More than 180 people met last week in Bonita Springs, Florida, for the seventh Wide-Format Summit, an action-packed event that left attendees energized and ready to expand their wide-format businesses.
Marco Boer provides the Summit's keynote presentation.
Marco Boer, president of I.T. Strategies, and perennial keynoter for the event, kicked it off by addressing changes in the wide-format segment and the quest among wide-format producers for greater productivity. He described how today’s economy, which includes the headwinds of tariffs, geopolitical uncertainty, and inflation, has changed customer behavior. This, he says, leads to unpredictable ordering, including smaller and more frequent orders; rising costs; the need for automation and efficiency; and the need for partnership and strong advice.
Boer said both consolidation and margins are “squeezing” the segment. But that’s not necessarily bad news. It is instead a call to action.
“Margins are still great but they’re getting squeezed as the segment consolidates,” he said. Among the suggestions he offered for remaining competitive is taking advantage of the latest developments in equipment, which can lower costs and increase productivity.
OEMs Share Future Path
Following Boer, Denise Gustavson, vice president, editorial at PRINTING United Alliance, convened a panel of wide-format equipment OEMs that included Matt Loede, head of sales, North America at Agfa; Rodney Mucenski, sales vice president, LFS field sales management at Canon; Ted Pierpoint, national sales manager at Durst, and Dean Haertel, executive vice president of sales at SEI Laser by Matik. The panel discussed the importance of automation in label and textile printing, emphasizing KPIs like labor savings, revenue per employee, and throughput. For instance:
- Pierpoint highlighted labor savings through faster printers.
- Loede focused on revenue per employee and touchpoints.
- Mucenski stressed customer satisfaction and reducing human touch.
- Heartel underscored the importance of automation in finishing to eliminate bottlenecks.
Further, the discussion covered AI's role in predictive analytics and decision-making, and future technology developments. Each panelist emphasized their unique competitive advantages, such as proprietary technologies and comprehensive portfolios.
New to Maintain the Old
In her presentation, Amy Servi-Bonner, vice-president of PRINTING AI (under PRINTING United Alliance) maintained that an upcoming (or ongoing) retirement wave among legacy employees means organization knowledge is in danger of escaping into an unreachable past.
She demonstrated an AI agent that works to maintain organizational knowledge. In so doing, she says using a so-called AI employee can answer generic questions, can serve as a document repository, can be a training video library, and a tool built on your data.
“Institutional knowledge is owned, preserved, and employed internally,” she shared. The presentation provided an approach that melds knowledge of the past with tools of the future.
AI Panel, from left to right, Servi-Bonner, Wijesuriya, Naber, Hite.
Lisa Cross, principal analyst for Alliance Insights (which operates under PRINTING United Alliance) discussed trends in the wide-format segment. Tariffs, Cross said, are changing customer behavior. They are becoming more selective about what they print, what they specify, and who they buy from. For instance, 73% of producers report that sales cycles are increasing. Further, generational shifts are at play. She reported that Millennials now account for 59% of print buyers.
Within her fast-moving and information-rich presentation, Cross also addressed the effect of industry convergence, including the segments producers are branching into, as well as their reasons for doing so.
Addressing Installation and Fabrication
Dan Marx, content director for Wide-format Impressions, moderated a panel featuring three wide-producers heavily involved in either fabrication activities, installation services, or both. During the panel, Brad Stevens of Hederman Brothers, Tony Rubino of Resource Integrated, Ltd., and Chris Laniak of Excelsus Solutions shared how their companies have integrated these services and used them to find differentiation in the competitive spaces their companies serve. In a wide-ranging discussion, they addressed the importance of careful pricing, why these services are an important aspect of their company’s offerings, and general advice for companies seeking to enter these spaces.
Exploring A.I. Accountability
Servi-Bonner returned with a group of wide-format professionals to discuss corporate accountability in relations to A.I. utilization. With her were Brian Hite of Image Options, Mark Naber of Amplify Graphics & Branding, and Dilo Wijesuriya of ARC Document Solutions/Riot Color. The discussion centered around three key questions:
- What is A.I. allowed to own?
- Who owns the call when A.I. is wrong?
- How would you know A.I. is working?
During the discussion, among other points offered, Hite stressed the need for human approval of A.I.-drawn information, with the establishment of “guard rails” for what A.I. can access or address. Wijesuriya spoke of accountability, and also of strategies to entice employees to use A.I. Naber shared how his company is using A.I. for prospecting, saving time and enabling sales reps to increase outreach volumes.
Up Close and Personal
As part of the Summit, attendees went to dedicated case study rooms for a closer look at real-world wide-format challenges, solutions, and results. These focused presentations gave participants the opportunity to hear directly from summit sponsors, explore practical strategies, and ask questions in an intimate setting.
Attendees also took part in scheduled one-on-one meetings with event sponsors. Tailored to each participant’s business needs and investment priorities, these conversations created space for candid discussions about equipment, technology, workflow, and growth opportunities.
Together, the case study rooms and one-on-one meetings showcased what makes the Wide-Format Summit different from a traditional industry conference. Rather than simply moving from presentation to presentation or walking a crowded show floor, attendees benefited from a carefully curated experience designed to foster relevant conversations, meaningful connections, and actionable ideas they can bring back to their businesses.
Entering Promo Products
On day three, after an eventful casino night, Gustavson kicked things off with a panel centered on creating a practical roadmap to assist wide-format print providers in entering the promotional products space. She was joined by Nikki Stella, senior vice president of strategic relationships & initiatives, ASI, and Stephen St. Cyr, president of Prisma Graphics, Baton Rouge.
Throughout the discussion, Stella and St. Cyr offered key points including starting with existing equipment, leveraging supplier relationships, and using AI tools for campaign ideas. The pair also stressed the importance of proactive sales, understanding complexities like end-quantity pricing (EQP), and maintaining a consultative approach to meet client needs effectively.
When asked why wide-format printers should enter the promo space, Stella said that it simply just makes sense.
"It's one of the most sensible adjacent markets. When a client comes to you with a project, oftentimes that project is not just for whatever that print piece is that you're producing for them, they're also looking for the ride-along product that goes with that campaign," Stella said. "So it's oftentimes not just one piece that they're printing, they are also lanyards, tumblers, T-shirts, baseball caps -- all those things -- and when you can become a shop that is capable of producing all products, it's an easy product to bring along with that printed piece that you're producing as well. "
As for his own success with Promo, St. Cyr shared Prisma Baton Rouge has grown its promotional product sales to $6-7 million annually. As for advice he'd give other PSPs to start the journey to achieve this type of revenue, St. Cyr emphasized not buying the equipment before you can successfully sell the product.
"You shouldn't buy anything up front. You should start selling and brokering everything at first. You don't know enough to buy anything," St. Cyr said.
Going Beyond 2D
Marx returned to moderate a panel that served as both a technology overview and discussion with users who have explored 3D embellishment effects or who produce ADA-compliant braille. Seth Austin, operating partner, Craft Sign Company; Brian Hite, chief sales officer, Image options; Dean Demarco GM, Middlestreet Graphics and Display; and Richard Dobda, COO, Quality Custom Signs, joined Marx to discuss their experiences working on an array of applications ranging from point-of-purchase displays and national brand campaigns, to custom environmental graphics and ADA signage.
The panelists also discussed the challenges and benefits of dimensional printing, including the use of AI for file creation, the importance of reliable suppliers, and making sure their ADA signage is compliant. Overall, the consensus of the panel came to this: with reliable suppliers, improved workflows, and a consultative sales approach, dimensional printing is increasingly ready to move into the mainstream.
Rethinking Sustainability in Wide-Format Printing
Sara Osorio
Sara Osorio, Manager, EHS & Sustainability, PRINTING United Alliance, kept the ball rolling later into the afternoon with her presentation on the environmental realities of wide-format production. Osorio emphasized the importance of sustainability beyond environmental practices, highlighting the "triple bottom line" of people, planet, and profit.
Osorio also warned that regulation and extended producer responsibility regulations (EPR) are increasingly coming for the wide-format space. While EPR policies are already mature in the EU, they are spreading in the U.S. states (e.g., California), and print providers will increasingly be expected to provide data, guidance, and solutions to help customers comply. This makes knowledge of recyclability, materials, and reporting a potential competitive differentiator.
Ultimately, Osorio's talk framed sustainability in the printing industry as a strategic business opportunity — not just an environmental obligation. By treating sustainability as the intersection of people, planet, and profit, printers can reduce waste and risk, meet growing regulatory and customer demands, and differentiate themselves through verified, data-backed practices, rather than vague “green” claims.
What's Next For Wide-Format?
Gustavson took the stage for the final session of the summit for panel discussion addressing future opportunities in wide-format. She was joined by James Fairweather, president, Hudson Printing, and Randall Watterson, general manager, Lawton Printing and Graphics. The trio discussed challenges facing the industry, including rising costs, particularly in materials like rigid substrates and labor, and how the industry will combat them to come out on top.
To do this, Fairweather and Watterson both believe three things:
1. High-value, complex projects are critical to profitability: Both businesses said they are leaning into projects that require specialized skills and multiple components (e.g., wall graphics, lobby signs, window films, custom POP displays, influencer/kit boxes, fulfillment).
2. People and succession are viewed as the most important investments: Both Fairweather and Watterson said their top investment priority is people rather than equipment, with a clear focus on succession planning and developing younger leaders.
3. The future is highly uncertain, so adaptability is key: The panelists agreed that uncertainty makes future planning harder than a few years ago, so their strategy is to stay adaptable, avoid chasing every “shiny object,” and double down on customer service, consultative selling, and flexible capabilities rather than betting on a single predicted “next big thing.”
After the last 1:1 meetings wrapped for the day, everyone gathered for the final dinner reception where the Wide-Format Summit Attendee of the Year award was presented to Seth Austin, Craft Signs & Specialty Printing, whose engagement and attitude impress event organizers.
To be considered for next year's event, apply to attend at wideformatsummit.com.
Wide-Format Summit Tackles Industry Change
More than 180 people met last week in Bonita Springs, Florida, for the seventh Wide-Format Summit, an action-packed event that left attendees energized and ready to expand their wide-format businesses.
Marco Boer provides the Summit's keynote presentation.
Marco Boer, president of I.T. Strategies, and perennial keynoter for the event, kicked it off by addressing changes in the wide-format segment and the quest among wide-format producers for greater productivity. He described how today’s economy, which includes the headwinds of tariffs, geopolitical uncertainty, and inflation, has changed customer behavior. This, he says, leads to unpredictable ordering, including smaller and more frequent orders; rising costs; the need for automation and efficiency; and the need for partnership and strong advice.
Boer said both consolidation and margins are “squeezing” the segment. But that’s not necessarily bad news. It is instead a call to action.
“Margins are still great but they’re getting squeezed as the segment consolidates,” he said. Among the suggestions he offered for remaining competitive is taking advantage of the latest developments in equipment, which can lower costs and increase productivity.
OEMs Share Future Path
Following Boer, Denise Gustavson, vice president, editorial at PRINTING United Alliance, convened a panel of wide-format equipment OEMs that included Matt Loede, head of sales, North America at Agfa; Rodney Mucenski, sales vice president, LFS field sales management at Canon; Ted Pierpoint, national sales manager at Durst, and Dean Haertel, executive vice president of sales at SEI Laser by Matik. The panel discussed the importance of automation in label and textile printing, emphasizing KPIs like labor savings, revenue per employee, and throughput. For instance:
Further, the discussion covered AI's role in predictive analytics and decision-making, and future technology developments. Each panelist emphasized their unique competitive advantages, such as proprietary technologies and comprehensive portfolios.
New to Maintain the Old
In her presentation, Amy Servi-Bonner, vice-president of PRINTING AI (under PRINTING United Alliance) maintained that an upcoming (or ongoing) retirement wave among legacy employees means organization knowledge is in danger of escaping into an unreachable past.
She demonstrated an AI agent that works to maintain organizational knowledge. In so doing, she says using a so-called AI employee can answer generic questions, can serve as a document repository, can be a training video library, and a tool built on your data.
“Institutional knowledge is owned, preserved, and employed internally,” she shared. The presentation provided an approach that melds knowledge of the past with tools of the future.
AI Panel, from left to right, Servi-Bonner, Wijesuriya, Naber, Hite.
Lisa Cross, principal analyst for Alliance Insights (which operates under PRINTING United Alliance) discussed trends in the wide-format segment. Tariffs, Cross said, are changing customer behavior. They are becoming more selective about what they print, what they specify, and who they buy from. For instance, 73% of producers report that sales cycles are increasing. Further, generational shifts are at play. She reported that Millennials now account for 59% of print buyers.
Within her fast-moving and information-rich presentation, Cross also addressed the effect of industry convergence, including the segments producers are branching into, as well as their reasons for doing so.
Addressing Installation and Fabrication
Dan Marx, content director for Wide-format Impressions, moderated a panel featuring three wide-producers heavily involved in either fabrication activities, installation services, or both. During the panel, Brad Stevens of Hederman Brothers, Tony Rubino of Resource Integrated, Ltd., and Chris Laniak of Excelsus Solutions shared how their companies have integrated these services and used them to find differentiation in the competitive spaces their companies serve. In a wide-ranging discussion, they addressed the importance of careful pricing, why these services are an important aspect of their company’s offerings, and general advice for companies seeking to enter these spaces.
Exploring A.I. Accountability
Servi-Bonner returned with a group of wide-format professionals to discuss corporate accountability in relations to A.I. utilization. With her were Brian Hite of Image Options, Mark Naber of Amplify Graphics & Branding, and Dilo Wijesuriya of ARC Document Solutions/Riot Color. The discussion centered around three key questions:
During the discussion, among other points offered, Hite stressed the need for human approval of A.I.-drawn information, with the establishment of “guard rails” for what A.I. can access or address. Wijesuriya spoke of accountability, and also of strategies to entice employees to use A.I. Naber shared how his company is using A.I. for prospecting, saving time and enabling sales reps to increase outreach volumes.
Up Close and Personal
As part of the Summit, attendees went to dedicated case study rooms for a closer look at real-world wide-format challenges, solutions, and results. These focused presentations gave participants the opportunity to hear directly from summit sponsors, explore practical strategies, and ask questions in an intimate setting.
Attendees also took part in scheduled one-on-one meetings with event sponsors. Tailored to each participant’s business needs and investment priorities, these conversations created space for candid discussions about equipment, technology, workflow, and growth opportunities.
Together, the case study rooms and one-on-one meetings showcased what makes the Wide-Format Summit different from a traditional industry conference. Rather than simply moving from presentation to presentation or walking a crowded show floor, attendees benefited from a carefully curated experience designed to foster relevant conversations, meaningful connections, and actionable ideas they can bring back to their businesses.
Entering Promo Products
On day three, after an eventful casino night, Gustavson kicked things off with a panel centered on creating a practical roadmap to assist wide-format print providers in entering the promotional products space. She was joined by Nikki Stella, senior vice president of strategic relationships & initiatives, ASI, and Stephen St. Cyr, president of Prisma Graphics, Baton Rouge.
Throughout the discussion, Stella and St. Cyr offered key points including starting with existing equipment, leveraging supplier relationships, and using AI tools for campaign ideas. The pair also stressed the importance of proactive sales, understanding complexities like end-quantity pricing (EQP), and maintaining a consultative approach to meet client needs effectively.
When asked why wide-format printers should enter the promo space, Stella said that it simply just makes sense.
"It's one of the most sensible adjacent markets. When a client comes to you with a project, oftentimes that project is not just for whatever that print piece is that you're producing for them, they're also looking for the ride-along product that goes with that campaign," Stella said. "So it's oftentimes not just one piece that they're printing, they are also lanyards, tumblers, T-shirts, baseball caps -- all those things -- and when you can become a shop that is capable of producing all products, it's an easy product to bring along with that printed piece that you're producing as well. "
As for his own success with Promo, St. Cyr shared Prisma Baton Rouge has grown its promotional product sales to $6-7 million annually. As for advice he'd give other PSPs to start the journey to achieve this type of revenue, St. Cyr emphasized not buying the equipment before you can successfully sell the product.
"You shouldn't buy anything up front. You should start selling and brokering everything at first. You don't know enough to buy anything," St. Cyr said.
Going Beyond 2D
Marx returned to moderate a panel that served as both a technology overview and discussion with users who have explored 3D embellishment effects or who produce ADA-compliant braille. Seth Austin, operating partner, Craft Sign Company; Brian Hite, chief sales officer, Image options; Dean Demarco GM, Middlestreet Graphics and Display; and Richard Dobda, COO, Quality Custom Signs, joined Marx to discuss their experiences working on an array of applications ranging from point-of-purchase displays and national brand campaigns, to custom environmental graphics and ADA signage.
The panelists also discussed the challenges and benefits of dimensional printing, including the use of AI for file creation, the importance of reliable suppliers, and making sure their ADA signage is compliant. Overall, the consensus of the panel came to this: with reliable suppliers, improved workflows, and a consultative sales approach, dimensional printing is increasingly ready to move into the mainstream.
Rethinking Sustainability in Wide-Format Printing
Sara Osorio
Sara Osorio, Manager, EHS & Sustainability, PRINTING United Alliance, kept the ball rolling later into the afternoon with her presentation on the environmental realities of wide-format production. Osorio emphasized the importance of sustainability beyond environmental practices, highlighting the "triple bottom line" of people, planet, and profit.
Osorio also warned that regulation and extended producer responsibility regulations (EPR) are increasingly coming for the wide-format space. While EPR policies are already mature in the EU, they are spreading in the U.S. states (e.g., California), and print providers will increasingly be expected to provide data, guidance, and solutions to help customers comply. This makes knowledge of recyclability, materials, and reporting a potential competitive differentiator.
Ultimately, Osorio's talk framed sustainability in the printing industry as a strategic business opportunity — not just an environmental obligation. By treating sustainability as the intersection of people, planet, and profit, printers can reduce waste and risk, meet growing regulatory and customer demands, and differentiate themselves through verified, data-backed practices, rather than vague “green” claims.
What's Next For Wide-Format?
Gustavson took the stage for the final session of the summit for panel discussion addressing future opportunities in wide-format. She was joined by James Fairweather, president, Hudson Printing, and Randall Watterson, general manager, Lawton Printing and Graphics. The trio discussed challenges facing the industry, including rising costs, particularly in materials like rigid substrates and labor, and how the industry will combat them to come out on top.
To do this, Fairweather and Watterson both believe three things:
1. High-value, complex projects are critical to profitability: Both businesses said they are leaning into projects that require specialized skills and multiple components (e.g., wall graphics, lobby signs, window films, custom POP displays, influencer/kit boxes, fulfillment).
2. People and succession are viewed as the most important investments: Both Fairweather and Watterson said their top investment priority is people rather than equipment, with a clear focus on succession planning and developing younger leaders.
3. The future is highly uncertain, so adaptability is key: The panelists agreed that uncertainty makes future planning harder than a few years ago, so their strategy is to stay adaptable, avoid chasing every “shiny object,” and double down on customer service, consultative selling, and flexible capabilities rather than betting on a single predicted “next big thing.”
After the last 1:1 meetings wrapped for the day, everyone gathered for the final dinner reception where the Wide-Format Summit Attendee of the Year award was presented to Seth Austin, Craft Signs & Specialty Printing, whose engagement and attitude impress event organizers.
To be considered for next year's event, apply to attend at wideformatsummit.com.
Dan Marx, Content Director for Wide-Format Impressions, holds extensive knowledge of the graphic communications industry, resulting from his more than three decades working closely with business owners, equipment and materials developers, and thought leaders.