 | Author James Owen delivers his captivating Cowboy
Ethics keynote address |
If insight was Thursday's theme, the
buzzword for Friday was adrenaline, and lots of it. This was
the day 2006 Off-Road Impact got down to business. The day began with an industry breakfast featuring
keynote speaker James P. Owen, author of the popular book Cowboy
Ethics. Owen, who has spent 35 years on Wall Street, advocates
the need for Corporate America to return to the simple ethics
exemplified in the Code of the West. Business ethics, he said, have declined because
"we've confused rules with principles. Rules can always be bent,
but principles cannot... I think back to the countless Westerns I saw
as a child...the cowboy always stood larger than life because he stood
for something. He was someone you could always count on?someone who
was true to his beliefs no matter what." Clearly inspired, the breakfast audience applauded
Owen as he told them he still sees what he has dubbed "Cowboy
Ethics" alive and well in the off-road industry. After Owen,
Off-Road Group Publisher Jim Ryan presented the first annual State of
the Industry Report, a market study designed to chart industry growth
and trends and help manufacturers and retailers better connect with
enthusiasts.  | Off-Road Impact's Heritage Hall was a true crowd
pleaser. Displays honoring the McMillin Racing legacy
included photos, trophies and other rare mementos |
Next it was off to an Exhibit Hall packed with
booths and exhibitors showcasing exciting vehicles, components and new
products. This, of course, is an industry show, and the general
consensus among participants was that real business was taking place.
Manufacturers, retailers, distributors, PR and marketing experts, the
media?the scene was a frenzy of networking. The bottom line for
enthusiasts is that all these innovations and connections will soon
translate to a wide range of cool new products and services at the
consumer level. Consider the images here an insider's peak at where
off-road motorsports and recreation are headed.  | Ranch Pratt (left) congratulates DIRTsports Driver
of the Year Shannon Campbell |
As evening fell, a fabulous retro-Vegas-style
industry awards reception featuring off-road heroes and icons turned
business to pleasure. The highlight of the evening was the DIRTsports 2005 Driver of the Year Award, presented to rockcrawler Shannon
Campbell. "All I can say is to be a good driver you gotta have a car
that stays together," said Campbell, who then went on to thank his
sponsors, supporters and family for standing behind him and his
vehicle.  | Hot vehicles and cool products – what more can an
enthusiast ask for? |
Other award winners included: American Racing's
Chris Anderson, Off-Road Business High Riser of the Year;
George Adler of Transamerican Auto Parts, Lifetime Achievement;
Fabtech, Manufacturer of the Year; and Weld Racing for Best New
Product. The ceremony also featured a touching video-tribute to the
late Jason Baldwin.  | The Exhibit Hall floor was all business
throughout the day. Products debuting here will be coming
your way soon |
 | Products included everything from wheels to
suspensions to accessory items |
 | The show had something for everyone, from
Trophy-Trucks to rockcrawlers |
Michael Imlay
Off-Road Business
Editor at Large | 
