Jay Leno and Harley-Davidson President and CEO Artie Starrs will headline the 2026 Specialty Equipment Market Association (SEMA) Show Kickoff Breakfast Nov. 3 in Las Vegas.
The program begins at 7 a.m. in the Westgate Las Vegas Resort & Casino ballrooms, before the show floor opens. Leno and Starrs will take part in a fireside chat, while the breakfast will also feature new product and industry awards.
Two wheels, a wider floor
Harley-Davidson will join the show’s expanding Powersports, SxS & Lifestyle section in West Hall. The section brings motorcycles, side-by-sides, and related products into the automotive aftermarket event.
SEMA reports that exhibitor demand for the Nov. 3-6 show has surpassed 1 million net square feet of indoor exhibit space, with more than 2,000 brands preparing to participate.
“The SEMA Show Kickoff Breakfast gives attendees an early start on the industry’s most critical week of business,” said Tom Gattuso, SEMA vice president of events. “It’s a dedicated moment to celebrate the people, products, and achievements driving our industry forward, while strengthening the connections that define the SEMA community.”
Awards before the doors open
The breakfast will include the 2026 SEMA Best New Product Awards across 15 categories. Organizers will select the winners from entries in the show’s New Products Showcase, giving attendees an early look at recognized products before visiting the exhibits.
The program will conclude with the announcement of the SEMA Manufacturer of the Year and Channel Partner of the Year awards. Both recognize organizations for their leadership and contributions over the past year.
The Specialty Equipment Market Association is a nonprofit trade association founded in 1963. It produces the annual SEMA Show, which debuted in 1967 and brings together manufacturers and buyers in the automotive specialty equipment industry. For more information or to register, visit semashow.com.
Press release submitted by the Specialty Equipment Market Association. Edited by Exhibit City News for clarity, length, and style.
