On the Road With Peter MacGillivray – the Accidental Trade Show Guy

Sometimes, big risks really can pay off. That’s exactly what happened for Peter MacGillivray, after he made the leap from journalism to the trade show industry. Ten years after the fact, the vice president of events and communications of the Specialty Equipment Marketing Association hasn’t regretted the career move one bit. And, although high performance automobiles aren’t one of his favorite pastimes, overseeing the annual SEMA Show and helping its exhibitors succeed has become a definite passion.

“To see (exhibitors) putting it all on the line to launch an idea or maintain or create a business and then being able to help them out – that’s pretty cool,” MacGillivray said. “When they’re successful, they get pretty emotional and that’s a lot of fun to see. Personally, there’s nothing more rewarding than that.”

But before working with the largest international trade show that celebrates specialty automobiles, MacGillivray was writing about them. Fresh out of Boston University, the East Coast-born journalism major was working his first professional gig in Los Angeles writing for automotive magazines when he was first introduced to the SEMA Show. Attending the event as both a reporter and exhibitor, he was able to learn more about the industry and the show that would soon become his home.

As a result, when the vice president of marketing and communications position became available at SEMA in 2001, MacGillivray decided to take the plunge.

“Because the job also included being the publisher of our magazine, and there were some PR and communications responsibilities woven into the job, I really felt like it was a great fit,” he said. “A lot of my magazine industry colleagues didn’t think it was a good choice and tried to talk me out of it, but those same friends obviously regretted that advice and have acknowledged they may have jumped to some conclusions.”

Even if his job has had its fair share of challenges during the past decade, including working tirelessly to attract quality buyers from the U.S. and abroad, while increasing SEMA’s value proposition for exhibitors, MacGillivray said he couldn’t imagine doing anything else with his professional life. What does make him to toss and turn at night? Having to defend the show from pesky naysayers.

“The first rule of PR is not to confront a journalist about an opinion they have, but I don’t follow that rule,” MacGillivray said. “I’ll confront them because I see the value that our exhibitors have, and I see the hard work that the team puts in, so I naturally get pretty wound up when I see somebody taking an unfair shot at us because it hurts the industry.”

Besides having to stand up for his show now and then, MacGillivray’s only complaint is not being able to work face-to-face with his colleagues as much as he’d like. After relocating to Boston four years ago, he now divides his time between a home office and traveling to and from SEMA’s headquarters in Diamond Bar, Calif., where he enjoys being part of the office community.

“A lot of people aspire and are envious of those of us who work at home, but I’ve never been that person,” MacGillivray said. “I like getting up, commuting to work every day and having that office experience and interaction – I really miss that, and I thrive on it. As a result, I’ve got all kinds of electronic gizmos to connect with my staff and stay in touch.”

While all that flying back and forth might seem like a grind to most people, he added being a road warrior suits him just fine, especially when he gets the chance to experience new destinations.

“When we’re doing work in other places and cities, I’ll always try to carve out some time to get to know the place and see what it’s all about,” MacGillivray said. “I’ve always had that interest in adventure, probably because I grew up in a small town and didn’t leave it until I went away to school, so I’m compensating for years of that. And, because my wife is incredibly busy and our daughter is a very serious high school student, we’re at a place in our lives where (my travel schedule) works for us.”

What goes better with travel than experiencing the unique flavors of a destination? Next to globetrotting, the self-proclaimed foodie said he truly enjoys the art of gastronomy.

“I’m pretty adventurous when it comes to food and I’ll definitely take the time to explore different places to dine,” MacGillivray said. “When people travel with me, I typically have a pretty strong opinion of where we’re going to go, and what we’re going to eat – I’m that guy.”

After spending a decade working on behalf of the specialty automotive industry, has it made him want to buy his own state-of-the-art driving machine?

“It’s funny, I don’t even wash my own car, but I certainly have an appreciation for great cars,” MacGillivray said. “I’m perfectly happy with my 10-year-old used car, and. while it’s a little dirty, I’m just not that guy who needs to have a brand new car.”

TSNN: Faces of Face2Face Series is presented by MarketArt