Renaissance Collection—a more traditional line uti-lizing modern technology.”First-time and returning exhibitors impressed

attendees by showcasing their innovative and inter-active booth displays at the Expo, held at the Paris

Las Vegas Hotel & Casino January25-27. The influx of art and fram-ing retailers indicated a high levelof enthusiasm for the show, whichset a new standard for industryprofessionals. The NationalConference, which started a dayearlier, on January 24, launchedover 30 brand-new sessions andhands-on workshops as well aswelcomed new expert instructors.

“The WCAF Expo is the only place whereyou’re going to see moulding, glass, poster, and artvendors all in one place,” said Kathy Thiel, presi-dent of ArtLine Ltd., a wholesale art and framingmanufacturer in Waukesha, WI. “It’s the bestopportunity for framers to see what’s out there. Weare constantly looking for new images, new mould-ings, and new glass, and to learn new techniques.Whatever is out there, we want to be able to offer itto our customers, and that’s why we attend. Ifyou’re in the art and framing industry, you’ve got tocome to this show.”

WCAF Expo“The WCAF Expo was outstanding—a strongshowing for the industry that was well -attended bymany of the most influential buyers and specifiers,”said Josh Eichner, executive vice president ofFramerica, a vendor thatunveiled over 140 completelynew moulding profiles at theirbooth, which was a replica of aluxury frame shop. “It certainlyfeels like there’s a bit of a revital-ization in the framing business,evidenced by what was on dis-play. For Framerica, blendedmedia options that coupledwoods with metallic accentsinstantly outperformed forecasts. We also receivedextremely strong orders on our American

The trailer of the Framerica truck was made using their BW66-470 – Liquid Blackfinish in a 3” flat profile.

Excitementat the

“Our partners come fromall over the world, and theywant to see what’s new

and different. Being at theWCAF Expo impacts ourbusiness in a great way.”

Tony Gareri, CEO of Roma Moulding

26 PFM March 2016

PFM March 2016 27

Creativity and InnovationIn addition to releasing never-before-seen collec-tions, Larson-Juhl premiered a brand-new booth forthe 2016 show. “Our four new lines really captivat-ed our customers, and we sold a lot of product,”

said Mark Reen, sales representative for Larson-Juhl.“I’m amazed at how many people dug out from theEast Coast snow to get here.” While the winterstorm caused delays and cancellations for much ofthe mid-Atlantic, the WCAF Expo still exceeded4,000 attendees. “I’ve been with the company for three years

and this was the busiest show we’ve had so far,” saidDoug Rozenboom, senior vice president of globalmerchandising and product development forLarson-Juhl. “We greatly exceeded all of ourplanned sales on the first day, so we were reallyexcited.”The 2015 Design Star winner, Francine

Hackerott, helped unveil one of the newest collec-

tions, Salon 1789, the line that Larson-Juhl andHackerott collaborated on to produce. She createda display piece for the booth that included thecoronation of Empress Josephine in a tabernacleframe that used seven different mouldings. The Tru Vue booth showcased an art sculp-

ture made with samples of TruLife Anti-ReflectiveAcrylic, crafted by attendees. A moving displayalso showcased the difference between regular ver-sus Optium acrylic, which is anti-static and abra-sion-resistant. After integrating the latest technolo-gy into their glazing products, Tru Vue releasedupgraded versions of Museum Glass andConservation Clear. Another great example of exhibitor innovation

was Peterboro Matboards. The theme, Carnival ofColor, showcased a shooting gallery game com-plete with moving targets and was constructedusing over 90 matboards. “We’re in a creative busi-ness and I thought it was time to show thatthrough our booth,” said Alan Yaffe, president ofPeterboro. “It was fabulous! So many attendeesstopped in to see our booth and learn more aboutour company. It was the best show we’ve ever hadat the WCAF Expo.”For the first time at the

WCAF Expo, Canon brought ahost of high-end cameras and lens-es to its newly expanded booth.Another added display featured agallery decorated with imagestaken by famous photographers,printed using Canon printers, andframed in Prisma moulding. “The

Attendees takeadvantage of

show specials andget the first look

at exhibitors’newest products.

WCAF EXPO by Alexis Orlacchio

Micah Paul Bolton from Micah Paul Creative in Pine Grove, CA, is announced as the2016 Design Star Winner.

28 PFM March 2016

gallery wall gave attendees a closer look at ourExplorers of Light program, and it was really great tohave the collaborative effort with other WCAF ven-dors,” said Ed LaManna, marketing manager forCanon USA.Other vendors with outstanding redesigned

booths included Nielsen Bainbridge, Wild Apple,Crescent, and Valiani. Throughout the Expo, exhibitors held exciting

chances for attendees to win prizes. At MaxMoulding’s 24th Anniversary Celebration, the com-pany gave away the latest edition of the AppleWatch, won by KC Photography in Taft, CA, as wellas an Apple iPad Air 4, won by Silver & Linda’sFramery in Midland, TX.

Get Inspired The new Inspire Room, decorated by designer andinstructor Greg Perkins, served as a designated spaceto spark creativity among framing retailers. “My goalwas to be creative, but in a very practical way,”Perkins said. “I shared concepts that were quick,easy, and affordable so they will be profitable forframers, who walked away with ideas to implementin their shops. Making money should certainly beinspiring.” Vignettes featuring up-and-comingtrends like steampunk and Mid-Century Modernincorporated wall decals and vibrant paint colors toshow framing retailers how they can be more cre-ative when working on projects and window dis-plays. “I felt it was important to show that creativity

doesn't end with frame designs,” Perkins added. “Byplacing emphasis on the displays, I hope I imparted

New to this year’sshow is the InspireRoom, designed byGreg Perkins, whichis filled with ideasfor creative walldisplays.

that merchandising can make a big difference in thedesirability of the framed art displayed in a retailsetting.” Steve McKenzie and Brian Wolf also offered

creative effort for the Inspire Room, which hosteddesign-oriented seminars at The NationalConference. Attendees could also visit the roombetween sessions. In what may turn out to be a new tradition,

the WCAF Expo hosted the first-ever BloggersTour. Five prominent interior design bloggers wereinvited to learn more about how to use art andframing in their profession. “I think the show total-ly exceeded our expectations,” said Krista NyeSchwartz of Cloth & Kind. “We all got really intoit and learned a ton. I saw so many beautiful things,and it really was inspiring at a level that I didn’tanticipate.” Fellow bloggers included Tami Ramsayof Cloth & Kind, Vicki Gladle Bolick of The Aceof Space Blog, Holly Hollingsworth Phillips of TheEnglish Room, and Catherine Austin of CatherineM. Austin Interior Design.

PFM March 2016 29

Among new PPFA instructors were CliffWilson, who shared his expertise on mountingpaper-borne art in “Beyond Framing 101 – Paper,”and Green Bay Packers photographer MarkWallenfang, who led “Photographing FramedImages for Advertising and Social Media,” intendedto teach frame shop owners how to capture eye-catching images for a competitive edge. The PPFA Keynote Luncheon, sponsored by

Larson-Juhl, featured speaker Leslie Klingner, cura-tor of interpretation at Biltmore, who presented

PPFA Annual ConventionNow under the ownership of Monarch Expositions,the Professional Picture Framers Association held itsAnnual Convention for the fifth consecutive year atthe West Coast Art & Frame Expo. TheConvention serves to expand the knowledge offramers in the industry and gives them an opportu-nity to acquire new techniques and practices toenhance their businesses. Among the special events hosted by the PPFA

was the sold-out Welcome to Vegas Reception Meetand Greet, a prime opportunity for industry profes-sionals to socialize and make networking contacts.

Steve and Jill (second from right) McKenzie host a group ofinterior design bloggers for a tour of the WCAF Expo.

John Ranes demonstrating how to make the perfect mat every time in his session“Mat Cutting: Back to Basics.”

Susan Duhl shows attendees how to make practical, simply made structures to sup-port a mat or frame.

Canon’s newly expanded booth showcases the newest printer line and high-end cameras.

Steve McKenzieteams up with GregPerkins to co-teach

“Mid-CenturyModern: Catch the

Craze,” whichshows attendees

how they can capitalize on the lat-

est trends.

David Lantrip discusses how to execute V-grooves, open V-grooves, and inlaid mats and always get professional results.

30 PFM March 2016

“Framed Through a Collector’s Eye: GeorgeVanderbilt and Art at Biltmore” via Skype.Klingner discussed highlights of the Vanderbilt’s artcollection at the Biltmore, located in Asheville, NC,and the care artists, dealers, and collectors took toensure works were framed to exacting standards.She also shared a behind-the-scenes look at the con-servation involved and the integral part art andframing plays in Biltmore’s magnificent historicinteriors.At a social highlight of the Convention, the

President’s Dinner, guests celebrated outgoingPresident Robin Gentry’s tenure with fun, enter-tainment, and door prizes. Gregory K. Norris waswelcomed as the new PPFA President, and the2016 board members were introduced. After muchanticipation, the winners of the Print and Opencompetitions were announced. Boris Smorodinsky,owner of Striving Artists Framing and Art Servicesin Chatsworth, CA, received first place in the Printcompetition. John Ranes II, CPF, GCF; CandyWiater; and Michelle Kittredge from The FrameWorkshop of Appleton, in Appleton, WI, took thetop spot in the Open category. The Professional Picture Framers

Association has been serving art and framing retail-ers for over 40 years. By offering services, events,education, and more, the PPFA continues to lead itsmembers to discover, understand, and act on newbusiness opportunities.

Business-Boosting Benefits “There is such an emphasis on education at theWCAF Expo; I think that’s part of the reason whythe show is so successful,” said Jeff King, who led apresentation on business training for SpecialtySoftPOS software in which he demonstrated a compre-hensive feature set and reporting system for market-ing, customer retention, and shop management. “Ifyou’re not at the show, you’re not serious about thisindustry.”World-renowned photography instructor Hal

Schmitt led two sold-out workshops. “NighttimePhotography” focused on capturing stunning low-light images of the architecture, fountains, andlighting displays of the Las Vegas Strip. “LandscapePhotography: Valley of Fire” let attendees practiceproper exposure techniques, white balance, framing,and more while shooting at the incredible state

Photo walks, likethis one at Valleyof Fire StatePark, arebecomingincreasinglypopular eventsat The NationalConference.

PFM March 2016 31

development at Larson-Juhl; Sarah Ruggieri, co-owner of SunDance Graphics; and father-and-sonretailers Jay and Sean Kogan from Hall of Frames inPhoenix, AZ. Goltz said, “I thought the most important

point came from an audience question of whetherbigger is better. Business owners really need to takestock of what is important, what limitations theyhave in both their market and their managementskills, and what they want out of business. There isno one-size-fits-all in business, and there is no rightor wrong answer.”“Every year we work hard to bring new, rele-

vant, and exciting aspects to the show, and then thechallenge becomes ‘how do we make it better?’” saidTrade Show Director Deborah Salmon. “I am excit-ed about all of the positive feedback from attendeesand exhibitors, and this year we have exceededexpectations. We will be returning to the Paris forthe 2017 Expo and I know the staff has their workcut out for them to top 2016.” The next WestCoast Art & Frame Expo will be held at the ParisLas Vegas Hotel & Casino January 23-25, 2017with The National Conference beginning a day ear-lier, on January 22. PFM

park outside Las Vegas. After the session, attendeeswere each able to have an image from the shootprinted at the Canon booth on a PIXMA PRO-1. “I take all the classes I can,” said Julie

Redmond of Artisan Framing Studio in Richfield,MN. “If you’re running your own shop, you haveto learn everything on your own. It’s nice to cometo the WCAF Expo, where the classes are scheduledand organized and the experts teach you.”Meg Glasgow and Ken Baur teamed up to lead

“Retail Makeover Workshop,” a more in-depth ver-sion of their 2015 session. The duo provided themakeover advice given to Tru Vue Complete StoreMakeover contest winner, Fourth Corner Frames inBellingham, WA. “Ken and Meg were fabulous; Ileft with so many tips that I can apply to my busi-ness immediately,” said session attendee WendyCarmichael of Island Exposures Gallery inParksville, BC.Mark Reen added, “The great thing about the

WCAF Expo is that framers can take an abundanceof classes. Even framers who have been in business20 to 30 years are always looking to change withthe trends and learn new things. The classes herealways fill up quickly.”What’s next for the future of frame shops was

the topic of the PFM Successful Retailing breakfastpanel, which continued to be one of the highest-attended sessions at The National Conference. Thepanel, moderated by Jay Goltz, offered insights andcandid opinions on upcoming trends, marketingconcepts, and business practices to framing retailers.The panel consisted of Gary Barker, national salesmanager of DTG; Doug Rozenboom, senior vicepresident of global merchandising and product

There is lots offun to be had atPPFA’s Welcome

to Las VegasMeet and Greet,where Chapterscompete for thebest table top

display.