Training for tile

Our conversation with tile industry stalwart, Bart Bettiga

Interview by Ron Treister

Photo courtesy of EGE SERAMIK T he tile industry is special to our company, Communicators. We started working within the sector in 1988. Over the years, we have met with clients at their factories, and have attended major trade expos in Italy, Spain, Brazil, Argentina, Turkey, Germany, Ireland, San Marino and of course, America. Clearly this is an international industry.

Many of the people we’ve met are still in the tile business today and remain good friends. One great friend we’ve worked with since the beginning is Bart Bettiga, Executive Director of the National Tile Contractors Association. The epitome of the term, “true professional,” Bettiga took over the association in 2002, and turned it into one of the most successful in the industry. Today, it remains one of the most proactive trade associations anywhere in the world. Totally unassuming and 100% hands-on, Bettiga’s credits include serving as chairman of Coverings, the industry’s stateside-based, annual mega-expo, for three of the last 15 years. He would have been chairman for a fourth time, but Coverings was cancelled in 2020 due to the pandemic. In March, I interviewed him relative to why today’s tile products and installation processes are so important to the commercial construction industry. It should be mentioned that back when we first met each other, the big thing in the tile industry was the introduction of through-body-porcelain tile in the very large format of 12 x 12 inches. Wow, how times have changed.

What are some of the major challenges the ceramic tile industry is facing today?

A major hurdle to overcome, especially for the commercial construction sector, is that a trained labor force should always be contracted. Tile has really evolved over the last two decades. Larger format tiles for floors, sometimes sized 24 inches x 36 inches and having grout joints as small as 1/16 inches, are being specified for commercial interiors. Thin, gauged porcelain panels,

Bart Bettiga Executive Director of the National Tile Contractors Association

“More and more, those who issue contracts for tile installation recognize that using an educated labor force is not only a good investment; it’s really the only option they have.”

3 or 4 millimeters thick and as large as 8 feet x 10 feet are being used on walls not only inside buildings, but also on the exteriors of structures. In the hospitality industry, this gauged product, which can be applied over existing tiles in hotel bathrooms, saves time and allows for less empty guestrooms. Our challenge is to convince both specifiers and general contractors that to minimize failed installations, they need trained installers who know all about these new tile products and to how to install them using the most stateof-the-art installation systems.

Have architectural specifications for the commercial marketplace increased during these strange times?

Over the last few years, believe it or not, architects and designers have specified tile for non-residential projects at a rate of well over 200% from previous years. The days of going direct to the tile contractor are fading. Both tile manufacturers and installation system producers are doing a good job in educating their clientele about the latest and greatest high-performance products being offered. We concentrate on educating and certifying the installer on how to offer the most professional and updated methods of tile installation. Commercial buildings, once tiled, don’t want callbacks, which ultimately cause loss of time and money in every way one can imagine. More and more, those who issue contracts for tile installation recognize that using an educated labor force is not only a good investment; it’s really the only option they have. The “bucket and trowel” tile installers who like to do things the old-fashioned way are becoming extinct.

Why should gauged porcelain panels be chosen instead of natural stone, which is still in great demand for commercial interior walls?

In many cases, it’s a designer’s call. There is no question that natural stone is beautiful, in particular because every installation is unique in its look with colors, shadows and veining being different from slab to slab. Nowadays, so many franchised stores, for example, have such a defined ongoing “look” that the designers want to control their rigid specification from installation to installation. With gauged porcelain, they can actually specify the exact swirls and shadows and colors they want and, even do so with a book-matched stone appearance. That can be done when the manufacturer can provide the exact look to replicate natural stone with thin gauged porcelain panels, and the installer is well-versed on how to perfectly and quickly install this type of product.

In a nutshell, what’s the major goal of the National Tile Contractors Association?

That’s easy. Our role is to continually train tile installation contractors on how their Ron Treister is Founder/President of Communicators International Inc., a marketing communications firm in Jupiter, Florida. For three decades, his firm has worked with major accounts in the commercial construction sector. He can be reached at rlt@ communicatorsintl.com. crews can efficiently install today’s newest products with today’s newest methods. And in doing so, to keep the cost of labor down. We know firsthand that when customers are looking for bids, they’re more apt to invest in a known professional firm that consistently delivers highest quality, most up to date installations on time and on budget. Projects are more easily appointed if those bidding are wellknown professionals. Cost, while always a consideration, is more and more becoming not the major one. At NTCA, all our installers stress that quality of their work and being certified, especially in certain aspects (such as working with gauged porcelain) are major items to be considered when bids are out.

Bostik-Bosti-SetTM

What other items do you want to address?

Coverings will take place in Orlando at the Orange County Convention Center, July 7-9. Whereas the show will be smaller than normal for obvious reasons, major tile manufacturers from across the globe, along with major installation system producers, will be exhibiting. We’re hoping that readers of Commercial Construction & Renovation will consider attending the show to see what’s new. I can emphatically state that for 30 years Coverings has been the preeminent event for the ceramic tile and natural stone industry in North America. Visitors from every facet of the tile and stone industry find that Coverings drives their success, year after year. At this venue, one can see thousands of dazzling products, connect with suppliers from around the globe and discover ground-breaking techniques, tips and tricks.

Lastly, will you be Chairman of Coverings this July?

No, thank God. CCR

Bettiga observing a tile production line.