WRLA Yardstick: Winter 2024

Winter 2024

NEW BRAND COMING 2025 NEW SHOW, NEW CITY: EXPLORING EDMONTON

SHOWCASE 2025 PREVIEW

EMBRACING CHANGE AND CELEBRATING LEGACY C O NNE C T I N G T HE B U I LDI N G SU P P LY I NDU S T RY

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YARDSTICK MAGAZINE

Winter 2024

TABLE OF CONTENTS

IN THIS ISSUE PRESIDENT’S MESSAGE

MASTHEAD Liz Kovach WRLA PRESIDENT

Chris Allinotte

MARKETING CORNER

You can’t grow and be comfortable at the same time.

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CHAIR’S MESSAGE

The truth about branding: Debunking common myths and misconceptions

DIRECTOR, MARKETING AND COMMUNICATIONS

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GREEN GUIDE

Moving to Edmonton

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TRAINING & DEVELOPMENT

UFA celebrates 115 years

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MEMBERS IN THE COMMUNITY

Business courses at the wrla showcase

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Giving back and building community

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Amanda Camara VICE PRESIDENT OF BUSINESS DEVELOPMENT AND MARKETING

Rebekah Doerksen EXECUTIVE ASSISTANT

LET’S GO BUILD

MEMBER SPOTLIGHT

Changing the conversation around building supply…One career fair at a time!

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Supporting your business, every single day

MEMBER CORNER

Brand balance—When to be nimble, where to stand strong 59

WORKFORCE DEVELOPMENT COORDINATOR

ADVOCACY

Building trust and relationships: ABI Moulding’s commitment to quality

DESIGN AND SOCIAL MEDIA COORDINATOR

US presidential election—The impact on Canada 29

2025 SHOWCASE

Check out the latest update on WRLA and our members

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HR CORNER Building Your Employer brand with a strong group benefits platform

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Your employer brand: Why it’s more than just a reputation

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BETTER BUSINESS Contractor-Focused store design: Strategies for maximizing sales and loyalty 35

DOLLARS & SENSE Elevating Your brand and Customer experience through streamlined financial processes

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TECH CORNER Embracing technology to elevate your brand

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Camilla Josef 56

Travis Waite

Bold ideas and pressure-proof strategies: kickoff your 2025 WRLA showcase with keynote breakfast 70 2025 WRLA showcase awards reception: A night of innovation, recognition, and entertainment 72 empowerHER: Being the voice of change at 2025 WRLA showcase 76 Get to know our new host city: Exploring Edmonton 78 Breakfast networking for architects & dealers: National Building Code Session Architects earn CEU credits 80

FEATURES

YARDSTICK MAGAZINE

Winter 2024

Amanda Wright WORKFORCE DEVELOPMENT MANAGER

Published December 2024 The WRLA Yardstick is the official publication of the WRLA and is published four times per year. It is mailed to all retail and associate members of the WRLA, to retail lumber dealers and others in the building supply industry in Northwestern Ontario, Manitoba, Saskatchewan, Alberta and British Columbia, and to selected dealers in the Yukon, Northwest Territories and Nunavut. Views expressed in the Yardstick are not necessarily official WRLA policy, nor does the publication of product information or any advertisement imply recommendation by the WRLA. No part of this publication may be reproduced in any form without the written consent of the WRLA. Subscription rates in Canada: $12 per year, plus applicable taxes. Outside Canada: $15 per year, no tax. Rates quoted are for non-members only.

Canadian publication mail agreement #43754013.

Postmaster send change of Canadian address to:

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WESTERN RETAIL LUMBER ASSOCIATION 102-226 Osborne Street North Winnipeg, Manitoba R3C 1V4 Phone: 204-560-8235 Toll Free: 1-800-661-0253 Fax: 204-947-5195 wrla.org

WRLA REBRAND A new chapter for the WRLA: embracing change and celebrating legacy

Matthew Lucek

DIRECTOR, FINANCE AND ADMINISTRATION

Get ready, set, go—tonnes of Activations at 2025 showcase!

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Remembering those members who passed this year

ONLINE MARKETING AND EDUCATION COORDINATOR

Alisa Luo 61

IN MEMORIAM

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Brenda Bourns EVENTS AND COMMUNITY ENGAGEMENT MANAGER

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*This magazine is printed on recycled paper with 100 per cent post-consumer fiber.

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PRESIDENT’S MESSAGE

YOU CAN’T GROW AND BE COMFORTABLE AT THE SAME TIME. HAPPY NEW YEAR!

We are not the only organization in this industry going through this process. Some of you may have already gone through this process recently, and have launched, are in the heart of rebranding exercises, or are considering a rebrand because you are in the middle of strategic planning and assessing what’s next for you.

Having recently hosted a podcast on this topic, it really made me sit back and re-live the process we have gone through thus far. Though I had some fears early in the process, I was able to reconcile them when I reminded myself of why we were doing this exercise, and the podcast helped me reclarify this. If you’ve done something similar, I would enjoy the opportunity to have a conversation to get your perspective on the process you went through and see if there are similar surprises. If this is something you are considering, I would be happy to chat and share our experience. Some considerations you should keep in mind are to have the right partner to work with you to facilitate the discussions; people at the table who embrace change, are future focused, and support the “why”; people at the at the table who understand and respect the confidentiality of the process; and great external focus groups comprised of stakeholders that are impacted by the work you do.

Being on a trajectory of growth for the past few years, it’s been interesting to learn there are still stakeholders who see us as the same WRLA of 20 years ago. We continue to change and strengthen our value proposition every year and we look forward to having you on this journey with us starting in January at the Showcase where we will unveil some of the new paths forward for the association and industry.

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Speaking of growth, if you are looking to further build the performance of your teams, we have an awesome slate of professional development days in the week leading up to the show. These are open to you and your team whether or not they’ll be at the show itself. See the show preview on page—for more details on how to register.

We are very excited to present not one but two keynote speakers this year at our 2nd annual Rise & Thrive: Innovation and Resilience Breakfast with Shawn Kanungo & Lauren Johnson. My challenge to you is to sign up your team to take in this amazing opportunity for development.

See you in Edmonton!

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2025

not only represents our 135th year in business but also a new era of growth for the WRLA. We have been communicating about our rebrand process, and if you are wondering why, it is because we have hit a juncture where our existing brand no longer accurately represents who we are, what we do now, or where we are headed.

Liz Kovach PRESIDENT, WRLA

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CHAIR’S MESSAGE

MOVING TO EDMONTON We have attended some fantastic showcases over the years. Saskatoon, Calgary and Winnipeg offered a wide variety of entertainment and dining outside of the show hours, and as always, the fun often began or ended in our industry member hospitality rooms.

This was my first time being part of the process to select the next venue for our Show. We are fortunate to have had several excellent opportunities as every bidding city put in competitive bids. For the first time, the WRLA Showcase will be held in Edmonton, Alberta in 2025. Tourism Edmonton had a very compelling presentation, and as a board we felt our membership was looking forward to somewhere new to us.

Naturally, making such a decision on behalf of members put a lot of weight on the board’s shoulders but after seeing the registration numbers and the events and activities being planned, it is clear that everyone is excited about the new venue! We are officially sold out of booth space and the retail registration is well above our past pre-show numbers. We are excited to have several new products and vendors at this year’s event.

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Check out wrlashowcase.ca to review the list of education offerings that were set up this year. Please share this with your staff and business partners as we have the most diverse list of presentations, panels, and seminars that WRLA has ever had. There is something for everyone!

And don’t forget about the WRLA Hockey for Habitat on Wednesday, January 22. If you did not get a chance to register to play, we all can cheer on our peers as they hit the ice to raise funds for Habitat for Humanity. Other key events are the Keynote Breakfast taking place Thursday morning with Shawn Kanungo and Lauren Johnson, and empowerHER with keynote speaker Lauren Johnson. These Thursday sessions are free with your show badge. The WRLA is also hosting a Career Fair on Friday from 1:00 p.m. to 2:30 p.m., so if you are looking to hire for 2025, this will be a great opportunity for you to meet with potential candidates.

Our entire board of directors and the WRLA staff are all excited and looking forward to seeing you all in Edmonton.

Len Regier CHAIR, WRLA

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Winter 2024

PHOTO: ANTHONY FERNANDO AND EXPLORE EDMONTON

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start every day with a brisk walk through the neighbourhood.

The dog seems to think this is for her, but for me it’s a chance to stretch my legs and collect my thoughts in preparation for the days that lie ahead. Last week Regina got its first blast of arctic air, and I couldn’t help but think about my first WRLA show in Saskatoon in the mid 90’s. We have always joked about how crazy we all are to get together during one of the coldest times of the year, but we all keep coming back.

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TRAINING & DEVELOPMENT

JANUARY 20 - 22, 2025

BUSINESS COURSES AT THE WRLA SHOWCASE T

he WRLA Building & Hardware Show is a great time to connect with customers, colleagues and suppliers alike. The show is also a great opportunity for you and your team to upgrade your knowledge and skills. In pasts years we offered quick sessions on the show floor, and last year, based on feedback from our members, we offered more in-depth half-day intensive sessions on specific business functions.

This year, we’re taking it to the next level. Show week starts on Monday, January 20 with a selection of full-day business courses that are sure to inspire. We’ve brought in thought leaders from across Canada.

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Winter 2024

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SPONSORED BY

Scan the QR Code to register.

TRAINING & DEVELOPMENT

JANUARY 20, MONDAY

BLUEPRINTS FOR RECRUITMENT & RETENTION: BUILDING SUSTAINABLE TALENT STRATEGIES IN THE LUMBER INDUSTRY MODERATED BY DANI STRANG Member Price: $149.99 January 20, Monday | 9:00 a.m. – 3:30 p.m.

Edmonton Expo Centre In today’s competitive market, recruiting and retaining top talent is both a challenge and an opportunity for businesses of all sizes. This session is designed to help you identify your unique recruitment and retention obstacles, collaborate with peers to design practical roadmaps, and dive into elements of design thinking for tailored solutions. Through radical brainstorming, we’ll explore how the lumber and building industry can collectively elevate its recruitment and retention practices, creating a ripple effect of positive change across the sector. Whether you’re a mom-and-pop shop or a large retailer, come ready to design, strategize, and build a stronger workforce.

About Dani Strang Dani Strang is a seasoned People & Culture executive with over 15 years of experience in shaping recruitment and talent strategies for high-growth companies. She has a background in management consulting and executive recruitment, developed through her work with a Canadian boutique recruitment firm, where she crafted unique strategies for companies ranging from innovative startups to global organizations like Stantec and Jobber. Currently, Dani serves as a fractional People & Culture executive for hyper growth companies, including Akash Homes, a leading home builder in Western Canada, bringing a strong understanding of the construction and building industry. She is also a dedicated board member of Next Gen Men, a Canadian nonprofit focused on men’s mental health, and is on track to complete her ICF executive coaching certification by April 2025.

RETAIL MARKETING BOOTCAMP: STRATEGIES FOR SUCCESS MODERATED BY LEE WALTHAM Member Price: $149.99 January 20, Monday | 9:00 a.m. – 3:30 p.m.

Edmonton Expo Centre Marketing is a short word for a big segment of your business strategy. There is no “end” to your learning when it comes to the latest trends and best practices. Your journey continues here, at this one-day intensive course. Get the most out of your efforts to reach new and existing audiences. Focused on the unique challenges of retail marketing to end consumers.

About Lee Waltham

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Lee is a career marketer with 15 years of experience, primarily within the agency environment. Since founding Brandish in 2016, he has expanded the agency’s influence across Canada, establishing offices in Winnipeg, Edmonton, and Toronto. 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.

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TRAINING & DEVELOPMENT

JANUARY 21, TUESDAY

SALES BOOTCAMP: CLOSING THE DEAL MODERATED BY DAVID MACAGNUS Member Price: $149.99 January 21, Tuesday | 9:00 a.m. – 3:30 p.m.

Edmonton Expo Centre David will deliver practical, strategies to enhance negotiation skills, foster stronger client relationships, and drive profitable results. David tailors content to ensure participants leave with actionable techniques for immediate impact.

About David MacAgnus David MacAngus is the President of Dale Carnegie Training in British Columbia, Northern Alberta, and Northern Saskatchewan. He has been privileged to work with a diverse cross section of industries and people helping businesses elevate sales performance and develop high-performing teams. With more than 30 years experience in sales and sales training, David equips professionals with tools to build trust, uncover mutual benefits, and create win-win outcomes in complex sales scenarios. Known for his practical approach and dynamic facilitation style, David specializes in empowering professionals to strengthen relationships, communication, and sales strategy.

MONTH-END MASTERY: FINANCE LEARNING LAB MODERATED BY CAROLYN SCISSONS Member Price: $149.99 January 21, Tuesday | 9:00 a.m. – 3:30 p.m.

Edmonton Expo Centre “Month-End Mastery” offers practical tips and hands-on learning experiences that will transform your month-end processes. This action packed one-day workshop is hosted by the Western Retail Lumber Association and is an opportunity to engage with accounting peers in your industry and bring your real-world finance challenges to the table.

Discover more than a dozen bite-sized tips to streamline your streamline your workflow and engage in insightful case studies and breakout sessions that allow you to apply newly acquired concepts directly to your professional practice. Additionally, explore how manufacturing and lean concepts can be effectively integrated into accounting, enhancing efficiency and accuracy in your financial operations. Join us to elevate your month-end procedures and embrace the future of finance and accounting in the building supply industry.

Carolyn Scissons is a Fractional CFO and founder of the Finance Learning Lab teaches management accounting and financial reporting at the University of Calgary and SAIT. Her education includes a CPA, CMA, MBA, PMP and CIA designation. Carolyn’s teaching style is engaging and hands-on so you can expect that we will dive deeply into the unique challenges you are facing and engage in activities to build a practical toolbox that you can apply in your day-to-day work.

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About Carolyn Scissons

TRAINING & DEVELOPMENT

JANUARY 22, WEDNESDAY

NEGOTIATING TO CREATE BETTER DEALS AND RELATIONSHIPS MODERATED BY SHAI DUBEY Member Price: $149.99 January 22, Wednesday | 9:00 a.m. – 3:30 p.m.

Edmonton Expo Centre Negotiation is a key skill in business and life. Most people know one way to negotiate—a way that can hurt relationships, leave us feeling taken advantage of, or worse.

In this session, we will explore ways to negotiate that can lead to better outcomes, better relationships and ultimately, a better sense of self. We will explore why people can be difficult negotiators and ways to deal with these types of people. The session will be interactive and will include simulations to put ideas into practice.

About Shai Dubey Shai is an adjunct assistant professor at Queen’s University. He teaches negotiations, conflict management, corporate governance, ethics, strategy, innovation and entrepreneurship and cross-cultural communications. His teaching extends to corporate training for Queen’s Executive Education in Canada and abroad.

Shai began his career as a commercial pilot, after graduating from the aviation Flight Technology program at Seneca College in 1984. In 1985, he founded and ran both an executive aircraft charter company and a flight training school in Toronto. Shai earned a Bachelor’s Degree in Commerce from the University of Toronto.

Following the completion of his Law Degree from Queen’s University in 1994, Shai articled and practiced law with two major law firms in Toronto, specializing in corporate commercial law with an emphasis on mergers and acquisitions, corporate finance, and aviation.

In 1999, he became the Chief Operating Officer, General Counsel and a member of the Board of Directors of Quicklaw Inc., the leading provider of legal online database services to the legal profession in Canada. After the sale of Quicklaw, he returned to the private practice of law. He joined Queen’s University in 2006. Assistant Professor. Smith School of Business. Queen’s University Shai has served as an officer in the Canadian Forces (Reserve) from 1981 to 2010. From 2000 to 2010 he was a legal officer in the JAG branch of the Canadian Forces. Shai advises and has been a member of several not-for-profit and for-profit boards throughout his career.

He served on the United Way of Kingston, Frontenac Lennox & Addington board from 2004 to 2008. In 2005, he negotiated and helped establish the University Joint Hospital Foundation in Kingston. Shai served as the chair of the board of the Kingston Economic Development Corporation (KEDCO) between 2006 and 2010 and returned to the board in 2015 and served as chair in 2016.

Shai was inducted into the Kingston Business Hall of Fame in the Mentor category in 2013. He was voted the top business lawyer in Kingston in 2009 (Kingston This Week).

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He currently chairs the investment review committee for the Southern Ontario Fund for Investment in Innovation and is a Community Futures Eastern Ontario Corporation director.

Shai is the vice-chair of Queen’s University’s general research ethics board. He also maintains a consulting practice focused on negotiation/mediation, governance and strategic advice.

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LET’S GO BUILD

CHANGING THE CONVERSATION AROUND BUILDING SUPPLY…ONE CAREER FAIR AT A TIME! Rebekah Doerksen, WRLA

W PHOTOS: SUPPLIED BY WRLA

RLA staff and members were thrilled to partner with Careers Alberta for a career fair at All Saints High School on November 20, 2024. All Saints has the largest high school gym in Calgary, and it was crammed full of 800+ attendees from the ages of 12-21 (plus parents), all looking for career pathways and considering their futures.

The setup was ambitious—WRLA asked members to bring interactive activities and displays for a memorable presentation of the building supplies industry. Star Building Materials stepped up with panel walls to differentiate our space and had eye-catching tech on display at their station. MiTek was also a draw with their interactive technology, and Timbertown had a mini forklift for students to try.

Cloverdale and Quikrete went crafty with a paint tinting station and a concrete ornament crafting station respectively, and students had a blast while learning about their products. IKO had students ripping off shingles, testing the difference between regular shingles and the IKO system.

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Thanks to all members who attended and helped change the conversation around our industry, sharing the unique pathways and careers that our industry offers, and highlighting how open and welcoming Building Supply truly is.

• ABI Mouldings • All Weather at Home • Cloverdale Paint • IKO • MiTek • Owens Corning • Quikrete • Star Building Materials • Timbertown Thanks also to Fox Blocks for providing display items.

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LET’S GO BUILD

The members who most benefitted from student engagement were those that have programs for hiring summer students: Cloverdale, Timbertown, and Star; but all members helped open eyes and ears to opportunities in the industry more generally. ABI Mouldings even ran after a promising participant—the interview is booked!

Liz Kovach had a chance to present three times to a packed theatre and challenged students and their parents to keep their minds and options open when considering careers. Careers Alberta echoed the sentiment in their opening presentations, letting students know that it’s normal to have a winding path through career exploration, trying different avenues and gaining skills until they find the right fit.

This event was the first of many planned career fairs and workforce development activities in Alberta, thanks to funding from the Alberta Government’s Labour Market Partnership Grant. The government of Alberta is investing in building its workforce, and WRLA is very pleased to partner to the benefit of our members.

Next on the horizon: “The WRLA Internship Program for Rising Stars”, with thanks to Star Building Materials for their support.

Keep an eye out for more information on how you can get involved and get an intern in your location! We’ve also got our next Career Fair booked and ready to go—at the WRLA Building & Hardware Showcase in January! The fair takes place on the afternoon of Friday, January 24.

In the meantime, we recommend listening to the WRLA podcast episode: “From Intern to Teammate: Across the Yard with Camilla, John, and Olivia,” to learn more about internships from the perspective of former interns!

Scan the QR Code to listen to the episode.

Missed out? Your next chance is coming up quickly at the 2025 WRLA Building & Hardware Showcase!

• Sponsored by Star Building, a Qualico Company, the WRLA Career Fair is your best opportunity to connect with young talent and find your next top employee • Date: January 24, 2025 • Location: Edmonton Expo Centre Build your future workforce and grow your business—scan the QR Code to book your spot today!

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• Time: 12:00 p.m. to 2:30 p.m.

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MEMBER CORNER

MEMBER CORNER

WE WANT TO HEAR FROM YOU!

Email us at marketing@wrla.org or reach out via social media. wrlainc

INDUSTRY NEWS HOME HARDWARE STORES LIMITED APPOINTS NEW PRESIDENT AND CEO, IAN WHITE Ian White takes over from Kevin Macnab as Home Hardware Stores Limited embraces a new era of growth.

ST. JACOBS, ONTARIO, Nov. 1, 2024—Home Hardware Stores Limited, Canada’s largest Dealer-owned home improvement retailer, is pleased to announce the appointment of Ian White as President and Chief Executive Officer, effective November 18, 2024.

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Ian White is a career retailer with over 30 years of experience and a proven history of leading high-performing teams to achieve exceptional results. For the past 10 years, White has held senior executive roles at Parkland Corporation, a global fuel, convenience, and food retailer. Most recently, he held the position of President of Parkland Canada, Parkland’s largest operating division, where he had full operational accountability for all of Parkland’s Canadian retail, commercial, wholesale and M&M Food Market businesses.

“It’s an honour to join Home Hardware, one of Canada’s truly iconic brands,” said White. “Home Hardware is a trusted leader in the home improvement industry and has a strong history of Dealers from coast to coast maintaining deep connections to their local communities.

I look forward to working alongside the Home Hardware team and our Dealers to create even greater value for our customers and position the company for the next phase of growth.”

Parkland, Head of Dollar Financial Group’s subsidiary, National Money Mart Company, and in progressively senior roles over an 18-year career at Canadian Tire Corporation. In those roles, White had accountability for significant business areas that will further help strengthen Home Hardware’s strategy and operations, including corporate business development, marketing, merchandising, product management, loyalty, digital and analytics.

“The Board is thrilled to welcome Ian White as our new President and Chief Executive Officer,” said Christine Hand, Chair of the Board.

“Ian has a proven track record of leadership, strategic vision, and has expressed a deep commitment to our Dealer model that has been the source of the company’s success for over 60 years. We are confident that Ian will build on our strong foundation and lead the company to even greater success.”

“On behalf of the Board, I would like to thank Kevin Macnab for his service and dedication over the past six years at Home,” said Hand.

“As an enterprise, we have benefited from his leadership, and we wish him well in his retirement.”

Home Hardware Stores Limited looks forward to the future and the positive impact that White’s appointment will bring for its Dealer network and partners.

Prior to his role as President of Parkland Canada, White also served as Senior Vice-President, Strategic Marketing and Innovation at YARDSTICK MAGAZINE

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MEMBER CORNER

TILLEY ENDURABLES INC. ANNOUNCES THE LAUNCH OF TILLEY TUFF WORKWEAR AVAILABLE EXCLUSIVELY AT RONA News provided by Tilley Endurables Inc. TORONTO, Nov. 1, 2024 /CNW/—Tilley Endurables Inc., a Canadian leader in outdoor apparel and accessories, is excited to announce the launch of its newest line, Tilley Tuff Workwear, available exclusively at RONA, one of Canada’s leading home improvement retailers. This strategic partnership expands Tilley’s offerings into the workwear category, focusing on durability, functionality, and the signature style the brand is known for.

From Jobsite to Offsite: Introducing Tilley Tuff Workwear

• Classic Basics: Hard-working, cotton-rich T-shirts and durable canvas pants, offering practical style and comfort.

Affordable Quality Built to last, Tilley Tuff Workwear is priced to offer great value, with items starting at just $16.99. Exclusively available at participating RONA+ and RONA stores, the line blends functionality, durability, and style, providing a top-tier workwear experience.

Officially Launched on November 18 A launch event of the Tilley Tuff Workwear line was held at RONA+ Golden Mile on November 18, 2024. The event featured live demonstrations highlighting the innovation and technical features around the Tilley Tuff brand.

Tilley Tuff Workwear is designed for Canadians facing the rigours of physical jobs and demanding environments. The collection includes engineered apparel such as multi-pocket pants, weather-resistant jackets as well as key basics—all created with Tilley’s renowned attention to detail and commitment to high-quality materials.

“Tilley has always been about creating products that stand the test of time. Tilley Tuff Workwear is no different. Designed with the same precision and quality, but now for Canadians who demand the best on the job and off,” said Joseph Mimran, Chairman of Tilley Endurables. “Our working relationship with RONA has been exceptional, and their vast reach makes them the perfect partner to help us bring this exciting new line to Canadians nationwide.”

Exclusive Retail Partnership with RONA

Visit www.tilley.com and www.rona.ca for more details.

As the exclusive retailer of Tilley Tuff Workwear, RONA will bring this durable line to Canadians through 100 stores nationally. This partnership combines Tilley’s expertise in creating long-lasting outdoor gear with RONA’s deep-rooted presence in serving Canadian professionals and DIYers in home improvement and construction since 1939.

“I’m really excited about this new partnership with Tilley Tuff Workwear. It allows RONA to provide our Pro clientele and DIY customers with great innovation, quality and value in workwear from a trusted Canadian brand. It’s a great add-on in our product offering, especially as the line is an exclusivity in our RONA+ and RONA stores,” says Doug Young, Chief Merchandising Officer at RONA inc.

Revolutionizing Workwear Tilley Tuff Workwear sets a new standard in rugged sophistication, designed to meet the practical needs of today’s professionals without compromising on style or comfort. Key highlights include:

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CONGRATULATIONS TO SARINA KALUZNY ON HER RETIREMENT Sarina Kaluzny has been the VP of Finance for Castle at head office for the past 17 years and will be retiring at the end of 2024. WRLA wishes Sarina all the best in her next chapter!

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• Technical Work Pants: Double-woven softshell fabric for water resistance, wind proofing, and multi-stretch comfort. Eight functional pockets, including right thigh phone pockets to keep essentials close at hand.

• Work Shirts: Tech shield abrasion resistant flannel shirt with two-way stretch, and cotton blend stain-resistant snap closure work shirt.

• Outerwear: Jackets and vests with lined pockets and weather-resistant features for smooth transitions from job sites to casual settings.

• Base Layers: Breathable, quick-drying base layers ensuring longlasting comfort during extended work hours.

MEMBER CORNER

GOODBYE RÉNO-DÉPÔT, HELLO RONA+ RONA inc. makes RONA its only retail brand in the country Boucherville, QC, October 10, 2024—RONA inc., one of Canada’s leading home improvement retailers operating and servicing some 425 corporate and affiliated dealer stores, has announced on October 10 the conversion of 18 stores to the RONA+ banner, including the last 16 RénoDépôt stores, the RONA L’Entrepôt Québec store and RONA Home & Garden Winnipeg. This is an important step for the company, which is turning a page in its history by putting an end to the Réno-Dépôt banner to better position RONA as its sole retail brand across the country.

“It’s an important milestone in our history that we’re celebrating as we make RONA our only coast-to-coast retail banner a strong brand with 85 years of history. I’m extremely proud of the work of our teams, who brilliantly carried out this major milestone for our company. It’s particularly exciting to be part of the expansion of this homegrown brand,” says J.P. Towner, President and CEO of RONA inc.

RONA+ offers new opportunities to improve the way Canadians shop for their construction and home improvement projects by focusing on renovation, expertise, serving PROs, and products at great prices.

The newly converted RONA+ stores are located in the following areas: RONA+ Anjou.............................10200, rue Renaude-Lapointe, Anjou (QC) RONA+ Beauport................. 225, av. Joseph Casavant, Québec City (QC) RONA+ Boucherville.............................1235, rue Nobel, Boucherville (QC) RONA+ Brossard................ 7410, boul. Taschereau Ouest, Brossard (QC) RONA+ Candiac............................... 100, rue de Strasbourg, Candiac (QC) RONA+ Drummondville......................875, rue Hains, Drummondville (QC) RONA+ Sainte-Foy....................3131, av. Blaise-Pascal, Québec City (QC) RONA+ Saint-Hubert.................5035, boul. Cousineau, Saint-Hubert (QC) RONA+ LaSalle....................................... 2199, rue Lapierre, LaSalle (QC) RONA+ Laval........................................1505, boul. Le Corbusier, Laval (QC) RONA+ Marché Central...... 1011, rue du Marché Central, Montréal (QC) RONA+ Notre-Dame-de-Grâce.. 7277, rue Saint-Jacques, Montréal (QC) RONA+ Pointe-Claire..................400, boul. Brunswick, Pointe-Claire (QC) RONA+ Rosemère...................................1, boul. Bouthillier, Rosemère (QC) RONA+ Sainte-Dorothée...........800, aut. Chomedey, rue Desserte Ouest, Laval (QC) RONA+ Vaudreuil................3010, boul. de la Gare, Vaudreuil-Dorion (QC) RONA+ Québec City......................... 1500, rue Bouvier, Québec City (QC) RONA+ Winnipeg............................. 1333, Sargent Avenue, Winnipeg (MB)

TECHNISEAL CELEBRATES 40 YEARS Congratulations to Techniseal on celebrating 40 years in business.

Founded in 1986 in a small building outside Montreal, the company has grown to be a supplier of choice in polymer sand, selling under the EZSAND label on the retail side and offering HP NextGel, SmartSand, NOCO and Storm direct to the professionals. Techniseal offers complete solutions for all pavers, natural stone and porcelain surface installations as well as sands, cleaners, sealers, adhesives, edgings and accessories. In the retail markets they also have a range for asphalt, roofing and concrete. Techniseal is a division of Oldcastle APG, a CRH company.

PHOTOS: SUPPLIED

“Personally, I think that Techniseal’s strength lies in its people, their involvement and dedication, which gives us great agility in the retail sector in particular,” says Louise Fortier, Techniseal’s Marketing Manager.

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MEMBER CORNER

TOP HARDWARE & HOME IMPROVEMENT RETAILERS HONOURED FROM ACROSS CANADA Reprinted from Hardlines LA MALBAIE, Quebec, October 23, 2024—Suppliers and retailers from across Canada gathered last night to honour the retail home improvement industry’s best retailers. The occasion was the 32nd Annual Outstanding Retailer Awards, presented during a Gala Dinner at the annual Hardlines Conference. The event was held at the Fairmont Le Manoir Richelieu in La Malbaie, Que. Retailers were honoured in eight categories covering the range of retail hardware and home improvement formats.

This year’s winners are

Above: Best Large surface retailer—E.G. Penner Building Center (Sexton Group) Steinback, MB

Best Hardware or Paint Store—Cloverdale Paint Store #71, Saskatoon, Sask. Tim Vogel, Owner; Richard White, Manager. Award sponsored by the National Hardware Show.

Best Building Supply or Home Centre under 15,000 square feet—BMR Pro Brae-Con Building Supplies, Elmvale, Ont. George Begley and Julie Begley, Owners. Award sponsored by Saint-Gobain.

Best Building Supply or Home Centre over 15,000 square feet—Brideco BMR, St-Honoré, Que. François Dionne, Caroline Dionne, David Dionne, and Jérome Dionne, Owners. Award sponsored by Jeld-Wen. Best Contractor Specialist—Mission Building Supplies (Castle Building Centres Group) Edmonton, Alta. Tom and Karen Clement, Owners; Don Clement, President. Award sponsored by Johns Manville.

Best Large Surface Retailer—E.G. Penner Building Centre (Sexton Group), Steinbach, Man. Linda Penner, Judy Penner, Owners; Markus Lange, Gerry Thiessen, Vice-Presidents. Award sponsored by Trex.

Above: Best Hardware or Paint Store―Cloverdale Paint Store #71, Saskatoon, SK

Retail Spirit Award—RONA Forget, Mont-Tremblant, Que. Benoit Forget, Caroline Forget, Francis Forget, Julie Forget, Valérie Forget, and Gabrielle Bouchard, Owners. Award sponsored by ACCEO Solutions.

Best Young Retailer—Phylip Savard-Tremblay, Quincaillerie Tremblay Laroche Inc. (Castle Building Centres Group), Métabetchouan-Lac-à-laCroix, Que. Award sponsored by BMF.

The winners were carefully chosen from a field of high-quality nominees submitted from every part of Canada. The winners stood out within this elite group thanks to their ability to exceed in the areas of good business practices, customer relations, innovation, and niche marketing.

“These winning dealers represent the innovation and passion for their businesses, and commitment to customers, that makes them truly outstanding,” said David Chestnut, vice-president and publisher of Hardlines Inc. 22

Above: Best Contractor Specialist―Mission Building Supplies (Castle Buidling Centres Group LTD) Edmonton, AB

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Marc Robichaud Community Leader—Buck’s Home Building Centre, Bridgewater, N.S. Julie and Ryan Buck, Owners. Award sponsored by JRTech Solutions.

MEMBER CORNER

“Our partnership with JRTech Solutions will help bring our BrainOS® Sense Suite to the Canadian market,” said Chris Lobdell, CRO of Brain Corp. “The partnership with JRTech unites two leading technology solutions that are being widely embraced by retailers because they offer a smarter, interconnected and more efficient way to manage in-store inventory.”

Diego Mazzone, President and CEO of JRTech Solutions, added, “This partnership with Brain Corp underscores our commitment to bringing the latest and most advanced retail solutions to Canada.

By combining our Pricer ESL platform with Brain Corp’s robotic and AI solutions, we are enabling retailers to realize the full potential of truly synergistic retail operations while maximizing their return on investment.”

BRAIN CORP AND JRTECH SOLUTIONS PARTNER TO BRING AUTONOMOUS INVENTORY MANAGEMENT SOLUTIONS TO THE CANADIAN MARKET

The partnership between Brain Corp and JRTech Solutions is set to redefine inventory management in the Canadian retail industry.

Retailers interested in implementing this advanced solution can contact JRTech Solutions directly for more information.

Brain Corp’s BrainOS® Sense Suite integrates with JRTech Solutions’ Pricer electronic shelf label (ESL) platform for enhanced inventory management

JRTech Solutions and Brain Corp are set to showcase the transformative power of their integrated solution at Grocery Innovations Canada on October 29-30, 2024 at booth 611. Attendees will have the opportunity to witness how inventory scanning robots and ESLs can work together to unlock unprecedented efficiency and revolutionize retail operations.

Montreal, Québec/San Diego, Calif. - October 22, 2024—Brain Corp, the autonomous technology company creating transformative solutions in robotics and AI, and JRTech Solutions, the largest provider of Electronic Shelf Labels (ESL) in Canada, today announced an exclusive partnership to bring autonomous inventory management solutions to retailers in the Canadian market.

Under this agreement, JRTech Solutions will become the exclusive provider to retailers in Canada of Brain Corp’s BrainOS® Sense Suite, an end-to-end inventory management platform that helps retailers autonomously manage their in-store inventory with robots and artificial intelligence (AI).

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This partnership marks a step forward in bringing intelligent and interconnected inventory management solutions to retailers. By integrating inventory scanning robots, ESL technology, and AI, the two companies have created a seamless solution that elevates inventory tracking, analysis, and management so retailers can achieve higher levels of speed and accuracy in ensuring shelves are always stocked and products are correctly priced.

According to data from ABI Research, global shipments of ESL tags and inventory scanning robots are projected to have a compound annual growth rate (CAGR) from 2024 to 2030 of 19 per cent and 17.2 per cent, respectively. This growth outlook highlights how retailers are increasingly deploying advanced technologies to automate time-consuming and mistake-prone in-store processes so associates are equipped with the tools they need to provide the best shopping experience for customers.

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JRTech Solutions and Brain Corp to demo solution at Grocery Innovations Canada

CONGRATULATIONS TO WESURE—CELEBRATING 50 YEARS IN BUSINESS It is WESURE’s 50th year in Business. WESURE was started in 1975 in Calgary to support the local building industry. Wesure heard the markets demands and created a solution for more spacious/open floor plans. Wesure has since become known Canada wide and supports a vast majority of the Prairies and western Canada. We manufacture Engineered support columns and specialize in helping our customers find solutions to their customized structural requirements.

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WRLA NEWS OUR TEAM HAS BEEN CIRCUSS-CROSSING THE COUNTRY THIS FALL, BRINGING UNIQUE EVENTS TO OUR MEMBERS WHERE THEY LIVE—AND WE HAVEN’T EVEN GOTTEN TO THE BUILDING AND HARDWARE SHOWCASE YET! HERE’S A QUICK RECAP OF WHAT YOUR ASSOCIATION HAS BEEN UP TO!

BUILDHER & MEMBER NETWORKING IN VANCOUVER This year, we debuted “buildHER”. This initiative was planned by the WRLA Women’s council. When you attend the events planned by our vibrant committee of industry veterans, you’ll have the opportunity to collaborate with like-minded professionals, share your expertise, and champion the cause of gender diversity in our industry.

During our time in BC, we took in the local brewery scene, and we brought our members along for the ride! Thanks to the generous support of our partners at American Express, we were able to bring the party-bus experience to Vancouver and welcome our members and their customers for an evening of great food, a few laughs, and some great local beer at East Van Brewing, and Brewhall Brewery. Everyone was also treated to some individual attention from the brewmasters and a tour of how the beer gets made.

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In October we held our first ever buildHER event in Vancouver, BC at Steamworks Brewpub. The ladies who joined us enjoyed the fast-paced and fun “speed networking” format we’ve made the norm at these events to help the ladies in attendance make new connections and friends.

Following that was a Member Networking evening, open to all WRLA Members.

AMEX BREWERY TOUR

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MEMBER CORNER

CFL BREAKFAST WITH WILLIE PLESS Willie Pless, 5-time winner of the CFL’s most Outstanding Defensive Player award and 11-time CFL All Star was the special guest at our Member Networking Breakfast Oct 8 at Fresh & Sweet Bistro in Regina, SK. Members were treated to a morning of football tales, networking and a free savoury breakfast sponsored by TIMBER MART Canada ! Willie even offered to cook up some grits! The day before, Willie and the WRLA Team did a surprise drop-in at Allied Lumberland.

LUMBER LEADERS FORUM & AWARDS GALA The WRLA and BCWLA partnered to bring together leaders in the Lumber sector to provide a snapshot of the lumber industry in North America and globally and provide projections for the year ahead.

There have been a fair amount of headwinds impacting the sector some of which include the softwood lumber tariff, harvesting challenges and the cost of logs to name a few. While there is optimism for next year as the needs for housing remains high coupled with a decline in interest rates, we call on the BC government to implement policies that support the sector rather than hinder it as the cost of production is the highest in BC. We encourage the newly elected BC government to engage in dialogue with the industry to ensure efficient and effective policies can but put in place to ensure we continue to remain competitive in the market place.

Shout out to the fantastic panelists: • Kurt Niquidet—VP and Chief Economist, COFI • Frank Turnbull—Director of US Sales, Mercer Timber Products • Carl Dobler—VP Sales & Marketing West, Interfor

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KNOW YOUR PRO On November 5, WRLA members in Calgary were treated to lunch and a tour of the ABI Moulding facility. Guests were shown around the plant, got a demonstration of the fabrication process, and got firsthand insights into the trends and designs that can shape the moulding business. Our sincere thanks to the ABI Moulding team for opening their doors to our WRLA Members. Want to know more? Read ABI Moulding’s Member Spotlight in this edition for more details about the event, and this exciting company! (Page 61) YARDSTICK MAGAZINE

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WRLA SCHOLARSHIP RECIPIENTS

WRLA and members excited to partner with Careers Alberta for a career fair held at All Saints High School in Calgary. A great opportunity to introduce the many roles available in the building supply industry. We shared excellent conversations with engaged, inquisitive students! Huge thanks to the members who joined us at this Career Fair, to share their businesses, and their career opportunities with the gathered students.

The companies that joined us were, Timbertown, All Weather at Home, Brandt, Star Building Materials, Owens Corning, IKO, MiTek, Cloverdale Paint, ABI Mouldings, and Quikrete®.

Recruitment and addressing labour shortages are key WRLA priorities, driving initiatives like our “Let’s Go Build” campaign. Up next: the WRLA Career Fair returns at the Building & Hardware Showcase on Friday, January 24—don’t miss the buzz of activity!

Want more details? Check out page 15 of our Career Fair feature.

WELCOME TO WRLA AMANDA WRIGHT! Amanda’s main goal in life is to work with people to get them where they want to be, however what that looks like depends on the person they’re helping. As workforce development manager they intend to put this passion to work connecting people with careers and companies with employees. Amanda has hired, coached and developed hundreds of employees over the years so they know a thing or two about setting up businesses for success. It also means they have excellent insight on how to prepare folks for the job hunt.

In their spare time, Amanda enjoys spending time with their family and pets, they’re a big fan of crafting and cooking, and they’ve been known to cut a rug or two.

• Kayden Dutka—Windsor Plywood—Regina attending Sask Polytech studying Instrumentation Technology Engineering • Elijah Pelletier—McMunn & Yates Bldg. Supplies Ltd.— Yorkton attending University of Saskatchewan studying Bachelor of Science in Nursing • Chase Schiebelbein—Martensville Building & Home Supply (2006) Ltd. attending University of Saskatchewan studying Agriculture and Bioresources—Bachelor of Science in Agriculture • Kadyn McDonald—Selkirk Home Hardware Building Centre attending University of Winnipeg studying 3 Year Chemistry BSc (Pre Medicine) • Niccolo Segu—The Ultimate Deck Shop Inc—Saskatoon attending University of Saskatchewan—Edwards School of Business studying Bachelor of Commerce • Maxwell Tack—TEC Agencies LTD attending Queens University—School of Business studying Commerce • Pratibha Rijal—Creative Door Services Ltd. attending Bow Valley College studying Early Childhood Development & Education Certificate • Olivia Rondeau—Rondeau Enterprises Ltd. attending University of Manitoba studying University 1 • Hannah Brindza—Creative Door Services Ltd. attending MacEwan University studying Bachelor of Science in Nursing • Mya Porter—Taiga Building Products attending Acadia University/University of Alberta studying Bach. of Arts, Psychology • Rei (Patrick) Salucop—Creative Door Services Ltd. attending Northern Alberta Institute of Technology studying Digital Media and IT—Game Design • Layne Chand’oiseau—Mountain View Building Materials—Calgary attending University of Calgary studying International Business

Amanda joins the WRLA Team as our Workforce Development Manager, where she’ll take the lead on our recruiting and outreach programming.

You can contact her at awright@wrla.org.

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CAREERS ALBERTA CAREER FAIR: ALL SAINTS HIGH SCHOOL, CALGARY

Thanks to the generosity of our members, and their support for our programs, especially the 2024 WRLA Golf Tournaments, we were once again able to award $1,000 scholarships to our WRLA members and their families. Congratulations to the following recipients, and we wish them the best of success in their studies. Applications for the 2025 Scholarship program will next open in Spring of 2025.

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ADVOCACY

US PRESIDENTIAL ELECTION— THE IMPACT ON CANADA Prepared by Prospectus Associates

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nited States president-elect Donald Trump’s pledge to invoke 25 percent tariffs on products from both Canada and Mexico has been met with concern and fear in various quarters, but tempered with an optimism that Canada will prevail, given the US reliance on Canadian products and resources.

“On January 20, as one of my many first Executive Orders, I will sign all necessary documents to charge Mexico and Canada a 25 per cent Tariff on ALL products coming into the United States, and its ridiculous Open Borders,” Trump posted on his Truth Social platform. “This Tariff will remain in effect until such time as Drugs, in particular Fentanyl, and all Illegal Aliens stop this Invasion of our Country!” (Trump ups the ante on tariffs, vowing massive taxes on goods from Mexico, Canada and China on Day 1 | CNN Politics) Federal and provincial leaders were quick to respond to the president-elect’s decree. Prime Minister Justin Trudeau has called for a “Team Canada” approach, and convened a meeting with provincial premiers on Wednesday. The federal government has not ruled out imposing retaliatory tariffs.

Manitoba Premier Wab Kinew noted that 25 percent tariffs would put his province into a recession and noted that Canada put serious effort into border protection measures.

Alberta Premier Danielle Smith pledged that her government will step-up its own efforts to assist in border protection and stated that a 25 percent tariff would be “incredibly damaging.” She also suggested that Alberta oil and gas exports to the US should be exempted from the tariffs, in an effort to bring down energy prices.

Prior the announcement of the tariff, Premier Smith, similar to Ontario Premier Doug Ford, had stated that Canada and the US should negotiate a bilateral trade deal with the United States, over concerns about Chinese products coming into the US and Canada via Mexico.

James Orlando, a senior economist with TD Economics, speculated that the Trump tariffs would mean no economic growth for Canada, coupled with higher inflation.

According to the Office of the Chief Economist of Global Affairs Canada, The U.S. remained Canada’s largest merchandise trade partner, accounting for 77.1 per cent of Canada’s merchandise exports in 2023. The U.S. also dominates Canada’s merchandise imports but to a lesser extent than exports. In 2023, 49.6 per cent of Canada’s merchandise imports came from the U.S. In addition to tariffs that the new administration has pledged, the Canada-United States-Mexico (CUSMA) trade agreement (formerly known as the North American Free Trade Agreement) is up for renegotiation in 2026.

Saskatchewan Premier Scott Moe also noted the need to enhanced border measures, and stated that his government would work along the federal and other provincial governments to cultivate relations in the United States and advocate for Canadian interests.

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HR CORNER

BUILDING YOUR EMPLOYER BRAND WITH A STRONG GROUP BENEFITS PLATFORM I Jeff Kidd, PIB Insurance Brokers

n today’s competitive market, attracting and retaining top talent is no longer just about offering competitive salaries. Employees seek more—value, culture, and benefits that contribute to their overall well-being. A robust group benefits platform not only fulfills these needs but also strengthens your company’s brand. It signals that you are a forward-thinking employer that values its people, setting you apart in a crowded marketplace.

WHY GROUP BENEFITS MATTER FOR YOUR BRAND 1. Attracting Top Talent Job seekers today prioritize total compensation packages over just salary. A strong group benefits platform—including health, dental, wellness programs, and retirement savings options—positions your company as an employer of choice. It sends a clear message: We care about our employees and their families.

2. Retaining and Engaging Employees High turnover is costly and disruptive—studies have shown that employees are far more likely to stay with a company that invests in their well-being. Benefits such as physical/mental health support, flexible coverage options, and financial wellness tools show a commitment to long-term employee satisfaction. Engaged employees become ambassadors for your brand, spreading positive word-of-mouth that enhances your reputation.

3. Differentiating Your Business In industries where competition for talent is fierce, offering a tailored and innovative benefits package can be a significant differentiator.

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Companies that go beyond the basics—adding perks like virtual healthcare or wellness accounts—stand out. This uniqueness enhances your employer brand and showcases your commitment to adapting to modern workforce needs.

THE BRAND-GROUP BENEFITS CONNECTION When your Group Benefits align with your company’s core values, it strengthens brand identity. For instance, if your organization emphasizes offering quality craftsmanship, offering a program that supports your staff’s health and physical/mental wellbeing reinforces that ethos by empowering them to show up at their best. As your advisor, I help ensure your benefits reflect your company’s values, making them an extension of your brand.

THE ROLE OF COMMUNICATION Even the most well-designed benefits program won’t build your brand unless employees understand and appreciate it. Communication is key: • Engage employees: Use onboarding sessions, email campaigns, and interactive tools to explain the value of your benefits.

• Highlight success stories: Share testimonials from employees who have experienced meaningful support from your benefits platform.

• Seek feedback: Survey employees to ensure the program remains relevant and aligned with their evolving needs.

We can assist with crafting a clear communication strategy to maximize the impact of your benefits program.

BENEFITS AS A LONG-TERM INVESTMENT Although implementing a group benefits program may come with upfront costs, the return on investment is undeniable. Reduced absenteeism, improved employee morale, and enhanced productivity directly contribute to your bottom line. More importantly, they help solidify your company as an employer of choice. In a world where employer branding and workforce satisfaction are increasingly interconnected, a strong group benefits platform isn’t just a perk—it’s a strategic business decision.

LET’S BUILD YOUR BRAND TOGETHER Invest in your people, and they’ll invest in your company’s future— and its brand. As the preferred insurance consultants for WRLA Members, PIB is here to help you design and implement a plan that meets your employees’ needs, reflects your values, and strengthens your position in the market.

Members: Access your exclusive savings with PIB by scanning this code!

Let’s connect to explore how we can make your group benefits a cornerstone of your brand strategy.

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HR CORNER

YOUR EMPLOYER BRAND: WHY IT’S MORE THAN JUST A REPUTATION Natalie Bell, CWS

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et’s be honest about talent attraction—skilled labour is scarce and competition is fierce. Your company’s reputation matters more than ever, but there’s one game-changing aspect that might be flying under your radar: your HR practices. How you treat your people, welcome new team members, and nurture growth doesn’t just impact your current team—it shapes how everyone sees your business, from potential candidates to customers.

YOUR HR PRACTICES ARE YOUR BRAND STORY Think about this: Your brand isn’t just about what you sell or provide—it’s about how you show up for your people. Today’s candidates want more than a paycheck—they’re looking for a workplace they can believe in and be proud of. And trust me, they’re doing their homework! From Glassdoor to Indeed, and across social media, job seekers are getting an unfiltered look at what it really means to be part of your team.

BUILDING AN HR-DRIVEN EMPLOYER BRAND (THAT WORKS!) Ready to strengthen your employer brand? Let’s make your HR practices the cornerstone of your reputation. Here’s how:

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When your HR practices authentically align with your public image—whether that’s providing clear career paths, fostering a respectful workplace, or celebrating wins together—you’re sending a powerful message: people matter here.

HR CORNER

1. Walk the Talk with Aligned Messaging: If you’re promoting an “employee-first” culture, your HR practices need to back that up. Are your people truly feeling heard and valued? Candidates can spot the disconnect between words and actions from a mile away.

2. Put Your People in the Spotlight: Share those wins! Whether it’s on your website or social media, celebrating your team’s successes does double duty—it boosts morale and shows the world what your culture is really about. Showcase promotions, milestones, team events, or innovative projects your people are leading.

3. Embrace Transparency: A transparent hiring process sets the tone for trust. Clearly outline job roles and workplace expectations. When people know exactly where they stand and what to expect, they’re more likely to stick around and become your biggest cheerleaders.

4. Let Your Team Tell Your Story: Your employees’ voices are your most authentic branding tool. Encourage them to share their positive experiences through testimonials, referrals, and social media. Nothing beats the power of genuine pride in where you work!

5. Show Your Values in Action: Do you prioritize safety? Innovation?

Community involvement? Demonstrating these values through your HR practices—such as team training programs, community initiatives, or mental health support—makes your company’s values tangible and visible.

THE RIPPLE EFFECT OF GETTING HR RIGHT When your HR practices authentically align with your public brand, amazing things happen. You’ll see it in customer trust, stronger partnerships, and team members who stick around because they believe in what you’re building. People want to work with—and for— companies that walk their talk.

Here’s the best part: you don’t need to overhaul everything overnight. Start with small, meaningful steps that align your internal practices with your values. Celebrate those team wins, improve your onboarding communication, or create more growth opportunities.

These efforts compound over time, transforming your HR practices into one of your most powerful branding tools.

Remember, your employer brand isn’t just about attracting talent— it’s about building a reputation that resonates with everyone who interacts with your company. And that’s just good business!

**This article draws on generally accepted HR practices and the author’s experience in consulting** Written by Natalie Bell, CWS People & Culture Consultant Natalie Bell Consulting “A breath of fresh HR!”

elevate your business through your people.

Get customized human resources training/workshops for your business with Natalie Bell Consulting.

Natalie’s services also include but are not limited to:

HR consulting

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Speaking engagements

LEARN MORE:

Certified coaching

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BETTER BUSINESS

CONTRACTORFOCUSED STORE DESIGN: STRATEGIES FOR MAXIMIZING SALES AND LOYALTY

By Rob Wilbrink, CEO, BMF

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ontractors account for the majority of sales at most independent building supply dealers. With most communities having multiple lumber yards, attracting customers with a great store design is essential.

Whether renovating these stores or designing them from the ground up, here are key factors to consider in the planning process.

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STOCK THE RIGHT PRO-ORIENTED PRODUCTS

PHOTO: SUPPLIED BY BURLINGTON MERCHANDISING & FIXTURES (BMF)

Contractors generally prioritize quality over price. They use their tools every day and tend to be brand loyal. It’s best to skip the good and stock the better and best. High-quality tools, blades, fasteners, adhesives, coatings, and building materials are more reliable and save time on the job. Contractor-oriented stores will have broader assortments of specialty fasteners, structural hardware, adhesives, and safety products than a typical home centre.

Contractors depend on their local dealer to have ample stock of the items they need most so it’s effective for stores to maintain a list of top SKUs that should never be out of stock.

Fixtures that include overhead storage are a great way to accommodate extra stock and make it easy to locate, manage, and replenish.

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FOCUS ON YOUR CORE CUSTOMER

When renovating or building a new store, dealers often see it as an opportunity to attract more DIY traffic. They are tempted to dabble with product categories they are ill-equipped to compete in, and in doing so, weaken their overall presentation and market reputation.

The most effective way to improve a contractor-focused store and build sales is to stay focused on its core customer first and foremost. Existing customers will become more loyal and increase their purchases while attracting more customers similar to them. Ironically, this is also the best way to attract serious DIY customers who tend to spend more money, appreciate a higher-quality product assortment, and enjoy shopping where the pros shop.

Experimenting in categories that don’t make sense for contractors is seldom worth the effort. These customers hate tripping over patio furniture on the way to the contractor desk and aren’t impressed by toys, automotive products, or pool supplies.

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BETTER BUSINESS

INCLUDE GREAT BUILDING MATERIAL DISPLAYS 3

Showrooms should extend beyond hardware to showcase roofing, siding, doors, windows, decking, and trim options. Building materials often account for 70-80 per cent of sales for most of these dealers so displaying them is a key part of any store design. For some yards, décor categories such as flooring, kitchens, and bath also make sense to display. These showrooms create a space where contractors can recommend their homeowner clients visit to browse attractive displays of higher-end building materials. This saves the contractor time, increases their sales potential, promotes informed purchase decisions from homeowners, and enhances the quality and impact of their projects. Their customers create a virtuous cycle as word-of-mouth spreads about the great displays at the local contractor yard.

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PROVIDE AN OPTIMIZED SERVICE AREA

Contractors have different needs than most retail customers. They are best served by experienced staff at a dedicated contractor service counter. Relationships are important and interactions are often daily. The service area should include desks, a stand-up counter, as well as an extended counter to make it easy to roll out and discuss project plans. In busy stores, a queuing aisle helps minimize wait times. Having a coffee station near the desk adds to the social interaction while saving time otherwise spent lining up at Tim Horton’s on the way to the job site. Convenient parking next to the contractor entrance is also a plus.

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IMPLEMENT SECURITY MEASURES

Higher-quality merchandise increases the risk of theft. Expensive tools are a regular target of thieves and require preventative measures. Many install bollards in front of entrances and lock up tools. Dead corners should be avoided with all aisles readily visible off main high-traffic aisles, and where possible, from service desks and offices. Cameras, motion detectors, and perimeter alarms are a necessary consideration. Separate contractor entrances should be locked during evening hours.

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STRATEGIZE STORE LAYOUT

A well-designed contractor store is easy to shop. Clear directional signage helps customers quickly find what they are looking for.

Departments all run off a main aisle rather than being stacked behind each other. Ideally, the contractor desk should have clear sight lines down the main aisle. Consumables are generally the most profitable items with the fastest turns and should be visible and conveniently located close to the service desk or at least close to the main aisle. Product adjacencies need to make sense with related products merchandised close together to reduce unnecessary steps. A covered cold storage and loading area is a big plus for contractors, and new yards are increasingly including drive through lumber yards in their design.

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CREATE A COHESIVE LOOK

Above: A well-merchandised store with overhead storage ensure contractors can find what they need.

A well-crafted store design tailored to contractors can significantly enhance both customer satisfaction and sales performance.

Investing in these design elements will ensure your store stands out as a go-to building supply store and create lasting success within your market.

Rob Wilbink is the CEO of BMF, a turnkey retail renovation firm that partners with dealers throughout North America. Learn more about the benefits of investing in your store with BMF’s full range of retail renovation services by visiting bmfonline.com or contacting info@bmfonline.com.

Above: Healdsburg Lumber Co. showcasing an organized layout with clear signage and easy product access.

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PHOTOS: SUPPLIED BY BURLINGTON MERCHANDISING & FIXTURES (BMF)

The best-looking stores are those that have consistent branding throughout the entirety of the space with well-planned signage, imagery, and colours. These stores control their environment and create a lasting impression rather than cobbling together a series of vendor-supplied racks with varying materials, shapes, and graphics.

When vendor brands change over time, your prominent branding will maintain the cohesive look and feel throughout the store with a smooth transition between hardware and building materials.

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DOLLARS & SENSE

HERE’S HOW FINANCIAL SYSTEMS BENEFIT BOTH OPERATIONS AND CUSTOMER PERCEPTION:

COMMITMENT TO INNOVATION: THE FOUNDATION OF MODERN CREDIT MANAGEMENT The business landscape demands a shift toward innovation. Companies that embrace advanced financial tools signal to their customers and stakeholders that they are ready for the future. By integrating digital credit management systems, businesses demonstrate reliability, efficiency, and a commitment to staying ahead of trends. This positions them as customer-centric, ultimately enhancing brand reputation.

NETNOW’S CREDIT MANAGEMENT SOLUTIONS NetNow’s solutions are designed to address the challenges credit managers face, providing powerful tools to streamline credit management operations, while reducing risk:

WHY FINANCIAL PROCESSES MATTER

• Digital Credit Applications: Automate and simplify the credit application process with paperless, customizable forms, speeding up approval timelines and reducing administrative burdens.

• Integrated Risk and Fraud Tools: Leverage real-time data and centralized fraud prevention measures to enhance decision accuracy and mitigate risk.

• AI-Powered Automation: Automate routine tasks like credit evaluations and reference checks, freeing up teams to focus on higher-priority tasks.

• Continuous Credit Monitoring: Stay ahead of potential issues with real-time alerts on customer credit health, enabling proactive management and improved risk mitigation.

Efficient financial systems are not just about operational efficiency; they directly influence how customers view the business, impacting their trust and loyalty. A well-managed, streamlined system improves the customer experience, ensuring smooth, fast, and transparent interactions. This builds customer confidence and strengthens long-term relationships.

For example, Ashby Lumber saw a 80 per cent reduction in processing times and an improvement in customer satisfaction after adopting NetNow’s automated credit management system.

This demonstrates how the right technology can not only optimize operations but also enhance customer relationships and brand perception.

Noah Kroon, NetNow

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n the highly competitive LBM industry, reputation is everything.

Trust drives every transaction, and the strength of your reputation is directly linked to your ability to build lasting customer relationships and secure sustainable business growth. How businesses manage their credit and financial processes plays a pivotal role in shaping customer perceptions and determining long-term success.

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ELEVATING YOUR BRAND AND CUSTOMER EXPERIENCE THROUGH STREAMLINED FINANCIAL PROCESSES

• Increased Operational Efficiency: Streamlining financial workflows reduces manual tasks, lowers operational costs, and accelerates decision-making, allowing businesses to operate more effectively.

For customers, this means fewer errors and quicker service, leading to a more seamless experience.

• Faster Decision-Making: Quick, data-driven decisions are key in today’s fast-paced business environment. Having the right financial systems in place allows for real-time processing and approvals, boosting cash flow and minimizing delays. Customers will appreciate this transparency and efficiency.

• Risk Mitigation: Smart, integrated risk management tools help businesses identify potential issues early, reducing the chance of financial setbacks. For customers, this builds confidence that their transactions are secure and reliable.

DOLLARS & SENSE

By implementing these technologies, businesses enhance efficiency, reduce manual work, and improve customer satisfaction—all of which contribute to a stronger brand reputation and a competitive edge.

TIPS FOR 2025 The following strategies will help LBM businesses optimize their financial operations:

PHOTOS: SUPPLIED BY NETNOW

• Embrace Technology: Adopting a tech-driven mindset is essential today. Evaluate how tech transformation can benefit your processes. Research tools that integrate with your operations to streamline workflows and enhance overall performance. A recent Datos Insight study found that 82 per cent of businesses not yet using automated accounts receivable solutions are interested in adopting them, emphasizing the growing recognition of automation’s value in financial processes (PR Newswire, 2024).

• Secure Stakeholder Buy-In: Securing buy-in is a key challenge when adopting new technologies. We advise building a strong business case and engaging stakeholders early.

Trial periods or pilot programs can ensure the right fit and facilitate smoother integration.

• Continuous Improvement and Adaptation: Once new technology is in place, regularly assess its effectiveness. Gather feedback, make adjustments, and ensure it remains aligned with evolving business needs. Staying proactive in this regard drives ongoing success and keeps your business ahead of the competition.

Visit NetNow’s website or email us at info@netnow.io. Feel free to schedule a demo or gain insights from our latest report: The Modern Credit Department— Trends & Insights 2025.

LOOKING AHEAD The future of credit management in the LBM industry is digital. By adopting the right tools and technologies, businesses can gain a competitive edge, increase operational efficiency, and enhance customer satisfaction—all while positioning themselves as industry leaders.

Solutions that streamline processes, reduce risk, and drive success help businesses build stronger reputations and better relationships with their customers.

Get ahead of the curve and transform your credit management today!

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TECH CORNER

EMBRACING TECHNOLOGY TO ELEVATE YOUR BRAND Logan Foth, Aspen Films

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n the building materials industry, where relationships and reputation are everything, adopting the right technology can be a game-changer. As we prepare for WRLA’s upcoming Showcase, and the reveal of the Association’s new brand, it’s the perfect time to explore how digital tools and technology can enhance your own brand’s visibility, strengthen customer loyalty, and drive business growth.

WHY TECHNOLOGY MATTERS FOR BRANDING Branding isn’t just about a logo or tagline; it’s the promise you make to your customers and the experience they associate with your business. In an industry where trust and reliability are paramount, a well-defined brand can set you apart. Technology plays a vital role in amplifying that brand message. From customer relationship management (CRM) systems to e-commerce platforms, digital tools help you deliver consistent, seamless experiences that reinforce your brand identity. For WRLA members, embracing technology is no longer optional; it’s essential to stay competitive in a marketplace driven by convenience and innovation.

STREAMLINING OPERATIONS WITH TECHNOLOGY Operational efficiency is a cornerstone of a strong brand. When your business runs smoothly, your customers notice. Implementing technologies like inventory management software, automated ordering systems, or real-time delivery tracking can improve accuracy and reduce wait times—key factors in building trust and repeat business.

DIGITAL MARKETING: THE BRAND AMPLIFIER

PHOTO: SUPPLIED BY ASPEN FILMS

In today’s digital age, an online presence is essential to any branding strategy. Social media, email marketing, and search engine optimization (SEO) help you tell your story to a wider audience. Platforms like Instagram and LinkedIn can showcase your projects, highlight team expertise, and engage with customers in real time. An often-overlooked advantage of digital marketing is data collection. Tools like Google Analytics and social media insights can provide invaluable feedback on customer preferences and behavior, enabling you to refine your messaging and improve engagement.

Don’t underestimate the power of video content. Highlighting customer testimonials, product demos, or a behind-the-scenes look at your operations can humanize your brand and build emotional connections with your audience.

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TECH CORNER

EMPLOYEE ATTRACTION AND RETENTION Leveraging technology isn’t just about improving operations—it’s also key to attracting and retaining top talent. Tech-savvy tools like project management platforms, e-learning systems, and collaboration software enhance the employee experience, boost morale, and foster professional growth.

Highlighting these innovations during recruitment showcases your commitment to forward-thinking practices, appealing to ambitious candidates.

Additionally, providing modern tools and opportunities for upskilling signals long-term investment in your workforce, creating a supportive culture that drives retention, loyalty, and overall success for your brand.

BUILDING CUSTOMER LOYALTY THROUGH TECHNOLOGY Loyal customers are the backbone of any successful brand. Technology can help you nurture these relationships through personalized communication and rewards. For example, a CRM system allows you to track customer interactions, preferences, and purchase history, enabling you to send tailored offers and reminders. Loyalty programs are another powerful tool.

Consider implementing a digital rewards system that offers discounts, points, or exclusive perks to repeat customers. These initiatives not only encourage repeat business but also reinforce a positive association with your brand.

THE ROAD AHEAD Embracing technology can feel daunting, especially in an industry steeped in tradition. However, the rewards far outweigh the challenges. By incorporating digital tools into your operations and marketing, you can build a brand that resonates with modern customers while staying true to your core values. As WRLA members, you have access to a wealth of resources and industry expertise to guide your technological transformation. The key is to start small—whether it’s implementing a new CRM system, launching an e-commerce platform, or creating your first social media campaign. Each step forward is a step closer to a stronger, more competitive brand. Let’s use the Showcase as a springboard to explore new possibilities and shape the future of the building industry. Together, we can create brands that not only stand out but also stand the test of time.

Logan Foth is a graduate of the Edward’s School of Business in Saskatoon, SK. After receiving his Bachelor’s of Commerce he worked in various management roles, including 4½ years as the Store Manager at J & H Builder’s Warehouse in Saskatoon. He has taken those skills of management, sales and marketing to his current role as a Co-owner of Aspen Films. Aspen Films is a Canada-wide corporate video production company, specializing in a wide variety of storytelling, promotional and communication content creation for small, medium and large organizations across Canada. He just celebrated his 13th wedding anniversary, and has 4 lovely children that keep him busy.

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PHOTO: SUPPLIED BY ASPEN FILMS

About The Author

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2025 SHOWCASE—A NEW CHAPTER FOR THE WRLA

A NEW CHAPTER FOR THE WRLA: EMBRACING CHANGE AND CELEBRATING LEGACY Amanda Camara, VP of Marketing & Business Development, WRLA

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2025 SHOWCASE—A NEW CHAPTER FOR THE WRLA

“A name is more than a label; it embodies purpose, identity, and aspiration ... we had outgrown our name.”

— Amanda Camara, VP of Marketing & Business Development, WRLA

WUR-LAH? WRHA? WLRA? WHO ARE YOU, ANYWAY? Over the past year, I’ve heard it all—“Western Red Cedar Association? Western Retail Lumber Association… who? I sell generators; how does lumber apply to me?

I manufacture in the East; does this membership fit me?” These questions highlighted a pressing challenge: the need for clarity about who we are and what we do.

And that clarity starts with our name. A name is more than a label; it embodies purpose, identity, and aspiration. For the Western Retail Lumber Association (WRLA—that’s the right acronym, we checked), it’s the foundation of how we represent ourselves—whether that’s advocating with government, collaborating with schools to shape curriculums, or building connections beyond our industry. Even within our own community, defining our identity has never been more essential.

REDISCOVERING OUR CORE: WHO WE SERVE AND WHAT WE DO When I joined WRLA, it became clear that the association’s identity needed fine-tuning. Who are our members? It’s not just “dealers” but a rich spectrum— mom-and-pop shops, contractor yards, rural members, city-centered retailers, corporate locations, and specialty stores. Every single one of these businesses is completely unique and cannot be painted with the same brush stroke (even the paint stores)—and neither can our distributors, manufacturers and buying groups.

Each of your businesses is unique, and deserves a tailored approach.

Our programming, too, required scrutiny. Why do members choose us? How do we stand out among other associations and organizations? Enter the KISS principle (a term I’ll gladly explain on the show floor). Simplifying, streamlining, and tailoring communication ensures every member understands and benefits from what the WRLA has to offer.

The bigger picture mattered as well: how builders and consumers interact with dealers, how products are selected, and what trends define our industry’s future, and most importantly, how we as the WRLA can help our member businesses evolve in response.

Five years ago, WRLA armed itself with a robust strategic plan and began a mission to adapt and grow alongside the businesses we represent. As we refined our approach, we realized something significant: we had outgrown our name.

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GOLD

THE PATH TO TRANSFORMATION Rebranding a 135-year-old institution wasn’t easy. We embarked on a year-long journey, starting with an RFP process to engage branding agencies from across Canada and incorporating extensive member feedback. At every stage, we asked tough questions and “gut-checked” our decisions to ensure we stayed aligned with the people who matter most—our members.

ATTRACT

CONNECT

EDUCATE

ADVOCATE Five focus groups guided the way, representing diverse perspectives:

TODAY, WRLA IS ABOUT MUCH MORE THAN REPRESENTING LUMBER RETAILERS. WE: ADVOCATE for members’ interests with government. We ATTRACT talent to the industry. We EDUCATE members, equipping them with tools for success. And we CONNECT businesses to products, members to peers, and strategies to outcomes.

Branding goes beyond a name or logo. It’s our essence—a clear strategy that defines how we operate and communicate. A refreshed brand ensures WRLA remains distinct, relevant, and firmly rooted in its core mission while adapting to the needs of its members.

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1. Retailers —Reflecting the voices of independently owned shops, corporate stores, and everything in between.

2. Marketing & Communications Committee—Members with expertise in sales, marketing, and business development.

3. WRLA Board—Representing every membership class.

4. WRLA Staff—Offering operational insights.

5. External Stakeholders—Including government, educators, indigenous leaders, developers, and even past members with constructive critiques.

These groups provided invaluable insights, helping us shape a brand that honors our past while embracing the future, and we’re thankful to all of these folks for their help:

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RETAILER GROUP:

WRLA BOARD MEMBERS:

• Sue Matic, Matix Lumber • Syl Haisan—C.A. Fischer Lumber (16 Home Hardware locations) • Gary Fletcher, Trail Building Supplies • Lawson Yates, McMunn & Yates • Mitch Wile, The Cedar Shop • Harp Thind, Everything Exterior • Shane Chapman, The Ultimate Deck Shop • Markus Lange, EG Penner Building Centre • Colin McColl, Windsor Plywood • Greg Lueck, UFA Calgary • Garth & Sue Dagg, Olds Rona

• Len Regier, Nu-Fab Building Products • Ken Crockett, Star Building Materials • Brett Sigurdson, All Weather at Home • Wade Laurent, The Ultimate Deck Shop • Andrew Reimer, All-Fab Group • Allan Hall, Heritage Co-op 1997 Ltd • Joel Hartung, The Lumber Zone • Jonathan Middlestead, Domtek Building Products • Kaitlyn Chimko, Dakeryn Industries • Kelvin Katzenback, Gillfor Distribution • Ryan Kurzac, Kamloops Home Hardware Building Centre • Mike Forfylow, Eva-Last • Sheila Carr, Mountain View Building Materials Ltd. • Colin McColl, Windsor Plywood—Sherwood Park • Greg Lueck, UFA • Past board members involved in the process included: • Joel Siebert, Mountain View Building Materials Ltd. • Micah Flaig, Lumberworld

MARKETING & COMMUNICATIONS COMMITTEE: • Jennifer Harrison, Windsor Plywood Head Office • Mitchell Balog, Taiga Building Products • Henny Sunner, Durabuilt Windows & Doors • Sarah Bridges, Sexton Group • Ryan Roper, Epak • Tracy Nadiger, All Weather at Home • Greg Lorenc, Brandt Material Handling • Chris Hogan, Henry Company • Derrick Gray, Dryco Building Supplies • Jesse Watson, Quik-Therm • Lee Waltham, Brandish Creative Agency

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WRLA STAFF: • Liz Kovach, President • Amanda Camara, VP of Business Development & Marketing • Travis Waite, Director of Finance • Chris Allinotte, Director of Marketing & Communications • Rebekah Doerksen, Executive Assistant • Brenda Bourns, Events & Community Engagement Manager • Alisa Luo, Design & Social Media Coordinator • Matthew Lucek, Business Development Coordinator • Camilla Josef, Online Marketing & Education Coordinator • Jordan Bouchard, Data Entry Administrator 47

2025 SHOWCASE—A NEW CHAPTER FOR THE WRLA

SNIPPET OF OUR BRAND STORY: “We will always evolve to better serve our reason for existing—you. While we’ve built a reputation as a leader in our industry, our power comes from our dedication to serving members. Your success is our success, and you will always be our north star on this journey of continuous improvement.

DEFINING WHO WE ARE While I want to keep some elements of our brand a surprise for our members, I’m excited to share a few insights from the work and research we’ve undertaken over the past year. These snippets from our brand story reflect what we’ve learned: we are truly a community and self-improvement brand.

We, the WRLA—whatever our new name may be—are: Welcoming: We open the door to a broad and diverse network of businesses across the industry.

Personal: We strive to understand the unique needs of our members and foster personal connections across our community.

Relatable: Our community is built on likeminded individuals who share a common goal: growing their businesses.

Doing right by members means we’ll never say our suite of training programs is complete.

You are agile in business, so we must stay agile to make sure your team can tackle challenges with confidence. Doing right by members means leveraging our network to open doors for those ambitious entrepreneurs ready to bring new ideas to the way we build. We must connect new members with tenured ones so all can unlock the next level of success in their business.

Our roots run deep in the West…Now, to continue building a brighter future for our industry, we need to leverage our relationships in the East and clearly communicate our vision for the building supply industry, Western Canada, and Canada as a whole. If we want affordable housing for all, we need building supply. If we want good jobs for new Canadians, we need building supply. If we want environmental sustainability, we need building supply.

Together, we are a force to be reckoned with. And it’s together that we’ll shape the future of the industry.”

LOOKING AHEAD On January 23, we’ll unveil WRLA’s new brand at the WRLA Awards Reception, held at the Empire Ballroom in the Fairmont Hotel Macdonald. This event will mark a bold new chapter in our history.

The updated brand reflects who we are today and where we’re headed. It brings fresh energy to our mission of advocating, attracting, educating, and connecting. Join us for an evening of networking, fine dining, and entertainment as we celebrate the incredible accomplishments of our industry.

Our new brand is more than a logo or a tagline; it’s the embodiment of our dedication to members and our commitment to shaping the future of the building supply industry.

Altruistic: Our success is measured by how well we support our members—day by day and year over year.

Adventurous: We embrace new ideas in service of our members. We will go where we are needed, even when it’s uncharted territory.

MARK YOUR CALENDARS!

Educational: We exist to help members succeed financially.

Thursday, January 23, 2025

WRLA Brand Unveiling—2025 Showcase Awards Reception

6:45 p.m. – 11:45 p.m.

Liberating: We’re here to remove barriers and provide support.

Wise: You learn a few things after 135 years of service—our legacy ensures we do what’s best for the current generation of building material suppliers and those yet to come.

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Empire Ballroom, Fairmont Hotel Macdonald Big changes are coming, and we can’t wait to share them with you. Together, we’re making moves and breaking ground. See you there!

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MARKETING CORNER

Above: Apple’s logo is immediately recognizable, but it also brings to mind the consumer experience with the brand.

THE TRUTH ABOUT BRANDING: DEBUNKING COMMON MYTHS AND MISCONCEPTIONS Lee Waltham, Brandish Agency

MYTH #1: BRANDING IS JUST A LOGO When most people hear the word “brand,” they think of a logo.

While a logo is a part of your brand, it’s just the tip of the iceberg.

A brand is the sum total of how your business is perceived by your customers, employees, and the market as a whole. It encompasses your company’s values, culture, voice, and even the experience you provide to your customers. Think about iconic brands like Apple or Nike. Their logos are instantly recognizable, but what sets them apart is the emotional connection they’ve built through consistent storytelling, great customer experiences, and clear values. Your logo is important—it’s the symbol people associate with your business— but it’s the meaning behind the logo that makes a brand powerful.

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MYTH #2: BRANDING IS ONLY FOR BIG COMPANIES Many small and medium-sized businesses assume that branding is something only large corporations need to worry about. This couldn’t be further from the truth. In today’s competitive market, even a local hardware store or a small building materials supplier can benefit from strong branding. A brand sets you apart from your competitors, builds trust with your customers, and helps you charge a premium for your products and services. Think about it: Why do some customers choose one contractor or supplier over another, even if the pricing is similar? Often, it’s because of how they feel about the brand. Small businesses can create that same loyalty by being intentional about their brand identity and communication.

MYTH #3: BRANDING IS EXPENSIVE AND TIME-CONSUMING This misconception keeps many businesses from investing in branding. While it’s true that a full-scale rebrand with a top-tier agency can come with a hefty price tag, there are scalable ways to develop your brand identity. Start by clarifying your mission, vision, and values. These are the foundation of your brand. Then, YARDSTICK MAGAZINE

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PHOTO: LAURENZ HEYMANN

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randing is one of the most misunderstood concepts in business. For something so central to acompany’s success, it’s often boiled down to oversimplifications and myths that can hold businesses back from realizing their full potential. As someone who has spent nearly two decades in marketing, I’ve heard it all: “Branding is just a logo,” “We don’t need branding—we have a great product,” or my personal favorite, “Branding doesn’t deliver ROI.” Let’s address these misconceptions head-on and talk about why branding is more than skin deep—and why getting it right is essential for businesses, especially in industries like ours.

MARKETING CORNER

take a look at your customer touchpoints. Is your website easy to navigate? Does your signage reflect the quality of your business? Are your social media profiles consistent and engaging? Even small, incremental updates to how you present yourself can have a big impact on how your customers perceive your business.

MYTH #4: BRANDING DOESN’T DELIVER ROI For businesses focused on immediate results, branding can feel intangible. How do you measure trust? Loyalty? Perception? It’s not as straightforward as tracking the performance of a pay-per-click campaign, but that doesn’t mean branding doesn’t deliver ROI. In fact, a strong brand drives ROI over the long term by increasing customer retention, improving your ability to attract new customers, and allowing you to charge more for your products or services. Studies show that customers are willing to pay up to 20 per cent more for a product from a company with a strong brand. Over time, these benefits far outweigh the initial investment in building a brand.

THE BOTTOM LINE Branding isn’t just for big businesses, and it isn’t something you can afford to ignore or oversimplify. It’s the foundation of how people perceive your company and a key driver of long-term growth. If you’ve been hesitant to invest in branding or have been treating it as a secondary priority, now is the time to reconsider. In industries like building supply, where trust and relationships are everything, your brand is your promise—and getting it right can be the difference between standing out and blending in.

MYTH #5: YOU CAN SET IT AND FORGET IT Branding isn’t a one-and-done process. It’s a living, breathing aspect of your business that needs to evolve alongside your company, your customers, and the market. The way you presented your business five years ago might not resonate with today’s audience. To keep your brand relevant, make sure you regularly revisit your messaging, visuals, and customer experience. Keep an ear to the ground for changes in customer expectations and market trends, and don’t be afraid to make adjustments when needed.

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Lee Waltham is the Managing Partner of Brandish, a creative agency specializing in brand strategy and design. With nearly two decades of experience, Lee works with businesses of all sizes to build meaningful brands that drive results.

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UFA CELEBRATES 115 YEARS Provided by UFA

U

nited Farmers of Alberta Co-operative Limited (“UFA”) celebrates 115 years of serving members across Alberta. 2024 proved to be a particularly eventful year for the co-operative. Alberta Premier Danielle Smith was a distinguished guest at the Annual General Meeting in March.

Recently, UFA was awarded the 2024 Co-Operative Merit Leadership Award from the Alberta Community and Cooperative Association (ACCA).

“UFA Co-operative has been a pillar of resilience and adaptability throughout its 115-year history, continuously evolving to meet the changing needs of Alberta’s farmers, ranchers, and rural communities.

Founded in 1909 through the amalgamation of the Alberta Farmers Association and the Farmers Society of Equity, UFA has grown from a small-scale farmers’ collective to a multi-faceted co-operative that serves over 120,000 member-owners. Its enduring presence is a testament to the power of collective action and the strength of the co-operative principles, particularly concern for community, which UFA embodies in every aspect of its operations.”

—ACCA on LinkedIN This Fall, the Board of Directors at United Farmers of Alberta Co-operative Limited (“UFA”) named Fred Thun as UFA’s new President and CEO, effective January 1, 2025.

UFA’s current President and CEO, Scott Bolton, will be retiring from his position on December 31, 2024.

“Under Scott’s leadership, UFA has achieved the strongest financial results in our 115-year history, including the highest cash patronage payout ever in 2024,” says Kevin Hoppins, UFA Board Chair. “Scott’s genuine and humble approach has been instrumental in creating a thriving culture for the UFA team that enabled the delivery of these results.”

Fred Thun joined UFA as Executive Vice President and CFO in 2020. During his time with the co-operative, Fred was instrumental in developing and executing UFA’s strategy and managed an extensive portfolio including banking and capital structure, business development, controllership, credit, facilities, fleet, insurance, internal audit and treasury.

Above: U.F.A. Co-op Agency in Lacombe, 1947 (United Farmers Historical Society).

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“The Board of Directors conducted a robust evaluation process of highcalibre candidates to ensure UFA is best positioned for success,” says Cindy Bjorklund, Chair of the Leadership Transition Committee. “We are confident that Fred’s dynamic leadership skills, strong agricultural background and experience in all facets of our business position him as the natural choice YARDSTICK MAGAZINE

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Scott moves on from his position at UFA to the Board Chair role with the Business Council of Alberta.

GREEN GUIDE

to lead our co-operative, furthering the great work that has already been accomplished towards UFA’s strategic goals.”

Raised on a mixed farm near Kerrobert, Saskatchewan, Fred has spent most of his career in the agriculture industry and has a strong appreciation for Canadian farmers and the critical role they play in ensuring the stability of the global food supply.

“It’s a great time to be at UFA,” says Fred Thun. “As incoming President and CEO, I’m excited to add value to our members and customers and to positively impact the communities we serve. UFA’s 115-year history provides a strong foundation from which to expand our co-operative’s operations and local impact.”

Leading up to January, Fred will work closely with Scott to ensure a smooth leadership transition that aligns with UFA’s strategic goals and vision to be recognized as the most trusted and reliable supplier of petroleum, crop, livestock, building products and services in the markets they serve.

Above: The first Board of Directors signing the agreement to become U.F.A. in 1909. From Left to Right: Geo McDonald, A. Von Mielecki, Geo. Long, Jas. Bower, Thos. Balaam, Rice Sheppard, E.J. Fream (United Farmers Historical Society).

Above: The front page of the Western Farmer and Weekly Albertan newspaper announcing UFA’s victory in the July 20, 1921 provincial election (United Farmers Historical Society).

Above: The Stony Plain UFA Agency, (United Farmers Historical Society).

PHOTO: SUPPLIED BY UFA

About UFA Co-operative

Above: U.F.A. Central Co-operative Youngstown Branch, 1932 (United Farmers Historical Society).

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Founded in 1909, UFA is an Alberta-based agricultural co-operative with more than 120,000 member-owners. UFA’s network is comprised of 114 Petroleum locations, 34 Farm & Ranch Supply stores and a support office located in Calgary Alberta. Independent Petroleum Agents and more than 1,100 UFA employees provide products, services and agricultural solutions to farmers, ranchers, members and commercial customers in Alberta, British Columbia and Saskatchewan. For more information, please visit www.UFA.com.

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MEMBERS IN THE COMMUNITY

MEMBERS IN THE COMMUNITY MEMBERS ON ICE FOR A GREAT CAUSE You might think that Joel Hartung had enough on his plate with three LumberZone locations to run in Manitoba, plus volunteer time and his commitments on the WRLA board.

Apparently, it’s just not enough when you have Joel’s passion for giving back!

This past summer, Joel pitched us “Hockey for Habitat”, a charity member tournament on the Wednesday before the Showcase with, “I’ve already got sponsors interested and people who want to play!”

How could we turn down the opportunity to bring members together and give back to Habitat for Humanity? Once the Oilers were on board for us to use Rogers Place for the game as well as earmarking tickets for our members for the Tuesday night game vs the Washington Capitals, it was an absolute no-brainer.

On the Tuesday before the Oiler’s game, those members who have pre-purchased tickets can attend the draft and combine and heckle or cheer on our WRLA member players as they show off their fitness (or lack thereof) and get drafted to either Team TIMBER MART or Team CertainTeed. Then, it’s off to Rogers Place to cheer on the pros!

Then, on Wednesday, January 22, the Hockey for Habitat game is on! All members and family/friends are welcome to come to Rogers Place and cheer and jeer our own as WRLA members take to the ice! The prize: bragging rights. The hope: everyone who skated on is still able to skate off!

Come support a great cause with the WRLA! A huge thanks to the many sponsors making the donation to Habitat for Humanity possible:

2025 WRLA Hockey Night for Habitat for Humanity Date: Wednesday, January 22, 2025 Time: 4:00 p.m. – 6:00 p.m.

Location: Rogers Place, 10220 104 Ave NW, Edmonton, AB T5J 0H6 Free to attend. Register HERE as a Fan

PHOTO: SUPPLIED

• CertainTeed • TIMBER MART • UpHouse • Cloverdale • Dakeryn • Nucor Rebar Fabrication • Keystone Products • Alexandria Moulding • Superform Construction • Canadian Engineered Wood Products • Fiberon • Metal Experts • Weyerhauser • Tough Duck • Explore Edmonton • Simpson Strong Tie • The LumberZone • Goodfellow

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MEMBERS IN THE COMMUNITY

THE RONA FOUNDATION PRESENTS OVER $515,000 TO 150 ORGANIZATIONS ACROSS CANADA The RONA network rallied once again to help Canadians in need by raising funds to revitalize their living environments or improve access to housing Boucherville (Québec), October 16, 2024—The RONA Foundation, which oversees the philanthropic activities of RONA inc., one of Canada’s leading home improvement retailers operating the RONA+, RONA, and Dick’s Lumber banners, is proud to announce the results of its Home Sweet Home campaign, which ran from September 1 to October 7, 2024. Through the involvement of its employees and the generosity of its customers, the company raised over $515,000, which will be used towards revitalizing living environments or improving access to housing for victims of domestic violence and their children, low-income families, and people with disabilities or mental health issues. The 150 organizations were selected by each local team.

PHOTO: SUPPLIED

“In its second year, the Home Sweet Home campaign showed just how strong our network is and how committed we all are to creating positive change in our communities. Together, we can make a profound and lasting difference in the lives of the most vulnerable populations. I am so proud of what we’ve achieved here,” says Josée Lafitte, Director of the RONA Foundation.

The campaign ran in all of RONA’s corporate stores, as well as in selected distribution centres and participating RONA affiliated stores across the country. The donations were collected through in-store checkouts and during online purchases on the rona.ca website.

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“Our troops were particularly motivated this year! Our in-store and distribution centre teams were particularly moved by the current housing crisis and were even more committed because each team had the opportunity to choose the local organization they supported.

I would like to thank everyone who contributed so generously to this very dear cause!” explains Catherine Laporte, President of the RONA Foundation’s Board of Directors and Senior Vice-President, Marketing and Customer Experience at RONA inc.

To find out more about the RONA Foundation and the Home Sweet Home campaign, visit RONA inc.: Our communities.

RONA ROSENORT SERVES 425 MEALS AT CUSTOMER APPRECIATION EVENT In September, RONA Rosenort hosted a customer appreciation barbecue as a way to say thank you to their community. To say it was wildly popular would be an understatement!

“We have about 700 people in this town, and we served 425 meals. at one point 60 kids came at same time from the school,” said owner Tyler Dueck. “At days end I was recapping with one of my bigger customers on how the day went, and he said ‘Wow, I heard you served 425 plates.’” While initially a little skeptical that everyone coming in for a tasty meal was a RONA customer, Tyler came to realize the truth of the matter is that 425 people made a conscious decision to get in their vehicle, drive to RONA, wait in line 20 mins to grab a $2 burger and drink at his store. That means something.

When the community is showing up to spend time with you, that’s them thanking you for being there and being part of their community, which is worth so much more in the long run.

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MEMBER FEATURE

BRAND BALANCE— WHEN TO BE NIMBLE, WHERE TO STAND STRONG

By Niki Duncan, DuPont

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ustainable business growth requires strategies to balance short term sales and long-term brand recognition. When one is overly emphasized, it tends to be at the expense of the other. When you partner with market leaders, that partnership can ensure a win-win approach to growth.

A few keys to success in balanced brand marketing and recognition are as follows:

MAINTAIN CONSISTENCY IN COMMUNICATION AND POSITIONING ON YOUR VALUES AND IDENTITY 1

The variety of platforms you use to advertise, the types of messaging you share and your overall approach to the market can vary; however, you should ensure your brand values are kept at the forefront.

If you want customers to recognize your brand as quality, all your communications should represent that quality—even if it is a sales driver.

WHEN MARKETING ACROSS MULTIPLE REGIONS ADJUST TO LOCAL MARKETS PHOTO: SUPPLIED BY DUPONT

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We live in a geographically diverse country, one that has customers spanning thousands of kilometres. Each region has its own unique characteristics that overflows into how products and services are accepted and purchased. It’s no surprise, then, that each region has unique needs in terms of product attributes and service requirements. Subtle adjustments in your brand marketing will knock down many barriers to entry.

Keep in mind that first impressions can strongly impact the recognition of your brand. If quality and service are keys to your identity, keep those at the forefront of your messaging.

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ENSURE YOUR TEAM DOESN’T FOCUS TOO HEAVILY ON ONE APPROACH 3

Let’s face it, sales are important. We need to pay our team members, put fuel in our trucks, and promote our businesses for future growth.

Sales matter just as much to the independent lumber yard as to the large global organization. In order to stay true to your brand and values, balance is paramount. Promotions to drive business are needed, especially in key periods of the year. Work with your team to develop a message around your promotions that keeps your overarching goals in mind. As an example, promoting value, not just price will ensure you’re able to maintain your brand position of high quality and service, even during a price promotion.

In the long-term, brand recognition can be extremely valuable in building and maintaining business. Your company and product brand can be a competitive advantage in a slower sales market as well as making you the preferred choice when times are busy. In addition to building a brand, you are also building trust. It is essential that your customers trust your products and your people if you want to encourage customer loyalty. A strong brand can encourage loyalty beyond short term sales strategies. When you are ready to partner with new customers, having a solid brand awareness and recognition will attract customers that tend to already “fit” with your value proposition.

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PARTNERING WITH GLOBAL BRANDS

When you choose DuPont™ Building Envelope brands like Tyvek®, Styrofoam™ and Froth-Pak™ you get products that meet the highest performance standards and are backed by industry-leading building science. Builders, contractors and homeowners recognize the DuPont family of brands and know they are synonymous with strength, performance and quality. These brand qualities overflow into your business. If your company is looking to expand your business, enter new markets and develop your brand, partnering with DuPont can assist in stronger brand recognition and in turn, stronger sales.

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MEMBER FEATURE

BUILDING TRUST AND RELATIONSHIPS: ABI MOULDING’S COMMITMENT TO QUALITY Kristyna Tranova, ABI Moulding

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t ABI Mouldings, we understand the challenges of standing out in a competitive market. Our pricing will not always be the lowest in our industry however our strength lies in offering exceptional customer service, unwavering trust and personalized relationships with each of our clients.

Our branding strategy is centered around establishing trust with our customers and making sure they feel valued every step of the way. We rely on opportunities like our participation with WRLA to spread the word about who we are, what we stand for and how we do business. At ABI Mouldings expectations are not only just met with the ordinary but we also strive to exceed them with quality, lead times, and customer service that go beyond the normal expectations of business.

At ABI we place great importance on our company culture.

Every one of our employees should be proud of the work they do and feel valued in our workplace. Creating a happy, dedicated and proud team ensures that our customers receive the best possible service, every time.

A LOOK BACK AT OUR ‘KNOW YOUR PRO’ EVENT On November 5, we had the honour of hosting WRLA’s “Know Your Pro” event at our facility. This special day was an opportunity for potential dealers to visit ABI, learn about our manufacturing process and tour our production floor. It was a chance for us to highlight the intricacies of how we produce our MDF mouldings and doors as well as showcase our new product display room.

We had excellent attendance with dealers coming from all around Alberta to see firsthand the care and dedication we put into every order. After the tour everyone was able to relax over a delicious lunch and enjoy some fun swag as a token of appreciation. The event gave us the chance to strengthen relationships with our existing dealers and foster new connections within the industry.

A major takeaway we hoped to share with the attendees was the level of craftsmanship and the considerable effort required to manufacture custom style orders. These orders demand significant man hours and setup times contributing to their higher costs and longer lead times. We’re committed to transparency with our partners and events like “Know Your Pro” and the WRLA will continue to assist us in educating our customers about the work that goes into every order, no matter the size.

LOOKING AHEAD: OUR FIRST WRLA SHOWCASE

PHOTO: SUPPLIED BY ABI MOULDING

We are thrilled to be attending our first ever WRLA Showcase in January and cannot wait to share more of what is on the horizon for ABI Mouldings with all its membership. This is a fantastic opportunity for us to make new connections and introduce our products to a wider audience. We will be showcasing our interior doors and custom products eagerly wanting to share with new potential dealers who are looking for high-quality, reliable solutions.

Be sure to visit our booth to refuel and connect with us about collaborating to meet your needs. Don’t miss the opportunity to grab some exciting goodies and take home products.

Above: Safely transporting materials to keep ABI’s production and shipping on track.

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At ABI Mouldings, we’re committed to providing top-notch products, strong customer relationships, and a service experience that’s second to none. We look forward to the opportunity to meet you at the Showcase and beyond!

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GET READY, SET, GO— TONNES OF ACTIVATIONS AT 2025 SHOWCASE!

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2025 SHOWCASE—SHOWCASE PREVIEW

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IN 2025, WRLA IS CELEBRATING 135 YEARS IN OPERATION, AS WELL AS LAUNCHING AN EXCITING NEW BRAND THAT WILL CARRY US FORWARD INTO THE FUTURE WITH OUR MEMBERS ALWAYS BEING AT THE CENTER OF EVERYTHING WE DO. NEEDLESS TO SAY …

THIS CALLS FOR A PARTY!

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THE BUILDING & HARDWARE SHOWCASE IS HEADING TO EDMONTON, AB FOR THE FIRST TIME IN SHOW HISTORY, AND IT’S PROMISING TO BE BIGGER AND BETTER THAN EVER. WE’RE SO EXCITED TO GIVE YOU THIS SNEAK PEEK AT JUST SOME OF WHAT YOU CAN EXPECT AT THIS YEAR’S SHOW.

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2025 SHOWCASE—SHOWCASE PREVIEW

MAKING MOVES AND BREAKING GROUND This year’s theme reflects change. The Building Supply industry, despite having a history that predates Canada as a country, is always evolving to meet the needs of modern consumers. Better materials, better fabrication, better efficiency—they all come together to supply the homes that people need. WRLA is changing with the times to reflect the dynamic nature of the industry, and the needs of our members.

This year we’re bringing you a showcase that reflects both the changing nature of the business, while still embracing the things that have made our industry the backbone of Canada’s economy.

NEW PRODUCT SHOWCASE—SPONSORED

BY TIMBER MART (BOOTH#1420) Over 60 new products await you in the New Product Showcase.

Check out what’s coming from suppliers in 2025 and get ahead of coming trends. See something you like? Now you’ve got something to talk about at the supplier’s booth. Don’t forget to vote for this year’s best new product.

This is what we’re here for. On Thursday, January 23, and Friday, January 24, explore over 200 booths on our sold-out exhibition floor, with 1000s of products for you to touch, feel and see. Meet manufacturers and distributors, the true products experts that will help you sell and market their products to the end user. Plus, make new connections and catch up with old friends.

LEVERAGING CONTENT CREATION FOR THE INDUSTRY!

Among the sights, sounds, tastes, and activities we’ve got for you, you’ll find experience and expertise around every corner.

Sponsored by JR Tech, we’re partnering with an influencer to capture the excitement of the WRLA Building & Hardware Showcase!

Be sure to promo your products or store.

INTRODUCING REGCEPTION— THE PARTY BEFORE THE PARTY— SPONSORED BY ACCEO This year, the excitement starts before you even enter the show floor. Pick up your show badges, sponsored by Gillfor Distribution, your delegate bags, courtesy of Regal Ideas, while enjoying a special themed cocktail by Acceo and a welcome box sponsored

by Home Hardware. The best part? The next day, we’ll have even more surprises as we kick off Friday at the show under our all-new brand, including some cool swag sponsored by Tough Duck.

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YOUR PASSPORT TO BUSINESS SERVICES—AND A CHANCE TO WIN $2500 CASH (BOOTH #218) New this year is our Showcase Passport. Brought to you by Whitecap, you’ll be able to collect stamps in the “Preferred Partner Alley” and discover the incredible savings and exclusive program offerings you can leverage as a WRLA Member! When your passport is full, you’ll be entered into a draw to win $2,500. Cold. Hard. Cash.

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PHOTOS: ANTHONY FERNANDO

EXHIBITION FLOOR

2025 SHOWCASE—SHOWCASE PREVIEW

FREE SHOW WIFI: STAY CONNECTED WHILE YOU CONNECT Take advantage of free Wi-Fi throughout the Exhibition Centre throughout the show, sponsored by PIB. We hope you’ll have time enough away from your device to take in everything the showcase has to offer—but you won’t miss an important message because of lack of signal, either.

STRIKE A POSE Step into the spotlight and let your confidence shine! Visit our Headshot Photo Booth, proudly sponsored by ECI, and walk away with a stunning, professional-grade headshot that captures your best self.

FORE! (BOOTH# 432) The Johns Manville Clubhouse is back by popular demand, as is our golf simulator, manned by a local pro who will give you tips on your swing as you take a break. You’ll also be able to book a quick massage to relax and recharge.

A WALK DOWN MEMORY LANE ON THE WRLA & TREX OUTDOOR LIVING PATIO! Step onto the WRLA Patio and take a nostalgic journey through 135 years of industry excellence. This year, we’re transforming our booth into a vibrant celebration of our shared history and achievements.

PHOTOS: ANTHONY FERNANDO

Here’s how you can join the fun:

TRUCK OR $100K CONTEST, SPONSORED

BY BRANDISH (BOOTH#718) Will you be the lucky winner? Try the combination of your choice, once per day, and you could be driving home from Edmonton in a new luxury truck!

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• Share Your Story: Bring your cherished industry memories to life! Post your photos from over the years and become a part of WRLA’s living legacy.

• Capture the Moment: Visit the Aspen film studio at our booth to create a personalized video keepsake, commemorating your journey in the industry.

• Snap & Win: Engage with our selfie wall and enter to win a branded swag box packed with WRLA-exclusive goodies!

Proudly sponsored by TREX, the WRLA booth is your go-to hub for all things WRLA—where past, present, and future come together in a celebration of outdoor living. Don’t miss this unforgettable experience at the Showcase!

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2025 SHOWCASE—SHOWCASE PREVIEW

DUPONT SPORTS ZONE (BOOTH#1500)

TAIGA TAILGATE (BOOTH#932)

New this year, enjoy a beverage and challenge your industry peers to a solid game of air hockey, foosball or axe throwing! Hint: Talk up DuPont for drink tickets!

A staple of the WRLA Building & Hardware Showcase. Enjoy beverages and the company of your colleagues at the tavern. We hear Taiga may be handing out drink tickets.

WARM PRETZELS, SPONSORED BY BARRIER TEK (BOOTH#27)

FALCON EQUIPMENT’S HYDRATION STATION (BOOTH#700)

With several great beer-tasting opportunities available throughout the show floor, we felt like we were missing something—something that goes with beer. Then we remembered. Find your hot pretzel next to the DuPont Sports Zone.

Grab a water bottle and keep it filled all show long at the hydration station. Just good, cold, quality H2O. That’s refreshing!

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PHOTOS: ANTHONY FERNANDO

SAVOUR THE SHOWCASE (BITES & SIPS ON THE FLOOR)

2025 SHOWCASE—SHOWCASE PREVIEW

STEP INTO THE NUTRL ZONE, POWERED BY QUIK-THERM (BOOTH# 3) Sip, relax, and explore the cutting edge of building science! The NUTRL Zone offers you a chance to enjoy the refreshing taste of NUTRL Vodka Soda while discovering Quik-Therm’s game-changing insulation solutions.

POPCORN STATION, SPONSORED BY RONA (BOOTH#1108)

POPSICLE BAR, SPONSORED BY NETNOW (BOOTH#219)

Enjoy a perfect-sized bag of the world’s most perfect snack.

Delicious, frosty flavour on the go.

FLOOR IT & POUR IT BEER GARDEN, SPONSORED BY CALEDON FLOORS (BOOTH#329)

DO, OR DONUT? DONUT STATION, SPONSORED

BY ABI MOULDING (BOOTH#918) & COFFEE LOUNGE, SPONSORED BY CLEAR SECURE (BOOTH#914)

Celebrate local with some delicious local Alberta brews, and just give your feet a rest. See Caledon for drink tickets.

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Enjoy a tasty, fresh-baked donut and then enjoy a Latte or Cappuccino! What goes better than coffee and donuts?

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2025 SHOWCASE—SHOWCASE PREVIEW

LUNCH TIME SPOTLIGHT

IT’S ALL ABOUT THAT LUNCH, SPONSORED

BY SEXTON We’ve got so many incredible food and drink options at this year’s show, it may be impossible to try them all (but we won’t judge if you try!) Sponsored by Sexton, a buffet lunch is offered for Thursday, and hot lunch stations for the Friday! Plus, check out these food stations:

UKRAINIAN FOOD STATION, SPONSORED BY DECKRITE

TACO STATION, SPONSORED BY CASHIERPRO There is a reason why tacos are one of the most common, most delicious food truck offerings. Enjoy a little south-of-the-border flavour right here in Edmonton!

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Get on the Bus, We’re Going to the Showcase!

How do you compete with the interconnected, heated walkways of Winnipeg? By making it even easier to get to the show! Hop on our shuttle bus that will pick you up and drop you at the Expo Centre (and back again) so you won’t miss a thing! Also offered for the Awards Reception.

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PHOTOS: MARY-MARGARET MAGYAR

For those members who heard we were moving to Edmonton and were worried about missing out on the incredible Ukrainian lunch offering, we’ve got some good news for you.

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2025 SHOWCASE—BOLD IDEAS AND PRESSURE-PROOF STRATEGIES

BOLD IDEAS AND PRESSURE-PROOF STRATEGIES: KICKOFF YOUR 2025 WRLA SHOWCASE WITH KEYNOTE BREAKFAST

By Amanda Camara, VP of Marketing & Business Development

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resented by Durabuilt Windows & Doors, the Innovation and Resilience Keynote Breakfast is the perfect way to kick off your day at the 2025 WRLA Showcase. With two world-class speakers delivering actionable insights, this event promises to leave you inspired, motivated, and ready to tackle the future.

DATE THURSDAY, JANUARY 23, 2025 TIME 7:30 A.M. – 10:00 A.M. LOCATION BALLROOM 101-104, EDMONTON EXPO CENTRE COST FREE WITH REGISTRATION

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REGISTER HERE

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2025 SHOWCASE—BOLD IDEAS AND PRESSURE-PROOF STRATEGIES

EVENT HIGHLIGHTS

BOLD ONES: INNOVATE & DISRUPT OURSELVES | KEYNOTE BY SHAWN KANUNGO Sponsored by BMR Shawn Kanungo, a globally recognized innovation strategist, will challenge you to rethink how you adapt to disruption.

Through engaging stories and practical tools, Shawn will share how to uncover industry secrets, design innovative experiments, and create a personal success flywheel to remain competitive in today’s ever-changing world.

THE PRESSURE ADVANTAGE | KEYNOTE BY LAUREN JOHNSON Sponsored by Discover how to turn high-pressure situations into opportunities for growth and success with Lauren Johnson, a mental performance coach for elite performers. Learn the science behind thriving under pressure and gain tools to transform stress into strength.

MEET THE SPEAKERS Shawn Kanungo: Innovation strategist, bestselling author, and captivating speaker, Shawn helps leaders worldwide embrace disruption and seize new opportunities.

Lauren Johnson: Trusted by organizations like Google and the FBI, Lauren’s expertise in mental performance has helped top performers turn challenges into victories.

WHY YOU SHOULD ATTEND • Access transformative insights and strategies for success.

• Network with peers and industry leaders.

• Start your day with fresh ideas and inspiration—all for free!

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This event is sponsored by Durabuilt Windows & Doors.

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2025 WRLA SHOWCASE AWARDS RECEPTION: A NIGHT OF INNOVATION, RECOGNITION, AND ENTERTAINMENT T

he 2025 WRLA Showcase Gala promises an unforgettable experience, featuring the unveiling of our new brand, recognition of the Industry Achievement Award Winner, and celebration of the Sales Reps of the Year. With the exceptional support of our sponsors, the evening will be filled with memorable experiences, a celebration of our association’s future with the folks who matter most, and lively entertainment. Here’s how each sponsor is making their mark: 72

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PHOTO: ANTHONY FERNANDO

2025 SHOWCASE—AWARDS RECEPTION

2025 SHOWCASE—AWARDS RECEPTION

OSBLOCK: PRESENTING SPONSOR OF THE SOCIAL & AWARDS RECEPTION AND ENTERTAINMENT Osblock, renowned for their innovative modular construction solutions, takes center stage as the Presenting Sponsor of the Social & Awards Evening. The Osblock Stage will play host to Edmonton’s premier brass party band, The Brass Tactics.

PHOTOS: ANTHONY FERNANDO

VISTA RAILINGS: BAR SPONSOR Raise a glass to Vista Railings, the proud sponsor of this year’s bar experience. Enjoy a custom-crafted drink or a frosty sip straight from the ice luge at the bar which will be decked out in stunning Vista Railings. Don’t forget to stop by their booth to pick up your drink tickets!

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AMERICAN EXPRESS: VIP RECEPTION SPONSOR Start your evening with elegance and exclusivity as American Express hosts the invitation-only VIP Reception. This event sets the tone for an unforgettable night, blending networking with an homage to the evening’s award winners.

The reception also serves as a heartfelt thank-you to our valued sponsors.

VIC WEST: PASSED APPETIZER SPONSOR Get your evening started on a delicious note with Vic West, the Passed Appetizer Sponsor. Just as Vic West is known for their high-quality building solutions, they’re bringing that same attention to detail to your taste buds. With expertly crafted appetizers prepared by Fairmont’s premier chef, you’ll enjoy bites that set the perfect tone for the rest of the night.

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DAKERYN INDUSTRIES: OLD FASHIONED WITH A SPRIG OF SPRUCE Experience a refined twist on a timeless classic with Dakeryn Industries’ signature cocktail—the Old Fashioned with a Sprig of Spruce. This thoughtfully crafted drink reflects Dakeryn’s deep connection to natural materials and careful preparation.

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NUCOR REBAR: FOOD STATIONS— POTATO & CARVING SPONSOR The hearty and flavorful Potato and Carving Stations are brought to life by Nucor Rebar. Just as Nucor delivers strength and reliability in construction, these dining stations will be a highlight of your evening.

CHERRY INSURANCE: CANDY BAR SPONSOR

CLOVERDALE PAINT: GRAB-N-GO TAKE-HOME PARTNER

Indulge your sweet tooth with an array of confections, reminding us that the best celebrations include a bit of whimsy, sponsored by Cherry Insurance.

Before you go, don’t forget your specially curated memento—a Cloverdale Paint can filled with delicious popcorn—ensuring the magic of the gala lingers long after the night ends.

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2025 SHOWCASE—AWARDS RECEPTION

HONOURING THE INDUSTRY’S BEST Join us in honouring the industry’s best, forging connections, and celebrating the future, made possible by the generous support of our sponsors. Let’s make this a night to remember!

January 23, 2024 Empire Ballroom, Fairmont Hotel Macdonald 6:45 p.m. – 11:45 p.m.

EXPLORE EDMONTON: GLAM CAM Ready to shine? Step in front of the Glam Cam and capture some fun moments! Not only will you get to strike a pose, but you’ll also be among the first to see the WRLA’s stunning new brand in action. It’s your chance to take home a memory for your office.

PHOTOS: ANTHONY FERNANDO

A NIGHT OF CELEBRATION AND COMMUNITY With the unveiling of our new brand, recognition of the Industry Achievement Award Winner, celebration of the Sales Reps of the Year, and unforgettable performances on the Osblock Stage, the 2025 WRLA Showcase Gala is set to be a night of milestones and memories.

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2025 SHOWCASE—EMPOWERHER

EMPOWERHER: BEING THE VOICE OF CHANGE AT 2025 WRLA SHOWCASE BROUGHT TO YOU BY THE WRLA BUILDHER COMMITTEE Thursday, January 23, 2025 PHOTO:

12:00 p.m. – 1:30 p.m.

Ballroom 104, Edmonton Expo Centre

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2025 SHOWCASE—EMPOWERHER

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he 2025 WRLA Showcase invites attendees to engage in empowerHER: Being the Voice of Change, a thought-provoking keynote session moderated by renowned mental conditioning expert and business coach, Lauren Johnson.

This groundbreaking panel creates a platform for women to share their experiences and discuss opportunities to foster a more diverse and inclusive building supply industry.

REGISTRATION DETAILS This session is free to attend, but registration is required. Secure your spot and join the conversation!

LET’S BUILD A STRONGER, MORE INCLUSIVE INDUSTRY TOGETHER!

ABOUT LAUREN JOHNSON Lauren Johnson is a trusted mental performance coach who helps elite individuals harness mental toughness to thrive under pressure. Her impressive client roster includes Google, the U.S. Women’s National Soccer Team, Johnson & Johnson, and the FBI. Lauren’s coaching empowers professionals to bridge the gap between planning and execution, offering actionable strategies to elevate performance and achieve impactful results.

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Take advantage of this inspiring opportunity to learn, connect, and shape the future of the building supply industry.

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2025 SHOWCASE—EXPLORING EDMONTON

GET TO KNOW OUR NEW HOST CITY: EXPLORING EDMONTON Explore Edmonton

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ead north to Treaty 6 Territory—Amiskwacîwâskahikan and Métis Region 4—and discover something different, a little off the beaten path.

Here, you’ll find bison in your backyard and nightlife at your doorstep.

Edmonton is a city that invites everyone join in, not sit on the sidelines.

As the city’s Destination Management and Marketing Organization, Explore Edmonton builds a unique identity for our city by showcasing its strengths, generating tourism, supporting local businesses, and welcoming worldclass events to our award-winning venues like the Edmonton Convention Centre and Edmonton EXPO Centre. Explore Edmonton’s dedicated Business Events team works hard to bring amazing events, like the 2025 WRLA Showcase, to Edmonton and supports meeting planners by connecting them with local suppliers, venues, and marketing resources. When meeting planners host their events in Edmonton, they gain our team’s knowledge and expertise, making the planning process efficient and enjoyable.

PHOTOS: SUPPLIED BY EXPLORE EDMONTON PHOTO:

From January 22-24, 2025, the Edmonton EXPO Centre will host the 2025 WRLA Showcase. This accessible, modern venue is currently undergoing an exciting, rehabilitation project. The first phase of the project is complete, which included installing 5745 solar panels that generate 33 per cent of the venue’s yearly energy consumption. This installation means the Edmonton EXPO Centre is now home to the largest rooftop solar array in Canada, underscoring our city’s commitment to sustainability. With thousands of solar panels generating significant energy savings—up to $460,000 annually—the EXPO Centre not only provides modern amenities but also aligns with the values of environmentally conscious event planners.

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2025 SHOWCASE—EXPLORING EDMONTON

Edmonton is not just a business destination; our vibrant city welcomes visitors with ample opportunities for discovery and connection. In the winter, Edmonton transforms into a snowy wonderland, perfect for outdoor enthusiasts and festival goers.

PHOTOS: SUPPLIED BY EXPLORE EDMONTON

Set out on an adventure in the North Saskatchewan River Valley, which boasts over 160 kilometers of picturesque trails waiting to be explored. From snowshoeing to fat tire biking, Edmonton offers endless opportunities for adventurers to get out and get active, no matter the season.

With more festivals than weeks in a year, there’s always something going on in our city. Wander through Edmonton’s illuminated Mill Creek Ravine & French Quarter during Flying Canoë Volant or watch races in actual deep freezers at Deep Freeze: A Byzantine Winter Festival. Every corner of our city brims with character, making it more than just a backdrop for events.

Edmonton is also home to Canada’s second- largest Indigenous population, and Indigenous tourism provides a deeper understanding of the land’s history and stories, enriching any visit.

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business owners. Discover Indigenous stories through geological wonders with Talking Rock Tours or visit the world-class Indigenous Peoples Experience at Fort Edmonton Park.

After a day of adventure, one of our country’s finest culinary scenes awaits. Edmonton’s wide range of local dining spots means there’s always something new to taste. Whether it’s a sandwich at Pals (10335 83 Ave, Edmonton) or a tasting menu of Indigenous plates at Bernadette’s (10114 - 104 St NW, Edmonton), our city delights foodies at every turn.

Beyond meetings, tradeshows, and conferences, Edmonton encourages you to dive into the local scene—whether it’s enjoying catching a live performance at Rogers Place, grabbing a beer at a local brewery, or spending the day at the Art Gallery of Alberta. There’s no better destination to host an event.

As the excitement continues to build for the upcoming WRLA Showcase, we invite you to extend your stay and experience all that our extraordinary city has to offer. The team at Explore Edmonton has put together a page of resources to help ensure your stay is full of unforgettable moments—click here to discover our curated WRLA page. So, pack those bags and get ready for an unforgettable adventure in Edmonton.

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2025 SHOWCASE—BREAKFAST NETWORKING FOR ARCHITECTS & DEALERS

BREAKFAST NETWORKING FOR ARCHITECTS & DEALERS: NATIONAL BUILDING CODE SESSION ARCHITECTS EARN CEU CREDITS MODERATED BY PAUL CHANG, ALBERTA MUNICIPAL AFFAIRS Friday, January 24, 2025 9:00 a.m. – 11:00 a.m.

TOPICS TO BE COVERED: 1. Key changes in the NBC(AE) 2023

Room 107 & 108, Edmonton Expo Centre

SESSION OVERVIEW Participants will explore updates to the National Building Code— 2023 Alberta Edition (NBC(AE)), marking a significant evolution in building standards. A major highlight includes the introduction of tiered energy codes, a stepwise framework aimed at achieving net-zero energy-ready homes by 2030. The tiers progress from basic efficiency improvements to advanced innovations, enabling homes to produce as much energy as they consume. This phased approach allows builders to adapt gradually to rising standards.

Paul Chang will guide attendees through these updates, breaking down what they mean for professionals in architecture and building industries.

3. Insights into the Harmonization Project 4. Updates on mass timber construction 5. New accessibility requirements 6. Introduction of the home-type care occupancy category

ABOUT PAUL CHANG Paul is the Provincial Building Administrator with Alberta Municipal Affairs who has played a key role in the development of multiple editions of national, and provincial, building, and plumbing codes.

With over 46 years of industry expertise, Paul has attained safety codes officer certifications in the building, fire, plumbing and gas disciplines.

DON’T MISS OUT! This session is an exceptional opportunity to deepen your understanding of critical code updates, network with industry peers, and explore solutions shaping the future of building and architecture.

Secure your spot today!

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or the first time in WRLA history, architects are invited to join the Building & Hardware Showcase for an exceptional learning and networking opportunity. This session will provide invaluable insights and the chance to earn CEU credits, followed by access to the showcase floor for a firsthand look at the products that build our communities.

2. Tier 1 energy requirements for Section 9.36 of the NBC(AE) and the National Energy Code for Buildings 2020

2025 SHOWCASE—BREAKFAST NETWORKING FOR ARCHITECTS & DEALERS

EVENT DETAILS:

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• Pre-registration required.

• Breakfast and lunch provided.

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IN MEMORIAM

IN MEMORIAM W

RLA remembers those members who have passed away this year, and the legacies they leave behind for their loved ones, and in our industry.

ALAN BABIUK

FORMER FOUNDER AND PRESIDENT OF LOEWEN WINDOWS, STEINBACH, MB With profound shock and devastation our world lost an incredible man. Alan William Babiuk (Al) aged 59 passed away accidently on Sept 7. near his “new” hometown of Killarney MB. Al leaves his wife Cindy (nee Hamaberg), their “fur baby” ( & Al’s best canine buddy Pedro) He also leaves his brother Randy, Cindy’s siblings and their families, cousins and countless friends and colleagues throughout Canada and the USA. Al left a remarkable impression with family, friends, colleagues, community, & anyone he ever met even just once. He gave 110 per cent to everyone and everything but was humble & wanted no recognition for anything. Outside of his incredibly sharp business mind he had a GREAT passion for music ( playing guitar himself) since teenage years in a band with buddies from Teulon Man. Sports, (playing soccer & hockey) and fitness, walking miles with Pedro daily & working out every day.

He was a voracious reader of EVERYTHING & retained it ALL. Al never forgot a name or person he crossed paths with.

He recently became interested in classic cars with friends from Killarney & we had started participating in shows and parades. His love and interest in farming never left him and he immersed himself in our Killarney farming community making great farm friends & even tagged along combining.

Most of all Al was a philanthropist & wanted to give, help, organize, & fundraise & help in anyway possible (even pulling weeds in flower beds around our town where needed.

I will never be able to cover this bigger than life man so I will stop here.

Rest Peacefully My Love. You have earned your wings.

ART BALOG TAIGA BUILDING PRODUCTS Art Balog, aged 88, passed away on November 15, 2024, in St. Albert, AB. A dedicated professional in the lumber and building materials industry, Art’s career spanned decades and left an enduring impact on the people he met. He worked for years with companies like, Weldwood of Canada, Marathon, and Weyerhaeuser, and played a pivotal role in establishing the AFA branch in Edmonton.

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Art’s contributions were widely recognized; he was honoured by the Edmonton Retail Association, and the WRLA twice through scholarships honoured in his name. Known for his passion and expertise, Art introduced many to the industry and was a trusted mentor and colleague.

Art is lovingly remembered by his wife, Elaine, his three children, eight grandchildren, and three great-grandchildren, who brought him endless joy and pride.

Art’s legacy of hard work, integrity, and generosity will live on in the countless lives he touched.

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IN MEMORIAM

BRUCE HOLMAN CASTLE BUILDING CENTRES GROUP It is with heavy hearts we announce the passing of our dear friend and colleague Bruce Holman. Bruce was an incredible Husband, Father, Grandfather, Co-worker and Friend to all.

Bruce touched so many in our industry with his larger-than-life personality, humour and compassion. He will be missed dearly by the Castle family, and we extend our deepest condolences to his family. May he rest in peace.

Heaven needed help with their treated wood buy, so they gave Bruce his wings and told him to fly.

Bruce lost his fight with Cancer and passed peacefully at the Huron Hospice in Clinton 3:00 a.m. Saturday November 23, 2024. Bruce is loved and will be greatly missed by his mother Joy (Paul predeceased), his wife Corrinne, his ex-wife Dianne, his children/step children Kendra (Brad), Paige (Brandon), Jean-Henri (Paulette), Anne, Kingston, Nyiah, brothers David (Celia), Andrew (Donna) as well as his nieces Ashley (Russ), Kate, Dax, Sharon and nephews, Christopher (Kristen), Justin along with hundreds of friends and colleagues. As per his wishes no service will take place, however a celebration of life is currently being planned. A huge thank you goes out to the staff at the Huron Hospice for their care, support and respect that was not only provided to Bruce but the entire family.

Farewell our angel, fly high.

ALLEN LIKNES WOODLAND LUMBER AND BUILDING SUPPLIES Allen Joseph Liknes, born on June 22, 1948, in Coronation, Alberta, passed away peacefully on September 4, 2024, at the age of 76. Allen was a man known for his unwavering resilience, playful spirit, and love for his family, whose legacy will forever remain in the hearts of those who knew him.

Allen was predeceased by his beloved wife, Fern Fausak, in 2020, and his twin brother Alvin, who passed in 2014. He is survived by his daughter Lana and her children Austin, Tristin, Rownin, and Deagin; his son Clint, his wife Jen, and their children Clayden and Jaymes; his son Lucas, his wife Wendy, and their children Eve, Abel, and Espen; his daughter Katie, her husband Jacob, and their children Drake, Kiara, Hannah, and AJ; his son Eric, his wife Camila, and their children Lila, Leo, and Lorenzo; and his son Everett.

Allen found joy in the simple pleasures of life—whether it was on the golf course, spending time in Mexico, or watching and playing hockey. His sense of humor and playful nature brought light to those around him, and his love for his work and the successful family business he built continues to thrive through the dedication of his children and grandchildren.

Despite facing immense challenges, including multiple battles with cancer and the loss of his twin brother and wife, Allen remained mentally and physically tough, rarely complaining. To his family, he was their hero, a symbol of strength, perseverance, and love.

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Allen will be deeply missed, but his spirit, humor, and strength will live on in all who loved him.

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IN MEMORIAM

RICK ROYCE SEXTON GROUP It is with much regret and great sadness that we announce the passing of Richard Frederick Royce at the age of 74. He passed suddenly and unexpectedly to a heart attack while watching the Leafs beat the Seattle Kraken 4-1 on October 31, 2024.

Richard spent his retirement caring for his beloved wife and lifelong partner Joanne who passed recently, all the while bringing joy and laughter to the lives of his many friends in and around Newmarket, Ontario and beyond. Richard is survived by his two children, Andrea, and Adam, his sisters-in-law Maureen, Julie, and Billie, and his brother-in-law Doug, as well as his many nieces and nephews.

We extend a very special thanks for the heroic efforts of Rick’s neighbours and friends Herb, Michael, Lisa, and Vito, who along with the 1st responders on scene, did everything within their power to revive Rick.

Rick graduated from Ryerson university (now known as Toronto Metropolitan University) and had a very fruitful and enriching lifelong career in the lumber industry. Before retirement, Richard made his mark on the industry with his own consulting firm RFR Resolutions where he took on major contracts for industry-leading companies and headed up a multinational commodities buying group.

Rick was a kind, loving, and unequivocally loyal husband, father, and friend. He left a positive mark on everyone he met, and his values of empathy, kindness, and integrity will live on through his children, family and friends.

BILL WELIKOKLAD EXECUTIVE HOME BUILDING CENTRE We lost one of the good ones. Bill Welikoklad moved to Red Deer from Czechoslovakia in 1938 at age 3.

He left farming for construction.

He worked on a lot of projects in Red Deer and was the foreman during construction of Red Deer College.

He was a home builder with Executive Homes, and when he couldn’t get the quality and service he expected, he started his own lumber yard. As tough as he could be in a boardroom, he was equally as loving to his staff and his family. Hands of leather and a heart of gold we continue his legacy for 50 years and 3 generations.

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A true legend.

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IN MEMORIAM

GRANT WILSON WOOD COUNTRY BUILDING SERVICES LTD. Forever In Our Hearts. It is with great sadness that we announce the passing of Lionel Grant Wilson, 80, of McLean, SK who passed away peacefully on Thursday, November 7, 2024 at Grace Hospice in Regina, SK after a two-year battle with Cancer. Grant was born on December 1, 1943 in Winnipeg to William Gardner and Vivian Norma Wilson.

Grant is survived by his wife Sandra of 58 years; sons Brett (Marlo); Leigh (Cheryl) and Ryan (Tanja); grandchildren Jacob, Cynthia, Kira, Gage, Olivia, Danica and Sydney; brother Kelly (Karen); sisters Jane (Mike) and Patricia (Jim); sister-in-law Audrey (Ron); and numerous nieces and a nephew. He was predeceased by his parents William (Bill) and Vivian Wilson.

Grant grew up working in a family business and his first start on his own was taking over the Wilson homestead farm with his brother. Eventually, he expanded the mixed farm near McLean which included cattle, chickens and grain. Grant believed in volunteerism within the local community including serving on the local School board, coaching many different kids and adult sports teams and organizing of many ball tournaments for the town. Grant diversified his business interests from farming to include rejuvenating the McLean garage and within a short period of time started Wood Country in McLean and has grown the business over the past 45 years expanding to Tisdale and Estevan. In 2013, he was recognized by the Western Retail Lumber Association (WRLA) with their Industry Achievement Award.

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In his early years he played many sports but his love was always hockey and his later years enjoyed his time on the golf course and going to Rider games.

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