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An ‘Xperience’ Like No Other

By AICC Staff

June 4, 2019


AICC members shared their companies’ experiences with a digital transition with more than 200 attendees.

AICC welcomed 215 attendees to Digital Xperience, AICC’s first comprehensive conference on digital printing, February 26–March 1 in Charlotte, N.C. The conference brought together AICC members from around the world to discuss the technology, the business case, and how to sell digital printing.

Participants gathered at the Sheraton Charlotte Airport Hotel the first evening for a networking reception. The conversations and connections of that evening continued throughout the week.

The first full day of the conference, Wednesday, February 27, began with Simon Goldsack and Linda Hadar of HP presenting “What Makes Digital Intriguing to Brands” during the opening general session. They were followed by Chris Heusch of ARCH Inc. and John Kelley of Dusobox, explaining “The Business Case for Digital Print.” The final piece of the general session was a panel discussion of current users about the “Dichotomy of Multipass and Single Pass.” Panelists included Brad Albright of ColorHub, John Ballentine of Tango Press, Howard Bertram of Complete Design & Packaging, Tony Corsillo of Atlantic Packaging Products, Jim Nelson of Green Bay Packaging, Chuck Slingerland of Abbott-Action, and Kelley.


Simon Goldsack, with Linda Hadar, both of HP, presented “What Makes Digital Intriguing to Brands” during the opening general session.

This lively discussion began with panelists giving brief overviews of their companies’ digital printing journeys. Then they answered questions from Heusch, the session’s moderator, and the audience. Panelists stressed the need to review workflow in the plant, be patient with the process, install a customer base before installing a machine, and properly train sales teams.

After taking many questions from the audience, the panel concluded, and attendees were able to choose from three concurrent breakout sessions: “The Real-Life Transition to Digital: Customer Case Studies,” presented by Slingerland; “Understanding the Costs of Digital,” presented by Liz Logue of EFI; and “Maintenance Role in Digital Printing,” presented by Frank Jaeger of Sonoco Display & Packaging.


Mike D’Angelo, AICC Vice President, welcomed attendees to AICC’s first comprehensive conference on digital printing.

Then, nearly 200 attendees departed to tour Complete Design & Packaging in Concord, N.C., and CompanyBox, Charlotte, N.C. Upon their return, they enjoyed a networking reception that allowed them to continue the conversations that began during the day.

The second day of Digital Xperience began with a general session that featured: Nick Benkovich presenting “Incorporating Digital Into Your Present Business Mix”; “Critical Things That Lead to Digital Success,” presented by Jeff Tedder of Sonoco Display & Packaging; and “The Customer Experience: Emerging Trends and Market Challenges Impacting Brands,” presented by Loretta Sebastian of Veritiv Retail Packaging.

Then, attendees had the opportunity to take part in three rounds of concurrent breakout sessions. Sessions and presenters included:

  • “How to Turn Your Digital Printer Into a Digital Printing Production Line,” presented by Randy Banks, SHARP International.
  • “Digital Workflow – Information and Materials,” presented by Kerry Drake, PXI Digital Solutions, and Les Pickering, Quadrant5.
  • “Selling Strategies: Getting Beyond the Purchasing Agents and Marketing to the Brands,” presented by Liz Logue, EFI.
  • “How to Use Your Machine as a High-Production Tool,” presented by Jeff Tedder, Sonoco Display & Packaging.
  • “Sales Value Proposition for Digital,” presented by Sean Moloney, SUN Automation Group.
  • “The Costs of Digital & Litho,” presented by Garrett Bradley, Barberán Corrugated US.
  • “Lessons Learned When Transitioning to Digital,” presented by John Ballentine, Tango Press.
  • “Finishing for Digital Packaging: Cutting & Creasing,” presented by Heather Roden, Zünd, and Jim Smith, Highcon.
  • “Reality & Future of Color Management Systems for Packaging,” presented by Juan Martorell, ColorInLab Color Consulting S.L.

Digital Xperience set a new standard for AICC conferences.

Participants came together again for the closing general session, which featured Logue, Bradley, Stu Brownell of Digital Print Inc., Jürgen Gruber of Koenig & Bauer, Steve Shannon of HP, and Wolfram Verwuester of Durst, who shared their experiences on a panel on digital press supplier equipment, which was moderated by Heusch and Martorell.

The closing networking reception that evening gave participants another opportunity to share their experiences with one another and leave with actionable ideas.

The following day, nearly 100 attendees participated in a tour of Sonoco Display & Packaging in Winston-Salem, N.C.

AICC thanks the sponsors and supporters who made Digital Xperience possible: Poteet Printing Systems, HP Inc., Durst, Barberán Corrugated US, SUN Automation, ESKO, Complete Design & Packaging, CompanyBox, and Sonoco Display & Packaging.

More information about upcoming AICC seminars and webinars can be found at Questions about seminars or webinars and the value a well-trained workforce brings to a company can be directed to Taryn Pyle, director of education and leadership development, at, or to Chelsea May, education and training manager, at or 703-836-2422.