by ECN Staff
Willwork Global Event Services creates customized labor and technology solutions for tradeshows, private corporate events, and retail environments. Founded in 1987, Willwork is highly regarded for its service excellence, and for being one of the nation’s most innovative general contractors. A partial client list includes: Adobe; Amazon; Astra Zeneca; Facebook; Google; IBM; McKesson; Pepsi; Under Armour; and Verizon.
Exhibit City News sat down with Bill Nixon — founder, business owner and entrepreneur — to discuss the origins, growth, and future of his companies.
How did you start Willwork?
In 1983, I was a shop steward when Champion Expositions signed a contract with the Teamsters union. They hired me to procure labor for the convention industry. Four years later, I started Willwork as a local Boston I&D company. At the time, I had two goals in mind: improve the quality of trade show labor in New England; and create work for individuals. I’m happy to say, we accomplished both.
By recruiting young, energetic individuals – people who were willing to work – and then training them in terms of service, attitude, and booth building basics, the company quickly attracted more and more customers. There was a noticeable difference in the appearance and energy of a Willwork crew: there was a quickness in their step, and a neatness in their look. Equally important, the team we recruited was willing to do “whatever-it-takes” to service customers. And exhibitors noticed.
That’s really interesting. How did the company evolve?
As we grew, client demand dictated that we open in Las Vegas. From there we connected the dots, opening cities nationwide, from Boston to California. At that time, it became apparent that a new phenomenon was emerging in the convention
business — mega corporate events came on the scene, along with the explosion of new technologies. Willwork’s next steps were to specialize in Corporate and Private Events, while handling general sessions.
One thing led to another. We formed a new division in 1998 to do both private corporate events and general contracting. That was followed by an AV company in 2007 – for keynote and general sessions, and to fulfill exhibitors’ needs. Our lead management and data analysis company followed in 2009. By 2010 we were developing software for some of our clients and produced our first virtual show.
But I can’t stress enough, it all evolved because of the wants of our clients, and the need to keep good people working. It’s difficult to find and train the right people; it’s critical to keep them employed
I understand. Tell us about your entrepreneurial background.
(Laughs) I started selling candy in the third grade. In school. Classmates loved it, and I made some money. Unfortunately, the school didn’t like it much. They made me stop. Took it over themselves, and then charged more money. It sounds funny now, but I wasn’t laughing then.
Seriously though, I guess it really started in the ‘70s with me selling tee shirts at concerts. First at the Cape Cod Coliseum, and then later at the Boston Garden. Shows like, the J Geils Band, Arrowsmith, Bob Seger, Tom Petty. These were events, and I loved the energy back then as a teenager. Fact is, I still love events today, and still love the energy.
Another thing. My dad ran some of the earliest girls’ basketball camps in the country. Some years, Sam Jones was there – if you don’t know the name, he was a Boston Celtic NBA all-star. Me and a friend of mine ran the canteen and sold pizzas at night to the campers. It was a lot of fun. And we made some money.
Speaking about your father, what did you learn from him?
(Editor’s note: William Nixon, Sr was a high school teacher and coach for over forty years. He is enshrined in the Massachusetts Coaches Hall of Fame, and the Oliver Ames High School gymnasium is named after him)
I think we all learn from our parents, both of them, if we’re lucky.
My dad, being a coach taught me a lot! How to think
critically … how to breakdown what the opponent is doing. In a family of eight kids, but only two boys, it made me want to never miss a chance to get out and see games … and to scout the opposition. At 4 years old on, he made me take the clipboard and chart everyone’s basketball shots – what they were shooting, and where they were shooting from. In the fall, my dad would also breakdown film in our cellar – imagine six high school football coaches on a Sunday night — boy they were loud and argumentative! I just loved being in the room watching the action, feeling the energy … until I was sent to bed.
I was the point guard on some of his championship teams. Point guards run the play; they are the leader on the floor. But at the end of the day, it’s all about the TEAM. That was my biggest take-away: one person cannot do it all. I still believe that today.
It’s the team that matters.
What is your philosophy on recruiting, training, and employment?
Find good people. Commit to them. Train them. Help them to have fun, make a living, and support their families. It’s pretty simple. But it’s not easy.
We spend lots of time recruiting, interviewing, and hiring. And then training. It’s an arduous process. The key to it all, and my pride and joy, is Willwork University!!
Okay. That brings up our next point. Willwork University is well known in the Industry. How did it originate?
We started it in the nineties, and we’ve held classes in major convention cities around the country. First intended for show floor workers only, it has included clients – as guest lecturers, as well as some of their newer employees sitting in as students.
The instruction provided at Willwork University is unique to the tradeshow Industry because it provides both hands-on and classroom training. A few EAC’s used to provide classroom training; most did not. But no company in the Industry, except for Willwork, offers a specific, detailed, hands-on learning environment. The faculty includes seasoned Willwork professionals and guest lecturers. Students learn and practice off the job, not on the Exhibitor’s clock. They work with hand and power tools. They learn to read blueprints, seam carpets, and practice electrical, CAT 5, and AV connections. Classes include: packing and shipping; graphics; vinyl application; use and abuse of solvents; and doing paperwork, (including properly completing a Bill of Lading). Other sessions include videos and discussions on “Customer Service,” and “Image, Attitude and Appearance”.
Two of my favorite sessions were guest appearances by Lou Holtz and Terry Bradshaw. (Laughs) They were on video. Not live.
What are the benefits of Willwork University?
A trained and professional workforce benefits the entire industry.
We started out with four goals in mind, and I think each one is a benefit: 1) to raise the level of professionalism and service excellence on the show floor; 2) to promote a more enjoyable experience for both clients and workers; 3) to create more cost-effective sets; and 4) to provide better opportunities for employees. Willwork is one of the few companies in the industry to have consistently provided show floor training over the past three decades. And we are continuing to do so – we have held two regional Willwork Universities so far this year.
How does Willwork serve the community?
Willwork is passionate about helping local charities and organizations that support people experiencing homelessness.
There is no place like home. Home is a relative term but one that has a different meaning if you don’t have one. Having a base, a place to feel safe and secure, a place to rest and reboot, and to be with family is essential. Our teams have assisted with various local organizations and shelters including the David Jon Louison Center, My Brother’s Keeper, and School on Wheels of Massachusetts. It gives us great joy to assist with administrative tasks, technology support, and numerous food, toy and clothing drives.
Willwork has supported the Arthur C Luf Children’s Burn Camp the past fifteen years. We also assist the community through programs at our local YMCA. The company gives employees the time once a week to spend with local children at risk in the bullying cycle to give them friendship development opportunities in a safe space.
How does Willwork serve the events industry?
That’s easy. We make magic happen on the show floor.
Ok, maybe this is what you mean. We support CVBs in multiple cities around the country. We are actively involved in a lot of organizations, including: EACA; ECA; EDPA; ESCA; EEWDF; HCEA; IAEE; IFES; MPI; and PCMA.
What is your service philosophy?
Listen to the customer. Do what they want. The only exceptions – safety and ethics.
What gives you the most satisfaction?
The growth of the organization! Watching the company grow and expand … seeing loyal people grow with us and giving them the opportunity to have a lifestyle better than they grew up with … seeing their kids grow and get older. We at Willwork have been lucky and have been rewarded with amazing, talented, loyal people – we have many people who have been with us for 20-30 years, and some even longer. Also, as we have grown, we’ve had four people advance from working on the show floor to becoming partners in the organization. Curt DaRosa, Dave King, Dave McCormick, and Jay Kass. I am very proud of that.
Read more in our 3rd Quarter Issue HERE .
