In a time when the millennial generation is embracing living life to the fullest over gathering as many objects around them as possible, the builders at SEMA have found subtle ways to enhance experiences through emotionally-relevant materialism. A mobile Kia beer mobile with Ballast Point taps, a vintage Harley board track race tribute with bikes built before WWI and BMW video simulators. A Sedona tricked out for racing with go karts above and behind the race bay, a Mercedes Metris party/DJ van, and award ceremonies for a first-of-its-kind televised custom car competition by battery maker Optima, The Ultimate Street Car. These were the elements that drew young people and stood out from the crowd at SEMA 2014. And for good reason: as a recent study showed, “A retailer’s ability to make a millennial smile is 33% more important than it is to a baby boomer.” (source: ) The Specialty Equipment…