By now you have already decided whether you are attending Surfaces. If you’re not on a plane as you read this or not already in Las Vegas, odds are you are subjecting your business to splinters by riding the pine. Too bad. You’re missing out. And ironically, it is usually those who need to be at Surfaces who are sitting on the sidelines.

I know cost can be an issue, especially in these times. But theoretically, you could do the better part of two days at the show for under $500 no matter where you live, and that includes airfare, one night’s hotel stay and food. Just because it’s Vegas, no one says you have to stay at the Wynn and eat at Le Cirque. It is the best $500 you’ll spend this year.

I also know it’s hard for some to be out of the store, especially when you probably attended a Shaw and/or Mohawk regional, and maybe a buying group convention if applicable. But let’s face it: How many customers are walking through the door on the first Tuesday in February?

There are so many advantages to attending a show like Surfaces. Here are just a few.

1. New product. Your Shaw, Mohawk, Armstrong and Mannington reps will be showing up on your doorstep soon, if they have not already. But not all companies have a national sales force. There are some great products out there, those that can differentiate you, those with significant margin opportunities. You’ll never be exposed to them if you’re not at Surfaces.

2. The opportunity to meet with high-level management. This is one of those cases where size really does not matter. Really. Executives want to hear from retailers of all shapes and sizes. If they don’t want to know what’s going on with your business, then they want to know what’s happening in your market. If you have concerns, it’s an opportunity to voice them to the people who can actually make a difference. If you have questions, you can get answers in real time. Surfaces allows for immediate communication.

3. Networking. Most of you have friends in this business. If not, make some. The people you’ll find on the show floor, at the communal fast food tables, on the taxi lines are your peers. Talk to them. You may learn something. Same thing for your existing acquaintances. Ask this question: “See anything you like?” It’s a great way to be exposed to a company or product you otherwise never would.

4. Education. There are around 50 seminars being offered between Feb. 1 and Feb. 4. Now, despite what you may think, I’m not the fool. You are not going to be interested in every seminar. But look at the agenda: If you think there’s not one program from which you could benefit, well, like I said, I’m not the fool.

5. Competitive advantage. You can’t be all things to all people, and you can’t sell every product. Surfaces allows you to see what your competition will be selling in the coming months.

OK. Enough. If you’re on a plane or already in Vegas, I hope to see you. If you’re back home waiting for some customers, I hope to see you next year.