Heidi J. Ellsworth, President
NRCA Gold Circle Awards: Why recognition matters more than ever in the age of AI
By Heidi J. Ellsworth. Industry recognition creates credibility, strengthens marketing efforts and helps contractors stand out in a world where customers and AI tools are constantly searching for proof of expertise. Every day, roofing contractors complete exceptional projects, solve complex building challenges and develop innovative solutions for their customers. They invest ...
Cultivate’26 connects growers, landscapers and outdoor living professionals
By Heidi J. Ellsworth. Through education, innovation and relationships, Cultivate’26 showed how horticulture is shaping the future of outdoor living. When OutdoorCoffeeShop® traveled to Columbus, Ohio, for Cultivate’26, we knew we were heading into one of the biggest gatherings in horticulture. What we did not fully expect was how directly ...
Training that pays back: New grant opportunity helps metal building contractors invest in workforce development
By Heidi J. Ellsworth. Funding quality craftsmanship and building the future workforce. One of the biggest challenges facing the construction industry today is finding and developing skilled workers. For metal building contractors, investing in training is essential not only for workforce development but also for maintaining quality standards and meeting ...
An exclusive look above London: The roofing restoration of admiralty arch
By Heidi J. Ellsworth. Traditional slate craftsmanship and master leadwork are preserving one of Britain's most iconic landmarks for generations to come. For most visitors to London, Admiralty Arch is recognized as the grand ceremonial gateway linking Buckingham Palace to Trafalgar Square. For more than a century, the landmark has ...
Why staying connected to your industry association matters
By Heidi J. Ellsworth. Why industry associations matter more than ever in spray foam. The spray foam industry continues to gain momentum across North America, and if there is one lesson I've learned through decades of working with roofing, coatings and building envelope professionals, it is this: the companies that stay engaged ...
Construction employment grows despite spending slowdown: What it means for the building industry
By Heidi J. Ellsworth. Economic indicators reveal resilience in construction while highlighting the trends contractors should watch closely. It is important across all our Coffee Shop audiences to understand what is happening in the larger construction markets to help make strong business decisions. Having listened to Ken Simonson, chief economist for ...
Scott Hinesley: A career built on leadership, service and building envelopes
By Heidi J. Ellsworth. This upcoming webinar promisese to share insightful and impactful career lessons with the next generation. Recently, the International Institute of Building Enclosure Consultants (IIBEC) Emerging Professionals Committee has been hosting a series, Blueprints of an Enclosure Career, that gives a stage to industry veterans to share their experiences ...
Building a culture where people know they matter
By Heidi J. Ellsworth. Why every contractor should nominate an employee for the Roofing Alliance MVP Awards. Every year our industry talks about labor shortages. We discuss recruiting, training, wages and benefits, all of which are incredibly important. But after sitting in the audience at the Roofing Alliance Most Valuable Player Awards ...
NRCA expands mental health support with free suicide prevention training
By Heidi J. Ellsworth. By making suicide prevention training readily available, NRCA is helping companies create safer, healthier workplaces while fostering a culture of care and support. Mental health continues to be one of the most important conversations taking place across the roofing industry. Roofing professionals face unique pressures, including physically ...
The roof deck integrity assessment tool: A critical safety resource for roofers
By Heidi J. Ellsworth. Why roof deck assessments are essential before any roofing project. Safety has always been one of the most important responsibilities in the roofing industry. Before a roofing crew ever steps onto a roof, contractors need confidence that the roof deck can support workers, materials and equipment. ...
