Positioned next to registration, the New Product Launch Showcase is the first stop for attendees looking to discover what’s new for 2027. Kick off the week at the New Product Launch Unveiling & Happy Hour on Jan. 6, where you can enjoy free beer and entertainment and see the official unveiling of all the new products launching at the Show.

From there, the Showcase serves as a visual roadmap for ATA Show Week, all the way through to the Supershow, giving you the opportunity to see the new products you’ll want to add to your shop’s inventory, all before you’ve even stepped foot on the show floor.