At the 11th hour of the 11th day of the 11th month of 2024, New Canaan’s VFW Post 653—officially known as Howard M. Bossa and Peter C. Langenus Post 653 of the Veterans of Foreign Wars of the United States—will lead the annual Veterans Day ceremony to honor and commemorate military veterans at the Wayside Cross on God’s Acre.
The New Canaan Police Department Color Guard, Officers Shane Gibson and Matthew Blank, present the colors during the Veterans Day ceremony held Nov. 11, 2019 at God’s Acre. Credit: Michael Dinan
Veterans Day is distinct from Memorial Day in May, which honors those who died while serving in the military. The date and time of the commemoration of Veterans Day links back to Armistice Day, the date
that marked the end of World War I. To honor those who served, New Canaan’s VFW Post 653 placed 400 flags on God’s Acre just above the Wayside Cross on Saturday, Nov. 2, with the assistance of the Young Americans for Freedom Club members Ethan Aronson and Andrew Moor along with their co-advisors Kristine Goldhawk, Hsuan-hui Wang and Tom Peter.
In addition to the VFW, various town officials and the Hannah Benedict Carter Chapter of the Daughters of the American Revolution will participate in the ceremony. First Selectman Dionna Carlson will introduce the keynote speaker, Rich Mercado. The ceremony will commence at 10:55 a.m. with Lylah Spring and Charlotte Hanover, a New Canaan High School duo known as “Echo Taps,” performing “Taps” on bugles.
L-R: Jenny Esposito, Sperry DeCew and Susan Barra during the Veterans Day ceremony at God’s Acre—Nov. 11, 2016. Credit: Michael Dinan
Mercado started his career in catalog direct marketing in 1963 filling mail orders for the Fishing Tackle Department at the Abercrombie & Fitch Company. He rose to the position of Corporate Buyer/Manager in the Outdoor Products Division for both catalog and retail marketing. Rich joined the Brookstone company in 1973 as a Product Manager introducing new products for the Brookstone Catalog. He also conceived and produced the Brookstone Retail Store concept as well as opened the first Brookstone store.
Rich continued his career in catalog direct marketing at Abbey Press. As Marketing Director his team was responsible for the Catalog Marketing, Circulation and the production of the Abbey Press Gift Catalog.
More than 600 flags were planted near the top of God’s Acre for Veterans Day, representing more than 2,200 New Canaan veterans of the U.S. Armed Forces. At right stands the New Canaan Police Department Color Guard, Officer Chris Dewey and Sgt. Aaron LaTourette. Nov. 11, 2021. Credit: Michael Dinan
For the last 14 years Rich has been Vice President in the List Management division of Direct Media, Inc. He specializes in Catalog and Direct Mail lists. His clients are some of the best known names in the industry. Rich has been vice chairman for the Catalog Council, a frequent speaker at DMA sponsored events, a teacher for the List Leaders Basic Training and the Founder and Advisor for the Catalog Group.
A U.S. Army Veteran, Rich graduated from the U.S. Army School of Engineering, served in Vietnam as a helicopter Crew Chief, and was honorably discharged. In addition, Rich has served as a Marine Patrol Officer, Park Ranger and a School Security Officer. Rich and his family have lived in New Canaan for more than 35 years.
Mike McGlinn, Commander of VFW Post 653, said, “Veterans Day is a great day to celebrate and honor all the men and women who have served in the Armed Forces, living or deceased, through out the history of this great country. We come together as a community in New Canaan to pay tribute and thank all veterans for their years of service protecting the freedom we all enjoy.”