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THE NATIONAL CONFERENCE AT THE WEST COAST ART & FRAME EXPO

20

YEARS

2019 BROCHURE

1999 — 2019

EXCELLENCE IN ART & FRAMING EDUCATION

TRADE SHOW: JANUARY 28-30, 2019 CONFERENCE: JANUARY 27-30, 2019

www.wcafexpo.com


You’re Invited

J

anuary will mark 20 years of the West Coast Art & Frame Expo and The National Conference and we are excited to cele-

brate our anniversary with you. Returning to the Paris Las Vegas Hotel and Casino, the trade show will be held January 28 - 30, 2019, with The National Conference beginning January 27. The National Conference offers outstanding opportunities to gain insight from the industry’s leading specialists. Choose from over 100 seminars and hands-on workshops exclusively for the art and framing industry. Whether you are an employee looking to sharpen your framing skills, a shop owner looking for business opportunities, or a wholesale framer in search of new ideas, The National Conference has the tools you need to take the next step on your path to success. Join us for the WCAF Expo 20th Anniversary party, business-building keynote seminars, photo walks to iconic places like the Neon Museum, and more! Enjoy sessions from The Historical Collection which will focus on fascinating designs from different European cultures, led by the industry’s best historians. Make 2019 the year you take your business to the next level. We will be returning to the Paris Las Vegas Hotel & Casino for the 2019 WCAF Expo and The National Conference, held January 27-30, 2019 in Las Vegas.

CONTENTS 4

Schedule at a Glance

6

Fundamentals Series

10 Master Class Series 13 Instructor Profiles 14 Mat Cutting Series 16 Profit & Management Series 20 Historical Collection 22 Special Events 24 Gilding Series 26 Marketing & Social Media Series 28 Digital Imaging & Printing Series 32 Sales & Design Series 36 Commercial Series 38 PPFA Convention 40 Session Index

HOTEL SPECIAL

$79

Rates Starting at

*

* Per Night Weekday Rates. Tax Not Included.

• Exclusively for WCAF Expo Attendees • No Required Resort Fee • Home of the WCAF Expo and National Conference 2 THE NATIONAL CONFERENCE 2019

SHOW HOTEL

WEST COAST ART & FRAME

The Paris Las Vegas Hotel & Casino Las Vegas, Nevada 877-603-4389 (Code: SPWCA9) www.wcafexpo.com

THE NATIONAL CONFERENCE

EXPO AND


SUNDAY, JANUARY 27, 2019 MC701 F116L Mat Cutting: Complete Guide to Shadowboxes Back to Basics Workshop & Framing Objects 9 AM - 4:00 PM p.14 8:30 - 11:30 AM p.06 F169 F116W Care and Maintenance of Complete Guide to Shadowboxes & Mechanical & Vacuum Presses Framing Objects Workshop* 1 - 3 PM p.06 1:30 PM - 4 PM p.06 MKS5080 T912A Insta Success – Must-Have Apps TGIF- Thank Goodness It’s and Social Media Tools FramePro! 1 PM - 2:30 PM p.26 1 - 3 PM p.18 MC707 Fillets Made Easy: A Hands-On Workshop 5:30 - 7:30 PM p.14

F-A7218 Framing Techniques for Needle Art* 4 - 6 PM

p.06

M2044 Splined Corners: A Custom Solution* 9 - 11 AM

p.10

M-A7223 Keeping Things Safe Chemically* 10 AM - 12 PM p.10

M227W Traditional French Matting* 9 AM - 12 PM p.10

R1108 M2028 Baroque Splendor: Spanish Frames You Light Up My Frame: of the 17th Century Using LED Lighting in Your Frame 1:30 - 3PM p.20 1 - 3 PM p.10

S5071 M-A7240 Framing Styles for Today’s Homes Simple, Safe Hinging* 3 - 5 PM p.32 1:30 - 3:30 PM p.10 M272W Decorative Panels Workshop 5:30 - 7:30 PM p.10

F190 Miter Saws: Operation, Troubleshooting & Repair 9 AM - 12:00 PM p.06

S5040 Great Frame Shops with Great Ideas 5 - 7 PM

p.32

R1100 The Glory of French Frames 3:30 - 5 PM p.20 SE-R1110 Great Frames of Europe Wine and Cheese Reception 5 - 6 PM p.20

MONDAY, JANUARY 28, 2019 F191L M260W MC702A Complete Guide to Basic Mounting Creating Custom Finishes on Raw Creative Corners Workshop Techniques Wood Workshop 9 - 11 AM p.14 9 - 11:30 AM p.06 9 AM - 12 PM p.10

M2012 R1109 Mastering Mounting: Sensitive Frames of the Madrid Royal Court Items 8:30 - 10 AM p.20 9 - 11:30 AM p.11

MKS5085 10 Online Design and Marketing Trends 10 - 11:30 AM p.26

F107L Framing Works of Art on Canvas 12:30 - 2:30 PM p.07

M2031 Identifying and Framing Vintage Photographs 10 - 11:30 AM p.11

M-A7215 Innovations in Hinge-Free Support* 10 AM - 12 PM p.11

R1107 Art From the Edge: European Artist-Designed Frames * 12 - 1:30 PM p.21

T932 Introduction to LifeSaver Cloud 1 - 3 PM p.18

F107W Framing Works of Art on Canvas Workshop 3 - 5 PM p.07

M-A7222 Large and Scary Textiles!* 1:30 - 3:30 PM p.11

M-A7234 Keeping Things Safe Physically* 1 - 3 PM p.11

F1002 Hanging Hardware: Installations Made Easy 3:30 - 6 PM p.07

F191W MC702B Complete Guide to Basic Mounting V-Grooves and Inlays Workshop Techniques Workshop 3:30 - 5:30 PM p.14 3:30 - 6 PM p.06

F-A196 Solutions for Framing Oversized Art* 3:30 - 5:30 PM p.07

S5012 Design Elements: Shades of Gray 2019 4 - 6 PM p.33

M-A7221 Bevels, Bevels, Bevels* 9 - 11 AM p.12

R1105 Eight Centuries of Italian Frames* 3:15 - 4:45 PM

p.21

TUESDAY, JANUARY 29, 2019

INDEX

MC708 Upscale Design Workshop 9 AM - 12 PM p.14

F193 Float Mounts for Art on Paper or Canvas 9 - 11 AM p.07

S5023 Advanced Features of Gunnar GMC Software 9 - 11 AM p.33

MC702C Getting Creative: Customizing Mats and Embellishments Workshop 2 - 4 PM p.14

S5081 Framing the Vision of Trend 10 - 11:30 AM p.34

M2002 Frame Identification from a Historical Perspective 12:30 - 2:30 PM p.12

SCHEDULE AT A GLANCE

T912C Business Software Training: FrameReady Software 12:30 - 2:30 PM p.18 A7186 International Framing Competition Cocktail Reception 5 - 6 PM p.38

F-A7220 Glazing Options* 3 - 5 PM

p.08

S5041 Fundamentals of Frame Design 1 - 3 PM p.34

F134W M201W Practical Preservation: Creative Mounting and Laminating A Hands-On Workshop Workshop 3 - 6 PM p.08 3:30 - 6 PM p.12

R1103 A Frame Lover’s Tour of Europe 8:30 - 10 AM p.21

M201L R1106 Mastering Mounting: Creative The Victorian Frame Renaissance Mounting & Laminating 12 - 2 PM p.21 12:30 - 3 PM p.12 S5083 Mid-Century Modern: Beyond the Decorator 1 - 2:30 PM p.34

S5075 Welcome to E-commerce – Benefits of Online Ordering 1 - 2:30 PM p.34

R1102 M2039 American Impressionist Frames The Rise and Fall of the European Modernist Frame from Different Regions 5 - 6:30 PM p.21 4 - 5:30 PM p.12

REGISTER

WEDNESDAY, JANUARY 30, 2019 F115 The Perfect Corner 9 - 11 AM

p.08

F-A7211 Frame Shop Efficiency: Tables and Fixtures* 10 AM - 12 PM p.08

4 THE NATIONAL CONFERENCE 2019

M2049 Mastering Mounting: Challenging Items 10 AM - 12 PM p.12

S5060 Strategies for Selling Mouldings 10 AM - 12 PM p.34

M264W Fabric Wrapping Workshop* 10 AM - 12:30 PM p.12


SUNDAY, JANUARY 27, 2019 H610 Intro to Compo Corners and Metal Leaf Workshop 9 AM - 4 PM p.24 H601WA Introduction to Water Gilding Workshop 1:30 - 4:30 PM p.24

SE-1019 Framers Breakfast 7 - 8:45 AM

DT921 Producing Giclees: Capture to Finish 9 AM - 12 PM

p.38

SE-A7134 The Frame in America: A 35-Year Retrospective 12 - 1:30 PM p.38

S595 SE-1030 Understanding Your Customer: Photography at The Neon Museum: The Psychology of Selling Iconic Signs at Sunset 3:30 - 5:30 PM p.32 2:30 - 6 PM p.23

DT951 Master the Print 1:30 - 3:30 PM

p.28

p.28

DT905 Wide Format Digital Printing: A Need-to-Know Guide 2 - 5 PM p.28

P3062 How to Make Money with Your Valiani 1 - 3 PM p.16

S599 Period Design 9 - 11 AM

p.32

E828 Cutting and Joining: Improving Quality and Efficiency 3:30 - 5:30 PM p.36

TRADE SHOW HOURS Monday 1/28 - 11 am to 6 pm Tuesday 1/29 - 10 am to 6 pm

SE-A7003

PPFA 2019 Annual Convention Welcome to Las Vegas Cocktail Page Party 38 6 - 7:30 PM

S588 Design Elements: Understanding Color 9 - 11:30 AM p.32

Wednesday 1/30 - 10 am to 3 pm

p.38

MONDAY, JANUARY 28, 2019 P3085 How Frame Retailers Can Outpace Online Framing Solutions 10 - 12 PM p.16

SE-MKS5078 Creating Your Brand: 8 - 9:30 AM p.22

DT934 Fine Art Success with Canon 9 - 11 AM p.28

S5042 Design Thinking 12:30 - 3:30 PM

S5055 Successful Partnering with Interior Designers 10:30 AM - 12 PM p.33

DT949 The Secrets to Fine Art Digital Printmaking 12:30 - 2:30 PM p.28

p.33

S5045 Adding Value with Conservation Matboard 9 - 11 AM p.32 P3079 All About Digital 1 - 3 PM

p.16

S5084 Creative Mat Design with an Artistic Flair 9 - 11 AM p.32 E840 Purchasing Moulding in Volume: What to Know Before You Buy 9 - 10:30 AM p.36

P383 Selling Art and Framing to the Corporate Market 1 - 3 PM p.16

P352 Gift Items and More: A Profitable Product Mix 1 - 3 PM p.16

E816 Production Efficiency 3 - 5:30 PM p.36

DT944 Introduction to Adobe® Photoshop® 4 - 6 PM p.29

P311 The Goltz Standard: Pricing Strategies 3:30 - 5:30 PM p.16

SE1025 WCAF Expo 20th Anniversary Party 6 - 7:30 PM p.22

SE-1010 Landscape Photography: How to Take Great Images 7 AM - 1 PM p.23

P3020 DT937 Things Your Accountant Won’t Tell Photo Metals: Cutting-Edge You About the Framing Business Technology 9:30 - 11:30 AM p.17 9 - 11 AM p.29

E832 Analyzing Your Equipment Needs 9 - 10:30 AM p.36

SE-P3069 S5090 Recharge Your Business: Take Your Design Elements: Pop of Color Business from Ignored to Adored 10 AM - 12 PM p.34 8 - 9:30 AM p.22

S5034 P393 Award-Winning Ten Key Legal Issues Facing PubShadowbox Designs lishers, Artists, and Framers Today 10 AM - 12 PM p.34 10:30 AM - 12 PM p.17

MKT939 Search Engine Success: The Dos and Don’ts of Internet Marketing 12:30 - 2:30 PM p.26

H633 Crackle Gesso for Frames 3 - 5 PM p.24

S592 Upscale Designs 1 - 3 PM

P3065 Competing in a Changing Industry: The New Model for Success 3:30 - 5:30 PM p.16

P3066 How to Build Buzz 3:30 - 5:30 PM

p.33

p.16

TUESDAY, JANUARY 29, 2019 H617W Sgraffito and Granito Workshop 9 - 12 PM p.24

H607 The Basics of Woodcarving 1 - 3 PM p.24

P3056 Chasing the Wrong Rabbit: The Great Pricing Debate 3 - 5 PM p.17

MKS5082 Understanding Millennials and What Motivates Them To Buy 12:30 - 2 PM p.26

P3077 Five Key Steps to Buying and Selling a Frame Shop 1 - 2:30 PM p.17

H608 The Fine Art of Toning Gilded Frames 2 - 4 PM p.25

P3055 Increase Business with Corporate Framing Sales 3:30 - 5:30 PM p.17

DT930 Digital Printing FAQ and Troubleshooting Tips 4 - 6 PM p.30

P3074 Frame Shop Success: Location, Leasing, & the Art of Negotiation 4 - 5:30 PM p.18

WEDNESDAY, JANUARY 30, 2019 H636 Gold Leaf Gilding for Works of Art on Canvas, Paper, and Panels 9 - 11 AM p.25

P3071 Delegating and Supervising 10 - 11:30 AM p.18

E835 Production Killers: Common Mistakes You See in Frame Shops 4 - 5:30 PM p.36 MKS563 Social Media and Digital Storytelling 3 - 5 PM

p.26

SE-P310 Successful Retailing: A Panel Discussion 8 - 10 AM - p.22 DT938 Introduction to Adobe® Lightroom® 10 AM - 12 PM p.30

MKS5077 MKT-A7175 Increase Sales with Photographing Framed Images for an E-Newsletter Program Advertising and Social Media 10 AM - 12 PM p.26 9 AM - 12 PM p.26 THE NATIONAL CONFERENCE 2019 5


FUNDAMENTALS OF FRAMING Framing skills for the beginner to intermediate framer

F116L

The Complete Guide to Shadowboxes and Framing Objects Sunday, Jan 27 • 8:30 - 11:30 AM James Miller, MCPF, GCF Do you avoid object framing because it’s too complex or time consuming? If so, you’re missing a great opportunity to set yourself apart from the competition using one of the most profitable and creative forms of custom framing. Unsure of how to design and build truly unique shadowboxes? Jim shows you how to “think inside the box” with innovative shadowbox enclosures, including designs that open and close for removable objects. Learn how to protect and preserve heirloom objects on display. Hone the skills needed to communicate the object framing possibilities to your customers. Master composition and arrangement and sell shadowboxes with confidence. Add new dimensions of fun and profit to your framing business! This session covers design, composition, preservation features, structural considerations, and more. FEE: $75

F116W

The Complete Guide to Shadowboxes and Framing Objects Workshop* W INDEX SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 27 • 1:30 - 4 PM James Miller, MCPF, GCF This comprehensive, hands-on workshop is the second part of the shadowbox course. Construct mounts of your own to take home, along with samples of products useful in shadowbox framing. Jim demonstrates the techniques, provides all the necessary materials, and supervises as you practice four types of secure, non-adhesive, minimally invasive, reversible mounting techniques useful for attaching all sorts of three-dimensional objects in shadowboxes. If you have challenging questions about mounting specific objects, bring them to this workshop for discussion. Topics include golf ball/sphere, coin/medal, book/magazine, hand tool/point-support mount, and interactive discussion. Class size is limited. You must also register for F116L to attend this workshop. FEE: $95 Sponsored by the PPFA - Professional Picture Framers Association 6 THE NATIONAL CONFERENCE 2019

F190

Miter Saws: Operation, Troubleshooting, Maintenance, & Repair Sunday, Jan 27 • 9 AM - 12 PM Mike Reick Your miter saw is the anchor of your production and a key part of your business. Learn how to set up, operate, maintain, and repair CTD, Pistorius, AMP, and Cassese branded double miter saws. Topics include the initial setup of the saw and tables, safe and proper operations, and normal maintenance, including adjustments of cutting heads and measuring systems. Servicing blades, belts, spindles, bearings, and air systems will also be covered. You will learn tips on how to get better quality and reliability out of your machines and how to troubleshoot problems. Class recommended for both current and future saw owners. FEE: $65 Sponsored by Fletcher Business Group

F169

Care and Maintenance of Mechanical & Vacuum Presses Sunday, Jan 27 • 1 - 3 PM Wendy Harris Expression drymounting presses, formerly Bienfang Products/Seal Brand, offer an array of choices from traditional mechanical and vacuum presses to the newer roller presses. Wendy will discuss the proper care and maintenance of Expression/ Bienfang/Seal mechanical, vacuum, and roller presses. If you’re considering buying a drymounting press or already own one but would like to expand your knowledge of the appropriate care and maintenance required, this class is for you. FEE: $45 Presented by D&K Group

Visit our easy-to-use website.

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F-A7218

Framing Techniques for Needle Art* Sunday, Jan 27 • 4 – 6 PM Ellen Collins, MCPF In this lecture/demonstration with PowerPoint, beginners to seasoned pros will get a thorough look at recognizing and handling a wide variety of needle art and textiles, including crossstitch, garments, kalagas, crochet, tapa cloth, jerseys, and more, and how to mount them correctly. Ellen will also discuss time-saving techniques and pricing, with time for questions. FEE: $65 Presented by the PPFA - Professional Picture Framers Association

F191L

Complete Guide to Basic Mounting Techniques Monday, Jan 28 • 9 - 11:30 AM James Miller, MCPF, GCF Learn the basics of permanent mounting for documents, posters, photographs, and other replaceable paper items. This session covers the materials, procedures, and equipment for dry mounting, wet mounting, spray mounting, and pressure-sensitive adhesive mounting. Learn how to select the right method for each job. Step-by-step instructions help you achieve secure mounts, minimize risk and mistakes, and solve common problems in permanent mounting. Removal techniques will also be discussed. FREE ($20 no-show fee) Compliments of Kool Tack

F191W

Complete Guide to Basic W Mounting Techniques Workshop Monday, Jan 28 • 3:30 - 6 PM James Miller, MCPF, GCF You will have the opportunity to permanently mount paper items using the methods, materials, and equipment covered in the prerequisite lecture. In addition to typical window-mat presentations, learn how float mounting and inlay mounting can simplify and beautify your framing, especially for multiple items. Make the most of permanent mounting in your frame designs. Class size is limited. You must attend F191L to register for this workshop. FEE: $75 Presented by Kool Tack

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F107L

Framing Works of Art on Canvas Monday, Jan 28 • 12:30 - 2:30 PM Paul MacFarland, MCPF, GCF The goal of this class is to familiarize professional custom framers with currently accepted procedures for preservation framing of artwork on stretched fabric supports. The artwork discussed will include oil and acrylic painting, needle art, multi-media assemblage, and digital prints on canvas. The class will review the materials, practices, and technical difficulties associated with each medium. Condition reports, state-of-the-art mounting techniques, and new products will be explored in detail. FEE: $65 Sponsored by Jack Richeson & Co.

F107W

Framing Works of Art on Canvas Workshop W

Monday, Jan 28 • 3 - 5 PM Paul MacFarland, MCPF, GCF Further explore the practical application of topics covered in the lecture session. Attendees will assemble stretcher bars, stretch and mount canvas, and explore various fitting techniques for traditional rabbeted and contemporary float frames. There will be a question-and-answer period as well as an indepth review of materials and their sources. You must also be signed up for F107L to attend this session. Class size is limited. FEE: $65 Sponsored by Jack Richeson & Co.

F1002

F193

Monday, Jan 28 • 3:30 - 6 PM Joel Kmak Are you confused by the vast number of hanging hardware options and installation techniques? During this session, Joel will present tried-and-true installation methods as well as must-have tools and hardware that will let you tackle your jobs smoothly, safely, and quickly. Learn time-saving tips and avoid common mistakes that can cost you money and clients. Whether you are doing a one-piece or multiple-piece installation, corporate or residential, this class will help you get the job done right the first time. FEE: $65 Sponsored by Frameware, Inc.

Tuesday, Jan 29 • 9 - 11 AM Paul MacFarland, MCPF, GCF This session explores the intricacies of successful preservation float mounts. Because there is no overlapping mat or frame, the mounts themselves must support the entire artwork. This can be a problem if you’re not prepared with the practical solutions offered by this session. Suspension hinges, pedestal mounts, and expandable side and bottom tabs for varying weights and sizes of paper-borne works will all be demonstrated. Float mounts for paintings on stretched canvas are a mainstay of modern art presentation. Several secure mounting options will be discussed and demonstrated, allowing you to offer these contemporary, creative designs to your customers. FEE: $75

Hanging Hardware: Installations Made Easy

F-A196

Solutions for Framing Oversized Art*

Float Mounts for Art on Paper or Canvas

Monday, Jan 28 • 3:30 - 5:30 PM Rob Markoff, CPF Framing oversized art poses a unique set of challenges such as sourcing materials, engineering, fabrication, physical workspace, materials handling, delivery/installation and pricing. Rob will show you how to deal with all these issues and more. He will provide practical information on how to reinforce frames and make platforms that will add strength to your framing package. This session also covers the dynamics of working with large/thick acrylic and looks at new tools and materials with many uses in everyday framing. FEE: $65 Presented by the PPFA - Professional Picture Framers Association

*These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.

THE NATIONAL CONFERENCE 2019 7


FUNDAMENTALS OF FRAMING Framing skills for the beginner to intermediate framer

F134W

Practical Preservation: A Hands-On Workshop W

F-A7220

Glazing Options* N

INDEX SCHEDULE AT A GLANCE

Tuesday, Jan 29 • 3 - 5 PM David Lantrip, MCPF, GCF Glass is glass, right? Wrong! Let David Lantrip, MCPF, GCF guide you through the maze of glazing options so you can select a perfect choice for your customer’s project. In this session, David will explore the various features of glass and acrylic products on the market and their role in preservation framing. He will demystify product terminology like ‘antireflective’ ‘non-glare’ and ‘abrasion-resistant,’ giving you a better understanding of glazing attributes and the differences between products. Learn how light affects artwork and the important role UV filtration plays in long-term preservation. David will also discuss best uses for different glazing products, giving you the confidence to make the right recommendation to your customers, no matter the type of job. FEE: $65 Presented by the PPFA - Professional Picture Framers Association

Sign up Today!

REGISTER

Register Online www.wcafexpo.com 8 THE NATIONAL CONFERENCE 2019

Tuesday, Jan 29 • 3 - 6 PM Paul MacFarland, MCPF, GCF Industry surveys show that a majority of clients cite preservation as their primary reason for visiting a custom framer. This workshop will explore practical and profitable applications of currently accepted preservation practices for all framers, regardless of experience. Participants will learn to make and use traditional Asian paper hinges for overmatted and floated artwork. Paul will also provide a clear understanding of today’s preservation mounting options, from traditional hinges and noninvasive perimeter mounts to contemporary presentation alternatives. Preservation history, terminology, and products as well as an in-depth discussion and demonstration of over mat and float-mount designs will be included. All two-dimensional media, from drawings, prints, and watercolors to textiles, documents, and chemical and digital photographs, will be reviewed. FEE: $75

F-A7211

Frame Shop Efficiency: Tables and Fixtures* N Wednesday, Jan 30 10 AM – 12 PM James Miller, MCPF, GCF This session provides all the information you need to design and construct rocksolid, durable, economical worktables and fixtures for framing shops of any size or production capacity. The PowerPoint presentation and handout include illustrated instructions and material lists for several innovative, adaptable worktable designs with shelves and vertical storage bins for sheet materials. Ordinary tools are all you need, and the parts can be pre-cut by your supplier. In the classroom, scale models show the details of construction. Discussion includes suggestions for moulding storage, material off-cuts, plus handy table-top fixtures and holders for tools and small framing materials, such as hanging hardware. FEE: $45 Presented by the PPFA - Professional Picture Framers Association

F115

The Perfect Corner Wednesday, Jan 30 • 9 - 11 AM Jim Parrie, Ph.D, CPF This lecture/demonstration class will show you the ins and outs of joining moulding. Jim will cover all the methods used to cut and join frames using each kind of moulding, including polystyrene and MDF. Topics such as underpinning, vises, putties, patching, choosing the best angle to hold things, and whether you should join two or three corners will be discussed. Learn how to buy the correct saw blade and choose the best sharpening system. Jim will also cover how to join wide moulding as well as warped or damaged moulding. He will show you techniques and systems used by some of the world’s best artisans, and he will demonstrate quick production techniques used by high-volume manufacturers. A quick review of the equipment that will best handle your shop’s needs will enable you to make the finest joints and cuts possible. FEE: $45 Sponsored by Fletcher Business Group *These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.


MASTER CLASS Programs designed to take your skill set to the next level M227W

Traditional French Matting* W

INDEX

Sunday, Jan 27 • 9 AM - 12 PM Paul MacFarland, MCPF, GCF This hands-on, in-depth workshop of classic French mat design and fabrication is designed for an array of framers. Learn and practice the time-honored techniques of inked lines with ruling pens, watercolor-washed panels, marbled paper overlays, and pure gold leaf application. With a demonstration of classic passé-partout frame technique, bookbinders’ edge tapes, and a variety of corner clips, Paul will present creative and profitable design alternatives. He will also explore traditional and contemporary design and color concepts as they relate to pricing and selling French matting in the retail custom framing environment. FEE: $95 Sponsored by the PPFA - Professional Picture Framers Association

SCHEDULE AT A GLANCE

M2044

Splined Corners: A Custom Solution*

REGISTER

Sunday, Jan 27 • 9 - 11 AM Rob Markoff, CPF Splined corners are the hallmark of joining hardwood picture frames. In this class, Rob will show you the tools and techniques he uses to produce beautiful frames. We will review pre-joining, jig making, cutting spline slots and spline stock, trimming and finishing. Elevate your joining skills and offer your clients this profitable and more customized look. FEE: $65 Sponsored by the PPFA - Professional Picture Framers Association

10 THE NATIONAL CONFERENCE 2019

M-A7223

Keeping Things Safe Chemically* N

Sunday, Jan 27 • 10 AM - 12 PM Hugh Phibbs Knowing how to protect items we are entrusted with begins with a basic understanding of which elements and compounds do the most damage. This lecture/demonstration will explain, in simple terms, what these threats are and what are the most economical and effective defenses, illustrated with images and shared samples. FEE: $85 Presented by the PPFA - Professional Picture Framers Association

M2028

You Light Up My Frame: Using LED Lighting in Your Frame Sunday, Jan 27 • 1 - 3 PM Rob Markoff, CPF This class reviews what LED lighting is and the various types of lighting that can be incorporated inside a picture frame. Rob will cover edge lighting, object lighting (spotlighting), and full panel backlighting for even illumination of transparencies and other artwork that requires even lighting from the back. There’s no better way to highlight your customer’s needs than with LED lighting. FEE: $75

M-A7240

Simple, Safe Hinging* N

Sunday, Jan 27 • 1:30 - 3:30 PM Hugh Phibbs An innovation that comes from the staff of the French national conservation school, INP, Paris, has transformed the practice of hinging. Klucel G is a modified form of cellulose similar to methyl cellulose, with the advantage that Klucel G can be mixed with alcohol instead of water. While it is used as a consolidate by conservators, it can be used to create the bonds needed for hinging. Lacking water, it will not swell and deform paper. Since it is not biologically active, it will not feed molds. In this class the students will experience this adhesive and the lignin-free paper that can be used for making hinges and margins with it. FEE: $85 Presented by the PPFA - Professional Picture Framers Association

M272W

Decorative Panels Workshop W Sunday, Jan 27 • 5:30 - 7:30 PM Brian Wolf, CPF, GCF In this hands-on workshop, Brian will show you modern methods to recreate the look of wash panels. Using masking and colored powders, you’ll be able to make these artistic touches efficiently, precisely, and beautifully. You will learn variations that add soft textures and exciting patterns to your work. These decorative panels are a tradition for antique prints. They can be bold or subtle - and adapted to so many other styles. Once you see the possibilities, you can start adding accents like these to enhance your work every day. Class size is limited. FEE: $75

M260W

Creating Custom Finishes on Raw Wood Workshop W

Monday, Jan 28 • 9 AM - 12 PM Eric Michael Tollefson Learn to create beautiful, unique finishes on unfinished wood moulding. By using materials such as quick-drying, water-based stains and shellacs as well as multiple types of paints, glazes, and waxes, you’ll be able to offer an almost unlimited selection of customized finishes to match your customers’ art. The skills and knowledge you’ll gain in this hands-on workshop can be adapted to your shop’s capabilities, from a large to a small-scale operation, giving your frames a more personalized, distinctive look. FEE: $125 Sponsored by Foster Planing Mill

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- New

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M2012

Mastering Mounting: Sensitive Items Monday, Jan 28 • 9 - 11:30 AM Chris A. Paschke, CPF, GCF, CMG This session will review basic starch hinging and corner pockets then discuss techniques for dealing with color tinting and ghosting, sheer fabrics (wet/dry mount), silk paintings and scarves (pressure mount), papyrus (raised float mount), folded stone rubbings (kozo mount), papercuts (encapsulation), 3D items (sink mount), pastels (lifted mount), HA reversible boards (flush mount), embossed seals (sponge mount), tiles (fitted mount), Cibachromes (static mount), and sealed packages. The session will also explore HA boards (130F, 160F, 190F), honeycomb panels (Eaglecell, Falconboard, Hexamount, Tycore), HD boards (Ryno, Mighty Core, Gator), aluminum composite material (DiBond, KoolTack), and pressure-sensitives. FEE: $75 Sponsored by D&K Group

M2031

Identifying and Framing Vintage Photographs Monday, Jan 28 • 10 - 11:30 AM Paul MacFarland, MCPF, GCF When a customer brings in an antique photograph to be framed, do you know what type of image you’re looking at so you can frame it properly? From Daguerrotypes to albumen to platinum and silver prints, this session will show you how to identify which historic photographic medium you are dealing with and what framing technique is best suited to it. With the resurgence in the popularity of vintage photography, this knowledge will help impress your customers, make your framing design skills historically accurate, and preserve these priceless images for years to come. Paul will demonstrate identification methods and review major photo types, providing the terminology and history you need to enhance your framing skills with what has been called the first “printed truth” of America. FEE: $65 Sponsored by Gryphon Moulding

M-A7215

M-A7234

Monday, Jan 28 • 10 AM - 12 PM Hugh Phibbs Improvement should be constant, and paper edge support for works of art and documents have been improving ever since they were introduced in the last century. Now, a new lignin-free paper provides a thin, strong material to fabricate these supports and plastics like Volara and Mylar can be safely used to create plastic/paper support spaces and windows that can be easily lashed shut; even a support tab system that enables the display of the entire sheet. In this class, students will be given samples of these new mechanisms and will be shown how they can be created and manipulated. FEE: $85 Presented by the PPFA - Professional Picture Framers Association

Monday, Jan 28 • 1 - 3 PM Hugh Phibbs Physically protecting the valued materials that we handle requires a knowledge of what forces pose threats and what materials and mechanisms can defend against those threats. This lecture/demonstration, with images and samples, will lay out the physical dangers we face and will show how the right materials can be used to design simple, economical defenses against these threats. FEE: $85 Presented by the PPFA - Professional Picture Framers Association

Innovations in Hinge-Free Support* N

Keeping Things Safe Physically* N

M-A7222

Large and Scary Textiles!* N

Monday, Jan 28 • 1:30 - 3:30 PM Joyce Michels, MCPF Do you quail when presented with quilts and other large textiles? Fear no more! Joyce Michels, MCPF, will give you the tools to choose the right materials and mounting techniques for a large variety of oversized textiles—including quilts, rugs, tapestries, and large garments. Learn about possible pitfalls and how to solve them, and how to properly preserve these beautiful items for future generations. FEE: $65 Presented by the PPFA - Professional Picture Framers Association

*These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.

THE NATIONAL CONFERENCE 2019 11


MASTER CLASS Programs designed to take your skill set to the next level M-A7221

Bevels, Bevels, Bevels* Tuesday, Jan 29 • 9 - 11 AM Russ Wood The focus of the class is making money. This is done by providing your customers with various options for hand-coloring your mat bevels for their paper-based artwork. Basic options include single and multi-colors as well as genuine gold, palladium, silver, and composition metal leaf. The class is demonstration-oriented. There will also be some limited hands-on participation by students, so wear comfortable clothes. The methods discussed will range from the simple ’30-second bevel method’ (pre-filled marker) to the more involved ‘3-layer sanded basecoat’ for 24K gold leaf. Applicators will include pencils, dip pens, preloaded pens and markers, refillable markers, brushes, sponges, and paper towels. Some methods will use removable tape and other methods will not. Coloring agents will include watercolor, pastel, acrylic, ink, and graphite (carbon). FEE: $65 Presented by the PPFA - Professional Picture Framers Association

M2002

Frame Identification from a Historical Perspective INDEX SCHEDULE AT A GLANCE REGISTER

Tuesday, Jan 29 • 12:30 - 2:30 PM Rhonda Feinman This informative session will provide an overview of frame history, covering all the major movements without all the minor details. You will learn how to show your customers appropriate frame choices based on historical styles. Discover how to identify frame styles correctly and to relate art, architecture, and design periods to today’s framing choices. Rhonda will help you broaden your frame knowledge so you can impress customers with your expertise. You will leave this seminar with a solid knowledge of historical frame styles and how they relate to today’s framing, increasing your credibility and giving you a greater understanding of your own business. FEE: $45 Sponsored by Rhonda Feinman Custom Frames

12 THE NATIONAL CONFERENCE 2019

M201L

Mastering Mounting: Creative Mounting & Laminating Tuesday, Jan 29 • 12:30 - 3 PM Chris A. Paschke, CPF, GCF, CMG This stimulating seminar will showcase a full range of profitable techniques for all kinds of creative mounting and laminating applications. This class is designed for framers who already understand dry mounting and is ideal for new, potential, and existing system owners. Creative mounting, wrapping, and laminating techniques in this session will include: tiered matting—surface, under, pin-striped and bevel banding—wrapped and embossed mats, one-step shadowboxes, retexturing and resurfacing laminates, leather-look, contempo panels, faux glass etching, and canvas transferring. There will be extensive samples and diagrams. FEE: $65 Sponsored by D&K Group

M201W

Creative Mounting and Laminating Workshop W

Tuesday, Jan 29 • 3:30 - 6 PM Chris A. Paschke, CPF, GCF, CMG This hands-on workshop requires you to have the basic knowledge of dry mounting and laminating and encompasses projects from the three different aspects of the creative lecture session. You will create a tiered mat, an embossed mat, one-piece shadowbox, resurfaced and retextured sampler, and contempo panel designs. You must also be signed up for M201L to attend this workshop. FEE: $75 Sponsored by Gluefast Company

M2039

American Impressionist Frames from Different Regions Tuesday, Jan 29 • 4 - 5:30 PM Marty Horowitz and David Horowitz This entertaining presentation on American closed-corner frame makers of the twentieth century explores how their different styles were used to frame many genres of art. They will show various frame samples and discuss the evolution of American Impressionist frames, from Carrig-Rohane and Newcomb-Macklin to the Taos and California styles. This session will lead you

on a fascinating journey through American frame history and provide you with insights from master gilders into how these timeless designs were created and how they can still provide the perfect frame for many types of paintings today. FEE: $45

M264W

Fabric Wrapping Workshop* W Wednesday, Jan 30 10 AM - 12:30 PM David Lantrip, MCPF, GCF Fabric-wrapped mats and liners offer a surprisingly easy way to add a classic, upscale look to your framing. You will learn the basics of creating 4-ply, 8-ply, and reverse-bevel mats with the rich depth of color and texture that only fabric can provide. We will then move on to learn how to combine specialized mat cuts with fabric for distinctive mat designs. You will learn how to get professional results when wrapping liners, using both continuous wrap and wrapped corner methods. This is a hands-on workshop where attendees will leave with a finished product. Class size is limited. FEE: $75 Sponsored by Frank’s Fabrics and the PPFA - Professional Picture Framers Association

M2049

Mastering Mounting: Challenging Items Wednesday, Jan 30 • 10 AM - 12 PM Chris A. Paschke, CPF, GCF, CMG Bring your challenge queries! Framing items that are a step above the norm require mounting from a different point of view. It’s not always just a question of how to mount something; it’s also a question of how the mount may enhance the overall presentation. Discussions will include techniques covering EVA vs. PVA (object mount); silk paintings (wrapped pin mount and flat pin mount); digitals (HA, PS mount); Yupo (synthetic mount); polyester encapsulation mount; digital mounting; sealed packages; countermount; and substrate options including HA board specialties (130F, 160F, 190F), honeycomb panels, HD boards, ACM (aluminum composite material), and pressure-sensitives. FEE: $45

*These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.


Speaker Profiles With over 50 leading industry experts, we are dedicated to providing you with the most comprehensive selection of seminars, workshops, and networking opportunities. William Bruce Adair

received his BFA in studio art from the University of Maryland in 1972. For the next 10 years, he worked for the Smithsonian Institution’s National Portrait Gallery as a museum conservator, specializing in the treatment of picture frames. In 1982, he formed Gold Leaf Studios to make frames and conserve gilded antiques. His clients have included the U.S. Department of State and the National Park Service. He is the founder of the International Institute for Frame Study, a non-profit archive dedicated to collecting and disseminating information on the history of frames. In 1991, he was awarded the Rome Prize in Design from The American Academy in Rome.

Philippe Avila is an object conservator, historian, consultant, and dealer with a master’s degree in art conservation from the University of Barcelona, specializing in antique frames. Philippe works for galleries, collectors, museums, and major auction houses. He also works on-site performing maintenance of fine surfaces in exquisite interiors decorated with antique or contemporary furnishing. He has expert knowledge in European and Asian techniques such as gilding, silvering, lacquering styles, marquetry, and much more. Philippe has published several articles and participated in several international conferences and symposia. Debbi Babb, corporate trainer at LifeSaver Software, has worked as an operations trainer for more than 20 years. She has an extensive background in training and customer satisfaction. Gary Barker is the national

sales manager at Digital Technology Group in Florida’s Tampa Bay area. He specializes in partnering with businesses to enhance their product offerings and to leverage the latest technology and media solutions to develop new markets and growth opportunities. He resides in Tampa with his wife and four children.

To see full speaker biographies, please visit our website at www.wcafexpo.com

Ken Baur is president of KB Consulting, a company specializing in the development of self-controlled websites, email marketing, corporate sales programs, pricing strategies, profit analysis, and many other services to framers looking to improve their business. KB Consulting works with dozens of independent framers and many industry manufacturers to help build our industry. Ken is a frequent speaker at national framing conventions and contributes many articles for industry publications. Daniel Beauchemin stud-

ied architecture with focuses on furniture design, art history, and interiors. After a decade of professional experience, he moved to New York City and purchased Chelsea Frames in 1995. By 2009, it had become one of the most renowned studios in the U.S. with a global client base. It was during this time that Beauchemin accepted a design opportunity in Europe with Larson-Juhl. After sixand-a-half years in the corporate world, he returned to his first love, the framing studio, in 2016.

Kirstie Bennett is the

co-owner of The Framer’s Workshop in Berkeley, CA, which she founded in 1977. In 2013 she opened The Framer’s Outlet, a ready-made frame shop adjacent to her original business. She has won a number of awards, including Best Frame Shop from the San Francisco Chronicle, and her business was the first certified Green Framing shop in the US. Kirstie is head of corporate framing sales at her business, and has provided this service to the corporate and institutional market in the Bay Area for the last 30 years. She holds a BA in English and art history from UCLA and is a guest speaker on framing for photographers and printmakers for Berkeley City College. She serves as a consultant for Tru Vue.

Tim Check has been

working in the large format imaging market since 1997 in roles ranging from engineering and product development, to marketing and sales management. In 2010, Tim joined Epson America’s Professional Imaging team and is currently focused on delivering best-in-class products to the large format commercial print market. Tim holds a bachelor’s degree in computer engineering from Kettering University and an MBA from Rochester Institute of Technology.

Ellen Collins, MCPF, was

the owner, with her husband Roger, of Howard’s Art & Frames in Hagerstown, MD, before their recent retirement. A framer since 1979, Ellen is a long-time PPFA member and a speaker at regional and national events, as well as an examiner for the Master Certified Picture Framer (MCPF) exam, Recertification Course instructor, and PPFA International Framing Competition judge.

Kiva Connor has always said she truly is a lucky one. She is captivated with what she does and truly enjoys the way she spends her “Monday-Friday.” She says most days her work does not feel like her job, but rather a purpose and passion. Kiva has 15 years of experience working in product development, including seven years managing teams and overall design and development process from concept to manufacturing. Her background is in industrial design and she has worked in product development for a broad spectrum of industries and product categories. Her personal design passion is creating home environments that reflect a person’s individual style and lifestyle needs. Jared Davis, MCPF, GCF,

has 26 years of industry experience and is a business development manager for Larson-Juhl in Australia as well as a consultant for Gunnar International. In addition to writing for PFM, Jared also travels extensively as an educator and speaker, teaching at many industry shows and seminars around the world. Jared has recently served on the PPFA Board of Directors and is the author of the book “Getting the Most Value From Your CMC.”

Brad Denger is the president

and CEO of Beale Ash Distribution, an Epson Authorized Professional Graphics Reseller supplying wide-format inkjet printers, media, ink, and other related products to the fine art, graphic arts, fine photography, and pre-press proofing markets. He is well respected in the fields of giclée and fine photographic reproduction printing and has extensive knowledge of and experience with wide-format printing, the art of color management, and the wide array of available media. Brad is an avid amateur photographer who enjoys working with those who share a passion for wide-format fine art and photo inkjet imaging. Brad has a BS degree from CSUDH in business management, specializing in production and operations management. THE NATIONAL CONFERENCE 2019 13


MAT CUTTING Hands-on workshops covering basic, creative, and specialized designs MC701

Mat Cutting: Back to Basics Workshop W

Sunday, Jan 27 • 9 AM - 4 PM John Ranes II, CPF, GCF Beginning with the fundamentals of mat cutting, this hands-on workshop is designed for those getting started in custom framing as well as for framers who want to learn or review time-saving shortcuts and quality assurance techniques needed to produce great mats. Each attendee will cut mats on a Fletcher F-2200 mat cutter complete with measuring stops and all the necessary materials. You’ll master the use of measuring stops and learn to cut mats rapidly, profitably, and to professional quality standards. John will devote special attention to mat cutter adjustments and calibration. This session will continue into the afternoon, focusing on more complex mats. You’ll receive more expert instruction as you will advance to creating some specialty corner cuts and other more complex mats. Note: This workshop will break for lunch from 11:30 AM - 1:30 PM. This session normally sells out early, so register now! Class size is limited. FEE: $95

MC707

Fillets Made Easy: A Hands-On Workshop W

INDEX SCHEDULE AT A GLANCE

Sunday, Jan 27 • 5:30 - 7:30 PM Tim Franer, CPF, CMG In this popular hands-on workshop, Tim will show you how fillets can increase your bottom line while adding a more upscale look to your designs. Fillets offer a customized look that double mats alone can’t match. Tim will also demonstrate how to properly cut and fit fillets by using a new measuring and cutting system that not only helps save time but also gives you a perfect cut and fit without using measuring tape. You’ll get hands-on practice in this session and leave with samples for your shop. Class size is limited. FEE: $75 Sponsored by International Moulding

Special thanks to contributing companies for the Mat Cutting Series:

REGISTER

ASAP Mouldings & Tapes, Crescent Cardboard, The Fletcher Business Group, Peterboro Matboards, and Specialty Matboard. 14 THE NATIONAL CONFERENCE 2019

N W Creative Corners Workshop MC702A

Monday, Jan 28 • 9 - 11 AM John Ranes II, CPF, GCF Do you want to learn easy-to-use and practical mat cutting techniques that will impress your customers? John has the answer with everyday corner styles such as offsets, slant notch, and double slant notch that will accentuate the artwork as well as take your custom framing to the next level. No other decorative cutting techniques are as versatile as the ones you will learn in this hands-on workshop. Note: This session is part of a specialty mat cutting series. Basic mat cutting skills are required with knowledge of cutting double mats. FEE: $75

MC702B

V-Grooves and Inlays Workshop N W

Monday, Jan 28 • 3:30 - 5:30 PM David Lantrip, MCPF, GCF Inlaid mats, V-grooves, and variations on these techniques are all easy, low-cost methods to enhance framing designs, add product value, and improve your bottom line. In this hands-on workshop, you will learn how to execute V-grooves, open V-grooves, inlaid corner pieces, and inlaid mats to get professional results every time. We will also look at ways to enhance design techniques with decorative papers and other variations. Note: This session is part of a specialty mat cutting series. Basic mat cutting skills are required with knowledge of cutting double mats. FEE: $75

MC708

Upscale Design Workshop W

Tuesday, Jan 29 • 9 AM - 12 PM Tim Franer, CPF, CMG Are you losing custom framing sales? Observe over 50 step-by-step transformations as Tim Franer’s award-winning examples of basic designs are converted into upscale frame masterpieces. This presentation will show you simple but effective techniques and provide you with the skills you need to upscale your designs. See how placing fillets onto refined mats can take your design to another level, how the right matting proportions can make a design

come alive, and learn easy techniques for creating dimensional effects and techniques for hand-wrapped mats. Discover effective ways to use mouldings, layered designs, and textured finishes to create truly spectacular looks. In addition, you’ll get tips on how to use framed design samples to showcase your skills to create a powerful sales display for upselling framing at your front counter. To future your knowledge and skills you might want to include a companion course S592 Upscale Design Hands on Workshop. FEE: $75 Sponsored by Specialty Matboard

MC702C

Getting Creative: Customizing Mats and N W Embellishments Workshop Tuesday, Jan 29 • 2 - 4 PM Tim Franer, CPF, CMG Join Tim in this specialty hands-on workshop as he guides you through different mat finishing techniques that will improve your craftsmanship. This session will cover the intricacies of fabrics, bevels, and mats that will elevate your final product in the frame shop. Tim has the answers for you to attain this simple but essential part of custom picture framing. Class size is limited. Note: This session is part of a specialty mat cutting series. Basic mat cutting skills are required with knowledge of cutting double mats. FEE: $75 Sponsored by Specialty Matboard

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Speaker Profiles Charles Douglas, a gold

leaf gilder in private practice in the Pacific Northwest, specializes in custom gilding and restoration of gilded frames, furniture, architectural, and sacred gilding. Charles’ focus includes glass gilded mirrors, the method which began his gilding career over 34 years ago as a member of the visual merchandising store opening team at Saks Fifth Avenue in New York. His diverse selections of projects extend from luxury yachts and residences to liturgical gilding and altars. Charles is a committed teacher of the gilding arts and offers classes in such cities as Seattle, New York, Louisville, and Owen Sound, Ontario. To further support the continued growth of gilding students, Charles publishes the Gilding Arts Newsletter with a membership of over 700 members in 20 countries.

Scott Erickson is co-owner

of Digital Technology Group in the Tampa area and has 26 years of digital imaging experience with technical certifications from Epson, EFI, X-Rite, Scitex, Kodak, Iris, and other imaging manufacturers. He is considered by the industry as one of the best teachers of the complete color imaging workflow, including capture, color management, file preparation, and output.

Rhonda Feinman is the owner of Rhonda Feinman Custom Frames in Woodside, NY. The company specializes in faithfully produced, handmade, antique reproduction frames. Feinman is a consultant to many well-known art galleries and museums regarding framing and antique frame conservation and restoration. She has been in the picture frame business for over 30 years and received her B.F.A. from Parsons School of Design, New York City. Tim Franer, CPF, CMG, has

framed artwork for heads of state, corporations, galleries, and fine homes across the globe for more than 40 years. Known for his creative design and skilled craftsmanship, he is an authority on art and design, consults with industry leaders to define color and design standards, and is a speaker and educator on art, design, and framing. Tim is an instructor of seminars and workshops around the world. As a former gallery owner, Tim has worked as senior design and market development manager for Tru Vue and as a development/design manager for Nielsen Bainbridge. His professional achievements include the 2017 PPFA International Framing Competition award, PPFA Membership Award, and a past board of directors member on the International Color Marketing Group. He also owns Tim Franer & Company and is a regular contributor to the Mat Doctors and Frame Design columns in PFM.

Meg Glasgow, owner of

Finer Frames in Eagle, ID, is a nationally recognized consultant in the art and framing field and winner of Larson-Juhl’s first Design Star competition. She travels widely in the U.S. presenting sales and marketing seminars for small businesses, and has published her second book, “Recharge Your Business.” At home, Meg serves on the Eagle Arts Commission. She was named Meridian’s 2005 Woman of the Year, a finalist in the Idaho Woman Entrepreneur of the Year program for 2004, and her business was chosen as the Meridian Small Business of the Year in 2002. Finer Frames received the top distinction with the Top 100 Art & Framing Retailers Award in 2003. The company, which she founded in 1999, has earned national exposure by framing for NBC’s reality show The Neighbors and ABC’s Extreme Makeover: Home Edition.

Jay Goltz is president

and founder of Artists Frame Service, Inc., the world’s largest custom picture frame shop. With more than 40,000 square feet and 50-plus employees, this facility is more than 20 times the size of the average picture framing company in the U.S. Jay started the company right out of college after receiving an accounting degree from Northern Illinois University. He also owns Chicago Art Source and Jayson Home, located adjacent to his framing business in Chicago. He has received numerous business awards and is a frequent public speaker at everything from Inc. magazine conferences to Kellogg’s Graduate School management classes. Artists Frame Service was one of the 14 featured companies in the book “Small Giants-Companies That Choose to Be Great Instead of Big” by Bo Burlingham (editor of Inc. magazine). He is the author of “The Street-Smart Entrepreneur.”

Carol Graham is the director of customer relations and training for FrameReady software. She is an accredited trainer who has been educating framing professionals for the past 19 years on how to manage their businesses with FrameReady. She also provides assistance to frame shops and galleries in setting up their pricing systems. Carol is a speaker at various events and author of the PPFA webinar, “The Evolution of Pricing.” She has extensive training within the picture framing industry, which gives her a solid background in pricing structures and strategies. Carol has been a volunteer with the PPFA International Board of Directors since 2011.

To see full speaker biographies, please visit our website at www.wcafexpo.com

Wendy Harris, senior

technical service specialist for D&K Group, has 19 years of technical experience with D&K Mechanical and Vacuum presses. She leads the D&K Distributor Training Seminars, where distributors receive hands-on training with D&K presses, adhesives, and laminates. She also leads the D&K Technical Service Hotline, where framers call in for assistance, and uses her expertise to successfully talk customers through the trouble-shooting process and actual machine repair.

Ginger Hartford, CPF, is a

27-year career veteran of the art and design industries who was formerly with Larson-Juhl, a global Berkshire Hathaway Company. As a patented inventor of design technology, she has keen insight into emerging visualization tools and social media trends. Ginger’s extensive experience includes business development, product design, and integrated marketing and branding with leading national retailers, international online art marketplaces, the designer community, and major channel brands across home furnishings, art, framing, and photography. Ginger founded EurDesign Studio to continue supporting art and design brands ready to level up their strategic marketing approach and share her passion for marketplace trends.

Marty Horowitz, a graduate of the School of Visual Arts in New York City, has held high-level positions at many New York frame manufacturers, including Kulicke Picture Frames. He formed Rothman & Horowitz with Henry Rothman in 1980 and, in 1988, Goldleaf Framemakers of Santa Fe. He first pursued gilding as part of his artwork. His work has been exhibited in numerous group shows and many one-man shows, and several of his pieces are in museums and prestigous private collections around the country. He has participated in the Seattle Art Fair, the Chicago Navy Pier Show, and Art Aspen. He is currently showing at Yares Art Projects in Santa Fe and has just opened his first one man show at Yares Art in New York City. He will be participating again at ADAA NYC Armory, Art Miami, and the new Downtown Fair NYC. David Horowitz has a BFA in Design from the University of New Mexico and has worked in the custom picture frame business since 2001. A second-generation frame maker, he’s been in charge of operations at his family’s Goldleaf Framemakers of Santa Fe since 2011. From concept through to finished product, he’s dedicated to exploring frame history and expanding the reproduction capability of his twenty-first century frame manufacturing facility. THE NATIONAL CONFERENCE 2019 15


PROFIT & MANAGEMENT Explore management techniques, pricing strategies, business plans, and more P3062

How to Make Money with Your Valiani Sunday, Jan 27 • 1 - 3 PM Chuck Terry and Don Strouf Don will show you how to use the Valiani Mat Pro Ultra to its fullest potential, where it will more than pay for itself every month and make your shop stand out from the rest. This class will teach you the basic designs that you can use in everyday matting and framing that will literally pay your monthly rental fee, and more! Don will show you examples of designs and teach you how to create your own special matting looks along with fun and exciting incentive contests you can implement for your employees, or even yourself if you are a one-person shop! FREE ($20 no-show fee) Compliments of Crescent

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P3085

SCHEDULE AT A GLANCE

How Framing Retailers Can Outpace Online Framing Solutions N

REGISTER

Monday, Jan 28 • 10 AM - 12 PM Courtney Wright In today’s world of online everything, framing retailers and art galleries have two choices: beat ‘em or join ‘em! Knowing that most of us won’t be able to go out and raise capital from private equity to start an online frame solution, have you spent time thinking about how you can compete? The days of waiting for clients to pour into your store are over. With the use of simple and cost-effective ‘stay in touch’ technology, it has never been easier to develop a relationship with your clients that grows your business significantly. FREE ($20 no-show fee) Compliments of Gemini Builds It!

P383

Selling Art and Framing to the Corporate Market Monday, Jan 28 • 1 - 3 PM Barbara Markoff and Rob Markoff, CPF In an era of big box and Internet competition for art and framing sales, selling to the corporate market can provide a great opportunity for increased growth and stability. This veteran husband-and-wife team will share over 25 years of success in this arena. Learn about prospecting, networking, developing leads, and overcoming disinterest and objections on cold calls. Learn how to make an effective presentation and the follow-up required for closing the sale. This session will take you through the process from start to finish, including art and framing resources, installation, and billing. FEE: $65 Sponsored by Top Art

P352

Gift Items and More: A Profitable Product Mix Monday, Jan 28 • 1 - 3 PM John Ranes II, CPF, GCF As the framing market has changed in recent years, many shops have added new products or services to their businesses, generating income from on-demand printing, art supplies, and other gift and home décor products. Making this move successfully, depends on finding the right products to enhance customers’ shopping experience. Choosing the right product requires careful analysis and creativity. John will show you how other shops have made this move successfully, including his own. Find out how you can generate more income and traffic by adding non-framing merchandise to your showroom. FEE: $65

P3079

All About Digital Monday, Jan 28 • 1 - 3 PM Manni Walia ‘Digital transformation’ to many is the phrase of the year. For our industry specifically, the idea of ‘going digital’ can be met with hesitation. The reality is, we must adapt to the digital movement in order to stick out from the crowd. In this session, hear from Larson-Juhl’s digital lead on why digital is best for your business and solutions that will help you get there. FREE ($20 no-show fee) Compliments of Larson-Juhl 16 THE NATIONAL CONFERENCE 2019

P3065

Competing in a Changing Industry: The New Model for Success Monday, Jan 28 • 3:30 - 5:30 PM Ken Baur The rapidly changing world today dictates that time and resources be focused on what will grow and sustain business. New opportunities for producing products, reaching potential customers, and marketing services need to be considered for the framing industry to remain competitive. Join Ken as he explores the true cost of producing custom frames and examines the possible benefits of what a new model could mean for your company. Discover where you can make the greatest impact and how refocusing your time and effort will grow your customer base. Change not only your business but also the entire industry. FEE: $65 Sponsored by Larson-Juhl

P311

The Goltz Standard: Pricing Strategies Monday, Jan 28 • 3:30 - 5:30 PM Jay Goltz Are you working hard and not making the kind of profit you should? Learn how to conquer the pricing dilemma from the expert. Jay is the owner and operator of Artists Frame Service, the largest independently owned retail frame shop in the U.S. His presentation will reveal the ins and outs of pricing, and the critical elements that, if overlooked, can deplete your profits. He’ll show you an easy method of creating a formula that works regardless of your competition, geographic location, or size. FEE: $75 Sponsored by EnCore Products

P3066

How to Build Buzz Monday, Jan 28 • 3:30 - 5:30 PM Meg Glasgow How do you make your clients so happy that they rave about the service you provide? With a client appreciation event, of course! Learn simple ways to show gratitude to your best clients with a unique event that builds trust and credibility for your brand. Get how-to details for making clients special with frame reveals, themed parties, and more. This fun and informative new class shows you how to build the buzz around your event to create raving fans and more referrals. FEE: $65

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P3020

Things Your Accountant Won’t Tell You About the Framing Business Tuesday, Jan 29 • 9:30 - 11:30 AM Ken Baur Are you as profitable as you’d like? If you’re relying on your accountant to know exactly where your business stands, you may be missing out on the bigger picture. Few businesses combine retailing and manufacturing like a frame shop does. Ken will walk you through profit margins, pricing, salary costs, marketing investments, and much more while identifying key challenges unique to the framing industry. You’ll find out which important areas make the most impact on your bottom line and what you can do to improve them. Make your business the best it can be by implementing the many practical ideas covered in this session. FREE ($20 no-show fee) Compliments of Tru Vue

P393

Ten Key Legal Issues Facing Publishers, Artists, and Framers Today Tuesday, Jan 29 • 10:30 AM - 12 PM Meaghan Kent, Esq. For anyone involved in the art business as a framer, publisher, licensing agent, or artist, legal issues are bound to arise. In this class, Joshua will address leading issues faced by art publishers today, from copyrights to legalizing your online gallery procedures. Learn how to shut down an infringing website or eBay auction. Find out how to stop infringements and actually turn a profit from them. Topics will also include the use of trademarks and people’s images in artwork, how much copying is allowed, what needs to go into a certificate of authenticity, key points in art licensing agreements, and pitfalls in artist-publisher and licensing agreements. Discover how distributors or framers can be held liable if they sell counterfeit goods or goods that are not as advertised and much more. If you want to know the real story on a wide range of legal issues affecting art, don’t miss this session led by experts in the field of art law. FEE: $45 Sponsored by SunDance Graphics

P3077

P3056

Tuesday, Jan 29 • 1 - 2:30 PM Jim Parrie, Ph.D, CPF Starting, buying, or selling a business can be intimidating. Attending this class can help you develop a solid plan that can reduce that stress and better ensure success. Jim will discuss how to understand your finances and develop an operation that relies on more than one person and can outlive you. He will cover how to invest in smart places so the business can run itself. Master the details of ‘transition plans’ from wills and partnerships, to compensations and more. Jim has helped hundreds of business owners develop business plans that allow them to choose when they want to retire and who will succeed them as owner, and to know that they can retire with confidence. This is the perfect class to prepare you for the future of your frame shop. FEE: $75

Tuesday, Jan 29 • 3 - 5 PM Jay Goltz Retailers today are facing a fork in the road: follow the discounted pricing path or choose to focus on higher-end custom design? Before you commit to one, understand the key factors for both methods, as this information is crucial for your success. In this session, discover the longterm effects of both strategies and how they can help or hurt your business. Jay will discuss the effect of the most recent industry shifts with the increase of online retailers, discounters, and coupon marketing. Leave this session with clearer understanding so you can make the right choice for your business as well as Jay’s predictions for a successful future. FEE: $75

Five Key Steps to Buying and Selling a Frame Shop N

SPECIAL EVENT SE-P3069

Recharge Your Business: Take Your Business from Ignored to Adored Tuesday, Jan 29 • 8 - 9:30 AM Meg Glasgow Morning Keynote Series See page 22 for full description. FEE: $65 Sponsored by Picture Framing Magazine

Chasing the Wrong Rabbit: The Great Pricing Debate N

P3055

Increase Business with Corporate Framing Sales: A Step-by-Step Approach Tuesday, Jan 29 • 3:30 - 5:30 PM Kirstie Bennett Framers who want to expand their retail business into corporate and framing sales are faced with a number of challenges. Getting word out to corporate and institutional decision-makers is the first hurdle, and for many, the first contact is often the most daunting. One way to start the conversation and grab the attention of key decision makers is to use social media and digital presentations for the initial contact and follow-up with more traditional marketing methods. This class will give you a step-by-step action plan to increase your corporate sales. Go home with a plan you can follow to research and reach out to companies you want to contact. Letter templates, example materials, and a workbook outline will be provided. FEE: $65 THE NATIONAL CONFERENCE 2019 17


PROFIT & MANAGEMENT Explore management techniques, pricing strategies, business plans, and more

SOFTWARE SOLUTIONS T912A

TGIF- Thank Goodness It’s FramePro!

P3074

Frame Shop Success: Location, Leasing, & the Art of Negotiation

INDEX SCHEDULE AT A GLANCE

Tuesday, Jan 29 • 4 - 5:30 PM Jay Kogan Location, location, location is what every business owner hears, but what does that mean for your framing business? Prime mall location, strip malls, and busy highway frontage may or may not be the answer for you. With so many leasing and location options available, you need someone who knows the “magic formula” for frame shop success. Jay will show you how to avoid common pitfalls and reveal hidden costs that can cripple your business. His extensive expertise will cover a list of topics including the true cost of a customer, types of leases, key areas to negotiate, timing and renewals, the pros and cons of using a broker, and much more. Whether it’s your first shop opening or you’ve been at the same location for a long time, this session will give you the tools to make better decisions now and in the future. A Q&A session will follow. FEE: $75

P3071

Delegating and Supervising

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Wednesday, Jan 30 • 10 - 11:30 AM Rob Markoff, CPF Delegation is a means to multiply your output. It is a learned skill that can be utilized by everyone, including one-person shops. You don’t have to do it yourself to get the job done right! If you have ever felt there were not enough hours in the day, this class is for you. Shops with employees will find that they get better results from their staff by using the skills learned in this class. Learn the key points to this valuable skill that will make you work smarter, not harder. FEE: $45 18 THE NATIONAL CONFERENCE 2019

Sunday, Jan 27 • 1 - 3 PM Jeff King Get on board for this SpecialtySoft presentation by framers, for framers. Got questions? Hear how easy to use FramePro software can help you every day in your framing business. FramePro customers and prospective customers will learn how to improve sales, enhance customer contact, use overhead cost based pricing to ensure profit, increase efficiency, and much, much more. See how FramePro can grow with you and provide value for years to come. If you want to improve your business, this class is a must! FEE: $45 Presented by SpecialtySoft

T932

Introduction to LifeSaver Cloud Monday, Jan 28 • 1 - 3 PM Debbi Babb Making the transition from paper to the computer can be a daunting thought! Let LifeSaver show you how you can have a hand-written ticket on your screen while providing you with the latest online tools to simplify your business! Debbi will show you how easy it is to start using the new LifeSaver Cloud point-of-sale software in your business today! LifeSaver continues to provide the most innovative software solutions in the industry, with ease of use in mind. LifeSaver’s new Cloud product allows you to roam the store with a tablet or run from a PC or Mac. You can also design on-site with your customer at their place of business or home, and also complete the sale for them right there. Make your life easier with LifeSaver. FREE ($20 no-show fee) Courtesy of LifeSaver Software

T912C

Business Software Training: FrameReady Software Tuesday, Jan 29 • 12:30 - 2:30 PM Carol Graham This beginner to intermediate class will help you make the most of FrameReady software. Learn the basic concepts of the program, tips for entering orders, selecting reports, and understanding the FrameReady pricing formulas for moulding, matboard, and glass. Carol will move with an order from start to finish, identifying helpful tools to use along the way. See how FrameReady can help reduce errors, save time, and be profitable. There will also be time set aside for questions from participants. Find out what you could be adding to your daily FrameReady routine. Class is open to current and potential clients. FEE: $45 Presented by FrameReady Software

Sign up Today! Register Online: www.wcafexpo.com


Speaker Profiles Paula Jackson has spent over 40 years in the industry, with over 30 years at Larson-Juhl as senior product design manager. Paula has worked in all aspects of the business, from the Tyler Museum of Art to painter Ancel Nunn’s studio to 10 years of art gallery experience—many of those years being spent “behind the counter” designing and selling great framing. While at Larson-Juhl, Paula helped manage the product design process from ideation to manufacturing. Paula retired in 2017, but has rejoined the new design team at Larson-Juhl as a senior designer and mentor. Eric Joseph is a photogra-

pher and senior vice president of new business and product development at Freestyle Photographic Supplies. Eric graduated from California State University, Northridge in 1985 with a BA in art, specializing in photography. He began his career at Freestyle Photographic Supplies in 1986, where he worked his way up to his current Sr. V.P. position. Eric travels across the US leading a seminar titled, “The World of Inkjet Paper...The Print Matters!” Speaking at universities, labs, photo clubs, art centers, and professional organizations, Eric teaches digital printmaking with an emphasis on empirical knowledge, helping folks make informed decisions about their digital output and obtain consistent, reliable, repeatable, and controllable results.

Meaghan Kent Esq. is an

experienced intellectual property attorney, counseling clients and litigating matters related to copyright, art, and other areas such as trademark and the right of publicity, including enforcement, licensing, clearance, fair use analysis, and litigation. She has particular experience in online enforcement, working with clients, including artists and art publishers, to develop strategies to effectively monitor and abate counterfeits. She co-authored the book “An Associate’s Guide to the Practice of Copyright Law,” first published by Oxford University Press in 2009, and now in its third edition, published by LexisNexis.

Jeff King is vice president of

research and development for SpecialtySoft. His background in accounting and computer science preceded a career path that has included retail hardware sales, POS and manufacturing software design and development, and small business ownership. Through these varied experiences, Jeff gained extensive computer hardware and software systems knowledge for the automation of business processes. He is uniquely creative in the conceptualization of systems designed to fill unmet needs of the marketplace.

Joel Kmak, CPF, is the

owner of JDK Art Installation, a San Diego-based, full-service art company for the Southern California area. His early immersion in a DIY shop built the foundation for his one-on-one customer knowledge that carries through to the continuous success of his business. During his 40 career working between San Francisco and San Diego, he has experienced the vast changes in technology and design trends in the art and framing industry. He’s also managed a chop service and a high-volume frame shop, where he managed everything from ordering supplies to moving product to art delivery, shipping, and installation. Joel’s direct engagement with designers, homeowners, and business leaders keeps his finger on the pulse of the framing and art installation world.

Jay Kogan, CEO and

owner of House of Frames since 1975, started a small frame shop 43 years ago and transformed it into a retail chain boasting nine Arizona locations and a central manufacturing distribution center. His entrepreneurial spirit, hands-on involvement with the daily operations, and forward thinking allowed the company to not only thrive during the good economy, but also to survive the recent downturn. Jay is not afraid to change his business with the ever-changing consumer dynamic. This vision and adaptability has ensured the continued success, visibility, and excellence of the HOF brand.

David Lantrip, MCPF, GCF, is the director of education for Franchise Concepts, the franchisor for Deck The Walls, The Great Frame Up and Framing & Art Centre stores. He has served in a number of roles in the PPFA, including serving as a member of the International Board of Directors and other various boards and committees. David recently earned a master’s degree in mass communications from the University of Florida. Paul MacFarland, MCPF,

GCF, and Director of Educational Development for the PPFA, is a framer and industry historian with more than 30 years of hands-on experience. His work is found in public and private collections in the Americas, Europe, and East Asia. Paul has been actively training custom framers, collection preparators, and art handlers since 1984. He is the founder of Art Preservation Resources, an industry consulting firm. He is the author of “Framing Works of Art on Canvas,” published by PFM Books, as well as numerous industry articles, procedural manuals, and essays.

Rob Markoff, CPF, has

been framing for over 40 years. He specializes in volume framing with an emphasis on oversized and challenging pieces as well as art installation. He has written extensively for industry publications and is a featured speaker/educator at framing venues in the U.S., U.K., Canada, Russia, and Australia. He received the Lifetime Achievement Award from the Professional Picture Framers Association in 2015.

Barbara Markoff is a

corporate art consultant and co-owner of Artrageous!, an art and framing company based in San Diego. Her firm specializes in art selection, framing, and installation for healthcare and corporate environments. She has a B.F.A. in ceramics and an M.A. in art therapy. Her book, “Becoming a Corporate Art Consultant - The Handbook for Corporate Art Consultation,” is published by PFM Books. Barbara’s website is www.theartconsultant.biz.

Kevin Meath, CPF is an ex-

perienced framing professional with significant experience in operations, sales, and management. His skill set enables him to consult in all areas of frame manufacturing, from small, low-volume, extremely high-quality shops to very high-volume OEM factory production operations. He has extensive experience in plant layout and lean manufacturing practices, design, and product sourcing for both domestic and imported products. He has led new product development teams to successful completion. He has digital wide format printing, flat bed printing, dye sublimation, CNC cutter process, and implementation skills. Kevin has good leadership skills and has led training programs to grow team development while meeting clients’ needs. Kevin is currently a consultant working with manufacturers who want to improve productivity, cut costs, and improve yields. His clients range from small companies looking to expand their offerings to larger operations with needs to control costs and improve productivity.

Joyce Michels, MCPF, is

owner of Michels Frames & Things in Saint Robert, MO. She is a director on the PPFA Board, board liaison to the PPFA Certification Board and PPFA Scholarship Committee, and a Past President of the PPFA Mid-America Chapter. She is an MCPF examiner and a competition judge. Her frame shop, near the U.S. Army base at Fort Leonard Wood, MO, specializes in preservation framing of military items and other memorabilia. THE NATIONAL CONFERENCE 2019 19


HISTORICAL COLLECTION Gain fascinating new insights into these masterful icons of creativity and style

GREAT FRAMES OF EUROPE Frame design has long existed in the shadow of fine art, yet its development is as rich and varied as painting and sculpture. The great classic frames of Western Europe have long offered masterful icons of creativity and style that mirror the growth of fine art and architecture. These sessions offer fascinating insights into historic works that are sure to captivate anyone interested in art and framing.

R1108

Baroque Splendor: Spanish Frames of the 17th Century

INDEX SCHEDULE AT A GLANCE

Sunday, Jan 27 • 1:30 - 3 PM Philippe Avila The Spanish Baroque period, also known as the golden age of Spanish art, was not only a gilded age of painting, with such notable artistic personalities as Diego Velazquez, Francisco Zurbaran, Alonso Cano, and Bartolomé Esteban Murillo. It was also the golden age of Spanish frames. This lecture will explore Spanish Baroque frames as part of a rich, multifaceted cultural movement. Different frame designs will be grouped together to show the evolution of frame-making techniques, materials, and artist contributions at a time when Spain was expanding territorially in the New World. Come discover how the renowned Spanish Baroque art and frame style grew out of many different influences, merging European and Spanish Colonial cultural works that are still influencing frame design today. FEE: $65

R1100

The Glory of French Frames

REGISTER

Sunday, Jan 27 • 3:30 - 5 PM William Adair More than most countries, France long excelled in its patronage of the decorative arts, with a particular emphasis on frames—so much so that frame styles were named after French kings starting in the late 1500s. This entertaining presentation by frame historian William Adair will lead you on an intimate journey through French frames from the reigns of kings and beyond, exploring ornamentation and profiles from Louis XIII to modernism. 20 THE NATIONAL CONFERENCE 2019

William will also provide insights into extraordinary examples of French frame design, from the restrained to the elaborate. You’ll see examples of French craftsmanship, including ornaments and profiles from each period and the subtleties of construction and gilding. There will be lots of captivating details about paintings’ original frames, such as those by Jean Baptist Pillement, which provide one example among many of how a frame style evolved into a pattern that could be used with many types of art media and genres. Pillement’s most famous patron was Marie Antoinette, and his influence continues today, combining the best of Rococo and Neoclassical styles. Familiarity with historic frames is paramount in understanding art history and in talking with customers about frame styles. The knowledge of French frames you’ll gain in this session will greatly expand your understanding of the tastes and styles of each era. FEE: $65

SE-R1110

Great Frame of Europe Wine and Cheese Reception Sunday, Jan 27 • 5 - 6 PM FREE ($20 no-show fee) Compliments of Picture Framing Magazine

R1109

Frames of the Madrid Royal Court Monday, Jan 28 • 8:30 - 10 AM Philippe Avila This session by Philippe will take you on an inspiring journey into the influential role of painters and architects during the transition of

Spanish frames from the Baroque era to the Neoclassical. Anton Raphael Mengs, a German/Bohemian artist who worked extensively for the King of Spain during the eighteenth century, was instrumental in moving Spanish frames from the Rococo style to the Neoclassical. Juan de Villanueva, the architect who designed the world-renowned Prado Museum, worked for the royal family as well, creating pleasure villas and public structures during the Age of Enlightenment. Along with his numerous architectural accomplishments, he is also thought to have designed picture frames for the Prado’s specific decorative scheme. His works, along with those of other painters, carvers, and gilders working for the royal family, will be examined in detail. This talk, which follows Philippe’s Baroque Splendor lecture, offers an enchanting look at the multi-talented geniuses whose frames hold an influential place in the history of European frame design. FEE: $75 - Breakfast will be provided.


LUNCHEON SESSIONS R1107

Art From the Edge: European Artist-Designed Frames* Monday, Jan 28 • 12 - 1:30 PM Suzanne Smeaton Just as every serious framer is truly an artist, many artists across Europe explored new avenues of creativity by designing their own frames. What can you learn from these artists? In this enchanting session, you’ll discover how artists’ talents led them to fashion frames that were works of art in and of themselves. This session will showcase many great frames from Spain and Italy to France, the Netherlands, and beyond. Among these were the simple, black frames favored by German Expressionists; Gustav Klimt’s frames, wrapped in copper and brass or painted a warm white; Fernand Knopff’s silver-gilded frames, with delicate Neoclassical motifs and the radically simple yet sophisticated profiles of Edgar Degas. These are some of the frame designs Suzanne will explore in this captivating look at the most notable frames created by European artists. Discover the remarkable, innovative designs that European artists used to extend their creative visions to the frames that surround many of the continent’s finest masterpieces. FEE: $85 - Lunch will be provided. Sponsored by the PPFA - Professional Picture Framers Association

R1106

The Victorian Frame Renaissance Tuesday, Jan 29 • 12 - 2 PM Lynn Roberts Queen Victoria’s reign saw an exciting renaissance of the picture framing art in the UK. The Pre-Raphaelite Brotherhood, the Olympians (Lord Leighton, Alma-Tadema, Edward Poynter), and the Aesthetes (Albert Moore and Whistler) all designed their own frames, stimulating a new wave of creativity and craftsmanship in Britain in which traditional styles and cheap compo pastiches were replaced by avant-garde patterns and authentic materials. These frames—which can be seen in major museums around the world—also influenced nineteenth and twentieth century designs throughout Europe as well as America, including styles adopted by the Impressionists, the Symbolists, and many other artists. FEE: $85 - Lunch will be provided.

R1105

R1102

Monday, Jan 28 • 3:15 - 4:45 PM Lynn Roberts Take a fascinating journey through 750 years of picture frames as Lynn explores the frame maker’s art as it evolved in a single country: Italy. Lynn will highlight changes in structure, cross-section, ornament, decorative technique, and function in Italian frames, providing insights into the way artists and craftsmen responded to changes in architectural fashion outside the frame and the ebb and flow of artistic significance within it. By seeing how this long-term historic process took place, you’ll gain a real understanding of how the frames and finishes in use today are rooted in the styles and techniques of the past. FEE: $65 Sponsored by the PPFA - Professional Picture Framers Association

Tuesday, Jan 29 • 5 - 6:30 PM William Adair It’s often said that a picture is worth a thousand words, but this lecture on modernist frames will leave you speechless. Starting with the late-nineteenth century innovative French Art Nouveau and Italian Liberty style profiles, William will explore the growth of the European Modernist frame, including the tradition-bucking Bauhaus minimalist frames of Walter Gropius and Eero and Eliel Saarinen, and follow the development of the distinctive patterns of art deco design as well as frames by artists targeted by the Nazi regime. He will also show how all these styles eventually led to the development of the post-modern frame designs of Henri Matisse and Alfonse Mucha as well as European-trained design masters William Justema and Robert Kulicke. This lecture will stimulate your imagination and satisfy your thirst for real knowledge about frame designs you see in museums today but rarely find any information on. FEE: $65

Eight Centuries of Italian Frames*

R1103

A Frame Lover’s Tour of Europe Tuesday, Jan 29 • 8:30 - 10 AM Suzanne Smeaton It’s one thing to travel to see the great art of Europe; it’s another to notice and appreciate the frames surrounding that same great art. As a frame historian, Suzanne has become a connoisseur of great frames while traveling to Spain, Italy, France, Belgium, Austria, and the Netherlands. Along the way, she has developed an eye for the exuberant and fascinating frames of Europe that exhibit real stylistic panache. These include richly carved and gilded frames designed to enhance the reputations of French monarchs, quirky painted frames, and even a frame specially designed to showcase a painting by Michelangelo. Join Suzanne as she takes you on a diverse and fascinating journey through Europe’s historic, aesthetic, and stylistic masterpieces of frame design. FEE: $75 - Breakfast will be provided.

*These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.

The Rise and Fall of the European Modernist Frame

THE NATIONAL CONFERENCE 2019 21


SPECIAL EVENTS Enhance your trade show experience with these unique opportunities

Morning Keynote Series

Sponsored by Picture Framing Magazine

Monday

Tuesday

SE-MKS5078

SE-P3069

Monday, Jan 28 8 - 9:30 AM Jay Goltz How can you maximize your business’s potential? Learn the vital role brand development plays in your frame shop’s long-lasting success. Jay Goltz—the owner and operator of Artists Frame Service, the largest independently owned retail frame shop in the U.S.—will share his proven formula for success. Discover how to take a proactive approach to brand-building with a step-by-step action plan that goes far beyond advertising. Jay will explain the many different aspects of successful branding, from retail design to daily operations to the overall customer experience. Enjoy a complimentary breakfast and find out how you can map out your action plan. You will leave this session motivated to turn the business you have into the business you’ve always wanted. FEE: $65

Tuesday, Jan 29 8 - 9:30 AM Meg Glasgow Tired of making sweatshop wages? This business-building seminar shows you how to stand out in an online world and earn raving fans for your business. You’ll learn how to put together a strategic plan to attract a new generation of buyers using Facebook, Instagram, and more. If you’re confused on how you can compete in an online world, this class is for you! Learn easy-to-implement methods on how to get your business found on the web fast while appealing to the right audience with a message customers actually care about. This seminar will get you on the fast-track to success with more profits and happy customers. Breakfast will be served. FEE: $65

Creating Your Brand: A More Deliberate Approach to Building Your Business

Wednesday

Recharge Your Business: Take Your Business from Ignored to Adored

SE-P310

Successful Retailing: A Panel Discussion

SCHEDULE AT A GLANCE

Parties and Celebrations WCAF Expo 20th Anniversary Party Monday, Jan 28 • 6 - 7:30 PM

REGISTER

20

YEARS

INDEX

Wednesday, Jan 30 • 8 - 10 AM Jay Goltz Come to this panel discussion led by popular PFM business editor, Jay Goltz. This panel of industry experts takes a no-nonsense approach in examining the unique challenges facing the art and framing industry. It is more important than ever to take a look at where we’ve come from and what the future holds in the picture framing industry. Join us for this lively and informative breakfast session. FREE ($20 no-show fee)

1999 — 2019

You’re invited to experience the best of the West Coast Art & Frame Expo as we celebrate our 20th year. Join your colleagues, associates, and friends at this cocktail reception as we extend our gratitude for your continued support over the years. Register early, this event will fill quickly. Session Code: SE-1025 FREE

22 THE NATIONAL CONFERENCE 2019

Exhibitor Celebrations Don’t miss the fun and exciting exhibitor events that happen during and after show hours. Enjoy new product launches, cocktail parties, and customer appreciation giveaways at the WCAF Expo, courtesy of your favorite suppliers.


Photo Walks

Sponsored by Canon USA

SE-1030

Photography at The Neon Museum: Iconic Signs at Sunset Sunday, Jan 27 • 2:30 – 6 PM Las Vegas, known for its display of neon lights, has a unique and eye-catching place called the Neon Museum. Highlighting the Neon Boneyard, this is a rare opportunity to explore the captivating history, while capturing great images of vintage signs at one of the “Top Ten Things to Do in Las Vegas.” Sponsored by Canon, We have reserved the Neon Boneyard for an exclusive walk-through, where you will have the ability to use a tripod during sunset hours and capture brilliant images you’ll want to show your friends and family. A quick introduction will take place at the Paris before departing to the museum. Canon’s professional photographer will instruct you on how to obtain unforgettable photos in a location that’s larger than life! Transportation will be provided. Photo Disclaimer: Pictures taken on the photo walk are for personal use only. No further commercial, fine art, or editorial use is permitted. If you’re interested in a shoot for commercial use, please contact us for more details. FEE: $150

SE-1010

Landscape Photography: How to Take Great Images Tuesday, Jan 29 • 7 AM - 1 PM • Hal Schmitt Join Hal Schmitt as he shows you basic yet effective shooting techniques to capture dynamic landscape images at an incredible venue, Red Rock Canyon National Conservation Area near Las Vegas. Learn proper exposure techniques, white balance, framing, depth of field, and experimentation. He will show you great options for the proper support gear when you are on location for one-shot images or if you are looking to branch out into more advanced concepts like panoramic and high dynamic range (HDR) photography. He will briefly demo in the field how to create base images that can be processed later. This session is great for both beginners and advanced photographers. You must have a good, sturdy tripod in order to take optimal HDR images. We suggest you bring a DSLR if you want to learn more advanced shooting techniques. A primary lens of 24-105mm or the equivalent is suggested if you have to choose only one. However, even if you have a point-and-shoot camera, you are more than welcome to come and see if moving to DSLR is for you. As an added bonus, you can sign up for a Canon Print Lab and have your best images printed at the Canon booth. Transportation to and from the venue will be provided. FEE: $99

Luncheon Sessions Let’s do lunch! Enjoy these special catered presentations that cover a wide variety of topics. Whether you’re looking to expand your historical frame knowledge or reach a new demographic, we have a luncheon session for you. Seats are limited. Register early, these sessions fill quickly! Code

Title

Date/Time

Page

SE-A7134 R1107 MKS5082 R1106

The Frame in America: A 35-Year Retrospective .................................. Sunday, Jan 27 • 12 - 1:30 PM ....................... 38 Art From the Edge: European Artist-Designed Frames* ........................ Monday, Jan 28 • 12:30 - 2 PM ...................... 21 Understanding Millennials and What Motivates Them To Buy ............... Tuesday, Jan 29 • 12:30 - 2 PM ...................... 26 The Victorian Frame Renaissance ....................................................... Tuesday, Jan 29 • 12 - 2 PM ........................... 21 THE NATIONAL CONFERENCE 2019 23


GILDING SERIES Broaden your knowledge on how to create custom frames, all levels welcome H601W

Introduction to Water Gilding Workshop W

H610

Intro to Compo Corners and Metal Leaf Workshop W

INDEX SCHEDULE AT A GLANCE

Sunday, Jan 27 • 9 AM - 4 PM Eric Michael Tollefson There’s no better class to take if you want to learn how to create one-of-akind custom frames. Learning to apply compo corners and metal leaf to pre-finished moulding is easier than you think, and you’ll leave this class with all the expertise you need to repeat the process back home. Eric will cover the application of compo corners and the skills you need to lay metal leaf. As a bonus, you’ll also learn some basic finishing techniques so each frame you make will be a unique creation. This class is a great introduction to custom frame making. The skills you acquire here are complete while also being stepping stones to more advanced frame-making techniques. This workshop will be split into one morning session and one afternoon session. Class size is limited. FEE: $125

Day One: Sunday, Jan 27 • 1:30 - 4:30 PM Day Two: Monday, Jan 28 • 9 AM - 12 PM Marty Horowitz and David Horowitz In this intensive two-day workshop, you will learn the fundamentals of water gilding, which many consider to be the highest form of framing craftsmanship. You’ll leave the class with enough knowledge to gild your own frames and take away a completed water-gilded frame! On day one, you will learn how to prepare and apply gesso, make and apply clay, and the art of laying leaf. There will be a discussion on the correct formulations for your geographic area. On day two, you will learn proper methods to burnish and seal your frame. The fine art of patination will be covered for different period frames. All materials will be supplied. Class size is limited. FEE: $225 Sponsored by Foster Planing Mill

H633

Crackle Gesso for Frames N

Monday, Jan 28 • 3 - 5 PM Charles Douglas Gilder’s gesso, used as a ground for traditional water gilding, develops an intriguing pattern of stress cracks through the passage of time as seen on such examples as beautifully gilded 13th-18th century Florentine panel paintings. Learn to recreate this appearance of crackle through a special but simple formulation of gesso materials that allow you to achieve results from fine crackle lines to deep recesses. All levels welcome! FEE: $115

H617W

Sgraffito and Granito Workshop W

Tuesday, Jan 29 • 9 AM - 12 PM Charles Douglas and William Adair The term “sgraffito” derives from the Italian word that roughly means “to scratch.” In this workshop, you’ll learn to use the simple technique to produce sgraffito samples of classic designs on gessoed and water-gilded frames. Experiment with traditional egg tempera and casein paint to create a finished frame. You’ll also learn how to produce “granito,” a decorative treatment for gilding that adds sparkling reflections to background surfaces. Incorporate new fabrication techniques into your repertoire as you create unique styles and designs. Gain hands-on experience with these two ageless decorative techniques, and add a classic touch to all of your frames. You’ll leave with a wealth of knowledge of traditional and modern ornamental patterns, breathing new life into your frames. Class size is limited. FEE: $95

H607

The Basics of Woodcarving

REGISTER

Tuesday, Jan 29 • 1 - 3 PM Roland Ostheim Roland will demonstrate how to take frame-making to the next level! This master craftsman will show you how to carve your own frames. Next, you’ll discover how to transform a basic moulding profile into a hand-carved piece. Learn valuable information about essential safety procedures as well as common tools and materials used for hand-carved frames. This session is perfect for those looking to familiarize themselves with the tradition of hand-carved picture frames. FEE: $115 24 THE NATIONAL CONFERENCE 2019

N

- New

W

- Workshop


NEW FOR 2019 H608

The Fine Art of Toning Gilded Frames Tuesday, Jan 29 • 2 - 4 PM Charles Douglas Toning can be one of the more difficult techniques to learn in framing but wonderful results can still be achieved through the right approach, manipulation of the leaf and a few essential materials. With his 34 years of gilding experience, Charles will demonstrate toning in an approach that is direct and combines the use of rubbing water gilded leaf and a fairly simple patination approach that still adds complexity and authenticity to aging gilded period profiles. Learn how to mix the proper pigmentation and ingredients to get the exact patina you want. Delve further into this fine art with a lesson in creating wormholes, fly specks, abrasion, and rubbing to give a frame an authentic, centuries-old appearance. FEE: $115

GREAT FRAMES OF EUROPE Join renowned frame historians for a series of lectures including: • A Wine and Cheese Reception • Two Breakfast Sessions • Two Luncheons

Featuring

H636

Gold Leaf Gilding for Works of Art on Canvas, Paper, and Panels N

Wednesday, Jan 30 • 9 - 11 AM Charles Douglas Explore the various methods of working with gold and silver leaf on canvas, paper, and panels for both background and embellishment. Learn to create an oil-gilded gold ground, apply gold and silver leaf to surface relief, and gild the deckled edges of Indian Paper with a method drawn from traditional water gilding. Charles will demonstrate how gold leaf gilding can add a new element to your frame shop. FEE: $115

Special thanks to contributing companies for the Gilding Series: Foster Planing Mill and Rhonda Feinman Custom Frames.

William Adair

Lynn Roberts

Suzanne Smeaton

Philippe Avila

See page 20 for more details THE NATIONAL CONFERENCE 2019 25


MARKETING & SOCIAL MEDIA Develop new skills to enhance networking and customer correspondence MKS5080

MKS563

Sunday, Jan 27 • 1 - 2:30 PM Ginger Hartford, CPF Crack the Insta-code with Instagram, the leading visual platform that best compliments your custom framing design business. Learn about exciting must-have apps and social media tools such as IGTV and Instagram Stories to help better engage customers, elevate your brand, save you significant time and money and greatly increase your marketing effectiveness with confidence. Ginger Hartford highlights Top 20 Must-Have Trade Tools and Tips you need now! FEE: $75

Tuesday, Jan 29 • 3 - 5 PM Erick Rios Social media is not a direct sales channel; traditional promotions and buy-now tactics won’t work. However, if you tell your story and share your passions effectively on social media, you’ll develop a loyal connection to your customers, which pays it forward more than any other marketing channel. Learn how to build and tell a story that brings in the audience and develops a relationship with your brand. Understand the advantages of each social channel and how to leverage them effectively. This is an advanced-level course, which is part storytelling workshop, part technology training, and part social media strategy. These tools will help you unlock the marketing potential of your social channels. FEE: $65

Insta Success – Must-Have Apps and Social Media Tools to Streamline and Scale Your Business N

MKS5085

10 Online Design and Marketing Trends Every Entrepreneur Should Watch N

INDEX

Monday, Jan 28 • 10 - 11:30 AM Ginger Hartford, CPF Ginger Hartford highlights emerging digital and marketplace trends from leading brands across online art, e-commerce, designer, and decorative home furnishing channels. Stay competitive and current with this insider track to understanding evolving tech trends and optimizing your online solutions to create the most engaging consumer experiences! Ginger highlights Forbes Top 10 business trends every entrepreneur should watch! FEE: $75

SCHEDULE AT A GLANCE

MKT939

Search Engine Success: The Dos and Don’ts of Internet Marketing

REGISTER

Tuesday, Jan 29 • 12:30 - 2:30 PM David Lantrip, MCPF, GCF Building a website and creating social media accounts are great marketing efforts, but unless you know how to utilize them properly, they may not be resulting in the profit you want. The challenge many owners face is making sure their websites stand out among the endless pages of search results. In this session, David will show you how to create online sales opportunities and increase the flow of traffic to your website. FEE: $65 26 THE NATIONAL CONFERENCE 2019

Social Media and Digital Storytelling

MKT-A7175

Photographing Framed Images for Advertising and Social Media

Monday, Jan 28 • 8 - 9:30 AM Jay Goltz Morning Keynote Series See page 22 for full description. FEE: $65 Sponsored by Picture Framing Magazine

Wednesday, Jan 30 • 9 AM - 12 PM Mark Wallenfang A picture really is worth a thousand words– and thousands of views on your shop’s social media. Pro photographer, photography teacher, and award-winning framer Mark Wallenfang, CPF, will discuss how to capture eye-catching images for a competitive edge. Whether works are glazed or unglazed, Mark will give helpful hints including exposure, white balancing, and editing images for providing a professional image for your website, Facebook, Instagram, Pinterest, and digital framing competitions, with a camera, cellphone, iPad, or tablet. FEE: $45

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Tuesday, Jan 29 • 12:30 - 2 PM Ginger Hartford, CPF Understand millennial buyer personas, their influence on your current customers, and the leading design trends impacting your business. Ginger Hartford highlights the purchasing power of affluent millennials and their preferred digital path to purchase along with art and design trends that matter most to them. Turn insights into action! Learn how to competitively speak their language, style and up-level your products and marketing to attract, engage, and retain these important new customers! Lunch will be provided. FEE: $75

Wednesday, Jan 30 • 10 AM - 12 PM Kirstie Bennett Sending a regular e-newsletter is an effective way to develop extra revenue from both new and existing customers. In this class you will learn the benefits of an e-newsletter program, along with step-bystep instruction on list development, use of newsletter service providers, lots of newsletter content, follow up, and use of your results. You will learn ways to save time while producing newsletters that generate measurable results. You will go home with a fully developed step-by-step plan for your newsletter program. Workbook included. FEE: $45

SPECIAL EVENTS SE-MKS5078

Creating Your Brand: A More Deliberate Approach to Building Your Business

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Increase Sales with an E-Newsletter Program

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DIGITAL IMAGING & PRINTING Basic and advanced techniques in art and photo imaging DT921

Producing Giclees: Capture to Finish

INDEX SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 27 • 9 AM - 12 PM Gary Barker and Scott Erickson Learn everything about digitally reproducing artwork, including capturing images with a digital camera or scanner, color managing with custom ICC profiles, outputting with the latest printing technology, and coating canvas by hand or with a machine. Find out how to properly set up and light artwork when capturing it with a digital camera. See what types of scanners are the best for scanning art or film. Learn how to quickly and easily manage color and correct digital files for output. Discover different media and how to choose the right one to achieve the best color gamut for the best possible prints. Learn to produce art on metal and other exotic materials through the process of dye sublimation. Finally, learn how to print on demand by choosing from thousands of licensed artworks through a network of publishers, or even sell your own art. This advanced class explores the latest technology and advances in the industry. It provides a solid overview for anyone considering expanding into digital printing as well as an in-depth look into the technical aspects of fine art reproduction. FREE ($20 no-show fee) Compliments of Digital Technology Group

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Sunday, Jan 27 • 1:30 - 3:30 PM Gary Barker and Scott Erickson Learn how to produce the best and most accurate print from your inkjet printer. Topics covered will include: which tools are required (hardware and software), prepping your files, “to RIP or not to RIP,” ICC profiling, and maintaining consistency (print to print, and printer to printer). Take your prints to a new level, outshine the competition, and master the print! This class is intended for those who already know the basics of printing. FEE: $45 Presented by Digital Technology Group

Monday, Jan 28 • 9 - 11 AM Arthur Van Dover This informative class—hosted by Canon, a global leader in imaging technology—will guide you through the workflow of digitizing artwork and printing the captured piece. We will review the technical aspects for setup and capture, and the proper techniques for color correction of the file. See how professionals like you are growing their businesses with solutions from Canon. FREE ($20 no-show fee) Compliments of Canon USA

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Wide Format Digital Printing: A Need-to-Know Guide Sunday, Jan 27 • 2 - 5 PM Brad Denger and Sal Passanisi Are you confused and overwhelmed about what it takes to be a successful fine art digital printer? With so many choices in equipment, technologies, and workflows, the abundance of information can be a challenge to sort through. This lecture will guide you through the many choices and give solid advice to those entering the wide format digital print world. From understanding digital color to inkjet print methods, this course will help you navigate the complexities of digital printing. Join Brad and Sal as they discuss and share their industry expertise. A question-and-answer session will follow the presentation. FREE ($20 no-show fee) Compliments of Beale Ash Distribution

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The Secrets to Fine Art Digital Printmaking N

Monday, Jan 28 • 12:30 - 2:30 PM Eric Joseph Image printing is a growing market and a very profitable area of fine art and reproduction photography. Understanding how to print perfectly, the first time and every time, can put huge profits in your pocket. Eric Joseph, master of the perfect print guarantee, will show you what you need to know in order to successfully reproduce and print on inkjet paper and canvas. Participants will gain keen insight into the technical aspects, myths, and mysteries of digital printing through both lecture and interactive participation. Using a simple five-step method, you will learn how to turn ordinary images into extraordinary prints—guaranteed! This is not a Photoshop or Lightroom class, but instead a focus on printer selection, color management, and paper/canvas choices. The goal of this seminar is to empower participants with knowledge to produce the perfect print every time and add huge profits to any framing business! FREE ($20 no-show fee) Compliments of Freestyle Photo and Imaging/Canon imagePROGRAF

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Introduction to Adobe® Photoshop® Monday, Jan 28 • 4 - 6 PM Hal Schmitt Digital photographers are becoming increasingly familiar with one-stop programs such as Adobe® Lightroom® that may be used to manage and execute the digital workflow. Although Adobe® Lightroom® is recommended to everyone, there are times when only the world’s most powerful image optimization software, Adobe® Photoshop® Creative Cloud, will do. The focus of this course is to master the tactics, techniques, and procedures necessary to build an effective and efficient workflow with Adobe® Photoshop® CC. Hal will demonstrate and lead hands-on exercises to help you learn and use Photoshop® in a consistent, reliable manner to achieve real results with your image. This session will cover the essential tools and techniques that Photoshop® offers digital photographers. Discussions will go beyond learning how to use the program and concentrate on building a solid foundation of how, why, and when so you can approach any Photoshop® task with confidence and creativity. FEE: $65

DT937

Photo Metals: Cutting-Edge Technology Tuesday, Jan 29 • 9 - 11 AM Tim Check Printing on photo metals is a beautiful, unique medium for displaying and preserving images. This new, advanced class about photo metals will show you why dye-sublimated printing has become a popular choice for high-end photographers and fine art printers worldwide. Learn how these products are printed, how to accurately adjust color, and why metal prints have an increased lifespan of two to four times longer than photo papers. The resulting images on these new metals, wood, fiberglass, acrylic, and hardboard sheet materials create an almost 3D effect in the three additional UV protective layers. Images up to 4’ x 8’ can be seamlessly produced. The durable surfaces will not chip, peel, or scratch, and the simple method of production is rapidly growing as a replacement option for both the complicated process of face-mounted images and stretched canvas prints. Discover how to introduce sublimated photo metal and related products to your framing customers. FREE ($20 no-show fee) Compliments of Professional Marketing Services THE NATIONAL CONFERENCE 2019 29


DIGITAL IMAGING & PRINTING Basic and advanced techniques in art and photo imaging DT960

Canon Photo Printing Lab Session A: Tuesday, Jan 29 • 9 - 10 AM Session B: Wednesday, Jan 30 • 9 - 10 AM In this session, you will receive printing instruction at the Canon booth before trade show hours. This is an exclusive opportunity for those who participated in one of the photo walks. Canon experts will guide you through taking your favorite image and making it come to life. Two sessions will be available. Space is limited, so be sure to sign up early! FREE

DT930

Digital Printing FAQ and Troubleshooting Tips Tuesday, Jan 29 • 4 - 6 PM Hal Schmitt Have you asked yourself, “Why does my print look different than it does on my monitor?” Discover the answer to this and to many other questions you have about digital printing. This lecture will show you how to avoid common pitfalls facing stores that offer digital printing services and will also offer advice to those just getting started. Hal will go far beyond what types of printers and papers you

need to issues you’re likely to encounter. He will also provide helpful tips for overcoming problems often experienced in printing and delivering digital prints to customers. His advice is based on eight years of printing for hundreds of clients and includes issues that often arise when setting up equipment and interfacing with digital files. Other topics will include: what to say and do when images print darker than they look on clients’ monitors, why a print can look purple, printers on wheels vs. counter space, ghosting of images on packaging, signing prints, handling images with dust spots or bad digital retouching, when client files are too small for what’s ordered, checklist of procedures for printing, and maintaining your printer. A Q&A period will be held at the end of the seminar. FEE: $65 Sponsored by Michelangelo Moulding

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Introduction to Adobe® Lightroom® Wednesday, Jan 30 • 10 AM - 12 PM Hal Schmitt Adobe® Photoshop® Lightroom® is powerful yet easy to learn, and provides a complete solution to all of your digital imaging needs. Lightroom® supports a streamlined, efficient, and effective workflow for the entire digital process from import through output. For this course we will focus on step three of the digital workflow, image optimization: tone, color, contrast, sharpening, and more. The Lightroom® Develop module provides an amazing set of sliders and tools so you can easily optimize your image for impact, pop, and wow factor. FEE: $45

Photography Tours Improve your photo taking skills on one of two exclusive photo walks at The National Conference sponsored by Canon USA. Discover techniques for capturing the perfect shot at the Neon Museum or Red Rock Canyon. See the full descriptions for these photo walks on page 23.

INDEX

A SPECIAL THANK YOU TO ALL OUR SPONSORS

SCHEDULE AT A GLANCE REGISTER

AMS/Art Materials Service Beale Ash Distribution Canon USA Crescent CTD Machines D&K Group Decor Moulding & Supply/ Southern Moulding & Supply Digital Technology Group, Inc. EnCore Products Engelsen Frame & Moulding Evonik Cyro LLC Fletcher Business Group Foster Planing Mill 30 THE NATIONAL CONFERENCE 2019

FrameReady Software Frameware Inc. Frank’s Fabrics Freestyle Photo and Imaging Gemini Builds It! Gluefast Company Gryphon Moulding Gunnar USA International Moulding Jack Richeson & Co., Inc. Kool Tack Larson-Juhl Lifesaver Software Max Moulding

Michelangelo Moulding Omega Moulding Perterboro Matboards PFM Publishing Professional Marketing Services Professional Picture Framers Association Rhonda Feinman Custom Frames Specialty Matboard Corporation SpecialtySoft SunDance Graphics Top Art Tru Vue Wizard International


Speaker Profiles James Miller, MCPF, GCF founded ARTFRAME, Inc. in 1988. His storefront business, sold in 2015, specialized in protective framing with emphasis on creative framing of three-dimensional objects. In 1990, Miller earned the Certified Picture Framer (CPF) designation, and in 2004, he earned the Master Certified Picture Framer (MCPF) designation. As a member of PPFA’s Certification Board, he helped develop the MCPF program and oversaw a review of the CPF program. As an educator, Miller presents framing courses at educational venues. He is also a longtime writer for Picture Framing Magazine. He has authored two instructional books for framers: Mounting Objects with Clear Film and The Complete Guide to Shadowboxes and Framing Objects. Roland Ostheim began his

picture framing career in Oberlin, OH in 1994. Since then he has progressed to learn all aspects of frame-making including carving, woodworking, gilding, finishing, restoration, design, conservation fitting and matting. He began working at Goldleaf Framemakers of Santa Fe in 2002. As a master craftsman, he has helped execute some of the most beautiful and unique frames in the world. With Roland’s mastery of carving and finishing, there is no frame that cannot be replicated.

Michael Pacitti IDEC,

CPF, CAUS, CMG, has worked in the fine art, design, and framing industry for more than 25 years with companies like Roma Moulding, FOTIOU, Omega, Larson-Juhl, Peterboro Matboards, and Crescent. Michael is associated with the Color Marketing Group as well as with the Color Association of the United States. He has been teaching seminars on color and design to interior designers and custom picture framers throughout North America, Europe, and China for the past 25 years. He has also written numerous articles on color and design and is a professional certified educator with the Interior Design Educators Council.

Chris A. Paschke, CPF,

GCF, CMG, owner of Designs Ink in Tehachapi, CA, is a second-generation professional picture framer with over four decades of experience. She is an artist and educator, has authored numerous magazine series, and has four self-published books on mounting. She currently writes the “Mastering Mounting” column for Picture Framing Magazine and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She has been honored with the PPFA Award of Distinction for Leadership 2008, the Vivian Kistler Recognition for Innovation Award 2010, and the PMA Distinguished Service Award 2012.

Jim Parrie, Ph.D, CPF, is a

44-year industry veteran who has owned and operated small frame shops, retail stores, galleries, and wholesale operations to high-volume OEM facilities. Currently, he owns Millennial Technologies & Consulting International, a consulting firm to high-volume framers, retail chains, and manufacturers throughout the world. Jim has overseen the construction of moulding facilities, cabinet and hardwood flooring facilities, small chain operations, and OEM operations in excess of 150,000 sq. ft. around the globe. By integrating production and marketing systems with state-of-the-art technology, he has earned a variety of consulting agreements with manufacturers in the US and abroad. Jim has been a lead instructor for The National Conference since 2000.

Sal Passanisi is a color

workflow analyst for X-Rite/ Pantone who is charged with configuration, setup, and production benchmarks for multi-million dollar grand format and dye sublimation/dye fixation systems. Sal has run the gamut in the inkjet/photo fine art industry, working for manufacturers such as Barbieri (Spectrophotometers), Mirage, EFI, and Colorburst Digital and reselling output systems based on Epson, Canon, and HP inkjet printers. As a fine art printer, he strives to find the most cost-effective methodology to produce high-quality prints. Sal will give you the “truth from the trenches,” not a “pitch from the podium.”

Hugh Phibbs is the former

coordinator of preservation services at the National Gallery of Art, Washington, D.C. He is an author and educator in the framing industry as well as a frequent contributor/advisor on the PPFA Framers Corner Forum. He served on the PPFA Education Committee, has contributed to the PPFA Guidelines series of books, and is a regular contributor to Picture Framing Magazine.

John Ranes, CPF, GCF, is

a highly respected instructor of workshops and seminars worldwide. John teaches for The National Conference and the PPFA and consults for The Fletcher-Terry Company and Tru Vue. John has served as a PPFA Chapter officer on two Midwest chapters as well as a director on the National PPFA Board. John was awarded the PPFA Lifetime Achievement Award in January 2015. John, with his wife, Sarah, own The Frame Workshop of Appleton, a frame shop and gallery in Appleton, WI. Established in 1978, their shop has won more than 100 framing awards, including two successive awards from the Fine Art Trade Guild in the UK as well as a National Australian Framing Competition award.

Mike Reick is the sales and machine design manager for Tem-Tech, where he provides parts and servicing for Pistorius machines as well as technical assistance for different picture framing machines. While studying electrical engineering in Pittsburgh, PA, he got his start at Vollmer of America, where he worked as a service engineer as well as developed CNC technology for their machines. He worked with the team to perfect the use of the Electrical Discharge Machine (EDM) for sharpening Diamond Saw Blade tips and Diamond Tooling. Previously, he served as product manager for CNC routers and saws at SCMI Group, an Italian manufacturer of woodworking machinery with a base office in Duluth, GA. Erick Rios is CEO and

co-founder of New York-based frame shop Frames and Stretchers and an award-winning visual artist. Frames and Stretchers opened in 2015 and quickly became one of the leading frame shops in New York City. Through Erick’s keen marketing and social media skills, Frames and Stretchers has attracted over 20,000 Instagram followers and enough reviews to rank in top positions on Google and Yelp!. This has brought in clients such as the Ford Foundation and Tony Hawk Foundation, as well as galleries representing artworks by William Kentridge, Andy Warhol, and Keith Haring, among others. This led Larson-Juhl to recognize Erick as a Social Media Maven in its summer contest.

Lynn Roberts is a frame historian who has worked as archivist, researcher, and author at Paul Mitchell Ltd. for the frame section of the National Portrait Gallery website, and is now an occasional archivist at the National Gallery in London. She is the co-author of “A History of European Picture Frames” and “Frameworks.” She has contributed essays to “In Perfect Harmony,” “The Burlington Magazine,” “The Oxford Companion to Western Art,” “The Oxford Companion to JMW Turner,” “William Holman Hunt: A Catalogue Raisonné,” “George Stubbs, Painter,” “John Brett,” “Ford Madox Brown: A Catalogue Raisonné,” “The Cult of Beauty,” “Falmouth Frameworks,” and “Giuseppe Arcimboldo: Two Paintings of Flora.” She also founded online magazine The Frame Blog. Hal Schmitt is the director and lead instructor of LIGHT Photographic Workshops based in Templeton, CA. With a simple, easy-to-understand approach, Hal conducts workshops and photo tours on all levels of photography as well as Lightroom, Photoshop, and printing. Hal not only has a passion for teaching photography but also has a passion to make wine as well! Visit his small production winery online at VolatusWine.com. THE NATIONAL CONFERENCE 2019 31


SALES & DESIGN Seminars on the latest design ideas to increase sales S588

Design Elements: Understanding Color

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Sunday, Jan 27 • 9 - 11:30 AM Chris A. Paschke, CPF, GCF, CMG Color has the ability to enrich art, attract the viewer’s eye, and set a mood. At the same time, the wrong color can detract from the overall quality of the art, shrink the image, and turn off the viewer. In this class, you’ll get a basic understanding of light and color, along with how to use a color wheel, complementary colors, and designing with color. In addition, you’ll learn how these concepts relate to the other design elements and the art. Chris will also discuss the relationship of colors in art, mats, and frames, and how to coordinate them so you can create better frame designs. FEE: $65

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Period Design

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Sunday, Jan 27 • 9 - 11 AM Michael Pacitti, IDEC, CPF, CAUS, CMG Just as custom framing designers have a direct influence on the places and spaces they occupy, much of their ability stems from continual research within specific periods in design. From color to culture, these creative individuals have the proven ability to combine art and engineering to the final framed form of spatial design. Period design is an interactive CEU (Certified Education Unit) accredited ASID and IDC workshop that covers a timeline of eight periods in design dating

from the Ancient Egyptians to Postmodernism. You will learn the proper art, mat board colors, discoveries, images, moulding motifs, and ornamentation associated with the eight period design categories. This advanced program is interactive, educational, and participative. There are numerous visuals and tangible examples supplied from design associations such as the Color Marketing Group and other patented examples from the Color Association of the United States, that relate to each of the eight specific design periods. This program also includes a 400-page color Period Design Flipbook®. FEE: $65 Sponsored by Peterboro Matboards

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Framing Styles for Today’s Homes N

Sunday, Jan 27 • 3 - 5 PM Daniel Beauchemin Are your customers asking for a modern farmhouse look? Industrial? Shabby chic? In this session, Daniel Beauchemin will guide you through current interior design trends and why this knowledge is imperative as a custom framing professional in today’s competitive market. Discover the key elements that create the look your customer wants and how to incorporate the details into your custom framing. Leave this session with an overview of popular interior design styles and learn how to translate them into designs your customers will love. FEE: $65 Sponsored by Crescent

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Understanding Your Customer: The Psychology of Selling Sunday, Jan 27 • 3:30 - 5:30 PM Ken Baur The science of neuromarketing provides us great insight into consumer behavior. Learn how the human brain makes buying decisions and what you can do to influence more positive responses from customers. In addition, this seminar will help you identify the four primary types of personalities (including your own), so that you can build stronger relationships with clients. Understanding how and why different people make buying decisions will increase your ability to provide what they really want and grow your ability to sell great designs and premium products. FEE: $65 32 THE NATIONAL CONFERENCE 2019

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Great Frame Shops with Great Ideas Sunday, Jan 27 • 5 - 7 PM Jared Davis, MCPF, GCF In this new class, Jared Davis will reveal the visual journey of some of the best ideas and concepts from frame shops around the globe which stand out from the crowd! The ideas explored will range from appealing sales displays to practical concepts and point-of-sale aids to improve processes. Jared will also reveal some inspirational “before and after” business transformations and insights into overall store layout and sale counter designs. You will also discover useful business strategies designed to improve your customer experience and your bottom line. If you’re looking for fresh ideas to help your business become the next generation of frame shops, then this is your class. FEE: $65

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Adding Value with Conservation Matboard N Monday, Jan 28 • 9 - 11 AM Jared Davis, MCPF, GCF Matboard is a fundamental material for picture framing; however, with all the different grades and features of boards available on the market, it can be confusing. This session will help decipher and simplify the different standards of matboards available by providing a clearer technical explanation of the differences between decorator, conservation, and museum grades of matboard. This session will also explore proven techniques and strategies for selling conservation matboard. FEE: $65 Sponsored by Gunnar USA

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Creative Mat Design with an Artistic Flair N

Monday, Jan 28 • 9 - 11 AM Brian Wolf, CPF, GCF Framers are asked to be creative in many different ways, and matting remains the most immediate avenue for this. Whether your challenge is to fit three openings into one arrangement or to cut an artistic commemoration, let’s explore how Wizard software and

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CMC technology will help unleash your creative matting ideas. Brian will explain in detail a variety of decorative ideas you’ve noticed in past magazine articles. There will even be helpful files available for download after the class. All the tools, including the pen tool and the vinyl cutter, will be in action. Don’t miss this opportunity to be a part of these in-depth discussions and demonstrations. Contribute with your questions, be a part of the Wizard community, and discover features that can make your customers happier. FREE ($20 no-show fee) Compliments of Wizard

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Successful Partnering with Interior Designers Monday, Jan 28 10:30 AM - 12 PM Daniel Beauchemin Working with interior designers offers an important but often untapped potential and unique challenges. To create a successful partnership, you need to understand the ins and outs of designers’ business and how your services can provide a real benefit to them. Daniel, a successful interior designer and frame shop owner in New York City, understands both worlds. Daniel will show you how you can help designers better serve their customers with just the right framed art. Learn how to navigate the complex world that designers have to deal with, letting them know the art and framing options you can provide that will give them just the right pieces they need for their projects. You’ll be provided with practical hints on establishing rapport with designers so that they will feel confident in relying on your as a supplier. Come and learn how you can develop this lucrative aspect of the framing business. FREE ($20 no-show fee) Compliments of Crescent

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Design Thinking Monday, Jan 28 • 12:30 - 3:30 PM Michael Pacitti, IDEC, CPF, CAUS, CMG Good design, much like anything, starts with understanding the concepts of design and how to analyze and work with visual material. A design mindset is not problem-focused; it’s solution-focused. Applying the correct principles will also help you avoid disasters and allow you to better

communicate your key theme. You, as a custom framing designer, ultimately care about your clientele and in all cases want to create something visually appealing and in most cases original. This session offers a chance to engage in a “design thinking” experience that will cover not only the language of design but also the elements and principles of design necessary to complete the design process of custom framing. From mood boards to moulding, you will discover numerous ways that mouldings fit into specific period styles of artwork, images, and objects. FEE: $65 Sponsored by Peterboro Matboards

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Upscale Designs Monday, Jan 28 • 1 - 3 PM Tim Franer, CPF, CMG Are you losing custom framing sales? Observe over 50 step-by-step transformations as Tim Franer’s award-winning examples of basic designs are converted into upscale frame masterpieces. This presentation will show you simple but effective techniques and provide you with the skills you need to upscale your designs. See how placing fillets onto refined mats that can take your design to another level, how the right matting proportions can make a design come alive, and learn easy techniques for creating dimensional effects and techniques for hand-wrapped mats. Discover effective ways to use mouldings, layered designs, and textured finishes to create truly spectacular looks. In addition, you’ll get tips on how to use framed design samples to showcase your skills to create a powerful sales display for upselling framing at your front counter. To future your knowledge and skills, you might want to include a companion course, MC708 Upscale Design Workshop. FEE: $65 Sponsored by Frank’s Fabrics

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Design Elements: Shades of Gray 2019 Monday, Jan 28 • 4 - 6 PM Chris A. Paschke, CPF, GCF, CMG Designing with neutrals, including grays, browns, and shades of primary colors, can produce sophisticated, high-end, dynamic results. The trends in art embracing black, white, and all gray tones alone can allow for infinite possibilities. As a follow-up to Understanding Color, this class goes more in-depth with color from moulding to mats and other design options that create natural gray tones. Neutrals are very powerful and with home décor trends embracing shaded tones and monochromatic elements, using shades of gray correctly can be profitable and inspiring. FEE: $65 Sponsored by Omega Moulding

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Advanced Features and Applications of Gunnar GMC Software Tuesday, Jan 29 • 9 - 11 AM Jared Davis, MCPF, GCF This class offers an in-depth overview of the advanced features of Gunnar’s CMC software, Gunnar Mat Creator. With over 20 years of CMC experience, Gunnar GMC expert Jared will demonstrate how to use native tools integrated within GMC to dramatically improve production workflow and streamline custom creative design, maximizing the best use of Gunnar’s award-winning technology. This session will also reveal some secrets and tips about GMC’s customized interface, which will help make time-consuming tasks easy and simple. This class is suitable to existing Gunnar CMC owners, as well as those looking to research more into the unique capabilities that can be offered by Gunnar’s ground-breaking CMC technology. FREE ($20 no-show fee) Compliments of Gunnar USA THE NATIONAL CONFERENCE 2019 33


SALES & DESIGN Seminars on the latest design ideas to increase sales

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Tuesday, Jan 29 • 10 - 11:30 AM Carrie Smith, Kiva Connor, and Paula Jackson Staying relevant in a fast-changing world and marketplace is important to maintain and grow any business; especially ours, which is inherently linked to fashion, such as ours. In this session, the product development team at Larson-Juhl will reveal how trends emerge, evolve, and can be used to keep product assortments fresh and to keep selling messages relevant to your customers’ needs. We will look at current trends from top to bottom, starting at a macro level and moving into the actual trends that impact our industry the most. We will cover these key trends, their key attributes, and how these trends manifest into relevant new products and selling tactics for your business. FREE ($20 no-show fee) Compliments of Larson-Juhl

Tuesday, Jan 29 • 10 AM - 12 PM Chris A. Paschke, CPF, GCF, CMG Working with neutrals creates the groundwork for the right touch of color. This segment will show frame designs using of spots of brighter colors to create subtle, classy designs and explain the elements of design—emphasis, repetition, proportion as they pertain to creative applications. Dry pigment French mats, deep bevel wraps and coloring, Contempo panels; design samples of stacked metal/wood profile designs, fillets for rhythm, continuity, and unity; controlling copyright infringement in design; direct replication does not tie a design together. FEE: $65 Sponsored by Engelsen Frame & Moulding

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Award-Winning Shadowbox Designs: Sports Memorabilia and More

INDEX SCHEDULE AT A GLANCE

Tuesday, Jan 29 • 10 AM - 12 PM John Ranes II, CPF, GCF From the initial layout to the final product, this session will show you the step-by-step process to creating award-winning designs. John will reveal the five key elements essential to producing quality shadowbox displays. In addition to tips on color, matting, and overall design, John will share helpful Internet resources custom framers can rely on for additional framing information on nearly any item a customer brings into your store. FEE: $65 Sponsored by Max Moulding

Visit our easy-to-use website.

REGISTER

www.wcafexpo.com Save Time, Sign up Online! 34 THE NATIONAL CONFERENCE 2019

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Welcome to E-commerce – Benefits of Online Ordering for Your Business N

Tuesday, Jan 29 • 1 - 2:30 PM Amy Young and Manni Walia The term “e-commerce” can be intimidating to many in our industry. The good news is, embracing e-commerce can actually help you and your business run more efficiently! It is critical to remain informed and open to the latest in technology to not only keep your business relevant, but also to attract the new generation of customers. Using the LarsonJuhl.com online ordering tool as an example, learn the basics of getting your business up and running to ‘Shop Online’ as more and more businesses across the custom industries move to digital solutions. FREE ($20 no-show fee) Compliments of Larson-Juhl

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Mid-Century Modern: Beyond the Decorator N

Tuesday, Jan 29 • 1 - 2:30 PM Michael Pacitti, IDEC, CPF, CAUS, CMG Based on period design styles that peaked in the 1950s and 60s, mid-century modern has arrived again and is focusing on the “newly” discovered modern elements that moved North America forward. Distributors of mouldings and matboards have already

released many profiles, finishes, and colors of this sweeping retro-reinvented style. Home décor accessories have incorporated numerous MCM shapes and styles into their product. Participants will experience the way it was during that time to see how the trend evolved and how MCM made its way into today’s retro style in art, framing, and matting. Learn more about these bold, sleek mouldings and reinvented, vibrant matboard colors and how they fit into the custom framing styles of today. A 100+ page Electronic Flipbook TM will be available for each participant. FEE: $65 Sponsored by Peterboro Matboards

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Fundamentals of Frame Design Tuesday, Jan 29 • 1 - 3 PM Meg Glasgow This class teaches the basics of effective design by applying the six primary design principles to the core concepts used in the industry. By the end of this class, you’ll understand how to think like a designer and how to put all the elements of design (color, line, shape, texture, space, and form) together to create memorable frames to win customers’ hearts. You’ll get ideas for incorporating these techniques to create beautiful framing projects with confidence. FREE ($20 no-show fee) Compliments of Wizard

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Strategies for Selling Mouldings N

Wednesday, Jan 30 • 10 AM - 12 PM Jared Davis, MCPF, GCF In this brand-new presentation, Jared Davis will explore the most effective ideas for maximizing your moulding profits and sales potential currently used by progressive and successful framing businesses. Both proven and new concepts for moulding point-of-sale display will be demonstrated, helping make the design process easier and more appealing to today’s changing consumer. Jared will also investigate pricing and mark-up strategies for improving your sale potential from contract to premium-priced moulding. FEE: $45

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Speaker Profiles Suzanne Smeaton is a pioneer in the study and scholarship of period frames, framing fine art for museums and collectors for over 40 years. Suzanne works with public and private clients, private dealers, and art consultants. An author on the topic of frames and American frame history, her publications include essays in The Gilded Edge: The Art of the Frame (2000), an essay on frames in Life’s Pleasures The Ashcan Artists’ Brush With Leisure 1895 – 1925 (2007), and an essay about the re-creation of the original frame on Emanuel Leutze’s “Washington Crossing the Delaware” for the Bulletin of the Metropolitan Museum of Art. Suzanne is a certified member and on the Board of Directors of the Appraiser’s Association of America and a frequent lecturer and instructor for museums, appraisal organizations, auction houses, and art appreciation groups across the country. Carrie Smith has a back-

ground in industrial design and graduated from Georgia Tech in 2012. Before joining Larson-Juhl, she worked for five years at a small custom furniture design/build studio in Atlanta. There she started as an intern and worked her way to associate designer, specializing in both furniture design and engineering, specifically related to both woodworking and metalworking with a vast knowledge of other high-end materials. She’s also versed in spatial and interior design skills for both commercial and residential projects, from custom pieces of furniture to large-scale jobs with cohesive contract furnishing orders. In her role at Larson-Juhl, Carrie works with the rest of the product team to help manage the product development process for both branded wood moulding and accessories all the way from ideation to finished good.

Don Strouf has over 34

years of experience in the custom framing business and owns his own shop, Ducko’s Custom Framing 2.0, in Springfield, OR. Starting out cutting mats on a C&H table top mat cutter, over the years he has advanced to hand carving designs and has taken mat cutting to a whole new level with the Valiani Mat Pro Ultra.

Chuck Terry, Valiani

technical support manager for Crescent Cardboard Company, has worked in the CMC industry for the past 23 years. His experience in the development, installation, training, and support of CMCs has made him a leading expert in CMCs. Chuck’s dedication to his customers and their understanding of the product and its use have made him synonymous with CMCs.

Eric Michael Tollefson, an expert in frame design and fabrication, gilding, and conservation, has supervised production and bespoke frame making, period frame sales, and restoration for nearly three decades. Working as studio director for Gill & Lagodich for over eight years, Eric’s specialized expertise has proved invaluable in providing creative framing solutions and correct historical applications. He is a contributing writer for Picture Framing Magazine and has taught courses in gilding, ornament application, frame finishing, restoration, and conservation. Since 2016 he has been the collection manager and chief preparator of the McGuigan Collection, where he supervises the organization, care, and move of this private 19th-century American art collection to a newly built facility in Maine. Arthur Van Dover has been

with Canon USA for 12 years as a senior pro market specialist. He has an extensive commercial photography background in San Francisco and was the digital media specialist for Gap, Inc. He is also a certified master printer. His responsibilities include training high-end photographers and customers on using Canon’s wide-format devices and optimizing digital printing and work flow.

Manni Walia and his team

are leading the charge to offer a superior digital experience for Larson-Juhl customers wherever they engage with the company. Manni is passionate about improving the end-toend experience for customers and improving productivity for both Larson-Juhl and its partners through “anytime, anywhere” service, support, and information. His focus is on enhancing operational effectiveness to better facilitate digital initiatives across core business functions, including sales, customer service, supply chain, and marketing. For over 20 years, Manni has successfully managed all facets of developing and executing online strategies for leading organizations such as Yankee Candle, Rubbermaid, Home Depot, and Coca-Cola.

Mark Wallenfang has

owned Shooting Star Photo & Custom Framing in Appleton, WI, for more than three decades. He was a sports photographer for the Green Bay Packers’ weekly newspaper and his photos have appeared in leading sports publications such as Sports Illustrated and ESPN the magazine. He was the main photo contributor for the New York Times best-seller FAVRE. A graduate of the University of Wisconsin-Oshkosh and Brooks Institute of Photography in Santa Barbara, CA, Mark is also an award-winning framer. He teaches photography at Fox Valley Technical College.

Brian Wolf, CPF, GCF, began framing pictures as a part-time job while attending Iowa State University. In 1973, he won the Janice Petersen Andersen Award for Outstanding Design Student. Brian quickly realized that mat embellishments really grabbed customers’ attention. In 1978, he began demonstrating his hand-carving technique for mats at conventions and soon began teaching classes for the PPFA. Brian started his own framing business in Cedar Rapids, IA, in 1983. Since 1989, he has focused on leading workshops around the world on his matting techniques. He has authored books, appeared in videos, and is a regular contributor to trade magazines, including PFM, where he is one of the Mat Doctors. In 2002 he joined Wizard International, where he contributed his framer’s point of view and artistic touch to product development. He continues his work with Wizard through education, events, and design content. Elli Wollangk, MCPF, is the co-owner of Custom Design Workshop in Oshkosh, WI. Elli has been framing since 2003. An active member of the PPFA since the beginning of her framing career, she served as secretary and president of the Wisconsin Chapter. She is an MCPF Examiner, an Accredited Competition Judge, a member of the Guidelines Taskforce, and is currently the Certification Board Chair. Russ Wood, owner of Grey Owl Framing in Lakewood, CO, is a talented artist and award-winning framer. He specializes in matting and framing original works on paper; antique prints; decorative mats and French Mat designs. He began his framing career in the ‘60s, when he also dabbled in photography and art. After working in Sales and Marketing, followed by consulting for several years, he returned to framing in 2006. He has taught classes at the PPFA International Conventions as well as his local chapter. And he has taught classes for owners in other frame shops as well as classes for framers in his own shop. He loves helping other framers become more profitable. Amy Young is the owner of The Frame Shoppe, located in Cincinnati, OH. After graduating from The University of Cincinnati, Amy decided to join her parents’ venture in opening The Frame Shoppe. Today, The Frame Shoppe remains family-owned and operated. Amy purchased the store from her parents in 2006, and over the last decade plus, she’s remained devoted to growing the business and serving her customers. Amy is also the winner of Larson-Juhl’s 2018 Design Star competition. THE NATIONAL CONFERENCE 2019 35


COMMERCIAL FRAMING For production framers, managers, owners, and industry professionals E828

Cutting and Joining: Improving Quality and Efficiency Sunday, Jan 27 • 3:30 - 5:30 PM Kevin Meath Kevin will demonstrate the correct way to set up and check your double miter saw and under-pinner for alignment and straightness. This will improve the quality of your miters and help eliminate any touch-up. He will discuss proper methods for aligning saw room tools. You will learn the how and why of both saw table and joiner table alignment. You will leave with the knowledge needed to improve the quality of cutting and joining mouldings in your shop using basic hand tools. After checking and adjusting your equipment, you will improve yields, lower labor costs, and improve profit margins. FEE: $75 Sponsored by CTD Machines

E840

Purchasing Moulding in Volume: What to Know Before You Buy N

INDEX SCHEDULE AT A GLANCE

Monday, Jan 28 • 9 - 10:30 AM Kevin Meath Are you getting the best price for the product you purchase? Do you have an excess amount of cut moulding and wish you could minimize the scrap? Then this is the class for you. Kevin will guide you through the ‘needto-knows’ when purchasing large orders of moulding for your frame operation, such as freight, insurance, and importing issues. Gain useful knowledge of what kind of moulding to buy and where to buy it. You will also learn that sometimes the “cheap” moulding is more expensive. This session will provide you with crucial knowledge on how to minimize your waste, improve inventory turns, and maximize your output. FEE: $75

E816

Production Efficiency

REGISTER

Monday, Jan 28 • 3 - 5:30 PM Jim Parrie, Ph.D, CPF The framing industry is changing rapidly, making it more important than ever to stay abreast of what your competition is doing. Even under current conditions, companies in both the U.S. and overseas have unparalleled levels of 36 THE NATIONAL CONFERENCE 2019

success by implementing best practices in their production systems and organizations. One tenet of best practices is production efficiency. An efficient operation is vital to any framing business. If you are plagued by poor quality work or orders that are behind schedule, shrinking margins due to increased production costs, or antiquated equipment and software, this session is for you. It is designed for those involved in producing volume framing orders, whether as an OEM or a hub-and-spoke operation. In this advanced seminar, you’ll learn how to: • Decrease your manufacturing cycle time from weeks to days (by 70 percent or more) • Reduce your inventories by 50 percent or more (and increase customer satisfaction) • Increase capacity by 50 percent or more in your current facility • Maintain or increase your throughput while reducing your indirect labor by 50 percent or more and reducing your direct labor by 10 percent or more • Handle multiple store locations and multiple ship-to addresses • Take in and produce orders over the Internet • Improve your net income. The workshop will include a discussion on the effects of software, e-commerce, and automation on production efficiency and costs, including software myths and facts. What expectations are reasonable, what level of technology is needed in your facility, and other questions will be discussed in depth. This session will help cut through the marketing minefield and provide you with the information you need to buy the right piece of equipment to fit your needs. For example, you’ll learn why the typical air compressor used in a framing facility can be a production killer and how you can overcome that problem. You’ll also learn about equipment that thinks for itself and emails you when it has a problem. In this multi-media presentation on best practices from manufacturers from around the world, industry expert Jim Parrie will show you case studies that have helped manufacturers stay one step ahead of the competition. The class will focus on real-world examples and provide plenty of time for questions. Bring your issues, problems, and ideas and receive valuable feedback in a hands-on environment. FEE: $95 Sponsored by Decor Moulding & Supply/Southern Moulding & Supply

E832

Analyzing Your Equipment Needs Tuesday, Jan 29 • 9 - 10:30 AM Kevin Meath Are you considering upgrading your equipment? See if your cutting, joining, and fitting equipment is holding back your company’s growth. Recent upgrades in equipment options can make a big difference in your productivity. Kevin will discuss the most important features for you to consider when shopping for equipment to help you avoid making expensive mistakes. This is a unique opportunity to get expert advice on assessing your needs, so the equipment you decide on will serve you now and well into the future. FEE: $65 Sponsored by Fletcher Business Group

E835

Production Killers: Common N Mistakes You See in Frame Shops Tuesday, Jan 29 • 4 - 5:30 PM Kevin Meath Do you need help optimizing production in your frame shop? This session will help you identify the different ways you can make small or large changes to bring your frame shop to its most proficient level. Join Kevin as he walks you through the different ‘production killers’ he has seen in his years of experience in high-production facilities and small shops; some of which you may identify in your own shop. Find out how the smallest mistakes can turn into the biggest opportunities for change that will upgrade your production. FEE: $75 Sponsored by AMS/Art Materials Service

N

- New

W

- Workshop


2019 PPFA ANNUAL CONVENTION

THE PROFESSIONAL PICTURE FRAMERS ASSOCIATION AT THE WEST COAST ART & FRAME EXPO AND THE NATIONAL CONFERENCE

Keynote Luncheon The Frame in America: A 35-Year Retrospective SE-A7134 • Sunday, Jan 27 • 12 - 1:30 PM • William Adair The picture frame is the least understood and recorded of all decorative objects, and its significant relationship to paintings has been underestimated and disregarded throughout history. Understanding the style and origin of picture frames can strengthen our knowledge of art, while studying them can also add to our understanding of paintings and the role of artwork in our material culture. Let William immerse you in the history of American frames and give you insight on why picture frames are more than just a magnificent border. FEE: $85

Special Events INDEX

Meet & Greet

Reception

Awards

SCHEDULE AT A GLANCE REGISTER

SE-1019

SE-A7003

A7186

Sunday, Jan 27 • 7 - 8:45 AM Rob Markoff, CPF Join us for a Framers Continental Breakfast on Sunday, January 27, from 7-8:45 AM. Meet your fellow PPFA members as well as participants from Framers’ Corner and other social media sites. Make new friends before the convention begins. The breakfast is open to all attendees. Register early as this session will fill quickly. FEE: $10

Sunday, Jan 27 • 6 - 7:30 PM Enjoy networking opportunities with other retailers and suppliers as we welcome you to Las Vegas and kick off the WCAF Expo. Get a sneak peek from a number of vendors. Open to everyone. Hors d’oeuvres and cocktails. This event sells out quickly; reserve today. Hosted by the PPFA. FEE: $20

Tuesday, Jan 29 • 5 - 6 PM Join the International Framing Competition Board as they celebrate this year’s award winners. See all the 2018-19 winning frame designs and network with fellow framing retailers. Avoid disappointment — register early! Space is limited. FREE ($45 no-show fee)

Framers Breakfast

Welcome to Las Vegas Cocktail Party

International Framing Competition Cocktail Reception

International Framing Competition Framers from around the world participate in this annual competition, one of the most prestigious in the industry. The finalists will have their framed pieces at the competition “gallery” near the PPFA booth. Winners in the finals receive ribbons and cash prizes as well as great PR for their framing businesses—and the first place winner in PRINT will be featured on the cover of Picture Framing Magazine. Results will be announced at the PPFA Competition Reception on Tuesday evening, with the exception of “Popular Choice,” which will be announced at the PFM Breakfast on Wednesday morning. In the OPEN category, framers can let their imaginations run wild! Entrants choose a special, favorite framing project and the possibilities are almost limitless. Past entries have included wedding invitations, animal portraits, ancient pottery, a chunk of the Berlin Wall, a historic book, a miner’s lamp, and a “circus carousel,” to name just a few. Come and see this year’s unique OPEN entries! In the PRINT category, all entrants frame the same image or item—resulting in a myriad of creative and dynamic ideas. The PRINT piece for this competition is “Waterfront 1,” a 10”x10” digitally printed canvas created by James Burghardt, provided and printed by Studio EL, Emeryville, CA. 38 THE NATIONAL CONFERENCE 2019


A7204

Framing Competition Experience Monday, Jan 28 • 7 - 8:45 AM What do judges look for in framing competitions, and what does it take to be a winner? Whether you’re interested in entering the next competition, becoming a PPFA competition judge, or want to learn what judges look for, this interactive session is for you! In this peek behind the scenes, you will join a judging team and experience a “mock competition” hosted by the PPFA Competition Board and learn about the judging process. See what it takes to get a high score, why points are deducted, and much more. Refreshments will be served. Seats are limited. FREE ($45 no-show fee)

A7008

Annual Judges Meeting Tuesday, Jan 29 • 7:30 - 8:30 AM This annual meeting, led by the Competition Board, is for PPFA approved and accredited framing competition judges. The meeting will include what’s new in the competition guidelines and a discussion of any issues and concerns in judging. FREE ($45 no-show fee)

A7239

The Judges Qualification Course Wednesday, Jan 30 • 7 - 8:45 AM Are you interested in becoming a PPFA International Framing Competition judge? This course, led by the Competition Board, is for framers who took the PPFA 2018 introductory class, “The Competition Experience,” and who wish to become a judge; and is also for PPFA judges who have not taken an update class in the past four years. Anyone wishing to become an approved judge will need to take this course, that will go in depth into the judging process, and “hows” and “whys” of judging. FREE ($45 no-show fee)

MEMBER BENEFITS Visit www.ppfa.com to purchase discounted passes and download coupons — only available to PPFA members.

Certification A7117

CPF/MCPF Recertification Sunday, Jan 27 • 3:30 - 6 PM David Lantrip, MCPF, GCF Recertification is required every four years for framers who earned the CPF designation after 1994 from the Professional Picture Framers Association (PPFA) and for all framers with the MCPF designation from PPFA. The course, led by David Lantrip, will provide the latest information on preservation techniques and tools. This course is not an exam but an overview that is meant to update everyone with the “best industry practices” for protecting and displaying art. If it’s time to recertify and keep your designation current—here’s your opportunity! The course also is available as a download at ppfa.com. This session is an ideal choice even for those who do not need to re-certify. Regular Price: $245 • Member Price: $195

A7119

Introduction to Certification Tuesday, Jan 29 • 1 - 2:30 PM Elli Wollangk, MCPF The CPF designation from the PPFA is one of the most prestigious in the framing industry. Achieve a standard of excellence that can be trusted throughout the industry. With the CPF designation after your name, you’ll instantly gain professional recognition from colleagues, employees, and customers. Certification is available to custom picture framers around the world, with testing available in Imperial and Metric options. Studying for the CPF exam is a great educational tool, no matter how long you’ve been framing, and achieving the designation gives you an excellent marketing tool. Elli Wollangk, MCPF, chair of the PPFA Certification Board, will show you the purpose and benefits of certification and requirements to maintain CPF designation. Download a free study guide, with practice questions and a list of recom-

Education

mended reading, at www.ppfa.com - you’ll also find the recommended books in the store, or you can purchase them at the PPFA booth. FREE ($45 no-show fee)

A7120

What It Takes to Become a Master Certified Picture Framer Tuesday, Jan 29 • 3 - 4:30 PM Elli Wollangk, MCPF This class, for CPFs interested in taking the next step in accreditation, will address the purpose, benefits, and content of the exam; what is expected of a MCPF candidate; the exam process and scoring; and what is required to maintain the MCPF designation. FREE ($45 no-show fee)

A7116

Certified Picture Framer Exam Wednesday, Jan 30 • 8:30 AM - 12 PM This PPFA certification is a strong marketing tool. Test your knowledge in areas including preservation, mechanical, math, and mounting. Framers with a minimum of one year of handson framing experience in retail or wholesale may apply. The exam is also available online. Regular Price: $325 • Member Price: $225

A7118

Master Certified Picture Framer Exam Wednesday, Jan 30 • 8:30 AM - 12:30 PM The PPFA designation of MCPF is the highest and most prestigious professional credential in the international framing industry. A framer with a minimum of five years of hands-on experience in retail or wholesale picture framing who has taken and passed the CPF exam and has taken a recertification course within the last four years may apply. Regular Price: $565 • Member Price: $400

Code

Title

F-A7218 F-A7211 F-A196 F-A7220 M-A7223 M-A7240 M-A7215 M-A7222 M-A7234 M-A7221 MKT-A7175

Framing Techniques for Needle Art ...............................................................................6 Frame Shop Efficiency: Tables and Fixtures ..................................................................7 Solutions for Framing Oversized Art .............................................................................7 Glazing Options............................................................................................................8 Keeping Things Safe Chemically ................................................................................10 Simple, Safe Hinging..................................................................................................10 Innovations in Hinge-Free Support .............................................................................11 Large and Scary Textiles! ...........................................................................................11 Keeping Things Safe Physically ..................................................................................11 Bevels, Bevels, Bevels................................................................................................12 Photographing Framed Images for Advertising & Social Media ...................................26

Page

THE NATIONAL CONFERENCE 2019 39


National Conference Index

INDEX SCHEDULE AT A GLANCE REGISTER

Code

Title

A7008 A7116 A7117 A7118 A7119 A7120 A7186 A7204 A7239 DT905 DT921 DT930 DT934 DT937 DT938 DT944 DT949 DT951 DT960A & B E816 E828 E832 E835 E840 F-A196 F-A7211 F-A7218 F-A7220 F1002 F107L F107W F115 F116L F116W F134W F169 F190 F191L F191W F193 H601WA H607 H608 H610 H617W H633 H636 M-A7215 M-A7221 M-A7222 M-A7223 M-A7234 M-A7240 M2002 M2012 M201L M201W M2028 M2031 M2039 M2044 M2049 M227W M260W M264W M272W MC701

Annual Judges Meeting................................................................... 39 Certified Picture Framer Exam......................................................... 39 CPF/MCPF Recertification Course .................................................... 39 Master Certified Picture Framer Exam ............................................. 39 Introduction to Certification ............................................................. 39 What It Takes to Become a Master Certified Picture Framer............. 39 International Framing Competition Cocktail Reception ..................... 38 Framing Competition Experience .................................................... 39 The Judges Qualification Course ..................................................... 39 Wide Format Digital Printing: A Need-to-Know Guide ....................... 28 Producing Giclees: Capture to Finish ............................................... 28 Digital Printing FAQ and Troubleshooting Tips .................................. 30 Fine Art Success with Canon ........................................................... 28 Photo Metals: Cutting-Edge Technology........................................... 29 Introduction to Adobe Lightroom ..................................................... 30 Introduction to Adobe® Photoshop® .............................................. 29 The Secrets to Fine Art Digital Printmaking...................................... 28 Master the Print .............................................................................. 28 Canon Photo Printing Lab ................................................................ 30 Production Efficiency....................................................................... 36 Cutting and Joining: Improving Quality and Efficiency ...................... 36 Analyzing Your Equipment Needs .................................................... 36 Production Killers: Common Mistakes You See in Frame Shops ....... 36 Purchasing Moulding in Volume: What to Know Before You Buy ....... 36 Solutions for Framing Oversized Art................................................. 07 Frame Shop Efficiency: Tables and Fixtures ..................................... 07 Framing Techniques for Needle Art .................................................. 06 Glazing Options ............................................................................... 08 Hanging Hardware: Installations Made Easy .................................... 07 Framing Works of Art on Canvas...................................................... 07 Framing Works of Art on Canvas Workshop ..................................... 07 The Perfect Corner .......................................................................... 07 The Complete Guide to Shadowboxes & Framing Objects ................ 06 The Complete Guide to Shadowboxes Workshop ............................. 06 Practical Preservation: A Hands-On Workshop ................................. 07 Care and Maintenance of Mechanical & Vacuum Presses ................ 06 Miter Saws: Operation, Troubleshooting, Maintenance ..................... 06 Complete Guide to Basic Mounting Techniques ............................... 06 Complete Guide to Basic Mounting Techniques Workshop ............... 06 Float Mounts for Art on Paper or Canvas ......................................... 07 Introduction to Water Gilding Workshop ........................................... 24 The Basics of Woodcarving ............................................................. 24 The Fine Art of Toning Gilded Frames .............................................. 25 Intro to Compo Corners and Metal Leaf Workshop ........................... 24 Sgraffito and Granito Workshop ....................................................... 24 Crackle Gesso for Frames ............................................................... 24 Gold Leaf Gilding for Works of Art on Canvas, Paper, & Panels ......... 25 Innovations in Hinge-Free Support .................................................. 11 Bevels, Bevels, Bevels ..................................................................... 12 Large and Scary Textiles! ................................................................ 11 Keeping Things Safe Chemically ..................................................... 10 Keeping Things Safe Physically ....................................................... 11 Simple, Safe Hinging ....................................................................... 10 Frame Identification from a Historical Perspective ........................... 12 Mastering Mounting: Sensitive Items ............................................... 11 Mastering Mounting: Creative Mounting & Laminating..................... 12 Creative Mounting and Laminating Workshop.................................. 12 You Light Up My Frame: Using LED Lighting in Your Frame .............. 10 Identifying and Framing Vintage Photographs .................................. 11 American Impressionist Frames from Different Regions .................. 12 Splined Corners: A Custom Solution ................................................ 10 Mastering Mounting: Challenging Items........................................... 12 Traditional French Matting............................................................... 10 Creating Custom Finishes on Raw Wood Workshop ......................... 10 Fabric Wrapping Workshop.............................................................. 12 Decorative Panels Workshop ........................................................... 10 Mat Cutting: Back to Basics Workshop ............................................ 14

40 THE NATIONAL CONFERENCE 2019

Page

Code

Title

Page

MC702A Creative Corners Workshop ............................................................. 14 MC702B V-Grooves and Inlays Workshop ...................................................... 14 MC702C Getting Creative: Customizing Mats and Embellishments................. 14 MC707 Fillets Made Easy: A Hands-On Workshop ........................................ 14 MC708 Upscale Design Workshop ............................................................... 14 MKS5077 Increase Sales with an E-Newsletter Program ................................. 26 MKS5080 Insta Success – Must-Have Apps and Social Media Tools ................ 26 MKS5082 Understanding Millennials and What Motivates Them To Buy ........... 26 MKS5085 10 Online Design and Marketing Trends ......................................... 26 MKS563 Social Media and Digital Storytelling ............................................... 26 MKT-A7175 Photographing Framed Images for Advertising & Social Media ........ 26 MKT939 Search Engine Success: Dos & Don’ts of Internet Marketing............ 26 P3020 Things Your Accountant Won’t Tell You ............................................. 17 P3055 Increase Business with Corporate Framing Sales ............................ 17 P3056 Chasing the Wrong Rabbit: The Great Pricing Debate ....................... 17 P3062 How to Make Money with Your Valiani ............................................. 16 P3065 Competing in a Changing Industry: New Model for Success ............ 16 P3066 How to Build Buzz ........................................................................... 16 P3071 Delegating and Supervising ............................................................ 18 P3074 Frame Shop Success: Location, Leasing, & Art of Negotiation .......... 18 P3077 Five Key Steps to Buying and Selling a Frame Shop ........................ 17 P3079 All About Digital .............................................................................. 16 P311 The Goltz Standard: Pricing Strategies ............................................ 16 P352 Gift Items and More: A Profitable Product Mix .................................. 16 P383 Selling Art and Framing to the Corporate Market ............................. 16 P393 Ten Key Legal Issues Facing Publishers, Artists, & Framers Today.... 17 P3085 How Framing Retailers Can Outpace Online Framing Solutions ........ 16 R1100 The Glory of French Frames ............................................................ 20 R1102 The Rise and Fall of the European Modernist Frame ........................ 21 R1103 A Frame Lover’s Tour of Europe ....................................................... 21 R1105 Eight Centuries of Italian Frames ..................................................... 21 R1106 The Victorian Frame Renaissance.................................................... 21 R1107 Art From the Edge: European Artist-Designed Frames ..................... 21 R1108 Baroque Splendor: Spanish Frames of the 17th Century .................. 20 R1109 Frames of the Madrid Royal Court ................................................... 20 S5012 Design Elements: Shades of Gray 2019 ........................................... 33 S5023 Advanced Features and Applications of Gunnar GMC Software ........ 33 S5034 Award-Winning Shadowbox Designs: Sports Memorabilia ............... 34 S5040 Great Frame Shops with Great Ideas ............................................... 32 S5041 Fundamentals of Frame Design ....................................................... 34 S5042 Design Thinking .............................................................................. 33 S5045 Adding Value with Conservation Matboard....................................... 32 S5055 Successful Partnering with Interior Designers ................................. 33 S5060 Strategies for Selling Mouldings ...................................................... 34 S5071 Framing Styles for Today’s Homes ................................................... 32 S5075 Welcome to E-commerce – Benefits of Online Ordering .................. 34 S5081 Framing the Vision of Trend ............................................................. 34 S5083 Mid-Century Modern: Beyond the Decorator.................................... 34 S5084 Creative Mat Design with an Artistic Flair ........................................ 32 S5090 Design Elements: Pop of Color ........................................................ 34 S588 Design Elements: Understanding Color ............................................ 32 S592 Upscale Designs ............................................................................. 33 S595 Understanding Your Customer: The Psychology of Selling ................ 32 S599 Period Design ................................................................................. 32 SE-A7003 Welcome to Las Vegas Cocktail Party .............................................. 38 SE-A7134 The Frame in America: A 35-Year Retrospective .............................. 38 SE-MKS5078 Creating Your Brand: A More Deliberate Approach............................ 22 SE-P3069 Recharge Your Business: Take Your Business................................... 22 SE-P310 Successful Retailing: A Panel Discussion ......................................... 22 SE1010 Landscape Photography: How to Take Great Images........................ 23 SE1019 Framers Breakfast .......................................................................... 38 SE1025 WCAF Expo 20th Anniversary Party ................................................. 22 SE1030 Photography at The Neon Museum: Iconic Signs at Sunset.............. 23 SE-R1110 Great Frames of Europe Wine & Cheese Reception .......................... 20 T912A TGIF- Thank Goodness It’s FramePro! .............................................. 18 T912C Business Software Training: FrameReady Software ......................... 18 T932 Introduction to LifeSaver Cloud ....................................................... 18


WCAF EXPO & NATIONAL CONFERENCE REGISTRATION FORM 2019 TRADE SHOW BADGE

Save time, don’t stand in line! A trade show badge gives you access to the WCAF Expo trade show where you can meet with the industry’s top vendors. Register before January 10, 2019, to get your trade show badge for free!

INDIVIDUAL CLASSES

Build your own National Conference schedule! Register before December 20, 2018, to take advantage of early-bird pricing.

NATIONAL CONFERENCE PASSES

Register for as many National Conference classes as you’d like all for one convenient price. We have two pass options available to build the best possible schedule for you. While the following workshops (H601W, H610, & H617) are included in the passes, these sessions will require an additional material-handling fee of $35 each. Last day to purchase a pass is January 10, 2019. Both passes include a trade show badge.

1. VIP PASS

Choose any sessions or workshops from Regular Sessions (Section A) for one price. Selections from Special Events (Section B) and PPFA Convention (Section C) can be purchased at an additional cost.

2. PLATINUM ALL-ACCESS PASS

Includes all sessions from Regular Sessions (Sections A) and Special Events (Section B). PPFA exams and recertication courses can be purchased separately.

STEP ONE:

SELECT CLASSES

Please register for only one class per time period. Since classes are limited in size, you must reserve space in your desired classes even when purchasing a pass or when classes are free. Each attendee must use a SEPARATE registration form. Please make copies if you need additional forms. Please ll out class registration form below.

Show Hotel Paris Las Vegas Hotel & Casino (headquarters hotel) 3655 Las Vegas Boulevard South Las Vegas, NV, 89109-1287

Reservations:

Room rates start at $79 plus tax. Special rate expires on Dec. 27, 2018. Phone: (877) 603-4389 Use code: SPWCA9

For More Information Contact: call: 732-536-5160 email: info@wcafexpo.com web: www.wcafexpo.com

TRADE SHOW BADGE

Code

Title

E1006

WCAF Trade Show Badge

Fee Before 1/10

Fee After 1/10

Amount

Fee Before 12/20

Fee After 12/20

Amount

FREE

$20

SECTION A: REGULAR SESSIONS

Code

Title

Date & Time

DIGITAL DT905 DT921 DT930 DT934 DT937 DT938 DT944 DT949 DT951 DT960A DT960B

IMAGING & PRINTING SERIES Wide Format Digital Printing: A Need-to-Know Guide Producing Giclees: Capture to Finish Digital Printing FAQ and Troubleshooting Tips Fine Art Success with Canon Photo Metals: Cutting-Edge Technology Introduction to Adobe Lightroom Introduction to Adobe® Photoshop® The Secrets to Fine Art Digital Printmaking Master the Print Canon Photo Printing Lab Canon Photo Printing Lab

Sun. 1/27 - 2 - 5PM Sun. 1/27 - 9 - 12PM Tue. 1/29 - 4 - 6PM Mon. 1/28 - 9 - 11AM Tue. 1/29 - 9 - 11AM Wed. 1/30 - 10AM - 12PM Mon. 1/28 - 4 - 6PM Mon. 1/28 - 12:30 - 2:30 PM Sun. 1/27 - 1:30 - 3:30 PM Tue. 1/29 - 9 - 10AM Wed. 1/30 - 9 - 10AM

FREE* FREE* $60 FREE* FREE* $40 $60 FREE* $40 FREE* FREE*

FREE* FREE* $65 FREE* FREE* $45 $65 FREE* $45 FREE* FREE*

Mon. 1/28 - 3 - 5:30 PM Sun. 1/27 - 3:30 - 5:30 PM Tue. 1/29 - 9 - 10:30 AM Tue. 1/29 - 4 - 5:30 PM Mon. 1/28 - 9 - 10:30 AM

$90 $70 $60 $70 $70

$95 $75 $65 $75 $75

COMMERCIAL SERIES E816 Production Efficiency E828 Cutting and Joining: Improving Quality and Efficiency E832 Analyzing Your Equipment Needs E835 Production Killers: Common Mistakes You See in Frame Shops E840 Purchasing Moulding in Volume: What to Know Before You Buy * FREE (no-show fee may apply)


Code

Title

Date & Time

Fee Before 12/20

Fee After 12/20

INDEX SCHEDULE AT A GLANCE REGISTER

FUNDAMENTALS SERIES F-A196 Solutions for Framing Oversized Art F-A7211 Frame Shop Efficiency: Tables and Fixtures F-A7218 Framing Techniques for Needle Art F-A7220 Glazing Options F1002 Hanging Hardware: Installations Made Easy F107L Framing Works of Art on Canvas F107W Framing Works of Art on Canvas Workshop F115 The Perfect Corner F116L The Complete Guide to Shadowboxes and Framing Objects F116W The Complete Guide to Shadowboxes and Framing Objects Workshop F134W Practical Preservation: A Hands-On Workshop F169 Care and Maintenance of Mechanical & Vacuum Presses F190 Miter Saws: Operation, Troubleshooting, Maintenance, & Repair F191L Complete Guide to Basic Mounting Techniques F191W Complete Guide to Basic Mounting Techniques Workshop F193 Float Mounts for Art on Paper or Canvas

Mon. 1/28 - 3:30 - 5:30 PM Wed. 1/30 - 10AM - 12PM Sun. 1/27 - 4 - 6PM Tue. 1/29 - 3 - 5PM Mon. 1/28 - 3:30 - 6PM Mon. 1/28 - 12:30 - 2:30 PM Mon. 1/28 - 3 - 5PM Wed. 1/30 - 9 - 11AM Sun. 1/27 - 8:30 - 11:30 AM Sun. 1/27 - 1:30 - 4PM Tue. 1/29 - 3 - 6PM Sun. 1/27 - 1 - 3PM Sun. 1/27 - 9AM - 12PM Mon. 1/28 - 9 - 11:30 AM Mon. 1/28 - 3:30 - 6PM Tue. 1/29 - 9 - 11AM

$60 $40 $60 $60 $60 $60 $60 $40 $70 $90 $70 $40 $60 FREE* $70 $70

$65 $45 $65 $65 $65 $65 $65 $45 $75 $95 $75 $45 $65 FREE* $75 $75

GILDING SERIES H601WA Introduction to Water Gilding Workshop H607 The Basics of Woodcarving H608 The Fine Art of Toning Gilded Frames H610 Intro to Compo Corners and Metal Leaf Workshop H617W Sgraffito and Granito Workshop H633 Crackle Gesso for Frames H636 Gold Leaf Gilding for Works of Art on Canvas, Paper, and Panels

Sun. 1/27 - 1:30 - 4:30PM Tue. 1/29 - 9 - 11AM Tue. 1/29 - 1 - 3PM Sun. 1/27 - 9AM - 4PM Tue. 1/29 - 9AM - 12PM Mon. 1/28 - 3 - 5PM Wed. 1/30 - 9 - 11AM

$200 $105 $105 $115 $90 $105 $105

$225 $115 $115 $125 $95 $115 $115

MASTER M-A7215 M-A7221 M-A7222 M-A7223 M-A7234 M-A7240 M2002 M2012 M201L M201W M2028 M2031 M2039 M2044 M2049 M227W M260W M264W M272W

Mon. 1/28 - 10AM - 12PM Tue. 1/29 - 9 - 11AM Mon. 1/28 - 1:30 - 3:30PM Sun. 1/27 - 10AM - 12PM Mon. 1/28 - 1 - 3PM Sun. 1/27 - 1:30 - 3:30 PM Tue. 1/29 - 12:30 - 2:30 PM Mon. 1/28 - 9 - 11:30 AM Tue. 1/29 - 12:30 - 3PM Tue. 1/29 - 3:30 - 6PM Sun. 1/27 - 1 - 3PM Mon. 1/28 - 10 - 11:30 AM Tue. 1/29 - 4 - 5:30 PM Sun. 1/27 - 9 - 11AM Wed. 1/30 - 10AM - 12PM Sun. 1/27 - 9AM - 12PM Mon. 1/28 - 9AM - 12PM Wed. 1/30 - 10AM - 12:30 PM Sun. 1/27 - 5:30 - 7:30 PM

$80 $60 $60 $80 $80 $80 $40 $70 $60 $70 $70 $60 $40 $60 $40 $90 $115 $70 $70

$85 $65 $65 $85 $85 $85 $45 $75 $65 $75 $75 $65 $45 $65 $45 $95 $125 $75 $75

MAT CUTTING SERIES MC701 Mat Cutting: Back to Basics Workshop MC702A Creative Corners Workshop MC702B V-Grooves and Inlays Workshop MC702C Getting Creative: Customizing Mats and Embellishments Workshop MC707 Fillets Made Easy: A Hands-On Workshop MC708 Upscale Design Workshop

Sun. 1/27 - 9AM - 4PM Mon. 1/28 - 9 - 11AM Mon. 1/28 - 3:30 - 5:30 PM Tue. 1/29 - 2 - 4PM Sun. 1/27 - 5:30 - 7:30 PM Tue. 1/29 - 9AM - 12PM

$90 $70 $70 $70 $70 $70

$95 $75 $75 $75 $75 $75

MARKETING & SOCIAL MEDIA SERIES MKS5077 Increase Sales with an E-Newsletter Program MKS5080 Insta Success – Must-Have Apps and Social Media Tools MKS5082 Understanding Millennials and What Motivates Them To Buy MKS5085 10 Online Design and Marketing Trends Every Entrepreneur Should Watch MKS563 Social Media and Digital Storytelling MKT-A7175 Photographing Framed Images for Advertising and Social Media MKT939 Search Engine Success: The Dos and Don’ts of Internet Marketing

Wed. 1/30 - 10AM - 12PM Sun. 1/27 - 1 - 2:30 PM Tue. 1/29 - 12:30 - 2PM Mon. 1/28 - 10 - 11:30 AM Tue. 1/29 - 3 - 5PM Wed. 1/30 - 9AM - 12PM Tue. 1/29 - 12:30 - 2:30 PM

$40 $70 $70 $70 $60 $40 $60

$45 $75 $75 $75 $65 $45 $65

CLASS SERIES Innovations in Hinge-Free Support Bevels, Bevels, Bevels Large and Scary Textiles! Keeping Things Safe Chemically Keeping Things Safe Physically Simple, Safe Hinging Frame Identification from a Historical Perspective Mastering Mounting: Sensitive Items Mastering Mounting: Creative Mounting & Laminating Creative Mounting and Laminating Workshop You Light Up My Frame: Using LED Lighting in Your Frame Identifying and Framing Vintage Photographs American Impressionist Frames from Different Regions Splined Corners: A Custom Solution Mastering Mounting: Challenging Items Traditional French Matting Creating Custom Finishes on Raw Wood Workshop Fabric Wrapping Workshop Decorative Panels Workshop

Amount

* FREE (no-show fee may apply)

Visit our easy-to-use website. www.wcafexpo.com Save Time, Sign up Online!


Code

Fee Before 12/20

Fee After 12/20

Tue. 1/29 - 9:30 - 11:30 AM Tue. 1/29 - 3:30 - 5:30 PM Tue. 1/29 - 3 - 5PM Sun. 1/27 - 1- 3PM Mon. 1/28 - 3:30 - 5:30 PM Mon. 1/28 - 3:30 - 5:30 PM Wed. 1/30 - 10 - 11:30 AM Tue. 1/29 - 4 - 5:30 PM Tue. 1/29 - 1 - 2:30 PM Mon. 1/28 - 1 - 3PM Mon. 1/28 - 10AM - 12PM Mon. 1/28 - 3:30 - 5:30 PM Mon. 1/28 - 1 - 3PM Mon. 1/28 - 1 - 3PM Tue. 1/29 - 10:30 AM - 12PM

FREE* $60 $70 FREE* $60 $60 $40 $70 $70 FREE* FREE* $70 $60 $60 $40

FREE* $65 $75 FREE* $65 $65 $45 $75 $75 FREE* FREE* $75 $65 $65 $45

HISTORICAL COLLECTION R1100 The Glory of French Frames R1102 The Rise and Fall of the European Modernist Frame R1103 A Frame Lover’s Tour of Europe R1105 Eight Centuries of Italian Frames R1106 The Victorian Frame Renaissance R1107 Art From the Edge: European Artist-Designed Frames R1108 Baroque Splendor: Spanish Frames of the 17th Century R1109 Frames of the Madrid Royal Court

Sun. 1/27 - 3:30 - 5PM Tue. 1/29 - 5 - 6:30 PM Tue. 1/29 - 8:30 - 10AM Mon. 1/28 - 3:15 - 4:45 PM Tue. 1/29 - 12 - 2PM Mon. 1/28 - 12 - 1:30PM Sun. 1/27 - 1:30 - 3PM Mon. 1/28 - 8:30 - 10AM

$60 $60 $70 $60 $80 $80 $60 $70

$65 $65 $75 $65 $85 $85 $65 $75

SALES & DESIGN SERIES S5012 Design Elements: Shades of Gray 2019 S5023 Advanced Features and Applications of Gunnar GMC Software S5034 Award-Winning Shadowbox Designs: Sports Memorabilia and More S5040 Great Frame Shops with Great Ideas S5041 Fundamentals of Frame Design S5042 Design Thinking S5045 Adding Value with Conservation Matboard S5055 Successful Partnering with Interior Designers S5060 Strategies for Selling Mouldings S5071 Framing Styles for Today’s Homes S5075 Welcome to E-commerce – Benefits of Online Ordering for Your Business S5081 Framing the Vision of Trend S5083 Mid-Century Modern: Beyond the Decorator S5084 Creative Mat Design with an Artistic Flair S5090 Design Elements: Pop of Color S588 Design Elements: Understanding Color S592 Upscale Designs S595 Understanding Your Customer: The Psychology of Selling S599 Period Design

Mon. 1/28 - 4 - 6PM Tue. 1/29 - 9 - 11AM Tue. 1/29 - 10AM - 12PM Sun. 1/27 - 5 - 7PM Tue. 1/29 - 1 - 3PM Mon. 1/28 - 12:30 - 3:30 PM Mon. 1/28 - 9 - 11AM Mon. 1/28 - 10:30 AM - 12PM Wed. 1/30 - 10AM - 12PM Sun. 1/27 - 3 - 5PM Tue. 1/29 - 1 - 2:30 PM Tue. 1/29 - 10 - 11:30 AM Tue. 1/29 - 1 - 2:30 PM Mon. 1/28 - 9 - 11AM Tue. 1/29 - 10AM - 12PM Sun. 1/27 - 9 - 11:30 AM Mon. 1/28 - 1 - 3PM Sun. 1/27 - 3:30 - 5:30 PM Sun. 1/27 - 9 - 11AM

$60 FREE* $60 $60 FREE* $60 $60 FREE* $40 $60 FREE* FREE* $60 FREE* $60 $60 $60 $60 $60

$65 FREE* $65 $65 FREE* $65 $65 FREE* $45 $65 FREE* FREE* $65 FREE* $65 $65 $65 $65 $65

SOFTWARE SOLUTIONS T912A TGIF- Thank Goodness It’s FramePro! T912C Business Software Training: FrameReady Software T932 Introduction to LifeSaver Cloud

Sun. 1/27 - 1 - 3PM Tue. 1/29 - 12:30 - 2:30 PM Mon. 1/28 - 1 - 3PM

$40 $40 FREE*

$45 $45 FREE*

PROFIT P3020 P3055 P3056 P3062 P3065 P3066 P3071 P3074 P3077 P3079 P3085 P311 P352 P383 P393

Title & MANAGEMENT SERIES Things Your Accountant Won’t Tell You About the Framing Business Increase Business with Corporate Framing Sales: A Step-by-Step Approach Chasing the Wrong Rabbit: The Great Pricing Debate How to Make Money with Your Valiani Competing in a Changing Industry: The New Model for Success How to Build Buzz Delegating and Supervising Frame Shop Success: Location, Leasing, & the Art of Negotiation Five Key Steps to Buying and Selling a Frame Shop All About Digital How Framing Retailers Can Outpace Online Framing Solutions The Goltz Standard: Pricing Strategies Gift Items and More: A Profitable Product Mix Selling Art and Framing to the Corporate Market Ten Key Legal Issues Facing Publishers, Artists, and Framers Today

Date & Time

Amount

Regular Sessions Subtotal SECTION B: SPECIAL EVENTS

Code

Title

Date & Time

SE-A7003 SE-A7134 SE-MKS5078 SE-P3069 SE-P310 SE-R1110 SE1010 SE1019 SE1025 SE1030

Welcome to Las Vegas Cocktail Party The Frame in America: A 35-Year Retrospective Creating Your Brand: A More Deliberate Approach to Building Your Business Recharge Your Business: Take Your Business from Ignored to Adored Successful Retailing: A Panel Discussion Great Frames of Europe Wine and Cheese Reception Landscape Photography: How to Take Great Images Framers Breakfast WCAF Expo 20th Anniversary Party Photography at The Neon Museum: Iconic Signs at Sunset

Sun. 1/27 - 6 - 7:30 PM Sun. 1/27 - 12 - 1:30 PM Mon. 1/28 - 8 - 9:30 AM Tue. 1/29 - 8 - 9:30 AM Wed. 1/30 - 8 - 10 AM Sun. 1/27 - 5 - 6 PM Tue. 1/29 - 7 AM - 1 PM Sun. 1/27 - 7 - 8:45 AM Mon. 1/28 - 6 - 7:30 PM Sun. 1/27 -- 2:30 - 6 PM

Fee Before 12/20 $20 $80 $60 $60 FREE* FREE* $89 $10 FREE* $140

Fee After 12/20 $20 $85 $65 $65 FREE* FREE* $99 $10 FREE* $150

Special Events Subtotal

Amount


SECTION C: PPFA CONVENTION

Code A7008 A7116 A7117 A7118 A7119 A7120 A7186 A7204 A7239

Title

Date & Time

Annual Judges Meeting Certified Picture Framer Exam CPF/MCPF Recertification Course Master Certified Picture Framer Exam Introduction to Certification What It Takes to Become a Master Certified Picture Framer International Framing Competition Cocktail Reception Framing Competition Experience The Judges Qualification Course

Tue. 1/29 - 7:30 - 8:30 AM Wed. 1/30 - 8:30 AM - 12 PM Sun. 1/27 - 3:30 - 6:00 PM Wed. 1/30 - 8:30 AM - 12:30 PM Tue. 1/29 - 1 - 2:30 PM Tue. 1/29 - 3 - 4:30 PM Tue. 1/29 - 5 - 6 PM Mon. 1/28 - 7 - 8:45 AM Wed. 1/30 - 7 - 8:45 AM

FEE Before 12/20

FEE After 12/20

Amount

Member Price

Regular Price Member Price

Regular Price

FREE* $225 $195 $400 FREE* FREE* FREE* FREE* FREE*

FREE* $325 $245 $565 FREE* FREE* FREE* FREE* FREE*

FREE* $325 $245 $565 FREE* FREE* FREE* FREE* FREE*

FREE* $225 $195 $400 FREE* FREE* FREE* FREE* FREE*

PPFA Convention Subtotal * FREE (no-show fee may apply) SECTION C: SPECIAL OFFERS

INDEX

Code

Title

Fee Before 12/20

Fee After 12/20

E100 E105

VIP Pass (see details on front of registration form). Save up to 50% Platinum All-Access Pass (see details on front of registration form). Save up to 50%

q

Yes, I’d like to renew my Picture Framing Magazine subscription. 50% off regular price. Show Special $10 per year. (US only)

$399 $499

Amount

$449 $549

SCHEDULE AT A GLANCE

Subtotal Section A: Regular Sessions Subtotal Section B: Special Events Subtotal Section C: PPFA Convention TOTAL Refund Policy - No refunds after January 10, 2019. All information accurate as of publication date. Management reserves the right to change schedule, instructor and/or capacity. If a change occurs, attendees will be notified by email.

STEP TWO:

PAYMENT INFORMATION

REGISTER

We accept the following payment methods: check, Visa, or MasterCard. Please note that all free classes have a $20 no-show fee. Registration for free classes will not be accepted without either a credit card or check covering the $20 no-show fee. (You will only be charged $20 if you reserve a seat and do not attend).

Register online at www.wcafexpo.com or submit your form by: FAX: 732-252-2270 MAIL: WCAF Expo/National Conference, 83 South St., Unit 307, Freehold, NJ 07728 No phone registrations will be accepted. Fax and mail registration deadline 1/16/19.

Register Online at www.wcafexpo.com or Print Information Below:

**Mandatory Field

AMOUNT ENCLOSED $ __________________ o Please charge my: o Visa o Mastercard Card # ___________________________________ Exp. Date ______________ o Check enclosed (make checks payable to Hobby Pubco, LLC) Signature _____________________________________ Business Type (Check only one) 10. o Retailer Independent 12. o Retailer/Wholesaler 20. o Retailer Chain 25. o Retailer Franchise 30. o Wholesaler/Contract Framing 40. o Wholesaler/Distributor 45. o Wholesaler/Manufacturer 50. o Manufacturer 60. o Manufacturers Rep. 80. o Designer 90. o Other 120. o Photographer 240. o Art Publisher 280. o Artist

# OF EMPLOYEES (Check One) A. o 1 B. o 2-4 C. o 5-10 D. o 11-50 E. o 51-100 F. o 101 and up

Products Sold (Check all that apply) F. o Antiques and Collectibles **Name D. o Art Materials B. o Artwork/Originals E. o Crafts & Needleart **E-mail A. o Custom Picture Framing W. o Equipment P. o Gifts **Company H. o Gilding M. o Limited Edition prints R. o Limited Edition Sculpture Address Y. o Mat Board U. o Mirrors/Readymades V. o Moulding City C. ❑ Photography G. o Posters T. o Photo Frames Country X. o Supplies S. o Wall Art Phone I. o Other # OF LOCATIONS (Check One) A. o 1 B. o 2-4 C. o 5 and up

Owner Pres. Buyer Sales

State

Zip

Fax

Mail To: WCAF Registration, 83 South Street, Unit 307, Freehold, NJ 07728 Fax To: 732-252-2270

National Conference 2019 Brochure  
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