isfa's countertops & architectural surfaces vol. 7, issue 1 - q1 2014

Volume 7 / Issue 1 • Quarter 1, 2014 • sIngle Issue $14.95

The latest in the surfacing world 4

new Colors & materials spotlight

Industry Forecast 2014 Page 20

Advanced Stone Marketing Strategies Page 28

GrowTh — The Double-edged Sword Page 30

Fabricator Profile: Surface Link Page 32

Circle RS#01 on page 49 or visit www.isfanow.org/info. ISFA Member since 1997

International Surface Fabricators Association • Vol. 7 / Issue 1 • 3

Letters to the EditorCountertops & Architectural Surfaces welcomes Letters to the Editor. If you have questions about the magazine, or would like to make a comment, or voice an opinion about the magazine, ISFA, or the industry in general, please feel free to write to us.

Please send letters to [email protected] or to Letters, ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor. Include a telephone number and address (preferably an email address). Letters may be edited for clarity or space. Because of the high volume of mail we receive, we cannot respond to all letters. Send queries about Countertops & Architectural Surfaces to [email protected] or mail to ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor. Contacting ISFAPhone: (412) 487-3207Toll Free: (877) 464-7732 Fax: (412) [email protected]

About This MagazineCountertops & Architectural Surfaces is published quarterly by theInternational Surface Fabricators Association (ISFA), with a fifth “Buyers Guide” issue publishing in September. Individual copies of Countertops & Architectural Surfaces are available at the nonmember “newsstand” price of $14.95. Countertops & Architectural Surfaces is also available by individual subscription at the following rates: ISFA nonmembers, one year (five issues) $30.00; ISFA members, one year free with every membership renewal.

Special rates and charges apply for orders outside of the United States. Call for details. To subscribe, call (877) 464-7732. Printed in the United States of America. Copyright © International Surface Fabricators Association 2014. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without publisher’s written permission. Countertops & Architectural Surfaces and The International Surface Fabricators Association assumes no responsibility for unsolicited manuscripts or photographs.

Materials will be returned only if accompanied by a stamped, self-addressed envelope. For change of address, please include old label with new information, including both old and new zip codes. Allow 3-6 weeks for address change to take effect. Periodicals postage rate is paid at the Gibsonia, Pa., post office as well as others. Opinions expressed by writers in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces or the International Surface Fabricators Association, but rather those of the individual writers.

Postmaster: Send address change to Countertops & Architectural Surfaces magazine, 2400 Wildwood Road, Gibsonia, PA 15044.

Photography Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures.

Photography/graphics provided by: Cosentino, Jeff Baumgaurt, Stone Marketing Systems and Surface Link.

Magazine CreditsPublisher & Editor: Kevin ColeProofreader: Nancy Mueller-TruaxDesign: V2 Marketing Communications

ISFA Officers of the BoardDave Paxton, PresidentMike Langenderfer, Immediate Past PresidentMell Hill, Vice PresidentErica Hussey, TreasurerAdam Albee, Secretary

ISFA DirectorsMike Woods, DirectorKate Dillenburg, DirectorRyan Miller, DirectorJohn Hansen, Associate Member RepresentativeJeff Smith, Associate Member Representative

ISFA StaffChuck Sawyer, Executive Director Kevin Cole, Communications Director and Magazine/Website Publisher & Editor Mike Nolan, Education Director Paul Wisnefski, Account RepresentativePaula Goncz, Administrative Assistant & Registrar Keith Haight, Project Manager

Cover PhotoThe new Dekton material from Cosentino (pictured here in the color Danae, which is in Dekton's Natural Collection) is one of many new materials and colors that has come out recently or will be available in the near future. Read the full story on Page 14.

CREDITS

4 • Vol. 7 / Issue 1 • International Surface Fabricators Association

CONTENTSFeatures14 New Colors and Materials Spotlight A look at the latest in the surfacing world

20 Industry Outlook 2014 Economists and indicators all point toward a positive year

28 Advanced Stone Marketing Strategies forThoseWhoWantMoreProfits Lessons for leveraging your current assets

30 Growth — The Double-edged Sword Tips for managing the move up

32 FabricatorProfile:SurfaceLink How focusing on repairs has led to success for this unique surfacing company

Departments 6 From the Editor

8 Guest Editorial

10 Management Matters

11 Calendar of Events

12 Industry News

13 Education Connection

26 From the President

36 ISFA News

41 ISFA Fabricator Directory

46 Product News

49 Reader Service Form

50 Classifieds/AdIndex30

32

28

20

14


From the EditorFrom the desk of Kevin Cole, Editor & Publisher, and ISFA Communications Director

With Spring Comes HopeI’ve had my fill of shoveling snow, salting the driveway, school closings and discussions about the “Polar Vortex.” As I write this editorial, it is mid-February, and the tease of spring is just around the corner.

I hope by the time you are reading this the below-freezing temperatures and immense snowfalls many of us endured this winter are a thing of the past. I know that I, for one, will not miss them. I’m counting down the days until spring arrives.

This time of year, as the snow begins to show signs of melting away, the days start to grow longer and the dream of greener landscapes begins to return, I always start feeling hopeful. But this year, I think it is not just the dissipation of a long, hard winter that has my spirits up, but also a general feeling that things are improving all-around that has me in an optimistic mood.

Every year in the first issue of Countertops & Architectural Surfaces magazine I put together a look ahead at the industry and try to gauge whether it is going to be a year full of challenges or opportunities (or sometimes both). I spend a lot of time looking at a variety of factors that may indicate what to expect, as well as researching what a number of economists and experts on this or that subject are saying. Then I try to distill it into a few pages that you can easily digest for the betterment of your business (see Industry Outlook 2014 on Page 20).

Needless to say, over the past half dozen years this has been an exercise in pain. However, last year we started to see things turn around and it looks like 2014 will follow suit.

But, a forecast is just an educated guess and it should be kept in mind that a variety of factors — international, regional and local — can affect the overall situation, or just the situation in a given area. That said, though, I believe things are really looking up.

If you recently attended the Kitchen & Bath Industry Show (KBIS), StonExpo or the International Builder Show (IBS), you certainly have some anecdotal evidence as to the signs of improvement. I just returned from KBIS last week, and by attendance standards, the show seemed to be quite a success. And, many of the companies that had not been

exhibiting there over the past few years were back in full force. IBS and StonExpo were similarly full of enthusiastic people looking for the next big thing to improve their businesses and eager exhibitors with new products to help them accomplish that.

At the shows I spoke with numerous fabricators, as I do all the time, and there is hardly a naysayer to be found among them. It seems everywhere I go, whether it is a networking event, educational seminar, trade show or even the local hardware store, things are really starting to look up. And everyone I talk to lately, whether it’s a machinery manufacturer, a material or equipment supplier, a distributor or a fabricator, are all abuzz with renewed vigor and hope for a positive and productive year — and that’s in spite of the harsh winter that typically brings depression rather than positivity.

Another opinion that I hold in high regard is that of Aaron Crowley, an author and speaker who runs a stone business and really knows his stuff. In his article in this issue on growth (it’s been awhile since that has been a popular subject), he shares his belief that things are booming and even makes a case that fabricators should not let their growth go unchecked (see Growth — A Double-edged Sword on Page 30). If you have to have a problem, that is a good one to have.

I hope you are feeling as optimistic as I am about 2014 and the approaching spring that is just around the corner. After all, spring has long signified rebirth, renewal and hope, but this year I think it is even more so. Of course, with all of the volatility that has been playing out over the past several years, certainty anything having to do with the economy is a difficult thing. But, one can hope …

As always, I look forward to your feedback.

Sincerely,

Kevin Cole, Editor & Publisher [email protected]

Circle RS#03 on page 49 or visit www.isfanow.org/info.


By Jeff Schurman, CAE

As predictably happens in the wake of economic downturns, the ensuing recovery prompts many small business owners to hand over the reins of power to the next generation and retire. Or maybe not. Although convinced they’ve placed their life’s work in capable hands—the new CEO may have grown up working in the shop—the now-former CEO may feel it necessary to hang around to help out. What happens next can drive the creative juices, and potentially the new CEO, right out the door. Young people today prefer to learn as they go. And they want to be treated as adults. Think about it. The Millennial Generation, or Millennials as they’re known, is the population demographic coming of age at just the right time to take the controls of your business as we move past the Great Recession. This is good, because the cohort, born between the early 1980s and early 2000s, was brought up teaching themselves to master information technology, the Internet and smartphones. The previous generation introduced the remote control; this one knows intuitively how to use it.

Trouble is, those considering retirement may balk at handing over their business to one who’s not finished learning its many intricacies. At the same time, for the new leader, having Mom or Dad looking over their shoulder can be, well, annoying. Some liken it to a flashback to childhood. They’d prefer to communicate adult-to-adult rather than parent-to-child—and from a few retirement communities away. Intergenerational conflicts like these need to be addressed upfront by clarifying and separating key ownership and CEO roles and responsibilities. And get it in writing.

The CEO should be granted complete control of business operations, albeit subject to the direction of the owner or ownership group. This gives the CEO space to operate but within the framework of the owners' vision for the firm. For its part, the ownership group should be responsible to set the direction for the organization, hire the CEO and monitor his or her performance against quantifiable measures. Such separation of powers works well in large corporations. Bylaws grant the board leadership and oversight duties yet limiting the board’s role in operating the enterprise. Operational matters remain the realm of the chief executive officer. Small businesses should adopt a similar protocol.

Getting agreements in writing is important to a successful intergenerational leadership transition. But it doesn’t assure success. For all involved in a small family-owned business, nothing works better to keep the business—and the family—together than clear interpersonal communications.

Communication, both formal and informal, is so important in relationships that it is wise to spend some extra time working on this aspect of the business. And don’t overlook that good listening skills play a large role in effectively communicating with others.

Your high school English teacher was right: Clear communication is vital to clear understanding.

About the Author:

Jeff Schurman, CAE, is a leadership and organizational development consultant at Leading Causes, LLC. He has served as adjunct faculty at the University of Pittsburgh and Duquesne University. Previously, Jeff served for a decade as the executive director of a trade association in the housing finance industry. He holds a master's degree in Leadership and Liberal Studies from Duquesne University a bachelor's degree in Business Administration from La Roche College. He can be reached at [email protected].

Guest EditorialSet Up to SucceedTransitioning leadership in a family-owned business to the next generation through the fine art of communication

In Memoriam The ISFA Staff and Board of Directors would like to take this opportunity to remember Michael Reis, Editor & Associate Publisher of Stone World magazine, who passed suddenly on Feb. 7 at the age of 43 while vacationing in Jamaica. Reis served at the magazine for more than 20 years and was known as a staunch advocate of the stone industry. He received numerous awards and recognitions from various stone-related organizations and his passing is a loss not only to his family and friends, but to all who work in the natural stone trades. ISFA would like to express its deepest sympathies to his loved ones. Cards and letters of condolence may be sent to:

Alex Bachrach Stone World 210 Route 4 East, Suite 203 Paramus, NJ 07652


If you are offering solid surface countertops, it’s no secret that selling in the residential market can be a challenge right now. There are several reasons for that. Some say the price tag is too high. Others say granite is what many people are asking for. Still others would say it’s because of the amount of competition. If you let these reasons become hurdles, then selling solid surface tops could seem very difficult. Let’s look at some ways to jump over the hurdles and make these important sales.

The best way to sell anything is to know your product and to be aware of trends pertaining to it. So what do we know about solid surface as a product?

First, it is a scratch-resistant, heat-resistant, nonporous surface that will not support the growth of mold and mildew when cleaned properly. Also, it has inconspicuous or invisible seams. And because of solid surface’s workability it can be crafted like no other surface.

Here’s an example:

Think about a cove backsplash with a scribe strip. The way it fits against the wall is just spectacular. You see no large visible gaps or gobs of silicone. Just like the crown molding that has been coped to fit and follow any wall in the kitchen, a solid surface top can be fitted the same way. Let’s stop and think about that. Consumers pay for the beautiful crown and cabinets to look custom, so why should you

stop with your countertop? Every kitchen showroom that has a solid surface display should have a cove backsplash top for customers to appreciate. When you think about selling tools, this is an investment that will bring results.

Here’s another example of knowing the product:

With solid surface, you can really let your imagination go wild on designs. Curvy tops, large radiuses and drop-down end panels on an island can all be done with other surfaces. But with solid surface it’s much easier to do, thus lowering fabrication cost. You can have a great design and stay within budget.

Let’s look at trends.

Things are trending really well right now in favor of solid surface. Years ago if you wanted to stand out you had to have a granite top, but that is changing. Homeowners are looking for something different. The styles are trending in kitchen designs to a cleaner, contemporary look. Contemporary means more solid colors, such as whites, grays and blacks. And solid surface can deliver that look.

Speaking of colors, consumers spend quite a bit of time choosing colors for their homes. Naturally, countertops are a big part of the color picture. This is where solid surface really shines. There are hundreds of colors to choose from. Sometimes we joke about the large amount of new colors that come out each year, but there’s a reason for that. Color trends are always changing and people change, too. Colors that worked 10 years ago may seem tired and dated today. Solid surface has the advantage of being able to keep up with these changes. Sell that to your customers. Work with color. You will be the designer or fabricator everyone goes to.

Also, be sure to take the time to do your homework on what’s trending. Use magazines, design shows, trade shows, or my favorite, social media. It’s vital to gather information to be successful in the solid surface world.

Selling solid surface is becoming easier. One designer told me, “It’s time for a change. What used to work doesn’t fit the design needs of my clients. It’s all about the color. Clients want to stand out. They need different options.”

A fabricator told me, “Today’s kitchen styles are becoming more understated and neutral."

Another designer said, “I can’t believe when I show the solid surface how much enthusiasm there is for it.”

So prepare yourself. With a well-prepared presentation of both the product and how trends affect design, there isn’t anything that can hold you back from selling solid surface.

About the Author Jon Olson works for DuPont as a key account consultant for Corian and Zodiaq surfaces in New England and has more than 30 years' involvement in the solid surface industry, with experience in all aspects of fabrication and sales. He is the past recipient of ISFA’s Fabricator of the Year and Innovator Awards and can be reached at [email protected].

Management MattersFrom the desk of Jon olson

Selling Solid Surface as a Kitchen Countertop

Every kitchen showroom that has a solid surface display should have a cove backsplash top for customers to appreciate. When you think about selling tools, this is an investment that will bring results.

Displaying a coved backsplash in a showroom is a great selling tool.

Photo courtesy of Jeff Baumgart


SFA workshop March 6 – 7 Mobile, Ala.

Braxton-Bragg Polishing Pro Training March 11 – 13 Knoxville, Tenn. (877) 493-0205

regent Stone Products Engineered Stone & Granite repair Course March 13 – 14 Virginia Beach, Va. (800) 624-8210

MIA Stone Summit March 20 Raleigh, N.C. (440) 250-9222

Braxton-Bragg Lavina Training & Certification March 25 – 26 Knoxville, Tenn. (877) 493-0205

ISFA Total Fabricator Training – Stone/Quartz hosted by Alpha Tools April 7 – 9 oakland, N.J. (877) 464-7732 [email protected] MIA Stone Summit April 17 Edison, N.J. (440) 250-9222

ISFA Business Boot Camp April 22 – 23 Pittsburgh, Pa. (877) 464-7732 [email protected] Coverings 2014 April 29 – May 2 Las Vegas, Nev. (703) 683-8500

MIA Stone Summit May 14 Toronto, Ontario Canada (440) 250-9222

ISFA Total Fabricator Training – Solid Surface May 19 – 22 Morganton, N.C. (877) 464-7732 [email protected] Carrara Marmotec 2014 May 21 – 24 Merina di Carrara, Italy +39 0585-787-6022

Braxton-Bragg Fab King Training May 27 Knoxville, Tenn. (877) 493-0205

regent Stone Products Engineered Stone & Granite repair Course June 5 – 6 Virginia Beach, Va. (800) 624-8210

SFA workshop June 12 – 13 Portage, Mich.

MIA Stone Summit June 19 Dulles, Va. (440) 250-9222

ISFA Total Fabricator Training – Stone/Quartz hosted by Alpha Tools June 23 – 25 Las Vegas, Nev. (877) 464-7732 [email protected]

SFA workshop July 10 – 12 Kernersville, N.C.

ISFA Total Fabricator Training – Solid Surface July 14 – 17 Morganton, N.C. (877) 464-7732 [email protected]

ISFA Total Fabricator Training – Stone/Quartz hosted by Alpha Tools Aug. 4 – 6 oakland, N.J. (877) 464-7732 [email protected]

SFA workshop Aug. 7 – 8 Liberty Lake, Wash.

ISFA CEo roundtable Aug. 19 Atlanta, Ga. (877) 464-7732 [email protected]

Countertops Symposium Aug. 19 Atlanta., Ga. (404) 693-8333

IwF 2014 (with new Countertops Pavilion) Aug. 20 – 23 Atlanta, Ga. (404) 693-8333

ISFA Total Fabricator Training – Solid Surface Sept. 15 – 18 Morganton, N.C. (877) 464-7732 [email protected]

MIA Stone Summit Sept. 19 Waite Park, Minn. (440) 250-9222

Canada woodworking East Sept. 26 – 27 Montreal, Quebec Canada (888) 454-7469

Concrete Décor Show Oct. 1 – 3 Ft. Worth, Texas (877) 935-8906

ISFA Total Fabricator Training – Stone/Quartz hosted by Alpha Tools oct. 6 – 8 Las Vegas, Nev. (877) 464-7732 [email protected]

StonExpo/Surfaces/TileExpo East Oct. 19 – 22 Miami Beach, Fla. (866) 550-6808

ISFA Annual Member Meeting oct. 24 Miami Beach, Fla. (877) 464-7732 [email protected]

MIA Stone Summit Nov. 6 Tempe, Ariz. (440) 250-9222

MIA Stone Summit Nov. 11 Anaheim, Calif. (440) 250-9222

Submit your event for consideration in our Calendar by emailing Editor Kevin Cole at [email protected].

Calendar of Events


Bio-Glass — Interior Innovation Award winner 2014 Topaz Blue, the latest color of Coverings ETC’s Bio-Glass designed by Ofer Mizrahi, was bestowed the Interior Innovation Award, an international design award of the German Design Council. The annual awards recognize outstanding design in the home furnishings industry. Bio-Glass received the “Interior Innovation Award - Winner 2014” distinction in the “Wall, Floor, Ceiling” products category.

In the IndustryWilsonart Exclusive Distributor for Antimicrobial Eos in 38 StatesWilsonart is now the exclusive distributor of Antimicrobial Cupron Enhanced EOS Surfaces in 38 U.S. states. The copper-enhanced material kills greater than 99.9 percent of Gram negative and Gram positive bacteria within two hours of exposure and is registered with the Environmental Protection Agency (EPA) for Public Health Claims. “Cupron Enhanced EOS Surfaces is the first synthetic hard surface proven to kill specific disease-causing bacteria, including Methicillin-resistant Staphylococcus aureus (MRSA),” stated Joseph Elia, Wilsonart Solid Surface Sales Manager. “With Cupron Enhanced EOS Surfaces, our sales force will be able to provide expanded options and substantial healthcare solutions to healthcare organizations, architects and healthcare consultants among others.”

MIA Announces New Board of DirectorsThe Marble Institute of America (MIA) has announced the results of its board of directors' election. David Carnevale, president of Carnevale & Lohr, of Bell Gardens, Calif., Brenda Edwards, owner/general manager of TexaStone Quarries of Garden City, Texas, and Robert Zavagno Jr., president of Cleveland Marble Mosaic Co. of Cleveland, Ohio, have been elected by the MIA membership to serve five-year terms. Carnevale will represent Alaska, California, Hawaii, Nevada, Oregon and Washington. Edwards will represent Arkansas, Louisiana, Mississippi, Oklahoma and Texas. Zavagno fills an at-large position.

NSF, Natural Stone Council Develop Stone Sustainability StandardNSF International and the Natural Stone Council (NSC) have developed NSC 373 Sustainability Assessment for Natural Dimension Stone. It establishes criteria for sustainable development aspects of stone production while defining environmental requirements for stone quarrying and production. Under NSC 373, the NSF Sustainability Division will evaluate natural stone quarrying and fabrication operations in several key impact categories, including water, transportation, site management, land reclamation and adaptive reuse, and management of excess process materials and waste. Certification to NSC 373 is based

on point totals to achieve Bronze, Silver, Gold or Platinum level certification. Monitoring and periodic re-evaluation is required to maintain certification. When finalized as an ANSI standard, it is expected to assist in acceptance of NSC 373 by trade and sustainability stakeholders.

Full certification for stone products will be achieved through a combination of NSC 373 certification for quarries and processors along with chain of custody (NSC COC) compliance for the rest of the distribution chain. The NSC COC program is currently in development and near completion.

Coverings Trade Show Celebrates 25th AnniversaryThe Coverings tile and stone exposition and conference is celebrating its 25th anniversary at this year’s show from April 29 to May 2 at the Las Vegas Convention Center. The expo showcases new products, tools and machinery and provides certification programs, networking opportunities and training and education on an array of topics from design trends to installation techniques for distributors, contractors, installers and others. The show will host an official anniversary party on April 30 to honor this milestone. Additionally, show attendees will receive a 25th anniversary commemorative collectible at the show.

Aetna Plywood to Distribute Diresco Quartz SurfacingAetna Plywood, based in Maywood, Ill., is now the exclusive distributor for Diresco Quartz Surfacing in the Midwest United States. Aetna Plywood operates out of four locations in Illinois, Indiana and Minnesota and services 15 states. The Diresco quartz surfacing product comes in polished or honed finish in 26 colors and

slabs measure 120 in. long by 55 in. wide, and is available in three thicknesses: 1.2cm, 2cm or 3cm. Diresco has been operating out of Belgium for numerous years, but is new to the United States. Aetna will first introduce the product in the Chicago and Rockford, Ill., markets before expanding into the other areas it services. Diresco USA, headquartered in Santa Ana, Calif., plans to offer its quartz surfacing material in several other major U.S. cities within the next two years.

U.S. Green Building Council Launches LEED v4The U.S. Green Building Council (USGBC) launched LEED v4, the newest version of the Leadership in Energy and Environmental Design green-building ratings program. It is the first major revision to the ratings program in five years. The update builds upon the fundamentals established in previous versions and also offers a new system that readies all LEED projects in a portfolio to perform at higher levels. Highlights of LEED v4 include new market sectors such as data centers, warehouses and distribution centers, hospitality, existing schools, existing retail and mid-rise residential projects; simplified LEED credit submittal requirements and descriptive step-by-step reference guide materials; and new impact categories, such as climate change, human health, water resources, biodiversity, green economy, community and natural resources.

Klingspor Offers New CatalogKlingspor introduced its new 2014 Woodworking Catalog. The catalog features the company’s full range of abrasive materials — belts, discs, sheets, rolls, specialty abrasives and tools, as well as, reference information. The full color catalog is available upon request.


FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR •

Education Connection

ISFA is pleased to announce that it has been approved as a provider of continuing education for the American Institute of Architects (AIA) Continuing Education System.

ISFA is also pleased to announce that it already has five sponsors for the program: Aetna Plywood; Cosentino; Diresco; Dixie Plywood and Lumber Company; and Meganite.

The Continuing Education System was developed by the AIA to:

1. Support life-long professional learning for AIA Members

2. Record member participation in education for AIA membership

3. Provide members opportunities to meet their MCE requirements

As an Approved Provider for the AIA Continuing Education System (CES), ISFA has developed content for a variety of approved courses through a program with participating ISFA members. ISFA is responsible for the coordination of the CEU efforts, plus provides the point-of-contact for the AIA and other professional organizations that conduct continuing education programs. The ongoing administration of the CEU programs is the responsibility of ISFA, with guidance from program participants. ISFA will also train and register presenters who will be qualified to deliver approved courses on behalf of ISFA.

There are currently three courses approved for the AIA CES:

ADA for the Decorative Surfaces Industry — Course #ISFA13G4101 – 1 LU/HSW

Solid Surface Design Basics — Course #ISFA13SS1101 – 1 LU/HSW

Understanding & Using the ISFA Quartz Standard — Course #ISFA13Q1103 – 1 LU/HSW

Other courses are already in the works, such as Advanced Fabricating Techniques for Solid Surface, which is being worked on by Andrew Dreves of Fabricator Member Company A.S.S.T.

The ISFA Continuing Education Program has four levels of participants:

SPONSOR: An ISFA member company who, through their financial support, helps with the development and execution of ISFA’s Continuing Education Program.

CONTRIBUTING MEMBER: An ISFA member company who provides personnel resources and content for the development of specific courses for ISFA’s Continuing Education Program.

SUPPORTING MEMBER: An ISFA Fabricator member who, through their financial support, helps with the development and execution of ISFA’s Continuing Education Program

MEMBER: An ISFA member company who desires to participate in ISFA’s Continuing Education Program by providing trained and registered presenters capable of delivering ISFA educational programs

Participants in the program will be able to present approved continuing education courses as representatives of ISFA.

Because AIA and other organizations have specific requirements concerning the content, structure and presenters for CEU classes, ISFA will supervise and conduct the development of content for approved classes. ISFA will also organize, train and register individuals who will be qualified and approved to deliver ISFA continuing education content in accordance with the necessary requirements of the various programs in which ISFA participates. See Figure 1 for the fees associated with this administration.

In

order to be able to use ISFA continuing education content, members will need to participate in the program through one of the categories indicated in Figure 1. As shown in Figure 2, there will be a number of benefits associated with participating in the ISFA Continuing Education Program.

For information concerning the ISFA Continuing Education Program or to request an application for participation, please contact Chuck Sawyer at [email protected] or Paula Goncz at [email protected] or by phone at (877) 464-7732.

ISFA CE Program Sponsors:

Figure 1

Figure 2

The ISFA Continuing Education Program


New Colors and Materials SpotlightAbetLaminatiStratificato, a decorative high pressure, self-supporting, compact laminate by Abet Laminati, is used for countertops, furniture, backsplashes, gym lockers, toilet partitions or any laminate application requiring extra strength, durability and design. With new colors and digital

designs, it is offered in more than 500 colors and patterns, 30 finishes, eight sizes and various thicknesses. The surface is composed of decorative paper impregnated with melamine resin. Several colors in 12mm thicknesses are in stock in North America. Digital print is also possible — any design can be printed right on the surface. It is Greenguard certified and has low VOC emissions.Circle RS#25 on page 49 or visit www.isfanow.org/info.

AvoniteAvonite Surfaces will be launching its new Symphony collection in April. The six new solid surface designs were inspired by the majesty of marble concert halls and opera houses, and named for the symphonic sounds that elevate the spirits within them. The unique patterns can also be custom-colored to perfectly match any design needs. The collection is reminiscent of

natural stone, sharing the same random patterns and movement seen in nature. Unlike natural stone, however, solid surface is nonporous making it naturally hygienic.

Avonite’s Right-Sized sheet can be optimized to fit the demands of any project, creating added value by minimizing seams and waste.Circle RS#26 on page 49 or visit www.isfanow.org/info.

Brilliant SurfacingCordia Quartz Surface, from the makers of Brilliant Solid Surface, is introducing six new colors this year. The new colors are Cloud Gray, Cloud White, Pure White, Fine Slate, Bianco Carrara and Noir St Laurent. Cordia is nonporous, making it highly resistant to staining without the need for sealing, polishing or

reconditioning. It is also scratch-resistant and versatile. It also comes with a manufacturer’s 10-year limited warranty.Circle RS#27 on page 49 or visit www.isfanow.org/info.

CaesarstoneInspired by some of the world’s most beautiful natural marble, Caesarstone’s newest designs represent the five new additions to the Classico collection, all with a unique blend of earthy tones and delicately infused veins. These new designs are all made using cutting‐edge technology and are completely unique and exclusive to the Caesarstone brand. The five designs include:

Frosty Carrina, a soft ivory white with delicate powdery gray veins; Dreamy Marfil, a blend of creamy beiges with gentle brown veins; London Gray, an opaque light gray with soft charcoal veins; Piatra Gray, a slate gray with chalky white


veins; and Emperadoro, a fusion deep browns with maple colored veins. The new colors and design options have all the stain, scratch and water resistance qualities of quartz, making them suitable for kitchen countertops, backsplashes, vanities, wall linings and furniture.


CambriaCambria introduced its new Galloway design, as part of the company’s new Coastal Collection of quartz surfacing. The Coastal Collection distinguishes itself by the grand and vast organic movement flowing throughout each design creating a masterful clashing of rock, sand and water. These designs illustrate a balance of neutral tones with striking variation and glistening streams. With its distinct appeal, the Coastal Collection creates a unique and dramatic look. Galloway is an amalgam of neutral tones; the white of a sun-bleached sail, the black of a steel anchor–with a spray of glittering gold. Although no two pieces are the same in their movements, the spirit and tonality of Galloway remains consistent. With the addition of the Coastal Collection and Galloway, the company’s design palette now offers 103 designs. Cambria will continue to develop and add designs to the Coastal Collection throughout 2014 and beyond.


CosentinoCosentino has released its new Dekton product and is also introducing its new Ocean Series of Silestone quartz surfacing. Dekton is an ultra-compact surface made from a mixture of inorganic raw materials found in glass, porcelain tile and natural quartz. The proprietary process by which it is made, Particle Sintering Technology (PST), uses extreme heat and pressure to create its technical characteristics. These include UV resistance for color stability outdoors, exceptional strength, very low water absorption, and high resistance to impacts, scratches and abrasion for use in

high-traffic areas. Dekton’s resistance to thermal shock enables the product to be used in any climate, creating potential for design to flow from the indoors to outdoor spaces. These unique characteristics make it suitable for flooring, countertops and bathrooms. It is available in 12 white, gray, black, and natural stone hues and in three polished, matte and slate finishes. It is made in large format slabs (126 by 56 in.), and available in three thicknesses: 1.2cm, 2cm and 3cm.

The new Silestone Ocean Series is the most exotic Silestone color series available. The collection features six colors with bold patterns and a wide range of movement, offering a natural aesthetic similar to that of exotic granite. The series showcases unique veining, adding a distinctive look to any kitchen or bathroom, and includes the colors Arctic,

Pacific, Mediterranean, Bering, Hudson and Atlantis, all available in the polished finish. As with all Silestone quartz products, the Ocean Series is nonporous and never needs to be sealed. It is easy to clean and has high scratch, stain and heat resistance.


Coverings ETCTopaz Blue is the latest color added to Covering ETC’s Bio-Glass collection. All of the Bio-Glass colors are 100 percent upcycled and made from 100 percent post-consumer recycled glass. Topaz Blue rounds out a roster of six colors including White Diamond, Oriental Jade, Fossil Amber, Malachite and Emerald Forest. The material is stain-proof and scratch-resistant making it suitable for kitchen countertops, backsplashes, vanities, partitions, facades and wall coverings. It is available in sheet sizes measuring 110 by 49 in. and is ¾ in. thick. The layers of compressed glass within the panels allow for the retention and play of light, and no colorants, epoxies or resins are added during the manufacturing process.


Curava Curava offers a slab material that contains sea shells and 100 percent recycled glass particulate and is resin-based. It comes in seven colors: Mocha, Toffee, Wheat, Arctic, Taupe, Lemongrass and Savaii. It is 3cm thick and is suitable for indoor use in countertops, vanity tops, table tops, and shower and tub surrounds. It is made in Italy, and is stain-, scratch- and heat-

resistant. The material has more than 30 percent recycled content, with 70 percent of that content being post-consumer. The majority of the recycled glass content comes from beer and wine bottles from landfills; window and windshield glass waste; and broken bottles from bottling plants. It contains no VOCs and may contribute toward LEED points.


Diamond SurfacesDiamond Surfaces introduces a new solid surface color series, “Clear Q.” These colors feature clear chips combined with solid background colors. Many customers have expressed an interest in solid colors with

quartz-like translucent chips to combine the appearance of quartz and the benefits of solid surface in one product. Not only can designers select one of our standard colors but almost any color can be duplicated for a unique custom look.


Dekton

Silestone Ocean Collection


New Colors and Materials Spotlight

Domain IndustriesDomain Industries introduced 17 new colors to its Affinity Surfaces line of solid surface material. These color additions inspire a wide range of design ideas within the kitchen and bath industry, focusing on unique patterns found nowhere else. The Affinity collection boasts 69 colors in total, including 23 top-selling “Essentials” colors that cover more than 80 percent of the market demand for standard solid surface patterns. Affinity also includes the “Surreal” Collection, a dramatically unique approach to solid surface.The new colors are as follows: (Essentials Collection) Rain; Frost; Cream; Crest; Serenity; Eminent; Carbon; Mist; Terrain; Reflection; (Surreal Collection) Ethereal Snow; Natural Summit; Elision Rock; Sepia Stone; Radiant Basalt; Shimmering Coal (pictured here); and Celestial Azure.


DuPontFour new deep, rich and more durable DuPont Corian solid surface colors featuring Deep Color™ Technology are now available. This new proprietary technology is designed to deliver a product with unique and greater depth

of color with improved heat tolerance, along with a 50 percent reduction in scratch appearance. The colors are Deep Night Sky, a midnight black with a galaxy of translucent particles; Deep Nocturne, a classic jet black; Deep Black Quartz, a black landscape with an array of ivory specks; and Deep Antrhacite, a black base with minute flecks of silver.

DuPont is also working on a new wireless charging technology for smartphones and tablets integrated into Corian solid surface worktops, a product of DuPont’s participation in the Power Matters Alliance.


EmpaticoBecause quartz surfacing is gaining market share, Empatico has developed a brand of quartz surfacing — QuartzNaturalZ — that resembles exotic granites. The Treasures of the World Collection was created with many of the visual characteristics that give exotics their beauty, but with the qualities inherent in quartz surfacing. Empatico is a vertically

integrated manufacturing and marketing company that provides natural stone and quartz surfacing solutions. It is currently searching for and interviewing surfacing professionals that have interest in supplementing and enhancing their current product offerings. QuartzNaturalZ will provide another way to keep existing clients happy, gain new clients and provide an additional profit center. In addition to providing a quality,

cost-effective and desirable product, the company has developed a strong support program that provides proven methods of marketing. The material is available in eight colors: Port Laurent, Mogano Provenza, Marrone Giallastro, Caramello Rosato, Siena Matisse, Avorio Persa, Cremino Imperiale and Bianco Delicatus.


EndurantEndurant fortifies its washroom systems against commercial demands offering customizable solutions to keep them clean and safe without the pressure of constant maintenance. It does this by using its BioPrism solid surface product manufactured at its headquarters in Wisconsin that uses a bio-resin blend and recycled content. Washrooms and sterile environments are constantly under siege from mold and mildew—and it has been a never-ending crusade to keep these

areas clean. BioPrism solid surface was developed to rescue both facility maintenance teams and building users from this battle. BioPrism is available in a number of finished products including shower and tub surrounds, receptors, wall panels, privacy partitions, vanities and more. The material is antimicrobial and nonporous to prevent the growth of mold and mildew and developed with renewable materials, including bio-content, so it’s a responsible choice for the planet. Wall panels can be hard seamed to minimize the number of areas for dirt to hide and can be produced in large sheet sizes to reduce the number of seams needed and the amount of waste going into landfills.


FormicaFormica Corporation has added four sweeping granites to its best-selling 180fx Collection. 180fx laminate designs capture the beautiful detail and veining of exotic, high-end surfaces without sacrificing the maintenance-free and affordable nature of laminate. The 2014 introduction includes River Gold 180fx, a creamy-white granite with linear veins of gold and

gray highlighted by chocolate-brown crystals; Lapidus Brown 180fx, a versatile and timeless granite that features gold tones and iron veining highlighted by creamy white crystals and gray and black pebbles; Magma Black 180fx, a dramatic stone in which each slab appears as if liquid lava has been poured over it; and Red Dragon 180fx, an exotic red with dramatic veining and gray crystals.

Formica also expanded its residential HPL collection of laminates with Premiumfx finishes in 2014 to include seven new patterns that answer



the trend for soft stones, white stones and non-traditional materials, including quartz-inspired designs. All Formica laminate patterns are designed to minimize environmental impact and are available with IdealEdge profiles. Suitable for curved, clipped or 90-degree corner installations, IdealEdge decorative edges transcend the customary limitations of laminate by eliminating flat edges and brown seams.

In addition to expanded laminate offerings, Formica has introduced 13 new solid surfacing patterns, adding a new range of quartz-like patterns and some contemporary shimmer to the brand’s collection of smooth, seamless and nonporous solid surfacing products.


Glass RecycledGlass Recycled Surfaces, under new ownership, is focusing on multifamily, hospitality and institutional installations. Offering turnkey casting, fabrication and installation that rivals granite, Glass Recycled Surfaces is introducing a new “green”

building material to these expanding markets. Made in the USA and extensively tested for performance, its modern, vibrant colors enhance and complement any color scheme.


HanwhaHanStone’s newest designs are making a big

impact on the quartz industry. The three new designs are Fusion, with a natural white vein; Epic, with a stunning small vein; and Crimson, a rich red. Hanstone quartz is manufactured in

London, Ontario, in 54 distinct colors. Hanwha also manufactures Hanex solid surface, which

offers a wide range of 69 industry trending colors and patterns.


LamitechLamitech, the largest manufacturer of high pressure laminates in Latin America, takes it to the limit with Big Scale Granites. Big, bold patterns make dramatic statements showcasing the

natural, varied colors in the veins of a real slab. And the bigger the better — these extreme designs don’t have any pattern repetition found in traditional laminates. The Big Scale Granites are available in three stone-like hues: Lapidus, with exquisite and infinite gold tones; Santo Cinza, with a vibrant gray and neutral color scheme; and Santo Branco, with a color swirl of cool and warm grays and whites. The company’s high pressure laminate designs also include woods, concrete, metallics, pearlescents, solids and

ISFA Member since 2005


textured surfacing options. They are all available in sheet sizes of 5 by 8 ft., 5 by 12 ft. and 4 by 8 ft. They are offered in gloss and matt finishes and the special finish of Splendor and Pietra. The papers used in the materials are all FSC certified and all of the laminates offer low VOC emissions and are Greenguard certified.


MysteraMystera Acrylic Solid Surface is now available to meet the growing demand for veined solid surface countertops and vertical applications. Striking designs combined with the versatility of solid surface offer the commercial designer or homeowner beauty with practical performance. Fabricators can thermoform

sheets to meet the specifications of architects and designers for each project. The initial rollout of 16 colors includes multidirectional and linear veined colors. The linear veined colors infuse a fresh new look of natural veining patterns for some of the top “go to” colors in designers’ pallets. Additional colors are in development based on surveys from both commercial and residential designers. Currently offered in 12mm thick standard sized 30- by 144-in. sheets, select colors of Mystera solid surface will also be available in 6mm thick shower panels, up to 60 in. wide, later this year. Competitive pricing allows fabricators, millwork companies and dealers to maximize margins while delivering value to customers.


NeolithNeolith now offers a marble-aesthetic product collection, Classtone, suitable for kitchen and bathroom countertops, flooring, interior wall cladding applications, furniture coating and exterior facades. The pattern

is imprinted on Neolith’s reliable, high-performance brand of sintered compact surface, a new material category in the industry. Neolith Digital Design (NDD), the state-of-the-art decoration technique, gives the product the visual appeal of marble with the strength, durability and seamless appearance innate to Neolith. The product comes in four intense colors: Pulpis, Marfil, Estauario and Marquina. It is available in the newly introduced format size of 125 by 59 in. and thickness of ½ in., offering a larger, thicker slab for kitchen and bathroom countertops, which can be easily cut to measure to fit customer needs. The product is 100 percent natural with a high content of recycled composition and has near-zero porosity, making it hygienic, stain-resistant, easy to clean

and impervious to chemicals. The product is also wear-, scratch- and heat-resistant, and its colors do not change when exposed to UV rays. Additionally, it is lightweight and easy to install. Neolith products are available in the United States and worldwide through a large network of distributors.


SamsungSamsung is launching eight new colors of Staron solid surface that will be featured in 2014. The new colors have a range of tones, from dark to light. They are Metallic Galaxy, Metallic SatinGold, Metallic SleekSilver, Metallic Yukon, Onyx, Quarry Starred, Quasar White and Sanded Icicle.

This brings the total number of Staron colors to more than 75, including 20 with recycled content and 19 in the Tempest Series, which have quartz-like translucent particulates that provide remarkable depth. Samsung also offers 38 colors of Radianz quartz surfacing.Circle RS#43 on page 49 or visit www.isfanow.org/info.

SeieffeSeieffe Corporation has introduced its new Pietre Preziose Collection of OKITE quartz surfacing. This new collection is inspired by the look of natural onyx. It looks and feels like stone and has a material composition

that is 93 percent natural quartz, the fourth hardest mineral known to man. This innovative new surfacing allows light to move through the surface creating a dramatic, modern look and can be used for countertops, wall cladding, partitions and any other indoor application in which natural onyx is used. It is available in 5/8-in. thickness in three standard colors: red, white and yellow.

And while natural onyx does not come in custom colors, OKITE Pietre Preziose is available for large projects in custom colors, allowing for a high level of customization. Its large slab sizes (120 by 55 in.) create fewer seams in installation and create less waste while offering all the benefits and performance of quartz surfacing. It is easy to fabricate and install, and is a LEED contributing product. The company has also improved the formula of its Bianco Assoluto whitest white, making it even whiter and has developed two new Venati Collection colors: Calacatta Gold and Calacatta White.


New Colors and Materials Spotlight


US Surface WarehouseUS Surface Warehouse will be introducing a new line of solid surface to its LivingStone product offering this year. Sold directly to fabricators, four new colors will be introduced and include: Rolling Plains, Sand Dollar, Stratus and Swirled Surf. Mimicking the look of natural stone and highlighting veined patterns, the warm

and earthy tones of these colors provoke an organic sophistication that truly captures the essence of nature.


VicostoneVicostone is introducing to the U.S. market four new colors that complement its Heritage Stone Series. The new products are developed with a “Nature and Life” theme in mind. The new colors are made using Breton technology with special molds and a color technique unique to Vicostone. These marble colors

are Gioia Carrara; Royal Gray; Akoya; and Taj Mahal.


VT Stone SurfacesVT Stone Surfaces of Holstein, Iowa, introduces the VT Quartz line of hard surface countertops. VT Quartz is currently available in eight colors and will be expanding to a full 20-color pallet during 2014. Custom colors and patterns are also available for large projects or stocking colors. The quartz line features both 2cm and 3cm slabs in a 118- by 55-in. format. Slabs in a 126- by 63-in. format can also be manufactured for select colors. Another custom order option is

1.5cm-thick slabs. In addition, fully fabricated countertops for both residential and commercial projects can be ordered from our state-of-the-art production facilities in Rome, Ga., and LaMirada, Calif. Nationwide delivery is available for slabs and fabricated countertops. VT Quartz is also available for cut-to-size multifamily projects requiring domestic or international fabrication.


WilsonartSeven of eight new Wilsonart Solid Surface designs are inspired by urban landscape. The new Cityscape Collection features seamless and sparkling surfacing material, sprinkled with quartz-like translucent or glittery chips, that is resistant to fade, heat, mold, mildew and stains and complies with FDA food contact requirements. The new designs include Garnet Glitz, Gold Glitz, Night Stars, Clouded, Paris Fog, Chipped Chocolate and Maple Harvest (pictured here), as well as a classic white offering in the form of Avalanche Melange.

Wilsonart also has 19 new laminate designs in both the High Definition

Collection and Premium Collection. The newest offering is Spring Carnival (pictured here), which debuted at the recent KBIS expo and is a confectioner’s overture of white chocolate and creamy brown, accented with gray tones that look like white Brazilian granite. This joins six other granite-inspired colors: Winter Carnival, Summer Carnival, Florence Gold, Bianco Romano, Golden Romano and Cosmos Granite. The Premium Collection includes 12 entries, of which two are wood grain designs — Old Mill Oak, which has a rich, dark chocolate oak look, and Truss Maple that is a light blocked maple. The other 10 colors in the series are large-scale stone designs: Breccia Nouvelle, Breccia, Typhoon Gold, Typhoon Ice, Italian White di Pesco, Café di Pesco, Golden Lightning, Mocha Fantastico, Chocolate Brown Granite and Madre Perola. All of the new designs feature exclusive AEON technology to add durable, long-lasting protection and resistance to scratches, scuffs and everyday wear.


Maple Harvest Solid Surface

Spring Carnival High Definition Laminate

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To do this requires examining a variety of indicators and factoring in expert voices tempered with views of the overall economy put forth by experienced economists. And that is the challenge with creating an article such as the one before you.

However, having done that, there is some confidence that 2014 will be a solid year for the countertop industry. Of course, conditions are subject to local and regional factors that may not be taken into account here.

While the general economy is still growing at a pace that is slower than we would like, a look at specific areas of the economy that influence the countertop industry, such as housing, construction, home improvement/remodeling and cabinetry show very positive signs for 2014.

The General Economy

There is little doubt that 2013 was a relatively good year when compared to the several years that preceded it. And, general economic consensus leans toward even better conditions in 2014. This is reflected not only in the stance of the Federal Reserve, but also in the opinions of numerous well-known economists.

While no one is predicting extreme growth, the projections for GDP are up over 2013 levels. In 2013 GDP averaged around 2.7 percent, which seems to be the floor for most economic projections for 2014. The Federal Reserve Board members and Federal Reserve Bank presidents generally predict GDP in 2014 to grow between 2.8 and 3.2 percent, according

to the most recent forecast. And other economic forecasters, such as Kiplinger, a Washington, D.C.-based publisher of business forecasts and personal finance advice, predict a GDP averaging 2.7 percent or better.

Other positive signs for the general economy are continued decreases in unemployment, low short-term lending rates and increases in disposable income and spending. In 2013 the unemployment rate dropped to 6.7 percent, the lowest rate since 2008 and significantly lower than the 7.4 percent the Fed expected at the beginning of the year. In 2014, the Fed predicts unemployment to drop as low as 6.3 percent. Additionally, the Congressional Budget Office (CBO) predicts an increase in both disposable personal income and consumer spending of 3 percent in 2014.

Overall, these factors provide confidence that the general economy will continue to move in the correct direction. And, for the countertop industry specifically, there are even more positive signs in a variety of allied areas that most affect the surfacing market.

housing

As we know, the decorative surfacing industry is closely tied to the housing market, and it (along with the automotive sector) led the way in economic growth throughout 2013.

After taking severe hits in 2007, 2008 and 2009, housing started to rebound slowly before making a significant jump in housing starts of more than 28 percent in 2012. In 2013, the figures show another significant jump of more than 18.25 percent (see Figure 1). With more

than 923,000 housing starts in the United States in 2013, we have now surpassed 2008 levels. While single-family homes remain less than half the level of the housing peak of 2006 when they hit almost 1.5 million, multifamily dwellings are only 10 percent behind their peak levels at 305,600 vs. 336,000. Kiplinger predicts housing starts will surpass the 1 million mark in 2014, and points out “inventories of new homes remain extremely tight. In December 2013, new homes stayed on the market for an average of 3.2 months before being sold, far below the 5.5-month average of the past 30 years.”

Another positive sign is the continued rise in home prices. Data released in January by S&P Dow Jones for its Case-Shiller Home Price Indices, the leading measure of U.S. home prices, showed that nationwide, home prices grew on average more than 13 percent for 2013. Zillow, a well-known housing-related website with a large real estate research team, forecasted continued increases in home prices through 2014, but at a more normal rate. “We expect home value appreciation to continue … rising 4.8 percent between December 2013 and December 2014 — a rate much more in line with historic appreciation rates,” stated the Zillow forecast.

Industry Economists and indicators all point toward a positive yearBy Kevin Cole, Editor

2014

F orecasting is by nature a tricky endeavor. The general economy has a huge number of complex

interlocking parts that all affect each other in a variety of ways that are difficult to predict with any real confidence. Because the big-picture conditions are subject to change based on any number of factors, they can have extensive effects on subsets of the market. However, looking at particular industry segments can help to paint a good estimation of how the year will look for individual markets, such as the countertop industry.

U.S. housing Starts historical Data Single- Multi- Year Total family family

2006 1,801,000 1,465,000 336,000

2007 1,355,000 1,046,000 309,000

2008 905,000 622,000 283,000

2009 554,000 445,000 109,000

2010 587,000 471,000 116,000

2011 608,800 430,600 178,200

2012 780,600 535,300 245,300

2013 923,400 617,800 305,600

Source: U.S. Census Bureau

Figure 1


“We expect about a 4 percent increase in existing-home sales, to 5.3 million, up from 5.1 million in 2013,” states Kiplinger’s Housing Outlook 2014. “Inventories of existing homes remain moderately low at 4.6 months (as of December). This is fairly close to the average in the housing market prior to the housing bubble, an indication that foreclosures coming into the market are no longer creating an oversupply of homes.”

All in all, the indicators and subsequent predictions are all positive, which looks good for the surfacing industry.

Nonresidential Construction

When it comes to nonresidential construction, the outlook also seems relatively positive. FMI, a consulting and investment banking services company for the construction industry, predicted in its Construction Outlook Report that the five major nonresidential construction segments historically tied to surfacing (lodging, office, commercial, healthcare and educational) will all see modest increases in 2014 (see Figure 2). FMI expects to see the largest increases in the lodging, healthcare and commercial/retail sectors, with these areas advancing 9, 6 and 5 percent respectively.

Points of insight in the FMI report include:

■ Lodging construction grew 15 percent in 2013 over 2012. Revenue per room for lodging was up 5 percent in 2013; high-end properties and major business destinations, such as New York City have the best chance of expansion; hotel developers will renovate before building new properties, with green building more common in remodels and retrofits.

■ Office construction is still fighting to gain traction with a decline in 2013, but new office space is being absorbed at a fast rate.

■ The turn to online sales will be a limiting factor for commercial construction; this will

lead to smaller stores that combine in-store sales with online shopping. Increases in store remodeling may limit new store construction.

■ An aging population is the driving force behind the predicted increase in construction in healthcare facilities; however, new facilities will focus more on technology and less on “frills.” Trends will be toward rebuilding existing facilities.

■ Educational funding is significantly lower, but increases in residential construction and tax revenues for states and municipalities will help bring this market back in many areas of the country. School consolidation will be more of a factor, and higher learning institutes may be affected by the growing trend for online degree programs.

The Consensus Construction Forecast issued by the American Institute of Architects (AIA) also predicts nonresidential growth. In a report issued by Kermit Baker, AIA chief economist, he states, “Nonresidential building activity had a disappointing performance in 2013, with spending levels largely unchanged from those of 2012. However, 2014 looks to be a better year, with building activity increasing 5.8 percent overall, including a double-digit gain for commercial facilities. The recovery will continue into 2015, with spending increasing 8 percent overall and 6 percent for institutional buildings.

“With the economy finally stabilizing, there should finally be some substantial improvement in the construction outlook,” Baker continued. “Both design activity at architecture firms, and the fundamentals of the

commercial property market point to healthy growth moving forward.”

home Improvement/remodeling

The outlook for the home improvement/remodeling sector of the U.S. economy in 2014 is also indicating a good year of continued growth, according to experts.

In the most recent update of the Home Improvement Research Institute’s IHS Global Insight/HIRI Home Improvement Products Market Forecast, the 2013 home improvement market was expected to finish up 5.4 percent over 2012 with a total overall size of $293 billion. HIRI is predicting these gains will be even better, up another 6.8 percent, in 2014 (see Figure 3). “With housing market activity and real income growth now on a slightly higher trajectory in our macroeconomic forecast, we have also boosted projected growth rates for home improvement product sales over the next two years” states the report. “We expect growth averaging 6.9 percent in 2014-2015, with a slight deceleration in the following three years as the housing market cycle runs its course.”

According to the Joint Center for Housing Studies at Harvard University, 2013 was predicted to finish with double-digit growth, with Q3 finishing up 10.4 percent and Q4 up 11.4 percent. The center’s Remodeling Futures Program estimates via its most recent update of the Leading Indicators of Remodeling Activity (LIRA) that these upward trends will continue in 2014, with growth in the first half of

Nonresidential Building Construction (in millions of U.S. dollars)

Type 2008 2009 2010 2011 2012 2013 2014 2015 2016

Lodging 35,806 25,499 11,635 9,129 11,423 13,135 14,301 15,323 16,020

Office 68,563 51,908 37,850 36,011 38,433 37,481 38,924 40,885 43,399

Commercial 86,212 54,069 39,450 43,386 46,303 47,256 49,691 53,773 57,942

Healthcare 46,902 44,845 39,344 40,204 41,797 41,581 44,003 47,533 51,749

Educational 104,890 103,202 88,405 84,985 84,618 81,333 84,704 89,245 95,066

Source: FMI Construction Outlook

Figure 2home Improvement Products Market

Year 2012 2013 2014 2015 2016 2017 2018

Billions $ 278 293 312.9 334.9 351.8 367.7 383.7

% Change 5 5.4 6.8 7 5 4.5 4.3

Source: IHS Global Insight/HIRI Home Improvement Products Market Forecast

Figure 3




the year at 14 percent or higher, and dropping to just under 10 percent in the third quarter (see Figure 4). The report attributes the slight slowdown forecasted in the second half of the year to a predicted increase in borrowing

costs because spending will be near pre-

recessionary levels.

“The ongoing growth that we’ve seen in home

prices, housing starts and existing home

sales is being reflected in home improvement activity,” said Eric S. Belsky, managing director of the Joint Center. “As owners gain more confidence in the housing market, they are likely to undertake home improvements that they have deferred.”

Cabinetry

Cabinetry sales numbers are another predictor for the countertop industry, and some of the most positive news can be found in this industry. After five years of massive negative growth (2006 to 2011), sales are once again in the black with massive gains seen in 2013.

Cabinet sales, as reported in the Kitchen Cabinet Manufacturers Association’s (KCMA) monthly Trend of Business Survey, showed double-digit gains for 2013. Overall sales jumped a whopping 20.7 percent in 2013, on the back of 7.3 percent in 2012 (see Figure 5). Considering more than two-thirds of the cabinet market participates in the survey, the numbers are a pretty solid representation of where the segment stands.

According to a release by the Cabinet Maker Association (CMA), its 2014 Benchmark Study

Figure 4




not only confirmed the numbers reported by the KCMA, but it also showed indicators of solid growth for 2014. Nearly three quarters of the study’s more than 300 qualified respondents reported sales increases of more than 10 percent in 2013, and 82.4 percent say they are more optimistic for sales gains in 2014, with more work in the pipeline and increased sales leads.

Because of the close alliance between the cabinet and countertop markets, this is a very positive sign for those in the countertop industry.

Countertops Specifically

While all of the previous factors influence the countertop industry, and all of them point to a solid year ahead, one research company, The Freedonia Group, actually published a 382-page report in late 2013 titled “Countertops” that offers some predictions and insights into the specific marketplace (see Figure 6).

The study reports that Wilsonart, Formica, Panolam, DuPont and Cosentino are the five largest material suppliers to the U.S. countertop market, accounting for 44 percent

of total sales by area in 2012. The first three dominate the laminate segment, while DuPont continues to lead the solid surface segment (while also holding a significant share of the engineered stone market) and Cosentino accounts for the largest share of the engineered stone market, states the report.

According to the report, U.S. demand for countertops is forecast to increase 5.1 percent

per year to 750 million square feet in 2017, valued at about $25.2 billion. This comes off of the back of an overall contraction in the countertop industry by -2.8 percent over the last several years. “Going forward, countertop demand will be spurred by a recovery in U.S. building construction and, in particular, gains in single-family housing completions through 2017,” stated the report.

Cabinet Sales in Billions of U.S. Dollars (includes 70 percent of industry reporting)

Year Total Overall % Stock cabinets Semi-custom Custom sales change % change cabinets % change cabinets % change

2013 $5.6 20.7% 26.2% 16.3% 17.9%

2012 $4.7 7.3% 11.7% 4.5% 0.1%

2011 $4.4 -1.7% -3.2% 0.0% -3.0%

2010 $4.5 -4.1% -6.7% -0.5% -13.2%

2009 $4.8 -28.3% -24.1% -30.2% -37.2%

2008 $6.7 -19.3% -18.5% -19.9% -20.6%

2007 $7.9 -12.3% -19.8% -4.7% -5.2%

2006 $9.0 Source: Kitchen Cabinet Manufacturers Association (KCMA) Trend of Business Reports, www.kcma.org.

Figure 5



“Advances will also stem from a relaxation in credit requirements, providing homeowners with needed financing to go forward with countertop remodeling plans.”

While laminate countertops will maintain the largest share of the market, the Freedonia report predicts that share will continue to decline. “Just a decade ago laminates accounted for 60 percent of countertop surface area,” stated the report. “Their share will continue to slide as they face rising competition from a wider variety of surfaces. By 2017, laminates will account for only 47 percent of total demand as consumers opt for higher quality materials.”

Natural stone, according to the report, will continue to see large gains going forward. Of note is that this is the first time since Freedonia has tracked countertop demand that natural stone has showed a larger market share than solid surface. And, according to the report, this trend will continue. “Until recently, natural stone materials were primarily used in luxury homes,” it explained. “However, a drop in the average price for granite (partially due to an increase in low-cost imports) has extended

U.S. Countertop Demand (in millions of square feet)

% of Annual GrowthItem 2007 2012 2017 2022 2007-2012 2012-2017

Total Countertop Demand 670 585 750 860 -2.7% 5.1%

By Material:

Laminates 353 290 349 380 -3.9% 3.8%

Natural Stone 88 90 130 160 0.5% 7.6%

Solid Surface 87 77 97 110 -2.4% 4.7%

Engineered Stone 36 41 58 72 2.6% 7.2%

Cast Polymers 53 40 55 64 -5.5% 6.6%

Tile 43 35 44 51 -4.0% 4.7%

Other 10 12 17 23 3.7% 7.2%

By Market:

Residential Building 527 465 595 680 -2.5% 5.1%

Nonresidential Building 119 99 131 153 -3.6% 5.8%

Nonbuilding 24 21 24 27 -2.6% 2.7% $/square foot 31 31 34 36 -- 1.9%Countertop Demand (in millions of $) 20550 17850 25150 30700 -2.8% 7.1%

Source: The Freedonia Group, Inc.

Figure 6





the availability of this material to a larger portion of the mass market.”

However, the report goes on to predict big increases in other materials as well. The report predicts engineered stone, along with other materials such as metals, concrete and recycled materials, will increase by 7.2 percent per year through 2017.

So, putting all of these things together, it looks like the countertop industry can prepare for another year of continued growth. While the general economy could be a bit stronger, barring disasters, everything appears to be on track for surfacing. Cabinetry is showing the best activity in more than a half dozen years and remodeling appears to be a high point for the year. But, both new home and commercial construction also look to be on solid footing.

Editor & Publisher Kevin Cole can be reached at [email protected].

The author would like to thank the federal

government for a variety of statistical information made available to the public, as well as acknowledge the following sources used in the creation of this article:

The American Institute of Architects (AIA), www.aia.org, a professional membership association for architects

The Cabinet Makers Association (CMA), www.cabinetmakers.org, a professional organization for cabinetmakers and woodworkers from both the residential and commercial markets

FMI, www.fminet.com, a consulting and investment banking services company for the construction industry

The Freedonia Group, a research firm that recently released a “Countertops” study that is available for purchase from the company at www.freedoniagroup.com

The Home Improvement Research Institute (HIRI), www.hiri.org, a membership-based,

nonprofit organization of home improvement industry companies

The Joint Center for Housing Studies (JCHS), www.jchs.harvard.edu, Harvard University’s center for information and research on housing in the United States

Kiplinger, www.kiplinger.com, a publisher of business forecasts and personal finance advice

The Kitchen Cabinet Manufacturers Association (KCMA), www.kcma.org, a nonprofit organization representing manufacturers of cabinets and decorative laminates

S&P Dow Jones Indices, www.spdji.com, a subsidiary of The McGraw-Hill Companies and the world’s largest global resource for index-based concepts, data and research

Zillow, www.zillow.com, a well-known real estate website with a large staff of industry researchers


I’d like to begin with a big thank you to Mike Langenderfer, last year’s ISFA president, for all he’s done in this industry and for the association. Mike is a real leader and his leadership skills have really shown through when making decisions. He’s the kind of guy whose mind you can really see work. Mike doesn’t worry about criticism, doesn’t expect gratitude and asks questions rather than giving direct orders. I met Mike in 2005 at an ISFA regional meeting. He was the guy that was asking questions to the presenters and then asking “why” to the answers he received. He has been a mentor to me and a true friend that I am thankful to know.

I urge you to get involved in ISFA events in order to have the opportunity to meet people like Mike, who will increase your bottom line by just questioning how you do things.

I’d also like to take this opportunity to recognize people in the industry that have helped my business and me grow. Each of them has left an impression on me that I won’t forget. I know I have missed a lot of people and that as soon as this is published I’m going to kick myself for not including them.

Ted Sherritt: Ted was my mentor in the ISFA Million Dollar Mentor program. He taught me to measure results and that a great marketing plan makes up for a lot of loose processes. (He also taught me not to try to keep up with him drinking.)

Russ Berry: Russ is one of the best minds in our industry with a real knack for good word choices. He taught me how to present my ideas better in public and that I should take every opportunity to speak in public, even if I might not want to.

Martin Funk: I roomed with Martin at an event, and he was up at 4 a.m. screaming in German (time change). He taught me to speak when it is important and not to fill space.

Hunter Adams: Hunter is smart as hell and is best described by the word “orderly.” He taught me to balance work with family.

Mory Ludwig: Mory is a great guy and has a showroom that is first class and an operation that anyone would be proud of.

Vanessa Bates: Vanessa, in my opinion, brought good accounting practices to the countertop world. She told me to not buy big equipment just because it seems manly, but because you need it to make more money. She also taught me about market research.

Christina Humiston: Christina is scary smart and very energetic and taught me to dig deep into issues to find truth.

Russ Lee: In addition to being an outdoorsman, like me, Russ is very knowledgeable, and his good ideas helped me understand the importance of a sound business plan.

Evan Kruger: Evan is what I would call a “master entrepreneur.” He is worldly, has solid people skills, and taught me about networking and that everything has a window of opportunity.

Mike Job: Mike was a past board member and a savvy businessman. He was one-of-a-kind and was taken too soon by a motorcycle accident. You are missed my friend.

Dani Homrich: Dani, the person that invited me to join ISFA, is the mad scientist of solid surface. He taught me important lessons on coving and material testing.

Tom Pinske: Tom is a real inventor and always encouraged me. He was the one who originally taught me how to make shower pans.

Joe Hoffman: Joe is self-confident, funny and

has a great accent. I learned a lot about the stone industry from him.

Jon Blasius: Jon is a marketing genius, a great salesman and a friend (plus he loves guns like me). He introduced me to Atlas Shrugged, The Art of War, The Goal and other books and topics that continue to fascinate me.

Adam Albee: Adam is very process-oriented, funny (looks like Will Ferrell) and is a huge resource on the ISFA Board of Directors.

Rob Reglar: Rob is a fellow Michigander who loves fishing, but beyond that he is honest, dependable and a great operator.

Andy Graves: Andy is a smart guy who loves this industry. He is creative and I see us becoming better friends in the future. Consider this an olive branch, Andy (no pun intended).

Robert Butts: Robert has great business skills, answers the call of fabricators and is a realist.

Gordon Deyoung: Gordon is a good guy, a fellow deer hunter, and showed me a lot of fabrication techniques as far back as junior high. He always encouraged me to keep up on my literature.

Todd Werstler: Todd taught me to spend the money to get the right people on the bus.

Tom Winkowski: Tom taught me about distribution, weathering a storm and boldness.

Steve Lefebvre: Steve is an inventor with wisdom and initiative. I own every tool this man has made. I will buy any new tool he comes up with. I look forward to the day that we can spend time together.

Sid McKay: I've always enjoyed talking to Sid. He is an honest man with a deep knowledge of the industry.

Hello Fabricators! I am the new president of ISFA for 2014. I own a business called Paxton Countertops and Showers Inc. out of Grand Ledge, Mich., along with my dad and sister. We fabricate laminate, solid surface, concrete, granite and quartz surfacing in-house.

From the PresidentFrom the desk of Dave Paxton, President of ISFA Board

I Am Throwing Down a Challenge!


Mell Hill: Not only is she trustworthy and honest, but Mell has also taught me to give appreciation to others and that even the smallest thing goes a long way and means a lot.

Erica Hussey: Erica grew up in the industry and loves it. She taught me to analyze my own mistakes and criticize myself before others. She also taught me Bostonian.

Mark Anderson: Mark respects others, shows initiative and has great wisdom. Because of him I try to show loyalty, stay focused and keep a positive attitude about others. I also learned a trick from him about Brazilian steak house cards.

Michael Astill: Michael is enthusiastic and is literally the best salesperson I know. This guy could sell me anything, a-n-y-thing!

Kevin Cole: Kevin, who does a great job on the magazine and is continually improving it, is a book of knowledge; he reads everything and always appeals to nobler motives. He does not try to imitate others, but only tries to be himself.

Harry Hollander: Harry cracks me up. Over the years his Mohawk has become less pronounced. He is always willing to help better our shop processes. Harry taught me that everything can be tracked (using JobTracker of course).

Chad Thomas: Chad is very hard working and knows about adhesives in great detail. Because of spending hours on the phone with him, I know more about adhesives than I ever thought I would.

Ron McDermott: Ron taught me about laser templating (and how to open a beer bottle).

Deanne Ellard: Deanne taught me to be persistent, available and stay the course.

Mike Heylman: Mike explained to me about the very quickly approaching risk of cheap Chinese imports of prefabricated tops, and that if we band together, we can do something about it.

Jeff Puinti: Jeff taught me to smile, and that every once in a while the F-bomb is appropropriate.

Chuck Sawyer: Chuck taught me about break-even point and that no dollar before that is profit. This is something that we monitor closely.

Jon Olson: Jon is a pillar in the solid surface community and one of the most knowledgeable people in the world on solid surface design and material characteristics. He taught me to use social media and about 3-D solid surface.

Gordon Shell: Gordon is a very kind person and taught my first Corian fabrication class. He continues to teach others in the industry and one day I hope to be ringside when he beats the hell out of Mike Vic.

Jack Hussey: Jack is a veteran in the industry that knows people and how to interact. He is knowledgeable and extremely funny. I spent time with him watching ’80s bands on Bourbon Street in New Orleans. He ordered a Jack and coke, and they handed him the biggest drink I have ever seen. We had a great time.

Mike Nolan: Mike always seems to keep busy. He is a teacher who knows how to explain complicated procedures.

Bruce Akins: Bruce showed me SWOT analysis and how to apply it to my business.

Layton Day: The conversations I have had with Layton left an impression on me. He is an entrepreneur that spends a lot of time monitoring his market for the right time to grow and invest. I was listening, Layton.

Mark Lauzon: When I have screwed up really bad, I typically call Mark. This guy knows stone. He’s hands-on and takes great pride in his work. Mark speaks his mind, so don’t expect sugar coating (and I hope you don’t get offended from creative foul language).

Jon Lancto: I have been watching and listening to Jon for 16 years. We toured his shop in 2006 where we were taught throughput and how to measure production. Jon is involved and I hope to spend more time with him in the future.

Bill Wolle: I learned push caulking from Bill, and I still have educational DVDs of him teaching topics that continue to be relevant even after more than a decade.

Aaron Crowley: I would not be the least shocked if Aaron became a future U.S. president. His book "Less Chaos, More Cash" is a bible to us,

teaching processes and measurable standards — a must read. If you have the opportunity to talk to Aaron, stay seated and let him do a majority of the talking.

Kurt Bonk: Kurt taught me to let Mike Langenderfer buy drinks and to stay involved in everything just a little bit.

Fred Hueston: Fred showed me how to loop the air in my stone shop to create more volume without spending a bunch of money. I have also used his “Dr. Fred’s” and it works great.

All of these people helped me to be the person I am, to create the business I work in and to set the path for what the business and I are becoming. I met all of these great people through my association with ISFA and was only able to take advantage of all they had to offer because I got involved and made it a point to get to know them. We are in charge of where we go not only in our personal lives, but in our businesses as well. Excuses as to why you didn’t succeed are just that, excuses! To those of you who are not taking advantage of the opportunities to learn from and grow with your industry peers, I have just one bit of advice: Get off your ass and interact!

I am throwing down a challenge to all ISFA membership:

Contact everyone I have listed above.

Give appreciation in the form of a letter, phone call, email, etc. to all of the people who have helped you to become who you are and that play a role in your operation running smoothly. Encourage them.

Call me. Let’s talk shop. Tell me how this challenge is working for you. I want to be on your list. My cell phone number is (517) 719-0146.

And if you aren’t already, be a member of ISFA. It could make a big difference in your success.

Thank you and God bless,

Dave Paxton ISFA President [email protected]


In the book, Conwell writes about Ali Hafed, a farmer who owned acres of farmland but, like most people, desperately wanted to be wealthy.

One day, his priest told him that if he could just find one diamond the size of his thumb, he could buy the entire country and live the rest of his life as an extremely wealthy man. So, Ali sold the family farm and went searching for diamonds. He searched all over the world, eventually going completely broke and ending his own life.

Shortly after Ali’s passing, the gentleman that bought his farm was giving his horse a drink from the river that ran through the property. As he was standing on the river bank watching his horse drink, he noticed a sparkle in the water. As he looked closer, he found a beautiful stone that glistened in the sun. He picked it up, and thought nothing of it until the priest stopped by and pointed out that it was, indeed, a diamond.

It turns out that the entire farm sat on acres and acres of diamonds and became one of the world’s largest diamond mines.

Poor Ali had acres of diamonds right under his nose and instead of leveraging what he already had, he left it behind for a miserable life and death.

The moral of the story is pretty easy to see. I believe that we all have our own figurative acres of diamonds. You have your own asset, just like Ali, and you just need to harvest it.

I talk to business owners like Ali every day.

Regardless of their size or profitability, they all want to increase revenue. But, like Ali, they’re all looking for a solution outside of their existing asset. While there’s nothing wrong with this thinking, I advise them to look within their existing asset for profit opportunities before they invest in more product offerings, a bigger Internet marketing budget or whatever it is that they’re thinking of doing.

In the stone industry, you have the trust and respect of people — your customers — who are in very valuable stages of their lives. As you probably know, there are specific life events that surround the need for home improvements, such as countertops and flooring, and it’s crucial that you know what they are. It’s even more crucial that you know how to capitalize on them.

Calculating the Value of a Customer

Conventional thinking in the stone industry tells us that homeowners have a lifetime value that is made up of a certain amount of projects, future job requests and referrals. I hear numbers all over the board.

To calculate your average customer value, you must first find out your average revenue per job. To do this, simply take your gross revenue over the last 12 months and divide it by the total number of jobs completed.

Next, find out how much a customer referral is worth. For example, if you average one referral for every two homeowners, divide your average revenue per job by two. You can then add this to your average revenue per job you just calculated. You have now determined your average lifetime customer value.

You CAN increase that number without raising prices, adding another customer or selling more products. This is just one of your own “acres of diamonds” that you have within your stone business.

Leveraging Current Assets

One way to begin the process of increasing your lifetime customer value is to identify the major life events your customers are currently in. The most common major life events are:

Moving – Either somebody intends on selling their home or has just moved into a new home.

New Job/Inheritance – People who have come into additional funds or income.

The first step to leveraging your assets is calculating the value of a customer.

Advanced Stone MarketingStrategies for Those Who Want More Profits

By Aileen Davis

Average Revenueper Job

÷No. of Referralsper Customer

Average Revenueper Job

LifetimeCustomer

Value

T HE CLASSIC BOOK ACRES OF DIAMONDS, by Russell Conwell, teaches that most people have love, money and anything they desire well within their existing reach. In my opinion, it is

a “must read” for just about anybody and I urge you to do so.


Empty Nest – Now that the kids are gone there’s more money for home improvements and/or the age of the house requires it.

Marriage – A new kitchen/bath will help the couple to better enjoy their home together.

Once you are aware of these life events, you can work on leveraging one of your business’s most valuable assets: the trust and respect of your existing customers.

By forming joint ventures with respectable local businesses that can fill a need that people in those major life events are looking for, you can increase the value of many of your customers by 25 percent, 50 percent, 200 percent or more!

Joint Ventures for Success

Just like you, local businesses are trying every day to grow their sales revenue. So, like you again, they advertise. This all works out so that they have a customer acquisition cost. Some will pay a few bucks for new customer, but others will pay several hundred or more than $1,000 to acquire a new customer.

Now, what if you leveraged your trust and customer relationships and gave these

businesses a qualified customer? Do you think the business would pay you a commission for that customer? You bet! If you’re paying $100 for a new customer through your advertising efforts, would you be willing to pay $80 for a new customer if somebody brought it to you? Of course you would.

If a local business is paying $400 for a new customer, they’d love you to bring them new customers at $250. They save $150 and are dealing with a good customer. In that situation, you just increased your lifetime value by $250. Do that a few times and you’ve just struck diamonds.

Form alliances with local businesses outside the industry like movers, realtors, carpet cleaners and so on. Think of companies that can help people in the major life events above and the list of companies will be easy to form.

For example, people who want to put their home up for sale need a realtor, moving company, probably a handyman service to make their home presentable and quite a few moving supplies. A couple who just got married probably want to talk to a good interior decorator, insurance agent, financial planner, etc. The list is endless.

Meet with the decision makers of these local businesses to work out a fair commission and tracking system that will make both of you comfortable. Do this multiple times until you have a nice slate of joint venture partners. Then create nice marketing materials to present to your customers that outline the benefits of using your joint venture partners.

Before long, you’ll be getting commission checks in the mail and your customer value will go through the roof. As you continue increasing your amount of new customers, your revenue is boosted exponentially. That, my friend, is one large acre of diamonds within your existing business! About the Author

Aileen Davis is the president of Stone Marketing Systems (SMS), which is dedicated to helping stone businesses increase their profits through innovative sales and marketing strategies. To subscribe to Aileen’s e-newsletter for free tips or schedule a 30-minute “Marketing Tune-Up,” visit

www.StoneMarketingSystems.com or call (888) 813-9658.

Grass Roots Gatherings


Get Involved!We need your help to make these events the best that they can be. For more information or to help organize an event in your area, please contact ISFA at [email protected].

If you are an associate member interested in sponsoring or displaying at a regional event, please contact ISFA at [email protected].

ISFA GrASS rootS GAtherInG

Coming this fall to Park Industries

Watch for more information soon!


GrowthGrowthIf your phones are ringing faster than your office staff can answer them, you are not alone. If your staff is working overtime to get quotes out the door, what a great problem to have and what a great experience to share with fabricators all over the country. And it is a shared experience.

In recent weeks I’ve talked with many countertop fabricators from all over North America and the story is the same with everyone: Demand for premium counters is increasing and there is a sense that it isn’t a temporary spike. It’s not out of control, but judging by the way the numbers look and the way the market feels, growth is not only expected, it's happening.

The great thing about growth in demand is that prices will rise because supply is limited. When customers clamor over a limited supply or capacity, there will be a period (until supply expands to accommodate the new demand) where they will pay more to get their projects completed on time! Higher prices equal higher profit margins! But, higher profits are by no means guaranteed in a growth phase.

The fact is that growth — profitable growth — in a custom manufacturing environment is very difficult to achieve if it isn’t managed effectively. In most shops, work will be scheduled faster than manpower and capacity necessary to deliver it is added. This creates strain and stress on the existing operation, and people and things can get out of control (and costly) quickly.

When critical tasks that are crucial to keeping the promise to the customer easily slip through the cracks, it causes embarrassing delays and expensive mistakes that must be corrected at the expense of other profitable work.

This happens because growth changes the operation in subtle ways that may go unnoticed until after a critical task has been overlooked and profit-consuming chaos takes charge.

The change means greater workloads for individual employees in many forms. Higher call volume reduces time for other important tasks like passing important messages to key people. More drawings to quote reduce the time for following up on quotes that have already been sent out. Having additional countertops to cut reduces the available time to assist in setting up the counters for fabrication.

In this situation, most employees will quietly request the assistance of another employee to help them accomplish their tasks. “Can you grab that call?” or “Can you layout that next slab for me?” are common responses to the rising water of demand seeping into the operation. Unfortunately this well-intentioned job sharing will evolve into uncertainty as the line blurs between whose job it was and whose job it is to help finish tasks. Imagine someone in the office thinking, “I got the last call; it’s clearly his turn to grab this one” as the phone rings yet again, but this time unanswered.

At this point the nagging uncertainty as to who is really responsible for answering the phone, interpreting the drawings or laying out the next job becomes good old-fashioned confusion. Wondering whose job it really is will inevitably put someone in a position where they have to choose between doing the job they were hired to do and the one they have informally assumed.

When employees choose between two tasks, it means one will get done and the other one will quietly slip through the cracks.

Then it’s no longer just confusion; it's chaos. And it compounds an already straining operation. Employees who don’t have time to get all their work done the first time surely don’t have time to redo it. But redo it they must, and at the expense of the other work that still needs to get done!

What starts out as a welcomed development and opportunity to grow the bottom line can become a great big headache that strains relationships with valued clients while producing even lower profits than were generated on lower sales volume.

So where does that leave us? Should we fear growth? Should we avoid growth? No and no. We should control growth. We should manage growth. Instead of selling everything we can sell, we need to sell only what we have decided we want to produce and have planned to take on.

First we need to have an idea of what the actual growth might be. The only way to do this is by objectively comparing current sales activity with previous periods. If the number of quote requests in the last four months is up 20 percent over the same period last year, it is a reasonable expectation that demand will continue to exceed your current capacity by the same amount.

Second, we need to know our current capacity so we can regulate its expansion. Whether it’s the number of kitchens, square feet or a combination of the two, truly knowing and understanding capacity is crucial if we seek to profitably add to it.

So what is your daily, weekly and monthly average output? If you don’t already know the answers to these questions, stop! Don’t add a job to the calendar until you have evaluated the last four months to determine your current output.

Understanding current capacity and then deciding what the next level of capacity will be not only establishes a measurable target to increase capacity but it will also limit the tendency to over-commit. If your capacity is five kitchens a week but you agree to do a sixth (a 20 percent increase), costly chaos is going to follow and when the dust settles your profit will not be 20 percent higher. More than likely it will be a lot lower!

Third and last, we must communicate with our staff. It is absolutely crucial to inform your staff that you have made the objective decision to take on work and add capacity to deliver it long before that additional work starts to show up on the calendar.

Once additional work is scheduled, communication is even more critical. Because growth changes the complexion of an organization very subtly, it is hard to predict where the strain will show up first. Daily communication between departments and staff will turn those quiet requests for assistance into declarations that increased demand is threatening to overwhelm. That way, formal decisions can be made to eliminate the uncertainty and confusion that would otherwise occur.

Resisting the urge to take on more work because it's there for the taking requires enormous self-control. Managing that work requires an understanding that while growth solves many problems, it can create many more.

Growth is a sharp sword that cuts both ways. So embrace the blessing of our improving economy and increasing orders for countertops, decide if and how much you want to grow, and then prepare to work even harder to make it all worthwhile!

About the Author

Aaron Crowley has worked in the countertop industry for 19 years, the last 15 as owner of Crowley’s Granite Concepts, a seven-time Angie’s List super-service award winner. Aaron also developed the Fabricators Friend line of stone-shop gear, founded RemnantLocator.com and authored the book Less Chaos, More Cash. He speaks and writes regularly about business management in the countertop industry, and can be reached at [email protected].

Growth – The Double-edged SwordBy Aaron Crowley


FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • Fabricator Profile: Surface Link

W HILE MOST COUNTERTOP AND SURFACING SHOPS LIKE TO

BELIEVE THEY ARE DIFFERENT THAN ALL OF THEIR PEERS, Surface Link Corporation can make that claim with an air of authority. Unlike other companies in the surfacing industry, Surface Link covers all of the United States and Canada, but more than that, they specialize exclusively in rework.

While the company is headquartered in northern Virginia where it has its main operations center, it has remote offices in most U.S. states and Canadian provinces.

The company handles repairs, modifications and refinishing work in both residential and commercial settings. The spectrum of work performed ranges from the smallest chips and scratches all the way up to massive breaks and cracks and everything in between.

Solid Beginnings

Founder and company president John Vatis first got into the surfacing business in the ’80s in the solid surface segment of the industry, and in 1988 he and a partner started a fabrication shop. In 1997, after nine years of fabricating solid surface tops, Vatis sold his interest in the business and that same year founded Surface Link to concentrate solely on the repair of solid surface.

In the beginning, he worked out of his SUV handling solid surface repairs for a few of the major surfacing manufacturers and a large distributor in the Washington, D.C., area. However, his business soon began to expand and he hired his first employee in 1999. The company now covers the entire contiguous United States and Canada, including the Maritime Provinces, and has more than 50 personnel consisting of operations staff and field technicians.

No Material Left Unturned

Although the company’s roots are in solid surface, its arsenal of skills goes far beyond just one material. Over the years the company evolved from exclusively handling solid surface into inspecting, repairing and restoring quartz surfacing, granite and marble, as well as other specialty surfaces. “There is no

premium surface that we shy away from,” explained Vatis. “We handle green surfaces, such as recycled glass, as well as concrete, stainless steel, copper, zinc and other specialty surfaces. They are all welcomed.”

In 2002, the company first began taking on quartz surfacing repairs and in 2012 delved into granite and other natural stone as well as

the variety of specialty surfaces. “Surfaces trend in and out over the years,” said Vatis. “It is our thought that to have a healthy business we must be able to work with any of the current surfaces and educate ourselves about any new surfaces that are coming on. It also is enjoyable. Working with new materials and learning new techniques is interesting. Our people love that aspect.”

Surface Link was rooted in solid surface work, such as this before and after of a major repair.

The company expanded into repairing quartz surfacing in 2002, as shown in this before and after.

Polishing and refinishing both in residential and commercial settings are part of the services offered by Surface Link.



And the fact that the company’s headquarters has both a research and development shop and a training facility helps it to keep a handle on the latest materials and techniques. “The R&D shop is used for development of new repair techniques and tooling,” he explained. “If we haven’t repaired a particular surface, we will work with it in our shop and find a solution.”

Training to be the Best

The company is extremely picky about its technicians and spends a lot of time training everyone to ensure the best service. As such, the company has three in-house manufacturer-certified instructors for quartz surfacing and solid surface. At the Surface Link’s training center personal, hands-on training is required for all new technicians, as well as recurrent training for existing technicians. The company also offers training to fabricators wanting to get certified with a particular manufacturer or start their own businesses.

“Every technician has to have an incredible amount of knowledge and training in the repair field,” explained Vatis. “The knowledge any particular technician needs just to repair solid surface and quartz alone is staggering.”

It is this training that keeps the company on the top of its game, which is key when handling warranty work for manufacturers and distributors — a large percentage of the business the company handles.

“It’s especially important that we provide the best service and value to manufacturers for their warranty work,” said Vatis. “Our technicians are incredibly talented. I am in awe sometimes.”

A Day in the Life

The importance the company places on training seems to have paid off, as during a typical month, Surface Link’s operations center fields between 500 and 800 requests for repair work. The center manages all calls, technical advisory services and sales. Once a job has been established, the center also takes care of the logistics and coordinating technicians in the field to handle each call. Then, a technician working out of a fully equipped truck goes into action, putting their restoration/repair capabilities to work.

Keeping the hoppers full and the calls coming in requires a variety of sources. In addition to warranty work, Surface Link also gets non-warranty referrals for repair work from material manufacturers and distributors. “It is just as important to them to know that referred consumers are handled carefully and professionally, once again reflecting positively on their own brand,” said Vatis. “In addition, we perform inspections of high pressure laminate surfaces for one major manufacturer on a national scale.”

Plus the company is happy to work with other fabricators. “Repair referrals from other

fabricators are also a primary source of business,” explained Vatis. “We work with and support fabricators all over North America; they refer repair work to us so that they can focus on new fabrication and installation. Our relationships with fabricators are important to us. We help them by providing a quality service that they can refer their customers to. They know their customers are in good hands which reflects positively on their businesses.”

In addition to these professional referrals, the company does a good bit of direct sales business. This is brought in through marketing, traditional advertising and online lead sources, as well as word-of-mouth referrals. A lot of this retail business is countertop and sink refinishing and replacing existing sinks with updated models. Additionally the company repairs and refinishes baths and showers on a case-by-case basis.

On the retail side, currently it is about an 80/20 split with residential work dominating its

The company’s services go beyond just countertops as illustrated by this solid surface and crack repair and refinishing project on a boat.

All of the company’s repair technicians are trained in-house by certified trainers and kept current through regular learning updates.

“Every technician has to have an incredible amount of knowledge and training in the repair field,” explained Vatis. “The knowledge any particular technician needs just to repair solid surface and quartz alone is staggering.”



commercial business. However, Vatis said the commercial market is picking up steadily for the company, and he sees commercial work moving more toward half of the business in the near future.

In addition to solid workmanship, Vatis credits much of the company’s ability to keep the calls coming in is because of the people working at his main facility. “We have an amazing operations center staff that is knowledgeable and friendly,” he explained. “And that is a key component in maintaining all of these relationships.”

When asked about his philosophy for success, Vatis explains the “miser principle.” “It’s something I learned from a good friend who worked in this industry many years ago,” he said. “The miser principle is an acronym for ‘make it simple easy.’ We work really hard to make it simple and easy to do business with us.”

Making a Difference

Although quite a bit different than the typical fabrication outfit, this type of business is not without its benefits. There is generally less urgency and consequently less pressure. “In the fabrication business, there are the customers and the different trades all lined up, waiting for the installation to happen so they can do their part,” explained Vatis. “In the repair business, the countertop is already installed. There is less urgency and the atmosphere is more relaxed.”

However, there is also a downside. “We have to cover a large geographic area to make this business work,” he continued. “There aren’t many areas of the country that offer enough work to support a localized repair company.”

That means the company is always looking for opportunities for growth. However, Vatis makes sure that growth is slow and well managed. “If you don’t continue to grow, you stagnate

and go away,” he said. “If you grow too fast, you lose your quality. So we try to continue to grow, but slowly.”

However, one of the same things that makes this sort of a unique business such a challenge also brings rewards. “This type of work has been done on a national scale by very few people,” said Vatis. “Consequently, there are so many things to discover, invent and learn. All of us — our operations staff and our technicians — continually come up with new ideas, techniques and approaches. It keeps us all fresh and enthusiastic. Everyone in our company, to the person, says that they love this work. And this is a feel-good, people-helping business. We are the problem solvers, and that’s a great feeling at the end of the day.”

For more information, contact Surface Link Corporation at 4200 Lafayette Center Dr., Suite A, Chantilly, VA 20151, (800) 482-1774, [email protected], www.surfacelinkcorp.com.

Learn Something New. Create More Profit.

Make More Money.Give Your Company the Leading Edge.

UPCOMING TRAINING DATES:

Total Fabricator Training — Solid Surface Morganton, N.C.

May 19-22 • July 14-17 • Sept. 15-18

Total Fabricator Training — Stone/Quartz oakland, N.J. April 7-9 • Aug. 4-6

Las Vegas June 23-25 • oct. 6-8

find out more & Watch our youtube Video! Visit www.Isfanow.org/tft or call us at (877) 464-7732Circle RS#60 on page 49 or visit www.isfanow.org/info.


Your subscription automatically starts the next time an issue is mailed out.

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About Your Business


Here.Now.News.

The popular Million Dollar Mentor Program is continuing in 2014, and enrollment is currently open for those wishing to participate. This program is geared to fabricators whose goal is to develop a profitable $1 million-plus fabrication business, or who wish to take their business to the next million dollar level. This is a business development think tank and incubation program providing the networking, business development lessons and the successful role models necessary to make successful growth happen.

Here’s a summary of the program:

■ We provide a nine-month structured program, complete with guidelines, examples of successful fabricator operations and monthly lessons that are designed to put companies on the fast-track to growing their businesses.

■ Fabrication companies will be matched with a mentor for one-on-one advice and coaching via face-to-face meetings, shop tour, telephone and email discussions.

■ New information to increase business management skills and business development focus.

■ Peer group discussions and conference calls that review the lessons; share the mentor’s wisdom; and present new ideas, software and business processes (some with an expert authority leading the discussion on the subject of the month) all designed to provide the professional knowledge, processes and mind-

set needed to grow from fabrication specialist to business developer extraordinaire.

The kickoff event, the Business Boot Camp on April 22 to 23, is a two-day program offering business management education, networking, peer group discussions and directions in what is required to grow a business. This year’s Boot Camp features expert speakers covering lean manufacturing, marketing essentials, financial fundamentals for fabrication shops and other key topics.

Space in the program is limited, so interested parties should contact ISFA Executive Director Chuck Sawyer at [email protected] or call (877) 464-7732 for more information as soon as possible.

The ISFA Million Dollar Mentor Program Continues in 2014Don’t Miss This Chance to Drive Your Business to the Next Level

Upcoming ISFA Training & Eventsfor more information or to sign up to attend any of these events, call (877) 464-7732 or email [email protected].

Total Fabricator Training — Stone/Quartzhosted by Alpha Tools April 7 - 9, 2014 oakland, N.J.

Business Boot CampApril 22 - 23, 2014 Pittsburgh

Total Fabricator Training — Solid SurfaceMay 19 - 22, 2014 Morganton, N.C.

Total Fabricator Training — Stone/Quartzhosted by Alpha Tools June 23 - 25, 2014 Las Vegas

Total Fabricator Training — Solid SurfaceJuly 14 - 17, 2014 Morganton, N.C.

Total Fabricator Training — Stone/Quartzhosted by Alpha Tools Aug. 4 - 6, 2014 oakland, N.J.

ISFA CEo roundtableAug. 19 Atlanta

Countertops Symposium (at IwF)Aug. 19 Atlanta

ISFA Total Fabricator Training — Solid SurfaceSept. 15 - 18 Morganton, N.C.

ISFA Total Fabricator Training — Stone/Quartzhosted by Alpha Tools oct. 6 - 8 Las Vegas

ISFA Annual Member Meetingoct. 24 Miami Beach, Fla.

Mentor program participants are paired up with industry veterans who will provide advice, coaching, information and insight into furthering their own businesses.

The two-day kickoff event, the Business Boot Camp, brings in industry experts to provide information on a variety of topics essential for development of the skills needed for today's business environment.

Preview of Coming Attractions Coming soon to your neighborhood…

ISFA is currently engaged in the development of a program to revolutionize our Total Fabrication Training!

A team of experienced educators is creating a new program that will result in a group of ISFA-approved trainers that will be able to provide fabrication training on a regional or local basis.

With course modules developed by the ISFA team, we will be able to offer customized training at your shop.

To participate in the development of this program or for questions about this program please contact:

Chuck Sawyer, Executive Director, [email protected].

INTERN AT ION AL SURFACE FABR IC AT ORS ASSOC IAT ION


ISFA is on the Move … with help from our Sponsors and Participants

ISFA held its first Grass Roots Gathering of 2014 on February 20 in Boston, Mich. These gatherings are designed to bring fabricators together to share experiences and make connections that can benefit their businesses.

The Michigan event featured:

■ Networking ■ An AIA CEU presentation on Cosentino’s

new Dekton ultra-compact material ■ A gourmet lunch ■ Vendor exhibits ■ A tour of the impressive ILSD facility ■ Door prizes ■ Discussion on current ISFA initiatives

Thanks to our participants and sponsors


ISFANews

The Level I Granite/Quartz Total Fabrication Training class is back on the road in April and will be held at the Alpha Professional Tools training center in Oakland, N.J.

The classes represent an opportunity for fabricators to send new employees to be trained or to pick up an entirely new skill set for their businesses.

The class is scheduled for April 7 - 9.

Teaching the three-day class is Fred Hueston, well-known stone industry educator. A nationally known consultant, he has trained thousands of stone craftsmen on fabrication, installation, inspections and restoration of stone and quartz surfacing products.

The course takes students through the essentials of stone fabrication and installation, material handling, safety and shop throughput. The training offers knowledge through theory and hands-on fabrication. Elements of the course include:

Safety – A review of basic shop safety procedures, material safety data sheets

including dust and fume issues, safe material handling, training shop safety rules, setting up a shop safety program and suggestions for reducing shop insurance costs.

Product knowledge – An overview of the properties, features and benefits of natural stone and quartz surfacing materials.

Productivity concepts – An introduction to direct, indirect and non‐contributing labor concepts and the thought processes for getting the most out of what you have.

Templating – A discussion and demonstration of hard templating as well as digital templating. The students will template the project top for production.

Seaming – A dialog covering material layout for yield, color matching, tricks of the trade, adhesives and adhesive delivery systems, preparing the material for seaming and clamping methods.

Cutouts – A look at sink cutouts, faucet cutouts and cooktop cutouts. The class will also discuss rodding and the importance of proper support.

The students will perform a sink cutout as well as a cooktop cutout in the kitchen project.

Bowl mounting processes – An overview on attaching an undermount bowl to the countertop, including faucet layout and hole coring.

Basic repairs – A review of basic techniques for chip and scratch repair, including face polishing to match the existing finish.

Finishing – A discussion of the proper techniques for producing a professional finish. Polishing techniques covering diamond polishing pads, backing pads, variable-speed grinders and polishing the exposed edge for an undermount sink will be discussed and practiced. The discussion will also cover application environments, cleaner application, enhancers, sealers, waxes and caulking.

Installation – A look at installation as a part of total fabrication. The class will review tools and materials, loading sequence, customer relations, field seams, caulking, finishing, care and maintenance, warranty information and consumer completion. The students will install the project countertops on the mock‐up cabinets.

Support systems – A presentation that will focus on various methods and materials to provide for support for countertops including overhang applications.

For more information or to register for this training class, contact [email protected] or call (877) 464-7732.

The partnership between ISFA and the International Woodworking Fair (IWF)

established to increase the focus on the countertop industry for the 2014 IWF show continues to gain momentum as the programming for the show develops. A full educational track including such topics as process management, diversifying your business and lean manufacturing in the fabrication shop are in the works. Additionally, the 2014 show will feature a “Countertop Pavilion.”

IWF is now signing up exhibitors for the Countertop Pavilion, and companies interested in reaching the countertop market are beginning to sign up to exhibit in this reserved space. ISFA members wanting to exhibit

will receive a discount on booth space, and ISFA will be co-sponsoring several events just for the countertop fabrication community, including the return of the full-day Countertops Symposium.

Tentative speakers at the show include our new ISFA President Dave Paxton, of Paxton Countertops and Showers, renown author and speaker Aaron Crowley, of Crowley’s Granite Concepts, countertop installation and lean manufacturing expert Jason Nottestad, of VT Industries, and countertop industry guru and ISFA Executive Director Chuck Sawyer.

IWF 2014 will be held Aug. 20 to 23, 2014, at the Georgia World Congress Center in Atlanta. Those interested in participating can contact either ISFA or IWF for additional information.

ISFA Quartz/Granite Fabrication Class returns to East Coast in April

Strong Countertop Programming Developing for IwF

International Surface Fabricators Association • Vol. 6 / Issue 1 • 39 International Surface Fabricators Association • Vol. 7 / Issue 1 • 39 International Surface Fabricators Association • Vol. 7 / Issue 1 • 39

ISFA Board of DirectorsDave PaxtonPresident Paxton Countertops and Showers PO Box 174 Grand Ledge, MI 48837 Phone: (517) 719-0146 [email protected]

Mike LangenderferImmediate Past President The Countertop Shop 10406 Geiser Rd. Holland, OH 43528 Phone: (419) 868-9101 [email protected] www.countertopshop.net

Mell hillVice President Oldcastle Surfaces 1400 Marietta St. Atlanta, GA 30318 Phone: (404) 355-3108 [email protected] www.oldcastlesurfaces.com

Adam AlbeeSecretary Lincoln Laminating 5010 Rentworth Dr. Lincoln, NE 68516 Phone: (402) 434-6009 [email protected] www.lincolnlaminating.com

Erica husseyTreasurer JCW Countertops 3 Aberjona Dr. Woburn, MA 01801 Phone: (781) 935-1907 [email protected] www.jcwcountertops.com

Mike woodsDirector Creative Countertop Solutions 919 4th Ave. S. Nashville, TN 37210 Phone: (615) 915-0718 [email protected] www.creativecountersolutions.com

Kate DillenburgDirector Bisley Fabrication 700 Industrial St. Gresham, WI 54128 Phone (715) 787-4410 [email protected] www.bisfab.com

ryan MillerDirector VT Stone Surfaces 1000 Industrial Park Holstein, IA 51025 Phone: (712) 368-4381, ext. 236 [email protected] www.vtstonesurfaces.com

John hansenAssociate Member Representative Kohler 3721 Armstrong Dr., Ste. 2B Bloomington, IL 61704 Phone: (920) 207-7701 [email protected] www.kohler.com

Jeff SmithAssociate Member Representative Gemstone 435 Harrison St. Elkhart, IN 46516 Phone: (574) 294-8899 [email protected] www.gemstoness.com

ISFANews


An important function of the International Surface Fabricators Association is to provide stakeholders in the surfacing industry with education and information about the products and methods that are used. With the collaboration of manufacturing members and teams of experienced ISFA members, in 2013 ISFA published ISFA-2-01 (2013) Classification and Standards for Solid Surfacing. To parallel this standard, ISFA also created ISFA-3-01 (2013) Classification and Standards for Quartz Surfacing Material. These are now the industry standards for these categories of quality materials.

The next phase is to develop the companion standards that describe, outline and recommend detailed steps for the fabrication and installation processes for these materials.

The two standards that ISFA is currently working on are:

■ ISFA-2-02 (2014) Fabrication Standards for Solid Surfacing Material

■ ISFA-3 -02 (2014) Fabrication Standards for Quartz Surfacing Materials

For these standards, ISFA currently has a task force headed by Keith Haight, president of Maximus Operandi Consulting, LLC, Elkton, Md. Along with helping to plan training activities, Haight will be coordinating our efforts to produce the fabrication standards for both solid surfacing and quartz surfacing. We currently have two committees of ISFA fabricator members working on these two new standards. Our goal is to complete these standards before the end of 2014.

Each standard will have general descriptions of the materials and processes associated with the fabrication and installation of end-use products manufactured from these materials. There will be a detailed section describing the recommended fabrication and installation principles, with criteria, requirements and drawings for each topic. This is a huge task, but the end result will become the industry standard for quality fabrication.

ISFA needs your help in producing these standards. We still have openings on the committees working on the both the solid surface and quartz surfacing fabrication standards. If you are interested in being a part of one of these teams, please contact ISFA Executive Director Chuck Sawyer at [email protected].

A future goal is to incorporate these standards into the ISFA Architectural Reference. The ISFA Architectural Reference will be a hard copy and online collection of standards and other information pertaining to the surfacing industry. It will be a useful desk reference manual for fabricators, architects, designers and other industry professionals.

.

New Fabrication Standards for Quartz Surfacing and Solid Surface Under Development

Main Office2400 Wildwood Rd. Gibsonia, PA 15044 Toll Free: (877) 464-7732 Direct: (412) 487-3207 Fax: (412) 487-3269 www.isfanow.org

Executive Director Chuck Sawyer(724) [email protected]

Communications Director Kevin ColeMagazine/Website Publisher & Editor (815) [email protected]

Education Director Mike Nolan(828) [email protected]

Account representative Paul wisnefski(262) [email protected]

Administrative Assistant & registrar Paula Goncz(877) [email protected]

Project Manager Keith haight(484) 354-5909 [email protected]

ISFA Contacts

Contents of the ISFA Architectural Reference include:

■ ISFA-2-01 (2013) Classification and Standards for Solid Surfacing Material

■ ISFA-3-01 (2013) Classification and Standards for Quartz Surfacing Material

■ ISFA-2-02 (2014) Fabrication Standards for Solid Surfacing Material

■ ISFA-3 -02 (2014) Fabrication Standards for Quartz Surfacing Materials

■ ISFA Specification for Solid Surfacing

■ ISFA Specification for Quartz Surfacing

■ ISFA CAD Drawing Library

■ ISFA Architectural Reference Disc (Contains all of the above)

To participate in the standards process, please contact Chuck Sawyer at [email protected]

Companies in blue are Certified Professionals

ALABAMASurface one 2421 Hwy. 11Pelham, AL 35124205-621-1125www.surface1.com

ALASKAAlaskan Counter Fitters607 Old Steese Hwy. Ste. BPMB 354 Fairbanks, AK 99701907-455-0247

Bicknell Inc.PO Box 33517Juneau, AK 99801907-789-5727www.bicknellinc.com

Cook Inlet housing Authority 3510 Spenard Rd. Anchorage, AK 99503907-793-3047www.cookinlethousing.org

G2 ConstructionPO Box 10690Fairbanks, AK 99710907-458-1087www.g2const.com

Mountain Tops LTD 6605 Arctic Spur Rd. Anchorage, AK 99518907-272-8107www.mountaintops.net

North Coast Countertops7720 Hacienda Dr.Anchorage, AK 99507907-727-6419

Panco Inc. PO Box 210 Talkeetna, AK 99676907-733-6600

ArIzoNAKitchen Bath & Beyond Specializing In Solid Surface 1440 CoronaFort Mojave, AZ 86426928-788-1000

CALIForNIA Block Tops Inc.1560 Harris Ct.Anaheim, CA 92806714-978-5080www.blocktops.com

Duracite2100 Huntington Dr. Fairfield, CA 94533707-402-1600www.duracite.com

Fischer Tile & Marble1800 23rd St.Sacramento, CA 95816916-452-1426www.fischertile.com

Integra Cabinets & Millwork249 W. Baywood #BOrange, CA 92865714-283-2890www.integracmw.com

Marble Expressions1573 Seminole St.San Marcos, CA 92708760-471-8737www.marbleexpressions.com

Mio Metals400 Western Ave.Petaluma, CA 94952888-530-7630www.miometals.com

Southwest Carpenters Training Fund533 S. Fremont Ave. #401Los Angeles, CA 90071213-739-9343

The Countertop Factory12349 Telegraph Rd.Santa Fe Springs, CA 90670562-944-2450 www.thecountertopfactory.net

Visalia Ceramic Tile917 N. American St.Visalia, CA 93291559-651-2925

CoLorADoAAFES Ft. Carson FMo1510 Chiles Ave.Ft. Carson, CO719-291-9206

Arlun Inc.6250 Corporate Dr.Colorado Springs, CO 80919719-599-4175

DMS1620 Paonia St.Colorado Springs, CO 80915719-574-1250 www.dmscustom.com

DELAwArEKeith haightWilmington, DE 19803484-354-5909

Troy Granite Inc.711 Interchange Blvd.Newark, DE 19711302-292-1750www.troygranite.com

FLorIDABeverin Solid Surface1108 Palmetto Ave.Lehigh Acres, FL 33972239-368-9444www.beverin.com

Natural Stone Motif Inc.870 Sunshine Ln.Altamonte Springs, FL 32714407-774-0676www.naturalstonemotif.com

Surface Crafters 711 Commercial Dr.Holly Hill, FL 32117386-253-0826www.surface-crafters.com

Sterling Mfg. 8293 Consumer CircleSarasota, FL 34240941-955-8787www.sterlingmfg.com

GEorGIA Atlanta Kitchen Inc.196 Rio CircleDecatur, GA 30030404-378-3220www.atlanta-kitchen.com

Counterfitters LLC1026 Lynes Ave.Savannah, GA 31415912-231-0103www.counterfittersav.com

Countersync 2014 Westside Ct.Augusta, GA 30907706-828-7544www.countersync.net

Lovell Construction, Inc.21880 Bradbury Rd. Grantville, GA 30220 770-253-0383

oldcastle Surfaces Inc.1400 W. Marietta St.Atlanta, GA 30318404-355-3108www.oldcastlesurfaces.com

hAwAII honolulu Tile & Marble Inc.1602-B Auiki St.Honolulu, HI 96819808-845-3775

Superior Solid Surface1620 Hau St.Honolulu, HI 96817808-842-5556

IDAhoKetchum Kustom woodworks114 Lewis St. #3 & #4Ketchum, ID 83340208-726-1905www.ketchumkustom woodworks.com

ILLINoIS Custom Marble Inc.PO Box 306Millstadt, IL 62260618-476-1345www.custommarble.net

Dirk Foster802 S. 26th St.Mt. Vernon, IL 62864206-898-8163

F-w-S Solid Surface Specialist Inc.610 N. Illinois Ave.Carbondale, IL 62901618-457-2326www.f-w-s.net

Maxwell Counters, Inc.PO Box 234 Farmer City, IL 61842 309-928-2848

New Age Surfaces1237 Naperville Dr.Romeoville, IL 60446630-226-0011

Pierce Laminated Products Inc.2430 N. Court St.Rockford, IL 61103815-968-9651www.piercelaminated.com

Solid Surface Creations Inc.403 S. SycamoreVilla Grove, IL 61956217-832-8207www.ssctops.com

Sprovieri’s Custom Cabinets55 Laura Dr.Addison, IL 60101630-917-4690www.sprovieris.com

Stalwart Systems7797 N. Caldwell Ave.Niles, IL 60714847-972-1193www.stalwartsystemsusa.com

Stevens Industries Inc.704 W. Main St.Teutopolis, IL 62427217-540-3100www.stevensinc.com

Fabricator Directory


Fabricator Directory (continued)Companies in blue are Certified Professionals

Ultimate Stone Inc.1445 Tonne Rd.Elk Grove Village, IL 60007847-437-8662www.ultimatestone.net

INDIANAA. I. A. Countertops LLC 501 W. Railroad Ave.Syracuse, IN 46567574-457-2018www.aiacountertops.com

Bollock Industries Inc.900 Farabee Ct.Lafayette, IN 47905765-448-6000www.bollockstoptops.com

Countertop Pros5901 S. Range Rd.North Judson, IN 46366574-896-6013

hard Surface Fabrications, Inc./Kormax810 S. Beiger St.Mishawaka, IN 46544574-259-4843

Laminated Tops of Central Indiana Inc.711 E. Dillman Rd. Bloomington, IN 47401812-824-6299www.rakesolutions.com

M & w Countertops Inc.11934 Witmer Rd.Grabill, IN 46741260-627-3636www.mwcountertops.com

Michiana Laminated Products Inc. 7130 N. 050 E.Howe, IN 46746260-562-2871www.michianalaminated.com

IowACustom Countertops & More1801 E. Oak St.Algona, IA 50511515-295-4835

Granite Custom Design2369 Heinz Rd. Unit #JIowa City, IA 52240888-452-0714 www.granitecustomdesign.com

Solid Fabrications Inc. 2515 Murray St.Sioux City, IA 51111712-255-5319www.solidfab.com

Surface Solutions Inc.323 La Porte Rd.Waterloo, IA 50702319-287-5056www.surfacesolutionsia.com

VT Industries1000 Industrial ParkHolstein, IA 51025712-368-4381www.vtindustries.com

KANSASCountertop Shoppe5855 S.W. 21st St.Topeka, KS 66604785-271-8675www.mycountertopshoppe.com

Fisher Lumber Co., Inc.PO Box 355Garden Plain, KS 67050316-531-2295

Mid-America Kitchens & Baths1105 N. IndustrialMarion, KS 66861620-382-3390 www.midamericamarble products.com/

Parman Brothers LTD PO Box 7Johnson, KS 67855620-492-6882 www.parmanbrothersltd.com

Top Master Inc.2844 Roe Ln.Kansas City, KS 66103913-492-3030www.top-master.com

KENTUCKy Surfaces Unlimited Inc.1272 Hwy. 490East Bernstadt, KY 40729606-843-6891www.surfaces-unlimited.com

LoUISIANA Dan Solid Surfaces2020 Dallas Dr.Baton Rouge, LA 70806225-216-3900www.dansolidsurface.com

Top Distributors LLC412 Post Oak Rd. Sulphur, LA 70663 337-625-5751

MAINE Shad’s Custom Countertops Inc.11 Collins Pond Rd.Windham, ME 04062207-893-3445www.getshad.com

MAryLANDSolidTops LLC505 South St.Easton, MD 21601410-819-0770www.solidtops.com

MASSAChUSETTS Jack’s Custom woodworking/JCw Countertop 3 Aberjona Dr.Woburn, MA 01801781-935-1907www.jcwcountertops.com

PADCo Countertop Co.5 Springdale Ave.Canton, MA 02021781-828-1177www.padcocountertop.com

Sterling Surfaces76 Leominster Rd.Sterling, MA 01564978-422-3321www.sterlingsurfaces.com

Sterling-Miller Designs Inc.1079 N. Montello St.Brockton, MA 02301508-894-6999www.sterlingmillerdesigns.com

TwD Surfaces75 Hale St.Bridgewater, MA 02324508-279-2650www.twdsurfaces.com

MIChIGANBlasius Inc.7343 Buell Rd. Vassar, MI 48768989-871-5000www.blasiusinc.com

Marbelite Corp.22500 Heslip Dr.Novi, MI 48375248-348-1900www.marbelitecorp.com

Paxton CountertopsPO Box 174Grand Ledge, MI 48837517-719-0146

Solid Surfaces Unlimited Inc.6689 Sterling Dr. S.Sterling Heights, MI 48312586-274-9668

MINNESoTA Innovative Surfaces Inc.515 Spiral Blvd.Hastings, MN 55033651-437-1004

The Pinske Edge119 Main St.Plato, MN 55370320-238-2196www.pinske-edge.com

MISSISSIPPI Alexander Counterwrights903 Ingalls Ave.Pascagoula, MS 39567228-938-6484www.alexandercounterwrights.com

MoNTANA BMC3200 Hwy. 12 E.PO Box 5780Helena, MT 59404www.buildwithbmc.com

Jim ShrevePO Box 721 Florence, MT 59833 406-880-3566

Pyramid Cabinet Shop1201 Fourth Ave. N.Billings, MT 59101406-671-8329www.pyramid-cabinet.com

Solid Surface Designs233 Lambeth Rd.Billings, MT417-258-2787www.ssdionline.com

VanSetten walker Construction Co. 821 1st Ave. N.W.Great Falls, MT 59404406-570-5283

woodCo LLC PO Box 30254Billings, MT 59107406-259-5177 www.woodcollc.com

NEBRASKA Best Quality Countertops4340 S. 90th St.Omaha, NE 68127 402-670-6338

Builders Warehouse4600 N. Second Ave.Kearney, NE 68845308-627-6702

Lincoln Laminating Inc. 5010 Rentworth Dr.Lincoln, NE 68516 402-434-6009

NEVADAB & C Cabinets & Millwork Inc.5241 Metric WayCarson City, NV 89706775-322-6000

Carpenters Int’l. Training Fund 6801 Placid St.Las Vegas, NV 89119702-938-1111



The Countertop Shop, LLC301B Sunpac Ct.Henderson, NV702-839-2224www.thecountertopshopllc.biz

NEw JErSEy J. Dougherty & Son/ JDS Supply 337 N. Main St.Glassboro, NJ 08028856-881-5444www.JDSsupply.com

J&M Lifestyles215 Rte. 10 Building 3Randolph, NJ 07869973-668-5057www.jmlifestyles.com

Marvic Corp.2450 Lorio St.Union, NJ 07083908-686-4340www.countertopsofnj.com

Solid Surface Designs Inc.1651 Sherman Ave.Pennsauken, NJ 08110856-910-7720www.ssdtops.com

Spaulding Fabricators Inc.1136 Industrial Pkwy.Brick, NJ 08724732-840-4433www.spauldingfabricators.com

NEw MExICoAmerican Countertops8013 Edith N.E.Albuquerque, NM 87113505-897-3141

Jaynes Structures2906 Broadway N.E.Albuquerque, NM 87107505-344-8589www.jaynescorp.com

OGB Architectural Millwork3711 Paseo del NorteAlbuquerque, NM 87113505-998-0000www.ogb-am.com

Pieper Construction2420 N. White Sands Blvd.Alamogordo, NM 88310575-437-2262www.pieperconstruction.com

rojo Enterprises LLCPO Box 429Roswell, NM 88202505-626-3553

NEw yorKBusch Products Inc.110 Baker St.Syracuse, NY 13206315-474-8422www.buschproducts.com

Dimensional Stone and Tile Designs146 E. 3rd St. Mt Vernon, NY 10550 914-664-1200

Evans & Paul LLC140 DuPont St.Plainview, NY 11803516-576-0800www.evansandpaul.com

Marker Systems Inc.940 River Rd.North Tonawanda, NY 14120716-695-1102

Modern home DistributingPO Box 395Nunda, NY 14517585-468-2523

Penn Fabricators Inc.100 Bellport Ave.Yaphank, NY 11980631-205-0282www.penn4corian.com

Unico Special Products Inc.25 Renwick St.Newburgh, NY 12550845-562-9255www.unicospecialproducts.com

wilbedone Inc.1133 NYS Rte. 222Cortland, NY 13045800-734-8813www.wilbedone.com

NorTh CAroLINA Johnson Granite Inc.PO Box 511589 Hiatt Rd.Mount Airy, NC 27030336-719-2729

Meld USA Inc.3001-103 Spring Forest Rd.Raleigh, NC 27616919-790-1749www.meldusa.com

Premier Plus Inc.165 Wildwood Ave.Hamlet, NC 28345910-995-5615www.premierplusinc.net

windbound Co.PO Box 817Glen Alpine, NC 28628828-438-0892www.windboundsurfaces.com

ohIoBertke Countertops9355 Amsterdam Rd.Anna, OH 45302937-538-7024

Cabinets 2 Countertops7142 Frank Ave. N.W.N. Canton, OH 44720330-244-0221www.cabinets2countertops.com

Cutting Edge Countertops Inc.1300 Flagship Dr.Perrysburg, OH 43551419-873-9500www.cectops.com

Granex Industries32400 Aurora Rd.Salon, OH 44139440-248-4915www.granexindustries.com

heritage Marble Inc.7086 Huntley Rd.Columbus, OH 43229614-436-7465

Kitchens by rutenschroer950 Laidlaw Ave.Cincinnati, OH 45237513-251-8333www.kbrmfg.com

Korkan Granite4561 Crystal Pkwy.Kent, OH 44240330-677-1883www.korkangranite.comL. E. Smith Co.1030 E. Wilson St.Bryan, OH 43506888-537-6484www.lesmith.comLaminate Shop, Inc.PO Box 1218Marietta, OH 45750740-749-3536Solid Surfaces Plus4640 Manufacturing Rd.Cleveland, OH 44135216-267-7040www.solidsurfacesplus.com

The Countertop Shop LTD10406 Geiser Rd.Holland, OH 43528419-868-9101www.countertopshop.netTop Shelf Laminated Products400 Dietz Rd.Warren, OH 44483330-393-1289 Tower IndustriesPO Box 647Massillon, OH 44648330-837-2216www.towersurfaces.com

oKLAhoMA Hoffman Fixtures Co.6031 S. 129th St. Ste. BTulsa, OK 74134918-252-0451www.hfccountertops.com

orEGoN Grifform Innovations Inc.PO Box 258Glide, OR 97443541-496-0313www.grifform.com

PENNSyLVANIA A.S.S.T.805 W. Elm Ave.Hanover, PA 17331717-630-1251www.asst.com

Advanced Surfaces Inc.130 Plastics Rd.Corry, PA 16407814-663-0369

Blume’s Solid Surface Products904 Freeport Rd.Freeport, PA 16229724-294-3190www.blumes.net

Chuck Sawyer4802 Au Sable Dr.Gibsonia, PA 15044412-213-0370

John Kramer’s Fabrications Inc.PO Box 41Bernville, PA 19506610-488-6213www.kramershowerbases.com

McGrory Inc.576 Rosedale Rd.Kennett Square, PA 19349610-444-1512www.mcgroryinc.com

Pence Countertops Inc.124 Ellis Woods Rd.Pottstown, PA 19465610-326-6609www.pencecountertops.com

rhoDE ISLAND New England Counter TopPO Box FPawtucket, RI 02861508-761-7588

SoUTh CAroLINASolid Products109 Lazenby Dr.Ft. Mill, SC 29715704-236-9796www.solidproducts.biz

44 • Vol. 7 / Issue 1 • International Surface Fabricators Association44 • Vol. 7 / Issue 1 • International Surface Fabricators Association

Fabricator Directory (continued)Companies in blue are Certified ISFA Professionals

SoUTh DAKoTA Dakotaland woodwork & Cabinets LLC 41181 179th St.Raymond, SD 57258605-532-4150

DFC-Dakota Fixture & Cabinet Co.45753 237th St.Madison, SD 57042605-256-3707www.soliddfc.com

Formatop Co.101 S. FranklinSioux Falls, SD 57103605-332-3151www.formatopcompany.comTENNESSEE Alexander Brothers Tile & Marble Inc.1446 S. Cooper St. Ste. 101Memphis, TN 38114901-278-9626www.alexandermarbleandgranite.comCreative Countertop Solutions Inc.300 Peabody St.Nashville, TN 37210615-915-0718www.creativecountersolutions.com

TExASClassic Counter Tops2325 Executive Dr.Garland, TX 75041972-840-1234www.classiccountertopsinc.com

Counterscapes, Inc.2228 Deerbrook Dr. Tyler, TX 75703 903-581-5676

Southwestern Counter Tops & Millwork4100 Frankfort Ave.El Paso, TX [email protected]

UTAhAlternative Surface250 E. 400 S.Vernal, UT 84078801-414-3512Quality Craft wood worksHC 60 Box 703Rocky Ridge, UT 84645435-623-1707Utah Kitchen and Bath2098 E. 2250 N.Layton, UT 84040801-814-8847www.utahkitchenandbath.com

VIrGINIA Metro Stone works LLC9115 Digital Dr. Unit 12Manassas Park, VA 20111703-396-866www.metrostoneworks.comSurface Link Corp.4200 Lafayette Center Dr. Ste. AChantilly, VA 20151301-482-1717 www.surfacelinkcorp.com

TrINDCo1004 Obici Industrial Blvd.Suffolk, VA 23434757-539-0262www.trindco.com

wAShINGToNFloForm Countertops22445 76th Ave. S.Kent, WA 98032253-639-4567www.floform.comMt. rainer Marble LLC2606 Jackson Hwy.Chehalisi, WA 98523360-520-1844www.mtrainiermarble.comrD wing11809 N.E. 116th St.Kirkland, WA 98034425-821-7222www.blimages.com

Sheridan woodworking LLC2175 Frog Hollow Rd.Walla Walla, WA 99362509-540-7799Synsor Corp.1920 Merrill Creek Pkwy. Everett, WA 98203 425-322-9604

wEST VIrGINIA Alternative Building Concepts, Inc.4341 Rt. 60 E. Ste. 187Huntington, WV 25705304-736-0494

wISCoNSIN Bisley Fabrication Inc.700 Industrial St.Gresham, WI 54128715-787-4410www.bisfab.com

McDermott Top Shop LLC200 A Main St.Sullivan, WI 53178262-593-2456

Spectrum Surfaces Inc.812 Marquis WayGreen Bay, WI 54304920-337-6575

CANADAColonial Countertops Ltd.609 Alpha St.Victoria, BC V8Z 1B2Canada250-383-1926http://colonialcountertops.comConi-Marble Mfg. Inc. PO Box 40 99 Harrison St. Thorndale, ON N0M 2P0Canada519-461-0100

Executive Millwork#5 1212 38 Ave. N.E.Calgary, AB T2E 6N2Canada403-291-0400

FloForm Countertops125 Hamelin St.Winnipeg, MB R3T 3Z1 Canada204-474-2334www.floform.com

FloForm Countertops10-710 Cynthia St.Saskatoon, SK S7l 6A2Canada306-665-7733www.floform.com

FloForm Countertops7630 Yellowhead TrailEdmonton, AB T5B 1G3Canada780-474-7999www.floform.com

Granit Design77 IndustrielleStanstead, QC J0B 3E0Canada819-564-7111www.granitdesign.com

FrANCECREA DiffusionZA Le Cheval BlancSolgne F-57420France38-764-6923www.crea-diffusion.com

GErMANyrosskopf & Partner AGBahnhofstrasse 16D 09573 Augustusburg — Hennersdorf Germanywww.rosskopf-partner.com493-729-12524

LEBANONrespond S.A.L.1st Floor Missirian Bldg. Beirut, Lebanon 90076 961-150-1414

MExICoVictor Coronado ServicesBoulevard Hacienda Galindo 116Villas del meson Juriquilla, 76230Mexico 52-4422342743

rUSSIAArTCor60th km. Ring Road Ste. 4AMoscowRussia+7-485-657-8578www.artcor.ru

UNITED KIINGDoMInterfab LTDUnit 9 Willersey Business ParkWillersey, Nr. Broadway Worcestershire WR12 7RRUnited Kingdom441-386-858100www.interfab.co.uk


specialty surfaces Fabricators, manufacturers and experts

Membership Applicationmain: (877) 464-7732 • Fax: (412) 487-3269 • www.IsFanow.org

Renewal Instructions: To renew your membership with ISFA, simply fill out the Personal Information section, and Payment Method and that’s it! Fax it back to (412) 487-3269 and we’ll do the rest. Please allow 2-4 weeks for your membership renewal packet to be delivered. New Member Instructions: For Surfacing Experts wanting to become a new member, please fill out the entire form. Membership in ISFA is the industry endorsement of high quality. This endorsement cannot be purchased for the price of membership, but must be established by the company and upheld by each member of the organization. Fax this form back to (412) 487-3269 and we’ll do the rest.Your new membership packet will be in the mail shortly. Please allow 2-4 weeks for delivery.



IAm:q Renewing My ISFA Membership q Applying to Become a New Member


Method of Payment

q I am faxing a copy of the check along with this form. (required if paying by check)

Card Type: q Visa q Mastercard q American Express q Discover

Card Number: Print Name on Card:

Expiration Date: Official Signature: If paying by check, fax copy along with this order form. You can also mail this form to: ISFA, 2400 Wildwood Road, Gibsonia, PA 15044.

New Member Information

Type of Membership: (please select one)

ISFA Membership: $400 — Any Specialty Surfaces company that has been in business at least two years and carries appropriate liability insurance. Subscriber Membership: $400 — Applicant companies which meet all other qualifications, but have been in business for less than two years shall be eligible for Subscriber Membership in the Association.

Branch Membership: $200 — Branch Membership is available to companies having more than one location. Each location must fill out seperate membership applications. Branch Membership annual dues are one-half that of the headquarters location. Each location wlll be treated as a separate member in all respects, except only headquarter locations may vote in general elections.

q

q

q

Sponsorship Information: In order to become a member of ISFA, you need to provide information regarding an ISFA member or company willing to sponsor you. If you do not know what to put in this section, just leave it blank. We will help you with this.

Sponsor Company:

Contact Person: Telephone: Trade Reference: (Please provide a trade reference, generally your distributor of solid surface.) Trade Reference:

Contact Person: Telephone:

Proof of Insurance: A copy of your certificate of liability insurance must be attached to or faxed with this form to process this application.

Code of Ethics (please sign below)Each member of the International Surface Fabricators Association agrees to observe high standards of honesty, integrity and responsibility in the conduct of their business. By adhering strictly to the highest quality standards of fabrication, manufacturing and installation. By promoting only those products and services that are proven quality and value. By writing contracts and warranties that are clear, honest and fair to all parties involved. By honoring all contractual obligations in a reasonably prompt manner. By quickly acting on and attempting to resolve all customer complaints, and in situations where complaints appear unreasonable and persistent, by encouraging the customer to initiate and approach third-party dispute settlement mechanisms. By being fiscally responsible and honoring all legitimate financial obligations, By maintaining all required licenses and insurances.I,_______________________________, do hereby certify that the foregoing is true and correct to the best of my knowledge, and do agree to abide by the Code of Ethics of the International Surface Fabricators Association for as long as I hold an active membership therein.


Product NewsKarran Introduces New Quartz Sink for Seamless Integration into Laminate, Solid SurfaceKarran introduced the new Q-350 sink in its Quartz Series that is designed for seamless integration in laminate and solid surface. The undermount sink is made of high-grade quartz crystals and acrylic resins, and has dimensions of 32⅜ in. by 19 in. by 8½ in. The sinks are available in six colors: White, Bisque, Grey, Concrete, Brown and Black. They are scratch- and chip-resistant, will not fade, will not support bacteria growth, have uniform color throughout and are heat-resistant to more than 530 F.


GranQuartz Offers New Dishwasher

BracketsGranQuartz E-Z Bracket for

dishwashers attaches to the cabinet with wood screws as well as to the

countertop with impact absorbing adhesive caulk or silicone. It is made to

accommodate virtually any dishwasher on the market and may be installed before

or after countertop installation. There is no need for the dishwasher to be on-site

because of the multiple attachment locations. Countertop installers need only install the

bracket across the top of the dishwasher bay, flush tabs to the face of cabinet and install screws provided at each end. The brackets are made in the United States from 22-gauge galvanized steel.


oneida Air Systems Offers High Suction Dust CollectorThe Oneida Air Systems Dust Cobra is a high suction dust collector with Rapid Pulse internal filter cleaner and full unit HEPA certification that meets EPA RRP requirements including lead. The cyclone system pre-separates 99 percent of dust, dropping it into a 17-gal. bin lined with a

plastic bag for easy dust removal. The collector is small, weighs approximately 50 lbs., runs on 110 volts and has an optional cart for portability.


Elkay Crosstown Series Provides Nine SinksAvailable from Elkay are nine undermount Crosstown sink models that feature hand-fabrication, creating the commercial look many homeowners desire. Two of the Crosstown apron-front style sinks have an innovative new installation option: Instead of having to order a modified sink base cabinet to house these semi-exposed models, the new apron design utilizes a sink front that slips over the front edge of the sink base cabinet, making installation easier and allowing for retrofitting to an existing kitchen. All of the sink models in the series feature a 17-in. front-to-back bowl dimension, providing maximum space within the sink yet allowing for a standard faucet installation. Each sink is 9 in. deep, has 15mm corners for easy cleaning and a Sound Guard® undercoating which dampens sound and reduces condensation. They are made with 18-gauge, type 304 stainless steel,

and custom-fit stainless steel wire grids are also available.


Colonial Saw Brings on New Lamello Connectors

Colonial Saw now carries the new Tenso® P-14 connector from Lamello that allows users to quickly and easily create completely invisible connections. Made from rugged fiberglass-reinforced plastic, Tenso P-14 pulls from the center of the

joint so it ensures that the clamping force is at the correct angle and there is no raking. The connector eliminates the need to clamp, which is faster, uses less space and prevents marring. Workpieces connected with Tenso P-14 are easily stackable and can be moved immediately — no wait time for glue drying process.

Installation of the connector is simple — a T-shaped groove is made in the workpiece by almost any CNC machine with a mounted groove cutter or the new hand-held Lamello Zeta P 2 Biscuit Joiner with oscillating (up and down) cutter action. The connector is then inserted by hand into the T groove, locking into the workpiece for a strong and tight installation. Glue is applied to the joint and then Tenso P-14 snaps together creating an invisible connection. There is no risk of torsional movement because of its patented ridge system, which connects and aligns with only one fitting. The connectors are suitable for a variety of applications, and are available in 80, 300 and 1,000 pair packaging.


Polycor Introduces Unique hardwarePolycor Inc. introduced Pierre Habitat, a new

hardware brand that utilizes materials from the manufacturing processes of Polycor and Vetrazzo. Raw materials, excess granite, marble, limestone and Vetrazzo recycled glass are combined with

an innovative manufacturing technique to produce cabinet pulls and knobs with distinct designs and colorful materials. The collection includes 10 designs available in eight metal finishes. Customers can choose from 26 Vetrazzo colors as well as five white marble, two black limestone and four Canadian granites. Pierre Habitat will also custom manufacture hardware pieces from sink cutouts or remnants provided by the customer.



Circle RS#18 on page 49 or visit www.isfanow.org/info.Circle RS#17 on page 49 or visit www.isfanow.org/info.


Móz Designs Expands Metal Panel OfferingMóz Designs expanded the color-rich options available on the Graphix Metal Collection of panels. Subtle tones, such as Honey, Aubergine, Lime and Smoke, are now available alongside vibrant renditions of Clementine Red, Peacock Blue, Mandarin Orange and Onyx. The

new graphic patterns are inspired by timeless textile designs. Decorative patterns include: Cosmos, Flare, Loom, Marrakesh, Morocco, Serpentine and Tabby, and are highlighted with a signature Móz textural grain. They are available in 48- by 96-in. and 48- by 120-in. aluminum or corrugated aluminum sheets with thicknesses that range from 0.04 in. to 0.125 in. They are fabricated from recycled aluminum and contribute to LEED 2.0 MR Credit 4 recycled content. Created for a versatile range of applications, the multilayered metal panels can be installed as surface laminates or specified as column covers, room dividers, art panels, table tops, and terrace and keyway wall systems.


SAi Enroute has New 5.1 Update SA International (SAi) has announced the availability of SAi EnRoute 5.1. This update for

the SAi EnRoute 5 product family includes more than two dozen new productivity enhancing features and improvements including new import filters, additional nesting options for the Automatic Toolpath Processing (ATP) option and new Parametric Textures. With an expanded range of import filters, SAi EnRoute 5.1 users benefit from improved compatibility with a variety of CAD programs. SAi EnRoute 5.1’s AutoCAD® DXF/DWG import filters now accommodate current AutoCAD® objects, while both the Adobe® Illustrator and Acrobat import filters have been updated to support current and legacy AI and PDF files, now supporting the import of layers. It can also take in Wavefront 3D OBJ files, and features support for Caldera digital registration and contour cut as well as improved Onyx XML import. The software’s ATP engine has now been expanded to support 20 different cabinet and furniture design applications. It also brings two new texture


Product News

Circle RS#19 on page 49 or visit www.isfanow.org/info. Circle RS#20 on page 49 or visit www.isfanow.org/info.

tools to design and create an unlimited number of possible textures to apply to a 3-D surface. The new Flow Texture produces a 3-D surface with the random characteristics of a flowing fluid, and the Phase Texture generates a distinct sequence of recurring waveforms.


Swan Offers New Granite SinksSwan offers a line of M-Series Granite Sinks available in both drop-in and undermount models. The sinks are made with 80 percent

natural quartz stone, making them durable and low maintenance. They are available in four organic tones and have extra-deep offset bowls and low dividers. Available in standard sizes, the drop-in models reflect a contemporary design applied to classic sink features. With no faucet hole and smaller rim dimensions, the undermount model mounts under any countertop material including granite, quartz, solid surface and tile.


outwater Introduces Aluminum Panel ClipsOutwater Plastics Industries introduced its Aluminum Panel Clips for hanging cabinets, wall panels, partitions, signage and frames. The clips enable quick and easy installations with less labor and cost. Users attach the upper portion of the clip to the back of the object to be hung and the lower portion to the mounting surface to prepare the item for installation. The clips then

connect and lock together by merely lowering the upper portion that has been attached to the object to be hung into the groove

of the lower portion that has been fastened to the intended mounting surface. In addition, the Aluminum Panel Clips readily allow items to be demounted as required. They are stocked in mill finished, extruded aluminum in 4-ft., 8-ft. and 12-ft. lengths. They are precut into 1½-in., 2-in. and 2½-in. pieces both with and without predrilled holes (holes are 3/16-in. diameter and accommodate #10 screws) in eight different profiles, permitting installed items to rest flush against any mounting surface. Circle RS#59 on page 49 or visit www.isfanow.org/info.



Get Your Free Product Information Today: For more facts on products and services, please fill out all the information below and circle the product referral numbers that are found in the magazine. Product referral numbers can be found below each advertisement. Your request will be immediately forwarded to the proper manufacturer. You can submit this form via mail, fax, email ([email protected]) or visit us online at www.ISFAnow.org/info.

Free Product Information FormOr visit www.ISFANow.org/info to fill out our online form main: (877) 464-7732 • Fax: (412) 487-3269 • www.IsFanow.org • 2400 Wildwood road, gibsonia, Pa 15044

Volume 7 / Issue 1




What category best describes your business classification?q Fabricator q Manufacturer q Raw Materials Supplier q Woodworker/Cabinetmakerq Builder/Remodeler q Architect q Distributor/Manufacturer of Sheet Goods q Other (please specify) _______________________

Whichonecategorybestdescribesyourjobtitle/function?q Owner/Partner/Corporate Management and Related Personnel q Production/Plant Management and Related Personnel q Design (includes staff designer/architect and related personnel) q Purchasing/Specifier and Related Personnelq Marketing & Sales Management and Related Personnel q Other (please specify)

Information By Category If you want more information from several advertisers in a category, circle the category number that matches up with the category below.

About Your Business

C01 AbrasivesC02 Adhesives C03 Air Quality Equipment C04 CNC MachineryC05 Concrete Materials & Supplies C06 Hand/Power ToolsC07 LaminateC08 Material Handling EquipmentC09 Prefabricated Accessories C10 Quartz Surfacing C11 Saws

C12 Sealers/PolishesC13 Seaming EquipmentC14 Sinks C15 Software C16 Solid SurfaceC17 StoneC18 Templating EquipmentC19 Tooling C20 TrainingC21 Waterjet EquipmentC22 Other Materials

What surfacing materials do you work with?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Free Product Information Please circle below all of the referral numbers found in the magazine, or the category numbers found on this page that you would like more information on. Your request will be immediately forwarded to the proper manufacturer.

01 02 03 04 05 06 07 08

09 10 11 12 13 14 15 16

17 18 19 20 21 22 23 24

25 26 27 28 29 30 31 32

33 34 35 36 37 38 39 40

41 42 43 44 45 46 47 48

49 50 51 52 53 54 55 56

57 58 59 60 61 62 63 64

65 66 67 68 69 70 71 72

73 74 75 76 77 78 79 80


Ad Index referral Page Number Number

11 Beckart Environmental, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 10 Betterly Industries, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 08 Chemical Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 13 Cosentino . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 20 CountertopResource.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 03 Coverings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 19 FabricatorsFriend.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 24 Integra Adhesives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 23 ISFA Grassroots Gathering . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 60 ISFA Fabrication Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 07 ISFA Membership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 21 ISFA Regional Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 01 ITW Polymers Sealants North America . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 05 IWF Atlanta . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 06 Laser Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 17 Oneida Air Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 02 Park Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 18 Performance Abrasives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 22 Regent Stone Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 12 Vicostone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 09 Water Treatment Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Classifieds

Fabricators!ISFA Fabricators, do you have used equipment taking up space in your shop that you would like to sell? Are you looking to fill a key position in your operations? Our readers might be interested. Why not submit a FREE classified ad?

That’s right, relevant classifieds in this publication are free to ISFA fabricator members! Just send us the text you’d like to run and we’ll do the rest. Email us today at [email protected].

To place a paid classified ad, for those of you who are not fabricator members, email [email protected] or call (815) 721-1507.

—WANTED TO BUY—Used V-grooving

MachineryLooking to purchase

2 or 3 v-grooving machines

Please call Michelle at 714-702-0441

Pass it along!Share this copy with a colleague or friend.

Better yet, have them subscribe at isfanow.org/magazine.

isfa's countertops & architectural surfaces vol. 7, issue 1 - q1 2014

Documents

isfa nonmembers

isfa members

surface link page

change of address

address change

wildwood road

email address

doubleedged sword page