Anaheim, Calif.—David Alton, CFE, president of DCA Enterprises in Portola Hills, Calif., has been elected president of the World Floor Covering Association ( WFCA). He takes over the reigns of the industry’s largest retail advocacy group from Wendell Prescott, CFE, president of Bell Carpet Galleries in Atlanta, who automatically assumes the role of WFCA chairman, replacing Tom Jennings, CFE, president of Bud Jennings Carpet One in Lawrence, Kan. Along with Alton, the following were elected as officers who will serve on WFCA’s Executive Committee: president elect, Aaron Pirner, CFE, CEO of CAP Carpet in Wichita, Kan.; corporate secretary, Donny Phillips, CFE, president of Atlanta Flooring Design Center in Duluth, Ga.; CFO, Bob Hill, CEO of Floor Covering Associates in Shorewood, Ill.; vice president, Mike Duck, president of Duck’s Carpets & Flooring in Jackson, Tenn., and vice president, Keith Rhodes, CFE, president of GCO Flooring Outlet in Ocean Springs, Miss.

In addition, Chris Davis will continue as CEO of the organization. This marks his 10th year as WFCA’s chief officer. Alton has been in the flooring industry for almost four decades during which time he has spent part of his career on both the retailing and manufacturing sides of the business. He began with Alden’s Carpet in Costa Mesa, Calif., before moving to manufacturing when he joined Fabrica International. He then transitioned to the home building industry before starting his own ventureLifestyles-Interior Surfaces in Irvine, Calif. He currently serves as an independent consultant to the floor covering and home building industries. “I am absolutely convinced the people who have invested their time and money in me are reasons that I’ve enjoyed my successes in the industry,” Alton said of his long career.

He has been an active member of WFCA since 1993 and has served in numerous board-level capacities, including secretary and treasurer as well as vice president of the Executive Committee and chairman of the By-laws Committee, and the Policy & Procedures Committees. Alton is also a charter member of the Certified Flooring Executive (CFE) initiative by virtue of being in the first group to qualify for and pass the certification exam created by the organization. Alton said he plans to continue the tradition of previous leaders concerning the dedication to improving and expanding the floor covering marketplace. As with those before him, he “firmly” believes to do this requires a professionally trained and well-equipped retail sector. “Over the last several years,” he explained, “we have witnessed the initial impact of aging baby boomers in the marketplace. This new demographic is forcing all of us in the industry to reconsider not only what products we need to offer, but how we will sell them and at what price.”

Another key to market success, Alton feels is in forming strategic alliances. “Those retailers who form close working relationships with manufacturers, installers and cleaners will be able to offer the consumer bundled services which will help distinguish themselves in the market. “In an industry where there are no major brands,” he continued, “retailers have the opportunity to step in and fill this void. WFCA exists to help dealers develop a brand presence. “My overall goal is,” Alton added, “to help position WFCA as the honest broker of information engaging all segments of the industry in meaningful and constructive discussions in order to address the many challenges we collectively face. “By working together,” he concluded, “the future of this industry is bright.” For more information on WFCA and its programs, call 800/624-6880.