Custom Chrome International marked the beginning of its 40th anniversary celebrations with the return of its once annual Custom Chrome Dealer Show. The location for the return of the Dealer Show was the Hayes Mansion in San Jose, California, close to the company's Morgan Hill headquarters.

Talking to the gathered dealers, vendors and industry VIPs at the beginning of the weekend long show, Custom Chrome's CEO and president Holger Mohr, said: '' I have been asked many times when we were going to bring back the Dealer Show, and quite frankly, we were not going to do that until we could do it right. We are now in a position to do 'The Show' the way it should be done, and I am proud of everyone at Custom Chrome for working so hard to get us to this point. Our mission this weekend is to be your preferred partner when it comes to distribution, and the dealers' preferred partner when it comes to buying aftermarket parts. Helping them make the best decisions with regard to stocking products distributed through Custom Chrome is our goal."

Among the events laid on over the weekend were a selection of seminars for the company's dealers, which were run by some of CCI'S vendors. ''For me, the Seminars are such a valuable learning tool. There are so many products in the market that it's difficult to keep up with everything, However having CCI'S vendors directly discuss products and answer questions helps me ultimately deliver better service to my customers,'' said Josh Soto of Josh's Boars Nest in Oceanside, California.

After finishing the seminars dealers and vendors alike had the opportunity to view the history of Custom Chrome with a timeline display showing historical artifacts from the company. The two separate timeline walls each over 75 feet long, were decorated with catalog covers, calendars, print ads photos and much more, all documenting the history of Custom Chrome. Included were many promotional items used as giveaways, past dealer displays and the many prototype and proprietary parts created through the years.

The culmination of Saturday's festivities was a champagne toast given by the entire Arlen Ness family at a celebratory dinner for all the Dealer Show's attendees. Ness, themselves celebrating 40 years in the industry, jointed Holger Mohr on stage to kick-off the 'real' party and Salute the 40-year partnership between the two companies.

Talking about the success of the weekend, Steve Veltri, VP of Sales and Marketing, said: "We really couldn't be more pleased with the turn-out, the amount of business written this weekend and the positive dealer feedback from the weekend. We knew bringing back the Dealer Show would prove successful, but we have been overwhelmed with the amount of success."

So much of a success that at the end of the weekend Veltri took to the PA system to announce to all those attending: "Please make arrangements with your representative for the 2011 Custom Chrome Dealer Show.This truly is the return of the dealer show not just for 2010, but moving forward into the future."