AUGUST 2018
Doing what we promise THE CHALLENGE IS WORTH IT FOR WORDS LIKE THESE
Greater Atlanta Christian School performing on all levels A PROJECT WORTH TALKING ABOUT, TWICE
The value of hard work
HOW A DIRTTBAG HAS IMPACTED GENERATIONS
AUGUST 2018 Diggin’ It
August 7, 2018
On the right track Michael Goldstein
At DIRTT, we are helping the world build better. We do this by having a great company: our team, our solutions, and our commitment to ‘getting it done’. We have a great company by being a great place to work, being profitable, growing, and keeping our commitments with each other, partners, customers, and shareholders. And one thing that was obvious to me from the first moment: everyone from the shop floor to the board of directors is hard working and committed to DIRTT’s success. When I joined the DIRTT team in January, the board set up a series of near term objectives directed at DIRTT’s success: achieve profitable growth, complete a strategic study, and set the company up well for future success with a view to transition to permanent leadership. Together, and in a very short time, we have accomplished all of these objectives. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
Here are a few noteworthy facts: • Sales are up 19.5% over last year. At the same time, our sales pipeline (forecast of future sales) continues to be robust and healthy. • We announced a new Partner Council that can enable greater partner input into DIRTT’s own plans. • We successfully completed our CFO search process with both board and management participation. Geoff Krause started as our permanent CFO, and is already making a positive impact. • The board and management have worked together and are nearly finished with the selection of a permanent CEO. • The DIRTT team is very stable. Turnover remains very low at five-times lower than the Canadian average.
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• DIRTT’s share price had a recent new 52 week high of $7.00, the first reversal in that price range since early 2017. Our recent success is irrefutable. What we have done together works and is moving DIRTT in the right direction. A great example of this new thinking is the way we engaged with over 1,000 current and prospective clients at Connext at a cost substantially below the prior year’s cost. Feedback from clients, partners, and team members has been very positive. The new partner GLCs we are seeing come online now are exceptional and are a core enabler to the sales strategy. Partners continue to invest in their future with DIRTT. We are seeing some large project bookings and a strong sales pipeline of future large projects. We completed our first hospitality project with Hotel Arts, an area we believe has a lot of potential. And we continue to get selected as the solution of choice by some of the most demanding and discerning clients in the world.
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Over recent months there has been an outpouring of calls, emails, and comments to me from partners, reps, installers, manufacturing team members, and other team members supporting this new path DIRTT is on. Your passion, encouragement, and commitment to “doing it right this time” has been reinforcing. It is this knowledge that you know what needs to be done, and are committed to doing it right, that gives me confidence in our direction and in our future. As we bring in a permanent CEO in the coming weeks, I am excited for DIRTT. Our team is strong and stable and we are already on a path to succeed. A new leader can bring together those elements, both old and new, to cocreate with you the next chapter of the great story of DIRTT.
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The value of hard work DIRTTBAG MEL SISCO’S STORY Written by Cassondra Dickin
Separated from his family at just twoyears-old. Jostled from one foster home to another in Southern Ontario. No guidance or support at home to ground him. But a work ethic that drove him forward and changed everything. This is the story of Mel Sisco, a man who’s been with DIRTT since the beginning and who now works in receiving at our timber and metal shop
An avid fisherman
in Calgary. He spends as much time as he can with his family and loves being outdoors fishing or hunting. But his life hasn’t always looked like this. When Mel sat down with me to share his story, he was hesitant. I could see he was upset as he relived memories. But his story is an important one to tell, because Mel doesn’t just enjoy DIRTT’s culture, he is DIRTT’s culture. Hard work. Perseverance. Tenacity. Compassion. Let’s start at the beginning. Mel with his grandchildren
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As a toddler, during what eventually became known as Canada’s Sixties 4
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Scoop, Mel was separated from his family and the heritage he knew, and shuffled between foster homes. But amongst the chaos, Mel found his work ethic early. At just eight years old, he started selling newspapers for the Telegram in Ontario. He eventually worked for every major newspaper in Southern Ontario. He sold papers on the street corner for Globe & Mail. And worked as a truck hopper for the Toronto Star delivering newspapers every morning. His first entrepreneurial venture was at 9 years old, shining shoes on Yonge street. Whether working as a courier for magazine companies or selling programs at the racetrack, he was always willing to work hard to make money. Mel learned to “hustle” from an early age. At the age of 18, Mel hitchhiked across Canada, pursuing the promise of opportunity in the west. The west was said to be booming and Mel knew he needed a change. But Cowtown wasn’t as friendly to him as he had hoped. It was a difficult couple of weeks, spent tenting along the banks of the Bow river.
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Without success finding work in the west, he returned to Toronto. But the call of the west hadn’t left his thoughts. Certain there would be a better life in Calgary, Mel returned, with his young family and work ethic in tow, just four short years later. He found a place at Metrix Wood and it was there that he met Mogens. He followed Mogens over to SMED International in 1984 and, as Mel puts it, Mogens has “kept him busy” ever since. When Mel got the call that DIRTT was starting, he was excited for a fresh start. To join in on the ground floor with the opportunity to help grow it into something special. Mel has worked all over DIRTT, including mockup and install teams. He’s happy to work wherever he’s needed around the company. He doesn’t mind being down in the trenches and isn’t one to back down from a challenge. Nowadays, he “keeps all the materials flowing” in receiving. To date, he’s logged over 35 years working with Mogens. Mel says his work, together with Mogens friendship
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and support, has brought out the best in him. And he hasn’t looked back since. Mel calls DIRTT one big family. And we know we are. He says our culture isn’t just part of DIRTT – it is DIRTT. Especially the way we always keep our family values close to our heart. Like all of us DIRTTbags, Mel loves coming into work every day. We’re all in this together and accepted equally. Working here has been healing for Mel. And it could be for anyone willing to work hard and be part of something bigger than themselves. And when it comes to everything that happened in his life so far, Mel says he has no regrets. All the hours and hard work over the decades has gotten him to where he is today. He was able to break a negative cycle and set his family on a better path. It’s given his family a home. And today, his five children and eight grandchildren have a life Mel is happy to have built for them in Alberta. He seems most proud of the work ethic his family has gained – something, he says, can’t be taught. Some of his favourite days are spent out of the city at his family’s trailer, horseback riding
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with his grandchildren. I asked him if there was one thought he could leave us with: “Treat each other well and work hard every day.”
Mel with his five children Thank you, Mel for “stopping to smell the roses” and share your story. You’re a true DIRTTbag. To nominate another DIRTTbag to be featured in Diggin’ It, please connect with Cassondra.
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Nothing worthwhile is easy IT TAKES BRAVERY, TENACITY AND RESILIENCE The whole quote from Theodore Roosevelt is “Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.” That quote sums up our feelings for the writer of this letter. She saw that designing and building the same way was not going to give her stakeholders the spaces they truly needed. But to build differently, she was going to have to be brave, tenacious and resilient. And she was. To give you a little background: This client came up to Calgary for a visit before she built with DIRTT. Good morning, Mogens! I’ve been meaning to send this email since we got home from Calgary last September, but as we are now expecting our first DIRTT delivery to our new corporate building tomorrow, today seems appropriate. You’ve made an impact on me and my career. As a 30-something female working in the construction industry with an architecture background, I constantly feel like I’m challenging the way people/ we do things. Pushing us to ask the difficult questions, holding our DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
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partners accountable for their actions (and mistakes), and helping us think about the next 30 years rather than just the next two. Everything about the company you have created aligns with my north star. I feel like whenever I’m challenging too much, that I should just “shut up and color”, I think about how that is your existence of being, and how you’ve made your company and your career by challenging the way we do things. My company are about to embark on one of the largest (if not the largest) installations of DIRTT in [my state] – the first delivery is tomorrow. It has been a struggle, not only with my boss and colleagues, but with our architects, engineers, IT people, and of course the contractor, to get everyone on board with DIRTT. It’s been exhausting. There have been times where I’ve wanted to give up and let them go the “easy” way of conventional construction but I’ve put my neck out there. Dan Flynn is my DIRTTbag and he has been my partner on this winding road. I feel like the two of us have carried this project from its inception and fought like mama bears to keep it going in the right direction with constant education and relationship building. “But here we are. I remember telling him on more than Ahead of schedule. one occasion that there was “no gas Under budget. Just left in my fight”. But here we are. Ahead of schedule. Under budget. like you promised us.” Just like you promised us. Word has gotten around our fair little city that we are doing an entire building of DIRTT. I have a feeling we will be giving a lot of tours. And so the education will continue – because that’s what being a family is all about, teaching what you’ve learned to the next generation.
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Calgary Stampede 2018 Roundup FAMILY FUN TO CELEBRATE SUMMER Annual DIRTT BBQ at the Calgary Corn Maze It was a scorcher that day – at least as far as Calgary weather goes. But the hot sun didn’t deter DIRTTbag families from coming out and enjoying some fun and games at the Calgary Corn Maze. The short drive out into the country got us all into the country spirit. With hotdog and hamburgers on the menu, everyone was fueled up for fun. Some favourites this year included the petting zoo complete with goats, lambs, and even little kittens and newborn piglets. The zipline was also a huge hit! The annual event gets DIRTTbags and their families out to celebrate Stampede and summer together. Calgary Corn Maze and Family Fun Farm plays host to the event with their vast array of kid-friendly activities. Special thanks to the event organizers on the Client Relations team.
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FESTIVITIES FOR A GOOD CAUSE Over $25k raised for charity It started as a simple house party 19 years ago, but the annual SugarShack has evolved over the past two decades into a must-attend Stampede kickoff and fundraiser. Although it’s not officially a DIRTT party, it’s not uncommon to see between 80 and 100 DIRTTbags in attendance, making for a very DIRTTy evening. Taking place at the Rose & Crown in Calgary, over 600 tickets were sold to see DIRTTbag David Brown and his band Orange Whip perform live music. Through ticket sales, sponsor-ships, 50/50 raffle and donations, the SugarShack ended up raising over $25,000 for charity at this year’s event. This achievement wouldn’t have been possible without the awesome sponsors, including DIRTT, MgO Systems, and DKI, who stepped up this year with donations. To date, SugarShack has raised nearly $400,000 for charities such as the Alberta Cancer Foundation, the Progressive Alternative Society of Calgary (PASC), JDRF, Jesse’s Journey and the CKUA radio network. Thanks goes out to all DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
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the DIRTTbags, Partners and friends who attended and helped make this year the most successful to date. Next year will mark the 20th anniversary of the SugarShack fundraiser, and there are already some huge plans in the works. See you all July 4th, 2019. Only 337 more sleeps!
DIRTTBAG SHOWCASES HER SKILLS AT THE CALGARY STAMPEDE The Calgary Stampede isn’t dubbed “The Greatest Outdoor Show on Earth” for nothing. The ten-day event attracts over one million visitors per year and features one of the world’s richest rodeos, a parade, midway, stage shows, concerts, agricultural compet-itions and exhibitions. Needless to say, showcasing your skills at The Calgary Stampede is a really big deal. Big congratulations go to DIRTTbag Laura Antony for competing at the 2018 Calgary Stampede Team Cattle DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
Penning competition. DIRTTbags were in attendance to cheer her on in her pursuit of the championship. The sport evolved from the common ranch work of separating cattle into pens for branding, doctoring, or transport. Today, it’s a fast-paced event that gives a team of three riders on horseback from 60 to 90 seconds
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(depending on the class of the event) to separate three specific cattle from a herd and put them into a pen at the opposite end of the arena. Teamwork is key with all three riders working in harmony to cut out the correct cattle and drive them to the pen.
and his guitar. Darcy is a Sales Rep here in Calgary. Kimberley Evanochko even stepped in to share a song with us, another talented DIRTTbag who works in our Calgary Distribution Centre. And of course, a few DIRTTbags showed off their pancake flipping skills.
FLIPPING FOR PANCAKES
For anyone who hasn’t been in Calgary during Stampede, the entire city takes on a celebratory atmosphere for 10 days. Office buildings and storefronts are painted in western themes. Calgarians and visitors alike don western wear – cowboy boots and all. And, most deliciously, hundreds of pancake breakfasts take place across the city. It’s a long-standing tradition in Calgary. These breakfasts have become a place for people to connect and organizations to give back to the communities that support them. DIRTT did not one, but two pancake breakfasts this year – where DIRTTbags and ICEcubes came together for some delicious grub and good company. Cakes were on the griddle and country tunes floated through the air courtesy of our own, very talented, Darcy Daniels DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
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Healthcare vignette Know a Partner who needs to amp up DIRTT healthcare in their GLC? We’ve made it easy to showcase the latest DIRTT for healthcare innovations for the lowest cost. The healthcare vignette has officially launched! At only 4’-2” tall, the vignette showcases a robust array of healthcare solutions in a compact package. Discover what’s in the healthcare vignette in this handy brochure.
DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
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Greater Atlanta Christian School
A project so great we made two case studies. A sign of real success is when the client says “Let’s get working on the next one”. Especially after a project that had a lot of bumps in the road. Every project is going to have some challenges, but it’s how we rise to those challenges that speaks to who we are as DIRTTbags. Clearly the team working on Greater Atlanta Christian School shone as they delivered an incredible performing arts center: It was an exceptional project...one I think we will all be proud of career wise. We all ventured into unknown territory with this project so it is DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
understandable that there were a few bumps in the road, but the outcome is incredible. You all have contributed greatly to a building that will bless so many people for years to come. I really believe that the true joy of working on a project is the friendships that are made that go beyond the duration of the project. I have enjoyed working with all of you and it is always great to see you and catch up which is a result of being in the trenches together on a difficult but rewarding project. – Brett Harte, Project Manager at Harte Project Management
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Find two new case studies that came from working with this incredible project team. We know DIRTT has made a major impact on the everyday lives of students and faculty who are using these spaces.
Greater Atlanta Christian School junior and senior high classroom update and Performing Arts Center
Greater Atlanta Christian School case study focusing on the Performing Arts Center and DIRTT Timber Frame
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Savannah Bananas
A DAY AT THE BALLGAME HAS NEVER BEEN SO A-“PEELING”
DIRTTbags in Savannah, in between a lot of hard work and long hours, have been enjoying a great season of Savannah Bananas Baseball. DIRTTbags have been loving sharing time together at the games in DIRTT’s box seats and with our entire community. The Bananas are a local phenomenon and tickets for this season, which runs May through August, have been completely sold out since January! Luckily, DIRTT jumped on board and DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
started supporting the new team before they were a sensation. Us DIRTTbags get the early-adoption curve and know a great idea when we see it, being innovators ourselves. Plus, we love connecting with organizations in our communities who have a unique vision. We’re digging their success and the fun the Bananas bring to Savannah. Especially during a season when everyone is working so hard, orders are pouring in and the production floor 16
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is so slammed, having the fun of every Bananas “experience” to look forward to is keeping smiles on the faces of DIRTTbags and their families. The Savannah Bananas are a baseball team in the Coastal Plain League that began play in 2016 and were shortly named the league’s ‘Organization of the Year’. Their 2018 season was sold out six months before it began! The Savannah Bananas have been featured on MSNBC, ESPN, and many other media outlets. The team play all their home games at Historic Grayson Stadium in midtown Savannah. In fact, the Bananas are largely responsible for saving this historic property from demolition. The Bananas have gained local and national recognition for their fans-first culture, making baseball fun and affordable. The Bananas even sync up with DIRTTbags’ love of animals! When a small puppy was found abandoned in the stadium, the team adopted her and are raising Daisy, the official Bananas mascot!
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DIRTT.net gets a major facelift
It’s been in the works for months… in case you haven’t stumbled upon it recently, DIRTT.net – our publicfacing website – is new and improved. It was the input of a huge number of DIRTTbags, Partners and Clients that led to the new edition. It’s focused on our end-user clients while still giving a great experience to other website users. Goals of the website revamp included improving DIRTT’s brand clarity, highlighting our Partner network, DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | August 2018
improving our client’s experience online, showcasing our culture, reflecting our leadership in technology and innovation, and all while helping people understand DIRTT and what’s so special about this whole new idea.
The new site softlaunched at the beginning of June. Use “The Latest DIRTT” tab on the homepage for fresh news from DIRTT. Explore the project gallery to see some of the amazing things DIRTT has built over the years. Check it out and have fun with it! See if you can find some of the fun and interactive things built into the site – in true DIRTT fashion. The site will continue to grow and evolve over time. If you have feedback on the site, please send a note to Cassondra.
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HAVE A STORY THAT SHOULD BE FEATURED IN DIGGIN’ IT? MarComm@DIRTT.net
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