PPB March 2018

to experience our products firsthand, which isn’t possible with a catalog or website. How do you prepare for each trade show? I consider each year an evolution of the year before, so post-game notes and interviews from previous shows give me the information needed to start planning future events. Once booth space contracts have been signed, we’re ready to plan the space, staff and goals for each individual show we attend. What needs to happen for you and your team to consider a trade show successful? My goal is to develop a space that is welcoming and collaborative for customers and employees. It’s important that we create an authentic SanMar environment where everyone feels comfortable coming together. I always want our products to shine, as I’ma big believer that first impressions can make or break a product. How did SanMar’s exhibit change forThe PPAI Expo 2018? Every year we make improvements. This year we added SanMar.com kiosks throughout the booth, allowing quick and easy access to our online resources by customers and employees. The “new product” section tends to be the most popular area of our booth, as it gives our customers the chance to preview new products and take the first look at hundreds of new styles. We also unveiled a number of new styles from Port Authority, District and Sport-Tek. I’m also very excited that we premiered a new line of clothing from New Era with over 30 new styles. How do you spend your free time atThe PPAI Expo? Who has free time at Expo? That’s what I love about it—there isn’t any free time. I will admit I have an annual tradition of squeezing in an old-school professional shave at The Art of Shaving. It’s my one chance to relax and revive before the event begins. I also love the time I get to spend with my SanMar family. Even if it’s just the long walks down the Mandalay Bay hallways to and from the show floor, it’s time I get to catch up with the people I am proud to work alongside. What advice would you give to newcomers in the industry about maximizing the benefits of every trade show? Ask questions, and take advantage of face-to-face time with the experts. And, of course … bring great walking shoes. What do you like to do outside of work? I am a big fan of musical theater, so when I’m on the road traveling for work, you may find me checking out the local theater. When I’m at home I enjoy yoga and snow skiing in the Cascades. My husband, Christopher, and I just celebrated 27 years together, and we live with our two dogs, Scout and Dudley, in our home in Snoqualmie, Washington. What is next for you at SanMar? SanMar and I are about the same age, and we both have a big 50th birthday not too far off. Trade shows are in my blood, and I just love what I do, so I don’t think you’ll find me too far from the trade show floor. Terry Ramsay is associate editor of PPB. Lindgren, right, with his team: Dawnelle Renfro, project coordinator, Armando Rodriquez, tradeshow assistant, and Cindy Crank, tradeshow administrator. | MARCH 2018 | 77 CONNECT