TIMES TALK WITH HEIDI SELLECK
Let me introduce you to Kate Alavez, an industry veteran of 20 years and the President of PromoShop based in Los Angeles.
1. With you being in the industry for two decades, can you share with me your favorite things about our business and what keeps you involved? What pearls of wisdom would you offer young people entering our industry today?
One of my favorite things about our industry is the heart and soul that drives our community. The joy our industry has in connecting with one another, solving problems for clients and partners, and being good to each other is truly astounding – it lifts the soul. I think for young people entering the industry, I would encourage them to share what makes them excited about the future, offer perspectives on how merch impacts their individual experience and how we can improve our offering based on that feedback. Simultaneously, I would encourage any person entering our industry to find a mentor, get involved in the regional associations, and volunteer – the experience is so much richer when we lean all the way into the incredible promo community.
2. When were you first introduced to SAAC and when did you become a member? How has SAAC helped you as a regional to strengthen your relationships with suppliers and your industry friends?
I was first introduced to SAAC early in my career, as PromoShop has always been an active participant in the SAAC Expo. After attending the show, Nancy Phillips reached out and encouraged me to get involved as a volunteer—and I was immediately hooked. SAAC gave me a deeper understanding of the nuances of our industry, helping me grow professionally and strengthening my ability to connect not only with the PromoShop team but also with the broader industry community.
3. Congratulations on your appointment to the PPAI Board of Directors last year! With SAAC being in your region, how do you see us working together with PPAI?
Thank you – I’m honored to work with the PPAI Board and the incredible team they have on staff at PPAI. Regarding how we connect and work together, PPAI has a seat on the Board for a Regional Relations Delegate to ensure we are supporting our regionals and reaching industry members in all areas through the people who know them best.
4. What did you think of the SAAC Expo & Disney California Adventure experience? And are you excited to go back to Long Beach next year?
SAAC Expo in 2025 was an absolute blast! We had the best time bringing our team to the show and the Disney California Adventure experience was the icing on the cake – what a creative way to encourage people to connect. I am excited about the show going back to Long Beach and look forward to all the exceptional content and innovative ideas SAAC will bring to this year’s event.
5. Would you entertain the idea of running for the board and being a future president for SAAC? What would you change and what would you like to be remembered for?
Absolutely—I would be open to the idea of running for the board and potentially serving as a future SAAC president. We’re fortunate to have a deep bench of talented industry leaders who would excel in that role, so I’m not sure it’s something that will come my way anytime soon, but that abundance of leadership is a true sign of a strong and healthy association.
Rather than focusing on what I would change, I’d love to contribute to the continued evolution of our industry. I’m especially passionate about advancing more connected experiences through thoughtful tech integrations and deeper partnerships with organizations like PromoStandards. I also believe strongly in strengthening our on-campus recruiting presence so that marketing merchandise becomes a more integrated part of how marketing and advertising are taught and understood in academic settings.
Finally, service is at the heart of who I am. I would love to champion more hands‑on service opportunities for our membership—creating meaningful ways for us to support our communities while strengthening our connection to one another.
Wishing you a happy and prosperous Q1!
Heidi