Meet Carl “Gus” Porter III of WGN Flag and Decorating Co. in South Side

Today we’d like to introduce you to Carl “Gus” Porter III.

Carl “Gus”, can you briefly walk us through your story – how you started and how you got to where you are today.
Our company was founded in 1916 by William George Newbould, my great grandfather. For four generation of our family and over 100 years, we have been here serving the City on the South Side. We’ve witnessed and been a part of virtually every major event in Chicago’s history for the past century including decorating for Queen Elizabeth’s arrival at Grant Park, decorating Marshall Fields for V-Day, Desert Storm, 9-11, creating championship banners in the United Center for the Bulls and Blackhawks throughout their dynasties, preparing Chicago for the 2016 Olympic bid, and decorating Catholic churches throughout the city for the death and election of cardinals and popes. We also maintain flagpoles in every corner of the City and suburbs.

Mr. Newbould started the company by purchasing a hand-held flag from a street vendor and selling it only minutes later for twice what he paid for it. This sparked the idea to start a flag company, and we’ve gone strong ever since. For years, we ran the concession stands at Notre Dame, selling souvenirs for the Irish and any other team they played; their bookstore took over concessions in the mid 80’s, but it was a core part of our company for decades. He lived above the shop here in an apartment, and his doorbell was always available for your midnight flag emergencies (you have no idea how many of these emergencies there actually are)!

Each generation has brought their own expertise to the company and has helped it grow, maintain, and flourish. We’ve never lost our values and have served with pride since day one. I grew up here, selling flags from age 4 on. Working for the company was an integral part of my childhood, and I learned every aspect of the industry from very early on. I’ve stayed at the forefront of the industry as a whole and have always been focused on growing the entire flag industry. We’ve been part of the National Independent Flag Dealers Association for many years, and I’ve been a long serving Board Member, past President, Vice President, and currently serve as treasurer. When it comes to this company, pride is merely an understatement.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Being in business for over a century is sure to have its ups and downs. We’ve had equipment issues of all kinds, issues with manufacturers, process changes throughout the industry, huge sales years and terrible sales years, misprints and sewing errors, service vehicles going down and the most inopportune times, cash flow issues, even a large fire in the 60’s. We’ve fought through every obstacle and come out stronger on the other side. Being able to overcome so many issues has been a true showing of the fortitude of WGN Flag. We’re always happy when Lady Luck stops in for a visit…we only wish she could stay around forever!

So, as you know, we’re impressed with WGN Flag & Decorating Co. – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
We’re a very unique company in a very unique industry. WGN Flag is the oldest family-owned flag company in the industry. Some major manufacturers have been around longer than us, but nobody has the family history in the industry. Flagpole repair is a highly specialized field, and our experience has shown us virtually every type of flagpole situation. We also specialize in appliqued flags (hand-sewn), and we have the highest quality applique in the entire industry. The Bulls and Blackhawks banners that hang in the United Center, for example, are 100% fully sewn here by our team. The size and detail of these banners is unmatched, and there is a good reason that these are seen as the most beautiful championship banners in both leagues. As a fan of Chicago sports, our greatest pride comes from seeing these banners raised after a championship. People from all over the world are watching the ceremony, fixated on these banners that will be a permanent reminder of the sacrifice and fortitude of the teams. In addition, we see months and months of hard work come to a conclusion in a ceremony that never fails to bring tears to my eyes; at least they’re tears of joy!

So, what’s next? Any big plans?
We’re still a “business as usual” company. Our pricing has changed very little over the years, and our quality and service has never dwindled. We’ve also remained in the same building in the same neighborhood this whole time. Out front is our Honorary Street Sign for WGN Flag & Decorating Co. Ave., and it’s truly something that we cherish and are proud of. There is no intent to move or close, and we continue to invest in technology that will make us bigger, stronger, and help us keep up with industry demands. I’d personally love to see a major world event take place here in the City like the Olympics. If we had gotten the 2016 Olympics, it would have been on our 100th Anniversary. Our fingers were definitely crossed, but to no avail. An event like this would definitely be something that we’d want to be a big part of.

Contact Info:

• Address: 7984 S South Chicago Ave.
  Chicago, IL 60617
• Website: www.wgnflag.com
• Phone: 773-768-8076
• Email: gus@wgnflag.com
• Facebook: https://www.facebook.com/WGN-Flag-Decorating-154980374537116/
• Yelp: https://www.yelp.com/biz/w-g-n-flag-and-decorating-chicago-2

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