by Steven Feldman
FCNews has learned that Mohawk Industries will be holding its Western regional market at the Mandalay Bay Convention Center in conjunction with Surfaces, the flooring industry’s premier trade show. Mohawk has taken 12,660 square feet on the second floor lobby adjacent to the Surfaces show floor.
While Mohawk Industries as an entity exited the Surfaces show floor after the 2002 edition, it has maintained a presence throughout the last nine years through various brands and divisions, namely Dal-Tile, Quick-Step, Columbia, Helios, Wear-Dated and special deals. Its Western regional traditionally overlaps Surfaces dates but is held at a different Las Vegas hotel.
“We have been working with Hanley Wood to make both events more convenient for all our customers,” said Kent Clauson, vice president of brand management. “We found many of our customers came to Las Vegas and attended both events. So we said why not consolidate in one spot to make it more convenient for them. This also will allow us to show more retailers everything going on at Mohawk.”
As such, Mohawk’s entire portfolio of hard and soft surface—excluding the Quick-Step and Dal-Tile brands which remain in 3,000- and 4,200-square-foot spaces, respectively, at part of Surfaces—will be shown adjacent to the show floor. “Although this is our Western regional, dealers from all parts of the country will be welcome to view the latest innovative products and programs,” Clauson said. “No special pre-registration is required. It’s an open showroom, but people will be pre-qualified when they walk in. It is important to note, however, the space will be run by the Western region and it will be those reps on hand to service the retailer.”
Mohawk could have opted to return to the Surfaces show floor, but Clauson said the company has certain innovations and releases it wants to keep more exclusively to our customers. “That could be new products and programs or levels of support and services.”
When the company pulled out of Surfaces nearly a decade ago, one of the reasons cited was that the regional show concept could be more effective in commanding retailers’ undivided attention and afford them the ability to meet with upper management. The latter has not changed as the Western regional will attract the likes of Brian Carson, COO; Tom Lape, president; David Duncan, senior vice president of marketing, and more.
As it relates to showing its wares so close to other manufacturers, Clauson expressed minimal concern. “To think people are not going to see what’s out there competitively is a misnomer. We are confident the lineup of products we bring to market, and our innovations separate us. We are confident we have the best product lineup from polyester to Smartstrand at the most competitive pricing.”
Dana Teague, group director, Hanley Wood, told FCNews she was delighted at Mohawk’s decision to move its event to Mandalay Bay. “We are very excited that Mohawk has selected Surfaces to host their Western Region Product Show. Mohawk has been a big supporter of the show with their Quick-Step and Dal-Tile brands consistently having a large presence on the show floor year after year. By hosting this meeting at Surfaces this year, it brings the entire family of brands together in one location and sends a positive message to their dealers, our show and the entire industry.”