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 Web site 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.”



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.”



A motorized “tram” helps shuttle attendees around the show floor. Sponsored by Ceramic Tiles of Italy and Tile of Spain, these people movers continually operate during the day and make stops at the request of passengers.

A cluster of manufacturers from 11 different countries, including Spain, Italy, North America, Brazil, Germany, Turkey, Israel and China, to name a few, can be found in pavilions that are sponsored by each country’s respective tile or stone trade association. One can find scores of individual exhibitors grouped in these areas, helping to maximize time.



Internet Cafés are situated in the main lobbies just off the show floor and are an appreciated convenience for those who need to check emails while on the road.



And, some final words of advice, offered annually, bear repeating:



• Review the Coverings exhibitor list on the Web site and create a hierarchy of those you want to visit and meet with. Take advantage of Coverings Connect to schedule appointments in advance with exhibitors who are best suited to your needs. Utilize the My Agenda tool—like any checklist, it can keep you focused and on track.



• Study the floor plan, also posted on the Web, to help you chart the most sensible “routing” for your coverage. It can help eliminate a lot of the zigzag between aisles and exhibits.



• Highlight your favorite conference sessions and add them to your personal planner with My Agenda. The sessions are free, they net you CEU credits, and the caliber of experts who present is first-rate, which is why this is a component of Coverings that consistently earns praise.



• Many dealer or distributor buying groups who attend typically divide and conquer, a proven means to effectively cover the show. One team might be on a mission to seek out trends, another specifically to discover new sources, and another to see what an existing vendor is introducing. Even for these Coverings veterans, the online tools are beneficial.