocery Games”, also spent time in the booth.

The area at large featured four vehicles from various NASCAR racing series including Martin Truex Jr.’s car from the Monster Energy NASCAR Cup Series and the winning car at Petit Le Mans for IMSA’s Prototype Class. The centerpiece of the booth was the 2017 Monster Energy NASCAR Cup Series Championship Trophy, which stands more than six feet tall on its stand and weighs nearly 70 pounds. Also, an ultrawide TV display showcased looping content that featured NASCAR’s brand, series as well as the Canadian, Mexican and Home Tracks series.

Under the second-story, 256-square-foot elevated meeting space was a 16 by 12-foot TV studio and interview area. The Glass Case of Emotion Podcast hosted by driver Ryan Blaney alongside Kim Coon and Chuck Bush broadcast live from this space and recorded episode 36. This episode celebrated one million listens with cake and a guest appearance by Vegas show girls.

Much of the booth was custom built or designed for the show which presented some obstacles to overcome. While at SEMA, CSM Production had to coordinate building the display alongside thousands of other exhibitors with only 10 feet of aisle space between booths. It took cooperation between your neighboring exhibitors and patience with the hundreds of carts and forklifts. There are always last-minute updates to signage since some of it features the Playoff Leaderboards. Once updated, the signage is printed and installed within 24 hours. 

SEMA Show, Glass Case of Emotion, NASCAR, special event, corporate meeting, booth, display, Las Vegas