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Panel #1: Full Speed Ahead with LED Digital

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Chris McCaffrey, President, Ulrich Signs, Lockport NY

Chris McCaffrey has been in the sign and graphics industry for 30 years, and is President of Ulrich Signs, a full service commercial sign company which specializes in design, manufacturing, installation and service of all types of interior and exterior signage – including digital. Chris earned his B.A. in Business Administration from Nazareth College of Rochester and got his MBA in Marketing from the Rochester Institute of Technology.


Trey Watts, Vice President of Sales, Springfield Sign, Springfield MO

Trey Watts started working in the sign and graphics industry part-time on the production floor in college, and worked his way through every position until, 15 years later, he is the Vice President of Sales at Springfield Sign. 

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Moderated by Kenny Peskin           
Director of Industry Programs 
International Sign Association

Kenny Peskin is ISA’s Director of Industry Programs. Kenny helps represent the on-premises sign industry in developing technical standards and responding to code issues across the country. Kenny serves on standards committees for the International Code Council, Underwriters Laboratories, and the Transportation Research Board. Before joining ISA, Kenny grew up in the sign industry, as his family manufactured electric signs in Youngstown, Ohio for nearly 100 years.

Panel #2: The Future of Digital Signage


James Fuchsel             
Sign Consultant  
La Crosse Sign Group 

James has worked in the sign business working for La Crosse Sign Group for over 30 years, specializing in sales and project management for most of his career. He has been selling message centers for nearly 30 years, starting way back when they sold incandescent light bulb units. James is married with 5 children, with two still in high school.

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Daryl Kirt
Scenic Sign Corporation 

Daryl graduated from North Dakota State College of Science with a degree in Electronic Service. He has been in the signage industry since 1994. First as a Daktronics scoreboard sales and service (independent) in Minnesota. In 2010, he made the transition completely to commercial signage. He has spent his whole career focusing on digital signage of some sorts starting first with incandescent digital displays and finally getting to LED displays. He has been with Scenic Sign Corporation in Minnesota since 2010. Daryl’s goal has always been to help out his clients and really understand their needs while keeping in mind that education is everything when working with large dollar projects to make sure that clients are feeling great about the experience.

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Levi Stutzman, FASTSIGNS, Erie PA

Levi Stutzman has been in the sign and graphics industry for 28 years, in a wide variety of positions, including in sales for the last 9 years. His family’s sign shop was converted to a FASTSIGNS establishment in 2007, where they have been in the exterior and interior digital signage business for several years now.

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Moderated by Ashley Bray, Managing Editor, Sign Builder Illustrated

Ashley Bray is the Managing Editor of Sign Builder Illustrated and a 13-year veteran of the industry. She has extensively covered industry topics—from digital printing to lighting to dimensional signage to digital signage. She also plays an active role in planning and programming for Women Leading the Industry, an initiative launched by the International Sign Association in partnership with SBI.

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