Thursday
February 18 · Optional
Golf Tournament
Kick off the weekend with a round of golf and even more opportunities to build relationships with fellow members and supplier partners.
Alliance Flooring Inc. 2027 Member Convention Innovate in Atlanta
February 19 – 22, 2027
The Avalon · Alpharetta (Atlanta), Georgia
- ThursdayGolf Tournament (optional)
- Friday / Saturday / SundayConvention Meeting Days
- MondayDeparturesMill Tour (optional)
Join us for an unforgettable weekend of education, technology, networking and inspiration at one of Georgia’s premier shopping, dining and entertainment destinations, with accommodations at the boutique Hotel at Avalon.
Booking more than 1 room? The hotel requires a separate reservation for each room, so use the hotel link again for each additional room.
Need help registering? Call 770-528-0222 or email memberservices@carpetsplus.com
Dates
February 19 – 22
Optional Golf Tournament Thu, Feb 18 · Optional Mill Tour Mon, Feb 22
Venue
The Avalon
Alpharetta (Atlanta), GA
Convention Fee
$199 per attendee
Reduced so you can bring more of your team
Register By
January 18, 2027
In Alliance Central, in the Events section
Hotel Rate Only 200 Rooms
$199 per night
Plus taxes. Our hotel block will fill up fast, so book early.
More than 1 room? The hotel requires each to be booked separately. Use the link again for each additional room.
Book Your Hotel Now 30th Anniversary Convention
Celebrate 30 Years of INNOVATION at The Avalon
Alliance Flooring Inc. is bringing our members and supplier partners together for an unforgettable weekend of education, technology, networking and inspiration at one of Georgia’s premier shopping, dining and entertainment destinations: The Avalon in Alpharetta, Georgia, with accommodations at the boutique Hotel at Avalon.
We’re excited to bring our 2027 INNOVATE Member Convention to a destination designed to bring people together, with exceptional dining, shopping, entertainment and open-air gathering spaces all just steps from the hotel. Whether you’re connecting with fellow members, meeting with supplier partners, enjoying a great meal or simply taking some time to recharge, The Avalon gives you more to experience beyond the convention itself.
What’s New in 2027
Based on Your Feedback
More focused, more interactive and more valuable than ever, for less time away from your store.
New
Register
PerformancePlus Rewards
Our top achievers ($1million+) can earn free convention fees and hotel rooms, making this year’s INNOVATE even more rewarding. Reach out to Member Services for more information on PerformancePlus Rewards.
Scheduled Earlier
No conflict with Spring Break this year, plus earlier in the financial year to make a faster impact on your business.
A More Focused Agenda
Shorter, more intentional programming means less time away from your store and more time focused on the ideas, tools and connections that matter.
Reduced Convention Fees
Bring more of your team and make the most of this opportunity to learn, connect and grow together.
Optional Day
Golf Tournament Option
Kick off the weekend with a round of golf and even more opportunities to build relationships with fellow members and supplier partners.
Enhanced Member-Led Interactive Forums
Learn from other members, share ideas, and tackle real-world challenges together.
New Product Introductions
Get an up-close look at the latest products and innovations in our Exhibit Hall, including new introductions you won’t want to miss.
Workshops & Training
Gain practical knowledge, sharpen your sales skills and get answers during interactive Ask the Expert sessions.
More Time to Make It Your Own
We’ve built in more “on your own” time so you can focus on your team, connect with members, meet with suppliers and vendors, or simply enjoy everything The Avalon has to offer.
Optional Day
Mill Tour Option
Go behind the scenes, build your product knowledge and bring valuable insights back to your customers, helping you sell with even greater confidence.
Keynote Speaker
Benjamin Liebert
President, Residential
Shaw Industries
23+years leading businesses and teams in the consumer durable goods industry
Saturday General Session
Meet Our Keynote
Global business executive with over 23 years of experience leading businesses and teams within the consumer durable goods industry.
His roles include leading business unit P&Ls, consumer innovation, global product management, brand strategy, product commercialization, sales channel portfolios, and branch-based wholesale distribution.
Proven success in building, developing, and motivating high-performing cross-functional teams through inspiration, engagement, and ONE-team values. A high energy coach and mentor with recognized success in start-up, turn-around, and transformational operations. Passionate about lifetime learning, purpose/mission-driven leadership, and the development of people.
Hear him live
Saturday, February 20 · 8:30am General Session
Register Now
Agenda
Three Focused Days
From the welcome reception to our 30th Anniversary Dinner Banquet and Awards Show, plus an optional Golf Tournament on Thursday and an optional Mill Tour on Monday.
Friday
February 19
- 12:30pmMember Registration
- 1:00pmAmbassador Council Meeting
- 3:00pmNew & Future Member Meet & Greet
- 4:00pmWelcome Cocktail Reception
- 5:30pmDinner on Your OwnConnect with suppliers, network with other members or eat with your team.
Saturday
February 20
- 8:30amGeneral SessionKeynote: Benjamin Liebert, President, Residential, Shaw Industries
- 10:30amExhibit Hall
- 12:00pmLunch
- 4:30pmExhibit Hall Drawings
- 5:30pmDinner on Your OwnConnect with suppliers, network with other members or eat with your team.
Sunday
February 21
- 9:00am30th Anniversary General Session
- 10:00amMember-Led Forums, Supplier Workshops & Ask the Expert
- 12:00pmLunch
- 1:00pmMember-Led Forums, Supplier Workshops & Ask the Expert
- 5:30pm30th Anniversary Cocktail Reception, Dinner Banquet and Awards Show
Monday
February 22 · Optional
Mill Tour
Build your knowledge so you can help your customers (and sell more!).
Forums & Workshops
Workshops, Member-Led Forums and “Ask the Expert”
Last year, our member-led interactive forums were a huge success! We are excited to build on those this year. Come and hear success stories of other members and learn from their experiences.
Additionally, we are excited to add supplier workshops, as well as “Ask the Expert” sessions where professionals help your team gain knowledge in Sales, HR, Finance and Insurance topics.
Member-Led Forums
Success stories and lessons from fellow members.
New
Supplier Workshops
Hands-on sessions with our supplier partners.
New
Ask the Expert
Sales, HR, Finance and Insurance professionals.
Topics We’re Exploring
A sample of what we are investigating for the agenda, based on member feedback and requests after last year’s successful sessions.
- Succession Planning
- Developing Assisted Living Business
- Sales TrainingTraining those who don’t have flooring experience
- Best Practices for InstallationReducing installation problems before they happen
- How to Price Your Showroom for Financing and Cash Discounts
- HREmployee/Contractor Considerations, Hiring, Employment Law
- Accounting and Insurance
- Claims
- Specified Commercial Work
- How to Use A.I. in Your Business
- Digital Marketing
Want to Lead a Discussion?
If you are passionate about facilitating or assisting with any of these discussions, or have another topic discussion you’d like to lead, please let us know! Help us build a lineup that inspires, energizes, and empowers everyone attending. Please reach out to Christy Armstrong at carmstrong@carpetsplus.com to discuss.
Where You’ll Stay
The Avalon, Alpharetta
Accommodations are at the boutique Hotel at Avalon in Alpharetta, Georgia, with exceptional dining, shopping, entertainment and open-air gathering spaces all just steps away. Book your room through the convention hotel link.
200RoomsThat’s all we have at $199/night. The hotel block will fill up fast, so book your room today. Once the block is filled, the hotel rate increases to $599 per night.
Make it a getaway: your $199 rate applies up to 3 days before and after the convention, so arrive early or extend your stay to enjoy all that ATL has to offer.
Booking more than 1 room? The hotel requires a separate reservation for each room, so use the hotel link again for each additional room.
About The Avalon
And Then There’s The Avalon…
If you’ve never been to The Avalon, you’re in for a treat.
Located in the heart of Alpharetta, The Avalon is a walkable dining, shopping and entertainment district, so it’s more than a place to stay. It’s a destination. Step outside the Hotel at Avalon and you’re immediately surrounded by restaurants, shops, entertainment and places to gather, all within an easy walk.
It’s the perfect setting for an event built around connection.
Grab dinner with your team. Meet another member for coffee. Sit down with a supplier partner. Discover a new restaurant. Browse the shops. Relax with a drink. Take a walk and enjoy the atmosphere. Or use your on-your-own time to simply relax and recharge.
At INNOVATE 2027, the experience doesn’t end when the session does.
Shopping
570,000 square feet of curated retail along Avalon Boulevard.
Browse retailers →
Restaurants
More than two dozen local, chef-driven restaurants.
See restaurants →
Activities
Interactive entertainment, outdoor adventures and more.
View activities →Beyond The AvalonArriving early or staying longer? See what else Alpharetta has to offer.
Bringing the Family?Family-friendly fun in Alpharetta and Atlanta
Celebrating 30 Years
For 30 years, Alliance Flooring has brought members and supplier partners together to learn, connect and move our industry forward. This year, we’re celebrating that legacy while looking ahead to what’s next.
Join us at The Avalon in Alpharetta for INNOVATE 2027 and experience a convention designed around you, your team and your success.
We can’t wait to see you!
$199
per attendee
$199
per night hotel rate, plus taxes
Only 200 rooms in our block at this rate, so book early!
Rate applies up to 3 days before and after the convention. Arrive early or stay longer to enjoy all that ATL has to offer.
Booking more than 1 room? The hotel requires a separate reservation for each room, so use the hotel link again for each additional room.
Need help registering? Call 770-528-0222 or email memberservices@carpetsplus.com
Registration is open in Alliance Central in the Events section.
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