2025 National Conference Brochure : simplebooklet.com

THE NATIONAL CONFERENCE 2025 3CONTENTS 4 Schedule at a Glance 6 Fundamentals Series 8 Mat Cutting Series10 Master Class Series12 Digital Imaging & Printing Series 15 Special Events17 Marketing & Social Media Series 18 Sales & Design Series20 Sponsors22 Prot & Management Series 27 Gilding Series 28 Production Solutions 29 PPFA Convention30 Session Index by Date 32 Session Index by CodeThe National Conference at the WCAF Expo offers strategic educational sessions on the topics that matter to you most in the art and framing industry. Choose from over 80 seminars and 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, new speak-ers, and many new topics. Our content is unique because not only are our speakers knowledgeable, but they also come prepared with insightful presentations and hands-on workshops to give you the best learning experi-ence. Your perfect agenda awaits.The WCAF Expo features over 100 exhibitors ready to help your business succeed in everything framing and beyond. Discover new products and services, meet with representatives of all the leading vendors, and see demonstrations of the most up-to-date equipment and technology. With the largest exhibit hall in the industry, you’ll nd the solutions you need. Whether your business is large or small, domestic or in-ternational, well-established or new, the WCAF Expo and the National Conference has something to help you succeed. Make 2025 the year you take your business to the next level! INDIVIDUAL SESSIONS – Each session is priced separately. They range from free sessions to $295.00 for a two-day workshop.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 recertication courses are not included and can be purchased separately.) Save $50 on a pass if you register by December 1, 2024. 1. PLATINUM ALL ACCESS PASS - $595.00 Early Bird Price - $545.00 before Dec. 1, 2024. Everything for one price. Includes sessions, workshops, and special events. 2. VIP PASS - $450.00 Early Bird Price - $400.00 before Dec. 1, 2024. Includes all regular sessions. (Workshops and Special Events can be added at an additional fee.) TRADE SHOW BADGE – $25.00 Allows access to the exhibit hall during regular trade show hours. FREE with pre-registration by December 1, 2024.One of a Kind Educational OpportunityAbout the ShowPricing Optionsb NC Letter 2-3.indd 3b NC Letter 2-3.indd 3 11/25/24 10:36 AM11/25/24 10:36 AMReserve Today to Lock in this Low Rate!WCAF EXPOTHE ART AND CUSTOM FRAMING EVENTA block of rooms has been reserved at the host hotel, Horseshoe Las Vegas Hotel & Casino at a reduced rate starting at $118 per night, plus tax and resort fee. WCAF Expo guests will receive a special discounted resort fee of $20 per night, regularly $39.95. TRADE SHOW: JANUARY 25-26, 2025 • CONFERENCE: JANUARY 24-26, 2025www.wcafexpo.com/hotel* Per Night Weekday Rates. Tax Not Included.$118RatesRates Starting atStarting at**SHOW HOTEL SPECIALb NC Letter 2-3.indd 2b NC Letter 2-3.indd 2 11/25/24 10:36 AM11/25/24 10:36 AM

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THE NATIONAL CONFERENCE 2025 5MKS5102Boost Traf c and Build Community: Event Marketing for Frame Shops9:00 AM - 10:30 AMF1021Know Your Textiles and How to Handle Them1:30 PM - 3:00 PMS5071Design Counter Success4:00 PM - 5:30 PMS5034Award-Winning Shadowbox Designs: Sports Memorabilia and More9:30 AM - 11:30 AMH601W-AIntroduction to Water Gilding Workshop - Day 11:30 PM - 4:30 PMF1022The Art of Glazing: Mastering Today’s Glass and Acrylic Choices4:00 PM - 5:30 PMF1013Design Elements: Understanding Color9:30 AM - 11:30 AMP3094Making the Most of Retailer/Sales Rep/Vendor Relationships1:30 PM - 2:30 PMM2002Frame Identi cation from a Historical Perspective4:00 PM - 6:00 PMP3093Packing and Shipping Framed Artwork: From Basics to Pro Tips9:30 AM - 11:00 AMP3095Package Pricing1:30 PM - 3:00 PMSession Fill Quickly,Register Today!FRIDAY, JANUARY 24, 2025S5083Shadowboxing for Pro t and Success8:30 AM - 10:00 AMS5081Framing Success: Unlocking Consumer Insights to Grow Your Business11:00 AM - 12:00 PMS5078Lighting Your Artwork: Solutions for Design Counters, Galleries, and Homes3:30 PM - 5:00 PMF115The Perfect Corner8:30 AM - 10:30 AMS5039Working with Interior Designers and Art Collectors1:00 PM - 2:30 PMF134WHinging Techniques Workshop3:00 PM - 5:00 PMF107WThe Canvas Workshop: Techniques for Stretching9:00 AM - 11:00 AMT932Introduction to LifeSaver Cloud1:00 PM - 2:30 PMP3089Forward Thinking: The Modern Frame Shop3:30 PM - 5:00 PMH601W-BIntroduction to Water Gilding Workshop - Day 29:00 AM - 12:00 PMS5080Design Elements: Tints, Tones, and Shades1:00 PM - 3:00 PMF1002An Introduction to Hanging Hardware and Installation Techniques3:30 PM - 5:30 PMSATURDAY, JANUARY 25, 2025MC714FrameShop Trace: 5 Creative Projects to Elevate Your Mat Designs8:30 AM - 10:00 AMS5067The Art of Shadowbox Design10:30 AM - 12:00 PMMA7243An Introduction to the World of Art Conservation3:30 PM - 5:00 PMS5068Closed-Corners, Coffee, and Croissants8:30 AM - 9:50 AMMKS5100Invest in Yourself: Brand and Social Media Savvy You Need Now10:30 AM - 12:00 PMF1023A Fitting Finish1:00 PM - 2:30 PMS5079A Fresh Take on Tradition: Creative Framing Ideas Using Historical Elements8:30 AM - 10:00 AMSE-A7217PPFA Framers’ Luncheon: Ask the Experts12:00 PM - 1:30 PMM2057WHinging Workshop: Float Mounts2:00 PM - 3:30 PMM201LMastering Mounting: Creative Mounting, Wrapping and Laminating8:30 AM - 11:00 AMP3098Dynamics for Growth: Strategies to Build, Retain, and Empower a Rock Star Team12:30 PM - 2:00 PMP352Gift Items, Framing, and More: Creating A Pro table Product Mix3:00 PM - 5:00 PMSUNDAY, JANUARY 26, 2025TRADE SHOW HOURSSATURDAY AND SUNDAY - 10 AM TO 5 PMFrame Shop Entrepreneur: Awakening The Giant WithinJay GoltzSaturday, January 25 • 8 - 9:30 AMSponsored by PFMFeatured Saturday Breakfast SessionTHE NATIONAL CONFERENCE 2025 55 Things Your Website is Trying to Tell You, But You’re Not ListeningMatt WeberSunday, January 26 • 8 - 9:30 AMSponsored by Tru VueFeatured Sunday Breakfast Sessionc Schedule Glance 4-5.indd 5c Schedule Glance 4-5.indd 5 11/25/24 10:36 AM11/25/24 10:36 AM4 THE NATIONAL CONFERENCE 2025P3099Work Smarter, Not Harder8:00 AM - 10:30 AMP3090Custom Picture Framing: Strategy and Success10:30 AM - 12:00 PMM2026WDesigning and Creating French Mats2:30 PM - 5:00 PMS5082Introducing Virtual Framer9:00 AM - 10:30 AMSE-A7220Preservation Challenge: Ask a Conservator12:00 PM - 1:30 PMF1024Product Demo: Mounting Methods for 3D Objects3:30 PM - 5:00 PMA7117CPF and MCPF Professional Development8:30 AM - 11:30 AMDT952Print Like a Pro: Breaking Down the Latest Fine Art Inkjet Technology1:00 PM - 2:30 PME828Cutting and Joining: Improving Quality and Ef ciency3:30 PM - 5:30 PMM2053From Framer to Frame Maker: Creating Simple Frames9:00 AM - 11:00 AMF180LMastering Mounting: Understanding the Basics1:00 PM - 3:00 PMMC715Unleash the Unexpected: Discover the Creative Range of Your Wizard CMC4:00 PM - 5:30 PMFRIDAY, JANUARY 24, 2025SE-P3088Frame Shop Entrepreneur: Awakening The Giant Within8:00 AM - 9:30 AMF1020All About HingesSaturday, January 25, 20259:00 AM - 10:30 AMS5084Mastering the Art of Frame Design1:00 PM - 2:30 PMF1006Gizmos, Gadgets, and Processes8:00 AM - 10:00 AMM2012Mastering Mounting: Sensitive Items9:00 AM - 11:00 AMF1014Mounting Solutions for Object Framing3:30 PM - 5:30 PMS5077The State of the Industry: Art, Design, and The Frame Shop8:30 AM - 10:00 AMDT949The Secret to Fine Art Digital Printmaking9:00 AM - 11:00 AMMKS5081How to Get Big by Appearing Small1:30 PM - 3:00 PMMKS5103Beyond the Frame: Building Your Business through Digital Marketing Channels4:00 PM - 5:30 PMA7116Certi ed Picture Framer Exam8:30 AM - 12:00 PMH646WLinoleum Block Printing for Framing9:00 AM - 11:30 AMM2055Airbrush Fundamentals: Bringing This Versatile Tool Into Your Shop3:00 PM - 5:00 PMSATURDAY, JANUARY 25, 2025P3091WStrategic Planning Workshop: Creating Your S.M.A.R.T. Business Plan8:00 AM - 9:30 AMDT951The Essentials: Inkjet Printing Clinic9:00 AM - 11:30 AMM2018Mastering Mounting: Handling Digitals12:30 PM - 2:30 PMMKS51015 Things Your Website is Trying to Tell You, But You’re Not Listening8:00 AM - 9:30 AMH645WChanging Frame Finishes9:00 AM - 10:30 AMM-A7228Double-Sided Framing3:30 PM - 5:30 PMA7118Master Certi ed Picture Framer Exam8:30 AM - 12:00 PMF134LModern Preservation for Today’s Retail Frame Shop9:00 AM - 10:30 AMH643Fun with Finishes: Gilded Accents1:00 PM - 3:00 PMF196-PFraming Oversized Art3:30 PM - 5:00 PME832Analyzing Your Equipment Needs8:30 AM - 10:00 AMP311The Goltz Standard: Pricing Strategies in Today’s Economy10:30 AM - 12:00 PMP3092So You Want to Run a Gallery: Adding Art Sales to Your Framing Business1:00 PM - 2:30 PMSUNDAY, JANUARY 26, 2025CLICK HERE TO VIEW THE 2025 WCAF EXPO EXHIBITOR LISTSchedule At A GlanceH644WFun with Finishes: Un nished Moulding2:00 PM - 3:30 PMP3085The Frame Shop Experience: 5 Steps to Total Customer Satisfaction1:00 PM - 2:30 PME835Production Killers: Common Mistakes You See in Frame Shops4:00 PM - 5:30 PMSE-1025Welcome PartyThe WCAF Happy Hour5:30 PM - 7:00 PMP3096From Framer to Frame Shop Owner3:30 PM - 5:30 PMThe WCAF Happy HourSaturday 1/25 • 5:30 - 7 PM Special Eventc Schedule Glance 4-5.indd 4c Schedule Glance 4-5.indd 4 11/25/24 10:36 AM11/25/24 10:36 AM

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THE NATIONAL CONFERENCE 2025 7owner of Revive Art Restoration and conser-vator of paintings, will discuss the different types of art such as oil, acrylic, and giclees, as well as the different types of canvases you will encounter in your shop. He will walk you through the initial evaluation process, materi-als, and the proper techniques to achieve the perfect stretch. In this workshop, he will offer you time-saving tips and suggestions that will raise your condence and protability when working with art on canvas. This is a hands-on workshop and class size is limited.FEE: $105Sponsored by Jack Richeson & Co.F1020All About HingesSaturday, January 25, 20259:00am - 10:30amMadalyn MeehanIn her work at M Conservation, Madalyn has seen rsthand how crucial the choice of hinging materials is in preserving pa-per-based artworks. When framing, the type of hinge used can either protect or severely damage the artwork over time. In this lecture, Madalyn will explore the different categories of hinging materials—water-soluble adhe-sives, pressure-sensitive tapes (PSTs), and heat and solvent tapes—and discuss their long-term effects on art. The focus of this lecture is to provide you with the knowledge to make informed decisions when hinging and framing artworks. By understanding the properties and risks associated with different hinging materials, you can better protect your artwork for the future, ensuring its preserva-tion and continued enjoyment.FEE: $85F1002An Introduction to Hanging Hardware and Installation TechniquesSaturday, January 25, 20253:30pm - 5:30pmJoel Kmak, CPFAre you confused by the vast number of hanging hardware options and installation techniques? When do you choose a cleat, D-rings, or security hangers? Learn about various options and their ideal applica-tions. 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 rst time. FEE: $75F1014Mounting Solutions for Object FramingSaturday, January 25, 20253:30pm - 5:30pmDavid Lantrip, MCPF, GCFWe never know what sort of objects our customers may bring us for framing. A piece of treasured jewelry, an ancient fossil, a license plate, a golf ball…what will come through the door next? It may seem intimidating, but a solid understanding of the basics and a handful of recommended methods can get you through any job. In this class, we will cover the fundamentals of object mounting and explore several mounting methods that will allow you to condently tackle anything your customers bring your way. You will leave this class equipped with a toolbox of framing ideas to take back and apply in your shop.FEE: $85F134LModern Preservation for Today’s Retail Frame ShopSunday, January 26, 20259:00am - 10:30amSarah Beckett, MCPFCustom framers need to know how to handle pieces with special archival con-siderations. Understanding these special handling methods will help you care for your customers’ artwork and give you the condence to speak to customers as an expert. This session will feature a Power-Point presentation, handouts, and displays focusing on modern preservation tech-niques for the everyday frame shop. Sarah will cover topics that affect all artwork from start to nish, including choosing the best frame for a piece’s size and preservation qualities, glass and UV light, matboard qual-ity, mounting techniques, backing boards, quality nishing, hardware, and hanging.FEE: $75F1023A Fitting FinishSunday, January 26, 20251:00pm - 2:30pmDavid Lantrip, MCPF, GCFThe tting and nishing process is where all of our hard work and craftsmanship come together. This class will cover not only the basics of tting and nishing but also tips, methods, and materials that will allow you to efciently create frames whose outward appearance reect your best work. We will look at subjects such as frame prepara-tion, secure tting of all types of artwork, hanging hardware choice and installation, dust cover materials and application, and the nal cleaning process. We’ll also look at methods to handle troublesome media such as pastels as well as special tting considerations for works of art on canvas, plus some extra tips to give your framing that extra-special touch.FEE: $75F196-PFraming Oversized ArtSunday, January 26, 20253:30pm - 5:00pmRob Markoff, CPFFraming oversized art poses a unique set of challenges such as sourcing materials, engineering, fabrication, physical work-space, materials handling, delivery/instal-lation, 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 will also cover the dynamics of working with large/thick acrylic and looks at new tools and materials with many uses in everyday framing.FEE: $75FUNDAMENTALS OF FRAMING*These classes meet the requirements for MCPF Continuing Education Credit and are open to all framers.NNe Fundamentals 6-7.indd 7e Fundamentals 6-7.indd 7 12/23/24 5:54 PM12/23/24 5:54 PM6 THE NATIONAL CONFERENCE 2025F1013Design Elements: Understanding ColorFriday, January 24, 20259:30am - 11:30amChris Paschke, CPF, GCF, CMGColor 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, com-plementary 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: $85F180LMastering Mounting: Understanding the BasicsFriday, January 24, 20251:00pm - 3:00pmChris Paschke, CPF, GCF, CMGUnderstanding time, temperature, pressure, and moisture (TTPM) as the elements of all successful mounting will help you master any mounting method. In this session on general mounting, you’ll learn about heat, vacuum and cold press, wet, and spray methods and removal techniques. We will discuss the pros and cons of different types of mounting and learn to determine which method is appropriate for common items. You’ll leave this class knowing the key elements of mounting and how to prevent costly mistakes.FEE: $85F1021Know Your Textiles and How to Handle ThemFriday, January 24, 20251:30pm - 3:00pmMariska (Mikki) Kavich, MCPF and Sarah Beckett, MCPFThis session will cover every type of needle art that can come through a frame shop’s doors, teaching you how to identify each one and the basics of how to frame them. Sarah and Mikki will demonstrate how to lace a cross stitch, and you will have the opportunity to lace your own to take home with you. This session will also cover design ideas to boost protability.FEE: $75F1024Product Demo: Mounting Methods for 3D ObjectsFriday, January 24, 20253:30pm - 5:00pmPat KotnourExplore 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 condence to tackle a shadow-box project using this fast and easy system. FREE ($20 no-show fee)Presented by Attach-EZF1022The Art of Glazing: Mastering Today’s Glass and Acrylic ChoicesFriday, January 24, 20254:00pm - 5:30pmDavid LantripGlazing provides a great deal of protection for artwork of all types, and the right glazing choices can enhance the viewer’s enjoyment. When choosing both glass and acrylic prod-ucts, there are many choices to be made, and it can be confusing. This session will you help wade through the terminology and under-stand the features and benets of glazing products so you can make a more informed choice when deciding which products to present and use on any project. FREE ($20 no-show fee) Compliments of Tru VueF1006Gizmos, Gadgets, and ProcessesSaturday, January 25, 20258:00am - 10:00amRob Markoff, CPFIn this engaging, fast-paced session, Rob will share innovative tools, hardware, and tech-niques that will make you a better framer. Some of these items will be available on the trade show oor but may be otherwise overlooked! Mastering these “why-didn’t-I-think-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. Continental breakfast will be served. FEE: $70Sponsored by 888 Manufacturing CorporationF115The Perfect CornerSaturday, January 25, 20258:30am - 10:30amJohn Harry Gaston, MCPF and John Ranes II, CPF, GCFThis session will cover the ins and outs of cutting and joining all types of mouldings to create the perfect corners. You will learn proven methods for working with wood, aluminum, polystyrene, and MDF. Topics such as saws and choppers, saw blades, underpinners, sanders, vises, putties, patching, xing, and lling will be discussed. You’ll discover tips on how to join wide moulding as well as warped or damaged moulding. You will leave this class with a toolbox full of tips and tricks, enabling you to make the nest corners possible.FEE: $75Sponsored by A-Plus Automation USA Inc. F107WThe Canvas Workshop: Techniques for StretchingSaturday, January 25, 20259:00am - 11:00amMatthew HorowitzThis hands-on workshop is a unique opportunity to learn how to evaluate, handle, and stretch art on canvas from a conservator. Matt Horowitz, N- NewW- WorkshopFUNDAMENTALS OF FRAMINGFraming Skills for the Beginner to Intermediate FramerNNWe Fundamentals 6-7.indd 6e Fundamentals 6-7.indd 6 12/23/24 5:54 PM12/23/24 5:54 PMSCHEDULE AT A GLANCEREGISTERINDEX

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8 THE NATIONAL CONFERENCE 2025MC715Unleash the Unexpected: Discover the Creative Range of Your Wizard CMCFriday, January 24, 20254:00pm - 5:30pmAlan Kinney, CPFJoin Alan as he explores innovative ways to maximize your Wizard CMC with inspiration-al examples that go beyond the ordinary. Learn about his creative process and how to use project mockups as a visualization tool. Discover various materials—besides matboard—that your equipment can cut, unlocking exciting new design possibilities. Alan will cover nishing techniques for different substrates and show how to use your Wizard CMC as a versatile template maker. The session will include a Q&A, where he will share expert tips and tricks for getting the most out of your machine. Whether you’re new to CMCs or looking for fresh ideas, this course will empower you to take your framing to the next level.FREE ($20 no-show fee)Compliments of Wizard International, Inc. S5083Shadowboxing for Prot and SuccessSaturday, January 25, 20258:30am - 10:00amMeg GlasgowUnlock the secrets to creating dramat-ic shadowbox designs that captivate clients and elevate your business! In this new and engaging seminar, Meg will guide you through the design, strategy, and profitability of shadowbox framing. Get an inspiring look at how shadowbox framing combines artistry with profit potential. From intricate mat cuts to meaningful client collaborations, pricing, and marketing strategies, this course will provide everything you need to make shadowboxes a highlight of your services. FREE ($20 no-show fee)Compliments of Wizard International, Inc.MC714FrameShop Trace: 5 Creative Projects to Elevate Your Mat DesignsSunday, January 26, 20258:30am - 10:00amBrian Wolf, CPF, GCFBring your ideas to life with this informa-tive session! Whether you’re already using a Wizard CMC or exploring its potential, this course will help you confidently use Trace to create custom, professional mat designs. Brian will guide you through five practical projects inspired by his popular PFM articles and recent software inno-vations. You’ll learn essential drawing functions for making simple yet effective design adjustments—from altering shapes to adding artistic details. Brian will answer your questions and demonstrate how Trace integrates seamlessly with other FrameShop tools. You’ll leave this session with refined skills, creative inspiration, and a clear understanding of how using Trace can transform your framing process.FREE ($20 no-show fee)Compliments of Wizard International, Inc.N- NewCOMPUTERIZED MAT CUTTINGIntroductory, Creative, and Specialty Techniques for CMCsSave Time — Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com NNNf Mat Cutting 8.indd 8f Mat Cutting 8.indd 8 11/25/24 10:37 AM11/25/24 10:37 AMExplore Wizard University classes during the largest educational event in the art & picture framing industry!Unleash the Unexpected: Discover the Creative Range of Your CMC Friday, January 24, 2025, 4:00 PM - 5:30 PMby Alan Kinney, CPF Join Alan as he explores innovative ways to maximize your Wizard CMC with inspirational examples that go beyond the ordinary. Learn about his creative process and how to use project mockups as a visualization tool. Discover various materi-als—besides matboard—that your equipment can cut, unlocking exciting new design possibilities. Alan will cover ﬁnishing techniques for different substrates and show how to use your Wizard CMC as a versatile template maker. The session will include a Q&A, where he will share expert tips and tricks for getting the most out of your machine. Whether you’re new to CMCs or looking for fresh ideas, this course will empower you to take your framing to the next level.Compliments of Wizard International, Inc.Shadowboxing for Proﬁt & SuccessSaturday, January 25, 2025, 8:30 AM - 10:00 AMby Meg Glasgow, CPFUnlock the secrets to creating dramatic shadowbox designs that captivate clients and elevate your business! In this new and engaging seminar, Meg will guide you through the design, strategy, and proﬁtability of shadowbox framing. Get an inspiring look at how shadowbox framing combines artistry with proﬁt potential. From intricate mat cuts to meaningful client collaborations, pricing and marketing strategies, this course will provide everything you need to make shadowboxes a highlight of your services.Compliments of Wizard International, Inc. FrameShop Trace: 5 Creative Projects to Elevate Your Mat DesignsSunday, January 26, 2025, 8:30 AM - 10:00 AMby Brian Wolf, CPF, GCFBring your ideas to life with this informative session! Whether you’re already using a Wizard CMC or exploring its potential, this course will help you conﬁdently use Trace to create custom, professional mat designs. Brian will guide you through ﬁve practical projects inspired by his popular PFM articles and recent software innovations. You’ll learn essential drawing func-tions for making simple yet effective design adjustments—from altering shapes to adding artistic details. Brian will answer your questions and demonstrate how Trace integrates seamlessly with other FrameShop tools. You’ll leave this session with reﬁned skills, creative inspiration, and a clear understanding of how using Trace can transform your framing process. Compliments of Wizard International, Inc.Class ID: MC714Class ID: S5083Class ID: MC715XXX0000_XXXXXXX_PFM0025.indd 1XXX0000_XXXXXXX_PFM0025.indd 1 11/25/24 10:27 AM11/25/24 10:27 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 11Sign up Today! Register Online at www.wcafexpo.com M201LMastering Mounting: Creative Mounting, Wrapping and LaminatingSunday, January 26, 20258:30am - 11:00amChris Paschke, CPF, GCF, CMGThis stimulating seminar will showcase a full range of protable techniques for all kinds of creative mounting and laminat-ing applications. This class is designed for framers who already understand dry mounting and is ideal for new, potential, and existing the 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 shadow boxes; retexturing and resurfacing laminates; leather-look, contempo panels, faux glass etching, and canvas transferring. There will be extensive samples and diagrams.FEE: $85M2018Mastering Mounting: Handling DigitalsSunday, January 26, 202512:30pm - 2:30pmChris Paschke, CPF, GCF, CMGFirst color copies, then giclée, now grand format—what’s a framer to do? First, you need to know what you have; only then can you select the correct technique for handling it. This session will explore and compare mounting alternatives, adhesives, and substrates to handle art and signage in the 21st century. Problem areas will include warping and countermounting, HA boards, permanent versus removable adhesives, pressure-sensitive boards, heavy-duty and high-density mounts, encapsulated charts, aluminum composite materials, and perma-nently mounting digitally printed canvases. FEE: $85M2057WHinging Workshop: Float MountsSunday, January 26, 20252:00pm - 3:30pmSarah Beckett, MCPFFloat-mounted artwork is a very popular presentation style for today’s homes; how-ever, it is not without its challenges. Sarah Beckett, a Master Certied Picture Framer, will show you how to evaluate clients’ art-work to ensure a safe and effective mount every time. She will provide an understand-ing of today’s preservation mounting op-tions, from traditional hinges to contempo-rary presentation alternatives. Participants will learn to make and use traditional Asian paper hinges. She will address the most commonly faced framing dilemmas such as oversized artwork, art on unique substrates, and more. This is a hands-on workshop and class size is limited.FEE: $105Sponsored by LinecoM-A7243An Introduction to the World of Art ConservationSunday, January 26, 20253:30pm - 5:00pmMatthew HorowitzMatt Horowitz, owner of Revive Art Resto-ration, grew up and worked in his father’s framing business, Gold Leaf Framemakers of Santa Fe. After college, he went on to work for some of the most prestigious conservation studios in the US—putting him in a unique position to understand the challenges of both framer and conservator. In this informative luncheon session, Matt will introduce you to a behind-the-scenes look at the world of art conservation. A custom picture framer is usually the rst person to evaluate art; therefore, they are the rst to discover its condition. Matt will show you how to evaluate art using examples of readily visible and subtle signs of damage. He will review condition reports, conservation terminology, and the best ways to communicate your ndings. You will learn how working with the right conser-vator will help build your framing business, and explore the differences between art restoration and art conservation. Matt will help you determine when to refer a job to a conservator, and when it might not be a good idea to proceed with a framing project.FEE: $85M-A7228Double-Sided FramingSunday, January 26, 20253:30pm - 5:30pmDavid Lantrip, MCPF, GCFDouble-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 stained-glass panel to shine in a window, or asks for the dreaded “glass oat” look, there are challenges to overcome. In this class, we’ll look at safe and secure mounting options, tting, nishing, and everything a framer needs to tackle it with condence.FEE: $75MASTER CLASSW Ng Master Class 10-11.indd 11g Master Class 10-11.indd 11 11/25/24 10:39 AM11/25/24 10:39 AM10 THE NATIONAL CONFERENCE 2025M2026WDesigning and Creating French MatsFriday, January 24, 20252:30pm - 5:00pmElida Scola, CPF and Heidi KnodleIf you enjoy a hands-on class, this one is for you! Join Heidi and Elida on a journey through the history and current practice of creating a French mat. We can trace this technique back to Giorgio Vasari, a fteenth-century artist. He is known for ex-panding his renderings to include a border composed of lines, ornaments, and archi-tectural pediments with the goal of drawing the eye toward the subject then back out to the frame. In this class you will learn when, where, and how to lay out a design, add lines, colored panels, and decorative papers to your creation. Also includes guidelines for pricing. You will see how the tools are used and then make your own sample to take back to your shop. This is a hands-on workshop and class size is limited.FEE: $105M2002Frame Identication from a Historical PerspectiveFriday, January 24, 20254:00pm - 6:00pmRhonda FeinmanThis 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. You’ll discover how to correctly identify frame styles and how to relate art, architecture, and design periods to today’s framing choices. Rhonda will help you broaden your frame knowl-edge 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: $55Sponsored by Rhonda Feinman Custom FramesM2012Mastering Mounting: Sensitive ItemsSaturday, January 25, 20259:00am - 11:00amChris Paschke, CPF, GCF, CMGThere are many dos and don’ts of mount-ing 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); em-bossed seals (sponge mount); tiles (fitted mount); and Cibachromes (static mount). We will also look at the benefits of sealed packages and humidifiers.FEE: $85M2055Airbrush Fundamentals: Bringing This Versatile Tool Into Your ShopSaturday, January 25, 20253:00pm - 5:00pmAlan Kinney, CPFThis interactive demonstration will introduce attendees to the fundamental information needed to get started using an airbrush in their shop. Aided by a slide presentation and many renished mat and frame samples, Alan will discuss how airbrushes work and how framers can implement them into their repertoire of decorative techniques. He will cover not only creative uses, but also techni-cal and practical knowledge. This session will explore air propellant systems, air regulation, cleaning and maintenance, sprayable media, and safety. There will also be a short demon-stration so attendees can see an airbrush in action and its immediate results.FEE: $85F134WHinging Techniques WorkshopSaturday, January 25, 20253:00pm - 5:00pmMadalyn MeehanJoin paper conservator Madalyn Meehan for an immersive workshop focused on hinging techniques using three versatile adhesives: Japanese wheat starch paste, Methylcellu-lose, and Klucel G. These adhesives have a long history of use in paper conservation, boasting dynamic applications and excellent aging properties, making them ideal for secure, reversible, and minimally invasive hinging with Japanese paper. In this work-shop, participants will explore the prepa-ration and application of each adhesive, learning how to select the best one based on the specic needs of the artwork. Gain practical, hands-on experience in creating hinges that ensure both the longevity and stability of paper-based objects, whether for mending, stabilizing, or preserving delicate works. This is a hands-on workshop and class size is limited.FEE: $105Sponsored by LinecoN- NewW- WorkshopMASTER CLASSPrograms Designed to Take Your Skill Set to the Next LevelWWNg Master Class 10-11.indd 10g Master Class 10-11.indd 10 11/25/24 10:39 AM11/25/24 10:39 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 13Speaker ProlesSpeaker ProlesThe National Conference at the WCAF Expo is the largest educational event in art and framing industry, led by experts in their eld.Stephen Ball has an extensive background in sales, marketing, and customer service, and is relatively new to the picture framing industry. He purchased a frame shop that had been in business for nearly two decades and doubled its revenue in less than three years. Always a high achiever, Stephen worked for four different companies, making all promotions and quotas assigned to him. When an opportunity came for him to become the director of sales for a company, he helped that company grow from $180 million to over $450 million in annual revenue in 13 years. He went back for his MBA at age 40 and started a doctoral program at age 60, choosing cus-tomer experience as the focus of his dissertation.Gary Barker, founder of the Barker Leadership Institute and an Executive Director with Maxwell Leadership, brings a wealth of experience in leadership development, business strategy, and team building. With over two decades of experience empowering small business owners and entrepreneurs, Gary is a highly sought-after business consultant and keynote speaker known for his practical, results-oriented ap-proach to growth and success. Gary’s passion lies in helping businesses—particularly in the art and framing industries—unlock their potential through innovative sales and marketing strategies and build-ing high-performance teams. His workshops at the West Coast Art and Frame Expo reect his commit-ment to equipping business owners with the skills and tools they need to drive growth in a competitive market. Gary’s deep expertise and afliation with Maxwell Leadership make his sessions invaluable for those looking to elevate their business impact. Gary’s workshop attendees will gain insight from a proven leader dedicated to helping others achieve sustainable growth and operational excellence through purposeful leadership, strategic marketing, and team empowerment.Sarah Beckett is a Master Certied Picture Framer (MCPF) at SB Framing Gallery in down-town Milwaukee, WI. She has been framing since graduating with an art and history degree in 1995. She has been active with the Professional Picture Framers Association both local-ly and nationally, and has competed and placed in many framing competitions. She focuses on framing textiles as well as offering archival boutique framing with an emphasis of educating her clients on best treatment of their media. Sarah is a frequent contributor to Picture Framing Magazine.Rich Ehrenhaus has been the owner of AMCI Regence since he purchased the company in 2015. In subse-quent years, AMCI Regence has acquired three handmade picture frame makers (C&J Picture Frames, APF Munn Mas-ter Frame Makers, and Artisan Hardwoods) and launched AMCI Lola, a line of over 500 hand-nished Italian chop and length mould-ings, and AMCI Contoura Custom Curved frames, bespoke frames that combine digital fabrication techniques with old-world carving, gilding, and nishing. The company also purchased a 20,000 sq. ft. facility to house it all. Rich started his career in corporate America, went back to Columbia Business School for his MBA, and played a leadership role at two other manufacturing businesses. In addition to being a business owner, frame maker, and moulding designer, Rich also works as a framer one day a week.Andy Everding and Jeff Lucido are seasoned leaders in the digital imaging industry. With over 25 years of combined service, they’ve dedicated their careers to helping customers nd the best solutions for their printing needs. Jeff and Andy have a deep understanding of the latest inkjet technologies and their applications in ne art printing. In addition to their roles at IT Supplies, Jeff and Andy host The Extended Gamut podcast, where they delve into industry trends and share insights with listeners. They also have a thriv-ing YouTube channel, which provides educational content on printing technology. They are passionate about empowering artists, photographers, and print professionals to elevate their craft through cutting-edge technology.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 fram-ing and antique frame conservation and restoration. She has been in the picture frame business for over 40 years and received her BFA from Parsons School of Design, New York City.Khaled Feki is the founder and CEO of Virtual Framer, the most comprehensive point-of-sale andvisualization software program for the picture framer. In his 20+ years in the picture fram-ing industry, Khaled has worked on both sides of the design table. He began his career as an online gallery owner in Paris and then started manufacturing closed corner frames and offering framing services. It was during these years that the seeds for what would become Virtual Framer were planted. When Covid changed the world, Khaled took the opportunity to focus exclusively on building the best visualization and POS system the industry has ever seen.John “Harry” Gaston, MCPF, is the owner of Gastonart & Frame, Inc., and operates three retail locations in Massachusetts. He started his framing career working for a family-owned frame shop in 1987. Since then, John has worked as a sales rep for a re-gional wholesale distributor and spent many years as an operations manager for a nationwide picture framing chain. Since founding Gastonart & Frame in 2004, John’s business has continually grown and now has a staff of 15 employees. As a longtime and active member of the picture framing community, John has worked as an instructor as well as being a private consultant for hire. In addition, he was one of the founders and coordinators of NEPPFA’s Framecon events and is a cohost of the picture framing podcast “4 Sticks of Wood.”Robin Gentry, MCPF, is a longtime member and support-er of the Professional Picture Framers Association. She began framing in 1997 and obtained her Certied Picture Framer (CPF) designation in 2002 and her Master Certied Picture Framer (MCPF) designation in 2008. She has served as a PPFA chapter ofcer and on many of its committees. She was PPFA president from 2013-2015, and currently serves as the association’s coordinator. Robin received the Paul Fredrick Distinction for Leadership Award in 2016.Meg Glasgow, owner of Finer Frames in Eagle, ID, is a nationally recognized consul-tant in the art and framing eld. She travels widely in the US, presenting sales and marketing seminars for small businesses. Meg partners with Wizard to share her design and marketing expertise through Wizard University. Meg was honored as an Idaho Woman Entrepreneur of the Year in 2004 and 2017, named Meridian’s 2005 Woman of the Year, and winner of Lar-son-Juhl’s rst Design Star competition in 2013. Finer Frames received top distinction with the Top 100 Art & Framing Retailers Award in 2003.Speaker Profilesare continued on page 14i Bios 4 13-21.indd 13i Bios 4 13-21.indd 13 11/25/24 10:41 AM11/25/24 10:41 AM12 THE NATIONAL CONFERENCE 2025N- NewW- WorkshopDT952Print Like a Pro: Breaking Down the Latest Fine Art Inkjet TechnologyFriday, January 24, 20251:00pm - 2:30pmAndy Everding and Jeff LucidoJoin us for an in-depth session on the cutting-edge inkjet printers shaping the ne art printing landscape. We’ll explore the latest models available in the market, highlighting the key differences to help you make informed decisions as you evaluate options. This class is perfect for artists, photographers, and print professionals looking to enhance their craft with the best technology for producing stunning ne art prints. Whether you’re walking the oor at a trade show or setting up your studio, this overview will equip you with the insights needed to choose the right printer for your needs. FREE ($20 no-show fee)Compliments of IT SuppliesDT949The Secret to Fine Art Digital PrintmakingSaturday, January 25, 20259:00am - 11:00amEric JosephImage printing is a growing market and a very protable area of ne art and repro-duction photography. Understanding how to print perfectly, the rst time and every time, can put huge prots in your pocket. Eric Joseph, master of the perfect print guaran-tee, 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 interac-tive participation. Using a simple six-step method, you will learn how to turn ordinary images in to extraordinary prints—guaran-teed! This is not a Photoshop or Lightroom class; it instead focuses on the importance of monitor selections, color management, paper/canvas choices, printer choices, and lighting. FREE ($20 no-show fee)Compliments of Freestyle Photo & Imaging SuppliesDT951The Essentials: Inkjet Printing ClinicSunday, January 26, 20259:00am - 11:30amEric JosephUsing a Canon imagePROGRAF PRO-2600 24” large-format archival pigment inkjet printer, Eric will perform a printing demon-stration, discuss best practices, and explain how to achieve predictable, reliable, con-sistent, controllable, and repeatable results. He will touch on various topics, including proper printer driver settings, printer trou-bleshooting tips, paper selection, and more. A few attendee-supplied images will be printed on various papers, showing just how important paper selection is. Please bring a USB drive with a few images on it, and Eric will choose one to print. Images can be color or black and white and should be for-matted with the following parameters: color space = Adobe RGB (1998); size = 17” on the long side at 300 ppi; bit depth = if the le was originally a RAW le, maintain 16-bit depth; le format = TIFF. Recommended for photographers of all levels. All questions are welcome. This is an interactive session and class size is limited.FEE: $75Sponsored by Freestyle Photo & Imaging SuppliesDIGITAL IMAGING & PRINTINGBasic to Advanced Techniques in Art and Photo Imaging NNh Digital Imaging 12.indd 12h Digital Imaging 12.indd 12 11/25/24 10:39 AM11/25/24 10:39 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 15SPECIAL EVENTS Enhance your Trade Show Experience with these Unique OpportunitiesSE-1025 - Welcome Party - The WCAF Happy HourSaturday, January 25 • 5:30pm - 7:00pmWelcome to Las Vegas! Whether you’re a loyal attendee of the WCAF Expo or a  rst-time visitor, our Welcome Party is one you won’t want to miss. This is an excellent opportunity to meet fellow fram-ing enthusiasts, network with industry professionals, and meet in person with friends old and new. It is the perfect kickoff for your 2025 WCAF Expo experience, setting the stage for a memorable and successful event. The Welcome Party, sponsored by Picture Framing Magazine, will take place Jan. 25 from 5:30-7 p.m. at the event hotel, the Horseshoe Las Vegas. It’s set to be  lled with fun, style, and surprises, including cocktails and hors d’oeuvres. Join us as we celebrate the return of the show, catch up on industry happenings, and simply have a great time! Register today—special events sell out quickly! Sponsored by Picture Framing Magazine • FEE: $25Saturday, January 25, 2025 • 5:30 PM - 7:00 PMFeatured Breakfast SessionsParties and CelebrationsP3099Work Smarter, Not HarderFriday, January 24, 2025 • 8:00am - 10:30amRob Markoff, CPFFEE: $75 • See page 22Sponsored by framing.academyFriday, January 24 and Saturday January 25F1006Gizmos, Gadgets, and ProcessesSaturday, January 25, 2025 • 8:00am - 10:00amRob Markoff, CPFFEE: $70 • See page 7Sponsored by 888 Manufacturing Corp.SE-P3088Frame Shop Entrepreneur: Awakening The Giant WithinSaturday, January 258:00am - 9:30amFee: $50 • See page 23Sponsored by PFMSaturday, January 25P3091Strategic Planning Workshop: Creating Your S.M.A.R.T. Business PlanSunday, January 26, 20258:00am - 9:30amFee: $50 • See page 23Sponsored by AMCI RegenceSunday, January 26MKS51015 Things Your Website is Trying to Tell You, But You’re Not ListeningSunday, January 268:00am - 9:30amFee: $50 • See page 17Sponsored by Tru VueSunday, January 26S5068Closed-Corners, Coffee, and CroissantsSunday, January 26, 20258:30am - 9:50amFee: $55 • See page 19Sponsored by Virtual FramerSunday, January 26Jay GoltzRich EhrenhausMatt WeberRobert O’Donnellj Special Events 15.indd 15j Special Events 15.indd 15 11/25/24 11:21 AM11/25/24 11:21 AM14 THE NATIONAL CONFERENCE 2025Speaker ProlesSpeaker ProlesJay Goltz is president and founder of Artists Frame Service, Inc., the world’s largest custom picture frame shop, and Bella Moulding. 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 com-pany in the U.S. He also owns Chicago Art Source and Jayson Home, located adjacent to his framing business in Chicago. Jay has received numerous business awards and is a frequent public speaker. Artists Frame Service was featured in the book Small Giants-Companies That Choose to Be Great Instead of Big by Bo Burlingham (editor of Inc.). Jay is also the author of The Street-Smart Entrepreneur. He is a columnist for Picture Framing Magazine.Ginger Hartford is a highly regarded speaker and career veteran of the art and design industries formerly with Lar-son-Juhl and Michaels Artistree and now head of design for Dallas Market Center, where she leads public relations, market-ing, events, and business devel-opment. An accomplished strategic marketing and business development strategist in the business of design, Ginger is deeply experienced, having served an international network and every major brand partnership leading in art, design, and framing.Dot Heckle, director of marketing at Tru Vue, brings valuable expertise in leverag-ing consumer insights and strategic marketing ideas to the custom framing industry. Before joining Tru Vue, Dot built her expertise in brand manage-ment and marketing within the business-to-business sector, working with leading manufacturers in industries ranging from sustain-able packaging (LBP Manufacturing) to consumer packaged goods (Newell Rubbermaid). At Tru Vue, Dot and her team are dedicated to fostering collabo-ration and providing framers with innovative support and solutions. Join us at this year’s trade show to gain valuable insights about today’s consumers, and discover strategies to elevate your business.David Horowitz is the second-generation owner of Goldleaf Framemakers of Santa Fe. For over 30 years, he’s studied the manufacturing of hand-carved, gilded replication picture frames. Trained and well-versed in archival matting, mounting, and framing, he is dedicated to continuing education as an instructor and historian, and always as a pupil. He believes that to run the best wholesale/retail operation, archival means using the best materials possible, and cus-tom frame-making means that anything is possible. Matthew Horowitz has been working in the art conser-vation industry since 2005, but his experience working in the arts began in his father, Marty Horowitz’s, frame shop as an adolescent. Matt earned a BFA at the University of New Mexico and completed an apprentice-ship with a renowned conservator in Santa Fe. He later went on to work as a paintings conservator at Julius Lowy Framing and Restoring Company in New York. In 2010 Matt returned to Santa Fe, where he opened an art restoration department alongside his father at Goldleaf Framemakers. In 2016, Matt started his own conservation studio, Revive Art Restoration, and services many prominent galleries, museums, and collectors in Santa Fe and the Southwest region. Thomas Houston, MCPF, started professionally framing in 1984 after graduating from the San Francisco Art Institute with a BFA in painting. He has been the owner/operator of Houston’s Custom Framing since 1995. Thomas earned his Certied Picture Framer (CPF) designation in 2001 and Master Certied Picture Framer (MCPF) designation in 2006. Most recently, he launched Spark Frames in 2020.Eric Joseph is a photogra-pher and co-president/chief products education, sales, and support ofcer at Freestyle Photographic & Imaging Sup-plies. Eric began his career at Freestyle Photographic Supplies in 1986, where he worked his way up to his current position. He has traveled extensively across the United States performing workshops on ne art inkjet paper, color management, and professional digital ne art printmaking. Speaking at colleges, universities, commercial labs, photo clubs, art centers, trade shows, events, and professional photographic organizations, Eric teaches digital printmaking with an emphasis on empirical knowledge, allowing people to make informed decisions about their digital output and how to obtain consistent, reliable, repeatable and controllable results.Mikki Kavich is a Master Certied Picture Framer (MCPF) with 40 years of industry expe-rience. She owns Mikki’s Frame Shop in Crossville, TN, where she is known for her ability to adapt to each customer’s needs, whether it is by using classic framing techniques or the innovative use of materials. She specializes in creating one-of-a-kind nishes on raw and pre-nished molding, often incorporating texture and color into these custom frames. Mikki is also an artist and brings her art training and background into her framing. She enjoys meeting and sharing her knowledge with other craftsmen, believing every framer brings their own perspective into the art. Alan Kinney, CPF, has been framing for 24 years and is the owner and operator of Colorado’s longest-running frame shop, Lloyd’s Custom Framery (est. 1951) in Fort Collins. Making art has been an important part of his life since childhood. Some of the elds he has worked in include illustration, ne art, auto-motive painting, and lm and stage production. He is an avid downhill skier, movie buff, and baseball nut. Above all, he is father to his son, Dexter, and husband to his incomparable wife, Vania.Joel Kmak, CPF, is the owner of JDK Art Installation, a San Di-ego-based, full-service art com-pany for the Southern California area. His early immersion in a DIY shop built the foundation for his one-on-one customer knowledge that carries through to the continuous success of his business. During his 40-year 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 nger on the pulse of the framing and art installation world. Heidi Knodle is the founder and owner of Cadre, The Fine Art of Picture Framing, in San Fran-cisco, CA. Heidi has over 40 years of experience as a picture framer specializing in period frame design for collectors, art consul-tants, and interior designers. She has been a contributing writer for Picture Framing Magazine and has a BFA in sculpture from the University of Washington in Seattle, WA.Jay Kogan is CEO and owner of Hall of Frames since 1975, Jay Kogan started a small frame shop 48 years ago and transformed it into a retail chain boasting as many as 12 Arizona locations and a central manufacturing distribution center. His entrepreneurial spirit, hands-on involvement with operations, and forward thinking allowed the company to thrive in good and bad economic times. Pat Kotnour, owner and creator of Attach-EZ Object Mounting Systems, has been called the framer’s best friend by framers around the world. Her totally reversible methods and educational DVDs allow labor-in-tensive projects to be completed in a fraction of the time, while still maintaining archival quality standards.i Bios 4 13-21.indd 14i Bios 4 13-21.indd 14 11/25/24 10:41 AM11/25/24 10:41 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 17N- NewMKS5102Boost Trafc and Build Community: Event Marketing for Frame ShopsFriday, January 24, 20259:00am - 10:30amMeg GlasgowLooking for meaningful ways to drive more foot trafc to your shop? Event marketing is a great promotional strategy that brings in a new audience of customers wanting to connect with their community. This course teaches frame shops and galleries how to capitalize on this consumer trend and plan, market, and run successful events that get your business noticed. Art festivals, artist receptions, educational events, and customer appreciation parties are just a few of the topics covered. Learn how to avoid pitfalls, leverage community partners, and get attention that increases awareness for your brand and builds goodwill in your community.FEE: $75MKS5081How to Get Big by Appearing SmallSaturday, January 25, 20251:30pm - 3:00pmMatt WeberGaining visibility on Google Maps is the most protable marketing channel for most framing retailers. Consumers seek local businesses. This behind-the-scenes session will show you how to appear as a locally relevant retailer, neighborhood by neighborhood. Learn how to leverage the most widely used business directory on the internet to grow your business.FEE: $75MKS5103Beyond the Frame: Building Your Business through Digital Marketing ChannelsSaturday, January 25, 20254:00pm - 5:30pmGary BarkerThis session explores how custom frame shops and ne art printers can elevate their businesses by leveraging digital tools. You’ll discover how a strategically designed website, effective use of social media platforms, and a multi-channel CRM system can create a seamless customer experience and increase sales. This workshop will give you actionable insights tailored to grow your business, from mastering search engine optimization to leveraging social media and a simple strategy to capture, nurture, and close more sales.FEE: $55MKS5100Invest in Yourself: Brand and Social Media Savvy You Need NowSunday, January 26, 202510:30am - 12:00pmGinger HartfordAI, branding, storytelling, team, tools, and tips—oh my! This is a comprehensive, expert-led marketing session you can’t miss. Ginger Hartford is back by popular demand, sharing more winning per-spectives and remarkable resources as head of design at Dallas Market Center. Passionate about supporting the trade, Ginger offers social media savvy with an agency mindset and stellar results on a budget, as proven for everyone from independent entrepreneurs to Fortune 500 companies. FEE: $75MARKETING & SOCIAL MEDIANew Strategies and Tools to Help Drive More Retail BusinessBREAKFAST SESSION MKS5101 - 5 Things Your Website is Trying to Tell You, But You’re Not ListeningSunday, January 26, 2025 • 8:00am - 9:30amYour website has a giant sphere of inuence. It interacts with customers, potential customers, future employees, vendors, and business afliates. It accumulates a massive amount of data that can help you improve your marketing. All you have to do is listen to it. Find out how to hear what your website is telling you to do. Easy-to-understand and easy-to-implement data is at your ngertips. This session will show you how to tap into what your website knows about the people who interact with your business and how that knowledge can help you chart a path to better marketing and more sales.Sponsored By Tru Vue - FEE: $50Matt Weber is a sought-after international trainer and leads a successful digital agency. He’s taught thou-sands of people digital marketing across North America as a trainer in the Grow With Google program. Matt has taught over 10,000 business owners and market-ers best practices in website design, Google Ads, and Google Analytics. Matt’s digital agency, ROAR! Internet Marketing, has successfully been helping businesses grow for 17 years. SPECIAL EVENTSave Time – Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com NNNN Nk Marketing Social 17.indd 17k Marketing Social 17.indd 17 11/25/24 10:42 AM11/25/24 10:42 AM16 THE NATIONAL CONFERENCE 2025Speaker ProlesSpeaker ProlesDavid Lantrip, MCPF, GCF, is the director of education for Franchise Concepts, the franchisor for Deck The Walls, The Great Frame Up, and Framing and Art Centre stores. He has served in a number of roles in the Professional Picture Framers Association, including as a member of its international board of directors, guidelines task force, and certication board. David has been a contributor to Picture Framing Magazine and speaker at the WCAF Expo since 2011. Jeff Lucido and Andy Everding are seasoned leaders in the digital imaging industry. With over 25 years of combined service, they’ve dedicated their careers to helping customers nd the best solutions for their printing needs. Jeff and Andy have a deep understanding of the latest inkjet technologies and their applications in ne art printing. In addition to their roles at IT Supplies, Jeff and Andy host The Extended Gamut podcast, where they delve into industry trends and share insights with listeners. They also have a thriv-ing YouTube channel, which provides educational content on printing technology. They are passionate about empowering artists, photographers, and print professionals to elevate their craft through cutting-edge technology.Rob Markoff, CPF, has been framing for over 50 years. He has written extensively for industry publications and is a longtime educator at The National Conference as well as other framing venues worldwide. His Facebook Group, framing.academy, has over 3,200 mem-bers and is dedicated to supplying vetted, accurate information for the framing community. He received the Lifetime Achievement Award from the Profes-sional Picture Framers Association in 2015. Rob is a frequent contributor to Picture Framing Magazine.Kevin Meath, CPF, is a framing professional special-izing in operations, sales, and management. His skill set enables him to consult in all areas of frame manufactur-ing, 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. 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. Madalyn P. Meehan is the founder and head conser-vator of M Conservation LLC in Los Angeles, CA. Madalyn holds a dual BFA from the California Institute of the Arts in ne art and theatrical set design. She has a Masters of Art with distinction in Fine Art Conservation specializing in works of art on paper from Northumbria University in Newcastle upon Tyne, UK. Her dissertation focused on commercial-ly available adhesives and their uses in artist’s books, which spurred her interest in all things tape and adhesives. After nishing her degree, Madalyn started working in the private sector. In 2019, she opened her own studio that caters to private collectors, dealers, archives, local museums, and the general public. M Conservation works with all paper-based objects including prints, original works of art, animation art, documents, ephemera, and more.Robert O’Donnell has 27 years of experience as a closed-corner picture frame designer and manufacturer at such industry stalwarts as Regence Picture Frames, AMCI, and APF/Munn. Rob stepped out on his own in 2015 as The Frame Master, the first picture frame broker in the industry. During the 2016 WCAF Expo—Rob’s first official trade show as The Frame Master—he met his now-partner in Virtual Framer, Khaled Feki. The launch of Virtual Framer marks the beginning of Rob’s third act in the industry that he loves.Chris A. Paschke, CPF, GCF, CMG, owner of Designs Ink in Tehachapi, CA, is a professional picture framer with over four decades of experience. She is an artist, an educator, an author of numerous magazine series, and has three self-pub-lished books on mounting. She currently writes the Mastering Mounting column for Picture Framing Magazine and has been a con-tributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She was honored with the PPFA Award of Distinction for Leadership 2008, the Vivian Kistler Recognition for Innovation Award 2010, and the PMA Distin-guished Service Award 2012. You can nd her work at www.designsinkart.com.John Ranes II, 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 ofcer 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.Clifford Safane is the co-managing partner of Frametastic! LLC, which has been serving the framing and gift industries as a supplier, retailer, and manufacturer’s representative since 1999. Previously, Cliff established Sain, Inc., which supplied mini labs and camera stores with frames and albums, and also worked as a sales/marketing executive for serveral rms. Cliff has written for various business publications and has spoken at various conferences on sales and marketing subjects.Elida Scola, CPF, 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, DC, and in ne 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.Steve Smeltz spent 10 years as a systems analyst and marketing specialist at the world’s second-largest comput-er company before entering the unique world of picture framing. He purchased a Great Frame Up in Atlanta, GA, where he realized the need to more effectively run his framing gallery. After discovering LifeSaver Software in 1996, he joined the team to help devel-op solutions for framers to better run, manage, and prot in this unique industry. With over 25 years of industry knowledge, he’s helped guide a team that has created a product to help its customers simplify and more protably run their business. Steve is truly passionate about helping other business owners and sharing his experiences.Save Time, Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com i Bios 4 13-21.indd 16i Bios 4 13-21.indd 16 11/25/24 10:41 AM11/25/24 10:41 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 19S5039Working with Interior Designers and Art CollectorsSaturday, January 25, 20251:00pm - 2:30pmHeidi KnodleExplore fashion in framing in the ex-panding 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 op-portunity to your current retail business. You have the high-end design talent; now put it to work in growing your busi-ness with private art collectors and the high-end interior design industry. FEE: $75S5080Design Elements: Tints, Tones, and ShadesSaturday, January 25, 20251:00pm - 3:00pmChris Paschke, CPF, GCF, CMGDesigning with neutrals, including grays, browns, creams, and certain shades of primary colors, can produce sophisticated, high-end, dynamic results. The trends in art embracing black, white, and neutral 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 with natural tones. Colors of the year will be presented along with home décor trends and how it all affects framing.FEE: $85S5084Mastering the Art of Frame DesignSaturday, January 25, 20251:00pm - 2:30pmMeg GlasgowDesign principles are essential for creating stunning frames that capture the viewer’s attention and enhance the beauty of the artwork or photograph they hold. In this session, Meg will explore the fundamental design principles that apply to framing and discuss how to apply them to create visu-ally compelling and aesthetically pleasing frames. Participants will learn about the importance of proportion, balance, symme-try, contrast, color, and texture. Get inspired with Meg’s award-winning frame designs and learn tips for using these creative fram-ing ideas to “wow” your customers. From unique touches and stunning shadowboxes to artistic mat details, you’ll get ideas and advice to grow your custom framing sales. FEE: $55Sponsored by Larson-JuhlS5078Lighting Your Artwork: Solutions for Design Counters, Galleries, and HomesSaturday, January 25, 20253:30pm - 5:00pmDerek Vandeberg, CPFThis course will unpack and examine the vast array of lighting options available to en-hance the display of artwork. Attendees will learn about the different types of articial light (e.g. halogen, incandescent, LED) and how each type of light affects color and mood, understanding color temperature and beam spread, and the importance of Color Rendering Index (CRI number) when using LED lighting. Special attention will be paid to correctly lighting your design counter for best color rendering and accuracy without shadows or reection, creating a lighting scheme for art galleries, and options for homeowners needing to light individual art pieces.FEE: $75S5068Closed-Corners, Coffee, and CroissantsSunday, January 26, 20258:30am - 9:50amRobert O’DonnellFor the longest time, gilded frames—and closed-corner designs in general—have intimidated many the picture framer. During this session, Rob will remove the stigma and open your mind to the joy (and prot-ability!) of selling nished-corner, custom frames. This class will touch on the evolu-tion of gilded frames through the end of the last century and into today’s industry. Rob will also explore the rise of boutique frame makers and their highly creative designs, review your sample wall layouts, and review tried-and-true sales techniques to assuage your apprehension to selling the good stuff! Coffee and croissants will be served.FEE: $55Sponsored by Virtual FramerSALES & DESIGNNNNm Sales Design 18-20.indd 19m Sales Design 18-20.indd 19 12/20/24 10:23 AM12/20/24 10:23 AM18 THE NATIONAL CONFERENCE 2025N- NewW- WorkshopS5082Introducing Virtual FramerFriday, January 24, 2025See page 21Khaled FekiYou’ve seen the posts. You’ve heard the buzz. Now you can attend a live presenta-tion all about the Virtual Framer visualizer and point-of-sale system, a unique program created by picture framers, for picture framers. You’ll learn about this rst-ever “portable frame shop” directly from the app developer, Khaled Feki. FREE ($20 no-show fee)Compliments of Virtual FramerS5034Award-Winning Shadowbox Designs: Sports Memorabilia and MoreFriday, January 24, 20259:30am - 11:30amJohn Ranes II, CPF, GCFFrom the initial layout to the nal product, this session will show you the step-by-step process to creating award-winning designs. John will reveal the ve key elements essen-tial to producing quality shadowbox displays. In addition to tips on color, matting, and overall design, John will share helpful Inter-net resources custom framers can rely on for additional framing information on nearly any item a customer brings into your store. FEE: $85S5071Design Counter SuccessFriday, January 24, 20254:00pm - 5:30pmJohn Ranes II, CPF, GCF and Rob Markoff, CPFSelling framing involves a lot more than just assisting the customer. The custom framer must be able to think quickly, design well, and control the sale. John Ranes will show you how to start the design process, organize frame samples, and tips on how to create buyer confi-dence. John will discuss how to offer premium products, preservation options, and how to handle indecisive customers. You’ll go back to your shop with the tools you need to eliminate stress and have more success at the design counter. FEE: $75Sponsored by Tru VueS5077The State of the Industry: Art, Design, and The Frame ShopSaturday, January 25, 20258:30am - 10:00amGinger HartfordJoin art and design career veteran, product designer, and industry expert Ginger Hartford as she highlights the latest trends, design brands, and artful momen-tum you need to know happening within the art and design industries at scale. Now head of design for Dallas Market Center, a global wholesale market center serving 85 countries, nearly 200,000 customers, and thousands of retailers and manufac-turers, Ginger will share key perspectives and overlap in art design services critical to working with A-list interior designers, hospitality giants in design, and regional to national media partners such as Interior Design magazine.FEE: $75S5083Shadowboxing for Prot and SuccessSaturday, January 25, 20258:30am - 10:00amMeg GlasgowUnlock the secrets to creating dramatic shadowbox designs that captivate clients and elevate your business! In this new and engaging seminar, Meg will guide you through the design, strategy, and protability of shadowbox framing. Get an inspiring look at how shadowbox framing combines artistry with prot potential. From intricate mat cuts to meaningful client collaborations, pricing, and mar-keting strategies, this course will provide everything you need to make shadowboxes a highlight of your services.FREE ($20 no-show fee)Compliments of Wizard International, Inc.S5081Framing Success: Unlocking Consumer Insights to Grow Your BusinessSaturday, January 25, 202511:00am - 12:00pmDot HeckleJoin us for an engaging presentation that delves into exclusive consumer insights on custom picture framing. We’ll uncover the latest buying habits, highlight emerging customer trends, and explore shopper intent—giving you a competitive edge in understanding today’s consumers. Whether you’re looking to rene your marketing strategies or enhance the in-store expe-rience, this session will equip you with actionable insights to drive success. FREE ($20 no-show fee)Compliments of Tru VueSALES & DESIGNSeminars on the Latest Design Trends and Ideas to Increase Sales Sign up Today!Register Online at www.wcafexpo.com NNNNm Sales Design 18-20.indd 18m Sales Design 18-20.indd 18 12/20/24 10:23 AM12/20/24 10:23 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 21 Speaker Pro les Speaker Pro lesMatt 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. Matt has taught over 10,000 business owners and marketers best practices in website design, Google Ads, and Google Analytics. Matt’s digital agency, ROAR! Internet Marketing, has successfully been helping businesses grow for 17 years. Brian Wolf, CPF, GCF, is internationally renowned for his subtle and intricate mat designs. Brian has taught his unique methods around the world. He is a Certi ed Picture Framer (CPF) and a Guild Commended Fram-er (GCF). In 1973, he won the Janice Petersen Andersen Award for outstanding design student, after which he began demonstrating his hand-carving technique for mats at conventions and teaching for the Professional Picture Framers Association. He then started his own framing business in Cedar Rapids, IA, in 1983. Brian contributes his design and mat cutting expertise at Wizard through product development, education, events, and design content. He is an instructor for both Wizard University and the PPFA and a columnist at Picture Framing Magazine.Derek Vandeberg, CPF, walked into a gallery in Missoula, MT in 1993 to buy a wedding present for a friend and walked out with a job as a picture framer. Ten years as a bicycle mechanic and apprentice framebuilder gave Derek the ability to construct nearly anything and developed in him an abiding love for creating things. In 1998, Derek established Frame of Reference, a small custom framing business in Bigfork, MT. Derek has served on the national Board of Directors of the PPFA, has taught classes for the PPFA and at the WCAF Expo, and has won numerous regional and national framing competition awards over the years. Now a renowned gallery known as FoR Fine Art with two locations in Montana, the business has evolved to focus primarily on the sales of original artwork, with custom framing still playing a prominent role. Derek still spends every workday in one of the galleries and can still be found on occasion in the back designing or building picture frames. To see full speaker biographies, please visit our website at www.wcafexpo.comS5082 - Introducing Virtual FramerFriday, January 24, 2025 • 9:00am - 10:30am (S5082)Friday, January 24, 2025 • 11:00am - 12:30pm (S5082B)Friday, January 24, 2025 • 1:00pm - 2:30pm (S5082C)You’ve seen the posts. You’ve heard the buzz. Now you can attend a live presentation all about the Virtual Framer visualizer and point-of-sale system, a unique program created by picture framers, for picture framers. You’ll learn about this  rst-ever “por-table frame shop” directly from the app developer, Khaled Feki. FREE ($20 no-show fee) • Compliments of Virtual FramerIntroducing Virtual FramerS5087 - Virtual Framer: Ask Khaled (A Subscribers Only Class)Friday, January 24, 2025 • 3:00pm - 5:00pmIf you’re a Virtual Framer subscriber and have questions about the software, its existing features and future upgrades, then this class is for you! This is a special opportunity to meet other Virtual Framer users, exchange ideas and share your thoughts. FREE ($20 no-show fee) • Compliments of Virtual FramerVirtual Framer: Ask KhaledFree Sessions from Virtual FramerKhaled Feki is the founder and CEO of Virtual Framer, the most comprehensive point-of-sale andvisualization software program for the picture framer. In his 20+ years in the picture framing industry, Khaled has worked on both sides of the design table. He began his career as an online gallery owner in Paris and then started manufacturing closed corner frames and offering framing services. It was during these years that the seeds for what would become Virtual Framer were planted. When Covid changed the world, Khaled took the opportunity to focus exclusively on building the best visualization and POS system the industry has ever seen.i Bios 4 13-21.indd 21i Bios 4 13-21.indd 21 11/25/24 10:41 AM11/25/24 10:41 AM20 THE NATIONAL CONFERENCE 2025S5079A Fresh Take on Tradition: Creative Framing Ideas Using Historical ElementsSunday, January 26, 20258:30am - 10:00amDavid HorowitzAn introduction to the leading design elements that make up the main periods in framing from fifteenth-century Italy to twentieth-century America. We will dis-cuss how these designs were utilized and how you can use them today to elevate any piece of art into the realm of fine art. We will explore currently available frames that will fit these styles, which will include both handmade frames and length molding, to meet any customer’s needs and budget. This knowledge will both elevate your reputation as a frame expert and broaden your skill set.FEE: $75S5067The Art of Shadowbox DesignSunday, January 26, 202510:30am - 12:00pmMeg GlasgowLearn to design and sell shadowbox projects with confidence with this step-by-step guide that takes you through the process of designing, pricing, and selling incredible shadowboxes in this inspiring seminar led by Meg Glasgow. Discover innovative project ideas and learn how to apply the principles of frame design to elevate your projects from simple to spectacular. Learn tips for collaborating with customers at the design counter to capture their vision and create meaningful, memorable pieces. This session is perfect for framing professionals looking to en-hance their expertise and delight their customers with exceptional designs. FEE: $55Sponsored by Tru VueP3085The Frame Shop Experience: 5 Steps to Total Customer SatisfactionSunday, January 26, 20251:00pm - 2:30pmStephen BallIn this session, you will learn the differ-ence between customer satisfaction and customer experience, and why it matters. Stephen Ball will discuss the importance of total customer satisfaction (TCE) and how to achieve it. You will learn the steps that will earn you repeat business and referrals. He will demonstrate how he creates a real customer experience, including positive emotional experience, that translates into the kind of customer loyalty that helped him double his sales numbers at his framing business. By understanding the customer experience, you will be able to anticipate and fulfill customer needs better than your com-petition, leading to repeat customers, increased sales, and more profitability for your company.FEE: $75SALES & DESIGNSeminars on the Latest Design Trends and Ideas to Increase Sales THANK YOU TO OUR SPONSORS888 Manufacturing CorporationA-Plus Automation USA Inc.AMCI Regence, Ltd.Attach-EZDecor Moulding & Supplyfaming.academyFletcher Business GroupFreestyle Photo & Imaging SuppliesGoldleaf Framemakers of Santa FeIT SuppliesLarson JuhlLifeSaver SoftwareLinecoPicture Framing MagazinePicture WoodsProfessional Picture Framers AssociationRhonda Feinman Custom Frames IncTru Vue IncVirtual FramerWizard InternationalNNm Sales Design 18-20.indd 20m Sales Design 18-20.indd 20 12/20/24 10:23 AM12/20/24 10:23 AMSCHEDULE AT A GLANCEREGISTERINDEX

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THE NATIONAL CONFERENCE 2025 23T932Introduction to LifeSaver CloudSaturday, January 25, 20251:00pm - 2:30pmSteve SmeltzMaking the transition from paper to digital can feel overwhelming, but LifeSaver is here to make it easy. Get everything you need to manage your frame shop in one place. Join Steve Smeltz as he demon-strates just how simple it is to integrate LifeSaver Cloud, a cutting-edge point-of-sale software, into your operations today. LifeSaver leads the industry with innovative, user-friendly solutions. The new Cloud product lets you work seamlessly from a tablet, PC, or Mac. Whether you are in-store or on site with a customer, you can design and complete sales effortlessly. Please note: This session is not intended for current LifeSaver customers. We also invite everyone to visit our booth for a demonstration of LifeSaver Cloud or to address any questions you may have. FREE ($20 no-show fee)Compliments of LifeSaver SoftwareP3089Forward Thinking: The Modern Frame ShopSaturday, January 25, 20253:30pm - 5:00pmJay KoganRetailers are evolving to incorporate new technology and modern workows. In this session, Jay will take a look at how frame shops can not only adapt to today’s retail environment, but also become more prot-able. Jay will discuss new challenges such as increased labor costs, stafng shortages, and competition from online retailers. From shop design to equipment choices, Jay will reveal how to look for efciencies that will make a difference. Jay will also cover how changing your product selections and offerings can increase your bottom line. Discover how you can change your business into a modern frame shop that will succeed not only in today’s marketplace, but also in tomorrow’s.FEE: $75P3091Strategic Planning Workshop: Creating Your S.M.A.R.T. Business PlanSunday, January 26, 20258:00am - 9:30amRich EhrenhausFraming retailers who want to roll up their sleeves and build a plan will jump right in during this new session from Rich Ehrenhaus, president of AMCI Regence, Ltd. Rich will help you map out a ve-to-ten-year vision for your business, guiding you as you come up with goals that can be accomplished within ve years, what you’ll need to do each year to achieve your goals, and how to measure your success. He will explain the importance of making your busi-ness goals S.M.A.R.T.: specic, measurable, achievable, relevant, and time-bound. You will leave this session with a strategic plan for your specic business that includes your goals and concrete action steps needed to achieve them. This is an interactive session and class size is limited.FEE: $50Sponsored by AMCI Regence, LtdP311The Goltz Standard: Pricing Strategies in Today’s EconomySunday, January 26, 202510:30am - 12:00pmJay GoltzAre you working hard and not making the kind of prot you should? Learn how to conquer the pricing dilemma from the expert. Jay Goltz owns and operates Artists Frame Service, the largest independently owned retail frame shop in the US. His presentation will reveal the ins and outs of pricing and the critical elements that, if overlooked, can deplete your prots. He’ll show you an easy method of creating a formula that works regardless of your compe-tition, geographic location, or size. FEE: $75PROFIT & MANAGEMENTBREAKFAST SESSION Frame Shop Entrepreneur: Awakening The Giant WithinSaturday, January 25, 2025 • 8:00am - 9:30am • Jay GoltzAre you running a frame shop, or does it feel like the frame shop is running you? Now might be the time to think beyond the daily challenges. From his beginnings as a framer in college to building the largest independent frame shop in America, Jay Goltz explores what he has found works and what doesn’t when operating a successful framing business. This entertaining session, using real-life examples, will delve into how to juggle your unique roles: retailer, manufacturer, marketer, manager, buyer, boss, and sometimes janitor. He will talk about the importance of providing quality framing, beautiful designs, and at the same time how to build a staff that supports your vision. Jay will discuss profitability, overcoming setbacks, taking calculated risks, and tips on adapting your business in a changing environ-ment. Jay will help you discover your business’s most powerful asset—you, the frame shop entrepreneur! This is a special event with limited seating, so sign up early! Continental breakfast will be served.FEE: $50SPECIAL EVENTNp Profit Management 22-24.indd 23p Profit Management 22-24.indd 23 11/25/24 2:16 PM11/25/24 2:16 PM22 THE NATIONAL CONFERENCE 2025N- NewW- WorkshopP3099Work Smarter, Not HarderFriday, January 24, 20258:00am - 10:30amRob Markoff, CPFIn this session, Rob will discuss how to maximize your time and boost production efciency by learning the art of delega-tion. By understanding the fundamentals of working smarter, not harder, you’ll be able to take your business to the next level. There are many ways to increase your available time even if you don’t have employees, including the essential skill of time management. If you do have em-ployees, this session will show you how to achieve their maximum performance. The proven methods covered by Rob will help you multiply your shop’s output and enjoy a better work/life balance. Breakfast is included from 8 am to 9 am, the class will immediately follow. FEE: $75Sponsored by framing.academyP3093Packing and Shipping Framed Artwork: From Basics to Pro TipsFriday, January 24, 20259:30am - 11:00amDerek Vandeberg, CPFThis class focuses on techniques and materi-als required to safely ship artwork in all medi-ums, with and without glazing. Various packing materials, including premade art shipping systems, moving boxes, custom boxes created from recycled materials, and construction of plywood crates will be thoroughly examined, and repeatable techniques for safely wrapping artwork will be taught. A cost-benet analysis of the materials needed will be explored, as will the options for carriers, from UPS/FedEx to freight expiditors and white glove concierge services. Finally, information about insurance requirements, how to charge for your shipping services, and use of third-party shippers will be explored.FEE: $75P3090Custom Picture Framing: Strategy and SuccessFriday, January 24, 202510:30am - 12:00pmRich EhrenhausJoin Rich Ehrenhaus, president of AMCI Regence, Ltd., for this comprehensive session on how to develop and execute a winning strategy for your picture framing business. In this class, you will learn the difference between strategy and tactics, why strategy matters, and how to use it to achieve your business goals. You will also learn how to create a business plan, identify your market position, customer mix, product mix, and competition. Rich will also discuss the importance of prot and prot margin, average ticket size, and levers of prot. Finally, he will help you iden-tify your market opportunities, real estate needs, stafng requirements, and whether to operate your business as an owner-operator or absentee manager. This class is perfect for picture framers, art dealers, gallery owners, and anyone who wants to start a picture framing business. Rich’s goal is to help you develop the skills and knowl-edge you need to succeed in this industry.FEE: $55Sponsored by AMCI Regence, LtdP3094Making the Most of Retailer/Sales Rep/ Vendor RelationshipsFriday, January 24, 20251:30pm - 2:30pmClifford SafaneClifford Safane, co-founder and managing partner of Frametastic! LLC, will draw on his 20+ years of experience to reveal the se-crets of maximizing business by strengthen-ing the relationships between framers, sales reps, and vendors. This “magic triangle” will create lasting benets for all involved. Cliff will share proven tools that custom framers, sales reps, and suppliers/vendors can use to ensure the success of this relationship. He will also point out the pitfalls that hinder maximum results.FEE: $55P3095Package PricingFriday, January 24, 20251:30pm - 3:00pmJohn Harry Gaston, MCPFPackage pricing is not discount pricing. Attendees will learn a proven, successful approach to how clear pricing options can set their business apart and help put cus-tomers at ease while helping them under-stand custom framing is within their budget. Learn why and how to create a simple package program, offering your customers custom framing options at attractive prices while achieving your protability objectives. FEE: $75Sponsored by Decor Moulding & SupplyPROFIT & MANAGEMENTExplore Management Techniques, Pricing Strategies, Business Plans, and MoreSave Time Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com NNNNp Profit Management 22-24.indd 22p Profit Management 22-24.indd 22 11/25/24 2:16 PM11/25/24 2:16 PMSCHEDULE AT A GLANCEREGISTERINDEX

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COUNT DOWN TO A BETTER BUSINESSThe Number One Source For Everything Framing!For more information contact 848-444-52021 PICTURE FRAMING MAGAZINEwww.pictureframingmagazine.comMOUNTING METHODS FROM CHRIS PASCHKE10PROVEN SALES STRATEGIES FROM JARED DAVIS8CONSERVATION METHODS FROMMATT HOROWITZ7GILDING TOOLS AND TECHNIQUES FROM DAVID HOROWITZ5PRESERVATION PROCEDURESFROM PAUL MACFARLAND4A LOOK AT FRAME HISTORY FROM WILLIAM ADAIR9MAT DESIGN FROM BRIAN WOLF6FRAMING TIPS FROM DAVID LANTRIP3STRAIGHT TALK ON BUSINESS FROM JAY GOLTZ2PIC0006_COUNTDOWN_PFM0724.indd 1PIC0006_COUNTDOWN_PFM0724.indd 1 6/20/24 5:01 PM6/20/24 5:01 PM24 THE NATIONAL CONFERENCE 2025PROFIT & MANAGEMENTExplore Management Techniques, Pricing Strategies, Business Plans, and MoreP3098Dynamics for Growth: Strat-egies to Build, Retain, and Empower a Rock Star TeamSunday, January 26, 202512:30pm - 2:00pmGary BarkerA successful business is only as strong as the team behind it. In this session, you’ll explore how to build a dynamic team that shares your passion for art and framing and is driven to help grow your business. We’ll cover everything from hiring strategies to developing a culture that attracts and re-tains top talent. Walk away with actionable strategies to build a team that truly stands out, contributing to your business growth and a robust and positive work environment your customers will appreciate.FEE: $75Sponsored by Picture Framing MagazineP3092So You Want to Run a Gallery: Adding Art Sales to Your Framing BusinessSunday, January 26, 20251:00pm - 2:30pmDerek Vandeberg, CPFThis session will cover how to transition from a business selling primarily custom framing to one that features fine art as a major component. Topics covered will include a market analysis of whether artwork will sell in your location, and if so, what types; working with artists and navigating the submission and selection process; consignment versus purchase of inventory; artwork inventory manage-ment; display and lighting of artwork in a gallery setting; promotion and marketing; and avoiding common pitfalls of artist management. Time will be allowed for a robust question-and-answer session to help demystify the workings of a fine art gallery.FEE: $75P352Gift Items, Framing, and More: Creating A Protable Product MixSunday, January 26, 20253:00pm - 5:00pmJohn Ranes II, CPF, GCFAs the framing market has changed, 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 eld. Many have added gifts, cards, candles, pillows, and decorative accents to their retail mix. Making this move successfully, however, depends on nding the right kinds of products to enhance customers’ shopping experience. Choosing the right product mix requires careful analysis and real creativ-ity. This course will explore those options, what might work for you, and where to nd 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 trafc by adding specialized non-framing merchan-dise to your showroom area. FEE: $85P3096From Framer to Frame Shop OwnerSunday, January 26, 20253:30pm - 5:30pmJohn Harry Gaston, MCPFThis class will outline a strategy and dene a path forward for framers looking to become frame shop owners. Using proven strategies and established best practices, attendees will review all aspects of starting their own successful framing business. Topics discussed will include developing a business plan and nancial model, retail pricing strategies, store/shop setup, and establishing daily operating procedures. Those consider-ing business ownership and new business owners alike will walk away with valuable information that will accelerate their path to success.FEE: $75Save Time - Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com NNNp Profit Management 22-24.indd 24p Profit Management 22-24.indd 24 11/25/24 2:17 PM11/25/24 2:17 PM

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THE NATIONAL CONFERENCE 2025 27N- NewW- WorkshopM2053From Framer to Frame Maker: Creating Simple FramesFriday, January 24, 20259:00am - 11:00amDavid HorowitzWish you could create your own line of custom frames? Now, you can! David Horowitz, master frame maker, will review basic tools and raw materials to get started. You will learn techniques for making simple proles and applying unique nishes. He will discuss how to price the service and how to standardize the process for repeat customers. Creating your own frames is fun—it can set you apart from other retailers, and it can be lucrative for your business. Begin your transformation from framer into frame maker and never be out of stock again.FEE: $85Sponsored by Goldleaf Framemakers of Santa FeH601W-A & H601W-BIntroduction to Water Gilding WorkshopDay 1: Friday, Jan. 24 - 1:30-4:30 PMDay 2: Saturday, Jan 25 - 9 AM - 12 PMDavid HorowitzIn 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 the proper methods to burnish and seal your frame. The ne art of patination will be covered for different period frames. All materials will be supplied. Please Note: This is a two-day class - FEE: $325H646WLinoleum Block Printing for FramingSaturday, January 25, 20259:00am - 11:30amMariska (Mikki) Kavich, MCPFWith the huge inux of “gig prints” and unique online creators/artists, nding decorative framing and matting can be challenging and expensive. With a carved linoleum block, you can create designs that complement the art and can be used over and over. In this work-shop, each student will learn how to create and carve a linoleum block and discover the steps involved in printing the block. Mikki will go over paint and ink choices and top coats where necessary. Students will leave with their linoleum block, a frame, and a mat.FEE: $105Sponsored by Picture WoodsH644WFun with Finishes: Unnished MouldingSaturday, January 25, 20252:00pm - 3:30pmThomas Houston, MCPFThis informative lecture, which will also feature demonstrations and hands-on participation, will cover the most common-ly used woods in picture frame making, including basswood, maple, cherry, and poplar. You will see examples of these wood species and learn about their characteris-tics, different nishes (including both clear and opaque water-based nishes), and application techniques. You will take home a simple nished frame of your own creation.FEE: $105H645WChanging Frame FinishesSunday, January 26, 20259:00am - 10:30amMariska (Mikki) Kavich, MCPFMikki will show you how to get creative with nishes. Whether you need to x a nish that differs from your sample or you’re looking to create a custom shade for just the right look, this hands-on workshop will teach you how to alter the look of pre-n-ished moulding. Students will be able to experiment with several types of media and techniques.FEE: $105H643WFun with Finishes: Gilded AccentsSunday, January 26, 20251:00pm - 3:00pmThomas Houston, MCPFIn this session, Thomas will explore how to take pre-existing manufactured moulding and create something custom, unique, and elegant to your shop using various gilding processes. He will look at creating a custom gilded lip and llet and applying and nish-ing compo ornaments. You will come out of this session with a foundational knowledge of and hands-on experience with shellac, sizing, metal leaf, wax and rottenstone, and compo. You will also get to take home your own customized frame corner.FEE: $105Sponsored by Jack Richeson & Co.GILDING SERIESLearn to Create Custom Frames. All Levels WelcomeSpecial Thanks to Contributing Companies for the Gilding Series: Foster Planing Mill, Goldleaf Framemakers of Santa Fe, and Rhonda Feinman Custom Frames.NNNNWWWWWWq Gilding 27.indd 27q Gilding 27.indd 27 12/23/24 5:54 PM12/23/24 5:54 PMPIC0006_MARTYGILDING_PFM0818.indd 1PIC0006_MARTYGILDING_PFM0818.indd 1 7/20/21 4:16 PM7/20/21 4:16 PM

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THE NATIONAL CONFERENCE 2024 29PPFA Framers’ Breakfast 2025 PPFA ANNUAL CONVENTION THE PROFESSIONAL PICTURE FRAMERS ASSOCIATION AT THE WCAF EXPO AND THE NATIONAL CONFERENCESE-A7220 - Preservation Challenge: Ask a Conservator SE-A7217 - PPFA Framers’ Luncheon: Ask the ExpertsFriday, January 24, 2025 • 12:00pm - 1:30pm • $70 • Madalyn MeehanJoin paper conservator Madalyn Meehan for an interactive round-table discussion during which she will answer your biggest preservation questions. This lively, practical session will explore the dos and don’ts that will help prevent future headaches. Through her tenure as a paper conservator, Madalyn has seen the gamut of framing choices and mistakes. She will cover essential topics such as proper hinge placement, when to use linen hinges, and framing practices to avoid. In addition to learning best practices, attendees will have the opportunity to solve a number of “preservation challenges” with their classmates.Sponsored by PPFA - Professional Picture Framers AssociationSunday, January 26, 2025 • 12:00pm - 1:30pm • $75Join us for a luncheon as we explore some of your most frequently asked framing questions. This is a great opportunity to learn about recommended techniques and materials from PPFA members. A panel of expert framers with the Certi ed Picture Framer (CPF) and Master Certi ed Picture Framer (MCPF) designations will be available. This event is for all framers, seasoned and new, PPFA members and non-members alike! Register early, as this session will  ll quickly. Presented by PPFA - Professional Picture Framers AssociationPlease note: Professional certifications are not included in conference passes. The listed exam fee is for non-members. If you are a current PPFA member and are eligible for a discount, complete your purchase on the PPFA website here.Keynote LuncheonCerti cationA7117CPF and MCPF Professional DevelopmentFriday, January 24, 20258:30am - 11:30amDavid Lantrip, MCPF, GCF and Sarah Beckett, MCPFThis professional development session, which is available to every framer, will also ful ll the recerti cation requirements for CPF and MCPF designation holders. This session provides the latest on preservation techniques, tools, and current industry best practices for the protection and display of artwork. We will also discuss tips for making your work ow easier and more ef cient. The CPF/MCPF designation is a prestigious accomplishment; keeping this designation current demonstrates your expertise and commitment to the picture framing profession. This update class will satisfy the requirement for maintaining this valuable certi cation. FEE: $395A7116Certi ed Picture Framer ExamSaturday, January 25, 20258:30am - 12:00pmFEE: $425A7118Master Certi ed Picture Framer ExamSunday, January 26, 20258:30am - 12:00pmFEE: $695s PPFA Convention 29.indd 29s PPFA Convention 29.indd 29 11/25/24 10:46 AM11/25/24 10:46 AM28 THE NATIONAL CONFERENCE 2025E828Cutting and Joining: Improving Quality and EfciencyFriday, January 24, 20253:30pm - 5:30pmKevin Meath, CPFKevin 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 dis-cuss 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 prot margins. FEE:$85Sponsored by The Fletcher Business GroupE835Production Killers: Common Mistakes You See in Frame ShopsSaturday, January 25, 20254:00pm - 5:30pmKevin Meath, CPFDo 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-produc-tion 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:$85Sponsored by The Fletcher Business GroupE832Analyzing Your Equipment NeedsSunday, January 26, 20258:30am - 10:00amKevin Meath, CPFAre 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:$85Sponsored by The Fletcher Business GroupPRODUCTION SOLUTIONSFor Production Framers, Managers, Owners, and Industry ProfessionalsSave Time – Sign Up Online!Visit our easy-to-use website at www.wcafexpo.com r Production Solutions 28.indd 28r Production Solutions 28.indd 28 12/18/24 4:50 PM12/18/24 4:50 PM

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THE NATIONAL CONFERENCE 2025 31T932 Introduction to LifeSaver Cloud ..................................................................................................................................1:00pm - 2:30pmS5080 Design Elements: Tints, Tones, and Shades ................................................................................................................1:00pm - 3:00pmS5084 Mastering the Art of Frame Design ............................................................................................................................. 1:00pm - 2:30pmMKS5081 How to Get Big by Appearing Small ............................................................................................................................ 1:30pm - 3:00pmH644W Fun with Finishes: Un nished Moulding ......................................................................................................................2:00pm - 3:30pmM2055 Airbrush Fundamentals: Bringing This Versatile Tool Into Your Shop ............................................................................ 3:00pm - 5:00pmF134W Hinging Techniques Workshop ....................................................................................................................................3:00pm - 5:00pmP3089 Forward Thinking: The Modern Frame Shop ...............................................................................................................3:30pm - 5:00pmF1002 An Introduction to Hanging Hardware and Installation Techniques ..............................................................................3:30pm - 5:30pmS5078 Lighting Your Artwork: Solutions for Design Counters, Galleries, and Homes ...............................................................3:30pm - 5:00pmF1014 Mounting Solutions for Object Framing .......................................................................................................................3:30pm - 5:30pmMKS5103 Beyond the Frame: Building Your Business through Digital Marketing Channels .......................................................... 4:00pm - 5:30pmE835 Production Killers: Common Mistakes You See in Frame Shops ..................................................................................4:00pm - 5:30pmSE-1025 Welcome Party - The WCAF Happy Hour ..................................................................................................................... 5:30pm - 7:00pmH643W Fun with Finishes: Gilded Accents ..............................................................................................................................1:00pm - 3:00pmP3085 The Frame Shop Experience: 5 Steps to Total Customer Satisfaction ..........................................................................1:00pm - 2:30pmP3092 So You Want to Run a Gallery: Adding Art Sales to Your Framing Business ...................................................................1:00pm - 2:30pmF1023 A Fitting Finish ........................................................................................................................................................... 1:00pm - 2:30pmMKS5100 Invest in Yourself: Brand and Social Media Savvy You Need Now ............................................................................10:30am - 12:00pmP311 The Goltz Standard: Pricing Strategies in Today’s Economy .................................................................................... 10:30am - 12:00pmS5067 The Art of Shadowbox Design ................................................................................................................................10:30am - 12:00pmSE-A7217 PPFA Framers’ Luncheon: Ask the Experts ................................................................................................................12:00pm - 1:30pmP3098 Dynamics for Growth: Strategies to Build, Retain, and Empower a Rock Star Team ...................................................12:30pm - 2:00pmM2018 Mastering Mounting: Handling Digitals ..................................................................................................................... 12:30pm - 2:30pmM2057W Hinging Workshop: Float Mounts ................................................................................................................................2:00pm - 3:30pmP352 Gift Items, Framing, and More: Creating A Pro table Product Mix ................................................................................3:00pm - 5:00pmMA7243 An Introduction to the World of Art Conservation .........................................................................................................3:30pm - 5:00pmM-A7228 Double-Sided Framing ...............................................................................................................................................3:30pm - 5:30pmF196-P Framing Oversized Art ................................................................................................................................................3:30pm - 5:00pmP3096 From Framer to Frame Shop Owner ...........................................................................................................................3:30pm - 5:30pmP3091 Strategic Planning Workshop: Creating Your S.M.A.R.T. Business Plan ........................................................................ 8:00am - 9:30amMKS5101 5 Things Your Website is Trying to Tell You, But You’re Not Listening ............................................................................ 8:00am - 9:30amA7118 Master Certi ed Picture Framer Exam ...................................................................................................................... 8:30am - 12:00pmE832 Analyzing Your Equipment Needs ............................................................................................................................. 8:30am - 10:00amMC714 FrameShop Trace: 5 Creative Projects to Elevate Your Mat Designs .......................................................................... 8:30am - 10:00amS5068 “Closed-Corners, Coffee, and Croissants ....................................................................................................................8:30am - 9:50amS5079 A Fresh Take on Tradition: Creative Framing Ideas Using Historical Elements ............................................................ 8:30am - 10:00amM201L “Mastering Mounting: Creative Mounting, Wrapping and Laminating ........................................................................ 8:30am - 11:00amDT951 The Essentials: Inkjet Printing Clinic ......................................................................................................................... 9:00am - 11:30amH645W Changing Frame Finishes ......................................................................................................................................... 9:00am - 10:30amF134L Modern Preservation for Today’s Retail Frame Shop ................................................................................................. 9:00am - 10:30am Code Title Time Code Title TimeSATURDAY, JANUARY 25, 2025SUNDAY, JANUARY 26, 2025Index By Date and Timez Session Index 30-32.indd 31z Session Index 30-32.indd 31 11/25/24 12:27 PM11/25/24 12:27 PM30 THE NATIONAL CONFERENCE 2025P3099 Work Smarter, Not Harder .......................................................................................................................................8:00am - 10:30amA7117 CPF and MCPF Professional Development ................................................................................................................ 8:30am - 11:30amS5082 Introducing Virtual Framer ........................................................................................................................................ 9:00am - 10:30amM2053 From Framer to Frame Maker: Creating Simple Frames ............................................................................................ 9:00am - 11:00amMKS5102 Boost Traf c and Build Community: Event Marketing for Frame Shops ...................................................................... 9:00am - 10:30amS5034 Award-Winning Shadowbox Designs: Sports Memorabilia and More......................................................................... 9:30am - 11:30amF1013 Design Elements: Understanding Color ..................................................................................................................... 9:30am - 11:30amP3093 Packing and Shipping Framed Artwork: From Basics to Pro Tips ............................................................................... 9:30am - 11:00amP3090 Custom Picture Framing: Strategy and Success ..................................................................................................... 10:30am - 12:00pmS5082B Introducing Virtual Framer ...................................................................................................................................... 11:00am - 12:30pmSE-A7220 Preservation Challenge: Ask a Conservator...............................................................................................................12:00pm - 1:30pmDT952 Print Like a Pro: Breaking Down the Latest Fine Art Inkjet Technology ........................................................................1:00pm - 2:30pmS5082C Introducing Virtual Framer .......................................................................................................................................... 1:00pm - 2:30pmF180L Mastering Mounting: Understanding the Basics ..........................................................................................................1:00pm - 3:00pmF1021 Know Your Textiles and How to Handle Them ..............................................................................................................1:30pm - 3:00pmH601W-A Introduction to Water Gilding Workshop - Day 1 ..........................................................................................................1:30pm - 4:30pmP3094 Making the Most of Retailer/Sales Rep/Vendor Relationships .....................................................................................1:30pm - 2:30pmP3095 Package Pricing .........................................................................................................................................................1:30pm - 3:00pmM2026W Designing and Creating French Mats ..........................................................................................................................2:30pm - 5:00pmS5087 Virtual Framer: Ask Khaled (A Subscribers Only Class) ................................................................................................3:00pm - 5:00pmF1024 Product Demo: Mounting Methods for 3D Objects ......................................................................................................3:30pm - 5:00pmE828 Cutting and Joining: Improving Quality and Ef ciency .................................................................................................3:30pm - 5:30pmMC715 Unleash the Unexpected: Discover the Creative Range of Your Wizard CMC ................................................................4:00pm - 5:30pmS5071 Design Counter Success ............................................................................................................................................4:00pm - 5:30pmF1022 The Art of Glazing: Mastering Today’s Glass and Acrylic Choices .................................................................................4:00pm - 5:30pmM2002 Frame Identi cation from a Historical Perspective ......................................................................................................4:00pm - 6:00pmSE-P3088 Frame Shop Entrepreneur: Awakening The Giant Within.............................................................................................. 8:00am - 9:30amF1006 Gizmos, Gadgets, and Processes ..............................................................................................................................8:00am - 10:00amS5077 The State of the Industry: Art, Design, and The Frame Shop ...................................................................................... 8:30am - 10:00amA7116 Certi ed Picture Framer Exam ..................................................................................................................................8:30am - 12:00pmS5083 Shadowboxing for Pro t and Success ...................................................................................................................... 8:30am - 10:00amF115 The Perfect Corner ................................................................................................................................................... 8:30am - 10:30amF107W The Canvas Workshop: Techniques for Stretching ..................................................................................................... 9:00am - 11:00amH601W-B Introduction to Water Gilding Workshop - Day 2 ........................................................................................................9:00am - 12:00pmF1020 All About Hinges ....................................................................................................................................................... 9:00am - 10:30amM2012 Mastering Mounting: Sensitive Items ........................................................................................................................ 9:00am - 11:00amDT949 The Secret to Fine Art Digital Printmaking ................................................................................................................ 9:00am - 11:00amH646W Linoleum Block Printing for Framing.........................................................................................................................9:00am - 11:30amS5081 Framing Success: Unlocking Consumer Insights to Grow Your Business ................................................................. 11:00am - 12:00pmS5039 Working with Interior Designers and Art Collectors .....................................................................................................1:00pm - 2:30pm Code Title Time Code Title TimeFRIDAY, JANUARY 24, 2025SATURDAY, JANUARY 25, 2025Index By Date and Timez Session Index 30-32.indd 30z Session Index 30-32.indd 30 11/25/24 12:27 PM11/25/24 12:27 PMSCHEDULE AT A GLANCEREGISTERINDEX

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Ready to Take Your Business to the Next Level?TOP 5 REASONS WHY YOU SHOULDN’T MISS THE WCAF EXPOEXPAND YOUR OFFERINGSAll your favorite suppliers in one place. It’s the largest sourcing opportunity for the industry.ELEVATE YOUR SKILLSChoose from over 80 educational sessions, from lectures to hands-on workshops, keynotes, product demos, and more.CONNECT WITH THE INDUSTRYNetwork with professionals from around the world, make new connections, and build lasting relationships.LEARN FROM THE BESTExperts in their field will share their insights, experience, and knowledge.START THE YEAR STRONGGet inspired, invigorated, and ready to implement new ideas to boost your business.WCAF EXPOTHE ART AND CUSTOM FRAMING EVENTTRADE SHOW: JANUARY 25-26, 2025 • CONFERENCE: JANUARY 24-26, 2025www.wcafexpo.comEXPANDELEVATECONNECTLEARNSTART12345WCA0001_5REASONS_PFM1224.indd 1WCA0001_5REASONS_PFM1224.indd 1 11/22/24 3:04 PM11/22/24 3:04 PM32 THE NATIONAL CONFERENCE 2025MKS5101 5 Things Your Website is Trying to Tell You, But You’re Not Listening .17F1023 A Fitting Finish ............................................................................7S5079 A Fresh Take on Tradition: Creative Framing Ideas Using Historical Elements ......................20M2055 Airbrush Fundamentals: Bringing This Versatile Tool Into Your Shop .................................10F1020 All About Hinges ..........................................................................7F1002 An Introduction to Hanging Hardware & Installation Techniques ........7MA7243 An Introduction to the World of Art Conservation ........................11E832 Analyzing Your Equipment Needs ............................................... 28S5034 Award-Winning Shadowbox Designs: Sports Memorabilia & More .......................................................18MKS5103 Beyond the Frame: Building Your Business through Digital Marketing Channels ...........................................17MKS5102 Boost Traf c & Build Community: Event Marketing for Frame Shops ..............................................17A7116 Certi ed Picture Framer Exam ...................................................29H645W Changing Frame Finishes ..........................................................27S5068 Closed-Corners, Coffee, & Croissants ........................................19A7117 CPF & MCPF Professional Development .....................................29P3090 Custom Picture Framing: Strategy & Success ............................22E828 Cutting & Joining: Improving Quality & Ef ciency .......................28S5071 Design Counter Success ............................................................18S5080 Design Elements: Tints, Tones, & Shades ...................................19F1013 Design Elements: Understanding Color ........................................6M2026W Designing & Creating French Mats ............................................10M-A7228 Double-Sided Framing ...............................................................11P3098 Dynamics for Growth: Strategies to Build, Retain, & Empower a Rock Star Team ........................................24P3089 Forward Thinking: The Modern Frame Shop ...............................23M2002 Frame Identi cation from a Historical Perspective .....................10SE-P3088 Frame Shop Entrepreneur: Awakening the Giant Within..............23MC714 FrameShop Trace: 5 Creative Projects to Elevate Your Mat Designs ........................................................8F196-P Framing Oversized Art .................................................................7S5081 Framing Success: Unlocking Consumer Insights to Grow Your Business .................................................. 18M2053 From Framer to Frame Maker: Creating Simple Frames .............27P3096 From Framer to Frame Shop Owner ........................................... 24H643W Fun with Finishes: Gilded Accents ..............................................27H644W Fun with Finishes: Un nished Moulding .....................................27P352 Gift Items, Framing & More: Creating a Pro table Product Mix ......24F1006 Gizmos, Gadgets, & Processes ....................................................6F134W Hinging Techniques Workshop ...................................................10M2057W Hinging Workshop: Float Mounts ...............................................11MKS5081 How to Get Big by Appearing Small ...........................................17S5082 Introducing Virtual Framer .........................................................21S5087 Virtual Framer: Ask Khaled (A Subscribers Only Class) ..............21T932 Introduction to LifeSaver Cloud ..................................................23H601W Introduction to Water Gilding Workshop .....................................27MKS5100 Invest in Yourself: Brand & Social Media Savvy You Need Now ...17F1021 Know Your Textiles & How to Handle Them ..................................6S5078 Lighting Your Artwork: Solutions for Design Counters, Galleries, & Homes ....................19H646W Linoleum Block Printing for Framing ..........................................27P3094 Making the Most of Retailer/Sales Rep/Vendor Relationships .....22A7118 Master Certi ed Picture Framer Exam .......................................29M201L Mastering Mounting: Creative Mounting, Wrapping, & Laminating ..............................11M2018 Mastering Mounting: Handling Digitals ......................................11M2012 Mastering Mounting: Sensitive Items .........................................10F180L Mastering Mounting: Understanding the Basics ...........................6S5084 Mastering the Art of Frame Design ............................................19F134L Modern Preservation for Today’s Retail Frame Shop ....................7F1014 Mounting Solutions for Object Framing ........................................7P3095 Package Pricing ........................................................................22P3093 Packing & Shipping Framed Artwork: From Basics to Pro Tips ....22SE-A7217 PPFA Framers’ Luncheon: Ask the Experts .................................29SE-A7220 Preservation Challenge: Ask a Conservator ................................ 29DT952 Print Like a Pro: Breaking Down the Latest Fine Art Inkjet Technology .........................................12F1024 Product Demo: Mounting Methods for 3D Objects ........................ 6E835 Production Killers: Common Mistakes You See in Frame Shops ..28S5083 Shadowboxing for Pro t & Success .............................................8P3092 So You Want to Run a Gallery: Adding Art Sales to Your Framing Business ................................24P3091 Strategic Planning Workshop: Creating Your S.M.A.R.T. Business Plan .....................................23F1022 The Art of Glazing: Mastering Today’s Glass & Acrylic Choices .....6S5067 The Art of Shadowbox Design ....................................................20F107W The Canvas Workshop: Techniques for Stretching ........................6DT951 The Essentials: Inkjet Printing Clinic ..........................................12P3085 The Frame Shop Experience: 5 Steps to Total Customer Satisfaction ......................................20P311 The Goltz Standard: Pricing Strategies in Today’s Economy ........23F115 The Perfect Corner ......................................................................6DT949 The Secret to Fine Art Digital Printmaking ..................................12S5077 The State of the Industry: Art, Design, & the Frame Shop ...........18MC715 Unleash the Unexpected: Discover the Creative Range of Your Wizard CMC.........................8SE-1025 Welcome Party - The WCAF Happy Hour ....................................15P3099 Work Smarter, Not Harder ..........................................................22 Code Title Page Code Title Page Index By CodeIndex By Codez Session Index 30-32.indd 32z Session Index 30-32.indd 32 11/25/24 12:28 PM11/25/24 12:28 PMSCHEDULE AT A GLANCEREGISTERINDEX

2025 National Conference Brochure

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