His main staff, other than him- self, was assistant Myra Cardwell, who worked for the association for 38 years. Training and education was a passion Joe embraced and he worked tirelessly to expand the association’s outreach. The ‘80s For many people in the United States, the late 1970s were a troubling time. The radical and countercultural movements of the 1960s and early 1970s, the Watergate scandal, the Vietnam War, uncertainty in the Middle East and economic crisis at home had undermined Americans’ con- fidence in their fellow citizens and in their government. By the end of Jimmy Carter’s presidency, the ide- alistic dreams of the 1960s were worn down by inflation, foreign policy turmoil and rising crime. In response, many Americans embraced a new conservatism in social, economic and political life during the 1980s, characterized by the policies of President Ronald Reagan. Often remembered for its materialism and consumerism, the decade also saw the rise of the “yuppie,” The Miracle On Ice, and the emergence of cable networks like MTV. The ‘80s was one of the most important decades for the asso- ciation. In 1985, the associ- ation changed its name to the Association of Tile, Terrazzo, Marble Contractors and Affiliates (ATTMCA), to make a clear state- ment that it was a national associa- tion, and actually made that official with the National Tile Contractors Association (NTCA) name being approved in 1988. Also in the ‘80s the traveling educational road show was officially coined the Myra Caldwell was an indispensable part of the association for 38 years. She juggled many roles for the association, including editing and selling advertising for TileLetter, and well as producing the Buyers Guide, preparing promotional materials for the education program, and working alongside Joe Tarver to plan conventions. NTCA education program in the ‘70s. In 1975, David Allen, founder of the David Allen Company, was named STTMCA Tile Man of the Year. Celebrating 70 years 82 TileLetter | September 2017