Sacramento Valley Trade Show success

Industry Event Offers Education and Networking

The Sacramento Valley Chapter of the American Fire Sprinkler Association (AFSA) held its 11th Annual Training & Trade Show on March 9, 2023, in The Venue at Thunder Valley Casino Resort in Lincoln, California. This was the first trade show in the new space.

In the morning before the show, the chapter offered seminars presented by AFSA’s Vice President of Engineering & Technical Services, John Denhardt, P.E., FSFPE on “Sprinkler System Installation,” “Installation of Underground Obstruction Investigations vs. Internal Instruction,” “Corrosion in NFPA 25-2013 (CA)” and “Understanding Pump Components and Pump Room.” Sixty-eight members attended this training.

Afterward, the show opened at 3:00 p.m., hosting 49 exhibitors from all over the United States and Canada. Attendance was over 600 with contractors, designers, fitters, apprentices, office personnel, and fire personnel from all over the state. Attendees enjoyed the new flowing floor plan along with food, drinks, and a raffle with prizes awarded every 30 minutes. The main raffle prizes were an iPad, large television which was donated by First Service Insurance; and a trip to Hawaii for two with the winner being Roger Arrieta, an estimator for Pacific Valley Fire in Rancho Cordova, California.

The chapter board and committee enjoyed some very positive feedback on this year’s event. “The Sac Valley trade show is a must-attend event!” says Denhardt. “The number and quality of the exhibitors is outstanding. The show draws many local sprinkler fitters and designers, which is critical for exposing them to the industry as a whole, as well as educating them on the newest products and innovations. As much of our core workforce ages out, we need more shows like this to energize and educate the next generation of fire protection professionals.”

Top and bottom photos: The trade show was packed with exhibitors and attendees who enjoyed networking, food, and drinks.

“This trade show gets better every year,” comments Scott Harrison, Spears Manufacturing. “It allows us to make new friends and catch up with old ones. Everyone was in a great, positive mood to enjoy the camaraderie. The event confirmed how committed we all are in the process of saving lives and offered the opportunity to talk with more attendees in a short time than we do in events four times this size. There was a very enthusiastic crowd of attendees who really wanted to learn more about the products all of us had to demonstrate, particularly what was new.”

“The Sac Valley AFSA Trade Show is a can’t-miss event for anyone involved in the industry,” shares Matt Singes, Victaulic. “Sac Valley AFSA Chapter Executive Director Paulene Norwood and her team put on a world-class event.”

Tina Park, Easyflex USA, notes, “Once again, it was a great event as we connected with our industry friends and introduced new product updates. We understand the importance of preserving relationships in the fire protection industry and appreciate the opportunity to be part of the Sac Valley AFSA show year after year.”


From top to bottom: Jordan Hopkins, chair of SVC AFSA, Elite Automatic Fire, congratulates Roger Arrieta of Pacific Valley Fire for winning the Hawaiian vacation for two. Bottom photo: Sacramento Valley Chapter members attended technical seminars before the trade show. 

“This show is one of, if not the best, regional show in the industry. It’s not just that it is well-attended, which it is, but it’s the engagement and interest that the members bring. They aren’t just there to collect giveaways. The attendees genuinely want to learn what all the vendors are bringing to the industry. It is something we look forward to every year,” offers Clint Williamson, Reliable Automatic Sprinkler Co., Inc.

Accolades were received from Don Smith, First Service Insurance, “2023 was another great trade show led by the Sac Valley AFSA. Paulene and her team are truly on top of their game. We appreciate their friendship, business acumen, and leadership.”


“Thank you to all our exhibitors, attendees, and staff for another successful show,” says Chapter Executive Director Paulene Norwood. “It is truly our chapter’s board and committee’s honor to present an event like this that promotes our industry and all it has to offer. This show would not be the success it is without a collective effort from all those involved. We look forward to continuing to offer this trade show as long as we can.”

For more information on the 2024 trade show and other chapter events, visit or contact Norwood via email at

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