Seminars & Events

7:30AM

Davis Memorial Foundation

Bob Porter Golf Tournament – Revere Golf Club, Lexington Course

9:00AM

Davis Memorial Foundation

Sporting Clays Tournament – Pro Gun Club

5:30PM – 7:30PM

Welcome Event & Auction

(BLOCK 1)

8:45AM – 10:00AM

Forty Years of Single-Ply Roofing Evolution: Performance, Design and Longevity

Ken Klein, WSRCA Technical Advisor – Simpson, Gumpertz & Heger

Over the past 40 years, single-ply roofing systems have evolved from specialty products into the dominant low-slope roofing solution used across the industry. Initially developed for limited applications, these systems are now installed in a wide range of geographic and climatic conditions. Along the way, single-ply membranes have experienced growing pains in both material performance and installation practices, leading to ongoing product reformulation, attachment refinement, and detailing improvements driven by real-world jobsite experience.

This presentation explores the evolution of single-ply roofing systems from the perspective of installers and manufacturers, focusing on advancements in membrane technology, roof assembly design, and performance requirements, while also addressing known limitations and failure issues that have occurred in the field. Key developments in fire resistance, wind uplift performance, thermal efficiency, and durability are examined, along with how changes in membrane formulations can help reduce overall carbon impact.

As many early single-ply roof systems have reached maturity, remedial design, repair, and re-cover strategies have become increasingly important, allowing existing roofs to remain in service while extending their usable life. Attendees will gain a clearer understanding of the differences among single-ply membrane types, their strengths and limitations, common failure conditions, and best practices for installation, maintenance, and long-term performance.

8:45AM – 10:00AM

Roofs and Roof Coverings: Mitigating the Effects of Fire in the Wildland Urban Interface (WUI)

Marco Sieber & Maury Alpert – Polyglass

CEU: AIA

There is a growing need for hardening the home from flame and embers in the Wildland Urban Interface. The roof is one of the most vulnerable areas to embers and flame in wildfire due to its large surface area. In this presentation we’ll discuss how to mitigate the effects of external flame spread due to flying embers on residential roofs to reduce loss of life, property damage and meet local code requirements. The content will include roofing best practices and selection of roof coverings and underlayments which are code compliant in the WUI.

8:45AM – 10:00AM

Roofing Trends That Matter

Heidi Ellsworth – RoofersCoffeeShop

Based on nationwide contractor survey data collected across 36 states and two countries, the RoofersCoffeeShop 2025 Trends Report provides a comprehensive snapshot of where the roofing industry stands today and where it is heading in 2026 and beyond. In this session, Heidi J. Ellsworth, Partner and CEO of RoofersCoffeeShop®, will walk attendees through key findings from the 2025 report, which gathered insights from more than 200 roofing professionals representing residential, commercial and mixed contractors of all sizes.

The presentation will explore the most pressing business challenges contractors are facing including labor shortages, recruiting and retention, material costs, weather impacts, estimating and scheduling challenges and economic uncertainty. Survey results show that over 75% of contractors continue to be affected by labor shortages, with field labor and sales positions presenting the greatest challenges. Attendees will also gain insight into how contractors are adapting through technology, digital marketing and operational changes. The report highlights growing adoption of distributor apps, increased use of social media platforms such as Facebook, LinkedIn and Instagram and continued reliance on websites and word-of-mouth as primary lead generation tools

This session will connect data to action, showing how contractors can use marketing, technology and community involvement to build trust, increase visibility and strengthen long-term business stability. Designed for owners, managers and marketing leaders, this course delivers practical strategies grounded in real contractor experiences.

8:45AM – 10:00AM

Future-Proof Lead Generation: Modern Marketing in the Age of AI

Anna Anderson – Art Unlimited

The rules of lead generation are changing fast—AI search engines, shifting consumer behavior, and shrinking storm seasons are forcing roofers to adapt or get left behind. This session arms you with a modern marketing playbook that keeps your pipeline full year-round.

8:45AM – 10:00AM

Ready or Not: ICE Raids, I-9 Audits, and Roofing Contractor Exposure

Trent Cotney – WSRCA Legal Advisor, Adams & Reese, LLP

This session provides roofing contractors with a practical, legally grounded overview of immigration enforcement risks affecting the roofing industry. Attendees will learn how ICE raids and I-9 audits are initiated, what actually occurs during an enforcement action, and why roofing companies are frequent targets. The course will address common compliance gaps, documentation pitfalls, and workforce disruptions, while offering clear guidance on how to prepare crews, management, and job sites for enforcement activity. Emphasis will be placed on lawful response strategies, minimizing operational impact, protecting the company’s legal position, and maintaining business continuity in an increasingly aggressive enforcement environment.

8:45AM – 10:00AM

When Experience Isn’t Enough: Why Roofing Safety Depends on Values, Not Just Skill

Ariel Shenkel – American Eagle Roofing

Experience is often viewed as the strongest safeguard on a roofing jobsite — yet many serious incidents involve highly skilled, seasoned professionals. This course examines why experience alone does not guarantee safe outcomes and how familiarity with risk can gradually change decision-making on the roof.

Rather than focusing on rules or compliance, the session explores how roofers perceive risk, how routine work and production pressure normalize hazards, and why unsafe decisions often feel reasonable in the moment. Participants will gain insight into the factors that influence behavior, even in well-run companies with strong safety programs.

Building on this foundation, the course reframes safety not as a shifting priority, but as a core organizational value. Attendees will examine how leadership decisions, daily actions, and operational pressures communicate what is truly valued — and how value-based safety creates consistency when experience, confidence, and deadlines collide.

8:45AM – 10:00AM

De Contratar Rápido a Contratar Bien: Cómo Construir un Equipo Ganador de Techadores (From Hiring Fast to Hiring Right: How to Build a Winning Roofing Team)

Amparo Sancen – Latinos En Roofing

La mayoría de los problemas en el sector de la construcción de techos se deben a la contratación y el liderazgo. Los propietarios suelen contratar con prisas, sin roles, expectativas ni sistemas de capacitación claros, lo que genera rotación de personal, frustración y que el propietario tenga que hacerlo todo él mismo.

Esta sesión enseña a los contratistas cómo crear un sistema de contratación e incorporación sencillo y replicable que proteja el negocio y prepare a los empleados para el éxito. Los asistentes aprenderán a definir roles antes de contratar, elegir la clasificación W-2 o W-9 adecuada, realizar entrevistas basadas en valores y habilidades, y crear un plan de incorporación de 90 días que fomente la responsabilidad y el rendimiento.

El enfoque se centra en herramientas prácticas de liderazgo que ayudan a los propietarios a pasar de la supervisión constante a la creación de equipos que puedan operar con coherencia y claridad.

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Most roofing business problems can be traced back to hiring and leadership. Owners often hire in a rush, without clear roles, expectations, or training systems, which leads to turnover, frustration, and the owner doing everything themselves.

This session teaches contractors how to build a simple, repeatable hiring and onboarding system that protects the business and sets employees up for success. Attendees will learn how to define roles before hiring, choose the correct W-2 or W-9 classification, interview for values and skills, and create a 90-day onboarding plan that builds accountability and performance.

The focus is on practical leadership tools that help owners move from constant supervision to building teams that can operate with consistency and clarity.

(BLOCK 2)

10:15AM – 11:30AM

The Rising Need for Fire Resistant Vents

Jess Grandy – Able Sheet Metal

The Eaton and Palisades fires of 2025 left behind devastating effects in Southern California. Agencies and organizations, including CAL FIRE, are setting forth new regulations on house ventilation to minimize the risk of wildfires causing building fires, and other states are catching up. This course covers these regulations, their implications on the market, and what vents are currently available for homeowners to make sure their property is code compliant and prepared for the worst.

10:15AM – 11:30AM

Water Accumulation Below Reflective Roofing

Phil Dregger – Salas O’Brien

CEU: AIA

Condensation and wood decay continues to be a problem below reflective roofs installed over wood decks. This presentation reviews the results of a three-year study involving a 450-unit HOA with low-sloped highly reflective roofs and severely decayed wood decks. The study included a full year of temp/RH data, multiple roof moisture surveys, and coating the white roofs dark to slow decay (and “buy time” for multi-year reroofing). The presentation will include tips for recognizing tell-tale signs of condensation before reroofing and how to avoid decay in the new roof.

Learning Objectives – By the end of this presentation, attendees will understand:
• Why water vapor condenses where it does in our roofs and walls.
• Why stopping inside air from moving up into our roofs is so important.
• Overlooked moisture sources (e.g., wet crawl spaces, disconnected exhaust vents).
• Why coating a white roof dark can help slow decay until reroofing.
• How to adjust industry guidelines regarding minimum above-deck R values so they work against even severe condensation problems.

10:15AM – 11:30AM

Using AI in Roofing Estimating: What Helps, What Hurts, and What Still Requires Judgment

John Kenney – Cotney Consulting Group

Artificial intelligence is rapidly entering the roofing industry, particularly within estimating tools and workflows. While AI can improve speed, consistency, and data analysis, improper use can introduce new risks, reduce estimator accountability, and create false confidence in bid accuracy.

This session focuses on how roofing contractors can responsibly integrate AI into their estimating process without compromising accuracy, margins, or control. Attendees will learn where AI can effectively support estimators—such as scope review, historical job comparisons, specification analysis, and documentation consistency—and where professional judgment remains essential.

Rather than promoting specific software, this presentation provides a practical framework for evaluating AI-assisted outputs, validating assumptions, and maintaining disciplined estimating practices. Contractors will leave with a clear understanding of how to use AI as a decision-support tool while preserving estimator accountability and financial integrity.

10:15AM – 11:30AM

Numbers Over Emotions: Driving Excellence in Your Roofing Business

Ken Kelly – Ken Kelly Consulting

Join industry leader Ken Kelly for a transformative seminar session tailored for roofing company owners and managers seeking financial mastery. Learn how to leverage proven Key Performance Indicators (KPIs) to make data-driven decisions, eliminate emotional guesswork, and boost profitability. This session will equip you with actionable, industry-tested financial strategies that you can implement immediately to optimize cash flow, improve margins, and ensure long-term success. Don’t miss this chance to elevate your roofing business through the power of numbers!

10:15AM – 11:30AM

Protecting Profit: How Risk Mitigation Saves Roofing Contractors Money

Trent Cotney, WSRCA Legal Advisor – Adams & Reese, LLP

This course focuses on the most common risk areas that quietly erode profitability in roofing operations and explains how proactive risk mitigation can translate directly into cost savings. Attendees will learn how issues such as contract gaps, documentation failures, safety lapses, insurance misunderstandings, and workforce compliance problems turn into expensive disputes, fines, and unpaid work. The session connects practical risk-management strategies to real financial outcomes, showing how small operational changes can prevent large losses. The goal is to help roofing contractors protect margins, reduce avoidable expenses, and build more resilient, profitable businesses without slowing production.

10:15AM – 11:30AM

Fall Protection, Heat and Human Nature: Why Good Roofers Still Get Hurt

Steve Zasadil – WSRCA Safety Advisor, SNK Services

Even experienced roofers get injured, not from lack of knowledge, but from human behavior under pressure. This interactive seminar explores how fall protection, heat stress, fatigue, and real-world jobsite decisions intersect to create risk. Through realistic scenarios, audience participation, and industry examples, attendees learn why shortcuts happen, how systems fail in practice, and what contractors can do immediately to reduce injuries, citations, and costly incidents.

10:15AM – 11:30AM

SRS/GAF SPONSORED SESSION

Moises Morales – Advosy Construction, SRS Distribution

¡Muy pronto!
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Coming Soon!

11:45AM – 1:00PM

SPANISH LUNCH AND LEARN – DAY 1

11:30AM – 1:00PM

Legislative Luncheon with Keynote Speakers: Craig Brightup, The Brightup Group & Chad Collins, National Roofing Contractors Association

Presented by: National Roofing Contractors Association

Craig Brightup is Chief Executive Officer of The Brightup Group LLC and serves as WSRCA’s Political Correspondent. He previously served as Vice President of Government Relations for the National Roofing Contractors Association, where he opened NRCA’s Capitol Hill office in 1990. In that role, he led federal advocacy efforts for the $30 billion commercial and residential roofing industry, addressing critical issues including labor relations, worker safety, health care, energy, environmental policy, transportation, insurance, procurement, regulatory reform, taxes, and immigration.

Joining him is Chad Collins, Executive Vice President of Roofing Corp of America and current Chairman of the Board of the National Roofing Contractors Association (NRCA). Chad brings extensive leadership experience in the commercial roofing industry and offers a valuable national perspective on the challenges and opportunities contractors are facing today.

Join us for the highly anticipated Year in Review, where our Washington insiders will break down the key developments impacting the roofing industry. From immigration reform and worker safety to labor relations, regulatory changes, and taxes, this session will cover the most pressing policy issues shaping the industry’s future.

Immediately following the report, we will announce the nominees for the WSRCA Board of Directors and recognize the 2026 Davis Memorial Scholarship recipients. Don’t miss these important updates and recognitions!

*Ticketed Event

1:00PM – 6:00PM

Exhibits and Trade Show – Day 1

Join the fun on Day 1 with President Stan Robinson, as he opens the 52nd Annual trade show floor on behalf of the WSRCA. The show will highlight the latest equipment and materials used in the roofing, roof deck, urethane foam, waterproofing and allied industries. Don’t miss the live demonstrations happening every hour on the exhibit floor. There will be a raffle for a $100 Visa Gift Card at the conclusion of each demonstration!

1:30PM – 2:00PM: Live Demo 1 – Carlisle Construction Materials

2:30PM – 3:00PM: Live Demo 2 – Westlake Royal Roofing Solutions

3:30PM – 4:00PM: Live Demo 3 – Polyglass U.S.A., Inc.

4:30PM – 5:00PM: The Roofers Feud – Sponsored by: CertainTeed

7:00AM – 8:30AM

Table Talks Breakfast with NWIR

National Women in Roofing

Join us for an interactive table-talks breakfast on September 29th at the Western States Expo! It’s a fun way to meet fellow members while chiming in on a variety of topics that impact women in the roofing industry. Cost is $50 and includes breakfast.

(BLOCK 3)

8:45AM – 10:00AM

Design Warranty vs. Manufacturer’s Warranty: Navigating Roofing Obligations

Brian Chamberlain – Carlisle Construction Materials

CEU: AIA, IIBEC

There is a common misunderstanding about construction contract documents that specify a wind warranty and the manufacturer’s published wind warranty coverage. In this session, the presenter will clarify the critical distinctions between the registered design professional’s expectations in construction contract documents for the warranty and how this compares with the manufacturer’s published and deliver clarity to their clients so the installer can ensure reliable installation that meets the contract documents and the building owner’s expectations.

8:45AM – 10:00AM

New Air Barrier Requirements for Re-Roofing

Matt Braun – GAF

CEU: AIA, IIBEC

As energy codes evolve, so do the requirements for roof system performance — especially during reroofing projects. This course explores the latest updates to building codes and standards that introduce air barrier requirements when replacing existing roofs. Attendees will learn why air control matters, how it interacts with moisture and thermal layers, and what design professionals and contractors need to consider to ensure code compliance, building durability, and energy efficiency.

8:45AM – 10:00AM

The Roofing Roundtable: Real Talk Across Generations

Rachel Garcia – Malarkey Roofing Products
WSRCA Young Roofing Professionals Committee

This interactive roundtable session, hosted by the Young Roofing Professionals, brings together roofing professionals at every career stage for candid, solutions-focused discussions on the challenges and opportunities shaping the industry today.

Rather than a traditional presentation, attendees will rotate through facilitated roundtables focused on real-world topics such as leadership development, workforce retention, business growth, and navigating change in a multi-generational industry. Each table will blend emerging leaders and experienced professionals to encourage knowledge-sharing, mentorship, and practical takeaways participants can apply immediately.

Designed to foster meaningful conversation and connection, this session creates space for both learning and relationship-building, strengthening the industry by leveraging experience, fresh perspectives, and shared goals.

8:45AM – 10:00AM

Scaling Without Breaking: How to Grow Roofing Operations Without Losing Control

John Kenney – Cotney Consulting Group

John Kenney is the CEO of Cotney Consulting Group and brings over 45 years of experience in the construction and roofing industry. He began his career as a roofing apprentice and advanced through estimating, project management, and operations roles to serve as a Chief Operating Officer overseeing large-scale commercial roofing projects across the country. John specializes in roofing production, estimating, business operations, and service division performance, and is a frequent industry speaker focused on practical, real-world strategies contractors can apply immediately.

8:45AM – 10:00AM

State of the Industry: A Legal Perspective

Trent Cotney – WSRCA Legal Advisor, Adams & Reese, LLP

This session provides a real-time assessment of the roofing industry through a legal and regulatory lens. Attendees will explore the most significant issues impacting roofing contractors today, including labor and immigration challenges, OSHA enforcement trends, contract and warranty risk, insurance and claims pressures, supply-chain volatility, and emerging regulatory obligations. The discussion focuses on how these developments are affecting roofing operations, margins, and liability exposure and offers practical guidance on how contractors can mitigate risk, strengthen contract positioning, and make informed decisions in an increasingly complex business environment.

8:45AM – 10:00AM

Mental Health and Addiction in the Roofing Workplace: What Contractors Need to Know

Paul Reed – Roofers in Recovery

Roofing and construction face a mental health crisis that directly affects safety, productivity, and lives. According to industry data highlighted in Roofers in Recovery’s Mental Health & Wellness Protocol, 83 percent of construction workers experience a mental health issue, and 1 in 3 struggle with daily anxiety or depression — yet 80 percent never seek help, often due to stigma or lack of resources.

This session provides contractors with a clear, actionable framework for addressing mental health and addiction on their teams using the five pillars developed by Roofers in Recovery: Awareness & Education, Early Intervention, Weekly Mental Health Check-Ins, Crisis Response Planning, and Long-Term Wellness Strategies.

Participants will learn how to:
• Recognize early warning signs of distress or substance use
• Hold safe, stigma-free conversations
• Implement weekly mental health check-ins that improve culture and safety
• Build a crisis response system, including suicide prevention steps
• Create a workplace where employees feel supported, valued, and safe asking for help

Grounded in real roofing industry experiences, this course gives leaders the tools to strengthen safety, reduce accidents, improve retention, and save lives.

8:45AM – 10:00AM

El Costo de la Desconexión: Cómo Las Fallas Después del Contrato Hacen Perder Confianza y Dinero (The Cost of Disconnection: How Post-Sale Breakdowns Cost Trust and Revenue)

Monica Vornbrock – The GLO Group

La industria del techos invierte billones de dólares cada año en generar nuevos prospectos, pero ¿qué pasa con la fuga de ganancias que ocurre después de que los clientes firman el contrato?

Esta sesión está diseñada para ayudar a los contratistas a identificar y corregir las fallas más comunes en la experiencia del cliente después de la venta: fallas en la comunicación, desconexión en los traspasos internos, falta de seguimiento y oportunidades perdidas para testimonios y referidos. A través de ejemplos reales, un mapa del recorrido del cliente (Customer journey) y herramientas prácticas de auditoría, te guiaremos a los participantes por las fases exactas donde se rompe la confianza y cómo reconstruirla mediante un proceso repetible.

Los participantes de esta sesión de alto impacto, se irán con una comprensión clara de sus puntos ciegos en la etapa postventa, además de una hoja de auditoría para evaluar y mejorar sus propios sistemas.

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The roofing industry spends billions each year trying to generate new leads, but what about the leak in profitability that happens after the contract is signed?

This session is designed to help contractors uncover and correct the most common breakdowns in the customer experience after the sale is made communication drop-offs, internal handoff gaps, weak follow-through, and missed opportunities for reviews and referrals. Using a combination of real-life examples, customer journey mapping, and practical auditing tools, I will walk attendees through the exact phases where trust is broken, and how to rebuild it into a repeatable process.

Attendees will leave with clear insight into their post-sale blind spots, plus a take-home audit worksheet to evaluate and improve their own systems.

(BLOCK 4)

10:15AM – 11:30AM

History of Roofing: How The Industry Was Built

Trent Cotney and John Kenney – Adams & Reese, LLP, Cotney Consulting Group
WSRCA Legal Advisor

This course (presented along with John Kenney) explores the evolution of roofing from early protective structures to the modern systems that define today’s built environment. Attendees will examine how materials, methods, and craftsmanship have changed over time from primitive coverings and early tile systems to asphalt, metal, and contemporary performance-based assemblies. The session also highlights how weather events, building science, codes, and technological innovation shaped roofing practices, standards, and industry professionalism. By understanding where roofing began and how it evolved, participants gain context for current practices, future trends, and the role roofing continues to play in protecting structures and communities.

10:15AM – 11:30AM

Designing Durable Cold-Climate Roofs Across the Western U.S.

Mindy Dahlquist – TRA Snow & Sun

This presentation explores the role of snow retention systems and ventilated roof assemblies in improving roof performance, safety, and longevity in cold and mixed-climate regions of the Western United States. Attendees will gain a practical understanding of how climate variability, roof geometry, material selection, and ventilation strategies intersect to mitigate snow loads, ice dams, condensation, and premature roof failure. Real-world examples from California, Nevada, Arizona, Wyoming, Colorado, Utah, Washington, and Alaska will be used to highlight region-specific challenges and solutions.

10:15AM – 11:30AM

Building Envelope – Roof to Exterior Wall Designs and Connections

Brian Chamberlain – Carlisle Construction Materials

CEU: AIA, IIBEC

The inclusion of the requirements to control air leakage has been established into the building code as a means of offering energy efficiency and enhancing building performance. But one of the major junction points within this control system is the location between the roofing and the exterior wall systems. This can encompass many items, such as design elements for the aesthetics of the building, the vast array of products available which need to be compatible, and the need for coordination of different trades and project staging to get it right the first time. Presented will show how to design an edge detail to ensure air leakage, wind resistance, and tie-in compatibility are all addressed.

10:15AM – 11:30AM

Private Equity: Everything You Need to Know

Scott Riopelle and Paul Reed – ONE Solutions, HCR Group

This will be an open panel discussion with Scott Riopelle of ONE Solutions, and Paul Reed of HCR Group. They will be discussing private equity, and the pros and cons of selling their companies.

10:15AM – 11:30AM

Escaping Reactive Service and Creating Predictable Growth

Tracey Donels – Service First Solutions

Many roofing contractors operate their service departments in reaction to customer requests rather than as a deliberate growth strategy. This session presents a practical playbook for shifting from reactive service work to a proactive, structured service model that supports predictable, sustainable growth.

Attendees will learn how effective service departments align people, processes, and tools to deliver consistent customer experiences while improving operational efficiency. The session explores the importance of clearly defined roles, organized service vehicles, standardized field tools, and the use of work order and CRM systems to create visibility and consistency across operations. It also highlights how a customer-focused culture and a disciplined service sales approach transform service from a cost of doing business into a dependable business-to-business offering.

Designed for contractors building or refining a service department, this session provides a real-world framework for creating a service operation that is proactive by design and positioned for long-term, predictable growth.

10:15AM – 11:30AM

Understanding OSHA’s Multi-Employer Worksite Doctrine and the Unforeseeable Employee Misconduct Defense

Philip Siegel – Hendrick, Phillips, Salzman & Siegel, P.C.

OSHA can issue a citation to the controlling employer, the correcting employer, and the creating employer on a multi-employer worksite, in addition to the exposing employer. We will discuss OSHA’s multi-employer worksite doctrine, and we will also be sure to discuss the duties required of each type of employer on a multi-employer worksite. We will also address the unforeseeable employee misconduct defense to an OSHA citation, for when the subcontractor is cited as the exposing employer.

10:15AM – 11:30AM

Uso de la IA y la Tecnología Para Construir Sistemas en Su Negocio de Techado (Using AI and Technology to Build Systems in Your Roofing Business)

Amparo Sancen – Latinos En Roofing

Muchos propietarios de empresas de techado trabajan arduamente, pero les cuesta crecer porque todo depende de ellos. Esta sesión muestra cómo herramientas sencillas de IA y tecnología cotidiana pueden ayudar a crear sistemas básicos para ventas, marketing, seguimiento y operaciones, sin necesidad de ser un experto en tecnología.

Los asistentes aprenderán a usar herramientas como asistentes de IA, CRM y automatización para reducir el caos diario, mejorar la consistencia y liberar tiempo para enfocarse en el crecimiento. El objetivo no es reemplazar a las personas, sino crear una estructura que permita a los equipos rendir mejor y a los propietarios dejar de estar constantemente resolviendo problemas urgentes.

Esta clase está diseñada para contratistas que buscan formas prácticas y asequibles de organizar su negocio y crecer con menos estrés.

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Many roofing business owners work hard but struggle to grow because everything depends on them. This session shows how simple AI tools and everyday technology can help create basic systems for sales, marketing, follow-up, and operations — without needing to be “tech-savvy.”

Attendees will learn how to use tools like AI assistants, CRMs, and automation to reduce daily chaos, improve consistency, and free up time to focus on growth. The goal is not to replace people, but to build structure so teams can perform better and owners can step out of constant firefighting.

This class is designed for contractors who want practical, affordable ways to organize their business and scale with less stress.

11:45AM – 1:00PM

SPANISH LUNCH AND LEARN – DAY 2

11:30AM – 1:30PM

Annual Luncheon with Motivational Speaker: Shereen Thor

1:30PM – 5:30PM

Exhibits and Trade Show – Day 2

Join us for Day 2 of the Western Roofing Expo 2026 trade show! Discover the latest innovations in roofing, roof deck systems, urethane foam, waterproofing, and related industries as top exhibitors showcase cutting-edge equipment and materials. The expansive show floor offers a firsthand look at emerging trends, advanced technology, and essential business growth strategies.

Experience unbeatable networking opportunities, industry-leading resources, and the premier educational conference in the field — all in one place. Don’t miss the exciting live demonstration on the exhibit floor stage, followed by The Roofing Games™ Shingling Competition!

2:00PM – 2:30PM

Live! RoofersCoffeeShop Sound Stage with incoming WSRCA President Ron Lloyd – Kokua Roofing, and current WSRCA President Stan Robinson – Pacific West Roofing.

4:30PM – 5:30PM

The Roofing Games™ – Shingling Competition

IIBEC – REGION V – ROOFING 1, 2 MODULES

Please join us at the IIBEC Chapters of Region V Technical Seminars on September 30th at the Paris Las Vegas in conjunction with the Western Roofing Expo 2026. The program includes (2) sessions and provides 6.0 IIBEC and/or AIA CEU’s. The cost of this program is $250.00 for IIBEC members, and $300.00 for non-members. Registration includes breakfast and lunch, and admission to the Western Roofing Expo trade show on both Monday (9/28/26) and Tuesday (9/29/26).

SPEAKER BIOS (with SEMINARS)

(BLOCK 1)

8:45AM – 10:00AM

Forty Years of Single-Ply Roofing Evolution: Performance, Design and Longevity

Ken Klein, WSRCA Technical Advisor – Simpson, Gumpertz & Heger

Ken Klein leads the West Coast Building Technology division of Simpson Gumpertz & Heger Inc. He is a graduate of U.C Berkeley’s Civil Engineering program and is a licensed Professional Engineer in California and several western states. Ken has been with SGH for over 35 years and has gained experience in the design and investigation of roofing and waterproofing of commercial, institutional, and residential buildings. His work addresses issues related to the integrity of roofs, plaza deck, and below-grade systems on a wide range of structures from residential and high-rise building to buildings of historic significance. Ken has consulted with architects, contractors, and building owners to analyze and repair water intrusion problems and construction defects. Well known in the industry, he has frequently presented to groups of attorneys, contractors, architects, and other design professional regarding building-envelope design and remediation. He serves as WSRCA Technical Advisor.

Roofs and Roof Coverings: Mitigating the Effects of Fire in the Wildland Urban Interface (WUI)

Marco Sieber, Maury Alpert – Polyglass

CEU: AIA

Marco Sieber is currently the Director of Product Management for Polyglass, U.S.A. In this role, he leads and oversees the entire product lifecycle of roofing and building envelope systems, from initial concept to market launch and beyond. He also ensures products align with company goals as well as customer needs. He holds patents for products enhancing fire resistance and wind uplift resistance. Marco has over 15 years of experience in the commercial roofing, residential roofing, and construction industry. He holds a Bachelor’s Degree from Indiana University in Bloomington, IN, as well as an MBA completed in 2011 while overseas in Argentina. Marco has held several key Technical and Sales positions with commercial and residential roofing manufacturers, including the Latin America, Middle East, and North American markets.

Maury Alpert is currently the National Codes and Compliance Manager for Polyglass, U.S.A. In this role, he leads and oversees the testing, certification, and approvals of roofing and building envelope systems, from initial concept to market launch and beyond, ensuring products align with company goals and customer needs.

Maury has over 25 years of experience in the commercial & residential roofing and construction industry and holds a bachelor’s degree in chemistry from Georgia Southern University – Armstrong Campus in Savannah, GA. Maury has held several key Quality, Manufacturing, and Codes positions with commercial and residential roofing manufacturers.

Professional Memberships include Asphalt Roofing Manufacturers Association (ARMA), Single Ply Roofing Industry (SPRI), Florida Roofing & Sheetmetal Association (FRSA), International Code Council (ICC), American Society for Testing and Materials (ASTM), Special Interest Group on Dynamic Evaluation of Roofing Systems (SIGDERS), and Canadian Standards Association (CSA).

Roofing Trends That Matter

Heidi Ellsworth – RoofersCoffeeShop

Heidi J. Ellsworth has worked in the roofing industry since 1993 and has held leadership roles with Malarkey Roofing, Carlisle Construction Materials, and EagleView Technologies. She is currently Partner and CEO of RoofersCoffeeShop® and owner of HJE Consulting.

Through RoofersCoffeeShop® along with HJE Consulting, Heidi focuses on supporting marketing strategies, sales success, plus content development for companies and associations throughout the roofing industry. Known for her passion for networking and collaboration, she helps organizations build strong relationships that drive long-term profitability and success.

Heidi consults with the Roofing Alliance, serves on the boards of the Western States Roofing Contractors Association, as well as the Roofing Contractors Association of Washington. She is a founder and active leader with both the Roofing Technology Think Tank (RT3) and National Women in Roofing (NWIR).

Future-Proof Lead Generation: Modern Marketing in the Age of AI

Anna Anderson – Art Unlimited

Anna Anderson, CEO of Art Unlimited, brings a wealth of experience from her lifelong immersion in the marketing industry. With a bold, innovative vision, Anna leads cutting-edge digital and AI-driven marketing services, crafting data-driven strategies tailored for the roofing industry. Her expertise includes developing marketing campaigns for many of the Top 100 Roofing Contractors.

A dynamic. sought-after speaker & podcaster, Anna shares her insights on national stages across the United States. Anna’s commitment to building strong relationships is evident in her leadership as the Past National Chair for National Women in Roofing along with her past presidency of the Roofing Technology Think Tank (RT3).

In her downtime, Anna enjoys moments with her family and their sled dog team in Northern Minnesota.

Ready or Not: ICE Raids, I-9 Audits, and Roofing Contractor Exposure

Trent Cotney – WSRCA Legal Advisor, Adams & Reese, LLP

Trent Cotney is a partner and Construction Team Leader at the national law firm, Adams & Reese, LLP, as well as a senior fellow of the National Construction Policy Institute. He serves as General Counsel for Western States, NRCA, and many other roofing associations across the U.S. He and his firm represent more than 3,000 roofing contractors nationwide in all types of legal matters. He is the author of the Amazon best-selling books, OSHA Defense for the Construction Industry, OSHA: Know Your Rights, and Roofing Law: Contracts, and co-hosts the #1 construction law podcast, Law & Mortar.

When Experience Isn’t Enough: Why Roofing Safety Depends on Values, Not Just Skill

Ariel Shenkel – American Eagle Roofing

Ariel Shenkel is an Owner and Chief of Operations with American Eagle Roofing, operating in California and Nevada. She has an extensive experience working alongside contractors, supervisors, and field crews to improve jobsite safety and performance. With a background rooted in real-world roofing operations, Ariel focuses on the human and organizational factors that influence safety outcomes beyond rules and compliance.

De Contratar Rápido a Contratar Bien: Cómo Construir un Equipo Ganador de Techadores (From Hiring Fast to Hiring Right: How to Build a Winning Roofing Team)

Amparo Sancen – Latinos En Roofing

Amparo Sancen is the Founder and CEO of Sancen Contracting, as well as the Founder of Latinos in Roofing, an education and training organization that supports roofing professionals and business owners across the U.S. With nearly two decades in the construction and roofing industry, she has experience in both subcontracting and company ownership, giving her a practical understanding of the operational and financial challenges contractors face.

After rebuilding her business with a strong focus on systems, processes, along with team structure, Amparo now works with contractors nationwide to help them improve sales operations, insurance workflows, and internal organization. She regularly partners with suppliers and industry groups to provide hands-on training focused on real-world business practices.

Amparo also serves on national industry committees related to education and workforce development. She is also known for delivering straightforward, actionable strategies that help contractors build more stable and scalable businesses.

(BLOCK 2)

10:15AM – 11:30AM

The Rising Need for Fire Resistant Vents

Jess Grandy – Able Sheet Metal

Born in San Francisco, Jess has lived in Northern California his entire life. He holds more than 30 years of experience in the construction industry, shaped by his background in framing, granite and tile installation, and roofing. For over 20 years, he continues to serve as the Northern California Manager for Able Sheet Metal, Inc., focusing on producing and supplying high-quality, innovative metal products. More recently, his efforts have shifted towards ventilation solutions designed to meet the evolving and increasingly stringent building requirements within California’s Wildland-Urban Interface (WUI) areas.

Water Accumulation Below Reflective Roofing

Phil Dregger – Salas O’Brien

CEU: AIA

Phil Dregger is a Professional Engineer, Registered Roof Consultant, Fellow of the International Institute of Building Enclosure Consultants, and Vice President of Salas O’Brien in Concord, CA. Phil has investigated problems in a wide range of roof and building envelop systems over the past 40 years. He has special expertise in wind damage, building codes, and condensation. Phil lectures often to industry groups, has authored many articles on roof technology, and is a recipient of the ASTM D08 William C Cullen Award and the IIBEC Joe Hale Lifetime Achievement Award.

Using AI in Roofing Estimating: What Helps, What Hurts, and What Still Requires Judgment

John Kenney – Cotney Consulting Group

Numbers Over Emotions: Driving Excellence in Your Roofing Business

Ken Kelly – Ken Kelly Consulting

Ken Kelly is a visionary leader in the roofing industry and the driving force behind Roofing Contractor of the Year (2019) Kelly Roofing, a top 100 U.S. roofing contractor with over $60 million in annual revenue and a workforce of 300+. Ken built it into a model of innovation and excellence, leveraging AI, and data-driven strategies to redefine operational and financial success. A recipient of Microsoft’s 2015 Visionary Award for innovative software use, he is a sought-after speaker and contributing author, sharing insights on AI adoption, financial excellence, and continuous improvement through his “Kaizen” philosophy. Ken’s expertise in using Key Performance Indicators (KPIs) empowers roofing business owners to make informed, numbers-based decisions.

Protecting Profit: How Risk Mitigation Saves Roofing Contractors Money

Trent Cotney, WSRCA Legal Advisor – Adams & Reese, LLP

Fall Protection, Heat and Human Nature: Why Good Roofers Still Get Hurt

Steve Zasadil – WSRCA Safety Advisor, SNK Services

Stephen spent 10 years as Safety of Flight Operator with USN before beginning his career as Safety Compliance Consultant in 2009. He is a certified CHST (Construction Health and Safety Technician) through the Board of Certified Safety Professionals, and currently works with companies across the U.S., through on-site and online means to provide OSHA compliance information, documentation and training.

SRS/GAF SPONSORED SESSION

Moises Morales – Advosy Construction, SRS Distribution

Moises Morales is an entrepreneur and certified Public Adjuster specializing in assisting homeowners and roofing businesses in navigating insurance claims to ensure fair settlements.

11:45AM – 1:00PM

SPANISH LUNCH AND LEARN – DAY 1

COMING SOON

Victor Maya – Advantage Roofing, GAF

With over 10 years of experience building his companies into million-dollar ventures, Victor is a nationwide voice for culture building and positive thinking, enabling minorities to structure their lives and businesses for success. Victor operates on a frequency that his partners and customers can resonate with.

11:30AM – 1:00PM

LEGISLATIVE LUNCHEON

with Keynote Speakers: Craig Brightup, WSRCA Political Correspondent and Chad Collins, Roofing Corp. of America

Craig Brightup is Chief Executive Officer of The Brightup Group LLC and serves as the WSRCA Political Correspondent. He previously served as Vice President of Government Relations for the National Roofing Contractors Association, where he opened NRCA’s Capitol Hill office in 1990. In that role, he led federal advocacy efforts for the $30 billion commercial and residential roofing industry, addressing issues such as labor relations, worker safety, health care, energy, environmental policy, transportation, insurance, procurement, regulatory reform, taxes and immigration.

Joining him is Chad Collins, Executive Vice President of Roofing Corp of America. Chad brings extensive leadership experience in the commercial roofing industry and offers valuable insight into the challenges and opportunities contractors are facing across the country.

7:00AM – 8:30AM

Table Talks Breakfast with NWIR

National Women in Roofing

Join us for an interactive table-taks breakfast on September 29 at the Western States Expo! It’s a fun way to meet fellow members while chiming in on a variety of topics that impact women in the roofing industry. Cost is $50 and includes breakfast.

(BLOCK 3)

8:45AM – 10:00AM

Design Warranty vs. Manufacturer’s Warranty: Navigating Roofing Obligations

Brian Chamberlain – Carlisle Construction Materials

CEU: AIA, IIBEC

Brian Chamberlain has been a member of the Single Ply Roofing Industry (SPRI) for over 10-years and part of the roofing industry since 1987. He graduated from the University of Wisconsin at Milwaukee and earned a bachelor’s degree in the Science of Architectural Design. He has been assisting architects and consultants on roof assemblies’ performance, sustainability, and resilience. He is part of a team responsible for assemblies, details, and code-testing. He has presented technology information throughout the U.S., Canada, and overseas, offering information on unique design issues.

New Air Barrier Requirements for Re-Roofing

Matt Braun – GAF

CEU: AIA, IIBEC

Matt Braun is a Building Design Manager for Standard Industries in the West Region of the US. Matt is a licensed Professional Engineer in multiple states (AZ, CO, & TX) and holds a bachelor’s degree in Civil Engineering from Texas A&M University. With over 13 years of experience in building enclosure design and consulting, his background includes waterproofing design in multi-family construction, compliance and forensic testing of roof and exterior facade assemblies, consulting on new construction and restoration projects, and review of roofing and building designs with designers and installers. Matt is also an active member of IIBEC (Colorado Chapter President 2023 & 2024) and NRCA.

The Roofing Roundtable: Real Talk Across Generations

Rachel Garcia – Malarkey Roofing Products
WSRCA Young Roofing Professionals Committee

Rachel Garcia is the Director of Contractor Services at Malarkey Roofing Products. She specializes in developing marketing strategies that help foster relationships and find new customers to fuel small business growth. She has spent time developing training seminars, leading plant tours, managing digital and print campaigns, attending, and managing various industry trade shows, and planning and implementing company meetings and events. She demonstrate integrity, energy, and hard work in every detail of her life.

Scaling Without Breaking: How to Grow Roofing Operations Without Losing Control

John Kenney – Cotney Consulting Group

State of the Industry: A Legal Perspective

Trent Cotney – WSRCA Legal Advisor, Adams & Reese, LLP

Mental Health and Addiction in the Roofing Workplace: What Contractors Need to Know

Paul Reed – Roofers in Recovery

Paul Reed is the Co-Founder of Roofers in Recovery and a longtime roofing professional who owned and operated North-West Roofing for many years. After personally struggling with addiction and finding long-term recovery, Paul saw how deeply these issues impact the roofing workforce. That experience inspired him to help build Roofers in Recovery, a program dedicated to getting roofers into treatment and providing support for individuals and families in crisis. As RIR expands to address mental health more broadly, Paul brings both lived experience and industry insight to the conversation, helping contractors understand the real challenges their teams face. His approach is honest, relatable, and grounded in the realities of the trades.

El Costo de la Desconexión: Cómo Las Fallas Después del Contrato Hacen Perder Confianza y Dinero (The Cost of Disconnection: How Post-Sale Breakdowns Cost Trust and Revenue)

Monica Vornbrock – The GLO Group

Monica Vornbrock es la cofundadora y Directora de Innovación y Tecnología (CITO) de The GLO Group. Es una consultora y coach certificada por el Internatioal Coaching Federation (ICF), es completamente bilingüe y se especializa en consultoría de marca y negocios a través de su empresa, donde ayuda a sus clientes a lograr crecimiento. Ha trabajado con contratistas y sus equipos en la industria de techos durante más de 15 años, apoyándolos en la implementación de las herramientas, estrategias y tácticas necesarias para hacer crecer sus empresas, fortalecer sus marcas y equipos, y alcanzar un éxito sostenible a largo plazo.

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Monica Vornbrock is the Co-Founder and Chief Innovation and Technology Officer for The Glo Group, she is a bilingual consultant and ICF certified coach that specializes in brand and business consulting through her company. She helps contractors achieve growth and has worked with roofing contractors for over 15 years by helping them implement the tools, strategies and tactics needed to grow their businesses, strengthen their brands, their teams, and achieve lasting success.

(BLOCK 4)

10:15AM – 11:30AM

History of Roofing: How The Industry Was Built

Trent Cotney and John Kenney – Adams & Reese, LLP, Cotney Consulting Group
WSRCA Legal Advisor

Designing Durable Cold-Climate Roofs Across the Western U.S.

Mindy Dahlquist – TRA Snow & Sun

Mindy Dahlquist is the Business Development Manager at TRA Show & Sun, a leading company in the industry of snow retention systems for all roofing types. She works primarily as an education specialist focused on rooftop snow retention solutions. She continues to develop and maintain strong relationships with architects, community managers, roofing companies, and other stakeholders who build, manage, or live in snow country.

Building Envelope – Roof to Exterior Wall Designs and Connections

Brian Chamberlain – Carlisle Construction Materials

CEU: AIA, IIBEC

Private Equity: Everything You Need to Know

Paul Reed & Scott Riopelle – HCR Group, ONE Solutions

Paul Reed is a strategic advisor and consultant working with HCR Group to highlight the value of private equity–backed growth in building strong, sustainable organizations. His work focuses on helping leaders navigate growth, transition, and scale while maintaining alignment, culture, and long term impact. Through his consulting efforts, Paul brings clarity to the role private equity can play when partnered thoughtfully, emphasizing collaboration, transparency, and responsible growth. He works closely with leadership teams to strengthen systems, improve operations, and support long term success.

Paul also collaborates with Scott Riopelle of One Solution, aligning private equity platforms that share a people first approach to investment. Together, they demonstrate how intentional partnerships can create meaningful outcomes for both businesses and the communities they serve.

Scott Riopelle is the Owner and CEO of Interstate Roofing. Interstate Roofing has been open for business for over 25 years providing quality roofing services to residential and commercial properties. Scott has been at the forefront of innovation in the industry. Scott brings his vision of success to Interstate Roofing and the industry by continuously pursuing education and training. This has resulted in Interstate Roofing being rated as the top roofing company in Colorado.

Escaping Reactive Service and Creating Predictable Growth

Tracey Donels – Service First Solutions

Tracey Donels is the founder of Service First Solutions, a consulting firm focused on helping commercial roofing contractors build, scale, and professionalize their service and maintenance operations. With more than 15 years of experience in the roofing industry, Tracey has led service departments through every stage of growth—from small, reactive teams to structured, high-performing operations producing predictable results.

Before entering consulting, Tracey advanced from service technician to Vice President of Services, where he played a key role in expanding a service department from three trucks to more than twenty-five and growing annual service revenue from under $1 million to over $8 million. His work emphasizes practical structure, accountability, and repeatable systems that allow service departments to move beyond emergency response and operate as intentional business units.

Tracey is a frequent industry speaker and has presented at regional and national roofing events, where he shares real-world insights grounded in firsthand experience. He is known for his ability to translate operational challenges into clear frameworks that help contractors create consistency, strengthen customer relationships, and drive sustainable growth through service.

Understanding OSHA’s Multi-Employer Worksite Doctrine and the Unforeseeable Employee Misconduct Defense

Philip Siegel – Hendrick, Phillips, Salzman & Siegel, P.C.

Philip J. Siegel, Esq., is a partner and shareholder with the firm of Hendrick, Phillips, Salzman & Siegel. Philip attended the University of Michigan in Ann Arbor, Michigan graduating with distinction from the School of Business Administration where he earned his B.B.A. Mr. Siegel received his law degree from Emory University School of Law. He worked in the public accounting industry as a state and local tax consultant for two years prior to commencing his career as a construction litigation and labor/employment attorney.

Mr. Siegel’s practice focuses primarily in the areas of labor/employment law, including defense of OSHA citations, immigration compliance assistance, Davis-Bacon Act consulting, contract consulting, and construction litigation, including representation of general contractors, subcontractors and suppliers, all on a national basis.

Uso de la IA y la Tecnología Para Construir Sistemas en Su Negocio de Techado (Using AI and Technology to Build Systems in Your Roofing Business)

Amparo Sancen – Latinos En Roofing

Amparo Sancen is the Founder and CEO of Sancen Contracting and the Founder of Latinos in Roofing, an education and training organization that supports roofing professionals and business owners across the U.S. With nearly two decades in the construction and roofing industry, she has experience in both subcontracting and company ownership, giving her a practical understanding of the operational and financial challenges contractors face.

After rebuilding her business with a strong focus on systems, processes, and team structure, Amparo now works with contractors nationwide to help them improve sales operations, insurance workflows, and internal organization. She regularly partners with suppliers and industry groups to provide hands-on training focused on real-world business practices.

Amparo also serves on national industry committees related to education and workforce development and is known for delivering straightforward, actionable strategies that help contractors move to building more stable, scalable businesses.

11:45AM – 1:00PM

SPANISH LUNCH AND LEARN – DAY 2

Certainteed – Bueno, Mejor, Superior (Certainteed - Good, Better, Best)

Sponsored by: Certainteed

Imelda Perez is the Channel Sales Specialist @ Certainteed | Saint-Gobain North America.

11:30AM – 1:30PM

ANNUAL LUNCHEON

With Motivational Speaker: Shereen Thor

2:00PM – 2:30PM

LIVE DEMO 5

Heidi Ellsworth (RoofersCoffeeShop.com - Sound Stage)

Stan Robinson (RoofersCoffeeShop.com - Sound Stage)

Stan Robinson is the co-owner of Pacific West Roofing in Hubbard, Oregon. Pacific West is a full-service roofing company from small repairs to complete residential and commercial roofing systems. Stan is the current Senior Vice President of WSRCA and is slated to serve as association President in 2025-2026.

IIBEC - REGION V - ROOFING 1, 2 MODULES

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Western States Roofing Contractors Association

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