"TSP is something I always look forward to," said Jennifer Richinelli, editorial director at Stone World Magazine. "It's a great conference with a relaxed environment that's great for networking. They have education sessions covering both the business side and the technical side."

AI Takes Center Stage

Opening keynote speaker Marcus Sheridan, sponsored by Ceramics of Italy, challenged attendees to embrace the potential of AI and ChatGPT. Sheridan encouraged businesses to be bold in addressing the subjects that drive every buying decision: cost, objections, comparisons, and reviews.

Customer service and best business practices emerged as recurring themes throughout the event. Sessions explored how businesses can leverage AI for initial customer contacts while maintaining personal relationships with qualified leads.

"The keynote was on customer service and best business practices," said Richinelli. "It covered how to filter things out, maybe not waste your time on emails. You can use AI for those initial contacts with customers until you really narrow it down that it's a quality customer, and then you step in and get more personal."

Closing keynote speaker Hannah Ubl addressed communication styles among work teams and across generations, offering insights on improving and enhancing workplace connections.

Reaching the Next Generation

A distributor forum led by NTCA Deputy Director Jeremy Sax sparked significant discussion about engaging younger professionals in the architecture and design community. Attendees shared observations about shifting communication preferences among Gen Z professionals.

"The one interesting thing with Gen Z — they really aren't as social as us old people," said Richinelli. "They just want to get their information online."

Traditional outreach methods like lunch-and-learn presentations are proving less effective with younger audiences. One distributor shared a telling example: of 10 associates at a large architecture firm who signed up for a lunch-and-learn session, only two remained in the room while the other eight took their lunches to their desks and watched the presentation online.

"Techniques and programs and processes that worked in the past just don't always seem to be working," said Richinelli. "It's not to say that everybody is like that, but since most of the room ended up saying similar things, I think the majority [agreed]."

Women in Tile Continues to Grow

The Women in Tile group held a poolside gathering before the official start of the conference. Elizabeth Lambert, co-owner of Lambert Tile and Stone in Eagle, Colorado, chairs the group and is actively seeking volunteers to help expand its reach.

The pre-conference session featured a mindfulness and wellness presentation led by Gianna Vallefuoco, a tile contractor from Maryland who has earned certifications in wellness coaching. Vallefuoco and her husband own a tile contracting business, and she has become a resource for industry professionals seeking techniques to manage stress and anxiety.

"She talked about self-awareness and what to do in anxious moments," said Richinelli. "Especially women, working women, coming home and maybe trying to manage a household as well, and cooking, and taking care of your kids — what to do when you have anxiety, what are some techniques, and what are things you can do to relax."

Elena Grant, assistant executive director at NTCA, has joined the effort to support the organization's growth. Women interested in getting involved can contact Women in Tile or reach out to Grant directly.

Industry Awards and Recognition

NTCA announced several awards during the conference. Martin Brookes, director of installation at Fireclay Tile and former NTCA president, received the prestigious Ring of Honor award.

The association also named its 2025 Tile Setter Craftspersons of the Year: Will Richardet of Richardet Floor Covering for commercial work, and Mark Christensen of Tarkus Tile for residential projects. Both will be formally recognized at the Ambassador Reception during The International Surface Event (TISE) in Las Vegas in January.

In another first, the NTCA Technical Committee presented its inaugural Impact Award to Dan Lambert of Lambert Tile & Stone, Jim Whitfield of MAPEI, and Mike Gillett of Commercial Ceramics, Inc. CTDA inducted Rudy Llerena of D&B Distributors into its Hall of Fame, and Michelle Chapman was honored for 25 years of service to NTCA.

Tabletop Exhibits Draw Crowds

The popular tabletop exhibition drew enthusiastic participation from sponsors and attendees alike. The mini trade show format allows manufacturers of installation products, tile, and related materials to showcase their latest offerings in an intimate setting.

Coverings, the tile industry's major trade show, had a notable presence at the tabletops. With Coverings 2026 scheduled for Las Vegas, the organization featured a roulette table where attendees could enter raffles for prizes including a $200 MGM credit.

"It's always a lively event," said Richinelli. "We always learn some things, get some new products, get some leads for stories."

Looking Ahead

The conference wrapped up with a Halloween-themed closing reception, party, and dinner. TSP 2026 has already been announced for Miami.

"It goes back to everything — getting out to these events, it's just great seeing people," said Richinelli. "You reconnect with your friends that you've known for so long, and you strengthen relationships. I always end up walking away meeting at least one or two new people, having new friends."