CEO James E. Wetterling’s Edlen story is one of bold career shifts, grassroots learning, and the company’s steady nationwide growth. We sat down recently with Jim to map out his journey—and how one regional electrical contracting business became a trusted name in trade show and event services across the United States.

1980s: From Intellectual Property Law to Live Events

Before the tradeshow world came calling, Jim was practicing intellectual property law in downtown Miami. A pivotal moment came when he married his wife and decided to make a change and join the family business—run by his father-in-law, Lenny Swimmer.

Facing mounting stress from his legal career, he decided to take a leap. “My life was consumed by the practice of law, and my father-in-law Lenny trusted me to help him take the business to the next level. I figured I could always go back to law but was excited to learn more about Edlen,” he said. Jim dove headfirst into the events world and learning the electrical business and has never looked back.

Learning From the Ground Up

To truly understand the business, Jim earned a union permit and spent two years on the trade show floor installing power, learning from experienced electricians, and observing the fast-paced energy of the events industry.

“It’s an unknown industry unless you’re in it,” he said. “But once you are, you realize how big—and fun—it really is.” During this time period, Jim found himself enjoying the learning process and meeting type-A, engaged people in an interesting and fast-paced industry.

In addition to learning from Edlen’s electricians, Jim was also reviewing contracts, working on proposals, and getting involved in the administrative part of the work. He recollects that back then, it was more of a handshake type of business agreement. “Watching how Lenny interacted with others was something you can’t learn in a book or a classroom; Lenny had tremendous relationships,” Jim shares.

During those early days, he points to strong client relationships with the Miami Beach Convention Center, Miami Beach hotels, the Coconut Grove Convention Center, and the Doral Resort. “We got a show in Key West that was a little show in a ballroom,” Jim reflects with a smile. “I had a beat up, old Cadillac—it was the longest car ever made, and I threw the show supplies in the large trunk. I moved in the show on Thursday, sat by the pool over the course of the event, moved out the show’s electrical when it was over, threw the equipment into the trunk of my car, and drove back to Miami. If it was a small show or a thousand booths, we did it!”

Becoming a Master of Power (Literally)

He didn’t just learn on the job—he earned his certification in four states, earning Master Electrician licenses in Florida, Nevada, California, and Alabama. These intensive exams required deep electrical knowledge and commitment, allowing Edlen to legally provide electrical contracting services across several major event markets.

1990s: Exclusive Contracts & Breakthrough Events

A major turning point came in 1991 when Edlen secured its first exclusive electrical contract with the Broward County Convention Center. That opened doors—and networks—that would define Edlen’s future. Jim remarks, “Each show we were doing was bigger than the last.”

In 1996, Edlen delivered electrical services for two of the biggest events in the world: the Summer Olympics in Atlanta and the Republican National Convention in San Diego. At the time in Atlanta, Edlen had no local office. “No problem—the team powered everything from floating rafts at the Olympics to 600 trailers at the RNC.”

Taking on the West Coast

With growing demand and a young family, Jim relocated to Las Vegas in 1995 to spearhead Edlen’s West Coast expansion. At the time, Freeman needed a new electrical partner and turned to Edlen. This collaboration sparked rapid growth, helped by experienced talent joining the company.

Once such individual was Jim Ness (Edlen’s now president) who sold a small events decorating company in Las Vegas to Freeman. Of this now decades-long professional relationship, our CEO says, “Jim Ness was one of the first people I worked with at Freeman; he has always been an honest, straightforward guy since the day I met him. He does what he says he is going to do, and it’s been a pleasure to work together during these years.”

Edlen has been fortunate over its 50-year history to work with incredibly talented team members across the country who have contributed in growing the organization. Rick Bredenberg, Randy Casella, Kay Peterson and Mary Ellen Chapdelaine have retired but their legacy lives on in the many team members they mentored and the client relationships they built.

1999–2004: Rapid Expansion & Industry Recognition

The late ’90s were a whirlwind of growth. Edlen opened offices in San Antonio, Seattle, and St. Louis, and secured contracts with Mandalay Bay and MGM Grand in Las Vegas. By 2004, Edlen was a recognizable name at industry events.

The conclusion of the long-time partnership with Freeman marked a new era. Jim says, “It spurred us on to grow and get more work. We built so many partnerships and saw our business really take off.”

Building a Legacy: A Family Business at Scale

Today, Edlen has grown far beyond its family roots—but family still plays a central role. “Now, I have my son, my daughter-in-law, and my son-in-law involved in the company,” Jim shares. “They are engaged in the business. They love it and the company. With their involvement, it’s fun to see things continue to the next generation, which has fueled forward momentum.”

During the pandemic, when many businesses scaled back, Edlen expanded—adding new venue partners from coast to coast.

What’s Next for Edlen

With 50 years of expertise built on a foundation of trusted relationships with our partners and an incredible team of employees around the country, Edlen is looking forward to celebrating many more milestones.

Jim reflected “As we look back on five decades of success, I want to take a moment to express my deepest gratitude to each of our employees. We say there is no business like show business, and we are celebrating 50 years of powerful service because of our incredible team. Edlen has always built upon the foundation of providing our partners with exceptional customer service, an unwavering commitment to safety and state-of-the-art specialized equipment as we have grown throughout the years. We are incredibly proud to celebrate 50 years with our clients and team members. Edlen is a family, and we are honored to celebrate this milestone together.”

More Articles