Edlen’s 50th anniversary marks not just the milestone of a company, but the story of a family bound together by vision, sacrifice, and a shared love for what they do. Dawn Swimmer Wetterling, the daughter of the company’s founder, Lenny, and the wife of the current CEO, James Wetterling, offers a rare, personal perspective on the business that has been the heart of her family for three generations. Her reflections with Mary Ellen Chapdelaine, Edlen’s Senior Vice President of Sales and Business Development, paint a vivid picture of how passion, perseverance, and family intertwined to build a thriving business.

A Leap of Faith
Dawn’s memories begin with her father, Lenny, a man who wasn’t afraid to take risks. “I remember it was a huge leap of faith for my dad to leave being an electrician at an existing company and go out on his own,” she recalls. With a wife and two children to support, Lenny embarked on a journey that would define his life. He and his business partner, Eddie, started Edlen from humble beginnings—a tiny office with a garage for equipment storage.

Dawn’s father took pride in the old ways of business—handshakes and trust. “Back then, many times the show’s contract was a handshake. My father takes a lot of pride in the way business was conducted back then,” she explains. It was a simpler time, but one that held an unshakable belief in integrity and hard work.

As a child, Dawn saw her father’s determination firsthand. She recalls the long hours he spent away from home, working at trade shows. “I remember not seeing my dad for weeks on end when they had a show because it was just them,” she says. Edlen became successful, and that success was built on the sacrifices and tireless work of Lenny and his partner.

The Family Connection
Edlen wasn’t just a business—it was part of Dawn’s upbringing. She vividly remembers her father taking the family to various shows, a rare opportunity to witness the magic of Edlen firsthand. “We were wowed walking around,” she says with a smile. But she also remembers the tough times. “I recall my dad saying, ‘We are going to have to tighten up the belt, as every penny will be going into the business.’ How difficult it must have been for him,” she reflects.

Yet, it was Lenny’s passion and the family’s deep understanding of his dreams that enabled them to support his vision. “People always gravitated towards my dad,” Dawn says, and that made it easier for the family to believe in his dream for Edlen’s future.

A New Chapter: James Joins Edlen
The story of Edlen’s growth took another turn when James, Dawn’s husband, decided to leave his career as an attorney to join the company. “James was an attorney when we got married. He felt very stuck sitting behind a desk all day,” Dawn explains. Lenny, ever the visionary, offered James a way to get involved in the company.

James’s move from law to business was more than just a career shift—it was a turning point for Edlen, which expanded under his leadership. “I’m proud of the work James did to help guide Edlen to the successful business it is today,” Dawn shares.

A Full Circle Moment
What’s most special about the company’s 50-year history, however, is the seamless passing of the torch through the generations. Just as James took the reins from Lenny, their son Zach followed a similar path. Initially pursuing a career in law, Zach ultimately joined the company, taking on the same road as his father before him. “Their success—and who they are as people—make me so proud,” Dawn says, looking on with admiration at the legacy unfolding before her eyes.

A family tradition has developed around a Sunday brunch where Edlen is always the topic of conversation. Dawn describes the scene fondly: “My dad, my husband, and my son all sit at one end of the table. Edlen is the main topic of conversation, and I can see the light in my father’s eyes as the discussion turns to specific shows or new contracts. It’s quite amazing to sit there and watch all three of them together. My dad loves it and his face glows, even to this day. It’s very endearing to see it in all three generations.”

The Edlen Spirit: Legacy and Passion
As the company celebrates its 50th anniversary, Lenny continues to be deeply involved in Edlen’s success. “He’s going to be 88 years old this year, and when he can go to a show, visit people, and ride around on his golf cart, he is on cloud nine,” Dawn smiles. Lenny’s joy is contagious, and he takes great pride in the work that still brings him so much happiness.

At the annual sales meeting, Lenny shared stories with the team. “He always says one of his proudest moments with Edlen is when he is with all the team members,” Mary Ellen recalls. The joy Lenny feels when surrounded by those who share his passion is evident, and it’s a testament to the values of Edlen—a company that isn’t just about business, but about people, relationships, and a commitment to doing what you love.

A Journey of Dedication
Dawn’s perspective as the daughter, wife, and mother within the company gives her a unique view of its evolution. She has seen the sacrifices and challenges that come with building a business from the ground up. “When we first moved to Vegas, I knew no one and had three kids under five years old. When James went to big shows like the Democratic National Convention, I was alone in a new city. He worked tirelessly in the beginning, and I would go for weeks at a time without seeing him,” she reflects, drawing a parallel between her father’s and husband’s sacrifices.

The dedication of both Lenny and James has been the foundation upon which Edlen stands today. For Dawn, this anniversary is not just a celebration of a company’s success, but a celebration of the family’s unyielding commitment to their vision, their values, and each other. As Dawn says, “It’s like Groundhog’s Day, watching the whole thing happen again in the same way, watching history repeat itself.”