St. Louis—With sales of wood flooring continuing to soar at un-precedented rates, manufacturing technology advancing everyday, and new and exotic species entering the marketplace, activity in and around the 18th edition of the National Wood Flooring Association’s ( NWFA) Conference and Expo centered more on education than product. Yes, there was an abundance of new floor coverings and accessories introduced from the more than 300 companies exhibiting during the four-day show, but making sure everyone who works within the wood segment is up to speed on the latest innovations and issues was a top priority among manufacturers and the NWFA.

This was evident just by how the organization set up the event with nearly 20 educational workshops on a variety of pertinent topics; a demonstration area for mills to showcase how their latest products, tools and services can help make the attendee’s business more profitable and professional; private rooms along the back of the show floor for exhibitors to hold one-on-one product demonstrations; a display area featuring tools of the trade from decades past to the present, and a special installation contest using only hand tools. Ed Korczak, NWFA’s executive director, noted the annual conference has always been a combination of showing off what’s new in wood flooring and providing an education platform. But, with the hardwood category changing at such a rapid pace, the educational offering has become more important than ever—for both the attendee and exhibitor.

He explained that for many of the nearly 3,000 people at the show—more than two-thirds were actual attendees—this is the only market they either attend or exhibit during the year so it is imperative to provide as much education and training as possible. “We also wanted it to be interactive so people can be more involved with the show as opposed to just walking through booths. “Education has always been a priority of ours as we have strived to present topics pertinent to the industry,” Korczak added. “But, with the way business is changing so fast we also want to help make the attendee a better business person. This industry is more than just installing a floor, and by learning how to promote and communicate better as well as be up-to-date on all the latest issues, you can run a more professional operation, which, in turn, gives you the opportunity to make a better profit.”

“One of the things I take away most from the NWFA show is the emphasis put on education,” said John Himes, Mannington Mill’s director of marketing for wood and laminate. “It’s formatted so that the training sessions and show floor do not conflict in terms of when they are open. This sends the right message about trying to raise the professional level of everyone involved. Especially nowadays, because there are so many different species and manufacturing processes the differences from one product to another are drastic.” Himes, who attended the event with a host of designers and executives from the company to check out “trends and products that are just off the mainstream along with those that may come into the fold within two to three years,” said the show is also a barametor to “cement where we believe we need to be and validate the work we have been doing in recent years.”

Jon Namba, president of the International Certified Floorcovering Installers Association (CFI) and technical director of the World Floor Covering Association ( WFCA), was on hand with some other CFI officials to continue fostering the partnership between the two organizations as they try to raise the level of installation. “Partnering with other associations who are striving to make the industry professional has tremendous value,” he said, “because it gives both groups added credibility in what they are trying to accomplish. NWFA is the expert in this area, which is why it is setting the criteria for testing; we’re merely enhancing the excellent work it has already done.”

Beyond the classroom, which featured a keynote speech by pro football Hall of Famer Mike Ditka, along with issue-related seminars such as measuring moisture in concrete, and a number of peer panel discussions on everything from dealing with and retaining employees to safety on the job site and expanding to multiple locations, exhibitors were doing their part to inform and teach. “This is an educational show; a place to show off and share ideas as well as show the strength of the industry,” said Piet Dossche, president of US Floors which was making its NWFA convention debut with three different types of floor coverings—cork, bamboo and modular deck boards. Cork and bamboo are two of the segment’s hottest species ( FCNews, March 31/ April 7) and Dossche’s team put together a ready-made marketing program complete with a display that incorporates both sets of products. “Both convey a very natural, environmentally friendly story so it makes sense to show them together and better illustrate the message.”

As for the deck product, he explained, “it is still very new so people are trying to figure out where to apply it. The first impression is great as they think of all the areas it can be used besides just around the pool.” Jack Boesch, director of sales and marketing for Midwest Padding, which was launching its own modular system, Kwik-Dek, agreed. “Reaction has been phenomenal. We are looking for ways to expand our product mix and have obtained the exclusive North American distribution rights for this system.” With approximately two dozen companies displaying bamboo flooring—nearly five times as many as three years ago—exhibitors did everything they could to educate showgoers about the product.

At Ecostrong, Bob Carson and Brent Beery, said the bamboo market is becoming crowded and quality is an issue so it was important to explain the ins and outs of making a quality bamboo floor. “We have people who live in China and are in the factory to help control our quality—it’s the only way to know what you are getting.” At Panda Bamboo, Gary Lee was stressing his company’s mantra of “Save the forest, use bamboo,” by noting how the company “is diligent in applying bamboo to its manufacturing, everything from floors and furniture to panels and BBQ charcoal. At Tembec, maker of Muskoka brand floors and the largest maple manufacturer in North America, Robert Belisle, sales and marketing director, called the show “a great place to work with our customers and educate them on our products and displays.

Education is the key because retailers want to offer added value and they can only do that if they are professionally trained in what they are selling.” To help emphasize its point, the company debuted a new booth for the market. “We invested a lot in it,” he added, “but it is working because people are learning more about us. In fact, we just hired a national sales manager and a number of sales reps to help meet demand.” Another company with a large presence at the show was Model Hard-wood, which, among other things, was showcasing its Top Model concept, including Top Choice, Top Warranty and Top Balance. The idea is to give customers total assurance that the product is Top Quality.

Richard Gauvreau, sales and marketing development for Model, said the concept goes beyond the company’s new manufacturing process which uses aluminum oxide on the three final layers of the nine top coats Model applies to each wood plank. It extends down to the actual installation of its products. “We do our own training and certification for installers. We work with Canadian associations on training standards. In the two years we’ve been doing this, we have certified 400 mechanics. This means that we guarantee both our products and their installation—material and labor. Like Model, Italian wood manufacturer Berti was educating dealers not only about itself, but a unique manufacturing process to apply its wearlayer.

James Caroll said in Europe the company is well known for its quality and beauty. “We’ve done some major, high-profile installations, such as the Vatican and Kremlin, because they trust our floors will look good and perform well for years. In fact, we’ve been doing high-end laser work before it was a concept in the U.S.” As for its special manufacturing process, he explained it as a “waterfall. We literally use a waterfall to apply the wearlayer. As each plank passes through the waterfall the protective wearlayer is applied. This not only makes for an extremely smooth surface but gives extra protection to the product since the liquid surrounds the plank and therefore coats the sides as well. It makes for a product that is treated like none other on the market.” And that is what it is all about, Korczak said.

“The more we can expose people to the category so they can see and understand the many advances that have been made in wood flooring the easier it will be for them to make the sale. For instance, nowadays, most exotics and medallions are pre-finished so they can be sold the same as any other product. “There are so many positive things happening in the wood category,” he concluded, “but we have to educate people—dealers and consumers—about them so they understand and know.”