Attending Coverings is always a worthy and bankable investment, even in tough times like these. This year’s show, which takes place April 21-24, at Chicago’s McCormick Place Convention Center, promises to deliver a full measure of benefits for all professionals whose business involves tile and stone. With hundreds of exhibitors from more than 50 countries showcasing their newest and best, Coverings brings a reservoir of exceptional global resources to North America’s doorstep. In addition to the array of cutting edge products and trends on display, there is a continuous schedule of educational seminars, professional development programs and networking opportunities to take advantage of. The ticket for admission? It’s free. And, it adds up to a thoroughly rewarding experience that will continue to pay dividends for years to come, especially if you map out ahead of time your strategy for “covering Coverings.”
To guarantee that you make the most of your time at Coverings, it’s crucial to have a plan, advises Ted Richey, president of InterDesign in Indianapolis, IN, who is attending the show again this year after first having come to Coverings in 2007. “Coverings is a terrific show for seeing the latest trends in products,” he says. “To see so many products and exhibitors in one location is a rare opportunity. With this in mind, it’s a must to pre-plan in order to maximize your time and see as much as possible. I look at the Coverings website before going to the show and make a list of exhibitors in order of priority, to make sure I see whom I want to see. And though it may sound silly, wearing comfortable shoes is also essential because there is so much to take in,” says Richey.
When you need an escape from the hustle and bustle of the show floor, Richey suggests taking advantage of the Coverings seminar programming, which consistently wins rave reviews from show attendees. “The seminar sessions are a great way to take a break while gleaning the latest advice and information on trends from leading experts from across the industry,” he says. “Plus you get to earn CEU credits by attending.”
Susan Welker, president of Harris Welker Architects in Austin, TX, who will mark her fourth Coverings show this year, agrees that the seminar sessions are one of the major reasons to attend, as is the unrivaled variety of product on display.
“As an architect, seeing the latest products and how they’re used in the elaborate vignettes that are a Coverings signature is very important to the growth of my firm. The product selection is beyond anything I’ve seen for tile and stone, and it’s well organized. Furthermore, the nationally known speakers and the AIA-certified continuing education seminars provide me a comprehensive annual update of what’s happening in the tile industry. Plus, Coverings is the only show I attend where everything is free,” she says.
The fact that exhibitors come from every corner of the globe also appeals to Welker. “The international aspect of the exhibitors is a major draw, as is the chance to network with colleagues from across the country.”
Prior to the show, Welker determines her plan of attack by combing through the exhibitor list and seminar session schedules. “It’s the best way to ensure that I make the most of my time,” she says.
Welker also employs the online tools available on the Coverings Web site to plan her show strategy. For example, she creates a personal daily agenda at
www.coverings.com/my_agenda.html. With GPS-like precision, you can refer to the exhibit map onscreen and plot out aisle-by-aisle exhibit visits for day-by-day scheduling. You can also add in any individual appointments, plus selections from the seminar series and after-hours events.
Another powerful online tool for both exhibitor and attendee is Coverings Connect,
www.coverings.com/connect a search program developed to bring together buyer and seller. Use it before you even pack your bags for the show to guarantee that your trip will be as focused and efficient as possible. Coverings Connect is a free service, and participants can search by Exhibitor Category, Product and Service. What’s more, via Coverings Connect meetings with exhibitors and vendors can even be set up before the show floor opens, another timesaving consideration.
The fact that Coverings is attracting new attendees is testament to the show’s value proposition, even in a challenging environment where travel budgets are lean. Joseph Jovinelli, vice president of sales at FloorMax, in Laurel, MD, is attending the expo this year for the first time. He says the incomparable business prospects that the show provides, both from a sales and networking standpoint, have made the expo a must-attend event for him and his team.
“Tile and stone continue to be a growing part of our business, so we need to invest the time to make sure we are positioning ourselves for success in this segment. There’s no other show that can offer us such an immersion in the industry,” he says. “It’s also a perfect place to meet manufacturers face to face, and get the best deals available. Our buying power allows us to purchase containers directly from manufacturers, and we like to take advantage of that power whenever possible. Coverings is an excellent way for us to see product lines we may not have access to back home that we may be interested in.”
The chance to network and build relations across the industry at the show is another reason Jovinelli and his team chose to attend this year. “We view our vendors as partners who also earn their living in our stores, not just people we buy from, so it's essential that we develop personal relationships whenever possible,” he says. “Plus, we’re looking forward to networking with other dealers to discuss ideas and concepts, and exploring potential new business opportunities.”
The ongoing metamorphosis of tile and stone from purely functional materials into must-have design elements also factored into Jovinelli’s decision. “The versatility of the products, and their increasing role as interior design mainstays versus simply flooring material, means we must educate ourselves on application and installation,” he says. “Coverings is just the place to do that. Plus, we can explore and investigate new market segments, and new uses for existing products.” Jovinelli and his team plan to schedule appointments with vendors in advance, and to research other exhibitors they may need to meet depending on what product categories they’re lacking.
A team-oriented approach also works for Ken Smith, president of Central Coast Stoneworks in Grover Beach, CA. “In our business, it’s essential to stay a few steps ahead of the competition, and at the forefront of emerging trends,” he says. “Coverings is a great place for us to meet with suppliers, attend seminar sessions, see the latest product offerings and view and discuss trends.” He recommends not going it alone, given the sheer breadth of products to see, and opportunities to capitalize on. “If at all possible, travel with other people from your company and divide and conquer. Also, we find it’s absolutely essential to prepare before the show and make appointments in advance, because you can’t leave meetings to chance.”
Indeed, very little can be left to chance in this challenging economy; making the most of every chance to cultivate new business is essential. And for tile and stone professionals, there’s no better place to do that than at Coverings.
Says Glenn Feder, president of client events for National Trade Productions, which manages and produces the show, “Given the innumerable doors that Coverings opens for attendees and exhibitors alike—to see the best new products, meet new clients, and conduct business right on the show floor, among others—this year, perhaps more than ever, you can’t afford not to attend.”
About Coverings
Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. Now in its 20th year, Coverings has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 50 countries and attracting tens of thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world. The exposition also serves as a valuable resource for continuing education for all categories of attendees, with informative, accredited seminars and live demonstration sessions conducted throughout the four days and all free of charge. For more information on attending or exhibiting at Coverings, please visit
www.coverings.com or contact NTP at (703) 683-8500.
