EMPOWERING Creatives with KNOWLEDGE & Skill BUILDING Know How…Don’t miss out on this opportunity to elevate your influence “game” and impact on your community.Take action now and be a part of the #WBCmaker community – You Belong Here!
WORKBENCHcon 2025 Schedule with Detail:
Thursday
2:00 – 5:00 PM – VIP Room
Speaker & VIP Registration Open
3:00 – 7:00 PM – WBC Hub
Registration Opens
5:00 – 5:30 PM – NEWBIE Meeting
Advisory Team & Kristin
Newbie Meeting: Your First Stop for Fun, Info, and New Friends!
Welcome to WORKBENCHcon! If it’s your first time here, our Newbie Meeting is the perfect way to kick off your experience. This lively session is designed to help you get the most out of the conference, packed with essential info, fun ice breakers, and plenty of opportunities to make new friends.
What to Expect:
- Warm Welcome: Meet fellow first-timers and get a friendly introduction to the WORKBENCHcon community.
- Insider Tips: We’ll share everything you need to know to navigate the conference like a pro, from must-see sessions to can’t-miss events.
- Ice Breakers: Get to know your fellow attendees with fun, interactive ice breakers that will have you laughing and connecting in no time.
- Build Your Network: Start forming those all-important connections that will enrich your WORKBENCHcon experience and beyond.
Join us for a fun and informative start to your conference journey—by the end of this session, you’ll be ready to dive into WORKBENCHcon with confidence and a bunch of new friends by your side!
5:30 – 7:00 PM – Gathering Area
Connect & Celebrate Together with Trivia!
The WORKBENCHcon excitement is just getting started! Join us at the WORKBENCHcon Happy Hour Reception—where Beat Around the Bench Podcast will co-host our Trivia Night. Whether you’re looking to connect with our sponsors, catch up with old friends, meet new ones, or simply unwind with a well-deserved drink, this is the place to be.
What to Expect:
- Laid-Back Vibes: Unwind in a casual, welcoming atmosphere where everyone’s ready to mingle and have a good time.
- Great Conversations: Engage in lively discussions with makers, creators, and influencers, sharing ideas and sparking collaborations.
- Celebrate Together: Discuss trivial knowledge, make new friends, and celebrate the vibrant community that makes WORKBENCHcon so special.
All WBCmakers & Brands Invited
Free For Dinner
8:30 – 9:30 PM – Gathering Area
Late Night Expert Desk: Intimate Deep Dive Discussions
After dinner, the real conversations begin! Join us for Late Night Expert Desk sessions—intimate, round table discussions designed for small groups eager to dive deep into specialized topics. This is your chance to engage in meaningful, in-depth conversations with industry experts and fellow makers in a relaxed, focused setting.
What to Expect:
- Close-Knit Atmosphere: Gather around with a small group of like-minded peers for a more personal and engaging experience.
- Expert Insights: Tap into the knowledge and expertise of industry leaders who are ready to share their wisdom and answer your burning questions.
- Deep Dive Topics: Explore complex subjects and challenges that go beyond the basics, allowing for a richer, more nuanced discussion.
- Collaborative Learning: Share ideas, exchange insights, and learn from both experts and fellow attendees in a collaborative environment.
These late-night sessions are perfect for those who want to dig deeper, learn more, and connect on a more meaningful level—don’t miss the chance to be part of these valuable conversations!
Friday
8:30 – 10:00 – Main Gathering Area
Breakfast
All WBCmakers & Brands Invited
10:00 AM – HABERSHAM – High Level Panel
Panel Discussion: Navigating Collaboration – Content Creators Share Their Experiences
Join us for a lively and insightful panel discussion where multiple content creators come together to share their unique experiences working in the digital space. Moderated by an industry expert, this conversation will delve into the various ways creators collaborate—whether working solo, with teams, or through agents—and how they navigate the ever-evolving landscape of social media platforms.
Panel Highlights:
- Diverse Workstyles: Hear from creators who work in different capacities, from independent creators to those managing large teams.
- Agent Collaboration: Learn about the role of agents in a creator’s journey and how these partnerships can open new doors.
- Social Platform Strategies: Explore how these creators tailor their strategies across various social media platforms to maximize reach and engagement.
- Collaborative Successes & Challenges: Gain insights into the rewards and hurdles of working with others in the content creation space.
This panel offers a unique opportunity to learn from the experiences of seasoned creators and gather valuable tips on how to successfully collaborate and thrive in today’s digital landscape.
11:00 – 11:50 PM – Breakout Sessions
Waverly: Tech Studio
Josh Booth
Capturing Perfect Shots – Mastering Light & Color with Any Camera
Cameras today are smarter than ever, capable of capturing impressive shots with minimal input from us. However, there are still moments when they don’t quite get it right. This session will demystify how cameras perceive color and light, and provide you with straightforward techniques to achieve accurate representations of your work and maintain consistency across all your video content. This isn’t about post-production fixes—it’s about getting the best possible quality at the moment of capture, whether you’re shooting a final product reveal, product photography, or tutorial videos for social media. These concepts apply whether you’re using a DSLR, a video camera, or even just your phone!
Key Takeaways:
- Understanding Light & Color: Learn how cameras interpret light and color, and what the camera is trying to do automatically when you turn it on.
- Simplified Camera Controls: Master universal camera controls to get better results, especially in challenging scenarios.
- Achieve Desired Results: Gain the confidence to capture the results you want, rather than settling for what the camera delivers by default.
Join this session to elevate your photography and videography skills, ensuring your content looks its best from the very first shot!
Wilton: DIY Workshop
Hands-On Power Carving Make & Take with KutzAll
Unleash your creativity and get hands-on in this power carving Make & Take session with KutzAll! Perfect for both beginners and experienced carvers, this interactive workshop lets you dive into the world of power carving, where you’ll create your own custom piece to take home.
Session Highlights:
- Hands-On Learning: Get practical experience with KutzAll’s top-notch power carving tools, guided by expert instructors.
- Expert Guidance: Receive personalized tips and tricks from KutzAll pros to enhance your carving skills.
- Take Home Your Creation: Walk away with a one-of-a-kind piece that you carved yourself, along with newfound skills and inspiration.
Brayton: MasterMind Advanced & Beginner
Anika, Anika’s DIY Life
Boosting Your Online Presence with Websites to Grow Your Business
In this comprehensive session, you’ll learn how to effectively promote your website and turn visitors into loyal customers. We’ll explore essential strategies in website design, SEO, email marketing, and leveraging social media platforms like Pinterest, Facebook, YouTube, Flipboard, and TikTok to drive traffic and grow your business.
Key Takeaways:
- Website Design for Success: Discover the key elements of an effective website design that enhances user experience, making it easy for visitors to navigate and find what they need.
- SEO & Technical SEO: Gain a solid understanding of SEO basics and the critical role of technical SEO, with quick and simple tips to optimize your site for search engines.
- Email Marketing Strategies: Unlock the power of email marketing to nurture relationships with your audience and convert visitors into loyal customers.
- Social Media Marketing: Learn platform-specific techniques to attract and retain visitors, driving consistent traffic to your website across Pinterest, Facebook, YouTube, Flipboard, TikTok, and more.
Join us to elevate your online presence and grow your business with proven strategies that turn clicks into customers!
Chancellor: Creator Business Session
Tyler, The Southern Craftsmen
Maximizing Profits – Effective Advertising, Cost Management, and Scaling Your Team
In this session, you’ll learn how to create and manage advertising campaigns that drive sales, increase your profitability, and recognize when it’s time to grow your team. Whether you’re looking to boost your business through free or paid advertising, optimize your production costs, or expand your workforce, this session will provide the insights you need to make informed decisions.
Key Takeaways:
- Effective Advertising Campaigns: Learn how to run free and paid advertising campaigns that effectively drive sales and grow your business.
- Increasing Profit Margins: Discover tips to reduce costs on the production side, helping you become more profitable.
- Scaling Your Team: Understand the key indicators that signal when it’s the right time to bring in another employee to support your growing business.
Join us to master the strategies that will help you maximize profits and scale your business with confidence!
12:00 – 1:30 PM – Main Gathering Area
Lunch & Networking: Connect, Refuel, and Engage
Take a break from the sessions and enjoy a delicious lunch while networking with fellow attendees at WORKBENCHcon. This is your time to refuel and recharge, but it’s also a golden opportunity to connect with like-minded makers, creators, and industry professionals.
What to Expect:
- Casual Conversations: Enjoy laid-back discussions with peers, share insights, and exchange ideas in a relaxed setting.
- Build Relationships: Use this time to meet new people, strengthen existing connections, and explore potential collaborations.
- Relax & Recharge: Savor a great meal while unwinding from the morning’s activities, getting ready for the exciting sessions ahead.
- Engage with Industry Leaders: You might find yourself sitting next to a speaker, sponsor, or influencer—don’t hesitate to strike up a conversation!
Lunch at WORKBENCHcon is more than just a meal—it’s a chance to build your network, learn from others, and deepen your involvement in the community. Enjoy the food and the connections!
1:45 – 2:50 – Breakouts
Habersham: Session
Scott Sidler
Using AI to Generate Content & Drive Engagement
Discover how to harness the power of AI to streamline your content creation process and boost engagement across your digital platforms. In this session, you’ll learn how to effectively integrate AI into your business, enabling you to produce high-quality content faster and more efficiently than ever before.
Key Takeaways:
- AI-Powered Content Creation: Learn how to use AI tools to generate written posts, videos, and other content types quickly and effectively.
- Best Practices for AI Integration: Explore proven strategies for incorporating AI into your content creation workflow to enhance quality and consistency.
- Enhancing Video Production: Discover how AI can help you streamline video production, from scriptwriting to editing, resulting in more engaging content.
- Chatbots & Automated Engagement: Understand how AI-driven chatbots can interact with your audience, driving engagement and providing personalized experiences.
- Growing Your Following: Learn how AI can help you analyze data, optimize your content, and increase your reach, ultimately growing your audience and boosting your brand’s visibility.
Join us to explore the latest AI technologies and techniques that can transform your content strategy and take your business to the next level!
Waverly: Tech Studio
Joseph, JoJaqs
Strategies to Making Content 30x Faster
Details Coming Soon
Wilton: DIY Workshop
Alex Snodgrass
Hands-On Demo: Perfecting Bandsaw Techniques with Alex Snodgrass
Join renowned woodworking expert Alex Snodgrass for an interactive, hands-on demo focused on perfecting bandsaw techniques. Whether you’re a beginner or a seasoned woodworker, this session will provide you with valuable insights and practical skills to elevate your craftsmanship.
Session Highlights:
- Precision Cutting Techniques: Learn how to make accurate cuts with ease, including straight cuts, curves, and intricate patterns.
- Blade Selection & Setup: Understand the importance of choosing the right blade for your project and how to properly set up your bandsaw for optimal performance.
- Safety Tips & Best Practices: Get expert advice on maintaining safety while achieving the best results with your bandsaw.
- Live Demonstrations: Watch Alex in action as he demonstrates key techniques and then try them yourself under his guidance.
- Q&A and Personalized Tips: Take advantage of Alex’s expertise during the session to ask questions and get personalized advice on your specific bandsaw challenges.
Don’t miss this opportunity to learn from one of the best in the business and enhance your bandsaw skills with hands-on practice!
Brayton: MasterMind Advanced & Beginner
Zach, Zach Vaught
Scaling Your Creative Business – From Garage Shop to $900K in 3 Years
Are you ready to take your woodworking business to the next level? In this session, I’ll share the business principles that transformed my operation from a one-man garage shop to a 6,600 sq ft facility with a showroom, six employees, and $900,000 in revenue—all in just three years. This session is perfect for woodworking business owners who want to sell more products, expand their brand and product lines, and grow their revenue.
Key Takeaways:
- Increasing Lead Flow: Discover how to predictably increase your lead flow. Understand the importance of getting more “at bats” (sales opportunities) each month to consistently hit your revenue goals. I’ll share the #1 strategy I used to scale rapidly by taking control of my lead flow and issuing multiple quotes daily.
- Cash Flow Management & Get Organized!: Learn essential cash flow management skills to stretch your money, prioritize business needs, and drive more cash flow. On top of that, how to get ORGANIZED so you can grow without pulling your hair out.
- Scaling Operations Efficiently: As your sales increase, your existing production systems will be pushed to their limits. I’ll walk you through the exact systems I used as my team grew from one to four people, ensuring maximum efficiency and profitability as your business scales.
This is gonna be good! Join this session to gain the practical strategies and insights you need to grow your woodworking business quickly and sustainably!
Chancellor: Creator Business Session
Christy Steinman, CPA
Navigating Business Finances – From Startup to Tax Tips
The financial side of running a business can feel intimidating, but it doesn’t have to be. In this session, we’ll walk through the full spectrum of business finances, providing you with the knowledge and tools to manage your business with confidence. Whether you’re just starting out or have been in business for years, this session offers valuable insights for everyone.
Key Takeaways:
- Business Startup Essentials: Learn how to set up your business for financial success from the start.
- Bookkeeping Basics: Understand the fundamentals of bookkeeping, including transaction categorization and income/expense tracking.
- Financial Reports: Gain a clear understanding of your financial reports and what they tell you about your business’s health.
- Tax Overview and Tips: Get an overview of your tax responsibilities, along with tips to help you navigate the tax landscape.
- Practical Resources: Walk away with checklists, links, handouts, and other resources that you can use to implement what you’ve learned immediately.
Join us to demystify the financial side of your business and equip yourself with the tools to succeed!
3:00 – 3:50 – Main Gathering Area
Booth Challenges & Networking
In-Booth Activation Challenges: Hands-On Fun and Networking with our Sponsors
Step into our sponsor’s booth for exciting, hands-on experiences. Each individually curated with our Advisory Team! Designed to engage and inspire, these challenges offer you the chance to put your skills to the test, try out new tools, and learn innovative techniques—all while having a blast. Whether you’re a seasoned pro or just starting out, interactive activities are tailored to provide valuable insights and practical knowledge that you can create content, right there! Earn badges and prizes as you work the booth challenges.
At the end of it all, the challenges will help you enter into our END ROUND, an obstacle course style build…Don’t miss out on the fun—come ready to roll up your sleeves and dive into our hands-on challenges!
4:00 – 5:30 – Breakouts
Habersham: Session
Chris, Make Everything
Collaborating with Brands as a DIY Content Creator
Unlock the secrets to successful brand collaborations in the DIY niche with this in-depth session tailored for content creators. Whether you’re just starting out or looking to refine your approach, this session will provide you with the tools and strategies needed to build meaningful and profitable relationships with brands.
Key Takeaways:
- Identifying the Right Brands: Learn how to find and connect with brands that align with your content and audience.
- Crafting Winning Pitches: Discover how to create compelling pitches that capture a brand’s attention and demonstrate your value as a partner.
- Negotiating Collaborations: Understand the key aspects of negotiation, including rates, deliverables, and long-term partnerships.
- Maintaining Authenticity: Explore strategies for staying true to your voice and audience while integrating brand content seamlessly.
- Building Lasting Relationships: Learn how to foster strong, ongoing relationships with brands that lead to repeat collaborations and mutual growth.
- Leveraging Your Influence: Get tips on how to use your influence to benefit both your brand partners and your audience, creating a win-win situation.
Join this session to gain the confidence and knowledge needed to work successfully with brands in the DIY space, turning your passion into profitable partnerships!
Waverly: Tech Studio
Lee, Busted Knuckle Woodworks
Optimizing Your YouTube Video Studio – Camera Angles, Audio, Equipment, and More
Elevate your YouTube content with a session dedicated to optimizing your video studio setup. Whether you’re just starting your channel or looking to refine your production quality, this hands-on workshop will teach you the essentials of camera angles, audio setup, equipment selection, and creative enhancements like transitions and overlays to create professional and engaging videos.
What You’ll Learn:
- Camera Angles: Discover how to position your camera for the best angles that enhance your content and keep your viewers engaged.
- Audio Setup: Learn the importance of clear, crisp audio and how to achieve it using the right microphones and soundproofing techniques.
- Equipment Essentials: Get an overview of the key equipment every YouTuber should have, from cameras and tripods to lighting and backdrops.
- Studio Layout: Understand how to set up your studio space for maximum efficiency and visual appeal, ensuring that your videos look and sound professional.
- Transitions & Overlays: Explore how to use transitions and overlays to add polish and creativity to your videos, making them more dynamic and visually appealing.
- Practical Tips & Tricks: Gain insights into the small details that make a big difference in video quality, including lighting adjustments, framing, and background selection.
Join us to transform your YouTube studio into a high-quality production space, complete with the tools and techniques to create content that captivates and retains your audience!
Wilton: DIY Workshop
Creating with Epoxy
TotalBoat
More Information Coming Soon
Brayton: MasterMind Advanced
Steve Ramsey
Email Funnel Marketing – Elevate Your Conversion Strategy
Take your email marketing to the next level with this advanced session on crafting effective email funnels that drive conversions and build lasting customer relationships. This session is designed for marketers and business owners who already have a grasp of basic email marketing and are ready to dive deeper into sophisticated strategies that maximize engagement and revenue.
What You’ll Learn:
- Optimizing Funnel Stages: Understand the intricacies of each stage in the email funnel—from lead capture to conversion—and how to optimize them for higher success rates.
- Segmentation & Personalization: Learn advanced techniques for segmenting your audience and personalizing content to increase relevance and impact.
- Automated Workflows: Discover how to build powerful, automated email sequences that nurture leads and guide them toward making a purchase.
- Conversion-Boosting Strategies: Explore proven tactics to increase open rates, click-through rates, and overall conversion rates within your email campaigns.
- Analytics: Gain insights into the key metrics that matter. Learning how to read the analysis to continually refine and improve your email funnels.
This session will provide you with the tools and knowledge to create email funnels that not only convert but also foster long-term customer loyalty. If you’re ready to transform your email marketing strategy into a powerful conversion engine, this advanced session is for you!
Chancellor: Creator Business Session
James, Wood by Wright & Rex Krueger
Surviving without Sponsors
Details Coming Soon
9:00 – 1:00 AM – Main Gathering Area
Maker Lounge hosted by Old Elk Distillery
Late Night Networking
WORKBENCHcon Makers Lounge: An Evening of Dancing, Mingling, and Connection
Join us at the WORKBENCHcon Makers Lounge for an unforgettable evening filled with table top games, dancing, and vibrant connections. This is the perfect opportunity to unwind and have fun while mingling with fellow makers, creators, and industry-leading brands. Whether you’re looking to dance the night away, spark new collaborations, or simply enjoy the company of like-minded friends, the Makers Lounge offers a lively atmosphere where creativity and camaraderie come to life. Don’t miss out on this chance to connect, celebrate, and make lasting memories!
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Saturday
8:30 – 10:00 – Main Gathering Area
Breakfast
All WBCmakers & Brands Invited
10:00 AM – HABERSHAM – High Level Panel
Morning Keynote: Ryan, Cutting It Close
Join a dynamic conversation with leading content creators as they share insights on transforming an online presence into various successful business models. This panel will explore how to leverage digital platforms to build diverse revenue streams, including products, services, and other innovative opportunities. Whether you’re looking to expand your business or explore new avenues, this discussion will provide valuable strategies and inspiration to help you turn your online presence into a thriving enterprise.
11:00 – 11:50 PM – Breakout Sessions
Habersham: Session
Discussion: Building Diverse Businesses from Your Online Presence
Join a dynamic conversation with leading content creators as they share insights on transforming an online presence into various successful business models. This panel will explore how to leverage digital platforms to build diverse revenue streams, including products, services, and other innovative opportunities. Whether you’re looking to expand your business or explore new avenues, this discussion will provide valuable strategies and inspiration to help you turn your online presence into a thriving enterprise.
Waverly: Tech Studio
Drew Witt
Art of Storytelling
Details coming soon
Wilton: DIY Workshop
TotalBoat
Hands-On Epoxy Workshop with TotalBoat: Exploring the Art of Epoxy
Join us for an immersive, hands-on epoxy workshop led by the experts from TotalBoat! This session is designed for makers of all levels who want to learn the art and science of working with epoxy. You’ll get step-by-step guidance on how to mix, pour, and finish epoxy for a variety of projects, from stunning river tables to intricate inlays and more.
What You’ll Learn:
- Epoxy Basics: Understand the fundamentals of epoxy, including mixing ratios, curing times, and best practices.
- Application Techniques: Get hands-on experience with different epoxy pouring techniques, leveling, and bubble prevention.
- Creative Finishing: Learn how to achieve professional-grade finishes, including sanding, polishing, and adding creative touches.
- Troubleshooting Tips: Discover common epoxy challenges and how to overcome them with ease.
Whether you’re new to epoxy or looking to refine your skills, this workshop with TotalBoat will equip you with the knowledge and confidence to create your own stunning epoxy projects. Don’t miss this chance to learn from the best and take your craftsmanship to the next level!
Brayton: MasterMind Advanced & Beginner
Abraham, Grace Lane Co
The Power of Pinterest
Details Coming Soon
Chancellor: Creator Business Session
Adam, Barnett Builds
Digital Marketing
12:00 – 1:30 PM – Main Gathering Area
All WBCmakers & Brands Invited
Lunch Networking & Brand Expo: Connect, Explore, and Engage
Take a break from the sessions and join us for a lively lunch networking event paired with our exciting Brand Expo! This is your chance to connect with fellow attendees, explore innovative products and services from leading brands, and participate in fun, hands-on in-booth challenges. Whether you’re looking to spark new collaborations, discover the latest industry trends, or simply enjoy some great food and conversation, this event is the perfect blend of networking and exploration. Don’t miss out on this opportunity to make valuable connections and engage with brands that can elevate your projects to the next level!
1:45 – 2:50 – Breakouts
Waverly: Tech Studio
Speaker Coming Soon
Thumbnails, Graphics, Tags, & More – Mastering Organization
In the digital world, the smallest details can make the biggest difference. Join Drew Witt as he dives into the essential elements of optimizing your content’s visual and metadata components to drive engagement and conversions. This session will cover the importance of well-organized thumbnails, graphics, and tags, as well as the power of A/B testing to refine your approach and achieve the best results.
Key Takeaways:
- Thumbnails & Graphics: Learn how to design eye-catching thumbnails and graphics that grab attention and increase click-through rates.
- Tagging Strategies: Understand the role of tags in improving your content’s discoverability and how to organize them effectively.
- A/B Testing: Discover the best practices for A/B testing your visuals and metadata to determine what resonates most with your audience.
- Organizational Techniques: Get tips on how to keep your visual assets and metadata organized for consistent and efficient content production.
This session is perfect for anyone looking to enhance their content’s performance through better organization and data-driven strategies. Don’t miss out on these insights to take your digital presence to the next level!
Wilton: DIY Workshop
Coming Soon
Vectric
Brayton: MasterMind Advanced & Beginner
Advanced Branding
SPEAKER Coming Soon
Chancellor: Creator Business Session
Jeff, Gnarly Burl
Protecting Digital Property for an Influencer
This session will focus on essential security practices for influencers and content creators. It covers a range of topics including password security, two-factor authentication, various types of cyber attacks, phishing scams, ransomware, and physical security measures. The presentation also provides specific security recommendations for platforms like Google and Meta, aiming to equip content creators with the knowledge and tools to safeguard their digital presence and protect their brand from potential threats.
As a takeaway Attendees will:
– Learn the importance of using strong password discipline and enabling two-factor authentication (2FA) to enhance security for high-profile targets.
– Gain insights into how various attack methods work and learn strategies to mitigate the risks associated with them.
– Receive a checklist of actions covered in the presentation that will guide them through the steps to secure their brand.
3:00 – 4:30 – Main Gathering Area
Final Showdown: The Ultimate Toy Box Chest Build Challenge!
Get ready for the grand finale at WORKBENCHcon! Throughout the conference, you’ve tackled curated in-booth activations, flexed your skills, and now it’s time to see who comes out on top. The winners of these challenges will face off in a thrilling, obstacle-style toy box chest build during our closing ceremony. It’s going to be fun, fierce, and full of surprises!
What to Expect:
- Epic Toy Box Build-Off: Watch as the top challengers put their woodworking skills to the test, racing against the clock to create the ultimate toy box chest.
- Obstacle-Style Fun: This isn’t just any build—contestants will navigate a series of fun and unexpected obstacles that will keep everyone on their toes!
- Cheer on Your Peers: Root for your favorite makers as they compete for the title of WBC Beast. Who will rise to the occasion?
- Celebrate Together: Join us for laughs, cheers, and a whole lot of creative energy as we wrap up the conference with this unforgettable event.
Come for the action, stay for the camaraderie, and leave with memories of an epic final challenge that showcases the best of what WORKBENCHcon is all about!
4:30 – 5:30 – Main Gathering Area
Closing Ceremonies
Giveaways & Inspiration Award Ceremony, hosted by Carveco, where we celebrate the creativity, passion, and dedication of outstanding makers and creators in the community. This event honors those who have inspired others through their work, pushing the boundaries of craftsmanship and innovation.