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1. You are a full or part–time pet care professional. 2. You desire to improve your knowledge, handling and care of pets. 3. You are interested in the latest products and services for your clients and your shop.
TABLE OF CONTENTS LOCATION, SCHEDULE,
REGISTRATIONS & SPEAKERS
9 Groomer Assistant Certificate Course
4 Trade Show & Exhibiting Companies
10 Bichon Frise Series
4 Host Hotel & Location
11 Canine Massage Certificate Course
15 Event Sponsors
11 Creative Safety Certification Course
17 Package Plans 16 Speakers and Judges
FRIDAY EVENING PROGRAMS
11 Grooming the Difficult Dog
Welcome Groom Expo West time is here! Is it a little slow at your salon? Take some time away from your business and come to Pasadena. Find new ideas and make meaningful changes in your business. One trip can make all the difference in the world. The Pasadena Convention Center is a terrific venue. There are many great places to eat and visit, lots of room for our contestants and exhibitors, plus the beautiful city with its Old Town section and Spanish flair. Bring all your staff to view the Grooming Tournaments featuring great groomers from around the world… as well as local favorites. Reserve a room, and get ready to enjoy a pet pro vacation!
23 Registration Form SATURDAY AND SUNDAY PROGRAMS THURSDAY PROGRAMS
12 Weekend Topics
5 Brusher Bather Certificate Program 6
AKC S.A.F.E. Grooming Certification
7 Advanced Hair & Skin Certification
18 AKC World Cup Grooming Games
18 Barkbus Rescue Round–Up Contest
7 Unlocking Your Trendy Dog Styles:
19 Andis Creative Styling Contest
19 Prize List
A Day with Olga
19 Ryan’s Pet Supplies Contest Tables THURSDAY EVENING PROGRAMS 8 The Complicated Combination Coat:
How to Handle the Special
Grooming Problems of Doodles &
Other Cross-Breed Coats
8 Feline Safety Grooming Certificate Course 8 Grooming for Structure
21 Competition Schedule
Chief Operations Officer
Chief Executive Officer
Trade Show NEARLY 100 MA JOR PET CARE MANUFACTURERS & DISTRIBUTORS The trade show offers fantastic bargains, show specials, demonstrations and discount pricing. Bring your staff and get ready to stock up!! Try on scissors! See state–of–the–art equipment! Buy boutique items. Talk to movers and shakers in the industry from all over the nation. It’s all here!
FRIDAY & SATURDAY
10 AM – 6 PM
10 AM – 5 PM
ADMISSION INCLUDES VIEWING OF GROOMING CONTESTS, TRADE SHOW & DEMOS
EXHIBITING COMPANIES* • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
123PET SOFTWARE A CREATIVE COLLECTION ABOVE SHEARS AMERICAN KENNEL CLUB ANIMAL PHOTOGRAPHY AROMA PAWS ASHLEY CRAIG PET PRODUCTS AUSSIE DOG PRODUCTS BANK CARD USA BARKBUS BARKLEIGH PRODUCTIONS, INC BIO-GROOM BLING BOW TIES CALIFORNIA PROFESSIONAL PET GROOMERS COLOGNES FOR PETS CRYSTAL WORKS DMK BOUTIQUE DOCTOR MULTIMEDIA DOG LOVER’S TOWEL DOGGIE DEPOT EARTHWHILE ENDEAVORS / EARTHBATH EASY BUSY PETS EMP 10, LLC EMPIRE EDGEWORKS EVOLUTION SHEARS FOXY ROXY’S SUPPLY COMPANY FRESH SHEARS GEIB BUTTERCUT SHEARS GOMOBILE SPECIALTY VEHICLES
• • • • • • • • • • • • • • • • • • • • • • • • • • • • •
WITH MORE TO COME!
GROOM-O-MATIC GROOMER.IO SOFTWARE GROOMER’S BEST FRIEND SHARPENING SERVICE GROOMER’S CHOICE PET PRODUCTS GROOMER’S GOOP GROOMERS PRO GROOMTECH HAPPY SPA DOGS MOBILE GROOMING HAWAIIAN MOON HEALTHY SPOT I-MED ANIMAL HEALTH IGROOM, LLC IV SAN BERNARD USA JUST DOG KENCHII KING WHOLESALE PET SUPPLIES KOWA LADYBIRD LINE LOYALTY PET PRODUCTS MAX & MOLLY WEAR METROVAC MT DIABLO INSURANCE BROKERS NATURE’S SPECIALTIES, LLC OFFICIAL PET BOUTIQUE PAW PARTNER PAWMAT PERFECT BOWS AND TIES PETBIZ INSURANCE POLY PET TUBS
• • • • • • • • • • • • • • • • • • • • • • • • • • • •
PRECISION SHARP CO. PRIMA MFG, INC. PRO-MOHS PET PRODUCTS PUPPY PLAYGROUND, INC PURRFECT WEAR RYAN’S PET SUPPLIES SENSEI SHEAR SYSTEMS SHARK FIN SHEARS SHEAR DELIGHT SHEARS DEPOT SHERNBAO USA, INC SHOR-LINE SHOWSEASON ANIMAL PRODUCTS SKOUT’S HONOR SNYDER MFG CO. STYLIST WEAR THERA-CLEAN THORNELL THRYV TICKLESS USA UTSUMI AMERICA, INC WAG’N TAILS MOBILE CONVERSIONS WAGS WAHL CLIPPER CORPORATION WEAVE X POWER ZOLITTA ZYMOX & ORATENE BY PET KING BRANDS * Expected to exhibit
PASADENA CONVENTION CENTER 300 E. Green Street Pasadena, CA 91101 (626) 795–9311 www.pasadenacenter.com
HYATT PLACE PASADENA
399 East Green St. Pasadena, CA 91101
Cut Off Date 6/29/21
SINGLE/DOUBLE * $149/night * Tell them you are with:
The convention center is not dog friendly. Only dogs used for competition or demos are permitted. Groom Expo West 2021
GROOM EXPO WEST
Thursday Seminars TERI DIMARINO Your ability to do your job, and do it right, separates you from being "just a bather" to a position that contributes to the finished product in the salon. Teri believes that a good bath, brush and dry is 50% of a great groom. The bathing room is where most stylists started. Before future groomers begin to think of clipping coat, they must first know what to expect from the hair, and how to treat it to obtain desired results. Surprisingly, many great B/B’s remain in the bathing room, preferring the security of knowing there will always be a need for their expert services. Bathers–in–training, "groomer wannabes", seasoned groomer techs and salon owners will benefit from this day–long program with tips on equipment and products to make the job easier. From getting the dog ready for the tub, to finding the right shampoo through proper bathing and blow–drying techniques, Teri will cover the B/B fundamentals. Safety issues and handling will be stressed. TOOLS OF THE TRADE & HOW TO USE THEM: From brushes and nail clippers, muzzles to grooming loops, Teri covers equipment basics, highlighting correct uses, in an effort to make the work easier and more comfortable for pet and bather. “These techniques and tools will make the finished groom a true work of art,” says Teri. Anals and ears will be discussed.
products and thoroughly cleaning and then drying the pet will have a direct influence on the finish. You will hear about time– saving equipment and techniques.
This program is six hours long and is included in the DO IT ALL package plan or it can be purchased separately. Includes tradeshow on Friday, Saturday and Sunday. See registration for price and schedule for times.
DEMATTING…IT’S NOT WHAT IT USED TO BE: Everyone has a technique for dematting a neglected pet. For some, it’s a shave– down and then entering the pelt in a Mat Contest. For others, it’s a time–consuming, hair–splitting experience, destined to take its toll on the pet, the B/B or both. Teri examines the most common and effective products, tools and techniques for the demat dilemma without getting all tangled up. WHAT’S IN THOSE BUBBLES??? SHAMPOOS, CONDITIONERS & SPRAY: Tocopherol, Ergocalciferol, Sodium Chloride. Teri takes a “groomers–eye” view of the stuff we use every day in language we can understand. Shampoos, sprays and conditioners are our most expendable items but, what do we really know to select the right product for our situation? (Those scary words are techno– speak for vitamin E, vitamin D and simple table salt, often found in many grooming products.) GETTING THE MOST OUT OF YOUR BATHING & DRYING TIME: Bathing and drying are the most underestimated aspects of our jobs. Techniques can make or break a groom. The ability to properly apply GroomExpoWest.com
Thursday Seminars AKC S.A.F.E. GROOMING CERTIFICATION PROGRAM SUSAN SHOLAR
The American Kennel Club recognizes that grooming is important to the overall health, comfort and well-being of pets. Setting the standard in groom safety to ensure these needs are met for all pets in salon, The AKC is proud to offer the Safety in Salons Certification Program to groomers and salons.
As reputable and quality pet care professionals, groomers should consider the safety and welfare of the pets entrusted to their care. The Safety in Salon course will review best practices focusing on pet care, health, and safety. Topics covered include accident avoidance, disease awareness, and sanitation. All groomers who attend will be eligible, at no additional charge, to become AKC Safety Certified Groomers and receive a frameable certificate and other great benefits. This course is also an important
part of the requirements for the AKC Safety in the Salon Certification. This salon certification gives salon owners a means to show their commitment to the health and safety of pets and in return receive valuable marketing support from the AKC. This day–long program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Friday, Saturday, & Sunday.
Playground Equipment made especially for DOGS! Financing Available•Package Pricing•New Features
Bow Wow Set
4 Piece Bone Set
Groom Expo West 2021
•Perfect System for Daycare 2.0 •Quality Enrichment •One Piece Molding = Super Durability & Easy Cleaning!
Thursday Seminars ADVANCED HAIR & SKIN CERTIFICATE COURSE DR. CLIFF FAVER This is the advanced course for those that have already attended the Hair and Skin 101 course. In this course we will take the concepts learned in the first course to a deeper level of understanding. We will cover more of the science, talk about different techniques and misunderstood info on products as well as address how to approach skin issues in a logical manner for successful outcomes. This program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
UNLOCKING YOUR TRENDY DOG STYLES:
A Day with Olga OLGA ZABELINSKAYA
More pets are on Instagram than ever before and everyone wants their pet looking like a top model dog! Spend a day with Olga while she shares her tips to get dogs' faces looking picture perfect! Trendy trims and Asian inspired grooming is Olga's specialty and now she wants to share that knowledge with all of you. From faces to feet and tail to ears, this seminar is packed with everything to make your clips cuter than ever. Want to go over once and for all what the "puppy cut" is all about? Olga wants to share with you how to explain this to your clients and execute the groom that will keep them coming back to you every time! Knowing what tools you should use to achieve certain looks can unlock your talents to the fullest potential. This program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
THE CONVENTION CENTER IS NOT DOG FRIENDLY Only dogs used for competition or demos are permitted. Service animals are permitted. The PCOC abides by the regulations for ADA Service Animals set by the US Department of Justice. GroomExpoWest.com
Thursday Evening Seminars
The Complicated Combination Coat: How to Handle the Special Grooming Problems of Doodles and Other Cross-Breed Coats JENNIFER BISHOP-JENKINS In this two-hour seminar, Jennifer will explain the complicated genetic consequences of crossing shedding and non-shedding coats together (think Bernadoodle!), as well as how to assess the variety of combinations often presented to us in all the designer cross-breeds, and what tools and techniques will best work to manage their high tendency to mat. The seminar will also cover how to work with owners who have little information and often unrealistic expectations to manage these often unpredictable and complicated coats successfully. This program is two hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
GROOMING FOR STRUCTURE
Ask any beautician and they’ll tell you every hair style doesn’t fit every face. The same is true in grooming—dogs come in 100 different shapes and sizes. In this demo you’ll learn how to evaluate the individual dog and groom to its strengths while honoring the pet parent’s requests.
This program is two hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Feline Safety Grooming Certificate Course DANA CHAVEZ-REY
In this two-hour interactive course you will learn how to stock a versatile feline grooming kit. Dana will also go over the right questions to ask a new client and how to safely and effectively evaluate a feline. Lastly, Dana will show you how to prepare your grooming area for your feline friends. This program is two hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Groom Expo West 2021
This certificate is present ed to
for successfully completing “Groomer Assistant Certifica te Course.” This certificate is awarded in recognition of this individu al’s interest in upgrading his or her expertis e, handling and knowled ge of pets.
Date Michelle Evans - Instructor
In this six-hour course, Michell Evans, The Grooming Tutor, will cover everything you need to know to advance from Brusher Bather to Groomer Assistant. A reliable, skilled Groomer Assistant is one of the most valuable assets in a grooming salon. Job security and higher pay are just some of the many benefits you should expect with the improvement and advancement of your skills, productivity and professionalism. Michell will cover professionalism, customer service, partnership and team member skills, as well as advanced bathing techniques, medicated shampoo applications, ear plucking and cleaning, and anal gland expression. She will also cover advanced drying techniques, starting with high velocity drying and moving onto fluff drying, dematting and deshedding. You will learn how to perform all aspects of a “Bath and Tidy,” starting with compliant and noncompliant dog handling techniques, as well as trimming of pads, butts, genitalia, eyes, ears, tails, bangs, chins, underlines,
feet and pants, and nail clipping and filing. Also included will be anatomy, basic clipper and scissor techniques, applications and selections, as well as brushing, combing, grooming aids and much more. Even if you are already performing the duties of a Groomer Assistant, this course is a good refresher. It is certainly an excellent building block toward becoming an expert
Groomer Assistant! To receive a certificate for this course, attendees must be preset for all six hours of this seminar. This day–long program is six hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Holistic PET GROOMING
THE ART OF
Pets Feel AS GREAT AS THEY LOOK
AVAILABLE NOW AT WWW.BARKLEIGHSTORE.COM
Transform your grooming practice into one that reduces stress and promotes the feeling of comfort and security for pets, clients and yourself!
Bichon Frise Series: Bichon in a Nontraditional Style (9-10am) Olga Zabelinskaya Bichons are one of the most stunning breeds and Olga has made her mark all over the world with her award-winning Bichon grooms. Olga is also known for all her "modern styles" grooming seminars and magazines. So, in this seminar she takes one of her favorite breeds and grooms them to be cute and cuddly by accentuating their beautiful features. Olga will share her knowledge of balancing breed profiles while giving them their own unique personality through their trim.
Skill-up: Bichon Frise (11-12pm) Tammy Siert Learn with Tammy Siert as she shows you the ins and outs of the Bichon Frise pet groom. Tammy will demonstrate how to achieve the iconic Bichon Frise look in a more practical and easy to maintain groom. This trim, using attachment combs, is efficient and mindful of what makes a Bichon look like a Bichon. Join Tammy as she shares her skills and knowledge for success on this popular breed.
The Bubbly Bichon (2-3pm) Jonathan David The Bichon Frise is one of the most animated, bouncy breeds we know. Their soft curves and unique style are always a head-turner. While this trim can seem overwhelming, once you understand the lines, you’ll love doing this cut. In this one-hour live dog seminar, Jonathan will talk about the proper profile and demonstrate techniques to achieve that continuous, rounded profile of this truly beautiful breed. The seminar will finish off with a demonstration of the “tricks” to achieve the round, devilish expression of the Bichon Frise head. Super Styling the Bichon Frise (4-5pm) Jay Scruggs Getting the proper breed profile and balance in some dogs is more difficult than in others. The Bichon Frise can fall into the latter category, unless you’re equipped with the knowledge and skills incorporated by Jay. You’ll learn how to use snap-on combs to establish breed profile and balance in half the time you’d otherwise have to spend. Using these scissor and thinning shear techniques, you’ll create the perfect Bichon head, and achieve the beautiful Bichon expression. This day–long program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Groom Expo West 2021
Friday Seminars Canine Massage Certificate Course
Join Malissa Conti-Diener in this certificate class that will show you how to add pet massage techniques to your current grooming business. She will cover anatomy & physiology, touch points and how to utilize them, basic tub and table massage techniques, reflexology and acupressure. Learn how to calm and balance the pet before, during and after the grooming session. The first hour of this course will be an intro to pet massage and will cover the history and importance, canine anatomy & physiology, basics on the skeletal and muscular systems and safety for the pet and the practitioner. The second hour will go over massage techniques, the four foundation strokes of massage, and touch points for calming and relaxing the pet. The third hour of this certificate course will review reflexology and acupressure, tub massage techniques, and table massage techniques. The last hour of this course will go over the business side of enhancing your spa services with pet massage and adding pet massage to your services. This day–long program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Creative Safety Certification Course
LORI CRAIG & ANGELA KUMPE
Lori Craig, founder and president of the Creative Groomers Association, and Angela Kumpe, VP of the Creative Groomers Association, will teach this all-day creative safety certification class. They will cover safety protocols for all types of creative color and accessories, release forms, product ingredients, product research, and proper application. There will be PowerPoint and live demonstrations for safe, proper application and techniques. This day–long program is four hours long and included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Fri, Sat, & Sun.
Grooming the Difficult Dog
We all get them. You know the ones no other shop will do—the dog that gets passed from shop to shop. Sue doesn't pass those dogs to anyone; she grooms them! Sue will show you handling techniques that will help you groom these dogs too. These clients will love you forever. She will show you finishing techniques that will make those dogs with difficult coat types and the floppy, lifeless, choppy-looking drop-coated little dogs look better, and they will stay looking good longer. Evening programs are two hours long and are included in the DO IT ALL package or can also be purchased separately. See Schedule and Registration for starting times and fees. Program includes Trade show on Friday, Saturday, and Sunday. GroomExpoWest.com
Saturday Topics TIPS, TRICKS, AND TOOLS FOR GROOMING THE POODLE AND SCISSORED COAT TYPES Allison Foley In this classroom, Allison Foley will discuss grooming tips, tricks, tools, and products that you should be using for poodles and scissored coat type dogs. Whether you are someone brand new or an experienced dog groomer, Allison will show you not only the best products but how to BEST use them on scissored coat types, as well as troubleshooting common issues such as dematting. Trimming using straight shears, thinning shears, and blenders for a perfect finish will be demonstrated. DETERMINE YOUR OWN SALARY – FOR BUSINESS OWNERS Michell Evans How much should you charge for your grooming services? We all want to know the answer to this question! The answer is in your budget! In this PowerPoint workshop, Michell Evans, The Grooming Tutor, will walk you through the process of creating a business budget for your salon. This workshop will help you determine what you need to charge in order to not only meet your goals, but live the life of your dreams! DROP COATS WITH LISA LEADY Lisa Leady Sometimes it’s hard to work with those unforgiving choppy drop-coated breeds. Lisa will demonstrate the best way to capture a finished cute trim with personality. It’s common to put the same face on the same shape with the same coat texture, but Lisa will demonstrate different heads from the same canvas. Watch Lisa as she shows you how to make each drop coat a little special! EVERYTHING SHEARS! Chris Anthony So you’re at a show and need new shears, but there are so many options! Straights, curves, convex edges and bevel. What’s the difference anyway?
Groom Expo West 2021
Serrated, semi convex and titanium coated? Wait, what? Swivels should be held differently from non-swivel shears? Straights, curved, chunkers and thinners, swivels and non-swivels, the options are seemingly endless, how’s a groomer to choose? Never fear, we’ll cover all of this and more, including: basic shear anatomy, types of steel used and how to care for your investment once you get it home. Whether you’re a self-identified shear hoarder, just starting your collection, or want a better understanding of our favorite tool, this class is for you! POODLE IN A TEDDY BEAR Jonathan David Not all of our customers like a traditional Poodle trim with clean-shaved feet and face. Oftentimes they ask for a cute alternative, and the Teddy Bear is a great choice! The plush look of the body combined with the rounded feet and full face gives a sweet expression sure to melt the hearts of even the most finicky of clients! ASIAN FREESTYLE GROOMING Cat Opson It's been a long time since a trend has swept so quickly through the grooming industry like Asian Freestyle grooming has. The adorable looks are fun for the groomer and client, but can be so much more than that. Asian Freestyle Grooming is the perfect way to leave an impression with everyone that sees the dog. In this demo, Cat will show you how to do an Asian style teddy bear trim on any dog that you are working on. She will also teach you how to introduce the style to your clients. THE GROOMING BUSINESS: NOT JUST A GOOD HAIRCUT! Joey Villani This is a great opportunity to listen to Joey Villani, a seasoned veteran of all sides of the Grooming Business, on the topic of running a more efficient operation. Lots of information will be covered in condensed form, so take
lots of notes on this one! Time will be well spent in this class! FIERCE FELINES Blake Hernandez If you loved Blake's action-packed and real refined Introductory Cat classes of 2019, you need to join him for the second installment as we go further into the art and procedure of the fiercest Feline trims. A real live demo of a Modified Lion trim on cat (barring the cat isn't hungry for Groomer fingers) will be included. HANDSTRIPPING FOR THE EVERYDAY GROOMER Victor Rosado Explore the world of handstripping and learn how to apply it to your everyday grooming! This ancient technique gains popularity today as the groomers explore the benefits of this scientific grooming method. Learn the basics and more advanced methods that will give you more options to offer to your clients. This is a one-hour seminar with a live demo offered by the Handstripping Travel Team member of the World Champion Gold winning Team in Belgium 2017, Victor Rosado. SUCCESSFUL SCISSORING TECHNIQUES Jay Scruggs Are you having a difficult time trying to get a smooth finish on your dogs without spending a lot of extra time? Jay will demonstrate proper body positioning to get the best control of your shears. Choosing a shear that best fits your hand is key to balancing a shear for smooth scissor work. Jay will show you simple tips and tricks to help improve the quality of the finish on all breeds, and will demonstrate how to eliminate that bounce in your shear. Blade type, handle, sizes, and quality of steel will be discussed. Whether you are a beginner or expert, this seminar will benefit you. SAY THIS, NOT THAT Corina Stammworthy Ever wonder what you could have or should have said in common pet grooming situations? This is a comical (and occasionally serious) approach
Saturday Topics to real-life salon situations. Grab a notebook and leave equipped with responses to comments such as "I don't want my dog to look like...", "He's a rescue", "I don't like this haircut", "But they are cheaper down the street", "I need a discount because I have 4 dogs", and so many more. This fast-paced and action-packed hour promises to entertain and enlighten you! JUST SAY NO! Angela Kumpe Are you tired? Tired of grooming dogs you dread to do? Tired of dematting dogs you feel should be shaved? Tired of booking dogs even when you are completely booked? Tired of finding yourself checking dogs in early or out late? Tired of telling your clients over and over that they need to come more frequently? Tired of grooming dogs that are not worth what you charge? Angela Kumpe will tell you how to change all these things. Learn how to stand up and say NO! Learn to say no to all the things that make you stress. Burnout is a real problem that groomers face, by standing up for yourself you can make sure you love your job every day and avoid burnout. GOING MOBILE WITH ADRIANE POPE Adriane Pope 24 years, 6 vans, and a trailer later… come learn how to start or improve your mobile grooming business by experiencing Adriane’s ride through the years. In this class, she will discuss building your own mobile unit vs commercial built, maintenance, scheduling, the dos and don’ts of mobile grooming, and more. During your time in this session, we will also work through any questions or concerns you have about running a successful mobile grooming business. Adriane will also share a couple of personal experiences with some of her special clients, such as Anna Nicole Smith! Come enjoy the ride!
THE WESTIE Tammy Siert Having trouble putting a pattern on your Westies? Tammy will show you the correct pattern to avoid giving the “Hula” look. She will use clippers to show you blending techniques along with different tools to keep a coarse terrier coat. She will show examples of shortcuts to achieving that beautiful round head. FULL-BODY COLORING WITH THE COLOR KING Adrian Smith In this creative grooming live demo, Adrian Smith, the Color King, will unlock the doors to your creative grooming side. Adrian will go over how to lighten the fur and how to safely and thoroughly apply full-body color to the dog. Adrian will demonstrate how to blend colors, and paint designs on fur. He will share all of the
tips and tricks he has learned over the years, from pre-wash to time management. As an added bonus, Adrian will show you how to apply feathers and eyelashes. HOLISTIC GROOMING; IT’S ONLY NATURAL Malissa Conti-Diener Trending now in the grooming industry; getting back to a more connected way of grooming. Consider the whole animal, body mind and spirit. Learn the ways of compassionate handling, understanding natural product selections, building a holistic atmosphere, staying grounded and balanced while dealing with difficult pets and how to educate your clients on why you are following this philosophy. Take a new look at the compassionate holistic groomer.
om w fr e N
SOCIA L MEDIA RELEASE FORM Pet Name
Your Pet is IMPO
No longer struggle with the dilemma of posting your latest & greatest groom that just so happened to be on your client’s dog!
RTANT to Us!
I hereby authorize the use of photos and/or information relate d to my pet’s expe rience at this establishment. I understand my pet may be used in publications inclu ding electronic, audio visual, promotion al literature, adve rtising, community prese ntations, letters to area legislators, medi a and/or in simila r ways. My consent is freely given as a public service without expe cting payment.
I release this est ablishment and their respective and agents from employees, officers any and all liabil ity which may arise news media storie from the use of such s, promotional mate rials, written articl photographic imag es, videos and/o es. r I grant permission
to use: (Please chec k one below) My pet’s name(s)/im ages My pet’s and my last name/images My pet’s and my first and last name/imag es Establishment Name Owner Name Owner Signature
#SMR-2 © 2020
ctions, Inc. • 717.6
91.3388 • www.
This simple form with space for client’s pet name, client’s name and signature is designed to make it clear to the pet parent their pet’s photo will be shared on social media.
Sunday Topics TIME-SAVING SNAP-ON COMBS Jay Scruggs Getting a smooth finish can be achieved with snap-on combs and thinning shears, and Jay will show you how! He will discuss coat textures, applications and techniques that will save minutes off every groom, as well as balance, blending, softening and finishing of pet trims that will put your grooming over the top! GROOMING THE SCHNAUZER Sue Watson In this seminar, Sue will demonstrate setting proper lines on the Schnauzer, as well as easy ways to set in the Schnauzer eyebrows. Even though we are doing pet trims, come learn how to achieve that show dog look! TIPS, TRICKS, AND TOOLS FOR GROOMING THE WIRE COATED BREEDS Allison Foley In this classroom, Allison Foley will discuss grooming tips, tricks, tools, and products that you should be using on wire coated type dogs. Whether you are brand new or an experienced dog groomer, Allison will show you not only the best products but how to BEST use them for wire coats, as well as troubleshooting common problems. She will discuss rolling coats, raking/ carding, stripping, blending the jacket into the underline, and when to clip or scissor sensitive areas. SPRINGER IN A PET TRIM, TAMMY'S WAY Tammy Siert Tammy will demonstrate how to groom a pet Springer Spaniel for the everyday client using clipper, blade and thinning shear tech-
niques, leaving the coat with a natural finished look. She'll discuss how to properly prepare the coat, giving bathing and drying techniques to help achieve a great finished product that you’re proud to have walk out of your salon. All of these helpful hints will be explained so they can be applied when you go back to your shop. HOW TO BUILD YOUR BRAND Adrian Smith In this seminar, Adrian Smith, the Color King, will be giving a detailed inside scoop on how he built his brand and following. Adrian owns two salons, has clientele across the country (including celebrity clients) and owns a successful dog modeling business. This seminar is intended for new business owners or groomers thinking about taking the next step in their grooming career. He will explain how to find your niche, build clientele, and build your social media presence. This seminar will touch on hiring the right team, pricing, and following through with business ideas. You will leave this seminar feeling encouraged to pursue your dreams! POODLE PERFECT Blake Hernandez Poodle trims and balance are what we compare all other trims to. Master a Poodle and most other breeds will come much easier. In this class, Blake will show you how to see through the hair and know exactly where you will end up from the moment you lay eyes on your subject. Show, pet, retro...no matter the style, it's right up his aisle. Blake is Poodle Perfect.
BACK TO BASICS Cheryl Purcell You don't have to be the best groomer around but you do need to be the most detailed. Learn how to stand out among all the other salons in your area. Cheryl will show you little details that are often missed by groomers, and clients may not recognize what it is but just that you’re the best. “SHORT BUT NOT SHAVED," AND OTHER THINGS OWNERS SAY: MAKING FIRST TIMERS INTO YOUR BIGGEST FAN Helen Schaefer Until we learn telepathy, learning to verbally communicate with the owner at the end of the leash is paramount to creating raving fans and repeat and word-of-mouth business. In this seminar, Helen will go over common things she hears at the salon day after day from new clients, the basic check-in procedure you should follow with every new dog, and the follow-up questions she asks the owner to ensure the first impression is always a positive one. Make that new client into your biggest fan! SOLVING THE DOODLE PROBLEM Corina Stammworthy Are you drowning in bad doodles and fantasizing about not accepting new doodle clients? In this class, we break down how to solve the doodle problem once and for all. Learn how to find good doodle clients and get them on a regular schedule. In this customer service-based class, we will cover how to talk to doodle owners using keywords and phrases, go over common doodle scenarios, and make you a doodle owner expert.
REGISTER ONLINE AT
Groom Expo West 2021
Thank You to Our Sponsors: BEST BY DESIGN
Dr. Cliff Faver
Groom Expo West 2021
AVAILABLE IN PACKS OF 100, 500, or 1000!
Client Index & Extender Cards
ARE YOUR CLIENT FILES A DISASTER? Joey Villani
Regular Klip Kard 3” x 5” Medium Klip Kard 4” x 6”
Giant Klip Kard 5” x 8”
EXTENDERS STAPLED TO YOUR FILLED KLIP KARD ADD MORE RECORD SPACE!
These client index cards will stand up against the daily abuse of any active grooming salon and will provide you with basic information on your grooming client.
BARKLEIGHSTORE.COM (717) 691-3388
Package Plans DO–IT–ALL •All events and seminars from Thursday to Sunday • All three days of trade show • Viewing of all contests in grooming arena
FRIDAY & SATURDAY
• All Friday & Saturday seminars • All three days of trade show • Viewing of all contests in grooming arena
TRADE SHOW SPECIAL
• All Saturday & Sunday programs • All three days of trade show • Viewing of all contests in grooming arena
• All three days of trade show • Viewing of all contests in grooming arena
ANDIS CREATIVE STYLING FIRST P SANDRA HARTNESS
ANDIS CREATIVE STYLING PEOPLE'S CHOICE WINNER MILENA KON
2020 Contest Results Friday & Saturday
WORLD CUP GROOMING
Photo by Animal Photography
Mackensie Murphy, 2020 World Cup Grooming Champion BESTGames IN SHOW
ALL AROUND Top Prize Money! BEST Top Judges! Top Contestants! And best of BEST ALL AROUND WINNER all... it’s FREE to watch with Trade Show admission. MACKENSIE MURPHY Three levels of competition skill will be offered. American Kennel Club is offering huge prize money to the Best in Show winners in all three levels! The Games will be broken into four sponsored tournaments and will include the Christies Direct Wire Coated Breed Tournament, Wag‘N Tails Poodle Tournament, Sporting & Salon Freestyle Tournament and Geib All Other Purebreds Tournament. Nature’s Specialities will be awarding one contestant the Best All–Around award!
MACKENSIE MURPHY CREATIVE STYLING SECOND PLACE BEST IN SHOW WINNER
BEST FIRST TIMER
CREATIVE STYLING THIR
ANDIS CREATIVE STYLING SECOND PLACE WINNER BEST FIRST TIMER WINNERANDIS CREATIVE STYLING THIRD P CAROL LINDSEY ALYSSA KASIBA CHRISTINE TROVATO
RESCUE ROUND–UP CONTEST Sponsored by SPONSORED BY
SPONSORED BY Rescue Round–Up competition raises awareness SPONSORED BY The Barkbus
Photo by Animal Photography
and encourages others to get involved with their local rescues. A donation to each Rescue organization will be given for the use of each dog. Attendees may also donate to any dog to contribute toward the adoption fees. Money raised beyond 50% of the adoption fee will be put into the rescue’s general fund. All participating dogs are available for adoption based on the rules of each shelter. Trophies and prize money will be awarded to the top three COMPASSIONATE GROOMER CREATIVE STYLING UP & COMING GROOMER groomings based on judging. The winner of the Barkbus Round– CREATIVE STYLING UP & COMING AWARD WINNER COMPASSIONATE GROOMER AWARD WINNER Up will be invited to attend the Rescue Round–Up Invitational at MORGAN CASTLEMAN RYAN WILSON Groom Expo. But the real winner in this event are the dogs in need of their homes. Be sure to come out and support the competitors GroomertoGroomer.com Groomer to Groomer • Vol 36 Ed 4 • April 2017 as they help these dogs go from rags to riches.
Pisa , 2020 Rescue Round–Up Champion. RESCUEMacie ROUND-UP
RESCUE ROUND-UP FIRST PLACE THEMACIE CONVENTION WINNER PISA
RESCUE ROUND-UP SECOND PLACE RESCUE R CENTER NOTREISENWEAVER DOG FRIENDLY WINNERIS KRISTIE WINNE
Only dogs used for competition or demos are permitted. Service animals are permitted. The PCOC abides by the regulations for ADA Service Animals set by the US Department of Justice.
Groom Expo West 2021
Groomer to G
2020 Contest Results
Andis is sponsoring the Creative Styling Contest with $3,000 in prize money and trophies. “This is a highlight of the Expo, with winners taking home great prize money. People’s Choice winner will be on the cover of Groomer to Groomer magazine,” said Todd Shelly, President of Barkleigh Productions, Inc.
CREATIVE STYLING PEOPLE'S CHOICE
ANDIS CREATIVE STYLING PEOPLE'S CHOICE WINNER For rules, go to groomexpowest.com MILENA KON
Photo by Animal Photography
CREATIVE STYLING COMPETITION
CREATIVE STYLING FIRST Sandra Hartness, 2020 Creative Styling FirstPLACE Place Winner
ANDIS CREATIVE STYLING FIRST PLACE WINNER SANDRA HARTNESS
Prize List WORLD CUP GROOMING
GAMES CHAMPION $2,500
1st Place 2nd Place 3rd Place
$1,000* $500* $250*
*Plus Invite to Rescue Roundup at Groom Expo 2021
CONTEST TABLES Additional savings off tables used in grooming contests! These tables will sell out. To reserve yours before the show: Call Brenda at (800) 525–7387, ext. 272.
LEVEL 3 1st Place $300 CREATIVE STYLING SECOND PLACE CREATIVE STYLING THIRD PLACE 2nd Place $200 ANDIS CREATIVE STYLING SECOND PLACE WINNER ANDIS 3rd Place $100 CREATIVE STYLING THIRD PLACE WINNER BEST ALL–AROUND ALYSSAAWARD! KASIBA CHRISTINE TROVATO $1,000 LEVEL 2 1st Place $100 SPONSORED BY
1st Place $1,500 2nd Place $750 3rd Place $500 People’sRESCUE Choice ROUND-UP $250
RESCUE ROUND-UP FIRST PLACE WINNER MACIE PISA
SPONSORED2nd Place BY 3rd Place
LEVEL 1 1st Place 2nd Place 3rd Place
Trophy* Trophy* Trophy*
BEST IN GROUP 1st Place $200 2nd Place $150 3rd Place $75
*Plus BarkleighSECOND Gift Certificate RESCUE ROUND-UP PLACE
WINNER KRISTIE REISENWEAVER
RESCUE ROUND-UP THIRD PLACE WINNER JENNIFER MONGE GroomExpoWest.com
Groomer to Groomer • Vol 36 Ed 4 • April 2017
10:30 AM Registration Opens
12–6 PM Brusher Bather Certificate Program — Teri DiMarino
7–9 PM The Complicated Combination Coat: How to Handle the Special Grooming Problems of Doodles & Other 12–4 PM Advanced Hair & Skin Certificate Course — Dr. Cliff Faver Cross-Breed Coats— Jennifer Bishop-Jenkins AKC S.A.F.E. Grooming Certification Program Feline Safety Grooming Certificate Course — Susan Sholar — Dana Chavez-Rey Unlocking Your Trendy Dog Styles: A Day with Grooming for Structure — Kathryn Dixon Olga — Olga Zabelinskaya 8 AM
9–10 AM Day Long Programs Part 1 with Trade Show Breaks
Bichon Series — Olga Zabelinskaya, Tammy Siert, Jonathan David, Jay Scruggs
Groomer Assistant Certificate Course — Michell Evans
Day Long Programs Part 3
Day Long Programs Part 4
6–8 PM Groomer Assistant Certificate Course – Part 5 — Michell Evans
Grooming the Difficult Dog — Sue Watson
2–3 PM 9–10 AM SESSION 1 Holistic Grooming; It’s Only Natural — Malissa Conti-Diener
SESSION 3 Fierce Felines — Blake Hernandez
Successful Scissoring Techniques — Jay Scruggs
Say This, Not That — Corina Stammworthy
Determine Your Own Salary – for Business Owners
— Michell Evans
Trade Show Closes California Pro. Pet Groomers Association Meeting
Trade Show Opens
11–12 PM Day Long Programs Part 2
6 PM Canine Massage Certificate Course — Malissa Conti-Diener 6 PM
Creative Safety Certification Course — Angela Kumpe & Lori Craig
Handstripping for the Everyday Groomer — Victor Rosado
Drop Coats with Lisa Leady — Lisa Leady
Tips, Tricks, & Tools for Grooming the Poodle & Scissored
SESSION 4 Just Say No! — Angela Kumpe
Coat Types — Allison Foley
Going Mobile with Adriane Pope — Adriane Pope
Trade Show Opens
The Westie — Tammy Siert
Full-Body Coloring with the Color King — Adrian Smith
Trade Show Closes
11–12 PM SESSION 2 Everything Shears! — Chris Anthony
Poodle in a Teddy Bear — Jonathan David
Asian Freestyle Grooming — Cat Opson
The Grooming Business: Not Just a Good Haircut!
— Joey Villani
9–10 AM SESSION 5 Springer in a Pet Trim, Tammy’s Way — Tammy Siert
“Short but Not Shaved,” & Other Things Owners Say: Making First Timers Into Your Biggest Fan — Helen Schaefer
How to Build Your Brand — Adrian Smith
Grooming the Schnauzer — Sue Watson
Time-Saving Snap-On Combs — Jay Scruggs
Trade Show Opens
Solving the Doodle Problem — Corina Stammworthy
Tips, Tricks, & Tools for Grooming the Wire Coated
11–12 PM SESSION 6
Poodle Perfect — Blake Hernandez
Back to Basics — Cheryl Purcell
Groom Expo West 2021
Types — Allison Foley
Trade Show Closes
Contest Schedule Thursday
1:00pm 2:00pm 5:00pm
Judges Meeting Contestant Meeting
Friday Morning 8:00am 9:00am 12:00pm
Christies Direct Wire Coated Breed Check In Christies Direct Wire Coated Breed Start Christies Direct Wire Coated Breed Awards
Friday Afternoon 1:00pm 2:00pm 5:00pm
Geib Shears All Other Purebreds Check In Geib Shears All Other Purebreds Start Geib Shears All Other Purebreds Awards
Saturday Morning 8:00am 9:00am 12:00pm
Sporting & Salon Freestyle Check In Sporting & Salon Freestyle Start Sporting & Salon Freestyle Awards
Wag’n Tails Poodle Check In Wag’n Tails Poodle Start Wag’n Tails Poodle Awards
Sunday Morning 7:30am 8:00am 11:30am
Barkbus Rescue Round–Up Check In Barkbus Rescue Round–Up Start Barkbus Rescue Round–Up Awards PawMat Compassionate Groomer Award
Sunday Afternoon 12:00pm 12:00pm 12:00pm 12:30pm 1:00pm 4:00pm
Foxy Roxy’s Supply Co. Best First Timer Award Nature’s Specialties Best All-Around Awards Best In Show Awards Andis Creative Styling Check In Andis Creative Styling Start Andis Creative Styling Awards
GRAB YOUR COPY TODAY! This book teaches you to properly identify social cues, understand their purpose, and apply them correctly to connect more deeply and communicate more clearly with the dogs around you.
Groom Expo West 2021
GROOM EXPO WEST 2021 REGISTRATION One INDIVIDUAL registering per form, please Name (Print Clearly): ___________________________________________ Business: ____________________________________________________ Address: _____________________________________________________ City/State/Zip: ________________________________________________ Email (Print): __________________________________________________ Phone: (____________) _________________________________________ Cell Phone: (____________) _____________________________________
Trade show (begins Friday), all events, viewing of tournaments, and seminars Thurs. through Sun. You may go in and out of educational sessions. Some sessions overlap. 2 p Fri. & Sat. Basic – $229 Friday & Saturday programs, trade show and viewing of tournaments 3
Basic – $199
Saturday & Sunday programs, trade show and viewing of tournaments 4
p Trade Show Special – $25 Three–day trade show and viewing of tournaments
Trade Show – $10 per day ($15 at the door) 5
p Fri. 6 p Sat. 7 p Sun.
Make Checks Payable to: Barkleigh Productions, Inc. 970 West Trindle Road Mechanicsburg, Pa 17055 (717) 691–3388 • FAX (717) 691–3381 Email: email@example.com GEW21
Check One: p Groomer p Kennel Operator p Retailer p Pet Sitter p Trainer p Vet p Breeder p Owner/Handler p Manufacturer p Online Retailer p Catalog p Pet Owner p Other _____________
A La Carte Thursday Events 10 p Brusher Bather Certificate Program 11 p Advanced Hair & Skin Certificate Course 12 p AKC S.A.F.E. Grooming Certification Program 13 p Unlocking Your Trendy Dog Styles: A Day With Olga
$159 $139 $139 $139
Thursday Evening Events 14 p The Complicated Combination Coat 15 p Feline Safety Grooming Certificate Course 25 p Grooming for Structure Friday Events 16 p Creative Safety Certification Course 17 p Groomer Assistant Certificate Course 18 p Canine Massage Certificate Course 19 p Bichon Series
$59 $59 $59
$139 $159 $139 $139
Friday Evening Events 20 p Grooming the Difficult Dog Saturday Events 21 p Saturday Program Sessions 22 p Individual Session (each)
$139 # ____ x $45 = $_____________
Sunday Events 23 p Sunday Program Sessions 24 p Individual Session (each) # ____ x $45 = $ _____________
Programs are 20% higher at the door. Refund Processing Fee – $30
Total: $ ___________ p Check p MC/Visa/Discover/AE # _______________________________________CVV__________
Register online at www.groomexpowest.com
Exp. Date ____________________________
Client Index & Extender Cards
Regular Klip Kard 3” x 5” Medium Klip Kard 4” x 6”
Giant Klip Kard 5” x 8”
ARE YOUR CLIENT FILES A DISASTER? These client index cards will stand up against the daily abuse of any active grooming salon and will provide you with basic information on your grooming client. Track injuries, sensitive areas, medical problems, services, and more! AVAILABLE IN PACKS OF 100, 500, or 1000!
EXTENDERS STAPLED TO YOUR FILLED KLIP KARD ADD MORE RECORD SPACE! Barkleigh Productions, Inc. barkleigh.com • barkleighstore.com • (717) 691-3388