2020
“As we all know, disasters and hardships can occur when you least expect them. With our support, the FCIF has been able to help hundreds of our industry colleagues in times of need.” ~ Alan Greenberg
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TABLE OF CONTENTS ALAN GREENBERG CHARITY GOLF TOURNAMENT 2020 COMMEMORATIVE BOOK
In the absence of our live tournament, our 2020 Commemorative Golf Book honoring CCA co-founder Alan Greenberg will share memories, inspiring stories, and even some golf tips f rom the floor covering community. Your support helps the FCIF and inspires the floor covering industry.
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THANK YOU
BOARD OF DIRECTORS
HONORING DAVE GHEESLING
ABOUT ALAN GREENBERG
A message f rom Howard Brodsky & Rick Bennet, Co-CEOs, CCA Global Partners.
Members of the Board of FCIF.
Innovator. Motivator. Friend.
Tod Greenberg Talks Celebrating His Dad & Past Golf Tournaments
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WHO WE HELP
BEAT THE PRO TIPS
WOMEN IN GOLF
OUR SPONSORS
Behind every grant is a story of a person who is f ighting one of the hardest battles of their life.
Fondest memories and highlights of who has beaten the pro over the years.
Learn f rom women golfers in the flooring industry.
Thank you to the sponsors of the 2020 Alan Greenberg Charity Golf Tournament.
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OUR SINCEREST THANKS
On behalf of CCA Global Partners and the Floor Covering Industry Foundation (FCIF), we would like to extend our sincerest thanks to all who participated in our fundraising efforts for the FCIF. Although we were not able to celebrate in person this year with the Annual Alan Greenberg Charity Golf Tournament, we garnered so much support f rom all of our generous donors and sponsors that we were still able to make a signif icant impact on the lives of those who needed it most in these trying times. It’s the mission of the FCIF to support individuals within the flooring industry who have been affected by severe illness, injury, or disability. This organization draws in not only manufacturers, distributors, retailers, industry trade associations, and individuals f rom the floor covering industry, but supporters f rom related industries who have joined us in fundraising and support. While the world we live in has changed dramatically over the past several months, the work of the FCIF assisting those in need in the floor covering industry has not. This year, despite the COVID-19 challenges that we have faced, we are proud to say that we have raised $137,500. The FCIF is a charity close to our hearts, and in the past we’ve been able to help many wonderful people largely due in part to the Annual Alan Greenberg Charity Golf Tournament. This event celebrates the life and legacy of Alan Greenberg, who was an avid supporter of the FCIF. In lieu of this year’s eighteenth annual golf tournament, please enjoy this special edition commemorative book f illed with photos, memories, and stories f rom the past annual golf tournaments. Thanks again to all who donated their time and money to make this challenging year such a success! Sincerely, Howard Brodsky and Rick Bennet
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BOARD OF DIRECTORS EXECUTIVE COMMITTEE
DIRECTORS
Chairman of the Board Charlie Dilks, Chief Product Off icer, CCA Global Partners, Inc.
Ralph Boe President, ArrowStar Consultant, RJBOE Enterprise
Vice-Chairman Scott Humphrey, CEO, World Floor Covering Association Treasurer Keith Campbell, Chairman of the Board, Mannington Mills Corporate Secretary Tim Baucom, President, Shaw Industries Immediate Past Board Chair / Nominating Committee Chair Howard Brodsky, Chairman/CEO, CCA Global Partners, Inc. Grant Committee Chair Roger S. Marcus, Chairman & CEO, American Biltrite Inc. Executive Committee Member Larry Nagle, President, N.L. Nagle, Inc. Executive Committee Member Dana Teague, Surfaces Show Director, Informa Exhibitions US
Lisa Browning, Executive Director, National Floorcovering Alliance
Philip Gutierrez, Chairman & CEO Abbey Carpet Company Kemp Harr, Publisher/Owner, Floor Focus Magazine Kevin Jablon, President, Spartan Surfaces
Mark Clayton, President, Phenix Flooring
Tanja Kern, Editor, Floor Trends Editorial Director, BNP Media Flooring Group
Jonathan Cohen, Executive Vice President, Stanton Carpet
Hoy Lanning, President & CEO, J. J. Haines & Co., Inc.
Piet Dossche, President, USFloors and EVP Hard Surface Design Shaw Industries
Jeanne Matson, retiring President & CEO, Starnet Worldwide
Steve Feldman, Publisher & Editorial Director, Floor Covering News Emily Morrow Finkell, CEO, Emily Morrow Home Mark Flinn, General Manager, Floor Covering Weekly Kennedy Frierson, Chairman & CEO, The Dixie Group Jeff Golden, Managing Director, JG Media Group
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Paul Murf in, President, W.F. Taylor Sam O’Krent, Owner, O’Krent’s Abbey Flooring Center Bart Rogers, VP Sales & Marketing, Roppe Holding Company Bob Weiss, President & CEO, All Tile Inc. Will Young, Director of National Accounts, Engineered Floors Ex-Off icio Member Andrea Blackbourn, Executive Director, Floor Covering Industry Foundation
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HONORING DAVE GHEESLING INNOVATOR. MOTIVATOR. FRIEND.
As we continue to mourn the loss of one of the floor covering industry’s f inest, we look back on the many moments that Dave brought joy to others. His vision is now our vision and his passion, our passion. Without a doubt, Dave’s spirit will live on in those who had the honor of knowing him and calling him a f riend.
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Alan
stron Thos
and c he he Alan’
entre prene gene
TOD GREENBERG TALKS CELEBRATING HIS DAD & PAST GOLF TOURNAMENTS
The story behind the Annual Alan Greenberg Charity Golf Tournament is quite a unique one, as not many people can be both an entrepreneur and an industry leader while also successfully creating their own philanthropy golf tournament—but Alan Greenberg did.
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“GOLF WAS A PASSION OF HIS,” ALAN’S SON TOD GREENBERG EXPLAINS. “SO IT SEEMED KIND OF AN OBVIOUS THING TO DO AFTER HE PASSED AWAY TO NAME THE TOURNAMENT AFTER HIM."
His journey began back in 1943 when he was born into the floor covering business, spending his childhood days at the family tile and carpet store in St. Louis, Missouri. After graduating f rom St. Louis University with his MBA, Alan joined the family business, quickly growing it into the region’s largest floor covering dealer with over $20 million in enterprise. Venturing out on his own in 1974, Alan started Sun Carpet, a four-chain store serving as one of St. Louis’s premier floor covering retailers. Kismet struck in 1984, when Alan joined forces with Howard Brodsky, and the two led 11,000 independent flooring retailers in the f irst “Billion Dollar Carpet Sale,” founding Carpet One. The rest is history, thanks to Alan's and Howard’s tireless efforts to found a cooperative that has expanded globally and employs thousands of people worldwide today.
The Annual Charity Golf Tournament didn’t begin until 2003, when Alan, an avid golfer himself, hosted the f irst tournament with his pal and co-CEO Howard at the Stone Mountain Golf Course. It was not by chance that they donated the proceeds of the event to the Floor Covering Industry Foundation—Alan had been a big supporter of the organization for years and eventually went on to become their vice chairman, in addition to being awarded the FCIF Lifetime Achievement Award in 2007. The success of their f irst golf fundraiser led Howard and Alan to host it again, year after year, which has led to over $1 million in donations to ease the f inancial hardship of families in the floor covering industry.
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TOD GREENBERG TALKS CELEBRATING HIS DAD & PAST GOLF TOURNAMENTS (CONT.)
“Golf was a passion of his,” Alan’s son Tod Greenberg explains. “So it seemed kind of an obvious thing to do after he passed away to name the tournament after him. It was something that he started, so it's a little different than some of these other memorial golf tournaments that are created after someone dies. He created the tournament.” Tod, who grew up working in his father’s flooring stores, is now Vice President of Technology at CCA. Based out of the St. Louis off ice, Tod looks forward to the annual golf tournament each year because it gives him the chance to catch up with old f riends f rom around the country. “Since we aren’t all in one city or one location, there's a lot of people that don't get to see each other all of the time. It's a nice type of reunion event for people,” Tod says. “I don't really work with suppliers in the industry very much because I'm on the technology back off ice side, so for me it's really nice to see people I've had long relationships with that I don't see very often.” Tod fondly remembers one year when he got to bring his mom, Sharon Greenberg, to the tournament, saying that it was like a family reunion. “It was neat for her to get to see a bunch of people that she hadn't seen in a really long time,” Tod says. While the core values of the event have never changed, its location has. After being originally held at Stone Mountain, the Annual Alan Greenberg Charity Golf Tournament has
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now been hosted for the last ten years at the Barnsley Gardens Resort in the foothills of the Blue Ridge Mountains of Georgia. Each September brings forth an air of anticipation, and although the forecast never seems to cooperate, the day of the tournament seems to be a stroke of good luck. The past years have had a remarkable run of good weather, minus one exception in 2018. Now, for the f irst time in eighteen years, the annual golf tournament has been cancelled due to the COVID-19 pandemic. Even without the event, though, FCIF contributions poured in f rom members across the nation. “It's probably more unfortunate than any other year that we can't be together because the needs are higher than ever and more urgent than ever,” Tod says. “We want people to give as much if not more than what they've given before because of those reasons.” Tod hopes that the event will be back next year—even stronger than before—but for now he encourages members to rely on the strength of our CCA community to pull us through these diff icult times. “We will get through this and better times are ahead,” Tod says. “We will all be together again soon. Hopefully, in 2021, it will be bigger and better than ever.”
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“WE WILL GET THROUGH THIS, AND BETTER TIMES ARE AHEAD,” TOD SAYS. “WE WILL ALL BE TOGETHER AGAIN SOON. HOPEFULLY, IN 2021, IT WILL BE BIGGER AND BETTER THAN EVER.”
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WHO WE HELP Behind every grant is a story of a person who is f ighting one of the hardest battles of their life.
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MEET ALAN
Alan has been a f ighter his entire life. Diagnosed with cerebral palsy at eighteen months old, Alan lives with impaired muscle coordination caused by damage to the brain that occurred at birth. Then in December of 2015, he was diagnosed with hypertriglyceridemia, with elevated triglycerides, which increases the risk of stroke, heart disease, and heart attack. His doctor recommended a medical bicycle to help strengthen his muscles and keep his triglyceride levels down. That’s where the Floor Covering Industry came in; the FCIF was able to cover the entire cost of the medical bicycle. His mom, Catalina, who works for a flooring manufacturer in Georgia, shared that the grant “made me have a more positive outlook because I know that there are people who will help.” Alan is now able to go to the park with his mom and enjoy bicycle rides.
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WHO WE HELP
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MEET ANDREA
Andrea Holland, a twenty-year veteran of the floor covering industry, began working for Mohawk Industries as a cone sorter at the age of f ifteen. Several years later, she expanded her skill set and earned an Associate of Business Administration degree f rom Floyd College in Rome, Georgia. She had several positions over the years in various accounting and payroll departments. Her last position was in Waste Management and Cost Accounting. Unfortunately, in December of 2016, Ms. Holland was diagnosed with multiple illnesses including an immune disorder that left her susceptible to infections and postherpetic neuralgia, which affects nerve f ibers and causes pain and numbness. Her health obstacles became more than she could overcome and rendered her disabled and unable to work. Because of her loss of income, medical bills and everyday expenses started to pile up. This caused her f inancial stress, but luckily a home health-care nurse connected her with the Floor Covering Industry Foundation. The foundation was able to help with her medical bills and rent payments. Ms. Holland shared, “The grant has been an answered prayer. The grant has helped me buy my prescriptions, make my trips to the doctor, and have my infusions every two weeks.”
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WHO WE HELP
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MEET STEVE
When he was younger, Steve Smalley enjoyed playing bass guitar and singing in bands. He eventually followed in his father’s footsteps and became a flooring salesman for a retail store and a carpet installer in Bloomington, Illinois. He dedicated many years to the floor covering industry until he suffered a stroke in 2019. The stroke caused weakness in the right side of his body including diff iculty speaking and trouble swallowing. The devastating effects put a hold on Mr. Smalley’s career, as he now requires 24/7 assistance. Thankfully he has his wife, Jana. The aftermath also caused f inancial stress on the couple since his wife was unable to work due to being his primary caregiver. The couple was directed to the Floor Covering Industry Foundation by Mr. Smalley’s employer. The FCIF was able to assist the family by providing a grant for medical care and household expenses such as mortgage, food, utilities, and transportation costs. Ms. Smalley shared, “This grant has enabled Steve and I to continue to lead our lives as normally as possible, with the hope for improvement so I can get back to work.”
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BEAT THE PRO TIPS PRO GOLFER CHASE RUTLEDGE OFFERS UP GOLF TIPS
The Annual Alan Greenberg Charity Golf Tournament may be cancelled this year, but that doesn’t mean that we have to quit the game of golf itself. The wonderful thing about golf at this moment in time is that it encompasses all the social distancing measures that we are advised to follow: it is outside, spaced out, involves a small group of people, and you can use your own equipment. Although we might not be at Barnsley Gardens Resort playing a round, we did have the opportunity to sit down and talk with pro golfer Chase Rutledge f rom Barnsley. In his eight years of working for Barnsley, Chase has had the chance to lead the Beat the Pro tournament at the FCIF event. With the Alan Greenberg Charity Golf Tournament being the biggest event that Barnsley hosts each year, Chase enjoys getting to meet with the representatives f rom across the floor covering industry and participate in a lively round of golf. “It's a great tournament, always the biggest tournament we have every year,” Chase said. “I always grew up playing golf. I just loved the business side of it, loved the teaching, loved seeing people get better, loved kids playing golf and everybody getting started and just enjoying the game.” Since the beginning of COVID-19, Chase has seen a dramatic increase in his local golf industry, as people become antsier to get outdoors and enjoy some exercise.
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“We have people coming in all the time needing lessons, so that side of the golf game has grown so much,” he said. “And everyone wants to get out and do something. Everyone's tired of being inside, everybody's playing a lot of golf. It's been super busy this year.” His biggest tip for beginners is to start off with lessons. Learning the fundamentals of golf and building your base is key to becoming good at the game. “Understand what the game is,” Chase advised. “A lot of people who don't know the game, they come out and start, and it can be miserable for them because they're so aggravated that they can't hit the ball, poor things. But if you have someone who's got it and gives direction...they can enjoy it a lot more.”
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F O R T H O S E W H O A L R E A DY K N OW T H E G A M E WELL , CHASE OFFERED A FEW HELPFUL PRO GOLF TIPS:
Q: What is the best way to get out of the deep rough when you are close to the green?
putt it. That'd be the easiest. Your worst putt is going to be a lot better than your worst chip.
C: If you're in the deep rough around the green, come in a little bit steeper. That's the biggest thing. Sometimes if you come in real shallow, you come up and get grass. Come in a little bit steeper, and make sure you f inish your swing, follow it through, and don’t get soft. Trust it.
Q: I am well below the hole. Should I use my driver as a putter?
Q: My ball landed in the bunker and embedded in the sand next to the lip facing the green. What is the best way to get out of the trap? C: The best way for me—you want to turn your face in, close it down a little bit and you're kind of just blasting it out. You want to come in really hot and really steep at it. You're just trying to blast the ball out and get it out of the bunker. Q: I am just off the green. Should I putt or chip?
C: No, always use your putter. Q: My ball landed in someone’s divot. What are my options? C: If you hit somebody's divot in the fairway, you could always take a drop with a penalty shot, but really you just want to try to play the ball as it lies. With these tips in mind, you should be all set to gear up and hit the links with your quarantine pod. Be sure to take advantage of the warm weather before it gets too cold to get out there and practice for next year’s tournament. Good luck!
C: Get the ball on the ground as quick as possible. Depending on where it's positioned and where you're at, I always say
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KELLY OBERSCHL AKE & HER MOTHER
KELLY OBERSCHL AKE & HER TWIN SISTER KRISTY WITH PAT TY BERG—FOUNDING MEMBER AND FIRST PRESIDENT OF THE LGPA
WOMEN IN GOLF MUCH LIKE THE FLOORING INDUSTRY, THE WORLD OF GOLF HAS TRADITIONALLY BEEN A MALE-DOMINATED SPHERE.
However, the 4.9 million women that golf in the US annually are looking to change that. Perhaps one of the longest-standing traditions of the FCIF Golf Tournament is the league of business women who come to play. One such influential f igure is Amie Foster, the director of national accounts for Novalis Innovative Flooring. Amie f irst began playing in the FCIF golf tournament when she was working for IVC, a division of Mohawk Industries, in 2009. She recounts that she loved what the tournament stood for and how special it was to come together with her
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competitors f rom the flooring industry for a common cause. “When I was with IVC, we really became heavily involved in this CCA FCIF Charity Golf Event, and that kind of changed the way I looked at the game altogether,” she explained. “I liked what the cause and the game combined stood for. I really liked how you can take a game like golf and be able to build such a strong and powerful message for our flooring community.” According to Amie, to be a woman in the
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flooring industry, it’s almost required to learn to golf because many flooring professionals use the game to network. “Most everyone in our business, in our industry, loves to golf and with the flooring industry a male-dominated industry, it’s kind of a must be able to play, to be able to build and strengthen relationships,” Amie said. “I think it brings a lot of camaraderie, more than any sport, because you have time to build relationships and time to feel relaxed.” Kelly Obershlake of Mohawk Industries agrees, saying that not only is golf a great sport for networking, but it allows for some quality time on the course. “I think it gives you quality time with people who are important to you,” Kelly said. “You get to spend three to four hours on the golf course.” Kelly grew up with two professional golf players as parents, so golf is in her blood, as she likes to say. Her mother was the f irst female professional head pro at their local golf course, and Kelly believes that her mom paved the path for her to play today. “I grew up with my mother breaking glass ceilings in the industry, and so I think that a lot of women who are playing the sport now, have found the love of golf and networking and all the things that men do,” Kelly explained. “It's really more so that women are involved now because it's accessible.” Even though there are only a few women in attendance at the annual FCIF golf tournaments, Kelly and Amie noted that it’s nice to have a support system of businesswomen to come back to every year. “It's really uplifting to be able to attend and interact with the women at the event because there are not a lot of women participating. You can probably count on two hands how many women are going to be at the event,” Amie laughed. “But I always look forward to attending and being able to see those ladies again, most of whom I have created long-lasting relationships with, and just be in the mix of something that is so important.” As more and more women take on leadership roles, not just in the flooring industry but in the business world overall, the golf-networking community has begun to change, morphing into a more gender-balanced sport. Even during the COVID-19 pandemic, Amie has seen a shift as the younger generations look to outdoor, socially distanced sports, like golf, for social interaction.
AMIE FOSTER & ANDREA MUMMAU
“Women are really stepping up and taking leadership roles in business and in sports. It is forcing our nation and our own industry to really look at women in a different perspective. I don't think that's any different with golf,” Amie explained. “There are some really strong female athletes leading the way, and that's changed the way that the golf industry has taken off and invited a whole new generation to take notice of the sport.” Amie has a strong message for young women following in her footsteps: forge your own path and never let anyone tell you that you can’t do something. “You are responsible for building your own path—you have to stand and shine in your own light,” she encouraged. “No one else is going to do that for you. If you have a desire and a will to do something, don't ever let anyone else tell you that you can't do it. If they do tell you that you can’t, let that fuel your f ire even more. You have to be your own advocate and your own cheerleader.”
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PLATINUM SPONSORS EMSER TILE | FLOOR COVERING INSTITUTE, LLC | KARNDEAN DESIGN FLOORING MANNINGTON MILLS, INC. | MOHAWK INDUSTRIES | SHAW INDUSTRIES
SILVER SPONSORS AHF PRODUCTS | ARMSTRONG FLOORING, INC. | FLOOR COVERING WEEKLY MAGAZINE HEALTHIER CHOICE FLOORING, INC. | INTERCERAMIC, USA | MASTERBRAND CABINETS, INC. MC2 | NATIONAL COOP BANK | PROMOTIONAL SPRING | STANTON CARPET CORP. | VERISK
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GOLD SPONSORS ART GUILD, INC. | CARPENTER CO. | COMMCREATIVE | DALTILE | FUTURE FOAM MARKETING ALLIANCE GROUP | NOVALIS INNOVATIVE FLOORING | PHENIX FLOORING RFMS, INC. | SWIFF-TRAIN | SYNCHRONY FINANCIAL
2020 DONORS 3M | ANSIRA | ARLUN, INC. | BEASLEY FLOORING PRODUCTS BEAULIEU CANADA/PEERLESS FLOORING | BROWN SMITH WALLACE CAIN & BULTMAN, INC. | COMMERCE BANK | CONNECTRIA CORNERSTONE SOLUTIONS GROUP | COURISTAN | CR PRODUCTIONS CUSTOMER ANALYTICS | DALTONIAN FLOORING, INC. DESIGN MATERIALS | FORBO FLOORING SYSTEMS IGAD PRODUCTIONS | ITEL, INC. | JOY CARPETS & CO. KALEEN RUGS | KANE CARPET | KELLOR LOGISTIC SOLUTIONS INC. LEGGETT & PLATT INC. | LIMINALITY | MARKETING ALLIANCE GROUP MC2 | MICHAEL’S CARPET | MOMENI | MP GLOBAL PRODUCTS NOURISON | PG HARDWOOD FLOORING | PNC FINANCIAL SERVICES PRESTIGE MILLS | REPUBLIC FLOOR | RIEZMAN BERGER SATURN FREIGHT SYSTEMS | SHNIER | SUN SHINE RUG, INC. | TARKETT TAYLOR ADHESIVES | US BANK INSTITUTIONAL TRUST & CUSTODY VALLEY CARPET ONE | VERSATRIM, INC. | WARMUP | WFCA
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THANK YOU TO OUR SPONSORS
ON 18 YEARS OF HELPING OTHERS IN NEED!
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THANK YOU TO OUR SPONSORS
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THANK YOU TO OUR SPONSORS
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THANK YOU TO OUR SPONSORS
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THANK YOU TO OUR SPONSORS
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THANK YOU TO OUR SPONSORS
Congratulations to CCA Global Partners and the FCIF. We are proud to support the efforts of CCA Global Partners and the FCIF to help members of the industry in their time of need.
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THANK YOU TO OUR SPONSORS
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EMPOWERING
AMBITION
At Synchrony, we work hard to help your business and your customers fulfill their ambitions. Our most important customer is yours. Thank you for your partnership!
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synchronybusiness.com
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THANK YOU TO OUR SPONSORS
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MasterBrand Cabinets Inc. is a proud sponsor of the Alan Greenberg Charity Golf Tournament.
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THANK YOU TO OUR SPONSORS
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THANK YOU TO OUR SPONSORS
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ou can make a fference with our 9THANK iron.YOU TO OUR SPONSORS PAG E 5 0
PNC is proud to sponsor the Alan Greenberg Charity Golf Tournament, because we know that every hole counts and every swing matters.
NC Financial Services Group, Inc. All rights reserved. PNC Bank, National Association. Member FDIC
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THANK YOU TO OUR SPONSORS
Alan Greenberg Charity
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2020