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2021 Agenda & Programming Tracks



Day 1 Wednesday, November 17, 2021
7:30 - 8:30 AM
Registration Open
8:30 - 8:45 AM
Welcome Address
Presented by Todd Saunders, CEO at Broadlume
Todd gets FloorCon started and will share his vision of this and future shows.
8:45 - 9:15 AM
Consumer Expectations Have Changed
Presented by John Weller, CIO at Broadlume
John is widely known as the digital evangelist in the flooring industry. He'll share everything you need to know to provide the best consumer experience.
9:15 - 9:45 AM
The Value of Digital Marketing & Today's Consumer Journey
Presented by Mauricio Orantes, Director of Partner Development, Americas at Microsoft
Mauricio of Microsoft will give you the inside look at what today's consumer journey looks like and how you can maximize your value from digital marketing.
9:45 - 10:15 AM
10:15 - 10:45 AM
Everything You Need To Know To Grow Your Flooring Business
Presented by Jason Goldberg, CEO of America's Floor Source
From $0 to $160 million, Jason will pull back the curtain and give you the insider secrets of how to grow your flooring store.
10:45 - 11:30 AM
Believe It or Not: Consumers Are Buying Houses Online
Presented by Anthony Carrino, VP of Design at Welcome Homes & HGTV Star
Anthony Carrino, former HGTV star and home/design rockstar, will share how he leverages technology to sell high value projects (like homes!)
11:30 - 12 PM
From Empire To Express: Lessons in Leadership
Presented by Steve Silvers, CEO of Express Floors & fmr CEO of Empire Today
Steve will share his experiences as one of the foremost experts on growing a shop at home business.
12 - 12:15 PM
Morning Recap
Presented by Jeffrey Bieber, VP of Marketing at Broadlume
Jeffrey will recap what we've learned so far and set the stage for an exciting afternoon at FloorCon.
12:15 - 1:30 PM
Lunch Break
1:30 - 2 PM
Simplify Everything: Welcome To The All-In-One Platform (MAJOR ANNOUNCEMENT ALERT)
Presented by Todd Saunders (CEO) + 4 Guests
Todd will reveal the first all-in-one platform for independent flooring dealers.
2 - 2:15 PM
Dealer Success Stories: The Mohawk Dealer
Nichole Beyer (Owner) & Jenna Bloom (Senior Enterprise Manager at FloorForce)
Nichole shares her advice, lessons, and best practices as a successful dealer in Mohawk's Omnify program.
2:15 - 2:45 PM
2:45 - 3 PM
Dealer Success Stories: The Independent Dealer
Chris Friest (Owner at The Floor Doctors) & Todd Saunders (CEO at Broadlume)
Listen to Chris, one of the creative geniuses at The Floor Doctor, on his incredible success and how they're winning in their market as an independent dealer.
3 - 3:15 PM
Dealer Success Stories: The FlooringStore United Dealer
Jason Potts (Owner at RIC Flooring) & Neil Daley (VP of Merchandising at Broadlume)
Hear from Jason as he discusses his journey as an installer for Lumber Liquidators to a rockstar flooring store owner.
3:15 - 7 PM
Tradeshow, Scheduled Appointments & Open Bar + Small Bites
An incredible tradeshow and an open bar with tasty snacks on the beautiful waterfront. To book a meeting with sales, please reach out to

Dinner on your own
Day 2 Thursday, November 18, 2021
8:30 - 9 AM
Recap from Day 1 & Introduction of Day 2 Keynote
9 - 10 AM
Joe Gibbs: Building a Legacy of Winning
10 - 10:30 AM
10:30 - 11:15 AM
Session 1
Presented by Neil Daley, VP of Merchandising at Broadlume
Looking to increase your profits? Neil shares his tips and tactics to help you bolster your bottom line.
Leadership & Culture: The 5 Important Tactics To Master Hiring & Building Your Store's Culture
Presented by Susan Weller, Founder of Flooring Careers
Susan will provide you the playbook to master hiring, building culture, and providing the right benefits for your store.
Sales & Operations: To Buy or to Sell: How To Value A Business
Presented by Jason Goldberg (CEO of American's Floor Source) & Nick Bock (CEO of 31st Street Capital)
Do you know what your store is worth? Jason and Nick have recently purchased a number of flooring stores and will give you the low down on what buyers and sellers should know.
FloorForce Platform & Programs: Dominate Your Market with Data & Analytics
Presented by Tom DeMoya, Director of Analytics at Broadlume
11:15 - 12 PM
Session 2
Marketing & Advertising: Building Your Brand, Starting With You
Presented by Joe Zago, CEO of The Carpet Guys
From one of the most electric and entertaining owners in the industry, Joe will share his incredible story and how he created his brand, starting with himself.
Leadership & Culture: Mitigating The Installation Crisis - and How You Can Help
Presented by Jim Aaron (Executive Director, FCEF) & Jason Potts (Owner of RIC Flooring)
Looking for installers? Hear from Jim and Jason on what we can do to solve the industry's biggest crisis.
Sales & Operations: Sell The Story, Not The Product
Presented by Pami Bhullar, VP Business Development, The Dixie Group
To most, flooring is wood and wool, and that's why you need a good story to tell. Pami is going to help you unlock your sales potential with storytelling.
FloorForce Platform & Programs: Do The Work: Never Lose Another Lead (RLM Deep Dive)
Presented by Dimitar Alexandrov, CPO at Broadlume
Stop wasting your money and manage your leads! Dimitar will show dealers how they can save time, money, and headaches with Retail Lead Management.
12 - 1:30 PM
Lunch Break
1:30 - 2:15 PM
Session 3
Marketing & Advertising: Design Trends, Consumer Behaviors, Leveraging Technology
Presented by Anthony Carrino, VP of Design at Welcome Homes and HGTV Star
Anthony will give you the insider edge on trends, consumer behavior, and how to maximize the digital tools you have access to.
Leadership & Culture: Growing The Women of the Flooring Business FB Group
Hear about the incredible growth and community that Michelle, Rachel & Lisbeth are building within the flooring industry.

Presented by:
  • Michelle Winters, Owner, New Braunfels Flooring
  • Rachel Berlin, Sales Manager & Design Consultant, Precision Floor & Decor
  • Lisbeth Calendrino, Chief Inspiration Officer, Lisbeth Calandrino & Associates

Moderated by: Katie Tateishi, VP of Enterprise of Broadlume
Sales & Operations: Boost Your Bottom Line: Mastering Commission Structure & Margin Control
Presented by Patrick Ferries, COO of Rollmaster
Looking for help on structuring your commissions and margin control? Patrick is here to help make it simple and easy to understand for you.
FloorForce Platform & Programs: Closing Sales With Just A Text Message
Presented by Dan Pratt, CRO of Broadlume
Dan will show you how to close more sales by simply responding quickly with a text message.
2:15 - 3 PM
Session 4
Marketing & Advertising: LinkedIn: Underutilized + Overlooked = Your Opportunity
Presented by John Weller, CIO at Broadlume
John is going to help you understand to how to grow your business and brand by leveraging LinkedIn.
Leadership & Culture: The 6 Keys to Scaling Your Flooring Business
Presented by Nick Bock, CEO of 31st Street Capital
Nick is going to walk you through the 6 keys you need to focus on to scale your flooring company. By focusing on these 6 keys, his previous company was on the INC 5000 list of fastest growing companies 8 years in a row!
Sales & Operations: How to prepare for your 2022 tax season: What to watch for and what you need to know
Presented by Bob Saunders, Founder of Westfield CPAs
The flooring industry's favorite accountant will share everything you need to know for this upcoming tax season, from how to prepare to how to save.
FloorForce Platform & Programs: Visualize This: Boost Sales By 6% With Augmented Reality
Presented by Stuart Batt, Director of Visualization at Broadlume
Looking to sell more flooring? Stuart will give you all the insider tricks on how to master this award-winning technology.
3 - 3:30 PM
3:30 - 4 PM
Dealer Confidential: Masters of Show At Home
Are you ready to go all in on shop at home? Come listen and learn from 3 of the best CEOs in flooring as they discuss their recipe to success in this exciting space.

Presented by:
  • Jason Goldberg, CEO of America's FloorSource
  • Steve Silvers, CEO of Express Flooring
  • Joe Zago, CEO of The Carpet Guys

Moderated by: John Weller, CIO of Broadlume
4 - 4:15 PM
Show Recap, Party Details + Next Year Announcement
4:15 - 5:45 PM
Dealer Post Networking & Appointments
To book a meeting with sales, please reach out to
5:45 - 7 PM
7 - 10 PM
Dealer Awards, Dinner, Open Bar, Live Band + Raffle/Giveaways


The Technology & Programs Track
Explore the benefits of embracing digital technologies in your business.
The Sales & OPERATIONS Track
Learn from veteran sales leaders and master operators. Get the most out of your inventory, showroom layout, and sales strategies.
The leadership & culture Track
Improve your team’s productivity, leadership, and marketing opportunities. Learn how to take your business to the next level.
The marketing & advertising Track
Learn about Digital ads, optimized websites, lead management, and more.
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