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2011DeSIGN TreNDS 6 P o P u l a r l o o k s f o r D e c o r at i v e c o N c r e t e t h i s Y e a rBased on recent projects submitted to The Concrete Network by industry professionals from around the globe, we’re predicting a number of trend-setting looks for 2011.

1. Metallic Coatings�2. Glow-in-the-Dark Concrete3. Mix and Matching of Concrete with Other Materials�4. Natural, Organic Looking Finis�hes�5. Free-form Shapes�6. Concrete Finis�hes� Imitating Other Materials�For an in-depth look at thes�e s�ix trends�, vis�it: ConcreteNetwork.com/2011-trends�

A favorite quote of mine is, “In hindsight, I guess I should have done a better job of looking forward.” To me, this highlights the need to spend time periodically looking out to the future. Here are some things I’m thinking about and making contingency plans for:

#1- It might be a long time before new home construction ramps up to any significant level. Whereas in 2007 many (including me) were predicting a 2-3 year slow down for new-build, it turns out that four years later, in 2011, new-build just hit a 48-year low. Worse, with the backlog of troubled loans and empty houses, it might be several more years before the new-build market really starts to move up substantially. And don’t even think about it returning to 2004-2005 levels, since that boom was built on a foundation of easy-lending sand. So, this all means that there will be a lot less new pool decks, patios, driveways, etc., to build.

#2- If we agree new-build is down for a while, that means we must figure out how to get our share of the re-furbish, rebuild market. Fortunately, the remodeling market is growing. A report by the Joint Center for Hous-ing Studies at Harvard University has predicted remodeling will rebound

strongly this year after a three-year downturn, estimating an uptick of 9.1% for the first quarter and 12.1% for the second quarter. Part of this trend is homeowners, who put off maintenance and improvement projects, beginning to spend more freely again. Polished floors, overlays, replacement countertops, stained floors, refurbishing pool decks, patios, or improving a driveway all fit into this remodel category nicely.

#3- Find a way to service re-modeling customers who are on a budget. In my opinion, one can’t of-fer the prospect only the higher cost options. Offer two or three options (good, better, best?). I know every-one wants the bigger sale – but give people options so you don’t leave without the sale.

#4- When you find the customer with money, have the skill set to be able to satisfy all of their decora-tive concrete needs. There has been much talk about diversification over the years, whether it is good or bad to do more types of work. Right now it is a good thing. There is a de-bate about income bifurcation in the country, with the rich enjoying most of the income gains. I think it is true – so when you run into rich people, don’t make them go anywhere else.

When I asked an advisor to look over the above four points, she was good at distilling my thoughts down to one sentence. “So what you are saying Jim is there are not going to be many new homes for a while, but there is remodeling going on where a contractor can get some work from the middle class people doing upgrades and bigger jobs from wealthy people doing what they do best, spending lots of money.”

I had to agree that about sums it up.

Special 10-Year Anniversary members

I can’t believe it (because in some ways it seems like our find-a-contrac-tor directory just got started), but we now have members who have been marketing with us for 10 years, having started in the first quarter of 2001. A few that really stand out because they are not only customers and friends, but they have also advised me over the years are Dave Pettigrew at Diamond D Concrete, Michael Bustin at Meld USA, Craig and Lauriel Smith at Dex, Toby and Deb-bie Allen at Concrete Floor Art, and Terry Stogner at Concrete Interiors.

There are more, and I appreciate each and every one, but these are people who reached out or allowed me to reach out to them as we were feeling our way in the beginning.

Thank You.

Where Are We Now? What’s Ahead?by Jim Peterson, President of ConcreteNetwork.com

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Inside this Issue:5 Tips to Capturing the Perfect Digital Photograph . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2New Content on The Concrete Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2Upcoming Training Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2Innovative New Concrete Products to Explore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3Business Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3Six Decorative Concrete Design Trends for 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4

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People think digital cameras do it all, they just have to point and shoot – not so. Clicking the shutter is not the only step in producing a captivating im-age. The photo gallery is sure to be one of the most visited pages on your website. Here are a few simple photography tips that will help you build a much more visually appealing portfolio.

• Move debris, clutter and tools out of the area. Left in the shot, these distractions can take away from the beau-ty of the work you’re showcasing. Taking a few minutes to clean the area of buckets, tools and other debris can make a big difference in how your work is perceived.

• Schedule to photograph a job when the jobsite has been cleared. Make arrangements to come back at a later date. The best quality shots are taken when a project is complete, furniture is replaced, baseboards are installed, and landscaping has grown back in.

• Invest in a camera that can produce high resolu-tion images. You don’t have to purchase a top-of-the-

line camera, but cameras with a resolution of at least 300 dpi allow you to take images that are crisp and can later be enlarged. Images should be taken on the highest quality setting.

• Don’t take too many close-ups. Close-ups of tex-tures and finishes are great for explaining available options, but the best photos are ones that show the whole context of the space. Think about “selling” the space rather than just the work itself. Step back and photograph the whole area.

• Pay special attention to the time of day you’ll be shooting. Avoid direct glare from the sun, don’t take a picture in the middle of a bright sunny day. Take outdoor photos when the sun is rising or setting. In-door photos can also be tricky. Try different lighting combinations, use an overhead light, or natural light from windows.

Get more information on these tips at: ConcreteNetwork.com/photo-tips

Metal Fusion FroM ConCrete solutionsMetal Fusion is a three-dimensional 100% solids metallic epoxy system designed to create elegant and exotic looking seamless floors. Ideal for residential use, retail stores, office spaces, lobby areas, tattoo parlors, barber shops, hair salons, restaurants, clothing stores, casinos and showroom floors.Website: www.concretesolutions.com Phone: (800) 232-8311

Glo-Kote FroM super-KreteGlo-Kote provides full depth glow and the glow factor is seamless throughout the product. The product is recharged continually by ambient light sources. The most effective light source is natural sunlight. Exposure to natural sunlight for two hours may yield up to 12 hours of glow at night.Website: www.super-krete.com Phone: (800) 995-1716

Fire pit Molds For GFrC FroM CreteMoldsNew fire pit molds designed for precast concrete come in sizes ranging from 20 inches in diameter up to 62 inches in diameter. These are durable fiberglass construction molds with a gelcoat outer shell that is great for reusing the mold time after time.Website: www.cretemolds.com Phone: (262) 527-7386

4195 epoxy FroM Versatile BuildinG produCtsThis epoxy can be accelerated to dry in less than 2 hours which allows a full broadcast flake floor to be completed in as few as 3 hours. The adhesion of the accelerated 4195 is guaranteed for life and will withstand up to 8lbs of MVE. The 4195 Epoxy is as fast as polyaspartic but has better adhesion. Website: www.onedayepoxy.com Phone: (800) 535-3325

Fast stain sC-36 in 18 Colors FroM WestCoatDesigned for interior use only, Westcoat’s Fast Stains produce rich, colorful surfaces. Deep penetrating and easy to use, Fast Stain dries to the touch in seconds when used with acetone. Used in showrooms, restaurants, breweries, retail locations & residential interiors. Website: www.westcoat.com Phone: (800) 250-4519

Fire pit ForM liners FroM ButterField ColorUse these form liners for creating stone textured fire pits, walls, and more. Butterfield Color liners are made from high-grade, reusable polyurethane and come in 7 foot lengths and 2 or 3 foot heights. Each form interlocks with other forms to create a seamless stone pattern on any size fire pit. These forms are designed for cast-in-place applications.Website: www.butterfieldcolor.com Phone: (800)282-3388

New Content on The Concrete Network

Concrete Network YouTube Channel Featuring 300 videos, this new online video gallery offers easy access to all of The Con-crete Network’s videos about designing with concrete, and using concrete tools.

Go to: YouTube.com/concretenetwork

Strategies for Achieving Success in Good Times and Bad Six leaders in the decorative concrete industry from around the country sit down with our columnist to share their strategies for being successful in a down economy. You won’t want to miss the advice they offer.

Go to: ConcreteNetwork.com/success

7 Undercover Uses for Concrete Around the HomePlaying on concrete’s ability to look nothing like concrete, explore seven unique projects that take this medium to a whole new level. View project details and the secrets for achieving each look.

Go to: ConcreteNetwork.com/imitate

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Photos That Sell – 5 Tips to Capturing the Perfect Digital Photograph

upCoMinG traininG opportunities

WESTERN U.S.Concrete SolutionsResurfacing, Repair, Stains & DyesLas Vegas, NV • July 13-15, 2011$695 /person • (800) 232-8311www.concretesolutions.com

CENTRAl U.S.All in ConcreteOverlays, Textures, Micro Toppings, Stains & DyesChicago, IL • June 22-24, 2011$750 /person • (888) 350-0130www.allinconcrete.com

Engrave-A-CreteEngraving & StainingMansfield, MO • June 15-17, 2011$595 /person • (800) 884-2114www.engraveacrete.com

EASTERN U.S.Decorative Concrete InstituteCast-in-Place Concrete CountertopsTemple, GA • June 8-11, 2011From $1,450 /person(877) 324-8080www.decorativeconcreteinstitute.com

Renew-Crete SystemsStamping, Stenciling, Overlays & VerticalRockledge, FL • June 16-17, 2011Price: $350 /person($150 to add more people)(888) 287-8962www.renewcrete.com

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