Officials said he’ll appear at the GAF booth and give a short talk recognizing U.S. military veterans and the current troops serving across the globe. He intends to stay for photos.

Rowe, who profiled roofers while exploring some of the toughest, roughest and downright dirty jobs across the country, has spent more than two decades appearing in television shows and narrating commercials with a blue-collar, everyman appeal.

He most recently hosted the show “Somebody’s Gotta Do It” on CNN, and is widely sought after by Fortune 500 companies and large trade associations for speaking engagements. In recent years he’s also become one of the most outspoken advocates for skilled labor and the need to rethink how Americans prepare themselves for a rapidly-changing global economy. He started the mikeroweWORKS Foundation, which has granted more than $3 million in scholarships for qualified people across the country with a desire to learn job skills that are in demand.

It’s not the first time GAF has brought a little celebrity flair to the IRE show floor. Last year, roofing contractors competed for a chance to meet TV personality and restauranteur Guy Fieri at his newest Las Vegas restaurant. And in 2016, GAF welcomed future NFL Hall of Fame quarterback Peyton Manning in Orlando — barely a week after winning his second Super Bowl.