Serving a changing industry in Oklahoma

By Dani Sheehan. 

See why ORCA’s 2026 Annual Conference matters more than ever this year. 

Insurance reform, shifting storm patterns, rising costs, labor pressures, private equity and emerging technologies are all converging at once in our industry. How do we navigate these complexities while still moving the needle forward? In a recent episode of Roofing Road Trips®, Megan Ellsworth sits down to talk with Avery Smith, executive director for the Oklahoma Roofing Contractors Association (ORCA) to discuss how bringing contractors together can directly shape the industry’s future. 

Avery has been busy preparing for ORCA’s 2026 Annual Conference and Trade Show in Edmond, Oklahoma, March 9-10. Since stepping into his role nearly two years ago, he’s been focused on redefining what a state association can be for the industry, but also for advocacy overall. “Our goal when I came on board was to make ORCA a premier trade association in the country,” he shared. “We do that by creating great events, being organized and offering educational opportunities.” 

Contractors need events that respect their time, address real problems and deliver takeaways they can actually see. ORCA’s annual conference is creating a shift across the industry: trade shows are an invaluable chance to help contractors navigate an environment that’s becoming harder to predict. 

Creating a space for contractors 

Oklahoma’s roofing market has historically been shaped by storm-driven insurance claims. But as Avery points out, “It’s getting much more expensive for the consumer and much more challenging for the contractor... I think it’s important that we get together, talk about these issues, bring in the right people and network with one another.” 

This year’s agenda was built deliberately around everyday contractor pressures. For the first time, ORCA is offering separate education tracks, allowing companies to divide and conquer based on roles, experience and growth goals. Key sessions include: 

• Insurance-focused legal insight from Merlin Law Group, led by Drew Houghton 
• Commercial roofing and building envelope essentials with Josh Rhodes from Secondary Rhodes 
• Weather and performance strategy from HailTrace, presented by Derik Kline 
• Workers’ compensation insights tied directly to member benefit development 
• Technology and AI adoption with Jason Shandy 
• Team performance and sales alignment with The People Catalysts, led by Karla Nelson 

One of the most exciting sessions will be the keynote luncheon, when Scott McCollum moderates a live forum with all four Oklahoma Insurance Commissioner candidates. “We need to know as an industry what they plan to do. Not just coach, not just talk, but what tangible plan do you have?” Avery emphasizes. This really highlights the value of participating in trade associations, particularly in Oklahoma. Individual contractors rarely get this level of access. Together, they create a platform that demands real answers, and that’s how industry voices influence policy. 

Walking away stronger than you arrived 

Avery has made a concerted effort to establish an exhibitor strategy that allows contractors and vendors to quickly establish relationships that will sustain the industry. The trade show floor, as well as the speed networking event on March 9, are designed to compress months of relationship-building into a single room. For vendors, this means creating efficient access. For contractors, this is curated exposure. At the end of the day, ORCA’s approach reflects a simple but powerful goal: “We want them to walk away with one or more things that can help them grow their business, do a better job for homeowners and continue their growth cycle.” 

ORCA’s 2026 Annual Conference and Trade Show is a reminder that the industry only moves forward together. Listen to the full podcast episode to learn more about this year’s event!