By Louis Iannaco
WASHINGTON, D.C.—Even in the fourth quarter of a very down year, more people—a record number of over 300 total, 237 of them members/personnel— attended the Starnet annual fall summit meeting here than did so last year in Kansas City, Mo. While some of that might have been to commiserate with each other, the main focus for members was to learn what they could from the educational sessions and networking opportunities about improving their profit margins and preparing themselves for the future.

“In these tough times, I believe the members really want to share ideas,” said Jeanne Matson, the co-op’s president and CEO. Referring to the dire economic forecast set forth by several general session speakers on the meeting’s opening day, she noted while yesterday was a tough morning, the truth is that’s what’s happening and our members know it; they are all smart businesspeople. The members will pick up market share during this time and once the economy emerges, they’ll be in good shape.

“Getting together, sharing ideas, learning about business opportunities—that’s what they want to find out about,” she explained. “The mood of the members is realistic. They know it’s a tough time, but they’re pretty upbeat. Some of these people have been in the industry for 30, 40 years. They’ve been through tough times before. Is this the worst? Probably, but I believe they know they can get through it.”

Despite the tough conditions, Matson noted, “It seems that some of the vendor partnerships have grown stronger. “I believe it’s because they all are in this time of adversity and they are working together. It’s kind of interesting, like every cloud has a silver lining and positive things can happen.”

In addition to several comprehensive training workshops, which included “How to Get LEED Accredited,” “The Power of Good Negotiating Skills,” “AIA CEU: Concrete Floors and Moisture Testing,” and perhaps the most popular, “Social Media: How to Make It Work for Your Business”; meeting highlights included membership discussion groups, the official launching of Starnet Floor Care (SFC), a floor maintenance program offering training and certifications; the announcement of two new vendors, Marazzi Ceramic Tile and Schutz NA; and the second-ever private label line added to the coop’s portfolio—the Starnet High Performance LVT line by Centiva, featuring 20 products.

Twelve-year Starnet member Sean Hogan, president of Hoem & Associates in South San Francisco, Calif., said for him, getting together with “like companies and spending time with them, knowing that they have the same challenges we have, and knowing some have been able to solve certain problems, we are then able to exchange those ideas and help each other. That is the best, most valuable part of the whole Starnet experience.

“The Centiva private label line is fantastic as well,” he added. “I think it is a fantastic company to work with and have enjoyed my relationship with them for years.”

Kaddy Carpenter Ward, president of WC Carpenter in Virginia Beach, Va., a Starnet member for about one year, was very impressed with the presentation on social media. “We don’t do any tweeting or Facebook or LinkedIn, so I’m really excited about getting back and getting those set up. It was also interesting to hear what might happen to commercial real estate in the next year, when it might crash.”

According to her sister, Jane Rinaca, a sales representative in the family-run business, the new private label resilient line was a hot item the siblings will be bringing back to their business. “The vinyl line is huge, definitely a big [development].”

Cheryl Acierno, a principal in Acierno, Boyer & Co. of Denver, as well as chairperson of Starnet’s meetings committee, agreed with Ward, saying, “The social media presentation was up-to-date, current, topical, lively and fun. It gave me some insight on how to use LinkedIn, because I haven’t been using it properly.”

According to Al Baer, owner of Baer’s Rug & Linoleum Co., in West Babylon, N.Y., “this whole social networking thing is happening so fast, it’s almost growing exponentially. So just being aware of that, learning there are a couple of ways for our company to get into that, has been very helpful. Most of the things Starnet does, like networking, are terrific. They do things in such a professional manner, you’re definitely going to learn something when you come here.”

T.J. Rissing, flooring division manager for B.T. Mancini Co., in Milpitas, Calif., like the aforementioned members, was very impressed with the discussion on social networking. “That was a really striking presentation. It’s something that’s definitely coming down the pike; you can’t avoid it. The economic outlook by the speakers in the general session was pretty depressing. The only positive thing we can take out of it is, while our business is hurting right now, it’s nice to know everybody is in the same boat as us. We don’t feel like we are doing something wrong.”

Rissing’s sentiments were echoed by Acierno, as she said, “As business owners and managers who are constantly reassuring our employees that we’re trying to keep them employed, we’re always wrapping our arms around them. In a sense, we come here to get that from each other—a bit of solidarity, an ear to listen and a shoulder to lean on.”

Randy Weis, Starnet’s chairman and president of R.D. Weis Cos. in Port Chester, N.Y., perhaps summed up the mood of the meeting best when he told members, “Never in my career—and I’ve been working for 40 years— have I seen a time like this, but I know we’ll get through it. Turning the course of the next 12 to 24 months is going to be a challenge, but one thing we know is, Starnet will be standing in the end—perhaps a little bruised from the wrath of the economy, but we will continue to stand for what we’ve always stood for. We’ll act with integrity and we’ll not forget our sensibilities. That’s just who we are—the best-of-the-best, here for the long term.”