Tile Trends and Installation with Chip Wade and Daltile

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[00:00:05] Eric Goranson: It's Around the House! Every time I'm like, oh this, we're just doing a simple backsplash. And he puts his level on and he goes, we're gonna get this smooth before we start. Then I'm like, you're right. We're gonna get this dead on perfect. And then it goes perfectly. Otherwise Eric is always playing the fool.

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[00:00:20] Chip Wade: again? Yeah, I'm gonna just sit and watch you. I'll have

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[00:00:24] Patrick Warren: you guys. Absolutely. No prep work. I don't do any prep work.

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[00:00:29] Chip Wade: Yeah, come on over. I feel

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[00:00:32] Eric Goranson: Weaver for more

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[00:00:38] Eric Goranson: But seriously, you know, it's that prep work makes that job. And then it just makes everything so much easier because everything lays out flat. Everything lays in. You're not trying to, you know, there's a lot of pros out there. I'll just put a little bit more on the wall or a little bit more on the floor and level it out.

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[00:00:54] Chip Wade: remodeling and renovating your home,

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[00:01:03] Chip Wade: the house. This is where we help

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[00:01:22] Eric Goranson: Let's go around the room here. Do some introductions. My friend, Chip Wade. Come on, show brother. It's

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[00:01:36] Eric Goranson: Uh, it's a fun place to be.

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[00:01:41] Chip Wade: here. Yeah, I know. But my knees did.

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[00:01:47] Patrick Warren: glad to be here. Thanks a lot. My name is Patrick Warren, Vice President of Residential Sales here at Deltile. I focus specifically on the remodel business, which is why I get to work with my friend, Chip Wade here.

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[00:01:58] Eric Goranson: Deltile. Man, that is [00:02:00] awesome. And you guys have some sick Stunning stuff in here. You know, I brought my wife here to the show and I already see that we're doing some changes in the house, right? It's a

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[00:02:12] Chip Wade: It's very inspirational

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[00:02:35] Patrick Warren: 100%. 100%. We're seeing a lot of that. You're even seeing, you know, even Barbie brought out the pink came back and you're seeing the old, the old bathroom that had that pink vanity that started to come back. That's super popular right now. From a color point of view, we're seeing that, you know, whites are still very, very popular, but we're starting to see kind of moving away from that gray look to a little bit of that warmer hue that grazes light Browns.

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[00:03:11] Eric Goranson: sparkle on the product, man, no kidding. No kidding. You know what

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[00:03:19] Chip Wade: So even though, you know, Patrick's talking about, there's still a lot of like the lighter neutrals, the whites and the greens as a base, it's really the canvas for so much more higher contrast touches of some of those throwback nostalgic colors that are coming back that actually feel incredibly current.

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[00:03:39] Eric Goranson: lens of scale, right? Yeah. I mean, like last year when we were here, you saw, you know, Kohler came out with all those different colored toilets that they had, it wasn't avocado green. It was the new version of that, right?

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[00:03:55] Patrick Warren: nostalgia that everybody's going back to. I think part of that can be fueled from what we went through in 2020 [00:04:00] with COVID where people are bringing it home and they're starting to get reminiscent about what they remember as a child and the family, the colors they grew up with, and you're starting to see that come out in some of our designs.

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[00:04:09] Eric Goranson: And I noticed something and nothing against the people out there putting in the luxury vinyl planks and stuff like that. We're really seeing these beautiful tiles coming in where ceramic tile is back. People like, ah, that didn't hold up. As well as I thought, now you're seeing these large format would looks and things like that that are really, again, taking that to the next level.

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[00:04:29] Chip Wade: what I was just going to say. I mean, I, as, as somebody that builds a lot of projects, I designed so many things, getting to try out all kinds of different parts. Like you were saying, I mean, the LVP market definitely has gained market share over the years, but your point, people are starting to really see.

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[00:05:06] Chip Wade: I think that tile is something that's kind of always there, but I think it's becoming more popular because of what your point is. People are appreciating. That real longevity

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[00:05:24] Eric Goranson: That's going to last decades longer past. I get tired of it. Actually, you know, you'll be tile trend later going now it's time for that.

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[00:05:40] Patrick Warren: It's going to have a performance story, a color story. It's going to last as long as you're going to own your home or whatever that space is.

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[00:05:58] Chip Wade: I mean, we have sculpted three [00:06:00] dimensional volumes. I mean, there, there is, there's real tactical warmth to some of this material and some of the porcelain product. It's absolutely monochrome through it, with even some of the features, micro band technology and things like that, can make it. Not just beautiful, but actually an elevated

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[00:06:17] Eric Goranson: Yeah, absolutely. And I think it's really cool too, because that would look, you go up and go,

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[00:06:24] Eric Goranson: don't know. You don't know. You have to, you have to go down and feel it and touch it and go, Oh, that's not. Wallet. That's something else.

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[00:06:38] Patrick Warren: Sure. They're not necessarily saying, I want tile, or I want luxury vinyl, or I want a wood product. They want that color and that design. And that, whatever that performance story is that comes with that,

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[00:06:52] Eric Goranson: Look at the grouts and things like that. That was sometimes, oh, I don't have to clean the grout. I Well, look guys, those days are over. If you pick the right material to go with that, [00:07:00] you don't have to worry about that, like you did years ago. You know, there's so much more durability in the materials that are part of the installation process now that it's not what you saw in the eighties and nineties where it's like, Oh, I got that light coward.

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[00:07:15] Chip Wade: thing that people don't realize is the manufacturing process of a lot of tile has also improved in a way that we're getting much straighter edges, the rectified tiles, where that basically also. smaller grout joints, so grout technology is increasing, but the tile itself is actually allowing us to have smaller grout joints, fewer grout lines, which just helps

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[00:07:37] Eric Goranson: Yeah, you get that texture without having this big 1988, you know, half inch grout line in there that you'd get, oh, horrible. That's right. That hid the, hid the, the manufacturing of that tile, where now you could, you're, you're going from that half inch to a credit card thickness. That's exactly right. You know, and that's where that makes a big difference.

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[00:08:08] Patrick Warren: Absolutely. What we try to do here is we want to have in our showroom and then within our downtown showrooms, we want to make sure we have a portfolio that can complete any project.

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[00:08:33] Patrick Warren: You don't feel it. You can't wipe it away, but it's. It's in a inert in the body of the, of the product. So we want to make sure that everything, every product that they want to have in their design, color, design, shape, flavor, whatever they need is represented

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[00:08:49] Eric Goranson: And man, you guys have really expanded out that large format stuff as

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[00:09:05] Chip Wade: It's incredibly flat. You can have, you can have medium to large size spaces where it's in real life and almost seems surreal because it's such that you get that like uniform light glow across. You get, you get what you want your pictures to look like in real life, which is an amazing thing.

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[00:09:35] Eric Goranson: Because

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[00:09:54] Patrick Warren: Allows the installer to not have to work it so much. So they can be quicker in what they do and have a perfect [00:10:00] install product.

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[00:10:20] Chip Wade: That's just, you know, dusty. And you know that like what if you just ask the common person, like what would a tile plant look like? No, I don't know. It was like vats of powder and yeah, I don't know. It is, it is clean and it looks like you're in a rocket ship. I mean, and it's, and the tiles that come out, it's, it's just so perfect.

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[00:10:42] Eric Goranson: marvel. It's fascinating when you, when you, when you visit a tile manufacturing facility, because you'll see something go into an oven and you put that powder on it and it comes out the other side and you're like, that can't be the same piece because the color brain of my interior design background goes, how did that come in that color?

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[00:11:02] Patrick Warren: It's amazing. We have, we have fantastic designers, production people that can make all that happen. It's like, it's really, it's magic to be honest with you. And so when they come out of the other end and they do it consistently and they're pumping out a tremendous amount of volume because they have to fit all the orders we have.

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[00:11:18] Chip Wade: another thing where design leadership really comes into play. Cause it's not easy to make tile. You're not, you're not just. Like throwing up a tile manufacturing outfit, you know? No. Next year. Yeah. It's a, it's a commitment. And so when you go into manufacturing of tile, you have to make sure that what you're producing is gonna be worthy.

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[00:11:44] Eric Goranson: and there's, and there's a lot of skills within those plants, but to me, those color people in there that do that. It's a town, alchemy, whatever they're doing in there.

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[00:11:53] Patrick Warren: scientists. It is. They want to design something that can be manufactured. So there's a, there's the, that's the hardest [00:12:00] piece to that, you know, something that looks the way they want it to look. We have to make sure that it can be processed through our plant and come out at the end, the way the consumer wants it to look like and do it

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[00:12:11] Eric Goranson: It's. It's fun. And you know, this ship from doing stuff, it's, it's, you go, Oh, that turned out great, but then you have to be able to recreate that. So anybody else can do it. And that's where the magic is.

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[00:12:26] Chip Wade: We touched a little bit on some of the larger format stuff. Yeah. You know, we're not, the mainstream is not just like a 12 by 12 tile anymore. I mean, we're, we're definitely still pushing into, you know, larger resolution mosaics, even with, with smaller pieces. Bye. Larger format tiles on the walls and even exteriors.

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[00:13:00] Eric Goranson: Yeah. And the cool thing with that is that we now have the tile systems out there that go underneath the tile. To make that an installation where you can do it where there's freezing climates and things like that. So it's not just a Southern California, kind of along the lower half of the country, you can do this in many places in the U S and get away with it and have something that's going to be durable year in, year out.

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[00:13:20] Patrick Warren: We have a really robust program called exteriors, which has everything from your, your 2cm products, your pool products, all the coping, everything you need for those exterior products, because we know that those projects are going outdoors more and to, and to chip point, it's not just in the Southern part of the state.

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[00:13:45] Eric Goranson: stop shop. Yeah. You guys have really pushed that, you know, that limit, especially with some of your click stuff that you came out with a few years ago.

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[00:14:19] Chip Wade: that.

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[00:14:32] Patrick Warren: done something like

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[00:14:35] Eric Goranson: revolutionary.

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[00:14:47] Patrick Warren: sometimes. Yeah. You know, you're eliminating the floor prep.

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[00:14:58] Chip Wade: that you can come to the [00:15:00] job site with, you know, four items and

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[00:15:04] Patrick Warren: Which is

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[00:15:18] Eric Goranson: If I got the right thin set or mast to put it down and then I gotta go grout it, and you're days before you can actually walk across that thing.

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[00:15:26] Chip Wade: You know, I mean, just as a builder and somebody that does a lot of, uh, installation across the board, one of the biggest things that have increased my productivity is you just can't.

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[00:15:57] Chip Wade: No. One of the biggest quality [00:16:00] infusers that you know, over the years that you learn as a pro is that you get that floor prepped correctly and the tile becomes as easy as ever. And it's really, uh, that's what gives you the best, the best

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[00:16:22] Eric Goranson: And he puts his level on. He goes, we're gonna get this smooth before we start. Then I'm like, you're right. We're going to get this dead on. Perfect. And then it goes perfectly. Otherwise always playing the voice. Like, how do you

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[00:16:36] Eric Goranson: tea over here. Do I do it? No prep work. I don't need any prep work.

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[00:16:58] Eric Goranson: Everything lays in. You're not trying to, [00:17:00] you know, there's a lot of pros out there. I'll just put a little bit more on the wall or a little bit more on the floor and level it out. No, you're going to fight it. But you know, you're seeing in

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[00:17:17] Chip Wade: Yeah. That tells you, that tells you a lot about the status of what the industry as a whole understands. Also about tile. Yeah. They know that, that it's the best. Yeah. And they know that it's going to continue to swing into that direction. That's why there's so many product offerings that are becoming available that are easier and easier.

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[00:17:50] Chip Wade: Solve.

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[00:18:06] Eric Goranson: You know, and now you've got all these other guys that are cringing and going, whoa, whoa, whoa, whoa, whoa. Slow down. Slow down. We need a shower system in here. Yeah. What's your system? Yeah. What? You know, and so that's the cool part with that is that that also adds that longevity of the project. All that stuff.

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[00:18:29] Patrick Warren: project owner or contractor in that case maybe really realizes or appreciates the technology advancement over the last, to your point, 10 or 15 years.

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[00:18:46] Eric Goranson: yeah, I did a steam shower at my house and we tile and stuff like that in there. And with that steam shower, I was like, okay, this doesn't have to be waterproof.

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[00:19:10] Eric Goranson: Yeah, he did. You should probably go out of town. Yeah. This is gonna I'll need a whole week away. My fever's back. Exactly, you're a week. Let's put it this way. Him and I reconnected, funny story. I've known him since we were three. 13 and Boy Scouts together. So we go back, so we lost track of each other. And I actually met him at, I think it was your guys's opening in the Tualatin showroom over in Oregon.

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[00:19:44] that's

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[00:19:49] Chip Wade: Yeah. It's not been like three times already this morning, but it's good. It's a good

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[00:20:11] Eric Goranson: Now. I think we're seeing a couple of

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[00:20:20] Eric Goranson: every shape, size, color,

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[00:20:31] Patrick Warren: A lot more accents. You're seeing also kind of a throwback to your penny rounds. You're going back to the small penny rounds that are just black and white, that maybe looked like the grandmother's bathroom you grew up with. And by the way, I love it. I think it's fantastic. So you got a little bit of that nostalgia throwback, but you're seeing the shapes and sizes sprinkled in with some pretty amazing technology.

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[00:21:11] Eric Goranson: shop.

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[00:21:30] Eric Goranson: Having that surface is a really a game changer for that because one, it's just going to give that more life in there and less cleaning too, because any of those mildews and stuff, that little orange scum that comes in the shower, if you

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[00:21:53] Chip Wade: It's the not having to do it in your mind. Again, I mean all of us get so busy and so just [00:22:00] consumed with our daily routines Yeah, even just one space that you could say, you know what? I still have to do anything. It's

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[00:22:07] Eric Goranson: concept. Yeah, exactly Right. Yeah, and you know, I think it's also important like kitchen surfaces and things like that too, right?

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[00:22:23] Patrick Warren: Exactly. You know, one of the

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[00:22:33] Chip Wade: I mean, there's scale of rooms. There's all this. But the technology that exists that makes it great for design, as I almost envision a lot of these larger format pieces, almost kind of like, you know, in layman's terms, almost like a piece of plywood. Yeah. You know, what can you do with a piece of plywood?

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[00:23:09] Chip Wade: So in fact, what it does for the more creative designers out there is gives them an unlimited palette to play with, which that's really what I'm excited about when it comes to large format. I mean, I love the option of doing

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[00:23:21] Chip Wade: wall and a whole big focus piece or a big backsplash seamless, but it's also being able to take that big.

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[00:23:35] Eric Goranson: you can even use these in small spaces, that powder room. It almost looks like you put a slab floor in, right? And that's, what's cool with that. If you can get it in the room and get it twisted around and down, that starts to look really cool in there because now all of a sudden you maybe have.

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[00:23:50] Chip Wade: You know, one thing that I would tell anybody that's listening that I'm a big tool guy, too, is some of these new types of suction cups, tools that are out there. Thank you. Grabo. Yeah. [00:24:00] Actually, if you're familiar, I've got several of those. It is. It's a game changer for not just tiling, but a lot of different things.

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[00:24:25] Eric Goranson: And that tool is also great. We're going to get off subject slightly here is also great for other stuff. It's carrying in the sheets of a tile backer board. Taking glass, moving it around. I mean,

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[00:24:42] Patrick Warren: William.

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[00:24:58] Eric Goranson: That's one of the things that's cool with all these [00:25:00] installers out there that are making these beautiful, like what you guys did in here in this booth. Yes. You know, that attention to detail when you have the right product makes for a seamless installation that gives you that really high refined look because you can look on that Plane and whether it's a mosaic or a large format slab, it looks perfect.

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[00:25:37] Chip Wade: I'm not prideful about it. I'm going to do exactly that because I can see it in full scale. It looks perfect and coming here and seeing it. And obviously I'll be grabbing all over the country. Delta has designer showrooms that are kind of the microcosm of what we're in right now with all the stuff that's available.

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[00:25:56] Patrick Warren: it also tells you like, Hey, I couldn't do

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[00:25:59] Patrick Warren: could, wow. They [00:26:00] did that. Look what they did on that wall. I can actually put those two colors together. It makes sense. I could. But those two shapes together, those structures together, I think that's the inspiration.

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[00:26:07] Eric Goranson: agree with you on that. Yeah, I feel bad now that we're talking about William so much because Monday, I'll show you the phone afterwards. He's, Hey, can you come over and help me? I went over to Dell and picked up my slabs for the fireplace. Can you help me on Monday? And I'm like, I'm in Las Vegas. Sorry, man.

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[00:26:23] Patrick Warren: get him a downtown shirt. There we go.

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[00:26:38] Eric Goranson: And I'm like, great. Hardwood's coming up in the entryway. This is what's going down. Cause it's stunning. It's

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[00:26:46] Chip Wade: the hotel room. I can't.

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[00:26:49] Eric Goranson: content, right? It's content.

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[00:26:58] Patrick Warren: at that, that, that [00:27:00] almost looks like an onyx product and it almost like it could be one of those underlit onyx products.

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[00:27:15] Eric Goranson: is a wow product. Total

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[00:27:21] Patrick Warren: Like your wife said, I want that for our entryway. It's

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[00:27:34] Eric Goranson: that. Cause you've got the arches and the kind of overlaying arches to, to paint the picture here.

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[00:27:56] Patrick Warren: one's going to be an award winner for sure.

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[00:27:58] Chip Wade: things about tile as well [00:28:00] as you can do, get the benefits of doing entire expansive spaces and get the longevity, but you can also do a small bit and set the stage for quality. Like you throw that in your foyer, all of a sudden, like the, the essence of the feel of quality for everybody.

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[00:28:31] Eric Goranson: house.

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[00:28:45] Patrick Warren: That's exactly right. You know, one of the areas that we're seeing a little bit of expansion is these little accents that people can do, whether that's, that's not an accent, but under subfloor heating, very important.

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[00:29:12] Patrick Warren: So that's, I see more technology going that direction, lighting, how the room feels and the whole mood that it provides. One little,

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[00:29:29] Chip Wade: And it's the back. It's, it's, so if you think about kind of brace yourself, sometimes like if you're, if you're fortunate enough to have a seat in the shower, first of all, then you sit down and you're like, kind of catches your breath and you kind of have to spray the back and try to get it warm and kind of touch it slightly.

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[00:29:55] Eric Goranson: that's a great point. One of the things that I've been doing to add in showers is.

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[00:30:17] Eric Goranson: A little

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[00:30:20] Patrick Warren: And nobody, nobody wants to squeegee their shower

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[00:30:31] Eric Goranson: I don't care if you've got a 1920s classic home or you got something that's like super modern. There's a flavor for everybody, which shows up in your showrooms across the country. You know, one

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[00:30:42] Eric Goranson: have

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[00:30:48] Patrick Warren: We manufacture, we have two facilities in Dixon, Tennessee, that makes it one ports products, jumbo slabs, which makes it much larger, largest one in the industry. And then we also have our panel panoramic [00:31:00] porcelain products, which allows a whole different level of expertise. The idea is we want to make sure we have a surface and a tile product that we bring it all together.

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[00:31:20] Chip Wade: what we're showing here today.

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[00:31:35] Chip Wade: Very, very simple. Yeah. You know, a lot of folks like, like the idea of hiring, you know, a professional designer to go and select everything. But the reality, even with a lot of my clients is. A lot of people pull back a little bit and still want to take a little bit of that ownership, but really kind of don't want to have to, you know, deal with the insecurity of full decision

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[00:31:57] Eric Goranson: I'm making the right choice. This is my idea.

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[00:32:16] Chip Wade: But the. It never works out that way unless you go

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[00:32:41] Patrick Warren: Where

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[00:32:45] Patrick Warren: We have an amazing team that can help with that. The other thing that we do and we're showcasing to here today is we have a merchandise system for whatever kind of dealer, for example,

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[00:32:53] Patrick Warren: took our 10, let's take a kitchen, for example, kitchen and bathroom.

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[00:33:11] Patrick Warren: And it, it's, The, you know, look, the mannequin sells the most in the department store, right? But in Nordstrom, the mannequin sells the most. That's what we're trying to do because it is, we have a tremendous amount of products in the industry and we need to help that consumer. We do that. So the third piece that we do is we do it all the, the whole selection process begins online.

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[00:33:52] Eric Goranson: As you, you and I both know, cause we've both talked about technology and design. It is one of those things that has really changed that because. Most [00:34:00] consumers can't visualize this and that's a great tool for people to go Oh, that's what that's gonna look like because many times they'll see that tile or even that slab and they just can't they don't do this Every day.

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[00:34:12] Chip Wade: same thing with the cleanliness story. It's about peace of mind It's knowing what you're gonna is having confidence that you're gonna get what you think you're gonna get Yeah, once you get over that hurdle, it makes the process what you hope it was from the beginning which is enjoyable fun simple not full of uncertainty and second guessing.

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[00:34:36] Eric Goranson: And your slab warehouses in your locations that have that are absolutely amazing out there. That's like. A candy store. It's

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[00:34:47] Patrick Warren: And my wife called me and she was, she was shopping. She was going through, looking at all these beautiful slabs. And she found one. She calls me, she's whispering. She goes, I found one. I'm like, okay, why are we whispering? Yeah,

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[00:35:01] Patrick Warren: I walked by and said, Hey, I want that. If she doesn't want it.

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[00:35:08] Eric Goranson: people make that selection. Let me get the manager. Those slab

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[00:35:23] Eric Goranson: kitchen. And that, that's one thing is, as a kitchen designer myself of 30 years and certified kitchen designer, seeing that and going, Oh wow, this vein dodges around the sink in the island.

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[00:35:54] Eric Goranson: It's that piece that everybody walks into that space and goes, wow, look at that

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[00:36:10] Patrick Warren: call. That's half the battle, right?

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[00:36:12] Chip Wade: When people don't realize the logistics and complexity of a remodel or build is immense. So the more you can consolidate, you're just helping yourself out exponentially. Exactly.

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[00:36:34] Eric Goranson: Have you seen this? And they'll go over and grab that other piece. And now that's the rest of it. That's right.

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[00:36:41] Eric Goranson: anything. Yeah, absolutely. Cause maybe it's that little pencil line detail that you're putting through that just adds that extra, maybe it's the. Depth, maybe it's texture, you know, whatever it is.

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[00:37:08] Eric Goranson: That's right. And

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[00:37:27] Chip Wade: Just to

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[00:37:30] Patrick Warren: a checklist for chips. That's probably, it's a long one.

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[00:37:52] Eric Goranson: It's porcelain maybe it's now it's who knows what you're looking at with these materials. You know, I think

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[00:38:13] Chip Wade: Self is undeniable. It's now the visuals and the textures that are, that's where the technology plays into the tile industry and what dial tiles doing. So again, I think that that's one of the more authentic types of things that we want to have happen. It just doesn't happen in every industry. Love authenticity.

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[00:38:50] Chip Wade: of stone.

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[00:39:17] Chip Wade: A towel is going to get us there faster and it's going to

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[00:39:20] Patrick Warren: It's really of all the, of all the categories in the industry, this has the most design potential and fun to have with that space that you're designing. You're

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[00:39:36] Chip Wade: Yeah. And if you're not, just come back to DowlTile and we'll show you something new. I'm

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[00:39:45] Patrick Warren: I mean, you're everywhere. So, they can find us. We are, we are, are, just a little plug for DowlTile, our 77th year. We have 100 plus showrooms around the country.

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[00:39:56] Eric Goranson: them. All right. And Doug, we gotta plug you too, Chip. Come on.

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[00:40:12] Chip Wade: That's what I strive to do is to put in the effort to create new looks, new processes, and really installations that are aspirational. I got a lot of new product projects coming up this year. You can find me at Wade works creative or you can find me and see what I'm up

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[00:40:29] Eric Goranson: This was an absolute blast

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[00:40:31] Chip Wade: Thanks Eric. Awesome. Thanks, Eric. Appreciate

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