ASA Announces KEYS Education Events for 2007 – UnderhoodService

ASA Announces KEYS Education Events for 2007

The Automotive Service Association (ASA) has announced the dates and locations of four Keep Educating Yourself and Staff (KEYS) events for the first half of 2007. KEYS is ASA's newest education and training initiative for shop owners and their staff.

The Automotive Service Association (ASA) has announced the dates and locations of four Keep Educating Yourself and Staff (KEYS) events for the first half of 2007. KEYS is ASA’s newest education and training initiative for shop owners and their staff. Through an ongoing series of regional training events, the KEYS program will deliver quality management education and technical training to automotive service professionals.

KEYS events already scheduled for 2007 include:
– March 10-11, Marriott Ontario Airport Hotel, Ontario, CA;
– March 24-25, Doubletree Hotel San Jose, San Jose, CA;
– April 13-15, Hyatt Regency Phoenix, Phoenix, AZ; and
– May 18-20, Hilton Tampa Airport Westshore, Tampa, FL.

KEYS events consist of two to three days of educational sessions offering several technical sessions taught by the nation’s leading instructors. The events also contain multiple management seminars, allowing attendees to receive credits toward the Accredited Automotive Manager (AAM) designation offered through the Automotive Management Institute (AMI). Designed to be convenient for attendees, the KEYS event format frequently includes weekend sessions.

"Today, shop owners and their employees are constantly challenged to succeed in an ever-changing business environment and to stay current with the advancements of automotive technology," said Bill Haas, AAM, ASA’s vice president of education and training. "The delivery of management education and technical training through the KEYS program will afford automotive professionals more opportunities to further their education. KEYS will offer automotive professionals solutions to the many challenges they face each day."

Coming up first on the 2007 agenda, the Ontario, CA, event features technical sessions taught by Jonathan Riggle, a Phoenix-based technician and instructor with more than 28 years of experience as a successful diagnostic specialist. Topics include understanding fuel trim diagnostics, networking and multiplexing, and air/fuel ratio sensors.

Management seminars will be taught by Kelly Bennett, Business Training International in Cochrane, Alberta, Canada, and Bill Haas, ASA’s vice president of education and training. Management topics include marketing your shop, up-selling and customer service, and maintaining customer loyalty. Each management seminar earns participants six credits toward the AAM designation.

The San Jose, CA, event – also scheduled in March – features technical sessions taught by John Forro, an industry author and ASE-certified master automobile technician with L-1 advanced engine performance certification. Topics include evaporative emissions controls, anti-theft and bus communications and Mode 06 diagnostics.

Management seminars for the San Jose KEYS event will be taught by Haas and Dan Gilley, a former shop owner and current instructor for R.L. O’Connor & Associates Inc. Topics include acquiring competitive advantage, selling preventive maintenance and examining OEM service information websites.

Online registration is now available for the Ontario and San Jose events. Visit for more information and to register online. Information about the remaining KEYS events will be posted on the website as it becomes available.

Participants may also register for any KEYS event by calling (800) 272-7467, ext. 246. "ASA has positioned itself as a premier resource for information and education. The KEYS program further emphasizes ASA’s commitment to industry education and training," said Haas.

ASA advances professionalism and excellence in the automotive repair industry through education, representation and member services. For additional information about ASA, go to or visit ASA’s legislative website at

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