Coverings 2011 Won Big In Western Gains

(ALEXANDRIA, VA—APRIL, 2011)—The westward move to Las Vegas made by Coverings 2011 paid off. One of the key objectives in shifting to the new first-time venue this year was to attract more attendees from the West Coast where tile and stone have always found a receptive market. Indeed, there was a 71% increase in attendees from the West Coast states, including a massive increase from California alone, plus an 82% increase from the Rocky Mountain region states. Overall attendance was pegged at 19,000, a slight dip from 2010, with more than 800 exhibitors lining the aisles.
Another inarguable measure of the show’s success is the rate at which exhibitors are renewing for Coverings 2012, April 17-20, when it returns to Orlando, FL, and the Orange County Convention Center. This year, for the first time, Coverings offered on-site space selection for next year, and a staggering 90% of space already has been contracted. In fact, the floor has been expanded to keep up with the demands of those interested in exhibiting.
“Consensus was that there was a solid return on taking Coverings to Las Vegas. We now need to capitalize on the base of West Coast attendees we attracted and figure out how to retain them as returnees as we move forward over the coming decade,” said Jennifer Hoff, president of events for National Trade Productions, which manages and produces Coverings.
More than 100 first-time Coverings exhibitors appeared this year, and several among them expressed satisfaction with the experience. The Size, for instance, a Tile of Spain brand, actually used Coverings to make its international debut. Jesus Esteve, one of the company principals, admitted that he and his associates didn’t know what to expect, “but, we are extremely pleased with the crowds and the interest in our products as we begin to look for distribution here in the U.S.” His views were echoed by several other newcomers who said they felt the show had exceeded what they had imagined possible. And, then there were veterans, like Dave Bouchard, marketing manager of Emil Ceramica, and Sylvie Atanasio, owner of AlysEdwards, who commented that they were busy writing sales.
Another final figure coming out of Coverings 2011 was that more than 500,000 pounds of surplus and used tile and stone were ultimately diverted from the dumpsters thanks to the show’s collaboration with Tile Partners for Humanity. Collected from exhibitors after the build of their displays and at the conclusion of the show, these discards are being “recycled” for use in Habitat for Humanity and other worthy building projects undertaken by non-profit community organizations and public agencies benefitting the disadvantaged nationwide. TPFH was aided in the collection by Mountain Re-Source Center. Visit or

About Coverings
Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. It has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 50 countries and attracting thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world. The exposition also serves as a valuable resource for continuing education for all categories of attendees, with informative, accredited seminars and live demonstration sessions conducted throughout the four days and all free of charge. Coverings 2012 is set for April 17-20, at Orange County Convention Center, Orlando, FL. For more information visit or contact National Trade Productions, Coverings Show Management, 703.683.8500.