Por Jessica Bravo.  

Mayo estuvo lleno con grandes historias para la comunidad de roofing. 

El verano está por llegar, pero por ahora es momento de mirar el contenido que marcó esta temporada de primavera. Mientras la industria se prepara para los meses más ocupados del roofing, mayo estuvo lleno de protección, educación continua, fútbol, ferias y el nuevo look de RoofersCoffeeShop En Español. 

Con el inicio de la temporada alta de roofing, es importante prepararse antes de comenzar cualquier proyecto. Uno de los temas más relevantes este mes fue cómo los contratistas pueden proteger a sus trabajadores ante visitas de ICE. El artículo más leído del mes, publicado por  Roofing Contractors Association of Washington (RCAW), destacó la importancia de entrenar a los equipos para actuar con seguridad y seguir protocolos claros en momentos críticos. Entre las principales recomendaciones estuvieron: 

• Prepararse con anticipación 
• Establecer protocolos claros en el sitio de trabajo 
• Conocer sus derechos 

Y hablando de RCAW, el equipo de RoofersCoffeeShop también fue parte de la feria anual de RCAW, donde hubo conexión, competencia y mucha camaradería. Para Matthew Ramirez, creador multimedia de TCS, el evento tuvo un significado muy especial, “Mi experiencia personal fue muy reconfortante porque pude ver a mi padre aceptar dos premios en nombre de la empresa para la que trabaja. Me hizo sentir orgulloso y espero con entusiasmo lo que el futuro pueda traer.” 

Pero esa no fue la única conversación importante del mes. La industria del roofing está cambiando constantemente, así lo explicó el segundo artículo más leído del mes: La educación es la clave para escalar en la industria de roofing. En este contenido, Jaqueline y Diana compartieron que, “De haber tenido acceso antes a este tipo de herramientas y recursos, habrían evitado muchos obstáculos y desafíos dentro de la industria.” El episodio especial de Coffee Conversations destacó la importancia de la educación continua para dueños de negocio y profesionales que buscan crecer dentro del roofing. 

Y claro, ningún verano está completo sin un poco de comunidad y fútbol. Pronto se arranca la gira XTV Soccer 2026 de SRS Para Latinos. El evento invita a aficionados de todos los niveles, desde los más apasionados hasta quienes apenas comienzan, a ponerse los colores de su equipo, reunirse y disfrutar de buena comida, bebidas y el torneo más importante del año. 

Todos estos artículos y mucho más ya están disponibles en la página con el nuevo look de RCS En Español. Con un updated look y aún más recursos para la industria, es.rooferscoffeeshop.com continúa creciendo como el espacio donde se conecta la comunidad de roofing. La comunidad seguirá creciendo, al igual que las oportunidades, herramientas y recursos disponibles para la industria.  

Por ahora, solo queda disfrutar del nuevo look y de todo lo que viene para RoofersCoffeeShop En Español. 

¡Lee los artículos más leídos de mayo! 

5 – Cómo los contratistas pueden proteger a sus trabajadores ante visitas de ICE

4 – La educación es la clave para escalar en la industria de roofing

3 – ¡Es tiempo del verano de fútbol!

2 – Conexión, competencia y camaradería: Dentro de la feria anual de RCAW

1 – RoofersCoffeeShop En Español tiene un nuevo look

Por Jessica Bravo.  

Con un updated look y aún más ofertas, RCS En Español es donde se conecta la industria. 

Desde 2018, RoofersCoffeeShop ha ofrecido contenido en español para profesionales del roofing, proporcionando artículos, podcasts, eventos y recursos diseñados para la comunidad hispanohablante. 

En 2024, esta oferta se expandió en respuesta a la creciente demanda de la industria por más contenido y un centro de recursos dedicado y ahora cuenta con su propia extensión: es.rooferscoffeeshop.com, un micrositio con un nuevo look que refleja mejor la comunidad y la conexión dentro de la industria del roofing. Patrocinada por SRS Distribution Para Latinos, esta iniciativa busca seguir brindando contenido relevante, aprendizaje y oportunidades de crecimiento a los techadores de habla hispana. 

En la portada del micrositio, se destaca en letras grandes “Donde se conecta la industria”, un mensaje que reafirma la misión de crear un espacio donde la comunidad hispanohablante pueda aprovechar todos los recursos disponibles: artículos, podcasts, seminarios web, eventos y más. Además, se pueden encontrar enlaces directos a las redes sociales de RoofersCoffeeShop para mantenerse al día con las últimas novedades. 

Entre las actualizaciones también se encuentran nuevas categorías de artículos, que incluyen últimas noticias, eventos, tecnología y más. Dentro de Últimas Noticias, se destacan los RCS Influencers En Español, quienes cada mes comparten experiencias auténticas, perspectivas relevantes y voces expertas sobre distintos temas clave de la industria, ofreciendo una visión integral para empoderar a la comunidad de techadores. 

Como parte de la iniciativa Read, Listen, Watch, también hemos ampliado nuestra oferta multimedia para brindar más contenido que permita a los contratistas aprender cómo quieran y cuando quieran. Los usuarios pueden explorar episodios de La Voz de los Ruferos, Almuerzo y Aprendizaje y videos de empresas como Tremco o NRCA, todos organizados para ofrecer contenido útil y actualizado en español. Además, pueden consultar el canal de YouTube para encontrar más contenido y conversaciones con expertos de la industria. 

RoofersCoffeeShop En Español agradece a sus lectores y oyentes por el apoyo constante. La comunidad seguirá creciendo, al igual que los recursos disponibles. Por ahora, a disfrutar del nuevo look de es.rooferscoffeeshop.com y de todo lo que ofrece para conectar a esta gran industria. 

From moments of personal growth to powerful reminders of why relationships matter, our crew experienced IRE as a celebration of progress, both individually and collectively. 

Trade shows are often measured by square footage, attendance numbers and new product launches. But for The Coffee Shops™ crew, the International Roofing Expo (IRE) reminded us that the heart of this industry has always been its people. 

Here’s IRE 2026, told through the voices of our crew. 

Growing into new roles and new confidence 

Jessica Bravo, our En Español program coordinator, reflected on how much can change in just one year when opportunity meets courage: 

IRE 2026 was one for the books. For me, it was an opportunity to step out of my comfort zone. Last year, I was running the camera; this year, I was the one doing the interviews. It means a lot to reflect on where I am now compared to where I was just a year ago. 

I love IRE because it creates space to connect with the Spanish-speaking community and get real face time with contractors. It’s an incredible environment to connect, network and learn.  

Alberto and I had the chance to walk the show floor and connect with many of our partners, including QXO, MuleHide, TAMKO® and SRS Distribution. We also connected with SRS Para Latinos partners, vendors, ambassadors and award winners. 

Stay tuned for all the En Español interviews coming soon! 

Alberto Torres, our Spanish content coordinator and newest crew member, echoed Jessica’s sense of growth as he experienced IRE from a completely new perspective this year. 

In previous years, I attended as a guest, but this time, I was working the show. 

Since IRE is the biggest event in the roofing industry, it felt a little intimidating at first. But once I arrived, everything started to fall into place. I met Jessica at the SRS Para Latinos lounge, and the confidence she had in me was bigger than the confidence I had in myself. She handed me the camera and told me to start recording like it was the most natural thing in the world. I was the new guy standing in the middle of so many Hispanic professionals – people who have built strong careers in the industry – waiting to watch other leaders receive their awards. And honestly, you know how intimidating that can feel. But I took a deep breath and started recording. 

The show was incredible, and I couldn't have done it without the support and encouragement from my crew members at RoofersCoffeeShop®. What stood out the most to me wasn't just the size of the show floor, but the sense of community. IRE truly feels like more than an event – it feels like a reunion. Not only inside the convention center, but outside of it too, people were genuinely happy to see each other, connect and spend quality time together. 

This experience reminded me that the roofing industry is built on relationships, and that there's a place for all of us to grow, contribute and be seen. 

Celebrating milestones and making space for belonging 

This year’s show marked a major milestone for the National Women in Roofing’s NWIR Days that preceded IRE. Megan Ellsworth, our multimedia director, captured the emotional weight of the moment: 

The biggest highlight for me the week of IRE was National Women in Roofing Days. We celebrated 10 years of the association, and it was an emotional and deeply meaningful two days full of connection, learning and growth. Some stand out moments from the day for me were the Survivor themed class about building resiliency, Mandy McIntyre's class on confidence and the founders' keynote talk in the morning.  

Having watched the creation of NWIR from the age of 17 to now has been an honor and a privilege. Getting to see my mom, Heidi J. Ellsworth, and the other three founding women talk about the struggles, the joys and the triumphs of starting NWIR was heartwarming and shows me truly how far we have come, and also how far we have yet to go. 

Relationships are the foundation of the industry 

Again and again, our crew came back to the same realization that IRE is powered by relationships. Dani Sheehan, content strategist for The Coffee Shops elaborated: 

I spent all three days walking the show floor with Camden during interviews, and it was such a powerful reminder of the impact this industry has. Being there made it possible not just to see the show, but to truly experience it, hearing the different stories of partners we work with every day and learning sides of their businesses we don’t always get to see. 

Running into familiar faces from last year, reconnecting with friends and spending time with partners like CertainTeed was easily one of the highlights of the week. It was positive, energizing and genuinely fun. 

James Ellsworth, our CFO, felt as if that sense of connection showed up in unexpected places: 

It was quite a good, positive week. The sound stage at IRE did 89 recordings over the course of three days, and Karen took on the bulk of those. We had experts from around the industry all wanting to get in on the booth and the sound stage. The green room that we had was quite the hot spot. All the people wanted to hang out there and relax. And it was a lot of fun this morning having Alberto and Jessica hand out our backpacks. We had little kids wearing them, which was really cute. We had The Coffee Shops everywhere, and it was really quite impressive. It was a great week, very busy and very successful. 

Storytelling as a service to the industry 

At the center of it all was a shared purpose: telling the industry’s stories and making sure no one feels left out. Karen Edwards, The Coffee Shops’ COO, made her mark interviewing industry connections on the soundstage: 

Being on the sound stage and interviewing our partners, vendors and manufacturers from across the show was incredibly rewarding. It’s so cool that we’re able to bring a little piece of IRE to the people who aren’t able to attend. 

Our goal is really to focus on the industry – telling the stories, having those conversations and sharing those interviews – and as Heidi says, uplifting and amplifying the entire industry. It was a fabulous week. 

Lauren White, our editor in chief, summed it up best when she reflected on what it means to show up with intention: 

It's always so fun to see the same faces year after year… for us to be able to go on to the show floor and to highlight those booths and ask them, 'What do you want to showcase?’ people were just very appreciative of us coming to their booths, showing off their booths and chatting with them. 2026 is the year of growth. 

IRE 2026 reinforced something we already know but never want to take for granted: this industry is built on people who show up for each other. Whether it was stepping into a new role, celebrating a milestone, reconnecting with old friends or creating space for new voices, IRE proved once again that roofing is a tight-knit, incredible community. 

And for our crew, it was an honor to be part of it. 

Check out our YouTube playlist for more insights from industry experts!

By Karen L. Edwards. 

The 2025 FRSA Convention proved to be the busiest one ever with record breaking attendance. 

The 2025 Florida Roofing and Sheet Metal Expo was a testament to the industry’s eagerness to learn about new products and technologies as well as discovering what the future holds for roofing in Florida and beyond.  Florida Roofing and Sheet Metal Contractors Association (FRSA) staff reported that it was a record-setting event with over 5,100 contractors pre-registered to attend.  

The Coffee Shops crew were front and center with our booth and soundstage in the lobby. At the end of day one, the crew downloaded on what their favorite parts of the day were. President Heidi Ellsworth shared, “My top takeaway of the day was Coffee Conversations. It was just so pertinent, a real authentic conversation about immigration, about pro-business or lack of pro-business, about labor, and the real challenges facing our industry. What stood out most was the conclusion: we need to come together and speak with one voice to drive the changes that must happen.” 

Heidi also noted the impact that the National Women in Roofing (NWIR) event had on attendees, saying, “I've just been reminded again in the last two days of how powerful National Women in Roofing is, and what it's bringing to the industry and what it's doing for women. It just makes my heart sing.” 

Jessica Bravo, our Spanish content creator, shared the impact that working with SRS Para Latinos has had. “I did an interview with Julissa from SRS Distribution for her perspective as a Hispanic influencer on the topic of asking for raises. Her insight and what she had to say was really interesting. It was a great interview.” 

Alex Tolle, R-Club coordinator shared what excites her about the Florida Roofing Expo, saying, “One of my favorite things is seeing all our friends. It's cool to have such a huge community, even though they're so far away.”  

She noted the development of the team as a key highlight as well saying, “It's really great to see how the team's developing. Like witnessing Jessica take on her new role. She already has her community of people that she is building relationships with.” 

It’s exciting to see the industry continue to grow and thrive in all parts of the country and you can count on The Coffee Shops team to be there, documenting it through sound stage interviews and reporting on what’s important to contractors and the industry overall.  

The Coffee Shops crew reflects on our favorite interactions, interviews, booths and moments of IRE 2025.

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after the final day of the International Roofing Expo.

Tim Ellsworth: My favorite story of IRE week happened today. I met Jameson from Flash AI, and they are a weather company that can predict hailstorms, thunderstorms, lightning within one kilometer, and Jameson and I had a really wonderful talk. 

Zane Delucci: My favorite part of the trip so far was spending time with the people that I work with, which has been great. It's great spending time with everyone, meeting new faces, having new sisters, it's great. I really feel like part of the gal squad. And that was really nice. Spending time with Tomato Soup, watching some familiar faces perform some kick ass music was really, really cool. Some aspects I paid extra attention to was some of the tech this year - learning about roofing CRMs was an interesting thing.

Lauren White: This year we have the biggest team I think we've ever had at IRE. And every year people say, 'You guys are everywhere!’ And we literally were this year, which was really cool, we were buzzing all over the place. And spending time with Zane was fun. I've never met Zane in person, and we were one of the floor teams, so we got to know each other well this week, which was great. And I think just this year too, the difference in the show floor booth interviews was notable. People are really excited about these interviews and really want to showcase their whole booth, and are really having fun with it and have ideas of what they want to highlight  and have us capture when we go there. And the other part that was cool is, I feel like all of our floor teams were very official this year with our microphones, press badges, nice camera setups and tripods, and people walking by were watching what we were doing. Even if they were just passing through the aisles, people were stopping to see what our teams were doing and then stopping and spending more time in the booth to learn more about the customer, which was cool to see. People were noticing what we were doing both on the show floor and in our alcove, which is cool to be a part of.

Dani Sheehan: This being my first IRE, this was a little overwhelming, but in the best way, it was just so cool to put faces to names and see the buzzing excitement on the show floor, like even the day before, when everybody was like, getting things set up, and it was a mess and you couldn't move around anything. But I think, kind of, like, Lauren said it was just so cool to see, like, everybody knows us, and the people that don't know us are stopping and like, ‘Wait, what's going on? Who's that? Where can I get an interview?’ And we have some really great partners. Today Roof Scout really stood out. He was so excited for his booth interview. He did a fun little quip with Zane at the beginning where he was highlighting our coffee mug and had nothing but good things to say about RCS, which was great to hear.

Alex Tolle: Definitely my favorite thing is just seeing the shift in questions this year. A lot of times people are asking, ‘What do you guys do? Where's the coffee? What's going on?’ And it felt like there were so many people who came to us saying, ‘People are telling me I need to come to you. I've been seeing you. I want to be a part of this,’ both contractors and advertisers. And so it was really cool to see people excited to come see us. And they were actively looking for us throughout the show, which I haven't seen before. And then everybody was so excited to be on the soundstage and hang out at our booth. We also got four new R-Club members, which I'm so excited about. Two of them are Canadian. And a lot of people are really excited that I think will sign up afterwards. And seeing the team, it's fun to hang out with everybody.

Megan Ellsworth: Okay, my favorite part of ire this year was having friends that are not a part of the RCS crew, but that are in the industry and just being able to recognize so many people. This is my third or fourth IRE, and it took that many to really have best buds in the industry. And I think that was the hardest part about being in this industry starting out, you can feel really disconnected to the industry, sometimes, because you're just working from home and you're doing your thing, and then this is just your job, but then you get to go to events like this and make actual friends, not just work friends, but real friends, and see people in person and it's cool to be able to have relationships that extend the workplace and the industry that I work in that are genuine friends. And then another favorite part was being able to connect with Keenan Perry and Dan Tinker from SRS about Tomato Soup. And performing was really fun, and getting to blend two parts of my life together is always a joy. 

Itzel Najera: I really enjoyed being with the team. I got to meet people face to face and got to know everybody on a more personal level. So I really enjoyed that. I enjoyed working with Jessica and just enjoying doing the interviews and meeting new people. We got to hang out with Amparo a lot, shout out to Amparo, because she really connected us with a lot of contractors, and she was just really pushing us and really advocating for us, getting everybody over to us and saying how great we are and to follow us - it was amazing. I really also enjoyed being at the SRS Para Latinos. I got to see contractors get recognized. We got to hang out with Duliar Valladares and Julissa Chavez. Duliar is just amazing. He's such a nice person and just a new friend that we got to meet there. And we got to see a lot of people that we saw at Expo Contratista and being recognized at the IRE was pretty neat, having them say, 'People know about the Spanish team now.’ I just really enjoyed being at IRE this year.

Evelyn Witterholt: This has been my third IRE, and I think it just keeps getting better every year that I've gone. I think our booth in particular keeps getting better every year, I think in terms of location and just general appearance, but location especially. I mean, last year we were in the lobby, which was incredible. And I think where we were this year, close to the lobby was also really great. And with the vinyl and just the general display of our booth we got so much foot traffic. I think my favorite part was getting to come face to face with people I work with but have never actually met in real life. So I got to meet Dani and Jessica and Zane for the first time, and we had a lot of fun. And the media team, I think, did a great job this year. I had an absolute blast with Megan and Zane rocking all of the media. I think my favorite part, though, was yesterday, Tomato Soup was going to perform, and I wasn’t going to be able to see them, it just didn’t fit in my schedule at the soundstage, but then we finished about 15 minutes early, so I raced over to go see them, and that was really incredible and really good experience.

Jessica Bravo: My favorite part has to be Moises, the contractor. He came up to me and he told me that he was really sad because he saw that we have Spanish influencers, and we didn't invite him. So he made me promise that I will add him to our list. So that was pretty cool, connecting with him. I had never met him, and he was so nice. We interviewed him twice. They were both great interviews. And we had a great conversation with Beacon. I'm just happy that we had a Spanish floor team, that was definitely my favorite part.

Heidi Ellsworth: My favorite part was that we had a Spanish floor team, yes. En Español was such a huge part of this IRE and I'm so proud of our team. I'm so proud of Jessica and Itzel, they just went off and did the whole nine yards. So even though they were thrown a little bit into the deep end of the swimming pool, they were lounging on inner tubes by the time they were done, they were rocking it. I loved watching people walk by and give them hugs and connecting. 

And I'm so proud of our whole team. I saw people coming by high fiving Evelyn, all excited to see Alex, Megan, Dani and Lauren out on the show floor. I had people come up to me and talk about how awesome and how easy it is to sit on the soundstage and how easy it is to have people come and interview in the booth. That we make everybody feel so comfortable. It made me so proud. And Zane, seriously what you guys did out on the show floor was amazing. I'm also proud of Tim for talking to every single person who comes to the booth and becoming their best friend. That's what it's all about. 

I have to tell you though - this is for the team at home - when I walked up to the booth on Wednesday morning all by myself, and I looked up at those graphics, I looked at our new logo, I looked at what we had done and I started crying, because it takes the whole crew and the whole team to launch The Coffee Shops and to make this so special. So, that's my favorite part, seeing all of that. So, thank you. That's a wrap.

Karen Edwards: It is so hard to pick just one favorite thing about IRE. This was my 19th year attending the show and I honestly think it was the best one yet! Our booth location in the lobby was perfect to capture the energy and livestream it to those who couldn’t attend. Being part of one of the floor teams allowed me to experience the show floor more than I have been able to in past years as well. It was exciting to see all the innovations and new products being introduced into the industry! The future is definitely bright. 

Check out this video for a full recap from The Coffee Shops soundstage at IRE!

From the Student Competition and NRCA Awards to tailgates and concerts, day two of IRE 2025 did not disappoint!

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after day two of the International Roofing Expo (IRE).

Karen Edwards: Day two of the International Roofing Expo is behind us, and it was a great day. We were out on the show floor. We were doing soundstage videos all day long, and then we had the NRCA Awards Ceremony, and we got to see the winners of all the awards. We got to see Tomato Soup play from three to five at the SRS Tailgate. And then after the awards ceremony, Lauren and Dani went to the SRS concert. We went back to the house, invited a few friends over, and had a little jam session. And now here we are, beginning of day three. 

Zane Delucci: I had a great time on day two. I really liked our interview with Owens Corning. The carpet at their booth was like walking on clouds. I also really liked the SOPREMA booth, which had a living wall and was a replica of their new headquarters in Ohio. They were really nice too. I'm excited for day three.

Alex Tolle: Day two was just as busy as day one. A lot of contractors came by the booth and were super excited about what we do. We signed up three new R-club members and did a couple interviews with the new members, both on the soundstage and just in the booth, and then got to sneak away to go see the Tomato Soup concert, which was amazing.

Itzel Najera: We started off seeing the Student Competitions, and that was really interesting. It was nice seeing the students present. I really enjoyed that. And then we headed off to the SRS Para Latinos lounge, and we got to see Alan Lopez present, Octavio Vasquez from Owens Coming, and we got to interview Julissa Chavez and her partners. And it was really neat just having the conversations, to have everything and the collaboration together. And then we got to see Tomato Soup, which is really nice. It was very cold outside, but I really enjoyed the concert. And then we ended the day by going to the NRCA Awards. And that was pretty neat seeing who won the Student Competition.

Megan Ellsworth: Day two of IRE was jam packed with really great interviews on our soundstage and on the show floor. We chatted with MetalForming, Gaco, Duro-Last, BITEC, ATAS, and lots of other fun partners, and we had a great time. The show floor was still absolutely jam packed as well, and the soundstage was buzzing the whole day. And performing with Tomato Soup Band was very, very fun. Thank you, SRS for having us!

Evelyn Witterholt: Day two was really busy again at the soundstage, but really productive and good. We had a really great Coffee Conversations, and I, once again, got a lot of great content for our social media. And then we got to interview the students from the Student Competition, which was fun. And it was the first year I had seen a student team that was comprised of all women, which is really cool. I also got to check out Tomato Soup at the SRS XTV tailgate! 

Dani Sheehan: Day two was a whirlwind. It was so cool to see the Student Competition. I got to sit in on three of the six teams present. And it's just incredible the amount of work and planning that they put into it and how polished they are. And then the judges throw them a few curveballs with the questions they ask, and they still somehow pull it together. So that was really great. And then we jumped on the expo floor. I got to start my day with Megan and end my day with Karen, which was really great. They have very similar yet different styles of interviews, which was fun to observe. And Karen and I had a lot of fun with Chad Rowe with some audio problems, but it gave us a chance to catch up with him and see the MetalForming booth in action. So overall, I think it was a really great day. And then Lauren and I froze at the SRS charity concert, but it was really great. Whiskey Myers sounded awesome and we sang along to a few songs.

Jessica Bravo: Day two was a blast. We did more interviews. We walked around and spent most of our day at the SRS Para Latinos lounge, interviewing SRS partners. We also met a lot of contractors with Latinos en Roofing, attended more sessions hosted at the SRS Para Latinos lounge. Alan Lopez with GAF hosted another session where he talked about Latinos in the industry and how companies should hire bilingual people and people who understand the culture. Octavio Vasquez with Owens Corning and Kate Apunte also hosted a session at the SRS Para Latinos lounge too. 

Lauren White: Day two started off with the Roofing Alliance Student Competition, which is always such a fun event. I got to watch a few of the teams give their presentations, and I'm always just so impressed with the quality of the work and seeing how they all present differently. And like other people have said, they're just very professional, and it's hard to believe that they're college students, but looking at the next generation of roofing industry professionals is pretty exciting. And then Zane and I had another full day of floor interviews. And it’s really fun to see people get so excited about the interviews. We've gotten a lot of full booth tours, which has been fun because people put a lot of time and energy into planning these booths. And to be able to bring that to people who aren't able to make it for whatever reason to IRE is pretty great. 

Dani and I went to the SRS concert, which was our second concert of the day. We also got to watch Tomato Soup play at the SRS tailgate, which was so fun. I've never heard their whole band play live. And then at the SRS concert, a lot of money was raised, and we got to hear Treaty Oak Revival and Flatland Cavalry as the openers, and we found a great heater we stood next to all night and hung out with Todd Farr from EVERROOF. Whiskey Myers put on a great show. And now we're getting ready for day three. Overall, a great day two, lots of energy and people are just really excited to be here.

Floor interviews, new product releases, Para Latinos awards and more!

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after the first full day of the International Roofing Expo.

Karen Edwards: Day one of the International Roofing Expo (IRE) was so busy. There were so many people walking by our booth in the lobby, our alcove. It was an incredible first day. I got to walk around the show floor doing videos with our partners in their booths, and everybody was busy. The energy was high. People are happy. There are lots of new products. The Catch All, we were in their booth, and he had four new products available for pre order, not even on their website yet, but was really cool stuff, and it's just exciting and energetic to see all the people and all the new things that are coming to the roofing industry.

Alex Tolle: We got a new R-Club member yesterday, Noreaster Roofing, and they're based out of Nova Scotia. So pretty exciting to get another Canadian R-Club member and a lot of traffic at the booth. A lot of contractors are really interested in what we do. And a lot of people taking pictures of the booth and of the interviews, kind of felt like we were celebrities up there, and they were excited to see what we were doing. 

Megan Ellsworth: I was working the sound stage, interviewing all of our partners that we work with on The Coffee Shops. And I think my favorite interview was all of them. I'm not going to say my favorite because I can't think of one because they're all so good, but some standouts were Central States Building Works and Melissa Dunson, love her. Wendy Marvin with Matrix Roofing and Home Solutions. She's amazing and really cares about her customers and has a lot to say about the industry. The show was absolutely a complete success. For day one, everyone I talked to on the soundstage said that their booth was swamped with people and that it was nice to get away and be able to sit for a minute. 

Then we went to the Brava Roof Tile hospitality. We love Brava, their roof tiles and their products are just so beautiful. And so we were really happy to support them, take some photos at their event. And then we hopped over to the EagleView hospitality and got to see our friends, Rob Soper, Piers Dormyer and all the EagleView pals. They're so great. And then we went to Polyglass and got to see Bud Polston and Steve Wadding. And it was just a really, really great night. And the Polyglass party was super fun because it was at Howl at the Moon, and they had the best music. Steve is a hoot and a half. 

Lauren White: I was one of the floor teams with Zane, and we also walked around the show floor and met with all of our partners, and everyone is always just so excited to see us in their booths, and they're excited to talk about what new things they have going on and to really highlight their booths. And this year, I feel like a lot of people wanted to give us a full booth tour. We had a full day of interviews, and our booth setup looks great. Everyone who saw our booth was talking about our setup in the alcove and excited to see what we’re up to. And we also sponsored the First-time Attendees Reception right before the ABC Supply Welcome Party, and that was a great turnout. We handed out some branded koozies that were fun and people enjoyed and then we kind of divided and conquered from there and went to different hospitalities. And the band was really great at Polyglass and we had a good time there.

Itzel Najera: I was also on the floor in interviews. It was quite an interesting morning. We got to interview SRS Distribution partners, Amparo from Latinos en Roofing and we got to meet several contractors. One of the things I really enjoyed was at the end of the day, we got to see the SRS Para Latinos awards, and it was amazing just seeing all those contractors get recognized for their hard work. We also got to go to the SRS cocktail lounge, and that was really fun. They had great music. I feel like SRS has really cool events that we go to, and I really enjoy that. 

Evelyn Witterholt: We had back-to-back soundstage interviews all day long. It never stopped. But they were all really good. And I think our booth is in a really incredible spot this year, because right when the show floor opened, we got so much foot traffic and so many people. The amount of people I saw yesterday just stopping to stare at our booth and see who we are and what we're doing was really incredible. The few times I got to walk away from our booth and come back, the amount of people hanging out in the lounge area and taking our swag was really something to see. And I'm getting a lot of good content for our social media.

Dani Sheehan: I was also on the show floor pretty much the entire day. Walked almost 20,000 steps for the day. But it was really incredible, especially being able to see everyone and everything getting set up yesterday, and the madness of bringing it all together. It was so cool to walk into the show on day one and see just how incredible it is. So many of our partners are here with us. It was really great to see everybody, and I felt like a celebrity walking around and talking to people, seeing what they're doing and talking about what’s new in the industry this year.

Jessica Bravo: Honestly, day one was amazing. I was on the show floor, and I attended Spanish sessions from GAF that Alan Lopez hosted. My favorite interview has to be with Ana Maria from CertainTeed. She was talking about how everything they offer at their booth is in English and Spanish. So, I thought that was pretty cool. And we also spent most of our day with SRS at their Para Latinos booth. Very huge success.

Zane Delucci: I had a great first day at IRE. Some of my first expeditions in general. So that was really nice. Walked around with Lauren, and my favorite part so far has been the software talks that we've had. So that includes Sales Assist, Jobba, Leap, EagleView, Estimating Edge, those companies have been really great to talk to learn from. A rose and a thorn would be loved to just talk to new folks and learn their stories. And the thorn would be, it's cold. It's very cold, but no complaints. Looking forward to day two.

In case you missed it, watch our soundstage interviews LIVE from IRE 2025 on our YouTube Channel!

By Emma Peterson.

Learn about the power of multilingualism in the roofing industry when it comes to building trust and making sales.

In the United States there are hundreds of languages spoken besides English. The U.S. Census Bureau reported that, in 2019, almost 68 million people spoke a language other than English at home. The leading languages they reported being spoken were Spanish, Chinese and Tagalog. While English still remains the predominant language in the United States, it is important to acknowledge and recognize the different language barriers that may exist.  

Going the extra step to learning or hiring team members who speak these languages can be incredibly helpful for roofing industry professionals. Whether you are a consulting business, a manufacturer like IKO Industries, a distributor like SRS Distribution that launched Para Latinos a few years ago or a contractor in the field, speaking in your client’s language can be a huge benefit. With so many languages spoken in the United States, this can seem overwhelming. But a great first step is to improve your Spanish-language services, as Spanish is the leading secondary language in the U.S. Translators Without Borders estimates that there “are over 40 million Spanish speakers in the U.S., meaning only Mexico, Colombia, Argentina and Spain have more Spanish speakers.”

Speaking Spanish and creating Spanish-language materials can be incredibly powerful. When Facebook hired Latinum Network to conduct a study of 500 Hispanic individuals that were English dominant, bilingual and Spanish dominant, they found that “seeing ads in Spanish versus English significantly increases their interest in purchasing products.” One respondent went so far as to say, “When commercials are only in English, ... they are targeting other people, not me. When they are in Spanish, I say, 'Well, they are targeting a Latino audience.'” This is why it's important to utilize Spanish-language materials, such as IKO Industries' library of Spanish resources!

Building this trust and connecting to Spanish-speaking communities through language can be an invaluable marketing tool and have a large impact on your business’s success. An article from IKO Industries estimates that Latino communities in the U.S. have “an annual purchasing power of over $1.7 trillion and growing. Much of that growth is in home purchases, both new construction and resales.” If you want to create a sincere connection with this community and become a trusted resource for their roofing needs, language is key. As The Coffee Shops’ own Chief Operating Officer Karen Edwards put it, “If you are marketing products and services to the Spanish-speaking population, you need to speak their language.” 

By Emma Peterson.

From education session to networking events, learn about all the Spanish-language opportunities at this year’s show.

The International Roofing Expo (IRE) is just around the corner! This year the show will be hosted in San Antonio, Texas from February 19 – 21, 2025. With hundreds of booths to explore on the trade show floor and dozens of education sessions to attend, The Coffee Shops crew couldn’t be more excited (make sure to say hi to us in the Lobby)! Every year, this is the place to be for roofing and exterior professionals looking to come together, discover new products, network on a national and international level and improve their businesses.  

This year we are especially excited to see the many initiatives towards diversity in the industry. From translated content to the EmpowerAll Together Reception, which will be hosted on Wednesday, February 19 from 4:00 p.m. to 5:00 p.m. in Henry B. Gonzalez Convention Center, we are eager to celebrate unity and positive change in the roofing industry. There are also some unique opportunities specifically for Spanish-speaking members of our community!

Building your legacy (en Español conference session)

On Thursday, February 20, from 9:45 a.m. to 10:45 a.m., the president of Sierra Group Roofing & Solar, Marcos Sierra, will be presenting about making the business move from subcontractor to business owner in Spanish. Marcos, who’s business success and community involvement got him recognized as one of the Arkansas 40 Under 40, will be covering all parts of the transition, from why owning is advantageous to the challenges that might crop up and how to navigate them for a smooth transition.  

Learn more and add his session to your Show Planner!

Rooftop to laptop (en Español conference session)

Then on Wednesday, February 19 at 8:15 a.m. (running until 9:15 a.m.), Pancho Serrano will be teaching a session in Spanish on navigating the digital landscape as a Latino roofing contractor. Pancho is a well-known member of the industry who has been instrumental in advocating for digital transformation and innovation. He is the CEO of Roofers Going Digital and has worked with big name companies like SRS Distribution, GAF and Owens Corning as a speaker. This session is designed to teach Latino roofing entrepreneurs practical and actionable strategies to utilize digital marketing that connects with your community and helps your business grow.

Add this session to your Show Planner and learn more about what it will cover!

Latinos in leadership (en Español conference session)

Taught by the incredible Amparo Sancen of Sancen Contracting and Latinos En Roofing, this session will be held on Friday, February 21 from 8:30 a.m. to 9:30 a.m. Amparo will share how Latinos in the roofing industry can grow their business through strong leadership and team building. Taught in Spanish, this is a great opportunity for those interested in hiring and training the next generation of Latino leaders in roofing by creating a strong company culture.  

Learn more about Amparo’s session and add it to your Show Planner now!

Find your value proposition (GAF education presented in Spanish)

There will also be Spanish-language opportunities available on the trade show floor! On both Thursday and Wednesday 4:00 p.m. to 4:45 p.m. you can stop by booth #19060 to learn from Alan Lopez, the Latinos in Roofing lead at GAF. Alan will be presenting (in Spanish) about how to present your true value proposition, your skills and expertise, to your customer.  

Make sure to add one of Alan’s floor presentations to your Show Planner!

SRS Para Latinos cocktail party

Last but not least, there will be a fun networking opportunity at the SRS XTV area on Wednesday, February 19! Kicking off at 5:00 p.m., SRS Distribution Para Latinos will be hosting their much anticipated and enjoyed cocktail party. This is a fantastic opportunity to take a moment to relax and enjoy the company of the roofing community during the busy show!

Make sure you are registered for IRE and start filling out your schedule with some of these incredible Spanish-language opportunities!

Por Emma Peterson, traducido por Jessica Bravo.

Desde sesiones educativas hasta eventos de networking, descubre todas las oportunidades en español que ofrece el evento de este año.

¡La International Roofing Expo (IRE) está a la vuelta de la esquina! Este año, el evento se llevará a cabo en San Antonio, Texas, del 19 al 21 de febrero de 2025. Con cientos de stands para explorar en el piso de exhibición y docenas de sesiones educativas para asistir, el equipo de Coffee Shops no podría estar más emocionado (¡asegúrate de saludar a nuestro equipo en el Lobby)! Cada año, este es el lugar ideal para los profesionales del sector de techado y exteriores que buscan reunirse, descubrir nuevos productos, hacer networking a nivel nacional e internacional y mejorar sus negocios.

Este año estamos especialmente emocionados de ver las múltiples iniciativas hacia la diversidad en la industria. Desde contenido traducido hasta la Recepción EmpowerAll Together, que se celebrará el miércoles 19 de febrero de 4:00 p.m. a 5:00 p.m. en el Centro de Convenciones Henry B. González, estamos ansiosos por celebrar la unidad y el cambio positivo en la industria del techado. ¡También hay algunas oportunidades únicas específicamente para los miembros de nuestra comunidad de habla hispana!

Construyendo tu legado (sesión en español)

El jueves 20 de febrero, de 9:45 a.m. a 10:45 a.m., el presidente de Sierra Group Roofing & Solar, Marcos Sierra, presentará sobre cómo hacer la transición del subcontratista al propietario de un negocio, todo en español. Marcos, cuyo éxito empresarial y participación comunitaria lo hicieron destacar como uno de los 40 menores de 40 en Arkansas, abordará todas las etapas de la transición, desde por qué ser propietario es ventajoso hasta los desafíos que pueden surgir y cómo superarlos para lograr una transición sin problemas.

¡Descubre más y agrega tu sesión a tu planificador de eventos!

Del techo a la computadora portátil (sesión en español)

Luego, el miércoles 19 de febrero, a las 8:15 a.m. (hasta las 9:15 a.m.), Pancho Serrano dará una sesión en español sobre cómo navegar el paisaje digital como contratista de techado latino. Pancho es un miembro reconocido de la industria que ha sido fundamental en la promoción de la transformación digital e innovación. Es el CEO de Roofers Going Digital y ha trabajado con grandes empresas como SRS Distribution, GAF y Owens Corning como orador. Esta sesión está diseñada para enseñar a los empresarios latinos del sector del techado estrategias prácticas y accionables para utilizar el marketing digital que se conecta con su comunidad y ayuda a hacer crecer su negocio.

¡Agrega esta sesión a tu planificador y aprende más sobre lo que se cubrirá!

Latinos en liderazgo (sesión en español)

Impartida por la increíble Amparo Sancen de Sancen Contracting y Latinos En Roofing, esta sesión se llevará a cabo el viernes 21 de febrero, de 8:30 a.m. a 9:30 a.m. Amparo compartirá cómo los latinos en la industria del techado pueden hacer crecer su negocio a través de un liderazgo fuerte y la construcción de equipos. Impartida en español, esta es una excelente oportunidad para aquellos interesados en contratar y capacitar a la próxima generación de líderes latinos en el techado, creando una cultura empresarial sólida.

¡Conoce más sobre la sesión de Amparo y agrégala a tu planificador ahora!

Encuentra tu propuesta de valor (educación de GAF presentada en español)

¡También habrá oportunidades en español disponibles en el piso de exhibición! Tanto el jueves como el miércoles, de 4:00 p.m. a 4:45 p.m., podrás visitar el stand #19060 para aprender de Alan López, el líder de Latinos en Roofing de GAF. Alan presentará (en español) sobre cómo presentar tu verdadera propuesta de valor, tus habilidades y experiencia, a tus clientes.

¡Asegúrate de agregar una de las presentaciones de Alan en el piso de exhibición a tu planificador de eventos!

Fiesta de cócteles SRS Para Latinos

Por último, pero no menos importante, habrá una divertida oportunidad de networking en el área de SRS XTV el miércoles 19 de febrero. A partir de las 5:00 p.m., SRS Distribution Para Latinos será el anfitrión de su esperada y popular fiesta de cócteles. ¡Esta es una fantástica oportunidad para relajarse y disfrutar de la compañía de la comunidad de techado durante el ajetreo de la feria!

¡Asegúrate de estar registrado para el IRE y comienza a llenar tu agenda con algunas de estas increíbles oportunidades en español!