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Archive for the ‘Reid Sherwood’ Category

Changes in Latitude | Reid Sherwood

October 20th, 2016 3 COMMENTS


Dear Classic Family of Distributors,

I trust that your October is crazy good. Things at Classic are cruising along. Oh how I love the smell of manufacturing in October.

I wanted to share with you all some news. Reid Sherwood, the Eastern Regional Sales Manager, was offered a wonderful opportunity and is leaving Classic Exhibits on November 4. He’ll shift gears to the supplier side of the industry.

As a friend and colleague, I am very happy for Reid. Don’t get me wrong, I and the entire team are sad to see Reid leave, but we believe in the core philosophy of Shared Success. We are very proud of what Reid has accomplished at Classic Exhibits. And we are equally proud and happy that he has been able to parlay that into a positive career move.

As Classic’s Evangelist across the eastern half of the United Stated for the past eight years, Reid’s efforts and the relationships he has fostered have expanded our great family of Distributors, Partners, and Work Friends. So for that Mr. Sherwood I thank you!

To our Family of Distributors, you are probably wondering what’s next. Who is coming to visit us? Rest assured, we are actively searching for a new Eastern Regional Sales Manager. We began placing ads last week and will be going through the hiring process soon.

In the meantime, be on the look out for Mel, Jen, or me as we cover some of Reid’s territory. Until then, please congratulate Mr. Sherwood and wish him well in his new adventure.

Have a great rest of your week and restful weekend ahead.


Reid, Mel said, “If you didn’t want to finish that blog post, you could have told him. You didn’t need to quit.”



Well…. You Asked Me How I’m Doing!

January 2nd, 2015 10 COMMENTS

Shooting from the Hip, Reid Sherwood

It’s Been a Roller Coaster Year

All in all, it was a great year because of the Classic Distributor Network. I won’t go into detail since Kevin will cover it in the 2014 State of the Company letter, but here is what I will say about my year.

First, you trusted us with your business and we appreciate that. Whether it was existing long-term distributors or newbies to the Classic Family, you sent us bigger projects and more orders. Overall, the price points were higher which made for a good year.

For me, it’s been a roller coaster year. I attended EXHIBITOR (every year now since 1989) where we launched several new products, including our On The Move Furniture line. It was three days of crazy. I never had an opportunity to walk the show floor. At EXHIBITOR, we were selected as finalists for the Portable/Modular Award. Quite an honor.

SKU1In May, Classic hosted the spring session of Shared Knowledge University. It was packed with distributors, sales associates, project managers and designers. It’s always a joy to show you our building, equipment, processes, and people. There were even some industry veterans at SKU with over 30 years of experience who gave their time and advice. Spring 2015 SKU is May 18-19. Please contact Jen or me to reserve your spot (Trust me. It fills fast).

The summer was anything but summer. It was far better than expected. From what you’ve told me, marketing money was free’d up that sat on hold for too long, which was a refreshing change. Fall continued the summer trend. Unfortunately, I was unable to attend SKU for reasons which I’ll explain in a moment.

As the year closed, I attended EDPA ACCESS in Palm Harbor, FL and sat through multiple sessions and visited with customers/friends. The best part was at the Gala where Classic Exhibits was awarded an Eddie for Exhibit Design Search. WHAT AN HONOR! It was a fitting way for us to end the year on a high note.

On a Personal Side

Many of you are aware that I had reconstructive back surgery in mid-September. The surgery left me grounded for the past four months. Thankfully, the plates, screws, and wedges put Humpty Dumpty back together again.

Reid SherwoodThanks to everyone who reached out via phone, email, text, or social media. Your concern was overwhelming. My wife and daughter (God bless them) monitored my Facebook and email while I was in surgery and recovery for six hours. When I was back in my room and coherent, they handed me my phone and said, “Here! You have a million friends and customers who have reached out to you and we can’t keep up.”

I am so very grateful. Eleven days in the hospital teaches you a lot. It teaches patience (I had none when I started and have less now). But it shows you who your friends are. The surgery was a huge success and other than healing, the pain is gone in my back.

I was working from a hospital bed and at one point after three pretty successful sales days in a row I said to Mel, “Maybe we are on to something here. Perhaps pity is the key to sales.” 😉  I also want to thank Jen LaBruzza (my counterpart on the West Coast). Not only did she do double duty at SKU while I was in agony, but she also checked in with me several times a day. Mike Swartout (our creative director) and I exchanged Facebook messages about our pain meds. There was a point where we thought Jerry Garcia would have been jealous of our personal pharmacy.

I also want to mention Dave Brown and Gina Porcaro from Optima. I don’t want to get all gooey and mushy, but they are more than friends. They are family. Gina lives in Grand Rapids where I had the surgery and was kind enough to sit with Vicki and Jennifer while I was in surgery and recovery. In addition, they called and texted many times just to help me keep my head clear.

ExhibitorliveEDPA was a blast after 10 weeks of not seeing any customers. I told my wife on the way home from the airport how good I felt, but when I got home and laid down to go to bed, I kicked the covers back and the pain was searing. It was the same exact pain on the right side that the surgeon fixed on the left side. On a scale of 10, it was a 15. After a couple of appointments and some heavy steroid and anti-inflammatory meds, we decided to do an MRI. It looked fantastic. There was NOTHING on the right side that could be causing the pain. Then… the surgeon had X-rays taken and says, “Well, sir, your pain isn’t from your back. Both of your hips are shot. In fact, they look like they are from a 100-year-old arthritis patient, and your sacroiliac needs to be fused as well. Your right hip should be done today.”

Nothing can be done for another few weeks until the back surgery heals. Then, nerve block in January and again in April. My goal is to have the right side done and the sacroiliac fused at the same time after SKU, and the second one done right after the 4th of July. I WILL be at EXHIBITOR. I WILL be at SKU. But I will probably not travel much other than short driving trips until this is all fixed.

A Lesson Learned from All This

While at the surgeon’s office, there was a gentleman waiting in a wheel chair. He looked to be in his late 20s or early 30s. Both of his legs were gone just below his knees. I sat next to him and was in obvious pain. He asked me what was wrong, and I told him. I looked at him and said, “Looks like you were in a farm accident or something of that nature.” He said, “No, on my third tour of duty in Iraq, I was in a school area and someone threw a bomb/grenade towards us and near some children. I dove to get to it and it blew my legs off.” I was just shocked and after what seemed like an awkward silence, he said, “It’s OK. I would do it again in the same situation and so would you.” He went on to talk about his wife and kids and how they do everything just like normal.

So here is what I am leaving 2014 with and taking to 2015. Both business and personally, no matter how bad your situation, no matter how bad you think you have it, suck it up. There is always someone worse off. Quit your whining and go forward with what the Lord gave you.

Thanks for a great 2014 and a better 2015.

As the meds wear off,

Reid Sherwood


The Randy Smith Memorial Golf Classic. It Matters!

September 19th, 2013 1 COMMENT
Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

One benefit of blogging is having the luxury to promote something special to me and to our industry — The Randy Smith Memorial Golf Classic (

For most folks in our industry, “The Randy” is as recognizable as Cher, Madonna, or Bono. The Randy is an annual charitable golf tournament held in the Atlanta area. For those unfamiliar with Randy Smith, he was tragically taken from us several years ago. The first Classic was to raise money to help the Smith family with the financial burden they experienced. Since then, the mission has expand.

“The objective of the Randy Smith Memorial Golf Classic is to help families in the exhibition industry who have suffered severe tragedies or face insurmountable medical expenses. Our commitment is to provide financial and emotional support to all past and present recipients and their families.”

We all feel invincible, and we assume that nothing bad will ever happen to us. Well, a few years ago, Mike Swartout (my friend and the Creative Director at Classic Exhibits) was diagnosed with prostate cancer. Mike is still battling that cancer today, but in 2011, he was a recipient at The Randy.

Several years ago, an Optima employee, Jim Wetherington Jr., was diagnosed with brain cancer and was taken at a very young age. The Randy was able to provide emotional and financial support to his family during that time of need.

I have said all that just to say this . . .  The Randy Smith Golf Memorial Golf Classic is the one event all year where competitors come together, lay down their swords, and work to help industry colleagues who need it most.

This year, The Randy is on October 14 at Chateau Elan, a few miles north of Atlanta. We welcome golfers, sponsors, and workers. It is an incredible event. There are at least 11 recipients, so your financial donations, hole sponsorships, or corporate sponsorships are very needed.

For more information, please visit We would love to see you there. Should you have any questions, please email or call me.

Reid Sherwood


Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100.


From Subzero to Boiling Hot. What’s the Industry’s Temperature?

July 23rd, 2013 2 COMMENTS
Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

Summer is great for golf. Not so much for trade shows.

If there was an exhibit and event thermometer measuring the hot and cold temperature of the industry, it would go from subzero to boiling hot several times a year.

Now before you think this is just my opinion, let me qualify it. I have talked with dozens of distributors and custom houses over the past six to eight weeks, and they all agree. Through May, life was not just good, it was pretty great. We had record months along the way. Sales figures were as good as or better than 2012. I have also spoken with our vendor partners (by vendor partners, I mean wholesalers who do not sell direct). The same thing was true. January to May — WOW!! Then came June and the sound of crickets was deafening.

Let’s look at some potential reasons/excuses for the June debacle.

  1. Many distributors said that they do not have a pipeline of work coming because the pace over the first five months kept them from prospecting. They filled orders, but did not have time to find new clients. That pace required some deep breathing in June. The upside is July, and the pipeline will fill quickly with fall projects and shows.
  2. Cuts in defense spending. Some larger summer shows, such as Inter-Solar, are scaled back. One of our partners said, “We had 13 different projects there last year but only two this year.” You don’t need to be a math major to see the impact.
  3. The harsh reality is that golf is still the fastest growing sport in the world by over 50% and is being played by record numbers of people every day.

Of those three statements only two are true. You can decide which one isn’t. But suffice to say, if you haven’t figured out how to diversify and offer different products or services to your standard customer base or repackage your standard products to other industries or tangent markets, it’s not too late. It is late, but not too late.

Now that the gloom and doom is over, here is the bright side (yes, there is a bright side).

VK-5105 Hybrid Island

We are ALREADY seeing exhibitors planning for the fall show season. Our Design Department requests were up 72% in June over LY. Budgets are freeing up, and businesses are finally realizing that the most important time to market is during “Less than perfect economic times.” Again, don’t just take my word for it. After speaking with various industry vendors from graphics to labor, flooring to furniture, and other exhibit manufacturers, we all think this fall will be very strong.

There is a return to the islands. We are seeing healthier, more realistic budgets for bigger projects, expecting “Wow Factor” design. And if you can deliver, there is success to be had. Nothing is more thrilling to a trade show exhibit salesperson, manufacturer, or other industry vendor than to know that design matters more than ever and that price has finally become the third factor after design and service. One labor company told me they are up 11% in overall business, but 19% in island installs. This may be the best fall ever. And I have lived through some incredible fall seasons.

Even our budget-priced kits (Magellan, Sacagewea, and Perfect 10) are seeing people pushing the design envelope so they perform beyond the norm. That’s refreshing.

Here is a little tidbit in talking with my good pal Mike Sandler at Atlantic Exhibits about the start of the fall season. The topic of technology in shows came up. Not the kind of technology that requires compressed air, but technology to deliver a bigger, faster, stronger more eye-inspiring message than a flat static graphic. Here is the statistic that Mike gave me: “Reid, we walked a small show one day last week. Out of 105 booths 103 had technology in some form to deliver their message.” That is what makes Classic’s solutions so attractive is the ability to incorporate technology at every turn. From iPad kiosks to cell phone charging stations to 70 inch monitors.

Sooo . . .  it is mid-July. The summer doldrums are just about over. Get one more round of golf in before it all breaks loose. It is going to happen fast. It always does.

Let’s make it the best fall ever.

Reid Sherwood


Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100.



Randy Smith, Jim Shelman, and Cindi Cody

October 26th, 2012 COMMENTS
Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

Randy Smith

I have been in Atlanta the past few days seeing distributors and playing in The Randy Smith Memorial Golf Classic. I am going to double up on this and talk a bit about both.

A few weeks ago, Rich Johnson (one of the founders of the RSMGC) asked me if I would serve on the board of The Randy Smith. Obviously I accepted. I have been a loyal fan and supporter for 11 years. The Randy is a non-political group of industry folks who provide emotional and financial support to other industry people who have fallen on difficult times.

It is the one day all year (and maybe the night before) where competitors lay down their swords and come together to raise money and help people. And this year was no exception. There were eight recipients. Every year I’m reminded of the same thing:  no matter what is going on in your life, no matter how bad you have it, there is always someone who has it far worse.

One of the recipients was the Mark Tate family. Mark and his wife have two daughters, age 13 and 10. They have both been impacted with life-threatening disease. Olivia (the 10 year old) was diagnosed with brain cancer at 2 years of age and has had numerous surgeries and treatments. Thank God she has been in remission for the past 4 years. Her sister, Elena, was diagnosed with leukemia in 2009 and has had chemo and was in remission until recently. She had bone marrow transplant this past July and continues to receive treatments.

Again, just when you think times are tough, you hear a story like this and realize that all in all, your life is pretty good.

Thank you to everyone who participated as golfers, volunteers, and sponsors. Without you, it would not be possible. And personally I would like to thank Rich and Ted Peterson for keeping this alive for 18 years

Personally, I would like to thank my team from the Randy this year. Bill Glasser from Exhibit Concepts, Cindi Cody from Xzibits, and Classic’s own Jim Shelman from Exhibits Northwest.

Jim Shelman

This was the first time I spent time with Jim without other Classic employees in the mix. He is a great guy, but he has his quirks. The day before the tournament, I had a couple of early appointments, but Jim and I were planning to play a round later that day.

I pick Jim up to go to the course, and he is complaining. Well, not really complaining, maybe whining and visibly distraught. All this because the place we were staying didn’t have the right coffee. Trying to be the nice guy, I hurry along, so we get to a gas station where he can get some coffee. It isn’t good enough — the pot is too empty and it is probably burned. Now he is borderline quivering. I am not a coffee drinker so I really don’t understand, but I try to be a good team player. We move on and he says, “Pull into McDonalds. They have good coffee.” I pull in and roll the window down and am ready to order, thinking to myself how glad I am that I am not a coffee drinker who needs that “caffeine boost” to get through the day. So he says, “Get me a Decaf!” REALLY??? But it all made sense later that evening when I saw him drinking a O’Doul’s beer.

Cindi Cody

On another note, I did a trade show with one of our Atlanta distributors, Xzibits, and it was a huge success. Cindi Cody and her crew had an attractive 10 foot exhibit. The six hour show offered up almost 30 leads. One little tidbit of information. Cindi posted on her Facebook page that they were at the show. Instantly, a new start-up company wrote back saying that they couldn’t attend but made an appointment for later this week.

I’m always interested in what customers are looking for in this economy. Many are still looking at banner stands, but many are saying it is time to step up. No more pop ups. That puts Magellan, Sacagewea, and Perfect 10 in position to answer that call. I do have to pay a tribute to Optima Graphics and Xpressions. The show I was at was a business to business show. There were about 60 exhibitors in all. But out of 60 distributors, there were six Xpressions displays. That is an incredible number.

That’s all for now. I’m headed home in a couple of days. These ten day trips make me miss my family more than usual, so I am looking forward to Tuesday evening.

Till the next time,

Reid Sherwood


Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100.