Frequently Asked Questions

What is Amplify?

Amplify is a two-day experience built for dealership leaders who want practical ideas they can put to work immediately. Through keynotes, hands-on workshops, and conversations with industry peers, attendees will learn about AI, operational strategy, the evolving customer experience, and more.

Step away from the day-to-day, exchange ideas with other forward-thinking dealers, and return with clear insights to help move your dealership forward.

Who should attend Amplify?

Amplify is built exclusively to help automotive dealerships improve. There is value for leaders across the dealership — including sales, fixed ops, business office, F&I, and more — who want to stay ahead of industry trends, exchange ideas with peers, and bring practical strategies back to their teams.

Can I bring a team from my dealership?

Of course! Whether your team stays together to align on big-picture topics like AI across the dealership or splits up to explore deeper strategies within each department, bringing a team to Amplify helps everyone return with insights they can put to work.

What airport should I fly in to?

With nonstop service from major cities nationwide, San Diego International (SAN) is the recommended airport for Amplify 2026.

Situated about 30 miles from the resort, it offers convenient access with a range of transportation options, including rideshare, rental car, and private transfer services.

Do I have to attend both days?

No, you aren’t required to attend both days. However, Amplify is designed as a complete experience meant to drive connection, growth, and the discovery of new ideas.

We would love to host you for a round of golf on the beautiful course, and the reception is a can’t miss event for connecting with other dealership leaders and the Reynolds team in a relaxed environment.

How much does Amplify cost?

Amplify is fully complimentary for dealership employees. There is no registration fee, and your experience includes access to all sessions, workshops, and networking events.

A limited number of complimentary one-night rooms at the Park Hyatt Aviara resort are available on a first-come, first-served basis. Once the room block is filled, attendees are welcome to book accommodations at nearby hotels at their own expense. All attendees are responsible for travel to the event, including airfare.

Because rooms are limited, we encourage registering as early as possible to secure your spot and hotel room, if available.

Is Amplify multiple days?

Amplify is a two-day experience. The first day offers time to connect with peers during a round of golf at the beautiful Aviara Golf Club, followed by a welcome reception and dinner at the resort. Day two features keynote speakers, practical hands-on workshops, a solutions expo, the Automotive Amplifiers Contest, and more.

What are the key themes or topics covered?

Amplify sessions will cover a wide range of topics to prime your dealership for success and innovation across every department. You’ll have the opportunity to attend hands-on workshops with experts who will share best practices for your current solutions, educate you on relevant topics, and provide actions you can take to improve your dealership as soon as you get back. The Amplify Expo offers an up-close look at many of our solutions, and product specialists are on-site to answer any questions you may have.

We’re still putting the final touches on the details for our keynote and workshop sessions for Amplify 2026, but we’re extremely excited for this year’s lineup. Stay tuned for the latest updates!

What is the dress code for Amplify?

Amplify is business casual. We recommend comfortable, professional attire appropriate for a full day of keynote and workshop sessions, and networking.

What if I don’t golf?

Golf is not required. If you arrive early and have time before the reception, there is plenty to explore in the surrounding area. Attendees staying at the Park Hyatt Aviara can enjoy the resort’s amenities at their own expense.

For more information about the resort and everything it has to offer, click here.

Don’t Miss Amplify 2026

Amplify 2026 will be held at the Park Hyatt Aviara resort in Carlsbad, CA, on August 10 and 11.
Seats are filling up fast! Secure your spot before it’s too late.
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Photos of the Park Hyatt Aviara

Accommodation Details

As an attendee of Amplify 2026, the night of August 10 will be covered by Reynolds and Reynolds. Any additional nights you choose to book will be at your own expense. Hotel rooms are available on a first-come, first-served basis and may sell out. The hotel room deadline is July 9 or until rooms sell out, whichever occurs first.
Attendees also have the opportunity to participate in a free round of golf at the Aviara Golf Club. Golf spots are limited, so register quickly!