“Make the Journey” Baby Lock Tech 2007

“Make the Journey” was this year’s theme for the Baby Lock Tech convention held August 18-21 at the Hyatt at historic St. Louis Union Station, and many retailers from across the United States and Canada did just that. Turnout was high and dealers were extremely excited about the launch of the new Baby Lock Quest longarm quilting machine, the Limited Edition Nancy Zieman Signature Series Ellegante 2, the many exclusive software titles, terrific classes, giveaways, and a whole lot of other surprises.

As always, Baby Lock Tech began with the opening session on Saturday evening. Not content to bore the attendees with mind-numbing speeches containing tedious numbers, Steve Jeffery and the Baby Lock Team always put on a show. This year’s show opened with Hans and Franz “pumping up” the crowd. After a welcome and some interesting embroidery and sewing survey results from Kristi Humes, Bill Hinderer talked about the latest Tacony acquisitions and the strength of the company.

Also featured during the evening were The Tonight Show with Johnny Carson and his special guests Nancy Zieman and Eleanor Burns. Simon and Garfunkel made a rare appearance together, and the Eagles reunited yet again. The “Quilter’s Dream Girls” were a big hit, as was the Deal or No Deal game, in which the contestant and his two helpers each won a free Baby Lock Espire sewing machine as their prize. But the biggest hit of the evening, and the reason the retailers made the journey, was all the new products:

• The Quest machine was well-received by the retailers when they got to see it and sew on it.
• The new Ellegante 2 Special Edition Nancy Zieman machine was also very popular, and when put with a 19” flat screen TV for fall, it was really a hit! A great way to commemorate 25 years of Sewing with Nancy on PBS, and everything Nancy Zieman means to Baby Lock and the industry.
• Also for fall, Baby Lock is offering its exclusive Jet-Air sergers with a free serger trolley bag.
• A new Embroidery Professional, model BMP8, coming later this fall, still 6-needles, but more features, and plenty of new frames to go with it.
• The Emore (pronounce a-mor-ay) embroidery-only machine with USB connectivity.
• BL40 – the new Creative Pro 40-stitch computer sewing machine with one-step buttonhole.
• Tons of new software like Palette Petite and Palette Petite Upgrade.
• MasterWorks II coming later this fall and MasterWorks Upgrade.
• MasterWorks Lite, MasterWorks Lite Tutorial, and a MasterWorks Lite Upgrade to MasterWorks II coming later this fall.
• HoopWorks Kit with software, workbook and tutorial.
• QuiltWorks II Kit with software, workbook and tutorial.
• Designer’s Gallery Interactive Celtic containing beautiful elements like running borders, fonts, buttons, corners, and dozens of other Celtic touches.

New Baby Lock programs were also discussed, such as the industry-leading Online Training program where retailers can actually attend Baby Lock training sessions in their stores or in their homes at their convenience. Linda Rainwater, the new national training manager for Baby Lock, spoke about this exciting program at the opening as well. New education events for 2008 were unveiled, as were the advertising and marketing plans for the rest of 2007 including the launch of the Quest and the Fall Promotions.

After the Opening Session, the retailers were ushered to a Welcome Reception with cocktails and hors d’oeuvres where they could relax and get reacquainted with old friends, and discuss the new Baby Lock products they just learned about.

Each morning, retailers were treated to a continental breakfast, and then classes began. A variety of hands-on sewing and technical classes, lectures on business, marketing, sales, and new product introductions filled the three-days of classes. Guest instructors this year included industry experts such as Nancy Zieman, Eleanor Burns, Martha Pullen, Kathy McMakin, Mary Mulari, Evy Hawkins, Simon Haskins, Rita Farro, Brian Bailie, John Deer, Steve Butler, Kay Capps Cross, Paula Scaffidi, Larry Cherry, Tamara Evans, and business consultant, Bob Negen. Baby Lock retailers like Ron Gattinella presented a class on running a family-owned business, Sally Cheney and Mike Piper presented a class on Events, Shows and Fairs, and the Dealer Panel featured award-winning Baby Lock retailers Mary Hess, Michael Gordon, Vivian Luster, and new retailer, Ann Silva. Baby Lock’s own professional sales, marketing, education, and training teams also presented classes and assisted in others.

On Sunday night, Tacony Sewing Central and the vendors in the Tacony Store hosted “Treasure Cove Night.” Retailers could walk through the store, enjoy a glass of wine, some cheese and crackers, and receive demonstrations on products from the vendors and play games that would earn them entry tickets that were drawn for some big prizes including a new Baby Lock Ellegante 2 embroidery/sewing machine, an Evolve serger, a Simplicity Press, Amazing Designs Little Max, and much more.

On Tuesday night, the event was wrapped up with the Gala Banquet and Dealer Awards. After dinner, Mr. Shima from the Juki factory in Yamagata, Japan spoke a few words to the Baby Lock retailers letting them know how much they appreciate the serger sales in the United States. The factory’s annual message to “Sell more Baby Lock and make more money!” was greeted with cheerful applause.

The Top Ten Single and Top Ten Multiple Locations and Outstanding New Retailer for 2006 were recognized with awards, as were the Top Ten Serger Retailers for 2006, or the Samurai Club, named for the replica Samurai sword each member receives each year. The evening capped off with a performance by comedian Greg Hahn, who has appeared on Late Night with Conan O’Brien, Comedy Central, on CBS, on FOX, and is a favorite guest of the syndicated Bob & Tom Radio Show. A great meal, entertainment, and even more attendance prizes were the perfect ending to a great evening, and retailers were pleased with the new products introduced, the fall promotions, and the event in general.

For information on the complete Baby Lock line of sewing, embroidery, serging, quilting, and software products and accessories, or on becoming a Baby Lock retailer, contact Tacony Corporation by calling 1-800-298-8810.

Reprinted from SQE Professional, November 2007