Everything Everywhere All at Once

This year’s International Roofing Expo was in early March, and its proximity to the Oscars made me realize just how much the two events have in common — award ceremonies, celebrity speakers, companies handing out swag, and long lines of people on the red carpet waiting to get in.

The IRE was bustling this year, and large crowds of attendees packing the exhibit hall were a welcome sign as the country continues to deal with the pandemic. The show floor had so many companies showcasing so many new and interesting products — and hosting so many demos and educational session — it was hard to keep up. The title of this year’s Best Picture winner should just become the motto of the IRE: “Everything Everywhere All at Once.”

It was exciting to see new developments in the areas of hand tools, equipment, safety products and software. Product enhancements were everywhere, with new and improved products visible in every category, including asphalt shingles and polyiso insulation.

At almost every booth we spoke with, exhibitors returned to the theme of sustainability. As they discussed the features and benefits of their products, manufacturers touted recycling, durability, longevity, and energy efficiency as just some of the ways they lessen impact on the environment. It’s a great message, and hopefully one that will have special appeal to members of the younger generation.

It’s this next generation of roofing professionals that was on my mind as I toured the show floor after witnessing the very impressive Roofing Alliance Construction Management Student Competition. This ingenious event, now in its ninth year, has really raised the profile of the roofing industry for college students plotting their careers.

Perhaps the most striking moment of the show for me was when Daniel Smith, director of the Bay Area Roofing & Waterproofing Training Program, plopped a hard hat on my head and flipped down goggles revealing mixed reality technology. As I looked at the floor and walls adjacent to the booth, the technology showed me an overlay of the tapered roof insulation system and waterproofing assembly — all while I remained perfectly aware of my surroundings. Applications for training and for use on the jobsite were obvious — not to mention very cool.

I’m not sure about the multiverse, but there are a lot of great possibilities out there.

— Chris King