This year’s FloorCon is taking the tempo up a notch according to Jeffrey Beiber, vice president marketing, Broadlume. The technology company aimed at independent flooring dealers has revealed a few changes to the muti-day event, including the increased show size and new show format.

This year’s FloorCon is heading to the West Coast and is hosted by the JW Marriot Tucson Star Pass Resort & Spa in Tucson, Arizona from November 14 to 16. Beiber says this is a strategic move to accommodate dealers on the West Coast and will most likely continue to alternate between the East and West Coasts each year. 

“We want to make this accessible to all retailers,” said Beiber. “That’s our biggest goal.” 

Last year’s FloorCon was held in Florida, the origin of FloorForce, and was a sold-out event with 250 registered attendees and a last-minute surge of registrations took that number to around 400. It was standing room only during the speaker sessions. Joe Gibbs, former NFL coach for the Washington Redskins and owner of Joe Gibbs Racing, a championship-winning NASCAR team, delivered the keynote on leadership and success in business. 

Attendance is expected to range from 600 to 700 this year and with that in mind, the show has more than doubled its offerings and has expanded to a four-day event to accommodate the changes. A post-show evaluation was sent out at the conclusion of last year’s show where attendees indicated that they want more education and more networking going forward. 

“I love that fact—that [desire for more networking] is a constant,” said Beiber. “They just want to know their fellow flooring retailer; they want to hear how others are approaching the same problems or obstacles that they’re facing.

So, this year, the education has been divided into four tracks: Marketing & Advertising, Leadership & Culture, Sales & Operations, and FloorForce Platforms & Programs. The education sessions will begin as a large-format class and then divide into breakout sessions where dealers will be broken into groups that will rotate so they can not only attend all breakouts, but so they can also get “a deeper, immersive experience,” according to Beiber. 

Day one will include the first-ever supplier sessions where a handful of supplier/manufacturer partners are going to dedicate time to work with their retailers. The goal with including this sort of meetup is to create value for the flooring retailer. 

“We want to make sure we are creating that avenue where people can come in and maximize their time on these trips,” said Beiber. “Because it’s hard to leave your flooring store, and we know time away is extremely valuable. For us, it’s not just that we are going to create this incredible getaway experience for you, but we’re going to make it so valuable for you that you can meet with the important suppliers you work with, or Titans of industry, or industry leaders, or the people who are going to make you think different about your business or even yourself.” 

One of the keynote speakers will be Caleb Campbell, a former NFL athlete who kicked off his football career in The United States Military Academy at West Point. He was drafted into the NFL but got called away to serve his country—a decision that would forever alter his life. He will tell his story and speak to the importance of prioritizing mental health and how he came up with what he refers to as the “Leadership Expansion Process” to help retailers handle the stress that comes with running a business.  

The Broadlume team will be sending out teasers for the remaining speakers in the coming weeks. For now, just know that the lineup is a power team of “Industry Titans” to use Beiber’s phrasing. He also hinted at the inclusion of a CEO panel made up of large flooring manufacturers and distributors, talking about the industry. 

“We want retailers hearing from the people who make decisions,” said Beiber. “How are they looking at the industry? How can they share those insights that are so valuable? How they see consumers shopping; how they see supply chain shifting; how they see relationships between manufacturers and retailers continuing to grow.” 

To further support the importance of quality over quantity, the venue itself was selected to offer attendees with a “work-cation.” The JW Marriott Tucson, a four-star hotel, is nestled in the foothills of the Sonoran Desert. The nightly rate has been negotiated down to $199 per night and is available for attendees three days prior to the show and three days after. 

Additionally, Beiber revealed that the tradeshow will take place outside so attendees can enjoy the scenery. As for the vendors, Beiber says they are hand-selected to provide retailers with a curated selection of offerings. 

“Fores, not floors!,” a charity golf tournament to benefit juvenile diabetes, will be held on Thursday, November 17 on the hotel’s golf course designed by Arnold Palmer, a 62-time PGA Tour winner. “There may or may not be a celebrity showing up,” hints Beiber. 

There are some announcements that will be made at the show. At this point, the only thing that has been revealed is that the announcements are new product and technology related. 

Registration will jump from $449 to $499 as of September 1. For more information, visit experiencefloorcon.com.