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.
by Mark Hebert, Exhibit City News
Steelhead Productions, a company built on the innovative idea of providing custom-quality rental exhibits, has grown into a leader in the tradeshow industry. Founded by Jim Andersen, Steelhead’s success is deeply rooted in its ability to offer a practical alternative to the high costs of owning custom exhibits. As the company evolved, so did its leadership, with Jim’s daughter, Rhiannon Andersen, now serving as Chief Marketing Officer and Co-owner.
The journey began when Jim, working as a marketing manager for a light-rail manufacturer, saw a gap in the exhibit market. The company needed large, high-quality visuals to make an impact at tradeshows, but the idea of owning a custom exhibit wasn’t feasible. Jim recognized an opportunity to offer companies a rental option that would deliver the same design and construction quality without the high price tag.
“Steelhead was founded to provide companies with beautiful, high-quality, and financially viable exhibiting alternatives,” Jim says. “Our custom rental exhibits are indistinguishable from custom-owned exhibits in terms of design prowess and construction quality, but the lifecycle cost is much lower.”
As the industry evolved, so did Steelhead’s reputation. Jim reflects on the many clients who initially chose rentals as a stopgap solution—perhaps for one event where their main exhibit was in use elsewhere—but who eventually became loyal customers. “Today, some of our best-known clients don’t own custom exhibits; they rent from us for all their shows.”
But the Steelhead story is about more than just business innovation. It’s a family legacy, one that Rhiannon has helped shape in her own way. Her path to Steelhead wasn’t linear; her background is in social work, where she honed her skills in communication and compassion. After taking a break from social work, Rhiannon joined her father at Steelhead—and never left.
“Although it was obviously meant to be my destiny, I never intended to work in the family business,” she recalls. “But over time, I realized that the skills I gained from my first career were just as valuable here.”
A turning point in Rhiannon’s leadership came in the wake of 9/11, when the tradeshow industry was hit hard. With 48 shows suddenly canceled, Rhiannon stepped up to help manage client relationships, creating outreach strategies that ensured no clients were lost during this critical time. “Rhiannon’s leadership in reaching out to clients and keeping them engaged kept our business afloat,” Jim says. “It was then that I knew she was ready for a bigger role in the company.”
Over the years, Rhiannon has driven Steelhead’s sustainability efforts, formed a dedicated committee and worked with third-party advisors to ensure the company meets its B Corp commitments. Steelhead’s rental model is naturally more sustainable than custom exhibit ownership, but Rhiannon continues to push for improvements in every area of the business. “Sustainability isn’t a one-and-done project,” she notes. “It’s an ongoing commitment.”
Rhiannon’s leadership has also reshaped Steelhead’s brand. Her multicultural background and experience as a woman in a male-dominated industry give her a unique perspective, allowing her to connect with a wider audience. “Being neither a white male nor coming from a traditional corporate background gives me a strategic advantage,” she says. “I can connect with our prospects—many of whom are women—and craft messaging that supports them.”
Jim credits Rhiannon’s critical thinking skills, which he himself has always emphasized, as key to her success. “Critical thinking is one of the most important skill sets for success in any endeavor,” he says. “Rhiannon has always had a keen ability to assess situations from all angles, and she uses that to guide her decisions at Steelhead.”
As Jim steps back from his day-to-day role at the company, he knows Steelhead is in good hands. Rhiannon’s leadership has ensured that the company continues to evolve, staying relevant and competitive in a rapidly changing industry. “My dad has always been a prominent figure in the exhibit world, but over the years, I’ve worked to build our brand so it can stand on its own,” she says.
Together, Jim and Rhiannon Andersen have built more than just a successful business—they’ve created a legacy of innovation, resilience, and continuous improvement. As Steelhead Productions moves into its next chapter, the torch has been passed, and the company is poised for a bright future.
This story originally appeared as a truncated version in the Q1 2025 issue of Exhibit City News, p. 34. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2025/34.
