The motorsports industry has become the latest to jump on the tradeshow co-location bandwagon.

SEMA has taken a unique path by acquiring and combining two tradeshows previously independent of the organization.

The Specialty Equipment Market Association reached an agreement last week to purchase the International Motorsports Industry Show (IMIS). The racing show, held annually in Indianapolis, will be combined with the Performance Racing Industry (PRI) tradeshow, which SEMA acquired in March.

By bringing together the racing industry’s two tradeshows, SEMA is creating an opportunity for exhibitors and buyers to do business in a single location, the organization said in a statement.

Co-locating meetings is not a new concept, especially in tough economic times, but SEMA has taken a unique path by acquiring and combining two tradeshows previously independent of the organization.

“The racing industry needed to have just one motorsports tradeshow in the U.S. I’m proud to say we’ve accomplished that,” said Paul Brothers, chairman of the SEMA board of directors.

“This consolidation is all about helping the racing industry to succeed,” said SEMA President and CEO Chris Kersting. “Unifying the racing industry’s tradeshows makes it more affordable for all to participate and allows us to focus on providing the greatest value and benefits for the racing segment.”

The first combined event will be held in the Indiana Convention Center in Indianapolis in December 2013 and is expected to fill the space.

“Being from Indiana, having a hardcore racing tradeshow in Indianapolis was very important to me,” Tony Stewart, cofounder of IMIS and three-time NASCAR Sprint Cup Series champion, said in the statement. “I know SEMA will do a great job to make sure Indy remains the place for hardcore racing.”

Has your association combined meetings with another organization? Did it work? Tell us about it in the comments.

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