EVENT RECAP

from The Merchant Sept. 2021

FLASHBACK

SMOKY HILLSIDES did not keep guests away from the annual Old Time Lumbermen’s BBQ.

Redwood showplace hosts lumber old-timers

For the 19th Annual Old Time Lumbermen’s BBQ, Bruce and Linda Burton, Willits Redwood Co., welcomed a who’s who of industry veterans—a “good mix of the old and the older”—to their Willits, Ca., homestead, described by one attendee as “a stunning billboard for redwood.”

The home, designed to look like a stable even though the horses are kept elsewhere on the property, was built entirely of redwood. It was open on each end, with skylights overhead, which normally provide a breathtaking view, yet this afternoon they were hampered by wildfi res in the distance.

3 4 2

ENTERTAINMENT PROVIDED by [1] Floyd Latimer, Ken Carter, Bruce Burton. [2] Deanna & Micah Smith, Bill Highsmith. [3] Roger & Michele Burch, Doug Willis. [4] Gene Pietila, Becki & Tom Armstrong, John Pietila, 6

Chet Pietila. [5] Frank & Julie Zak, Laurie & Dan Kepon. [6] Joe Sutphin, Ricco Travalini, Deber Dodd, and Branden Floyd gather around the redwood trough—fi lled with ice and bottled water. (Photos by Donna Willis)

Attendance at the Aug. 7 get-together was better than expected, considering the lingering eff ects of the pandemic and poor air quality.

As a capper, Bruce Burton took to the banjo with a threepiece combo he has been performing with for the past 20 years. A talented musician, Burton plays several instruments and periodically hosts music nights for the local community.

No Lumberman of the Year Award was bestowed, but expect the honor to be revived next year, when the event returns to Healdsburg, Ca.

13 7 8

14 9 10

15 16 12

REDWOOD SIBLINGS (cont.) [7] Claudia Lima, Clyde Jennings. [8] Denis & Ellen Stack. [9] Lowell Wall, John Souza. [10] Jim Frodsham, John Lima. [11] Dave Dahlen, Troy Turner, Mike & Taylar Cameron, Ernie Burton with baby Eliza. [12] Vanessa Burton, Michele Burch, Lisa Weger. 18 19

[13] George Gentrey, Matt Dias. [14] Estelle Clifton, Rudy Ramos. [15] Jim Russell, Lowell Wall. [16] Craig Benclove, Todd McMahon. [17] Nick Kent, Zeke Seacrest, Pat Hovland, Randy Jacobszoon, Sam Jacobszoon. [18] Tom Conroy. [19] Event hosts Linda Buletti-Burton & Bruce Burton.

(Continued from page 14) to as Zoomers, or Generation Z, the oldest of whom are now in their mid to later 20’s. “They’re the generation who are following millennials into the market,” added Kirkbride, “but what makes them diff erent is they’re the fi rst, true ‘digital natives’; they’ve grown up not knowing a world before the internet, and they have very strong attitudes on subjects like sustainability and corporate citizenship that align with the values of Real Cedar. When we talk about why substrate matters, this is defi nitely one of the groups we’re talking to.”

The substrate matters messaging the WRCLA employs includes information on natural wood products’ role in carbon capture and climate change mitigation, and highlights the fact the Real Cedar brand means it comes only from responsibly managed sources, among other points. This is of noted interest for Generation Z, as two 2020 studies by Fresco Capital and Bloomberg showed climate change was the leading concern for this group, and that they were willing to pay more for sustainable products.

ALSO POPULAR: Engineered knotty shiplap western red cedar siding.

“Composite products are growing in popularity, but there’s a big misconception that they’re maintenance free and environmentally friendly because they use recycled materials,” added Kirkbride. “The opposite is true when you look at what’s emitted to manufacture them, and that they’ll end up in a landfi ll.”

While promoting wood’s green aspects are important, the association is quick to point out that the most popular reason for choosing WRC is its looks. “You can’t beat the beauty of a natural product like WRC,” continued Kirkbride, “And WRC’s even more appealing when homeowners discover the wealth of options they have to customize the look they want. There are lots of profi les and grades, but the range of fi nishes from shou sugi ban (charred WRC) to bleaching stains and everything in between creates almost limitless possibilities.”

To complement the versatility message, the WRCLA is also promoting an emerging product that’s seeing growth in the market: engineered WRC siding. WRCLA members produce, distribute and sell three main product categories of engineered WRC: engineered clear solid western red cedar, engineered T&G WRC with a clear veneer overlay, and engineered knotty western red cedar, all of which are creating new opportunities for architects, builders and designers.

Kirkbride pointed out that “the importance of a product like engineered WRC can’t be understated. Man-made siding products don’t have to deal with the harvest and supply restrictions that natural wood products do. Engineered WRC uses surplus fi ber and is readily available in longer lengths like 16’ and 20’. They fi ll a need in the market, and we’re getting the word out on the quality and how good looking these products really are. They defi nitely underscore the sustainable and versatile message and are demonstrating to consumers why substrate does matter.”

– Established in 1954, the WRCLA is the voice of the cedar industry and has members in 132 locations throughout North America (www.realcedar.com).