Hardwood Floors February/March 2019

CONTENTS

Chris Zizza | Chairman Michael Martin | CEO Anita Howard | COO Bree Urech-Boyle | CFO Brett Miller | VP, Education & Certification NWFA LEADERSHIP

Industry Insights

18 Government Affairs Make your voice heard.

By Dana Lee Cole

20 Market Matters Rising economic risks for the national housing outlook. 24 Designer Insights Designing with hardwood floors.

By Danushka

Nanayakkara Skillington

PUBLICATION ADVISORY COMMITTEE Julie Russell, Chair & Board Liaison | Glitsa, a division of Rudd Company

By Emily Morrow Finkell

Jason Elquest | Blackhawk Floors Inc. Allie Finkell | American OEM Wood Floors Lenny Hall | Endurance Floor Company Inc. Kevin Mullany | Benchmark Wood Floors Inc. Jim Schumacher | 3M Mike Sundell

Business Best Practices

28 Finance The impact of recent federal tax code

By Mary Jane Pieroni & Stephen J. Lenivy

changes on your business.

32 Sales Savvy The psychology of decision making. 34 Legal Marketing considerations related to the CAN-SPAM Act. 38 Marketing Email marketing best practices.

PUBLICATION TEAM

By Paul Reilly

Stacy Brown | Publisher/Editor | stacy.brown@nwfa.org Brett Miller | Technical Editor | brett.miller@nwfa.org Laura Boyle | Creative Director | laura.boyle@nwfa.org Megan Lhamon | Industry News Editor | megan.lhamon@nwfa.org Katie Schenk | Media Production | katie.schenk@nwfa.org Jodi O’Toole | Web Development | jodi.otoole@nwfa.org

By Matthew E. Misichko

By Katrina Olson

At the Site 50 Subfloor Prep Properly preparing your concrete substrate.

111 Chesterfield Industrial Blvd. Chesterfield, Missouri 63005 P : 800.422.4556 Local : 636.519.9663 F: 636.519.9664 E: news@hardwoodfloorsmag.com W: hardwoodfloorsmag.com

By Andrew Fulkerson

60 Sports Floors The road to the final floor.

By Stacy Brown

64 Tech Talk

By NWFA

Unique subfloor prep challenges.

Regional Instructors

CONTRIBUTING WRITERS Rick Bush Dana Lee Cole Michael Dittmer Jason Elquest Emily Morrow Finkell Andrew Fulkerson Lenny Hall Daniel Heney

66 Health & Safety Focus Focus on power tool safety.

Paul Reilly Danushka Nanayakkara-Skillington Scott Taylor Ben Totta David Williams Chris Zizza

Libby Johnston Stephen Lenivy Megan Lhamon Michael Martin Matthew E. Misichko Brett Miller Katrina Olson Mary Jane Pieroni

By Rick Bush

68 WFOY Winner Spotlight Best Textured Wood Application: WD Flooring By Stacy Brown 70 Sponsored Content A personal investment in your education. By David Williams

Product Focus 82 Subfloors, Subfloor Prep, & Adhesives 90 DOMOTEX USA Exhibitor Showcase

ADVERTISING SALES

Libby White Johnston Media & Advertising Sales libby.johnston@nwfa.org | 337.794.9232

Also in this Issue

6 Chairman’s Cut 8 Wood Stock 72 NWFA Resources 94 New Products 95 Ad Index

Hardwood Floors (Print: ISSN 0897-022X and Online: ISSN 2475-5125) is published on a bi-monthly basis, plus the Annual Industry Guide, by the National Wood Flooring Association and distributed as a membership benefit to its member companies and without charge upon request to qualified individuals throughout the wood flooring industry. Single copy price is $8, annual Industry Guide is $50. Subscriptions: $40/ year (includes 6 issues and Industry Guide) in the U.S. and Canada. Publication office: 111 Chesterfield Industrial Blvd, Chesterfield, MO 63005. Phone: 800.422.4556. Printing office: Walsworth, 306 N. Kansas Ave., Marceline, MO 64658. Printed in the U.S.A. Periodicals Postage is paid at Chesterfield, MO and at additional mailing offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2019 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited.

96 Final Coat: CEO’s Message

hardwood floors

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