TIMES TALK WITH HEIDI SELLECK
Let me introduce you to Larry Frodyma, an industry veteran of 39 years and the new VP of Award Maven Promotional Products Division. They traditionally are an awards distributorship and Larry first became acquainted with them when he was the Outside Rep for J. Charles. Award Maven recently expanded beyond awards and is now offering promo. He has the great honor of leading the team to the next level!
1.With you being in the industry for almost four 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?
A big reason I fell in love with this industry is that everything we do is about giving something away for free or awarding someone for their accomplishment(s). It’s like Christmas every day! In 1987 I started out in event marketing, providing everything from bandage dispensers, bags, tumblers and pens to awarding brand new trucks, cars and round-trip vacations….how cool is that?!
For anyone new coming into the industry my advice is:
Develop strong organizational skills because every day there’s a ton of moving parts, so attention to detail is critical in our industry.
Learn from other veterans in the industry. Ask questions, pick their brains, and remember no question is a dumb question….we all started out new. I have always found my competition to be more than willing to help and then pay it forward, that’s key.
And most importantly; Do what you say you’re going to do. Don’t over promise and under deliver.
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 attended the SAAC Expo in 2005 and was so impressed that I joined shortly after the show. I also started working for Promotional Image and wanted to be connected to the Southern California Specialty Advertising Industry, so SAAC helped guide me and continues to do so today.
SAAC has also helped me build lifelong friendships with distributors and suppliers over the years, and I continue to use the member directory to engage with people.
3. What did you think of the SAAC Expo & Disney California Adventure experience last year?
Amazing, I enjoyed every minute of this event! Last year’s location at California Adventure was an even better location for the SAAC dinner. It was great seeing the board and their willingness to change things to keep it a fun and successful event!
4. Would you entertain the idea of running for the board and which position for SAAC? What do you like about SAAC and what would you change?
I continue to be a SAAC member but currently reside in Phoenix and am presently on the board for the AzPPA events committee.
The biggest changes I would suggest is pairing the show down to one day and move it to a large hotel ballroom. The education component of SAAC is great, and it was great to hear the golf tournament will now be a part of the SAAC show week. Convention Centers are always a challenge for the factories in getting their materials in and out for set-up/tear down.
5. Are you ready to go back to the beach? We’re heading back to Long Beach for the expo this year and are you excited? What memory can you share with us of being in Long Beach and what are you looking forward to?
A change of venue is good. I like how the current board has been moving the expo around and trying something different the last couple of years. I can’t wait to get back to the beach; I have fond memories with my promo family at this sight. See you at Expo 2026!