A message from our President, Marco Calabretta-Duval
Last week, I had the privilege of attending the Sign Association of Canada (SAC) Conference in Niagara Falls, and I left feeling re-energized about where our industry is heading.
It’s easy to think of signage as a business built on structure — metal, print, illumination. But walking through SAC reminded me that our real foundation is connection.
I had the honor of joining a panel discussion on AI, a topic that’s generating both excitement and curiosity across the industry. What struck me most wasn’t just the technology itself, but how much our conversations centered on collaboration, ethics, and creativity. We’re not just learning how to use AI — we’re learning how to shape it together.
The “Women Breaking Barriers” session was another standout moment. It underscored the importance of inclusion and mentorship, reminding us that progress isn’t just about innovation — it’s about who we bring along on the journey.
For me, events like SAC are about more than networking. They’re about strengthening partnerships, learning from peers, and building a collective vision for the future of signage and out-of-home media. As technology continues to evolve, it’s our shared insight, respect, and openness that will define the next chapter of this industry.
At Pattison ID, we believe our role extends beyond what’s on the surface of the sign. It’s about supporting the people, ideas, and standards that make this industry thrive — and being part of conversations that move it forward.
My biggest takeaway from SAC?
Never forget where you come from. Show up. Participate. Support each other. Because only together can we make this industry better — smarter, stronger, and more connected than ever before.
