Finding treasures (or trash) in antiques

The most prized item in Gary Sohmers' collection of pop culture memorabilia is an original map and business plan for Disneyland, presumed to be one of three drawn by Walt Disney in the early 1950s.

Sohmers stumbled on the plan by accident -- he bought it from a dealer who apparently didn't realize what it was. And Sohmers himself didn't grasp its rarity until he showed it to a Disney expert. He is uncertain how much he could sell it for, but says a limited edition run of 1,000 copies of the map sold for $1,000 apiece.

Visitors will flock to this week's Brimfield Antique Show, which begins Tuesday, in search of similar serendipitous finds.

''There are treasures there," says Sohmers, a dealer who oversees his own roomful of kitschy collectibles, called Wex Rex, in Framingham. ''There are opportunities because everyone can't know everything."

Sohmers, an appraiser on PBS's ''Antiques Roadshow," has been selling at the mammoth Brimfield show -- which spans about one mile along Route 20 in the central Massachusetts town -- for more than 20 years. The show attracts dealers and serious collectors, as well as casual shoppers who browse stalls offering everything from vintage rock band T-shirts to Colonial-era furniture.

First-time visitors should not be intimidated and should try to be polite. Most vendors are not out to rip you off, Sohmers says, and may offer you a discount if you are curious about an item and want to learn more. A vendor should want to develop a relationship with you.

''They want you to be a customer for life," says Sohmers, who has had some customers for 35 years.

If the price seems high, the dealer should be able to explain why. If a dealer can't answer your questions, you probably want to move on.

To determine whether an item is worth your money, Sohmers suggests considering its value. An antique piece of furniture may cost the same as a new piece from a store, but the older item is likely to appreciate in value.

You can bargain with a vendor, Sohmers says, but know the limits.

If you know little about the item, you probably want to aim for a 10 to 20 percent discount. If you are more educated, you can try to explain why you think the item is worth less.

''Haggling is not confrontation," Sohmers says, ''it's communication."

The Brimfield event began in 1959. There are three shows each year, and the Quaboag Valley Chamber of Commerce estimates that each attracts up to 25,000 visitors from all over the world. The chamber estimates that the shows generate at least $30 million in revenue for Massachusetts.

Sohmers' Framingham shop, which looks like a crowded basement and is open by appointment only, is packed with goofy items like a Pee-wee Herman lunch box and a record album from the show ''Fraggle Rock."

The antique business, he says, is about finding value in things that other people have thrown away. But hanging onto items from your past can be a valuable practice as well.

''It's always best to keep a few of those things that will always make you feel young," Sohmers says.

Emily Shartin can be reached at eshartin@globe.com.