Presidential Caliber
An Interview about What’s Ahead with Rob Lloyd, the New WSRCA President
by Marcus Dodson, Publisher
The Western States Roofing Contractors Association (WSRCA) is happy to welcome Ron Lloyd as its 51st President. Lloyd is a first-generation roofer who started as a laborer and worked his way up to foreman before taking the leap and starting his own roofing company. Originally getting started in Utah, Lloyd is now the proud owner and founder of Kouka Roofing in Kailua Kona, Hawaii, and he has become a trusted name among Hawaiian roofing companies.
“Looking back, I’m grateful for every stage of that journey,” said Lloyd. “Starting in the field taught me the value of hard work, craftsmanship, and earning the trust of the people around you. Those lessons still shape how I lead today.”
Lloyd is additionally the CEO of Pacific Crossing Inc., which owns Kouka Roofing and VIP Roofing in Centerville, Utah. This has given Lloyd a wide range of experience dealing with roofing conditions across the West, from the seaside humidity of the Hawaiian Islands to the intense winters of Utah. They focus primarily on residential reroofing and new construction, with a special focus on steep-slope and high-end custom projects where craftsmanship, attention to detail, and coordination with builders, architects, and homeowners are essential.
“Although my role has changed over the years, I still value staying connected to our team, our customers, and the work itself,” said Lloyd. “I believe leadership is most effective when you remain accessible and understand what is happening in the field. Our goal is to continue being recognized as a premier roofing contractor while providing an elevated experience from the first conversation through project completion. That means delivering excellent craftsmanship, communicating clearly, maintaining a safe and professional work environment, and standing behind our work.”
In his time off, Lloyd does activities that give him a chance to slow down, spend time outdoors, and enjoy a little balance away from the day-to-day demands of the roofing business. His favorite ways to relax are fly fishing, following Dodgers baseball, traveling, and gardening. He also loves to spend time with is family, including his son, who works as a part of the Utah company.
“I plan to continue serving the WSRCA and remaining active in our local Hawaii roofing association,” Lloyd said. “At this point in my career, giving back is especially important to me. I have benefited greatly from the people, relationships, and opportunities within this industry, and I want to continue supporting the organizations that help roofing contractors succeed.” We got a hold of Lloyd in one of his free moments to ask him some questions about his future as President of the WSRCA.
Western Roofing (WR): Why did you join the WSRCA, and how long have you been a member?
Lloyd: I joined because I wanted to learn more about the roofing industry and become part of a group of respected peers. I have now been a member for more than 30 years. The relationships, knowledge, and opportunities to serve have exceeded anything I expected when I first joined. The WSRCA has helped me grow as a contractor, business owner, and leader.
WR: What makes the WSRCA unique?
Lloyd: The WSRCA is a group of industry professionals who work extremely well together and are willing to put personal agendas aside for the benefit of the roofing community. In many settings, we may be competitors, but within the association, we become collaborators. Members openly share knowledge, experiences, and solutions because we all want to strengthen the industry. That spirit of cooperation is one of the association’s greatest strengths.
WR: What does the WSRCA offer the roofing industry and roofing contractors?
Lloyd: The WSRCA helps contractors keep their finger on the pulse of the industry. Members can learn about new products, technical developments, safety practices, legal concerns, artificial intelligence, and other issues affecting roofing businesses. Just as importantly, members are able to talk openly with peers who are facing many of the same challenges. There is tremendous value in being part of a noncompetitive environment where people can share experiences, offer advice, and help one another become better contractors and business leaders.
WR: What problems or concerns does the West face that are unique to this part of the country?
Lloyd: Drought and wildfire have become far too common across the Western states and in Hawaii. These conditions affect material selection, building requirements, insurance considerations, and the way contractors approach long-term roof performance. They also remind us that roofing is not simply about appearance. It plays an important role in protecting homes, businesses, and communities from increasingly difficult environmental conditions.
WR: What are the main problems you encounter regularly on the job?
Lloyd: One of the most common challenges is helping customers understand the number of roofing options available to them. Today’s homeowners and builders have access to more information and more products than ever before, but that can also make the decision-making process overwhelming. Our role is to simplify those choices, explain the advantages and limitations of each system, and help the customer select the best long-term solution for the property.
WR: Does the WSRCA have any new resources for its members?
Lloyd: The WSRCA continues to expand the practical information available to members through technical bulletins, safety resources, legal guidance, educational programs, and digital tools such as the WSRCA safety app. The value of these resources is that they address real issues contractors face every day.
WR: What can the WSRCA do to help roofing contractors improve their businesses?
Lloyd: The WSRCA provides access to outstanding safety, legal, technical, and government-relations professionals who are among the best in their respective fields. These advisors help members navigate complicated issues, avoid costly mistakes, and make more informed decisions. I have personally reached out to each of them for advice and direction over the years, and their guidance has been extremely valuable.
WR: Is your company experiencing a labor shortage or a lack of properly trained personnel?
Lloyd: Yes. Finding and retaining good employees continues to be an ongoing challenge. The use of immigrant labor has also become more difficult because of tighter regulations. Like many contractors, we are continually working to recruit dependable people, provide effective training, create opportunities for advancement, and build a workplace where employees want to stay. This is not simply a hiring issue. It is an industry-wide challenge that requires us to invest in the next generation of roofing professionals.
WR: How is the current construction climate affecting Western roofing contractors? Are you seeing an increase or decrease in the number of contractors?
Lloyd: The number of roofing contractors in Hawaii has remained fairly consistent. In Utah, however, we have seen the number of contractors increase dramatically. Rapid growth can create opportunity, but it can also lead to greater inconsistency in workmanship, training, and business practices. That makes education, professionalism, and strong industry associations even more important.
WR: What are some unique problems you have encountered?
Lloyd: Every market presents its own challenges. In Hawaii, we work with intense sun, salt air, wind-driven rain, limited material availability, and the logistical demands of serving multiple islands. In Utah, snow, temperature swings, and rapid market growth create a different set of considerations. Custom projects can also present unique rooflines, architectural details, and installation requirements. Those challenges reinforce the importance of planning carefully, communicating well, and having experienced people in the field.
WR: How is the current economy affecting the WSRCA and its members?
Lloyd: The conditions vary by market. Some of my contacts, particularly in parts of California, have described a slower-than-normal market, while others are experiencing strong activity. At our locations in Hawaii and Utah, we have not experienced a significant slowdown. The mixed conditions demonstrate why it is so valuable to remain connected through the WSRCA. Members can compare experiences, better understand regional trends, and learn from contractors working in different markets.
WR: What is the toughest problem the WSRCA faces as an association?
Lloyd: Recruiting new members continues to be one of our greatest challenges. Our membership has remained steady, but we want to grow the association and attract talented people who can eventually serve on committees, the board, and in leadership positions. Like any strong organization, we need new voices and new perspectives while continuing to benefit from the experience of longtime members. The challenge is helping potential members understand the value of getting involved.
WR: What are some of the problems facing Western roofing contractors today?
Lloyd: Today’s customers are more informed about roofing products and installation methods, largely because of the internet. That can be helpful because customers are more aware of their options and often arrive prepared with questions. At the same time, not all online information is accurate or appropriate for every building or climate. Contractors must be able to listen, educate, and explain why a particular system or installation method is, or is not, the right choice for a specific project.
WR: How is the WSRCA helping Western roofing contractors handle government regulations and OSHA enforcement?
Lloyd: The WSRCA’s technical, safety, legal, and government-relations advisors are among the best in their respective fields, and their expertise is available to our members. I have personally gone to each of them for advice and direction. Their support helps contractors understand changing regulations, improve safety programs, prepare for compliance issues, and respond appropriately when challenges arise. For many members, having access to that level of guidance is worth the price of membership by itself.
WR: Does the WSRCA have any special projects, programs, or studies underway?
Lloyd: The association is consistently involved in research and education across many areas of roofing. Our technical advisor typically has several studies underway involving products and systems such as coatings, plywood, TPO, and asphalt shingles. These studies help the industry better understand how materials perform and where installation methods or product limitations require closer attention. Our safety advisor also developed the WSRCA safety app, which is an excellent tool for contractors and their employees.
WR: How will these projects and studies help the Western roofing industry produce a better product and help members improve their businesses?
Lloyd: The WSRCA’s technical bulletins keep members informed about roofing products, applications, performance considerations, advantages, and limitations. That information helps contractors make better material selections, improve installation practices, and avoid problems before they occur. Better technical knowledge leads to better roofs, fewer callbacks, reduced risk, and stronger customer relationships.
WR: Has WSRCA membership increased or decreased in recent years? Do you expect the trend to continue?
Lloyd: Our membership has remained steady, with some encouraging signs of growth. Our previous president, Stan Robinson, made new-member outreach a priority, and we have seen significant growth in supplier involvement. That participation is important because suppliers and manufacturers bring valuable technical knowledge, resources, and perspective to the association. I believe we have a strong opportunity to build on that momentum.
WR: What do you see ahead in terms of long-term growth potential for the WSRCA?
Lloyd: Long-term growth will be a challenge because people have so many demands competing for their time, money, and attention. Our responsibility is to clearly communicate the value the WSRCA can add to a contractor’s business. Once people experience the value of the association and the quality of its relationships, they are much more likely to stay involved.
WR: What does the WSRCA offer that local, regional, and national associations cannot?
Lloyd: Because the WSRCA is rooted in the West, we understand the challenges that are specific to our region. Those challenges include local and state government requirements, extreme and varied weather conditions, wildfire exposure, drought, material availability, and the logistics of working across large and sometimes remote geographic areas. That regional understanding allows the association to provide guidance and education that directly reflect the conditions our members face.
WR: As the new president, what are your immediate goals?
Lloyd: My immediate goals are to continue promoting membership growth and to create stronger involvement from local and state roofing associations across all the Western States. There is a great deal we can learn from one another. By strengthening those relationships, we can expand the association’s reach, welcome new perspectives, and create a stronger path for future leaders.
WR: What are your long-term goals?
Lloyd: My long-term goal is simple: to continue learning, continue serving, and continue showing up for our members. Leadership is not about having every answer. It is about listening, being available, following through, and helping move the organization forward. I want our members to know that I am approachable and willing to have a conversation whenever I can be helpful.
WR: How is the Western Roofing Expo shaping up for September?
Lloyd: The trade show is sold out once again, which reflects the continued strength and enthusiasm of the Western roofing community. Our educational seminars promise to be among the best we have ever offered, with practical information that contractors can take back to their businesses. The keynote speaker at the luncheon will provide both entertainment and motivation. It is shaping up to be an excellent event, and I encourage contractors, manufacturers, suppliers, and industry professionals to take full advantage of the education and relationships the Expo provides.
WR: A year from now, what do you hope people will say about your term in office?
Lloyd: I hope people will say that I accomplished the goals we set, respected and reinforced the work of the presidents who came before me, and helped leave the association stronger. More than anything, I hope members will say that I was approachable, available, and always willing to have a conversation. If I can serve with consistency, listen well, and help others feel more connected to the association, I will consider the year a success.
WR: Do you have any final comments?
Lloyd: It is truly an honor to serve this association. The roofing industry has given me a career, lifelong friendships, and opportunities I never could have imagined when I first started as a laborer nearly 50 years ago. I am grateful for the trust our members have placed in me, and I look forward to giving back to an organization and an industry that have meant so much to me.
