If you’re a restyler, shop owner, installer, or otherwise in the vehicle accessory/custom restyling world, this year’s SEMA Show powered by PRO should be your calendar’s biggest entry. PRO (Professional Restylers Organization) is bringing together the best in networking, education, business growth, and industry recognition—and you don’t want to miss being part of it.
Here’s everything you need to know, including a spotlight on one of the education panels where I’ll be speaking—and how you can benefit, especially on the marketing/AI/train-tech side.
What is PRO, and Why It Matters
- PRO is a SEMA council focused on the restyling/accessory aftermarket segment—vehicle accessorization, commercial/fleet upfits, dealership programs, installers, etc. (sema.org)
- It’s got multiple advantages: growing dealer awareness, networking with restylers and OEMs, educational resources, tools (like checklists, sales training, etc.), and recognition via awards and the PRO Cup Challenge (semapcc.com).
Key PRO Events at SEMA Show 2025
Here are the not-to-miss PRO events and why they’re packed with value:
Event | Time & Place | What Happens / What You Gain |
PRO Booth | During show hours, Booth #50197 in the West Hall | Visit this as your home base: see PRO Cup build displays, pick up info, meet PRO leadership, vendors and other restylers. A prime spot for visibility. |
PRO Reception | Tuesday, 11/4 — 5-7 pm, LVCC West Hall 3rd Floor Pre-Function Area (top of escalators) | Networking with peers, manufacturers, and dealers. A chance to meet folks that could be partners or clients. Awards and recognition often happen here. |
PRO Happy Hour | Wednesday, 11/5 — 4-5 pm, PRO Booth #50197 | It’s more relaxed and informal. It’s a great atmosphere to share ideas, make connections, brainstorm, or find potential collaborations. |
PRO Education Session (“Tips, Tricks, & Techniques to Be a PRO Restyler, Powered by PRO”) | Thursday, 11/6 — 3-4 pm, LVCC North Hall, Room N257 | This is one I’m especially excited about. We’ve got a strong panel, and I’ll be speaking on the marketing, digital, and AI side. If you want insights into growing your business beyond just install work, this is for you. |
Featured Panel: “Tips, Tricks, & Techniques to Be a PRO Restyler, Powered by PRO”
This panel is a big opportunity. We aim to equip restylers with fundamental, actionable tools, and I’ll be covering the cutting-edge changes in marketing & business technology. Here’s a breakdown of the panelists and what they bring:
Name | Role & Bio Highlights |
Steve Gilmore (Moderator) | Chief Designer of Vehicle Personalization, Ford Motor Company. Steve has deep experience in OEM, building accessories, designing packages, and customizing across Ford’s vehicle lines. He’s involved with PRO’s Select Committee and is passionate about sharing OEM and factory design insights with the restyling community. (Steve on sema.org) |
Jessica Crossman | From Micorp Custom Auto & Truck (Massachusetts / New England region). Started in 1987, the business grew from 12V-work into full restyling. They’ve added commercial upfits, vehicle wraps & lettering, and pushed to internalize as much work as possible (rather than outsourcing). Constantly exploring “what’s next.” (Jessica on sema.org) |
Dino Perfetti | With Automotive Concepts (Minneapolis area), he has decades of experience in dealership and accessory work. He was “Restyler of the Year” in past PRO awards. He has been a presenter before, in addition to doing work with PRO’s Select Committee. He knows what it takes to build profitable restyling packages for dealers & consumers. (Dino on sema.org) |
Jesse Stoddard (me) | Founder of AutoStyle Marketing. I’ll focus on how restylers can adopt and integrate modern marketing, including AI tools, CRMs, configurators, shop management software, Google Ads, social media, and how to move beyond dealer-channel work into retail, fleet, and dealership channels. The goal: not just doing restyling work, but building systems and marketing that let your business grow in ways you may not have thought possible. (Jesse on sema.org) |
What You’ll Walk Away With
If you attend that panel + engage in the PRO Show events, here’s what you can expect to gain:
- Business growth levers: Ideas and tactics for increasing revenue via accessories, upfits, and package offerings.
- Modern marketing/tech tools: How to use AI, CRMs, digital funnels, and other automation to scale.
- Channel expansion: Not just dealership business, but retail & fleet channels—how to tap those.
- Replicable builds and profitability: What criteria dealers/OEMs care about when approving accessory packages; how to do restyling that scales.
- Networking & credibility: Meeting PRO leadership, sponsors, successful restylers; earning recognition. Awards, select committee participation, and selling your reputation.
How to Prepare to Maximize SEMA PRO 2025
- Mark your calendar now: Thursday, 11/6 • 3-4 PM N257 for the panel. PRO Booth #50197 all week.
- Bring your best examples or questions about things you want to improve (e.g., sales, workflow, marketing, profitability).
- Be ready to take notes/photos/make connections. Exchange business cards, follow up.
- Think beforehand about your weaknesses. For example, is your marketing underperforming? Are you struggling to sell packages instead of single installs? Do you need better tech or systems?
- After the show: follow up with leads, connect with PRO resources (manuals, checklists, etc.), and implement a few of the tools or ideas you picked up.
Why This Year’s PRO Events Are Especially Meaningful
- The pace of change in marketing tech, AI, configurators, and online channels means restylers who adopt early will have a big advantage.
- OEMs and dealers are more aware than ever of the profit potential in accessories and outfitted vehicles; PRO is helping bridge the gap.
- PRO’s resources (tools, networking, education) have never been stronger or more relevant. For many restyler businesses, the difference between surviving and thriving may be adopting the systems & mindset presented this year.
Recap
If you’re serious about growing your restyler business, make sure you show up:
- At PRO Booth #50197 in West Hall
- PRO Reception on Tuesday evening (11/4, 5-7pm)
- PRO Happy Hour Wednesday (11/5, 4-5pm)
- “Tips, Tricks & Techniques to Be a PRO Restyler, Powered by PRO” education session Thursday (11/6, 3-4 pm, N257)
I’d love to see you there. Bring your questions about AI, marketing, systems, or scaling. Let’s make SEMA 2025 the year your business transforms.
Visit AutoStyle Marketing at the SEMA Show!
Find our booth on the map here.
North Hall—11571.
AutoStyle Marketing provides digital marketing, CRM, and lead generation solutions tailored for automotive restylers and aftermarket installers. We help shops grow retail, dealership, and fleet sales with SEO, ads, websites, and sales automation. Ask about our Restyler CRM, training programs, lead generation, and concierge services.
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