PCCA Journal|4
th
Quarter 2014
35
Opening Session with Ken Schmidt and
PCCA Hall-of-Fame Award Presentation
5:30 - 7 pm
One of the most in-demand speakers
and communications consultants in
America, PCCA Convention keynoter
Ken Schmidt has lived a life that most
can only dream about. He has toured
the world on two wheels, met with
presidents and royalty, partied with
movie and music legends, and appeared
many times on network news. As the
former director of communications for
Harley-Davidson Motor Company, he
played an active role in one of the most
celebrated turnarounds in corporate
history—and got paid to ride motorcycles.
The longtime motorcycle enthusiast’s formal association with
Harley-Davidson began in 1985. As a specialist in corporate
positioning and media relations, he was asked to work with the
then-struggling Harley-Davidson to help restore the company’s
image and create demand for its motorcycles. Within a few
short years, Harley-Davidson became one of the most visible
and frequently reported-on companies in the world, while sales
of its motorcycles rocketed upward.
In 1990, Schmidt became director of Harley-Davidson’s
corporate and financial communications and served as its
primary spokesperson to the media and financial communities.
He appeared numerous times on network news programs and
was frequently called on by business media to share his insights
on non-traditional communications and customer relations.
In 1997, Schmidt left Harley-Davidson to take an ownership
position with a highly successful Chicago-based marketing
firm, VSA Partners. In addition to Harley-Davidson, VSA serves
many other of the world’s best-known brands. In July 1999, he
sold his portion of VSA to start his own business, Ken Schmidt
Company, and slow down the pace of his life.
Now, Schmidt is a frequent speaker to business groups and
academic communities throughout the world. Few speakers
generate more positive word-of-mouth and referrals. “I love to
startle people by exposing them to proven ideas and concepts
they’ve never imagined,” he said. “Whether I’m talking about
how perfectly average people can do extraordinary things—
which is now an everyday occurrence at Harley-Davidson—
or how to build an entirely new corporate culture, rekindle
relationships with customers, or reach out to new ones in
completely untraditional ways, I’m teaching people to throw
conventional approaches out the window. I see opening hearts
and minds as my life’s work.”
Today, Schmidt shares his expertise with many of America’s
leading brands, but happily states that he is “semi-retired,”
which allows him to pursue his other passions. After all he
has accomplished, his philosophy hasn’t changed: “Never
do what’s expected, make yourself as noticeably different as
possible, and have a lot more fun than you’re supposed to.”
President’s Welcome Reception & Dinner
7:30 - 9:30 pm
PCCA President Steve Sellenriek welcomes all convention
attendees to the fantastic Hyatt Regency Aruba and the 70th
Annual PCCA Convention. PCCA will take over the hotel pool
deck with lively entertainment, a scrumptious Island Flavors
dinner, and fun times with your fellow PCCA members, all
overlooking a beautiful Caribbean sunset.
Sunday, March 8
Annual Prayer Breakfast
8 - 9:30 am
The Prayer Breakfast is a longtime PCCA tradition that unites
members and their families in scripture, music, and fellowship.
Utility Construction Industry Overview
9:45 - 11:45 am
Chris Daum, a principal in FMI’s
investment-banking practice
who focuses largely on the utility
construction sector, reports on
activity in PCCA members’ primary
markets and discusses what he
sees coming down the pipeline.
Jolly Pirates Sail, Snorkle, Swim Aruba & Swing
2 - 5 pm
Ahoy Mateys! You’re never too
old or too young for a Jolly Pirate
adventure. Arrrrggg! The PCCA crew
will sail, swim, snorkel, and swing in
the tranquil, turquoise-imbued world
along the Aruban coastline. We’ll
drop anchor at a few amazing spots,
including the World War II shipwreck,
Antilla. Sunk by its own captain
and crew at the start of WWII—
thus preventing it from falling into
enemy hands—this 400-foot German
freighter sits on the ocean floor in 60
feet of water with a portion of its hull
and masts protruding impressively up
and out of the sea. And there will be
lots of food and beverages for all ye
Scallywags!
$85 per person includes private PCCA charter, snorkeling instruction, snorkel
gear, refreshments, rum drinks, snacks, captain and crew, and gratuities and
service charges.
Silent Auction & Reception
6 - 7 pm
Not as raucous as the Live Auction to follow, the Silent Auction
and Reception are filled with cocktails, hors d’oeuvres, good
times with friends, and some low-key bidding for about 50
minutes. Then, as the deadline nears, things tend to get a little
crazy and it’s everyone for themselves!
Auction & Dinner
7 - 10 pm
Always filled with clamor, craziness, and plenty of surprises,
the PCCA Auction is the liveliest night on the PCCA calendar.
PCCA revelers bid on a variety of fabulous trips, ballgames,
tools, equipment, jewelry, and much,
much more. All proceeds go
directly to building programs
and services for PCCA
members, so everyone is
encouraged to bid early
and often and to have
a great time.