Las Vegas—Surfaces 2003 may be just over two weeks away, but it is not too late to register to attend the industry’s largest all encompassing market, and that includes signing up for the educational conference which features 100% new content compared to last year. And, even though 39,000 people are expected to take part in this year’s event, since the show takes place in the city that caters to conventions, there are still plenty of affordable hotel rooms and flights available.

While Surfaces seems to grow in both scope and magnitude each year, the 2003 edition is clearly shaping up to be the biggest in its 14-year history. “This is going to be our largest show ever,” said Michelle Troop, show director for Hanley-Wood, Surfaces’ owner. “We are well ahead of last year in both exhibitors and registration. “The industry as a whole seems very energized as we get closer as the response from all levels has been great,” she added. More than 950 exhibitors are expected to take part and help fill up both levels of the Sands Expo & Con vention Center. “We will probably fill every inch of the building,” Troop noted. “We’re pretty close to maxed out in terms of usable space.”

Of the nearly 1,000 companies on hand, officials said about one-fifth are new to the show, with 25% of them being foreign. Most of the new exhibitors are either hard surface or accessory companies, especially those involved on the installation side of the industry. Many of the new foreign exhibitors are coming from such places as South America, China and Turkey, not to mention an increase in the size of the Spanish tile pavilion. Normally, about 7% of all exhibitors come from outside the U.S., but this year Troop said, “we are definitely up. There is a big interest from wood and ceramic mills. “Also, there is going to be a lot of interesting new products being shown” she added.

“Many of the foreign companies, as well as those from the U.S., are coming to the market with creative, stylish products and services. They are understanding that floor covering is a fashion business and, therefore, have to keep up with the times.” The showroom floor opens on the morning of Jan. 29, but Surfaces officially begins the day before when the educational conference kicks off with a day of three-hour workshops. Then, during each day of the market, 90-minute training seminars will be conducted. All told, 40 sessions are being offered over five distinct tracks—business, marketing, design, installation and sales.

Experts from within and outside the flooring industry have been brought in to provide attendees with new strategies and proven solutions on how to increase their organization’s sales, efficiency and productivity. The pre-show workshops allow for more focused, in-depth discussion on each topic in order to give participants business essentials and serious solutions to the challenges faced at the retail level. “The comprehensive conference program offers vital information and practical training to help you increase sales and improve productivity in every aspect of your organization,” Troop said.

“While seminars are geared to all flooring professionals—retailers, distributors, designers, architects, installers and manufacturers, the five targeted tracks let you zero in on the topics which will benefit your business most.” Among the highlights of the educational conference will be five sessions run by four of Floor Covering News’ esteemed columnists—Lew Migliore (Claims File), Warren Tyler (Salesmanship), Kelly Kramer (Retail Education) and Scott Perron (Retailer2Retailer). Migliore, who will have his new book, “From Problems to Profits with Floor Covering,” available, is helping to kick off the event with his three-hour workshop, “Eliminate Those Profit Draining Problems,” on Tuesday, Jan. 28 starting at 9 a.m.

During this session, he will discuss numerous ways to help increase profit while raising the service of your company without increasing sales volume. Tyler will lead two 90-minute seminars, Thursday, Jan. 30 at 8 a.m., “Managing Your Showroom For Sales & Profit,” and Friday, Jan. 31 at 8 a.m., “In-Store Sales Training: Unlimited Returns.” During the first session, the industry’s most sought-after speaker and motivator will teach the necessary skills to close more sales and earn more business from your customers.

His second course will show why an in-store sales training program is better for your business’ bottom line. Tyler will also show how to set up an effective, yet simple system to turn average salespeople into super-elite salespeople as well as help retain new hires. The always dynamic Kramer will show attendees ways to turn “tire kickers” into “purchasers,” in his seminar, “From Shoppers To Buyers.” Whether you are a seasoned veteran or just starting your career in flooring, this course will give you the needed skills to increase sales and gain customer loyalty.

Finally, Perron, who runs a successful full-service family store and a cash-and-carry operation in Connecticut, takes to the stage Friday, Jan. 31 at 8 a.m. with “Don’t Just Manage Your Business—Grow It.” Drawing from his vast retail background he will utilize true-to-life events in a store’s day-to-day operations to offer solutions on how to grow your business, rather than simply manage it. As is the case wherever FCNews columnists speak, Troop said space is filling up fast.

“We’re actually a little ahead of last year, overall. It just goes to show the interest in receiving quality education because we actually got the brochure out late. But, with consumer demand and competition growing, the need to be a better business person has never been greater. That translates into a need for education, which is something we see not just in flooring, but within all the industries where Hanley-Wood produces a trade show.”

Along with the four FCNews columnists, other educational conference highlights include three sessions hosted by Tile of Spain, the association that promotes Spanish ceramic tile companies outside of Spain. To help educate dealers on one of the industry’s hottest segments, one three-hour seminar and two 90-minute classes are scheduled. “These sessions are specifically tailored for floor covering dealers,” said a Tile of Spain spokesperson, “and will cover everything from technical aspects to specifications and marketing strategies at the retail level.”

Many of the courses offered will count as Continuing Education Units (CEUs) for many design organizations as well as WFCA’s certification program. In addition to the educational conference, the National Association of Floor Covering Distributors (NAFCD) is sponsoring a distributor sales program on Thursday, Jan. 30 from 7:30 a.m. to 9 a.m. Speaker Dave Kahle will show members the concepts and skills necessary to be successful salespeople.

Many of the exhibiting manufacturers are also planning their own training sessions and product demonstrations with a great deal of them taking place in their booths. The National Installation Finals will also once again take place during Surfaces. Though carpet and vinyl are still the two categories installers can compete in, there will be, for the first time, a laminate showcase to highlight the best mechanics in this segment.

Make sure to stop by as attendees will be eligible for special prizes. And, even though many of the mills have social activities planned for the each morning and night of the show, Hanley-Wood is throwing a “Red Carpet” reception on Wednesday from 5:30 p.m. to 7 p.m. Beverages, hors d’oeuvres and live music are on tap for this all-industry event. “In just four days,” Troop explained, “you can discover everything you need to improve your sales and profits and make the right buying decisions. During this time you will learn about the newest consumer trends; discover exciting new styles, designs and innovations in products and services, and find new resources. It’s your chance to see, buy, learn and be inspired.

 “Put simply, “she concluded, “Surfaces provides the most cost-effective, efficient, one-stop opportunity for retailers, architects, designers, builders, distributors and installers to find everything they need for the year to satisfy customers’ demands and add to their bottom line.” For additional information on attending Surfaces 2003, call Hanley-Wood at 800/547-3477, or visit its Web site, www. SurfacesExpo.com. —Matthew Spieler