CAMPAIGN: NAHB International Builders’ Show 2025
CLIENT: Sierra Pacific Windows
FABRICATOR: Skyline
Sierra Pacific Grows Beyond Their “Favorite T-Shirt” Booth
When Sierra Pacific Windows needed to evolve beyond their beloved “favorite t-shirt” booth after a decade of customization, they turned to their longtime partner, Skyline Exhibits, to create something that truly reflected their growth as a premium wood window manufacturer.
The challenge was unique: incorporate Sierra Pacific’s own harvested wood fiber into the booth design. “We grow and harvest our own trees and wanted that to be part of the story,” explains April Lucas, Director of Marketing for Sierra Pacific Windows. As a division of Sierra Pacific Industries—the largest private landowner in the US—authenticity meant using their own materials.
Skyline delivered by seamlessly integrating treated wood from Sierra Pacific’s forests into a sophisticated custom modular design that honored both the company’s heritage and evolution. Elements from their cherished original booth were thoughtfully woven into the new structure, blending nostalgia with fresh innovation.
Functionality drove the design strategy. Sierra Pacific’s detailed wish list led to the development of a “smart booth” featuring conversation-friendly workstations and streamlined setup processes. “We needed good conversation space where we can nurture relationships,” Lucas notes, emphasizing their relationship-focused approach over hard product sales.
The booth’s success isn’t measured solely in lead generation. “A relationship is started in the booth. Product isn’t sold here,” Lucas explains. Instead, success comes from strengthening existing customer connections and initiating new partnerships—a long-term investment strategy that aligns with their decade-plus relationship with Skyline.
The result perfectly captures Sierra Pacific’s identity: a high-end brand that grows its own materials, values lasting relationships, and understands that meaningful conversations drive business growth. For Lucas, choosing Skyline again was easy: “There was no vendor better suited for us.”
This partnership proves that successful trade show exhibits grow from understanding both client vision and practical needs.
Testimonial
“Our brand has grown up. Our company has grown a lot. We needed to start from ground level and build something very different.”
–April Lucas, Director of Marketing, Sierra Pacific Windows
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