• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP

Surfaces 2001: More than Just a Another Odyssey

By Randy Prewitt
February 14, 2001
Broadstripe from Lauzon Hardwood Flooring's NextStep engineered line.
Fanning the anticipation of attendees for the greatest flooring show on earth remains the key marketing focal point for organizers of the annual Surfaces expo. The extent to which the show's name has become ingrained throughout the industry deserves applause in itself. Even with a new regime now controlling the show and its destiny, there's been no move to alter the title of the show. The tried-and-true Surfaces name continues to serve ably as the title of the floor covering industry's biggest homecoming event.

Another key issue of interest is the consistency of the show's location, in Las Vegas. Like it or not, we are all basically creatures of habit. And as such, we've all grown quite comfortable with the City of Neon Lights as the backup act for our favorite show.

The winter scheduling of Surfaces also capitalizes on what, for most dealers, is the softest selling season of the year. The dealers/contractors who attend are afforded ample opportunity to examine multiple products of their choice, rather than having to rely on the minimal, isolated demonstrations of product that are traditionally conducted in their showrooms. Besides, within the confines of their own places of business, dealers' attention spans are limited at best and often eroded further by business-related interruptions that require immediate attention.

Like all other floor covering entities, the hardwood floor industry embraces the opportunity to attend, participate and display its wares in this yearly flooring phenomenon. Whether you are a manufacturer, distributor or dealer/contractor, Surfaces serves as your golden opportunity for exposure to everything that's new and exciting in hardwood -- particularly as it pertains to the prefinished segment of our industry. It's become quite evident that the lion's share of our industry's growth resides in the ever-changing prefinished category.

Surfaces was developed, in part, to showcase the prefinished products of all manufacturers for the benefit of full-line floor covering dealers. Unfortunately, although many job site-finishing contractors view these offerings, relatively few choose to take on these alternative products that our segment of the industry has to offer. I'll never understand why. Personally, I'm very grateful to those prefinished manufacturers who do display the full potential and varied range of possibilities that wood floors encompass.

Once thing is for sure, the razzle-dazzle is almost as important as the wood floor products themselves. Truly, presentation is everything, especially when you're trying to accomplish enticement. For both the fresh and the weary, dealers still have to be drawn in and detoured from the aisles of never-ending, towering exhibits so much in evidence on the Surfaces show floor. Without question, the less elaborate displays must have tremendous curb appeal to slow down and capture the curiosity of the fast moving traffic that otherwise would pass by without stopping. And by the way, tripping the pedestrians may be effective means of stopping passersby but, if the exhibitor is trying to sell the steak without the sizzle, those showgoers will soon regain their momentum and move on to more impressive exhibits.

The hardwood floor manufacturers who display at Surfaces tend to utilize themes that remind me of the travels Dorothy undertakes in "The Wizard of Oz." They begin by replacing the Yellow Brick Road with paths of hardwood. If my memory of the film serves me correctly, Dorothy's unforgettable trip to the Emerald City includes scenes involving several variations of trees. Not to be outdone in the utilization of props, today's hardwood flooring manufacturers bring new life to these various species in the form of hardwood floors.

For instance, Robbins Hardwood Flooring during Surfaces will introduce a totally new line of engineered floors that utilize North American-grown exotics including pecan, walnut and cherry. Nor has the company forgotten to include old, reliable red oak as part of this premier introduction.

Attention was also given to the structural integrity of these totally new products configuring the planks in a five-ply format, rather than the more common three-ply construction. These additional layers can only be considered a welcome addition to what is already a product of excellent dimensional stability. Another plus for marketing purposes will be the availability of 3- and 5-inch widths in the line. This will afford the dealer even greater flexibility to create a random-width installation whenever the customer so desires.

These new products will be displayed for sample viewing and, to even more dramatic effect, as a full-blown installations at the Robbins exhibit area. If I've said it once, I've said it a thousand times: the larger the sample, the greater the desire. Besides, if you can't sell the dealers, how does any hardwood flooring manufacturer expect the dealer to be motivated to entice, capture and secure the sale from the consumer?

Robbins Hardwood Flooring's new line of engineered wood floors utilizes the North American exotics of (from left) walnut, pecan and cherry.
Definitely, engineered wood floors are becoming the accepted wave of the future in the hardwood segment of the industry. Any alternative floor covering that is merely a skin-deep picture coated with a finish, even when it has a wood look, pales in comparison with the authenticity of real wood. An apple will always be an apple, and an orange will always be an orange.

Yes indeed, Surfaces is not just another odyssey in the year 2001. It represents a new beginning for displaying hardwood floor manufacturers to not only display their products but also to demonstrate how they can be configured to create individualized installations of exceptional beauty and durability. The design potential of wood floors, like the potential lifespan of the product, is infinite. The available variations of species, specifications and performance warranties afford today's dealers the luxury of offering products that are in total compliance with the guidelines established by the architectural and design communities. The only limitation that you will ever encounter are those that are contained within a resistant mind.

Surfaces is definitely THE PLACE to be. And if you're thinking that this is the same old flooring show, you too are overdue to be "renewed." One thing is for sure, Wood or Wood Knot guarantees that there will be a tremendous number of heels clicking during this year's extravaganza whether you're from Kansas or not. What are you waiting for? Put on your running shoes. We hope to see you in Vegas.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Randy Prewitt is president of St. Louis-based Flortek Consulting, which provides wood floor-related training at any location in North America. He has more than 25 years’ experience as a hardwood installation teacher and trainer, and has been involved in both distribution and retailing/contracting. A former president of The Flooring Industry Council of Greater St. Louis, Randy also has served as director of Technical Services for the National Wood Flooring Association (NWFA).

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation Products
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Residential Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

More Videos

Popular Stories

Ken Ballin manning the Tools 4 Flooring booth in Tool Alley at TISE 2025

10 Tool Innovations Every Flooring Contractor Should Have on Their Wish List

RevWood American Originals.jpg

How Mohawk's Domestic Manufacturing Powers Growth in Challenging Times

Paul Hambidge

The Waterproof Laminate Myth: Why Consumer Expectations May Never Be Met

Installation Awards - Vote Now!

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Flooring Groups

Flooring retailers, do you belong to a buying, marketing or franchise group?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • The 2001 State of the Wood Floor Industry Report

    See More
  • Mailbag: It's always better to ask than guess - so ask away

    See More
  • Wood or Wood Knot -- From the Ceiling to the Floor: Hardwood Floors Are Forever More

    See More
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP