Article Number : 5308 |
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| Date | 2/22/2010 9:09:25 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5308 |
| Abstract | By Matthew Spieler LAS VEGAS—It may not go down in the record books as the best market ever, but Surfaces 2010 will be remembered as the one that stopped the slide. While final figures for the 21st annual event were not available at press time, FCNews’ survey of exhibitors and show officials estimate attendance... |
| Article | By Matthew Spieler LAS VEGAS—It may not go down in the record books as the best market ever, but Surfaces 2010 will be remembered as the one that stopped the slide. While final figures for the 21st annual event were not available at press time, FCNews’ survey of exhibitors and show officials estimate attendance increased for the first time following three straight years of declines as the economy sank into its worst recession since World War II. Whether the rise in attendance had to do with many attendees seeing an uptick in their business in the last month or two, the return to the show floor of major manufacturers such as Armstrong and Mannington or something else, it was a welcome surprise for exhibitors. In fact, the phrase, “pleasantly surprised,” was echoed throughout, as mills were seeing more people than they had planned going into the market. What made Surfaces even more fruitful was that attendees came with their wallets open for the first time since the recession began. Again, the amount of spending was nothing to set the world on fire but, as a number of exhibitors said, compared to last year, any buying activity was an increase because 2009 saw dealers keeping close to the vest not knowing how the economy would fare following the bank bailouts, a new president and Congress debating a yet-to-be-passed stimulus package. After a one-year hiatus from the main show floor, Mannington returned with a vengeance, and it showed as its booth remained packed with dealers from the get go. Ed Duncan, senior vice president of residential marketing, was “thrilled with the reaction from customers. Our day one receipts were up 15% over last year. And, they are even placing orders for some of our high-end products such as Sobella.” Last year the company chose to exhibit in a ballroom adjacent to the main floor. And while it proved to be a success, he noted, “We couldn’t be happier being back on the main show floor—and a lot of our customers said they were glad we came back.” Why did Mannington return when the ballroom concept seemed to work? “We had so many new things to share,” Duncan explained, “it would have been a disservice not to be on the main floor. The fact is there is no greater venue than Surfaces to do this.” Following a five-year absence, Armstrong also made a triumphant return to the main floor, and as the crowds swarmed around its equally spacious booth, company officials were all smiles. “It’s been a lot of fun,” said Paul Murfin, vice president of sales and distribution. “We were expecting a good reaction to our products, but what really surprised everyone was how many people came by thanking us for being back.” While Armstrong had not been on the show floor in five years, at the last Surfaces the company actually returned to the event as an exhibitor, taking out a ballroom similar to Mannington. Murfin said this year the mill felt the opportunity was right “to show off everything and let everyone see first-hand the investments we’ve been making and what we’re all about.” The move certainly worked as Milton Goodwin, Armstrong’s vice president of laminate and ceramic, said orders on both existing and new products “exceeded our expectations, especially the first two days, which were incredibly busy.” Beaulieu was once again the largest carpet mill exhibiting at Surfaces and, at its massive booth, Ralph Boe, president, was “pleased” with how the show was progressing. “We’ve been busy. People see us as a company that is working hard to earn their business through unique products and merchandising that are specifically geared to our targeted female consumer.” Boe pointed to the company’s Bliss brand as an example of how it appeals to both dealers and consumers. Already Beaulieu’s most successful program to date, the mill turned it up a few notches with the introduction of a Stainmaster Bliss collection that was being called a “no-brainer.” Roger Farabee, senior vice president of marketing for Quick-Step, noted at last year’s Surfaces “most people were just looking. This year they are buying. They are cautiously optimistic and, like their customers, they want a lot for the money— they want us to bring innovative products that have value.” And, based on the reaction from both distributors and dealers, “they are very happy,” he said. “They feel like we listened to them and the overall activity in our booth the first day and a half shows it.” Small booths busy It wasn’t just the big manufacturers that were having a good show. Perry Coker, president of Lamett North America, said the laminate and hardwood manufacturer was having its “best show so far. This is our fourth year at Surfaces and hands down it’s been our most productive.” In addition to having set up more appointments than ever going into the show, “the number of people just walking into the booth showing interest has been incredible.” He said last year everyone seemed to be walking the show floor in a daze following the economic meltdown. “Everyone was so unsure and shell shocked that not many were willing to do much. Business is still bad, but there is a lot more optimism. Many feel the bottom has been hit and, if nothing else, things will flatten out and then start to get better.” In that light, Coker added, those who came to Surfaces feel they survived the worst and are now “trying to figure out how to maintain and grow in this new economic environment. The reality is the economy has been reset and they feel this is their chance to put themselves in a stronger position for the future.” In the far back corner of the upstairs hall, Mark Lopreiato, owner of ForeArm Forklift, was even having a good show—“certainly better than last year.” Whether it was his innovative product to help installers move heavy objects or a limited edition pink version of the product signifying the company’s donation to the National Breast Cancer Institute, “there’s been more activity and interest.” Gary Wolfe of Abbey Carpet of Dublin in California, was enthused he found Lopreiato. He not only saw the value of the product for his installers, as someone whose family has been affected by breast cancer he appreciated the charitable gift. “Even if I didn’t have a personal interest, I would applaud this because that speaks directly to our primary customer.” Even in the downstairs hall exhibitors were happy with attendee traffic and purchasing. In fact, many who have exhibited in Hall G since it opened noted that day one was perhaps the busiest they had ever seen it. Tim Magnuson, president of Kashmoo, noted, “Last year was rough; this year has been very good. We were so packed the first two days that all our people were talking to and giving demonstrations to retailers from start to end.” In fact, things have been going so well for the flooring software developer that “we’re actually hiring salespeople and even plan to add more as the year progresses as we’ve been able to grow our user base during the recession.” The reason? “We’re always innovating,” Magnuson explained. “We’re already doing things others are just getting into and we have more in the works to keep us ahead of the curve.” Attendee reaction It wasn’t just exhibitors singing praises as many of the attendees FCNews spoke with had nothing but positive comments about Surfaces. Dan Billingsly and his son, Carlton, of Floors & More in Benton, Ark., came to Vegas searching for more than new products; they wanted to invest in a software program to help make their operation more efficient and prepared for when business starts to turn up. They were so pleased with the amount of quality tools being displayed they actually flew in their office managers to get a first-hand look. “We’re certainly going to be buying a system,” Carlton said. “We just need to evaluate things before making a final decision.” He noted overall, “exhibitors are eager to do business and we’re finding some great stuff. Dal-Tile, for example, has one of the most innovative sampling systems we’ve ever seen—and we’ve been in business for 30 years.” The senior Billingsly added Surfaces is a great venue because “you can leave the office behind and clear your head. At the store, your time is limited and you don’t get to see much. Here, you get the chance to really find things to improve your business. Plus you get to meet so many quality people who are here for the right reasons—to work and not just have fun.” |