By Jenny Yu.  

Western States Metal Roofing encourages early design conversations to help turn creative metal ideas into high-performing structures. 

Collaboration between architects and manufacturers is reshaping the future of metal construction. In a recent MetalCast™ episode, Heidi J. Ellsworth spoke with Mercedes Harris of Western State Metal Roofing (WSMR) about how early engagement with the design community is driving innovation, performance and project success across both residential and commercial markets. 

One central point of collaboration takes place at the AIA Conference on Architecture and Design, where Mercedes and team connect directly with architects and specifiers. “It’s the largest conference in architecture and design that gathers thousands of architects, specifiers, designers and product manufacturers for several days of education, networking and collaboration,” Mercedes explained. “It’s where design conversations start early, often years before projects break ground.” 

Rather than focusing solely on sales, Mercedes stressed the importance of cultivating long-term relationships that offer guidance and support. “It’s less about selling and more about building relationships and becoming a technical resource for the design community,” she explained. That early collaboration allows manufacturers to better understand design intent while helping architects translate concepts into practical systems. 

Mercedes noted that metal is gaining traction across sectors, particularly in residential design. “We’re seeing metal used a lot more in residential to give it more of that modern, but traditional feel,” she said, pointing to WSMR’s metal panels that look like wood, which offers the appearance of natural materials with added durability.  

Beyond aesthetics, performance itself remains a key driver in material selection. “Architects pay a lot of attention to fire class ratings, uplift and the climate they’re building in,” Mercedes said. Beyond appearance, she added, “A lot of architects are looking at metal for the other side of things. Is it energy efficient? Is it sustainable? How long is this going to last?” 

As design trends evolve, Mercedes highlighted growing demand for vertical siding, matte finishes and textured panels that create depth and visual rhythm. With expanded color options and specialty finishes, Western States Metal Roofing is equipping architects with tools to push creative boundaries while meeting performance requirements. 

Listen to the full podcast or Watch the recording to learn more about how Western States Metal Roofing collaborates with architects and specifiers to shape the future of metal design. 

By Jenny Yu.  

Certification and education are becoming essential as metal roofing demand accelerates. 

As demand for metal roofing continues to rise, contractors are increasingly looking for ways to enter or expand in the segment. In a recent Roofing Road Trips® episode, Heidi J. Ellsworth spoke with Ray Kimble, general manager of Western States Metal Roofing (WSMR), about the keys to success in metal roofing.  

Since 1996, Western States Metal Roofing has developed a reputation for being not only a premium metal manufacturer, but also a knowledgeable partner ready to help customers with design, development and construction.  

“We want to be the one-stop-shop for anybody in metal,” Ray shared. “Whether you buy from us or not, we want to be the knowledge source, we want to help out. We want to be the people that you go to ask questions.” 

In striving to be the industry leader on all things metal, WSMR has worked to fill the knowledge gaps that exist between vendors, suppliers and contractors. “It’s not that metal roofing is really hard. It’s just that it’s very precise,” Kimble explained. Unlike more forgiving systems, metal requires careful attention to several factors. “You’ve got to take into account panel layout, fastening patterns, thermal movement and substrate flatness. All of those things matter.” 

That level of precision is driving demand for formal training and certification programs. As building owners become more educated, they are placing greater emphasis on who installs the system, not just the product itself. “Who installs the metal is just as important as who you buy it from,” Ray said. “Good panels can’t hide a bad installation.” 

To address this need, Western States Metal Roofing has invested in contractor education, offering structured training and certification programs designed to build both technical skills and sales confidence. These programs help contractors understand not only how to install metal systems correctly, but also how to communicate their value to customers. 

For contractors new to metal, mindset is often one of the biggest hurdles. Ray noted that many experienced roofers must adjust how they approach projects. “The biggest challenge is thinking differently about the system,” he said, emphasizing the importance of understanding system nuances and minimizing common issues like misalignment or oil canning. 

As the market evolves, contractors who prioritize training and certification will be better positioned to compete, reduce callbacks and deliver higher-quality installations. With demand showing no signs of slowing, investing in education is quickly becoming a necessity. 

Listen to the full podcast or Watch the recording to learn more about how Western States Metal Roofing helps contractors get started in metal roofing. 

By Jenny Yu.  

Western States Metal Roofing showcased its manufacturing process and new product innovations at IRE 2026. 

At the 2026 International Roofing Expo, Western States Metal Roofing debuted a new booth featuring its first 3D display, giving attendees a hands-on look at the company’s growing line of metal roofing and siding products.  

“We wanted to create something people could walk up to, touch and really see the 3D effect,” Jasmine Rubio, purchasing manager of Western States Metal Roofing, told The Coffee Shops™. 

A major draw at the booth was the company’s T-8 Plankwall® wood-look panel. “People are so excited about our T-8 Plankwall,” Jasmine shared. “They love how you can use this inside and outside for a residential feel. People are using this instead of real wood because it's more durable and energy efficient. Plus, you're not going to have issues like rotting or termites.” 

Jasmine also explained the manufacturing process behind the finishes showcased at the event. “These are painted onto our coil and then we stock the 48-inch coil in-house. Then we manufacture and roll it through our machines,” she said. “It'll be a flat sheet prior and then we'll form it into whatever panel the customer wants.” 

In addition to existing offerings, Jasmine hinted at a new panel expected to launch in the coming months, which was incorporated into the 3D display to give contractors an early preview. 

When asked what Western States Metal Roofing is most looking forward to in 2026, Jasmine answered immediately. “Expansion,” she stated. “We are based in Phoenix, Arizona, and have other facilities throughout the country, and we’re excited to expand to the Midwest and the East Coast. We’re ready.”   

Watch the full interview and their interview on the RoofersCoffeeShops® Soundstage to learn more about Western States Metal Roofing’s latest innovations! 

By The Coffee Shops™.  

Western States Metal Roofing highlights durable, cost-effective solutions for agricultural, commercial and residential projects. 

In today’s metal construction market, exposed fastener panels remain one of the most practical and cost-effective solutions available. At Western States Metal Roofing (WSMR), these panels continue to be a trusted choice for agricultural, commercial and residential projects that demand durability, efficiency and long-term performance. 

According to a recent WSMR newsletter, exposed fastener systems are valued for their straightforward installation and structural reliability. For contractors balancing tight timelines and budgets, they offer a fast, efficient roofing and siding solution without sacrificing strength. For property owners, they deliver dependable protection across a wide range of climates, from high heat to heavy snow. 

The Phoenix-based manufacturer offers a full lineup of exposed fastener profiles to meet different design and performance needs. The 7/8” Corrugated Panel features deep, wavy corrugations that create bold lines and a pronounced shadow effect. AG Panels are a go-to option for agricultural and light commercial applications, combining versatility with affordability. PBR Panels are engineered for commercial and industrial roofing projects where additional strength is essential. Western Rib Panels feature a trapezoidal design that enhances load and span capacity while maintaining a clean, modern appearance. 

Beyond profile selection, customers can choose from a wide range of colors, finishes and gauges, making it easy to align performance requirements with architectural vision. Whether working on a new build or a retrofit, WSMR helps ensure the right panel is selected for the job. 

From product guidance to ordering support, the team at Western States Metal Roofing partners closely with contractors and property owners to deliver metal roofing and siding systems built to perform and match each project’s goals. 

Subscribe to the Western States Metal Roofing newsletter or visit their website to learn more about exposed fastener panels. 

By Jenny Yu.  

New equipment, streamlined operations and a unified team are driving Western States Metal Roofing’s momentum this year. 

Western States Metal Roofing (WSMR) is bringing the energy to 2026! In a recent video titled “The future is metal,” representatives from the front office to the front line came together to share a unified message: “In 2026, we’re not slowing down; we’re just getting started!” 

With full steam ahead, WSMR has exciting innovations for customers to look out for. “We’ve added new machines for faster production, better precision and faster lead times. Plus, we now offer custom panels at 32 feet,” a representative shared, showcasing their new equipment at work. These upgrades allow the company to increase production capacity while maintaining precision and consistency across every order. “It's sleek metal siding and roofing with unmatched customer service.” 

Along with its expanded line of machinery, the company emphasized its extensive range of product offerings. “We have one of the largest color selections in the industry, and we’re fully stocked with coil and flats,” an employee said. “With the option of same-day pickup, we’ve upgraded and streamlined every station, and Western States Metal Roofing is leading the metal revolution.” 

In keeping with the collective nature of the video, multiple voices highlighted the heart of WSMR: the workers behind its culture of excellence. “2026 isn’t just about new products; it’s about our people,” representatives stated. “With a workforce composed of veterans, brothers, fathers, mothers, sons and daughters, we understand the importance of integrity and discipline.”  

Western States Metal Roofing is set to make this year its best yet. “In 2026, our goal is simple: provide you, our customer, with quality metal roofing and siding that offers the durability we’re known for,” the video stated. “2026 is just getting started, and so are we.” 

Watch the video to see what’s in store for Western States Metal Roofing in 2026!

Across the show floor, soundstage interviews and educational sessions, IRE 2026 made it clear that the roofing industry is not standing still. 

While community defines the heart of the International Roofing Expo (IRE), innovation defines its pace. From AI-driven tools and smarter products to immersive booths and hands-on demonstrations, our crew experienced IRE 2026 as a snapshot of where the industry is headed. Here’s a deeper look at how it went, as told through the voices of our crew members who spent the week capturing it. 

Technology everywhere 

One of the most immediate takeaways from IRE 2026 was just how visible technology has become across the show floor. Megan Ellsworth, multimedia director, shared: 

One theme that did stand out for me at IRE was the sheer amount of technology and AI companies at the show and the innovations through technology that big name distributors and manufacturers are implementing. Contractors were a buzz with all the new technology at their fingertips through either their distributor, CRM or manufacturer that is for sure. 

That buzz extended to manufacturers, distributors and long-established brands bringing tangible, jobsite-ready solutions to the floor. Karen Edwards, COO, emphasized, “I was most impressed by the manufacturers that continually innovate and bring new solutions that help contractors work smarter, more efficiently, the products that perform better. It’s incredible.” Startups and established brands showcased tools that have the potential to fundamentally change how contractors work day to day.  

Innovation on display: Booths, launches and customer stories 

For crew members walking the show floor, innovation stood out not only in the products themselves, but in how exhibitors chose to present their stories. Lauren White, editor-in-chief, explained: 

It’s always so fun to see the same people each year, and also to see how some of our customers’ booths have grown over the years. Some companies who started with a single table and a small footprint now have the biggest LED screen that Informa has ever seen, like Roof Scout. Central States Manufacturing had a huge, amazing booth as well and it looked really great and made a statement. 

Everyone puts so much time and energy into making their booths look good and flow, and they’re really proud of them. There’s a lot of intentional planning that goes into that. For us to go onto the show floor and highlight those booths – asking what they want to showcase and positioning ourselves where they feel best – is really special. People are so grateful for the opportunity to talk about their latest products and recent launches and show them off in their booth. 

Drake Porter, industry relations coordinator, echoed this sense of creativity and experimentation they witnessed across the show floor: 

Just seeing what all these folks are doing, whether it's tools or materials or an amazing Trash Rocket or a giant screen at Roof Scout was really cool. My favorite interview of the day was Western States Metal Roofing, where she talked about different shingle sizes, metal and the 3D-printed display she created for the booth. 

Across the span of three days, Lauren and Drake had the chance to dance with the Pink Panther from Owens Corning®, assist the BITEC® magician in passing cards around to the crowd and made custom hats with TRA Snow and Sun, further highlighting the vastness of this year’s exhibitor booths. 

Education contractors can use 

Education once again proved to be one of IRE’s strongest assets, especially as conversations around AI moved from theory to application. Heidi J. Ellsworth, president and CEO, moderated a panel discussion focused on AI in practical business settings: 

We were fortunate enough to be part of the Roofing Technology Think Tank (RT3) panel talking about AI in real-life situations. It really talked about not only where the roofing industry is going, but what you need to look at and be aware of. 

The IRE educational courses throughout the week really help contractors build their business, so they can leave IRE with a strong to-do list, which I think is really important. 

What stood out most to Karen was the engagement: “It’s impressive to have 100 people in a room who want to learn about AI at 8:30 in the morning and nobody was scrolling through their phone during that presentation. They were engaged and eager to learn.” 

Telling the industry’s stories 

One of the ways innovation came to life at IRE 2026 was through storytelling itself. James Ellsworth, CFO, exclaimed, “The soundstage did 89 recordings over the course of three days. We had experts from around the industry all wanting to share on the soundstage.” As Karen hosted the majority of these interviews, she reflected, “Being able to bring a little piece of the show to those people who weren’t able to come was heartwarming. They can tune into our videos, and they can see what’s new.” The theme that consistently emerged was adoption. As Lauren noted, “People are really adopting tech and AI, which is great to see in an industry that’s typically slow to adopt. 2026 is the year of growth.” Across tools, technology, education and storytelling, IRE 2026 highlighted real solutions, real learning and real momentum. And the industry is clearly ready for what’s next. 

Check out our YouTube playlist to hear from the experts themselves!

En todo el piso de exhibición, las entrevistas en el escenario y las sesiones educativas, IRE 2026 dejó en claro que la industria del techado no se está quedando quieta. 

Mientras la comunidad define el corazón de la International Roofing Expo (IRE), la innovación define su ritmo. Desde herramientas impulsadas por IA y productos más inteligentes hasta stands inmersivos y demostraciones prácticas, nuestro equipo vivió IRE 2026 como una muestra clara de hacia dónde se dirige la industria. Aquí te presentamos una mirada más profunda a cómo se desarrolló todo, contada a través de las voces de los miembros de nuestro equipo que pasaron la semana capturando cada momento. 

Tecnología en todas partes 

Uno de los principales aprendizajes inmediatos de IRE 2026 fue lo visible que se ha vuelto la tecnología en todo el piso de exhibición. Megan Ellsworth, directora de multimedia, compartió: 

Un tema que realmente destacó para mí en IRE fue la gran cantidad de empresas de tecnología e inteligencia artificial presentes en el evento y las innovaciones tecnológicas que los grandes distribuidores y fabricantes están implementando. Los contratistas estaban muy entusiasmados con toda la nueva tecnología disponible a través de su distribuidor, CRM o fabricante, sin duda. 

Ese entusiasmo se extendió a fabricantes, distribuidores y marcas consolidadas que llevaron al piso soluciones tangibles y listas para el trabajo. Karen Edwards, COO, enfatizó: “Lo que más me impresionó fueron los fabricantes que constantemente innovan y traen nuevas soluciones que ayudan a los contratistas a trabajar de manera más inteligente y eficiente, con productos que ofrecen un mejor rendimiento. Es increíble.” Nuevas empresas y marcas establecidas exhibieron herramientas con el potencial de cambiar fundamentalmente cómo trabajan los contratistas en su día a día. 

Innovación en exhibición: Stands, lanzamientos e historias de clientes 

Para los miembros del equipo que recorrieron el piso de exhibición, la innovación destacó no solo en los productos en sí, sino en la forma en que los expositores eligieron presentar sus historias. Lauren White, editora en jefe, explicó: 

Siempre es muy divertido ver a las mismas personas cada año, y también ver cómo los stands de algunos de nuestros clientes han crecido con el tiempo. Algunas empresas que comenzaron con una sola mesa y un espacio pequeño ahora tienen la pantalla LED más grande que Informa haya visto, como Roof Scout. Central States Manufacturing también tuvo un stand enorme y espectacular; se veía realmente bien y dejaba una gran impresión. Todos dedican mucho tiempo y energía a asegurarse de que sus stands se vean bien y fluyan correctamente, y están realmente orgullosos de ellos. Hay mucha planificación intencional detrás de eso. 

Para nosotros, poder caminar por el piso de exhibición y destacar esos stands —preguntar qué quieren mostrar y colocarnos donde mejor se sientan — es algo muy especial. La gente está muy agradecida por la oportunidad de hablar sobre sus productos más recientes, sus nuevos lanzamientos y mostrarlos en sus stands. 

Drake Porter, coordinador de relaciones industriales, destacó ese mismo sentido de creatividad y experimentación que vio por todo el evento: 

Ver lo que toda esta gente está haciendo, ya sean herramientas, materiales, un increíble Trash Rocket o una enorme pantalla en Roof Scout, fue realmente genial. Mi entrevista favorita del día fue con Western States Metal Roofing, donde ella habló sobre diferentes tamaños de tejas, metal y la exhibición impresa en 3D que creó para su stand. 

A lo largo de tres días, Lauren y Drake tuvieron la oportunidad de bailar con la Pantera Rosa de Owens Corning®, ayudar al mago de BITEC® a pasar cartas entre la multitud y hacer sombreros personalizados con TRA Snow and Sun, resaltando aún más la magnitud de los stands de este año. 

Educación que los contratistas pueden usar 

Una vez más, la educación demostró ser uno de los mayores activos de IRE, especialmente cuando las conversaciones sobre IA pasaron de la teoría a la aplicación práctica. Heidi J. Ellsworth, presidenta y CEO, moderó un panel centrado en el uso de la IA en entornos reales de negocios: 

Tuvimos la fortuna de ser parte del panel del Roofing Technology Think Tank (RT3) hablando sobre IA en situaciones reales. La conversación trató no solo sobre hacia dónde se dirige la industria del roofing, sino sobre lo que necesitas observar y tener en cuenta. 

Los cursos educativos de IRE durante la semana realmente ayudan a los contratistas a fortalecer sus negocios, para que puedan salir de IRE con una sólida lista de tareas, lo cual es muy importante. 

Lo que más le llamó la atención a Karen fue el nivel de atención: “Es impresionante tener a 100 personas en una sala que quieren aprender sobre IA a las 8:30 de la mañana y que nadie estuviera revisando su teléfono durante la presentación. Estaban comprometidos y ansiosos por aprender.” 

Contando las historias de la industria 

Una de las formas en que la innovación cobró vida en IRE 2026 fue a través de la narración. James Ellsworth, CFO, exclamó, “El escenario de grabación hizo 89 entrevistas durante tres días. Tuvimos expertos de toda la industria queriendo participar en el escenario.” Mientras Karen condujo la mayoría de esas entrevistas, reflexionó, “Poder llevar un pedacito del evento a quienes no pudieron asistir fue conmovedor. Pueden ver nuestros videos y descubrir qué hay de nuevo.” 

El tema recurrente fue la adopción. Como señaló Lauren, “La gente realmente está adoptando la tecnología y la IA, lo cual es genial de ver en una industria que típicamente adopta los cambios con más lentitud. 2026 es el año del crecimiento.” 

A través de herramientas, tecnología, educación y narración, IRE 2026 destacó soluciones reales, aprendizaje real y un impulso genuino. Y la industria está claramente lista para lo que viene. 

¡Consulta nuestra lista de videos en YouTube para escuchar directamente a los expertos!

By Jenny Yu.  

Western States Metal Roofing provides digital tools to help simplify visualization and accelerate projects. 

Western States Metal Roofing is making it easier for contractors to make their designs come to life. With its downloadable 3D Textures Library and E-Samples, the brand allows project teams to visualize metal roofing and siding systems from their product offerings before installation begins.  

The company’s 3D Smart Textures® are built for architects and structural engineers using 3D rendering programs to create photorealistic building models. By incorporating actual panel profiles, seams and finishes into renderings, users can see how metal interacts with light (morning, afternoon and evening), scale and surrounding materials. With up to 8k resolution, the result is a detailed, realistic visual representation of how a project will look using the specified materials. 

These 3D textures are well-suited for concept design, client presentations, architectural renderings and material comparisons. By integrating real-world product data into early-stage visuals, designers can communicate their project vision more clearly and reduce uncertainty during the approval process. 

Beyond the 3D Texture Library, Western States Metal Roofing also offers digital E-Samples that provide instant visuals for project teams. These E-Samples give immediate access to the company’s full range of colors, finishes, and textures — including board and batten and standing seam panels available in more than 100 colors such as Matte Patina®, Fresh Rust®, Speckled Copper®, Weathered Metallic®, and many more. Designers can easily share these digital samples with clients and project stakeholders, simplifying collaboration, reducing back-and-forth, and helping projects move from concept to approval more efficiently. 

Through the 3D texture library and E-Samples, Western States Metal Roofing supports architects and builders looking to elevate presentations and improve efficiency, allowing them to compare materials, evaluate aesthetics and move projects forward with greater ease and confidence. 

Visit the Western States Metal Roofing website to explore the full 3D textures library and learn more.

By Jenny Yu.  

The family behind Western States Metal Roofing showcased their newest offerings at this year’s International Roofing Expo. 

Western States Metal Roofing unveiled a new and improved booth at the 2026 International Roofing Expo in Las Vegas, Nevada. “We did redesign it this time around,” Jasmine Rubio, human resource manager, told Karen Edwards at The Coffee Shops Sound Stage. “So, we are constantly changing things up and updating it. We're excited to be promoting our new booth.” 

One product line the company highlighted at their booth was the “Metal That Looks Like Wood” product line. “These look like wood but don’t require the maintenance of wood,” Jasmine explained. “With wood, you get termites; you have to deal with rotting issues, mold. Metal is sustainable, durable and you don't have the fading.” With a 40-year warranty and a variety of colors available, from rosewood to maple, these panels represent a growing trend in the industry. 

Metal, Jasmine shared, is growing due to its sustainable, energy-efficient properties along with its aesthetic appeal. “People are using it inside and outside,” she said. “And it's going to help with insurance and claims. We actually have third party testing done for the wind. For every panel, we do wind and fire testing.” 

At the end of the day, IRE was an opportunity for Western States Metal Roofing to showcase its newest innovations and its family-based culture. “We’re a family-owned and run company. We have my dad and my mom up there. We have me. We have my husband in operations and production. We have our general manager who is not family, but he has his son and a son-in-law here, too,” Jasmine shared. “You don't have to be a part of blood, but we have multiple people that feel like family. It’s amazing.” 

Watch the interview to learn more about Western States Metal Roofing’s innovative offerings and culture of family!

By Heidi J. Ellsworth.  

Contractors are increasingly turning to metal roofing for dependable winter performance and long-term value. 

Winter weather can put any roofing system to the test, especially in regions that face snow, ice and prolonged cold temperatures. While harsh conditions can create challenges, the right roofing system paired with proper design and installation can make all the difference. That is where metal roofing continues to stand out. 

In a recent newsletter, Western States Metal Roofing highlighted why metal roofing performs so well in snow country and what contractors and building owners should consider when planning projects in cold climates. 

Why metal roofing performs in snow country 

Metal roofing is engineered to handle extreme weather when properly specified and installed. One of its biggest advantages in snowy regions is its smooth surface. Snow is less likely to accumulate, helping it shed more efficiently and reducing excess weight on the structure. This can lower long-term maintenance needs while improving overall roof performance. 

Energy efficiency is another important benefit the newsletter highlighted. Metal roofing systems can help regulate interior temperatures, supporting heating efficiency during cold months. Added fire resistance also provides an extra layer of protection, especially in areas where winter heating systems increase fire risk. 

Design and installation still matter 

Performance in snow country is not just about the material itself. Western States Metal Roofing emphasized the importance of proper roof design, including slope considerations, snow retention systems and high-quality underlayment. These components work together to manage snow movement, prevent ice-related issues and extend the life of the roof system.   

For contractors, this knowledge is critical when educating customers and planning winter-ready roofing solutions that perform year after year. Visit the Western States Metal Roofing website to learn more about snow retention systems and explore the components and accessories offered, including S-5!^® snow guards and fences. 

Expanding support across Texas 

In addition to sharing education on cold climate performance, Western States Metal Roofing continues to expand its footprint across Texas, bringing local service and expertise closer to contractors and project teams. 

With multiple locations throughout the state, the Texas branches are equipped to support region-specific building needs. From extreme heat to severe weather events, the team understands what it takes to select the right panels, finishes and systems for long term performance. 

Local inventory means faster access to materials, reliable turnaround times and knowledgeable staff ready to assist from planning through installation. Whether sourcing roofing, siding, flat sheets or coil, contractors can keep projects moving efficiently with dependable local support. 

Visit Western States Metal Roofing and subscribe to their newsletter to learn more about metal roof performance in snow country and explore educational resources.