WRLA Yardstick: Spring 2024

IFRAMING THE FUTURE FOR THE INDUSTRY! OR: NOTHING CHANGES IF NOTHING CHANGES

n continuation of our theme for 2024, Framing the Future, members can expect to see a lot of new programming rolling out in the coming year and a heavy WRLA presence in the community.

We know our members are busy, running lean, and need resources that offer cost savings and support efficient and effective business operations. We have been working behind the scenes to bring new resources and partnerships to the table to help members save time and money.

So, what can you expect?

Let’s Go Build 2.0 will now feature an industry-specific job board that is FREE for members in good standing. All you need to do is ensure you have an active login to your company’s profile on the WRLA site to access the job board. Join us April 10 at 12 p.m. (CDT) central for a webinar that will walk you through how to post your jobs.

WRLA Academy is launching new training and development programs and will continue to expand its webinar and podcast series. Some key things to watch out for in the coming weeks:

With the move from 2010 to 2020 Building Codes, Joe Kasprick from the Building Codes, Inspection and Technical Services department of the Manitoba Government will provide an in-depth walkthrough of the changes being enforced in 2024.

With the launch of our new and fresh Learning Management System for our online learning resources, your new hires and trainers will have access to the Building Materials Fundamentals (BMF) Courses! These courses are the perfect solution for your onboarding needs and we hope that you will take advantage of these materials, free with membership renewal on April 1.

Also in development is our Business Series, which will give you the tools and mechanics you need to support you in every phase of business, whether you are stabilizing, scaling up, strengthening, or stepping back.

Our advocacy efforts continue with meetings representing the LBM industry to various departments in the Alberta Government from April 17-18. We continue to establish ourselves as an industry partner with every level of government to ensure that member pain points are addressed.

For those of you who attended our Keynote Breakfast and Ladies Leading the Way session at the 2024 Showcase, you would have been exposed to Lauren Johnson’s incredible work on the power of mental performance and how it can help us better deal with the unexpected. To continue on this leadership journey, we are offering a monthly mental performance mastermind series that will be facilitated by Lauren herself to help accelerate your growth!

As we head into this new era of the WRLA, we are also reworking some of our committees. Being part of a member association is not a passive relationship – you get back what you put in. Interested in supporting our programming? Now is a good time to get involved.

To learn more about any of the programs mentioned or to discuss becoming more actively involved in the WRLA, please feel to contact me lkovach@wrla.org.

And remember, nothing changes if nothing changes. When you have goals that you want to achieve, the choices you consistently make will either get you closer to those goals or lead you further away!

Keep in touch, we are always open to feedback and are here to serve you! See you on the road!

Liz Kovach PRESIDENT, WRLA

PHOTO: ANTHONY FERNANDO

BUILDING DREAMS, SHAPING COMMUNITIES

The beginning of 2024 marked a significant occasion for the Western Retail Lumber Association as we gathered again in my hometown of Winnipeg Manitoba for the annual WRLA Building & Hardware Showcase. This year’s event exceeded expectations, leaving a lasting impression on our industry and our communities across Western Canada.

The showcase served as a spectacular picture, portraying the innovation and strength that defines the building materials industry. From cutting edge technologies to sustainable building solutions, the show floor buzzed with the energy of progress and possibility. The dedication of our membership was on full display, showcasing not only their products and services but also their commitment to shaping the future of building materials within Western Canada.

Among the excitement, I take great pride in extending my deepest congratulations to the recipients of the Sales Rep of the Year awards across the Western provinces. These exceptional individuals exemplify the spirit of excellence and dedication that sets the standard for our industry. Their achievements reflect not only their personal success but also the collective strength of our community to advance the standard of service and innovation.

In addition to recognizing our outstanding sales representatives, it is with great pleasure that we celebrated the recipient of the 2024 Industry Achievement Award—Murray

Finkbiner. This prestigious honor is a testament to Murray’s exemplary contributions to the building materials industry. His visionary leadership and unwavering commitment to excellence has left a legacy that inspires all of us to reach greater heights. Murray, your dedication to our industry is truly commendable, and I salute you for your outstanding achievements.

Beyond individual accolades, the Building & Hardware Showcase reinforces the integral role our industry plays in building and shaping the communities across Western Canada. We are not just suppliers of materials; we are creators of dreams and designers of progress. Every joist, nail, and board we provide contributes to the foundations of the homes, businesses, and communities that form the backbone of our society.

Our commitment to sustainable and responsible practices was evident throughout the showcase floor. As we explore innovative materials and construction methods, we are mindful of our impact on the environment. The building materials industry is not only a driver of economic growth but also a steward of this place we call home. It is a responsibility we embrace wholeheartedly, recognizing that our choices today shape the communities of tomorrow.

The 2024 Building & Hardware Showcase was a resounding success, reflecting the enthusiasm and dedication of the WRLA community. As we celebrated individual achievements and industry milestones, let us carry this momentum forward into our daily endeavors. Together, we are not just suppliers; but we are builders of an excellent and more sustainable future.

Thank you to all who contributed to the success of the showcase, and congratulations to the deserving award recipients. I want to send a big thank you to the City of Winnipeg, you literally rolled out the red carpet for our industry these last three years, and I know you left a lasting impact on our members and their time in our community.

I look forward to the year ahead, connecting with you all at any of the upcoming WRLA Events, and can’t wait for January 2025 as we take the WRLA Showcase to Edmonton, Alberta. All the best to you all for the busy building season ahead and see you in Edmonton!

Andrew Reimer CHAIR, WRLA

PHOTO: ANTHONY FERNANDO

WELL KNOWN IN THEIR COMMUNITY, MATTHEW KLASSEN AND KRISTA FUNK ACQUIRE THE RONA LA RONGE STORE IN NORTHERN SASKATCHEWAN

Boucherville, Québec, February 6, 2024—RONA inc., one of Canada’s leading home improvement retailers operating or servicing some 425 corporate and affiliated stores under different banners, congratulates Matthew Klassen and Krista Funk as they take over the RONA La Ronge store, located at 12 La Ronge Avenue in the municipality of La Ronge, Saskatchewan.

With this acquisition, the new owners will not only support DIYers and contractors with their residential and commercial projects, but also continue to offer basic hardware products. “The RONA banner allows us to offer a wide selection of materials and services for Pros with the VIPpro program,” explains Matthew, who has worked for over 30 years in the construction industry, first as a carpenter, and then in other professions, notably as an electrician. “We want to offer a best-in-class turnkey service for our customers who own homes, commercial buildings, cottages, or restaurants,” Krista continues.

A committed generation, Matthew and Krista are very involved in their community. They are committed to helping young people develop and flourish. They support the Ice Wolves (minor and junior hockey), figure skating, soccer and golf programs, the Churchill Chargers (high school soccer), music festivals, and more.

Matthew’s community involvement goes beyond donations, as he sits on many boards, helping to make his community a better place for everyone. He is President of the Lac La Ronge Cottage Owners’ Association and Vice-President of the Provincial Association, Deputy-Mayor of the Town of La Ronge, Director of the Chamber of Commerce (after 8 years as President), Director of the Northern Administrative Planning Commission, and volunteer for many other committees.

“We are proud to partner with entrepreneurs like Matthew and Krista who care about their companies and their communities. We are delighted to count them among our network of RONA affiliated dealers and to support them with their future growth projects. Welcome to the RONA family!” says Philippe Element, Vice-President, RONA Sales and Dealer Support.

SEXTON GROUP WELCOMES MAISON NORDIQUE AS A NEW MEMBER

WINNIPEG (MANITOBA), [January 10, 2024] Eric Palmer, President of Sexton Group, is pleased to announce Maison Nordique as a new member of the group.

Maison Nordique is a family-run business from Abitibi-Témiscamingue that has been manufacturing prefabricated homes in the region for over 50 years. Their homes are designed and built by and for the people from this region, to meet the unique needs that come with living in the north.

“We are excited to welcome Maison Nordique to the Sexton Group and to support their strong independent business in serving the need for homes in Abitibi-Témiscamingue. We have seen firsthand that Maison Nordique has a well-rounded understanding of the requirements for these homes and has had great success because of the knowledge they possess on the communities they work in. We look forward to continuing to support their initiatives the as their buying group.”

—Eric Palmer, President, Sexton Group Ltd.

“Maison Nordique is proud to partner with the Sexton Group. Their specialization in our field as well as their respect for our business independence made them an obvious choice. This alliance consolidates Maison Nordique as a major player in the NorthWest of the province of Quebec and sets the table for our future growth.”

—Maurice Poirier, General Manager/Treasurer, Maison Nordique

GREATER MONTREAL BUILDING MATERIAL DEALER JOINS TIMBER MART

Distribution G.I. Inc. Joins Group for National Buying Power

VAUGHAN, ON, January 19, 2024—Located in the Greater Montreal Area, building material dealer, Distribution G.I. Inc. (Distribution G.I.) joins TIMBER MART to benefit from the group’s national buying power and grow their business.

“Since we opened our doors in 2022, our business has grown very quickly, in fact, we needed to move into a larger location soon after opening and expand our product lines in order to meet our customers’ needs,” says Alexander Ferro, co-owner of Distribution G.I.

“With TIMBER MART, we’ve found the right partner that will provide us with the buying power and vendor relationships we need to continue offering competitive pricing and a wide product assortment to meet the needs of our market,” says Yannick Trottier, co-owner of Distribution G.I.

“Distribution G.I. will see great benefit in our buying programs as well as the vendor-direct advantage with Spancan for hardlines,” says Alain Charbonneau, TIMBER MART’s national business development manager for Quebec.

“We welcome them to the group and look forward to providing them with the programs, services and support they need to prosper in the Greater Montreal Area and continue to grow their thriving business.”

Distribution G.I. opened in April of 2022 in Chambly, Quebec, a suburb of Montreal. Since then, the business has grown to offer the contractors, builders and DIYers of the region a wide variety of speciality building materials for building envelopes, including exterior cladding, doors and windows and assorted hardware. The company is situated on a large 7,500-square-foot property that includes 4,000 square feet of outdoor storage and a 3,500-squarefoot building that houses a showroom, office and warehouse.

2024 AD ECOMMERCE &

MARKETING SUMMIT UNITES LEADERS TO NETWORK AND COLLABORATE ON THE FUTURE OF THEIR DIGITAL BUSINESS

San Antonio, Tx.—The 2024 AD eCommerce & Marketing Summit in San Antonio gathered digital and marketing experts from AD owner/members, suppliers, and eCommerce partners from February 12-14. Over 500 participants convened in San Antonio for a week filled with panel discussions, workshops, networking, and collaborative opportunities.

AD’s annual meeting theme, “Be Different,” provided the foundation for the Summit’s programming, supporting the key topics of this year’s agenda: AI, Automation, and Integration. These topics served as a vehicle to empower digital and marketing leaders with insights into emerging technologies and evolving business models to set their businesses apart.

“This week highlighted the remarkable culture within the AD eCommerce and Marketing community. As we navigate the ever-evolving digital landscape, it’s imperative to embrace innovation and differentiation through a trusted partner like AD,” said Caroline Ernst, Vice President, eCommerce Solutions. “By leveraging emerging technologies and pioneering strategies, we can stay ahead of the curve and take advantage of the digital shift. This summit serves as an essential avenue for leveraging the growth of our community and finding more opportunities to connect with one another.”

Attendees at the Summit were offered four content tracks including:

• Digital Leaders

• Digital Marketing

• Product Content

• Marketing Leaders

During the event, members and service providers took part in structured booth sessions to explore partnership opportunities and discuss innovations that can support their businesses. In addition, eCommerce and Marketing network members engaged in organized network sessions to exchange thoughts on digital trends, share best practices, and address day-to-day challenges.

WRLA NEWS

WRLA AND MEMBERS DONATE $51,000 TO LOVE JAYNE FOUNDATION

On the first day of the 2024 WRLA Building & Hardware Showcase, members from across Canada came together on stage to present a cheque for $51,000 to the Love, Jayne Foundation.

In Spring of 2023, eight-year-old Jayne Houslow was killed in a hit-and-run incident. She was the daughter of Sarah Hounslouw, president of Burlington Merchandising & Fixtures (BMF). BMF is a long time member of WRLA and has been a valued partner in our past two Showcase events. With that in mind, it was a given that the organization would step up to help support this initiative. In memory of Jayne, the Foundation will help remove financial barriers for children wanting to participate in sports, music, and summer camps.

WRLA is proud of our members’ involvement in providing initial donations to make this Foundation a reality so that it can begin helping kids have experiences that will have lifelong benefits.

There is still time to contribute. Scan the QR code to donate.

SAVE THE DATE FOR 2024 GOLF TOURNAMENTS!

Swing into Action with the Western Retail Lumber Association.

Join us for an unparalleled networking experience amidst the lush greens of some of Western Canada’s finest golf courses. Get ready to tee off and connect with industry peers while enjoying breathtaking landscapes and friendly competition.

Willows Golf & Country Club, Saskatoon, Saskatchewan

Date: August 13

St. Boniface Golf Club, Winnipeg, Manitoba

Date: August 22

Sundre Golf Club, Sundre, Alberta

Date: September 5

Golf Kenosee, Kenosee Lake, Saskatchewan

Date: September 12

Mark your calendars and prepare for an unforgettable series of golfing events. Stay tuned for further details and registration information!

For inquiries and sponsorship opportunities, please contact Brenda Bourns 204-953-1698 ext 108

Looking fore-ward to seeing you on the green!

CHANGE IS INEVITABLE. GROWTH IS OPTIONAL.

Let’s Go Build the Industry Together!

The WRLA supports growth and development and has been advocating heavily to our provincial governments to support training and development as well as initiatives that continue to build programs that increase awareness of the career opportunities in the LBM industry.

We are also delighted to be able to provide funding to help support growth and development as well. Whether it’s staff of our members, their children or those that are looking to enter the industry, we are here to provide the support and ensure we are creating pathways for the industry.

In the recent labour study conducted, we learned that 63% of the people that enter the industry also depart and this is a statistic that we need to change. Those of us with tenure appreciate the pathways that exist and how rewarding the work can be, but we need to ensure that new entrants can also see that and work their way up.

Each year our golf tournaments support our WRLA Academy programs which includes the annual scholarship program, and we want to extend our gratitude to all the sponsors and members who register teams to build relationships and give back.

Our golf tournaments are fun with a purpose, and we look forward to having you join us once again in 2024 to ensure that we can continue to give back to the industry in this fashion!

We are pleased to announce the 2023 recipients below and will also serve as a reminder that the application process re-opens April 1, 2024!

If you’re ready for golf, stay tuned as registration and sponsorship opportunities will be open very soon!

Congratulations once again to all the scholarship recipients that received funds from the WRLA Scholarship fund.

Congratulations once again to the recipients of the WRLA Scholarship fund.

Angie Evis Integrity Built, Okotoks, AB

Brooklyn Brown Windsor Plywood, Calgary, AB

Chance Happy McMunn & Yates Bldg. Supplies Ltd, Yorkton, SK

Dalia Strachan IKO Industry, Langdon, AB

Dalton Johnson Arborg Home Hardware Building Centre, Riverton, MB

Emma Marsden CanWel Building Materials Division, Surrey, BC

Ethan Marsh Meadow Lake Home Hardware Building Centre, Meadow Lake, SK

Jack Wile Cedar Shoppe, Calgary, AB

Jessy Chen Timber Mart, Calgary, AB

Jonah Neufeld McMunn & Yates Bldg. Supplies Ltd, Morden, MB

Kate O’Toole CertainTeed Canada, Inc., Delta, BC

Maggie Wolski All-Fab Building Components, Brandon, MB

Matthew Bacon Gillfor Distribution, Calgary, AB

Matthew Preville Hinton Home Hardware Building Centre, Hinton, AB

Mikayla Young Penticton Home Hardware Building Centre, Penticton, BC

Olivia Netzel Ken’s Lumber Sales, Lucky Lake, SK

Payton Wilding Creative Door Services, Winnipeg, MB

Rebecca van Kuik Zak’s Building, Hepburn, SK

Russ Dana Kamloops Home Hardware, Kamloops, BC

LEARNING EXPERIENCES WITH THE WRLA: NEW EMPLOYEE ONBOARDING SERIES LAUNCHES APRIL 1

Bonnie Moore, WRLA

At the WRLA Academy, we’re all about making learning enjoyable and accessible for industry folks like you. That’s why we’re thrilled to shine a spotlight on our Building Material Fundamentals (BMF) Series, a fantastic perk of WRLA membership, and give you a sneak peek into the exciting courses available in 2024.

Building Material Fundamentals (BMF) Series (launched on April 1 and it’s no joke): Embark on a journey through the core of residential construction with our meticulously crafted BMF Series. Our curriculum is built from the ground up, starting with the fundamental components of the building envelope. This foundational understanding sets the stage for a deeper dive into how all subsequent building material courses are interconnected, forming the backbone of building science.

From the structure to the finishing touches, each module in our BMF Series is carefully designed to showcase the integral role of every building material in creating sustainable and resilient structures. By illuminating the connections between materials and their impact

on energy efficiency, durability, and environmental footprint, we empower industry professionals like you to make informed decisions that align with Canada’s ambitious goal to achieve net zero emissions by 2050.

So, whether you’re exploring the basics of lumber or delving into the complexities of interior finishes, rest assured that every lesson in our BMF Series contributes to a holistic understanding of building science and supports our collective journey towards a greener, more sustainable future.

Employers ‑Maximize Your ROI: Investing in your employees education with our BMF Series means cutting down onboarding time and getting them up to speed quickly. With a deeper understanding of building science, your team can make informed decisions, resulting in more efficient processes, reduced errors, and ultimately, higher returns on your investments.

Join us in shaping the buildings of tomorrow, today!

PHOTO: ANTHONY FERNANDO

COMING SOON: BUSINESS DEVELOPMENT SERIES WITH PETE BARAN

Getting Your Business on the Path to Continuous Growth: This course will focus on four stages of business development:

• Stabilize—Creating a reliable business

• Scale Up—Growing and expanding

• Strengthen—Building value

• Step back—Passing the torch

Each stage will cover topics such as branding and marketing, revenue generation, systems, and processes, staffing and organization, and financial management. Anticipate state-of-the art explainer videos to guide you through each stage. This course will provide valuable insights and strategies for businesses looking to grow and thrive.

Online

Education

Delivery Model: Learning has never been easier! Our online courses are delivered through a user-friendly platform, where you can breeze through modules at your own pace, whether you’ve got 10 minutes or an hour to spare. And the best part? These courses are included with your WRLA membership, so you can level up your skills without breaking the bank.

THE WRLA ACADEMY IS LEVELING UP!

Speaking of delivery models, if you haven’t yet explored our new online learning portal, you’re in for a treat! We’re revolutionizing the learning experience beyond the mundane routine of sitting in front of your computer and clicking through one boring module after another. Our platform is designed to be engaging and interactive, fostering a sense of community among learners. With features like leaderboards and the ability to earn points and badges as you progress through your learning journey. It’s not just education—it’s an adventure!

ACCESSIBILITY ENHANCEMENTS TO IN-PERSON CLASSES

We listened to our members, and the resounding feedback was crystal clear: Providing the option for virtual class attendance would be a fantastic addition.

Introducing our exciting in-class education programming, now featuring a special guest: our very own WRLA Mascot, Ollie the Owl! With his incredible 360-degree panoramic view of the entire classroom, remote students are seamlessly connected through a split-screen display, ensuring they can see and engage with whoever is speaking in the classroom. This innovative setup allows us to extend our classes to virtual students across Canada, bringing everyone together for an immersive learning experience. Say hello to Ollie and get ready to soar to new heights in your education!

STAY AHEAD WITH CONTINUOUS LEARNING:

Can’t get enough of learning? Neither can we! At the WRLA Academy, we understand that education extends beyond traditional course formats. That’s why we’re excited to offer a variety of engaging learning experiences, including webinars and podcasts. Dive into our dynamic webinars and podcasts where industry experts share invaluable insights and keep you updated on the ever-evolving trends in the LBM industry. Whether you’re commuting, taking a break, or simply on the move, these resources offer the ideal way to stay informed and inspired, no matter where you are.

At the WRLA Academy, we’re here to help you thrive in the building materials supply industry. Whether you’re a newbie or a seasoned pro, our diverse range of courses and resources are designed to support your professional growth every step of the way. Ready to take your career to new heights? Join us today and unlock a world of learning possibilities with your WRLA membership!

PHOTO: ANTHONY FERNANDO

MANITOBA LEGISLATIVE OUTREACH 2024

Wes McLean, Prospectus Associates

In advance of the WRLA Building and Hardware Showcase last month in Winnipeg, board members used the time in Winnipeg to meet elected members and officials with the provincial government, to advance our industry’s concerns.

WRLA President Liz Kovach underscored the need to engage with elected officials and public servants, noting the following: “We need to be at the table. Our voices must be heard at all levels of government, and legislative outreach sessions like these are intended to emphasize the important work our member companies do. It also demonstrates to government that our industry’s success is the success of the province and beyond.”

This was the first major advocacy undertaking in Manitoba since Premier Wab Kinew and his New Democratic Party colleagues formed a majority government after last fall’s Manitoba general election.

The first meeting was with the Honourable Malaya Marcelino, Minister of Labour and Immigration. This was a prime opportunity to note to a senior cabinet minister that WRLA is a willing partner with government, and that we share in the objective of strengthening the labour pool. Members discussed recruitment and retention challenges in the LBM sector. Board members also explained the “Let’s Go Build” campaign to the Minister. Ms. Marcelino noted levels of poverty within her constituency and the need to provide pathways to employment opportunities.

As a result of this meeting, an open line of communications was established and WRLA is eager to partner with the senior officials within Labour and Immigration over thelong termm.

Shortly after the NDP formed the government, Emily Coutts was appointed Principal Secretary to Premier Wab Kinew. The principal secretary’s role is one of the most influential in the political sphere, and the occupant of the job is, generally speaking, the chief policy advisor to the Premier. WRLA board members were pleased to have a one-on-one with Ms. Coutts during our Legislative Outreach days.

Board members used this opportunity to convey our industry’s concerns to Ms. Coutts, and in addition to discussing the “Let’s Go Build” campaign, they also noted the willingness to partner with government, and the workforce attrition expected in coming years due to impending retirements. Ms. Coutts noted the government’s willingness to work with industry to promote workforce expansion. WRLA Board Chair Andrew Reimer referenced how a vibrant LBM sector is crucial for building new homes to solve Canada’s contemporary housing challenges. Reimer noted, “By working together to

Above: WRLA met with provincial MLA’s and the MB premier’s office in November and December Hill days.

enhance this sector, we can play a key role in increasing the housing supply so desperately needed. Our members can and want to help solve a national problem, to ensure everybody has a place to call home.”

Board members then met with Ryan Klos, Deputy Minister of Transportation and Infrastructure, along with Ciara Shattuck, Director of Ministerial Affairs. In this meeting, we noted rail access during winter and the issue of trucking back haul out of Manitoba, which inhibits deliveries into the province. In this meeting, “Let’s Go Build” was also discussed, along with avenues to accelerate Indigenous engagement in our industry. Ms. Shattuck noted that she would bring our issues to the attention of the Honourable Lisa Naylor, Minister of Transportation and Infrastructure, and the Honourable Ian Bushie, Minister of Municipal and Northern Relations, and Minister of Indigenous Economic Development.

Several new MLAs were elected last year, and your board had the opportunity to meet three of them: Mike Moyes, the NDP Caucus Chair, as well as his legislative colleagues Billie Cross and Mike Moroz. Interestingly, Moyes, Cross and Moroz were all teachers prior to public service and were eager to discuss the “Let’s Go Build” campaign and more. This meeting was a great opportunity to explore Indigenous engagement and partnerships, and how to engage students in secondary education.

Kelvin Goertzen, MLA for Steinbach also met with WRLA. Due to the resignation of Heather Stefanson as Leader of the Opposition, Mr. Goertzen was serving as Acting Leader, during the period of our meeting, prior to the selection of Wayne Ewasko as Interim Leader. Liz Kovach highlighted the high number of workers who are leaving the industry, and how we need to focus on retention efforts. Goertzen suggested the potential for partnership with Red River College, Manitoba’s largest institute of applied learning and research. Board members also discussed supply constraint issues, and Manitoba Hydro installation delays with MLA Goertzen. Since that meeting, the WRLA has brought installation delays to the attention of PC MLA Grant Jackson, Official Opposition Critic for Hydro Manitoba.

Meetings such as these are just the first step. Sustaining the engagement is vital. Opening these doors is a key component to building a long term, productive relationship with elected members, cabinet ministers, and key public servants.

Kovach concluded, “It is crucial that we continue these engagements, so that decision-makers have our perspective on key economic issues. It also builds relationships to help us advance the issues our members need addressed, which is beneficial, not just to our industry, but to our communities as a whole.”

We need your help! Our advocacy efforts work best when we can work directly with, and hear from, our members who directly feel the effects of government policies and programs. To join us in our advocacy efforts, email Liz at lkovach@wrla.org.

Are you receiving our Advocacy bulletins? Send us an email at marketing@wrla.org to be added to our communications list.

Above: Liz Kovach (left) and Andrew Reimer (right) met with Minister of Labour and Immigration, the Honourable Malaya Marcelino (middle).

2024 BUILDING MATERIALS SALARY REPORT FOR SALES REPRESENTATIVES

DMC Recruitment Group

DMC Recruitment Group, in collaboration with the Western Retail Lumber Association, are pleased to present the key findings on compensation specific to Western Canada (British Columbia, Alberta, Saskatchewan, & Manitoba) from a recent salary survey targeting sales representatives in the building material industry.

The survey was conducted from November 2023—early January 2024 and distributed to sales representatives in building materials from across Canada. We targeted salespeople working for manufacturers, distributors, retailers, and buying groups, and received nearly 1000 unique respondents nationwide.

We surveyed median base salaries, commissions, car allowances, percentage of travel required, and employer RRSP contributions for sales representatives working in the industry. Along with this data, we aimed to collect meaningful input from respondents on their preferred benefits, attractive perks when looking for a new role, and overall satisfaction with their employment situation. Our goal is to offer valuable insights into compensation and hiring trends, helping both employers and employees navigate the evolving landscape of employment and retention within the building materials industry.

COMPENSATION IN WESTERN CANADA SOARS FOR SALES REPRESENTATIVES

One of the most notable revelations from our survey is the substantial increase in overall total compensation for Sales Representatives in Western Canada. Over the past two years, we have observed a sizeable uptick of approximately 16% in total compensation between 2022 to 2024. In 2022, building material Sales Representatives in Western Canada earned circa. 4% less than the national median for total compensation. Today, this same demographic earns circa. 5% more than the National median. What caused this sudden and rapid growth in the region’s compensation? Our data indicates that Sales Representatives are shouldering more significant responsibilities than ever before, with over 50% of salespeople now being accountable for generating revenue exceeding $4 million. This figure has grown 12% since 2022, as only 38% of respondents were responsible for this amount.

Another factor that could be contributing to this increase in compensation is the improved ability and skillset to work remotely. Since the onset of the COVID-19 pandemic, sales professionals across all industries have had to lean on virtual tools and platforms to enable seamless communication and collaboration with their teams and customers. This shift in process has significantly benefited Sales Representatives in the West, as they tend to manage larger geographical areas. Thus, they can use remote technology to reach prospective customers more efficiently, allowing them to generate more revenue.

Lastly, this rapid growth in productivity and responsibility may be result of a shortage of sales talent within the building materials industry in Western Canada. Sales leaders are being forced to ask more of the Sales Representatives that they do have as they struggle to find the right candidates to bolster their sales teams. This upward trend reflects the dynamic nature of the industry and the high demand for skilled sales professionals who can drive revenue growth.

“Throughout my years of recruiting in the building materials industry, I have never seen such a dramatic surge of growth in compensation for mid-to-senior level sales roles. I am pleased to see these professionals that I have worked with, being rewarded for their hard work. Since 2022, our team has felt the growing demand for external recruitment as building materials businesses simply lack the resources to source, screen, and attract the talented candidates they require to fill the gaps in their sales strategy.”

—Stephen Borer, Partner at DMC Recruitment Group

Figure 1: Median Total Compensation (Base Salary + Commission) for Western Canada, comparing 2022 & 2024

GENDER PAY GAP WIDENS

While progress has been made in various sectors toward achieving gender pay equity, our survey raises a concerning trend within the Western Canadian building material industry. The difference in pay between Sales Representatives who identify as “female” and “male”, has increased by 6%, reaching a staggering 24%. This astonishing variance is 10% larger than the national comparison, and over 20% higher than Ontario’s 3% gender pay gap.

Our data suggests that the median base salary for a male sales representative in Western Canada is $76,000 with a median commission of $35,000. Compared to females who have a median base salary of $71,000 and a median commission of $15,000. This widening gap emphasizes the importance of addressing gender-based disparities and implementing proactive measures to ensure fair and equitable compensation practices.

“As a seasoned recruiter working in the building materials industry, I’ve seen the gender pay gap persisting in our sector. Despite the significant contributions and impact that women make, disparities remain due to biases, unequal opportunities, and outdated compensation structures. To address this, we need fair and transparent salary policies, active promotion of gender diversity in leadership, and investments in training and mentorship programs to empower women to excel in our industry.”

—Alexandra Mather, Partner at DMC Recruitment Group

IMPLICATIONS OF SALARY REPORT FOR EMPLOYERS & EMPLOYEES

For employers, understanding these key findings is crucial in shaping competitive compensation packages, attracting top talent, and fostering a positive work environment. Recognizing the evolving landscape and adjusting strategies accordingly will enable companies to equip themselves with the best sales teams to succeed past their revenue goals.

On the flip side, sales professionals should leverage this information to negotiate fair compensation and advocate for their worth within the industry. By staying informed about prevailing trends, they can position themselves as valuable assets in a rapidly changing marketplace.

CLOSING THOUGHTS

DMC Recruitment Group, Canada’s only recruitment agency dedicated to the construction supply chain, stands out for its unmatched, ongoing commitment to providing valuable insights that empower both employers and employees. The findings from our salary survey in collaboration with the Western Retail Lumber Association shed light on the evolving landscape of the Western Canadian building materials industry. By addressing the rise in total compensation, increasing sales targets, and the widening gender pay gap, stakeholders can collaboratively work towards building a more equitable and prosperous future for the industry.

Figure 2: Median Total Compensation on comparing Male & Female Respondents)

Figure 3: Median Total Compensation Camparison on Male & Female across Canada Respondents)

BUILDING BRIDGES: THE PIVOTAL ROLE OF BRAND IN CONNECTING BUSINESSES WITH COMMUNITIES

PHOTO: ANTHONY FERNANDO

Lee Waltham, Brandish Agency

In today’s dynamic market landscape, a brand symbolizes much more than the goods or services offered by a business; it represents a beacon of trust, values, and community spirit. This is particularly true in the building supply industry, where companies are integral to the development and sustainability of the communities they serve. The essence of a brand in this sector transcends conventional advertising, embedding itself into the very structures—both physical and social—that make up our communities. It is within this context that the role of brand in connecting businesses with their communities emerges as a cornerstone of industry success and community well-being.

A brand’s journey to becoming a community pillar starts with its narrative. This narrative must resonate with the community, weaving the company’s commitment to quality, sustainability, and local engagement into a story that speaks directly to community members. When a brand successfully aligns its values with those of its community, it transforms from a mere commercial entity into a valued community partner. These stories of alignment and mutual growth are not just told but lived through actions—community engagement efforts, support for local development projects, and engagement in social responsibility initiatives. The organizations that actively participate in local events, support community-based projects, or invest in local economies underscore their role as community stakeholders, not just businesses operating within a geographic location.

Yet, the path to authentic community engagement through brand has its challenges. In an age where transparency and authenticity are prized, businesses must navigate the fine line between genuine community involvement and perceived opportunism. Effective engagement requires a commitment to open dialogue, a willingness to listen and respond to community needs, and a readiness to evolve based on feedback. It’s about demonstrating through actions that the company’s values align with its practices and contributions to community.

The benefits of this deep-rooted community connection are intrinsic. For businesses, it translates into enhanced trust and loyalty, which can lead to a stronger customer base and increased long-term profitability. For communities, the presence of businesses that are genuinely invested in their well-being can lead to improved quality of life, economic stability, and social cohesion.

Moreover, the digital age has amplified the opportunities to connect with communities. Social media and online platforms offer unprecedented opportunities for businesses to engage with their audiences in real-time, to tell their stories, share their values, and listen to community feedback. This two-way communication fosters a sense of belonging and partnership, strengthening the bond between businesses and communities.

In conclusion, the building supply industry stands at a unique intersection of commerce and community. Brands within this sector have the power to build more than just structures; they can build relationships, trust, and a shared vision for the future. By prioritizing community connection in their branding strategy, businesses can not only drive their own success but also play a pivotal role in the development and enrichment of the communities they are a part of.

Lee Waltham, the Managing Partner of Brandish, has over 15 years of marketing experience. Since founding Brandish in 2016, the agency has grown to include over 30 team members and expanded its influence across Canada, with offices in Winnipeg, Edmonton, and Toronto. Brandish is best known for being the first Canadian ad agency to adopt a permanent four-day work week in 2021. Lee’s strategic initiatives and work have been featured in Adweek, Maclean’s, Reader’s Digest, Marketing Brew, Strategy Online, CTV-Toronto, and Campaign Canada.

Above: Headshot of Lee Waltham

INVESTING FOR THE FUTURE: TIPS TO CREATE (AND MAINTAIN) LONG TERM WEALTH

Travis Waite, WRLA

Now that the 2023 holidays have come and gone and we’ve put a giant bow on another amazing WRLA Building & Hardware Showcase, we can now turn our attention to everyone’s favourite time of the year: tax season.

All joking aside, the first quarter of the year presents an ideal opportunity for individuals from all backgrounds to revisit their strategies when it comes to earning, spending, and saving. Whether you deal with a professional such as an investment or tax advisor or have chosen to take on the task yourself, it’s a great routine to start the year off right and confirm that your actions are aligned with your short- and long-term financial goals.

If you are looking for a starting point for developing a financial plan or want some insights into how to improve or build on your current situation, here are some tried and true pointers to building wealth:

1 INVEST EARLY AND OFTEN

It’s never too early to start investing in your future. One of the most effective ways that investments generate wealth is through compound returns. This means you are earning returns on your original investment plus the returns on those investments. The result is that over time, your investments will begin to grow exponentially.

Time also allows you to be more aggressive with your investments. It is recommended that younger individuals with a longer investment horizon place a larger portion of their principal in higher risk investments, such as growth stocks. These high-risk investments have historically resulted in higher returns over the long-term, but more day-to-day volatility.

It’s important to understand your risk tolerance when determining your investment mix. There are many free tests that you can take online to determine what your risk tolerance level is.

If you feel like you are behind where you should be from an investing perspective, it’s also important to realize that it’s never too late to start. You can’t change the past, but you can control your future.

There’s no better time than now to start (or accelerate) building wealth through investing, whether you make a lump sum contribution at the beginning of the year or set up recurring withdrawals throughout. Tax time is the perfect time to do this as you can take advantage of deductions and credits to lower your tax bill or increase your return.

2 CHOOSE THE RIGHT INVESTMENT VEHICLE

The beginning of the year is the best time to review your financial plan in order to take advantage of new contribution rates that begin on January 1 and to help optimize your prior year’s tax return. This can be done by choosing the right investment account type. The two most popular are RRSP (Registered Retirement Saving Plans) and TFSA (Tax Free Saving Account). These are two very different types of accounts with pros and cons for each.

The main difference is that a TFSA, as the name suggests, allows your investments to grow tax free. This is great for long term investing, as it allows your investments to compound without a tax penalty.

DOLLARS & SENSES

An RRSP, on the other hand, uses tax deferrals, meaning any contribution you make now will lower your taxable income, but you will pay taxes once you begin to withdraw your investment, ideally after you retire when you are in a lower tax bracket. Understanding your financial goals will help determine which type of account is best suited to your situation. See below for a snapshot of these two accounts main features.

3 DIVERSIFY

These next two tips are aimed to help lower investment risk. The first is to ensure you are diversifying your portfolio. This means that you are not putting all your eggs into one basket. You should invest within multiple investment types, such as stocks, bonds, mutual funds, ETF’s and ensure they span multiple industries and regions.

In most cases, as some industries do well, others experience losses or value corrections. This was the case towards the end of 2021 and into 2022. Stock markets saw a huge correction, meaning a decline in value as inflation grew and interest rate hikes began. The biggest casualty of this correction was the technology sector, which in the years leading up to the correction, held some of the market’s top performing stocks. As these slashes on technology stocks occurred, investors began to move their money into other sectors, primarily the energy sector, which did well comparatively.

GIC’s and other interest rate-driven investment types also became very advantageous at this time. 2022 was an anomaly, but typically stocks and bonds value will move inversely, meaning that a balanced portfolio should hold both to weather the stock market’s volatility.

4 DON’T TRY TO TIME THE MARKET

This is the single biggest mistake an investor can make, and one that happens far too often. Even in times when markets are performing poorly, your instinct might tell you to sell your investments and hold them into cash or move them into investments that are performing better. This is usually a big mistake. No one has a crystal ball to see the future and stock markets are often (over)reacting to speculation or news ahead of the actual events.

Unless you are planning on becoming a day trader, it’s best to practice patience and ride the ebbs and flows of the market. As history has proven, stock markets go up over time and the more time you invest in the market, the larger your potential for big returns is. Here is a graph to illustrate this point:

Above: JP Morgan S&P 500 Index total returns from Jan 1, 2003 to Dec 30, 2022

As you can see, missing just the 10 best investing days in the S&P results in your returns decreasing by 65%, a missed opportunity cost of $35,136. Seven of these 10 days took place in a bear market, meaning a time when investments are on a downward trajectory. This is due to time in the market and compounding, both of which are keys to creating long term wealth. When it comes to investing, patience is a virtue and those that are most willing to take the good with the bad, will see the highest returns over time.

PHOTOS: IG WEALTH MANAGEMENT, JP MORGAN

Above: RRSA vs. TFSA (Sourced from IG Wealth Management)

5 BUDGET—THE 50-30-20 RULE

To this point, these tips have been focusing on wealth generation. But an equally important part of creating wealth is keeping it. This is where budgets are extremely important. And yet, only about half (46%) of Canadians report having one.

Many people are intimidated by budgeting, but a budget doesn’t need to be some convoluted spreadsheet that only a finance professional would understand. A simple, effective way to budget is to follow the 50-30-20 rule. This principle states that you should be putting 50% of your net earnings toward needs (such as your rent or mortgage, utilities, groceries, and health care), things that you can’t live without. 30% should go toward your wants (such as that Netflix subscription you never use, hobbies, vacations, and restaurants), and things that you enjoy. The last 20% should go towards saving for your future, for things like creating an emergency fund, contributing to your retirement account, or saving towards a down payment. If you have existing debt, you should prioritize those with the highest interest rates first and those payments should come out of your savings amounts.

You can simply track your expenses within these three categories and total them up as a percentage of your net earnings to see if you are spending within these ranges and adjust your spending habits as necessary.

Following these steps can help guide you on the path towards achieving your financial goals and there is no better time than now to plan or review these goals.

ENSURING WORKPLACE SAFETY: THE VITAL STEPS OF HAZARD IDENTIFICATION AND RISK CONTROL

Workers encounter hazards in every aspect of their work. Identifying these hazards and implementing control measures are legal obligations under Manitoba legislation. To assist workers, supervisors, and safety representatives in fulfilling their duties, the Construction Safety Association of Manitoba (CSAM) has developed a comprehensive full-day course. This course equips participants with the skills to conduct task-specific hazard assessments, workplace inspections, and effectively communicate the findings through crew safety meetings. Additionally, guidance on the frequency of these assessments is provided, ensuring that hazards are continuously monitored and addressed.

IDENTIFY: Supervisors bear the responsibility of ensuring that workers are aware of potential safety and health risks associated with their tasks. Hazard assessments should be documented and reviewed by all workers involved in the tasks, with new assessments conducted when tasks change, or workers relocate. Combatting complacency is essential in preventing worker injuries and incidents.

For more information and to register for Hazard Identification and Risk Control, please scan the QR Code bellow.

To check the training dates, scan the QR Code bellow.

COMMUNICATE: Once hazards are identified, it’s crucial to communicate them to everyone affected. Properly completed hazard assessment documents should be reviewed by all workers, and avenues such as orientations, safety meetings, and training sessions are effective for disseminating information about task-related risks.

CONTROL: Hazard mitigation is paramount for reducing the risk of injuries or incidents. Elimination of hazards is the preferred method, followed by substitution with less hazardous alternatives. If hazards persist, engineering controls, such as physical barriers, should be implemented. Administrative controls, including policies, safe work procedures, and training, are essential in conjunction with personal protective equipment (PPE) as a last line of defence. Workers must wear appropriate PPE based on task risks, with additional PPE required for specific hazards.

Regardless of the terminology used, whether it’s FLRA, PSI, or FLHA, the objective of hazard assessments remains consistent: completing these documents before commencing work. Best practice involves completing these forms at the task location to ensure comprehensive coverage. Workplace inspections, conducted according to company policy, provide a broader view, focusing on location-specific hazards such as lighting, housekeeping, and access/egress. All areas where the company operates, including offices, storage facilities, vehicles, and sites, should undergo regular inspections to maintain a safe working environment.

Construction Safety Association of Manitoba (CSAM)

BY ECI

EVOLVING RETAIL TECHNOLOGY: A GAME CHANGER FOR LBM DEALERS

John Maiuri, LBMH Division President, ECI Software Solutions

The business landscape is shifting in the lumber and building materials (LBM) industry. Technology tools have changed the way many of us do business, creating a faster, more dynamic and highly competitive environment for small- and mid-sized businesses (SMBs). For many LBM dealers, the message is clear: adapt or risk being left behind.

Traditionally, the success of LBM dealers hinged on home centers and service counters, combined with phone orders and the in-person shopping experience. Today, in addition to the above,

it is now dominated by online sellers using Amazon and big-box stores that use sophisticated online technology. This has completely changed the way customers expect to shop for all things, including building materials.

There’s a silver lining for LBM dealers. The rise of retail technology is not a threat but an opportunity to meet modern customer expectations, compete on a level playing field and thrive in this new era.

THE REVOLUTION OF BOPIS

One of the most significant trends revolutionizing the LBM industry is BOPIS—Buy Online, Pick Up In Store. This model blends the convenience of online shopping with the immediacy of in-store pickup. It’s a hybrid approach that’s gaining popularity, especially in LBM.

According to LBM Journal’s 2023 LBM 100 survey, there’s been a noticeable shift toward online sales among dealers. In 2022, 40% of dealers offered online sales, a 9.5% increase from the previous year. Further, 27% of these orders were for curbside or in-store pickup, highlighting the growing customer preference for this option.

The trend isn’t confined to the LBM industry alone. The 2023 Global Digital Shopping Index , a collaborative study of customers by PYMNTS, revealed that the U.S. experienced the highest growth rate in BOPIS from 2021 to 2022. In fact, for the second consecutive year, the U.S. led in the share of customers utilizing BOPIS for their latest ecommerce purchases, jumping from 23% in 2021 to 32% in 2022.

ADAPTING TO THE DIGITAL AGE

For LBM dealers, embracing retail technology should be viewed not as a choice, but a necessity and investment in future-proofing business operations. The digital age demands a shift in strategy, from relying solely on traditional sales methods to integrating digital solutions that cater to the evolving preferences of customers.

It is crucial for businesses to invest in online platforms, enhance digital marketing efforts and offer services such as BOPIS options. These three elements not only meet customer demands for convenience and speed but also open new avenues for growth and customer loyalty. Technology can also empower customers to self-service and make informed decisions based on the product details, images, reviews and other information they find online. Businesses can capture and use this information to influence the next purchase or get a larger share of the current project.

Let’s be clear, the transition to digital doesn’t mean abandoning the personal touch that has been a hallmark of the LBM industry for generations. Instead, it’s about enriching the customer experience by offering more choices and flexibility in how they shop and interact with your business.

THE FUTURE IS NOW

John Maiuri, president, LBMH Division, ECI Software Solutions

As president of ECI’s LBMH Division, John Maiuri is responsible for the vision, guidance and strategic growth of his team within the Building and Construction Division. With more than 30 years of experience in the lumber and hardware industry, Maiuri understands the importance of leveraging technology to remain competitive.

As we navigate a changing landscape, the LBM industry stands at a crossroads. The surge in retail technology offers a unique opportunity for LBM dealers to refresh their business models, strengthen customer satisfaction and carve out a competitive edge.

The journey ahead requires embracing change and using it as an advantage, not running away from it. For LBM dealers willing to take the plunge, the rewards are large. Don’t get left behind in this digital revolution; the time to act is now.

With worries about a possible recession and the prices of lumber and building materials dropping after the COVID-19 surge, many LBM dealers are wondering if it’s smart to invest in their businesses right now. Based on my experience, I would say that now would be the best time to do so.

MAXIMIZE MARKET SHARE WITH RENOVATIONS

When the market slows down, it can be a golden opportunity to gain market share. In the 1990s and early 2000s, I managed a chain of building supply stores in Toronto for a long-established family business. They had a tradition of renovating and opening new stores during major recessions and always kept spending on advertising, no matter how the economy was doing.

During that time, we saw the sudden appearance of 25 big-box stores in our market. We could have played it safe and focused on protecting what we had, but instead, we decided to enhance and expand our existing stores. We upgraded our store fixtures to hold more products, improved store layouts, gave the stores a new look with fresh colours and signs, and added attractive displays for our building products.

Despite the impact of the new box store competition, our changes drove more traffic from both contractors and do-it-yourselfers. As expected, our hardware sales increased, and, to our surprise, the core LBM sales increased proportionately. Our stronger depth and breadth of products and the sales of higher-end building products drove up the average ticket and increased overall sales by high double digits. The improved product mix increased our gross margin by 2-3%.

Meanwhile, our competitors decided to cut spending and not make meaningful improvements to their stores. The result? 37 competing lumber yards in our market went out of business.

A few years later our owner sold the business and by that time, the investments had already more than paid for themselves. The strong market position, financials, and brand image meant the family was able to get a much higher valuation than would have been possible without the improvements.

UTILIZE THE DOWNTURN

It makes sense that during tough times, construction costs can be cheaper. Advertising works better when your competitors are spending less and advertising costs less because media companies are fighting for fewer marketing dollars. You might not see a huge increase in sales right away, but it is likely to boost your market share. Plus, the slower economy makes it much easier to plan and implement improvements and the benefits really accelerate when the economy turns around. Competitors who survive the downturn end up spending a lot more than they saved to regain the market share they lost.

OPTIMIZE MERCHANDISING OPPORTUNITIES

Improvements such as fixtures that include overhead storage, optimized service areas, and electronic bin labelling will reduce labour costs while maintaining optimal merchandising sets to maximize sales. Effective displays in categories like electrical, plumbing, and building materials can help customers decide what to buy, increase the size and value of their purchases, and educate both customers and staff.

THE RESULTS

Over the last 20 years, my firm, BMF, has helped renovate several hundred building supply stores and often, the increased sales and profits have paid back the investment in a year or less. For dealers thinking about retiring and selling their business, higher valuations have made these investments especially attractive.

So, while the temptation is to go on the defensive and pull in your horns when times are slow, the returns tend to be greatest for those who go on the offensive and invest in their store.

Interested in learning more about the benefits of investing in your store with BMF’s full range of retail renovation services? Visit bmfonline.com or contact info@bmfonline.com

Above: Adams Building Supply in Woodstock, ON

PHOTO: BURLINGTON MERCHANDISING & FIXTURES (BMF)

MEMBERS IN THE COMMUNITY

KAMLOOPS

HOME HARDWARE BUILDING CENTRE DONATES $100,000 WORTH OF TOOLS TO TRU CARPENTRY PROGRAM

KAMLOOPS—Thanks to a $100,000 gift from Kamloops Home Hardware Building Centre, a new sprinter van complete with a full set of tools ensures Thompson Rivers University (TRU) carpentry students have the equipment they need to succeed off campus.

Owner Ryan Kurzac said he and the rest of the Kamloops Home Hardware team recognize the importance of on-the-job training and believe the 2023 Mercedes Benz 4500 Cab Chassis, outfitted with Milwaukee tools, will help students gain valuable hands-on experience.

“We feel that this donation is an investment in the future growth of quality residential construction in Kamloops,” Kurzac said. “Skilled trades are the backbone of quality construction and the trades programs at TRU ensure that students receive the training necessary for our next generation of builders.”

Students in TRU’s residential construction programs spend a substantial amount of time at work sites. Every year, they build a training house with the Canadian Home Builders Association— Central Interior. The house, built using smart home and green building technologies, is sold to the Kamloops Y and raffled off as part of the Kamloops Y Dream Home Lottery.

“We are the only training institution which builds a home as part of the student’s skill development,” says Faculty of Trades and Technology Dean Baldev Pooni. “Graduates of the past 33 years speak fondly of the house they helped to build. While gaining experience, students interact with other contractors, which often means they are easily recruited once they graduate from the program.”

Carpentry instructor Tim Kasten has been involved in the local construction industry for many years and he says he is encouraged by the amount of support trades programs receive locally.

“The Kurzac family and Home Hardware have been an important part of the home building industry here in Kamloops for many years and this generous donation speaks to their commitment to skilled trades training here in our region,” he said.

“Knowing that we have up-to-date tools and equipment makes it possible to give our students the best training available in BC. This is a huge investment in the future of the young people who will become the next generation of skilled trades workers.”

The van, purchased with support from Zimmer Autosport Ltd., was unveiled July 21 at an event on campus.

CONESTOGA EXPANDS JILL OF ALL TRADES TM PROGRAM WITH SUPPORT FROM OWENS CORNING FOUNDATION

The Owens Corning Foundation is investing $200,000 to support the national delivery and expansion of Conestoga College’s Jill of All TradesTM program.

Delivered through the college’s School of Trades & Apprenticeship and the School College Work Initiative since 2014, Jill of All TradesTM welcomes young women in Grades 9 through 12 for a full day of hands-on workshops focused on skilled trades. Led by female mentors, the event is designed to help young women explore the potential of skilled trades careers. The investment from the Owens Corning Foundation will support the delivery of the program by Conestoga at more locations across the country.

“We greatly appreciate the investment made by the Owens Corning Foundation to bring the Jill of All TradesTM program to more young women across Canada,” said Conestoga President John Tibbits. “The initiative helps create awareness of the opportunities that exist and advocates for women in non-traditional roles to diversify the workforce and help address the shortage of skilled trades workers.”

Established in 1978 to support the communities Owens Corning employees work and live in across the globe, the Owens Corning Foundation seeks to make a significant impact in areas of critical need, including educational opportunities.

“At Owens Corning, we are passionate about impacting the world and creating meaningful change. We believe that the foundation of success for young women is rooted in exposing them early and often to opportunities that they might not have otherwise considered,” said Asha Burry, Human Resources Leader for Owens Corning Canada. “Our team in Canada is thrilled to have the support of the OC Foundation to provide opportunities for young women to explore alternative career paths. The Jill of All TradesTM program aligns with our efforts around educational opportunity and our focus on inclusion and diversity.”

A growing skills gap has emerged as the demand to keep pace with population growth and changing workforce demographics increases. Reports indicate more than 700,000 skilled tradespeople are set to retire by 2028. Canada needs more than 167,000 new apprentices alone to keep pace. According to Statistics Canada, women account for roughly four percent of workers in under-represented skilled trades occupations.

Conestoga is a leader in skilled trades training for women. Through gender-specific programming and mentoring opportunities, the college assists and encourages women to pursue careers in under-represented and non-traditional occupations.

Conestoga is a provincial leader in the delivery of trades and apprenticeship training to serve industry needs and growing communities. Comprehensive programming includes a wide range of programs that provide pathways to employment in skilled trades careers as well as pre-apprenticeship training and in-school training for apprentices. Visit the School of Trades & Apprenticeship for more information.

CELEBRATING SUCCESS: HIGHLIGHTS FROM THE 30 TH ANNIVERSARY WRLA BUILDING & HARDWARE SHOWCASE

The 30th Anniversary of the WRLA Building & Hardware Showcase recently concluded with resounding success, leaving attendees already anticipating the next year’s Showcase slated for Edmonton in 2025. As we eagerly look ahead to what promises to be another extraordinary event, let us take a moment to reflect on the remarkable moments and achievements of this year’s showcase (because we are still basking in the awesomeness).

DAY 1, WEDNESDAY, JAN 17:

The event commenced with a focus on professional development workshops covering vital aspects of sales, marketing, human resources, and business planning, courtesy of Home Hardware. Meanwhile, the WRLA team and exhibitors were hard at work on-site, setting the stage for what promised to be two dynamic days ahead.

To ensure retailers felt warmly welcomed and prepared to network, Castle provided welcome bags in their hotel rooms, complete with guidebooks and schedules for the show.

DAY 2, THURSDAY, JAN 18:

Thursday morning burst into life with a vibrant kick-off featuring Taiko Drumming, setting the tone for a day brimming with excitement. The Welcome Breakfast, hosted by Durabuilt Windows and Doors, treated guests to inspiring insights from Keynote Speaker Lauren Johnson, who delved into the importance of accountability in achieving desired outcomes.

The bustling tradeshow welcomed a flood of dealers eager to explore over 245 exhibits. Sponsor activations elevated the experience, offering attendees a wide range of engaging experiences: from TIMBER MART’s New Product Showcase to Johns Manville’s Clubhouse, there was something for everyone.

The night ended with the Awards Reception, presented by American Express. Attendees were enraptured by dueling pianos, and of course, the drinks and the eats kept coming all night long! Amidst the dazzling atmosphere, we celebrated a few deserving individuals for their outstanding contributions and achievements within the industry. Among the esteemed award winners:

• Murray Finkbiner, Gillfor, Industry Achievement Award

• Joe Maher, Taiga, Sales Rep of Year (British Columbia)

• Jillian Richards, Canadian Engineered Wood Product, Sales Rep of Year (Alberta)

• John Randell, Gillfor, Sales Rep of Year (Saskatchewan)

• Derek Warren, Metrie, Sales Rep of Year (Manitoba)

DAY 3, FRIDAY, JAN 19:

The final day of our show buzzed as retailers seized the opportunity to explore the latest products, take advantage of show specials, and engage in the many activities on the show floor that added a dynamic flair to the event. Notably, the WRLA extended a warm welcome to guests that included designers, architects, and politicians. Among the distinguished guests were Scott Gillingham, Mayor of Winnipeg; Kelvin Goertzen, MLA for Steinbach, PC; and Rachelle Schott, NDP MLA for Kildonan-River East.

The WRLA Showcase culminated with its inaugural career fair. This groundbreaking initiative provided a platform for students from Tec-Voc and new immigrants to Canada to take advantage of the opportunity to embark on fulfilling careers within the industry.

Showcase by the Numbers

• 700+ Retailers

• 245 Exhibitors

• 35 Sponsors

• $51,000 Donated to Love Jayne Foundation

• $3,016 Donated to Trees Canada

• 1 Incredible Keynote Speaker

• 1 CFL Superstar

• >5,000 Virtual yards carried on the golf sim

• 138,400 Jellybeans served

LOOKING AHEAD:

As we bid farewell to the 30th Anniversary WRLA Building & Hardware Showcase, we eagerly anticipate the next chapter in Edmonton 2025 (Save the Date: January 23-25, 2025). With the unwavering support of sponsors, exhibitors, and attendees, we are confident in surpassing the successes of this year’s event and setting new benchmarks for excellence in the industry. Thank you to everyone who contributed to making this event a resounding success, and we look forward to welcoming you all again in 2025 for another unforgettable experience!

GRATITUDE AND RECOGNITION:

The success of the 30th Anniversary WRLA Building & Hardware Showcase would not have been possible without the unwavering support and contributions from various individuals and organizations.

Heartfelt thanks are extended to:

Presenting Sponsor

• Burlington Merchandising and Fixtures (BMF)

Power PD Sessions

• Home Hardware

Breakfast Keynote

• Durabuilt Windows & Doors (Presenting)

• Star Building Materials (Power Up Coffee Bar)

Ladies Leading the Way

• West Fraser

Luncheon

• SEXTON Group Ltd.

Show Floor Activations

• WRLA Booth Sponsor—All-Fab Building Components

• Swag Sponsor—Tough Duck

• Delegate Bag Sponsor—Regal Ideas

• Exhibitor Badge Sponsor—Gillfor Distribution

• Truck Giveaway—Brandish Agency

• New Product Showcase—TIMBER MART

• Football Simulator—AD Canada

• Clubhouse—Johns Manville

• Welcome Bag Sponsor—Castle

• Forklift Sponsor—Brandt

• Power-Up Registration Sponsor—Acceo Solutions Inc.

• Taiga Tavern—Taiga Building Products

• Love Local Sponsor—CashierPRO Retail Systems Inc.

• Popcorn Sponsor—RONA

• Wifi Sponsor—PIB

• Hydration Station Sponsor—Falcon Equipment

• Pop Cart Sponsor—NetNow

• Sampler’s Taproom—BP Canada

• Energy Efficiency Sponsor—Efficiency MB

Awards Reception

• Presenting sponsor—American Express

• Fibre, Froth & Foam Lounge—DuPont Performance Building Solutions

• Passed Appetizer Lounge—VicWest Building Products

• Silent Auction Sponsor—Doman Timber

• Grab n Go Sponsor—Cloverdale Paints

• Appetizer Station Sponsor—Nucor | Harris Rebar

• Boozy Cafe Sponsor—Eli-Chem Resins Canada Ltd.

• Night Cap Sponsor—Dakeryn Industries Ltd.

• Dance Floor Sponsor—Cherry Insurance

• Candy Bar Sponsor—velvettheory inc.

THE ALL-FAB DIFFERENCE

All-Fab Building Components

Since our founding in 1970, we have established a solid reputation among our customers for consistently delivering high-performance products and for our unwavering commitment to providing exceptional customer service.

Our primary objective is to help our customers achieve successful results with each and every project, regardless of a project’s size or complexity. After nearly a half-century in business and many thousands of building projects, All-Fab has gained an unmatched understanding of the needs of building contractors, regional dealers, and building owners across Canada and the United States.

Our team recognizes that we don’t just sell products and provide services, we build relationships and become deeply invested in the success of our customers’ projects. The Account Managers and Technical Service Representatives have our customers’ priorities in mind when they put together quotes accurately and on time. The Design Technologists have superior product knowledge and are proficient with advanced design software, which allows us to optimize the right solution for your building project. Once your project is designed to perfection our Production teams take over. The All-Fab Production personnel produce high-performance structural components, which are an exceptional combination of quality and value. They’re a driven team always looking for ways to improve productivity with a continuous focus on safety. The Logistics Team is another strong force focused primarily on delivering your products safely and on time. All-Fab’s management team is committed to continuous training and recognizing outstanding customer service within the organization. Personnel at All-Fab are continually encouraged to contribute to the way we do things with an eye for things like improvement and safety.

Our customers keep their competitive edge with the All-Fab difference throughout the entire lifecycle of their projects. Our focus on planning details with our technical expertise and remarkable customer service ensures that your building project will be successful. We understand your work, we respect your schedule, and we care about your success.

VISTA LED FRAMELESS GLASS RAILING

At VISTA Railings, our roots run deep…over 50 years as an industry leader, yet we remain nimble on our feet, innovating, continually growing, learning, and improving.

From our origins in 1974, VISTA Railings has transformed into one of the most innovative, and fastest-growing aluminum railing manufacturers in the industry. With an expansive depth and breadth of experience and capabilities, VISTA has both an architectural division to serve the unique needs of the commercial high-rise market, and a residential division to service all facets of the residential deck railing market. Our stocking distribution dealer network spans across North America servicing markets coast to coast in Canada and the United States on all our product lines. We design, engineer, test and manufacture, premium quality railings in aluminum, glass, and cable...all through the lens of style and simplicity.

We are so excited that our new VISTA LED Frameless Glass Railing won the best new product award at the 2024 WRLA Showcase. For us, this is an acknowledgement from the dealers that all the work we put in to ensure we provide them with game changing products is paying off. Part of our process when we are creating new products is to listen carefully to the builders and installers who are using our products. We know we need to design aesthetically beautiful products so that they drive the dealers’ sales, but we are equally focused on making that design simple to install, simple to inventory, simple to sell and functional as a guardrail system. We see a general trend, which started in the commercial high-rise sector, and is now growing in the residential sector, towards more glass railing and the use of ambient lighting. Our new VISTA LED Frameless Glass Railing hits all these key areas with solid stainless steel base brackets in two finishes, stain stainless or matte black, bright integral LED lights that can controlled from your smartphone to set your colour or set it up to actively change through a colour range. Matching stainless steel accessories allow you connect your 12mm thick low iron tempered glass panels or even add a cap rail. This premium product made from premium materials to provide premium value.

Contact your local VISTA Representative to learn about the other new products VISTA Railings is introducing to our dealers in 2024, including 6ft VISTA wood grain aluminum slats for structural privacy walls on your deck or our new pass-through corner on our VISTA Cable Railing eliminating the need for hardware on 90-degree corners.

Tel: (800) 667-8247 or www.vistarailings.com

Want to know more? VISTA Railings CEO was on the WRLA Podcast with Liz Kovach. Listen here!

Vista Railings

“I treat people exactly the way I’d want to be treated. I take a straightforward approach and try to deal with the customer on their terms. If that makes them successful, then so am I.”

JOE MAHER

TAIGA BUILDING PRODUCTS BURNABY, BC

After 17 years in the Lumber and Building Materials Industry, including his last seven spent with Taiga, Joe Maher is a “road warrior” through and through. Getting out to see the stores in his territory, which spans parts of both Alberta and BC, is the best part of his job, and his enthusiasm is apparent to his many customers.

“You can tell Joe loves his company and his role,” says Mandi Cox, of Northstar Hardware in Invermere, BC. “He often comes up with promotional ideas for new products, will come do mini-trade shows to help get products into customers’ hands and will even do live installs of products so my contractors can try the products themselves and ask questions. It has boosted sales in previously lacking divisions.”

When he heard he’d been nominated for the award, Joe says, “I was absolutely floored with the nomination. It’s always been on the radar, but it’s something I never expected to see.”

For Mandi, Joe was the ideal sales representative to get this award. “Joe has assisted me in so many ways that I can attribute for my own success. I had managed hardware stores before but three years ago I added commodity purchasing to my resume and was petrified. We were mid-COVID and everything I knew about purchasing went out the window. Joe was right there, helping me along, answering a ton of questions, and linked me to others in Taiga who could guide me.”

In addition to the work he does for his customers, Joe is also looking out for others on the Taiga team, often bringing colleagues with him on store visits to deepen their understanding of the customers’ needs first hand, and to deepen the relationship the customer has with Taiga as a supplier.

In his personal time, Joe can often be seen in a hockey or ringette arena, supporting his daughter’s teams.

When asked about his personal secret for success, Joe said, “I treat people exactly the way I’d want to be treated. I take a straightforward approach and try to deal with the customer on their terms. If that makes them successful, then so am I.”

BRITISH COLUMBIA

PHOTO: ANTHONY FERNANDO

JILLIAN RICHARDS

CANADIAN ENGINEERED WOOD PRODUCTS EDMONTON, AB

With over 20 years in the Lumber and Building Materials industry, Jillian Richards has found the secret to success. And that secret is that there is no secret.

“Every day when you come to work, you need to be enjoying what you’re doing,” says Jillian. “And doing my best every day is one of the things I strive for most.”

After starting out in the industry in BC on the retail side at Home Hardware stores, when Jillian moved to Alberta and got involved on the wholesale side, she realized that she’d found her place in the industry. Today, as a Commodity Trader for Canadian Engineered Wood Products with personal customer relationships that go back over 16 years, she’s not looking back. “Anybody new getting into this,” she says, “I think it’s the best industry to be in.”

Her customers agree. Syl Haisan (C.A. Fischer Lumber) nominated Jillian for the prestigious yearly award and had great things to say about her as a supplier.

“Jillian values what is best for our company. Even knowing at times what our store managers have in stock. We buy a lot of product, and she is careful not to overstock our stores,” said Syl.

That sentiment was echoed by Del Wiebe (Beaverlodge HB C.A. Fischer Lumber) and Kelvin Gillman (Grande Prairie Home Hardware) who agreed that what Jillian does best is putting her customers first.

When she’s not trading lumber and working hard for her customers, Jillian is an avid supporter of the fine arts and music communities around Edmonton.

Jillian thanks her amazing customers for their nominations. “I’m grateful and humbled to have won the award. I was very lucky to have some good customers of mine that had my back.”

“Every day when you come to work, you need to be enjoying what you’re doing, and doing my best every day is one of the things I strive for most.”

ALBERTA

PHOTO: ANTHONY FERNANDO

JOHN RANDELL

GILLFOR DISTRIBUTION

SASKATOON, SK

“I love this industry,” says John. “I don’t think I’ll ever leave.”

As a representative for Gillfor Distribution in Saskatchewan, John has a great reputation among his customers for going the extra mile.

“John always attends our contractor events and after-hours events,” says Brad Schreiner from Beeland Co-op in Tisdale, SK. “He keeps us up to date on new items, and he is always able to explain why Gillfor’s products are superior.” That product knowledge comes from over 25 years in the industry, with 18 of those spent in window manufacturing as well as 4 years in a stone and brick company.

As impressive as his depth of knowledge is, John’s customers are even more impressed by his commitment to service.

Gord Flamand, also from Beeland Coop remarked, “John goes above and beyond for our retails store and does the same for our customers. He’ll always go the extra mile to give us the best price.”

When asked about the nomination, John said he was “humbled, but most of all, I’m thankful to my customers.” As is the case with so many of the sales representatives that have received this award, strong relationships are the key. “The relationships that you build with your customers over the years, even moving from one company to another, those relationships are still there. Sometimes it’s not just about what you’re selling, it’s all about staying connected to those customers.”

In his spare time, John keeps busy supporting the local sports community, hosting events for Saskatoon Hilltops Football, and the University of Saskatchewan teams.

“I love this industry,” says John. “And I don’t think I’ll ever leave.”

Check out our recent WRLA Podcast with all four of these sales superstars!

PHOTO: ANTHONY FERNANDO

“I want to be your personal trainer. I want to push you to do the next best thing. I want to push you to be better. At the end of the day, you’re going to look great, you’re going to feel great, and you’re going to do great.”

DEREK WARREN

METRIE WINNIPEG, MB

Derek Warren, with just over 9 years in the industry—five of those with Metrie in Winnipeg—brings an enthusiasm for growth and performance to his work that his customers connect with. Thomas Mah of Selkirk Home Hardware Building Centre, who nominated Derek, says, “When I’m talking to him, or seeing him at shows like the WRLA (Showcase) you can see and hear how much he loves what he is doing.”

The Lumber and Building Materials industry first appealed to Derek as it does to so many folks—he began working at Windsor Plywood part time while he was attending school. During that time, his product knowledge expanded and he was quickly impressed with the reps from Metrie. Later, as he was finishing up his post secondary studies, an opportunity presented itself for Derek to join the team at the Winnipeg location of the moulding, door, and panel manufacturer.

“I still remember the interview,” says Derek. “They pointed out that I didn’t have all that much experience, to which I replied, ‘That means you can shape me however you want!’” Now, 5 years later, Derek is a territory manager for Manitoba who loves being on the road, and is currently taking a leadership role in training new sales reps.

As successful as he’s been, getting nominated for a WRLA Sales Representative of the Year award still came as a surprise. “I definitely was not expecting to be nominated,” says Derek. “It’s flattering to me, and it’s a broader reflection on our team as a whole. I’m just happy to represent Metrie and have one of the best teams in the industry.”

Sharp-eyed readers of Yardstick may recognize Derek’s smiling face in our yearly photos from the Winnipeg Habitat for Humanity build days. Derek and a few others from the Metrie crew have been a part of supporting this local cause for years. In the wintertime, you’ll often find him sporting a Movember Moustache in support of prostate cancer awareness.

Asked about the secret to his success, Derek says, “Put your best foot forward every day. If you give 110% and are genuine and you are honest and you are transparent with your channel partners, that’s what’s going to win the day.”

PHOTO: ANTHONY FERNANDO