The APA International Personalization Expo will take place Feb. 4–7, 2025, at the Horseshoe Las Vegas. This is the key event for professionals in the personalization industry, offering access to cutting-edge innovations, educational sessions, and networking opportunities. Attendees can explore a wide range of products and services from leading vendors in sectors such as laser engraving, sublimation, UV printing, and more.
Making the Most of the International Personalization Expo
Your Road Map to Navigating the Personalization Industry’s Top Event
By Richard Korbyl
(Originally printed in the January/February 2025 issue of Insights.)
The APA International Personalization Expo will take place Feb. 4–7, 2025, at the Horseshoe Las Vegas. This is the key event for professionals in the personalization industry, offering access to cutting-edge innovations, educational sessions, and networking opportunities. Attendees can explore a wide range of products and services from leading vendors in sectors such as laser engraving, sublimation, UV printing, and more.
Planning to attend the Expo? Maximize your experience with careful planning and strategic engagement. Here are some tips to help you get the most out of this premier event.
BEFORE THE EXPO
Register Early
While you can enroll right on-site, I suggest registering in advance to ensure a smooth entry into the Expo. There are various enrollment options available, so take some time to research which pass is the best fit for you. However, becoming a member truly offers the greatest value. In addition to gaining access to the Expo and its educational sessions, you’ll receive a yearly subscription to Insights Magazine, access to the popular Member2Member Forum, and the highly sought-after APA Annual Coupon Book, which offers retailer members access to more than $6,000 in savings from industry suppliers.
Plan Your Itinerary
Familiarize yourself with the Expo schedule, including educational sessions, networking events, and exhibitor hours. The Expo will feature more than 30 educational sessions, covering a variety of topics relevant to personalization professionals. Prioritize sessions that align with your professional goals or areas where you want to improve your skills.
Set Goals
What do you want to achieve at the Expo? Define your objectives—whether that’s learning new skills, networking, or discovering innovative products. Knowing what your goals are before you go will help keep you focused when you get there.
AT THE EXPO
Attend Educational Sessions
Those sessions you eyed in your preplanning? Make sure to attend them. They will make your trip truly worthwhile. Led by industry leaders and experts, these sessions provide you with practical insights that you can implement in your shop right away.
Make sure to not just sit in the back and scroll on your phone during these sessions. Participate actively in what’s going on. Take notes so you can reference them when you’re home. Introduce yourself to your neighbor before the session starts. You will be surprised how welcoming the personalization community is, and you may even learn a new tip or technique from the person sitting next to you.
“Our industry is like no other. If you are willing to talk to people you meet at the Expo, you will find them to be generous with time and knowledge,” says Lisa Higginbotham, the owner of FiveStar Awards & Engraving. “I have made some of my very best friends by connecting first at the APA Expo and then continuing a relationship. These same people helped keep me grounded through rough times like COVID, with encouragement and ideas and solid friendship.”
Explore the Show Floor
Take time to visit various booths and learn about new products and technologies. Engaging with exhibitors can provide insights into industry trends and innovations. If you are interested in new machinery, then the Expo will not disappoint. I would suggest bringing your sample graphics and substrates that you would like to test. Many of the exhibitors are willing to help you out.
“Attending the Expo is like stepping into the future of our industry,” says Dan Bencik of Bux-Mont Awards. “Every year, I discover something new—products and tools that I didn’t even know I needed until I saw them in action. If you’ve never been, it’s an absolute must to see what’s possible for your business.”
Ask Questions
Keep in mind that those of us in the personalization community are eager to share valuable insights that can assist you in achieving your goals. Don’t be intimidated to ask questions, whether in a session or when talking to vendors on the show floor. This is the time for you to learn and experience new things in your industry. On the show floor, feel free to ask vendors about product demonstrations or specific uses of the technologies that catch your interest. Or, if you’re not sure where to start, just go up to a vendor and ask them to show you what’s new and different.
Don’t Forget Friday
The Expo runs for about two and a half days. Typically, the first day can be rather busy, making it challenging to get through it all. Take your time to explore all the exhibitors’ offerings, and don’t forget Friday. Sure, being in Las Vegas too long can take a bite out of you, but if you attend the Expo on the last day, you can usually have some real in-depth conversations with exhibitors because it’s not as crowded.
Utilize Networking Events
The Expo has several networking events to help you learn more and get to know APA members. For first-timers, the APA provides the Welcome First-Time Attendees session on Feb. 5. This helps new attendees acclimate to the Expo environment. The session is typically led by industry leaders and board members who share essential information to help you navigate the event more effectively.
The Party on the Show Floor after-hours event on Feb. 5 is another opportunity to get to know your fellow members. And what could be better than spending time with the personalization community in a lively social setting? Enjoy delicious hors d’oeuvres and refreshing beverages right on the showroom floor. This is an event you definitely won’t want to miss. Don’t forget to bring your business cards.
Other networking events of the weekend include the Awards Celebration on Feb. 6 and the APA Member Breakfast and Annual Meeting on Feb. 7. Take a look at each and consider joining for extra networking action.
Hey, You’re in Vegas
Your time in Las Vegas doesn’t have to revolve solely around business. You can incorporate some enjoyment into your visit. You deserve it. The city offers an array of exciting entertainment, shopping, and dining options. Plus, it typically has nice weather. For me, it is a nice escape each February from the cold, snow-ridden Canadian winters.
Ship Catalogs and Samples Home Before You Leave
You may find yourself collecting a variety of samples, catalogs, and printed materials from the Expo, which can significantly increase the weight of your luggage. Conveniently, there is a business center located in the walkway between Paris Las Vegas and the Horseshoe. This center provides services from FedEx, UPS, and USPS in case you want to ship your loot before heading to the airport.
AFTER THE EXPO
Review Your Notes
After returning from the Expo, go through the business cards you collected. Follow up with those whom you met that you want to stay connected with. Review your notes from educational sessions, conversations, and demonstrations. See how you can take all you learned and turn it into actionable items for your business.
Attending the Expo is an invaluable opportunity for anyone involved in the personalization industry. By preparing adequately, engaging actively during the event, and following up effectively afterward, you can maximize your experience and gain significant benefits for your professional growth.
See you in Vegas!
Richard Korbyl is the manager of Columbia Awards, a longtime family-owned awards and personalization business in Edmonton, Alberta, Canada. He is also a past APA president.