Section 4.0: Charitable & Philanthropic Initiatives

4.1 Pella Rolscreen Foundation

Established in 1952, the Pella Rolscreen Foundation is the philanthropic arm of Pella Corporation — itself named after Rolscreen, Pella's original company name. Created by founders Pete and Lucille Kuyper, the Foundation's mission is to 'contribute to the civic, cultural, educational, social and physical environment in which Pella Corporation team members reside.' In 2025 — Pella's centennial year — the Foundation contributed a record $2.2 million in grants, matching gifts, and scholarships.

4.2 Centennial Community Investments (2025)

Pella's 100th anniversary was marked not just by celebration, but by community reinvestment. The company provided free transportation during Pella's Tulip Time Festival, operated Pella Plaza at the Iowa State Fair, supported military families and veterans through the Pella Veterans Network (PVN) Business Resource Group, and sponsored arts and downtown business revitalization in Pella and surrounding communities.

4.3 Workforce & Culture Initiatives

Pella has been consistently recognized as a top employer: Forbes Best Large Employer (2021), Glassdoor Best Places to Work (2020), Forbes Best Employer for Women (2024), and Core77 Design Award winner. The company opened a Pella Corporation Wellness Center in January 2026 — a comprehensive on-site healthcare facility powered by Premise Health, available to all Pella team members. The company is also pioneering early manufacturing career engagement, targeting workforce recruitment as early as elementary school.

Section 5.0: Trade Show & Event Intelligence

5.1 Confirmed & Active Trade Show Calendar (2024–2026)

Pella is one of STAR's most active trade show clients. Based on the closed deal history, the following shows represent Pella's confirmed and recurring event footprint:

5.2 IBS — Flagship Show Opportunity

The International Builders' Show (NAHB IBS) is Pella's single largest trade show investment and STAR's highest-revenue Pella event. Pella has exhibited prominently at IBS every year, debuting Steady Set at IBS 2024 (where it won Best Window & Door Product), returning with the Lowe's booth partnership in 2025, and continuing the Lowe's at IBS 2026 relationship (currently in pipeline).

The IBS engagement includes both Pella's main booth AND a separate Pella-branded presence within Lowe's booth — a dual-footprint that gives STAR two distinct project scopes per show. The

SpeedVegas VIP Event at IBS 2024 ($65.9K) demonstrates Pella's willingness to invest in experiential activations beyond the booth itself.

5.3 JLC Live — Growing Commitment

JLC Live (Journal of Light Construction) is Pella's second largest trade show investment and a natural home for Steady Set — a product built precisely for the residential light construction professional. STAR has executed JLC Live for Pella in both 2024 ($212.6K) and 2025 ($114.9K), and JLC Live 2026 ($137.7K) is already actively underway (Job #56597).

5.4 Emerging Show Opportunities

Section 6.0: Key Contacts & Organizational Insights

6.1 Priority Contacts — Confirmed (in HubSpot)

6.2 Priority Contacts — Research Needed

6.3 Organizational Intelligence

Pella is a privately held, family-founded Iowa company with a culture that prizes craftsmanship, community, and long-term relationships over transactional vendor dynamics. This cultural profile has important implications for how STAR should approach the relationship:

• Long-tenured relationships matter at Pella. STAR's 5+ year track record delivering 224 jobs is a genuine competitive moat.
• Iowa roots and community values: Pella employees are proud of their company's heritage. STAR should lean into its own Midwest identity and values alignment.
• Decisions at Pella tend to be collaborative and process-oriented — not impulsive. Relationship maintenance between active projects is essential.
• Pella's centennial was a major cultural moment. The '100 years of innovation' narrative is likely to continue influencing marketing investments in 2026.
• The December 2024 appointment of Emily Videtto as President & COO signals potential strategic evolution. Her priorities are worth tracking.

6.4 Agency & Vendor Intelligence

Based on deal history and public sources, Pella works with multiple agency and vendor partners across its marketing and retail programs. STAR should understand the competitive context:

Section 7.0: Experiential Strategies by Business Stream

7.1 Experience Centers & Showrooms — Core Business

STAR's most significant and consistent work for Pella is the build-out of Experience Centers and Showrooms across the country. Since 2020, STAR has delivered 114 EC/SR projects totaling $14.6M in revenue — an average of $128K per project. These projects follow a repeatable, well-refined process that represents STAR's deepest operational competency with this account.

7.2 Trade Show Program — Growth Opportunity

Pella's trade show footprint has grown meaningfully since 2020, evolving from a handful of shows to a multi-event annual program spanning IBS, JLC Live, Build Show Live, ProDealer, ABC Supply, Top 500 Live, and Home Shows. STAR is well-positioned as the incumbent fabricator, but should be proactive in expanding its share of the trade show wallet.

7.3 Fixture Inventory & Graphics — Recurring Revenue Engine

STAR manages Pella's EC/SR fixture inventory and delivers ongoing graphic updates through a phased program that has run continuously since 2020. As of early 2026, the program is in Phase 22-23. This is a highly strategic recurring revenue stream that competitors cannot easily displace — it requires deep institutional knowledge of Pella's display standards.

• Phase 22 (Misc Graphics) — Active, estimated $8K revenue
• Phase 23 (Misc Graphics) — Active, estimated $4K revenue
• Phase 18 (EC/SR Ongoing Maintenance) — Active, estimated $1.5K
• Vista Series Cartridge Prototype — Active development

7.4 Mobile & Experiential Programs

STAR delivered the Mobile Sprinter Van Buildout for Pella Corporation in 2024 ($194.6K revenue) — one of the most distinctive and high-margin projects in the Pella portfolio. This program demonstrated STAR's ability to deliver beyond traditional trade show and retail display, entering the mobile brand experience category. The Pella Corporation Board Meeting display ($8.7K) also showed STAR's ability to serve internal executive audiences.

These one-of-a-kind projects position STAR as a creative experiential partner, not just a display fabricator. Future opportunities include mobile showroom units for market territories, event installations for dealer summits, and 'pop-up' window and door experience environments at major home shows.

Section 8.0: Next Steps & Action Plan

8.1 Immediate Actions (0–30 Days)

8.2 Near-Term Actions (30–90 Days)

8.3 Long-Term Vision (6–18 Months)

The long-term vision for STAR's Pella relationship is to achieve Preferred Enterprise Partner status — a formal or informal designation as Pella's go-to experiential, display, and trade show partner for all brands (Pella, Weather Shield, and future acquisitions). Specific long-term goals:

• Grow annual revenue from $2.5–3M to $4M+ by 2027
• Secure a formal Master Services Agreement (MSA) or preferred vendor designation
• Own 100% of Pella's trade show fabrication across all shows
• Win the Weather Shield display launch program
• Expand into regional dealer events and internal meeting environments
• Develop a Pella-branded digital fixture portal for streamlined ordering

Section 9.0: Value Propositions & Sample Messaging

9.1 STAR's Core Value Proposition for Pella

STAR's value to Pella Corporation is not just fabrication — it is institutional knowledge, proven scale, and a five-year partnership built on trust and consistent execution. At the 224-job, $18.2M mark, STAR is not a vendor to Pella. STAR is infrastructure.

9.2 Stakeholder-Specific Messaging

9.3 Sample Email — Strategic Account Review Request

9.4 LinkedIn Message — Keith Mann (CMO)

9.5 Messaging Calibration Notes

• Lead with the relationship and the track record — 224 jobs and $18.2M says more than any sales pitch.
• Reference specific Pella initiatives: Weather Shield acquisition, Vista Series, Steady Set continued rollout, 2026 Trends Report.
• Acknowledge Pella's centennial — it was a major cultural event. Saying 'we're proud to have been part of your 100th year' matters.
• Avoid 'vendor' language — STAR is a partner. Use 'partner,' 'team,' 'together,' and 'joint planning' language.
• For trade show outreach, reference specific shows by name (IBS, JLC Live) — this signals STAR is knowledgeable and invested.
• Keep initial outreach concise and meeting-focused — don't pitch capabilities, pitch a planning conversation.