Our Sun Sahding Expo’s exciting educational program, includes live company product presentations on the INNOVATION STAGE, and informal, interactive, and informative KNOWLEDGE2GO campfire sessions – all on the show floor to build off of the excitement and energy created by our exhibitors.
This is open to all registration types for Sun Shading Expo North America and Advanced Textiles Expo!
Below is our 2025 conference schedule. Stay tuned to see what we have planned for 2026!
9:30am – 9:55am
Don’t Just Do the Work—Document It for Content That Converts
Susan Salaz | Hamilton Creatives
Every sun shading project is full of marketing potential, but if you’re not documenting the process, you’re leaving powerful stories untold. This session teaches window treatment, outdoor living, and design professionals how to turn everyday workroom and jobsite work into long-term content that fuels blogs, newsletters, social posts, videos, and more.
You’ll learn how to build content capture into your standard workflow—from planning and installation through client follow-up—so you never miss the moments that matter. We’ll cover what to record, photograph, and ask during key stages, especially post-install when your product is actively enhancing the space.
- Integrate Content Collection into Project Workflows – Learn when and how to capture key moments throughout a project lifecycle without disrupting production or client experience.
- Identify the Most Valuable Storytelling Moments- Know what to record, photograph, or ask—especially after the product is in use and solving real problems.
- Build a Content Library That Keeps Giving – Turn one project into a dozen pieces of content—case studies, blog posts, videos, testimonials, and more.
- Use Brand Identity to Guide Content Decisions – Ensure all content reflects your aesthetic, values, and tone—so even raw footage and quick posts feel cohesive and strategic.
- Empower Teams to Capture Marketing Gold – Create repeatable systems that allow salespeople, installers, or project managers to contribute to marketing content naturally and efficiently.
10:00am – 10:25am
How AI is changing the game for visualization software in the window shading industry
Edward Sedgley | Viewa Pty Ltd.
- Understanding changing consumer behaviour and why visualization software is more important than ever.
- How visualization software is used in other industries, the results and lesson to be learned by the window shading industry.
- How AI can be used today as well as the possibilities for tomorrow and the effect this will have on the industry.
10:30am – 10:55am
Power up! Motorization Power Options
O’D McKewan | Smart Shade Services
- The real difference between the different power supply options.
- How ask their clients the correct questions to see which options is really the best for them.
- The pros and cons of the more advance power options that are becoming available.
11:00am – 11:25am
From Specs to Sales: Turning Technical Talk into Compelling Marketing Stories
Stephanie Hamilton | Hamilton Creatives
Technical details are the backbone of innovation—but too often, they’re lost in translation. In this engaging and actionable session, we’ll explore how brands in the window treatment and outdoor living space can turn complex specifications, certifications, and features into digestible, persuasive content that resonates with both B2B and B2C audiences.
At the heart of this method is storytelling. Instead of leading with jargon and specs, we’ll show you how to frame content around problems and solutions—helping your audience understand the why behind the what. When you tell stories about how your products solve real challenges, you connect with customers emotionally and practically, building trust and interest that translates into sales.
- Communicate Technical Information with Clarity and Confidence – Learn techniques for translating technical features into clear, value-focused language that speaks to client needs—whether you’re talking to designers, builders, or end users.
- Map Features to Benefits That Sell – Understand how to link your product’s technical capabilities to real-world benefits that matter most to your customers.
- Create Multi-Channel Content That Educates and Engages – Discover how to adapt one technical insight into blogs, newsletters, videos, and social media content—without reinventing the wheel.
- Avoid Common Marketing Mistakes with Technical Content – Identify and correct missteps like info overload, excessive jargon, or missed storytelling opportunities.
- Use Storytelling and Problem-Solving Frameworks to Drive Action – Learn how to replace spec-heavy marketing with customer-focused narratives that highlight challenges, solutions, and successful outcomes
11:30am – 11:55am
Importance of Strategy in Adapting to Market Conditions
Michele Williams | Scarlet Tread Consulting
In this session, attendees will learn:
- Understand what strategy is.
- Acknowledge the importance of strategy in a solid business plan.
- Explore the market changes that impact our business strategy.
12:00pm – 12:55pm
KEYNOTE: Collaboration is the New Currency: How to Build the Partnerships That Fuel Profit
LuAnn Nigara | LuAnn Nigara Inc.
1:00pm – 1:25pm
Big Thinking for Uncertain Times: How to Lead with Clarity and Confidence
Andrea Liebross | Andrea Liebross Coaching, LLC
Turn unpredictability into an advantage by leading with purpose and precision.
In an industry where forecasts change fast — weather, supply chains, customer budgets — it’s easy to get caught in constant reaction mode. The leaders who thrive aren’t the ones with perfect plans. They’re the ones with the perspective, confidence, and strategy to move forward when others stall.
- Adopt a leadership mindset built for change — understand how high-level thinking creates stability even in unstable conditions.
- Apply a Big Thinking Filter — a simple tool to guide decisions when clarity is lacking or risks feel high.
- Replace reactivity with strategic confidence — so you can move your business forward no matter what is shifting around you.
1:30pm – 1:55pm
Benchmark Numbers for a Profitable Business
Vince Nigara | Exciting Windows!
- Developing a plan for success
- Monitoring the plan with specific tools
- Understanding the single most important factor in long term success
2:00pm – 2:25pm
Brace for Impact: Future-Proofing Your People & Process in Unsteady Markets
Jessica Harling | Behind the Design
- Identify key vulnerabilities in their current team structure and workflows that may be exposed during market fluctuations.
- Apply actionable strategies to build team adaptability and streamline processes for improved efficiency and responsiveness.
- Develop a personalized action plan to prepare their business for economic uncertainty using people- and process-focused improvements.
2:30pm – 2:55pm
Smart Shading, Smarter Workflows: Harnessing AI for Efficiency
Dustin Hayes | Hermosa Digital
- Practical AI Applications for Sun Shading – Gain an understanding of how AI can be applied to visualize shading solutions, refine product specifications, and simplify design iterations.
- Boosting Efficiency in Workflows – Learn how AI can streamline quoting, documentation, and layout optimization to reduce friction and save time across projects.
- Enhancing Market Differentiation – Discover how AI can help tailor shading designs for client-specific goals and marketing initiatives, enabling you to stand out in a competitive market.
3:00pm – 4:00pm
WCAA – Networking & Panel Discussion
The Future of Window Treatment Marketing: AI Strategy, Execution & Tools
Moderator: LuAnn Nigara | LuAnn Nigara Inc.
Panelists: Stephanie Hamilton (Hamilton Creatives) | Dustin Hayes (Hermosa Digital) | Edward Sedgley (Viewa Pty Ltd.)
Ready to supercharge your marketing and sales? Join LuAnn Nigara—National President of the Window Coverings Association of America (WCAA), host of A Well-Designed Business® and Window Treatments for Profit, and co-owner of Exciting Windows™—as she moderates a high-energy conversation sponsored by the WCAA.
She’s joined by Dustin Hayes, CEO of Hermosa Digital, who brings the big-picture strategy that gets results; Stephanie Hamilton, CEO of Hamilton Creatives, who delivers the execution tactics that keep your marketing machine running; and Edward Sedgley, CEO of Viewa, whose cutting-edge tools let clients see their future windows instantly.
You’ll discover which marketing activities move the needle, how to build a plan that works, and the AI shortcuts that save time, wow clients, and close more deals. Walk in with questions, walk out with a plan you can use right away.
- Identify the marketing activities that move the needle for generating inquiries.
- Build and refine a smart, data-driven strategy to guide your marketing efforts.
- Leverage AI-powered tools to save time, boost creativity, and close more sales.
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9:30am – 11:30am
INNOVATION STAGE
Learn more about the latest product innovations, developments and technologies presented by our exhibitors in hands-on live presentations.
Presenting exhibitors are:
- Window Products Inc. | #2811
- Viewa Pty Ltc. | #3432
11:30am – 11:55am
Outdoor Living Motorization/ Exterior Patio Smart motorization
Tommy Long | Universal Screens
This presentation will be focusing on Exterior motorization in the Outdoor environment patio space. How to turn your Outdoor Living space into a Smart Patio thru motorization and Hubs. How a Hub can help you create the scene for the environment in which it is in. Voice activation can also be achieved for the Ultimate Smart Patio Space.
Learning Outcomes:
- Understanding Motorization options for Exterior Patio shades and
- How to make your Patio a Controlled smart space.
12:00pm – 12:25pm
The Automation Advantage: Winning Back Time and Sales
Will Hanke | Window Treatment Marketing Pros
Running a successful window treatment business shouldn’t require 24/7 attention to every lead. In this session, digital marketing expert Will Hanke reveals how automation can free up your time, eliminate missed opportunities, and consistently generate more sales. Attendees will learn how to implement follow-up systems that work in the background—saving time, improving customer experience, and boosting revenue with less effort.
Learning Outcomes:
- Understand how automation improves lead response time and overall conversion
- Learn how to implement simple automation tools in your sales and marketing process
- Discover ways to scale customer communication without adding extra workload
12:30pm – 12:55pm
Overview of the ANSI Standard for Safety of Window Covering Products
Ralph Vasami | WCMA (Window Covering Manufacturers Assocation)
If you are a manufacturer, importer, fabricator, distributor, retailer or installer of window covering products in the United States, you are required to comply with the current industry standard for window covering products.
The window covering industry, through WCMA, facilitates the development of that industry standard through the voluntary consensus process established by the American National Standards Institute (ANSI).
On June 1, 2024, the WCMA revised the safety standard: ANSI/WCMA A100.2022 American National Standard for Safety of Window Covering Products.
The revised safety standard eliminates the use of free hanging operating cords, free hanging tilt cords and multiple cords into a cord connector on all made to order custom window covering products. It also prohibits the use of continuous cord loops and bead chains on all horizontal slatted custom products and adds enhanced performance requirements for permitted categories of custom products utilizing retractable cord operating systems. Rigid shrouds and continuous cord loop operating systems with enhances tension devices.
We will discuss the standard in detail and answer any questions that you may have. If you are participating in the window covering industry in the United States, this is information that you must understand and comply with! We hope to see you there.
Learning Outcomes:
- What makes a product compliant with the standard
- When to expect the next update to the standard
- What may be addressed in the next round of standard making
1:00pm – 1:25pm
Energy Ratings in the Real World
David Cross | AERC (Attachments Energy Rating Council)
Helping consumers understand energy ratings is always a challenge. In this presentation, we will go through “real world” field tests and case studies that show how window attachments can save consumer 15% to 20% on their energy bills.
The studies were conducted under the supervision of Pacific Northwest National Laboratory, Oak Ridge National Laboratory and Baltimore Gas and Electric. Products included in the studies were awnings, exterior shades and interior roller shades. These were installed in different locations around the US. All showed significant energy savings.
The presentation will also look at the energy ratings of the products involved so that participants can know what to look for when recommending energy-efficient products for their customers.
Learning Outcomes:
- Knowledge of several, verified, real world examples of how window attachments saved energy presented in a format that can be easily shared with customers.
- Understanding of how to use AERC ratings to confidently guide consumers towards making informed decisions about energy efficiency when selecting window attachments.
1:30pm – 1:55pm
Wireless standards and drive technology as key enablers of future-proof building automation
Olaf Vögele | media4technologies UG
Smart home technology is no longer a trend – it has become a technical standard in modern building automation. However, there’s often a significant gap between promises of convenience and actual system integration – especially when it comes to choosing the right wireless communication standard and compatible drive technology. A truly future-ready, connected system can only emerge when actuators and control systems communicate seamlessly and independently of specific manufacturers. This presentation explores the key factors in selecting wireless protocols, how to integrate modern motorized drives effectively, and why interoperability, local control, and scalability are now critical to the success of any smart home system.
Learning Outcomes:
- Understanding key wireless standards in smart home systems – Participants will gain insight into the most relevant wireless communication protocols used in building automation today, how they function, and how they differ in terms of range, energy efficiency, security, and interoperability.
- Integrating drive technology into smart systems – The session explains what modern motorized drives need to offer in order to be seamlessly integrated into smart environments – and why manufacturer-independent communication is essential.
- Evaluating open vs. proprietary system architectures – Attendees will learn to assess the advantages and limitations of open and closed systems, especially with regard to expandability, maintenance, and long-term reliability.
- Developing practical decision-making criteria – Professionals will receive hands-on guidance for selecting and combining technologies that suit renovation projects, new builds, or mixed system environments in a future-proof and scalable way.
2:00pm – 2:25pm
The new ISO Standard comparing Manual and Automated shading
Anders Hall | ES-SO (European Solar Shading Organization) – Shade Academy
For all of us with some years in the industry it has been obvious that the true benefits of Solar Shading comes to life via Automation/Motorization. Today we finally have an approved ISO Standard that demonstrates and confirms this. Therefore it is vitally important that we are aware and can take shared responsibility to inform all stakeholders about it. A major strengthening of our arguments for up-selling of solutions in the market.
Learning Outcomes:
- What the new ISO Standard stipulates
- Different results from various EU climatic zones to confirm the difference in performance
- How this ISO can help to mitigate the energy use on Airconditioning and Heating in buildings globally
2:30pm – 2:55pm
Which motorization language should you use?
O’D McKewan | Smart Shade Services
With all the motorization options we now have, how do you know which one to use? We will be discussing the future of communication options including Matter, Zigbee, Zwave, Bluetooth and others. Finding the right one for your client is the most important option.
Learning Outcomes:
- You will learn the differences between the most common communications protocols and where they should be used.
- You will learn to ask your clients what they expect from the system you are offering.
- And you will be able to suggest the best option for their situation
3:00pm – 4:00pm
Panel Discussion: The Future of Motorization
Moderator: O’D McKewan | Smart Shade Services
Panelists: Anders Hall (ES-SO) | Christopher Taylor (Shade Revolution) | Olaf Voegele (media4technologies)
Sit in with the discussion of Industry leaders as they allude to some of the possibilities for the future of motorized window coverings and shading solutions. We will discuss the latest advancements, what might be coming in the near future and what could be possible in the distant future.
Learning Outcomes:
Although the future is not certain, learning from those in the know will help you stay ahead of your competition and prepare you for what is coming. You will gain insights into new products, new technologies, and new concepts.
9:30am – 9:55am
A free simulation software, by ES-SO recommendation, verifying energy performance combining glass and shading
Anders Hall | ES-SO (European Solar Shading Organization) – Shade Academy
A challenge for our industry is that the softwares used, by tradition, for decades does not properly reflect the true potential of Dynamic Solar Shading. Something many are simply not aware of. At ES-SO we realized this some 10 years ago. In this session we would like to share a solution with you.
Learning Outcomes:
- An introduction to ESBO simulation. Early Stage Building Optimization.
- How to get access to this free software and a basic introduction to how it works
- What we need to together to spread this knowledge and make sure to create awareness in the Specification market.
10:00am – 10:25am
Outdoor Living Meets Technology – Smart Sun and Weather Protection for Outdoor Spaces
Olaf Voegele | media4technologies UG
Living, relaxing, and working outdoors – Outdoor Living represents quality of life and modern architecture worldwide. Whether on private terraces, in hospitality settings, or public spaces: solutions such as louvered roofs, pergolas, awnings, or large parasols create flexible, weather-protected outdoor environments that combine comfort and functionality. This presentation highlights how these systems can be implemented in a technically secure, durable, and user-friendly manner – even under challenging conditions such as wind loads, snow, strong solar radiation, or heavy use. Special attention is given to the technical foundations of modern sun and weather protection systems for outdoor applications, proven installation strategies including foundation design and integration into various substrates.
External shading systems such as ZIP-screens or external venetian blinds also play a central role. They offer effective protection against heat gain and glare, and can be seamlessly integrated into façade designs and building automation systems. The presentation provides an inspiring insight for international planners, architects, project developers, and distributors seeking solutions for modern outdoor living.
Learning Outcomes:
- Technical Understanding – Participants will become familiar with the most important system types in outdoor living (e.g. pergolas, louvered roofs, ZIP-screens) and their technical requirements regarding structural stability, installation, and control systems.
- Planning Competence – They will understand the fundamentals of professional planning and integration of exterior sun and weather protection into various architectural situations – from private patios to commercial outdoor areas.
- Awareness of Standards and Safety – Participants will gain an overview of relevant standards such as DIN EN 13561 and EN 13782 and their importance for product selection, wind and snow load capacity, and long-term safety.
- Design and Comfort Aspects – They will recognize the added value of convenient control options (smart home integration, sensor technology) and learn how to integrate sun protection systems aesthetically and functionally into architecture and outdoor design.
10:30am – 10:55am
I think I want to fabricate, Whats Next?
Randy Meppelink | Window Products Inc.
Randy will talk about how to begin to fabricate and scale your company to what you need. We will cover cutting equipment for cloth, welding, Aluminum cutting, and inspection. We talk about the pros and cons to what is on the market today.
Learning Outcomes:
- What equipment is needed to start
- What Equipment is needed to grow
- What are the pros and cons of what is on the market today
11:00am – 11:25am
Training Without Turnover: How to Get New Hires to Stick (and Succeed)
Jessica Harling | Behind the Design
Bringing new employees onboard is one of the biggest investments your company can make—but too often, poor training leads to confusion, disengagement, and turnover. In the presentation, Jessica Harling of Behind the Design will show you how to design an onboarding experience that builds confidence, accelerates performance, and creates long-term loyalty. You’ll learn how to set clear expectations, teach job skills effectively, and nurture a sense of belonging from day one. This session is packed with actionable strategies to transform your training process into a retention powerhouse.
Learning Outcomes:
- Design an engaging onboarding experience that builds new-hire confidence and reinforces company culture from day one.
- Implement training techniques that accelerate performance and equip employees with the skills and tools they need to succeed quickly.
- Create retention-focused touchpoints that strengthen employee connection, reduce early turnover, and foster long-term loyalty.
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