Eco-friendly strategy

Showpiece Enterprises sells signs and trade-show displays made from recycled soft-drink bottles and printed with water-based ink. But the purpose of those products’ environmentally friendly traits is another shade of green.

“I’m not a tree hugger,” says Lia Lucero, Showpiece founder and chief executive. “I’m a businesswoman.”

About a year ago, Lucero made a strategic decision to adopt environmentally-friendly materials for her marketing firm’s promotional products, shifting from traditional items.

The four-employee company builds and sells signs, posters and display boards made from 100% recycled materials. The products also are 100% recyclable.

And they’re fueling rapid growth at her small firm.

Lucero founded Showpiece in 2003. The company’s revenue averages about $225,000 per year.

She has maintained that pace since deciding to target clients interested in earth-friendly products. But Showpiece still has more than $800,000 in bids outstanding this year. And Lucero — whose clients include Bank of America Corp., Office Depot and Allstate Insurance — expects the company’s revenue to jump to $1 million next year.

“We turned on a dime to go green,” she says. “We offered our clients a chance to walk their talk, to be part of the solution, not the problem.”

Showpiece provides its customers with reports on how many pounds of waste will be recycled from their trade-show displays, compared with traditional products that usually end up in a landfill. Lucero acknowledges her displays cost about 5% more on average. But she contends the long-term benefits are worth the difference.

“This product is $5 and will go to a landfill, but my product is $6 and will help save the world,” she says. “To me, it’s a no-brainer.”

Environmentally friendly trade shows and conventions are gaining popularity in Charlotte. Tim Newman, chief executive of the Charlotte Regional Visitors Authority, helped launch a local initiative to promote earth-friendly trade-show displays. He hasn’t done extensive work with Showpiece but welcomes the company’s effort to raise the profile of green events.

“Anything that improves awareness of our green meetings is a good thing,” Newman says.

Showpiece purchases its materials from a range of suppliers. Its displays include biodegradeable carpet, paper-like fabric made from recycled plastic, and LED lighting. Even the Velcro used in assembly is made from recycled material. Lucero’s company assembles the products in small warehouses in Huntersville and Mooresville, and it has a sales office in Cornelius.

Lucero is drawing plans for expansion. She hopes to add sales and assembly operations in Austin, Texas, and South Florida by 2010.

QUICK INFO

SHOWPIECE ENTERPRISES

Business: Sells environmentally friendly marketing products commonly used in trade shows and conventions

Founded: 2003

Principal: Lia Lucero

Employees: 4

HQ: 18535 Old Statesville Road, Cornelius

Phone: (704) 655-1022