By Matthew Spieler
Orlando, Fla.—With Coverings 2006 just over two weeks away, the tile and stone industry is in high-octane mode with all indications pointing to this being the biggest show in the market’s 19-year history on April 4 to 7.

“This is truly shaping up to be a blockbuster market,” said Tamara Christian, show director and president of National Trade Productions which manages Coverings. “We have actually had to allocate 3,000 square feet more than we had last year, and we still have a waiting list we are unable to satisfy.

“We are completely sold out,” she added. “In fact, the one million square feet of exhibition space at the Orange County Convention Center is going to be completely filled.”

What will be filling the space is an expected gathering of more than 1,200 companies, representing over 56 countries and six continents, exhibiting their wares during the four-day market. In addition, nearly a dozen leading tile and stone producing countries —Argentina, Brazil, China, India, Israel, Italy, Mexico, Portugal, Spain, Turkey and the U.S.—have partnered with trade agencies or organizations to sponsor pavilions which bring together dozens of manufacturers into their spaces.

This means the true number of companies showcasing their products and services will be well beyond what is expected. “A more accurate count inclusive of all these participants is yielded once the show is under way,” explained Christian.

All these companies, she said, should be prepared for a well attended market as attendee figures are also on the rise. Over-all pre-registration is “well ahead” of 2005. Amongst the show’s core interest groups, namely distributors, architects, interior designers, fabricators and contractors, pre-registration figures are showing double-digit increases.

And, she added, people who have attended the market in the past will still be able to find something new and different because there are quite a few new exhibitors. “There’s been a spurt of newcomers, approximately 10% among this year’s roster.

“These statistics and numbers are our best forecasting barometers and they tell us this is going to be not only a strong market, but an incredibly strong year for tile and stone,” Christian continued.

Learning Experience

The show floor is obviously the main reason people attend markets, but for Coverings, one of its big attractions is the extensive schedule of seminars and speakers to help every type of attendee. In fact, 75 sessions grouped along seven specific tracks—architecture, interior design, building/remodeling, distributor, retailer, contracting/installation and fabrication—are being offered at no charge. Many of the sessions allow participants to earn CEUs to further their careers.

“Coverings is as much about the educational programming as it is about the latest tile and stone designs and installations on the show floor,” Christian explained.

Not only are the classes targeted to meet different needs within the category, they are taught by some of the most respected people in their field. This is evident right from the get-go as Paco Underhill will deliver the keynote address at the Opening Session, 8:30 a.m. on April 4. Open to all attendees, the renown retail anthropologist and best-selling author will answer such questions as “How does a consumer purchasing behavior influence the tile and stone industry?” and “How has online retailing affected your business?” as he gives attendees insight into the psyche of consumers and their buying habits.

For the past 20 years Underhill has studied the science of shopping and has worked with such clients as McDonald’s, StarBucks, Wells Fargo, Hewlett-Packard, Toro and Armstrong World Industries.

Along with Underhill, some of the featured speakers lined up include Leatrice Eiseman, director of the Pantone Color Institute and considered by Fortune magazine as one of the top eight decision-makers in the country; Clodagh, one of the world’s 100 leading interior designers, according to Architectural Digest, and a member of the Interior Design’s Hall of Fame and Hospitality Design’s Platinum Circle, and Elizabth Plater-Zyberk, founder of the Congress for the New Urbanism, which The New York Times called “the most important phenomenon to emerge in American architecture in the post-Cold War era.”

In addition to the featured speakers more than six dozen experts in tile, stone, trend analysis, sales, marketing, design, installation and fabrication will be speaking during the educational conference including Al Bates of Profit Planning Group and Donato Grosser of D. Grosser & Associates, While the latest tile and stone products, tools, services and accessories will be on display, Coverings has so much more to offer attendees—whether they are seasoned professionals or just starting to break into the category.

The key reason for this has to do with the multitude of ancillary events that make Coverings “The Ultimate Tile & Stone Experience.” As Christian noted, “People converge on Coverings not only to shop and learn, but to socialize, network and celebrate our industry.”

This year’s show features a little bit of everything, including numerous live how-to installation demonstrations in the Coverings Theater, giveaways ranging from tools to a new Ford F-150 XLT pickup truck, after-hours networking parties geared to specific audiences, awards honoring the best use of tile and stone in the past year, etc.

“Put simply,” Christian noted, “it’s more than just a huge exhibition, more than a comprehensive education conference, it’s an experience unlike any other in the Americas. And whatever your role is in the world of tile and stone—from just getting started to long-time veteran—you will benefit from attending.”

Irfan Erol, owner of Fairfield County Granite in Bridgeport, Conn., agreed. “Coverings is the best organized show for tile and stone. If someone comes to this show without any knowledge of the industry, they can learn enough here to start working in the business.”

For more information on attending, call NTP at 703/ 683-8500.