January 11, 2025 - Arrival & Welcome Mixer (Sunset Room)

5:00PM Informal Welcome Mixer at Lakeway Resort & Spa with music provided by Gigi Worth Sponsored by IronGate Business Advisors

5:00PM - 6:00PM OPEN BAR, Reception Food Sponsored by Sheffield Financial

6:00PM - 7:00PM CASH BAR

January 12, 2025 - Session Schedule (Colorado Ballroom)

7:00AM - 7:45AM Breakfast Sponsored by Synchrony Financial

7:45AM - 8:15AM John Vaughan-Chaldy, Co-Founder MaxOpp Marketing

8:15AM - 8:40AM Welcome Members, Sponsors, & Associate Member Intros

8:40AM - 9:30AM Susan Berry, Founder & Managing Partner, Brown Goertz & Co. and Texas Sales and Use Tax Audit Specialist

9:35AM - 10:35AM Jerry Robinson, Keynote Speaker/Economist & Author

10:35AM - 10:50AM Snack Break Sponsored by Torque Group

10:55AM - 11:40AM Brandon Esparza, Pixel Motion Digital Marketing Manager

11:45AM - 12:20PM Dara Benoit, TXDMV Assistant Chief Investigator

12:20PM - 1:20PM Lunch Sponsored by Rider's Advantage with Legislative Update by TMDA Lobbyist, Royce Poinsett

1:25PM - 2:15PM Michelle Lingo, Former In-House Staff Attorney Motor Vehicle Division of TXDMV & Attorney, Padfield & Stout, LLC

2:20PM - 3:20PM Mark Sheffield, Powersports Industry Strategist 

3:20PM - 3:40PM TMDA Official Business Meeting

3:40PM Recognition of Sponsors & Speakers/Adjourn Meeting

*Board of Directors Meeting will take place after adjournment of the 2026 TMDA Official Business Meeting. Non-Board Dealer Members are encouraged to visit with our sponsors and socialize.

*Audio Visual Services/Equipment is sponsored by Aegis Extended Service. All Printed Materials at event are provided courtesy of GSFS Group.

TMDA Annual Conference Pricing:

TMDA Members: $200 (after discount)

PROMO CODE WAS SENT OUT TO DEALER & ASSOCIATE MEMBERS. 

CONTACT INFO@TXMDA.ORG IF YOU DIDN'T RECEIVE IT OR NEED A REMINDER.

Non-Members / Industry Rate: $300

TMDA Annual Conference Venue & Booking:

Lakeway Resort & Spa

101 Lakeway Drive, Lakeway, TX 78734

(512) 261-6600 • MAP

The TMDA group rate is available through January 11, 2026, or until rooms sell out. This popular lakeside property fills quickly, so we strongly encourage making a reservation as soon as possible to secure your stay.

Please call the sales office at (512) 261-7314 directly to book.

TMDA Annual Conference Venue

Lakeway Resort & Spa

101 Lakeway Drive, Lakeway, TX 78734

While you focus on impactful sessions and networking during the conference, why not gift your partner a luxurious time-out at the resort’s stunning spa?

• Unwind in a serene, Hill Country-inspired treatment room overlooking Lake Travis - the perfect backdrop for restoration and renewal.
• Choose from a full spectrum of services: healing massages, invigorating body treatments, private couples’ showers, dry saunas - all tailored for both men and women. 
• Your companion can relax while you attend the conference - then you can both enjoy the on-site dining and atmosphere that Lakeway Resort and Spa has to offer.

Book by calling (512) 261-7350 directly. The spa staff has updated their booking schedule for January and slots are AVAILABLE. Mention your attendance at the TMDA Conference to ask for convenient booking times. 

This year’s TMDA Annual Conference welcomes an expert voice at the intersection of economics and industry insight. Our keynote session will feature a deep dive into the economic forces shaping today’s powersports market - offering clarity, foresight, and practical takeaways for dealers navigating an evolving financial landscape. Attendees can expect a thought-provoking presentation designed to illuminate global trends, consumer behavior shifts, and strategic opportunities for long-term dealership growth.

Jerry Robinson is an economist, best-selling author, and international conference speaker and is well known for his expertise in global financial markets and economic trends. He is the founder of FollowtheMoney.com, a financial education and media company dedicated to providing cutting-edge economic, investment and trading insights. Robinson's best-selling book, "Bankruptcy of Our Nation," offers an in-depth analysis of America's economic challenges and presents strategic solutions for individuals and businesses. As the host of the "Follow the Money Weekly" podcast, he delves into economic and financial news, providing listeners with timely analysis and actionable advice. He holds a Bachelor's degree in Economics and has taught macroeconomics at the college level. Robinson has spoken on topics of money and economics around the globe, including the United States, Israel, Turkey, and Greece.

We’re excited to welcome Gigi Worth as our live entertainment for Sunday evening’s Welcome Mixer. Gigi is an accomplished singer, musician, and performer whose career includes touring with Kenny Loggins, J.D. Souther, Michael McDonald, and Christopher Cross. Her versatile background spans major commercial work for brands such as Toyota, McDonald’s, and Barbie, and her vocals can be heard on soundtracks for Nash Bridges, At First Sight, Rock of Ages, and more.

Gigi’s recording credits include collaborations with legendary artists such as Whitney Houston, Gladys Knight, Cher, Miley Cyrus, Karla Bonoff, Dave Koz, Robbee Dupree, Sheila E., and Christopher Cross. Blending acoustic rock, pop, R&B, and singer-songwriter influences, her performance will set the perfect tone for a relaxed and welcoming start to our conference.

What is the TMDA Annual Conference?

The TMDA Annual Conference is the ONLY in-person event SPECIFICALLY FOR Texas powersports dealers to promote education and information and collaboration.

What can I expect?

Not only will you get industry updates along with educational seminars given by expert speakers, but you'll also get a chance to network with other Texas powersports dealers.

Why should I attend? Who should attend?

The high quality education and information you will receive is a great reason to attend alone! AND since this is an in-person event, you will have plenty of opportunity to network with other Texas powersports dealers. This can lead to potential collaborations and open doors to new opportunities and solutions! Dealership Owners, General Managers, Dealer Principles, and Dealership Management are encouraged to attend as the information is high-level.

What makes this meeting different?

TMDA operates under an elected Board of Directors, all of which are Texas powersports dealers. The TMDA Annual Conference is developed by both our Dealer Members and Board Members who have weighed-in on the topics they know are important to their fellow Texas dealers.​

Why is the Annual Conference in Austin, TX?

We listen to our Dealer Members! Every year, we put the conference location to a vote and Austin, TX has consistently been the winner. We know you'll enjoy everything the city has to offer, along with the beautifully appointed Lone Star Court.

How do I register and book a room?

Click the red buttons located in the Registration and Venue tabs on this page to register for the meeting or reserve your room. We encourage attendees to book early to ensure access to the group rate and preferred room types. The TMDA room block is being held until December 12, 2025, with the group rate also extended one day prior to arrival, based on hotel availability. Hotel FAQ can be accessed HERE.

​

What is the closest airport?

The nearest commercial airport is Austin-Bergstrom International Airport (AUS), located about 27–28 miles (roughly 36 minutes by car) from Lakeway Resort & Spa.

​Is there parking?

The Lakeway Resort and Spa offers self-parking at $10/night.

Sponsoring the TMDA Annual Conference means more than placing your logo at an event  - it means investing in the success and longevity of Texas powersports dealers. Each sponsorship directly supports the advocacy, education, and resources that TMDA delivers year-round, helping dealers navigate an evolving industry while staying connected to the partners who power their businesses. With dealers, OEM representatives, and subject-matter experts gathered in one place, the conference offers sponsors an unmatched opportunity for visibility, engagement, and meaningful relationship-building.

We welcome the chance to learn more about your goals and help you find the sponsorship level that’s the best fit for your organization. Whether you want to highlight your brand through programming, visibility, networking opportunities, or specialty placements, our team is here to support you. Please reach out when you’re ready. We would be honored to partner with you in shaping the future of the Texas powersports community.

Ready to see what’s possible? Take a moment to browse the 2026 TMDA Annual Conference Sponsorship Packet linked below. It highlights every sponsorship opportunity available this year and the unique benefits each tier offers. When you’re ready, we’re here to help you get started.

TMDA has added a special breakout session at 7:45 AM Monday morning in recognition of a growing issue impacting motorcycle dealerships across Texas: how dealers are being discovered, evaluated, and chosen as Google Search, Maps, and AI-driven results increasingly shape customer behavior.

Google Business Profile (GBP) has become a critical - and often overlooked - component of a dealership’s digital foundation. What many dealers are experiencing today did not happen overnight. Over more than a decade, Google has steadily shifted visibility away from traditional websites and toward local, entity-based results. More recently, the rapid emergence of AI-generated answers has accelerated that shift even further.

This session is designed to help dealers better understand what has changed, why it matters now, and why Google Business Profile deserves closer attention heading into 2026.

To lead this discussion, TMDA has invited John Vaughan-Chaldy of MaxOpp Marketing, a longtime motorcycle industry operator and strategist with nearly five decades of experience. John began his career in 1976, working his way from salesperson to General Sales Manager of a Ford 500 Club Dealership before purchasing his first motorcycle dealership in 1993.

More than 13 years ago, John recognized the growing importance of Google Local, Google Places, and what would later become Google Business Profile. While most dealership marketing efforts remained focused on traditional advertising and social media, he/MaxOpp began helping dealers improve organic visibility directly within Google’s local ecosystem. That early work laid the foundation for how many dealerships began appearing, and competing, inside Maps and local search results.

In 1996, John founded Baron Custom Accessories, growing it into one of the industry’s most recognized aftermarket brands while advising OEMs on product development, sales strategy, and vehicle accessorization. Long before “digital-first” became common language, he built Baron’s international distribution growth primarily through website visibility, email marketing, and early online engagement...famously purchasing only one paid advertisement during more than a decade of ownership.

Over the past two years, John has focused closely on how artificial intelligence is reshaping Google Search and how Google Business Profiles are increasingly being used as a primary data source for AI-driven answers, Maps visibility, and local discovery. That perspective informs this session, which is intended to help dealers better understand how visibility works today - and how it is continuing to change.

John will also be attending the conference throughout the event and welcomes conversations with dealers who have questions or want to continue the discussion outside of the session.

If you want to better understand why Google Business Profile has become a central piece of dealership visibility - and why it deserves attention now - this is a session worth adjusting your schedule to attend.

Brandon Esparza is a Digital Marketing Manager at Pixel Motion with a strong background in digital strategy, website development, and data-driven marketing for dealership and consumer-focused businesses. Based in Port St. Lucie, Florida, Brandon brings experience from roles at Pixel Motion, Digital Producto, Florida Outdoors RV Center, and Strategic Persona, giving him a well-rounded perspective that spans agency work and dealership operations.

With a Bachelor of Science in Information Technology and hands-on expertise in SEO, email marketing, website development, business development, and customer experience, Brandon focuses on turning technology into practical, measurable results - not just trends.

In his session, Brandon will explore how dealerships can begin using AI as a practical business tool, not a replacement for people or processes. Attendees can expect a high-level look at where AI is already influencing digital marketing, customer engagement, and operational efficiency, along with real-world ways dealerships can responsibly integrate AI into workflows such as content creation, lead management, search visibility, and internal processes. The session will emphasize clarity, efficiency, and strategic use - helping dealers understand what matters, what to watch, and where AI can realistically support their business today.

Bio Coming Soon.

Mark Sheffield was born in Letchworth Garden City, England, and eventually made his way to Beaumont, Texas. After graduating from Lumberton High School in 1989, he joined the U.S. Army, completing training as an M1 Abrams Tank Systems Specialist and serving a combat tour in Iraq during Operation Desert Storm. Following his four-year enlistment, Sheffield immediately transitioned into civilian life and began what would become a three-decade career in the Powersports and Motorcycle industry.

Over the years, he has held leadership roles at prominent dealerships and organizations such as Yamaha of Killeen, Texas Motorsports, Woods Fun Center, America’s Powersports, Honda of Houston, Woods Cycle Country, and Woods Indian Motorcycle. Today, he serves as Strategic Advisor for Woods Cycle Country and Woods Indian Motorcycle while supporting large dealers with operational optimization. A board member of the Texas Motorcycle Dealer Association, Massimo Motors, and the National Powersports Dealer Association (NPDA), Sheffield is also an outspoken industry voice. Since 2016, he has written for Powersports Business and shares daily insights on LinkedIn, advocating for fair dealer-OEM relationships and working to build a stronger, more balanced powersports industry.

At the 2025 TMDA Dealer Summit, Sheffield will lead an engaging session exploring the risks and opportunities facing powersports dealers in 2025 - from shifting consumer demand and tightening credit to evolving OEM programs, new technology, and changes in vendor relationships. His presentation will focus on what’s working, what’s not, and how dealers can adapt to keep margins strong and operations resilient in a changing market. Drawing from data, experience, and real-world dealer insights, Sheffield invites attendees to join an open, forward-looking discussion on navigating the road ahead together.

Michelle Lingo has served Texas in government and regulatory law as an attorney, mediator, hearings examiner, policy analyst, and industry regulator in the areas of natural resources, industrial hazardous waste, low-level radioactive waste, and underground injection wells; natural gas utility regulation and rate setting; telecommunication and electrical utility service and restructuring; and residential construction and remodeling.

Having served for more than 14 years as the in-house staff attorney to the Motor Vehicle Division of the Texas Department of Motor Vehicles, Michelle has extensive expertise in the distribution and sale of vehicles and motor vehicles in Texas. In this role, Michelle conducted more than 200 mediations involving motor vehicle manufacturers, distributers, or franchised dealers.

Culminating and relying upon this diverse experience, today Michelle navigates complex regulatory issues and provides dedicated legal representation to Padfield & Stout, LLC’s clients, in her of counsel relationship with the law firm.

Michelle was awarded her Bachelor’s degree from Texas A&M at College Station. She is licensed by the State Bar of Texas, having earned her Juris Doctorate law degree from the University of Houston.

With decades of experience navigating some of Texas’ most complex regulatory landscapes - and more than 14 years spent resolving disputes between manufacturers, distributors, and franchised dealers -Michelle brings unmatched perspective to one of the most important topics facing dealerships today: how to effectively handle complaints and protests against manufacturers. Her session will break down what dealers need to know, what’s changing, and how to protect their businesses in an evolving regulatory environment. Attendees can expect practical guidance, real-world insight, and a clear understanding of the processes that shape dealer–manufacturer relations in Texas.

Royce Poinsett is an attorney and lobbyist who guides businesses in solving their high-stakes problems at the Texas Capitol. He is principal at Poinsett PLLC. 

Royce has been recognized as a Top 10 Texas Lobbyist by Texas Scorecard, as a Top 15 Texas Lobbyist by Capitol Inside and as one of “20 Politically-Minded People to Know” by the Austin Business Journal.

He has guided many prominent companies and associations at the Texas Capitol, including ExxonMobil, Anheuser-Busch InBev, Netflix, Walmart, Pew Charitable Trusts, Kinder Morgan, the Texas Motorcycle Dealers Association, the Texas Oil & Gas Association and the Texas Veterinary Medical Association. 

Royce first developed his experience and relationships inside government, while serving as a policy advisor and legal counselor to Texas political leaders for over two decades. Royce eventually served as a senior advisor and legal counsel to the Texas Governor and then to the Speaker of the Texas House, counseling the state’s leadership in resolving high-profile, complicated disputes with businesses and other governments. 

Following his government service, Royce joined the prominent global law firm Baker Botts and began lobbying at the Texas Capitol for leading corporations. Royce founded the Poinsett firm in 2018 to further focus on his specialized niche of legal and lobby work.

Royce is a seventh-generation Texan from Dallas, where he attended St. Mark’s School of Texas.  Royce is also a graduate of The Johns Hopkins University, where he was Phi Beta Kappa, and of the London School of Economics.  He received his law degree from The University of Texas School of Law, where he was a member of the Texas Law Review. 

Royce is a past chair of the Legislative and Campaign Law Section of the State Bar of Texas.  He is a director of The Austin Club, an alumnus of the Texas Lyceum and a past president of the board of directors of Ronald McDonald House Charities of Central Texas. Royce and his family are members of Covenant Presbyterian Church of Austin.

For more than two decades, Susan Berry has specialized in representing Texas businesses in Sales and Use Tax Audits conducted by the Texas Comptroller. As Founder and Managing Partner of Brown Goertz & Co., Susan and her firm have successfully saved Texas businesses millions of dollars in tax assessments and refunds since 2001.

Known for her meticulous attention to detail and practical, real-world approach, Susan helps business owners understand how Texas Sales and Use Tax laws apply to their specific industries - from construction and manufacturing to motor vehicle and dealership operations. Her firm’s mission is simple: protect Texas businesses from overpayment and ensure fair, accurate treatment under the law.

At the TMDA Conference, Susan will draw on her extensive audit experience to shed light on the most common sales tax pitfalls affecting Texas motor vehicle dealers, how to prepare for a Comptroller audit, and what steps to take if you’re already under review.

Susan has asked TMDA dealer members and attendees to submit suggestions for topics they'd like covered by following the link below. Please submit to Susan ASAP via email.