Trade Show Registration Manager in Diamond Bar, California at Specialty Equipment Market Association

ORGANIZATION OVERVIEW:

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

SEMA is a dynamic, business-minded nonprofit trade association made up of manufacturers, distributors, retailers, builders, publishers, race teams, and more—an industry ecosystem powering a nearly $53-billion-a-year retail market. Through industry-leading programs, advocacy, research, and world-class events—including the annual SEMA Show, one of the largest automotive trade shows in the world—SEMA helps its members grow, innovate, and succeed.

PRI extends this influence into the global racing marketplace. Since 1986, PRI has been the premier source of business intelligence, cutting-edge technology insights, and community connection for racing professionals. The annual PRI Trade Show in Indianapolis brings together over 1,000 exhibiting companies and thousands of racing stakeholders across every major discipline, supported by PRI’s industry-leading advocacy, media platforms, education programs, and year-round engagement.

Together, SEMA and PRI fuel the success of thousands of businesses, connect industry professionals worldwide, and preserve and grow the future of automotive performance and racing.

PURPOSE:

The Trade Show Registration Manager leads the development, analysis, and continuous improvement of registration processes for the industry-leading annual SEMA Show, serving a global community of automotive aftermarket professionals and enthusiasts. This detail-oriented, fast-paced role requires coordination of registration systems, vendors, internal teams, and support staff, along with direct interaction with SEMA members and attendees. Responsibilities also include managing registration for the Exhibitor Summit and evaluating new vendors and solutions to enhance services and create best-in-class events, customer service, and ongoing operational improvement.

RESPONSIBILITIES:

Registration Operations:

• Leads implementation of all SEMA Show registration processes, ensuring online and onsite systems launch and function as scheduled.
• Manages Registration Coordinator, other in-house staff, and onsite temporary teams.
• Supervises customer service process, coordinating registration vendors and SEMA Departments to provide timely follow-up, process improvements and summary insights.
• Designs and supervises onsite SEMA Show registration areas and manages onsite operations.
• Coordinates procurement of registration, materials, work orders and collaborates with SEMA Departments and others to support registration needs.
• Facilitates attendee, exhibitor, and registration qualification processes, including staffing and temporary support management.
• Coordinates with external partners (including AAPEX and education providers) to manage event and education sales through registration system.
• Implements registration process for the annual SEMA Show Exhibitor Summit, including approvals and historical comparisons.

Registration Budget, Data and Reporting:

• Supports development of annual budget creation, including registration vendor, material, badge mailing and other expenses, invoice reconciliation and fiscal management.
• Responsible for conducting analysis of registration data, facilitating stakeholders, BOD and Department requirements, and creating data-led business insights.
• Manages SEMA Show data assets, coordinating with IT on utilizing, archiving and leveraging registration records to meet Show objectives.
• Maintains registration records in CRM, ensuring data integrity and accessibility for internal stakeholders.
• Delivers timely summary and historical registration reports on a daily, weekly, and annual basis.
• Assists in planning and scheduling communications to registered and prospective attendees in collaboration with Marketing and Events Departments.

Registration Vendor Management:

• Partners with registration vendors to resolve service and system issues and implements process improvements.
• Evaluates new vendors and contributes innovative ideas to enhance the registration experience, coordinates RFP processes as needed.
• Performs additional duties as assigned by the Trade Show Director, VP of Events, and / or SEMA leadership.

Relationships

• Reports to the Trade Show Director.
• Interfaces with Show Department stakeholders, support staff personnel and other divisions and Directors as needed.
• Communicates regularly with Association members, vendors, exhibitors, prospect exhibitors, and attendees.

Pay Range: $100,000 - $120,000

Skills and Knowledge Required

• Must be able to work in-person in Diamond Bar, CA office each workday.
• Demonstrates an open mindset committed to self-evaluation and improvement.
• Highly detailed-oriented and organized.
• Utilizes data analytic skills to create actionable insights.
• Effective oral and written communication, organizational, and managerial skills.
• An associate or college degree and experience (3-5 years) in the trade show industry, performing similar duties with the stated necessary appropriate skills or proficiencies.
• Knowledge of office support tools, computer systems and software, including Salesforce, Nimble, Martus, Ramp, Monday, NetForum, Expocad, Microsoft 365, Excel, PowerPoint, and Access a plus.
• Ability to travel to and attend SEMA Shows and events as well as other industry events, as necessary.

This job description is not intended to be and should not be construed as an all-inclusive list of responsibilities, skills, relationships or working conditions associated with the position. While it is intended to be an accurate reflection of the job requirements, management reserves the right to modify, add or remove duties and to assign other duties, as necessary.