Larry Zuker

President & CEO

Ask Larry Zuker about the past thirty-seven years, and he’ll tell you he has been on one incredible adventure! The Lakeshore team will tell you Larry’s genuine warmth and perpetual optimism are the heart of the company. A ‘glass half full’ kind of guy, Larry is more interested in brainstorming solutions than worrying about problems, and he’ll happily go every extra mile necessary to smooth any bumps in the road. Many of our clients will tell you his unique combination of skill, enthusiasm, and personal attention is a major reason they continue to partner with Lakeshore year after year. Larry’s passion for the tradeshow industry started before graduating college. Larry signed onto McCormick Displays part-time one summer for a single project while attending his alma mater, Western Illinois University. He soon fell in love with the business and continued on to earn his Bachelor’s degree in Business Administration. After graduating, Larry was asked to join McCormick full time where he readily jumped in, honing his skills and aspiring to achieve what it takes to make a show successful – all while treating clients like they’re the one and only. He carried that motto with him all throughout his career which proved to be the key to developing and maintaining uncountable mutually rewarding relationships that continue to flourish year after year! His real education—and his magnetic people skills—were gained and applied while working alongside every client he’s ever worked with. Larry is the guy—the one you want on your project as part of your team, and the guy you want to celebrate with when the job is done!

On a personal note, Larry is devoted to his family and can be heard bragging all the time about his mom, sisters, and three amazing nephews—Ryan, Tyler & Kyle. He loves to travel whenever possible – Palm Springs, Marco Island, and Saugatuck Michigan in the summers where he also owns a home. Larry loves finding the best local food and can recommend all the top places to eat in every major tradeshow city! He’s always ready to treat his team and his clients to a great meal. Larry loves the water – being on the water, around the water or in the water! For several years, vacations were with the family down to the Lake of the Ozarks where they called a community of cottages home and a boat named…what else? Lakeshore1! After all the years, Larry still loves what he does and according to him, he “wouldn’t trade it for anything.”

Debra Satala

General Manager

Debbie is Lakeshore’s General Manager. In her 30 years in the tradeshow industry, she has been involved in all sides of the business. From starting out with a general contractor, to selling to the industry, to being an exhibitor and finally landing at Lakeshore, there isn’t much that she hasn’t seen – and there definitely isn’t anything that she can’t handle! It’s the thinking on the fly while going 100 mph that keeps her hooked. In her down time (what’s that?), you’ll find her with her husband watching their two children participate in sports, or in their Wrangler with the doors off and top down – on to the next adventure!

Eric Montanez

Operations Manager

With an educational and career background in Mechanical Engineering as well as over 11 years of experience in the tradeshow industry, Eric joined the team in 2021 as Lakeshore’s Operations Manager. Eric describes himself as a bit of a dare-devil – with an “ANYTHING is possible” mentality when it comes to engineering and building tradeshow exhibits. He thrives off challenges, welcoming the most complex projects and developing newer team members into experts at their craft. Eric wants Lakeshore’s next exhibit to be bigger and better than the last – and loves seeing his projects looking effortless and amazing on the show floor. Outside of work, Eric is a dedicated father to his 5-year-old son and 12-year-old daughter and occasionally has a bit of spare time to jam on his guitar. Fun fact? Eric used to design and build custom exotic aquariums, some so large he could fit inside. Bottom line: there’s nothing he won’t try!

John Romero

Fabrication Shop Manager

John, Lakeshore’s Shop Foreman, is a passionate and talented carpenter with 37 years of experience building exhibits. He has a deep understanding of tradeshows and believes in their power to impact people and brands. John places a high value on quality workmanship: nothing leaves the shop without being perfect! Outside of work, John enjoys fishing, camping, and reviewing restaurants, as well as spending time with his wife of 30 years and two sons that currently serve in the Army and Navy, respectively.