The 2017 Sand Sports Super Show brought the sand and UTV industries together in Costa Mesa, California, for another unofficial kickoff to the Southwest dune season. The September show delivered record attendance, an expanding selection of UTV-specific tires and accessories, and custom builds from many of the industry’s leading shops.
This was the first Sand Sports Super Show held under new management. Attendees may not have noticed a dramatic difference, but changes to the show layout and vendor mix were apparent behind the scenes.
Record Attendance in Costa Mesa
Attendance was up in a big way. Rugged Radios always attracted a crowd, but its display was busier than I had ever seen it. These were not simply spectators looking at vehicles and kicking tires. Many of the vendors I spoke with reported strong sales during the weekend.
According to the show organizers, the 2017 event was the largest Sand Sports Super Show to that point, with attendance increasing by more than 10 percent compared with 2016. That enthusiasm was good news for the sand-sports market and the rapidly growing UTV industry.
A New Show Layout and Yamaha Demo Track
The Stadium Super Trucks course that had occupied a large part of the grounds in previous years was gone. In its place was a smaller Yamaha demonstration track, along with displays from KICKER, Maxxis, Grounded 4, RIGID, MSA and other vendors. Some were exhibiting at the show for the first time, while others moved into the newly available space.
KICKER brought its 80-foot XRV mobile showroom to the new vendor area. Inside was the 20,000-watt Boom Room, where attendees could experience the company’s high-output subwoofer system. KICKER also displayed several vehicle-specific UTV audio packages developed through its partnership with SSV Works.
UTV Tires Continued to Grow
One of the clearest trends at the 2017 show was the growth of larger UTV tires. The 32-inch size was gaining acceptance, and more manufacturers were entering the market with tires designed specifically for side-by-sides.
Established powersports brands including STI, Arisun, Tensor, Fuel, GMZ and GBC continued to add options. Traditional light-truck tire manufacturers such as BFGoodrich, Toyo and Nitto were also recognizing the UTV market as an important segment.
See our separate report for a closer look at the new UTV tires introduced at the 2017 Sand Sports Super Show.
Favorite UTV Builds from the 2017 Show
Rugged Radios Baja RZR
The Rugged Radios Baja RZR was not a new build, but it had recently received a complete update. The combination of a race-inspired appearance and practical desert equipment made it one of my longtime favorites. See the complete Rugged Radios Baja RZR feature.
Magnum Offroad Polaris RZR XP 4
Magnum Offroad has always favored function, and this RZR was an excellent example. The four-seat RZR XP 4 had been converted into a spacious two-seater. Its proportions and sleek body lines made the conversion look intentional rather than like a shortened passenger compartment inside a four-seat chassis.
SDR Motorsports Can-Am Maverick X3
SDR Motorsports was known for bringing elaborate builds to the Sand Sports Super Show, and its 2017 Can-Am Maverick X3 did not disappoint. HCR Racing long-travel suspension, GlazzKraft bodywork and OMF Performance beadlock wheels helped set the heavily customized X3 apart.
XTC Power Products Cutaway RZR
The XTC Power Products RZR XP 4 was not the flashiest vehicle at the show, but it may have been one of the most effective displays. With much of the bodywork removed, attendees could clearly see how XTC’s 12-volt wiring and accessory-control solutions were installed throughout the vehicle.
RJ Anderson’s Polaris RZR
RJ Anderson’s RZR combined serious desert hardware with a clean, aggressive appearance. The car featured 35-inch BFGoodrich KR2 tires mounted on Walker Evans Racing forged wheels, along with Walker Evans Velocity Series shocks measuring 2.5 inches up front and 3 inches in the rear.
SSV Works Polaris GENERAL 4 Party Wagon
The partnership between SSV Works and KICKER was hard to miss on this Polaris GENERAL 4. In addition to the vehicle-specific audio system, the custom cage carried four 6.5-inch KICKER wakeboard speaker pods. It was appropriately named the Party Wagon.
UTVGuide.net Crowley Edition RZR
My own Crowley Edition Polaris RZR XP 1000 was displayed in the Rugged Radios booth. This was much more than a show build: it had helped us earn a podium finish at King of the Hammers and also served as a well-equipped adventure vehicle.
Read our 2017 King of the Hammers UTV race recap for more on the race.
Our Can-Am Maverick X3 build was also at the show in the HiPer booth. The car combined components from Shock Therapy, SDR Motorsports, SSV Works, Baja Designs, Rugged Radios, Simpson, Assault Industries and other partners. See the original Phase One Can-Am Maverick X3 build for the complete details.
New UTV Products at the Show
Beyond the completed vehicles, several new parts and accessories caught our attention:
- Boondocker: A direct-replacement, plug-and-play turbo upgrade for the Polaris RZR XP Turbo.
- RIGID: Adapt, Side Shooter and Reflect LED lighting displayed on a Can-Am Maverick X3.
- GBC Motorsports: The Kanati Terra Master UTV tire.
- GMZ Race Products: A 30×13-14 XL-TT sand tire.
- RCV Performance: Carbon-fiber and chromoly prop shafts for Polaris RZR models.
- Rogue Innovations: A low-profile UTV windscreen alternative.
- DragonFire Racing: A growing range of Can-Am Maverick X3 components.
- Sandcraft Motorsports: Billet A-arms and a steering-rack stabilizer for the Polaris RZR.
- Simpson Seats: The new Pro Sport UTV seat.
- Fuel Off-Road: A 32×10R15 steel-belted Gripper R/T radial UTV tire.
Looking Back at the 2017 Sand Sports Super Show
The 2017 event reflected how quickly the UTV market was evolving. Larger tires were becoming mainstream, the Can-Am Maverick X3 was inspiring a new generation of high-end builds, and manufacturers were developing increasingly sophisticated vehicle-specific audio, lighting, suspension and electrical products.
Most importantly, the record attendance and strong vendor sales showed that enthusiasm for sand recreation and side-by-sides remained strong. The Sand Sports Super Show continued to be one of the best places to see where the UTV aftermarket was headed before the dune season began.
More Sand Sports Super Show Coverage
- 2016 Sand Sports Super Show
- 2015 Sand Sports Super Show
- 2014 Sand Sports Super Show
- 2013 Sand Sports Super Show
- 2012 Sand Sports Super Show
- 2011 Sand Sports Super Show
- 2010 Sand Sports Super Show
Originally published September 25, 2017. This article has been updated for clarity while preserving UTVGuide.net’s original event reporting and photography.
More Sand Sports Super Show Coverage
Explore UTVGuide.net’s complete Sand Sports Super Show coverage archive, with annual recaps, photographs and product highlights documenting the evolution of the UTV industry from 2007 through today.
