By The Coffee Shops®.

Panelists discussed challenging workplace bias, sponsoring women’s careers and creating a culture where employees feel supported.

At the Roofing Contractors Association of Washington (RCAW) Women in Roofing Day event in Tukwila, Washington, a panel of industry leaders had a conversation focused on recognizing unconscious bias, supporting women’s advancement and addressing mental health concerns throughout the construction industry. Moderated by Jennifer Stone of Tremco, the panel featured Justin Shirley of State Roofing, Donovan Gladstone of GAF, Eric Johnston of PABCO Roofing Products, Cody of Polyglass and Josh Wilson of Stoneway Building Supply.

Panelists began by examining assumptions they had encountered or held about women’s roles in the industry. Several noted that their early experiences in roofing and construction included few women outside office, administrative or sales positions. As more women entered installation, manufacturing and leadership roles, those experiences challenged outdated assumptions about what women could or wanted to do.

A recurring theme was the importance of remaining open-minded and avoiding assumptions about what someone can or cannot do. Rather than focusing on differences, the panelists emphasized evaluating individuals based on their abilities, goals and contributions.

The conversation then shifted to one of the event's most candid topics: the responsibility men have to challenge inappropriate comments, stereotypes and workplace behavior when women are not present. Panelists acknowledged that speaking up can be uncomfortable and, at times, carry professional risk. However, they agreed that creating meaningful change requires action rather than silence.

Several speakers shared personal experiences where they had witnessed inappropriate treatment toward women and questioned whether they had done enough in those moments. Their honesty highlighted a key takeaway from the discussion: allyship is not about having all the answers but being willing to listen, learn and take action when necessary.

The panel also explored the difference between mentorship and sponsorship. While mentors offer advice and guidance, sponsors actively help create opportunities by advocating for others, making introductions and encouraging individuals to pursue leadership roles. The speakers encouraged attendees to use their influence, regardless of title, to help others advance in their careers.

Workplace systems and policies were another focus. The panel discussed how flexibility, understanding family responsibilities and removing unnecessary barriers can create more opportunities for women to succeed. Several speakers noted that simple actions, such as listening to employees' needs and questioning outdated assumptions about productivity, can make a significant difference.

One of the most impactful portions of the discussion centered on mental health. Drawing attention to the construction industry's high rates of suicide, substance abuse and mental health challenges, the panelists shared personal stories about addiction, loss and recovery. The conversation emphasized that mental health affects everyone in the industry and that leaders must create environments where people feel safe asking for help.

The speakers encouraged companies to become more familiar with available resources, normalize conversations about mental health and train leaders to recognize warning signs. Most importantly, they stressed that meaningful support often begins with something simple: asking someone how they are doing and genuinely listening to the answer.

As the session concluded, the panel left attendees with a powerful reminder that leadership is rooted in empathy, curiosity and human connection. Whether supporting women in the workplace, mentoring future leaders or checking in on a struggling colleague, the small actions individuals take every day can have a lasting impact on the people around them and on the future of the roofing industry.

The discussion’s message was ultimately one of shared humanity: remain curious, challenge assumptions, use influence to create opportunities and take time to check on the people around you.

By Lauren White.

Women across the PNW came together for a powerful day of connection, education and progress in roofing.

It’s back! For the second time, the Roofing Contractors Association of Washington (RCAW) hosted the Pacific Northwest Regional Women in Roofing Day in conjunction with the Seattle National Women in Roofing (NWIR) council on October 16, 2026. Around 100 professionals gathered at the Interurban Hotel in Tukwila, Washington for a day of networking, education and connection. The morning started off with Jennifer Stone from Tremco and Katie Bodiford, NWIR executive director, sharing the journey and genesis of NWIR 10 years ago. It started with a group of women who shared similar desires for the industry and experienced similar frustrations being in a male-populated industry. “Where are the women?”
was one of the main questions at many industry events.

In response to the question, they decided to act and start a local council in the Midwest to bring women in the industry together. Those women were Heidi J. Ellsworth, Sharri Carlozzi, Jennifer Ford-Smith and Jennifer Stone. After the event, Jennifer Stone challenged the group, saying, “This needs to be bigger, this needs to be national.” And that’s exactly what happened. Now there are 63 councils across the U.S. and there are international members as well. "Ten years ago, 0.5% of the industry was women and now we are at 5% of women in roofing," Katie shared. It’s great growth, but there’s more to be done!

Ten years ago, the goals set forth by this group were:

• Mentorship and community for women
• Education for women where they felt comfortable being educated and then be leaders in education
• To recruit more women to the industry
• Provide a safe and comfortable space for women to network

And those pillars remain today. As Jennifer stated, “Everything comes from the lens of, ‘Does this empower women?’”

After the opening session, attendees had the opportunity to attend two of the three breakout sessions offered. PABCO Roofing Products presented “Understanding Asphalt Shingles,” Stop Claims presented “Top 5 L&I Issues” and ABC Supply presented “Building Your Business.” Between sessions, attendees had the opportunity to network, take photos in the photo booth and meet with industry partners at their tables to learn about what’s new with VELUX, Anything Insurance, RCAW, NWIR, PABCO and more.

During lunch, which was sponsored by Owens Corning, we had the opportunity to network and learn more about the people at our tables. I happened to be sitting next to the afternoon keynote, Katee Williams, the owner of Steve Garlock Equipment. She shared her journey in the roofing industry, an industry that her mother worked in and was a trailblazer for Katee and her career in roofing.

Katee encouraged attendees to learn, adapt and work their way up, reminding them that they don’t have to know everything in one day. “Confidence often comes after you take the step, not before,” she shared. She also reflected on the distinction between being a strong employee and becoming a strong leader, discussing the challenges of navigating the roofing industry, leading a company and raising a family. Her story came full circle with her mother in attendance and her daughter now working alongside her at Steve Garlock Equipment — bringing three generations of women in roofing together in the room.

She also shared lessons learned throughout her career with attendees, saying:

• Learn everything you can
• No role is too small
• Relationships and partnerships will follow you for decades
• Don’t lose yourself as you build your career. Take care of your health and your family.
• Find mentors and build relationships with other people
• There’s room for everyone at the table
• A career is built over decades, not in one perfect year

The final two sessions of the day were a women’s panel and men’s panel. The women’s panel was moderated by Allison Woslager of Integrity PNW. The discussion brought together Jennifer Stone of Tremco, Katie Bodiford of NWIR, Cheri Groves of Axis Roofing, Kimberly Santiago-Vega of GAF and Claudia Carachure of CF Roof and Gutter. Panelists discussed navigating bias, building confidence and advancing women’s careers through education, networking, mentorship and sponsorship. They also explored employee retention, workplace culture, mental health and work-life balance, emphasizing the importance of supportive leadership, clear growth opportunities and personal well-being.

The men’s panel was moderated by Jennifer and featured Justin Shirley of State Roofing, Donovan Gladstone of GAF, Eric Johnston of PABCO Roofing Products, Colin Parks of Polyglass and Josh Wilson of Stoneway Building Supply. The panel focused on challenging workplace bias, advocating for women’s career growth and creating more inclusive opportunities across the roofing industry. Panelists also emphasized personal accountability, meaningful allyship and the importance of open conversations and genuine support around mental health.

We closed the day with a group photo, raffle prizes and thank you’s. Overall, it was a great day of connection and learning with like-minded professionals in the Pacific Northwest. Being surrounded by others who understand the challenges and possibilities of a career in roofing was a powerful reminder that days like this matter. From exploring NWIR’s origins to learning through breakout sessions, inspiring keynotes and candid panel discussions, the day reinforced how education and connection can help build a stronger future for women in roofing.

By The Coffee Shops®.

From fire ratings to moss management, this session covered the details every roofing professional should know.

At the Roofing Contractors Association of Washington (RCAW) Women in Roofing Day in Tukwila, Washington, attendees gained a deeper understanding of one of the industry's most widely used roofing systems during the breakout session, “Understanding Asphalt Shingles,” presented by PABCO Roofing Products' Lori Jerome and Eric Johnston.

The session explored the evolution of asphalt shingles, beginning with the hand-cut paper-based shingles used in the early 1900s.

Lori explained how the industry progressed to three-tab shingles in the 1930s before transitioning to the architectural laminated shingles that dominate today's residential roofing market. Modern roofing products now include enhanced performance and designer shingles that offer improved weather resistance, aesthetics and durability.

A key focus of the presentation was the role of Asphalt Roofing Manufacturers Association (ARMA), an industry organization that provides educational resources, installation guidance and market data. Eric highlighted ARMA's free installation manual as a valuable tool for training new roofing professionals and learning industry terminology.

The presenters also walked attendees through the manufacturing process of an asphalt shingle. Today's shingles are built on a fiberglass mat, which is coated with asphalt to provide water-shedding protection. Colored granules are then applied to shield the asphalt from ultraviolet rays while also creating the product's appearance. Together, these components work to deliver flexibility, weather protection and curb appeal.

For contractors, understanding homeowner priorities is essential. According to Lori and Eric, homeowners typically focus on appearance, performance, cost, value and peace of mind. Common questions often center on shingle longevity, color options, weather resistance, maintenance requirements and warranty coverage.

The session also covered the different categories of asphalt shingles, including traditional three-tab, architectural and designer products. Designer shingles often mimic the look of cedar shake or natural slate while providing the benefits of asphalt roofing systems.

Performance testing was another major topic. Eric reviewed how manufacturers evaluate wind resistance, impact resistance, fire performance and granule adhesion. He also discussed the growing importance of Class A fire-rated roofing systems as wildfire concerns continue to increase across the western United States.

Closer to home, the presenters addressed a common Pacific Northwest challenge: moss. Eric emphasized that algae-resistant shingles are not the same as moss-resistant shingles and encouraged contractors to educate homeowners about ongoing roof maintenance, especially in shaded environments where moisture and organic growth are more prevalent.

The session concluded with a discussion on installation best practices and warranties. The presenters stressed the importance of proper nail placement, ventilation and documentation, noting that these factors can significantly affect both roof performance and warranty coverage. Their message was clear: product knowledge, proper installation and transparent communication with homeowners are key to long-term roofing success.

By Jesse Sanchez. 

Roofing professionals are invited to connect, learn and invest in their professional growth during the RCAW Women in Roofing Day. 

RCAW’s Regional Women in Roofing Day is returning to the Pacific Northwest with a full day focused on education, networking and professional development for people throughout the roofing industry. On this episode of Roofing Road Trips®, host Megan Ellsworth spoke with Amanda Fields, executive director of the Roofing Contractors Association of Washington (RCAW) and Carolina Joya, vice president of business development at ROOFCORP of America and chair of the Seattle National Women in Roofing (NWIR) chapter, about the October 16 event. 

Hosted by RCAW in partnership with PABCO Roofing Products, PNW Regional Women in Roofing Day is designed to bring together contractors, suppliers, manufacturers and other industry professionals. Amanda explained, “This event is to inspire and bring together women from all areas of roofing, contractors, suppliers, manufacturers and professionals. It's a full day of learning, networking and leadership development.” 

The day begins at 8 a.m. with breakfast and networking before moving into presentations, educational breakout sessions and panel discussions. Speakers include NWIR co-founder Jennifer Stone, NWIR Executive Director Katie Bodiford, and Katie Williams, owner of Garlock Equipment. Attendees can also choose from sessions covering brand building, asphalt shingles and Washington Labor and Industries issues. 

Beyond formal education, Amanda and Carolina emphasized the value of professional connections and bringing new ideas back to the workplace. Amanda noted, “Sometimes one conversation or one class can give a company or an attendee a fresh new idea or a solution.” 

Carolina encouraged employees interested in attending to review the agenda with their supervisors and identify specific learning goals before the event. She suggested making the agenda part of the conversation and demonstrating how particular sessions or connections could benefit both the employee and company. After attending, employees can share what they learned, who they met and what they believe could be applied at work. 

The event is designed for professionals across roles, experience levels and genders. Carolina emphasized, “This really is for everyone, regardless of how long you've been in the industry, regardless of your title, regardless of your experience or even your gender.” 

Attendees staying at Hotel Interurban can also participate in an informal networking gathering the evening before the event. Discounts are available for RCAW and NWIR members, as well as for sponsorship opportunities. 

Register now for this great event happening October 16, 2026.

Listen to the podcast or Watch the conversation to learn more about how PNW Regional Women in Roofing Day creates opportunities for education, professional development and industry connection! 

By Lori Jerome, PABCO Roofing Products. 

Contractors can simplify code compliance through early coordination, careful planning and trusted Class A-rated roofing products. 

As wildfires grow more extreme and more frequent, especially in the Western United States, there has been a push to reevaluate and update wildfire-related building codes around the country. This last July, Colorado did the same and released the Colorado Wildfire Resiliency Code (CWRC). This document is an updated wildfire resistance code specifically for roofing contractors working where developed areas meet wildland vegetation (Colorado's Wildland-Urban Interface areas). 

The code's origins trace back to California's wildfire mitigation efforts and were brought to Colorado following the devastating Marshall Fire of 2021, which destroyed thousands of structures in Boulder County and resulted in more than $1 billion in damages. The scope of this new code is described as: 

Apply[ing] to the construction, alteration, movement, repair, maintenance and use of any building, structure or premises that contain occupiable and/or habitable space or change in use resulting in an occupiable and/or habitable space, unless excepted, within the wildland-urban interface areas of Colorado, as designated in this code. Buildings or conditions in existence at the time of the adoption of this code are allowed to have their use or occupancy continued, if such condition, use or occupancy was legal at the time of the adoption of this code, provided that such continued use does not constitute a distinct danger to life or property. 

In relation to this new code, there are a few things contractors must consider when bidding or beginning work:  

1. Is your project in a WUI area? If yes, what is the hazard classification (low, moderate or high)? 
2. Does the entire roof assembly meet Class A fire ratings? The key word here is assembly, as roofing work may trigger additional requirements for siding, soffits, fascia, doors and other exterior components. 
3. Review critical details such as valley flashing, ventilation, gutters and roof penetrations. This is critical as CWRC is not solely about roofing products; it is about the entire structure.  

This can feel like a lot to manage, but there are some ways that contractors can make CWRC compliance easier! First, coordinate with your local building departments and fire districts. Not only will they have helpful insights, but they will also have knowledge about any other requirements or enforcement procedures that may impact your project. 

Second, work with a trusted manufacturer whose products already meet and exceed fire ratings – a manufacturer like PABCO Roofing Products! All of PABCO’s shingles carry a Class A fire rating, providing contractors with a trusted roofing solution that aligns with one of the key requirements within the CWRC. Technical Data Sheets (TDS) and supporting documentation are available to help verify Class A performance when required during the permitting or inspection process. 

Overall, as Colorado continues to prioritize wildfire preparedness, contractors can expect increased scrutiny of roofing systems and exterior construction details designed to reduce the risk of ember intrusion and fire spread. PABCO is committed to helping contractors understand product performance and providing them with products that they can confidently specify knowing they meet the industry's highest fire-resistance classification for roofing materials. 

By The Coffee Shops™. 

A closer look at how solar-reflective shingles benefit the roof, home and community.  

Asphalt shingles remain the most common roofing choice for homes across the United States due to their versatility, design flexibility and affordability. But they aren’t immune to damage.  According to PABCO Roofing Products, heat is one of asphalt roofing’s biggest challenges. When traditional dark shingles absorb intense sun, rooftop temperatures can rise sharply, sending heat into the attic and living space below while also accelerating the aging of the waterproofing asphalt within the shingle. 

That is why cool roof technology matters. In their article, PABCO Roofing Products explains how Premier Radiance® shingles stand out as an example of how asphalt roofing can be designed for hot, high-ultraviolet environments without giving up the familiar benefits homeowners value. These shingles use solar-reflective granules to send heat-producing ultraviolet rays back into the atmosphere, helping create a cooler roof and a cooler home. At the same time, they still offer the style options and accessibility that make asphalt roofing so widely used. 

The value goes beyond comfort. By helping reduce heat buildup, reflective shingles can also help slow the premature weathering that heat can cause in asphalt roofing. That means homeowners may benefit from a roofing system better suited to long, hot summers while still maintaining curb appeal and warranty-backed confidence. 

PABCO also connects these products to a bigger community issue: urban heat islands. As summers grow hotter, reflective roofing materials can help reduce building surface temperatures, lower cooling demand and contribute to cooler outdoor environments. In that way, choosing a cool asphalt shingle is not just about one roof. It can also support broader neighborhood health by helping reduce the heat burden on homes and communities alike. 

Learn more about how cool asphalt shingles can help homes stay more comfortable while supporting longer roof life and healthier communities.

Por Emma Peterson, traducido por Jessica Bravo.  

Descubre los eventos, seminarios y expositores que formarán parte del Western Roofing Expo 2026. 

Mantenerse al día en la industria del roofing puede ser todo un desafío. Ya sea enfrentando tormentas cada vez más intensas en el campo o lidiando con la escasez de mano de obra y materiales desde la oficina, contar con la información y las herramientas adecuadas es clave para seguir siendo competitivo. Afortunadamente, la Western States Roofing Contractors Association (WSRCA) organiza cada año el Western Roofing Expo (WRE), un evento de dos días diseñado para ayudar a los profesionales del roofing a enfrentar estos retos y conocer las últimas tendencias de la industria. 

Considerado uno de los principales eventos regionales de roofing e impermeabilización, el WRE ofrece una exposición comercial de dos días, más de 30 seminarios educativos, almuerzos especializados, la competencia The Roofing Games™, torneos de golf y tiro deportivo (sporting clays), una subasta en vivo, demostraciones de productos y mucho más. Este año, el evento se llevará a cabo del 27 al 29 de septiembre de 2026 en el Paris Las Vegas, en Las Vegas, Nevada. 

El corazón del evento 

Las principales actividades se desarrollarán el lunes 28 y martes 29 de septiembre, con un programa que incluye 30 seminarios educativos, dos almuerzos especializados y un piso de exhibición con acceso gratuito para contratistas. 

Los seminarios del WRE son una excelente oportunidad para fortalecer conocimientos tanto técnicos como empresariales. Especialistas de toda la industria compartirán información sobre administración de negocios, tendencias del mercado, innovación y desarrollo técnico. Los asistentes también encontrarán rostros conocidos de la familia de The Coffee Shops™, entre ellos Trent Cotney de Adams and Reese, Amparo Sancen de Latinos En Roofing, John Kenney de Cotney Consulting Group y la presidenta de RoofersCoffeeShop®, Heidi J. Ellsworth. 

WSRCA ha preparado dos almuerzos especialmente pensados para los asistentes. El primero será el lunes, de 11:30 a.m. a 1:00 p.m., patrocinado por National Roofing Contractors Association (NRCA). Durante esta sesión, Craig Brightup, de The Brightup Group, y Chad Collins, de NRCA, analizarán las decisiones más recientes en Washington D.C. y cómo podrían afectar a la industria del roofing. 

El segundo almuerzo se realizará el martes, también de 11:30 a.m. a 1:00 p.m., con el patrocinio de Malarkey Roofing Products. En esta ocasión, los asistentes escucharán a la conferencista principal del WRE 2026, Shereen Thor, una comediante convertida en coach de liderazgo que ha trabajado con organizaciones como Google, Pandora, Slack, Safe Place for Youth y The Social Justice Learning Institute. Su conferencia ofrecerá herramientas útiles tanto para empresarios como para profesionales en cualquier etapa de su carrera. 

El piso de exhibición estará abierto el lunes y el martes. Esta será una excelente oportunidad para conocer las últimas innovaciones y tecnologías de la industria, ya que habrá demostraciones de productos cada hora. En ese mismo escenario de demostraciones también regresarán los esperados Roofing Games el martes. 

La exposición comercial también brinda la oportunidad de conversar con representantes de empresas líderes de la industria. ¿La mejor parte? ¡La entrada al piso de exhibición es GRATUITA para contratistas y roofers! Estaremos en el booth 12, así que no dejes de visitarnos para saludarnos. Además, muchos de nuestros amigos de la industria también estarán presentes, entre ellos Anchor Products (815), APOC (609), BITEC (151), Brava Roof Tile (840), Carlisle Architectural Metals (509), Drexel Metals (509), Equipter (826), Integrity Insurance & Bonding (360), Lakeside Construction Fasteners (154), New Tech Machinery (356), PABCO Roofing Products (703), Rocket Equipment (638), RoofScope (822), Sentry Building Innovations (150) and VELUX (361). 

Eventos adicionales y más 

Además de las actividades principales de los dos días, habrá eventos adicionales tanto antes (domingo 27 de septiembre) como después (miércoles 30 de septiembre). Davis Memorial Foundation organizará dos torneos, uno de tiro deportivo (sporting clays) y otro de golf. Los fondos recaudados en estos eventos se destinarán directamente al fondo de becas de Davis Memorial Foundation. Gracias a este programa, más de 195 estudiantes de preparatoria, licenciatura y posgrado han recibido apoyo para continuar con sus estudios. Estos eventos cuentan con un registro y una cuota de participación independientes. 

Miércoles 30 de septiembre, el International Institute of Building Enclosure Consultants (IIBEC) llevará a cabo una jornada especial de capacitación de 9:00 a.m. a 2:30 p.m. Este evento ayudará a los asistentes a fortalecer sus conocimientos sobre la industria de la envolvente del edificio (building enclosure). El programa incluye dos cursos: uno sobre los fundamentos de los sistemas de techado y otro enfocado en las actualizaciones más importantes de los códigos internacionales de construcción. El registro y la cuota para esta jornada de capacitación son independientes del registro general del evento. 

Regístrate y asegura tu lugar 

El registro para el WRE 2026 ya está abierto. Puedes registrarte en línea. El evento se llevará a cabo del 27 al 29 de septiembre de 2026 en el Paris Las Vegas, en Las Vegas, Nevada. Al celebrarse en el Paris Las Vegas, existen diversas opciones de hospedaje cercanas. WSRCA ha negociado tarifas preferenciales en el Paris Las Vegas, Planet Hollywood y Horseshoe Hotel, con habitaciones disponibles desde $91 dólares por noche. 

¿No estás seguro de que el costo del registro se ajuste a tu presupuesto? RoofersCoffeeShop®, en colaboración con Western Colloid, llevará a cinco profesionales al evento sin costo. Al participar en nuestro concurso, tendrás la oportunidad de ganar un pase con acceso a la exposición comercial, el almuerzo anual, el contenido en español, las sesiones educativas y el almuerzo legislativo. 

¡Conoce más sobre el WRE 2026!

By Emma Peterson. 

Learn about all the events, seminars and exhibitors that will be at this year’s Western Roofing Expo. 

Navigating today’s roofing industry can be a bit of a challenge. Whether you’re facing more extreme storms in the field or juggling labor issues and material shortages in the office, it can be hard to stay up to date with the information and tools you need to succeed. Luckily, the Western States Roofing Contractors Association (WSRCA) hosts a two-day event designed to help professionals handle all those issues and more – Western Roofing Expo (WRE).  

This premier regional roofing and waterproofing event boasts a two-day trade show, over two dozen education seminars, multiple engaging luncheons, The Roofing Games™ shingling competition, golf and sporting clays tournaments, a live auction, product demonstrations and more! Keep reading to learn about what to expect from this year’s show, which will be held September 27-29, 2026 at the Paris Las Vegas! 

The core of the show 

The core of the show occurs on Monday (9/28) and Tuesday (9/29) with 30 seminars planned, two luncheons organized and a trade show floor that is free for contractors to attend. 

The seminars at WRE are a great way to upgrade your skills! Experts from across the industry will be teaching about everything from business management to technical developments. And if you’re a part of The Coffee Shops™ family, there will be a lot of familiar faces like Trent Cotney of Adams and Reese, Amparo Sancen from Latinos En Roofing, John Kenney from Cotney Consulting Group and our very own president, Heidi J. Ellsworth!  

As for the luncheons, WSRCA has organized two invaluable luncheons for WRE attendees. The first will be hosted on Monday from 11:30 a.m. to 1:00 p.m. and is presented by the National Roofing Contractors Association (NRCA). Craig Brightup, The Brightup Group, and Chad Collins, NRCA, will take this opportunity to talk to attendees about the key developments in Washington D.C. that are impacting the roofing industry.  

The second luncheon will run at the same time (11:30 a.m. to 1:00 p.m.) on Tuesday and is sponsored by Malarkey Roofing Products. This luncheon gives attendees an opportunity to hear from the WRE 2026 keynote speaker – Shereen Thor. Shereen is a comedian turned coach who has worked with organizations like Google, Pandora, Slack, Safe Place For Youth and The Social Justice Learning Institute. Her keynote will be a great resource to professionals and business owners in all parts of their careers.  

And last but not least, the trade show floor will be open both Monday and Tuesday. This is a great opportunity to see the latest innovations and newest technology in the industry as product demos will be hosted on the hour. At that same demo stage there will also be the return of the much-anticipated Roofing Games on Tuesday!  

The trade show is a great opportunity to talk to representatives of leading companies around the industry. And the best part? The exhibit floor is FREE for contractors and roofers to attend! We’ll be in booth 12, so make sure to stop by and say hi, and we have countless industry friends who will be around the floor, such as Anchor Products (815), APOC (609), BITEC (151), Brava Roof Tile (840), Carlisle Architectural Metals (509), Drexel Metals (509), Equipter (826), Integrity Insurance & Bonding (360), Lakeside Construction Fasteners (154), New Tech Machinery (356), PABCO Roofing Products (703), Rocket Equipment (638), RoofScope (822), Sentry Building Innovations (150) and VELUX (361). 

Additional events and more 

In addition to the core two days, there are extra events both before (Sunday, 9/27) and after (Wednesday, 9/30). On Sunday, the Davis Memorial Foundation will host two tournaments, one sporting clays tournament and one golf tournament. The proceeds from these events go directly to the Davis Memorial Foundation Scholarship Fund. The scholarships from this fund have helped more than 195 aspiring high school, undergraduate and graduate students pursue their dreams. These events have their own registration and their own fees. 

And on that Wednesday, the International Institute of Building Enclosure Consultants will host a special education day. This event runs from 9:00 a.m. to 2:30 p.m. and will elevate attendees’ expertise in the building enclosure industry. It features two courses, one about the fundamentals of roof assemblies and the other highlighting key updates to international codes. The registration and fees for this education day are separate from general registration. 

Get registered and reserved 

Registration for the 2026 WRE is now open! You can register online, again the show will be held at the Paris in Las Vegas, Nevada from September 27-29, 2026. Being at the Paris, there are many options for hotels nearby. WSRCA has worked specifically with the Paris Las Vegas, Planet Hollywood and Horseshoe Hotel to get discounted room blocks that start as low as $91.  

Not sure if you can make the registration fee work in your budget? RoofersCoffeeShop® is partnering with Western Colloid to send five professionals to the show for free! By entering our contest, you get the chance to win an all-inclusive pass to the show, which gives you access to the trade show, annual luncheon, en Español content, educational sessions and the legislative luncheon.  

Learn more about the 2026 WRE show!

By Lori Jerome, PABCO Roofing Products.  

Learn why teaching homeowners about their roof leads to better deciscions and stronger relationships. 

For many homeowners, their roof is not something they think about until a catastrophic event happens – like a tree falling on their home or a water leak damaging their interior. Because of this “out-of-sight, out-of-mind” perspective, it is your job as a roofing professional to help them understand their roof better and learn how to care for it.  

Looking at the roof 

One of the first steps to helping your customers (and future customers) learn about their roof is to talk them through how professionals assess a roof to find issues before they become catastrophes. Consider talking to them about things like:  

• Cracking or curling shingles: As asphalt roofs age, the asphalt can become brittle and crack due to exposure to the elements. They can also, at times, cup or curl, which is when they begin to lift from the roof deck. Both of these are clear signs that a roof needs repair or replacement, as those cracks can lead to larger issues like leaks.  
• Missing granules: Another thing that happens as asphalt roofs age is the granules that coat them naturally start coming off. While this is normal, too much granule loss means a loss of benefits like UV protection, water direction, fire resistance and algae inhibition. 
• Sagging or waviness in the roofline: A great way to explain this one to homeowners is that you are looking for uneven shingles. This can be a sign of everything from moisture damage in the roof deck to debris getting caught under a loose shingle. Either way, this irregularity is a sign that a roof needs some work.  
• Environmental factors: Another thing that homeowners should be aware of is the environment around their roof. Things like overhanging trees need to be monitored and trimmed to avoid roof risks like damage from falling branches.   
• The state of the gutters: While often seen as an accessory to a roof, gutters are a crucial part of the roof system that keep water from pooling and damaging the home’s structure. Homeowners should be advised to keep their gutters clear of debris like leaves. Not only does this make sure that water sheds properly, but if gutters get too full and heavy, they can also start putting strain on the roof due to accumulated weight. 

Explaining what you as a professional look at when inspecting a roof helps your customers look at their roof more critically and understand why proactive maintenance, which can feel like an expensive inconvenience to many homeowners, is so important.  

Talking about the roof options 

Another step in helping homeowners learn about their roofs is to be clear when you are talking about their roof options. In the best-case scenarios, the roof is still in good shape, and you will be focused on preventative care. However, if you found some of those telltale signs of an aging and failing roof, it’s time to talk to your client about whether a roof repair will suffice or if it’s time for a full roof replacement.  

As you talk with them, you want to prioritize clear and understandable communication. For example, don’t just tell them that their roof product is too old to repair, show them the shingle marking that leading manufacturers, like PABCO Roofing Products, put on their products to show when it was made.  

Additionally, make sure you talk to them about both the current and future benefits of investing in their roofs. Many homeowners hesitate to replace a roof before a catastrophe strikes due to the expense. By talking to them about how newer roofs can have better warranties, increase their home’s value, protect their family better and even get them better insurance rates, you can help assuage some of their cost concerns.  

Conclusion 

Overall, it is important to remember that what is an everyday roofing conversation for you is something your client might have never thought about before. By taking the time to teach them and walk them through their options, you make your client feel like a decision-maker and partner, not just another sale. And that helps you build a reputation as a customer-first, trustworthy contractor.  

Original article and photo source: PABCO Roofing Products

By Emma Peterson. 

From enhanced contractor programs to the development of PABCO University, this family‑owned shingle maker showcases its commitment to customer partnership.  

While The Coffee Shops™ crew attended the 2026 International Roofing Expo (IRE), we had the chance to visit the PABCO Roofing Products booth to chat with Lori Jerome, the brand’s marketing manager, and Eric Johnston, division sales leader.  

When asked about the show, both Lori and Eric highlighted how it was a great way to meet their clients and partners. Lori shared, “We’ve been making a lot of meaningful connections with our industry partners, roofing contractors, distributors.” This type of connection with the industry has always been a priority for PABCO. Eric explained:  

One of the great things about PABCO is that we’re a small family-owned company. None of the other shingle manufacturers can really say that. And that gives us a unique connection with our contractor customers because we are able to go out, meet our customers where they are and really hear how we can be a better partner for them. 

An example of how PABCO has taken contractor feedback and translated it into better support for contractors is the updates to their contractor program. Eric shared a bit about some of the ways they're improving the program, saying, “We’re really taking the existing program and making it way more enhanced. For example, we heard that a lot of our contractors are starting to bid on multifamily projects and play in more than just the single-family residential market. So, in response, we’re going to be launching a commercial warranty to help support them in those efforts something.” The full re-release of this program can be expected later in 2026.  

PABCO is also working on launching an education program later this year – PABCO University! The goal of this program is to help small to midsize contractors build their business skills and level up their operations. At the end of the day, these are just two examples of all the ways PABCO is working to better serve their customers. Eric noted, “Our goal is really to help educate people and help them be better at what they do.  Because we know if we're able to successfully help them be more profitable, help them increase their closing rates and just get a little smarter with basic business things. There's going to be loyalty that comes from that, and it's going to be a win-win for both of us.” 

Learn more about what PABCO has planned for this year by watching the whole interview!