This article is a part of the Passing of the Torch series, a digital series by Exhibit City News highlighting companies and their legacies as they pass from parent to child. To be included in this series, please contact Exhibit City News at newsdesk@exhibitcitynews.com.
Stetson: From Pittsburgh to Beyond
by Mark Hebert, Exhibit City News
Stetson Convention Services has been a fixture in the tradeshow industry for six decades, evolving through multiple generations while staying true to its principles of sustainability, creativity, and exceptional customer service. This family-owned business, headquartered in Pittsburgh, Pennsylvania, is now led by Bill Sandherr, his wife Kristina, her sister Patricia “Pat” Liprando, and their children, Haley, Will, and Ray.
A Journey from Pittsburgh to National Prominence
Founded in 1964 by Bill Stetson, the company began in the William Penn Hotel. After gaining valuable experience working for United Expo for 10 years, Bill Stetson decided to create his own company, grounded in building relationships and serving the Pittsburgh market. Patricia Liprando joined the company in 1990, and her contributions helped drive its growth. Following Bill Stetson’s passing in 1994, his son-in-law Jerry Saunders took over, but in 1996, Patricia, her sister Kris, and Kris’s husband Bill Sandherr purchased the business.
“When we took over, we were just three people marching around downtown Pittsburgh talking to clients,” Bill recalls. Their grassroots approach to building relationships formed the foundation for Stetson’s enduring success. While Pittsburgh remains home, Stetson expanded nationally.
“We went national out of necessity,” Bill explains. “But in doing so, we showed clients that we could handle their needs across the country just as well as we could in Pittsburgh.”
Relationships Drive Success
Stetson’s growth wasn’t just about securing clients—it was about fostering strong, long-lasting relationships. “We bid low at first,” Bill says, “because we had to prove we could handle large national events with just a 20-person team.” Stetson’s small, focused team offers personalized service, which has become their hallmark. Today, nearly 60 percent of Stetson’s business comes from outside Pittsburgh, demonstrating their ability to expand while maintaining their core values.
“What moved Stetson from a commodity provider to a relationship provider was our ability to maintain strong connections year after year,” Bill emphasizes.
Passing the Torch to the Next Generation
As the Sandherr children—Haley, Will, and Ray—took on larger roles within the company, their unique talents and fresh perspectives helped fuel Stetson’s continued success. Haley, the eldest, manages accounts and is known for her leadership and people skills.
Will has taken on the role of managing Freight, Shipping, and Logistics, where his efficiency and problem-solving skills have made him a standout. Ray, the youngest of the three, focuses on sales, ensuring clients’ needs are met and securing new contracts. Each sibling brings their own strength to the business, enhancing the company’s growth while maintaining the close-knit, family-run atmosphere.
Overcoming Challenges Together
Like many companies, Stetson faced significant challenges during the COVID-19 pandemic. With tradeshows canceled and revenues severely impacted, the company had to navigate uncharted territory. “Kristina managed the financial challenges like a genius,” Bill says proudly, crediting her strategic leadership for keeping the company afloat. The family also faced difficulties in rehiring key personnel post-pandemic, leading them to offer positions to their children to help stabilize the business.
“We had to act quickly,” Bill explains, “but bringing the kids into full-time roles at that moment was a turning point. They each brought a new energy and ideas that helped push us through a tough time.”
Another challenge came early in the company’s national expansion, when rapid growth led them to question how large they should become. Inspired by Bo Burlingham’s book Small Giants, Stetson made the decision to focus on being great rather than just big. “We chose to put people, the planet, and profits in alignment,” Bill reflects. This philosophy has shaped the company’s approach ever since.
A Commitment to Sustainability
Sustainability has been a cornerstone of Stetson’s mission since 1999, when they committed to “Accelerating the Adoption of Green Practices” in the tradeshow and events industry.
“We created a leadership role for ourselves in environmentally responsible practices,” Bill explains. Stetson continues to prioritize sustainable methods, from reducing waste at events to using energy-efficient materials.
A Bright Future Ahead
With the children in prominent roles, Stetson is poised for continued growth. “Our employees and our service are our greatest assets,” says Kristina. “In today’s business world, that’s becoming a lost treasure.”
Looking ahead, the Sandherr family is confident in their legacy. Their commitment to people, relationships, and sustainability ensures that Stetson will continue thriving for generations to come.
This story originally appeared as a truncated version in the Q1 2025 issue of Exhibit City News, p. 54. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2025/5 4.
