News
Innovative Programs and Activations Announced for Coverings 2024

Feb. 29, 2024 – ARLINGTON, Va. – Coverings (coverings.com), the largest and preeminent international tile and stone exhibition and conference in North America, has released a comprehensive roster of both popular and new onsite activations for Coverings 2024, which will take place April 22-25, 2024, at the Georgia World Congress Center in Atlanta. The renowned, four-day industry event will deliver breathtaking global tile displays, invaluable industry insights and engaging networking opportunities through an unmatched lineup of special programming and show floor features stretching nine miles of tile and global exhibit space.
Coverings 2024 will unite thousands of architects, designers, contractors, distributors and other industry professionals for an immersive experience of ceramic tile and natural stone. Onsite activities, live demonstrations, show floor tours and interactive programs have been organized to provide hands-on experiences and real-time solutions for all applicable industry segments.
More than 25,000 international showgoers will gather to discover the most in-vogue ceramic tile, natural stone and equipment product trends from around the world. Attendees will be able to explore numerous global pavilions hosted by leading tile associations and product manufacturers from 40 countries where they can source the latest, most advanced tile, stone, equipment, machinery and other resources.
“We’re bringing an enhanced ensemble of show floor features and activations to Atlanta, providing showgoers with a fresh and invigorating Coverings experience,” said Jenn Heinold, president of Taffy Event Strategies, the show management company for Coverings. “Beyond the absolutely breathtaking exhibits, what I am most excited about this year at Coverings is our Outdoor Oasis. We’re constructing a state-of-the-art backyard design (including a pool!) on the show floor. The Outdoor Oasis will feature ceramic tile and natural stone from Italy, Spain and North America; it’s one of our biggest and most intricate installations on the show floor yet.”
The four key tenets of Coverings 2024 – “Health & Wellness,” “Sustainability,” “Outdoor Spaces” and “Timeless Luxury” – will be highlighted throughout the show floor. Communal activations, imaginative displays and relevant market trends will showcase each tenet and provide attendees with unique, unforgettable experiences that emphasize the many benefits and uses of tile and stone.
Headlining Coverings 2024’s new show floor features is the highly anticipated Outdoor Oasis (Hall C, Booth 7006), which was conceived and revamped from the popular Coverings Lounge of years past. Attendees visiting this awe-inspiring space will step into a mesmerizing “outdoor” environment filled with both interior and exterior applications of ceramic tile, highlighting tile’s seamless integration in outdoor settings among plant material and outdoor furnishings. The Outdoor Oasis will also provide a centralized location for showgoers to attend vital learning sessions, connect with tile and stone peers, and socialize during happy hours and giveaways.
Special participants of the Outdoor Oasis include Coverings 2024 partner and thought leader Tributary Revelation and numerous global tile manufacturers, such as Landmark Ceramics, SICIS and STN Ceramica. Products on display throughout the Outdoor Oasis will be provided by various partners, manufacturers and Tributary Revelation members.
D.W. Sanders Tile & Stone Contracting, Inc. and C.C. Owen Tile Company will install the Outdoor Oasis, and a raised pedestal system will be provided by Redwood Plastics and Rubber.
“The Outdoor Oasis, like many of Coverings 2024’s exclusive programming and happenings, will be especially relevant to architects and designers,” said Heinold. “There will be many design-focused displays and activities throughout the event for Atlanta, regional, national and international design professionals.”
The Outdoor Oasis will also host the return of mindfulness workshops led by Gianna Vallefuoco, an artist, National Tile Contractors Association (NTCA) Five Star contractor and mindfulness teacher with Vallefuoco Contractors, LLC, and Ron Nash with LATICRETE International. These mindfulness sessions are appropriate for everyone, with unique topics including “Intro to Mind Fitness,” “Mindful Leadership,” “Setting Up a Mindfulness Practice” and much more. Showgoers attending these short, impactful “Health & Wellness” demonstrations will learn how to better deal with stress on the job site, discover how breathing can help deescalate heated moments, and learn how to use a growth-focused mindset to lead in their organizations.
Happy hours and giveaways are returning as a beloved Coverings feature and will occur in the Outdoor Oasis, April 23 and 24, starting at 4 p.m. EDT. Cold drinks and hot giveaways led and managed by NTCA and Tile Council of North America (TCNA) member companies will be available to those present, providing a fun way for attendees to interact and wrap up their show days. The Outdoor Oasis will also be the center for complimentary Contractor Tours and the Coverings 2024 Rock Star Awards Ceremony & 10th Anniversary Celebration, which will honor this year’s Rock Star Award winners, April 22 from 4-5 p.m.
The Galvanize Women’s Lounge (Room B206), a brand-new networking area planned for Coverings 2024, will offer a unique space for attendees to connect, celebrate and be inspired by like-minded women and industry peers. Both personal and professional development opportunities – along with a few surprise activations – will be available, with many of the leading industry women’s groups coming together to collaborate, build community, and elevate one another and their respective crafts.
Returning to Coverings 2024 is the Distributor Lounge (Coverings Courtyard, Hall B, Booth 1405), sponsored by the Ceramic Tile Distributors Association (CTDA) and the North American Association of Floor Covering Distributors (NAFCD). This back-by-popular-demand networking space provides tile, stone and flooring distributors a quiet place to relax and recharge when they need a break from doing business on the show floor. Light refreshments and snacks will be served in the lounge, which is conveniently located on the show floor in Hall B this year.
The Podcast Studio (Hall B Lobby), will continue to be an extremely popular feature for attendees and exhibitors alike at Coverings 2024. The studio offers established podcasters across the tile, stone and construction industries a unique opportunity to record episodes during Coverings 2024. Showgoers, no matter their interest or favorite genre, can stop by the studio to listen as podcasters record new episodes for their respective shows.
The Stone Fabricator’s Alliance (SFA) is bringing its popular SFA Cage (Hall C, Booth 6161) back for Coverings 2024. This is the ideal place for fabricators and other stone and tile professionals to gather, network and learn new fabrication techniques. The SFA Cage will feature daily demonstrations on a variety of topics, including how to work with and fabricate gauged porcelain panels that continue to grow in popularity.
The Coverings 2024 show floor will also include the return of the Artisan Showcase (Hall C, Booth 7259), a popular show floor display that will showcase one-of-a-kind decorative tiles and accents and a stage with live demonstrations. World-class mosaicist David Arnott will be showcasing some of his most stunning pieces throughout the Artisan Showcase, along with creating an Earth Day-themed mosaic live during the show.
A roundup of both live and on-demand show floor tours, including four curated Audio Tours, will help attendees maximize their time and experience during Coverings 2024. These coveted tours will assist attendees in exploring the show floor at the times that work best for their busy event schedules. Eventgoers can access four distinct audio tours focused on each of the Coverings tenets to see and experience relevant exhibitors and stunning product displays based on specific areas of interest or expertise.
The much-lauded Contractor Tours are coming back to Coverings 2024, providing tour participants with opportunities to join NTCA for guided show floor explorations of the latest tools, equipment and allied products for contractors, installers, retailers, distributors and specifiers. These complimentary, hour-long tours will kick off from the Outdoor Oasis at 11 a.m., between April 22-24, and are available on a first-come, first-served basis.
Coverings is also enhancing its popular lineup of interactive Stages for 2024 to feature all the latest and most important updates from tile and stone industry leaders. Trends, solutions, live “how-to” classes and other relevant content will be available on four stages throughout the show floor, enlightening attendees with groundbreaking products, techniques and business processes.
The Artisan Stage (Hall C, Booth 7259) has been added to Coverings’ lineup of show floor stages given the size of the crowds at Coverings 2023’s Art Tile Showcase. Attendees will get to witness art tile makers and artisans as they show the steps required to create one-of-a-kind, hand-made tile, such as pre-mounting techniques for installation, hand forming and cutting, decorating, glazing and painting.
The Installation Innovation Stage (Hall C, Booth 7863), a long-time staple of Coverings and a crowd-favorite among contractors and installers, will showcase live demonstrations for attendees to see exactly how to install a wide variety of new products and learn techniques to make tile and stone installations more successful. Stage visitors will attain firsthand insights from leading professionals about new materials, industry standards, methods and best practices for delivering superior installations. Demonstrations will be provided by both NTCA staff and TCNA members.
The Fabricator Stage (Hall C, Booth 6209) is returning for its second appearance at Coverings after being a smashing success at Coverings 2023. This distinguished stage will supply another year of insights from experts in the stone and fabrication industry through short and engaging presentations and demonstrations. Programming offered in collaboration with three esteemed partners of Coverings 2024, International Surface Fabricators Association (ISFA), National Stone Institute (NSI) and Rockheads Group, will concentrate on pertinent topics tailored for tile and stone fabricators. These sessions aim to equip attendees with the essential insights and advanced concepts necessary for progressing their businesses and successfully executing upcoming projects. New for 2024, at the end of each day, the stage will host happy hours and education, offering fabricators an opportunity to network and learn.
Back for its third year at Coverings, the Trends & Solutions Stage (Coverings Courtyard, Hall B, Booth 1405) will feature exhibitors and industry professionals highlighting everything at the forefront of the tile and stone marketplace. Attendees visiting this ever-popular stage will benefit from a deep dive into the latest innovations and trends through short presentations from those launching new services, providing business solutions or showing new product trends.
Coverings 2024 will also present an impressive, robust schedule of educational sessions across three distinct tracks: “Installation & Fabrication,” “Materials & Trends” and “Workforce & Profits.” These learning opportunities have been carefully curated to furnish attendees with business-growth information, insights, techniques and expertise.
Industry professionals can register to attend Coverings 2024 at no cost and gather further information about this year’s show floor exhibits, product displays, lounges, stages, tours, educational sessions and other special programming by visiting the Coverings website.
Pool Builder
Ownership Group Acquires Shasta Pools, Announces Expansion Plans to Offer Complete Home Services
Dansons Capital Group, Accrual Equity Partners, and Hydro Construction purchased Arizona’s premier pool builder with eye on developing national brand

SCOTTSDALE, Arizona (August 31, 2026) – Dansons Capital Group, in partnership with Accrual Equity Partners (AEP) and Hydro Construction (HydroCon), completed the acquisition of Shasta Pools, Phoenix Metro’s most recognized pool builder, and announced an immediate expansion into the broader home services market with plans to grow the brand into a national powerhouse. Founded in 1966 by brothers Bob and Skip Ast, the third-generation, family-owned pool business has built or renovated more than 150,000 pools across Maricopa County and is among the country’s top premier pool builders. The acquisition, finalized August 6, positions the company with a competitive edge as it enters a new phase of accelerated growth
Building on Shasta’s track record of success, the ownership group will grow the company’s core business divisions, including residential and commercial pool construction and renovation, Shasta Signature Series luxury pool designs, backyard hardscaping solutions, extended warranties, and e-commerce supplies. The deal also directs new capital into Shasta’s high-volume, recurring pool maintenance business, establishing a scalable foundation for an expanded home services portfolio.
Expanding the Home Services Model
Shasta Pools will also debut Shasta Home Services, the first step in the company’s expansion into a comprehensive home services platform. Shasta enters the space with more than 200,000 customer relationships, route density in Central Arizona, and a 60-year brand homeowners have entrusted with their homes. The company plans to aggressively expand the platform organically and through partnership across the essential services every home depends on.
In addition, work has begun on a new, state-of-the-art design center and headquarters in Scottsdale that will centralize operations and give customers a welcoming, creative atmosphere to reimagine their yards. The campus will also anchor a technology-driven contact center staffed by a world-class team that creates a single point of contact for every Shasta customer, from pool service to the company’s expanding home services platform.
A Partnership Rooted in Shared Values
Dansons Capital Group, a family business led by CEO Dan Thiessen, President Jeff Thiessen, and COO Jordan Thiessen, built and grew a portfolio of backyard-focused businesses including Pit Boss Grills, which they scaled into a worldwide brand before selling in June 2023.
Jeff Thiessen sparked a relationship with the Ast family during the construction of his own backyard pool, a personal experience that gave him firsthand insight into the industry’s potential. Recognizing the Ast family’s shared values and significant opportunity with strategic investment, he partnered with AEP and HydroCon to pursue that growth together.
“Shasta Pools has national industry brand recognition and has been an Arizona legacy for the last 60 years and we’re excited to reinvest in the company and catapult its growth into the next 60 years,” said Jeff Thiessen, President, Dansons Capital Group. “We’ve already met with more than 200 employees to learn what they love about Shasta Pools and hear their ideas of how we can grow the company and continue providing our customers with amazing customer service.”
Dan Thiessen will serve as Chairman and lead the new ownership team to identify and hire top industry talent and grow Shasta’s home services platform to develop it into a national brand.
Legacy Preserved, Future Secured
“This was the right time to bring in a new ownership team to take Shasta Pools to the next level and the next generation of growth,” said Skip Ast Jr., who served as president at Shasta Pools. “My father and my family built this company on a commitment to quality to every homeowner who trusted us with their backyard, their budget, and their own family. We’re confident that the new leadership team’s commitment to uphold that will never change. Knowing this team shares our values and will invest in our team gives Shasta Pools the foundation to grow stronger than ever.”
Ast helped build Shasta Pools to a dominant force in the industry, with multiple divisions topping $100 million in combined revenue. The company holds membership in the prestigious Master Pools Guild, one of only 110 members globally.
A Different Approach to Private Equity
“Partnering with Shasta Pools represents the future of home services. A trusted, generational brand, Shasta brings 200,000 loyal customer relationships with a genuine commitment to the people who serve them every day,” said Jacob Tilzer, Co-Founder and Managing Partner at Accrual Equity Partners. “Together with our partners at Dansons Capital Group and Hydro Construction, we all share a belief that enduring businesses are built on trust, earned one customer at a time. We’re proud to build alongside this team as Shasta grows into a nationwide home services brand.”
The new ownership group brings more than 150 years of combined expertise in building, scaling, and optimizing service industry brands. Each company shares a faith-based approach to business grounded in stewardship, integrity, and care for the communities they serve. Shasta Pools’ brand will continue its community programs, including swim lessons, support for foster care, and initiatives serving first responders.
ABOUT DANSONS CAPITAL GROUP:
Dansons Capital Group, headquartered in Scottsdale, Arizona, is a family-owned and family-managed investment firm built on shared values, integrity and long-term vision. The firm was established by the founders of Dansons, Inc., the company that launched and sold Pit Boss Grills. The company takes a hands-on approach, actively seeking opportunities across global markets and multiple asset classes. Its growing portfolio includes strategic real estate development holdings across multiple countries, oil drilling technologies, and limited partnership investments. Guided by a deep commitment to quality and the communities they serve, the Thiessen family leads with gratefulness for the blessings God has given them and in turn supports those less fortunate. Dansons Capital Group continues to identify and cultivate opportunities that reflect their family’s values and generational vision.
ABOUT ACCRUAL EQUITY PARTNERS:
Accrual Equity Partners (AEP) is a founder-led, privately funded private equity group built on the belief that every person, every percentage, and every product matters. This commitment, known as the “Power of One,” drives AEP’s mission to empower businesses and secure legacies across fragmented, service-based industries. AEP partners with founder-led and family-owned businesses to overcome barriers and unlock their full potential through strategic investment, operational performance enhancement, and advisory services. For more information, visit accrualequitypartners.com/
ABOUT SHASTA POOLS:
Shasta Pools is Arizona’s trusted name in custom pool building, proudly serving the Valley since 1966. For 60 years, Shasta has transformed backyards into beautiful, functional spaces where families relax, entertain and enjoy life. The company specializes in new pool construction, remodeling, pool service and landscape design with plans for expansion into the home services market to provide customers with complete home care solutions. Learn more at ShastaPools.com.
ABOUT HYDRO CONSTRUCTION:
Hydro Construction, LLC (HydroCon) was founded in 1986 to serve Arizona’s commercial pool construction and renovation market. Under the leadership of Curt Lonsdale, the company’s commercial pool construction division now manages some of the largest and most complex projects in the country.
Manufacturer
JED Pool Tools Unveils 2027 Catalog

JED Pool Tools, manufacturer of swimming pool maintenance equipment and accessories, is pleased to announce the availability of its new, comprehensive 2027 catalog of products. This newly printed catalog offers 40 pages of color photography showing all of JED’s maintenance equipment products and accessories—from its award-winning hoses to its innovative, patented products like the FLAS ladder anchor saver! The catalog even highlights its many “Made in the USA” products including those manufactured at the JED facility in Pennsylvania.
“We are pleased to offer the pool industry this printed catalog which can also be accessed online, 24/7 and showcases the many products we make at our facility or are made within the US,” says Rob Heyen, Account Executive at JED Pool Tools.
Those interested in downloading or ordering the catalog, should visit:
www.JEDPoolTools.com
570-344-4137
About JED Pool Tools
JED Pool Tools has been making high-quality pool tools and pool accessories in the USA for over 30 years. JED Pool Tools sells over 400 different products including residential and commercial skimmers, leaf rakes, poles, wall brushes and vacuum heads as well as hoses and through-wall skimmer parts. JED is a family-run company with 3-generations of Heyen family working for the company and is committed to creating and providing jobs for residents of Scranton, PA. JED is proud of and committed to manufacturing in the USA, many it its own facility in Scranton, PA. To learn more about the company and its products visit www.JEDPoolTools.com.
Manufacturer
CCEI Introduces New Color for pH & ORP Controllers

CCEI introduces new color for its pH & ORP monitoring and dosing controllers in a sleek new, modern, white color design that blends into any pump room! CCEI’s pH & ORP controllers automatically manage pool water chemistry using the free Vigipool app. The Phileo pH and Oxeo ORP controllers are simple to set up and easy to use. They monitor and dose pool water and alert pool owners and service professionals when pool water falls out of balance. The dosing pump lights up in various colors to alert you of your pool’s pH and ORP levels. Designed to help pool professionals profits by upgrading clients with the Phileo pH & Oxeo ORP measuring and dosing chemical controllers!
www.ccei-pool.com/en-us
424-800-2191
CCEI USA Inc.
808 Hindry Ave, Suite G
Inglewood, CA 90301
https://www.instagram.com/cceipool_na/
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