TRADESHOW

The First of Its Kind

DWC's A Whole New World debuts in Atlanta.

by Howard Shingle

The window coverings industry is changing. Not only is it changing with the styles and fashions of interior decorating, but with the competitive pressures placed on all businesses. Consumers are more in control today than ever before, accessing product information, selection, price, color and style at any time, immediately and virtually for free. To prepare businesses for the demands these changes are bringing, Draperies & Window Coverings brought together for the first time experts on workroom guidelines and techniques, design trends, pricing and marketing and business technology in an educational conference, D&WC: A Whole New World, held April 26 to 28 at the Cobb Galleria Centre, Atlanta, GA. The two-day conference featured a full slate of informative and hands-on seminars and a Product Learning Center aimed at preparing attendees to recognize these changes and to respond with ideas and programs in order to reach their full potential for success in the years ahead. For the 250 attendees and the more then 30 sponsoring companies, the conference represented a step toward the future. The response to the conference was enthusiastic. The seminar topics were rated highly appropriate and effective, while the response to the Product Learning Center was encouraging for attendees and sponsors alike. Nicole Laurer, marketing coordinator for Techniku said, "Overall, we found while quantity of traffic was low, quality was excellent! This is the only show of the year to pay for itself!" After attending the Whole New World conference, George Egon, vice president of brand marketing, Springs Window Fashions Division, Inc., remarked, "No one knows how today's trends will evolve over time. Few, however, will dispute that we in the industry must change in ways that are consistent with shifts in consumer behavior. "The D&WC: A Whole New World conference did an excellent job helping those in attendance understand the state of change in our industry today." E-BUSINESS STRATEGY The conference began with an opening reception at the Renaissance Waverly, the host hotel, followed by keynote speaker Ted Bream, managing director at Scient. Both the reception and speaker were sponsored by Hunter Douglas, and Bream was introduced by Hunter Douglas Vice President John Kay. Bream is an expert on global e-commerce strategy and execution and focuses on consulting with top clients worldwide to establish business solutions to create market leadership and economic results. He told the audience that e-business should not be seen as a business model unto itself, but as another way to provide customer service similar to a personal meeting, telephone call or fax. Bream stressed that e-business remains a powerful economic catalyst and is not a fad whose time has come and gone. However, he warned that e-business technology will not make an ill conceived business plan better. "A bad idea is still a bad idea," he said. In the future businesses can expect to feel the effects of several trends, among them: unconstrained, networked communications; business machines and computers operating more intuitively; people living longer; daunting environmental issues; and global stability. As a result, businesses will need to know that leanness is critical, competitive advantage comes from establishing relationships and a real-time infrastructure will be necessary to respond to customers immediately. LEARNING OPPORTUNITIES The full conference schedule got underway Friday morning with a slate of design, workroom and business technology seminars, which began with an Industry Leaders' Panel discussion. The panel members were: Robert Collett, president, Techniku, Inc.; John Fitzgerald, executive vice president, Comfortex; John Kay, vice president, Hunter Douglas; R.H. Rowley, president, Rowley Co.; Ray Soltis, founding partner and co-owner, Solatech; and Tammy Thompson, executive vice president, sales, ADO. The panel members were asked where technology is leading the window coverings industry. Their responses included the installation of the latest high-tech and computer-driven manufacturing machinery to the use of the Internet to inform and serve customers. Rowley compared the panel's attempts at forecasting the effects of technology on the industry with quotes from early computer pioneers who could see no reason why consumers would ever need or want computers in their homes. Fitzgerald likened the current use of technology and its expected growth to television in the 1950s. At the heart of the Whole New World conference was the seminar program, which ran on both Friday and Saturday. Thirteen presenters from the window coverings industry and business technology fields led 32 sessions ranging from workroom tips and tricks to marketing and promotional campaigns, pricing, efficient Web site design and communications, e-commerce and technology and the future of independent fabricators. Several of the sessions were introduced by conference sponsors Comfortex, United Supply Co. and Techniku. In addition, the Window Coverings Association of America (WCAA) presented four sessions led by a panel of WCAA board members. These well-attended sessions focused on challenges facing the industry, sales and marketing solutions, new workroom technology and techniques, and business planning for profitability. Small class sizes worked well for most attendees and presenters. Attendees were given time to interact with presenters, and presenters could tailor their sessions to attendees. Overall, the response by attendees was positive to the education portion of the program. On written response cards submitted following each seminar, attendees used words such as "informative" and "inspiring" to describe the class schedule, which covered "the necessary subjects for business, designer and workroom diversity." One complaint was, "too many excellent seminars to choose from." Four sponsor workshops were scheduled for mid-afternoon. Scroll Fabrics, Techniku, National Business Credit Exchange and BTX each took advantage of this opportunity to meet the attendees to discuss specific product lines or programs. Running concurrently with the seminar schedule was the Product Learning Center. Here attendees were presented the opportunity to meet with and learn from the conference's 30-plus sponsors. Many of the companies focused their booth presentations on new technology including Web sites, Internet- and CD-based product ordering and information systems and window treatment motorization and control options. Others presented their newest lines of fabrics, decorative hardware, fabrication equipment, cleaning products and systems, design tools and marketing aids. As the first of its kind in the window coverings industry, D&WC: A Whole New World undoubtedly has room and incentive to grow. Future events are scheduled beginning in the fall of 2002.

More Articles by Howard Shingle  More Trade Show Articles The two-day conference opened on Friday. On-site registration provided an opportunity for many business owners in the Atlanta area to attend the day of the event.   A key part of the conference was the Product Learning Center, where attendees could meet and talk with representatives from sponsoring companies.   Keynote speaker Ted Bream of Scient spoke on the opportunities for companies to create new economic value through e-business.   Karla Nielson, professor of design at Brigham Young University, led four seminars on design trends focusing on the 21st century.   Kitty Stein, Workroom Concepts, spoke on workroom quality standards, efficient layout and pricing.   Developing marketing and promotional campaigns and creating a business image were among the topics covered in four seminars by Kay Pegram, Kaymar Communications.   Workroom techniques from measuring to working with interlining drew attentive attendees to seminars lead by Cheryl Strickland, Professional Drapery School.   Bay windows was the topic of this seminar by Ginny Conner, Joseph Bird Interiors, Inc. Other topics she covered included basic computer skills and growing a successful business.   Alexander Finn, L.C. Clark Publishing Co., led a seminar on obtaining optimal placement for Web sites on various Internet search engines.   Why companies need a Web site and using the Internet for basic business communications was discussed by Michael Griffis, griffis.net.   Hunter Douglas showcased its new Web site, dealer software and e-marketing programs.   Comfortex exhibited its WindowConnection program, which connects consumers with dealer and product information to suit their needs.   Techniku, Inc. featured its new motorization and control options for window coverings.   Rob Kaeding, SpYral Vision, Inc. discussed Web site design and offered digital media development.   E-Z Decorator design system showcased its newest room and fixture illustrations in reusable decals for creating scaled presentations.   Cleaning the latest window coverings and other upholstered furnishings was the topic at the On-Site Drapery Cleaning & More booth.   Designing elegant swags and cascades was demonstrated by Scot Robbins from Parkhill.   Many collections of trims and decorative hardware were displayed by United Supply Co.   The Easy Quote system for handling custom order quotes and paperwork was presented by Joseph Bird.   Herschel Saparow showcased the latest fabric collections from Scroll Fabrics.   Workroom instructional videotapes, books and monthly newsletter was offered by Professional Drapery School.   The value and energy savings of window film was presented by Cindy Rotton from Vista Window Films.   Classic and contemporary decorative hardware was showcased by House Parts, Inc.   Fabric spray-on products was offered by Richard Bilbro from Shield Industries.   Nicole Laurer and Ted Milligan of Techniku presented a window treatments motorization workshop, one of four workshops offered during the show.   To celebrate its 20th anniversary D&WC threw a gala party for sponsors and attendees featuring The Zoots and the Swingin' Suites swing band.   Attending the gala celebration was Moe Ronzati and Morteza Ronzati of Aveno Inc., one of the show's sponsors.   A walk down memory lane with memorabilia and photographs of past window coverings shows and a timeline of world and industry events was presented as part of D&WC's 20th anniversary galleria.