In the face of unprecedented challenges during the pandemic, ATRA has seen remarkable transformations, and each development represents a significant “plus” for our organization. I am excited to introduce you to the incredible evolution we have undergone, marked by a meaningful “+,” as we step boldly into the future with ATRA+.
The obstacles posed by the COVID-19 pandemic were extraordinary, pushing us to adapt and innovate in ways we never imagined. But as the saying goes, “With every challenge comes an opportunity,” and this was no exception for ATRA. Our journey began with the realization that change is the only constant, and ATRA has risen to the occasion with remarkable resilience and determination.
The pandemic forced us to reimagine our approach to education and events. While we couldn’t meet in person, we seized the opportunity to enhance our virtual training systems, making our seminars and resources accessible from anywhere, anytime. This has not only expanded our reach but also improved the quality of our training materials, a noteworthy “plus” for our members.
In 2020, the ATRA Powertrain Expo went virtual, a tough decision but one that was necessary for the safety of our attendees and staff. With the Expo traditionally scheduled years in advance, we had to adjust schedules and locations for the 2021 and 2022 Expos. The good news is, the 2020 Expo in Nashville is finally taking place this year, returning us to a sense of normalcy.
Some more big pluses are coming in 2024. ATRA has been asked to bring our Powertrain Expo to the AAPEX show floor, to provide our cutting-edge education and represent the transmission industry. AAPEX/SEMA is arguably the largest trade show in North America. They are expecting close to 160,000 attendees for the 2023 show and more moving into 2024. The details are being worked out now.
We are also proud to announce our efforts to expand the fundamentals of vehicle diagnostics and promote automotive education in colleges, while reinitiating regional Technical Seminars. These 2-day regional scaled-down EXPOs, called symposiums, will be scheduled in addition to our Technical Seminars. This will allow shops and vendors to attend training events of their choice without traveling as far, as well as give us an opportunity to add a hands-on portion to our Seminar materials. These hands-on events provide an opportunity for in-person interaction and practical training, reinforcing our commitment to education, and adding a practical “plus” to our offerings.
Furthermore, our website has evolved into a comprehensive hub, seamlessly integrating tech resources and membership portal. This simplifies your experience, making it easier to access the wealth of information and tools we offer, another major “plus”.
ATRA has made a significant investment by acquiring property in China Grove, Texas, just outside San Antonio. While the remodel has taken longer than expected, we anticipate its completion by the spring of 2024. This new 15,000 sq ft facility will serve as a home base for ATRA. Facilities include offices, meeting rooms, research areas, and training rooms. It is a testament to our commitment to growth and development, adding an impressive “plus” to our expanding capabilities.
We’re also excited to announce that GEARS Magazine has made the leap into the digital realm. This transition brings more flexibility and accessibility options, along with a new weekly newsletter to keep you informed about industry news and developments — a “plus” in your connection to valuable insights.
In addition, our amplified social media presence reflects our commitment to engaging and informing you. We’re here to provide valuable content that extends beyond our website and publications, adding a considerable “plus” to our outreach efforts.
In conclusion, ATRA+ represents our commitment to innovation, growth, and excellence. We’ve transformed challenges into opportunities, emerging stronger and more united. Our new facility, digital initiatives, expanded resources, and dedicated team are all “pluses” that reflect our unwavering pledge to serving you, our valued members.
Join us on this exciting journey as we embrace the future of ATRA+. Together, we will continue to push boundaries, set new standards, and empower our industry to thrive in a dynamic world. Thank you for your continued support, and I look forward to celebrating our achievements together.
