Columbia, Md.—The Association of Specialists in Cleaning & Restoration (ASCR) for 62 years has been serving its constituency and enhancing its members’ businesses as well as that of the industry. Over this period, things have changed, and to better reflect this, ASCR has changed its name to the Restoration Industry Association (RIA).

Brian Spiegel, RIA’s president, said the name change is part of a major rebranding and strategic focus of the trade association. “The new name captures the common thread inherent in the function and pursuit of every RIA member business. The very nature of what the industry does is restore—returning things to their previous or better condition.”

Don Manger, RIA’s executive director, said the new name is “a logical progression in our effort to redefine the trade association’s role within the industry. Our goal is to represent member interests, provide critical information and take action on important initiatives that affect our members and the customers who rely on their services.”

Spiegel added, “Whether the business is cleaning rugs, carpets or textiles, damage restoration, or environmental remediation, Restoration Industry Association is a name that encompasses all these operations and supports the RIA mission: to provide industry leadership, support science and promote best practices.”

According to Patricia Harman, RIA’s director of communications, when the new identity was test marketed it was found to have a much higher recognition factor than the prior ASCR—helping people understand what the association and its members do. “We’ll be placing a much larger emphasis on actively educating consumers about the industry so this understanding was critical to our efforts.”

While RIA will put more resources toward educating consumers, she added it will continue with its industry efforts, such as its members writing a regular column, Clean Sweep, for FCNews.

“The main purpose of the name change was,” Harman explained, “to unite all facets of the industry under one umbrella and provide the type of leadership that members should expect from an industry association.”

She pointed out the organization has been retooling its governance structure and establishing a “realistic plan with specific goals for the past 17 months.” The name change was the culmination of all these efforts.

Other aspects of the association’s rebranding will be rolled out in the coming months including a new consumer-oriented Web site. Victims of natural disasters, home or business owners with suspected mold or other environmental hazards, and individuals or companies seeking information regarding rug and textile cleaning will be served by information and guidance from industry professionals. It will also continue to be active on legislative representation.

Industry members will see changes in the revamped fall conference Oct. 23 to 27 in Garden Grove, Calif.

For more information on RIA, call 443.878.1002.