(January/February 2026) I was recently reflecting on an early-fall concert in Nashville with the band Caamp; as my wife and I found our seats, I also found several friendly faces from our community. As I said hello to friends from church, local acquaintances, and customers, my wife joked, “Can you tell Wilson is in sales?!”
Those of you who know me know I’ve never met a stranger, but this summer evening caused me to reflect on the power of community.
In our awards and personalization industry, community is foundational to our success. I experienced this firsthand during the COVID-19 pandemic, when our business, Southern Trophy, relied on professional circles, colleagues, and friends within the industry to survive a period of such uncertainty.
Most valuable was our Awards and Personalization Association (APA) community. As many can attest, APA is more than just awards; it’s also personalization, which we have seen evolve significantly in the last decade. Because we are inclusive of various media within the industry, this strengthens the value of the APA community. We work better together—it’s that simple. Acknowledging this evolution helps all our businesses diversify and expand on what we can offer customers and each other.
I am not alone in citing the value of the APA community as a support system in weathering tough times. In this very issue, Lisa Higginbotham of FiveStar Awards & Engraving speaks to the power of her community in overcoming unforeseen challenges and later success within her small business.
In my own curiosities about community and its influence, I came across a TEDx Talk by Howard Partridge, aptly titled “The Power of Community.” In his presentation, he explores how community can provide support, encouragement, and accountability because people care about each other—APA members care about each other. He shares how community can create innovation because relationships spark ideas. And community can build loyalty because people feel invested.
I recommend listening to this talk to expand your own understanding of APA’s community power.
Naturally, our upcoming International Personalization EXPO is an ideal time to immerse yourself in the APA community. Join thousands of industry professionals as we continue to strengthen our membership and the industry.
Please join me at the EXPO, which will run February 24–27, 2026, at the Horseshoe Las Vegas. Together, we will attend educational sessions, experience an expansive trade show, and witness our community’s evolution firsthand!
As I close out my year as president, I am thrilled to pass the role on to president-elect Justin Varn, Awards4U, who, alongside his father, Sam Varn, and family is an exemplary member and steward of community within APA.
Before I step away, I want to sincerely thank:
- My fellow leaders, Justin and the rest of the APA Board of Directors
- Our association staff: executive director Louise Ristau, senior operations manager Elizabeth Carney, education manager Alisha Coplin, marketing manager Angel Martinez, operations coordinator Greg Muenzer, manager of strategic event management Paige Rodenberg, and our sales team, Dave Pomeroy and Mercedes Lowell
- APA’s army of volunteers, from committee members to EXPO helpers
- Our members, whose investment in our community is truly a blessing
I cherish the relationships made throughout my APA journey. It has been my privilege to lead the association and build community with every one of you.
Wilson Brim