THURSDAY JANUARY 19, 2006

Show attendees were informed and entertained by a wide variety of presenters

Insight. Perhaps that one word best summarizes the first day of this exciting trade event. Attendees began flowing into the Las Vegas Convention Center's South Hall as soon as the doors opened this crisp, clear morning, eager to educate themselves about the latest business strategies and marketing innovations available to the industry. 

The exhibit hall is empty now, but excitement is building for its Thursday opening

Of course, there were also a few sneak peaks at the Main Hall, where exhibitors were busily setting up booths and displays. Amid the unpacked crates, boxes and trailers, even the casual observer could sense a growing excitement at the sight of the many Trophy-Trucks, rockcrawlers and other competition vehicles being unloaded and prepped for tomorrow's official Exhibit Hall opening. In fact, lookie-loos included several stragglers from a neighboring concrete industry convention. "Your off-road show is a lot more interesting," one confessed.

UROC co-founder Mark Patey delivers his motivational address

You'll get no argument on that last point from this year's participants. The number of registrants for today's suite of educational conferences more than doubled from 2005. (This year will see a 50% increase in exhibitors as well.) Manufacturers and retailers met for an early breakfast, then attended a highly motivational talk presented by Mark Patey, co-founder of UROC. A day of seminars followed, covering everything from environmental and land-use issues to new-product launches?plus a panel discussion featuring major tire industry representatives focusing on motorsports, product and marketing trends.

Ian and Jessi of Spike TV's Xtreme 4x4 show field audience questions

Over lunch, attendees feasted on a behind-the-scenes look at RTM Productions' popular Xtreme 4x4 television show delivered by producer Butch Bass and hosts Ian Johnson and Jessi Combs. The trio revealed much about the inner workings of the show, and how build projects are chosen. Currently reaching an audience in the millions, the show's content will broaden in the coming year, and Bass, Johnson and Combs are exploring ways to bring more of the excitement of off-road motorsports to their format.

Xtreme 4x4 producer Butch Bass (center) confers with Off-Road Group publisher Jim Ryan (left)

As if that weren't enough, Off-Road Impact unveiled its Heritage Hall tribute to the legendary the McMillin racing family. The Masterpiece in Metal exhibit, featuring exciting vehicles from the pages of DIRTsports magazine also opened to great fanfare.

For attendees, this was a day of insights into the latest trends driving today's off-road marketplace. For enthusiasts, it was proof that the off-road industry is not only thriving, but growing by leaps and bounds. This is one instance where what's happening in Vegas thankfully won't stay in Vegas. The events taking place at 2006 Off-Road Impact will definitely reverberate throughout the Off-Road Nation and the wider American landscape.

Michael Imlay
Off-Road Business
Editor at Large