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SEPTEMBER 2015 INDUSTRY NEWS & MONEY-MAKING STRATEGIES FOR LUMBER & BUILDING MATERIAL DEALERS & DISTRIBUTORS Building Products Digest OSB & PANELS UPDATE CEDAR & REDWOOD UP CLOSE: EASTERN WHITE PINE BPD

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September 2015 edition of Building Products Digest, monthly magazine for lumber & building material dealers & distributors

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Page 1: BPD Sept 2015

SEPTEMBER 2015

INDUSTRY NEWS & MONEY-MAKING STRATEGIES FOR LUMBER & BUILDING MATERIAL DEALERS & DISTRIBUTORS

BuildingProducts Digest

OSB & PANELS UPDATE CEDAR & REDWOOD UP CLOSE: EASTERN WHITE PINE

BPD

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4 Building Products Digest September 2015

September 2015 Volume 34 Number 7

BPD BuildingProducts Digest

Special Features8 ONE ON ONE

WITH ELK CREEK’S BRETT SLAUGHTER

12 FEATURE STORYBENEFITS OF THICKER OSB

13 TOP OSB PRODUCERS 2015

14 INDUSTRY TRENDSINSIDE STRUCTURAL INSULATED PANELS

18 MARGIN BUILDERSMARKETING REAL CEDAR’S ROI

20 PRODUCT SPOTLIGHTDELIVERING THE REDWOOD MESSAGE

26 NAWLA–THINKING AHEADATTRACT NEW TALENT TO THE INDUSTRY

38 NELMA SPECIAL SECTION• WINNING EASTERN PINE DESIGNS• GRADER ACADEMY UPDATE• LATEST MARKETING TOOLS

www.building-products.comA publication of 526 Media Group, Inc.

151 Kalmus Dr., Ste. D200, Costa Mesa, CA 92626

President/Publisher Patrick [email protected]

Vice President Shelly Smith [email protected]

Publishers EmeritusAlan OakesDavid Cutler

Editor/Production ManagerDavid Koenig

[email protected] Editor Stephanie Ornelas

[email protected] Editors

Carla Waldemar, James OlsenAdvertising Sales Manager Chuck Casey

[email protected] Manager Heather Kelly

[email protected]

How to AdvertisePRINT or ONLINE

Chuck CaseyPhone (714) 486-2735 Fax 714-486-2745

[email protected] Adams

Phone (714) 486-2735 Fax [email protected] – David Koenig

Phone (714) 486-2735 Fax [email protected]

How to SubscribeSUBSCRIPTIONS Heather Kelly

Phone (714) 486-2735 Fax [email protected]

or send a check to 151 Kalmus Dr.,Ste. D200, Costa Mesa, CA 92626U.S.A.: One year (12 issues), $24

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BUILDING PRODUCTS DIGEST is publishedmonthly at 151 Kalmus Dr., Ste. D200, Costa Mesa,CA 92626, (714) 486-2735, Fax 714-486-2745,www.building-products.com, by 526 Media Group,Inc. (a California Corporation). It is an indepen-dently owned publication for building productsretailers and wholesale distributors in 37 statesEast of the Rockies. Copyright®2015 by 526Media Group, Inc. Cover and entire contents arefully protected and must not be reproduced in anymanner without written permission. All RightsReserved. BPD reserves the right to accept orreject any editorial or advertising matter, andassumes no liability for materials furnished to it.

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In Every Issue6 ACROSS THE BOARD

16 COMPETITIVE INTELLIGENCE

22 OLSEN ON SALES

24 EVANGELIST MARKETING

36 MOVERS & SHAKERS

48 NEW PRODUCTS

51 FAMILY BUSINESS

52 ASSOCIATION UPDATE

52 IN MEMORIAM

52 CLASSIFIED MARKETPLACE

53 DATE BOOK

53 ADVERTISERS INDEX

54 FLASHBACK

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Dancing in the rainA FEW WEEKENDS AGO, I was home and didn’t have a ton

of plans. As with most of you, life seems to leave verylittle time for so-called “happiness” as we rush fromappointment and chore to kids’ events and responsibilities.

I was enjoying a Southern California summer afternoon,prepared for a relaxing day with the family, when fate orGlobal Warming brought about an unusual (at least for So.Cal.) downpour of rain. Before the skeptics begin speculat-ing about what we Californians call a “downpour,” I canassure you this one rivaled the best summer storms I haveexperienced anywhere in the world!

I immediately began thinking about what a drag thiswas! Wouldn’t you know it? A rare day that we could haveenjoyed a picnic with the family or a swim in the pool, therain has to come and ruin it all! Although we’re in a multi-year drought, why couldn’t it rain on a work day or when Iwas traveling? I was shaken out of this spiral of thought bymy 4-year-old laughing hysterically as she ran around thebackyard getting absolutely drenched, wearing her normalclothes, shoes and socks. While I thought, “Olivia, what areyou doing getting your clothes drenched in this rain!,” whatI saw left me speechless. It was the sight and sound of purehappiness!

We all spend a lot of time planning or waiting to behappy, don’t we? We plan a career so that when we retire,we can be happy. We plan vacationsto some great locale to have a happytime with friends and family. We tellourselves, if we can just get overthat mountain, then we’ll have agood time heading down the otherside. At this point, my daughterwould have been dryer had I justthrown her in the pool—and yet, I’mnot sure I have ever seen a sight thatwas pure, honest joy!

I’ve spent a lot of the last yeartraveling the country, meeting manyof you and learning about our greatindustry. I’ve seen the passion forwhat we do carry through genera-tions and survive many of thenation’s toughest times as I haveasked to hear the stories of whatbuilt these businesses and allowedthem to thrive. I’ve found myselflooking back and smiling about thememories of the people that I’veplayed golf with, shared meals andstories with and recently even get-ting drenched myself on my firstriver jetboat experience! These arehappy memories that I will remem-ber forever because they were unex-

6 Building Products Digest September 2015 Building-Products.com

ACROSS the BoardBy Patrick Adams

pected, unplanned and real.Whether it is the coincidence of wisdom with age or a

year spending time with some of the most quality individu-als I have ever met, I’m learning that you can’t “plan happi-ness.” Rather, it finds you when you stop searching for it.This is not to say that life is perfect or without stress orchallenges; far from it! But, I’m fortunate to have one ofthe best teams working with me to truly make a differenceand serve the people we care about. I’m blessed to have thebest family any man could dream of who understands whenI’m away from home and makes every minute we’retogether a reminder that these are the best of times. I’m sofortunate to work in an industry full of people who havewelcomed me, helped me, and already made me feel likethey are life-long friends.

So in that particular moment when my daughter laughedand said, “Daddy, come dance in the rain with me!,” I did-n’t respond with that typical “adult response.” Instead, I ranout into the rain, jumped in puddles with her, and gotdrenched. My wife looked out the window, worried that Ihad truly lost my mind, but then laughed and came out andjoined us! Perhaps too much work or a mid-life crisis hasme losing my mind! Or, possibly, I’m finally learning thatwhen we live in the happiness of the moment we’re in,even when the rain has ruined our plans, those are the true

happy moments that last a lifetime!Every day there will be countless

excuses for postponing our happi-ness. Many of us have serious chal-lenges that justify our worry. But,I’ll bet that every day we can alsofind a good reason to be drenched inthe happiness of how our lives areblessed!

I hope all of you enjoyed a greatsummer and found good reasons todance in the rain! I am thankful forthe memories that have been madewith all of you so far and look for-ward to the next downpour we sharetogether!

“When I was 5 years old, my mothertold me that happiness was the key tolife. When I went to school, they askedme what I wanted to be when I grew up.I wrote ‘happy.’ They told me I didn’tunderstand the assignment, and I toldthem they didn’t understand life.”

~ John Lennon

Patrick S. AdamsPublisher/[email protected]

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8 Building Products Digest September 2015 Building-Products.com

OnE On OneWith Brett Slaughter, Elk Creek Forest Products

Elk Creek sees hard work,integrity as keys to success

WHEN BRETT SLAUGHTER was ayoung boy, it was all about

sports, fishing and hunting. “As a kid,I didn’t know there was much left inlife besides that,” unaware that oneday he would be running a multi-mil-lion dollar forest products manufactur-er, he told BPD publisher PatrickAdams.

Having grown up in the lumberindustry and now worked in it for over20 years, there’s no question thatSlaughter knows it well. About 14years ago, he founded Elk CreekForest Products, McMinnville, Or. Inthat time, the company has grown tonearly 60 employees and over $40million in annual sales. The companyships small batches of specialty beamsand timbers to New York, Hawaii andeverywhere in between.

After touring the Oregon mill, thetwo sat down to discuss the ambitionsbehind Elk Creek and its ongoing mis-sion to care for its people and provide

quality forest products with integrityand efficiency.

Growing up in a hunting family inOregon, Slaughter always looked upto his father and grandfather. This ulti-mately led to his strong background inthe industry.

“My grandfather is where ourexperience with the wood productsindustry all started. He left the farm inOklahoma, came to Oregon in theearly 1940s, and started driving a logtruck. After driving for more than ayear, he got into the veneer businessand started working at a mill inJunction City making plywood.”

Slaughter’s grandfather went on towork for Harold Jones’ veneer andplywood mill in Eugene, Or., and laterTrusJoist until his retirement, and hisfather eventually got involved as aworker and became a foreman at thesame mill as his grandfather. Hisfather went on to attend Oregon State

University, where he would meet hisfuture wife.

Using both his father’s and hisgrandfather’s values as a foundationfor his business, Slaughter emphasizesjust how much his time with his eldersaffected him:

“My grandfather and I did a lot ofhunting together. There was a connec-tion there. Communication was impor-tant to him. When he grew up, therewas a lot of black and white, a lot ofright and wrong. He made it simple.He showed me how to treat people.”

Slaughter spent his early years inEugene as his father’s career in veneersales took off. When he was 14, hisfamily moved to the Portland area, achange that at first didn’t sit easily fora young teen just about to start highschool.

“It was the ultimate move for some-one of that age. I was playing ball, Ihad a lot of friends, and it was justbefore high school, but it certainlywasn’t what I thought it was going tobe. You start to realize that instead oflosing friends, you make twice asmany and you have more perspective.You learn something new. You learnwhat to do and how to do it. It endedup being a very positive thing.”

As Slaughter made his way throughschool, earning his bachelors degreefrom Western Orgeon State College,his father went on to work for CascadeForest Group and several years laterstarted Elk Creek Sales in 1996.

Meanwhile, Slaughter was climb-ing the ladder at Forest Grove Lumber(in the same McMinnville building inwhich his own business currentlyresides). He joined in 1995 and begantaking over as sales manager in 2000.

BRETT SLAUGHTER

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Building-Products.com September 2015 Building Products Digest 9

Although grateful for having been theplace where he met his wife, Slaughterknew there were better opportunitiesfor him, and circumstances left himdesiring more from the industry.

After several conversations with hisconcerned yet gracious wife, Slaughtermoved into his dad’s basement andlaunched Elk Creek Forest Products in2001.

“It wasn’t until I left Forest Groveand began working with my dad, thatwe got into lumber and enough wherewe felt like we needed to take the Salestitle and focus on a more distribution-based title, and Elk Creek ForestProducts was founded.

“I finally decided to do business myway, so I did. I had one phone, a faxmachine, relationships in the industry,and a wise father. I said, ‘Okay,’ and Ijust jumped. On my second day, mydad’s secretary told me she had neverseen anyone make as many phonecalls in a two-day period as I had.

“I met a lot of people, many ofwhom I knew would not remember me.I just wanted them to know that I’mhere to work for them.”

Slowly but surely orders startedcoming in and by borrowing forkliftsand working closely with other millsin the early days, and doing thingsmost others wouldn’t or couldn’t do,Slaughter was able to build up hiscompany.

He explained it was definitelygoing to be a journey, but he had a lotof people in the industry who werewilling to help him. But with everyjourney, comes mountains to climb.

“I sold most of my wood from mycell phone in the car or the forklift.Honestly, if cell phones didn’t exist, Idon’t know how I would have done it.

“Then we quickly got into wherewe couldn’t pay everyone in 10 days.We were building so fast and I couldpay them in 15 or 20 days, but I need-ed more loads. I had it all sold, butpeople would ask why I couldn’t paythem. So I told them the truth: that mymoney was spread out all over theplace and I hadn’t collected it all yet.Turns out the people who believed inme are my biggest vendors today.Hopefully their risk was theirreward.”

Like most business ventures, itwasn’t always a walk in the park. Thecompany faced challenges in 2007.

“My father and I are go-getters.We have a very competitive blood line.

In 2007, I was working closely withmy dad and we were growing at apace that was demanding cash forinventory faster then we could collectit. The success was almost killing us.

“My dad kept on doing his veneer,but then in the industry, there wasmore opportunity for lumber and morevariability, and when the downturn hitthe veneers, he was no longer able tocarry on what he’d been doing formany, many years. But he is very opti-mistic and could always pull throughwith a good idea.”

Having strong work ethic in hisblood, he pressed forward and today,Slaughter’s father works with AtlasTrading and runs a plywood plant inWashington. The two still work close-ly together.

“His path was quite different thanmy grandfather, who had a plannedretirement. My dad is still workingseven days a week. He’s healthy, andhas a drive and a passion for what hedoes.”

Watching his father’s and grandfa-ther’s journeys set a base forSlaughter’s view on the industry andthe future of Elk Creek.

“I very much learn by example. Iwant to follow those I respect. I findmyself being a teacher that way withmy children, and the most importantthing is giving your children confi-dence and an opportunity to succeed.”

In 2007 Elk Creek partnered withnow parent company Idaho Pacific.Timing was on Slaughter’s side as the

Great Recession was just around thecorner.

“They became someone who couldquickly take care of many of our chal-lenges and provide a line of creditwhere I was able to catch up and takean opportunity to move forward.

“The timing was a gift, and asmuch as I would love to have my owncompany in the sense of owning it all,I would never put my reputation orthose I’m working with in harm’s way,and Idaho Pacific has providedstrength and wisdom for our growth.”

Today, the company is thriving,overcoming industry obstacles andfinding new ways to improve intoday’s challenging economy. What isthe most important thing to Slaughter?His people.

“You start to realize what you’reactually capable of and what you real-ly care about. This whole thing meansa lot to me because I see the blessingsI was given. It’s more about the peo-ple than the dollars. I would ratherhave the integrity and truth, and work-ing with people who understand excel-lence is far more important thanwhere I live or what I drive. If thisseems like the right thing to do, let’sdo it. I feel the responsibility for notonly the worker but their family andtheir needs.

“At Elk Creek we have the cultureknowing that we work out of respect,not fear. If someone wants to leave mycompany for a higher pay, I will bestraight with them. I really think it’s

FROM THE BOTTOM UP: Having started the company in his father’s basement with nothing but aphone and a fax machine, Slaughter pushed forward to build a successful forest products company.

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10 Building Products Digest September 2015 Building-Products.com

important to tell your employeesexactly what you can do for them andto be honest.

“We’ve moved our company fourtimes in 14 years and not one personhas left because they have to drive anextra half hour. That’s how I gauge alot of our success. Our employees arehappy and they know they are not justa number. We always figure out a wayto make it work and that doesn’t hap-pen if you don’t have teamwork.”

Although Elk Creek is fruitful, pro-ducing quality forest products,Slaughter still faces challenges, likemost successful companies will find.

“In the majority of the meetingsthat we have, it gets very complicatedwith our data, our network, and sys-tem. All of our arrangements andmanufacturing tasks, it gets very com-plicated, but we have a choice. Wecould over-complicate it or we coulduse common sense every time we getsomething that’s not yet built into acomplete process. One thing I’venoticed in this industry is that no twodays are the same. You’ve got to beable to take a common sense approachin every aspect.”

Recalling the memories of beingaround his father’s veneer mill,Slaughter remembers playing aroundwith the wood, counting inventory,and summers at work—memories thathis father experienced with his grand-father, and moments his own boysnow get to experience, as his eldestwas seen working and learning the

trade during the mill tour. Slaughter recognizes that in those

early years, a foundation was beinglaid out for him, particularly in themoments he witnessed his grandfa-ther’s love for the industry and hisfamily, from leaving retirement tohelp turn a failing company into amulti-million dollar business, to run-ning two operations in Eugene, and tohaving a real connection with everyworker.

He heard how his grandfatherwould leave the first shift to drivehours home just to spend 20 minuteshaving dinner with his family and puthis kids to bed, then drive back to themill to make sure the night shift gotstarted okay. This was a work ethicthat was passed on to Slaughter andhis father, as Slaughter found himselfmaking sacrifices for his own familyyears later.

“Even though I was the one outthere and not getting sleep, it wasreally a team effort and the team startswith my wife. It’s having the supportof people who believe in you thatkeeps you going. The sacrifice that shemakes is equal to mine. None of thishas the qualification of success if youcan’t maintain the most important ofrelationships. And that was somethingthat I learned from both my grandfa-ther and father.”

Despite his grandfather’s passingseven years ago, Slaughter holds hismemories close, and the morals helearned even closer.

GIVING OPPORTUNITY: Much like his father and grandfather, Slaughter makes it a point to give opportunities for family to be involved if their interestsand skill allow. On the left, his eldest son (in black) is seen assisting lumber workers at the mill.

“I’ve never met a harder-workingperson. And it didn’t matter whether itwas making plywood, or giving breaksto the workers outside by the hour,during hunting when we had just onemore hill to climb, whatever it was, hehad that attribute that I wish we hadmore of everywhere.

“There was a deposit there thatfailure wasn’t an option. He empow-ered people. He was never in it for themoney, it was for the success of doingit the right way and treating peoplethe right way.”

Using this as an anchor for hisbusiness values today, when askedwhat he thinks his grandfather’s lega-cy would be, Slaughter simply says,“Relationships.”

And what will his legacy be?

“I hope to take all the things I’velearned, look out years down the road,and see that I have people in placewho have a positive mindset. Focus onthe positive, on what you can do andwhat’s next. I want to pass on a mind-set of pursuing what you do because ofthe love and passion you have for thetrade. Always do what’s right.

“Human nature will pay you backand sometimes indirectly, sometimesthey are not immediate returns, andsometimes there will even be setbacks,but I’m hoping I’ve trained a team ofpeople with passion who understandwhat excellence is all about and howto get there. It’s about the people, notthe paycheck. We’re all family, and weall need to look after each other.”

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12 Building Products Digest September 2015 Building-Products.com

FEATURE StoryBy Jody Dedmon, Weyerhaeuser Distribution

WHEN IT COMES to selecting a thickness of OSB panelsfor floors, walls and roofs, most builders follow the

building code.But savvy dealers know that, for certain conditions, a

Upgrade OSB thicknessto enhance performance

small bump in thickness can help customers constructmore comfortable, durable homes.

Here are two applications where panel upgrades canmake a significant impact on performance.

THICKER OSB subflooring increases stiffness, reduces deflection, and minimizes pops and squeaks in wood flooring.

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Building-Products.com September 2015 Building Products Digest 13

Energy-Efficient Floor SystemsFor decades, 23/32” has been the most commonly used

thickness of OSB subflooring. But a simple switch to 7/8”panels offers several advantages for accommodating ahome’s energy efficiency and for ensuring the performanceof finish materials and the overall feel of the floor.

As an increasing number of builders move HVAC duct-work into conditioned space to improve energy efficiency(either as a competitive advantage or to meet energy coderequirements), the prevalence of wider on-center joistspacings has also grown.

Wider spacing, however, may lead to noticeable move-ment underfoot. Upgrading to 7/8” OSB subfloor can helpensure performance of finished floors such as tile and hard-wood while also contributing to a more stable feel. Thethicker OSB also offers at least 20% improvement in nailretention.

Although 23/32” panels are span-rated for floor systemsspaced at 24” O.C., the National Wood FlooringAssociation (NWFA) suggests a thicker subfloor is neces-sary to reduce deflection of the subfloor and minimizepops and squeaks in the wood flooring. NWFA recom-mends a 7/8” panel for joists at 24” O.C.

Similarly, tile requires sufficient stiffness. APA–TheEngineered Wood Association’s publication “TechnicalTopics: Ceramic Tile Over Wood Structural Panel Floors,”provides guidelines for two-layer wood residential tileassemblies; a single layer of 7/8” OSB satisfies the recom-mended capacity for those two-layer wood assembliesacross typical joist on-center spacing.

Further, compared to a 23/32” panel, 7/8” OSB is morethan twice as stiff and produces less than half the expectedsubfloor curvature between joists, which can help preventtile and grout cracking.

Even for resilient and carpet floors, a thicker subfloorwill feel more solid underfoot, while providing additionalsound dampening for multifamily applications and reduc-ing potential damage from drywall carts during construc-tion.

Roofing Under Heavy Snow LoadsIn most areas of the country, 7/16”- to 15/32”-thick

OSB panels are sufficient for meeting code requirementsfor roof systems. However, in cold climates, going abovecode can help increase the performance and life span of theroof system.

Snow and ice accumulation put downward force on abuilding’s roof, and catastrophic failures happen when theload exceeds the weight it was designed to carry.Upgrading to 5/8” OSB panels, as part of a properlyinstalled roofing system, can help handle the weight of thewinter elements. The panels are thicker for added bendingstrength and are denser than commodity sheathing; in addi-tion, panels with tongue-and-groove edges provide formore efficient distribution of heavy loads.

Both panel upgrade options provide the same function-ality as traditional code-compliant panels, so the changefor contractors is minimal. In return, builders are craftingstructures more likely to satisfy homeowners, with morecomfortable steps underfoot and greater peace of mindoverhead.

– Jody Dedmon is OSB market development manager forWeyerhaeuser Distribution, Charlotte, N.C. Reach him [email protected].

OSB North America 2015 Nine companies combined to produce an estimated $18

billion sq. ft. of OSB last year in North America, led by LP. In2015, there will be a new leader.

Earlier this year, Norbord, Toronto, Ont., acquiredAinsworth, Vancouver, B.C., making it the largest producerof OSB in North America. Norbord now has 17 OSB plantswith a combined annual capacity of 7.7 billion sq. ft. (15 ofthem in North America, with a capacity of about 7.1 billionsq. ft.).

Last year, Norbord’s OSB mills all operated at full capaci-ty—except for shuttered plants in Huguley, Al., and Val-d’Or,P.Q., although Huguley continues to be maintained andrefurbished for eventual restart. At the end of the year, thewood-handling end at its Joanna, S.C., mill was rebuilt,increasing capacity by another 150 million sq. ft.

Louisiana-Pacific, Nashville, Tn., has 11 OSBplants in the U.S. and Canada (10 operating), plus one inBrazil and two in Chile, with total capacity approaching 6 bil-lion sq. ft..

Last year, LP’s North American mills produced 4.3 billionsq. ft. of OSB, up 7% from 2013.

LP also just announced it is adding a FlameBlock Fire-Rated OSB Sheathing line at its Clarke County, Al., facility.

Georgia-Pacific, Atlanta, Ga., has a combined annu-al capacity of more than 5 billion sq. ft. at its nine OSBplants—but for the last several years, only six of the millshave been operating, pushing companywide capacity below4 billion sq. ft.

Weyerhaeuser, Federal Way, Wa., held steady inproduction at its six OSB mills in North America. The facili-ties, with a combined capacity of 3 billion sq. ft., marginallyincreased output to 2.788 billion sq. ft. in 2014, from 2013’s2.772 billion sq. ft.

Huber Engineered Wood, Charlotte, N.C., ownsfive OSB mills, with a combined annual capacity of 2.1 bil-lion sq. ft., but since 2011 has been running just four mills.

Earlier this year, Huber rolled out its new ZIP Systemstretch tape, for installing OSB sheathing.

Tolko, Vernon B.C., last year operated two of its threeOSB mills—Meadow Lake, Sask., and its Athabasca Mill inSlave Lake, Alb., which together boast capacity of 1.5 billionsq. ft. a year.

Its third, in High Prairie, Alb., has been idle since 2007.Since 2012, Tolko has been using the facility as a regionaltraining center.

RoyOMartin, Alexandria, La., currently operates oneOSB mill—an 850-million-sq.-ft.-a-year facility in Alexandria,La.—but recently broke ground for a second in Corrigan, Tx.The $280-million plant is expected to start up by fall 2017.

Arbec Forest Products, St. Leonard, P.Q., ownstwo OSB mills—a former Tembec facility in Québec and aformer Weyerhaeuser facility in New Brunswick—with acombined annual capacity of 700 million sq. ft.

Langboard’s Quitman, Ga., OSB mill can produce upto 440 million sq. ft. per year.

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14 Building Products Digest September 2015 Building-Products.com

Structural insulatedpanels help buildersmeet tough energy codes

THE VAST MAJORITY of builders in the U.S. now facedemanding energy codes. As of May 2015, 39 states

have adopted codes equivalent to or more energy efficientthan the 2009 International Energy Conservation Code(IECC). Those 39 states account for 89% of the country’spopulation, and include the top 5 most populous states—California, Texas, Florida, New York, and Illinois.

As an LBM dealer, your builder customers are alwayslooking for ways to meet the tough requirements of ever-stricter energy codes. Among their challenges are how tobetter seal the building envelope against air leaks and pro-vide continuous insulation. California’s Title 24 BuildingEnergy Efficiency Program requirements, which are likelyto find their way into other state codes in the coming years,specifically require: “all joints, penetrations and otheropenings in the building envelope that are potential sourcesof air leakage shall be caulked, gasketed, weatherstrippedor otherwise sealed to limit infiltration and exfiltration.”

The IECC likewise sets tough standards against air leak-age. As of the 2012 IECC, builders must demonstrate codecompliance with a blower door test that achieves three tofive air changes per hour at 50 Pascals of pressure (ACH-50), depending on the jurisdiction.

InDUSTRY TrendsBy Joe Pasma, Insulfoam

Energy codes focus on creating an airtight envelope asair leakage accounts for up to 40% of a home’s energy loadaccording to the National Association of Home Builders.

Meeting these code requirements with traditional build-ing methods like stick framing requires builders to under-take heroic measures to search out and seal all gaps usingcaulks, expanding foams, and other sealants. Since homes,apartments and other light construction have hundreds ofinterfaces between framing members, this is no small feat.

Airtight Building Envelope Made SimpleWhen builders ask your sales staff for ideas on better

sealing the envelope, one of the best recommendations theycan make is to use inherently airtight systems like structuralinsulated panels (SIPs) or insulated concrete forms (ICFs).

WITH CONTINUOUS insulation and the ability to create an airtight build-ing envelope, SIPs help builders meet the requirements of the nation’sever-tougher energy codes.

(Photo by Scott Homes)

SIPS HAVE far fewer gaps to seal than other framing methods.(Photo by Premier SIPS)

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Building-Products.com September 2015 Building Products Digest 15

Testing by the U.S. Department of Energy (DOE) showsthat SIP construction is about 15 times more airtight thanstick framing. DOE’s Oak Ridge National Laboratory(ORNL) found that the air leakage in a SIP structure wasonly 8 cu. ft. per minute at 50 Pascals compared to 121 cu.ft. per minute for a stick-framed building.

One reason for the superior airtightness is SIPs arrive atthe jobsite in large, ready-to-install sections. Imagine ahome with a 20-ft. wall section. With conventional stickframing, there would be 15 vertical cavities needing insula-tion along that wall (assuming 16-in. O.C. spacing of studs).With fiberglass insulation, those cavities have hard-to-sealgaps along the right and left side of each batt. Yet one 20-ft.-long by 8-ft.-tall SIP could comprise that entire wall,with gaps to be sealed limited to the panel ends, top andbottom. Another reason that SIPs are so airtight is becausethe connections are sealed with mastic. Each joint has mul-tiple beads of mastic that work to stop the movement of airthrough the panel joints.

But, does SIPs’ airtightness in lab tests hold up in thereal world? Yes. In one powerful indication of this amongthousands of SIP homes built throughout the U.S.,California’s Clarum homes built a 3,300-sq. ft., single-storyhome at a mid-price range using SIP walls and roof, thatwas rated at 0.2 ACH-50. That’s up to 25 times more air-tight than the IECC 2012 requirements, surpassing even thePassive House standard of 0.6 ACH-50.

Outstanding Insulation PerformanceIn addition to their ability to create a tight building enve-

lope, SIPs also offer superior thermal resistance to other

structural and insulation assemblies. For example, ORNLtested the “whole-wall” R-values of SIPs and stick framing,taking into account thermal bridging through structuralmembers. The SIP wall built with 3.5-inch thick foam corehad a dramatically higher R-value of 14.09 compared to9.58 R-value for a 2x4 stud wall at 16 inches O.C. and fiber-glass insulation—that’s 47% better thermal resistance forthe SIP. A key reason SIPs far outperform stick framing isthat SIPs offer continuous insulation across their height,width and depth and have far fewer thermal bridges.

What’s In It for Dealers?SIPs offer builders many advantages, but dealers may

wonder about losing out on sales of insulation and sealants.Yet, it’s important to remember the value LBM pros pro-vide. When Amazon.com announced it would sell buildingproducts, many LBM dealers feared they would suffer thesame fate as book publishers by being under-cut on price.But, savvy dealers realized that while Amazon might beable to sell builders cases of caulk cheaply, it will never beable to compete with their building expertise.

So, when a builder expresses frustration about the chal-lenges with meeting ever tighter building codes, you can tryto double down by selling him more sealants, or set your-self apart with real solutions such as providing insights onSIPs and other advanced building methods, which helpsbuild loyalty over online sellers.

– Joe Pasma, PE, is the technical manager for Premier SIPsby Insulfoam, a division of Carlisle Construction Materials. Hecan be reached at [email protected].

BUILDER STAGES SIPs at a jobsite for rapid installation. (Photo by Premier SIPS)

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16 Building Products Digest September 2015 Building-Products.com

Eureka!Dealer strikes gold by diversifying

COMPETITIVE IntelligenceBy Carla Waldemar

IS THERE GOLD in them-thar hills?Hard to say. But Jeff Pardini’s

great-grandfather headed west toNorthern California with high hopesin the gold-rush craze of the 1870s.He and his son, Jeff’s grandfather, hitpay dirt—not with their pans, but withtheir lumber mills that planed timbersfor those mine shafts as well as thewater-conduit infrastructure forhydraulic mining.

By the 1950s, a panhandler’s get-rich dreams had long evaporated, so

FAMILY TRUST: Top management, including (left to right) brother-in-law David Caddy and brothersKennan Pardini, Jeff Pardini, and Jason Pardini are constantly working to keep their 60-year-oldbusiness fresh.

the outfit changed its focus frommilling lumber to selling it, plusadding all those SKUs carried by amodern building center, which theycalled Hills Flat Lumber Co. (It stillsells gold-mining equipment, just incase.)

After a 30-year run, and bowed bythe deaths of his father and uncle,Jeff’s dad decided to call it quits, andoffered to turn the operation over tothe next generation. Jeff grabbed atthe chance. Never mind that he was

only 17. “I was interested, so I opened up a

lot of programs offered by our co-op.If you’re not in a co-op,” he declares,“it’d be tough to survive—I don’t seehow. Creating programs with variousvendors on our own would have beenvery, very hard. So, in the ’90s, I hadan efficiency group come in, look atthe business, and make recommenda-tions for the old store, 6,000 to 7,000sq. ft. on 1.5 acres. We did someremodeling.”

Just as effective, Jeff launched anambitious advertising program, reach-ing 58,000 people. “Right away, wesaw a 20% to 50% growth,” hereports, convinced “You’ve gotta letpeople know you’re there,” anchoringGrass Valley, north of Sacramento.“Other dealers look at what an adcosts and go ‘Wow! That’ll never payoff!’—a huge mistake,” he believes.“I didn’t concentrate on products;instead, I made the ads funny, like acomic strip—because, realistically,you can get a saw blade for about thesame price anywhere. You’ve got toremind people you’re there.”

So, at 17, Jeff was manning “a suc-cessful business, making reliableamounts of money, like any otheryard—$2 to $3 million a year. But Itook that business to $11 million onthose 1.5 acres,” he said. Next up, Istarted a second store, in Colfax;closed the first store, then opened athird—much larger—store back inGrass Valley,” the current flagship.

But, as all you dealers out thereknow so well, timing is everything.And in this case—disastrous. “Weopened the new store a month after

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smell the roasting turkeys for the staff’s Thanksgiving andChristmas parties, as well as the cooking demos for cus-tomers (cookies, anyone?). “It’s just been fun!” says Jeff.

So has the Carhartt line. “I’d questioned whether weeven wanted to get into clothing,” he recalls, “but we sell aton of it. Our [already sizeable] November sales doubled inDecember. The nursery has been expanded to 15,000 sq. ft.boasting a “wonderful selection, plus oddball stuff.”Decking (“a huge display on the floor, which people canwalk on”), paint and tools almost sell themselves, too.

“I noticed the town was lacking in service for small-engine repair, so we added that, and now repair everything.We advertise that we’ll have it fixed in under two weeks,not the usual two-months.”

There’s also a deli (and a long line for the popularbreakfast burritos) and line of Hobie kayaks and paddle-boards (hey, this is California) to buy or rent. Hunting, fish-ing and camping equipment, too (plus licenses). And thosegold-mining pans. You never know….

Diversifying extends to the outfit’s customer base.Formerly a 70/30 mix of pro and retail (with special outsidesales force for its commercial/industrial division, servinglogging operations, hotels and schools), Jeff has evened theratio to 50/50—“not by losing anything on the contractorend,” he emphasizes,” but by pumping up the retail effort”through—once again—advertising. “We mention our low-price guarantee, even featuring Home Depot’s prices in ourads.”

Why court the weekend warrior? As Jeff explains,“Retail traffic shores up the business. Any yard losesmoney six months of the year,” he claims—“a huge valleyto dig out. But with retail, you have that coming in; itsmoothes it out. Even if you just break even, it’s a recipefor success.”

And success, he underscores, is not secured by “any onething. It’s a culmination. Here’s the way I look at it. Youcan offer three things: price, service and quality. So I decid-ed to put service first, make it the most important. Qualityis a close second, and price a close third: That’s the wayyou have to do it,” he’s convinced. “Offer the highest quali-ty you can get, in stock. And people are smart enough tounderstand. As to customer service, we’re open, and wedeliver, seven days a week, 363 days a year. I’m alwaysthere to help out.”

So is the rest of the 150-strong team. “They want to suc-ceed, to do a good job. I teach them, ‘Smile. Eye contact.Greet. Share information. A thank you. And slow the no.’ Ifyou don’t know, ask a second salesperson.

“We try not to run out of product on the shelves; I hatethat! We have a corporate program, a formula, and we read-just it with every order. We have peo-ple in our stores who do nothing butcount inventory. And a weekly‘Whole Patrol’ to make sure there’snot an empty peg. If a customer isturned away, that’s a big deal: Howmany sales do you lose? It’s hard toget them into the store, so ifthey’re in here and we can’tserve them, that’s terrible.”

Not gonna happen. Andthat’s the key to success.

Carla [email protected]

NORTHERN CALIFORNIA’S Hills Flat Lumber, Grass Valley, has stayedstrong by tweaking its operations to better serve consumers, so that itsretail sales equal its pro sales.

9/11.” People were scared stiff, and not parting withmoney. But they weren’t traveling, either, Jeff figured—and invoked a new advertising campaign, playing on patri-otic motifs: Cancelling that overseas vacation? Well, turnyour backyard into a vacation retreat. And make yourkitchen something you can enjoy every day. As he affirms,“It worked.”

The second Hills Flat store was going gangbusters, too.“But it was a very small store, bursting at the seams, withonly 20 parking spots. So the question became, ‘How canwe turn people around and get them quickly in and out?’Quite a problem,” he allows.

He solved it without adding a single inch to the foot-print. “We had 20, 30 very skilled salespeople. We gotthem to walk customers through the entire project quickly,in and out the door—all while maintaining the best cus-tomer service ever. We went from 100 transactions a day to340, and a clear parking lot.”

Another tough time led to another creative, “Do it withwhat you have” solution. “In the slow-down of the ’90s,instead of laying people off, we gave customers a largertarget to hit. We stayed open longer and spread our peoplethinner, instead of retracting, like a lot of yards. We decid-ed to look around and better track the market—easier forthe Colfax location than Grass Valley, back where mygrandfather started. So in 2007, we set a yard up there,which did really well, considering the recession. It gave ushelp in opening the new Grass Valley store, too. In 2005,we’d bought two lots on top of a mountain—drilled andblasted the top of the mountain off, flattened it, so nowinstead of 1.5 acres and 4,000 to 6,000 sq. ft, we have a six-acre yard with 30,500 sq. ft. But those ensuing five yearswere bad,” he reminds us: “Really not good, with the stockmarket falling. Lots of people lost yards. Instead, we decid-ed to diversify. Not only did we expand hours, we addedwhole new product lines.”

And here’s where our story really takes off, just as thestuff on the floor did. As antidote to the recession, HillsFlat filled 2,800 sq. ft. with kitchen appliances, including“a huge line of Italian ranges selling for $3-4,000 (our salesbecame the fifth-highest in the country) and Whirlpool(third-highest). We sell a ton of appliances,” Jeff declares.“And they work, too!” In those kitchen vignettes, you can

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The real value of real cedarMarketing wood’s ROITODAY’S REPAIR and remodeling market is bursting at the

seams with composite and synthetic products for decksand siding alike. These products are often advertised asbeing low maintenance, long-lasting, and, curiously, havingan appearance that mimics real wood.

While trying to sell one product by claiming it looks likeanother is a subject for a different article, it does raise aninteresting question: Are man-made products better thanthe real thing?

If you ask a realtor the answer is a resounding “no.” Inan article recently published by the National Association ofRealtors, natural materials like cedar add more curb appealand a higher resale value to a home than synthetics.

It’s a message the Western Red Cedar Lumber Associa-tion is pleased to see, and they’re making the most of it aspart of their comprehensive U.S. marketing program.

WRCLA will be discussing elements of this program, inparticular “stories from the trenches” from their in-markettechnical experts, at this year’s NAWLA Trader’s MarketNov. 6 in Dallas, Tx. And the fact that WRC has a highreturn on investment is a message they were quick to add totheir program.

“The value proposition for WRC has always been thespecies’ natural beauty, durability, and versatility,” saysWRCLA managing director Jack Draper. “But with third-party studies now showing it helps resale value and even

MARGIn BuildersBy Western Red Cedar Lumber Association

WOOD DECKS offer a significantly higher return on investment vs. alternative materials, according to a new study.(All photos courtesy WRCLA)

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NEW APP supports retailers’ efforts in helping consumers plan and specwestern red cedar projects.

has health benefits over synthetic materials, we obviouslywant to promote that as those are pretty compelling reasonsfor a homeowner to buy one product over another.”

Based on information from the NAR’s 2015 Cost vsValue Report and findings from the National Association ofHome Builders, a video infographic was created highlight-ing the different returns on investment a home ownerwould see by adding a wood deck versus a composite deck.Although costs vary by region, the results were significant-ly higher for wood, with an average 81% ROI compared to68% for composite. However, that figure climbs to over100% for wood in some areas like the Pacific Northwest.

The video serves as a destination site for consumersseeking more information, and a print, PR and social mediacampaign around the message provides directions and linksto the video.

In addition to promoting WRC in traditional and newmedia, WRCLA is also creating tools to facilitate the saleof cedar on the retail floor. One such tool is the Real CedarRetailer App—or “DIY on the Fly”—and, given the rapidgrowth of mobile use, it’s beginning to gain attention at theretail level. According to Draper, “41% of all visits to real-cedar.com are now from smartphones and tablets. That’s upfrom 35% just a year ago. Our technical reps were the firstto field test it, and they got a great response and valuableinsights from retailers.”

In essence, the app serves as a mobile technical resourcethat provides support to the retailer and planning and speci-fying information for the consumer. The content is easilyaccessible and is broken out by applications such as: sidingand trim, decking, timbers, and fencing and gates, amongothers. Grades, coverage tables and profiles are also fea-

tured in addition to information on maintenance and finish-ing. The app also has a geo-locator showing the Real Cedarretailers closest to your current location.

DIY on the Fly was made available to retailers in May atWRCLA’s AGM Cedar School—a two-day training ses-sion covering everything from manufacturing to grading toinstallation. The app is now downloadable from the AppleStore and Google Play.

WRCLA has created a number of unique and innovativeprograms to sell WRC’s value proposition and make itmore accessible at the retail level.

simplify

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Delivering the redwood messageUp close and personal

IN MANY WAYS, promoting a great product like Californiaredwood is simple. Once an architect, builder or home-

owner has the opportunity to see, touch and feel the possi-bilities only redwood can offer, the deal is done.

While it may seem easy, marketing is still a significantinvestment of time and money. That is why CRA hasgrown its marketing strategy over the past few years to helpthese important groups understand the benefits redwoodbrings to any project. Our work this year is a great exampleof how we’ve helped keep redwood visible and a viableproduct for consideration among all of them.

ArchitectsWe brought our redwood message to the American

Institute of Architects’ national convention earlier this year,

PRODUCT SpotlightBy Charlie Jourdain, California Redwood Association

showing the thousands of assembled architects and designprofessionals how redwood is a beautiful, perfectly applica-ble product to use in interior and exterior designs. It was aperfect connection to the convention’s theme, “Impact.”

CRA also developed a continuing education coursethrough the AIA that focuses on the sustainable qualities ofredwood. This valuable information is even more usefulwhen comparing the qualities of a natural product like red-wood to composite and manufactured building productsthat claim to be environmentally friendly.

Focusing on the next generation of architects, CRA isproud to sponsor Cal Poly’s Solar Decathlon entry for thisyear’s national competition. This unique design competi-tion evaluates a handful of schools’ designs for net zeroenergy homes—and we’re pleased to provide redwood thatwill be used as decking and siding on this structure. Plus,the hands-on experience will give these future design pro-fessionals the confidence they need to recommend redwoodfor their clients’ projects.

Building TradesLike architects, many builders and contractors are slow-

ly becoming more aware of redwood’s availability in more

CALIFORNIA REDWOOD was on display at the recent AmericanInstitute of Architects show, and…

… SUNSET Magazine’s Sunset Celebration Weekend, as well as…

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markets across the country. So we’ve attended two tradeshows over the past year:

• JLC Live Northwest allowed residential constructionprofessionals in the northwestern U.S. to learn the latestbuilding trends and see products up close. The experienceof touching and handling redwood communicates morethan any artfully-photographed brochure ever could.

• Deck Expo, an event hosted by the North AmericanDeck and Railing Association for builders and remodelers,

proved to many how redwood is not only available today,but also a beautiful and cost-effective product that reallystands out among a forest of pretenders. We will deliverthat message again at the 2016 Builder’s Show.

ConsumersHomeowners are always seeking inspiration for improv-

ing their houses, and we love sharing ideas about the manyways you can work with redwood, so we carefully selecteda couple of events to support. Redwood was one of themany fine California products on display at this year’sSunset Celebration Weekend in Menlo Park, Ca., whereattendees sample many aspects of the California lifestyle,from carefully crafted culinary fare to conscientiously con-structed shelters.

The 2015 Street of Dreams event in Portland, Or., wasespecially meaningful, as the theme “RediscoveringAmerica,” emphasized reconnecting with originalAmerican products like redwood.

Having a presence among important influencers likethese is just one facet of any marketing strategy. Whatwe’re learning, though, as we have our conversations, helpsus continually fine-tune our message and strategy for futuremarketing endeavors.

– Charlie Jourdain is president of the California RedwoodAssociation. Reach him at [email protected] or (888)CAL-REDWOOD. Founded in 1916, CRA is one of the oldesttrade associations in the lumber industry. From the very begin-ning, the association’s primary mission has been to promote red-wood products and educate builders and consumers on the advan-tages of using redwood. To learn more about redwood, visitwww.calredwood.org.

… 2015 STREET of Dreams in Portland, Or.(All photos courtesy CRA)

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current supplier, you and I will already have a relationship.You will already know the quality of my products and ser-vice. It’s always good to have a back-up plan. Let me beyour back up plan.”

Our goal is to get the customer to continue to take ourcall. People are protective of their ongoing relationships.We don’t want to challenge them by saying we are better.We are not going to get married on the first date, so werelax and work on the future of our relationship.

“The market is weak.” Instead of trying to change acustomer’s mind, go with them on this objection.

“Really, where do you see this bottoming out?” (It’samazing that customers are experts at telling us the marketis coming off, but not so expert at telling us when it willbottom out.) Many customers will say, “I have no idea, butit’s probably going to zero.”

Confidence is key. We want to act like we just sold 20on our last call and we are going to sell 20 on the next call.

“How long can you wait before you have to buy?” Manywill say, “I’m just going to buy partial loads out of distribu-tion.” When our customers give us this reply, we ask,“How much are you paying out of distribution?” May sell-ers clam up on this objection. The idea is to understand thecustomer’s mindset. If they are not buying why force it?Keep the customer talking about their situation. In this waywe will learn what they are thinking. We cannot sell to anobscure target.

“When this thing bottoms out, how much will you buy?”When the customer gives us an idea, we babysit theirinventory on subsequent conversations. We will be doingthis with several (all) of our customers, so when the marketbounces we will close them all in a row.

The Hidden Objection. Sometimes customers aren’tbuying from us and are reluctant to tellus why. Saying, “Pete, it feels likeit’s a relationship thing” will oftencrack the safe. I’ve seen customersreact with relief to this phrase. Whencustomers can’t tell us why theyaren’t buying, this phrase willmake them feel understood.

Preparation is key. When weare calm and confident whileovercoming objections, we willsell more.

OLSEn On SalesBy James Olsen

James OlsenReality Sales Training

(503) 544-3572 [email protected]

Overcoming objectionsAS SIMPLE AS it may seem, many sellers do not over-

come objections. These sellers begin in a charmingway, but lose their conviction when the customer givesthem a reason they can’t or won’t buy. Objections are(almost) the same across all industries.

Most customers only have one objection. If we can over-come that objection, we are very close to an order. Ourapproach with customers should be confident without beingarrogant. The customer cannot push back if we are notpushing. Quiet confidence is attractive. We are all tuningforks. When we are relaxed, our customers will relax.

Below are the major objections we all face and somegreat answers to them.

“Your price is too high.” Simply, “If we can work onthe price, can we put this together?” Don’t say, “Where doI need to be?” This makes the customer the boss and makesthem do all the work. Ask them to work on this issuetogether.

Another option is to say, “Huh, we’ve been selling wellat this level, what are you thinking on price?” This makesprice a discussion between partners. The fact that we areselling will also slow down the price grind.

“I don’t need any right now.” “That’s fine, Mr.Johnson. I am not looking to sell you anything right thisminute. What I am trying to do is to get to know moreabout you and your business to see if we are a good matchfor each other.”

“I am happy with my current supplier.” This will bethe major objection we face when trying to open newaccounts. Most customers we call on will already be buyingfrom someone else! This is good. It means they do buywhat we sell.

“I don’t want to get in the way of your current relation-ships. Why don’t we continue to talk? I can be your back-up supplier. That way if anything does happen with your

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IF YOU WANT to grow your company quickly, you need tothink about it the right way. You’re not selling, you’re

helping. You’re not imposing, you’re providing great value.Ask your customers, they’ll tell you.

Here are some additional revenue growth truisms: Marketing is the low-hanging fruit. If you want to grow

your business, there is nothing you can do—not even salesmeetings!—that will grow your company faster, easier andmore effectively than good marketing. Sales is one-on-one.Marketing is one-to-many. Marketing allows people toraise their hands, and volunteer themselves as being inter-ested in your work. Marketing feeds your salespeople.Marketing feeds your family.

Effective marketing requires the right mindset. You can-not out-market, out-sell or out-produce your mindset. If youthink you’re selling products or services that’s what youwill market. If, conversely, you believe you are improvinglives and growing businesses, that is what you will market.Since marketing is nothing more than a transference of per-ceptions (yours, onto your market), good marketing beginsbetween your ears.

Here, then, are the major mindset shifts required toimprove your marketing:

You don’t sell products and services, you improve livesand companies. There’s such a massive difference betweenthese two beliefs that this shift can actually mean seven fig-ures in additional sales for most of you reading this. If youtell me you sell products or services, I think you’re a com-modity, and I’m bored. If, conversely, you tell me you canhelp me grow my business, and as a result I can achieve mydreams, you will have my undivided attention (and proba-bly some of my money, too).

You’re not imposing on prospects’ time, you’re availingthem of your tremendous value. When you believe thatyou’re in the business of improving lives and growing com-panies, you don’t hesitate to pick up the phone to tell peo-ple about the great value they’re missing out on if theydon’t do business with you.

The effective mindset is “I believe in my value and willshamelessly communicate it to clients and prospects.”Unfortunately, too many think “I don’t want to bother myprospects.” Here’s the truth: You are doing prospects a dis-service by not informing them of how you can help them.You owe it to them! They deserve to know.

This next mindset shift is huge, with tremendous impli-cations for your company’s success:

Effective revenue growers take action instead of over-thinking, over-planning, and under-executing. Want toknow the key to marketing more? It’s marketing more. Thisis how easy it is. There is no secret or magic to growingyour business besides taking more action. That’s it.

If it seems overwhelming, and you’re not sure what todo, let me list five activities here, none of which take morethan 15 minutes each. I find that 15 minutes per day is aterrific period of time for new action because it’s fast, non-threatening and difficult to avoid. Even you have 15 min-utes per day! So, tomorrow, first thing in the morning, sitdown and execute one of these marketing activities:

• Call a customer. Ask them how they think, feel andtalk about your company. You’ll be cementing your rela-tionship, identifying powerful marketing language, andpoking around potential opportunities.

• Write a good email with powerful value and an entic-ing offer to a group of customers or prospects, and send it.

• Call a local media member and offer to help them withthe topic that they cover.

• Pick a page on your website and make it simpler andmore emotional.

• Start a spreadsheet and start dumping everyone you’veinteracted with over the past year into it. Then assign thetask to somebody else. Pass the spreadsheet around yourcompany. Build your lists! This is one of the most effectivemarketing tools at your disposal.

I can keep going, but these should get you through thefirst week. By then, hopefully you’ll think ofadditional 15-minute marketing activitiesyou can be implementing.

If you want to grow your business, mar-ket. If you want to market better, or more,believe in your value, and focus your mind(and your messaging) on how peopleare better off after working withyou, rather than on your productsand services. And, in the name ofall things revenue and growingbank accounts, take action!

Alex GoldfaynCEO, Evangelist

Marketing Institutewww.evangelistmktg.com

EVAnGELIST MarketingBy Alex Goldfayn

The revenue mindset

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26 Building Products Digest September 2015 Building-Products.com

ONE OF THE BIGGEST challenges many business leadersare facing today involves recruiting and retaining

new talent. Our industry is no different. Most of our cur-rent workforce is comprised of Baby Boomers who areapproaching retirement within the next five to 10 years.

Because of this, succession planning has become acrucial priority for business owners and managers across

THInKInG AheadBy Bethany Doss, Capital Lumber, and NAWLA Board Member

the board. This aging workforce has extensive knowledgeand experience, and we now have to capture and sharethe wisdom with our future generation of employees—ageneration that can be somewhat difficult to access.

Challenges in RecruitmentThere are many reasons why the challenge of new tal-

ent recruitment, particularly among the Millennial gener-ation, exists in the lumber industry. Most of these revolvearound perception.

Oftentimes, we apologize for our industry not being“sexy” or “cool,” but the fact is that this new generationof talent is not that different from any other. They want towork for a strong company with good benefits that pro-vides a clear path for growth and opportunity. This indus-try is about people and relationships; it is our responsibil-ity to sell this to any potential hire, not just theMillennials.

Younger candidates may believe that this is a “sunset”industry or one that isn’t technologically advanced, mod-ern or environmentally friendly. And since some mills arebased in small towns, it’s also difficult to find local tal-ent. It’s essential that we work to dispel these myths withour prospective workforce by highlighting the state-of-the-art technology of your facilities, promoting theadvantages of the town(s) your facilities are in, and talk-ing about the environmental benefits of wood—it’s arenewable resource and can help tackle climate change.

Getting Their Foot in the DoorThrough Internships

One of the easiest ways to attract and retain new talentis through a company internship program. ThroughCapital Lumber’s internship program, we place multipleinterns at each location. We have hired and retained sev-

Attracting new talentto the lumber industry

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eral of those interns as full-fledged sales and productmanagers.

One of the biggest contributors to success in formingan internship program is getting buy-in from your currentemployees. Having someone market the program is key,but also having some of the more seasoned team mem-bers train and educate the interns is really where theknowledge flow happens. Mentorship is crucial. This alsocreates a “buddy system” for the intern, where they knowthey have someone available to ask questions and helpthem through daily activities and duties.

If you’re planning to start an internship program torecruit new talent, make sure it is aligned with the localuniversities with whom you work. For example, mostbusiness schools will give credit to their interns if theyare assigned a project from the employer. Get to knowyour local university’s career services department andinterview them to see what they are looking for with theirinterns.

The greatest success we’ve had with Capital Lumberis our relationship with our local universities. They knowour company by name, and when a strong candidatecomes up, they know to call us first to see if we are inter-ested. These relationships may take some time to build,but are an important part of the process.

Additionally, with your program, there should be aformalized structure in place, which includes a 30- to 60-day onboarding and training schedule. Also, ensure the

intern has plenty of work to do that will give him or herhands-on experience and build a knowledge base.

Our internships are project-based, so the interns cango back to their classes with a tangible experience. We allremember being interns at one point, and the mostdepressing thing was that you were responsible for mak-ing coffee and making copies—nobody likes that. It isimportant to us that our interns have something they canput on a resume and are able to present a solution to aproblem we face every day.

Lastly, once you hire interns, treat them like newhires, not burdens. And always pay them.

Establish a Standard for SuccessOne of the biggest benefits of working in this industry

is, by far, the relationships. With a company that fosters aculture of innovation and growth, a new professional canflourish and make a difference in a short amount of time.The industry has a lot of educational organizations thatyour younger workforce should get involved in, andNAWLA specifically has created a lot of “Next Gen”opportunities to network.

The more involved they are in the industry as a whole,the more likely they will want to stay with your organiza-tion. Encourage them to get involved in NAWLA 10Groups, and send them to training sessions, such asWood Basics where they not only learn the fundamentalsof the lumber industry, but they make lifelong friendsthey can connect with in the future.

One of the most important aspects of all this is tomake sure whoever leads your company’s recruitingeffort believes in the process. You have to have a goodcheerleader promoting your company and sharing whyit’s the best place in the world to work.

– Bethany Doss is business manager for Capital Lumber,Healdsburg, Ca., and a member of the North AmericanWholesale Lumber Association’s board of directors.

A Special Series fromnorth AmericanWholesale Lumber Association

About NAWLANAWLA (North American Wholesale Lumber

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Learn more about how NAWLA can help yourbusiness at www.nawla.org.

Tips for ExpandingYour Talent Pool

• Talk to your local universities and colleges and attendtheir recruitment fairs to promote your job or internshipopportunities to their students. Target the schools thathave the programs related to those opportunities.

• If possible, give presentations to specific classes inthose schools, outlining your business and discussing thebenefits of working there.

• Use LinkedIn or other social media platforms to getthe word out about your company and engage with poten-tial candidates.

• Do research on who you want to recruit, and reachout to them in the way they would like to be contacted.

• Before recruiting for an internship program, have aset structure. Savvy interns will quickly notice if the pro-gram was not well-planned or poorly executed.

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30 Building Products Digest September 2015 Building-Products.com

DEALER BriefsBuilders FirstSource, Dallas,

Tx., has completed its acquisition ofProBuild Holdings, Denver, Co.,creating the industry’s largest LBMdealer, with over 430 locations across40 states.

Aurora Lumber, Aurora, In.,was devastated by a late-night fire Aug.10. The yard suffered about $250,000in damages, including loss of its show-room and considerable inventory.

Louisiana Builder’s Supply,Baton Rouge, La., reportedly hasclosed after eight years.

Anchor Lumber, Silvis, Il., wasback in business a day after an Aug. 3fire tore through its lawn & garden dept.

US LBM’s Hines Supply divi-sion added a 7,000-sq. ft. showroom inBloomington, Il. (Joe Stubler, GM).

84 Lumber Co. will open a newstore and door shop this month in St.Augustine, Fl., four years after it pulledall stores from Northeast Florida.

In addit ion, 84 has closed itsHarmans, Md., store to convert it into acustom door shop.

Busy Beaver, Pittsburgh, Pa., isaligning its 16 home improvement cen-ters with True Value.

La Grange Park Ace Hard-ware, La Grange Park, Il., was closedindefinitely Aug. 20 after a large portionof its roof support cracked.

Kabelin Ace Hardware willrebuild Granger, In., store, following anAug. 17 fire.

Ace Hardware is targeting aNov. 1 opening in St. Augustine, Fl.Franchisee Kyle Turner currently oper-ates two Aces in Jacksonville, Fl.

Habitat for Humanity openeda 9,400-sq. ft. ReStore discount LBMoutlet Aug. 22 in W. Boca Raton, Fl.(Matthew Carter, mgr.).

Braly Builders Supply ,Palestine, Tx., was honored with theTexas Treasure Business Award.

Aubuchon Hardware is eyeinga 1-acre site in Ipswich, Ma., to possi-bly build store #121.

CNRG Taking Over Marvin’sCentral Network Retail Group,

Natchez, Ms., has acquired 70-year-old Marvin’s Building Materials,Leeds, Al.

Marvin’s operates 28 home centersin Alabama, Mississippi, Georgia andTennessee, with #29 currently underconstruction and expected to open inOctober in Camilla, Ga.

“We couldn’t be more excitedabout the addition of Marvin’s to ourportfolio of stores and brands,” saidJimmy R. Smith, chairman of CNRG.“Marvin’s fits perfectly in our geogra-phy of stores giving us a stronger posi-tion in the southeast.”

Formed in 2011, CNRG currentlyoperates 81 home centers, hardwarestores, and lumberyards in 10 statesunder fourteen different brands.

Lowe’s Takes Tiny Bites ofBig Apple

Lowe’s opened a scaled-back30,000-sq. ft. store on the Upper WestSide of Manhattan, N.Y., Aug. 17,with a second convenience-sized loca-tion to open this month in the city’sChelsea neighborhood.

The smaller convenience format,influenced by the Orchard SupplyHardware stores the chain acquired in2014, will offer more high-techimprovements and urban-friendly ser-vices, including a free potting stationfor indoor plants.

BMC Buying Robert BowdenBMC, Atlanta, Ga., has agreed to

acquire Robert Bowden, Inc.,Marietta, Ga., expanding its customand production millwork capabilitiesto the Southeast.

“Over the past 32 years, RobertBowden has built a fine reputation forexcellence for providing custom andproduction millwork,” said BMC CEOPeter Alexander. “We are very excitedabout growing both companiesthrough the combined strength of RBIand BMC, and both companies willremain focused on our customersthrough the combination.”

Nick Massengill, president of RBI,added, “The alignment of culturesbetween these two great companieswill fit the strategy of BMC and willprovide scale for RBI. The transactionpresents great opportunities for futuregrowth and prosperity.”

Founded in 1983, RBI operates dis-tribution centers in Marietta, Duluthand McDonough, Ga., as well as amanufacturing operation in Marietta.

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32 Building Products Digest September 2015 Building-Products.com

was very small, so small there wasn’teven room for on-site offices,” saidJim Shalvoy, VP-marketing. “It wasalmost a temporary beachhead into themarket that they had intended toexpand, but never had the chance tofollow through on.”

Cedar Creek operates 24 locationsserving 32 states.

Indiana Store Changes HandsLongtime owner Sam Crawn has

sold Sam’s Do-It-Best Hardware,Brazil, In., to Steve Guernsey, whowill rename the store Brazil Hardwareand convert it into an Ace Hardware.

The store will remain open as itundergoes a roughly seven-weekremodel starting Oct. 1. Being addedare a new product assortment, newsignage, new POS scanners and soft-ware, a new floorplan, and some redpaint, to coordinate with Ace’s colors.

Conifex Timber, Vancouver,B.C., has completed its acquistion ofthe El Dorado, Ar., sawmill shut downby Georgia-Pacific in 2006.

Weyerhaeuser Distributionis now stocking a full line of FortressRailing Products at its Charlotte,N.C., distribution center.

Simpson Door Co. is nowbeing represented by FlyoverPremier Sales, Lee’s Summit, Mo.,in the Midwest, from Kansas toMichigan and Ohio, and by MarquisSales & Marketing, Clear Spring,Md., in the mid-Atlantic and inland,from New Jersey down to Tennesseeand Georgia.

Cordeck, Kenosha, Wi., boughtthe assets of HH Robertson, includ-ing the Q-Floor/Taproute in-floor wiremanagement system.

Pan American Screw ,Conover, N.C., acquired WesternBuilders Supply, Billings, Mt.

WBS joins Pan American’s threeother brands—Deerwood Fasteners,Sure Drive USA, and Co-Op Screw.

WBS CEO Rob Saunders will stayon during the transition. For the longterm, Dale Rife, current Pan AmericanVP-finance, will relocate to Montana tohead WBS.

Northeast Building Supply,Bridgeport, Ct., acquired Architec-tural Building Components,Hackensack and Long Branch, N.J.

ECi Software Solutions, FortWorth, Tx., acquired the JumpTrackproof-of-delivery solution from JumpTechnologies. For the last eightyears, ECi has been providingJumpTrack to dealers using its DDMSand Red Falcon systems.

PRO Group presented its 2015Paul L. Cosgrave Memorial Award forsuperior hardware merchandising toNunda PRO Lumber & Hard-ware, Nunda, N.Y.

RoyOMartin’s forestry opera-tions have logged eight straight yearswithout an OSHA-recordable injury.

American Wood Council hasredesigned website at www.awc.org,making it mobile responsive.

SUPPLIER BriefsCedar Creek ExpandsPresence in Wisconsin

Cedar Creek, Oklahoma City, Ok.,has relocated its Sun Prairie, Wi.,branch to a considerably larger facilityin Madison, Wi.

The new branch officially openedfor business Aug. 18, retaining thesame phone numbers.

At 13.4 acres and with 113,000 sq.ft. under roof, the new site providesroom to add “a whole catalog of spe-cialty products beyond what the oldcommodity lumber reload couldaccommodate,” said Jim Shalvoy, VP-marketing. “It will add cedar siding,fiber cement siding, engineered woodproducts, housewrap, hardwood ply-wood, and a broad portfolio of newproducts.”

The prior facility was inheritedfrom Roberts & Dybdahl, whichCedar Creek purchased last year. “It

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34 Building Products Digest September 2015 Building-Products.com

HANDY HARDWARE, Houston, Tx., rolled out an even broader range of new private-labelproducts that pumped up heavy attendance at its recent fall market in San Antonio, Tx.“We couldn’t be more pleased with the attendance and participation at this year’s fall mar-ket,” said president Craig Cowart. “Our double-digit gain in attendance, with close to athousand attendees and over 500 manufacturers, represents Handy’s focus on recapturinglost market share with both existing and new customers.”

Parksite Purchases LavelleParksite Inc., Batavia, Il., has

acquired Lavelle Co., a Fargo, N.D.-based LBM wholesaler serving retaillumberyards throughout NorthDakota, Minnesota, South Dakota, andIowa since 1939.

“Our objective is to grow signifi-cantly faster than the market, andacquisitions are an important piece ofour growth strategy,” said Parksitepresident Ron Heitzman. “The LavelleCo. has built a strong market positionwith quality products, great peopleand excellent customer service and weare excited to have them become partof the Parksite organization. Theacquisition will expand both our geog-raphy and product portfolio.”

Nationally, Parksite now has ninelocations in the eastern half of theU.S., with nearly 400 employees.

Beacon Roofing Buying RSGBeacon Roofing Supply, Peabody,

Ma., has agreed to acquire RoofingSupply Group, a roofing products dis-tributor owned by investment firmClayton, Dubilier & Rice, in a cashand stock transaction valued atapproximately $1.1 billion.

RSG shareholders will receiveapproximately $286 million in cashand $291 million of Beacon commonstock, and Beacon will refinanceapproximately $565 million of RSG’sdebt. It is targeted to close on Oct. 1.

Based in Dallas, Tx., RSG distrib-utes roofing supplies and related mate-rials from 83 locations across 24states, including the PacificNorthwest—a first for Beacon.

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Building-Products.com September 2015 Building Products Digest 35

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36 Building Products Digest September 2015 Building-Products.com

Bob Taylor, president and CEO, Do itBest Corp., Fort Wayne, In., willretire Jan. 4, 2016, and be succeed-ed by current executive VP andCOO Dan Starr.

Brandon Natale, ex-ProBuild, hasbeen named VP-purchasing at J.P.Hart Lumber Co., San Antonio, Tx.

Robert Torino, ex-Brockway-SmithCo., has joined Boston Cedar,Manchester, Ct., as a territory repfor Connecticut.

Joe Person has been named CFO forWOLF, York, Pa.

Jeremy Rogers, ex-84 Lumber, isnew to outside sales for MeadLumber, Kearney, Ne.

Tisha Little is new to sales atTennessee Valley Forest Products,Chattanooga, Tn.

Chuck Stout has been appointed VPof operations for Shannon LumberGroup, Horn Lake, Ms.

Raul Lopez has been promoted tostore mgr. of McCoy’s BuildingSupply, Brownsville, Tx.

Travis Torrence, ex-Biewer Lumber,is now Cincinnati, Oh., territorymgr. for BlueLinx.

MOVERS & Shakers

Jerry Resides, ex-Alside SupplyCenter, is now in outside sales with84 Lumber, Murrysville, Pa.

John Hess Jr., owner/manager,Johnny’s True Value Hardware,Harlingen, Tx., has retired from thebusiness his father started in the1950s.

Patrick Hamill, ex-Metrie, is a newbranch mgr. with Horizon ForestProducts, Richmond, Va.

Bob Parquette, ex-Big Bay Lumber,is new to the industrial sales divi-sion of Great Northern Lumber,Blue Island, Il.

Tony Hare, ex-ProBuild, is now inoutside sales with AmericanBuilding Supply, Coppell, Tx.

Nathan Schremser, ex-ForestProducts Supply, has joined MakitaUSA, as industrial territory rep forKansas City, Mo.

Jason Karasek is new to outside salesat Carter Lumber, Middlefield, Oh.

Mark Olson is now in sales atMarling Lumber Co., Madison, Wi.

Nick Dowd has been appointed presi-dent of Metal Sales ManufacturingCorp., Louisville, Ky.

Thomas Winowiecki has been hiredas mgr. of engineering services forHoover Treated Wood Products,Thomson, Ga.

Gerard Arpey, former AmericanAirlines CEO/chairman, has beennamed to the board of directors ofHome Depot, Atlanta, Ga.

Andrew Werfelmann is new to NorthAmerican Wholesale LumberAssociation, helping to organizethe 2016 Leadership Summit.

Dan Olson, owner of Ace Hardwarestores in Franklin Park andWaukegan, Il., was named the 2015Ace All-Star Retailer, acknowledg-ing his extraordinary fundraising,leadership skills, innovation andcommitment to Children’s MiracleNetwork Hospitals.

William B. Cox Sr., founder, CoxIndustries, Orangeburg, S.C., willbe inducted March 3, 2016, into theSouth Carolina Business Hall ofFame.

Howie Dewing is the new greeter atMungus-Fungus Forest Products,Climax, Nv., report owners HughMungus and Freddy Fungus.

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SUSTAINABLE VERSATILITY DESIGN competition is an annual design contest for architecture, engineering, and design students. This year’s winnerused eastern white pine as the primary component for a showcase house for the Community Development building in Bryan, Tx.

38 Building Products Digest September 2015 Building-Products.com

Honored designNeLMA announces 2015 architecture

student competition winnerJACK SEARCY, a second-year envi-

ronmental design student at TexasA&M, is the recipient of the 2015Rich Quitadamo SustainableVersatility Design Award for his pro-ject entitled “Bryan Showcase House.”

The Rich Quitadamo SustainableVersatility Design Award, sponsoredby the Northeastern LumberManufacturers Association (NELMA),is a design contest for architecture,engineering, and design students cur-rently enrolled in an accredited archi-tecture program to design a modernsustainable structure featuring easternwhite pine. Judges base their decisionson dialogue-inspiring, future-predict-ing, forward-thinking designs.

“NELMA developed the SVDAaward program in 2010 as a vehicle toreintroduce wood, particularlyNortheastern softwoods, to the nextgeneration of architects and design-ers,” said Jeff Easterling, president ofNELMA. “We envisioned the competi-tion as an activity to engage the cre-ativity of today’s students while pro-viding a stimulus to see the value of

EasternWhitePineSpecial Issue

using wood as a contemporary andsustainable building material.”

The 2015 design challenge for all

entrants: Design a contemporary, sin-gle-family home that significantly fea-tures eastern white pine. The project

PRESIDENT of NELMA, Jeff Easterling (left), and Fine Homebuilding senior editor Andy Engel, aSustainable Versatility Design award judge, presented the 2015 award to Jack Searcy via Skype.

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40 Building Products Digest September 2015 Building-Products.com

PREMIUM GRADE eastern white pine was used solely for the interior, including in the ceiling andflooring boards. The species is not frequently used for flooring, but coating the wood with oil prior tofinishing provided the eastern white pine with both softness and durability.

must incorporate at least three differ-ent eastern white pine grades. Totalnumber of 2015 entries almost dou-bled from 2014, with students hailingfrom Hawaii to Maine and points inbetween.

Andy Engel, senior editor of FineHomebuilding, served as a judge forthe contest and emceed the award pre-sentation at the 2015 NELMA annualmeeting. In his opening remarks,Engel noted, “Some people ask whywood is still relevant; this shouldn’teven be a question. The designs fromthese students are exceptional, and I’mhopeful for the future with them in it. Ican’t say enough about the value ofeducation in the building industry.”

Engel continued by praisingNELMA’s outreach efforts to architec-ture students nationwide: “You guysare really smart by holding this designcontest. By introducing wood early intheir career, you’re creating a long-range effect on these kids.”

Searcy and his professor, AhmedAli, assistant professor of architecture,appeared at the NELMA annual meet-ing via Skype to discuss the winningdesign and their overall views on theuse of wood in architecture.

Using Eastern PineWhen asked if this project would

influence his future designs, Searcyreplied in the affirmative. “Wood isexperiencing resurgence right now,and I want to be part of it. Designingwith eastern white pine in the future isa sustainable choice; the versatilityand beauty of the different wood

grains adds so much to a design.” Ali discussed his students’ response

to the Sustainable Versatility Designchallenge, which he integrated into hiscurriculum: “My students very muchenjoyed learning more about theprocess of designing with wood.”

Searcy received a $1,000 cashaward and a custom trophy carvedfrom eastern white pine. In their com-ments, the Sustainable VersatilityDesign Award judges praised his pro-ject as a hybrid of contemporary andtraditional Texas architecture, andnoted his creative uses of industrial,standard, and premium grade easternwhite pine throughout the house.

Rebecca Diaz, also a second-yearenvironmental design student at TexasA&M, earned a second-place finish.Her project, “Single Family Home,”featured eastern white pine for bothframing and exterior. Making exten-sive use of wood in the home’s interi-or, wood application highlightsinclude sunken paneling, ceiling mold-ing, kitchen cabinetry, and the diningroom table and chairs.

The Rich Quitadamo SustainableVersatility Design Award was namedafter Rich Quitadamo, a veteran mem-ber of the NELMA marketing commit-tee who was instrumental in the cre-ation of the SVDA program.Following his untimely passing in2013, the committee voted to honorhis unselfish work and participation inNELMA by naming the annual studentcompetition award in his honor.

Complete details of the 2016Sustainable Versatility Design compe-tition will be posted on www.sustain-ableversatility.org later in 2015. STANDARD GRADE eastern pine was used for exterior siding and cladding, to be cost efficient.

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42 Building Products Digest September 2015 Building-Products.com

GRADER ACADEMY provides necessary information in a visual, easy-to-follow format accessible to mill employees, dealers, wholesalers and

become a strong tool for educating the industry as awhole.”

The intent of the Grader Academy is to turn the daunt-ing, laborious process of becoming a lumber grader on itsear: “The Grader Academy takes NELMA’s member ser-vices to a whole new level by providing the information

Grader AcademyA year of success

ONE YEAR AGO, NELMA launched the Grader Academy,the first-of-its-kind, multi-species, forward-thinking,

educational resource for the industry. Initially aimed atfuture graders, the Grader Academy has attracted thenotice of mill employees, wholesaler/dealer employees,people interested in lumber sales, and even a fewbuilders/contractors.

“After only a year, the Grader Academy is reachingdeeper into mills than we ever anticipated,” said JeffEasterling, president of NELMA. “It’s clear that it’s

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needed in a visual, easy-to-follow format,” continuedEasterling.

Found at www.graderacademy.org, the NELMA GraderAcademy is free/non-subscription, with zero pay-to-useelements. Users are finding simple, easy-to-understandgrading background information, rules, and more, at theirfingertips 24/7/365.

By paralleling the two most important softwood lumberspecies and species grouping the Northeastern and GreatLakes Regions—Eastern White Pine and Spruce-Pine-Fir—courseware was designed focused on the naturallearning approach. Visual images are integrated into eachlearning element to reinforce all elements of the gradingprocess.

Four series of learning levels are planned, with threealready in place:

• Level 100 focuses on lumber characteristics and basicknowledge.

• Level 200 teaches how to apply lumber characteristicslearned to actual lumber grades.

• Level 300 explains grading rule exceptions and the

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Building-Products.com September 2015 Building Products Digest 43

ADDING A FUN element to the GraderAcademy, Above Board is an interactive gamecomponent that simulates real-time lumber

NELMA GraderAcademy Stats

Since December 1, 2014:

• Registered users up 65%• Course quizzes taken up 118%• Each of the three existing levels

includes a top 10 ranking of all users,indicating number of courses takenand success within each course.

by utilizing drag-and-drop technology. Above Board is a unique element

added by NELMA that truly sets theGrader Academy apart: This interac-tive game component extends thereach of the body of knowledge byadding in a little fun. Simulating real-time lumber grading in a mill setting,Above Board offers variable lugspeeds ranging from beginner toadvanced. As with the GraderAcademy, Above Board is completelyfree to play.

“We are so pleased with the posi-tive reaction to the Grader Academy,”Easterling said. “NELMA now reachesinto 20 states and our primary goal asan association remains providing eachand every member with the informa-tion and services they need. With theGrader Academy, the focus remains

on creating satisfied customers: areend-users getting the grade of materialthey expect? We will continue to growthe Grader Academy to meet the needsof our members, their employees, andthe industry as a whole.”

application of interpretations. • Level 400, the most advanced

level, will use knowledge shared with-in the previous modules to challengeusers to build their own lumber grade

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44 Building Products Digest September 2015 Building-Products.com

Introducing Skip & WaneWHEN WAS THE last time you read

a comic strip that really spoketo you? Introducing another first fromNELMA: a forest products industry-

EasternWhitePineSpecial Issue

themed comic strip, The Adventures ofSkip & Wane. The strip focuses ontwo brothers working at a softwoodlumber mill in the Northeast.

Let’s meet everyone: • Wane, the knowledgeable, hands-

on mill supervisor; • Skip, his younger brother, the

Page 45: BPD Sept 2015

Building-Products.com September 2015 Building Products Digest 45

newbie who just started working at themill;

• Burl, the seasoned know-it-allmill employee; and

• Mill employees (and mascot!)Dolly Varden, Mr. Pickwick, andSpike Knot, the dog.

“We like being on the cutting edgeof marketing within the wood indus-try,” said NELMA’s Jeff Easterling.“Unique marketing vehicles challengethose in the industry, encouragingthem to see things in a different way.We think the entertainment value ofSkip & Wane will continue our effortsto raise awareness for NELMA indus-try-wide. It’s an inexpensive, effectivetool for sharing key messages in a newway. We hope it brings a smile to thefaces of our readers!”

Each strip will focus on key indus-try topics, sharing information viaindustry inside jokes or humorous tar-geting of the competition. Each char-acter’s traits will play into the stories,adding humor in a wink-wink fashion.Two strips have been released, withanother four planned in the near future.

“Cartoons embedded within mar-keting strategies are deeply rooted inhistory,” continued Easterling. “Theirresults are well documented as some

of the most-read and most-remem-bered elements of a promotional cam-paign.”

The use of non-traditional forestproducts marketing vehicles has beenNELMA’s signature over the past sev-eral years. Successful ventures include

the Grade Swatch, the 360° VirtualTour, the animated “NELMA vs.”online video series, and the GraderAcademy.

Each Skip & Wane strip will beposted on www.nelma.org and pro-moted via social media.

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46 Building Products Digest September 2015 Building-Products.com

21st century marketingof eastern white pine

NeLMA social media update

EasternWhitePineSpecial Issue

AS THE CONSTRUCTION industrybecomes more intertwined with

social media, NELMA has stayedahead of the curve with consistentcontent updates across existing plat-forms and targeted outreach programin new directions.

“Social media is one of the mostinteresting and influential things tohappen to this industry in decades,”said Jeff Easterling, president ofNELMA. “What was once scoffed atas a fad is now an absolute necessityfor any association, company, orbrand. Our strategy is to reach our keyaudiences where they are and moreand more, they’re engaged in socialmedia.”

Steady contributors to Facebookand Twitter for the last several years,NELMA uses these most common

platforms to share association andindustry information. Visitors to theNELMA Facebook page will find asolid mix of NELMA news, case his-tories featuring eastern white pine,forest/wood facts and figures, andwood industry updates.

NELMA on Twitter features muchthe same information, edited down tothe 140-character parameter.

“This last year has seen a strongincrease in engagement with ourNELMA followers,” continuedEasterling. “As members and dealersventure out into social media more,we see them popping up on our wallsliking and sharing our informationand engaging with us in the commentsection.”

NELMA.org, the association’s key-stone website, is an interactive, easy-

Visit NELMA onSocial Media

NELMA(Northeastern Lumber Manufacturers Association)

@iNELMA

NELMA

NELMA(Northeastern Lumber

Manufacturers Association)

Page 47: BPD Sept 2015

What Is

?

Building-Products.com September 2015 Building Products Digest 47

to-use online destination packed fullof northeastern softwood lumber edu-cational information and selling tools.Targeted at retailers and wholesalers,the site offers deep knowledge andusable information designed to helpthese audiences with their daily jobs.

Digging a little deeper: An updated Library offers NELMA

publications for easy ordering andfeatures standard grading rules,design values, and span tables forquick review. Not sure how to read agrade stamp? Find out here. An entiresection is devoted to the popularWhite Pine Monographs, beautifulbrochures detailing eastern white pineapplications of the past and present.

A new Mill Locator offers a com-plete listing of NELMA mills in bothaddress and map formats.

Videos are everywhere! Site visi-tors can check out two videos promot-ing the most recent White PineMonographs, plus animated compar-isons of eastern white pine, PVC, andradiata pine.

Also in the NELMA arsenal:EasternWhitePine.org, a more con-sumer-based website focusing onbeautiful applications for the product.News Blocks feature case histories,design trends, and multiple uses ofeastern white pine through project

Described as more of a catalog orclearinghouse of information,Pinterest is designed to inspire usersto take action and research, chose,and complete projects. Featuringeasily searchable key words andmore beautiful photos than the eyecan handle, photos are pinned toboards (organizational tools) by theuser. This ability to custom organizepins makes it incredibly user-friendly.

Recently experiencing exponen-tial growth, Pinterest was describedin a recent Forbes magazine articleas “… Pinterest doesn’t get a wholelot of respect… which will make iteven more surprising when Pinteresteats its competitors alive.”

As of February 2015, Pinterestboasted approximately 70 millionactive users and a worth of about $5billion.

profiles and feature stories. SustainableVersatility.org is a spe-

cialized NELMA site to share infor-mation about the association’sSustainable Versatility Design Award,a recognition awarded annually to acollege student studying architectureor engineering.

What’s next on the social mediahorizon for NELMA? Two things:

Pinterest. The perfect online loca-tion for NELMA’s portfolio of beauti-ful home projects, the associationopened a Pinterest page over the sum-mer. Information will be dynamic,with photos loaded on a regular basis.

LinkedIn. As an association,NELMA serves its members, many ofwhom are already active on this busi-ness-targeted social media portal.NELMA’s profile went live over thesummer.

“We’re keeping a finger on thepulse of social media trends in theindustry, and taking a leadership rolein association information sharing,”concluded Easterling. “As for thefuture, we won’t rule anything out.Not all social media platforms areright for NELMA, but we’ll researchany and all newcomers and jump inwhere appropriate.”

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48 Building Products Digest September 2015 Building-Products.com

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With multiple options in size, spout style, handlestyle, and finish, the WaterBridge Collection blends asbeautifully in a chic urban loft as it does in a rusticfarmhouse retreat.

SONOMAFORGE.COM(800) 330-5553

Digital Measuring eTape16 solves all the hassles of getting measure-

ments right and the frustration of measurement mis-takes, in one tough, compact tool.

Like a traditional tape measure, its metal bladecomes in U.S. and metric markings. Its large, easy-to-read digital readout is accurate to 1/16’’. A simplepush of a button displays measurements in inches,feet, fractions and decimals, and converts to metric.

ETAPE16.COM(303) 818-6546

Page 49: BPD Sept 2015

Building-Products.com September 2015 Building Products Digest 49

Your Eastern & Midwest Redwood SpecialistREDWOOD DECKING

THE NATURAL ALTERNATIVEFull Range & Large Inventory

Reman to Specific Patterns

CHICAGO SUBURBAN LUMBER SALES800-341-6485

7459 Franklin St., Forest Park, IL 60130Fax: 708-771-7391 • Email: [email protected]

www.chicagosuburbanlumber.com

• Clear All Heart• Clear Mixed Grain• Construction Heart

• DeckingPattern Stock • Bevel Siding • Beaded Ceiling

We Ship by the Unit or by the PieceFamily Owned & Operated for Over 60 Years

PVC Trim for Life

Secret Post BaseThe new concealed post base

CPTZ by Simspon Strong-Tieincorporates a knife plate with astandoff base.

It achieves a clean, concealedlook while providing a 1" stand-off height above concrete. TheCPTZ is installed with 1⁄2" diam-eter galvanized pins (supplied).

The 1" standoff height iscode-required when supportingpermanent structures that areexposed to weather or watersplash, or in basements.

The standoff also reduces thepotential for decay at post or col-umn ends.

STONGTIE.COM(800) 999-5099

Mobile Sales AidEpicor Software has launched Epicor

BisTrackTCloud, a mobile sales software pack-age that helps boost the efficiency, productivityand effectiveness of LBM salespeople when theyare away from the office.

It provides quick, easy access to customer andproduct data, seamless customer communica-tions, and remote ordering capabilities.

EPICOR.COM(949) 585-4235

Fashionable Closet FinishWoodTrac has added the fashionable Salt Oak finish

to its standard finishes for its full line of WoodTrac clos-et systems and mirror frame mouldings.

Also available in White, Cherry and Espresso, the newrustic yet modern finish offers a reclaimed wood look inneutral gray tones that are becoming more popular intoday’s new construction and remodeling projects.

The systems are being used for residential remodeling,as well as in new construction featuring closet systems asan upgrade from builder-grade wire systems

WOODTRAC.COM(855) 854-7465

Versatex’s PVC Cellular Trim is cutwith a proprietary system to keep theedges clean and dimensionally accuratewith true 90° angles and designed witha more natural surface texture to com-plement fiber cement and cedar.

Its extended warranty gives builders,

renovators and homeowners anotherreason to specify and apply its weather-resistant premium PVC architecturaltrim products and systems.

VERSATEX.COM(724) 857-1111

Page 50: BPD Sept 2015

50 Building Products Digest September 2015 Building-Products.com

Shingles with ProtectionGlenwood by GAF Shingles offer all the natural

beauty and dimensional look of real wood shakes,blending luxury and style with ultimate performance.

With ultra thickness and staggered exposure, theshingles’ industry-leading triple-layer constructionprovides maximum dimensionality, resulting in a trulyauthentic wood-shake look.

They offer StainGuard protection to help ensurethe beauty of customers’ roofs against unsightly blue-green algae.

GAF.COM(877) 423-7663

Powerful GeneratorsGenerac Power Systems’ new diesel-powered

portable generator, the XD5000E, is designed forhigh-intensity needs associated with professional use.

Ideal for professionals and contractors looking topower lights, tools and other equipment, theXD5000E is uniquely engineered for the ruggeddemands associated with construction jobsites andagricultural applications.

GENERAC.COM(888) 436-3722

Silent Panels Zintra Acoustic Panels by interior finishes manu-

facturer Baresque is a line of cost-effective acousticalpanels that combine noise-reduction performance withmodern and versatile design aesthetics.

Manufactured in 110-inch-long sheets, the panelsare suitable for a multitude of applications, includingwalls, ceilings and screens, and joint-free floor-to-ceiling installations.

Class A fire-rated, they can be trimmed with a car-pet knife and adhere to a wall or ceiling using contactcement or Liquid Nails.

BARESQUE.COM

Page 51: BPD Sept 2015

Building-Products.com September 2015 Building Products Digest 51

FAMILY BusinessBy Wayne Rivers

Prescription for change in your family businessWHEN MY SON Hart was nine years

old, he was diagnosed withType I diabetes. The doctors rushed usto the hospital where the pediatric dia-betes team worked to get his bloodglucose down to acceptable levels.Thank goodness, he reacted well toinsulin, and he began to feel betteralmost immediately.

As soon as the emergency wasresolved, the team refocused on teach-ing this little boy how to personallyand responsibly manage a chronic dis-ease. Hart would, they explained, haveto test his blood glucose level regular-ly, calculate the appropriate doses ofinsulin, and give himself—a child’sworst nightmare—injections severaltimes a day. The diabetes staff wasmost encouraging, and we as parents,of course, were also reassuring.

As part of the injection training, thenurse assured my son that the shotswouldn’t hurt. She turned to me andsaid, “Dad, roll up your sleeve!” I eye-balled her with a smile on my face,assuming she was kidding. She wasnot. I said in a voice much less mascu-line and controlled than I had hoped,“You’re going to give me a shot?”

“That’s right. We’re going to showHart it doesn’t hurt a bit.” I looked atmy wife, who was laughing at mybarely disguised show of fear. Decid-ing I needed to show strength for my

son in this life altering experience, Irolled up my sleeve and resolved tonot show any pain even if the nursedrove a gutter spike into my arm.

She was right; it didn’t hurt a bit.So what does this have to do with

you and your family business? Whatthe diabetes team demonstrated to mewas that, in a time of change, uncer-tainty or need, someone has to showleadership and model that change.While it might provoke fear and dis-comfort, it’s necessary and right, andthat it will lead to improved health ofthe system. It was inadequate for thenurses or the parents to simply give lipservice to the fact that the changes“wouldn’t hurt a bit.” We had to showthat the changes would indeed provepainless and were simply logical stepsnecessary to chart a new path. Thenwe had to make a bold, unambiguousdemonstration to cement the point.

If change is afoot in your familybusiness, you must be on the front lineleading the change by showing every-one that, in spite of your own misgiv-ings, you’re tough enough to take onefor the team and come out whole onthe other side. You’ve got to be will-ing to roll up your sleeve and take thefirst shot in order to model the correctbehavior for others on the team.

Want long-lasting changes made inyour family business? Model the

changes actively. Be a living, breath-ing role model. Lead from the front.Demonstrate your courage and com-mitment to the changes. Telling othersto change won’t cut it. You must livethe changes you want first, and thatleadership will inspire your followersmore than mere words ever could.

– Wayne Rivers is president of TheFamily Business Institute, Inc. (www.fam-ilybusinessinstitute.com). Reach him at(877) 326-2493 or [email protected].

Page 52: BPD Sept 2015

52 Building Products Digest September 2015 Building-Products.com

WANTED TO BUY

TRI-STATE LUMBER CO.Your Southern Yellow Pine

Timber ConnectionSpecializing in 6x6, 6x8, 8x8, 10x10

Tel. (662) 862-2125 • Fax 662-862-4900email [email protected]

PRODUCTS FOR SALE

SHAVER WOOD PRODUCTSSouthern Yellow Pine Timber Production

6x6, 6x8, 8x8, 10x10, 12x12Reload Services & Storage AvailableNorfolk Southern Mainline Served

Easy Access to I-40 & I-77Company-Owned Truck Fleet

(704) 278-9291 • Fax (704) 278-9304Cleveland, N.C.

email [email protected] [email protected]

Calvin Horn, 79, owner and opera-tor for over 30 years of Horn Lumber,Norman, Ar., died Aug. 12.

Nancy A. Heminger, 83, formerco-owner of Argos Lumber Co.,Argos, In., died Aug. 17.

She operated the business with herlate husband, Charles Heminger, from1963 until they retired in 1996.

Norman “Jack” McNichols, 91,longtime co-owner of McNichols &McNichols Lumber Co., Laurelville,Oh., died Aug. 17.

He served in the U.S. Navy aboardthe USS Zauiak during World War II.

IN Memoriam John Floyd Davis, 66, longtimeoutside salesman with WilliamsBrothers Lumber Co., Conyers, Ga.,died Aug. 12.

After serving in the U. S. Army inVietnam, he joined Williams Brothersin early 1970s. He left in the early2000s to work in the ministry.

Robert D. Hamm, 98, ex-owner ofSouthside Lumber, Richmond, In.,died Aug. 1 after a brief illness.

Following a career in construction,he launched his own business and laterworked for Carter Lumber, Richmond.

Albertis L. “Albert” Sherow, 76,died Aug. 18, two weeks after retiringfrom Kabelin Ace Hardware,Plymouth and Walkerton, In.

Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy/head-line, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (advertisersets type), $65 if we set type.

Send ad to Fax 714-486-2745 or david@ building-products.com. Checks payable to 526 Media Group.Deadline: 18th of previous month. Questions? Call (714) 486-2735.

CLASSIFIED Marketplace

HELP WANTED

INSIDE SALES REPRESENTATIVE Hoover Treated Wood Products, Inc., the

premier manufacturer of fire-retardant treatedwood, is seeking an inside sales professional.This position is located in Thomson, Ga. Theideal candidate is a motivated, self-starter withexcellent communication and computer skills. Acollege degree with two years of inside salesand lumber or plywood trading experience ispreferred. This position is responsible for main-taining excellent relationships with customersand vendors, fostering a commitment to thebrand, cross-selling/up-selling, and participatingin activities designed to improve customer andcompany performance and market visibility. Toapply, please send your resume and referencesto [email protected].

BPD BuildingProducts Digest

ASSOCIATION UpdateNorthwestern Lumber Associa-

tion is armed and ready for clayshoots Sept. 24 in Hugo, Mn., andSept. 30 in Grand Island, Ne.

Other NLA activities include anIowa State Cyclones football gameOct. 3 at Jack Trice Stadium, Ames,Ia.; a heritage roundtable Oct. 12-14 inRochester, Mn.; and a bluepint readingand material take-off workshop Oct.14-15 in St. Cloud, Mn.

Florida Building MaterialAssociation expects its upcomingannual convention and trade show Satthe Gaylord Palms Resort, Kissimmee,Fl., to be its largest yet.

The Sept. 23-25 event will featuregolf, exhibits, architectural designsymposiums, and an industry paneldiscussion on “The New Age of OurIndustry.”

Northeastern Retail LumberAssociation affiliates kick off annualmeeting season, beginning with RetailLumber Dealers of Maine and NewHampshire Retail Lumber Associa-tion’s joint confab Sept. 11 at theSamoset Resort, Rockport, Me.

Annual meetings continue withEastern New York Lumber DealersSept. 24 at Century House, Latham,N.Y.; New Jersey Building MaterialDealers Sept. 30 at Fiddler’s ElbowCountry Club, Bedminster, N.J.;Central New York Retail LumberDealers Oct. 16 at Turning StoneResort Casino, Verona, N.Y.; and oth-ers into the fall.

Mid-America Lumber Associa-tion is hosting estimating classes Sept.22 in Newton, Ks., and Sept. 29 in St.Louis, Mo.

National Lumber & BuildingMaterial Dealers Association’s annu-al industry summit will be held Oct. 7-9 at the Broadmoor Hotel, ColoradoSprings, Co.

The three-day educational and net-working forum designed to promotethe growth of LBM dealers, distribu-tors, wholesalers, and the manufactur-ers who supply them.

National Hardwood LumberAssociation is hosting its annual con-vention & exhibit showcase Oct. 7-9at the Omni, Nashville, Tn.

Page 53: BPD Sept 2015

Building-Products.com September 2015 Building Products Digest 53

DATE BookListings are often submitted months in advance. Always verify

dates and locations with sponsor before making plans to attend.

Retail Dealers Association of Maine – Sept. 11, annual meeting inconjunction with New Hampshire Retail Lumber Association,Samoset Resort, Rockport, Me.; www.nrla.org.

Peak Auctioneering – Sept. 12, LBM auctions, Mount Clemens,Mi.; Sept. 19, Minneapolis, Mn.; Sept. 26, Indianapolis, In.;www.peakauctioneer.com.

Hoo-Hoo International – Sept. 11-15, annual international conven-tion, Minneapolis, Mn.; [email protected].

Composite Panel Assn. – Sept. 13-15, fall meeting, Hyatt RegencyCoconut Point, Bonita Springs, Fl.; www.compositepanel.org.

New York & Long Island Lumber Assn. – Sept. 18, Mets baseballouting, Citi Field, New York, N.Y.; www.nrla.org.

Kentucky Forest Industries Association – Sept. 18-19, woodexpo, Masterton Station Park, Lexington, Ky.; www.kfia.org.

True Value Co. – Sept. 18-20, fall market, McCormick Place West,Chicago, Il.; (773) 695-5000; www.truevaluecompany.com.

Lumbermen’s Association of Texas & Louisiana – Sept. 22-23,fall committee/board meetings, San Marcos, Tx.; www.lat.org.

Mid-America Lumber Assn. – Sept. 22, estimating classes, Newton,Ks.; Sept. 29, St. Louis, Mo.; (816) 561-5323; www.themla.com.

Florida Building Material Assn. – Sept. 23-25, annual convention& show, Gaylord Palms, Kissimmee, Fl.; www.fbma.org.

Forest Products Society – Sept. 23-25, window & door sympo-sium, Madison, Mi.; (770) 209-7257; www.forestprod.org.

Eastern New York Lumber Dealers Assn. – Sept. 24, annualmeeting, Century House, Latham, N.Y.; www.nrla.org.

Kentucky Building Materials Assn. – Sept. 24, Congleton Cup golftournament, Lexington, Ky.; (502) 245-6730; www.kbma.net.

Northwestern Lumber Assn. – Sept. 24, clay shoots, Hugo, Mn.;Sept. 30, Grand Island, Ne.; (763) 544-6822; www.nlassn.org.

RISI – Sept. 28-30, conference, Chicago, Il.; www.risi.com.Forest Products Society – Sept. 28-30, intro to wood science/for-

est products course, MSU, Starkville, Ms.; www.forestprod.org.Northeastern Young Lumber Execs – Sept. 29-Oct. 2, Northern

California timber tour; www.nrla.org.New Jersey Building Material Dealers Assn. – Sept. 30, annual

meeting, Fiddler’s Elbow, Bedminster, N.J.; www.nrla.org.DeckExpo – Oct. 1-2, Navy Pier, Chicago, Il.; www.deckexpo.com.Remodeling Show – Oct. 1-2, Lakeside Center at McCormick

Place, Chicago, Il.; (866) 475-6495; www.remodelingshow.com.Northwestern Lumber Association – Oct. 3, Iowa State Cyclones

football game, Jack Trice Stadium, Ames, Ia.; Oct. 4-9,Tennessee mill tour; (763) 544-6822; www.nlassn.org.

National Hardwood Lumber Assn. – Oct. 7-9, annual convention,Omni Hotel, Fort Worth, Tx.; (800) 933-0318; www.nhla.org.

National Lumber & Building Material Dealers Assn. – Oct. 7-9,annual industry summit, Broadmoor Hotel, Colorado Springs,Co.; www.dealer.org.

House-Hasson Hardware Co. – Oct. 8-10, market, Lexington, Ky.;(800) 333-0520; www.househasson.com.

Do it Best Corp. – Oct. 9-12, fall market, Indianapolis ConventionCenter, Indianapolis, In.; (260) 748-5300; www.doitbestcorp.com.

Peak Auctioneering – Oct. 10, LBM auction, St. Charles, Il.;www.peakauctioneer.com.

Northwestern Lumber Assn. – Oct. 12-14, heritage roundtable,Rochester, Mn.; Oct. 14-15, bluepint reading & material take-offworkshop, St. Cloud, Mn.; (763) 544-6822; www.nlassn.org.

ADVERTISERS Index

Accoya [www.accoya.com] ...........................................................23

Anthony Forest Products [www.anthonyforest.com] .................37

BW Creative Railing Systems [www.bwcreativerailings.com] ...19

Boise Cascade [www.bc.com] ......................................................30

Boral USA [www.boralamerica.com] ...................................Cover I

Chicago Suburban [www.chicagosuburbanlumber.com]...........49

Crumpler Plastic Pipe [www.cpp-pipe.com] ................................50

Durgin & Crowell [www.durginandcrowell.com] .........................41

Everwood Treatment Co. [www.everwoodtreatment.com].........11

Great Southern Wood Preserving [www.yellawood.com] ............7

Hancock Lumber [www.hancocklumber.com].............................47

J.D. Irving [www.jdirving.com] ......................................................43

Kop-Coat [www.kop-coat.com] ............................................Cover II

Lee Roy Jordan Lumber Co. [www.jordanredwood.com]...........32

Limington Lumber [www.limingtonlumber.com].........................42

Matthews Marking Systems [www.matthewsmarking.com].......48

Maze Nails [www.mazenails.com].................................................31

MetsaWood USA [www.metsawood.us] .......................................51

Mid-Columbia Lumber [www.mid-columbialumber.com] ...........34

North American Wholesale Lumber Assn. [www.nawla.org] .....25

Northeastern Lumber Manufacturers Assn. [www.nelma.org]...39

Nyloboard [www.nyloboard.com] ...................................................3

Richardson Timbers[www.richardsontimbers.com] ...................36

Robbins Lumber Company [www.rlco.com]................................45

Roseburg Forest Products [www.roseburg.com] .......................33

RoyOMartin [www.royomartin.com] ...............................................5

Sandy Neck Traders [www.sntraders.com] .................................46

Seaboard International Forest [www.sifp.com] ...........................44

Sherwood Lumber [www.sherwoodlumber.com]........................21

Simpson Strong-Tie [www.strongtie.com]..............................28-29

Swanson Group Treated Wood [www.swansongroup.biz].........35

Viance [www.treatedwood.com].........................................Cover IV

Page 54: BPD Sept 2015

54 Building Products Digest September 2015 Building-Products.com

FLASHBack85 Years Ago This Month

Although the nation continued tosink deeper into the Depression,BPD’s sister publication, The Lum-ber Merchant, in September 1930was filled with hopeful stories point-ing out silver linings and celebratingnews of expansions and new prod-ucts that could signal a turnaround.

Bright spots included: • Weyerhaeuser launched one of

the industry’s first lumber brand-ing campaigns. Funded by Weyer-haeuser Sales Co., the distributionarm for its forest products, the 4-Square campaign promoted 13packaged lumber products, toconvey the message of “confi-dence in carefully manufactured,properly seasoned, machine squared, full-length lumber,trademarked, grandmarked, species-marked, and guar-anteed.”

The campaign included colorful spread ads in trademagazines for dealers, builders and even farmers(Country Gentlemen), as well as in the Saturday

Evening Post.As The Merchant report-

ed, “The campaign reflectsthe progress of the lumberbusiness from the cracker-bar-rel stage to the stocking ofpackaged lumber productspossessing all the merchandis-ing qualities that have enabledsubstitute materials to invadethe lumber field; how modernlumber products of this typeenable the dealer to meet the‘ready-cut’ and mail order housecompetition; and, of equalimportance, take lumber buyingand selling out of the ‘get whatyou can’ class.”

• Simonds Saw & Steel Co. announced plans to buildthe largest saw factory in the world. The company,founded in 1832, bought a large tract of land inFitchburg, Ma., where it would spend $1.5 million con-structing a hulking, five-acre structure to consolidateolder plants in Chicago and two in Fitchburg.

The new location was celebrated as being the firstlargescale “windowless factory.” It had “no windows,skylights, shadows, partitions, stairways or elevators…air, light, heat, humidity and sound (would) all (be) con-trolled.” It was completed on time, less than a year later,and to this day remains site of Simonds International’sheadquarters.

• Lumber dealers were urged to pursue a fast-grow-ing new market: miniature golf courses. Every dayground was being broken on a new course, boostingtheir total nationwide to more than 15,000. In particular,Southern California had added hundreds of new coursesover the last few years.

Back in 1930, construction of such courses con-sumed about $6,000 to $8,000 apiece for “incidentalframing of greens and fairways,” creating a $1 million-a-year market. But the National Lumber ManufacturersAssociation figured that total could be at least tripled, ifdealers began pushing amusement center builders toenclose their courses for year-round operation.

The NLMA Trade Extension Department published aPony Golf Course fact sheet, arming dealers with all theinformation they’d need. The brochure detailed the pre-sent use of lumber in laying out courses and suggestedways it could be increased. It also provided examples oflarge, truss-less types of roof construction for creatinglong, wide, unobstructed floor areas and structures withopen side walls to improve ventilation and lighting.

The buildings could also allow mini golf courses tobe combined with skating rinks, theaters, markets, gasstations, information bureaus, indoor tennis courts,bowling centers, and “basketball fields”—creating evenmore opportunities to sell lumber.

SEPTEMBER 1930 issue ofCalifornia Lumber Merchant spot-lighted Schumacher Grip Lath wall-board.

Page 55: BPD Sept 2015

BPD BuildingProducts Digest

The MERCHANT Magazine

Call Now to Reserve Your Space!To advertise, receive ad rates and specs, or have questions answered, contact

Patrick Adams or Chuck Casey at (714) [email protected][email protected]

Close 2015 with a surge in sales of decking-related products by advertising inour final decking issue of the year to keep your products in front of retail andwholesale buyers.

Advertise in the November 2015 issues of Building Products Digest (in theEast) and The Merchant Magazine (in the West), which will heavily focus on thelatest trends and innovations in decking, railing, fencing and accessories.

• Advertise in all three of ourannual Decking Special Issues(Nov., Feb. 2016, and May) andreceive a frequency discount offyour ad rate.

• Serving the LBM industrysince 1922, Building ProductsDigest and The MerchantMagazine are the only monthlypublications targeted at thedistribution chain.

• Industry’s highest rates ofreadership pass-along, retentionand paid subscribers.

• Circulation supplementedby attendance at over 30 LBMindustry conferences and eventsannually.

• Most comprehensive,top-to-bottom reach into thedistribution channel.

Page 56: BPD Sept 2015