Sleeping Well in the Age of Stress

By Bridget Cassidy, September 25, 2018, for Consumer Advocate

It’s 3:00 a.m. and you’re wide awake.

In six hours you’re going to give the biggest presentation of your career. That is, after you get your kids out of bed, dressed, and off to school. Oh, right. You have to drop your husband at the airport. What else? You start your to-do list. Did you pay your water bill? What about the kids’ camp fees? Did you buy cereal yesterday?

Stop! If only you could nod off. You close your eyes, hoping that action in itself stops the wheels in your brain from turning. Suddenly, you hear a drip of water. Your tired mind turns toward the leaky bathroom faucet.

Drip.
Drip.
Pause. Wait for it.
Drip.

We’ve all been there right? It’s terrible. On the other hand, we know what a big night of sleep can do for you. Our energy levels reset, allowing us to invite new possibilities into our lives. There’s nothing like it, especially when you can get the big sleep every night.

Unfortunately, many of us are not getting enough sleep. The American Sleep Association estimates that as many as 70 million adults in the United States could suffer from some kind of sleep disorder that either shortens the duration of their sleep or makes them wake up unrested.

Sleep deprivation can have several different causes, including health conditions, lifestyle choices, and stress. Stress is a big one. There are now different treatment options based on scientific research available for various sleep disorders. Sleep hygiene, for instance, suggests establishing a bedtime routine and schedule, and adopting other good sleep habits could improve the incidence of sleep disorders like insomnia. Bear in mind, however, that sleep hygiene alone may not be enough to treat such conditions.

We Learned From The Best

We wanted to find out more about the world of sleep and how it regenerates our bodies, as well as the common causes of sleep deprivation and available treatment options. So we spoke to a leading expert in the field of sleep medicine.

Dr. Rohit Budhiraja is an assistant professor of medicine at Harvard Medical School, the director of Brigham and Women's Hospital's sleep clinic, and a faculty member in Division of Sleep and Circadian Disorders and Division of Pulmonary and Critical Care Medicine in Boston, MA.

Budhiraja’s main field of study is sleep apnea and other sleep-related breathing disorders. However, he was able to go over everything from how sleep helps regenerate the body and mind. He also explained how temperature, light, and calming (what he calls TLC) is so important to get a good night’s sleep. “On average, most people need seven or eight hours of sleep,” says Budhiraja.

Let us share what we learned with you, starting with the basics.

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What is Sleep?

Animals as small as the honeybee and as large as the blue whale fall asleep every day and perform noticeably better when well-rested. But what exactly causes us to feel sleepy and doze off? And how did most of the animal kingdom evolve the need for sleep in the first place?

Here’s the succinct definition of sleep taken from the Merriam-Webster Medical Dictionary, “...the natural periodic suspension of consciousness during which the powers of the body are restored.”

There is evidence that sleep was handed down to most animals from a common ancestor nearly 700 million years ago. According to a New York Times profile on a 2014 study, “our nightly slumbers evolved from the rise and fall of our tiny oceangoing ancestors, as they swam up to the surface of the sea at twilight and then sank in a sleepy fall through the night.”

There are many reasons why this adaptation evolved. For one, it’s possible that sleep is meant to keep animals inactive at times when they were unlikely to find food and when their predators were most active. Sleep also affords the benefit of repairing and restoring the body, which allows animals to avoid predators more effectively and find food in their waking hours. Take a look at honeybees, which perform a “waggle dance” to tell other bees where food can be found. When bees are sleep-deprived, their dance is not as precise, making it more difficult for other bees to follow their directions.

35.2% of adults 18 and older report sleeping less than 7 hours every night.
- Center for Disease Control (CDC)

“Some historians and researchers believe that, centuries ago, humans followed biphasic or polyphasic schedules,” says Budhiraja. Biphasic sleep is when someone sleeps two separate times during a 24-hour period whereas polyphasic sleep is when someone sleeps multiple times (more than twice) in a 24-hour period. “Industrial Revolution and artificial lighting may have forced people to adopt monophasic schedules.” He went on to clarify that there is little evidence to suggest a polyphasic schedule is a good idea. As for biphasic sleep, there are several countries and cultures which still practice an afternoon nap or ‘siesta’. 

While the exact mechanism for how sleep happens in humans is still unclear, the broad strokes are these: the hypothalamus generates the circadian rhythm—the inner clock that says we should sleep at night and be awake during the day—and triggers the release of melatonin, a compound that signals to our brain when we should be asleep.

Meanwhile, as our brain works hard during the day, another compound called adenosine is released by astrocytes. Adenosine accumulates in the brain and eventually reaches levels that trigger drowsiness. Melatonin and adenosine work together—and sometimes independently—to make us feel tired and crave sleep. When we’re asleep, adenosine levels decrease while melatonin stays high. When the circadian rhythm says it’s time to wake up, melatonin decreases and we become alert.

Why We Sleep

Memories

We know much more about why humans need sleep than other animals. One of the benefits humans get from sleep is the consolidation of memories. When we’re awake, we’re receiving sensory input from the things we see, hear, feel, and our brain forms connections between what is happening to us in real time and what we remember. According to Budhiraja, when we fall asleep our brains work on reclassifying the information we received during the day and cataloging our memories.

Much like a librarian takes the books in the return cart and places them in the correct shelf, the brain sorts through the events of the day and classifies the information into new areas. Not only does the brain place the information in the correct areas during sleep, it also removes unnecessary information by getting rid of those superfluous neural connections.

The woods are lovely, dark and deep, And I have promises to keep, But neither the woods nor those promises Are as important as some restorative sleep. - Dr. Budhiraja's variation on Robert Frost's poem

Restoration

Another reason we need sleep is to restore our bodies. “During sleep,” says Budhiraja, “our bodies relax and muscle tone decreases.” And when our muscles relax, the damaged tissue regenerates more efficiently. That’s why a good night’s sleep feels so good after an exhausting workout session.

Budhiraja goes on to explain that research points towards REM (rapid-eye-movement) sleep as the stage where much of the muscle recovery and memory consolidation happens. REM sleep—also called Stage R—is characterized by being the stage at which we dream. Typically, REM sleep happens 90 minutes after we first fall asleep.

First, we cycle through non-REM (NREM) stages of sleep—N1, N2, and N3—which bring us deeper and deeper into rest as our brain activity slows down. Once the REM stage is over, the cycle from stage N1 to stage R restarts, in a repetitive process that lasts approximately 90 minutes and happens multiple times per night.

“Your genes decide if you’re a 6-hour sleeper or a 9-hour sleeper,” says Budhiraja. Though doctors do recommend getting between 7 and 8 hours of sleep every night, there is no one-size-fits-all answer.

The body loses its rhythm without a fixed sleep and wake-up schedule.
-Dr. Rohit Budhiraja 

Common Sleep Disorders

Though there are dozens of sleep disorders, as listed by the third edition of the International Classification of Sleep Disorders (ICSD-3), below we will discuss the three most common sleep disorders: insomnia, sleep apnea, and restless leg syndrome.

Insomnia

An individual is said to suffer from insomnia if they have trouble falling asleep or staying asleep throughout the night, if they wake up too early in the morning, or if the sleep they have is non-restorative. Almost 60 million Americans suffer from insomnia every year.

While primary insomnia—that is, insomnia that doesn’t appear to be caused by another disorder—is a problem for many people, in most cases, it is caused by or appears alongside a wide range of conditions, such as depression, heart disease, diabetes, and chronic pain. 

Dr. Rohit Budhiraja with patient

Treatments for Insomnia Bad habits or poor lifestyle choices are some of the main causes of insomnia. Stress, no bedtime routine, irregular work schedules, and side effects from prescription medications can be the primary causes of this sleep disorder.

Sleep Hygiene is a collection of lifestyle changes that can improve sleep. These include: establishing a bedtime routine, eliminating the consumption of caffeine, alcohol, nicotine, and certain foods close to your bedtime, getting regular exercise and losing weight, limiting daytime nap times to 30 minutes, creating a welcoming sleep environment, and getting a lot of natural light during the day. 

If you continue to suffer from insomnia, other treatments include cognitive therapy such as light therapy or relaxation techniques. Finally, prescription or over-the-counter sleep medications can help you get to sleep but may also bring on other side effects.

One in three over 30 year olds have sleep apnea.

– Dr. Rohit Budhiraja

Sleep Apnea

Budhiraja then discussed sleep apnea. About one in three people over the age of 30 may have some degree of sleep apnea, with 13% of men and 6% of women having moderate to severe sleep-disordered breathing. “During an apnea episode, the muscles at the back of the throat and the tongue block the airway, causing the sleeper to stop breathing for seconds at a time,” says Budhiraja.

The Division of Sleep Medicine at Harvard Medical School reports obstructive sleep apnea, which is the most common type of sleep apnea, raises your heart rate and increases your blood pressure, putting stress on your heart.

One of the most notable symptoms of OSA is snoring. “It’s extremely rare for this condition to be fatal,”says Budhiraja. However, OSA is related to a host of other issues, such as high blood pressure, obesity, diabetes, heart attacks, stroke, increased traffic accidents, depression, anxiety, and, of course, insomnia. Treating sleep apnea, affirms Budhiraja, can alleviate the symptoms of depression and anxiety.

Treatments for OSA The treatments for mild cases of sleep apnea focus more on making lifestyle changes that may be interrupting your sleep. These include losing weight (if you are obese or overweight), exercising on a regular basis, reducing alcohol consumption (if not stopping altogether), and quitting smoking. Other suggested treatments include changing your sleep position and using a nasal decongestant or allergy medication. The most common treatment for severe OSA is continuous positive airway pressure (CPAP) therapy, prescribed by your physician. The CPAP machine facilitates the constant flow of air into your throat so your airway remains open while you sleep.

Restless Leg Syndrome

The third sleep disorder is Restless Leg Syndrome (RLS) that frequently disrupts sleep and affects 2-15% of the population. Sufferers describe an unpleasant and sometimes painful tingling or cramping sensation in the legs when resting or falling asleep at night. Moving the legs alleviates the symptoms but they quickly return when the movement stops.

The pain and discomfort often keeps people from sleeping at night. Researchers are still investigating what causes RLS, but there may be a link to iron deficiency, diabetes, high blood pressure, and ADHD, among other conditions. “Some types of antidepressants may also cause RLS,” says Budhiraja. 

Treatments for RLS 

Budhiraja recommends massaging your legs, taking a warm bath or shower, and doing light exercise and stretching to relieve the symptoms. More strenuous exercise, however, can worsen RLS symptoms and sleep quality, and should be avoided within 5-6 hours of bedtime. He also recommends making certain lifestyle changes including the elimination of caffeine, alcohol, and smoking cigarettes from your daily routine.

There are prescription medications available to treat RLS. One class of such medications are dopamine agonists that mimic the neurotransmitter, dopamine, in the brain. 

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Sleep Deprivation in Adults

In 2014, the Centers of Disease Control and Prevention (CDC) classified sleep deprivation as an epidemic in the United States with more than 70 million adults currently suffering from the condition. That’s one third of the U.S. adult population.

Groups with the highest percentage of sleep deprivation are Native Hawaiians/Pacific Islanders at 46.3% and Blacks at 45.8% then Asians at 37.5%, Hispanics at 34.5%, and Whites at 33.4%.

- CDC

Sleep deprivation can affect all aspects of our lives, and some effects are much more serious than simply nodding off at work or being irritable. For one, there is evidence that losing sleep regularly is associated with chronic conditions like heart disease, diabetes, and high blood pressure.

According to the CDC, heart attack, coronary heart disease, stroke, asthma, chronic obstructive pulmonary disease (COPD), cancer, arthritis, depression, chronic kidney disease, and diabetes occurrences were higher in U.S. adults who suffer from sleep deprivation or what CDC calls “Short Sleep Duration,” which is less than 7 hours of sleep per night.

Recently, John Hopkins published an infographic with four categories of effects of sleep deprivation. They are: weight, health, brain effects, and safety. For instance, did you know the risk of developing Type 2 diabetes is three times as high for those who are chronically sleep deprived?

Health & Weight

Some study findings show that lack of sleep doubled the risk of death from all causes including cardiovascular disease.

You are also more at risk for obesity due to the hormonal imbalance introduced by sleep deprivation. You crave sweet, salty, and starchy foods because you have higher levels of the hunger hormone ghrelin and lower levels of leptin, the appetite-control hormone. Sleep deprivation can also affect your brain. You have a 33% higher risk for dementia if you suffer from lack of sleep.

Safety

Sleeplessness is also connected to other severe consequences. It is estimated that drowsy driving causes 1,550 deaths and 40,000 injuries annually in the United States.

There is even evidence that sleep deprivation may make you less empathetic.

Lack of Sleep in Kids and Young Adults

The Little One is Tired

According to the Children’s Sleep Apnea Association, an estimated 1 to 4% of children suffer from sleep apnea, including kids between the ages of 2 and 8 years old. It is a common belief that children will eventually grow out of pediatric sleep disorders, but new evidence suggests that may not be the case. Studies have shown sleep apnea is linked to childhood obesity, attention-deficit hyperactivity disorder (ADHD), and cognitive functioning ability.

Some mommy bloggers made suggestions on how to establish and keep an ongoing bedtime routine with your youngsters. Most bloggers agree you should stick with a nightly schedule and sleep hygiene routine that includes taking a bath, brushing teeth, cleaning the bedroom, and dimming the lights.

We start our routine at 7:30 pm. I don’t like to rush them, so I try to get them to relax and wind down at least an hour before the desired bedtime...my kids take a bath or shower, have a snack (no chocolate or sweets!), brush their teeth, read, and then it’s time for me or Dad to tuck them in.
- Jeannette Kaplun, Mommy Blogger at Hispana Global and mother of two.

Sleepless in School

The recommended amount of sleep for high school and college students is 8-10 hours per night, with anything from 8½ (short sleep duration) to 11 hours considered appropriate. According to the CDC, nearly 69% of high school students sleep less than 8 hours a night, with an astounding 76.6% of seniors not getting enough sleep.

Additionally, up to 60% of college students do not get enough sleep on a regular basis.

Another study found that sleep-deprived students were more likely to engage in unhealthy behavior such as drinking, fast driving, and getting into physical fights. Sleep deprivation is also a good predictor of poor academic and athletic performance and drowsy driving.

College students who experienced even one additional night of poor sleep per week were more likely to drop a course (10%) and see a drop in their cumulative GPA (by 0.02). Sleep deprivation ranked the same if not higher than other factors that negatively affect academic success including binge drinking and drug use.

To get better sleep, it is recommended that high school and college students make the following changes:

• Set and stick to a bedtime routine and sleep schedule

• Practice sleep hygiene

• Create a peaceful sleep environment

• Eliminate caffeine three hours before bedtime

• Avoid using mobile devices, computer, or tv 1-2 hours before going to sleep

• Don’t go to bed hungry, instead eat a small snack

• Avoid working out right before bedtime

• Meditate or practice light yoga to relax

Other age groups affected by sleep loss include the elderly and people with certain diseases including Parkinson’s disease, Alzheimer’s disease, and dementia. Aging can affect our sleep patterns due to a number of factors including hormonal changes associated with aging and the increased likelihood of taking more medications and experiencing side effects. It is recommended that you work with your primary care physician to determine the best course of treatment.

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Work Productivity Takes A Hit

The average U.S. worker loses 11 days of productivity per year due to insomnia. That’s $2,280 per year. The total loss is a whopping $63.2 billion per year. What this could mean for you is missing out on a promotion or a superior performance review.

Unfortunately, our corporate culture only contributes to this by promoting the idea that sleep is not a required commodity. In other words, we think sleep is a luxury saved for vacations and weekends, not something we need for proper health.

A few companies have begun to pay attention to the field of sleep medicine and recent research that has shown the negative effects of poor sleep on employee health, work productivity, and ballooning insurance costs. A recently Fatigue Cost Calculator developed by Brigham and Women’s Hospital for the National Safety Council can provide estimates of the cost of poor sleep health for an employer. Google, Goldman Sachs, and Johnson & Johnson, to name a few, are some of these companies.

At Google, for instance, sleep experts have been invited to the company's locations to share information with employees regarding sleep deprivation, jet lag, and the restorative power of deep sleep.

Light is the enemy of sleep.
- Dr. Budhiraja

More From The Best

Budhiraja says that sleep works to regenerate our bodies including our brains and our muscles. The brain progresses through different stages of sleep every 90 minutes or so: light sleep, deep sleep, and REM stage, which is the dream phase of sleep.

“During sleep, muscle tone goes down,” says Budhiraja. “Relaxation of muscle is even greater during the dream stage of sleep.” He explains that many areas of the brain also relax during the sleep and the rate of brain metabolism decreases, except in REM phase, where the brain activity and energy use may be even higher than when awake. REM and non-REM sleep may be responsible for different aspects of memory consolidation.

A Little TLC

Based on his research, Budhiraja recommends you make three lifestyle changes scientifically proven to improve your sleep. He calls it TLC or temperature, light, and calming your mind to get better sleep.

The cooler your body, the better sleep you can get.
-Dr. Budhiraja

First, there is temperature. When you go to sleep, you do not want your room too warm or too cold. The ideal room temperature to promote better sleep is between 65 and 70 degrees.

Light is another factor proven to affect sleep. If there is too much light in your bedroom, especially artificial light, it can stop the production of melatonin in your brain, the hormone related to sleep. “Light is the enemy of sleep,” says Budhiraja. Cellphones and other mobile devices are blue light sources and major disruptors of sleep. “Smartphones are shown to decrease sleep by up to half an hour.” Budhiraja suggests putting your phone down one to two hours before you go to bed.

Calming your mind completes the treatment trio and is also something we can control, although it may be difficult for some to do. Meditating or deep breathing before going to sleep has been found to decrease anxiety and depression. In fact, studies report meditation is associated with decreased activity in the default mode network or DMN, which is a part of the brain related to mind wandering and thinking about the self.  

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Finally, not having a regular sleep routine, i.e., going to bed at the same time each night, can throw off your sleep pattern. Our bodies naturally start increasing melatonin a few hours before our scheduled bedtime. If you keep changing that time, you can affect your body’s natural sleep hormone production.

Medication and Treatments

Holistic

Some popular holistic supplements include melatonin, valerian root, and herbal teas such as chamomile tea. According to Budhiraja, melatonin is likely the most studied sleep supplement. As a sleep hormone produced naturally in the body, it tells the brain when it’s time to fall asleep. The dosage is up for debate—over the counter pills are usually available in 1mg or 3mg or higher doses—starting at a lower dose and increasing the dose if needed is a good idea. Melatonin is considered to be a fairly well-tolerated sleep treatment; however, it is not a cure-all for sleep disorders and may only be effective for certain individuals. It is more likely to be effective in individuals who have delayed sleep phase syndrome- a condition in which people fall asleep late and wake up late. It can be also effective in preventing or treating jet lag.

Other alternative solutions include making the bedroom as dark as possible and/ or the addition of a white noise machine to your sleep routine. It is estimated that nearly 75% of Americans said that a quiet room is important to getting good sleep. Lastly, there is taking your grandmother’s age-old advice: drink a warm cup of milk before going to bed.

Cognitive behavioral therapy for insomnia (CBT-I) is a very effective therapy where a psychologist or another trained professional can help you identify and address your thoughts and behaviors that may be contributing to poor sleep. It even can be delivered through online programs.

Over-The-Counter

Over-the-counter medications include diphenhydramine (Benadryl, Aleve PM, etc.) or doxylamine succinate (Unisom). These sleep aids have side effects including drowsiness and leaving you feeling groggy the next day. Furthermore, the body can quickly develop tolerance to some of these medications.

Prescription Medication

Finally, there are prescription medications. According to Budhiraja, medications should generally be your last resort in seeking help to get better sleep, and if used, should usually be used over short-term. They can cause several side effects- drowsiness, dizziness, diarrhea, grogginess or feeling as if drugged. In addition, after taking some of these medicines, people may get up out of bed while not being fully awake and do an activity that they do not know they are doing- including driving. The next morning, they may not remember that they did anything during the night. “The body can also develop tolerance to these medications, requiring progressively increasing doses or more potent medicines,” he says.

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Before Turning Off the Lights

Most of us have faced a sleepless night or two in our lifetimes. We’ve laid awake and listened to a leaky faucet go drip, drip, drip into the wee hours of the night. Worse, we are one of the 70 million people in the United States who suffer from a lack of sleep or who have a sleep disorder.

We’re tired new parents, or college students cramming for an exam, or a software engineer who works 60 hours or more a week, or are getting older and are finding it harder to sleep.

Seventy million: that’s more than a third of the population across the nation.

Scientific studies have proven the health ramifications of sleep deprivation and what it does to our bodies, minds, and everyday lives. It is an epidemic that not only affects us as adults but is also affecting our nation’s kids.

We can take countermeasures to get more and better sleep, steps that have been proven to work by scientific studies. We can give ourselves some TLC to promote better sleep, which can, in turn, restore us to our full capacity. Because really, don’t we just want our best sleep every night, especially in this age of high stress? We want that great sleep where we wake up refreshed and ready to take on the day.

Co-Authors: Scott Smith, Community Editor, and Mayra Paris, Associate Editor

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High Point University and the Specialty Sleep Association Reveal Research Findings:

 Mattress Sales Retail Associates Opinions  on Consumers’ Views of Bed Supports and Foundations

The Undergraduate Research and Creative Works (URCW) Department at High Point University in collaboration with the Specialty Sleep Association (SSA) today released the findings of an online survey of mattress retail sales associates (RSAs) assessing their impressions of consumers’ knowledge and interest in foundations and bed support systems based on over 100 RSA or retail buyer responses. Seventy-nine per cent of the sales associates believe that customers know very little about mattress support systems, and 50% of the retailers said that customers simply do not care. The research summarized, “Eighty-two per cent  of the sales associates rated customers as unlikely to link the foundational support of their mattress to its performance.” Also, according to the findings, 90% of the mattress RSAs brought up the mattress support issue, but only 65% said they bring up the topic during the mattress sales presentation.

High Point University professor and director of URCW, Dr. Joanne Altman and psychology major Sarah Seaford offer the following conclusion: “There is a strong need to educate customers about the role mattress foundations play in sleep quality. Foundations (and frames) need to be at the forefront of the conversation and tied to mattress quality.”

SSA says that these key findings could have a significant impact on mattress sales

The mattress/ bedding RSA survey did identify key findings that could have a major impact on the mattress retail marketplace, according to Tambra Jones, Executive Director of the SSA. “The RSA’s inform us that 40% of customers will be using their old foundation and support which could impact sleep quality.” With 40% of consumers placing a new mattress on an old foundation and frame, there seems to be no understanding of the key role the base support plays with overall mattress support and comfort. This also indicates a lack of awareness of bed bugs, dust mites or physical wear and tear with old foundations and bed supports. Also, Jones noted that while there is a chance to increase sales and margins with adjustable beds, the RSA’s said that only 38% of conversations with customers focused on adjustable frames versus stationary or traditional bed support systems.

Four per cent of mattresses sold were returned because of a foundation or bed support failure.

The Number One key finding of the bed support research is that RSA’s claimed that “… 4% of mattresses sold were returned because of a foundation or bed support failure.”  Follow along with us here.  Based on 2017 ISPA statistical reports, 23.4 million mattresses were sold in 2017 with an Average Unit Selling Price  (AUSP) of $311 per unit. If 4% of mattresses sold were returned for issues relating to bed support failure, this represents nearly 939,000 units @ $311 per unit. This would total $292 million in bed support related returns.. It could be said that if bed support issues were adequately addressed during the sale of a mattress, retailers could reduce returns worth millions of dollars.

According to SSA Board Member Dennis Rodgers of Forever Foundations, the SSA believes that bed support systems and correct foundation systems may be under marketed. “This research and conclusion would indicate an important opportunity to enhance customer satisfaction, improve quality performance, significantly reduce mattress returns and provide better sleep for consumers,” states Rodgers. “Imagine if you will; a couple purchase a new car.  A number of years later they decided to purchase another car. The ride is not comfortable to them. To save money they decided to use the tires from the old car.  They worked just fine! Within a few days, the couple return the car.  The ride wasn’t like the ride when they took the test drive.  It was very much like their old car, which was the reason they purchased the new car.”

Rodgers further comments a proactive foundation and bed support sales program could add significant attachment business to mattress sales. “ Just as the top-of-bed accessories add-on marketplace has taken off, we think there is a great opportunity for “Under-the-Bed” support frame and foundation products to enhance overall sale of mattress and bedding products.”

SSA Honors its Roots with a “Waterbeds” Link on the Home Page of their Association Website

The history of waterbeds is near and dear to the Specialty Sleep Association (SSA) because the SSA was formerly the Waterbed Association.  Our oldest members began their sojourn into the mattress industry with waterbeds.  Present SSA Chairman Mark Miller of INNOMAX CORP and past SSA President Denny Boyd of BOYD SLEEP (formerly Boyd Flotation, and then Boyd Specialty Sleep) are longtime members and both began in the waterbed industry.  They are STILL a part of the small group of manufacturers and retailers who are involved with the waterbed business.

To honor this amazing industry, and help promote those who continue selling these unique products, the SSA has created an area within their association website devoted exclusively to stories about, and product information for the waterbed industry. This is an area where you will find press releases and product information for waterbeds TODAY.

A young woman listens to a pitch from a waterbed salesman. (Image credit: Bettmann/Getty Images)

Our roots are in waterbeds.
Denny Boyd offers his personal history with waterbeds. “I bought my first waterbed in 1973 and opened a waterbed store in 1977 based upon a business plan developed at the University of Missouri. I have truly enjoyed the entrepreneurial spirit and creativity of those unique individuals that brought a great idea to market.”  On his experience with the SSA, Boyd says, “As a member of the Waterbed Manufacturers Assn. (later the Waterbed Association) we were very accepting of further growth and innovative opportunities in the Sleep Industry through new products in the air bed and memory foam technologies. In light of the many manufacturers and retailers broadening their focus to new sleep technologies, our Association decided to transition the name to the Specialty Sleep Association to recognize, legitimize and encourage new sleep technology introductions.”  He continues,  “At Boyd Sleep we still have a very vibrant waterbed segment and have continued to innovate in this market with the recent introduction of our izone product www.izonebed.com. I am honored to have served as a past President of the Specialty Sleep Association, and appreciate its ongoing dedication not only to its foundation in waterbeds, but its continuing growth with innovative sleep products.”  You can visit the page where Boyd outlines the The History of the Waterbed Mattress on his website.

Mark Miller says he is still a big believer in the category because of what waterbeds do differently than any other sleep surface. "We started out in 1975 as Rocky Mountain Inflate-A-Bed, solely based on the idea the world might enjoy something more advanced than just a bed with springs. We added waterbeds to our distribution portfolio in 1978 - and they have been a backbone of our business here at Innomax ever since." He says that while many sleep choices come close, “when it comes to what is truly right for you, your body, and the many sleep issues you may have, we feel it is imperative that we offer you the true magic a liquid support system can provide you due to its ability to not only reduce pressure on your body, but to offer you therapeutic temperature control benefits unique to a flotation bed.”    Miller said that for years Innomax remained staunch air and water flotation-only purveyors, but added other sleep surfaces to their portfolio according to customer desires.  “We found there began to be many waterbed myth’s needing to be debunked in the presentation process, and the evolution of sleep sales moved away from the waterbed as consumers focused on its “complications” more than its unique benefits.  Today we listen carefully to our customers and most definitely include flotation in the options we offer them.”  

Speaking about his thoughts regarding the evolution of the SSA, Miller said, “The Waterbed Association represented a truly exciting time in a world that featured primarily innersprings.  But as the waterbed and its ownership requirements (and in some cases its very dated looks) declined in sales, other simpler, less hassle and more economic choices like the futon came in vogue.  We watched as attendance of the waterbed-only seller at shows dedicated to the category decline as well.”  To the evolution of the association name from Waterbed to Specialty Sleep, Miller continues, “The advent of the Specialty Sleep Association provided a platform for not only water but a new and burgeoning set of sleep choice categories including developments in latex and PU foam, visco-elastic materials ,air and gel. The Specialty Sleep Association became a new platform for the future of sleep and bedroom innovations of all kinds, which certainly has led the way for the very market we are in today.”  Go to the Innomax website to read why Miller and his team think Waterbeds Are Cool.

A Look at the History
So – where did the whole sleep-on-water thing get started?  Let’s go way back to 3600 BCE, when some inventive Persians are said to have filled goat-skin mattresses with water warmed by the sun.  The next report was from the 1800s when two doctors introduced forms of waterbeds for hospital patients suffering from poor circulation and bed sores. Scottish physician Dr. Neil Arnott created what he called a “hydrostatic bed”, described as a trough of water, 6” deep, the size of a sofa, and covered with a rubber cloth to seal it. Then English Doctor William Hooper patented a therapeutic rubber mattress for hospitals that could be filled with water.   Though no new patents were filed, a bedridden science fiction author named Robert Heinlein, suffering from tuberculosis in the 1930s, wrote about his vision of a waterbed in three of his novels.  The beds he described had a sturdy frame, were temperature-controlled, contained pumps that allowed patients to control the water level inside the mattress, and even had handy compartments for drinks and snacks.

(Image credit: The Atlantic)

Fast-forward to 1968 when industrial design student Charles Hall, submitted a waterbed prototype (using a vinyl mattress rather than a rubber one) for his masters thesis project.  He turned his idea into a business, which attracted others with new design ides, and the Waterbeds launched themselves into a $2 Billion Dollar industry by 1984.

 Interestingly enough, Hall is SSA member Todd Youngblood’s Uncle (Todd served as Chairman of the Specialty Sleep Association for several years).  “Charlie Hall was to me first and foremost my uncle,” says Youngblood.  “As a little guy, I certainly didn’t fully understand my successful entrepreneurial uncle traveling to visit from California with his amazing briefcase mobile phone, but in the late 90’s when Charlie was gracious to welcome me to work for him in yet another successful venture, he showed me the clear value of hard work and perseverance.  As a serial entrepreneur Charlie has never stopped working on ideas that will change the world despite the adversity he has faced.  As a former chairman of the SSA – I would say that the world of specialty sleep is a better place because of Charlie Hall and his contributions.”  Visit hallflotation.com  for Hall’s own summary of his journey.

 At the top of their game in 1987, 22% of all mattress sales in the U.S. were waterbed mattresses.  In the 90’s the bloom fell off waterbeds, and transferred to the myriad of “memory foam” mattress designs which are still in vogue today.  Waterbeds remain a niche market, much smaller than in  their heyday, but vibrant and with a loyal following.  In fact, Charles Hall has been in the news this year for something new that he is offering with City Furniture's CEO Keith Koenig, and former waterbed manufacturer Michael Geraghty.  This trio is introducing what they describe as a redesigned version of the waterbed.  Read about it in this Miami Herald article by Dylan Jackson from this summer, “The Waterbed is Making a Comeback” and Brittany Bernsteins’ “Blast from the past:  Don’t confuse today’s waterbeds with the ones your parents had” in the Ft. Myers News.

 We are reprinting several of the articles that have circulated through the years about waterbeds, including the iconic New York Times article “17 Years of the Waterbed: A Social History”, printed in 1986, the extremely well done piece by Jeff Wells for the History section of Mentlefloss.com, “Whatever Happened to Waterbeds”, and the most recent overviews from Nancy Mitchel for ApartmentTheray.com, “The Weird True Story of the Rise and Fall of the Waterbed”, and Amanda Harding for cheatsheet.com, “The Strange Yet True History of the Waterbed in America”, both written earlier this year. We encourage you to take a walk through Waterbed History in these articles – you can “remember the days”…

 The articles we will print hereafter will be discussing waterbeds TODAY, allowing us to stay involved with the products that are the roots of the Specialty Sleep Association.  For instance, check out John Donovons’ “Could Waterbeds Ever Make a Comeback” at How Stuff Works.   This article from June 2018 does a great job of summarizing the waterbed industry and talks to present-day waterbed retailers. 

 We at the SSA support all forms of flotation sleep, and we say with extreme enthusiasm, “we love waterbeds!”  Check back here with us from time to time to see what is new in the waterbed market.

SSA's BEDFAX Program Placed on Hold

After several years of research, the Specialty Sleep Association (SSA) is not moving forward with the BEDFAX® Mattress Contents Label Verification Program. SSA Executive Director Tambra Jones explained that while an increasing number of discerning and educated consumers want to know more about the contents and materials in products they purchase, the number of mattress manufacturers who are interested in a contents or consumer disclosure program remains quite low.  “We have had a hand full of dedicated manufacturers who have worked to create and launch this program. They have mostly been companies who market products with claims in the health, wellness and environmental market,” says Jones. “Based on our best efforts and outreach we have found that most of the main stream mattress/bedding manufacturers are not interested in a third-party, impartial contents label program that requires written documentation and verification of the materials and chemicals used in their various models. While in theory transparency is important for consumers, the vast majority of consumers are simply not pressuring mattress companies to tell them what is in the mattress they are purchasing.” At the same time, Jones also pointed out that with those companies who did show an interest in the program, especially in the area of “green” verification or certifications, these companies often already have detailed programs of their own in place.

Jones explained that the SSA is not moving forward with the program, retaining all records and materials on file. “We are no longer actively managing the BEDFAX program. However should the market dynamics change, should consumers begin to demand a third-party contents verification program, we could, with the right momentum, funding and support, re-activate this voluntary industry consumer disclosure label program.”

Changes for the SSA Board of Directors

This year will be a shift for the SSA Board of Directors.  Longtime member, and recent President Dale Read announced his retirement from the SSA Board, after serving faithfully and effectively for several years.  Dale began his tenure on the SSA Board when he was publisher of Bedroom Magazine, in the late 1990's. In 2010 he became President of the Board and ushered in the SSA’s Environmental & Safety Program, and then the Bedfax Consumer Disclosure Labeling Program. Dale has been a strong proponent of market transparency and saw to it that the term is now in the SSA’s overall Mission Statement.   Dale remains a member of the SSA, and is actively promoting several mattress/bedding companies via his PR firm, The Marketing Arm Group. The SSA salutes Dale for his devotion to the specialty category as well as to the association.  This is not a goodbye to Dale, just a new chapter in the SSA’s relationship with this dynamic industry veteran.

Click above to see more pictures

With Dale's departure, and the pausing of the Bedfax Program efforts, the SSA Board will revert back to it's structure of 9 voting board members, with an Executive Committee comprised of a Board Chair, Vice Chair and Sec/Treasurer, and an Executive Director.  Chairwoman Angela Owen's (Suite Sleep)  term has finished, and Mark Miller (Innomax Corp) was voted in as the new Chairman.  Thomas Frismodt (Danican) and Pascal Roberge (Beaudoin) have renewed their positions as Vice Chair and Sec/Treasurer respectively. 

Regarding his Chairmanship, Miller said, "I am excited for the opportunity to chair this terrific and energetic SSA board.  It will be fun to continue to enhance the vendor experience within our Las Vegas showroom.  We have a long history of promoting very strong business to business connections within our Specialty network that have proven to be beneficial to suppliers, so expanding upon our success in this area seems to be a natural.  We also look forward to continuing to bring very timely and topical seminars to the market as these have been well received".  Reflecting on recent conversations he has had with Exec Director Jones, he says, "Having been a part of the SSA both as a member and on the board since its inception we hope to go back to our roots in waterbed and encourage its current resurgence.  We are always looking for new ways to be value added to the industry, our members, and marketplace".

Filling the 9th spot on the board is new member Rion Morgenstern (Pleasant Mattress).  Rion says "The SSA is where innovative products are introduced to our industry and I am honored and excited to be a part of this organization."

The present board, along with Executive Director Tambra Jones, is devoted to insuring that the SSA's Las Vegas Showroom continues to be a thriving venue where manufacturers, distributors, suppliers and retailers will meet and create solid partnerships.  The SSA is committed to increasing member visibility in the marketplace, whether that be in the showroom, via articles blogs on the association website, or via direct press releases and communications with the trade press.  At the end of the day, the SSA is about it's members selling more beds, frames, pillows, soft-goods and sales programs.  

Las Vegas Summer 2018 Market Wrap-up: SSA Exhibitors share their experiences

Earlier this month we put one more Summer Las Vegas Market in the books.  Our SSA exhibitors told us they definitely felt the traffic dip this Summer, but when it was all said and done, they did the business necessary to make the Market work for them.  Overall, traffic at the Market was reportedly down, and our own showroom traffic reflected that, experiencing about 18% fewer buyer groups than Summer 2017.  We offered lunchtime snacks for buyers this market, however with the light traffic, it was hard to gauge whether or not it was appreciated.

Click here for full Gallery of Summer 2018 photos

Because our showroom is a coop of our members, we always do an exit poll, and take everyone’s experience at Market into serious consideration as we plan for the future.   It is fun to compare and contrast the comments from new companies (freshmen) with the seasoned upperclassmen in the room.  Let’s take a look at our post-Market exhibitor comments and suggestions.

The Freshmen

            Art Felix, frame maker/distributor JP Products:  I thought the show was perfect for me. Everyone in the SSA showroom was nice and helpful. For a first time exhibitor the traffic seemed accommodating. The summer show gives other exhibitors an opportunity to visit our showroom and see what we all have to offer. Many of us are not only trying to show our products to the retail side but are also trying to present products to other wholesalers.   I think over all most of us are happy being part of the show and the success is up to each of us to our own due diligence. I want to thank you (the SSA) for all your help and desire to make all of us feel at home.
            Brian Philips, mattress maker Swiss Bliss:  The Specialty Sleep Association is a value to the industry and the Las Vegas Market.  It provides one stop shopping for all your sleep related needs.  Most of my quality opportunities were created in the months and weeks leading up to the market.  We had a few walk ins but our new neighbors were so exhausting to the majority of walk ins that there was very little interest in slowing down after breaking away from those guys.  (They must have been enthusiastic!)
            Peter Laurens, mattress maker Baltica Naturals:  In terms of the ratio of booth expenses to visits by attendees, the showroom is the best place to be for specialty bedding industry participants at the Las Vegas Market. Foot traffic in the showroom and to our booth in particular was good during the Summer Market and we received strong interest and much useful feedback from our visitors.  The Summer Market was a fine experience for us; we expected it to be slower than the Winter Market but we received a surprising number of visitors. I invited a few retailers who were to attend the show anyway, but did not send out an email blast to unknown prospects.  I expected to meet new people here and I did.  
            Maureen Delker, top-of-bed soft goods maker Gotcha Covered/Sweet Dreams:  I am so happy to be apart of the SSA showroom family now.  Not only are the other vendors a wonderful resource for networking, discussion, and feedback but knowing there is a support network to help with space logistics makes my show times much less stressful.  Summer is typically a slower market than January.  While this market did seem slower than last year, it still proved beneficial for even the few key appointments we had.   
          Steven Wu, pillow importer Coolist Sleep Technology:  It feels like a big family. I knew some neighbors in the showroom.  It was my first time to be an exhibitor in the market.  It felt like it was very slow. Hopefully it will be better in the winter market. 

The Upperclassmen

            Thomas Frismodt, Mattress and softgoods importer Danican:  Danican’s experience in the SSA showroom has always been positive.  We feel there is always good traffic of different types of contacts and buyers each market.  Additionally, we feel there is great value being part of the “community” that exists with the other exhibiting SSA companies and also SSA staff.  Yes, the buyer traffic was generally viewed as a bit light for the recent Summer LVM.  However, each market presents the opportunity to nurture existing relationships and start new ones, which we continued to do at the summer LVM. 
           Brent Polunsky, frame maker W.Silver:   I thought the overall traffic was down a bit, but I did see enough of the right people to have a successful market.
            Barry Cik, organic mattress and bedding maker Naturepedic Organic:  The SSA showroom is really an excellent place to experience new thinking and products.  It actually deserves to be much bigger in size.  To improve it even further, it can use more separation among brands, so that it never gets a “bazaar” feel.   If anything, it deserves to be presented as an “exclusive” group of brands.  The Summer Market is always slower than the Winter Market - not aware of anything that can be done about that.  2018 was much slower in volume and in people willing to make appointments.  There are always those who will stop by and chat.  Then there are those who don’t really need to stop by.  But the biggest hurdle is getting new interested parties.  That said, it was clear that several other similar type manufacturers throughout the buildings didn’t get much traffic.  So there may be a much bigger issue regarding overall traffic for the whole market.  And, if that’s the case, then even if the SSA showroom had a modest drop in traffic, SSA may be well ahead of the market overall which may have experienced a much bigger percentage drop in traffic.
            Brice Hata, pillow maker Remarkable Pillow/TMI Molded Foam:  This market was much tougher than any other one we have attended.  We ended up doing ok simply due to the fact that we pour foam as a manufacturer and found customers in that arena.  The brick and mortar retail sector of the market was pretty horrendous. We normally write a brisk amount of business opening up new accounts at each show.  This time around, we opened relatively few new accounts.  That being said, I truly believe Winter will bring about pent up buying with retailers spending more freely.   Let’s hope the traffic for Winter makes up for Summer.  Thanks for all your help.  Although we always get verbal commitments from our normal buyers, for our category they do not make a concerted effort to create time to visit.  We normally grab them at the show and they say, “Oh yeah, that’s right, good to see you…..let’s get down to business”   For the first time, we had some great Market Specials for the show only and were able to open the new customers as a result.  We will continue the specials during the Winter Market as well.
            Suzanne Diamond, bio-friendly futon and mattress maker The Futon Shop/Honest Sleep:  Summer market was dreadful, slow and no traffic. We had appointments so that was good, but if not for that we would have died. The showroom was pleasant as usual!  We do make appointments, many small retailers did not come to market, mostly the majors.
            Paul Kraus, frame and top-of-bed/softgoods maker Body Sense/Electropedic:  The SSA showroom is always warm and inviting. The process for a new buyer gaining entry to the suite is easy.  The Summer Market is very slow compared to the Winter Market. I would estimate there are less than one-half less buyers in the summer compared to the winter.
            Curtis Spain, top-of-bed/softgoods maker BeddingTechnology:  The SSA Showroom is always friendly and good flow of dealers.  The  attendance at this summer market was a very low, but the dealer optimism was good.
            Butch Craig, top-of-bed/softgoods maker Sleep & Beyond:  The SSA showroom was very organized and the flow was great.  Although the overall attendance was off, the buyers who attend were quality.  For a Summer Market not that much of a difference between years, just have to be creative as to having the right frame of mind.  All the time making sure the buyers know that you are glad they came by your space and having new products is always a positive approach.  Looking forward to the Vegas 2019 Winter Market.
           Richard Loo, mattress and softgoods importer Aximon Sleep Products:  This summer was slow, worse than last summer.

Stay tuned

We asked about the lunchtime buyer snacks, and got mixed reviews.  Stay tuned – we will come up with something FUN that everybody can snack on in the SSA Showroom for Winter Market 2019. 

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SSA Announces 30 different brands and Manufacturers at Las Vegas Market

The Specialty Sleep Association (SSA) recently announced that it will host 30 different brands and manufacturers in Showroom 1565 of Building C at the World Market Center, July 29 – August 2, 2018. SSA Executive Director Tambra Jones confirmed that the SSA has once again sold-out all its exhibit space with 25 returning exhibitors and 5 brand new exhibitors reaching out to retailers at the Las Vegas show as members of the Specialty Sleep Association (SSA.) “We continue to serve as an advocate, a marketing platform for new companies, and support for expanding entrepreneurial companies,” says Jones.

The summer 2018 Las Vegas SSA Showroom will feature a wide range of innovative technologies and designs including adjustable beds, ergonomic bed designs, engineered foams, fibers and polymers, infusion technologies, display and racking systems, knock down foundations and frames, comprehensive private label programs, health and wellness products, point of sale and inventory programs, accessories, as well as a broad array of “natural”, “all natural” and “certified organic” products including mattresses, pillows, sheets, protectors and other top of bed products.

The five new exhibitors include: 

Coolist Sleep Technology of Katy, Texas , who report they are helping the world recharge with a more restorative night's sleep, thanks to their revolutionary technology that provides comfortable, cool and customized pillows. The company will feature three major lines of pillows – BioLite, BioMate, and BioLux: each line with three types of thickness – Classic, Cloud, and Dream – to suit different types of sleepers.

Dreamzy Mattress will exhibit mattresses featuring only the finest European foams and fibers, which they say provide luxury at an affordable cost. The company reports their mattresses feature cooling technology to help customers sleep cooler than other foam mattresses in the market, while helping to increase bloodflow with Bio-Ceramic textile fibers. Better posture during sleep comes from double layer memory foam that adapts to the sleeper’s body. Flippable, Dreamzy allows customers to select firm on one side and plush on the other giving the marketplace a mattress made for every body..

Gotcha Covered “Fine Linens for America” is a USA Manufacturing company providing sewn in the USA bedding products featuring high quality cotton, Tencel, organic, linen and protectors. Private label and drop shipping programs are available. 

Grand Rapids Bedding from Michigan, which has been providing sleeping comfort since 1889 , has now partnered with CuTEC® Fabric and Mountain Top Foam to bring consumers copper-infused fabric and copper-infused latex in a mattress the company calls a “Copper Infused Sleep System.” Copper is used for its health and wellness properties, antimicrobial protection, and restorative effect on skin texture. The CopPure Collection harnesses the power of copper by infusing Coppergel™ into the Continuous Comfort™ Cu29 latex comfort layer of our mattresses, as well as in the top fabric. These copper-infused mattresses transfer heat away, provide good airflow, and offer soothing pressure relief and support for a better night’s sleep.

J P Products, LLC, which is a wood foundation manufacturer with over 50 years of experience, will show four new products. The first two items are heavy duty knock down foundations and bunk frames engineered with quality craftsmanship. The third new product is the ultimate folding metal foundation perfect for all mattress types. Rounding off their new products is the form fitting mattress cover for those customers who need a new look for their old box spring.

In addition to these five new exhibitors, Jones invites retailers to visit 25 returning companies and organizations featuring new, refined or expanded sleep products in the SSA Showroom. Some of these participants submit the following:

Aximon Sleep Products/Rest-Medic will present their new highly ventilated open cell foam which they say is perfect for airflow through the mattress. They also have far-infrared material for mattresses known for providing health and blood circulation benefits. The company also offers a “100% safe for human beings bedbug eliminating” material on their mattresses.

Baltica Natural Products, LLC, which “promotes only the finest quality natural and organic bedding” will present their Arcusbeds a new line of luxury mattresses from Europe, which are robust and largely handmade, of certified natural and organic materials. 

Bio Sleep Concept will feature natural and organic bedding products with private label and drop ship programs available.

Danican will be featuring the company’s expanding private label products and programs for clients whom they serve in over 30 countries worldwide. Danican takes care of the complete process: design, production, quality control, shipping, and all details in between for the private labeling of mattresses and bedding accessories.

Naturepedic invites retailers to come see their collection of organic mattresses and learn more about their products at the Vegas Market. Naturepedic specializes in the design and manufacture of the highest quality organic mattresses; so mattress and bedding customers never have to compromise their well-being for a good night’s sleep. From crib mattresses to “big kid” and adult beds, the company provides everyone in the family their best night’s sleep. 

Remarkable Pillow by TMI will feature their revolutionary pillow line up emphasizing private labeling for more profitability.

Sleep & Beyond, is a third generation family-owned business, whose Organic Merino Wool Toppers were awarded Top Three in US by “Sleep Like the Dead” reviewers, as well as “Top Choice Award 2018” by Baby Maternity Magazine. They make a full array of natural and organic bedding products including wool blankets, wool comforters, and wool mattress pads since 1992, and they will feature three new products. These are the company’s myWoolly Side® Pillow, the myComforter Light® and their myProtector® for mattresses and pillows. 

Smartwerks Point of Sale is excited to introduce 'Easy Sales,' the company’s new web-based point of sale app. Retailers can create sales quotes, pay with third party financing, exchange items on a single ticket, and complete sales faster than ever before. Smartwerks invites retailers to enter the prize giveaway.

Swiss Bliss Mattress Company will be introducing its new container program to help meet the needs of its larger customers. Retailers will see the most technical foam cores available at market. Swiss Bliss Mattress Company is proud to announce its partnership with CIT Finance. They will offer on the spot approval decisions for all new orders received at market.

TFSleep and The Futon Shop will display natural and organic products which they have been manufacturing in California for over 40 years. After searching the market for a bed that did not contain petro-chemicals or flame retardants proved unsuccessful, Suzanne Diamond went into her garage where she made her first mattress for her son in 1976. This led to a simple sign at EREWON health food store in Los Angeles that said, "want a natural bed, no petro chemicals, no fire retardants call Suzie " and The Futon Shop was formed. Every pound of organic wool, organic cotton, organic latex cores, and coconut fiber is accompanied by transactional certificates that can be traced back to the Control Union or the USDA. TFS reports processing every bat of organic wool and organic cotton used in their mattresses and bedding products giving them the ability to control the quality and consistency of all ingredients.

AUGMENTED REALITY for the Rest of US

How to Make your Business Cards, Literature, Displays and Print Ads Come Alive!!

Carla Green of CLARITY Designworks to Speak at SSA Market Seminar:  Las Vegas Market, Tuesday, July 31st. 10-11 AM in Room C-174

Friant, CA- June 1, 2018 – This Summer Market in Las Vegas the Specialty Sleep Association (SSA) will continue their offering of educational seminars for members as well as the bedding industry at large.   On Market Tuesday (July 31, 2018) California-based graphic designer Carla Green, of Clarity Designworks, will present a timely and cutting edge topic for mattress and bedding retailers, manufacturers and suppliers entitled “Augmented Reality for the Rest of Us”.  

In this presentation, Ms. Green will highlight the capabilities of Augmented Reality (AR) and share examples of it currently in use, from custom applications by major corporations to an exciting new marketing tool called REVEALiO that makes AR an affordable and viable option "for the rest of us." 

In basic terms, AR is the overlaying of virtual content such as images or video on top of reality, whether it is the world around us as with Pokémon Go or a handheld business card or literature. REVEALiO works via a mobile app on your smart phone to make any 2-D or static, flat printed material come alive with a personal video message.

Before REVEALiO, adding AR to the marketing mix meant a big investment in time and money. Now, this ingenious tool levels the playing field to make AR realistic for businesses that want to tap into the incredible power of AR without breaking the bank in the process. Ms. Green will explain how REVEALiO is more than just cool tech because the interface leads to immediate engagement with customized call-to-action buttons.

The presentation will demonstrate how this unique mechanism captivates the viewer and provides a whole new way to build customer relationships and will also cover the steps involved in creating a REVEALiO, none of which require sophisticated tech tools or knowledge. 

Discussing AR for the average mattress/bedding retailer Ms. Green explains, “While many people have heard of Augmented Reality (AR), not so many really understand what it is. The Pokémon Go craze in 2016 gave AR mass-market attention, yet today, business owners remain largely unaware of how to leverage the power of AR to benefit their bottom line or believe they cannot afford to implement it.”

Green enthusiastically states, “We are in the early-adopter stage of using AR for marketing purposes, and that fact alone means anyone who uses it will stand out and get noticed because it’s so different, unexpected and frankly, pretty darn cool. It packs a strong one-two punch of impact and influence, which translates into being remembered by and staying top of mind with customers and prospects. The term “disruptive marketing” is popping up more and more and AR definitely falls into this category.”

Specialty Sleep Association (SSA) Executive Director Tambra Jones states, “Our purpose is always to help our SSA members to shine and stand out in the marketplace, so when we learned about this new AR marketing tool called REVEALiO that makes print materials come alive with video, we knew it was a perfect cutting-edge topic to present to our SSA members as well as the entire bedding industry fraternity.  This tool appears to bring a new innovation into the hands of mattress and bedding marketers in such an affordable and streamlined way.  We are looking forward to this presentation!”

Carla Green of CLARITY Designworks

A BAKER’S DOZEN of MARKETING / PR IDEAS AND A “GOOD MEASURE”

By: Dale T. Read, Partner / Owner of The Marketing Arm Group, LLC

So let’s start with the “Good Measure”: in this case a key good rule or standard for your PR and marketing stories. It’s really simple;  but so often we miss the mark.
The Measure: “It’s what is important to your customer, your prospect or your target audience…NOT what’s important to you!”

A Baker’s Dozen: Thirteen Ideas or Suggestions for Your PR  and Marketing Messaging

!-        Think beyond NEW PRODUCT press releases.  While these are the most obvious and most powerful stories for trade shows and exhibits,  there are so many more opportunities to think about if you want to have an on-going story.
2-       A whole new innovation, technology or approach to address the needs of your existing markets…..bringing about a new promise, or a fundamental change in the marketplace

Research and development. New science. New findings. New approaches
3-       Innovations geared to a whole new and different market –addressing new prospective customers and opportunities.
4-       Add-ons, enhancements or supplements that add value and performance to your products for your customers.
5-       New delivery, set-up and recycling policies that enhance the post purchase experience for your customers.
6-       New personnel. Not how it will enhance or help your company, but how this expanded team will better serve your customers.
7-       New programs, events, meetings or policies designed to reach out to your team of strategic partners including suppliers, team members, employees, contractors, financial resources and stockholders, etc.
8-       New, expanded and improved factories, facilities, warehouses….and how these help you better serve your customers’ needs, wants and desires
9-       New logos, marketing themes, signage, exhibits, or retail displays…..Also, new packaging, materials handling and customer interface in stores or direct to consumer..
10-     Trade show or expo themes and special events to reach your target customers
11-     New website (SEO), Facebook, Instagram, Twitter, Google (social media)  E-blasts, direct marketing or target marketing initiatives.
12-     Announcements about charities, community service and giving back.
13      And FINALLY, pricing policy changes.. But this does not mean perpetual low ball sales. Marketing based on ongoing sales is not pricing policy at all. There really should be a strategic season, reason or intended purpose for a pricing policy to have a positive impact.

SSA Website "Member News" Added to Increase Visibility For Member News/Press Releases

The SSA has added 2 new features to it's website Home Page with the goal of increasing Member exposure in the marketplace.  The new "Member News" item in the top menu is designed so that members can have their press releases and news links posted on the SSA site for added visibility to trade professionals, retailers and consumers.  Says Executive Director Tambra Jones, "Members can now send me their press release or links to their news items, and we can post them directly to the SSA site.  We will link the news back to the member website or news source, for what we hope is an ever increasing SEO for our members."  Click here to see what we posted for one member who sent in press links.  

The second new feature is an "Are you Shopping for a Mattress" button which is designed to assist consumers looking for a new bed, and promote SSA Members who have consumer shopping information published on their websites.  Says Jones, "We envision this creating increased exposure to our retail and affiliate members who are consumer-facing."  Click here to check out this new feature.

We are ready for more Member News...!  SSA Members - send your press releases and press links to Tambra so that you have another level of exposure for your company.  What you have to offer is valuable information.  Let us help you get your message out.

Send your Member News to:  ssadirector2013@gmail.com.  
Questions?  Email above or call:  559-868-4187

Las Vegas Market -- Company and Product News Coverage Takes Planning and Action!!

Hello SSA Members and Las Vegas Exhibitors!!

 As President of the Specialty Sleep Association (SSA) and a public relations professional, two of the most frequent questions I am asked by SSA members and show exhibitors at the Las Vegas show are:
  1.  Why does one company versus another company get so much PR coverage from editors of  Furniture Today, Sleep Retailer, Sleep Savvy Furniture World ,etc.
  2.  What help can I get as an exhibitor in the SSA show space  C-1565?

I had this very discussion at the last market with a leading magazine editor, who said many mattress/ bedding companies expect coverage of their story without making any real effort to write a press release or do the work necessary to inform the magazine editors.
PR does not just happen automatically. 

So What Will Be Your Story at Las Vegas? Each of us has a story to tell our customers, our prospects and our strategic partners. 

It is Due in Early to Mid-June 2018.  And once you have that story developed, it is due to the key editors between June 1st and June 21st.

It’s not too early to plan your marketing message for Las Vegas.  If we at Specialty Sleep Association (SSA)  can help you with that strategic marketing / PR message in our SSA Show Round-up story, on our website, or on the SSA Facebook page, please reach out to Tambra Jones in April or May.

Do the work, keep us informed and we’ll be glad to help you get your story out!

Warmest regards,

Dale T.Read
President

From the FTC: Selling 'American-Made' Products? What You Need to Know About Making "Made in USA" Claims

With the "trade embargo" pendulum swinging back and forth, we at the SSA think this information might be important to you. 

According to the Federal Trade Commission, "Made in USA" means that "all or virtually all" the product has been made in America. That is, all significant parts, processing and labor that go into the product must be of U.S. origin. Products should not contain any — or only negligible — foreign content. The FTC's Enforcement Policy Statement and its business guide, Complying with the Made in USA Standard, spell out the details of the standard, with examples of situations when domestic origin claims would be accurate and when they would be inappropriate. See ftc.gov/os/statutes/usajump.htm for more information.

Here's how the FTC evaluates "Made in USA" claims in product advertising, labeling and packaging:

For most products: Unless the product is an automobile or a textile or wool product, there's no law that requires manufacturers and marketers to make a "Made in USA" claim. If a business chooses to make the claim, however, the FTC's "Made in USA" "all or virtually all" standard applies.

For textile and wool products: Under the Textile and Wool Acts, these products must be labeled to identify the country where they were processed or manufactured.

• Imported products must identify the country where they were processed or manufactured.
• Products made entirely in the U.S. of materials also made in the U.S. must be labeled "Made in USA" or with an equivalent phrase.
• Products made in the U.S. of imported materials must be labeled to show the processing or manufacturing that takes place in the U.S., as well as the imported component.
• Products manufactured in part in the U.S. and in part abroad must identify both aspects.

In addition, print and online catalogs must disclose whether a textile was made in USA, imported or both.

For more information about country of origin labeling requirements for textile, wool and fur products, see "Threading Your Way Through the Labeling Requirements Under the Textile and Wool Acts."

Suspect a violation? If you believe that a product promoted as "Made in USA" is not America-made or contains significant foreign parts or processing, file a complaint with the FTC. If you are aware of import or export fraud, call the U.S. Customs Service Commercial Fraud Hotline, 1-800-ITS-FAKE.

From HFBNow! - New Digital Platform to Launch for Las Vegas Market

Brought to you by Home Furnishings Business
After two years of research, customer surveys and data analysis, International Market Centers announced it will launch a new digital platform for Las Vegas Market.

The new platform will address key customer pain points uncovered through its engagement with Sapient/Razorfish, a digital consultancy. The new platform includes a redesigned, mobile-responsive website, integrated mobile app and enhanced exhibitor portal.

“After extensive analysis of data and customer web behavior, it became clear that buyers want a more granular search experience that goes beyond directory information,” said Dorothy Belshaw, president of gift leasing and chief marketing officer. “Subsequently, we’re introducing an industry-first, best-in-class set of tools for searching, viewing, sorting, and filtering exhibitor and product data and images to facilitate the discovery of new resources before, during, and after our markets—driving more business and customer acquisition opportunities for our tenants and exhibitors.”

For exhibitors, the new exhibitor portal features a customized Product Information Management (PIM) system allowing exhibitors the ability to easily upload product data and images to increase visibility when buyers are searching the exhibitor directory.

The portal also includes an integrated lead tracking tool to manage buyer inquiries generated through the site and app, a helpdesk for high-touch customer service, integrated tools to manage and publish show specials, and access to real-time information about marketing and visibility opportunities.

For buyers, the new exhibitor directory, available across web and mobile app, will feature a robust, visual discovery process that allows buyers to search and save both exhibitors and products; and contact exhibitors directly with inquiries or to schedule appointments at market.

By creating a personalized Market Planner, buyers can access their saved plans via desktop or mobile at any time, access registration Scan & Go information, and locate services and amenities within the buildings.

“We know that buyers have limited time to get everything done at Market, and this new site will allow them to see more, do more, and be more efficient before, during and after market,” Belshaw said. “Ultimately, this new platform significantly enriches the market experience and extends the business opportunity for our customers beyond the scope of our physical markets.”

The site is set to launch in April 2018 in preparation for the Summer 2018 Market, and further enhancements will roll-out after initial launch to continue to create efficiencies and future opportunities for Las Vegas Market buyers and exhibitors.

SSA Showroom attendance up 9% over last Winter Market, drawing over 500 Buyer Groups. Numerous Rave Reviews from Member Exhibitors.

The SSA showroom has had good show experiences and a few slower markets as well over the years, but the recently concluded Las Vegas market really stood out as a booming success with a total of 501 scanned “Buyer Badge Groups” according to Executive Director Tambra Jones. “That is a 9% increase for our SSA showroom over the last winter market when we had 458 total buyer groups in the showroom,” said Jones. To be clear that 500 is not the total overall number of buyers because the SSA tries to scan only one badge per group of buyers coming in from the same retail location.  The fact is the total buyer traffic could be twice that number over the total length of the market. Jones, also pointed out that traffic was spread out over four days, and “we even had some new buyers come through on the last day and one placed an order with an exhibitor who was still there in his space at the end of the market.”

It is also important to realize that the SSA scanned 157 non-buyers at the showroom entrance. “These folks are manufacturers, a variety of suppliers, reps. international marketers, web specialists, media people and industry guests who play a vital role networking with our members,” says Dale Read, President of the SSA. “More than just buying goes on in the showroom.  Potential partnerships, alliances, and business-to-business negotiations go on in our showroom. We have played a key role connecting people with new sales opportunities, new licensing agreements, private labeling opportunities, new employees, new sources of supply and new product ideas,” states Read. 

“In order to really understand the vital role our showroom plays for our member exhibitors, we would like to share their comments and reviews,” says Jones. “We had 28 different exhibitors in our showroom this winter, and here are just some of the really amazing positive reviews we received, “

New exhibitor Peter Laurens of Baltic Natural/IVO Mattresses enthusiastically tells the SSA that  “….for new, small and medium-sized bedding exhibitors,  the SSA showroom is the best place to be at the Las Vegas Market.  Our perception was that there was greater traffic at the showroom than at most of the individual showrooms elsewhere on the 15th floor.”

Discussing the SSA’s role of reaching the furniture buyers, Chani Meyer of Supernal Recliner Beds stated,” This show was very busy and brought us many solid prospective leads, and has really helped establish Supernal in the furniture world. And, as always, we love seeing our booth neighbors, who have come to feel like family!”

Brice Hata of TMI Products says his company has experienced more success with every show.   “This past Winter Las Vegas Furniture Market topped our previous market yet again.  The quality of the buyers continues to improve market to market.”

Meanwhile, Danican, who focused on their whole new private label container program, shared that, “We were very pleased with the amount of new qualified business relationships we were able to start at the Winter 2018 LVM due to showing in the well-attended Specialty Sleep Association showroom.  As always, the support and camaraderie from SSA staff and member vendors helped make showing at LVM a successful week for the Danican team,” stated  “Jonathan Weingarten .

 Nina Kao at uKnead Massage Chairs summarizes : “ Winter 2018 was our best market yet, out of the 4 times we've exhibited so far (twice at B temporaries). SSA showroom is THE place to be for growing small businesses.”

Discussing the diversity of buyers they spoke with Suzanne Diamond of The Futon Shop/TFS Mattresses tells us , “It was a very busy and active show. We had great traffic and connected with many buyers both e-commerce and brick-and-mortar.”

First time exhibitor Brian Phillips of Swiss Bliss Mattress stated, “The Specialty Sleep Association was the perfect venue to make our nationwide debut.  We were amazed by both the quantity and the quality of the buyer traffic.  Each vendor/supplier within the space provided assistance, advice and referrals to the other vendors during the show.  Swiss Bliss Mattress is thrilled to be part of the "Specialty Sleep Family".

Returning veteran Butch Craig of Sleep & Beyond: warmly expressed his thanks to the SSA, “…for making each Vegas Market a joy to be associated with the Specialty Sleep Association (SSA). Vegas 2018 Winter Market was Sleep & Beyond 6th year (12th show) with great friends and showroom neighbors. The result was the best Vegas Winter Market ever!”  Craig opines, ”Sleep & Beyond can testify that 80% of success is showing up and the 20% is follow up. patience And persistence work.  Keep in mind that when you are absent at the shows your absence is noticed. 

Another new exhibitor, Eric Duhamel, Orthex of Canada reported that the SSA plays a key role in teaching emerging companies about the industry. “This was a great learning experience! It was a pleasure to share the common space with our fellow exhibitors, who were helpful and supportive. We appreciate that we were able, on top of meeting potential partners, to learn about the industry and its trends."

Chris Robinson of Naturepedic  says, “We saw brisk traffic at Winter Market 2018. It was great to have the opportunity to put some fresh eyes on our new product offerings for this year” 

Faye Lizotte representing Cadence Keen Innovations/CKI Solutions said,  "We were very pleased with the show and the many people that stopped by our booth.  We made great contacts for reaching out for future business.  We all felt that the atmosphere in the SSA Suite was very positive, lively and friendly."

Max Van Dorn, new representative for Palm Pring Coconut Mattresses, said about his first market experience,  "The selection of manufacturers curated for the Specialty Sleep Association showroom was ideal for attracting attendees with a high level of interest in our products, leading to a very high success rate in our conversations."  Max wondered if the buyers make it all the way around the room.  Tambra answered, "The buyers usually scoot around the entire room, however they often hide their badge so that they are not approached...unless they want to be.  Your product and your boothmanship/demeanor will tell the tale of your success at a trade show."

Check out the photo gallery from the market!

Who Is It Really That Are Buying Mattresses and Bedding?

By Dale Read

Dave Perry and the researchers at Furniture Today published in the most recent issue of the magazine (Page 18, December 11-24, 2017) a report that answered a huge question I have been asking the top executives of the mattress industry on Facebook for about a year. Who is it that really buys our mattresses and bedding? Who is it that actually buys our products, keeps our factories and our stores going, and what income bracket do they fall into?  I will openly admit that I have a bias. I have believed that based on common sense, the preponderance of mattress purchases simply could not be driven by the wealthiest customers…the top 1%, top 5% or even the top 10% of income earners in America. I have believed all along that the vast majority of mattress and bedding units sold, and total dollars spent, actually come from the middle class and the upper middle class. True, the very wealthy can purchase mattresses for many thousands of dollars, and yield very large comfortable margins for manufacturers and retailers alike. Nevertheless, steeped in my bias, I have believed that a strong and viable middle class and upper middle class were the backbone of mattress and bedding profits. The middle to upper middle buyers were what kept the $13 billion-dollar retail industry and the hundreds of mattress factories open and humming away. You could lump all the sales of the very rich together, (both units and profits), and there is simply no way you could keep our industry alive and robust on those sales alone. My conclusion was that we truly need a viable and strong middle and upper middle class alive and well, and buying mattresses for our industry to thrive.

Now comes the impartial, non-biased  “Buying trends by income” research report in the latest “Bedding Consumer Buying Trends” write up in Furniture Today. According to Furniture Today, this online survey (the online method may lean towards higher income folk who can afford computers, etc.) “….analyzes the responses of more than 2,500 U.S. households and presents a broad overview of how household income levels influence bedding purchases….” The researchers divide their respondents into three categories “Lower income”, making less than $50,000 in 2016; “Middle income, making $50,000 to $99,999; and then Affluent, making $100,000 or more.

Before I relay Furniture Today’s findings, permit me to share that one could legitimately argue that $125,000 or even $150,000 is actually not “Affluent”, but rather average or middle income for folks who live in Greater New York or New Jersey, Greater Boston, parts of Philadelphia, Greater Washington, DC, Maryland and Virginia, parts of Florida, Atlanta, Chicago, Dallas, Los Angeles, San Francisco and Seattle. Housing values vary significantly depending upon where you live. A decent ranch style home in parts of suburban North Carolina could sell for $185,000 to $250,000 and the same ranch would sell in my neighborhood near Annapolis for $400,000 or more. There really is a diversity in values and property tax levels in rural, relatively poorer communities and wealthier suburban and urban enclaves with heavy concentrations of people. There could be an argument for a more detailed or finite breakout at the very top and very bottom brackets of this study to track even more closely the income levels of bed purchasers. That said, I think this study is still very informative and we should be grateful to Furniture Today for showing us the income levels of those who purchase mattresses and bedding.

According to “Buying Trends by Income”, 70% of all mattress units are purchased by middle income or affluent buyers. 38.1% of the households that bought a mattress in 2016 were middle class households and 32% were in the affluent category. As might be expected the middle class was responsible for 41% of the total dollars spent on mattresses. Due to higher price points and higher quality of models of beds sold, the “affluents” spent 42% of total dollars. Supporting the proposition that affluent buyers have a disproportionately positive influence on mattresses sold, Furniture Today reported that,” High-income households spent 1.8 times MORE on bedding than lower income household…” in 2016.  This is all good news for manufacturers and retailers looking to market mattresses at higher price points which earn them higher profit margins.  It is good news to know that there is a solid “high-end” mattress market place, especially for those brands that focus on comfort, performance, durability and quality.

Nevertheless let’s re-focus back on what may be an even more compelling piece of news: 38.1% of Furniture Today’s buyers were middle class who purchased mattresses, and they represented 41% of “Total dollars spent on bedding.” Add in my bias about who is really middle class in today’s more populated states (move the $125,000 people down to middle class), and I’d guess that the middle class really represents 50% or more of both units sold and dollars spent on mattresses.

Well mattress executives, there you have it. Our business is a middle class business with affluent benefits on the high end. We make our money and keep our factories flowing and brands flourishing because people who make $50,000 and up buy a huge portion of our products. The affluent may be the frosting on our cake, but the middle class is the cake itself. So if we act in the spirit of “enlightened self-interest” when it comes to business policy (employment, wages, benefits, insurance) or to public policy (taxes, education, job-training, infrastructure, etc.) we should do everything possible towards building a vibrant and successful middle class earning somewhere between $50,000 and $125,000 a year.  When they thrive, the mattress industry thrives.  They falter or fail, the mattress industry falters as well.

You can argue left, right, up or down, but show me the evidence where the mattress industry does well with a weak middle class, even if there is a strong affluent sector, and I’ll change my opinion. So far the evidence sure does seem to be flowing towards creating a newly revived and strong society fueled by consumers who make $50,000 to $125,000 .

Dale T. Read
President, Specialty Sleep Association (SSA)
Owner/CEO, The Marketing Arm Group, LLC

SSA From 1995 To Today – A History

Advocating For Specialty Sleep Products and Companies
     Friant, CA – Today’s Specialty Sleep Association (SSA) is an organization that has evolved over the past twenty-two years out of three industry associations: the former Waterbed Manufacturers, the former Waterbed Retailers and some former members of the Futon Association International (FAI). In 1995 with the precipitous decline of waterbed sales and the expansion of new, innovative specialty sleep categories including airbeds, latex rubber beds, memory foam beds, futons, natural and all-natural beds and some gel bed applications, the manufacturers and retailers pulled together to create what today is the Specialty Sleep Association (SSA). Historically the various independent SSA trade shows and/or showrooms within larger furniture markets such as High Point or the Las Vegas World Market Center have served as the nexus or energy center for the SSA.
     When the SSA was launched in 1995, the association and trade show were managed by an association management group and held their first show in New Jersey. The following year the show went to Scottsdale, AZ at the same time that the Futon Association held their show a few miles away in Phoenix. The SSA Board members realized that many of the mom and pop, and some larger, chain specialty sleep shops were also futon shops, so it began to make sense to downsize their management overhead and co-locate the SSA Show in the same city and time as the Futon Association (FAI) Expo.   Then in 1998 SSA President Carla Williams met with FAI Trade Show Director Tambra Jones (who is now the SSA Executive Director) to discuss the SSA joining in with the Futon Expo.  A plan was presented to both the SSA and FAI Boards to have the FAI include the SSA exhibitors in their show, under Jones’ direction.  An agreement was signed, and the “Futon and Specialty Sleep Expo” was born.  The FAI had held its annual trade show in a different city each year, but agreed to the SSA’s request that the new combined show be held on alternating years between Las Vegas and other East Coast or Midwest venues.  (Even back then the SSA believed Las Vegas was the best place for their trade show.) The first combined show was in 1999 in Las Vegas at Cashman Field.  It was a resounding success.
     The SSA as we know it today, really began with the opening year of the Las Vegas World Market Center.  In 2005, the Futon Association changed it’s infrastructure, Jones became the Executive Director for the SSA, and the SSA and the FAI separated into their own independent sections in the first pavilions (tents) available on the World Market Center campus. SSA operated out of the tents until 2008 when Executive Director Jones and the SSA Board negotiated a permanent showroom deal in the new Building C on the 13th floor, and later moved up to the 15th floor to become a key part of a mattress and bedding “go-to” destination. (The Futon Association also leased a permanent showroom in 2008, but subsequently lost the showroom and folded the association).  Since moving into the permanent show location, the SSA has typically served as a host for approximately 30 manufacturers or suppliers exhibiting for mattress, bedding and home-furnishings retailers attending the Las Vegas market. According to Jones, who scans buyer groups entering the SSA Showroom, there are between 400 and 500 different buying influences or retail organizations, and hundreds more manufacturers and suppliers who visit the SSA Showroom each market. Although only one member of each group is scanned, the groups vary from one person to as many as eight people from a single store or organization – so the “people count” is much higher than that.
     The SSA showroom has served so many in the industry, however most people don’t realize the history or impact this showroom has had on the mattress and bedding industry. “Often people in our industry simply just do not fully appreciate the critical role the SSA Showroom has played for retailers, manufacturers and suppliers for a number of decades. We put supreme emphasis on what we present in our showroom. There is a lot of hard work involved in sustaining and managing this show, and we depend upon and are proud of the support from our members,” says Dale Read, President of the SSA.  

Fond Memories and Real Changes
     Over the years, the SSA has played a vital role in the personal and business lives of active participants in the association and its twice-a-year trade show. We talked with Denny Boyd former SSA President and owner of Boyd Sleep who shared some of his strongest and most meaningful memories. When asked if he recalled meeting somebody significant in his life, Boyd replied, “Yes, I met Carla Williams (now Carla Boyd) …the love of my life.” Denny and Carla (who was with Blue Magic back then) worked together on the SSA Board.  They actually met with Reed Business Publishing to suggest a permanent spot in Las Vegas for a trade show, where the SSA could be part of the organization to create and manage the show. Boyd shared, “Believe it or not they did not believe that Vegas would be successful.” When asked to name some of the historical founders or significant people in those early days of specialty sleep, Boyd mentioned Linda Lauer, Natalie Davis, Tony Bova, Michael Gerharty, Tim and Tom Young, Barry Ross, and Roanne and Tom Barron. When asked how the SSA changed the mattress / bedding industry Boyd opined, “The SSA (trade show) has been an incubator for many small and innovative companies offering a platform to show their products and to help them access the worldwide bedding industry and the retail market. "When asked if there are any real lessons to be learned from the SSA history, Boyd summed it up, “Change is constant. We need to stay ahead of it. We all need to innovate and market our products well.”
     Carla Williams Boyd, owner of Sleep 2000, and President of the SSA prior to Denny, shared that her favorite memory was when the SSA hosted an amazing celebratory party at Pure Night Club in Las Vegas featuring the Pussy Cat Dolls. There was a huge turn out of SSA members, and Furniture Today Executive Editor Dave Perry attended as well.  Carla remembers, “It lasted until 4 AM - we all danced, drank and got a little out of hand”.  Carla also remembered the gathering and parties hosted by Blue Magic during the SSA trade shows, and in particular the SSA Show at the Sands in Las Vegas  where they set up a Café’ on the show floor complete with Creole food and called it “The Blues Café”. She mentioned an old SSA favorite, the show held in a resort in Scottsdale, AZ on the resort tennis court.  Carla called to mind two early giants of the specialty sleep industry: Blake Bell of Springs and Ron Larson of Land & Sky.
     Scott Smalling, who founded ComforPedic® and now is Founder of the charity Relief Bed International, told us “The SSA provided me with a unique and strategic perspective on the specialty market. Mostly it served as another important piece of the puzzle that helped me sell my brand ‘ComforPedic.’”   He said further, “The Specialty Sleep Association is the only platform for new specialty brands and unique technologies. It allows these companies to have a voice in the sleep industry. The showroom is a ‘Must-See’. If larger brands do not visit the showroom at market they run the risk of missing out on unique technology for their products or getting an early look at a newcomer.”

The Real Impact of the SSA
     Read points out that the present Mission and Vision of the SSA are respectively: “To serve sleep innovators, both manufacturing and retail, by promoting members, product transparency, and education,” and “to be a trusted authority for consumers on product transparency and education for specialty sleep products.”  Read explains that the SSA retailer-focused showroom is a central element for fulfilling their goal to present retail stores with the features and benefits of specialty sleep products. “The SSA has been an advocate for innovation and technology in sleep products for the sleep retailer for decades now. The SSA showroom is what gives us our primary platform,” says Read. Tambra Jones explains that the SSA Showroom has been an incubator or “retail-focused launch pad” for some of the biggest brand-names in mattresses and bedding. “If you walk around the market you will see large showrooms with widely recognized brand-names who started with us either at one of our regional shows (including our independent Las Vegas shows), or who were with us out in the tents, or have been with us in our showroom now at the World Market Center,” says Jones.
     Jones went back to 1999 looking at early combined SSA/ FAI regional and Las Vegas shows and tracked tenants right up to the 2017 Las Vegas markets. “It might surprise people to know that some well-recognized mattress and bedding companies such as TempurPedic, King Koil Northeast (Blue Bell), Carpenter, Boyd Specialty Sleep, Comfortaire (now part of Sleep Number), Eclipse/ Eastman House, South Bay, PureCare /Fabrictech, Protect-A-Bed, Dreamfit, Magniflex, Blue Sleep Products, Glideaway, XSensor Tech (and a long list of companies who are not as recognizable) started in show exhibits with the SSA.  These are just some of the many exhibitors we have helped launch and grow from our showroom floor.”
     “Serving as the host and chief brand incubator is only one of the roles the SSA plays”, explains SSA president Read.  Read lists a number of conversations, events and happening that have occurred as a result of SSA involvement. “Just at the recent winter 2017 Las Vegas market, we helped a key SSA member find, interview and then hire a new national sales manager. We helped an emerging ergo-focused mattress brand to meet, and then network with four possible mattress components and technology suppliers. Another time we helped a prospective international member offering a niche technology to meet with numerous mattress and bedding manufacturers. We worked closely with an international inspection and certifying organization to publicly announce a new global standard. We assist our members by writing and distributing press releases for SSA members working closely with eight key trade journal editors. We strive to offer a powerful speaking program for retailers having featured a variety of different educational topics over the past five years.”
     Read offers two important examples of the vital role the SSA showroom and the association have played. About five years ago, a highly recognized top executive of the then Number Two mattress brand in the US came into the showroom and met with an emerging gel bed technology provider. That meeting was a first meeting of the two companies. Read says they met for at least half an hour. He does not know what happened immediately after that, but within a year that mattress company launched a major new gel bed and gel swirl mattress line that helped grow the mattress brand to Number One. A second story: An entrepreneurial pillow designer had a ten-foot booth in the showroom, where she introduced a whole new design and comfort level in pillows. A fast-growing top-of-bed company met that person in the SSA showroom. After a series of conversations, the top-of-bed company bought the pillow brand and together they did a major successful launch of this new pillow design bringing real performance, quality and comfort to the marketplace.
     “We really do not talk enough about our education mission and our desire to bring the newest and most cutting-edge ideas to retailers,” says Read.   Jones agrees, “The SSA regularly sponsors workshops and panels at the Las Vegas Market to bring important information to retailers, manufacturers and really, the Sleep Industry at large.  I remember the FTC representative filled the room when we brought him to Market for a presentation which put a spotlight on the importance of correct product labeling and encouraged truth in marketing.” 
     The SSA continues with its Mission – striving to showcase innovative products, bring pertinent information to retailers and manufacturers, and promote marketing transparency.   The BEDFAX® Verified Program, created by the SSA, is being developed as a tool for product transparency for mattresses, using a contents label that can be openly verified.  Says Jones, “This is a program for manufacturers who are truthful in their marketing claims, and want to verify them publicly for their retail stores.  The idea – in the end – is to help sell more beds.   Our goal is to help the manufacturers provide the retail sales associate with a clean tool to use in their sales presentations.”    Barry Cik, President of Naturepedic Organic is beginning to use the Bedfax® Program in retail stores who carry his mattresses.  Barry says, “We devote a tremendous amount of effort and resources to certify our products with the kinds of organizations who value organic and sustainable components.  The Bedfax Program fits right in with our company’s marketing transparency mission and we are excited to begin using it to full capacity.“            
Anyone interested in the BEDFAX® Program is encouraged to visit the Program website:  www.bedfax.org.
     Jones wraps up, “The SSA is a small but committed organization.   We are proud of our 13,000 square-for showroom and continue to work to improve the experience people have there.“ Read agrees, “Starting with additional glass doors for better visibility, new clean dividers, dedicated WiFi in the room, coffee for our members, and a renewed effort to reach retailers including powerful retailer information programs and speakers, the SSA is committed to strengthening and supporting both third-party, independent retailers and serving as an advocate for emerging entrepreneurial manufacturers and suppliers.”

HEADS UP - Are you covered for what you think you are in a disaster?

The recent physical disasters have left some people (and businesses) in dire straits.  Hearing friends’ and family’s upsetting stories, reading about our contemporaries in neighboring states and/or countries, have all made us wonder if we are adequately prepared if disaster struck our own homes or businesses.  We have heard of complications getting insurance help as well as situations where policies had high deductibles and inadequate coverage for the kind of damage that ensued. 

We here at the SSA looked into this – and so should you.  SSA Directory Tambra Jones contacted her own State Farm agent to ask about her homeowners coverage – and how she could efficiently and effectively be paid for a future claim.   She also looked into a number of insurance sites for general information.  Check these sites for some general information:  http://www.kiplinger.com/article/insurance/T027-C000-S002-how-to-get-insurance-companies-to-pay-your-claims.html  andhttp://www.naic.org/documents/consumer_guide_home_quick.pdf

Based on her conversation with her agent, and what she learned online, Tambra makes these suggestions:

1.     Call your insurance agent and ask if you have a policy stipulating replacement value (they replace your $5000 leather sectional) or cash value (what you paid, less the depreciation for that sectional).  What coverage are you getting for the price you are paying?

2.     Make an inventory list of what is inside your home/business.  State Farm has an inventory list suggestion:  https://www.statefarm.com/insurance/home-and-property/homeowners/resources.  There will be specific requirements for reimbursement, (i.e.: should your inventory should include serial numbers and the year items were purchased…?).

3.     Look into a Personal Article Policy if you have valuable items (expensive jewelry, watches, clothing, electronics) in your home/business.  These policies will allow you to replace specifically insured items without a deductible – and these claims won’t affect your general claims rating with your carrier.  We learned, for example, that the cost for insuring a $2500 laptop is only $94 per year at State Farm, and that covers accidental damage and loss of the item – with no deductible. (So if this laptop is damaged at the airport while traveling, or stolen from your hotel room…you are covered – without record of a claim on your homeowners policy).

4.     Look carefully at the cost for coverage not included in your standard homeowners policy (earthquake and flood are main ones).  Sometimes the cost is only a few hundred dollars per year, and offers up to 85% coverage for damages (specific areas have specific costs – ask your agent about the options you have in your area).

We strongly encourage all of you to contact your insurance agents and get clear about what your policy does and does not cover.  If your don’t have your own agent, feel free to contact Tambra’s State Farm agent to get started with the information you need to protect your property.  Send Caresse Heitzman an email and let her know you are following up on the SSA News article – she will be happy to help you: caresse.heitzman.eyhs@statefarm.com

One Family’s Hurricane Harvey Story, as it Unfolds

SSA board member Dennis Rodgers (Forever Foundations in Irvine, CA) is very involved with family members who went through the Hurricane Harvey ordeal in the Houston area.  He provided us with an up-close-and-personal view of what happens to somebody experiencing this level of catastrophe.  This is what he told us in these weeks following Harvey:

“My brother, nephew, and ex sister-in-law all are or were underwater. My brother’s house was under 6-7 foot and will be 4-6 weeks before water recedes. He has been told that his house is totaled. My brother is 76 years old, and basically, overnight, homeless.  Neither he nor any of his neighbors have flood insurance since the area never had flooded.  He has already worked and met with his adjuster, a guy who my brother has known for 30 years.  His house cannot be repaired and will need to be completely torn down and rebuilt.  Everyday, they are continuing to clean, gut, remove, and dwell in the pit of destruction.  It's with them constantly.”

Rodgers initially told us, “My nephew will begin soon with the actual reconstruction (he has insurance, not sure of his deductible) and could be back living in his rebuilt, remodeled home in two months.  He's not sure if he will sell or rent out and move. Also, they know flooding in their neighborhood is a problem and that the cost of insurance is going to skyrocket.  But, all in all, he's in relatively good shape.”  However, the most recent update decreases the family’s optimism:  “My nephew is stuck, on hold because the insurance check he received thus far was for $6000 and his claim is exceeding $100,000.  He's not sure about when, or the amount of the next check.  He can't begin the reconstruction and is now on hold still living with relatives.”

The third family member affected also has a flood policy, however getting reimbursed for her damages is more complicated than she realized it would be.  “My ex-sister-in-law has insurance with $60,000 deductible, and has gutted and removed what she can.  Her insurance, since she lives in a condominium, is in conjunction with the other units.  Not sure how that works.  She says that in her case, she must list the losses, (not only of the house, but also the contents), prove the value and the purchase of the contents, and then the values are based on the age of the contents.  I guess the documentation is a nightmare, and takes months and months if not years to get settled and the check written.  My sister-in-law is probably going to do it herself, and forget the insurance.  She only had 2 inches of water but they still have to go up about 4 feet for repairs - which means all of the flooring, cabinets, furniture on the floor up to 4 feet, must be replaced.”

Says Rodgers, “The concept of insurance is fine, but the way it's implemented can actually cause many individuals and businesses to give up, close up.  I saw the former head of FEMA say in an interview on CNN that that on average, 40% of business damaged by flooding/hurricanes go out of business because they can not hold on for the time it takes to get their insurance check.”

Rodgers continues, “Since my brother had no flood insurance, he purchased a 25 foot RV trailer to park in the driveway while he decides his own future and that of the house.  For right now, he's fine.  He must shower with bottled water for the water system is contaminated and the sewage/treatment plants are not working yet, so he assumes the sewage is just being dumped into the Gulf/Rivers/Streams.  That issue will definitely take some time.  If you drink water from the tap, it must be sterilized first.  People are learning that the hard way.  There have been concern about vandalism, but being in Texas, it is not a problem at this point because people are armed (A) and (B) lots of police and guardsmen are patrolling the streets. He contacted the local constable (his buddy) and informed him that he's living in the trailer next to his house, so they are checking on him regularly and he has the constables cell number, plus he's armed.  All of these things you have to think about.  So right now my brother is living in the trailer with ‘all the comforts of home, including DISH’, but the nightmare of this existence is overwhelming.  He said that people are just slowly going through the motions of moving on, but are really not, because nothing is really happening.  Some people are moving into their second story with the bottom floor virtually wide open.”

Speaking to the plight of those without flood insurance, Rodgers explains that his family is hopeful.  “My brother had a FEMA government official come and visit him the Saturday after the storm and there is reason for some optimism in his case.  There is a federal program for those without insurance that helps those that are Veterans.   They did a complete exam of his house and will get the proposal sometime next week.  This program is different in that they don't write a check to the individual, they have bonded FEMA contractors from across the USA that come in and rebuild the houses.  He will not know all the details until he actually sees the proposal himself, timing, cost, etc.  My brother is a Viet Nam Vet, wounded several times, still has shrapnel. On his last mission his helicopter crashed and crushed vertebrae in his back.  He is classified by the military as 100% disabled. For the past 10-15 years he has had severe problem with his back.“

Rodgers finished his recount, “One other item, the local churches have been fantastic in helping, aiding, being there for the community and the individual.  My bother had a group from a Baptist Church out of Spring, TX where my nephew lives by coincidence, and spent three hours completing the gutting of my brother’s house, then went next door and so on.  He said they worked their butts off."  

He continued, "Also worth noting, churches have been denied for FEMA assistance to help rebuild (FEMA loan assistance).”

Thank you Dennis for sharing your family's story with us.  It certainly brings home the real challenges that people face in these circumstances.  We encourage everyone to contact their insurance agents to understand what is covered in their policies, and HOW it is covered.

Sleep Industry Opportunity to Help Disaster Victims

Hurricane Harvey Project needs Corporate Donations

Relief Bed International, an SSA Member Company founded in 2015 with a goal to provide better sleep to victims of natural disasters and to humans challenged by homelessness, has a way we can donate to the Hurricane Harvey victims. We can trust our donation will really get to the people in need!
 
Harvey Matching Project
Through a generous donation from Bekaertdeslee Solutions (www.bekaertdeslee.com/en/solutions) Relief Bed is able to match up to 500 beds to their relief partners in the impact zone. "This partnership will address an immediate need in the area for sleeping surfaces" say founder Scott Smalling.  Relief Bed International is currently working with Food For The Hungry (www.fh.org) who are assisting Orphan Care Solutions  www.orphancaresolutions.com who are on the ground in Texas.  OCS is working hard with foster homes and group homes for the purpose of keeping siblings together. Smalling says, "Currently there is a significant risk of the state separating siblings based on the flooding damages to group homes and host homes."

To Donate go to  www.reliefbed.org or mail checks to PO Box 503 Tacoma, WA 98401. 

Thank You! Please contact Scott Smalling for more information about a corporate donation towards their Hurricane Harvey Project or to learn more about their overall Giving Program (to date they have donated and distributed over 7,000 beds through international relief agencies around the globe and to homeless shelters in the United States). 

Giving Program
Part of the vision for Relief Bed International was to create a turn-key vehicle to help suppliers, manufacturers and retailers in the sleep sector create a Giving component to their companies which not only motivates their customers to purchase it also creates long term brand loyalty.  Another reason to partner with Relief Bed International is that they work with you directly in your market unless you are choosing to fund a specific event like a natural disaster here or abroad.   Hence, when you fund beds through their giving program they help you find the perfect partner in your selling region so you can keep your donations local.  This is not only successful for your local brand, but also a great opportunity for your team to get out into the community they serve. 

Thank You - our industry has a big heart - together we can make a difference!

Specialty Sleep Association Hosts 29 Exhibitors at Summer 2017 Las Vegas Market

Press Release June, 2017      Celebrating 12 years of continuous presence at the Las Vegas Furniture Market (and decades of annual trade shows before that), the Specialty Sleep Association (SSA)  once again hosts a room filled with different brands and manufacturers in Showroom 1565 of Building C at the World Market Center, July 30 – August3, 2017.  SSA Executive Director Tambra Jones confirmed that the SSA has once again sold-out all its exhibit space with 25 returning exhibitors and 5 brand new exhibitors reaching out to retailers at the Las Vegas show as members of the Specialty Sleep Association (SSA.) “We continue to serve as an advocate, a marketing platform for new companies, and support for expanding entrepreneurial companies,” says Jones.

The five new exhibitors include:  Cariloha, makers of what they call “the
Softest Bedding on the Planet”; iAdjust Sleep Products, makers of unique and distinct adjustable beds; Kymdan latex rubber mattresses and pillows; uKnead; makers of the ultimate luxury in Massage Chairs, and The Futon Shop will return with their bio-friendly futons and mattresses.

Cariloha invites retailers to “get ready to bring your customers a sleep experience that's comfier, cleaner and cooler than anything else on the planet” with the Las Vegas Market introduction of The Cariloha Bedding Suite. These new-to-the market products feature “Unique Viscose from Bamboo based memory foam” mattresses, specialty pillows, as well as duvets, sheets, and a fantastic fixture program to help retailers sell in the store.

iAdjust Sleep Products will offer three new introductions for this Vegas market. These include: The1Bed - the perfect adjustable firmness mattress with an adjustable wireless base built into the mattress engineered to work perfect on any flat surface (box spring, platform bed, or RV); the i-Rise Adjustable base features a 9 inch vertical lift making it much easier for anyone to get in and out of their bed at home; and the i-Organic Mattress by iAdjust is a layered system with a removable cover making it easy for the consumer to change the feel of their GOTS and GOLS certified organic mattress for years. iAdjust will have two business card drawings on Sunday, Monday, and Tuesday for $500 each. To enter simply come by and drop off a business card.

 Kymdan will debut pure natural latex mattresses and pillows featuring a unique, proprietary processing and molding technology for USA retailers. These distinctive latex mattresses and pillows with Kymdan’s fifteen unique features, offer exquisite comfort, elasticity, and resilient body support. Kymdan’s mattresses have been certified by several globally recognized, prestigious organizations for product quality and safety.

The Futon Shop, (TFS) tell us they are a national leader in natural futons, mattresses, pillows and shikibutons, which are handcrafted in San Francisco from USDA organic cotton, GOTS certified organic wool, GOLS certified organic latex, organic buckwheat hulls and natural coconut coir. They invite retailers “to the place where organic meets comfort at an affordable price”. 

uKnead invites retailers to experience the ultimate luxury in uKnead Massage Chairs. The company will introduce their all new hybrid Lohas model at the market. The new Lohas has zero gravity positioning, slumber program, innovative body detection technology, full cocoon air enclosure, and of course, deep tissue therapeutic massage programs. Combining advanced massage robotics with unparalleled aesthetic design, the uKnead Lohas will be sure to take your breath away.

In addition to these five new exhibitors, Jones invites retailers to visit 25 returning companies and organizations featuring new, refined or expanded sleep products in the SSA Showroom. Some of these participants include:

Danican will be introducing new pillow and mattress protectors. Because they believe that the benefits of always using protectors for your pillow and mattress are significant and should therefore be visually tangible and pleasing to the eye, Danican has streamlined their graphics and switched up their packaging to create a more contemporary and fresh new look for the company’s two popular protector lines – Nature Protect® and SilverTECH Ag4X®. 

Electropedic will feature the company’s Body Sense, the world's first double laminated cooling protector.  It has advanced cooling technology and is waterproof.

ErgoLifeis creating an introductory push this market.  They will showcase three new products  delivering what they say is an “unmatched level of body alignment through a combination of box-springs, pocket‐springs, foams and inserts in the undersurface of each bed, that are all fully adjustable to meet each individual’s needs, weight and height.” 

Their new products include: ErgoLife Zero Stress, suitable for most individuals. The base comes fitted with dials, adjustable slats and fully upholstered in a range of colors. It provides adjustable shoulder, lumbar and hip zones for zero stress and can be fitted to most existing bed frames. The ErgoLife Active, for medium to heavy weight individuals, features double-sided Bonnel springs, soft shoulder, Euro Top comfort layer and a built in ergonomic support.  Finally, the ErgoLife Contour: for medium to lightweight individuals, featuring single or double-sided Pocket spring, extra thick Euro Top comfort layer and built in ergonomic support. Buyers can choose from Dunlop Deluxe or Enduro Foam, pure latex or gel infused memory foam inserts.

Lifestyle Covers:  Longtime show veteran Lifestyle Covers will be featuring their huge selection of new & exciting fashionable futon cover fabrics, and will offer show-exclusive sales.

Naturepedic will feature the  latest in GOTS and GOLS certified organic sleep products, including some new prototype luxury mattresses. The company will also have a broader focus on kids mattresses, headlined by the Verse, which features a roll-packed design for more convenient stocking and shipping. The company makes organic mattresses for adults and children as well as accessories such as waterproof pads, pillows, and sheets. All Naturepedic products are made without harmful chemicals for a healthier night’s sleep.

Noctova Sleep will be introducing their new Hybrid Innerspring program this market. 

Palmpring Organic Mattress will  return with their chemical free mattresses, pillows, and sectional sofas manufactured in Los Angeles, using certified organic latex and recycled coconut husk fiber sourced from India. They offer hypoallergenic, germ, insect and mold resistant products.

REMarkable Pillow will be introducing their “Extraordinary 10 buck Hotel Pillow”.  This 100% “Made in the USA” pillow has high quality shredded CertiPur Gel foam with a beautiful Designer Cover.  It is machine washable and dryable as well. 

Royrack Co is introducing new color choices this summer, so retailers can choose their own color of a Select-A-Mat mattress display system for retailers.  Another new option is an "assembly required" Select-A-Mat, that will give retailers new pricing options.  

Sleep & Beyond is a 3rd generation family owned manufacturer of organic and natural bedding who will be introducing their New myTravel Pillow, which is a 3-in-1 ultimate 100% natural and adjustable travel pillow filled with 100% washable pearl sized woolly puffs, and wool fill and covered in 100% natural cotton Sateen.  They will also feature their New myComforter light, which is filled with 100% washable wool and encased in 100% natural cotton sateen, and ideal for someone who is looking for an eco-friendly comforter and lives in a warmer region or their bedroom temperature cool. This comforter quickly wicks away moisture without making you feel cold and clammy. Finally, the company will feature their organic cotton sheet sets. From seed to shelf, this organic cotton is grown and processed free of pesticides, harmful dyes, and carcinogenic chemicals. It is certified organic according to Global Organic Textile Standard (GOTS), the international stringent standard for organic textiles.

Smartwerks invites retailers to “Improve the key areas of your sleep store with Smartwerks cloud-based Point of Sale, Inventory, and Accounting solution. Process sales and deliveries faster, bring in more customers, and spend less on inventory. Using their extensive analytics tools, retailers will increase bottom-line profits by making smarter buying and selling decisions. Unlike many of the over-simplified products out there today, Smartwerks is “a fully-integrated, complete software package that is equipped to handle the specific needs of the sleep industry." 

The Supernal Sleep System, a division of US-based Transfer Master Products, Inc., is a company that provides what they say is the first holistic bedding solution for today's Baby Boomers, using proprietary technology. They offer an adjustable bed designed with special "state of the art" features, including a simple ergonomic, illuminated wireless hand control, wall hugging action, a European style "head tilt" to cradle the pillow, and the option to vertically elevate the bed up to 10 inches.  

Thomashilfen features German-engineered, patented technologies using the sleepers’ weight to personalize the comfort of each Thevo Bed. Either side of the European Split Queen or Split King sizes can be customized depending on the firmness preference and weight range of the sleeper. Consumers simply visit the company’s website, select their mattress size, preferred firmness rate, and reference Thomashilfen’s recommendation for their body type. Every component of the mattress is altered to fit each sleeper’s needs. Thomashilfen says their Thevo beds provide grade-A, restorative sleep for each sleeping partner. 

U.S. Sleep Products ™ will be introducing their new SwanZey ™ line of mattresses and Cooling Touch pillows. These new mattresses include latex, gel, memory foam, pocket coils, Italian fabric, and a beautiful bamboo cover. New memory foam cooling touch pillows are offered in both gel and ventilated holes, both with a cooling ice fiber washable cover.

W. Silver Products manufactures bed frames and adjustable beds at their family owned plant in Texas.  WSP offers retailers a complete line of bed frames and adjustable beds, with retail price points on adjustable beds ranging from $799 in queen up to $1,299.  All orders are shipped in 48 hours.

For more information on the Specialty Sleep Association (SSA)  Showroom C-1565, Membership, or on BEDFAX.org, contact Tambra Jones , SSA Executive Director at: ssadirector2013@gmail.com or Dale T. Read, President of the SSA at: daler@marketingarmgroup.com; www.sleepinformation.org