National Conference 2020 Brochure

THE NATIONAL CONFERENCE AT THE WEST COAST ART & FRAME EXPO

2020 BROCHURE TRADE SHOW: JANUARY 27-29, 2020 CONFERENCE: JANUARY 26-29, 2020

www.wcafexpo.com

You’re Invited

A

s the premiere educational event for the art and picture framing industry, The National Conference offers an un-

paralleled opportunity to gain insight from the industry’s leading specialists. As an attendee, you will choose from over 100 seminars and hands-on workshops that have been specially designed to help you achieve your goals. 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.

This year’s impressive array of events includes business-building keynote seminars, product demos, photo walks to iconic places like Valley of Fire, new speakers, and many new topics. Some favorites returning to the 2020 lineup include the Successful Retailing Panel Discussion, PPFA Annual Convention, and PPFA International Framing Competition.

Join us in Las Vegas January 26-29, for the 21st West Coast Art and Frame Expo and The National Conference, which will be held for the first time at the Rio All-Suite Hotel and Casino. We are excited to show you what the hotel, conference, and trade show have to offer. Make 2020 the year you take your business to the next level!

CONTENTS 6 8 10 12 13 14 18 20 21 22 24 27 28 30 33 34 36 38 S1

Schedule at a Glance Fundamentals Series Product Demonstrations Mat Cutting Series Mounting Techniques Master Class Series Digital Imaging & Printing Series Photo Walks Special Events Marketing & Social Media Series Sales & Design Series Sponsors Speaker Spotlight Profit & Management Series Production Solutions Gilding Series PPFA Convention Session Index Speaker Profiles

NEW SHOW HOTEL

HOTEL SPECIAL

Rates Starting at

$99

*

* Per Night. No Required Resort Fee. Tax Not Included.

• NO REQUIRED RESORT FEE • Exclusively for WCAF Expo Attendees • Home of the WCAF Expo and National Conference 4 THE NATIONAL CONFERENCE 2020

SHOW HOTEL Rio All-Suite Hotel and Casino 3700 W Flamingo Rd, Las Vegas, NV 89103 866-746-7671 (Code: SRWCA0) www.wcafexpo.com/Hotel

WEST COAST ART & FRAME

EXPO AND

THE NATIONAL CONFERENCE

About the Show

T

he WCAF Expo, home of the National Conference, features over 150 exhibitors ready to help your business succeed in

everything framing and beyond. In just four short days, you’ll discover new products and services, meet with representatives of all the leading vendors, and see demonstrations of the most upto-date equipment and technology. With the largest exhibit hall in the industry, you’ll find the solutions you need. Whether you’re looking for new vendors, strategies to social media, marketing, accounting, digital printing, and more, the trade show has a solution provider for you. Whether your business is large or small, domestic or international, well-established or new, the WCAF Expo and the National Conference has something to help you succeed.

Pricing Options INDIVIDUAL – Each session is priced separately. They range from free sessions to $229.00 for a two-day workshop. Discounts are available online if you sign up by December 20, 2019.

PASSES – There are two different passes available. Pay one price for the pass, then add as many included sessions at no additional cost. (PPFA exams and recertification courses are not included and can be purchased separately.) Discounts are available online if you sign up by December 20, 2019. The last day to purchase a pass is January 10, 2020.

1. VIP PASS - $449.00 – Includes all regular sessions.

Workshops and Special Events can be added at additional charges.

2. PLATINUM ALL ACCESS PASS - $549.00 – Everything for one price. Includes sessions, workshops, and special events.

TRADE SHOW BADGE – Allows access to the exhibit hall during regular trade show hours. Regularly $20.00, it is included at no charge with any National Conference registration. Free trade show badges are available if you sign up online by December 20, 2019.

How to Register 1. Go to www.WCAFEXPO.com and select Register Now 2. Select your Registration Type 3. Select your Pricing Option 4. Build your schedule. Search by day, category, or session code 5. Finish your checkout process. Major credit cards accepted.

For assistance, email us at info@wcafexpo.com or call 848-444-2240

TIPS TO BUILDING A GREAT SCHEDULE 1. Figure out what subject matter, techniques, and speakers appeal to you personally. The sessions are organized into series or topics to help search areas of interest easily.

2. Explore unfamiliar subjects. There’s no need to restrict yourself to items you’ve already familiar with. New sessions for 2020 are indicated with an N . Hands-on workshops will have a W. 3. Balance your time. Allow adequate time to visit the trade show. There will be product and equipment demonstrations, interactive exhibits, and lots of show specials to explore.

4. The Importance of Networking.

Framing professionals from around the globe attend the National Conference. Whether it is a breakfast panel, luncheon keynote, or a celebration cocktail reception, attending one of the networking events is a great way to build lasting relationships that could turn into a valuable resource for you and your business.

THE NATIONAL CONFERENCE 2020 5

SUNDAY, JANUARY 26, 2020 MC701W Mat Cutting: Back to Basics Workshop 9 AM - 4 PM p.12

F116L Complete Guide to Shadowboxes & Framing Objects 8:30 - 11:30 AM p.08

M-A7221W Bevels, Bevels, Bevels 9 - 11 AM p.14

M264W Fabric Wrapping Workshop 9 - 11 AM p.14

F169 Care and Maintenance of Mechanical & Vacuum Presses 1:30 - 3:30 PM p.13

F116W Complete Guide to Shadowboxes & Framing Objects Workshop 1:30 - 4 PM p.08

M-A7240 Simple, Safe Hinging 10 AM - 12 PM p.14

A7187 Through the Eyes of a Frame Conservator 12 - 1:30 PM p.36

MKS5080 Ultimate Guide To Instagram!

1:30 - 3 PM p.22

S5055 Successful Partnering with Interior Designers 3 - 5 PM p.24

DT948 Wide Format Digital Printing 2 - 5 PM p.18

S5044 Designing with Logos, Letters, and More!

4 - 5:30 PM p.24

MC707AW Fillets Made Easy: A Hands-on Workshop 5:30 - 7:30 PM p.12

S5043 Selling to the Next Generation 5 - 7 PM p.24

SE-A7003 Welcome to Las Vegas Cocktail Party 6 - 7:30 PM p.36

F190 Miter Saws: Operation, Troubleshooting, & Repair 9 AM - 12 PM p.08 M-A7224 Hinge Free Support 1:30 - 3:30 PM

p.14

SE1014 Photo Walk: The Museum at Count’s Kustoms 2:30 - 6 PM p.20

PPFA Annual Convention 2020 Page 36

MONDAY, JANUARY 27, 2020 F191L M260W M2028 MC702AW Complete Guide to Basic Mounting Creating Custom Finishes on Raw You Light Up My Frame: Using LED Creative Corners Workshop Techniques Wood Workshop Lighting in Your Frame 9 - 11 AM p.12 9 - 11:30 AM p.13 9 - 12 PM p.15 10 AM - 12 PM p.15

P3078 Jay Goltz Unplugged 8 - 9:30 AM p.30

F107L Framing Works of Art on Canvas 12:30 - 2:30 PM p.08

M2031 Identifying and Framing Vintage Photographs 10 - 11:30 AM p.15

M-A7225 Secure Support, Storage, and Transport 10 AM - 12 PM p.15

MKS5083 Finding More Customers with Google My Business 1:30 - 3 PM p.22

F107W Framing Works of Art on Canvas Workshop 3 - 5 PM p.08

M-A7229 Telling the Story: Working with Multi-Opening Matting 3:30 - 5 PM p.16

M-A7226 Managing Micro Climate 3:30 - 5:30 PM p.16

F1002 Hanging Hardware: Installations Made Easy 3:30 - 6 PM p.09

F191W MC702BW Complete Guide to Basic Mounting V-Grooves and Inlays Workshop Techniques Workshop 1 - 3 PM p.12 3 - 5:30 PM p.13

S5012 Design Elements: Shades of Gray 2020 12:30 - 2:30 PM p.25

P352 Gift Items and More: A Profitable Product Mix 3 - 5 PM p.30

M2046W LED Workshop: Creating a Halo Mirror Frame 3 - 6 PM p.16

MKS5086 Plan, Promote & Profit 12:30 - 2:30 PM p.22 S592 Upscale Designs 2 - 4 PM

p.25

TUESDAY, JANUARY 28, 2020

INDEX SCHEDULE AT A GLANCE

SE1010 Landscape Photography: Valley of Fire 7:30 AM - 1 PM p.20

F193 Float Mounts for Art on Paper or Canvas 9 - 11 AM p.09

M2012 Mastering Mounting: Sensitive Items 9 - 11:30 AM p.13

MKS5081 60 Minutes to a More Profitable Website 8 - 9:30 AM p.23

M-A7219 Decorative Matting: Grey Owl’s Greatest Hits 9 - 11:30 AM p.16

MC705W Tips and Tricks for Creative Mat Cutting 10 AM - 12 PM p.12

F196 Solutions for Framing Oversized Art 10 AM - 12 PM p.09

M201L & W Creative Mounting & Laminating Lecture 12:30 - 3 PM Workshop 3:30 - 6 PM p.13

M2002 Frame Identification from a Historical Perspective 12:30 - 2:30 PM p.17

DT949 The Secrets to Fine Art Digital Printmaking 10 AM - 12 PM p.19

T912C Business Software Training: FrameReady Software 12:30 - 2:30 PM p.32

F1008 Shadowbox Solutions: Fragile Objects 1 - 3 PM p.09

M-A7227W Tackling Textiles: Couching & Lacing 1 - 4 PM

MC707BW Fillets Made Easy: A Hands-on Workshop 3 - 5 PM p.12

F134W Practical Preservation: A Hands-On Workshop 3 - 6 PM p.09

p.17

M2017 Easy Mat Decorations That Sell 1 - 3 PM p.17

M-A7230 A7186 Needlepoint Know-How: International Framing Competition Building a Loyal Customer Base Cocktail Reception 4 - 6 PM p.17 5:30 - 7 PM p.36

MKS563 Social Media and Digital Storytelling 1 - 3 PM

p.23

M-A7228 Double Sided Framing 3:30 - 5:30 PM p.17

REGISTER

WEDNESDAY, JANUARY 29, 2020 F115 The Perfect Corner 9 - 11 AM

p.10

F-A7231 Acrylic for Fine Framing 9:30 - 11 AM p.10

6 THE NATIONAL CONFERENCE 2020

M2049 Mastering Mounting: Challenging Items 9:30 AM - 12 PM p.13

S5034 M2048W Award-Winning Shadowbox Fabric Wrapping Workshop: Liners 10 AM - 12 PM p.26 10 AM - 12 PM p.17

SUNDAY, JANUARY 26, 2020 H610W Intro to Compo Corners and Metal Leaf Workshop 9 AM - 4 PM p.34 H601W Introduction to Water Gilding Workshop 1:30 - 4:30 PM p.34

SE-A7217 Framer’s Breakfast 7 - 8:45 AM

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

p.36

M2026W Designing and Creating French Mats 2:30 - 4:30 PM p.15

p.18

DT947 The Art of Dye Sublimation 2 - 4 PM p.18

LAS VEGAS DESIGN MARKET TOURS

S588 Design Elements: Understanding Color 9 - 11:30 AM p.24

S5042 Design Thinking 9 AM - 12 PM

P3062 How to Make Money with Your Valiani 1:30 - 3:30 PM p.30

E828 Cutting and Joining: Improving Quality and Efficiency 3:30 - 5:30 PM p.33

p.24

TRADE SHOW HOURS

SE-S1016A Las Vegas Design Market – Insider’s Tour, Art Of Design Tuesday 28 • 9 AM - 12 PM • p.26

Monday 1/27 - 11 am to 6 pm Tuesday 1/28 - 10 am to 5 pm

SE-S1016B A Guided Tour of the Las Vegas Market-Gift Items Tuesday 28 • 2 - 5 PM • p.26

Wednesday 1/29 - 10 am to 2 pm

MONDAY, JANUARY 27, 2020 S5040 Great Frame Shops with Great Ideas 9 - 11 AM

F1006 Gizmos, Gadgets, and Processes 8 - 9:30 AM p.08

S5038 It’s the Simple Things 9 - 11 AM p.24

DT934 Fine Art Success with Canon 9 - 11 AM p.18

MKS5085 Experience Design: Top 10 Online Design And Marketing Trends 12 - 1:30 PM p.22

S595 Understanding Your Customer: The Psychology of Selling 1 - 3 PM p.25

DT946 The World of Inkjet Paper 12:30 - 2:30 PM p.18

T932 Introduction to LifeSaver Cloud 1 - 3 PM p.32

E840 Purchasing Moulding in Volume: What to Know Before You Buy 9 - 10:30 AM p.33

H633W Crackle Gesso for Frames 3 - 5 PM p.34

S5090 Design Elements: Pop of Color 3 - 5 PM p.25

MKS5084 Shopify: Your Key to Online Sales 3 - 5 PM p.22

E816 Production Efficiency 3 - 5:30 PM p.33

SE1020 PFM 30th Anniversary Party 6 - 7:30 PM p. 21

P3061 The New Rules of Retail 3:30 - 6 PM p.30

M272W Decorative Panels: Ink Lines 5:30 - 7:30 PM p.16

SE1011 Nighttime Photography: Fremont Street Experience 6 - 10 PM p. 20

DT950 Digital Color Tools for Photo/Fine Art 3:30 - 5:30 PM

p.18

p.24

S5071 Framing Styles for Today’s Homes 10 AM - 12 PM p.25

TUESDAY, JANUARY 28, 2020 H637 Historic Frame Restoration 9 - 11:30 AM p.35

F1007 All About Hardwoods 9 - 11 AM p.09

H608 The Fine Art of Toning Gilded Frames 9 - 11 AM p.34

P311 The Goltz Standard: Pricing Strategies 1 - 3 PM p.32

H634W Oil Gilding with Karat Gold Leaf 2 - 5 PM p.35

P383 Selling Art and Framing to the Corporate Market 1 - 3 PM p.32

H631W Verre Églomisé 3:30 - 5 PM

p.35

P3058 Improving the Profitability of your Business 3:30 - 5 PM p.32

WEDNESDAY, JANUARY 29, 2020 H632W Digital Printing on Hand-Gilded Paper 9 AM - 12 PM p.35

F-A7232 Jersey and Garment Framing 10 - 11:30 AM p.10

S5023 P3065 P3060 Getting Creative Competing in a Changing Industry: The Importance of Merchandising with Gunnar GMC Software The New Model for Success 9 - 11 AM p.31 9 - 11 AM p.25 9 - 11 AM p.31 P3069 S5035 Recharge Your Business: Take Your Selling Inspired Designs Business from Ignored to Adored 1 - 3 PM p.26 10 AM - 12 PM p.31 S5039 Style and Sales for Interior Designers and Art Collectors 3 - 5 PM p.26

P3077 Five Key Steps to Buying and Selling a Frame Shop 1 - 2:30 PM p.31

E832 Analyzing Your Equipment Needs 9 - 10:30 AM p.33 E835 Production Killers: Common Mistakes You See in Frame Shops 4 - 5:30 PM p.33

DT944 MKS5087 Introduction to Branding 101 - How To Create And Adobe® Photoshop® Style Big Brands In Business 4 - 6 PM p.19 3:30 - 5:30 PM p.23

SE-P310 Successful Retailing: A Panel Discussion 8 - 9:30 AM - p.00 DT938 Introduction to Adobe® Lightroom® 9:30 - 11:30 AM p.19

S599 Period Design 9:30 - 11:30 AM

MKT-A7175 Photographing Framed Images for Advertising and Social Media p.26 9 AM - 12 PM p.23

THE NATIONAL CONFERENCE 2020 7

FUNDAMENTALS OF FRAMING Framing Skills for the Beginner to Intermediate Framer F116L

The Complete Guide to Shadowboxes and Framing Objects F190

INDEX

Miter Saws: Operation, Troubleshooting, Maintenance, & Repair

SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 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

Sunday, Jan 26 • 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. This session covers design, composition, preservation features, structural considerations, and more. Learn how to present 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!

FEE: $75

F116W

The Complete Guide to W Shadowboxes and Framing Objects Workshop Sunday, Jan 26 • 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. 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: $75

8 THE NATIONAL CONFERENCE 2020

F1006

Gizmos, Gadgets, and Processes Monday, Jan 27 • 8 - 9:30 AM Rob Markoff, CPF In this new, fast-paced session, Rob will share innovative tools, hardware, and techniques that will make you a better framer.

Some of these items will be available on the trade show floor but may be otherwise overlooked! Mastering these “why-didn’t-Ithink-of-that” techniques will save you time and improve your accuracy, especially for repeated processes. The time savings alone could pay for the session! Attendees will receive a valuable resource guide to take with them.

FEE: $45 Sponsored by Picture Framing Magazine

F107L

Framing Works of Art on Canvas Monday, Jan 27 • 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 W Canvas Workshop Monday, Jan 27 • 3 - 5 PM Paul MacFarland, MCPF, GCF This workshop will 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

N

- New

W

- Workshop

will be a question-and-answer period as well as an in-depth 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

Hanging Hardware: Installations Made Easy Monday, Jan 27 • 3:30 - 6 PM Joel Kmak, CPF 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.

F1007

All About Hardwoods Tuesday, Jan 28 • 9 - 11 AM Mark Thorpe and James Thorpe Are you taken with the beauty and design elegance of maple, walnut, cherry, ash, and other hardwoods and interested in learning how to overcome their challenges to use them to their full potential? Mark and James will offer simple principles, techniques, and tips for hardwood picture framing that will help your business in inspiring and profitable ways. They will discuss the characteristics of each wood, such as grain pattern, hardness, and stability. They will also discuss cutting and joining techniques to help you get perfect, strong corners reliably. Finally, they will review principles of finishing, how each wood reacts to different finishes, and simple repairs and touch-ups you can make in your shop. These topics will encompass meaningful tips for a variety of moulding styles from square caps to float frames and even stained glass. You’ll leave this session with the tools and inspiration to surround more of your customers’ beautiful artwork in elegant, handcrafted hardwood moulding.

FREE ($20 no-show fee) Compliments of Picture Woods

F193

Float Mounts for Art on Paper or Canvas Tuesday, Jan 28 • 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: $65 Sponsored by the PPFA - Professional Picture Framers Association

F196

Solutions for Framing Oversized Art Tuesday, Jan 28 • 10 AM - 12 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 Sponsored by Hoffmann Machine Company

Sign up Online! www.wcafexpo.com

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

F1008

Shadowbox Solutions: Fragile Objects Tuesday, Jan 28 • 1 - 3 PM James Miller, MCPF, GCF In this session dedicated to mounting and framing objects easily damaged or broken, Jim offers several techniques to attach these items securely and ways to protect them from anticipated hazards in normal handling and display. Several examples will be discussed, such as a fragile, antique papier-mache giraffe; wine glasses; decorative, hand-painted bottles; and delicate, fine paper cutouts from Asia. Plan to share your experiences and bring your questions.

FEE: $65 Sponsored by the PPFA - Professional Picture Framers Association

F134W

Practical Preservation: W A Hands-On Workshop Tuesday, Jan 28 • 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 THE NATIONAL CONFERENCE 2020 9

FUNDAMENTALS OF FRAMING F115

F-A7231

F-A7232

Wednesday, Jan 29 • 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

Wednesday, Jan 29 • 9:30 - 11 AM Paul MacFarland, MCPF, GCF Acrylic glazing has been available for more than 50 years, yet remains one of the least understood products in the industry. There are many options in contemporary custom framing that address framing applications for which glass is not an option, including public areas, food service, and children’s spaces. Paul will lead the class in an in-depth discussion of the product and its applications, including sourcing, handling, cutting, de-masking, cleaning, and installing.

FEE: $45 Presented by the PPFA - Professional Picture Framers Association

Wednesday, Jan 29 • 10 - 11:30 AM Wayne Baker, MCPF Framing of jerseys, t-shirts, and the like can be the lifeblood of a framing business. Learn how to make and use basic internal supports for garments which could be small to very large in size and weight. This class will then identify methods to mount the stretched item to a backing prior to framing. There will also be a demonstration of a method of mounting an item so it can be viewed from either side (double-sided). This class will suit all levels of framing experience, with the opening material being general in nature and the final portion offering a more advanced method for mounting garments.

FEE: $45 Presented by the PPFA - Professional Picture Framers Association

The Perfect Corner

Acrylic for Fine Framing N

N Jersey and Garment Framing

PRODUCT DEMONSTRATIONS In these new mini-sessions, you will get a closer look at a range of time-saving, innovative framing products which are being showcased by some of the WCAF Expo exhibitors.

DEMO 1

DEMO 3

Sunday, Jan. 26, 2-3 p.m.

Learn how to turn your leftover glass and moulding into sellable tabletop frames by making your own easel backs. This easy, cost-effective tool will help you turn scraps into dollars. Boost your profits and reduce waste by adding this new product offering to your shop.

FREE Presented by Craft Inc.

Monday, Jan. 27, 9-10 a.m.

Get to see how the Join Rite mechanical canvas stretcher, distributed by 888 Manufacturing Corporation, can save you time and money while easily doing gallery wraps with as little as 3/4” below the wooden bar. Save your wrists, your canvas, and your money when printing giclées!

FREE Presented by 888 Manufacturing Corporation

Easel Backs

Canvas Stretching

INDEX SCHEDULE AT A GLANCE

DEMO 2

REGISTER

Mounting And Embellishing

DEMO 4

Sunday, Jan. 26, 3:30-4:30 p.m.

Using a water-based adhesive, you will learn how to mount paper prints on board stock using an easy mounting method and simple hand tools; no equipment needed. Next, using a texture gel, you will see how to embellish paper and canvas prints. With only a paint roller kit, a putty knife, and a few other tools, you can use these products to create beautiful embellished art your customers will love.

FREE Presented by Gluefast Company

Tuesday, Jan. 28, 8:30-10 a.m.

Explore easy mounting methods for 3D objects such as sports jerseys, violins, guitars, military medals, and more. Pat Kotnour will show you how you can safely and effectively mount these items. Gain the confidence to tackle a shadowbox project using this fast and easy system.

FREE Presented by Attach-EZ

10 THE NATIONAL CONFERENCE 2020

Mounting Methods For 3D Objects

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

MAT CUTTING Hands-on Workshops Covering Basic, Creative, and Specialty Techniques MC702AW

Creative Corners Workshop W

MC701W

Mat Cutting Workshop: Back to Basics W

Sunday, Jan 26 • 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 advance to creating specialty corner cuts and other, more complex mats.This workshop will break for lunch from 11:30 a.m.1:30 p.m. This session normally sells out early, so register now! Class size is limited.

FEE: $99

MC707W INDEX

Fillets Made Easy: A Hands-on Workshop W

SCHEDULE AT A GLANCE REGISTER

Session A: Sunday, Jan 26 • 5:30 - 7:30 PM Session B: Tuesday, Jan 28 • 3 - 5 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. Note: Both MC707A and MC707B are identical. Class size is limited.

FEE: $79 12 THE NATIONAL CONFERENCE 2020

Monday, Jan 27 • 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: $79

MC702BW

V-Grooves and Inlays Workshop W

Monday, Jan 27 • 1 - 3 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: $79

Special Thanks to Contributing Companies for the Mat Cutting Series:

MC705W

Tips and Tricks for Creative Mat Cutting W

Tuesday, Jan 28 • 10 AM - 12 PM Tim Franer, CPF, CMG Using a Fletcher F-2200 mat cutter, you’ll work on several projects in this handson workshop designed to improve your professional mat cutting skills.You’ll receive personal attention from the instructor in learning many shortcuts and time-saving techniques for cutting mats, including fabric and thicker mats. Projects will cover such areas as simplifying and speeding your mat measuring techniques, choosing the right mat cutting blades, eliminating overcuts and hooking, and choosing when and where to use reverse bevels. Explanation sheets will be available for each topic, along with other information you can use to practice your creative mat cutting skills at home.

FEE: $65 Sponsored by Specialty Matboard

CMC SESSIONS P3062 How to Make Money with Your Valiani

Sunday, Jan 26 • 1:30 - 3:30 PM See page 30 for full description.

S5044 Designing with Logos, Letters, and More!

Sunday, Jan 26 • 4 - 5:30 PM See page 24 for full description.

S5038 It’s the Simple Things Monday, Jan 27 • 9 - 11 AM See page 24 for full description.

M-A7229 Telling the Story: Working with Multi-Opening Matting Monday, Jan 27 • 3:30 - 5 PM See page 16 for full description.

ASAP Mouldings & Tapes, Crescent Cardboard, The Fletcher Business Group, and Specialty Matboard.

S5023 Getting Creative with Gunnar GMC Software Tuesday, Jan 28 • 9 - 11 AM See page 25 for full description.

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MOUNTING TECHNIQUES Safe and Effective Methods for Every Project F191W

Complete Guide to Basic Mounting Techniques Workshop W F169

Care and Maintenance of Mechanical & Vacuum Presses Sunday, Jan 26 • 1:30 - 3:30 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

F191L

Complete Guide to Basic Mounting Techniques Monday, Jan 27 • 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

Sign up Today!

Register Online www.wcafexpo.com

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Monday, Jan 27 • 3 - 5:30 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 Sponsored by Kool Tack

M2012

Mastering Mounting: Sensitive Items Tuesday, Jan 28 • 9 - 11:30 AM Chris A. Paschke, CPF, GCF, CMG There are many do’s and don’ts of mounting common sensitive items. This class covers noninvasive mounting methods, reviewing basic preservation mounting techniques (starch hinges, edge strips, and corner pockets); color tinting and ghosting; sheer fabrics (wet/dry mount); silk paintings and scarves (pressure mounting); 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); and Cibachromes (static mount).

We will also look at the benefits of sealed packages and humidifiers.

FEE: $79

M201L

Mastering Mounting: Creative Mounting & Laminating Tuesday, Jan 28 • 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: $75 Sponsored by Gluefast Company

M201W

Creative Mounting and Laminating Workshop W

Tuesday, Jan 28 • 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 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

M2049

Mastering Mounting: Challenging Items Wednesday, Jan 29 • 9:30 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: $79 Sponsored by the PPFA - Professional Picture Framers Association

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MASTER CLASS Programs Designed to Take Your Skill Set to the Next Level M264W

Fabric Wrapping Workshop W

M-A7221W

Bevels, Bevels, Bevels W

INDEX SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 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 “three-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

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Sunday, Jan 26 • 9 - 11 AM 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: $79 Sponsored by Frank’s Fabrics

M-A7240

Simple, Safe Hinging N

Sunday, Jan 26 • 10 AM - 12 PM Hugh Phibbs European museums have been using non-biological adhesives for some time.

Methyl cellulose and hydroxy propyl cellulose (Klucel G) are non-polar, non-bioactive forms of cellulose, which penetrate less than polar starch does. Both MC and HPC can be turned into safe, easy-touse adhesives for securing items being preserved, which must have their edges exposed. Neither MC nor HPC require cooking, nor do they have the short shelf life of cooked starch. HPC (Klucel G) can be mixed with alcohol, which means it will be less likely to cause swelling across the grain of paper and the cockling that ensues. In this course, you will see how these adhesives can be used in combination with lignin-free tissue to create traditional hinges and much larger bar and perimeter hinges to spread the support for vulnerable items without undue expense.

This lecture/demonstration will explore these topics and provide the student with samples of the materials needed to begin practicing safe hinging.

FEE: $89 Presented by the PPFA - Professional Picture Framers Association

M-A7224

Hinge-Free Support N Sunday, Jan 26 • 1:30 - 3:30 PM Hugh Phibbs When the edges of an item can be covered, it can be supported in a housing without the use of adhesive. Unbuffered interleaving tissue can be used to create lignin-free strips, wraps, slings, and gentle spacers using a number of different designs. Single-fold and double-fold edge strips can be used with most planar items, while one-piece edge wraps can give extra support for thicker items that are being secured in sinks. Warped items can be supported with radiant cut slings that can be shaped to fit the contours of their reverse side. When extra support is needed, polyester mesh can be substituted for the tissue and both tissue and mesh can be secured with linen or paper tape outside the footprint of the art. The tissue can be bonded to Volara, a stable polyethylene foam, with heat to create safe and soft spacers that can be used with mounted photos and similar items. This lecture/ demonstration will cover these techniques and provide the student with samples of the materials and designs.

FEE: $89 Presented by the PPFA - Professional Picture Framers Association

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Designing and Creating N W French Mats Sunday, Jan 26 • 2:30 - 4:30 PM Elida Scola and Heidi Knodle Designing and creating hand-drawn and colored French mats is both fun and profitable, adding to the image of your shop and impressing your clients. You’ll learn what kind of artwork is best enhanced with lines and color, what materials and skills you’ll need to create these inspiring creations, and how much you should charge. This is your chance to learn the history, selling points, and principles of this time-honored art. Join Elida and Heidi as they explore the history, application, hands-on practice, and pricing you’ll need to confidently add French matting to your shop’s repertoire.

You’ll learn things like how to use the proportions of the golden mean to create a perfectly balanced layout. You’ll also be using ruling pens to draw lines, practicing how to apply watercolor and dry pigment to create wash panels, and adding gold leaf and marbled paper to add a touch of bling.

Equipped with the story of French matting, you’ll be able to offer an enhanced design experience to your clients and a satisfying creative outlet for yourself.

FEE: $79

M260W

Creating Custom Finishes W on Raw Wood Workshop Monday, Jan 27 • 9 AM - 12 PM Eric 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: $130 Sponsored by Foster Planing Mill

M2028

You Light Up My Frame: Using LED Lighting in Your Frame Monday, Jan 27 • 10 AM - 12 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

M2031

Identifying and Framing Vintage Photographs Monday, Jan 27 • 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

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

Sign up Today!

Register Online www.wcafexpo.com

M-A7225

Secure Support, Storage, and Transport

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Monday, Jan 27 • 10 AM - 12 PM Hugh Phibbs Plastic sheets, boards, and foams can be employed to create an array of preservation components to protect and preserve valued items. Vivak (PETG sheet) can be used to back canvases to prevent punctures and vibration while ensuring visibility of the back of the canvas. Polypropylene polyflute (Coroplast or CoreX), which can be found in thicknesses from 4mm to 10mm, can be used to make backing boards that also serve as strainers to reinforce thin or aged frames without the expense or space requirements of a wooden strainer. This board can be assembled with deck screws to create storage or shipping boxes and it can be spliced with heat-sealing foil laminate to create oversize supports. Cross-linked polyethylene foam is both soft and stable and can be bonded with heat to provide contouring and padding for storage and transport housing. In this lecture/demonstration, these ideas will be explained and students will be provided with samples of the materials and their combinations.

FEE: $89 Presented by the PPFA - Professional Picture Framers Association

THE NATIONAL CONFERENCE 2020 15

MASTER CLASS Programs Designed to Take Your Skill Set to the Next Level M-A7226

Managing Micro Climate N

M2046W

NW LED Workshop: Creating a Halo Mirror Frame INDEX SCHEDULE AT A GLANCE

Monday, Jan 27 • 3 - 6 PM Rob Markoff, CPF This workshop will provide a hands-on experience to work with LED ribbons and mechanical connectors, including making soldered connections. Learn how and where to cut LED ribbons, choose and attach power and joining connectors, and assemble the necessary components to make a functional halo mirror frame. These techniques can also be used for many different frame designs that use LED lighting.

Prerequisite: Attendance in the LED lecture M2028 page 15 at this year’s WCAF Expo or prior classes.

FEE: $75

REGISTER

Register Online www.wcafexpo.com

Monday, Jan 27 • 3:30 - 5:30 PM Hugh Phibbs Since everything on this planet is covered with water molecules, the question is not whether moisture is present, but how much. While it is tempting to imagine a hermetically sealed package for use in preservation, this is a dangerous illusion, since seals are so difficult to maintain over long periods; and when they fail, the consequences can be dire. Monitoring of any enclosure package is critical, and a properly designed package can enable the client to improve the conditions of the package without opening it to expose its contents to pollutants. A re-condition port on the back of the package allows for the opening of a flap in the sealing foil so moisture can be subtracted or added while maintaining physical closure of the package. In this lecture/demonstration, the use of electrical-grade hot melt and high-tack pressure-sensitive adhesives will be explained, as will their use with plastic glazing sheets and laminated glass to form enclosure devises that allow the client to monitor and maintain their sensitive items successfully. Samples of the materials and designs will be provided.

FEE: $89 Presented by the PPFA - Professional Picture Framers Association

M-A7229

Telling the Story: Working N with Multi-Opening Matting Monday, Jan 27 • 3:30 - 5 PM Mark Klostermeyer, MCPF Designing with multi-opening matting can be challenging, even for the most experienced framer. A collection of items such as family photographs, autographed memorabilia, or theater souvenirs can cause a “framer’s design block,” since the customer expects the perfect layout immediately.

Once you know the story behind the subject of your framing, you will discover how to use that knowledge to make designing under pressure easier. Mark will show you how to follow the steps that will create a cohesive design and achieve balance, symmetry, and visual interest. Discover how to curate a customer’s collection, when to pare it down, and when to ask for more.

16 THE NATIONAL CONFERENCE 2020

Learn about including important visual elements and how to create the building blocks of each item’s importance to the story. Mark will also cover the preservation, structural, and shipping concerns that may determine design choices. By the end of this session, you will learn how to design and create multi-opening matting for custom framing that not only looks stunning, but also tells the story in a compelling way that your customers will cherish forever.

FEE: $65 Sponsored by the PPFA and Wizard

M272W

Decorative Panels: Ink Lines W Monday, 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. Whether bold or subtle, these decorated mats are a tradition for antique prints. Once you see the possibilities, you can start adding accents like these to enhance a surprisingly wide variety of art. Class size is limited.

FEE: $79

M-A7219

Decorative Matting: N Grey Owl’s Greatest Hits Tuesday, Jan 28 • 9 - 11:30 AM Russ Wood Russ Wood, an award-winning framer who is internationally renowned for his decorative mat designs, will explore techniques such as colored bevels, decorative papers, colored lines, pinwheels, panels, and precious metals.

He will also present pricing and marketing ideas so you can use these techniques to improve your sales as soon as you return home. This lecture/demonstration will allow time for questions and discussions about specific decorative techniques. At the end of this seminar, you’ll be able to determine which of these techniques will fit best with you and your clients, providing your customers with a special touch they won’t find elsewhere.

FEE: $65 Presented by the PPFA - Professional Picture Framers Association

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M-A7227W

Tuesday, Jan 28 • 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

Tuesday, Jan 28 • 1 - 4 PM Joyce Michels, MCPF Framers face a variety of challenges when mounting textiles. In this three-hour class/ hands-on workshop, Joyce will focus on couching and lacing, with tips on when to use a form or other support. Couching is a technique in which materials are laid across the surface of the ground fabric and fastened in place with small stitches. You’ll learn how to properly lace a small item, as well as how to couch to different substrates.

Whether you’re new to these techniques or just need to brush up your skills, you’ll learn tried-and-true, versatile preservation techniques to add to your framing arsenal and dazzle your customers!

FEE: $75 Presented by the PPFA - Professional Picture Framers Association

Frame Identification from a Historical Perspective

M2017

Easy Mat Decorations N That Sell Tuesday, Jan 28 • 1 - 3 PM David Lantrip, MCPF, GCF Looking for some new, easy ways to add to your creative toolkit? There are many unique and profitable mat designs that use readily available materials and tools. This lecture/ demonstration will show you a number of attractive, eye-catching designs using thread lines, fabric mats, and paper panels that will impress your customers, enhance your design game, and set you apart from the competition. If you’re looking for quick, creative techniques your clients are sure to love, this session is just what you need!

FEE: $65

Tackling Textiles: N W Couching & Lacing

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Double-Sided Framing N

Tuesday, Jan 28 • 3:30 - 5:30 PM David Lantrip, MCPF, GCF Double-sided framing: a request from customers that strikes fear into the heart of a framer. Whether a customer wants to see both sides of a document, wants a stainedglass panel to shine in a window, or asks for the dreaded “glass float” look, there are challenges to overcome. In this class, we’ll look at safe and secure mounting options, fitting, finishing, and everything a framer needs to tackle it with confidence.

FEE: $79 Presented by the PPFA - Professional Picture Framers Association

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

M-A7230

Needlepoint Know-How: N Building a Loyal Customer Base Tuesday, Jan 28 • 4 - 6 PM Meghan MacMillan, MCPF Needlepoint is a craft with a long, rich history practiced by such notables as Mary Queen of Scots, Marie Antoinette, Rosey Grier, and Joan Rivers. Originally a technique used to produce durable household goods such as rugs and pillows, needlepoint has evolved into a popular art form.

Needle artists are fiercely loyal to framers they trust. Meghan will show you how to offer framing for all kinds of needlepoint projects, from the initial sale to frame completion. Learn terms that will help you present your skills to needle artists so you can walk the walk and talk the talk! You will also explore design ideas and preservation concerns. Meghan will demonstrate different techniques for blocking and mounting.

Start building a customer base that will return again and again.

FEE: $79 Presented by the PPFA - Professional Picture Framers Association

M2048W

Fabric Wrapping N W Workshop: Liners Wednesday, Jan 29 • 10 AM - 12 PM David Lantrip, MCPF, GCF Fabric-wrapped liners are a great way to expand the design choices you offer beyond the handful of standard length liners. A traditional, tasteful option for framing works on canvas, they can also be used to provide your customers with upscale, profitable designs for all types of artwork. They are also a great problem-solver when mats are not available in the size you need. In this hands-on class, you will learn how to create “upholstered corners” and continuous-wrap liners. Both are beautiful options that really put the “custom” in custom framing! This is a hands-on workshop where attendees will leave with a finished product. Class size is limited.

FEE: $79 Sponsored by the PPFA - Professional Picture Framers Association

THE NATIONAL CONFERENCE 2020 17

DIGITAL IMAGING & PRINTING Basic to Advanced Techniques in Art and Photo Imaging DT948

Wide Format Digital Printing: A Need-to-Know Guide Before You Buy N DT921

Producing Giclees: Capture to Finish

INDEX SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 9 AM - 12 PM Gary Barker and Scott Erickson Learn everything you need to know 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. Explore different print media so you can choose the right one to achieve the best color gamut for the best possible prints. Discover how 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 presents the latest technology and 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 26 • 2 - 5 PM 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 Sal Passanisi as he gives you an overview of what hardware and software are available in the photo/fine art output marketplace.

FREE ($20 no-show fee) Compliments of X-Rite/Pantone

DT947

The Art of Dye Sublimation N Sunday, Jan 26 • 2 - 4 PM Gary Barker and Scott Erickson In this exciting new seminar, Gary and Scott will show you how to expand your product offerings and grow your business by producing and selling dye sublimation artwork.

Demonstrating the new and extremely affordable Epson F570 Series 24” dye sub printer, DTG will walk you through producing high-quality and color-accurate prints on metal, wood, fabric, and more. Learn everything you need to know from color managing for dye sub, time and temperature settings, and a variety of tips and tricks for the transfer process. Put yourself on the cutting edge of art reproduction with this session and impress your clients with the amazing art options that dye sublimation offers.

FREE ($20 no-show fee) Compliments of Digital Technology Group

DT934

Fine Art Success with Canon Monday, Jan 27 • 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

DT946

The World of Inkjet Paper Monday, Jan 27 • 12:30 PM - 2:30 PM Eric Joseph Showing over 200 individual photographs from Eric’s personal collection, he will discuss the technical points and aesthetic differences of a wide variety of inkjet papers. Participants will gain keen insight into the technical aspects, myths, and mysteries of digital printing through both lecture and interactive participation. Any and all questions are welcome. Learn how to turn ordinary images into extraordinary prints. The focus of this seminar is to empower participants with knowledge of the wide variety of inkjet media that is available and how important the print really is. We can truly have a personal bond and relationship with inkjet papers the same way we had with traditional darkroom papers.

FEE: $65

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Monday, Jan 27 • 3:30 - 5:30 PM Sal Passanisi Getting your D.F.E. (digital front-end) right before you begin the printing process is a key to being able to output color successfully. This seminar will focus on how to optimize a laptop/desktop computer for photo and fine art printing, from input capture tools, through monitor calibration and out to the output process. We will focus on cost-effective, ROI-driven tools that can help you ensure that you are getting color right the first time. During this training, we will be using some of the latest tools available to create an optimized print for pay architecture.

FEE: $65

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Canon Photo Printing Lab Session A: Monday, Jan 27 • 4 PM - 5:30 PM Session B: Tuesday, Jan 28 • 4 PM - 5:30 PM In this session, you will receive printing instruction at the Canon booth. 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 ($20 no-show fee) Compliments of Canon USA

DT949

The Secrets to Fine Art Digital Printmaking Tuesday, Jan 28 • 10 AM - 12 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! If you have a great image to share, bring a thumb drive with your JPG or TIF file sized to at least 11x17 inches at 300 ppi.

Your image may be used as an example print in class!

FREE ($20 no-show fee) Compliments of Freestyle Photo and Imaging/Canon imagePROGRAF

DT944

DT938

Tuesday, 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 hands-on exercises to help you learn and use Photoshop in a consistent, reliable manner to achieve great results. 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 Sponsored by Michelangelo Moulding

Wednesday, Jan 29 • 9:30 - 11:30 AM Hal Schmitt Adobe Photoshop® Lightroom® is a powerful, easy-to-learn family of image organization and manipulation software. Together, it provides a complete solution for all your digital imaging needs. Lightroom supports a streamlined, efficient, and effective workflow for the entire digital process from import to 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 Sponsored by Michelangelo Moulding

Introduction to Adobe® Photoshop®

Introduction to Adobe® Lightroom®

Sign up Today!

Register Online www.wcafexpo.com

THE NATIONAL CONFERENCE 2020 19

PHOTO WALKS Off-Site Tours for Camera Enthusiasts. All Levels Welcome SE1011

SE1010

Monday, Jan 27 • 6 - 10 PM Hal Schmitt Join Hal for an evening/night photography walk along the Downtown Vegas at Fremont Street Experience. Hal will discuss and demonstrate proven techniques for capturing stunning low-light images. Using the incredible architecture and lighting displays of downtown Vegas as subject matter, you will learn and use proper focus and exposure techniques while experimenting with different shutter speed options to either freeze or blur the non-stop action around us. Evening is also a perfect opportunity to learn panoramic, HDR, and flash photography. This session is great for the beginner through advanced photographer.

Hal’s teaching style will help you learn to make images with pop, impact, and wow factor, regardless of your experience level.

All cameras are welcome, whether DSLR, point-and-shoot, or even your smartphone.

To get the most of this session, Hal recommends a sturdy tripod and a DSLR; this will make some slow-shutter speed techniques much easier to execute and will give you the most creative options. If you plan to use your smartphone, make sure to download a camera application that gives you full control over your exposure (manual mode).

FEE: $99

Tuesday, Jan 28 • 7:30 AM - 1 PM Arthur Van Dover This photo walk takes you to Valley of Fire State Park, world-renowned for its 40,000 acres of bright-red Aztec sandstone and an incredible natural setting near Las Vegas. Capture dynamic landscape images while covering exposure, white balance, composition, depth of field, and other creative techniques. Arthur Van Dover, senior pro market specialist for Canon, will show you how to get base images that can be processed for creating great prints. He will also discuss options for both one-shot images and more advanced concepts like panoramic and high dynamic range images. This session is perfect for beginners and advanced photographers alike. A DSLR camera with a primary lens of 24105mm or the equivalent is recommended to learn more advanced shooting techniques; however, even with a point-andshoot camera, there is a lot to discover.

Class size is limited. As a bonus, you can sign up for one of Canon’s Free Photo Printing Labs and see one of your images come to life on the Canon imagePROGRAF PRO Series printers. Transportation to and from the park will be provided.

FEE: $99 Presented by Canon USA

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Sunday, Jan 26 • 2:30 - 6 PM Arthur Van Dover During this exclusive photo walk, you will explore the on-site museum at Count’s Kustoms, the setting for the History Channel show “Counting Cars” and home of Danny “The Count” Koker’s collection of hot rods, exotic cars, choppers, and more. Canon’s professional photographer will show you how to obtain unforgettable photos in a location that’s larger than life! Capture brilliant images of truly one-of-a-kind vehicles and learn an array of skills, including how to shoot in low light and how to shoot objects with reflective surfaces. A quick introduction will take place at the Rio before departing to Count’s Kustoms. Class size is limited. As a bonus, you can sign up for one of Canon’s Free Photo Printing Labs and see one of your images come to life on the Canon imagePROGRAF PRO Series printers.

Transportation to and from the museum will be provided.

FEE: $99 Presented by Canon USA

Landscape Photography: Valley of Fire

INDEX SCHEDULE AT A GLANCE REGISTER 20 THE NATIONAL CONFERENCE 2020

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SPECIAL EVENTS Enhance your trade show experience with these unique opportunities

Keynote Series Monday

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Monday, Jan 27 8 - 9:30 AM Jay Goltz See page 30 for details

Monday, Jan 27 12 - 1:30 PM Ginger Hartford See page 22 for details

Tuesday, Jan 28 8 - 9:30 AM Matt Weber See page 23 for details

Jay Goltz Unplugged: 5 Real Secrets

60 Minutes to a More Profitable Website

Top 10 Online Design And Marketing Trends

Breakfast Panel

Wednesday

Compliments of Picture Framing Magazine

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Successful Retailing: A Panel Discussion Wednesday, Jan 29 • 8 - 9:30 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)

Parties and Celebrations PFM 30th Anniversary Party: For the Love of the Frame

Welcome to Las Vegas Cocktail Party

Monday, Jan 27 • 6 - 7:30 PM

Sunday, Jan 26 • 6 - 7:30 PM

Join the staff of Picture Framing Magazine, the only magazine devoted entirely to the needs of the professional picture frame retailer, at a special party marking the 30th anniversary of the publication. Enjoy live entertainment, refreshments, and more. You’re invited to celebrate three decades of framing excellence through the pages of PFM. This exciting event will fill up quickly, so register today!

Session Code: SE1020

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. Session Code: SE-A7003

FREE

FEE: $20 Sponsored by the PPFA - Professional Picture Framers Association

THE NATIONAL CONFERENCE 2020 21

MARKETING & SOCIAL MEDIA New Strategies and Tools to Help Drive More Retail Business

LUNCHEON SESSION

Plan, Promote & Profit N

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Ultimate Guide To Instagram! Must-Have Pro Tools To Streamline And Scale Your Social Media

SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 1:30 - 3 PM Ginger Hartford Crack the Insta-code with Instagram, the leading visual platform that best complements your art and custom framing business. Learn about exciting, must-have resources to easily create agency-level content that connects with your dream clients! Master shopping social trends to monetize products. Leverage top social media tools such as IGTV and Instagram Stories to better engage customers, elevate your brand, save you significant time and money, and greatly increase your marketing reach and engagement with confidence. Ginger Hartford highlights top 20 must-have trade tools and tips the pros use! Class Bonus — Instagram Checklists: Plan for Significant Growth and Convert Followers To Clients FEE: $65

Experience Design: Top 10 Online Design And Marketing Trends Every Entrepreneur Should Watch Monday, Jan 27 • 12 - 1:30 pM Ginger Hartford 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 consumer expectations for evolving tech trends and optimizing your online solutions to create the most engaging consumer experiences! Highlighting the rise and importance of experiential retail, digital design tools, personalization, visualization, AR augmented reality, strides in visual and voice search, and shopping social. Ginger highlights Forbes Top 10 business trends every entrepreneur should watch! This is a special event with limited seating, so sign up early!

FEE: $45

SPECIAL EVENT

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Finding More Customers N with Google My Business Monday, Jan 27 • 1:30 - 3 PM Matt Weber Learn how to maximize Google My Business, a free tool for local businesses who want to connect with local customers on Google Search and Maps. See how to create or update your business profile and tap into the largest, most widely used business directory on the Internet. In this session, you will see how to: • Create or claim your Business Profile on Google • Manage your business info across Google Search and Maps • Use Google My Business to connect with potential customers.

FEE: $45 Sponsored by Crescent/Crescent Rewards 22 THE NATIONAL CONFERENCE 2020

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Monday, Jan 27 • 12:30 - 2:30 PM Meg Glasgow This seminar outlines a comprehensive, step-by-step approach to crafting a concise, logical, and effective marketing plan that produces real results. Learn about marketing strategies that work and avoid costly advertising mistakes that don’t. Whether you manage a small business looking to develop a formal marketing plan or an established frame shop looking to grow, you can gain a competitive advantage by translating the process outlined in this seminar into a streamlined, strategic document. You’ll be able to put this valuable document to work for you immediately when making future marketing decisions.

FEE: $79

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Shopify: Your Key N to Online Sales Monday, Jan 27 • 3 - 5 PM Erick Rios Shopify is a highly successful online platform that lets you start, grow, and manage a business online with minimum effort. In this informative seminar, you’ll learn how to create a Shopify online store, make a theme selection, do app integration, manage your products, and handle inventory, payments, and shipping. Shopify is completely cloud-based and hosted, which means you don’t have to worry about upgrading or maintaining software or web servers. This gives you the flexibility to run your online frame shop from anywhere with an Internet connection. What’s so great about Shopify? It’s easy to set up and use, secure and mobile-ready, very customizable with themes and apps, and offers great SEO and marketing tools. It also features your own payment gateway with lower credit card fees. With more and more retail going to the Internet, Spotify could be your ticket to building an online store to enhance your retail sales.

FEE: $65

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Tuesday, Jan 28 • 8 - 9:30 AM Matt Weber Improve the effectiveness of your website and you instantly improve the effectiveness of nearly every marketing channel. In this workshop, you’ll get six very specific website enhancements to multiply the value it brings to your business. Each tactic averages less than 60 minutes to implement. No technical jargon is allowed in this session led by Matt Weber, national trainer in the Grow With Google program, who has been designing websites that beat industry averages for conversion for over 10 years. This is a special event with limited seating, so sign up early!

FEE: $25 Presented by Crescent/Crescent Rewards

Matt Weber is a sought-after international trainer and leads a successful digital agency. He’s taught thousands of people digital marketing across North America as a trainer in the Grow With Google program. Business owners and marketers also tap into Matt’s expertise through the popular podcast “Search Talk Live,” which he co-hosts. “Search Talk Live” has been named one of the best podcasts on Search Engine Optimization by several publications. Matt is the inventor of Smylelytics (www.Smylelytics.com), a new free website analytics platform that translates website performance data into enjoyable and easy-to-read photographs.

MKS563

Social Media and Digital Storytelling Tuesday, Jan 28 • 1 - 3 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

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Branding 101 - How To Create And Style Big Brands In Business N Tuesday, Jan 28 • 3:30 - 5:30 PM Ginger Hartford Create a big brand for your small business.

Understanding the importance of a retailer’s brand perspective to tell your story in a highly visual manner is critical for your marketing success in the business of art and design. Strong creative brands understand the importance of marketing by design. Need to rebrand or uplevel your brand identity to stand out in the new decade? Learn best practices to develop a strategic framework and comprehensive branding package to establish your distinctive brand identity and style guide. Position your design authority and master your marketing with a creative point of view. Learn how to channel your vision and value with curated visual imagery and unified brand elements integrated throughout every marketing touchpoint for a cohesive customer experience. Learn how to also voice your communications by design with signature style elements across your logo, color palette, graphic icons, fonts, and more!

FEE: $79

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Photographing Framed Images for Advertising and Social Media Wednesday, Jan 29 • 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 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 Presented by the PPFA - Professional Picture Framers Association

THE NATIONAL CONFERENCE 2020 23

SALES & DESIGN Seminars on the Latest Design Trends and Ideas to Increase Sales S5055

Successful Partnering with Interior Designers

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Design Thinking Sunday, Jan 26 • 9 AM - 12 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 Crescent

SCHEDULE AT A GLANCE

Sunday, Jan 26 • 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

REGISTER

INDEX

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Design Elements: Understanding Color

24 THE NATIONAL CONFERENCE 2020

Sunday, Jan 26 • 3 - 5 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 you as a supplier. Come and learn how you can develop this lucrative aspect of the framing business.

FEE: $65

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Designing with Logos, N Letters, and More!

Sunday, Jan 26 • 4 - 5:30 PM Don Strouf From sports memorabilia to special occasion photos, change the ordinary into truly oneof-a-kind framing with custom lettering and logos in your mat designs. Learn how to ask the right questions that turn the sales process into a design consultation. Don will show you how to guide your customer through the design process and create excitement. See examples of unique, creative matting that will inspire you to think outside of the box and expand your offerings. Pricing, team colors, weighted mats, font selection, and other design elements will be discussed. Don will share his years of experience incorporating logos, letters, and numbers into custom framing. Whether you already own a CMC or are thinking about getting one, this class will put you on a fast track to designing and selling very unique matting designs. Finally, you’ll see the top five design samples to put on your wall tomorrow–once your customers see them, you will sell them!

FEE $45 Sponsored by Crescent/Valiani

N Selling to the Next Generation S5043

Sunday, Jan 26 • 5 - 7 PM Jared Davis, MCPF, GCF In this brand-new presentation, Jared will discuss the challenges facing our industry with the changing demographic of custom framing consumers. How is your business positioned to be able to take advantage of the new wave of millennial customers and the new era of selling custom framing?

Jared will provide insight into understanding the buying preferences of different consumer generations and reveal some progressive marketing strategies and merchandising concepts to help your business meet the expectations of the next generation of customers.

FEE: $65

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Great Frame Shops with Great Ideas Monday, Jan 27 • 9 - 11 AM Jared Davis, MCPF, GCF In this class, Jared 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-ofsale 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 Sponsored by Gunnar USA

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It’s the Simple Things N

Monday, Jan 27 • 9 - 11 AM Brian Wolf, CPF, GCF Learn how to incorporate simple yet artistic design elements that can transform what might otherwise be an ordinary mat into something truly unique. Brian will cover a variety of simple techniques that not only utilize the CMC to its full potential, but also

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provide useful and practical things you can incorporate into your own work right away.

You may just learn something that will make your next design...perfect! This class will provide an opportunity to explore projects that will benefit every framer, regardless of experience level, so please bring your design questions. Also included will be files and instructions developed by Brian to help you get started tomorrow.

FREE ($20 no-show fee) Compliments of Wizard

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Framing Styles for Today’s Homes Monday, Jan 27 • 10 AM - 12 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.

FREE ($20 no-show fee) Compliments of Crescent

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Design Elements: Shades of Gray 2020 Monday, Jan 27 • 12:30 - 2:30 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

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Monday, Jan 27 • 1 - 3 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

Monday, Jan 27 • 3 - 5 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

Understanding Your Customer: The Psychology of Selling

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Upscale Designs Monday, Jan 27 • 2 - 4 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.

FEE: $65 Sponsored by Frank’s Fabrics

Design Elements: Pop of Color

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Getting Creative with Gunnar GMC Software Tuesday, Jan 28 • 9 - 11 AM Jared Davis, MCPF, GCF This session will be a deep dive into the creative features and applications of Gunnar Mat Creator (GMC) software. Gunnar expert Jared Davis will cover a complete spectrum of useful, everyday concepts and out-ofthe-box ideas to help you create beautiful, customized mat designs to add value to your framing. A must for any Gunnar CMC owner looking to maximize the potential of their machine and versatile GMC software.

FREE ($20 no-show fee) Compliments of Gunnar USA

THE NATIONAL CONFERENCE 2020 25

SALES & DESIGN LAS VEGAS DESIGN MARKET TOURS

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Selling Inspired Designs N

Tuesday, Jan 28 • 1 - 3 PM Meg Glasgow Get inspired with Meg’s award-winning frame designs and learn practical tips for using these creative framing ideas to your customers. From unique touches, stunning shadowboxes, and artistic CMC mat details, you’ll get ideas and expert advice on how to dazzle your customers and grow your custom framing sales. You’ll see new design ideas and get tips on how to sell your creativity, plus helpful advice on how to price your newly inspired designs.

FREE ($20 no-show fee) Compliments of Wizard

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Style and Sales for Interior N Designers and Art Collectors

INDEX SCHEDULE AT A GLANCE

Tuesday, Jan 28 • 3 - 5 PM Heidi Knodle Explore fashion in framing in the expanding and profitable markets of high-end interior design and art collection. Join designer and framer Heidi Knodle as she shares her successful approach to growing a business by focusing on framing services for these selective clients. Learn about the interior design styles and high-end framing designs that appeal to designers and collectors. In this session, you will learn how you can build long-term relationships and partner with these professionals. Heidi will cover strategies for pricing, sales, and marketing to the trade. Discover what it takes to add this profitable opportunity to your current retail business. You have the high-end design talent; now put it to work in growing your business with private art collectors and the high-end interior design industry.

FEE: $65 Sponsored by Rhonda Feinman Custom Frames

Visit our easy-to-use website.

REGISTER

www.wcafexpo.com Save Time, Sign up Online!

26 THE NATIONAL CONFERENCE 2020

SE-S1016B

N A Guided Tour of the Las Vegas Market–Gift Items

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N Las Vegas Design Market– Insider’s Tour, Art Of Design Tuesday, Jan 28 • 9 AM - 12 PM Ginger Hartford, CPF Join Ginger Hartford, founder of EurDesign Studio, as she leads an insider’s tour of the Las Vegas Design Market trendspotting the art of design. Get a first look at the season’s hottest art, design, and styles! This insider’s tour will highlight showrooms of the top art publishers and home furnishing brands driving key design trends in the marketplace. Join Ginger for this exciting designer experience! Transportation will be provided.

FEE: $99

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Period Design Wednesday, Jan 29 • 9:30 - 11:30 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, matboard 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

Tuesday, Jan 28 • 2 - 5 PM John Ranes II, CPF, GCF Here’s a great opportunity to explore the Las Vegas Market, the largest furniture, home décor, and gift wholesale markets in the country, on a guided tour with framer and retail gift expert John Ranes.

This year’s gift and home decor market coincides with this year’s WCAF Expo.

John and Sarah Ranes have sold gifts and home decor in their Appleton, WI, store for more than 40 years. Any gift market can be overwhelming, but with this escorted venture, you’ll learn how each showroom’s gift items could fit into your business. John will walk you through the Las Vegas Market with key visits to handpicked suppliers. If you’ve never been to a gift market or are just looking for a fresh view, this tour is for you. P352-Gift Items and More: A Profitable Mix (page 30), is recommended, but not required.

Transportation will be provided.

FEE: $99

SPECIAL EVENT

relate to each of the eight specific design periods. This program also includes a 400page color Period Design Flipbook®.

FEE $65 Sponsored by Crescent

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Award-Winning Shadowbox Designs: Sports Memorabilia and More Wednesday, 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

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THANK YOU TO OUR SPONSORS 888 Manufacturing Corp.

Attach-EZ

FrameReady Software

Michelangelo Moulding

Frameware Inc.

PFM Publishing

Canon USA

Frank’s Fabrics

Picture Woods

Freestyle Photo and Imaging

PPFA - Professional Picture Framers Association

Craft Inc. Crescent

Gluefast Company Gunnar USA

Rhonda Feinman Custom Frames

Hoffmann Machine Co.

Specialty Matboard Corp.

Digital Technology Group

Jack Richeson & Co., Inc.

Valiani

Fletcher Business Group

Kool Tack

Wizard International

Foster Planing Mill

Lifesaver Software

X-Rite/Pantone

D&K Group Decor Moulding & Supply/ Southern Moulding & Supply

NEW SHOW HOTEL

HOTEL SPECIAL

Rates Starting at

$99

*

* Per Night. No Required Resort Fee. Tax Not Included.

Reserve a room at the WCAF Expo show hotel where everything is happening!

• NO REQUIRED RESORT FEE • Exclusively for WCAF Expo Attendees • Home of the WCAF Expo and National Conference

SHOW HOTEL Rio All-Suite Hotel and Casino 3700 W Flamingo Rd, Las Vegas, NV 89103 866-746-7671 (Code: SRWCA0) www.wcafexpo.com/Hotel

WEST COAST ART & FRAME

EXPO AND

THE NATIONAL CONFERENCE THE NATIONAL CONFERENCE 2020 27

2020

WCAF EXPO SPEAKER SPOTLIGHT EXCELLENCE IN EDUCATION

The National Conference at the WCAF Expo is dedicated to providing the largest and most comprehensive conference in art and custom framing industry, led by experts in their field.

Debbi Babb

Wayne Baker

Rhonda Feinman

Leah Fishman

Tim Franer

Meg Glasgow

Jay Goltz

Mark Klostermeyer

Joel Kmak

Heidi Knodle

Jay Kogan

David Lantrip

Barrie Lynn Bryant

James Miller

Michael Pacitti

Jim Parrie

Chris Paschke

Sal Passanisi

Hugh Phibbs

Chuck Terry

Mark Thorpe

James Thorpe

Eric Tollefson

Arthur Van Dover

Mark Wallenfang

INDEX

Scott Erickson

SCHEDULE AT A GLANCE REGISTER

28 THE NATIONAL CONFERENCE 2020

Gary Barker

Ken Baur

Daniel Beauchemin

Elisabeth Cornu

Jared Davis

Charles Douglas

Carol Graham

Wendy Harris

Ginger Hartford

Marty Horowitz

David Horowitz

Eric Joseph

Paul MacFarland

Megan MacMillan

Rob Markoff

Barbara Markoff

Kevin Meath

Joyce Michels

John Ranes II

Mike Reick

Erick Rios

Hal Schmitt

Elida Scola

Don Strouf

To see full speaker profiles, please visit our website at Matt Weber

Brian Wolf

Elli Wollangk

Russ Wood

www.wcafexpo.com THE NATIONAL CONFERENCE 2020

PROFIT & MANAGEMENT Explore Management Techniques, Pricing Strategies, Business Plans, and More P352

Gift Items and More: A Profitable Product Mix

INDEX

P3062

How to Make Money with Your Valiani

SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 1:30 - 3:30 PM Don Strouf and Chuck Terry 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/Valiani

Monday, Jan 27 • 3 - 5 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 added income from on-demand printing and art supplies, and other products within the gift and home décor field. Many have added gifts, cards, candles, pillows, and decorative accents to their retail mix. Making this move successfully, however, depends on finding the right kinds of products to enhance customers’ shopping experience. Choosing the right product mix requires careful analysis and real creativity. This course will explore those options, what might work for you, and where to find them.

John will show you how other shops have made this move successfully, including his own. Find out how you can generate more income and more traffic by adding specialized non-framing merchandise to your showroom area.

FEE: $65

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The New Rules of Retail N

Monday, Jan 27 • 3:30 - 6 PM Jay Kogan Are you working harder but not seeing the light at the end of the tunnel? Frame shops today face new challenges with online retailers, home décor stores, and the increase of DYI popularity.

If you are feeling uncertain about the future of your business, then this is an opportunity to learn how to position your shop for success.

Jay will discuss the key elements that every retailer needs to incorporate and how these new rules will transform their current business.

From shop design to equipment choices, Jay will reveal how to look for efficiencies that will make a difference. Jay will also cover how changing your product selections and offerings can increase your bottom line. Whether your business is in a strip mall, freestanding building, or by appointment only, Jay will help you uncover the strengths and weaknesses of your current business model so you can make informed decisions. You will walk away with a better understanding of where these new rules are coming from, and the knowledge to set goals no matter what your shop size. Change your business into the go-to destination that will succeed not only in today’s marketplace, but also in tomorrow’s.

FEE: $79

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Jay Goltz Unplugged: 5 Real Secrets to Making N More Money in the Framing Business

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Monday, Jan 27 • 8 - 9:30 AM Jay Goltz Some people have grown better businesses and some haven’t. Is it luck? Is it location? Is it skill? In this lively, no-holds-barred discussion, Jay Goltz—owner and operator of Artists Frame Service, the largest independently owned retail frame shop in the U.S.—will cover how to evolve in the new marketplace and what it truly takes to conquer the challenges that face today’s retailers. He will draw not only on his years of experience growing his own business but also from observing hundreds of frame shops—some of which continue to thrive and some of which are faded memories. He will reveal the five key elements he believes are critical to succeeding in the framing business. Find out how you can map out an effective action plan. You will leave this session motivated to turn the business you have into the business you’ve always wanted. Breakfast is included with this session.

FEE: $45

30 THE NATIONAL CONFERENCE 2020

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The Importance of Merchandising N Tuesday, Jan 28 • 9 - 11 AM John Ranes II, CPF, GCF In this seminar, John will show you examples of successful retail merchandising and explain how you can build excitement, confidence, and understanding, leading to a sale. A great salesperson can achieve these goals working with a potential client at the design counter, but great visual merchandising will sell to everyone who walks in the door. You will learn the components of a good display and ideas for creating eye-catching arrangements that blend your core framing product with popular gift and home décor items. Discover the ways in which you can reduce customer anxiety by educating them about what a custom framer can offer. At the end of this seminar, you will know how to create merchandising displays that add to your customers’ overall experience and leave them saying, “I love this store!”

FEE: $79

P3065

Competing in a Changing Industry: The New Model for Success

Tuesday, Jan 28 • 10 AM - 12 PM 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.

FEE: $79

Tuesday, Jan 28 • 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: $65

Recharge Your Business: Take Your Business from Ignored to Adored

Five Key Steps to Buying and Selling a Frame Shop

PFM BREAKFAST PANEL SE-P310

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Wednesday, Jan 29 • 8 - 9:30 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) Compliments of Picture Framing Magazine

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Successful Retailing: A Panel Discussion

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Tuesday, Jan 28 • 9 - 11 AM 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 Decor Moulding & Supply/Southern Moulding & Supply

P3069

www.wcafexpo.com THE NATIONAL CONFERENCE 2020 31

PROFIT & MANAGEMENT P311

P3058

Tuesday, Jan 28 • 1 - 3 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: $79

Tuesday, Jan 28 • 3:30 - 5 PM Wayne Baker, MCPF They say a penny saved is a penny earned. But how well do you understand the financial side of your business so that you can spot the best places to add to your bottom line? Too many framers run for cover when financials are mentioned, but by avoiding using financials, they’re missing out on a golden opportunity to make more money. As a business owner,

The Goltz Standard: Pricing Strategies

Improving the Profitability N of your Business

it is important that you have an understanding of this area of your business.

This seminar will examine your financials, primarily exploring your profit and loss statement and the fixed and variable costs of your business. It’s that information that will help you locate areas where you can generate savings as well as calculating the real hourly rate you should be charging. Improve your profitability and learn how to use your financial documents as an engine of profit.

FEE: $65 Presented by the PPFA - Professional Picture Framers Association

Selling Art and Framing to the Corporate Market

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Tuesday, 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

Monday, Jan 27 • 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 it 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. Note: This is not a class for current LifeSaver customers. We will be happy to demonstrate our LSS Cloud program or answer existing customer questions at our booth 1203.

FREE ($20 no-show fee) Compliments of LifeSaver Software

REGISTER

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SOFTWARE SOLUTIONS

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Introduction to LifeSaver Cloud

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Business Software Training: FrameReady Software Tuesday, Jan 28 • 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

32 THE NATIONAL CONFERENCE 2020

PRODUCTION SOLUTIONS For Production Framers, Managers, Owners, and Industry Professionals E816

Production Efficiency

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Cutting and Joining: Improving Quality and Efficiency Sunday, Jan 26 • 3:30 - 5:30 PM Kevin Meath Kevin will demonstrate the correct way to set up and check your double miter saw and underpinner 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: $79

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Purchasing Moulding in Volume: What to Know Before You Buy Monday, Jan 27 • 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 “need-to-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: $79

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Monday, Jan 27 • 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 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 session will include a discussion on the effects of software, e-commerce, and automation on production efficiency and costs, including software myths and facts. Learn how to cut through the marketing minefield and get 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: $99

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Analyzing Your Equipment Needs Tuesday, Jan 28 • 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: $60 Sponsored by Fletcher Business Group

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Production Killers: Common Mistakes You See in Frame Shops Tuesday, Jan 28 • 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: $79

Sign up Today! www.wcafexpo.com THE NATIONAL CONFERENCE 2020 33

GILDING SERIES Learn to Create Custom Frames. All Levels Welcome H601W

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Day One: Sunday, Jan 26 • 1:30 - 4:30 PM Day Two: Monday, Jan 27 • 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: $229 Sponsored by Foster Planing Mill and Rhonda Feinman Custom Frames

Tuesday, Jan 28 • 9 - 11 AM Charles Douglas Toning can be one of the more difficult techniques to master in framing, but wonderful results can be achieved by using the right approach, manipulating the leaf, and incorporating a few essential materials. Drawing on his 34 years of gilding experience, Charles will demonstrate toning using a direct approach that combines rubbing water-gilded leaf with a fairly simple patination technique that adds complexity and authenticity to gilded frames. Learn how to mix the proper pigmentation and ingredients to get the exact patina you want. This fascinating lecture-demo will then delve even further into making a frame look genuinely historic by adding wormholes, fly specks, abrasion, and rubbing.

You’ll leave this session being able to give a gilded frame an authentic, centuries-old appearance.

FEE: $120

Introduction to Water Gilding Workshop W

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Intro to Compo Corners and Metal Leaf Workshop W INDEX SCHEDULE AT A GLANCE REGISTER

Sunday, Jan 26 • 9 AM - 4 PM Eric Tollefson There’s no better class to take if you want to learn how to create one-of-a-kind 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: $175

The Fine Art of Toning Gilded Frames

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Crackle Gesso for Frames

W Monday, Jan 27 • 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 beautifully gilded thirteenth to eighteenth-century Florentine panel paintings. Learn to recreate this crackle look through a special but simple formulation of gesso materials that allows you to achieve results from fine crackle lines to deep recesses. All levels are welcome!

FEE: $120 Special Thanks to Contributing Companies for the Gilding Series: Easy Leaf Products, Foster Planing Mill and Rhonda Feinman Custom Frames.

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Historic Frame Restoration N Tuesday, Jan 28 • 9 - 11:30 AM Elida Scola and Elisabeth Cornu Historic picture frames are valued the world over by collectors and framemakers alike.

Unfortunately, they can also deteriorate over time. In this two-hour lecture/demonstration, Elida and Elisabeth will provide an overview of historic picture frames and how to best restore them while preserving their true make-up and appearance. The aim of this session is to empower quality framers to restore historic picture frames for collectors, galleries, and museums.

The lecture portion will show you how to recognize period frames and how museums and collectors rank frames. This will be followed by a demonstration of materials used in historic frames and a show-and-tell on restoring them while respecting their original creation. Materials covered will include wood (especially carved elements), compo (how it is made), sand panels, grooved panels, plaster elements, traditional gold leafing, historic bronze paint, other metal finishes, and painted decorations.

You’ll also see samples of mouldings that illustrate how frames deteriorate and how materials and techniques are used in their restoration. This session will be of great value to framers who want to do the restoration themselves and to help others who want to communicate more effectively with restoration specialists and with their clients.

FEE: $120

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Tuesday, Jan 28 • 2 - 5 PM Barrie Lynn Bryant Learn the most versatile and accessible type of gilding: oil gilding, which uses oil and acrylic gold leaf size. Oil-size gilding is great for new frames as well as old ones that need a new look. It’s also perfect for numerous other applications relevant to frame shops, such as enhancing mat bevels and paper projects. In this session, you’ll discover how to prepare various surfaces for oil gilding and how to use karat gold leaf in its three basic types–loose, patent, and roll. You’ll practice gilding on several different fun projects, including mat bevels, frames, ornaments, decorative objects, and other gift ideas, and you’ll get to take home the project you gild in class.

FEE: $130

Wednesday, Jan 29 • 9 AM - 12 PM Barrie Lynn Bryant Looking for something special that will truly excite your clients? This session will show you how to properly adhere gold leaf to fine art papers and how to print select artworks and photographs onto these gold surfaces using wide-format inkjet printers. You’ll discover how drawings and both color and black-and-white photographs can take on a special luminance when printed on papers gilded with karat gold and other leaf. This is a very beautiful, creative process that makes digital printing even more impressive. Your customers will love the look of gold on hand-gilded papers, and this session will give you the knowledge you need to start producing these striking images once you return home.

FEE: $130

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Digital Printing on Hand-Gilded Paper W

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Day One: Tuesday, Jan 28 • 3:30 - 5 PM Day Two: Wednesday, Jan 29 • 9 AM - 11:30 AM Leah Fishman This hands-on workshop explores the art of verre églomisé, or gilding and painting on the back of glass. Framers at all levels are welcome and will work with genuine 12-karat white gold to learn how to gild on glass, etch, backpaint with various mediums, and use special techniques to create ornamental motifs, mirrors, lettering, or an original design of your choosing. Class size is limited.

FEE: $175

THE NATIONAL CONFERENCE 2020 35

2020 PPFA ANNUAL CONVENTION

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

Keynote Luncheon Through the Eyes of a Frame Conservator A7187 • Sunday, Jan 26 • 12 - 1:30 PM • Elisabeth Cornu The value of historic frames is often in the tens of thousands of dollars, and that means conserving and restoring these frames requires special care. Elisabeth will provide an overview of how framers, like museums, can document the condition of high-end frames and create treatment proposals and reports. Learn useful tools to think through the steps of restoration and give an accurate estimate of the proposed work. Documenting the work done, both in visual and written form, also leaves an excellent record for future generations. Examples covered in this session will include Mathews Workshop frames from Oakland, CA; eighteenth- and nineteenth-century gilded compo frames; and a painted frame from the early twentieth century. As Elisabeth shows samples of frames that illustrate the above points, attendees will look at the frames through the eyes of a conservator as they practice filling out condition and treatment reports.

FEE: $85

Special Events INDEX

Meet & Greet

Reception SE-A7003

SE-A7217

SCHEDULE AT A GLANCE

Framers Breakfast

REGISTER

Sunday, Jan 26 • 7 - 8:45 AM Connect with fellow PPFA members as well as participants from Framers’ Corner and other social media sites.

Make new friends before the convention begins! This continental breakfast is open to all attendees. Register early, as this session will fill quickly.

FEE: $20 Sponsored by the PPFA Professional Picture Framers Association

Welcome to Las Vegas Cocktail Party Sunday, Jan 26 • 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 Sponsored by the PPFA - Professional Picture Framers Association

Awards A7186

International Framing Competition Cocktail Reception Tuesday, Jan 28 • 5:30 - 7 PM See all the winning frame designs and network with fellow framing retailers.

Avoid disappointment–register early!

Space is limited.

FREE ($20 no-show fee)

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 “Making Art is my Guilty Pleasure” created with a computer by Richard Cryer and sponsored by The Great Frame Up/Franchise Concepts, Inc. 36 THE NATIONAL CONFERENCE 2020

A7204

Framing Competition Experience Monday, Jan 27 • 8 - 9:45 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 ($20 no-show fee)

A7008

Annual Judges Meeting Tuesday, Jan 28 • 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 ($20 no-show fee)

A7239

The Judges Qualification Course Wednesday, Jan 29 • 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 2019 introductory class, “Framing 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 to maintain judging status. Anyone wishing to become an approved judge will need to take this course, which will go in-depth into the judging process, and “hows” and “whys” of judging.

FREE ($20 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 Course Sunday, Jan 26 • 3:30 - 6 PM Elli Wollangk, MCPF 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 Elli Wollangk, 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 28 • 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 recommended reading, at www.ppfa.com - you’ll

Education

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 28 • 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 ($20 no-show fee)

A7116

Certified Picture Framer Exam Wednesday, Jan 29 • 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 hands-on 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 29 • 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

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F-A7231 F-A7232 M-A7219 M-A7221W M-A7224 M-A7225 M-A7226 M-A7227W M-A7228 M-A7229 M-A7230 M-A7240 MKT-A7175

Acrylic for Fine Framing .............................................................................................10 Jersey and Garment Framing .....................................................................................10 Decorative Matting: Grey Owl’s Greatest Hits..............................................................16 Bevels, Bevels, Bevels................................................................................................14 Hinge Free Support ....................................................................................................14 Secure Support, Storage, and Transport .....................................................................15 Managing Micro Climate ............................................................................................16 Tackling Textiles: Couching & Lacing ..........................................................................17 Double Sided Framing................................................................................................17 Telling the Story: Working with Multi-Opening Matting ...............................................16 Needlepoint Know-How: Building a Loyal Customer Base ...........................................17 Simple, Safe Hinging..................................................................................................14 Photographing Framed Images for Advertising and Social Media ................................23 THE NATIONAL CONFERENCE 2020 37

National Conference Index

INDEX SCHEDULE AT A GLANCE REGISTER

Code

Title

A7008 A7116 A7117 A7118 A7119 A7120 A7186 A7187 A7204 A7239 DT921 DT934 DT938 DT944 DT946 DT947 DT948 DT949 DT950 DT960A&B E816 E828 E832 E835 E840 F-A7231 F-A7232 F1002 F1006 F1007 F1008 F107L F107W F115 F116L F116W F134W F169 F190 F191L F191W F193 F196 H601W H608 H610W H631W H632W H633W H634W H637 M-A7219 M-A7221W M-A7224 M-A7225 M-A7226 M-A7227W M-A7228 M-A7229 M-A7230 M-A7240 M2002 M2012 M2017 M201L

Annual Judges Meeting................................................................... 37 Certified Picture Framer Exam......................................................... 37 CPF/MCPF Recertification Course .................................................... 37 Master Certified Picture Framer Exam ............................................. 37 Introduction to Certification ............................................................. 37 What It Takes to Become a Master Certified Picture Framer............. 37 International Framing Competition Cocktail Reception ..................... 36 Through the Eyes of a Frame Conservator ....................................... 36 Framing Competition Experience ..................................................... 37 The Judges Qualification Course ..................................................... 37 Producing Giclees: Capture to Finish ............................................... 18 Fine Art Success with Canon ........................................................... 18 Introduction to Adobe® Lightroom® ............................................... 19 Introduction to Adobe® Photoshop® .............................................. 19 The World of Inkjet Paper ................................................................ 18 The Art of Dye Sublimation .............................................................. 18 Wide Format Digital Printing: A Need to Know Guide........................ 18 The Secrets to Fine Art Digital Printmaking...................................... 19 Digital Color Tools for Photo/Fine Art................................................ 18 Canon Photo Printing Lab ................................................................ 19 Production Efficiency....................................................................... 33 Cutting and Joining: Improving Quality and Efficiency ...................... 33 Analyzing Your Equipment Needs .................................................... 33 Production Killers: Common Mistakes You See in Frame Shops ....... 33 Purchasing Moulding in Volume: What to Know Before You Buy ....... 33 Acrylic for Fine Framing .................................................................. 10 Jersey and Garment Framing .......................................................... 10 Hanging Hardware: Installations Made Easy .................................... 09 Gizmos, Gadgets, and Processes ..................................................... 08 All About Hardwoods ....................................................................... 09 Shadowbox Solutions: Fragile Objects ............................................. 09 Framing Works of Art on Canvas...................................................... 08 Framing Works of Art on Canvas Workshop ..................................... 08 The Perfect Corner .......................................................................... 10 The Complete Guide to Shadowboxes and Framing Objects ............ 08 The Complete Guide to Shadowboxes Workshop ............................ 08 Practical Preservation: A Hands-On Workshop ................................. 09 Care and Maintenance of Mechanical & Vacuum Presses ................ 13 Miter Saws: Operation, Troubleshooting, Maintenance, & Repair ...... 08 Complete Guide to Basic Mounting Techniques ............................... 13 Complete Guide to Basic Mounting Techniques Workshop ............... 13 Float Mounts for Art on Paper or Canvas ......................................... 09 Solutions for Framing Oversized Art................................................. 09 Introduction to Water Gilding Workshop ........................................... 34 The Fine Art of Toning Gilded Frames .............................................. 34 Intro to Compo Corners and Metal Leaf Workshop ........................... 34 Verre Églomisé ................................................................................ 35 Digital Printing on Hand-Gilded Paper ............................................. 35 Crackle Gesso for Frames ............................................................... 34 Oil Gilding with Karat Gold Leaf ....................................................... 35 Historic Frame Restoration .............................................................. 35 Decorative Matting: Grey Owl’s Greatest Hits................................... 16 Bevels, Bevels, Bevels ..................................................................... 14 Hinge Free Support ......................................................................... 14 Secure Support, Storage, and Transport .......................................... 15 Managing Micro Climate ................................................................. 16 Tackling Textiles: Couching & Lacing ............................................... 17 Double Sided Framing ..................................................................... 17 Telling the Story: Working with Multi-Opening Matting..................... 16 Needlepoint Know-How: Building a Loyal Customer Base ................ 17 Simple, Safe Hinging ....................................................................... 14 Frame Identification from a Historical Perspective ........................... 17 Mastering Mounting: Sensitive Items ............................................... 13 Easy Mat Decorations That Sell ....................................................... 17 Mastering Mounting: Creative Mounting & Laminating..................... 13

38 THE NATIONAL CONFERENCE 2020

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M201W M2026W M2028 M2031 M2046W M2048W M2049 M260W M264W M272W MC701W MC702AW MC702BW MC705W MC707AW MC707BW MKS5080 MKS5081 MKS5083 MKS5084 MKS5085 MKS5086 MKS5087 MKS563 MKT-A7175 P3058 P3061 P3062 P3065 P3069 P3076 P3077 P3078 P311 P352 P383 S5012 S5023 S5034 S5035 S5038 S5039 S5040 S5042 S5043 S5044 S5055 S5071 S5090 S588 S592 S595 S599 SE-A7003 SE-A7217 SE-P310 SE-S1016A SE-S1016B SE1010 SE1011 SE1014 SE1020 T912C T932

Creative Mounting and Laminating Workshop.................................. 13 Designing and Creating French Mats ............................................... 15 You Light Up My Frame: Using LED Lighting in Your Frame .............. 15 Identifying and Framing Vintage Photographs .................................. 15 LED Workshop: Creating a Halo Mirror Frame .................................. 16 Fabric Wrapping Workshop: Liners .................................................. 17 Mastering Mounting: Challenging Items........................................... 13 Creating Custom Finishes on Raw Wood Workshop ......................... 15 Fabric Wrapping Workshop.............................................................. 14 Decorative Panels: Ink Lines............................................................ 16 Mat Cutting: Back to Basics Workshop ............................................ 12 Creative Corners Workshop ............................................................. 12 V-Grooves and Inlays Workshop ...................................................... 12 Tips and Tricks for Creative Mat Cutting .......................................... 12 Fillets Made Easy: A Hands-on Workshop ........................................ 12 Fillets Made Easy: A Hands-on Workshop ........................................ 12 Ultimate Guide To Instagram! Must-Have Pro Tools.......................... 22 60 Minutes to a More Profitable Website ......................................... 23 Finding More Customers with Google My Business.......................... 22 Shopify: Your Key to Online Sales .................................................... 22 Experience Design: Top 10 Online Design & Marketing Trends ........ 22 Plan, Promote & Profit ..................................................................... 22 Branding 101 - How To Create And Style Big Brands In Business..... 23 Social Media and Digital Storytelling ............................................... 23 Photographing Framed Images for Advertising and Social Media ..... 23 Improving the Profitability of your Business ..................................... 32 The New Rules of Retail .................................................................. 30 How to Make Money with Your Valiani ............................................. 30 Competing in a Changing Industry: The New Model for Success ...... 31 Recharge Your Business .................................................................. 31 The Importance of Merchandising ................................................... 31 Five Key Steps to Buying and Selling a Frame Shop ........................ 31 Jay Goltz Unplugged: 5 Real Secrets to Making More Money .......... 30 The Goltz Standard: Pricing Strategies ............................................ 32 Gift Items and More: A Profitable Product Mix .................................. 30 Selling Art and Framing to the Corporate Market ............................. 32 Design Elements: Shades of Gray 2020 ........................................... 25 Getting Creative with Gunnar GMC Software ................................... 25 Award-Winning Shadowbox Designs: Sports Memorabilia ............... 26 Selling Inspired Designs .................................................................. 26 It’s the Simple Things ...................................................................... 24 Style and Sales for Interior Designers and Art Collectors.................. 26 Great Frame Shops with Great Ideas ............................................... 24 Design Thinking .............................................................................. 24 Selling to the Next Generation ......................................................... 24 Designing with Logos, Letters, and More! ........................................ 24 Successful Partnering with Interior Designers ................................. 24 Framing Styles for Today’s Homes ................................................... 25 Design Elements: Pop of Color ........................................................ 25 Design Elements: Understanding Color ............................................ 24 Upscale Designs ............................................................................. 25 Understanding Your Customer: The Psychology of Selling ................ 25 Period Design ................................................................................. 26 Welcome to Las Vegas Cocktail Party .............................................. 36 Framers Breakfast .......................................................................... 36 Successful Retailing: A Panel Discussion ......................................... 31 Las Vegas Design Market — Insider’s Tour, Art Of Design ................ 26 A Guided Tour of the Las Vegas Market-Gift Items ........................... 26 Landscape Photography: Valley of Fire ............................................ 20 Nighttime Photography: Fremont Street Experience ......................... 20 Photo Walk: The Museum at Count’s Kustoms ................................. 20 PFM 30th Anniversary Party: For the Love of the Frame ................... 21 Business Software Training: FrameReady Software ......................... 32 Introduction to LifeSaver Cloud ....................................................... 32

Speaker Profiles The National Conference at the WCAF Expo 2020 features the industry’s Charles Douglas, a gold leaf gilder in private practice most influential leader, top experts in their field, and are dedicated to in the Pacific Northwest, your success. specializes in Traditional Water 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.

Wayne Baker, MCPF, is

co-owner and operator of Framing Elegance and CJ Paste Pty Ltd. He has qualifications across a variety of fields including a bachelor’s degree in production management, a master certified picture framer (MCPF) designation, and certifications in quality control. During his career, Wayne has been exposed to many aspects of business and has been employed within the government sector, multinational companies, and small, medium, and big businesses. He is the current president of the PPFA Australia chapter, having previously held the position of treasurer. Wayne is passionate about passing on any skills or information he has to others within the industry and is always ready to listen and help.

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.

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.

www.wcafexpo.com

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 six-and-a-half years in the corporate world, he returned to his first love, the framing studio, in 2016.

Elisabeth I. Cornu is a museum conservator and consultant who has been head objects conservator for the Fine Arts Museums of San Francisco, including 31 years in the Fine Arts Museum conservation laboratory, where she was involved in conservation treatment of European and American art objects and frames. She has also been a member of the adjunct faculty at the University of San Francisco in Arts Administration and at the JFK University Museum Studies Program. Her conservation consultancies for private clients and smaller museums include ongoing work for Fine Arts Museums, private collections, outdoor sculpture work, lecturing for USF in art conservation, and numerous international courses in art conservation in South America, North Africa, Egypt, Congo, and the Caribbean. She has a degree from Texas A&M University in art history, an economics/business degree from Kantonsschule Zürcher Oberland, Wetzikon/ZH, Switzerland, and a diploma in Restoration/Conservation from the City & Guilds of London Art School. She is also a professional associate with the American Institute for Conservation of Works of Art. Jared Davis, MCPF, GCF,

has 27 years of industry experience and is a Product Manager for Larson-Juhl 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.”

Gilding, Oil Gilding, Glass Gilding, and restoration of gilded frames, furniture, architectural, and sacred gilding. Charles began his gilding career as a member of the visual merchandising team at Saks Fifth Avenue in New York. With over 35 years of experience, Charles is dedicated today as a teacher of the gilding arts. His diverse skills as a gold leaf gilder extend from picture framing, luxury yachts, and residences, to liturgical gilding, altars, and gilded grounds for Fine art. Charles offers classes in such cities as Seattle, New York, San Francisco, and Owen Sound, Ontario. To support the continued growth of his gilding students, Charles publishes the Gilding Arts Newsletter with a membership of over 850 members in 20 countries..

Scott Erickson is co-owner

of Digital Technology Group in the Tampa area and has 30 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.

Leah Fishman, New Yorkbased artist, has been trained by world renown master gilders.

Her work can be seen on covers of Architectural Digest, in the Oval Office, Rockefeller Plaza, churches, businesses, and residences across the globe.

Past projects have included everything from tops of skyscrapers to door and window signage, traditional gilded frames and restorations, ceilings, lighting fixtures, furniture, guitar and automotive detailing, and much more.

Also a world traveling musician and DJ, she creates handmade mirrors and decorative gilded glass/verre églomisé artwork on a large and small scale, blending traditional technique with a modern aesthetic. For the full scope of her work, please see www.leahbethfishman.com.

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Speaker Profiles 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 throughout North America, Russia, Europe, South America, Australia, New Zealand, Japan, and China. 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 as 1st Place winner, PPFA Membership Award, a past board of directors member on the International Color Marketing Group, and a former president of the Rotary Club International. He also owns Tim Franer & Company and is a regular contributor to Mat Doctors and Frame Design columns in PFM.

Meg Glasgow, owner of

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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 was named Meridian’s 2005 Woman of the Year, a finalist in the Idaho Woman Entrepreneur of the Year program for 2004 and 2018, 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

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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.”

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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 20 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.

Wendy Harris, senior

technical service specialist for D&K Group, has 20 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,

founder of EurDesign Studio, is recognized as a highly accomplished thought leader and executive consultant in the art and design Industries. A 29-year career industry veteran formerly with Larson-Juhl, a global Berkshire Hathaway company, Ginger leads strategic marketing and business development initiatives in the business of design. She has established educational programs as a sought-after expert instructor, business panelist, and freelance writer for PFM and other art and design magazines. As a patented inventor of design technology, she has keen insight into emerging growth markets, visualization tools, and social media trends. Ginger’s extensive experience includes business development, product design, integrated digital 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.

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.

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 United States leading a seminar entitled, “The World of Inkjet Paper...

The Print Matters!” Speaking at colleges, universities, commercial labs, photo clubs, art centers, and professional photographic organizations, Eric teaches digital printmaking with an emphasis on empirical knowledge about allowing folks to make informed decisions about their digital output and how to obtain consistent, reliable, repeatable, and controllable results.

Mark Klostermeyer,MCPF, is the owner of Design Frames, the oldest custom frame shop in the city of Falls Church, Va. Mark is one of only 70 Master Certified Picture Framers (MCPF) worldwide and the winner of numerous national framing design awards. He is a past president of the Professional Picture Framers Association (PPFA).

Speaker Profiles Joel Kmak,CPF, is the own-

er 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 oneon-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.

Heidi Knodle is the found-

er and owner of Cadre, The Fine Art of Picture Framing, in San Francisco, CA. Heidi has over 35 years of experience as a picture framer specializing in period frame design for collectors, art consultants, and interior designers. She has been a contributing writer for PFM and has a BFA in sculpture from the University of Washington in Seattle, WA.

Jay Kogan,CEO and

owner of Hall 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.

Barrie Lynn Bryant began designing and making picture frames for his wife’s artworks in 1995 as a means to save money. When he discovered gilding in 1999, he broke open his piggy-bank, spent all of his savings on karat gold leaf, and began gilding some of the frames for her art on his own. Together he and his wife have won more than 100 cash awards in juried art shows throughout the US as well as five grants from the Wyoming Arts Council.

Barrie is an alternate trustee board member with the Society of Gilders. He lives and works in Kirby, WY, on the open range of the great American West. See his work at merglennstudios.com.

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.

Meghan MacMillan, MCPF, started in framing over 30 years ago, and has worked in every type of retail framing business, as well as a few wholesale ones. She owned her own shop for 11 years; since closing in 2015, she has been framing at The Mitre Box, in Baltimore. An educator at the regional and national level, she is also an examiner for the Master Certified Picture Framer (MCPF) exam, Recertification Course instructor, PPFA International Framing Competition judge, and serves on the PPFA Certification Board.

Rob Markoff, CPF, has 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 committees to write and revise the PPFA Framing Guidelines series and serving as a member of the International Board of Directors.

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 a

highly experienced Picture Framing professional with significant operations, sales, and management experience. His unique skill set enables him to consult in all areas of 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 many 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 great 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 Past President of the PPFA Mid-America Chapter, 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.

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.

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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 PPFA’s Certified Picture Framer (CPF) designation, and in 2004, he earned the MCPF designation.

As a member of PPFA’s Certification Board, he helped develop the Master Certified Picture Framer (MCPF) program and oversaw a review of the CPF program.

As an educator, Miller presents framing courses at educational venues. As a staff writer for Picture Framing Magazine, he has authored numerous feature articles on various framing topics. He has authored two instructional books for framers: Mounting Objects with Clear Film and The Complete Guide to Shadowboxes and Framing Objects.

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, an educator, and has authored numerous article series, including “The Essence of Design,” “Design Concepts,” and “Digital Directions.” She has authored four self-published books on mounting. She currently writes the “Mastering Mounting” column for PFM 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, Vivian Kistler Recognition for Innovation Award 2010, and PMA Distinguished Service Award 2012 for her contributions to and education in framing digital imagery.

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.

Michael Pacitti IDEC, CPF,

Sal Passanisi is a color work-

flow analyst for X-Rite/Pantone.

Sal is charged with configuration, set-up, and production benchmarks for multi-million dollar grand format and dye sublimation/dye fixation systems. Sal has run the color gamut in the ink-jet/ photo fine art industry working for manufacturers such as Barbieri (Spectrophotometers), Mirage, EFI, and Colorburst Digital front-ends to 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.” Sal will have great information on the latest equipment and color workflow.

co-founder of Frames and Stretchers, a frame shop with locations in Manhattan, Brooklyn, and Miami. He is also an accomplished visual artist who has won a number of awards.

Frames and Stretchers opened in May 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 a top position on both 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, Keith Haring, Kim Dong Yoo, and Ryan McGinness, among others. This led Larson-Juhl to recognize Erick as a Social Media Maven in its summer contest.

CAUS, CMG, has worked in the fine art, design, and framing industry for more than 25 years.

He has worked with Crescent, Roma Moulding, FOTIOU, Omega, Larson-Juhl, Peterboro, and now back with Crescent as the director of international development. Michael is associated with the Color Marketing Group as well as with the Color Association of the United States (CAUS). He has been teaching seminars on color and design to interior designers and custom picture framers throughout North America, Australia, 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.

Jim Parrie, Ph.D., CPF, is a

INDEX SCHEDULE AT A GLANCE REGISTER

45-year veteran of the framing industry 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 manufacturing facilities, cabinet and hardwood flooring manufacturing facilities, small chain operations, and OEM operations in excess of 150,000 square feet around the globe. By integrating production and marketing systems with state-of-the-art technology, he has earned a variety of consulting agreements with numerous manufacturers in the U.S. and abroad. His skill set and vast experience have allowed him to also provide consulting services to hardwood flooring, cabinet, and furniture manufacturers. Jim has been a lead instructor for The National Conference since 2000. He has also been an editor and contributor for PFM. Jim has been asked to speak, lead classes, and write articles for the framing and wood industries around the world. In addition, his client base includes several Fortune 500 companies and nearly every volume manufacturer and retailer in the picture framing industry.

S4 THE NATIONAL CONFERENCE 2020

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.

Erick Rios is the CEO and

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.

Elida Scola has owned

Galleria Scola in Oakland, CA, since 1983. The shop enjoys the distinction of being voted Best Frame Shop by the readers of Oakland Magazine. Her handcrafted and restored frames can be seen on Capitol Hill in Washington, D.C., and in fine local homes and businesses throughout the San Francisco Bay area. She has shared her expertise in Picture Framing Magazine as well as Decor and Art World News. Elida has taught classes for the Professional Picture Framers Association and conducted demonstrations at trade shows.

Speaker Profiles 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 24 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.

James Thorpe is Mark’s

son and the third generation of the Picture Woods family. He grew up around the business, and what started as his playground has become the home where he has worked for the better part of 20 years.

After receiving his MBA, James worked in advertising until the draw of Picture Woods lured him back. Now the director of operations, he is responsible for refining production techniques and ensuring excellence in the final product. In addition to his passion for woodworking and framing, James is an accomplished musician and has performed at such venues as Red Rocks Amphitheatre in Colorado.

Mark Thorpe always had an interest in woodworking.

Drawing inspiration from his great-grandfather, grandfather, and father—all of whom were woodworkers—led him into furniture design and crafting.

In 1980, Mark, along with his parents, Jack and Betty, founded Picture Woods, a manufacturer of high-quality hardwood mouldings. As the president of Picture Woods, Mark is also the main mastermind behind the intricate and technical profile designs and engineer of most tooling upgrades to equipment.

Eric Michael Tollefson is an expert in the aesthetic and technical aspects of custom frame design and fabrication, gilding, and frame conservation, he has supervised production framing and bespoke frame making, period frame sales, and frame restoration for companies in the Midwest and New York 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, and working with numerous museums, artists, and collectors. He is a contributing writer for Picture Framing Magazine and has taught courses in gilding, ornament application, frame finishing, restoration, and conservation at conferences throughout the country. In 2019, Eric relocated his studio to Maryland and is currently associate frame conservator at the National Gallery of Art. Arthur Van Dover has been

with Canon USA for 13 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.

Mark Wallenfang CPF, 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 as well as for other national image sources. His photos have appeared in national and international sports publications, including 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 a member of the PPFA Wisconsin Chapter and an award-winning framer. He teaches photography classes at Fox Valley Technical College in Appleton.

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Matt Weber is a sought-after

international trainer and leads a successful digital agency.

He’s taught thousands of people digital marketing across North America as a trainer in the Grow With Google program. Business owners and marketers also tap into Matt’s expertise through the popular podcast “Search Talk Live,” which he cohosts. “Search Talk Live” has been named one of the best podcasts on Search Engine Optimization by several publications. Matt is the inventor of Smylelytics (www.Smylelytics.com), a new free website analytics platform that translates website performance data into enjoyable and easy-to-read photographs.

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 after was teaching classes for the PPFA. Brian started his own custom 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 at Wizard by creating design content, contributing to product development, participation at industry events, and teaching classes through newly launched Wizard University.

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 1960s, when he also dabbled in photography and art. After working in sales, marketing, and consulting, he returned to framing in 2006. He has taught at Grey Owl and at other frame shops and has been an instructor at PPFA Conventions. His goal is to boost framers’ profitability.

THE NATIONAL CONFERENCE 2020 S5