By Jesse Sanchez. 

How a renewed focus on experienced talent and long-term stability is reshaping this company’s recruitment and company culture. 

As competition intensifies across the roofing industry, contractors are reevaluating what drives sustainable growth. Increasingly, that conversation is moving away from short-term hiring needs and toward a more deliberate focus on experience; not only as a qualification, but as a stabilizing force within an evolving market. On this Roofer of the Month podcast, Tim Garrison of River City Roofing Co, expressed how that shift is shaping how his company approaches 2026. Rather than hiring to fill isolated roles, the company is expanding its search to bring in experienced professionals across the organization. “We have committed completely to going after anyone in the industry that has absolute experience,” Tim said, describing a strategy aimed at strengthening the business from multiple angles at once. 

That approach also reflects a more nuanced view of the labor pool. While parts of the industry, particularly storm-related segments, have faced increased scrutiny, Tim emphasized that experience often exists within those environments, even when reputations vary. “There’s a lot of good guys behind some companies that had a bad rap,” he said, pointing to an opportunity to identify and support skilled individuals whose capabilities may be overlooked. 

From there, the strategy extends beyond recruitment into how roles are structured and developed. The company is actively creating pathways for field technicians to move into sales positions, allowing individuals to apply their hands-on knowledge in new ways while continuing to advance their careers. At the same time, hiring efforts are expanding across accounting, project management and sales leadership, reinforcing the need for alignment between field execution and business operations. 

That internal alignment is tied closely to a broader commitment to stability. Rather than positioning for private equity acquisition, the company is focused on long-term independence and continuity for both customers and employees. Tim noted, “We are going to be there to compete and to take care of, not only our clients, but our family, which is our employees and their families.” 

As hiring strategies continue to evolve, that emphasis on experience, mobility and long-term commitment represents a wider industry shift, one where growth is defined less by rapid expansion and more by the strength, consistency and resilience of the teams behind it. 

Listen to the podcast to learn more about how River City Roofing Co. is building long-term growth through experienced talent, internal development and a commitment to stability as April 2026’s R-Club Roofer of the Month!

By Emma Peterson. 

Key takeaways from the dynamic Coffee Conversations® panel at IRE.  

In a special Coffee Conversations® sponsored by SRS Distribution and recorded live at the 2026 International Roofing Expo (IRE), Heidi J. Ellsworth sat down with Sarah Sutton Shouse of Raincoat Roofing, Jewels DeCorsey of All Craft Exteriors, Tim Garrison of River City Roofing Company, Inc. and Ashley Moss of MRS Roof Pros for a discussion centered around the growth of the roofing industry.  

The first topic the panel highlighted was the technological growth seen across the roofing industry. Ashley pointed to AI specifically, noting, “As homeowners get younger and/or more adept with technology, they’re wanting faster response times. A lot of contractors are trying to meet that by utilizing AI.” An example of how AI can speed up your response time is by having it field phone calls, collecting valuable lead information even if it is outside your office hours.  

And while AI might be one of the most talked-about forms of technology today, it is just the tip of the iceberg when it comes to how roofing professionals can leverage software and other technological innovations to succeed. Jewels explained, “Technology is not going anywhere...There's no pulling back or going back, so I think for companies in the roofing industry, if you are not at least looking into speed to lead, online booking and other digital tools, you’re going to fall behind.” 

The conversation also touched on growth in the realm of physical products. Tim highlighted the expanse of product options, specifically for growing markets like roof coatings, sharing, “Thinking back to 10 years ago, there’s just so many more systems out there for retrofits, restorations and recovers.”  

As for the increased access to products in general, Sarah shared, “One of the challenges is always the availability of the product. Because as a contractor, if I have to pay thousands of dollars in freight, I have to offset that somewhere...Recently, we’ve seen a lot of manufacturers getting into supply houses and working hard to make their product available. That growing network for product availability is huge at the moment.”  

To learn more, check out the full Coffee Conversations on demand!

By Anna Lockhart. 

Here’s what’s been trending on RoofersCoffeeShop® (RCS) this past November. 

Having trouble finding the perfect practical gift for a contractor you know? For those looking to add a bit of joy this holiday season for the roofers in their lives, The Coffee Shops shared 12 gift ideas that are sure to make any roofer’s day! Featuring quality products from well-known and trusted brands across the industry, these contractor-specific gifts will brighten their holiday season for sure!  

The industry experts at Cotney Consulting Group shared their insights into preventing and combating a roofer’s worst nightmare – repetitive motion injuries (RMIs).  As RMIs continue to be an issue many contractors encounter in their career field, it is important to understand how these injuries occur and how to prevent them.  

Our most-read article this month showcases the patriotic dedication of River City Roofing Co. and their stunning new roof of their headquarters in Peoria, Illinois. The building now sports a massive 143x75-foot American flag across the roof using GAF’s colored membrane to recreate the iconic design.  

Here are the top articles for the month of November.  

Five honorable mentions: 

10 - Preserving the past in Charleston, South Carolina 

9 - 12 gifts to present to a roofer in your life! 

8 - Tubos Vent Pipe Extensions expands distribution network 

7 - The sky’s the limit 

6 - Roofer profile: Ian Wilson, Northwest Roof Tile and Metal, LLC 

The top five of the month:   

5 - How to minimize repetitive motion risks 

4 - Durable steel board & batten siding for modern designs 

3 - Ballpark stuns with desert-inspired design 

2 - Westlake Royal Building Products™ bolsters Newpoint™ Concrete Roof Tile operations, capacity in Florida to meet regional demand 

1 - Stars, stripes and skill: The largest flat American flag roof 

By Dani Sheehan. 

River City Roofing’s American flag installation showcases both the company’s roofing skills and commitment to serving those who have served for our country. 

If you fly in on a clear day to Peoria, Illinois, the roof of River City Roofing Co.’s headquarters displays something extraordinary – a massive 143x75-foot American flag. This isn’t just a symbol of patriotism; it’s a showcase of the roofing craftsmanship and innovation the company’s founder, Tim Garrison, and his team maintain. 

When Tim noticed their own building’s roof leaking, he saw an opportunity to do something beyond a simple roof replacement. Inspired by a similar project in Colorado Springs, Colorado, Tim envisioned using GAF’s colored membrane to create the largest American flag roofing system in the country. His goal wasn’t just to restore the roof – it was to showcase River City Roofing’s skill while paying homage to the veterans that have served our country. We recently sat down to talk to him more about the installation and challenges that came with this project. 

Like any large-scale project, this one presented its fair share of challenges. First, Tim had to ensure the flag adhered to federal regulations for its proportions. To meet this standard, Tim used an online American flag calculator, and even had to weld additional membrane to make the red stripes wide enough.  

The biggest challenge came with the stars. “You can’t glue TPO on top of TPO,” Tim explained. “We couldn’t just lay down all the blue and place the stars on top.” One of his crew members ended up putting the project into a computer program to mark the placement of the stars, and from there, the task ran more smoothly. 

The installation itself took about three days. Tim’s crew laid down insulation, followed by a DensDeck® cover board with low-rise foam, ensuring the surface looked seamless. “We didn’t want any plates showing through, so we took extra steps to make it look perfectly flat,” Tim shared. The team even tore everything off two weeks before and used shrink wrap to cover the area until the new membrane was installed, as well as reduce the visibility of foot traffic from the dirty tear off and demo process.  

More than just the roof of their own building, this project is also a statement for River City Roofing Company’s vision and culture. Along with showcasing the American flag, they put a paver patio on the roof for employees and clients to enjoy, where they also showcase different front to back sections of various types of single ply membrane systems and products – mechanically attached, fully adhered, fleece back, EPDM and more. “It’s very much a commercial showroom now,” Tim said. “We can bring employees and clients up here and walk them across different types of flat roofs rather than showing samples in a binder.” 

In addition to completing this incredible project, River City Roofing remains committed to giving back to the community. Every year, on Veterans Day, they surprise a veteran in need with a free, new roof. This year, Tim and his team plan to hold the gathering after the surprise roof installation on the company’s rooftop patio, showing off the new flag roof! “It feels fitting to honor our veterans on a roof that represents so much,” Tim said.  

Though they applied to the Guinness Book of World Records, Tim admitted that the roof didn’t qualify due to being a part of the roofing system. “They said if it were a mural or painted on, we could have applied for a record, but because it’s the actual roof, they did not have category for it,” he shared. Instead, they’ll settle for the largest flat roof American flag for now!