Toyo Tires · Outdoor tent activation, Las Vegas Convention Center · October–November 2025
Role: Project Manager · Delivered with ASTOUND
Load-in: October 31, 2025
Show dates: SEMA Show, November 4–7, 2025
Toyo Tires Treadpass: SEMA 2025
Toyo Tires' Treadpass is one of SEMA's signature outdoor displays: a nearly 10,000 sq ft clearspan tent that Toyo bills as the largest concentration of vehicles and builders at the show. In 2025, Toyo moved the program to a new agency team, and we inherited the display's two giant entry archways from the previous vendor.
The build
Two giant archways: picked up from the previous vendor, inspected, rebuilt, and re-laminated in white Wilsonart, with a Nevamar laminate I sourced to match Toyo's brand blue
New entry walls: custom flats framing the entrance, finished in the same laminate system
Outdoor-ready: every structure ballasted with sandbags for open-air conditions
The tent: a 20 × 45 m clearspan with clear-top bays, a blue carpet runway, overhead show lighting (92 PAR cans and 38 Lekos), and two 25-ton A/C units keeping 28 vehicles and the show crowds comfortable
The challenge
Inherited structures, no drawings: we reverse-engineered how the arches were built, and our detailer produced new CAD drawings, so Toyo finally had them on record.
On budget, no change orders: we delivered the full scope on budget, with no change orders.
Permitting: the tent was permitted through Clark County (Title 30 building and fire) with engineered plans.
Sequencing an outdoor build: the tent went up first, then floor protection and carpet, then the archways and walls, then overhead lighting rigged from scissor lifts, with show vehicles rolling in as the lighting crew finished.
The result
On time and on budget, with Toyo's signature arches restored and documented for the years ahead.
Credits: Install: Eagle · Laminates: Wilsonart, Nevamar
