The promotional products industry has lost a true luminary.

William F. (Bill) Vernon, the longtime chairman and CEO of Newton, IA-based Top 40 distributor The Vernon Company (asi/351700), passed away peacefully on Thursday, Dec. 3. He was 89.

Bill Vernon, longtime CEO and chairman of The Vernon Company, passed away Dec. 3.

An industry pioneer, civic leader, U.S. Army veteran, proud Iowan, and devoted father and family man – Vernon had a rich and well-lived life.

“I’ve had a perfect balance between civic and business activities over the years,” said Vernon several years ago. “Being involved has helped shape my pride and enthusiasm for (The Vernon Company), my hometown and the state of Iowa. I hope that the involvement I have had, professionally and personally … has left a lasting impression and that my family and our company will continue to build on that legacy.”

Vernon certainly made his mark, promo leaders said.

“Bill was beloved by his family and was a true gentleman who cared about his family and his employees,” said Norman Cohn, chairman of the Advertising Specialty Institute (ASI), Counselor’s parent company and the promo industry’s largest membership organization.

Both native Iowans that headed multigenerational family businesses in promo, Cohn and Vernon were friends. “Bill was a leader not only in our industry but in his community,” Cohn continued. “Everyone who met him aspired to be like him. He had a reputation each of us would wish for. His memory will never be forgotten. Our family and ASI will miss Bill and send our sincere sympathy to the Vernon Family.”

After completing college and a tour of duty with the Army, Vernon joined the family company in 1956. Founded in 1902, The Vernon Company did about $5 million the year Bill Vernon signed on. Under decades of his leadership, that annual revenue tally stood at $80.6 million in 2019, with The Vernon Company ranked as the 27th largest distributor in the North American promo products industry.

“My father has been the most instrumental person in the company’s success over the past six decades,” said Bill’s son Chris Vernon, current Vernon Company CEO, back in 2016 when commemorating his father’s 60th year with the family-run firm. “His contribution to this company, to the industry and to our family is remarkable and is an important legacy in the company’s history.”

Chris Vernon, CEO of The Vernon Company and Bill’s son, is on Counselor’s Power 50, a definitive ranking of the most influential people in promo.

In 1969, Bill Vernon became president of The Vernon Company. He later transitioned to the role of chairman and CEO after his father, Bill Vernon Sr., passed away in 1974.

As he guided the firm to new heights of success, Bill Vernon’s influence extended far beyond the company’s walls. He was, for instance, named president of Promotional Products Association International (PPAI) in 1971 and inducted into the organization’s Hall of Fame in 1986. Counselor recognized Vernon as its Person of the Year in 1987. The industry accolades didn’t stop there, though. The Vernon Company won Counselor’s Family Business of the Year Award in 2002. And, in 2013, Vernon earned Counselor’s Lifetime Achievement Award.

“Bill Vernon was a pioneer and an icon in the industry he loved,” said Tim Andrews, ASI president and chief executive officer. “He helped thousands of people have a better life.”

Vernon also brought his considerable talents and capabilities to bear for numerous professional, civic and government organizations. A true Hawkeye Stater at heart, much of Vernon’s activity was community-focused in Iowa.  

A civilian aide to the secretary of the Army for Iowa for a time, Vernon was also the founding chair of the Iowa Games, a series of Olympics-style events for Iowans. He chaired the Iowa Association of Business and Industry, as well as The Des Moines Civic Center. Vernon was the co-founder, and past chair, of Newton-based Progress Industries, a nonprofit that provides special needs individuals with vocational and life skills opportunities.

Vernon was also past chair of the Iowa Young Presidents’ Organization (YPO) and served as an international director of YPO. Meanwhile, he was awarded the Department of U.S. Army’s “Outstanding Civilian Service Medal” and the Chairman Emeritus Founders Award from Iowa’s Gov. Terry Branstad for planning and executing the first Iowa Games.

In 2002, Vernon was especially proud to have The Vernon Company recognized under the Century Businesses of Iowa program. Nine years later, Bill Vernon was inducted into The Hall of Fame at Lake Forest Academy in Lake Forest, IL, where he served as a lifetime trustee. The following year, Gov. Branstad and Lt. Governor Kim Reynolds inducted Vernon into the Iowa Volunteer Hall of Fame.

Still, Vernon wasn’t all work and no play. Throughout his life, he was a competitive athlete, exceling particularly at golf and tennis. “He loved the game of golf and won many tournaments with his short game and keen putter skills,” according to a statement from The Vernon Company. “He also deftly won a few friendly bets with close misses with his putter. He was proud to maintain a single digit golf handicap for decades and scored several ‘holes in one’ during his lifetime.”

Vernon is survived by his wife, Marilyn, and their four children, all of whom are involved in the fourth-generation family business, a fact that Vernon considered one of his greatest legacies. In addition to CEO Chris, Bill’s daughter Stephanie Vernon-Critchfield is a vice president and national sales manager, while Rick Vernon and Cameron Vernon are vice presidents and senior account managers. Bill Vernon is also survived by six grandchildren.

“Bill and I often discussed how proud we were that the next generation – our children – were carrying on the family values and work ethics of our fathers in each of our respective businesses,” said Cohn. “The Vernon Company has set a standard for our industry for many decades and continues to be admired by all who know them. Bill was so proud of his children and their hard work and dedication to the industry and to their employees.”

A private family graveside service will occur in the next week in Newton, IA, and a celebration of life will also be held next summer in Iowa. Memorials may be made to the Progress Industry Foundation or to the Promotional Products Education Foundation.