Framing Industry Connects at the Vibrant
By Kimberly Biesiada
Picture framing retailers, manufacturers, suppliers, and industry experts from around the world convened in Las Vegas, NV, Jan. 24-26 for the 2025 WCAF Expo, which made its return to the Horseshoe Las Vegas Hotel & Casino, Las Vegas, NV. The venue allowed attendees to seamlessly shop the show floor, attend conference sessions and special events, and enjoy the resort’s wide array of food and entertainment options.
It is impossible to estimate the value of the world-class education and exclusive buying opportunities offered by the Expo. But for many, another deeply valuable facet of the event is the opportunity to connect with industry peers: troubleshooting common challenges, celebrating successes, sharing tips and tricks learned along the way, and forging lasting connections that benefit them both professionally and personally.
“The social aspect of attendance cannot be overlooked,” said Rob Markoff, CPF, a longtime instructor at the event and a framer for over 50 years. “I have made lifelong friends at the shows, and it is good to have someone to talk to who understands what you have been going through.”
THE EXPO
The two-day trade show, three-day educational event was held Jan. 24-26. The industry’s leading suppliers showcased essential products from diverse moulding and matboard options to cutters, joiners, printers, software solutions, artwork, and much more.
Exhibitors from across the US and around the world excited buyers with new product launches and exclusive show specials. They also showcased their creativity with eye-catching booth designs and theming. Framerica’s booth, for example, featured a “Made in America” theme complete with a replica of the Washington monument and photo ops.
“We oftentimes get asked about the theme of our booth and why we choose it,” said Josh Eichner, vice president of Framerica. “Oftentimes it’s about a new product; sometimes it’s about setting a mood. This year was a little different. We are quite proud to be the only major manufacturer of picture frame moulding in the United States. It’s been that way for most of the more than five decades that we’ve been servicing the greatest customers on Earth. So that became the theme…new designs, great value; made here!”
The Bella Moulding booth recreated a chic patio space complete with outdoor furniture. Wizard and Virtual Framer dedicated space in their booths for ongoing learning opportunities, and Michelangelo attracted buyers with their sleek, custom, all-white multilevel booth design. Attendees got to try out a karaoke machine in Tru Vue’s booth, which paired with their rock-and-roll theme.
For 2025, several companies expanded their footprint to showcase new equipment, such as Crescent Brands dedicating more space to Valiani CMCs. Fletcher Business Group and A-Plus Automation also had large-scale booths featuring the latest equipment.
Alongside these international suppliers, attendees were also able to shop from many small, specialty boutique manufacturers that offered unique, customized products.
“Attendees were greeted with the return of many favorite moulding and closed-corner companies as well as three handmade, custom picture frame makers exhibiting for the first time,” said Rob O’Donnell of The Frame Master in Lynbrook, NY. “While all three had very successful shows, the true ‘belle of the ball’ was Alana Joy of AJoy Framing, LLC, out of Vancouver, WA. Alana joins a growing list of women launching unique custom frame collections. Throughout the two-day show, Alana barely had time to breathe for all the orders she was writing!”
Demonstrating its global reach, the Expo welcomed attendees from 37 countries. Once at the event, they had the opportunity to engage with and procure products from over 90 exhibiting companies, including new exhibitors that further broadened the scope of offerings.
Attendees enjoyed meeting with vendors, discovering new products, sourcing equipment, and acquiring samples. For many retailers, this annual event serves as an opportunity to cultivate valuable face-to-face business relationships.
“As well as talking with suppliers at the trade show, we especially loved the opportunity to share stories and ideas with fellow gallery and frame shop owners,” said Derek Blair, owner of The Northville Gallery Artwork & Custom Framing in Northville, MI. “Whether it was emerging design and production elements or new revenue streams, it was an invaluable experience.”
THE CONFERENCE
The National Conference, held in conjunction with the Expo, is the industry’s most extensive educational program, offering cutting-edge seminars and hands-on workshops led by experts in their fields. Demand remained high for quality, industry-specific education, with many sessions selling out at the presale event. Workshops experienced particularly high demand and all sold out rapidly.
Thousands of attendees took advantage of this unique learning opportunity, participating in classes that covered a wide range of topics, including sales, design, marketing, profit management, gilding, digital imaging, mat cutting, and more.
Over 35 new sessions and several new speakers were offered in the lineup this year, adding to the excitement. Among them were “Framing Success: Unlocking Consumer Insights,” presented by Tru Vue; Ginger Hartford’s “Invest in Yourself: Brand and Social Media Savvy You Need Now;” “Know Your Textiles and How to Handle Them,” led by Sarah Beckett, MCPF, and Mikki Kavich, MCPF; and Meg Glasgow’s “Mastering the Art of Frame Design,” sponsored by Larson-Juhl. Attendees also took workshops on frame finishing, canvas stretching, hinging, airbrushing, fabric wrapping, linoleum block printing, French matting, and more.
Among the sold-out workshops this year was “Introduction to Water Gilding.” Led by David Horowitz in two parts over two days, participants were walked through each step of the process, from preparing gesso to burnishing and sealing the gilded frame. Each participant walked away with a frame they water-gilded themselves and the knowledge needed to recreate the process in their shops.
“My favorite class was Intro to Water Gilding,” said fourth-time WCAF Expo attendee Gayle Bennett, CPF, of Innerwood Gallery in Ballston Lake, NY. “That whole crew is so talented. I found a ton of value with all my class choices. I really like how there is something for everyone, no matter what level they’re at, and there are always new topics for return attendees.”
In “The Perfect Corner,” John Harry Gaston, MCPF, and John Ranes II, CPF, covered the ins and outs of cutting and joining all types of mouldings, from wood and aluminum to polystyrene and MDF, as well as wide profiles and warped or damaged moulding.
Jay Kogan discussed how frame shops can not only adapt to today’s retail environment, but also become more profitable in his new session, “Forward Thinking: The Modern Frame Shop.” On the equipment side, attendees learned how to improve the quality of cutting and joining mouldings in their shops and proper methods for aligning saw room tools in Kevin Meath’s “Cutting and Joining: Improving Quality and Efficiency,” sponsored by Fletcher Business Group.
Another popular topic was “Framing Oversized Art,” led by Rob Markoff. Attendees received practical information on how to reinforce frames and make platforms that will add strength to a framing package, plus how to deal with challenges such as sourcing materials, engineering, fabrication, physical workspace, materials handling, delivery/installation, and pricing.
PFM Business Editor Jay Goltz led two sold-out sessions this year: “Frame Shop Entrepreneur: Awakening The Giant Within” and “The Goltz Standard: Pricing Strategies in Today’s Economy.” Attendees left with the straightforward, numbers-driven strategies and advice that draw crowds to Goltz’s sessions year after year.
The presence of many new faces was a recurring observation among instructors and exhibitors, a trend supported by show data. Records show that over 20% responded that they were a first-time attendee at the show.
In addition to their in-booth education, Wizard sponsored two popular sessions free to attendees: Meg Glasgow, CPF’s “Shadowboxing for Profit and Success,” and Alan Kinney, CPF’s “Unleash the Unexpected: Discover the Creative Range of Your Wizard CMC.”
“I appreciated hearing what Meg Glasgow had to say about matting and framing,” said Kelly Benson of Beautiful Art Picture Framing & Art Gallery in Parker, CO. “Loved seeing what Meg and her crew created and showcased in the booths as well.”
SPECIAL EVENTS
Beyond the bustling trade show and extensive educational sessions, attendees could enhance their Expo experience by participating in parties, keynote sessions, and other special events.
A highlight for many was “The WCAF Happy Hour” welcome party. The sold-out party, sponsored by PFM, featured cocktails, hors d’oeuvres, caricature artists, and live music. The Skyview ballroom, located on the 26th floor and offering stunning views of the Las Vegas Strip, provided an ideal setting for networking and enjoyment.
Other special events included six featured breakfast sessions and the Professional Picture Framers Association’s “PPFA Framers’ Luncheon: Ask the Experts.” The PPFA also hosted a keynote luncheon with paper conservator Madalyn Meehan, “Preservation Challenge: Ask a Conservator,” which gave attendees the chance to brainstorm preservation framing challenges with one another in a round-table format. These events, along with various exhibitor parties, provided many opportunities for attendees to engage and connect throughout the Expo.
The enthusiasm and excitement were evident across the show floor, classrooms, and hallways throughout the three-day event, which remains the industry’s largest and most comprehensive. From bustling exhibitor booths showcasing innovative technologies to sold-out conference sessions and special events, this year’s Expo was a resounding success.
“The creativity, desire for excellence, and passion for the industry from both attendees and exhibitors alike never ceases to amaze me,” said Deborah Salmon, trade show director. “It is so rewarding to be part of an event that assists and inspires attendees to take their businesses to the next level. Even in this highly connected world, nothing beats the growth and networking opportunities only available at an industry event. Our team is already working on new ideas and topics for future shows.”
Future dates for the WCAF Expo and the National Conference will be announced soon. To stay updated, subscribe to receive the latest show news at wcafexpo.com. Major announcements will also be featured in upcoming issues of PFM.