By Heidi J. Ellsworth. 

Traditional slate craftsmanship and master leadwork are preserving one of Britain's most iconic landmarks for generations to come. 

For most visitors to London, Admiralty Arch is recognized as the grand ceremonial gateway linking Buckingham Palace to Trafalgar Square. For more than a century, the landmark has stood at the heart of royal processions, historic celebrations and national events.  

Originally commissioned by King Edward VII in memory of Queen Victoria, Admiralty Arch was completed in 1912 and designed by renowned architect Sir Aston Webb. After serving as a government building for decades, the Grade I-listed structure is being transformed into a luxury Waldorf Astoria hotel while preserving a defining part of London's skyline. 

During this transformation, the restoration team has worked carefully to honor the building's architectural heritage while adapting it for a new generation of guests. And while much of the public attention has focused on the luxury hotel and residences taking shape behind the landmark façade, we wanted to take some time to learn about one of the project’s most remarkable elements: The restoration happening on the roof. 

During a special visit arranged by National Federation of Roofing Contractors (NFRC) member EWN Lead Work Specialists, who is helping lead the project, industry leaders from the National Slate Association (NSA), the Slate Roofing Contractors Association of North America (SRCA) and RoofersCoffeeShop® received an exclusive look at the conservation work taking place high above one of London's most recognizable landmarks. The roof is rarely accessible to the public, making the opportunity especially significant for roofing professionals passionate about preservation and craftsmanship. 

What makes the roofing restoration particularly impressive is the commitment to traditional methods and materials. According to project information shared during the roof tour, the restoration includes the installation of Westmorland green slate using a historic diminishing-course pattern. This traditional approach places larger slates at the lower sections of the roof and progressively smaller slates toward the ridge, reflecting techniques used on many of Britain's most significant heritage structures. 

The slate installation is only one part of the story. The project also involves extensive leadwork restoration across numerous architectural features, including dormers, bays, cornices and complex roof details. Thousands of individually crafted lead components are being fabricated and installed to replicate historic profiles while providing long-term weather protection. Also of note is the extensive low-slope roofing using modified bitumen granule felts. The result is a roof system that maintains the building’s original appearance while serving modern performance expectations. 

Helping lead that effort is EWN Lead Work Specialists Ltd., a company that has built its reputation on heritage leadwork and conservation projects. Founded by Elliot Newman in 2008, the company specializes exclusively in leadwork and has contributed to some of the United Kingdom's most important historic structures, including the Tower of London, Canterbury Cathedral, Somerset House and Lincoln's Inn. That level of expertise makes EWN a natural fit for a landmark as significant as Admiralty Arch. 

The project serves as a powerful reminder that roofing is often one of the most critical aspects of historic preservation. While visitors admire stonework, sculptures and grand interiors, the roof is what ultimately protects those investments. In this case, the roof will also be used for rooftop activities, creating new spaces for hotel guests. Preserving a building of this scale requires professionals who understand not only modern roofing performance but also centuries-old installation techniques and conservation principles. The tradespeople working on Admiralty Arch are carrying forward skills that have been passed down through generations. 

The restoration also highlights the growing importance of adaptive reuse projects around the world. Rather than allowing historic structures to deteriorate or lose their identity, owners and developers are investing in restorations that preserve architectural heritage while creating economically viable futures. At Admiralty Arch, that vision includes transforming a former government building into a world-class hospitality destination while retaining the character that has made it a London icon for more than 100 years. 

When guests begin arriving at the Waldorf Astoria London Admiralty Arch, many will be captivated by its history, luxury accommodation and unrivaled location across from Buckingham Palace. Few will realize the extraordinary level of roofing craftsmanship protecting the structure from above. Yet for roofing professionals, that work may be the most inspiring aspect of the entire transformation. 

The restoration of Admiralty Arch demonstrates what is possible when heritage preservation, skilled craftsmanship and modern construction expertise come together. Through traditional slate roofing, master-level leadwork, flat roofing expertise and a deep respect for history, roofing professionals are helping ensure that one of Britain’s most cherished landmarks remains a symbol of excellence for generations to come. 

By Heidi J. Ellsworth. 

Advancing roofing knowledge through industry education. 

Trade shows are the best time for continuing education. This fall as roofing professionals head to Las Vegas, they will have an opportunity to sharpen their expertise and earn continuing education credits during IIBEC's Education Day at the Western Roofing Expo on September 30, 2026. 

Designed for roofing consultants, contractors, architects and other building enclosure professionals, the program offers a full day of education focused on roofing fundamentals and the future of building codes. The day begins with Roofing Practice Series: Roof Assemblies – Fundamentals, a comprehensive course covering the design, installation, inspection and maintenance of roof systems. Attendees will gain a stronger understanding of roofing terminologies along with the importance of common roof assemblies, water and vapor movement, heat transfer and the overall role that roof design plays in protecting buildings while supporting energy efficiency and code compliance. 

As building science continues to evolve and performance expectations increase, roofing professionals are expected to understand more than ever before. Today's projects require knowledge of how moisture management, thermal performance and material selection work together to create durable and resilient roof systems. This session helps attendees strengthen their technical foundation while earning 3.0 IIBEC Continuing Education Hours (CEHs) and 3.0 AIA Learning Units/Health, Safety and Welfare credits. 

The afternoon session, Changes to the I-Code 2027 Edition, focuses on significant updates coming to the International Code Council's 2027 codes. Participants will learn about evolving energy conservation requirements, key differences between ASHRAE 90.1-2025 and the 2027 International Energy Conservation Code, as well as broader trends influencing the code development process. The course also provides insight into how code changes are developed and adopted throughout the industry. 

For contractors, consultants and design professionals, staying ahead of regulatory changes is a key part of delivering successful projects. Understanding upcoming code requirements not only helps ensure compliance but also allows professionals to provide greater value to building owners seeking long-term performance, sustainability and resilience. The session provides 1.5 IIBEC CEHs and 1.5 AIA Learning Units. 

Opportunities like IIBEC's Education Day continue to be an important part of industry events such as the Western Roofing Expo. Beyond earning credits, attendees gain access to practical knowledge that can be applied immediately in the field while also preparing for changes that will shape roofing and building enclosure design for years to come. 

To learn more about IIBEC's Education Day and register for the program at the Western Roofing Expo, visit the IIBEC website and secure your place today.  Be sure to also enter the Western Colloid WRE contest for free registration at 2026 Western Roofing Expo Ticket Giveaway — RoofersCoffeeShop®.

By Emma Peterson. 

How associations build networking and community that helps roofing professionals grow. 

In a new Roofing Road Trips® episode, Heidi J. Ellsworth sat down with Kris Hitesman and Mindy Dahlquist to talk about uplifting contractors through associations. Mindy, who is the business development manager for TRA Snow and Sun opened the conversation by emphasizing how associations have helped her career:  

TRA Snow and Sun is actually a pretty small company that manufactures snow retention based out of Utah. And so, one of the things that I have to utilize in my role is associations. By leaning on and getting involved in associations my network and opportunities are much larger than I would have without. And that has not only helped me build up TRA, but it has also helped me build my own career.  

Kris, who is the owner of Capitol Roofing, has also greatly benefited from associations over the course of her career. She explained, “The experiences that I've had with associations like Western States Roofing Contractors Association have literally changed my business. It gave me a great network and I recommend it for everyone, because if you don't get out of your own little world, in your own little office, you can’t grow.”  

Now, both Mindy and Kris are working to pay forward the support they got through the Utah Roofing Contractors Association (URCA), which Kris is the current president of. Their first step is to grow the organization. Kris gave some context, sharing, “We’re really working on getting more contractors involved with URCA. As it is currently, I am the only commercial roofing contractor on the board. There's a couple of residential contractors, but that's it.” 

And once they are able to get people in the door, they will be able to start building the type of experiences that they both got from associations at the beginning of their careers – one of comraderies and support. Mindy shared some of their vision: 

We want to build a space where other contractors aren’t just competition. They’re peers. And you can sit next to them and have conversations about larger industry issues, like cost increases or supply issues. And that space creates unmatched comraderies that helps everyone build their businesses and improve the industry.  

Listen to the whole podcast or Watch the recording to learn more about Mindy, Kris and their work in URCA. 

Por Emma Peterson, traducido por Alberto Torres. 

Participa para tener la oportunidad de acceder a sesiones educativas de primer nivel, eventos para establecer contactos, almuerzos y una de las exposiciones comerciales más importantes de la industria. 

RoofersCoffeeShop® se ha unido a Western Colloid para enviar a cinco profesionales a la Western Roofing Expo (WRE). Reconocida como uno de los principales eventos regionales de techado e impermeabilización en Estados Unidos, la WRE es una exposición organizada por la Western States Roofing Contractors Association (WSRCA). El evento se llevará a cabo del 27 al 29 de septiembre en el hotel Paris Las Vegas y contará con educación, oportunidades para establecer contactos y mucho más.

Los cinco (5) afortunados ganadores de nuestro concurso recibirán un paquete con valor de $500.00 para asistir al evento (viaje y hospedaje no incluidos). Este paquete incluye acceso a: 

• Sesiones de Western Roofing en español: ¡Este año, el evento contará con cuatro seminarios y dos sesiones de almuerzo y aprendizaje impartidas en español! Los temas van desde cómo contratar al equipo de techado adecuado hasta cómo maximizar las reclamaciones de seguros comerciales. Además, la increíble lista de presentadores incluye a Amparo Sancen de Latinos En Roofing, Monica Vornbrock de The GLO Group e Imelda Perez de CertainTeed. 
• Sesiones educativas: En cuanto a las sesiones educativas en inglés, el evento de este año contará con cuatro bloques diferentes. 
  • El primer bloque (de 8:45 a.m. a 10:00 a.m. el lunes 28 de septiembre de 2026) contará con una variedad de presentadores, incluida Heidi J. Ellsworth de The Coffee Shops™. 
  • Entre los aspectos destacados del segundo bloque (de 10:15 a.m. a 11:30 a.m. el lunes 28 de septiembre de 2026) se encuentran la sesión sobre estimaciones de John Kenney de Cotney Consulting y la clase sobre mitigación de riesgos de Trent Cotney de Adams and Reese. 
  • En el tercer bloque (de 8:45 a.m. a 10:00 a.m. el martes 29 de septiembre de 2026), no querrás perderte la mesa redonda sobre techado del Comité de Jóvenes Profesionales de Roofing de WSRCA, dirigida por Rachel Garcia de Malarkey Roofing Products, así como la charla sobre salud mental de Paul Reed de Roofers in Recovery. 
  • Y en el cuarto bloque (de 10:15 a.m. a 11:30 a.m. el martes 29 de septiembre de 2026), nuestros amigos Mindy Dahlquist (TRA Snow and Sun), Brian Chamberlain (Carlisle Construction Materials) y Tracey Donels (Service First Solutions) presentarán sesiones informativas y dinámicas. 
• Piso de exhibición: Como siempre, el piso de exhibición promete ser una gran oportunidad para conocer las últimas innovaciones y las tecnologías más recientes de la industria, con demostraciones de productos cada hora. Y, como ya es tradición, los profesionales del techado podrán recorrer el piso de exhibición de manera gratuita, lo que lo convierte en una oportunidad inigualable para conectar con otros profesionales de la industria. 
• Almuerzo legislativo: El primero de los dos almuerzos que se llevarán a cabo durante el evento de este año estará a cargo de Craig Brightup de The Brightup Group y Chad Collins de la National Roofing Contractors Association (NRCA). Durante esta sesión se analizarán cambios y acontecimientos importantes que están ocurriendo en Washington, D.C., y que tienen un impacto en la industria del techado. 
• Almuerzo anual: En cuanto al segundo almuerzo, esta será tu oportunidad de escuchar a la conferencista principal de WRE 2026, Shereen Thor. Shereen es una comediante que se convirtió en coach profesional, y su conferencia será un gran recurso para profesionales y dueños de negocios en cualquier etapa de sus carreras. 

¿Quieres tener la oportunidad de ganar acceso a todo esto e impulsar tu negocio en WRE 2026? ¡Participa en el concurso Spin to Win de RoofersCoffeeShop y Western Colloid! El concurso cerrará el 22 de agosto de 2026 y los ganadores se anunciarán en vivo durante el episodio de Weekly Blend del 24 de agosto de 2026. 

By Emma Peterson. 

Enter for an opportunity to access top-tier educational sessions, networking events, luncheons and an industry-leading trade show floor. 

RoofersCoffeeShop® is partnering with Western Colloid to send five professionals to the 2026 Western Roofing Expo (WRE)! Known as the premier regional roofing and waterproofing event in the United States, WRE is a trade show hosted by the Western States Roofing Contractors Association (WSRCA). The show, which runs September 27-29 at the Paris Las Vegas, features education, networking and more. 

The five (5) lucky winners of our contest will be given an all-inclusive package ($500.00 value, travel and hotel not included) to the show. This package includes access to:  

• Western Roofing en Español sessions: This year’s show will have four seminars and two lunch-and-learn sessions taught in Spanish! Topics range from hiring the right roofing team to maximizing commercial claims. And the incredible speaker list includes Amparo Sancen of Latinos En Roofing, Monica Vornbrock of the GLO Group and Imelda Perez from CertainTeed. 
• Educational sessions: As for the English-language education sessions, this year’s show boasts four different blocks of session.  
  • The first block (8:45 a.m. – 10:00 a.m. on Monday, September 28, 2026) will feature a variety of speakers including The Coffee Shops™’ own Heidi J. Ellsworth!  
  • Some highlights of block two (10:15 a.m. – 11:30 a.m. on Monday, September 28, 2026) include John Kenney of Cotney Consulting’s estimating session and Trent Cotney of Adams and Reese’s risk mitigation class.  
  • In block three (8:45 a.m. – 10:00 a.m. on Tuesday, September 29, 2026), you’ll want to make sure to catch the WSRCA Young Roofing Professionals Committee’s roofing roundtable, led by Malarkey Roofing Products’ Rachel Garcia as well as Paul Reed of Roofers in Recovery’s mental health talk.  
  • And in block four (10:15 a.m. – 11:30 a.m. on Tuesday, September 29, 2026), our friends Mindy Dahlquist (TRA Snow and Sun), Brian Chamberlain (Carlisle Construction Materials) and Tracey Donels (Service First Solutions) will all be hosting informative and engaging sessions. 
• Trade show floor: As always, the trade show floor promises to be a great opportunity to see the latest innovations and newest technology in the industry as product demos will be hosted on the hour. And, per tradition, roofers will walk free on the show floor – making it an unmatched opportunity for peer-to-peer networking.  
• Legislative luncheon: The first of the two luncheons that will be held at this year’s show, the legislative luncheon will be hosted by Craig Brightup, The Brightup Group, and Chad Collins, National Roofing Contractors Association (NRCA). It will dive into key changes and developments happening in Washington, D.C. that relate to roofing. 
• Annual luncheon: As for the second luncheon, this is your opportunity to hear from the WRE 2026 keynote speaker – Shereen Thor. Shereen is a comedian turned coach whose keynote will be a great resource to professionals and business owners in all parts of their careers. 

Want a chance to win access to all that and boost your business at WRE 2026? Enter the RoofersCoffeeShop and Western Colloid Spin to Win contest! The contest will close August 22, 2026, and announced live on the August 24, 2026 Weekly Blend episode. 

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 Emma Peterson. 

How WSRCA’s education, resources and community help roofing professionals in the Western U.S. thrive.  

In a new episode of Roofing Road Trips®, Megan Ellsworth hosted Joel Viera, the executive director of the Western States Roofing Contractors Association (WSRCA), and Marcus Clinco, the sales manager for C.I. Services, Inc./Commercial Roofing Excellence. Joel and Marcus have been long-time members of WSRCA, both being strong believers in the WSRCA’s ability to help contractors build successful careers and businesses.  

WSRCA was founded in 1974 as a way for industry professionals to promote the unique needs of contractors working across the Western United States. Today, that mission still guides them. Joel explained in more detail how that mission is present in their current operations:  

Our whole goal is to help contractors succeed. And we work towards that in a variety of ways. We bring professionals in to help our members, like Trent Cotney offering legal support, Ken Klein helping with the technical and Steve Zacidal with safety. We also have a ton of education resources surrounding business development and then, obviously, networking with things like our marquee event, the Western Roofing Expo (WRE). 

By providing their members with different forms of education, networking and support, WSRCA is truly setting them up for success, both in their day-to-day business operations and in their long-term career goals. Marcus offered an example, sharing, “There are countless examples of how WSRCA programs or resources help in the daily life of a contractor. A big one is safety.”  

For a lot of contractors, the intricacies of navigating safety regulations fall to the backburner compared to other tasks which feel more pressing, such as getting their license and keeping jobs moving. And a lot of contractors don’t even realize they aren’t meeting a requirement until an OSHA inspector is knocking on their door. What WSRCA is able to do is educate contractors and give them the tools they need to make sure they are in compliance without adding a ton to their existing workload. Marcus explained:  

WSRCS provides plans and programs for educating our members about safety. One example is the weekly toolbox talks. OSHA and almost all other state organizations require you to have weekly safety meetings and for many, that can feel like a lot to plan and organize. Well, guess what? If you’re a WSRCA member, you just download the toolbox talk of the week and you’ve protected your crew and your company.  

This is just one example of how WSRCA resources and programs help contractors in the field. Other examples of their offerings include a safety companion app, technical bulletins, webinars legislative updates and more!  

Want to learn more about WSRCA resources that support member companies and individuals? Listen to the whole episode or Watch the recording.

By Jenny Yu.  

By prioritizing customer service and distributor relationships, ASC is building long-term value for contractors and partners. 

ASC Building Materials is doubling down on a values-driven strategy centered on distribution partnerships and customer-first service, positioning itself for continued growth in the competitive roofing market. 

At the 2026 International Roofing Expo, Megan Ellsworth spoke with Sales Director Gabe Rodriguez about the company’s long-standing commitment to working through trusted distribution channels. “We don’t sell direct,” Gabe said. “We heavily believe in partnership through distribution. We truly value our partners; they’re amazing for us.” That approach includes key relationships with major distributors such as SRS Distribution, ABC Supply and QXO, along with regional partners that help ASC reach contractors where they do business. 

Gabe emphasized that while ASC continues to expand its product portfolio from coatings to self-adhered membranes and sealants, its competitive edge lies in a company constant. “Product is product, but it’s the customer service you get at the end of the day that’s going to make you want to come back,” he explained of ASC’s commitment to its customers. 

That philosophy extends to how ASC supports contractors beyond the sale. Through initiatives like its contractor certification program, the company aims to equip customers with the tools, knowledge and confidence to grow their businesses. Gabe noted that ASC takes pride not only in supplying materials but also in contributing to contractor success. “Even watching them grow their business is amazing to see,” he said. “When someone grows, we all grow.” 

Trade shows also play a key role in reinforcing ASC’s customer-centric approach. Events like the International Roofing Expo and upcoming appearances at the Western Roofing Expo provide opportunities to reconnect with partners, gather feedback and better understand contractor pain points. “The shows are great to see customers you don’t see on a regular basis,” Gabe said. “It’s a laid-back platform where you can just talk, see how they’re doing and ask what’s next for them.” 

As ASC continues to grow, its focus remains clear: strengthen distribution relationships, prioritize service and meet customers where they are. 

Watch the full interview to hear more insights from ASC Building Materials.

By Jesse Sanchez. 

How personal relationships and steady support can help commercial roofers thrive in challenging economic cycles. 

Service First Solutions took center stage at the Western Roofing Expo with a message that resonated across the trade show floor: commercial roofers can strengthen their businesses by investing time in customers and building dependable service programs that carry clients through uncertain economic periods. 

Speaking from the RoofersCoffeeShop® soundstage, Tracey Donels of Service First Solutions drew on more than 20 years in commercial roofing as he explained why the company continues to expand its coaching and support programs for contractors nationwide. He shared, “I’ve built a team that goes around the country and helps commercial roofers start, grow and scale their commercial service departments.” 

Tracey shared that many booth visitors asked the same question: how to keep customers engaged when capital spending is on pause. He said roofers across the industry are hearing from clients who ask to “extend your pricing to three more months, 60 more days, 90 more days,” because their capital budgets are tightening. His advice was consistent and direct. “We have to have a good repair and maintenance department to be able to take care of the customer’s needs through these times so they’re there and ready for you when that re-roof money becomes available,” he said. 

The conversation kept returning to one theme: face time matters. “You have to go see your customers,” Tracey said. “In business-to-business sales, nobody ever hires someone they don’t like.” He added that trust builds through repeated interactions and that commercial customers already have a roofer, so contractors must show why they are the stronger choice. 

He also shared updates about how Service First Solutions is growing its coaching team. Tracey highlighted the addition of industry veteran Ellisha Loftus, which has allowed the company to create new programs tailored to smaller and busier contractors. These plans require as little as one or two hours a week of coaching. He stated, “If we can just spend one hour a week making our business better, you’re just going to be that much better off for it.” 

Watch the full interview to learn more about how Service First Solutions supports roofing contractors!

By Heidi J. Ellsworth.

This educational session in Salt Lake City focuses on protecting people, property and roofing professionals in high snow regions. 

RoofersCoffeeShop® and MetalCoffeeShop® recently attended a powerful and eye-opening snow retention training hosted by TRA Snow and Sun at the AGC of Utah Training Center in Salt Lake City. Roofing contractors from across Utah and the western United States gathered to better understand one of the most dangerous and often underestimated risks in roofing, the weight and movement of snow. 

The reality is simple and sobering. Snow is heavy. When it releases from a roof, it does not gently slide away, it can avalanche with devastating force. The training shared a striking example showing how quickly that weight adds up. In a 100 pound per square foot snow load scenario, just a small section of snow coming off a roof can weigh thousands of pounds. When that mass hits a person, the results can be catastrophic and often fatal. 

But the danger does not stop with human safety. Uncontrolled snow movement can rip gutters from the structure, tear off rooftop accessories, crush landscaping, destroy outdoor furniture and cause significant structural damage. For building owners, this means unexpected costs and liability. For contractors, it introduces a serious level of risk that cannot be ignored. 

Leading the training were Ben Anderson and Mindy Dahlquist, along with TRA teammates including Terry Anderson, founder and CEO, who shared the company’s history and answered questions. Their passion for engineered snow retention systems was evident throughout the day. They emphasized that snow retention is not an accessory, it is a critical part of a complete roofing system in any region that experiences significant snowfall. 

The training also featured Brava Roof Tile, who demonstrated how snow retention systems integrate with their premium roofing products. Their participation highlighted the importance of designing snow retention solutions that work seamlessly with different roofing materials, ensuring both performance and aesthetics. Seeing how snow retention interacts with synthetic roofing systems reinforced the need for a customized, engineered approach for every roof type. 

Also in attendance were leaders from key industry associations, including the Utah Roofing Contractors Association (URCA) and the Western States Roofing Contractors Association (WSRCA), represented by Kris Hitesman of Capitol Roofing Service. Their presence reinforced the importance of collaboration across the industry to promote best practices, safety and ongoing education. 

A key part of the training focused on specific product applications, including the proper use and installation of snow brackets and snow fences. Attendees learned when each system is appropriate, how they perform under load and how to correctly install them to maximize effectiveness. The TRA team also demonstrated the use of their specialized clamp systems for installing snow fences without compromising roof integrity. Another major takeaway was TRA’s deep commitment to testing. The team shared how they rigorously test their systems to ensure the highest levels of performance in real-world conditions. Their approach goes beyond standard requirements, with a focus on making sure every product meets and exceeds building codes and delivers reliable, engineered protection. This dedication to testing reinforces confidence for contractors, architects and building owners alike. 

The training focused on three key areas, proper engineering, correct installation and effective communication with building owners. Contractors learned that every roof in a high snow area should be evaluated for snow retention and that systems must be designed based on load calculations, roof design and site conditions. Guesswork is not acceptable when lives and property are at stake. Equally important was the discussion around liability. Contractors were reminded that when snow avalanches off a roof, building owners often pursue legal action against everyone involved in the project. This includes manufacturers, designers and especially the installing contractor. One of the strongest takeaways was the need to include snow retention in every proposal and contract. If an owner chooses not to include it, contractors should require a formal sign-off acknowledging the risk. This step is critical for protecting roofing professionals from future claims. Beyond risk mitigation, the training also highlighted the opportunity for contractors to build stronger relationships with their customers. By educating owners on the importance of snow retention, contractors position themselves as trusted advisors, not just installers. This creates ongoing sales opportunities and reinforces the value of quality roofing systems that perform in real-world conditions.

Adding a bit of fun to the day, the TRA team also handed out custom trucker hats with unique branded badges, a small but memorable touch that reflected their strong culture and connection to the contractor community. Demonstrating a strong commitment to education and safety for the entire industry, the training was live streamed through TRA’s YouTube channel and will be available on demand through both MetalCoffeeShop and RoofersCoffeeShop YouTube channels as well as within TRA’s directories. This extended access ensures that contractors across the country can benefit from the training, reinforcing TRA’s dedication to making critical safety education widely available. For contractors working in snow-prone regions, the message is clear. Snow retention is not optional. It is essential. By understanding the risks, specifying engineered systems and educating customers, roofing professionals can protect their businesses while delivering roofs that truly perform. 

To learn more about engineered snow retention systems and how to integrate them into your roofing projects, visit TRA Snow and Sun or explore their directories on RoofersCoffeeShop® and MetalCoffeeShop® and view the full training on demand.