Posted on

TISE East 2014 establishes strong foundation on the East Coast

TISEeast2014-VERTICALDallas—Hanley Wood Exhibitions reports that The International Surface Event East (TISE East) posted excellent results in its first year, with 185 exhibiting companies covering over 50,000 square feet of booths and displays. The event, held Oct. 19-22 at the Miami Beach Convention Center, drew attendees and exhibitors from over 50 countries, a strong indicator of the industry’s need for an East Coast buying event. Local attendance was solid, with participating business owners from more than 30 cities in the surrounding Miami areas.

“The International Surface Event East attracted a completely new audience, compared to our sister event in Las Vegas. It translated into new business for our exhibitors,” said Dana Teague, vice president of Hanley Wood Exhibitions. “Our goal from the very beginning was to create a unique trade show experience that allowed attendees to take full advantage of educational offerings, certifications and networking, in addition to the exhibits and buying opportunities.”

The show attracted global audience, including buyers from Belgium, Brazil, Canada, China, Germany, Italy, Mexico and the Virgin Islands. Twenty-six percent of registered attendees had never attended TISE in Las Vegas, further demonstrating the necessity for a regional floor covering, stone and tile industry event in both residential and commercial design and construction markets.

Exhibitors presented and demonstrated a wide range of products, sold tools and machinery and were able to use the event to launch new brands before the end of the business year. With orders placed and new connections made, exhibitors are able to get a head start over their competition for 2015.

“Overall, we are very happy with the results of TISE East,” commented Teague. “We believe that a solid foundation was established for our East Coast event and we’re already planning for a bigger, better 2015 showing.”

Posted on

All eyes on debut of TISE East

October 13/20, 2014; Volume 28/Number 9

Offshoot of successful Las Vegas event highlights Miami’s urban feel, presents new networking opportunities

Screen Shot 2014-10-30 at 4.56.32 PMAs Hanley Wood readies to raise the curtain on the inaugural performance of The International Surface Event (TISE) East, the industry will be gauging whether there is indeed a market for an East Coast version of the show that has enjoyed a near 24-year run each winter in Las Vegas. The show combines Surfaces, TileExpo and StoneExpo/ Marmomacc Americas and will be held Oct. 19-22 at the Miami Beach Convention Center. With that, FCNews spoke with Hanley Wood vice president Dana Teague in a wide-ranging interview.

What can attendees expect from TISE East? How will it be different from the West Coast edition?

We want the attendees to know they will have a completely different experience than TISE in Las Vegas. Miami Beach has a cool urban vibe, and the overall design environment is a departure from Las Vegas.

As a first-time event, there is an opportunity to be more creative and do things we don’t do in Las Vegas due to the overall size of that event. Surfaces is a product and buying show; Surfaces East will be about designs and trends. Each event will have its own identity, and we plan to make them unique so attendees have two “must attend” events each year.

We don’t want people to think we picked up Las Vegas and plopped it down in Miami. TISE East will attract new attendees, giving exhibitors the opportunity to target new demographics. We expect an influx of international exhibitors and attendees who may not go to Vegas, or even people on the East Coast who may not travel west, making the event extremely diversified.

What was the mindset behind the timing and location of the event?

First off, there is a lot of new product out there. The U.S. construction market is coming out of one of the biggest downturns we have ever seen. Attendees’ businesses are starting to pick up, so they want new products. Manufacturers are coming out with new products, so the time is right.

We started with location. We had requests for an event in the Southeast. Exhibitors wanted to reach new markets, different audiences, and Miami Beach is centrally located as the gateway to the Caribbean and South America, popular with both American and European buyers. The city that is a mecca of design, trends and architecture was a natural fit in size, location and overall urban vibe.

From there, we knew we wanted an event in the fall. This time works particularly well for the stone segment of the show. Stone Expo East in 2007 was very successful, but the construction economy went down, so we only did the one show.

Surfaces in Las Vegas, which has always been held in January or early February, is known for product introductions and for being a buying show. That will never change. But products are launched throughout the year, and retailers and distributors buy all year. Plus, not everyone can attend the January show.

Did the pre-registration numbers meet your expectations?

Response has been very good. There’s a buzz about the event. The numbers will support the size of the show. Obviously TISE East is smaller than TISE in Las Vegas; this is more of a boutique show, but the value is there for attendees and exhibitors.

A launch show takes so much more marketing than an established show, and we have been up to the task. You cannot open an industry publication or website without seeing a TISE East advertisement. We successfully engaged in a vigorous telemarketing program, direct mail campaign, social media efforts on Facebook and Twitter, an exhibitor invitation program and so much more.

We have teams in the South Florida area knocking on doors of retail establishments, visiting distributors and even meeting with some manufacturers. We’ve got feet on the ground, and we’re making personal visits to industry professionals to invite them to the show and have them sign up to attend. We’ve done this for other shows and it has been successful in drawing local and regional attendees.

Tell me a little bit about the exhibitors for TISE East. Is this show meant to appeal to a different market than TISE?

We are finding it is more of a hard surfaces show, which is probably natural given the region. However, the presence of other product categories will definitely be felt.

Were your expectations met in terms of exhibitors? What will you do next year to bring in more exhibiting companies?

We met targets we had set for the show. Stone Expo East was used as a benchmark as a launch event that was similar in size and was extremely successful.

The success of this year’s event will drive attendance on both sides of the aisle—both exhibitors and attendees. Once they arrive, with it being such a unique event—the décor, the way the classrooms are set up, etc.—they will see TISE East is very, very different. It’s more networking, more of a niche market.

What are some of the show’s highlights?

We are able to do some things in Miami that we can’t do in Las Vegas, making this more of a networking event; education and networking activities are definite highlights for the show. For example, there will be a Party-By-The-Pool at the Delano Hotel on Monday evening with both attendees and exhibitors. We will have some cabanas people have sponsored to invite their customers. Vegas is too big to do something like that.

We also have a luncheon for emerging professionals (those under the age of 40), which has been an initiative of ours. The event will team up industry players under 40 and “industry titans.”

The education is unparalleled. [FCNews will sponsor the flooring portion of the education program, which includes the sessions geared toward business as well as sales and marketing.] It features sessions focused on every member of the industry—retailers, designers, architects, distributors, fabricators and installers, to name a few.

Some of the unique offerings of Surfaces East include a Social Learning Lab where attendees are invited to BYOD (bring your own device). Also, there will be a two-part workshop on how to inspire customers with fashion-led visual merchandising. It will start in the classroom and then proceed to the exhibit floor where attendees will put their new knowledge to practical use by dividing into small groups and creating live window displays on the show floor.

A Connection Conference for women in the stone industry, a behind-the-design tour of two South Beach luxury boutique hotels led by Drew Limsky of Modern Luxury Interiors, and a program designed for architects sponsored by AIA Miami Chapter are also highlights.

You’re going to find even more in the classrooms. There will be adult learning environments, and things to keep the programs fresh. We may adapt these methods to the Las Vegas show if they prove to be popular.

Is there any chance of a collaboration with other events for TISE East like the one for Surfaces 2015 [as part of Design & Construction week]?

Design & Construction Week 2015 is going to be incredible. In addition to Surfaces, attendees can also visit StonExpo/ Marmomacc Americas, TileExpo, the International Builders Show (IBS), the Kitchen & Bath Industry Show (KBIS), the International Window Coverings Expo and the Las Vegas Market. The anticipated attendance between all of these events is projected to be as high as 125,000.

Having said all of that, there is no partnership yet for Surfaces East, but we are always looking for other groups that will add value to our attendees and draw additional buyers for our exhibitors. I have some ideas in mind, and we are definitely exploring all avenues.

Posted on

The International Surface Event gears up for East Coast event

TISEeast2014-VERTICAL-1000x706

“Our partners have been requesting a fall show for several years and with the economic recovery clearly underway, we are confident TISE East will attract a brand new audience which will translate into new business for exhibitors,” said Dana Teague, vice president, Hanley Wood Exhibitions.  “The industry has become accustomed to manufacturers introducing new products at the January show.  TISE East will give buyers the chance to evaluate which new products are performing and allow them to adjust their inventories and merchandising strategy accordingly.”

The TISE East sales team reports strong interest from exhibitors for all three shows.  A partial list of participating major manufacturers confirmed include Bedrosians, Blick Industries, BMC Flooring, Breton SpA, Carpet Express, Inc., Dream Weaver, GranQuartz, International Wholesale Tile, Kane Carpet, Weavemasters, Lackmond Products Inc., Machine Tech Enterprises, MAPEI, Miracle Sealants Co., Northwood Industrial Machine, Park Industries, Regent Stone Products, Inc., Stanton Carpet, The Max Windsor Group and USG.

The TISE East Advisory Council, comprised of industry veterans representing every facet of the flooring, stone and tile industry, met with Show Management in February to offer insight on industry trends, hot topics and provide feedback on a new education program format, show hours, networking events and other show features.

In response to increasing demand for continuing education and industry certifications, show hours have been adjusted to allow both exhibitors and attendees the opportunity to take advantage of a newly revamped education program which provides for more interactive learning.   TISE East exhibit hours are 1:00 pm – 6:00 pm on Monday, Oct. 20 and Tuesday, Oct. 21 and 10:00 am – 3:00 pm on Wednesday, Oct.22.  Education will be offered from 12:30 pm – 5:30 pm on Sunday, Oct.19, 8:00 am – 1:00 pm on Monday, Oct. 20 and Tuesday, Oct. 21 and 8:00 am – 11:00 am on Wednesday, Oct.22.

The revamped education program includes over 50 educational sessions targeted to specific audience segments – architect, builder, designer, retailer/dealer, fabricator, installer, distributor and care/maintenance/restoration.  A large number of sessions will qualify for credits with AIA, AIBD, IDCEC (ASID, IDC, IIDA) and IICRC.  Education program highlights include the 140 Under 40 Emerging Professionals Luncheon, a round-table networking event featuring some of the industry’s most influential insiders, an Interior Trends & Merchandising Workshop, which will give participants the hands-on opportunity to create window displays live on the show floor and an Architect & Designer Hospitality Tour, showcasing the innovative use of building and design product at two luxury award-winning Miami Beach hotels.

Walk & Talk Sessions incorporating tours of the show floor will utilize the exhibit hall as a classroom, allowing attendees to gain perspective from industry experts with three different areas of emphasis – Equipment & Tooling, Luxury Trendspotting Floorcovering and In Our Green Shoes: An Eco-Agenda.

“Our goal since we began working with our partners, sponsors and endorsers on planning TISE East has been to create a unique trade show experience that allows attendees to take full advantage of educational offerings, certifications and networking in addition to the exhibits,” Teague explained.  “We will continue to invest in offering top-notch educational programming as our research indicates ongoing education is critical to maintaining a competitive advantage for both buyers and sellers.”

Complimentary on-floor education and demos can be found in The CAGE, Cleaning & Restoration Pavilion, Tool Alley and the Social Learning Lab, where attendees are encouraged to “BYOD” – Bring Your Own Device to learn everything you need to know about social media.  Other show features include Artisan Avenue, Marmomacc Pavilion, Product Marketplace, Stone Pavilion and StoneLIVE Stadium.

In addition, the International Concrete Repair Institute (ICRI) will be offering installers Concrete Slab Moisture Testing Technician Certification, the Stone Fabricators Alliance will present “Maximizing Margins,” a workshop focused on hard-hitting strategies to increase profits straight from experienced business owners and The Experience will conduct a Retailer Symposium: “Get it Right! – New Products, Troubleshooting Problems Onsite, Selling Skills and Hiring Your Own Inspector.”

Complimentary education sessions offered by the Marble Institute of America (MIA) include “Stone Industry Town Hall Meeting: Let Your Voice Be Heard, Sustainable Natural Stone – An Introduction to NSC 373” and “Navigating an Onsite Safety Consultation to Meet OSHA Requirements.”  MIA will also be hosting Women in Stone Connection Conference on Sunday, Oct. 19 from 1:00 pm – 6:00 pm.

In case you thought Miami was going to be all work and no play, a Progressive Happy Hour event will take place Monday and Tuesday from 4:00 – 6:00 pm on the show floor.  And hat’s a new show launch without a party to celebrate?  Exhibitors and attendees are invited to the TISE East Launch Party by-the-Pool, Monday, Oct.20 from 6:30 pm – 8:30 pm.  Guests will enjoy complimentary beer and wine, heavy hors d’oeuvres, music and networking by the pool at the iconic Delano hotel, a not-to-be missed event showcasing the best of Miami Beach nightlife.  Tickets are $50/early registration, $75/regular and $100/onsite.

Education sessions require pre-registration.  A complete schedule of the TISE East education program will be available mid-July.  For more information on The International Surface Event East, visit www.TISEeast.com.

To take advantage of discounted hotel rates at TISE East which include complimentary shuttle service to and from the show, visit www.tphousing.com/theintlsurfaceevent.com.

Posted on

FCNews to sponsor education sessions at Surfaces East

Volume 27/Number 21; March 3/10, 2014

Screen Shot 2014-03-10 at 11.42.46 AMHicksville, N.Y.—The recent International Surface Event in Las Vegas proved to be the most successful edition in recent years with attendance up 7% and exhibitors exceeding their expectations in terms of writing orders. So for show manager Hanley Wood, the attention now shifts to preparing for the inaugural International Surface Event East, slated for Oct. 19-22 in Miami Beach, Fla.

While Hanley Wood promises a different feel than the Las Vegas event, one constant will be a strong, wide-ranging education conference. And, once again, FCNews will sponsor the flooring portion of the program, which includes the sessions geared toward business as well as sales and marketing. Continue reading FCNews to sponsor education sessions at Surfaces East