Hanley Wood set to launch International Surface Event East

Home Inside FCNews Hanley Wood set to launch International Surface Event East

Tile Expo added to Vegas, Miami Shows

Sept. 16/23 2013; Volume 27/number 11

By Louis Iannaco

Hicksville, N.Y.—Hanley Wood Exhibitions has announced the creation of two events designed to bring the flooring and surfaces industries together. The International Surface Event East, a new trade show designed to bring the impact of Surfaces to the East Coast, will debut in October 2014 at the Miami Beach Convention Center in Miami Beach, Fla. The show is a complementary addition to The International Surface Event, which is slated for Jan. 27 to 30, 2014, at the Mandalay Bay Convention Center in Las Vegas. Additionally, TileExpo, a show focused on the tile industry, will launch in conjunction with Surfaces and StonExpo/Marmomacc Americas (formerly S2).

With three trade shows held in one location, the International Surface Event will become the largest event for the flooring, stone and tile industries, noted Dana Teague, vice president of Hanley Wood.

“TileExpo will be the perfect complement to Surfaces and StonExpo/Marmomacc Americas, while the debut of the International Surface Event East diversifies our geographic and market segment reach and creates new opportunities for our audiences to engage with the industry,” she said.

TileExpo, which was created to better serve the needs of the U.S. tile industry, will feature a wide array of the world’s most innovative tile products, Teague noted, including a comprehensive education program complete with hands-on demonstrations and on-floor learning. “The co-location of TileExpo with Surfaces and StonExpo/Marmomacc Americas creates a mega event. This will be the ‘must attend’ event for flooring, stone and tile professionals. Exhibitors will gain exposure to the largest gathering of flooring and surface industry professionals in North America.”

The International Surface Event and The International Surface Event East will feature new products, hands-on demonstrations, key manufacturers and industry suppliers, along with educational seminars and networking. “Surface Event East will be a valuable resource to professionals seeking either residential or commercial products,” Teague said.

The inaugural International Surface Event East will be held Oct. 19–22, 2014, at the Miami Beach Convention Center, Miami Beach, Fla. Exhibits will be open Monday through Wednesday and the education program opens Sun., Oct. 19, and continues through Wednesday.

“There was a real need for a Western and Eastern U.S. event,” Teague explained. “Therefore, Hanley Wood is launching the Event East to fill this void and satisfy the needs of both manufacturers and professionals across the country. We believe these are solid, progressive moves to strengthen, solidify and improve the flooring, stone and tile industries.”

According to Teague, Miami Beach was selected for a number of reasons. “First, it is a popular destination in the East and will be a draw for both domestic and international attendees and exhibitors. In addition, the city offers world-class meeting facilities and a wide variety of hotels.

“The East Event has been extremely well received by both sides of the aisle,” she added. “When StonExpo/Marmomacc Americas East was held in Atlanta in 2007, more than 200 exhibiting companies participated in almost 85,000 net square feet. With the expanded exhibitor and attendee base, we anticipate a significant launch.”

Claudio Solignani, director of planning and development at Italy-based trade show Veronafiere, noted, “As a long-standing partner of Hanley Wood, Veronafiere believes a stone industry show on the East Coast will certainly create an opportunity for increased European exposure in the U.S.”

According to Matt Lansing, executive director of Stone Fabricators Alliance (SFA), the association “believes in a fall show that allows businesses to take advantage of annual fiscal tax opportunities, which are beneficial to suppliers and customers alike. We look forward to this expansion and are confident this show will be appreciated by all involved.”

Duke Pointer, executive director of the Natural Stone Council (NSC), said, “The NSC has a long relationship with Hanley Wood and we look forward to sponsoring a second StonExpo/Marmomacc Americas show each year. We have seen growth of the show from its infancy and are confident in Hanley Wood’s leadership going forward.”

“Exhibitors will now have the chance to showcase their products and services during two distinctively different buying seasons,” said Amie Gilmore, associate show director of Surfaces | StonExpo/Marmomacc Americas | Tile-Expo. “We’ve received countless requests for a fall show, as well as an East Coast show, and we’re happy to finally be able to fill this industry need.”

As to why the event is scheduled for October, Teague noted the desire in the industry for a fall event. “Just as we’ve heard about the need for an event in the East, there were also requests for a fall event, which allows businesses to take advantage of annual tax opportunities that are beneficial to suppliers and customers alike. When scheduling any event, there are many factors to consider, including facility availability and timing of other events. After weighing all these factors, the East launch was strategically scheduled for October.”

As to whether she believes the launch of the East Event would cause a drop in attendance from the established Las Vegas show, Teague said, “No, each event will have its own identity and will not be a mirror image of the other, which will offer attendees two ‘must attend’ events. The East Event will feature the top-notch education Surfaces and StonExpo/Marmomacc attendees are accustomed to; however, we will be introducing new learning environments—both on and off the show floor. In addition, we will be targeting new audiences and demographics.”

Manufacturers react

Manufacturers responding to FCNews about the East Event were mostly positive. Mullican Flooring, which has exhibited at previous Surface events, is currently evaluating its level of participation at Surfaces East with a decision to be made at a later date, noted Brian Greenwell, vice president of sales and marketing. “Mullican is excited to learn Hanley Wood is bringing Surfaces to the East Coast in 2014. I believe it’s a great idea. Mullican will certainly attend The International Surface Event East in October 2014, as it appears this trade show will be an advantageous resource for the industry with demonstrations, educational exhibits, and numerous networking opportunities.”

Lindsey Waldrep, vice president of marketing for Crossville, believes with the abundance of trade shows taking place in Las Vegas, adding shows in other regions taps into a wider audience. “While we have seen an increase in East Coast attendance to Surfaces the last two years, this new show should address the needs of the East Coast in a more accessible and efficient manner.”

Sean Cilona, director of marketing at Florida Tile, said the East Event “will, for sure, bring in more dealers from the local area, but at the same time [Hanley Wood] is asking manufacturers to either double their expense and go to both shows or pick one. In general, we haven’t [attended] Surfaces in the past since we really don’t have a huge connection to dealers in the West.”

Associations throughout the industry seemed to welcome the additional event. According to Scott Humphrey, president and CEO of the World Floor Covering Association (WFCA), the launch of the International Surface Event East and TileExpo will have a “positive and significant affect on the floor covering industry. WFCA looks forward to continuing our partnership with Hanley Wood to produce the most comprehensive, worthwhile event for both attendees and exhibitors.”

“The International Surface Event East will fill a void that has been missing,” said Jim Hieb, executive vice president/CEO of The Marble Institute of America. “We are eager to see all of our members and industry colleagues in Miami Beach. This show will be essential for companies looking for growth and ways to stand out in our industry.”

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