Merchant Nov 2014

For more information visit www.kopperspc.com.NatureWood pressure treated wood products are treated with Alkaline Copper Quaternary Compounds or Copper Azole. NexWood pressure treated wood products are treated with Propiconazole, Tebuconazole and Imidacloprid. CCA pressure treated wood products are treated with Chromated Copper Arsenate. Advance Guard, NatureWood, Nexwood, Hi-bor, FirePro, and CCA treated wood products are produced by independently owned and operated wood treating facilities. Advance Guard®, NatureWood®, NexWood®, Hi-bor®, and FirePro® are registered trademarks of Koppers, Inc. © 10/2014

Koppers Performance Chemicals is a leader in the research and development of new products and services in all areas of lumber preservation. We provide innovative wood preservative products, advanced engineering services and customized marketing services to our valued customers.

We are a premier supplier of wood preservatives, globally recognized for our successful development and diversifi cation of wood preservative technologies.

Trusted Brands, Trusted Performance

EXTEND YOUR DECK SEASON INTO FALL & BEYOND PRESSURE TREATED WOOD

NOVEMBER 2014

TheMERCHANTMagazineTHE VOICE OF THE WEST’S LBM DEALERS & DISTRIBUTORS – SINCE 1922

4 The Merchant Magazine November 2014 Building-Products.com

November 2014 Volume 93 Number 5

OnlineBREAKING INDUSTRY NEWS, EVENT PHOTOS, & DIGITALEDITION OF THE MERCHANT

BUILDING-PRODUCTS.COM

TheMERCHANTMagazine

CHANGE OF ADDRESS Send address label fromrecent issue, new address, and 9-digit zip to addressbelow. POSTMASTER Send address changes to TheMerchant Magazine, 4500 Campus Dr., Ste. 480,Newport Beach, Ca. 92660-1872.The Merchant Magazine (ISSN 7399723) (USPS 796-560) is published monthly at 4500 Campus Dr., Ste.480, Newport Beach, Ca. 92660-1872 by CutlerPublishing, Inc. Periodicals Postage paid at NewportBeach, Ca., and additional post offices. It is an inde-pendently-owned publication for the retail, wholesaleand distribution levels of the lumber and building prod-ucts markets in 13 western states. Copyright®2014 byCutler Publishing, Inc. Cover and entire contents arefully protected and must not be reproduced in anymanner without written permission. All RightsReserved. It reserves the right to accept or reject anyeditorial or advertising matter, and assumes no liabilityfor materials furnished to it.

Special Features9 FEATURE STORY

HELPING TREATED WOOD BUYERS

10 MANAGEMENT TIPSEXTEND DECK SEASON INTO FALL

12 PRODUCT SPOTLIGHTDECKING FASTENERS

14 PRODUCT SPOTLIGHTTHERMALLY MODIFIED SOFTWOODS

16 PRODUCT SPOTLIGHTLIGHTING TODAY’S DECKS

20 INDUSTRY TRENDSWHAT’S NEW FOR DECKING IN 2015

22 NAWLA: THINKING AHEADDRIVE SALES WITH TECHNOLOGY

48 PHOTO RECAP: DECK EXPO

Gemini Forest ProductsSpecializing in forest products

for industry professionalsLos Alamitos, CA562.594.8948

Shasta Lake City, CA530.276.7197

www.geminiforest.com

Industrial andTreated LumberSpecialists

In Every Issue6 TOTALLY RANDOM

24 COMPETITIVE INTELLIGENCE

26 OLSEN ON SALES

34 APP WATCH

38 MOVERS & SHAKERS

40 FAMILY BUSINESS

42 NEW PRODUCTS

55 ASSOCIATION UPDATE

56 IN MEMORIAM

56 CLASSIFIED MARKETPLACE

57 DATE BOOK

58 IDEA FILE

58 ADVERTISERS INDEX

www.building-products.comA publication of Cutler Publishing

4500 Campus Dr., Ste. 480, Newport Beach, CA 92660

PublisherAlan Oakes

[email protected]

Publisher Emeritus David CutlerDirector of Editorial & Production

David [email protected]

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Carla Waldemar

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Circulation Manager Heather [email protected]

How to AdvertiseChuck Casey

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Alan Oakeswww.building-products.com


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TOTALLY RandomBy Alan Oakes

Alan Oakes, [email protected]

The Retail Dilemma… and what will we do to change it?THERE IS NO industry that does not transition every decade or so. Preferences change.

Demographics change. Over the last 10 years, a bad economy had its impact, as hasthe Internet, drawing an ever-increasing volume of sales away from brick-and-mortarstores.

As a country, for years we have benefited from the culture perspective of excess,stoked by deeper and deeper discounting by just about anybody and everybody. Indeed,sometimes shopping is so much easier online, sitting at home and not fighting for parkingor a clerk’s attention—and still getting a lower price.

Yet, there is a frustration and sadness to see Main Street continue to decline and mallsstart to empty (some 15% of malls are expected to close in the next 10 years) or becomeplaces to hang out rather than buy. One of the joys I have when traveling internationally isto be in countries where the baker, butcher and candlestick maker are still valued in thetown center.

Overall, looking at Wall Street, it is clear the retail sector has not been a reason toinvest. Whether back to school or holiday season, results do not seem to improve themeter significantly. Indeed, the holiday season seems to start earlier and earlier, which,coupled with early discounting to attract buyers, seems like the retail sector putting a knifein itself. The mentality of “build it and they will come” has certainly hurt many of themajor retailers that have been forced to close stores. The “build them big” mentality hasalso gone by the wayside. In 2014, retail sales are expected to slow to 3.4% growth—adisappointing rebound following our Great Depression of the last six years. Many storesare seeing year-on-year declines.

Sometimes it takes guts to understand times have changed and that you need tochange, too—although a declining bottom line will often do it for you! Considering all theinstability of recent years, low inflation, the panic button set to “discount, discount anddiscount again,” e-commerce now accounting for 6.5% of sales, and perhaps understand-ing that many stores have become too large to support themselves (and to really enjoyshopping in), there is a sense that retail has seen its best days.

My own feeling is that all things are cyclical. What goes around comes back anotherday, though maybe not looking the same. And this is where innovation continues to makesome retailers thrive. Without touting ourselves, I enjoy reading Carla Waldemar’s col-umn (“Competitive Intelligence”), where you can see our industry’s retailers changingtheir environment and doing what they need to do to increase their business, as well astheir customer interaction. They recognize that to compete and stay in business, they haveto change. Consumers have not gone away, they’re merely shopping in a different way.

You cannot survive today by being in the discount trap. Discounts should be specialand a bonus—not for everyday shopping. Otherwise, like me, you wait until something’son sale, because it sure enough will be. Lower average transaction value only aids the spi-ral down. That being said, as JCPenney discovered, it’s not easy to get out of the bunkeronce you’re in it!

Maybe stores are too big—and too plentiful. I read a sta-tistic recently that the U.S. has 52 sq. ft. of retail space perhead of population vs. about 16 sq. ft. in Germany—per-haps why revenue per foot is also declining in an economywith only marginal wage growth. Our economy cannotsupport more, but it can and will support better—whetherthat means delivering a better sales experience, not aforced one, or providing what your customers want whenthey want it.

In our industry, I love to read about customereducation sessions on decking, laying tile,or…? How do you take advantage of the web?Let customers choose online and then letthem come to the store to pick the items up?Use the retail store as the warehouse for theonline store?


Help your treatedwood customers,help your business

FEATURE StoryBy Steve Shields, Arch Wood Protection

tion—and to buy wood treated appropriately for the appli-cation. Treated wood products are available for above-ground, ground-contact, and heavy-duty ground-contactuses, and to get the expected service from treated wood, itis important to use the wood properly. The end tags on thewood should always identify the intended use.

What does this mean for dealers? It means that we as anindustry will be well served by making consumer educa-tion a priority. We need to educate store employees andcustomers that wood treated intended for above-ground useshould not be used in direct contact with the ground, leavesand other debris or vegetation. It shouldn’t be used whereit is wet every day by sprinklers or other sources of mois-ture, or where it is prevented from drying.

BACK IN THE ’90s, deck contractors and d-i-yers couldbasically do no wrong when buying and building with

treated wood. There was only one preservative generallyused for residential treated products, and retailers in muchof the country stocked only treated wood products withpreservative retentions suitable for both above-ground andground-contact applications.

Now, in most parts of the country, dealers stock manytreated wood SKU’s that are only for above-ground use.Plus, there are a number of products available, each withdifferent retention levels and other characteristics.

The result: today’s product marketplace requires usersto pay close attention to how treated wood products will beused—i.e., the potential hazard of the intended applica-

MANY PROJECTS, such as this fresh water dock, should be built using ground-contact materials.

Building-Products.com November 2014 The Merchant Magazine 9

Association meeting focused on the issue of misapplicationof treated wood. This often does not even mean that woodlabeled above ground is put into the ground (such as 2xlumber used for a planter or the bottom ends of a stepstringer on the ground), but means that some “above-ground” uses are really “ground-contact” hazards if thewood does not regularly dry out. A task group was formedto evaluate potential changes to standards to help ensurethat wood is appropriate for the use, but as dealers you canbe proactive in sourcing the needed products for your cus-tomers.

The first step in making this happen is to familiarizeemployees and customers alike with the end tags on treatedwood. The tag gives your employees and customers all ofthe information they need to determine if the wood is treat-ed for the intended use, whether it meets building codes,and the type of preservative it was treated with.

Improved awareness of the potential hazard of the appli-cation will help to make users think twice before puttingtreated wood into a job where the hazard is greater than itsintended use and will likely result in a shorter than expect-ed service life. When you provide customers with a robustground-contact product that can handle more severe haz-ards whether installed above ground with regular wetting,under a deck where the joists are against the ground, or in aclosed in space that affords little air flow and drying, youare upselling to a product that will instill confidence in theperformance of treated wood and will encourage customersto return to your store for their next project.

To learn more about proper use guidelines for copperazole treated wood, as well as BARamine technology forbetter penetration and added protection against copper-tol-erant fungi, visit Wolmanized Wood University atwww.wolmanizedwoodu.com.

– Steve Shields is technical director for Arch WoodProtection, Inc., www.wolmanizedwood.com.

* One such product is Outlast Q8 Log Oil, an EPA-registeredwood preservative containing copper 8 quinolinolate. Availablethrough Arch Wood Protection, Inc., Outlast Q8 Log Oil is color-less, odorless and available in various colors.

We need to talk about construction techniques. Usersneed to know that decks built close to grade must haveadequate ventilation under the deck and spacing betweenthe boards. If there is not air circulation to allow drying,then wood treated for ground contact should be used.Fence pickets and rails should not come into contact withthe ground or debris and should have space underneath toensure airflow and drying. While not widely done in theeastern U.S., we recommend applying a topical preserva-tive* to timbers and boards that are trimmed during con-structing a deck; this additional step will help to preventpremature decay of the exposed surfaces.

It also means that—as dealers—you should begin tostock ground-contact material in 2x8 and wider dimension-al lumber. These items are most likely to get misappliedand they are also more often used as supporting structuralmembers under a deck or supporting stairs. The additionalcost for products that will provide good service fordecades—even in more severe environments—will help toensure that customers are always satisfied with the treatedwood you sell. Plus, providing ground-contact materials isnecessary to give customers the selection of products theyneed to do the job.

Recent discussions at the American Wood Protection

FENCE POSTS should be treated to ground contact, and the factory-treated ends should be placed in the ground. Cut ends should faceupward and be covered with post caps or cut at angles to shed waterand treated with a topical preservative. Fence boards should be approxi-mately 2” from the ground and clear of any vegetation or debris.

OTHER APPLICATIONS that require ground-contact treated woodinclude posts used for supporting decks, and for fence posts and stairstringers that sit on the ground or on concrete on the ground.


PROLONGING deck building season into the fall helps keep salessteady and salespeople busy.

ing on the deck, stairs and railings help illuminate the deckand backyard. According to Corvino’s partner, LukeStewart, deck lighting can also enhance the mood withinyour outdoor space. “There are post rail lighting optionswith dimmers that can be used to change the mood,” hesays. “Some rail lights provide a downward glow, whileothers provide safe illumination of stairs—or small lightscan be inset within the boards for path lighting. Qualitydeck lighting can extend your outdoor entertaining through-out the fall season.”

Warm it up! On cool nights, Shepley says you can keepguests warm and cozy with a cost-effective outdoor heatingsystem. They average a couple hundred dollars—from highefficiency electric, to liquid propane and natural gasoptions, and can boost your deck amenity offerings.

Expand living space economically. Shepley points outthat it’s much less costly to add living space with a deckthan a home addition. “It’s a great way to manage a largecrowd and you don’t have to worry about the mess in yourhouse,” he says.

By taking the creature comforts of the indoors outside,homeowners can enjoy outdoor entertaining right intoThanksgiving and beyond—they might even be tempted tocook that turkey on the grill this year!

With the right decking materials that stand up to harshweather, combined with enhanced lighting options and var-ious types of heating units, contractors can extend the deckseason and maybe even offer up a new spin for the holi-days. It’s another way to add margins and take your deckbusiness to a new level.

– Carey Walley is v.p. of marketing for TimberTech and AZEKBuilding Products. Reach her via www.azek.com.

Extend deck seasoninto the fall and beyondWHO SAYS DECK building has to end in the fall? It may

be the weather in some regions or just a mindset inothers, that autumn heralds the end of deck building ordeck enjoyment. But many pro dealers and their customersare finding ways to stay busy as the weather cools and daysget shorter.

Mel Westerman, v.p. of purchasing for Cape CodLumber, North Easton, Ma., says fall’s cooler weather isvery conducive to deck building. “Homeowners can have adeck built now so it’s ready for the spring,” he suggests.

Tony Shepley, owner of Shepley Wood Products,Hyannis, Ma., agrees: “We find that our customers are nothaving to deal with homeowners’ vacations and everyone isback to their work and school routines.”

And once the deck is built, there are still ways to enjoy afall outdoor barbecue or deck party. Here are some ideasfor extending your deck season right through the crisp daysof autumn… and possibly beyond.

Get a cool deal. Homeowners may be more willing tobring it outdoors if they know they can get a good deal.“With falling temperatures come falling deck installationcosts,” says Mike Corvino, DeckCrafters, Cherry Hill, N.J.,who already has deck projects lined up through January. Heexplains that contractors are not as busy nor timeframes astight as in May or June, so costs can be much lower.

And with the natural-looking composites, capped com-posites, and capped PVC deck products on the market, win-ter’s wear and tear is not such a worry. “Some homeownerswho choose wood for their decks feel pressured to build inthe spring so they can use it before Mother Nature has herway with it,” he says.

To eradicate that worry, his crew recently built aTimberTech deck for a couple in Mt. Laurel, N.J., usingLegacy, a capped composite board with an added layer ofprotection surrounding each board. The homeowners loveentertaining and enjoying outdoor meals on their new deck,and say it actually looks like interior flooring.

Extend your deck season. Because it gets dark muchearlier in the fall, strategically placed outdoor accent light-

MANAGEMENT TipsBy Carey Walley, TimberTech and AZEK


Fasteners are integral todeck integrity, aesthetics

result of fasteners that were eitherpoorly matched to the decking materi-al or selected on price alone.

Subsequently, fasteners should beconsidered according to the type andamount of thread, coating, heat treat-ment, and depth of recess, which willvary in relation to deck board materi-als. Face screwing also remains one ofthe most effective methods for secur-ing a deck of any kind.

Pressure treated decking. To with-stand the rigors of intense and chang-ing environments, pressure treatedlumber is protected by chemicals toresist challenges ranging from acidicclimates and insects to microorgan-isms and fungal decay. Alkaline cop-per quaternary (ACQ) and copperazole (CA) are among the most com-mon forms of chemicals used forextending the longevity of lumber to20 years or more.

But, due to the superior corrosiveproperties of these chemicals, standardsteel fasteners have been shown tocorrode up to five times faster wheninserted into treated materials. As aresult, fasteners that are either AQC-compatible or manufactured with 305stainless steel should be strongly con-sidered for use with chemically-treat-ed materials. That’s because the highnickel content of the 305 stainlesssteel screws delivers superior corro-sion resistance in all wood applica-tions that are exposed to weather, highmoisture, and other caustic conditions,while eliminating the discolorationand staining that can occur around thescrew heads of other products.

Composite or PVC. Available asAQC-compatible or in stainless steel,composite deck screws are speciallydesigned to eliminate mushroomingand blemishes in applications usingcomposite and plastic materials. Theyare also an excellent choice for wooddecks, where the top threads work topull down and hold warped lumberand lock the boards together. Manytimes approved for use with theirproducts by decking manufacturers,these screws are also commonly coat-ed to match the color of leading typesof decking boards, fascia, fencing andrailings.

In conclusion, never underestimatethe importance of proper fasteners andfastening in ensuring the long-termstructural integrity and beauty ofdecks designed at any price point.When in doubt, just reach out to thereliable, leading manufacturers of fas-tener products for the latest details,insights and information.

– Jim Miller is president and c.e.o. ofScrew Products, Inc., Gig Harbor, Wa.Reach him at (877) 844-8880 or viawww.screw-products.com.

ACCORDING TO THE North Ameri-can Deck & Rail Association,

deck failures and the resulting injuriesnationwide are increasing due to fac-tors such as the faulty work of inexpe-rienced builders, poor maintenance,and the fact that 40 million decks inthe U.S. are over 20 years old.

Another problem is that profession-al builders and do-it-yourselfers com-monly skimp on fasteners after spend-ing freely on low-maintenance com-posite and PVC decking, tropicalhardwoods like ipé, pressure treatedproducts, cedar or redwood. The reali-ty is that the selection of fasteners isas important to the structural integrityand long-term durability of the deck asthe specification of deck boards. Ifchosen properly, fasteners should out-last the lifespan of a deck. Deckboards that creak or experience playwhen walked upon are frequently the

PRODUCT SpotlightBy Jim Miller, Screw Products, Inc.


Easy case for sellingmodified softwoodsFOR DECADES, aluminum, vinyl, concrete and steel have

been the building products of choice. And while thesematerials require less of a time and financial commitmentto maintain than wood, they are not as environmentallyfriendly.

A recent study published in the Journal of SustainableForestry found building with wood significantly reducescarbon dioxide emissions, which makes it a better materialchoice for the environment. That is not to say traditionalwood products do not come with their share of problems.Nature can often be cruel to wood, causing need for build-ing repair and high maintenance costs. A building’slongevity is directly related to the composition of its parts,so what is the solution?

Builders, developers and architects have grappled withchoosing between materials offering long life or sustain-ability. Previously, it was difficult to find a material thatwas both long-lasting in the face of harsh weather condi-tions and responsible for the environment. Now, commer-cial builders and consumers alike are demanding materialsthat will perform strongly in both categories. Modifiedwoods have what it takes thanks to the power of technolo-gy, and are emerging as a revolutionary building materialtrend within the construction industry.

Modified wood has long been used in Scandinaviancountries because of its aesthetic appeal and durability. In

PRODUCT SpotlightBy Adrian Pye, Kebony

the U.S., modified woods are now coming to light as atransformative material. Technology permanently strength-ens the cell structures, which allows traditional softwood toperform at high levels, comparable to hardwoods. Andwhile modified woods can be used in both indoor and out-door projects, the high resistance to damage and rot makesmodified wood ideal for buildings exposed to harsh envi-ronmental factors.

According to a study conducted by insurance companyZurich, water damage is the number one source of propertyclaims for owners of commercial structures, with 62% ofthese claims stemming from rain and general wear andtear. Because the wood performs like a hardwood, it doesnot damage as easily when exposed to water, with swellingand shrinkage reduced by 40% to 60%.

As an example, residential decks are often constructedwith wood, and Westwood Timber Group estimates 20million decks in the U.S. are currently in need of replace-ment. While it is generally recommended to weatherproofa deck every two years, wood exposed to excessive dry-ness or frequent moisture needs treatment more often.Wholesalers who can offer virtually weather-proof materi-als become the preferred choice for builders.

Yuill McGregor is a Canadian distributor for modifiedwood company Kebony. He believes distributing modifiedwood has differentiated his business within the market-place. To Yuill and his customers, this type of product isthe building material of the future. While it may be seen asa niche sector of the market presently, experts predict itwill soon become the standard. Warranties can be guaran-teed up to 25 years, meaning scientists predict it can lasttwice that.

This new trend in building materials is setting a modernstandard for wood use in outdoor projects. New technolo-gies are removing the issues of maintenance and upkeep,making it an easy, sustainable choice. As more distributorsand wholesalers get on board with modified woods, theconstruction industry will continue to progress into a newera of building, where there will no longer be an either/orwhen it comes to reduced maintenance or responsiblebuilding. Modified wood brings both.

– Adrian Pye is international sales director for modified woodproducer Kebony. Reach him via kenbony.com.

THERMALLY MODIFIED southern yellow pine provides resilient deckingfor this basecamp in Kenya. (Photos by Kebony)


Lighting today’s decksTHE MOST COMMON deck lighting

mistakes are committed bythose who think more is better.

The truth is outdoor lighting canbe intrusive to guests and neighborsif not strategically located withform and function in mind. Toooften, d-i-yers and even pros spendtoo much time, energy and moneyon lighting nearly every outdoorarea, ranging from patios and furni-ture to fences and walks, withoutconsideration of the ultimate goal:creating a comfortable, relaxedatmosphere that facilitates entertain-ing or quiet, soothing alone time.

Oftentimes, this includes anoverabundance of lighting focusedin a single area or quite simplypointed in one direction, up ordown, resulting in effects that areeither flat-out boring or impair the vis-ibility of other spaces. For instance,lighting grouped too intensely togetheratop railings can cause a naggingglare, while detracting from the beautyof fountains, shrubbery, statues,swings or porches.

Outdoor lighting should alwaysinclude a blend of techniques toensure safety and ambiance. Thisincludes a combination of downlightsplaced unobtrusively under decks andstairs, uplights used to wash the frontof artistic elements, backlights thataccent architectural structures, andhardscape lighting built into structureslike retaining walls and fire pits toincrease both the flair and purpose ofoutdoor living areas.

Also a consideration is local regu-lations. Although not stringentlyenforced as long as light exists fromother sources, stair lighting should bea mandatory inclusion of all deckingprojects due to their ability to increasesafety and eliminate the possibility ofcostly violations.

PRODUCT SpotlightBy Scott Holland, i-lighting

stairs, posts or other outdoor areasand structures. This is mainly due tothe use of sleek 5mm LED lightstrips available in 4’, 6’, 8’ or evencustomizable sizes that can be neat-ly tucked under railings, deckboards, and stairs.

Furthermore, the newest formsof LED outdoor lighting offer manyadvantages in comparison to theircounterparts, with cost savings ris-ing to the top of the list. This isbecause the latest LEDs use approx-imately 80% less energy than incan-descent bulbs and are rated for 12-plus years of operation if used 24hours a day/seven days a week.Since they can be operated withcustom low-voltage DC transform-ers, line voltage drops are also no

longer an issue, with up to 30 LEDs liton a single string of lights with thesame intensity. Other benefits include:

• Photocell technologies that senseambient light and automatically turnlights on and off for both safety andsecurity, while adding convenienceand reliability

• Lighting designs that don’t createheat, making them safer for pets andchildren, while attracting fewer insects

• Dimmable systems that can beincreased or lowered in intensity toaccommodate mood and ambiance

Lastly, always work with provenmanufacturers who will back yoursales efforts with credible warrantiesand sales tools that include kits thatbuilders can demonstrate or home-owners can sample on their own dur-ing evening hours. This is a sure wayto create confidence in the latest LEDoutdoor lighting systems and turn cus-tomers into repeat clients.

– Scott Holland is president, c.e.o. andfounder of i-lighting LLC, North East, Md.Contact him at (888) 305-4232 or viawww.i-lightingonline.com.

Now, the hard part. Although mostpeople would agree on the benefits ofoutdoor lighting, many contractors andhomeowners alike are still reluctant toinclude lighting in their building andrenovation packages. Difficult, costlyand bulky are just a few of the termsthat are regularly used to describe itsinstallation. Fortunately, these phrasesrepresent the memory of systems past,as cutting, splicing and line voltagedrops are no longer integral for weav-ing lighting into decking and the sur-rounding landscape.

Unlike many exterior lighting solu-tions that only focus on posts, modernsystems have been specially designedto light outdoor rail systems with newconnection technologies that simplyplug together to ensure easy installa-tions achieved in half the time of tradi-tional outdoor lighting products.

Another benefit is that they workequally well with all forms of materi-al, ranging from vinyl and aluminumto composite and wood railings, tocreate nearly invisible downlightingeffects that can be extended to deck


The total deck packageUpsell to boost profit, buyer satisfaction

grow your business, and better servethe full needs of your clients. Here areseveral strategies I’ve found to helpsell decking more effectively, effi-ciently and profitably:

Sell the Total Package A beautiful backyard consists of

more than just a deck. The right foun-dation and accessories are what trulybring a customer’s vision to life. Ialways start a project by remindinghomeowners that the key to a durable,high-performance deck is what lies

beneath the surface: the substructure. Among the fastest-growing trends

in deck building today is the use ofsteel framing. Products like TrexElevations Steel Deck FramingSystem offer an ideal opportunity toupsell since they increase a deck’slongevity and value, while improvingoverall appearance both above andbelow. Unlike wood, steel won’t warp,twist, split or decay and its stabilitycreates a remarkably flat deck surface.

For homeowners looking to get thehighest quality and lifetime satisfac-tion out of their space, steel deckframing is a no-brainer. However, thesubstructure of a deck typically isn’ttop-of-mind for most homeowners, soit’s up to you, the contractor, to pre-sent your clients with all the availableproducts and information so they canmake the best choice for their back-yard and budget.

Similarly, lighting and railing addsafety and enhanced ambiance to anyoutdoor setting. Given the myriad ofoptions available, this is an area whereclients can truly customize their spaceand let their personality shine. Useimages from previous projects asinspiration and to reinforce the impor-tant role these components play in cre-ating a dream outdoor living space.

Inspire Confidence andPossibilities

With the “total package” approachin mind, have the discussion aboutadd-ons early in the planning process.

WHILE THIS YEAR’S outdoor livingseason is drawing to a close, the

work of a successful decking salesmannever ends. As construction windsdown in many places across the coun-try, now’s the time to look back at theseason and evaluate your success. Didyou meet or exceed your goals? Whathurdles did you face? Most important-ly, what can you do better next seasonto maximize your time and profit?

If you’re not upselling your cus-tomers, you’re missing out on a criti-cal opportunity to maximize profit,

MARGIN BuildersBy Pete Ciaraldi, Professional Building Services

STEEL FRAMING is a new trend beneath composite decking. (Photos by Trex)


USE OF steel framing can provide a cleaner look under elevated composite decks.

You will show yourself as a true spe-cialist by demonstrating you are think-ing ahead. Ask your customers ques-tions about how they plan to use theirnew deck, and present ideas that igniteinspiration. Introduce clients to onlinedesign software and encourage themto experiment with the different fea-tures and options to help expose themto new possibilities. Designing an out-door living space from scratch can beoverwhelming, but I’ve found thatresources like visualizer apps formobile devices provide a user-friendlyway to experiment with the manydecking and railing choices available.

Focus on Value vs. PriceWhen it comes to decking materi-

als, many consumers limit theiroptions due to preconceived percep-tions about the cost of compositedecking. A great way to address thisconcern is by quantifying the long-term value of a composite deck. Thecost—and time—required to maintaina traditional wood deck can far exceedthe upfront investment in a high-per-formance composite deck that will lastfor 25 years and retain a like-newappearance with just an occasionalsoap-and-water cleaning. Make sureyour clients understand and considerthe cumulative expense of power-washing, sanding, staining and paint-

ing a wood deck—not to mention thevalue of all the time they get to spendenjoying the deck rather than workingon it. Typically, the cost differenceevens out within five to 10 years.

Today’s wide range of offeringsand price points make it even easier toconvert customers to higher-marginwood alternatives. Trex, among othermanufacturers, offers multiple deckingcollections, to accommodate a rangeof budgets. Its three lines all offer highdurability and wear-resistance, alongwith ultra-low maintenance and long-lasting good looks. Each offering thenbuilds on the last with enhanced per-formance and design features thatmake it easy for contractors to upsellbased on customer preferences andbudgets.

Given the constant array of newproducts, advancements in technology,and the evolution of backyard design,there’s never been a more excitingtime to be in the outdoor living busi-ness. Be sure you’re making the mostof every project by promoting yourselfas an outdoor living expert and offer-ing your customers complete outdoorliving solutions, along with a healthydose of inspiration and guidance.

– Pete Ciaraldi manages ProfessionalBuilding Services, Salem, N.H., and is aTrexPro Platinum contractor. Reach himvia professionalbuildingservices.com.

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What’s in store fordecking in 2015?

INDUSTRY TrendsBy Brent Gwatney, MoistureShield

living products your builder and d-i-ycustomers will be demanding comespring and summer.

Living large outdoorsOutdoor living is really taking off,

with more people turning their back-yards into vacation spots. They’reincreasingly using decks for entertain-ing, not just relaxing. That meansmore amenities like outdoor kitchens,bars and fireplaces.

The growing popularity of outdoorliving also means that in many partsof the U.S., especially the west, decksare getting larger and more complex.Many now feature well-defined areasfor cooking, eating and socializing,with handrails, level changes and col-ors setting off each space. For dealers,this means opportunities to sell largerquantities of decking and railing,including multiple colors per job, tohelp accent various functional parts ofthe space.

In the Northeast, where manyhomeowners are still rebuilding fromSuperstorm Sandy, replacement deckstend to be smaller and more utilitarianto accommodate for smaller yardspaces and over-extended remodelingbudgets. The demand for decking andrailing is robust given the sheer vol-ume of decks being replaced, so deal-ers in the Northeast should be pre-pared for strong decking orders tocontinue. Both small and high-enddecks present an opportunity to sellcomplementary, functional items suchas grills, shade systems, and outdoorseating.

NOW THAT AMERICANS’ spendingpower and willingness to invest

in home improvements is on the rise,dealers can anticipate greater demandfor outdoor living products like deck-

DECK BUILDERS increasingly offer customers alternatives to traditional square balusters in railingsystems. (Photos by MoistureShield)

ing in 2015. The winter months are anideal time to explore the design andproduct trends that will be popularwith homeowners, so you’ll be pre-pared to offer the decking and outdoor


DECKING manufacturers now supply an array of low-voltage lighting to accent deck designs.

ucts that will hold up well no matterwhat nature throws at them, fromharsh sunlight and heavy snowfall tosoaking rains. In addition to favoringproducts with long-term durability,homeowners also want to minimizethe time required to maintain theirhome improvements.

A result of these two homeownerdesires is increased demand for com-posite and plastic decking, which isforecast to grow nearly 10% per yearthrough 2018, according to a recentFreedonia market study.

For many homeowners, the ulti-mate deciding factor when choosingdecking products is still how good theboards look. The result is growinginterest in exotic hardwoods like ipé,and composites that replicate the lookof high-end woods. A decking’s repu-tation for reliability and durability isstill very important, though, so deal-ers stand the best chance for salessuccess when offering products thatare both durable and beautiful.

– Brent Gwatney is senior vice presi-dent of sales & marketing forMoistureShield composite decking, andhas more than 30 years of experience inthe building industry. Gwatney also serveson the board of North American Deck &Railing Association. Contact him [email protected].

Deck design trendsIn many parts of the U.S., deck

designs are moving towards a moremodern look. Custom decks increas-ingly feature accessories like comple-mentary colored handrails (white andblack are growing in popularity),alternative railings (such as rope andglass), and captivating lighting to illu-minate the deck and create visualinterest. More manufacturers areoffering lights exclusively designedfor decks, with low voltage outputs,expanding design possibilities.

For deck boards and rails, exoticcolors are trending, although brownsand grays continue to be favored, aswell. Decking manufacturers haveresponded with new colors that deal-ers can use to fulfill these homeownerpreferences.

For example, in recent monthsMoistureShield has added to its colorpalette Brazilian Chestnut (a warm,golden brown with rich brunettestreaks) and Bridle (a rich brown witha hue similar to fine leather).

Desire for durabilityOne outcome of the Great

Recession is many homeowners arelooking for home improvements todeliver lasting value and be more thana short-term amenity. For decking,this means a growing interest in prod-


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RECENTLY, THIS COLUMN focused on the challenges ofserving customers who have grown accustomed to

an Amazon.com shopping experience. The key take-aways for staying competitive and relevant in today’senvironment included using technology to advance andsupport your sales organization. In an industry that isslower to adopt technology and traditionally reliant onstrong personal relationships to conduct business, this canbe a challenge.

However, there are a number of organizations thathave embraced and are driving sales growth through theuse of proprietary or third-party technology solutions.Those tools include online sales or e-commerce plat-forms, mobile apps and integrated customer relationshipmanagement (CRM) systems.

“A mobile app that is accessible through a tablet com-puter or smartphone gives a sales team the ability toaccess real-time inventory pricing and accounts receiv-able information, enter quotes, open sales orders, andinput sales leads on the fly,” said Anthony Muck, seniorspecial projects manager of DSMi, a software companyspecializing in the building products industry. “A lot ofour customers appreciate how this tool can replace abinder full of sales sheets that are outdated as soon asthey are printed.”

We at U.S. Lumber Group, Atlanta, Ga., recentlybegan using Salesforce.com for CRM to be responsive tocustomer requests, consolidate customer information, andfacilitate sales.

We’ve always struggled with information flyingaround from 90 different directions. Now our sales repscan have all their customer and product information

THINKING AheadBy Mark Brennan, U.S. Lumber, and

Committee Member, North American Wholesale Lumber Association

Driving salesgrowth withtechnology

available through their tablets when they’re meeting withcustomers.

Like U.S. Lumber, many organizations struggle withconsolidating historical customer sales data and contactinformation in one place. Housing that information in acentral CRM system like Salesforce.com, ACT or similartechnologies, can streamline and improve a company’ssales and marketing efforts and grow revenue. Access todetailed, accurate customer data means a marketing teamcan send targeted offers and communications to the rightpeople at the right time and increase conversion rates.

U.S. Lumber’s roll out of these technologies began inspring 2014, so adoption across the organization is stillunderway. However, the sales representatives who can


now easily locate sales history, pric-ing, programs and other details inreal time have provided positivefeedback to me about their experi-ences.

Recognizing the trend that moreand more of our customers want totransact with us online, U.S. Lumberis also developing an online e-com-merce site. We will be able to pro-vide customers with customized pro-gram pricing and all product docu-mentation in one spot. The new U.S.Lumber catalog will also allow cus-tomers to track the truck deliveringtheir orders and provide them with areal-time ETA.

The willingness of our president,Jeff McLendon, and leadership teamto invest in technology has put U.S.Lumber at the forefront of the indus-try when it comes to innovation. Asa company, we are dedicated andfocused on using technology toenhance our customers experiencewith us.

Building Products Inc. (BPI), asupplier of building products head-quartered in Watertown, S.D.,recently implemented the DMSiPartnerView online portal. Throughthis tool, its customers can find andprint invoices, view open orders, getshipping status, enter quotes, andperform other functions at any timeof day.

“Now, our customers don’t haveto get off of the phone with one oftheir customers to place orders,”says Cas Rangel, chief informationofficer for BPI.

Rangel believes the convenience,time savings and other features ofthis new tool have resulted inincreased customer satisfaction.

Over the past year and a half, BPIhas also focused on other technolo-gy investments, such as a new phonesystem and a custom-built CRMsystem that will integrate with thecustomer portal and phone system.

Not only do these enhancementsposition BPI for greater marketingand sales success by centralizingcustomer data, they also ensure busi-ness continuity, which prevents lostsales and customer service issues.

“If something happens that closesone of the branches, I can have thoseoperations up and running the sameday at another branch,” said Rangel.“And our staff can work remotely ifneeded.”

To learn how other peers areleveraging technology to enhancetheir sales efforts and drive revenuegrowth, I encourage you to attendNAWLA’s Leadership Summit,March 22-24, 2015, at The WestinKierland in Scottsdale, Az. Theevent brings together mid-levelmanagers and executives and indus-try-leading companies to discusstop-of-mind business topics andsolutions for driving revenue growthand streamlining operations.

Additional details are available atwww.nawla.org.

– Mark Brennan is program managerfor U.S. Lumber, Atlanta, Ga., and amember of North American WholesaleLumber Association’s communicationscommittee.

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Builders keepson building

COMPETITIVE IntelligenceBy Carla Waldemar

BUILDERS, BASED IN Kearney, Ne.,with a successful Denver, Co.,

operation, hasn’t always masteredboth facets of that “right time, rightplace” secret to success. Locationswere just fine, and what its leadersmay have lacked in timing, they morethan made up for with guts.

Back in 1977, Myron Andersonlaunched the enterprise (a big word forwhat actually served as a brave, newstart-up) with a small location and apick-up truck you didn’t dare turn off.With a staff of four, a World War IIsurplus forklift, and a shoestring,Builders was up and running. It stag-gered into the downturn of the mid-’80s, staring down a year when thetown of Kearney had but one singlenew-home start to its name—“but it

was ours, so we had 100% of market-share,” laughs president and c.e.o.Chris Borrego, in telling the story.“We gutted out the ’80s with a stick-to-it-staff.”

… and were rewarded in the ’90sby continued growth, including launchof a truss plant and lumber operation-cum-cabinet shop in Grand Island, Ne.Fast forward to 2008, when ChadAnderson, son of Myron (who’s stillon hand as chairman of the board),saw an opportunity to open a locationin Colorado. With customers and busi-ness all set, “we lined up land andbought equipment, just in time for thebust,” Chris laughs again. “So we hadto reinvent ourselves in the Coloradomarket. And,” he’s happy to add,“we’ve been very successful.”

BUILDERS’ store in Kearney, Ne., recently unveiled a remodeled design center, heavy on the kitchen and bath.

The key to that success—and to thefuture, the folks at Builders believe—is customer mix, “a very diverse scopeof service. Back in Nebraska, wherewe’d started, in order to survive, westrove to serve multiple customer seg-ments—from repair/remodel to single-family custom home, to builders with20 or more homes a year, to light com-mercial. Hotels,” he testifies, “are agrowing portion of our business. Allthat’s a little unique. It raises eye-brows in our industry. But we’re nowshipping [trusses] as far as NorthDakota and New Mexico.

“The breadth of materials we car-ried needed to increase, too—youhave to do that if you want to grow.”Thus, both Nebraska stores boast newdesign showrooms for kitchen andbath—an outgrowth of the flourishingcabinetry business. The showroomsalso carry flooring, lighting, windows,doors and appliances, and stage cus-tomer events to drive visibility andtraffic. And they’re spotlighted as theonly act in town that can boast thesedraws.

Builders’ customers are 70% pro inKearney, 90% in Denver. With thisstrong contractor focus, Builders isquick to realize its prime function.“We’re in the project-managementbusiness,” Chris attests. “We antici-pate the builders’ needs.” And when itcomes to driving new business, “welet our actions speak for themselves.We partner with builders who, like us,are quality-minded, share our values,


have high expectations, and pay close attention to details.Our biggest source is referrals—the happy customers whosay great things about us. And from our sales team’s rela-tionships. We don’t just come to work, we participate in thecommunity, like helping Habitat and local high schools.We put our name out there.

“Why do they like us?” One big reason: Builders listens.“Every year we sit down with our customers and ask for areport card: What are their opinions? Where do we haveroom for improvement? They told us, for instance, that theywanted a contractor area of their own within the stores, aquick entrance and exit, yet close to the retail shelves—andthat’s how we remodeled our stores. It’s a relationshipsbusiness, not a transactional one,” Chris stresses.

Builders works to repay this strong customer loyalty(some contractors have been on the books since that 1977launch). “It has to be mutually beneficial. That loyalty hasbeen a great resource for us, so we strive to show ourappreciation. And each market is different, so maybe a golfouting here, a trap and skeet shoot there, or a contractors’night after remodeling the design centers.” Builders’ per-sonnel also realize the importance of attending industryroundtables to glean do-and-don’t pointers from industryallies who’ve gone the route before them.

Of course, to maintain strong relationships requires astrong staff. And staff training begins with attitude. “Wehire people who share our values, our guiding principles.We screen for quality.” (However, he adds, the recentrecession has taken its toll: “The availability of qualifiedlabor just isn’t there today; lots of people left the industryduring the recession.”) Builders turns to industry associa-tions for training materials, both in product knowledge andcustomer service. “We try to source out to industryresources to educate, then test them.”

Who do they want working here? If they’re anythinglike Chris, the answer is, “a great company with great peo-ple who really enjoy coming to work and working with cus-tomers. The senior management boasts 25 to 30 years in theindustry and shares common values: you’ve got to like cus-tomers, like people, and handling difficult situations.”

Division managers are rewarded with plenty of autono-my to run the operation as if they owned it. They developindividual business plans to justify added equipment, prod-uct lines and sales growth. “Our managers want to demon-strate this! And they make the difference,” Chris is con-vinced.

A prime factor they’re accountable for is delivery ser-vice. “We’re in the transportation business almost morethan anything else,” Chris insists, noting that Builders willpurchase and distribute over 300 cars of lumber this year.“Making deliveries is important. We measure on-time andin-full delivery every day, and the entire company gets alook at it—so if there’s a glitch in, say, purchasing or oper-ations, they can get a fix on it.

“We use diverse metrics to deliver on our promise—forinstance, customer service: to measure it, to keep ourselvesgrounded. We’re a little tougher on ourselves than our cus-tomers are, they tell us,” he laughs again—but wouldn’thave it any other way.

Case in point: the new truss plant in Denver, a 20-acrelocation with little walk-in traffic, by design. “And we’vegot great plans ahead for Colorado in the cabinetry productline: countertops, millwork. We’ll provide a good mix anddo a good job at it. We had our Grand Island truss opera-tion launch in the mid-’90s, so we were used to the trussbusiness on a smaller scale, and could anticipate the cus-tomer mix in Colorado. Our success would depend on rela-tionships with the multi-family business, and 2008-09 wasa challenge. Our sales team had to hustle, because family-oriented construction was where the cutbacks were,” hereminds us. “And as the market recovered, we’ve goneafter the single family and hotels.

“We made substantial investments, partnering with ourvendors, and designed software in-house to measure prof-itability. We can implant the building plans into the systemand derive estimates, then send the information back to thesalesmen. After sales, it works as a means to communicatethe status of the job to the multitude of people working on asingle project.

“Technology,” Chris explains, “makes us much moreefficient. We document everything we possibly can, includ-ing issues and solutions from past projects (such as, whatmaterials were over-shipped) to save time and money onthe next project. It puts us in a whole new league in theindustry, especially on big jobs like hotels, with the level ofcommunication needed. It’s increasingly critical to be onthe same page.”

And that factor alone should keep Builders ahead of thepack in the future. “In the sales process, we’ll enter thedesign to get an estimate and upload it to our system for aseamless transfer of informationthroughout the process. And it musthappen quicker, faster than in thepast: There’s demand! Maybe aclient wants it by next week—oreven tomorrow. We’ve got to antic-ipate the future.”

And the future looks… likewhat? “Our company’s nextlogical move is to introduce adesign center in Colorado.”Right time, right place.

Carla [email protected]

SELECTION CENTER is the place to choose cabinets and countertops.


RELATIONSHIPS AND TECHNIQUE affect how much busi-ness we get from our potential customers. Many sellers

are friendly. They are helpful. Other sellers have good tech-nique. They’ve read all the books and know all the moves.Master sellers do both. Master sellers know how to ask forthe business and they know how to build mutually benefi-cial business relationships.

Make closing part of the relationshipToo many sellers have a “relationship” with the “cus-

tomer” that is only a one-way or social relationship. Here isa typical conversation with a salesperson in this type ofrelationship:

Manager: “So, John, how are you doing with ABCDistribution?”

Quotron: “Great! We have a great relationship.”Manager: “Good, so how much are you selling him?”Quotron: “Oh, he hasn’t bought anything from me yet,

but we have great conversations.”Manager: “It’s not a great relationship unless he is buy-

ing from you!”The customer is using and abusing this salesperson for

market information or to “keep his main supplier honest,”but has no intention of buying from him even though theyhave a great “relationship.” This salesperson thinks thatafter many great conversations, eventually the customerwill start to buy from him. He’s correct in one sense.Relationships take time for all sellers to build. The differ-ence between the master seller and the quotron is the begin-ning, the middle, and the end of the relationship.

The Beginning: Quotrons spend all their time and ener-gy trying to please the customer. They confuse agreeabilitywith likeability and deference with respect. They allow thepotential customer to dictate the terms of every conversa-tion. They are there to please.

Master sellers spend their time and energy looking forcommon ground. They give and demand respect. They arelikeable and agreeable, but they do not concede and cedeon every point. They ask for the order/business earlier andmore often. Master sellers are interested in relationshipsthat are mutually beneficial and projects this in everythingthey say and do.

The Middle: The quotron serves the customer andaccepts a lot of “I’m fine right now,” “The market isn’tright for me,” “I don’t know exactly where I am on that,”and other excuses at face value and does not ask the follow-

up questions that the master seller does:Master Seller: “I understand that you are fine right

now, but when will you be buying?”Customer: “In a couple weeks.”Master Seller: “If we can put a deal together for two

weeks out, can I have your order today?”The master seller follows up on all side-steps from the

customer with a “what if?” strategy or just by asking morefollow-up questions to get to the customer’s true need.

The End: At closing time, master sellers ask and askway more often. This is not a style issue—ask and ask a lot.

“Yes or no” vs. “I’ll let you know”Closers are in in the game, not just commenting on it.

Sellers who struggle are in a lot of “I’ll let you know” con-versations. Closers are in more “yes or no” conversations.

A great way to ensure we will get into “yes or no” con-versations is the “opening close.” We open the conversa-tion with a closing sentence.

Another way to get into more closing conversations isby holding back the price on our offer. We tell the customerthe positives about our offer. We build value and excite-ment, but we hold back the price. When we hold back theprice, customers will ask for it. Questions are buys signs.By holding back the price in the offer we “force” the cus-tomer to engage in a sales conversation (yes or no).

Us: “Good morning, John. We just bought a block ofBeautiful Wood studs. I’ve got flexibility on shipment, howmany of these do you need?”

Customer: “What’s the price?”Us: “The price is the icing on the

cake, John. If we can agree that theprice is right, how many can youuse?”

From here, we are in a closingconversation. The customer maysay yes or no, but he is unlikelyto say, “I’ll let you know.”

When we use more “yes orno” techniques and build mutu-ally respectful relationships fromthe beginning, we win.

OLSEN On SalesBy James Olsen

James OlsenReality Sales Training

(503) 544-3572 [email protected]

Closing relationships,closing techniques


Green Diamond Trying to SellRemaining CRC Operations

Green Diamond Resource Co. hasplaced its California Redwood Co.sawmill in Korbel, Ca., up for sale andclosed its Brainard, Ca., drying andremanufacturing plant at the end ofOctober.

Earlier this year, CRC began exit-ing the redwood manufacturing busi-ness, to concentrate on its timberlands,but expected to continue millingDouglas fir. It changed course, accord-ing to spokesman Gary Rynearson,upon realizing the operations would bebetter served by a company steeped inDF manufacturing and marketing.

If no buyer is found, CRC is look-ing at other options for Korbel, includ-ing possibly curtailing operationseither permanently or temporarily.

CRC is also looking for a companyto purchase or lease all or part of the76-acre Brainard complex, which alsohad housed the company’s Californiacorporate offices. Two months ago,CRC told The Merchant it had expect-ed to operate the facility until at leastthe end of the year.

Another Lumberyard Openson Historic Nevada Site

A Nevada lumberman-turned-con-tractor has returned to reopen the yardhe used to manage in the 1980s.

Steve Douglas entered the industrywith Copeland Lumber, Yerington,Nv., but later transferred to CarsonCity, Nv. Twenty years ago, he got hiscontractor’s license and launched TopNotch Construction. Now, assisted byhis wife, Debbie, and son Kevin, he has

DEALER BriefsDo It Centers of California,

Chatsworth, Ca., closed its decade-oldMoorpark, Ca., store Oct. 3.

Grandview Lumber Co. ,Grandview, Wa., will relocate to a larg-er property, with the assistance ofnearly $1 mil l ion in SupportingInvestment in Economic Developmentfunding—half a loan, half a grant.

Blakely & Hout True ValueHome Center, Chehalis, Wa., hasclosed after 61 years, with the retire-ment of owner Dick Beckman and sev-eral key employees.

Hayward Lumber held a Nov. 5grand opening at its new location inRedwood City, Ca. (see Sept., p. 24).

South Central Windows,Doors & Hardware, Kenai, Ak.,has been opened by Jim and RitaBabcock.

Ace Hardware at Reunion,Commerce City, Co., has been openedby the owners of Ace Hardware atWestwoods, Arvada, Co.

The new 9,000-sq. ft. store featuresa Paint Studio, hearty Craftsman toolselection, and central info desk.

A.D. Martin Lumber, Riverton,Wy., held a week-long celebration lastmonth to celebrate its 60th anniversary.

Habitat for Humanity is relo-cating its ReStore discount LBM out-let in Payson, Az., to a larger facility.

opened Sticks & Stones BuildingMaterials on the Yerington site.

The property actually has housednumerous lumberyards, going backnearly 100 years, the most recent beingHome Lumber.

Although the site has sat vacant forseveral years, Douglas first becameinterested in reviving it this springwhen he heard Valley Building Supply,Yerington, closed after 50 years.

He arranged a lease-buy deal withthe property owners and, following anextensive remodel, soft-opened thebusiness in September.

Mark Spurlock is yard manager,assisted in the yard by Zenaido Leyva.

Arauco/SierraPine Kill DealArauco subsidiary Flakeboard

America Ltd. has dropped its proposedacquisition of SierraPine’s three panelmills in California and Oregon, due toobjections by the U.S. Department ofJustice.

Arauco and SierraPine jointly andvoluntarily agreed to terminate thedeal, which was struck in January.

Roseburg Begins GradualRestart at Weed

Roseburg Forest Products,Roseburg, Or., began a phased ramp-up of production Oct. 13 at its fire-damaged veneer facility in Weed, Ca.Repairs to the entire mill should takeuntil early next year.

The mill was damaged Sept. 15when the Boles Fire tore across nearly500 acres of the city. A 24-year-oldNorthern California man, RonaldMarshall, was arrested and charged

with starting the fire, which began atan apartment complex that had recent-ly evicted him. He pleaded not guiltyand is being held on $2.5-million bail.

After the fire, the company wasable to keep nearly 100 of the mill’s135 workers active, with about halftemporarily relocating to Roseburg.

Central Ca. Dealer ComingGolden Valley Ace Hardware will

be opened in Reedley, Ca., by Pauland Connie Khasigian, operators ofAce Hardware, Fowler, Ca.

The owners have struck a deal withexisting Ace Hardware dealer ReedleyLumber to complement each otherrather than compete, such as the newbusiness agreeing not to sell lumber.


Ochoco Lumber Co., Prineville,Or., will devote some of the fundsfrom an $18.5-million timberland saleto upgrading its Malheur Lumber Co.sawmill and biomass plant in JohnDay, Or.

Stafford Ranches, Fields, Or., pur-chased the 32,000 acres—called theFoley Butte Block—in CentralOregon, which Ochco had amassedover the last 35 years and had previ-ously drawn logs from to feed its

sawmill in Prineville. The companyshut down the mill more than adecade ago, so is now focused onlands closer to its John Day opera-tions.

It still owns about 15,000 acres inthe John Day Valley and inked a 10-year, $69-million deal with the U.S.Forest Service to harvest timber in theMalheur National Forest.

Two years ago, Ochoco announcedplans to shut down the John Day mill

Manke Lumber’s small-log millin Tacoma, Wa., will be down most ofNovember, to upgrade equipment. Theplaner mill will be idled for a brieferperiod, while its large-log mil l inTacoma continues to operate.

California Cascade Indus-tries, Sacramento, Ca., is now distrib-uting Henry Co.’s Blueskin VP100housewrap.

Interfor is now marketing IlimTimber’s European lumber productsin North America.

International Wood Pro-ducts added Havana Gold to the TrexTranscend Tropical decking colorsstocked at its DCs in Clackamas andMedford, Or., and Tumwater, Wa.

Potlatch Corp., Spokane, Wa.,has agreed to pay ResourceManagement Service LLC $384million for 201,000 acres of timberlandin Alabama and Mississippi.

The deal, expected to close late thisyear, will nearly double Potlatch’ssouthern timberland holdings.

DMSi was named Partner of theYear for Software Innovation by soft-ware developer Progress.

Anniversaries: Dorris Lumber &Moulding Co., Sacramento, Ca.,90th … Kayu International ,Tigard, Or., 20th … ScrewProducts Inc., Gig Harbor, Wa.,15th …

SUPPLIER Briefs

due to a lack of local timber supply(see Sept. 2012, p. 33), but nowexpects supply to exceed currentcapacity, necessitating addition ofnew equipment.

Stafford Ranches will use its newlands for logging and cattle grazing.

HD Supply Expands in No. Ca.HD Supply Home Improvement

Solutions, Roseville, Ca., opened its12th branch Oct. 15 in Citrus Heights,Ca.

The new 46,000-sq. ft. locationoffers over 400,000 SKU’s, withevery item tagged with a QR code soshoppers can access additional prod-uct information using their smart-phones.

Land Sale to Fund John Day Mill Upgrade


After two years of producingcross-laminated timber, SmartLam isoutgrowing its 40,000-sq. ft. plant inColumbia Falls, Mt., and is looking tobuild a significantly larger facility.

General manager Casey Malmquistsaid the plant is at full production,with no room for expansion. At thesame time, neighboring WesternBuilding Center would also like toexpand—ideally on to SmartLam’scurrent site.

SmartLam’s plan is to build a new,rail-served facility ranging from

120,000 to 160,000 sq. ft., where itwould set up a new, larger CLT man-ufacturing line. Once that’s opera-tional, the current line would also bemoved to the new location.

The new facility would also featurean architectural center, allowing it tobegin production of custom-cut panelsfor commercial applications.

Malmquist estimated the largeroperation would allow the companyto double its current 35-person work-force.

With any move expected to take up

to a year-and-a-half, SmartLam in themeantime will construct a 400-sq. ft.addition at its current facilitly usingits cross-laminated panels, “to show-case what we can do.”

SmartLam said it is the only CLTmanufacturer in the U.S.

D.R. Johnson Gets Grant toDevelop CLT Plant

D.R. Johnson Lumber Co., Riddle,Or., was awarded a $150,000 grantfrom Oregon BEST to construct apilot manufacturing line for cross-laminated timbers at its RiddleLaminators plant in Riddle.

The company is collaborating withan Oregon State University researchteam in Corvallis, Or., to test theproducts, which are used extensivelyin Europe for buildings up to 40 sto-ries high.

Western Forest Products toConsolidate B.C. Mills

Western Forest Products,Vancouver, B.C., is winding downoperations at its Nanaimo sawmill, asit nears completion of a $10-millionmodernization of its Duke Pointsawmill.

The closure will take place beforethe end of the year, and coincide withan increase of lumber production at itsmills in Duke Point and Saltair.

“The investments being made atDuke Point and the consolidation ofour Nanaimo sawmill operations areexpected to reduce costs, improve ourflexibility to produce different gradesof lumber, and increase our recoveryfactors from log to lumber,” said DonDemens, president and c.e.o.

Studies to Evaluate Juniper’sCommercial Potential

Sustainable Northwest, Portland,Or., has been awarded a $64,990grant by the U.S. Department ofAgriculture to explore the commercialprospects of western juniper.

The species is plentiful in easternOregon, but considered a nuisance.

Research will be conducted atOregon State University, Corvallis,Or., with the West Coast LumberInspection Bureau to determinejuniper’s structural characteristics andengineering design values.

The subsequent report can then beused by architects, engineers, buildersand other agencies to size up its valueto their projects.

CLT Producer Ready to Expand


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The 13th annual awards recognizegreen building products that makefundamental transformations to “busi-ness as usual” in the design and con-struction industry.

Several of the top products, includ-ing Johns Manville’s ENRGY 3.Epolyiso insulation, eliminated halo-genated flame retardants, a longstand-

ing health and environmental issue.Prosoco’s fluid-applied Cat 5 air

barrier system contains no solvents,isocyanates or phthalate plasticizers,and it can be applied to damp sur-faces.

Cascadia Clip fiberglass thermalspacers help install cladding overinsulation, significantly reducing thethermal bridging through the insula-tion as compared with conventionalattachment methods.

Marvin was honored as the firstcompany to offer Passive House

Institute U.S.-certified windows.Other Top 10 picks included

metered solar panels from the CleanEnergy Collective that can beinstalled remotely, reformulated foamcushions from Ekla Home, petroleum-free plastic chairs from KI, MultistackMagLev centrifugal chillers, USAI’sColor Select tunable lighting, andFocalPoint’s high-flow-rate biofiltra-tion system, which is designed to treatstormwater in dense urban areas.

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For natural beauty, subtlety and depth, nothing compares to Western Red Cedar. Real Cedar not only has a richness and lustre all its own, but it’s also naturally resistant to rot and decay. What’s more, Real Cedar’s almost limitless finishing options mean it will complement virtually anything it’s surrounded by. Including the neighbors’ envious looks.

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U.S. demand for wood-plasticcomposite and plastic lumber isexpected to increase more than 10%annually to $8.4 billion in 2018, con-suming nearly 4 billion lbs. of plastic,according to a new Freedonia Groupreport.

Demand will be boosted by arebound in new housing completionsfrom the low 2013 level, gains in resi-dential repairs and remodeling, andincreased market penetration in deck-ing applications.

Decking will account for more

than two-fifths of composite and plas-tic lumber demand by 2018. Amongother uses, moulding and trim appli-cations are also expected to advanceat a strong pace through 2018.

Composite demand should rise at aquicker pace than plastic lumber,since composite lumber includes cel-lulosic fibers and is better able toresemble the look and texture of tradi-tional wood, an appealing trait to con-sumers looking for attractive but lowmaintenance decks.

Furthermore, because composite

lumber frequently is manufacturedusing recycled materials—includingconsumable plastic, such as grocerybags and stretch film, and woodscraps from mills and other lumberoperations—it is often marketed as anenvironmentally friendly buildingmaterial.

A separate Freedonia forecast pre-dicted overall U.S. demand for deck-ing should rise 2.4% per year through2018 to 3.5 billion lineal ft., valued at$6.5 billion.

Plum Creek Selling NW Landto Nature Conservancy

Plum Creek Timber Co., Seattle,Wa., agreed to sell approximately165,000 acres of Montana andWashington forestland to The NatureConservancy for $134 million.

The sale is part of an effort to unitethe checkerboard land ownership pat-terns of these lands. The agreementincludes timberlands located at rela-tively high elevations with slowergrowing trees. While less productivefor timber operations, the lands aredesired for forest conservation, recre-ation, public access, and ecologicalprotection.

According to Plum Creek, they areamong the most ecologically diverseand intact biological systems remain-ing in the U.S., including lands in thelower Blackfoot Valley nearMissoula, Mt., located in the Crownof the Continent, and also lands onboth sides of Interstate 90 betweenSnoqualmie Pass and Ellensburg inKittitas County, Wa., located in theHeart of the Cascades.

“Plum Creek has a strong historyof conservation and is pleased to part-ner in the sale of these lands toaccommodate the public interest insecuring permanent conservation thatprotects ecological and recreationalvalues,” said Plum Creek c.e.o. RickHolley. “This is an important conser-vation project that recognizes thehighest benefit these lands offer—protecting ecological values and help-ing to maintain public access. We arepleased that we were able to workwith TNC to conserve some of thenation’s most important forest areas.”

The property will be acquired byThe Nature Conservancy in two phas-es, the first closing in the fourth quar-ter of 2014 and the second closing byend of the first quarter of 2015.

Plum Creek owns 6.7 million acresof timberlands in the Northwest andSoutheast.

Alternative Decking to Jump 10% Per Year


MOVERS & Shakers

Miguel Gutierrez has been promotedto sales mgr. of Thunderbolt WoodTreating, Riverbank, Ca.

Aimee Murray, ex-Meeks, is new tosales at California CascadeIndustries, Sacramento, Ca.,charged with growing specialtyproducts and providing outsidesales support. Natalie Allen, ex-OrePac, is a new outside sales mgr.in Southern California.

Mark Spargo, Snavely Forest Pro-ducts, Denver, Co., has been pro-moted to v.p.-national accounts forthe Pittsburgh, Pa.-based business.

Bill Leonard, ex-Weyerhaeuser, hasjoined RFP Lumber Co., Oroville,Ca., as sales account mgr.

Rick Audsley has been promoted tosenior director of engineering forSierra Pacific Industries’ windowdivision, Anderson, Ca.

John Taylor, ex-LP BuildingProducts, is new to sales at TaigaBuilding Products, Rocklin, Ca.

Susan Gundlach, ex-Sunset ForestProducts, has been named trans-portation mgr. at SherwoodLumber, Lake Oswego, Or.

Keith Keegan, sales mgr., Weyer-haeuser, Denver, Co., is now areageneral mgr. for north Texas, basedin Carrollton, Tx.

Steve Mulholland, sales mgr. forSierraPine’s Medford, Or., MDFplant, is now also sales mgr. of itsAmpine particleboard mill inMartell, Ca. Karla Schaffer andSergio Jimenez are now regionalmgrs. for the Southwest. StewartLaney’s territory has expanded toinclude New Mexico and Texas.Chuck Jessup is now also coveringthe Southeast and Northeast. JamieKramer-Shull has taken on newresponsibilties in the Southeast andwestern Canada, and will managebig box accounts.

Nicole Galloway has been promotedto store mgr. of Orchard SupplyHardware, Stockton, Ca.

Gary Anderson, ex-Masonite, is newto residential outside sales withAmerican Building Supply,Sacramento, Ca.

Max Bajorek has been promoted tostore mgr. at Home Depot,Lakewood, Co.

Chris Laustrup, ex-Fortress RailingProducts, is now mgr. of buildersales-wholesale channel forMasonite Corp., Denver, Co.

George McConnell has transferredfrom window/door sales at HudsonStreet Design, Marin, Ca., to lum-ber sales at sister company Healds-burg Lumber Co., Healdsburg, Ca.

Aisha Azatto, ex-PrimeSourceBuilding Products, is new to out-side sales at Peak Fasteners, SaltLake City, Ut.

Andrew Elsbree has been promotedto v.p. and general mgr. of Oregonoperations for Green DiamondResource Co., Klamath Falls, Or.

James Chilcoff, ex-James Hardie, hasjoined Parex USA, Anaheim, Ca.,as managing director. RodrigoLacerda has been promoted topresident of ParexGroup Americas.

Amy Little is a new marketing spe-cialist at Woodtone BuildingProducts, Chilliwack, B.C.

Kevin O’Connor, ex-DMSi, joinedDQ Technologies, San Antonio,Tx., as senior account mgr.

David Tyree joined American WoodCouncil, as Central region mgr.based in Colorado Springs, Co.

Stephen Williams has been promotedto senior v.p., c.f.o., and corporatesecretary for Western ForestProducts, Vancouver, B.C. Formerc.f.o. Brian Cairo is leaving Nov.30 after eight years with the com-pany. Rick Forgaard, ex-Interfor,has been appointed v.p. of manu-facturing.

Robert Hrubes, executive v.p., SCSGlobal Services, Emeryville, Ca.,and Richard Donovan, RainforestAlliance, were presented the first-ever Uncommon Partnership forFSC Leadership Awards by theForest Stewardship Council.

David Hampton, Hampton Lumber,Portland, Or., has been appointedboard chair of the World ForestryCenter, Portland.

Dan Bohannon, Bohannon LumberCo., Orange, Ca., and partnerBrian Cheney recently won theU.S. Tennis Association NationalDoubles Grasscourt Championshipin Rumson, N.J. The team is cur-rently ranked #1 in the nation in the65-and-over division.

Eaton Wright and Liv Good areimplementing a new wellness pro-gram at Mungus-Fungus ForestProducts, Climax, Nv., according toco-owners Hugh Mungus andFreddy Fungus.

www.superiorwoodtreating.com


FAMILY BusinessBy Wayne Rivers

SuccessfulnegotiationNEGOTIATION IS A fact of life in

family business. When the wordnegotiation comes up, most peopletend to think of external negotiations,like working out a better interest ratewith your bank or securing a betterprice from a vendor.

There are also internal negotia-tions, such as working out a buy-sellagreement with a sibling partner,negotiating compensation for familymembers and employees, and decidingwhat deals to move forward on andwhich ones deserve a pass. Even smallthings must often be negotiated infamily firms, like who gets dad’soffice when he retires, what your newlogo should look like, or what colorthe new carpet should be.

Most family members recoil fromthe word negotiation. They prefer“conversation” or “reaching consen-sus,” but the reality is that interfamilynegotiation is among the most difficultand challenging types, and we havethe scars to prove it! If closely heldbusiness negotiation is indeed a fact oflife, it makes sense that you shouldwork to improve your negotiatingskills. Here are some of the techniqueswe have observed family members useto achieve negotiating success:

• yelling and bullying• pouting• making sweeping, unilateral deci-

sions• withdrawing and subjecting other

family members to the silent treatment• undermining and backbiting• lobbying behind the scenes• appealing to Mom, Dad or out-

siders to intervene• stalling or delaying meetings or

discussions about important issues• deciding not to decideOkay, by this time you figured out

that these negotiating techniquesaren’t legitimate at all, but, remember,we said “we have observed…” In allseriousness, since negotiating insideand outside the family business is soimportant, shouldn’t you work toimprove your “high road” negotiatingskills? Wouldn’t life be more harmo-nious if you had adult, positive, rea-soned and fair conversations with sib-lings, parents and potential next-gen-eration family business members?

A client related an insightful storyabout his own experience with negoti-ating and interpersonal conflict resolu-tion. When he first came to work inthe family firm as a young man, hisfather had a strong non-family execu-tive who we’ll call Mr. Collins. Ourclient struggled with the fact that Mr.Collins had so much authority in thecompany and served as a sort of bufferbetween him and his father. The rela-tionship between our client and Mr.Collins was strained for years. Theyoung executive, in a flash of maturityand sound decision-making, decided itwas up to him to change and to workon improving and restoring theirworking relationship. He said it was arevelation to him that “it was up tome.” Once he acknowledged his own-ership of at least some of the issuesand began to negotiate a path towardsestablishing better relations, thingsmagically turnedaround, and Collinsbecame a valuableresource and mentor.Successful negotia-tion in your familybusiness—as is thecase with most otherchange and improve-ment initiatives—starts with you!

Here are a few high road tech-niques for assuring your interfamilybusiness negotiations serve to bothpreserve family harmony and produceoutstanding business results.

1. Widen the CircleThe modern iteration of family

business planning says that all stake-holders’ views are valuable and shouldbe solicited. That means moms, dads,daughters, sons, in-laws, and key fam-ily business managers are all involvedcollectively in situation analysis,negotiation and conflict resolution.

2. Set Up Ground RulesA few simple ground rules can

make a big difference in creating suc-cessful negotiating sessions. A coupleof simple ones might be “discussionsof the past are irrelevant; we’re here toaddress the present and future only.”Or “We won’t use aggressive speechor body language with each other. Ifthings become heated, we’ll call time-out.” Once the family has agreed onground rules, they should be postedand placed around the meeting roomso everyone can refer to them fre-quently as discussions take place.

3. Be Self-AwareKnowing what you want in a nego-

tiation allows you to see that whatother people want isn’t necessarilymutually exclusive. It also lets you setup parameters, like behavioralchanges, dollar amounts, terms andother potentially satisfying outcomesso you leave the negotiation feelingyou’ve represented yourself adequate-ly and not conceded unnecessarily.

4. Devote Advanced Planning toYour Meeting

Plan your own constructive behav-ior for how you’ll act in the meeting.Ask yourself how you can satisfy theother party’s interests. Find out ifthere’s another way to get what it isthat you want. Plan for delivering yourmessage in a way that can help theother side empathize with you andyour wishes. Develop alternative plansA, B and C. Determine what’s accept-


able to you and what’s not, and try topuzzle out what might be acceptableto others. Find the win-win and thecommon ground, and you’re well onyour way to a successful negotiation.

5. Give in on Some ThingsUse your willingness to give in as a

negotiating tool: “If I give on this,would you give on that?” Giving incan be a wise strategy, and there is noshame in giving in order to get. Thereis a caution here; don't give in in anarea where you may be rewardingintimidation or aggressiveness.

6. WithdrawIn some conflict resolution or nego-

tiating situations, it’s okay to with-draw. The advantages of withdrawalare that you can do it unilaterally, andit may save time and nerves. The neg-ative of withdrawal is that it generallyhappens as a result of frustration, andthere may not be a win-win benefit. Ifwithdrawal becomes a pattern, it’seasy for negotiations to break downand foster resentment. While with-drawing can be an effective deal-mak-ing technique, it should not be donecynically or repetitively. Walkingaway is often a show of strength inyour bargaining position and signals tothe other side you not only don’t needthem, but also that you’re quite confi-dent in your position.

7. Have Well-defined Parametersfor Your Meeting

Undertake negotiating sessions inquiet, private places. Set well-definedbeginning and ending times. If youcan’t make headway on your negotia-tion or your conflict resolution in theallotted time, agree on a date and timefor continued discussion. If your nego-tiation becomes heated or you appearto be at an impasse, you may need anobjective, third-party outsider to medi-ate the session. Ultimately, you’llwant the main points of the negotia-tion to be reduced to writing for allparties to sign.

Interfamily business negotiation isa delicate art. You probably won’t getit exactly right the first time. Bepatient and continue to work on yournegotiating skills and processes.

– Wayne Rivers is the co-founder andpresident of the Family Business Institute,Raleigh, N.C., and author of such books asThe Top Nine Reasons Family BusinessesFail. Reach him at [email protected] or (877) 326-2493.

Reprinted with permission of the Family BusinessInstitute. No portion of this article may be reproducedwithout its permission.


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DECK EXPO touched down in Baltimore, Md., Oct. 22-24. [1] Phil Lail,Bo Bryant, Patrick Adams, Brian Orchard. [2] Ben Ivey, AndrewBrookshire, Wayne Hilton. [3] John Burkhart, Adam Mengle, CarrieStallwitz, Dave Peterson. [4] Mike McFarland, Neil Hurwitz, John Lane,Steve Shennum. [5] David Justice, Rachelle Shendow, Michael Gori, PatMaher, Jessica Pearson. [6] Jacek Romanski, Tom Jaroszek. [7] Kirk

Hammond, Phil Fortson. [8] Eric Gee, Phil Herman, Alexis Sivcovich,Carter Welch, Steve From. [9] Terry Brady. [10] Eric Swanson, ChristianSkarring. [11] Dan Morabito, Jim Groff, Brad Kostelich, Joe Facini. [12]Todd Greer. [13] Renee Havrilla, J.P. Braaten, Jocelyn Durant. [14] DougBrooks, Flo Sanchez, Craig Matter, Faye Rook. [15] David Nanos, JimStephenson, Troy Sinks, Mike Barry. (More photos on next 2 pages)

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MORE DECK EXPO: [1] Steven Wahoviak, Jim Miller. [2] Chris Kollwitz,Tim Schrader. [3] Brian Lotz, Brad Morrow. [4] Andrew Penny, BradAdsit. [5] Andrew Ellis, Tim Gillis. [6] Kyle Loveland, Lisa Martin. [7] Joel

Cone, Joe Brower. [8] Chuck Casey, Tom Heard. [9] John Horenkamp,Bryant Coogan, Ryan Williams, Jen Frey. [10] Brian Houpt, Alex Hines.[11] David Ondich, Ernie Couillard. (More photos on next page)

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Photos by The Merchant

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ANNUAL Deck Expowas held in conjunc-tion with theRemodeling Show(continued from pre-vious pages) . [1]Lauren Zecher, AlanOakes, FrankieEmerson. [2] StuartDimery, Craig Jacks,Jennifer Faines,Doug Morse, Nicole Hill. [3] Joseph Horniacek, Rick Kapres, PatrickMcCullough, Matt Cullen. [4] Jeff Osborne, Jim Poulin, Mike Descoteaux.[5] Bill Ross, Bob Otterson, John Scarborough, James Gunning, MattPasquarello, Dustin Ferriso Shannon Huneycutt, Rob Long. [6] Roderick

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Kabel, Adam Gangemi. [7] Darrell Hungerford, Brian Spencer. [8] RussellHill, David Odum, Tom Zimmerman. [9 John Ardolina, Jesse Kahn, MikeNolan. [10] Scott Nowatzki, Larry Crossley, Michael Barnett. [11] LeeRobinson Jr., Chuck Klopp. [12] Ralph Bruno, Rob Blakley.

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SIERRA PACIFIC INDUSTRIES hosted its 35th annual open houseSept. 11 in Redding, Ca. [1] Red Emmerson, Tom von Moos, StewartHeath. [2] Ron Stewart, Brett Johnson. [3] Rock Belden, Randy Lilburn.[4] Ron Anderson, Will Galbraith, Scott Galbraith. [5] Russ Tharp, TinaOrduno. [6] Gage Holland, Evan Smith. [7] Dan Davis, Chris Caldwell,Tom Nelson. [8] Dionne Denhan, John Tumino. [9] Rob Kull, Mike

Vanderdussen. [10] Curt Adcock, Harold Dodero, John Chisholl. [11]Dan Bye. [12] Annie Morten, Lori Collins, Bob Crews. [13] Jeff Golian,Brian Simpson. [14] Bill Jones, Jon Hagen, Ron Schneider. [15] MikeJones, Thom Wright. [16] Rod Gasser, Kim Franklin. [17] JasonFaulkner, Rafel Sandoval. [18] Shawn Dye, Jeff Miller, Brian West.

(More photos on next 2 pages)


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OVER 400 attended Sierra Pacific’s open house (continued from previ-ous page). [1] George Emmerson, Rick Vaughn, Duncan Kilner. [2] BrettJohnson, Jerry Mosier. [3] Kendall Pierson, Ron Borges. [4] HapHanson, Bill Muncrief, Bob Bartlett, Peter Hussey. [5] James Martson,Mike Ralston, Chip Brittain. [6] Jack Chase, Mark Herms, BenCassinerio. [7] Charlie Risinger, Keith Lundquist. [8] Dan Tomascheski,Lloyd Bradshaw. [9] Donald Lackey, Theresa Ragudo, Justin Hixon,

David Preston. [10] Tiffany Wells, Jake Sinclair, Brent Mangum. [11]Aaron Sulzer, Blair Buchanan. [12] Wes Crane, Steve Crane. [13] TonyJaegel, Jim Rabe. [14] Josh Howes, Anne Montey. [15] KarenO'Connell, Robert West. [16] Charlie Moss, Robbie Gillian. [17] BlaydeFry, Eric Shelby, Larry Gomez, Jon Lucich.

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“ALL-STAR TAILGATE PARTY” was thetheme of Sierra Pacific’s recent open house(continued from previous pages). [1] Jeannie &Scott MacKechnie, Greg Mitchell. [2] ScottEiletsol, Todd Kintz. [3] Terry Adkins, FrankForward. [4] Herb Baldwin, Jim Turner, CurtEmerald, James Folsom. [5] Todd Cox, DougCox, Doug Cox, Tim Decoito. [6] CharlesNichols, Terry Kuehl. [7] Christina Roggenkamp,Cortney Kennedy. [8] John Parsons, AnthonyEscobedo. [9] James Danielson, Lara Stinger.[10] Greg Sinclair, Bil l Boone. [11] KeithLindguist, Kevin Lindguist. [12] SteveChristopher, Mike Carey, Kevin Caughron. [13]John Martinez, Josh Hanson, Miguel Gutierrez.[14] Mark Lathrop, Rod Fox, Mike Burrell,Dennis Demello. [15] Mark Berger, SeanCoughlin, Stephen Shaw, Vince Vierra, DonBratcher. [16] Andy Faircloth, Travis Leger,Frank Elsbecker. [17] Ellen Stack, Sue Herms.

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Hardwood distributor shows its stufftributors that had been positionedthere for many years. After the smokecleared, meaning the recession, thereare only three left in Vegas—and weare all in the same industrial complex,which makes it easy for lumber sup-plers to make a one-stop visit.”

In Las Vegas, Peterman continuesto grow, employing about 25 andoperating five trucks that make about40 to 50 deliveries daily within a 60-

mile radius.The company was

formed in 1979 whenPete Peterman pur-chased five acres inFontana—then themiddle of nowhere.Most other LosAngeles suppliersquestioned why hewould start a yard“out there in Fon-tana” and truck prod-uct to L.A., but thecity quickly evolvedas part of the bustlingInland Empire intothe region’s nucleusof hardwood distribu-tion.

How did Petermanhave the foresight tostart his companythere? He jokes that itwasn’t foresight; atthe time, the propertywas the only one hecould afford.

He has since morethan doubled the sizeof the operation andadded a rail spur andtwo panel productunloading docks. Thefacility has 80,000 sq.ft. of enclosed ware-house space, 40,000sq. ft. of coveredsheds, a 40,000-sq. ft.customer service cen-ter, and $8 million ininventory. Its 11trucks make 80 to 100deliveries daily with-in a 120-mile radius.

Two years ago, thecompany added alocation in Phoenix,Az. The 40,000-sq. ft.facility carries a $1million inventory.

PLANT TOUR: [1] Jon Pappas, Dan Caldwell, JenniferButtice, Pete Peterman, Charlie Craig. [2] Terry Williamson,Coby Short, Steve McEwen, Diane Johnston, Mark Gray.[3] Tim Peterman, John Mortati, Becky Peterman, Jon Syre,Sam Stenerson. [4] Lan McIlvain, Mark Imhoff, MonicaFlores, Norman Roberts, Jordan McIlvain. [5] Jeff Linden,Bob Smith, Jeremy Peterman, Ken Stevenson, DougWirkkala. [6] John Beard, Jeff Wirkkala, Dennis Johnston,Greg Bauer. [7] Deonn DeFord, Dan Peterman, JenniferButtice, Terry Griffith. [8] Brian Potter,Manuel Lavrador, EdGarcia, Larry Evans, Jack Matson. [9] Kurt Landwehr,Randy Giere, Wendell Cramer, Ron Jones, Craig Forester.


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Celebrating the company’s 35thanniversary, Peterman Lumber,Fontana, Ca., hosted an open house atits Las Vegas, Nv., facility during lastmonth’s National Hardwood LumberAssociation convention.

The plant tour and barbecue, spon-sored by the Hardwood DistributorsAssociation, drew more than 70 con-ventioneers.

The 40,000-sq. ft. facility gener-

ates more than $1.3 million in salesper month, with support from thehome base in Fontana. Peterman ini-tially expanded to Las Vegas in 2006,when the economy and housingindustry were booming.

“Little did we know that we werejust about to enter the worst economicdownturn since the Great Depress-ion,” says Peterman’s Diane Johnston.“We were up against six major dis-


ASSOCIATION Update

Mountain States Lumber &Building Material Dealers Associa-tion’s Colorado WOOD Council willhost its year-end party Dec. 4 at MileHigh Stadium Club at Invesco Field,Denver, Co.

West Coast Lumber & BuildingMaterial Association’s 40-and-under2nd Growth group is holding its holi-day meeting at its regular spot,Embassy Suites, Brea, Ca.

Portland Wholesale LumberAssociation’s signature annual event,its holiday lunch, will be held Dec. 5at the Embassy Suites Airport,Portland, Or.

Los Angeles Hardwood Lumber-man’s Club has selected FiveCrowns, Corona del Mar, Ca., as thesite of its Dec. 13 holiday party.

National Lumber & BuildingMaterial Dealers Associationinstalled J.D. Saunders, president ofEconomy Lumber, Campbell, Ca., asits new chair during the group’srecent industry summit in San Diego,Ca.

He succeeds Chris Yenrick, presi-dent of Smith Phillips BuildingSupply, Winston-Salem, N.C.

Other new officers are 1st vicechair Davis Boland, Boland MaloneyLumber, Louisville, Ky.; 2nd vicechair Michael Cassidy, TW Perry,Gaithersburg, Md.; treasurer ScottEngquist, Engquist Lumber, Harcourt,

Ia.; Manufacturers & ServicesCouncil chair Gary Nackers, Do itBest, Fort Wayne, In.; and FederatedAssociation Executives chair DavidGarrett, Eastern Building MaterialDealers Association, Lancaster, Pa.

During the event, Roger Dankel,president of Simpson Strong-Tie,Pleasanton, Ca., was honored for hisservice as chair for the past two yearsof the Manufacturers & ServicesCouncil.

OSH Testing Robot ClerksLowe’s will test four customer-ser-

vice robots at an Orchard SupplyHardware store in San Jose, Ca.

Schedule to literally roll out latethis month or early next, the“OSHbots” are tall white columnswith wheels to move around the store,large black screens in the front andback, and 3D cameras, so they canscan and identify items. They allowcustomers to research products theywant to buy on the screens, then therobot can escort them to the appropri-ate aisle.

They can also alert customers ifsomething is in or out of stock—inEnglish or Spanish.

Worldwide Insulation DemandBooming

Global demand for insulation isexpected to rise 5% annually through2018 to nearly 25 billion sq. meters ofR-1 value, according to a new

Freedonia Group report.In developing countries, rising

building construction and industrialactivity will lead to increased demandfor insulation. In high-income coun-tries, demand should rebound fromdeclines in home construction duringthe prior five years. In addition, gov-ernment efforts to reduce energy con-sumption will lead to the adoption ofnew building codes that requireincreased insulation usage.

Strong growth in residential build-ing construction activity will be theprimary driver of demand worldwide.In North America alone, demand forinsulation in residential constructionapplications will grow over 5% peryear.

The Asia/Pacific region is forecastto post the fastest growth in insulationdemand, accounting for more thanone-half of new worldwide insulationdemand. Biggest gainers will includeChina, India and Indonesia.

In terms of value, insulationdemand will advance more than 6%yearly through 2018 to nearly $50 bil-lion. Foamed plastic insulation willpost the fastest gains, as it capturesmarket share from fiberglass and min-eral wool products used in construc-tion applications.

Demand for fiberglass insulationwill benefit from a residential con-struction recovery in North America.Mineral wool products are forecast toexhibit the slowest growth, butadvances will still be strong, in partdue to high favorability in China,where fire safety is a large concern.

ROUGH TIMBERS

UTILITY POLES

PRESSURE TREATED LUMBER

FIRE RETARDANT TREATED LUMBER AND PLYWOOD

New Appointees toSoftwood Lumber Board

U.S. Agriculture SecretaryTom Vilsack has appointedAdrian Blocker, WeyerhaeuserCo., Federal Way, Wa., and FritzR. Mason, Georgia-Pacific,Atlanta, Ga., to three-year termson the Softwood Lumber Board.

Re-appointed were AndrewMiller, Stimson Lumber, Portland,Or., and George Emmerson,Sierra Pacific, Anderson, Ca.

New importers include TedSeraphim, West Fraser TimberCo., Vancouver, B.C.; DonDemens, Western Forest Products,Vancouver; and Charles Tardif,Maibec, St.-Romuald, P.Q.


SMALL WHOLESALE distributor inPortland, Or., area is seeking salesperson to sellwestern red cedar and other softwood productsto retail/specialty trade in southern Oregon,California and Nevada. Send inquiries [email protected] or to Box724, c/o The Merchant, 4500 Campus Dr. #480,Newport Beach, Ca. 92660; Fax 949-852-0231.

HELP WANTED

FOR SALE FOR SALE

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Heather at (949) 852-1990 [email protected]

TheMERCHANTMagazine

LUMBER CARRIERSfrom Berkot

• Several models available• Balanced for ease of handling• May be modified to your specifications

See our full product line at www.BerkoftMfg.com

BERKOT MFG. CO., INC.11285 Goss St., Sun Valley, CA 91352 • Phone (818)767-5555

Manufactured in the U.S. since 1954

Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy/head-line, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (advertisersets type), $65 if we set type. Questions? Call (949) 852-1990. Deadline: 18th of previous month.

Send ad to Fax 949-852-0231 or [email protected]. Checks payable to Cutler Publishing.

CLASSIFIED Marketplace

IN Memoriam

Rawlin Gilbert “Mac” McInelly,71, owner of RFP Manufacturing,Spanaway, Wa., died Sept. 5 inTacoma, Wa.

He entered the lumber business inthe early 1960s, working the greenchain at Manke Lumber, Tacoma, andeventually rising to sales manager.After 20 years, he joined an interna-tional lumber brokerage, then openedhis own, before purchasing a mill in1995 and renaming it RFP (for “RealFine People”). He acquired a Tacomadry kiln in 2012.

He was a past president of thePuget Sound Lumber Association andthe Tacoma Lumberman’s Club.

Edward E. Wilson, 88, formersales manager for Ochoco LumberCo., Prineville, Or., died Sept. 26.

He served in the Army Air Forceduring World War II and graduatedfrom Oregon State College in 1949.He spent 42 years with Ochoco, retir-ing in 1992.

Harry Harrison Deuber Jr., 83,former advertising manager forZiegler Lumber Co., Spokane, Wa.,and creator of the chain’s Ziggy car-toon logo, died Oct. 4.

He served in the U.S. Air Forceduring the Korean War. He joinedZiegler Lumber in the late 1960s,heading the ad department for 39

Builders Supply, Salt Lake City andProvo, before owning his own busi-ness. For the last ten years, he workedfor Century Equipment, Spanish Fork,Ut.

Betty M. Fisher, 82, former co-owner of Michel’s Feed & BuildingSupply, Glendale, Or., died Oct. 9 inAzalea, Or.

She operated the business with herhusband, Robert, for over 30 years,until 1995.

Ross Gorman, 93, co-founder ofGorman Bros. Lumber, WestKelowna, B.C., died Oct. 19 after abattle with Parkinson’s disease.

Harold J. “Hal” Salwasser, 69,former dean of the College ofForestry at Oregon State University,Corvallis, Or., died Oct. 15 inCorvallis.

He served as regional forester forthe northern region of the U.S. ForestService, which included Idaho,Montana, and the Dakotas, beforebecoming c.e.o. of the ForestService’s Pacific Southwest ResearchStation. He then spent 12 years asdean of forestry at OSU and alsodirected its Forest ResearchLaboratory, before stepping down in2012. He remained active on the fac-ulty, but had planned to retire fromOSU at the end of the year.

years. After creating the Ziggy mascotin 1969, the entire chain began goingby the Ziggy’s name.

Donald D. Cherovsky, 75, retiredsalesman with Wisconsin CaliforniaForest Products, Redding, Ca., diedOct. 5 after a brief illness.

After a serving in the U.S. Army,he joined Kimberly Clark, Neenah,Wi., and transferred to Redding in1973. He joined Wisconsin Californiain 1975.

Nita Jean Fittro, 82, longtimesalesperson with Weyerhaeuser,Longview, Wa., died Oct. 11 inPortland, Or.

She joined the company in 1950and retired from the lumber salesdepartment in 1985.

John D. Spruiell, 62, longtimeemployee with Alpine Lumber,Frederick, Co., died Oct. 6 inLongmont, Co.

He worked briefly with WickesLumber in the early 1970s, beforestarting his career at Alpine. Heretired in 2009.

Dick L. Rozema, 65, formerowner of Standard Door Supply,Provo, Ut., died from an aorticaneurysm Oct. 2.

He spent many years with Standard


DATE BookListings are often submitted months in advance. Always verify dates

and locations with sponsor before making plans to attend.

Specialty Tools & Fasteners Distributors Association – Nov. 9-11, annual convention & show, Charlotte Convention Center,Charlotte, N.C.; (800) 352-2981; www.stafda.org.

Lumbermens Merchandising Corp. – Nov. 11-12, forest products& building materials expo, Marriott Downtown, Philadelphia, Pa.;(610) 293-7121; www.lmc.net.

Mountain States Lumber & Building Material Dealers Associa-tion – Nov. 11, fundraising brewfest, Mile High Station, Denver,Co.; Nov. 12, intro to building material sales; Nov. 13-14, esti-mating workshop, Ramada Plaza Denver Central, Denver; (303)793-0859; www.mslbmda.org.

Black Bart Hoo-Hoo Club – Nov. 12, new member meeting, LaHacienda, Cloverdale, Ca.; (707) 252-6142; www.black-barthoohoo181.org.

NAWLA Traders Market – Nov. 12-14, sponsored by NorthAmerican Wholesale Lumber Association, Hyatt Regency,Chicago, Il.; (800) 527-8258; www.nawla.org.

Los Angeles Hardwood Lumberman’s Club – Nov. 13, meeting,Rib Trader, Orange, Ca.; (626) 445-8556; lahlc.net.

North American Building Material Distribution Association –Nov. 18-20, joint annual convention with National Association ofFloor Covering Distributors, Sheraton, Dallas, Tx.; (888) 747-7862; www.nbmda.org.

Tacoma-Olympia Hoo-Hoo Club – Dec. 2, holiday party, OakbrookGolf Course, Lakewood, Wa.; (253) 531-1834.

JLC Live – Dec. 3-5, show, Oregon Convention Center, Portland,Or.; (800) 261-7769; www.jlclive.com.

Mountain States Lumber & Building Material Dealers Associa-tion – Dec. 4, Colorado WOOD Council year-end party, MileHigh Stadium Club at Invesco Field, Denver, Co.; (303) 793-0859; www.mslbmda.org.

West Coast Lumber & Building Material Association – Dec. 4,2nd Growth holiday meeting, Brea, Ca.; (800) 266-4344;www.lumberassociation.org.

Portland Wholesale Lumber Association – Dec. 5, holiday lunch,Embassy Suites Airport, Portland, Or.; (503) 203-6463;www.portlandwholesalelumberassociation.org.

Oregon Wood Innovation Center – Dec. 8-10, how to dry lumberfor quality and profit workshop, Oregon State University,Corvallis, Or.; oregonstate.edu/conferences.

Los Angeles Hardwood Lumberman’s Club – Dec. 13, holidayparty, Five Crowns, Corona del Mar, Ca.; (626) 445-8556;lahlc.net.

Oregon Wood Innovation Center – Dec. 16-18, quality control inwood products manufacturing workshop, Oregon StateUniversity, Corvallis, Or.; oregonstate.edu/conferences.

Southern California Hoo-Hoo Club – Dec. 17, meeting, San DimasGolf Course, San Dimas, Ca.; (323) 559-1958;www.hoohoo117.org.

Seattle Remodeling Show – Jan. 2-4 , Washington StateConvention Center, Seattle, Wa.; www.homecentershow.com.

Los Angeles Hardwood Lumberman’s Club – Jan. 8, meeting,Heroes, Fullerton, Ca.; (626) 445-8556; lahlc.net.

Colorado Springs Home Building & Remodeling Show – Jan. 9-11, Norris-Penrose Event Center, Colorado Springs, Co.; (800)374-6463; www.homecentershow.com.

Portland Build, Remodel & Landscape Show – Jan. 9-11, OregonConvention Center, Portland, Or.; (800) 374-6463; www.home-centershow.com.

San Diego Home Show – Jan. 9-11, San Diego Convention Center,San Diego, Ca.; www.homeshowsandiego.com.


ADVERTISERS IndexFor more on advertisers, call them directly or

visit their websites [in brackets].

Allura [www.allurausa.com] .................................................Cover II

Allweather Wood [www.allweatherwood.com] ............................39

AZEK [www.azek.com]...................................................................33

DeckWise [www.deckwise.com] ...................................................47

Empire Lumber Co. [www.empirelumber.com] .............................7

Fasco America [www.fascoamerica.com]....................................43

Fiberon [www.fiberondecking.com] ...................................3, 17, 27

Fontana Wholesale Lumber [fontanawholesalelumber.com].....50

Gemini Forest Products [www.geminiforest.com] ........................4

Henry [www.henry.com/mm-1114]................................................11

Huff Lumber Co. .............................................................................30

Humboldt Redwood [www.getredwood.com] ..............................39

J.H. Baxter [www.jhbaxter.com]....................................................45

Jones Wholesale Lumber [www.joneswholesale.com]....Cover IV

Keller Lumber Co............................................................................28

Kop-Coat [www.kop-coat.com] .....................................................15

Koppers [www.koppersperformancechemicals.com] ........Cover I

Norman Distribution Inc. [www.normandist.com].......................45

North American Wholesale Lumber Assn. [www.nawla.org] .....13

NyloBoard [www.nyloboard.com].................................................37

Pacific States Treating ...................................................................53

PrimeSource Building Products [www.primesourcebp.com] ....53

Quality Borate Co. [www.qualityborate.com] ..............................42

Roseburg Forest Products [www.rfpco.com]....................Cover III

Royal Pacific Industries .................................................................46

Screw Products [www.screw-products.com] ..............................49

Simpson Strong-Tie [www.strongtie.com].......................19, 21, 23

Siskiyou Forest Products [www.siskiyouforestproducts.com] .41

Snavely Forest Products [www.snavelyforest.com] .....................5

Superior Wood Treating [www.superiorwoodtreating.com].......38

Swanson Group Sales Co. [www.swansongroupinc.com].........35

Taiga Building Products [www.building.com] .......................27, 32

Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....49

TruWood-Collins [www.truwoodsiding.com] ..........................8A-B

Universal Forest Products [www.prowoodlumber.com].............31

Utah Wood Preserving Co. ............................................................55

Western Forest Products [www.westernforest.com] ..................36

Western Woods Inc. [www.westernwoodsinc.com]....................17

Weyerhaeuser [www.weyerhaeuser.com]....................................29

IDEA FileAdding Local Flavors

Great food, artistic creativity, and lots of funare highlights of New Orleans, La.—so a dealer theredoes its best to encourage all three.

Mary’s Hardware has been a fixture in the city’s his-toric French Quarter since 1982. In 2011, the store relo-cated several streets away and changed its affiliationfrom True Value to Ace Hardware. The new location,built in the 1840s as a family home, has two stories andabout 8,000 sq. ft.—double the old store. To fill thespace, owner John Wood and store manager DavidBlaszak listened to customer requests and brought inmerchandise not usually found in hardware stores.

“We brought in items local customers want to buy,”says Blaszak. “We like to be known as the friendlyneighborhood store that really listens to customers.”

For example, Mary’s fills its second story with awide variety of high-quality cookware and knives—perfect for local chefs and serious cooks. Also upstairsare cooking supplies such as gourmet condiments, oliveoils, jams and jellies, and other nonperishable delica-cies. A once-a-month knife-sharpening event helpskeep those knifes—and other tools—in top shape.

Another section of the second floor is devoted to thewell-known New Orleans passion for Mardi Grasparades—specifically, the Barkus Parade for dogs andtheir owners, both in festive costumes. Now in its 35thyear, the parade always kicks off across the street fromthe store.

“Our Barkus Room was created as a meeting placefor the group that plans each year’s event,” Blaszaksays. “It’s also available as a meeting room for othercommunity groups.” The room also has a big collectionof parade memorabilia, so it’s open to all store visitors.

Downstairs, in addition to the usual hardware mer-chandise, local artists can stock up on art supplies fromvarious manufacturers. Another section carries shutters,latches, and other hardware needed for restoration ofthe French Quarter’s many historic homes. Althoughthe most popular items are in-stock, customers can alsospecial-order items from catalogs.

Since many French Quarter residents don’t owncars, the store has phone numbers for another area spe-cialty: pedicabs. Once customers and purchases areloaded inside, both get a ride home in real New Orleansstyle.

TheMERCHANTMagazine

Merchant Nov 2014

Documents

wood products

development of new products

operated wood

new address

nexwood pressure

cca pressure

address changes

copper azole