(Image: Mike Morrison, Vice President of Sales; Vince Vaughn, Regional Sales Manager for the Southeastern U.S.; Rick Moreno, Regional Sales Manager for the Western U.S.; and Roger Freeman, Regional Sales Manager for the Midwest and Northeast, stand outside WS Display’s headquarters in Carlsbad, California. The company has recently expanded its team and product offerings to strengthen its market presence across the United States and Canada.)
New Regional Sales Managers and Cutting-Edge Offerings Drive WS Display’s Growth in the Tradeshow Industry
by Mark Hebert, Exhibit City News
WS Display, a leader in the tradeshow display industry, is making bold moves to strengthen its market position. The company, known for its extensive range of portable products and custom displays, recently expanded its team and product offerings to better serve its clients across the United States and Canada.
For nearly a decade, Mike Morrison, Vice President of Sales at WS Display, spearheaded the company’s efforts to communicate its diverse product range. While the company has long been recognized for its portable displays like banner stands, tents, and table throws, custom display solutions have always been at the core of its business. However, Morrison knew that spreading this message across such a vast market required more than one person.
In 2023, WS Display launched the “More Than Portable” campaign, emphasizing its commitment to custom solutions. To amplify this message, the company added three new Regional Sales Managers: Rick Moreno for the Western U.S., Roger Freeman for the Midwest and Northeast, and Vince Vaughn for the Southeastern U.S. This strategic move allows WS Display to enhance its regional presence and provide more focused support to clients.
“One person can’t manage the U.S. and Canada effectively,” Morrison said. “With the help of our CEO, Manny Rodriguez, I introduced the plan to add Regional Managers. Now, we can spread our message faster and clearer with dedicated individuals who are eager to assist our clients.”
Innovative Product Lines Fuel Growth
WS Display’s growth isn’t just about expanding its team; it’s also about enhancing its product offerings. The company’s MODCO line, which includes modular displays, light boxes, towers, counters, and back walls, continues to be a top choice for clients. These products are popular for their competitive pricing, quick turnaround times, and lifetime warranty on hardware.
In 2024, WS Display invested in new tube bending and swaging equipment, enabling the production of custom tubing displays with pillowcase graphics. These easy-to-install displays cater to companies seeking versatile, tool-free solutions that can be quickly assembled and dismantled.
“Our offerings in this category are price-aggressive for our reseller network,” Morrison explained. “We’re proud to provide fast turn times and hardware that carries a lifetime warranty. The new custom tubing displays will be a game-changer for clients looking for flexibility and ease of use.”
Standing Out in a Competitive Market
What sets WS Display apart from competitors is its ability to fulfill custom orders quickly and cost-effectively. The company operates three strategically located warehouses in Carlisle, Pennsylvania; Carlsbad, California (headquarters); and a Pacific Coast facility dedicated to custom display building. This regional presence ensures that WS Display can meet the demands of clients across the country efficiently.
“At WS Display, our goal has always been to offer excellent customer service, fast turnaround times, and reliable, high-quality products,” Morrison said. “Our multiple locations allow us to be regionally effective, ensuring we meet our clients’ needs quickly and efficiently.”
Client Testimonials Highlight WS Display’s Success
Client feedback has been overwhelmingly positive. Everything Tradeshows, a longtime partner, praised WS Display for its variety of options and exceptional customer service. Jessica Additon, VP of Operations & Client Happiness Officer, specifically mentioned the affordability and quality of the OneChoice back-lit displays, as well as the company’s responsiveness and professionalism.
“WS Display allows us to offer our clients a variety of options to match every budget,” Additon noted. “Their attention to industry trends and new product offerings is spectacular. The team is always responsive and patient, ensuring we get exactly what we need.”
Looking Ahead: Future Plans at WS Display
As WS Display looks to the future, the company plans to continue expanding its product lines and facilities. One of its major goals is to establish a facility dedicated solely to aluminum frame and stick products, allowing for even greater focus and efficiency in production.
“We’re always on the lookout for new types of displays that are portable, modular, and easy to assemble,” Morrison said. “As technology advances, integrating these innovations into our custom builds is a key priority. Our goal is to stay ahead of the curve and continue offering unique, practical solutions to our clients.”
WS Display’s commitment to growth, innovation, and customer satisfaction ensures it remains a leading player in the tradeshow display industry. With a stronger team and a broader range of products, the company is well positioned to meet the evolving needs of its clients.
