2024 ISFA ANNUAL CONFERENCE
EDUCATION SESSION BREAKOUTS
INNOVATE
Wednesday, November 6, 9:30 AM – 10:15 AM
Exploring Surfaces: The Value of Adding Solid Surface & Porcelain to Your Shop
Expand your stone fabrication shop’s capabilities by incorporating solid surface and porcelain products into your offerings. This presentation will explore the advantages of diversifying your product lines, from increasing your market appeal to enhancing profitability. Discover the unique benefits of solid surface and porcelain materials and see practical examples of what you can achieve with these versatile products.
You will learn in this session:
- Understand the benefits of adding solid surface and porcelain to your product lineup.
- Explore how diversifying your product offerings can boost market appeal and revenue.
- Learn about the unique properties and advantages of solid surface and porcelain materials.
- See real-world examples of innovative applications and designs using solid surface and porcelain.
- Gain insights into the integration of these materials into your existing fabrication processes.
About Moderator Tim Saddoris:
Tim Saddoris is the president of Grand Onyx, a firm dedicated to helping stone fabricators increase their revenue by 30% to 300% using proven techniques and a World Class Blueprint System to help you build a more profitable, scalable business. They help companies refine their sales process, uncover insights into better ways to sell and coach sales teams for greater success.
 About Aaron Davis
Aaron Davis boasts over two decades of experience in the solid surface industry, making him a leading expert in the field. Specializing in the Acrylic and Polyester Product Suite, Aaron has been instrumental in providing technical solutions, conducting R&D, and ensuring that fabrication and installation processes meet the highest industry standards. In his role as a Technical Resource Specialist at Avonite Solid Surface with Trinseo, he assesses and qualifies products, oversees product status, and ensures compliance with manufacturer warranty requirements.
Aaron’s influence extends globally through his work as an International Solid Surfaces Instructor, where he has delivered hundreds of Certified Fabrication Training Courses. His ability to simplify complex concepts and teach them in a practical, hands-on manner has established him as a top educator in the field. Additionally, his current role with ISFA involves training solid surface Fabricator Members, further demonstrating his commitment to advancing industry standards and sharing his extensive knowledge.
About Todd Hibbs
With 14 years in the fabrication industry, Todd Hibbs brings extensive experience and a well-rounded perspective to his role. He owned and operated his own fabrication and installation shop for 8 years, giving him hands-on insight into the challenges and nuances of the business. Following that, Todd served as a Sales Representative for Caesarstone on the West Coast of Florida for 2 years. Currently, he is the Fabrication Specialist for North America and Canada at Caesarstone. Todd’s expertise spans fabrication, installation, and sales, with a particular focus on incorporating solid surface and porcelain materials into fabrication processes, and he is recognized for his contributions to the field.
Wednesday, November 6 , 10:30 AM - 11:15 AM
Marketing for Fabricators: Learn How to Show 'Em All You Got
For small- to mid-sized businesses in the stone industry, understanding your customers and ensuring a consistently positive experience is crucial. This action-packed session will provide tailored insights for the countertop industry, covering essential marketing strategies to attract new customers, generate referrals, and enhance your reputation. Learn how to implement the dos and don’ts of effective marketing to elevate your business.
You will learn in this session:
- The 8 Keys to Magnify Your Marketing.
- Common marketing mistakes in the countertop industry and how to avoid them.
- Best practices for creating a consistent customer experience both in-showroom and online.
- Effective methods to reach new customers.
- Case studies and real-world examples.
 About Anthony Milia
Anthony Milia is a digital marketing innovator and growth strategist with a focus on transforming businesses in the Kitchen and Bath industry. As the founder of Milia Marketing, he has earned recognition among Ohio's Top 5 Leading Solution Providers in 2022 for his pioneering data-driven marketing strategies that consistently drive exceptional growth, often doubling or tripling client revenue.
A sought-after speaker, Anthony shares his expertise at major industry events such as TISE and KBIS and is an active member of Rockheads, NSI, ISFA, and NKBA, ensuring he remains at the cutting edge of industry trends. His best-selling book, "Marketing Magnifier," provides actionable insights for amplifying marketing impact. Known for his ability to simplify complex marketing concepts, Anthony is dedicated to maximizing ROI and overcoming marketing challenges, helping businesses increase traffic, build strong customer bases, and elevate their performance. In his personal time, he enjoys traveling, hiking, and seeking new adventures.
Wednesday, November 6, 2:00 PM – 2:45 PM
A Fabricators Inspiration | La Inspiracion de un Fabricador
This bilingual session explores the journey of a stone fabricator’s evolution, from humble beginnings to becoming a leader in the industry. Through stories of overcoming challenges, adopting new techniques, and embracing innovation, it is designed to ignite passion and inspire fabricators to push the boundaries of their craft. Attendees will gain valuable insights into how perseverance, creativity, and strategic thinking can transform their fabrication businesses.
You will learn in this session:
- The journey of a fabricator: overcoming obstacles and achieving success.
- Lessons learned from embracing innovation and new techniques.
- How to turn everyday challenges into opportunities for growth.
- Real-world examples of fabricators who transformed their businesses.
- Practical strategies for maintaining inspiration and pushing the craft forward.
- Practical strategies for treating your stone as a luxury product to help push the craft forward.
 About Laura Grandlienard
Laura Grandlienard is a recognized leader in the stone fabrication industry, known for her advocacy of environmental sustainability and the advancement of women in the field. As the founder of ROCKin'teriors, an eco-friendly showroom, fabrication, and installation company, Laura has played a pivotal role in promoting sustainable practices throughout North Carolina since 2008. Under her leadership, ROCKin'teriors earned accolades such as the 2018 Fabricator of the Year and was named North American Fabricator of the Year by global manufacturer Cosentino.
With a focus on high-profile residential and commercial projects, Laura has worked on significant installations, including the Holy Name of Jesus Cathedral, RDU International Airport, and luxury homes for prominent NFL, NBA, and PGA superstars. Her commitment to quality craftsmanship and sustainability is further evidenced by guiding ROCKin'teriors to become one of the few accredited fabricators by the Natural Stone Institute in North Carolina. Laura’s previous corporate experience with IBM, consulting for Fortune 500 companies, adds a strong foundation of business acumen to her already impressive industry expertise.
 About Rodrigo Velazquez
Rodrigo Velázquez is the founder and owner of Indeko, a renowned fabrication company headquartered in Jalisco, Mexico, with over two decades of experience in the industry. His journey began at just 17 when DuPont recognized his exceptional craftsmanship and certified him to fabricate Corian solid surface. Since then, Velázquez has grown Indeko into a world-class operation, with over 50 employees and locations across Mexico in Mexico City, Guadalajara, Puerto Vallarta, Cancun, and Monterrey, as well as an office in Las Vegas.
Velázquez's commitment to sustainability and innovation has made Indeko a leader in environmentally responsible practices. The company recycles rainwater for stone polishing and repurposes 20% of its scrap material into new products. Inspired by an idea from an ISFA Annual Conference, Indeko now generates energy through solar panels. Recognized for his entrepreneurial spirit, Velázquez was named Best Entrepreneur in the state of Jalisco in 2015, and Indeko remains the only surface fabricator in Latin America with ISFA certification.
Thursday, November 7, 9:30 AM – 10:15 AM
Life Cycle of a Project
This panel discussion will explore the key phases and critical milestones that define the success of any project, from initiation to completion, from the unique perspectives of a fabricator, designer, and architect. Panelists will share insights and best practices for managing each stage effectively, with a focus on overcoming challenges, ensuring smooth execution, and delivering optimal results. Attendees will gain valuable knowledge about navigating a project's life cycle from multiple industry viewpoints.
You will learn in this session:
- Understanding the project life cycle from a fabricator, designer, and architect's perspective.
- Best practices for managing time, resources, and risks.
- Real-world examples of successful collaborations and lessons learned across disciplines.
 About Designer Panelist: Jennifer Farrell
Founder of the award-winning interior design firm Jennifer Farrell Designs, Jennifer Farrell was named Design Visionary 2020 by The International Surface Event, and her product designs have won numerous awards, most notably the 2023 Top Flooring Product in Tile & Stone. She was recently honored as Best of Design by Interiors California and received the prestigious ANDYZ Award for Best Residential Design. Jennifer serves on the Middleby Advisory Council and the Advisory Council for The International Surface Event. Her iconic work has been featured on television and in dozens of publications, and she has teamed with some of the finest luxury brands in all sectors for her celebrated product collections in tile, flooring, furniture, lighting, rugs, art and decor.
 
 
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