Overview The Sand Sports Super Show is a three-day dune and dirt expo at the OC Fair and Event Center in Costa Mesa, where more than 400 exhibitors show sand rails, UTVs, ATVs and parts, and Ultra4 race machines from King of the Hammers run live in the Proving Grounds. It opens on a Friday evening each September, and the show bills itself as the kickoff to dune season; 2026 was the 28th edition. Bonnier LLC produces it through its Motorsports and Outdoor Group, and a spring Sand Sports Super Swap runs at the same fairgrounds. On site Exhibitors fill indoor halls and outdoor lots, and a vehicle can be parked beside a booth. The Proving Grounds puts more than 15 purpose-built machines - Ultra4 cars, UTVs and pre-runners - through half-hour demonstration rounds across the weekend, with driver autograph sessions after each one. A Main Stage runs on-stage interviews and presentations, an Entertainment Stage carries sponsor programming such as ask-the-experts sessions and giveaways, and a Ride and Drive area rounds out the grounds. Exhibitors post show-only discounts and demos, a passport program sends visitors booth to booth, and door prizes go out through the weekend. Audience In the show's 2024 attendee survey, 91% owned an ATV, UTV or side-by-side, 92% owned a truck and 78% an RV, camper or toy hauler. 95% ride off-road and 78% camp. 37% planned to buy a new ATV, UTV or side-by-side within a year, and the products they were hunting were UTVs, tires, suspension and wheels, in that order. Bonnier describes them as enthusiasts who arrive researching the newest machines, gear and how-to information. Track record The show has run for more than two decades, and 2025 was its 27th year. RPM Powersports first exhibited in 2022 and moved up to presenting sponsor for 2026. Keizer Wheels sponsored the Proving Grounds in 2025, the same year the show named its first S4 Person of the Year, Rugged Radios founder Greg Cottrell, on the Main Stage. Brand presence The title and presenting partners ride in the show's name - in 2026 it ran as the DRT Motorsports Sand Sports Super Show powered by RPM - and on its logo, TV, radio and social promotion. Below them, Bonnier names Official Products and designs a logo for each, sells naming rights to the Entertainment Stage with branded microphones, and splits the Proving Grounds among a presenting partner and three partner sponsors with banners on the demonstration area. Branded bags go out at every spectator entrance, and lanyards are reserved for brands from outside the off-road trade.