Concrete Decor Show Gathering Momentum

This Say Si’ classroom floor was the beneficiary of the “Innovative Decorative Toppings” class, where attendees learned how to install a polishable topping.

Does the concrete industry need another concrete show? That question rocketed around the concrete world in 2009 when Bent Mikkelsen, publisher of Concrete Decor magazine, decided to start a new trade show focusing specifically on the decorative concrete world. The first show would be in Phoenix in the spring of 2010 and be called the Concrete Decor Show & Spring Training.

The second question entering the minds of many was if now was a good time to start something of this magnitude since the country was mired in economic times second to only the Great Depression. In 2009, for example, the year Mikkelsen decided to pull the trigger and do the show, the stock market hit its nadir in March, plummeted to a range not seen since 2002. Needless to say people were not feeling rich at that moment. The decorative concrete industry depends to a good degree on buyers being willing to part with some of their money for something they don’t necessarily need to survive. Making a big bet at time like this can easily turn from the leading edge on innovation into the bleeding edge of innovation.

A final question was could anybody go up against the beast that is the World of Concrete. I have attended the World of Concrete show 27 straight years, exhibiting for about the last 10 years. Generations of concrete contractors flock to World of Concrete each year like birds migrate on their regular seasonal journey. The show has had upwards of 90,000 visitors per year before. No doubt it is a great way to reach prospects, including international prospects who in the last few years have become the Holy Grail for many exhibitors.

Well, the dreamer in Mikkelsen over-ruled all conventional logic and he went for it. Like P.T. Barnum he went out promoting his version of the greatest show on earth while many people were watching their retirement accounts sink faster than a rock in a pond. Kudos to him for doing so.

Concrete Decor Show Gaining Serious TractionFast forward three years to the 2012 show at the Henry B. Gonzalez Convention Center in San Antonio, Texas. I’ve got to tell you the Concrete Decor show is gaining serious traction. Here is how I know: The attendees are excited and told me they are getting great value from the show. As one contractor said, “Every booth here is of interest to me, I don’t need to look at large pumps, and other types of big equipment. Every person walking the aisles is in my same field - decorative concrete.” In addition all of the hands-on classes and the seminars were geared for the decorative contractor. In fact, there were demonstrations going on right on the show floor, which isn’t even allowed at World of Concrete. Now mind you many of the exhibitors want to reach the big contractor interested in the large pump, he might also color or decorate concrete, but they also want to reach the smaller contractors who have a specific focus on decorative concrete

Another way I know the Concrete Decor show is gaining traction is that for the first time this year when we called contractors and supplier customers this year to invite them to our annual party at World of Concrete, a substantial number of contractors said they were not attending World of Concrete this year. That didn’t happen in 2010 or 2011, but it happened this year. And it seems that trend will gain steam next year.

What’s Different about the Concrete Decor Show?Mikkelsen has some great ideas to elevate decorative concrete to its own stage that have helped bring the show this far.

First off, it always bothered him to see decorative concrete artistry work done at the World of Concrete torn up and thrown in the garbage. Why not coordinate with a good cause and leave artistic decorative concrete behind in each city the show is held. In San Antonio SAY Sí, an award-winning non-profit youth arts organization was the beneficiary. With the help of generous donations from industry suppliers and exhibitors, plus incredible craftsmen and women who led decorative concrete classes at SAY Sí, the industry leaves behind a legacy instead of tons of material headed for the dumpster.

Another great idea was to start a decorative concrete Hall-of-Fame. In 2012, Mike Archambault, Brad Bowman, Clark Branum and Joe Nasvik were inducted. They also honored Artisan in Concrete award winners from throughout the year in Concrete Decor magazine. All this is a really nice touch that helps take the decorative concrete industry to a higher level.

Mikkelsen also moves the show to a different location each year. No doubt this helps people from different parts of the country that can’t make it all the way to Las Vegas for World of Concrete.

Moreover, a Green Matters track was added to the conference this year. I know that this portion of the show was not as well attended as was hoped, but the decorative concrete industry needs current information on how its work fits with LEED and how the industry can make the most of it from a sales perspective. Also, if the plans call for 15% cement replacement in the mix- contractors need to understand how that will affect the color they have sold. So there is the double benefit of being a more knowledgeable contractor to get more work and also of staying out of trouble due to changes in the mix designs that come our way. That was what Mikkelsen was trying to achieve with the Green Matters track. I’ve learned in my career that there is never a traffic jam on the extra mile- more people should have attended this track!

Doing this show has not been a walk in the park for Mikkelsen. For him and his wife Sheri, and the Concrete Decor staff it has been a monumental undertaking. There has also been incredible support from a variety of suppliers who have taken extra interest in having this show become a success. Says Tyler Irwin of Proline Concrete Tools, who has exhibited in the show all three years, “From the beginning we wanted to be involved in a show that was controlled by the decorative concrete industry, versus how other shows sometimes treat decorative concrete as an afterthought. Bent’s heart has been in the right place from the start.”

Heart and passion are the two key components of making something happen. Next year the Concrete Decor show will be held in Charlotte, North Carolina, March 11-15, 2013. With the show’s growing momentum, a dash of an improving economy and a location that will attract a particularly large segment of people who won’t be going from the East Coast to Las Vegas… it won’t surprise me at all if the 2013 show is the best one yet.

Call for more information about the 2013 show at 877-935-8906

You can register for email updates about the show here