As it happens, Abbey Carpet & Floor threw a better Oscar party this year thanVanity Fair. Who would have predicted that? The magazine canceled its soiree out of concern that the Hollywood writer’s strike could mean sad faces and uneaten hors d'oeuvres. Abbey, which was in Southern California celebrating its 50th Anniversary, threw a lavish bash using the Academy Awards as a theme.  It was two-days before the actual Academy Awards (and 60 miles away), but a very memorable night. They even had souvenir Oscar statues to go along with great food and outstanding entertainment. Thank you, Abbey! Thank you so very much.

As it happens, Abbey Carpet & Floor threw a better Oscar party this year thanVanity Fair. Who would have predicted that? The magazine canceled its soiree out of concern that the Hollywood writer’s strike could mean sad faces and uneaten hors d'oeuvres. Abbey, which was in Southern California celebrating its 50th Anniversary, threw a lavish bash using the Academy Awards as a theme.  It was two-days before the actual Academy Awards (and 60 miles away), but a very memorable night. They even had souvenir Oscar statues to go along with great food and outstanding entertainment. Thank you, Abbey! Thank you so very much.

My gratitude is not simply for the shiny gold “Oscar” that now resides in my office, nor the terrific time my wife Nancy and I had at the aptly named “Magic Carpet Ride Dinner Party.” What I truly appreciate is the statement Abbey’s leadership made. It wasn’t just the celebration. It was the tone they set during their five-day meeting in Anaheim. At a time when many in the flooring industry are confronting a big dip in their residential business, the message was upbeat and reassuring. Instead of panicking, these people were partying.

Why? Because the members and leadership of this venerable retail group have been around long enough to know that hand-wringing is not a strategy. They have seen bumps in the road before. They know this is a good time to step up and be recognized. That is why they used the meeting to launch two big consumer marketing efforts: A national consumer magazine campaign and a major website re-launch this Spring that will link the user to a nearby Abbey store. While interactive websites are not new in the flooring business, Abbey is promising that theirs will take the technology a step further. Both of these initiatives are aimed at helping members increase consumer traffic.

Making noise, of course, is only half the battle. But Abbey has both the sizzle and the steak. The numerous private label items on the convention show floor were a reminder of the upscale, fashion-forward look Abbey has cultivated over the years. No one mistakes their stores for cash and carry discount outlets. They know in a down economy the retailers selling strictly on price are the ones most vulnerable. For them, the only option is to keep cutting prices and take an even bigger hit on their margin. That is not the Abbey approach.

Abbey’s president and coo, Steve Silverman, told me the current business slump is “the toughest I’ve seen in my 41 years in flooring.” When I asked when the clouds will lift his answer was immediate: “That depends on a lot of things.” He went on to explain that the growing number of homes in foreclosure “has to stop” and the inventory of unsold houses must shrink. “All of that takes time,” continued Silverman, with no hint of anxiety in his voice.

He added that the meeting’s focus was not so much on product as camaraderie. Having reached a milestone a scant few businesses achieve-their Golden Anniversary-the Abbey leadership was determined this would be a celebration. As Silverman put it: “It’s a chance to get a way from the tough business climate and let our members know this is a shared experience. That they are not alone.”

Our retail columnists Sam Allman and Warren Tyler have repeatedly urged NFT readers to address the current challenges by leveraging their strengths. In this month’s issue our tile expert Dave Gobis makes a great case as to why a slow business period is a perfect time to educate yourself about new opportunities. (Glass tile installations, anyone?) Dave Stafford, our commercial flooring guru, tells you how to steer clients to high-end options that will save them money in the long run while fattening your profits right now.    

Joining Abbey for their celebration offered ample evident that this type of message is right on the money. This is not a time to fret, complain or, as Silverman put it “bury your head in the sand.”  And it most certainly is not a time to cancel one of the biggest parties of the year. Thanks again, Abbey. (Are you listeningVanity Fair?)