JUNE 2018
What’s a Challenge Coin? AND WHY A DIRTT FOUNDER WAS HONOURED WITH ONE
An architectural gem FRANK LLOYD WRIGHT CONTINUES TO INSPIRE
We love Calgary & Calgary loves us!
BEST OF CALGARY AWARD
Less is Virtual
MAKING ROOM FOR THE VIRTUAL WORLD AT CONNEXT 2018
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Michael’s letter Companies that make it to the leading edge of their industries usually have a few traits in common: they’re innovative, they take risks and push boundaries, they listen to their key audiences and adapt to meet changing needs. Companies that become too arrogant or comfortable with their success often fail to properly listen, and they end up paying dearly for the mistake. DIRTT listens. As this company continues to grow, it’s more important than ever that we truly understand the needs of our markets, customers, our own people and, of critical importance, our Partners. Partners are DIRTT’s lifeblood; our ability to grow hinges on their ability to be successful. What are the most pressing challenges standing in the way of growing their businesses?
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Here are just a few recent examples of feedback, from our Partners: • Need a greater number of high- quality installers in the right locations; • The continuous development of DIRTT processes, such as faster order entry and installer support, is paramount; • Desire to have more standardized DIRTT-supplied hardware choices; and • Need easier access to expert assistance in specialty areas such as PON and our vertical markets. We must understand the unique business challenges our Partners face. The solution is systematically listening and integrating what we hear into DIRTT’s culture of continuous feedback. For this reason, I’m pleased to introduce DIRTT’s inaugural CEO Partner Council (CPC).
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This CPC will act as a market-based voice from a group of dedicated DIRTT Partners who know how to service the customer and can share their knowledge. It complements DIRTT’s existing DIRTTmovers program. Working together as business leaders and peers, this CPC will help identify and prioritize challenges and opportunities at once and avoid duplication of efforts across the Partner channel. It’s a neutral, direct, two-way channel of communication. We are starting the CPC with seven Partners and intend to rotate one to two new members into the group annually to broaden the participation and input over time. The first meeting will take place this month. The initial seven Partners of the CPC are: Elements in Denver, AOS Architectural Solutions in New Orleans, One Workplace in San Jose, American Interiors in Detroit and Cleveland, NMG Workspace Solutions serving the Middle East, Workplace Resource in Austin and San Antonio, and Element Integrated Workplace Solutions in Calgary.
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This initial group will provide input on a variety of elements and will explore topics such as different ways to go to market, installation and installer support, training and growth planning, marketing and promotion, and more. As DIRTT grows, this CPC initiative will of course also evolve. We will expand the idea of partner feedback councils to address topical issues such as unions or DIRTT-only, and also regionalspecific issues, such as transportation costs. The point is to make sure DIRTT is always listening to our Partners and helping to best support their efforts in effective and sustainable ways. Partners can reach out to myself, Mogens or any of the CPC Partner members at any time to discuss and/or provide input.
– Michael Goldstein
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Honoured with a Challenge Coin
The challenge coin he presented to Barrie is part of a new campaign at Collette. “This is one of the first I’ve given out,” said Michael Vendetti. “We won’t give them to everyone, but the culture here at DIRTT is such a powerful experience, I want you to be one of the first we give our challenge coin to.”
A client tour in May brought a lovely surprise. Our Client asked to speak with one of our co-founders and when Barrie Loberg arrived, he was presented with a Challenge Coin. Michael Vendetti, a principal at Collette Travel made the presentation. Collette is a family-owned global company started in 1918. They take pride in the work they do to provide safe and rewarding travel experiences for their own clients. Michael comes from a military background and many of Collette’s clients are in diplomatic and military services. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
DIRTT will be producing the interiors for Collette’s Rhode Island offices and is being considered for all their spaces around the world. The story of the challenge coin goes back to the Roman Empire when bravery was rewarded with a special coin from the emperor. Since then it has become a sign of partnership and achievement in the military. These days challenge coins are normally presented by unit commanders in recognition of special achievement by a member of the unit. They are also given to organizations with likeminded missions. For Collette, they give their challenge coins as a sign of partnership and camaraderie. 4
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A Transformed Green Learning Center for Connext 2018
Year after year, we transform our Chicago Green Learning Center (GLC) to showcase our latest tech advancements and innovations at Connext. Visitors get to experience what’s new in the world of DIRTT, to open them up to the possibilities of our whole new approach. It sparks ideas for their own spaces and inspires them to embrace our new way forward. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
2018 will be no exception, however, one part of our Chicago space will be significantly different than what we’ve done in the past. A large section of the GLC has been completely cleared out. In this area, there are no vignettes. No DIRTT solutions. Nothing to see except open space. Why are we doing it this way? The answer is simple: we’re going virtual. 5
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For years we’ve told our Clients that there isn’t a need to build mockups or models of their spaces thanks to the capabilities of our ICE software. This year, we wanted them to experience this concept firsthand. We’re showing them a smart GLC with ICEreality. Not only are they able to see the space visually, they benefit from all the back-end data that’s being calculated at the same time. A living virtual mockup that they can explore together. A design that could support real-time changes. A space that can be any design to anyone. This stop on the Connext tour will demonstrate how our Clients’ can interact with their designs – and the way DIRTT continues to push boundaries. We wish we could tell you more about this year’s ICEreality experience and what will go on in this empty space, but the truth is we’re sworn to secrecy. One thing’s for sure though – we’re taking it to the next level once again! Some other new and noteworthy elements in the space? A funky, bold Leaf™ wall in the GLC demonstrates just how customizable this gamechanging solution is. It’s a combination of a solid wall and center mount wall DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
with evil twin. This area was designed to show attendees that not only does this solution give you variety when it comes to your space layout, but it also gives you a variety when it comes to 6
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At this year’s event, we’re taking technology to a whole new level. Our clients and designers using DIRTT to its fullest are the ones who get to see it first.
finishes. Just like our other solutions, design freedom is at your fingertips with Leaf. A new area called “Me Time” was also built to demonstrate the acoustical strengths of DIRTT. This area will debut our new acoustic barn door, which has top and bottom seals, along with enhanced guide and strike seals. The area could be applied for many different uses; a meditation quiet space, a focus pod, a meeting space, a party room, or anywhere where acoustics are particularly important. This stop on the tour is sure to be an intriguing one thanks to its high-tech nature. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
That’s just a small taste of how the GLC has been transformed. We couldn’t give it all away! If you’re coming to Connext, we can’t wait for you to see, touch and experience it in person. If you’re watching from afar, we’ll make sure our social platforms and website are filled with content so you can have an inside look. And, so you can share this innovation with your Clients. Similar to Arab Health, we’ll also be hosting a Facebook LIVE event where we’ll tour you around the space. Stay tuned for details.
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DIRTT in the news Have a look inside Benevity’s dog-friendly, mural-filled office in Calgary, decked out in DIRTT. Benevity worked with Calgary DIRTT Partner ELEMENT to create their colorful space for their 400+ staff.
DIRTT’s most recent hospitality project was featured in an article by Be Local. DIRTT helped Hotel Arts create beautiful contemporary hotel rooms without major disruption to guests.
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Experiencing a Frank Lloyd Wright architectural gem
Carefully integrated into the landscape along the Combahee River in Yemassee, South Carolina, is Frank Lloyd Wright’s version of a southern plantation. Of his many buildings, Auldbrass Plantation is undoubtedly the largest and most complex of all his undertakings. DIRTTbags had the unique opportunity to visit the compound, privately-owned by movie executive Joel Silver, which is only open to the public biennially. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
DIRTT has been a loyal member of the Historic Savannah Foundation (HSF) since DIRTT first put down roots in Savannah in 2009. HSF invited its Society Members to tour Auldbrass Plantation. Only 15 spots in total were available and DIRTTbags Lisa Silva and Laura Lee Bocade joined the group for a once-in-a-lifetime experience. While Joel Silver, through his relationship with the Frank Lloyd Wright Conservancy, wishes 9
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to share this incredible historical site, tours are very rare and limited to a small amount of guests every few years. This is because the plantation is also used as a functioning family home. Wright had an unusually intense commitment to Auldbrass and worked on it, on and off, for more than twenty years, from 1938 until his death in 1959. Because Auldbrass was private and fell into disrepair in the 1960s after the original owner’s death, it was rarely photographed or published. As such, little has been known about this major work. In 1986, film producer Joel Silver bought Auldbrass and with the help of Eric Lloyd Wright, the grandson of Frank Lloyd Wright, has meticulously restored this stunning architectural gem. It is listed on the National Register of Historic Places. DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
Auldbrass truly is a spectacular sight. Hexagonal elements are cleverly incorporated throughout – from a rain chain above a hexagonal drain to intricate and spectacular hand-made modular furniture, angled timber walls, reflecting pools, faceted hex glass wall structures and patina copper roofs. The Auldbrass Plantation logo was even worked into the clerestory detailing throughout the main house and outbuildings. Amazingly, as we left the serene grounds and turned for a final glance, the home and surrounding buildings seemingly disappeared into the natural landscape – a true testament to integrated design.
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Resources to learn more about Auldbrass, its history and restoration: • Tour Auldbrass with CBS Sunday Morning • Wikipedia • Frank Lloyd Wright Foundation • New York Times
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DIRTT wins Best of Calgary award Earlier this year, we found out that DIRTT Environmental Solutions had been nominated for a Best of Calgary award. What an honor! Even more so when you realize that the nomination was made not by a magazine or panel of judges, but by the citizens of Calgary. Over 13,000 people voted for their favorite business, organization, or person in categories ranging from best philanthropist to best yoga studio. The category DIRTT received was being considered? Best design firm. You’re probably saying to yourselves “Wait, what? DIRTT isn’t a design firm!”, and you would be correct. When we found out we were being considered for an award in this category, we contacted them to say that DIRTT was honored to be nominated, but that we actually work with designers to help bring their ideas to life. It was the extremely talented people at the other design firms nominated that truly deserve the award. At the end of the day, it turned out that the organizers didn’t have control over who was being voted for, and that we were in the running. It’s really an honour DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
to be thought of as a beloved brand in Calgary, whether we were in the right category or not. Fast forward to May when the voting had ended and results had been tallied. DIRTT gets a call from the folks at Best of Calgary informing us we had won! Facing competition from some of the best firms in Calgary like Sarah Ward Interiors and McKinley Burkart Architecture, we were surprised to have been chosen by the community to win a Best of Calgary award. In true DIRTT fashion, we sent an open invite to the people who voted for us to come celebrate with drinks and a tour of DIRTT HQ. Over 30 people came out to experience the DIRTT culture and learn a little bit more about what we do and how we do it. Thanks goes out to the team at Best of Calgary, the other firms nominated for the award, and everyone who made the trek to join our celebration. We’re beyond delighted that Calgarians view DIRTT so highly and we can’t wait to make an even bigger impact on the community in the future. 12
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DIRTT in the community: Making an impact at Ronald McDonald House
DIRTTbag Melissa Allan delivers a cheque for $3, 000 to Ronald McDonald House Charities
DIRTT is proud to support the Ronald McDonald House Charities of Southern Alberta. This organization provides a “home away from home” for families travelling to Calgary for their children’s medical treatment. Located across from the Alberta Children’s Hospital in Calgary, the house offers 24 private suites and communal areas where families going through similar experiences can come together to support one another.
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For the past few years, DIRTTbags and ICEcubes in Calgary have been lucky enough to enjoy a Big Mac on McHappy Day, the annual charity event put on by McDonald’s. Historically, DIRTT has bought 500 Big Macs, with McDonald’s donating $1 per burger to the Ronald McDonald House. As much as we enjoyed our “golden arches” treats in the past, this year we decided to skip the calories and make a much bigger impact. DIRTT made a donation of $3,000 directly to the Ronald McDonald House. 13
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Maker’s Market reflects DIRTT’s entrepreneurial spirit DIRTT all started because of “one big idea” and has been driven by an entrepreneurial spirit ever since. Entrepreneurs are constantly innovating, challenging the status quo and making people’s lives easier. We are continuously encouraging our DIRTTbags and ICEcubes to spark their own ideas and keep their creative juices flowing at work – but what about their sweet side gigs that deserve some attention? That’s why DIRTT had our first ever “Makers Market” lounge night!
to set up a booth and show off their skills. With an incredible turnout of 14 vendors, shoppers got to see an array of jams, paintings, homemade bags, jewelry and more. This first Makers Market turned out to be a hit and will for sure be an annual event moving forward.
Any DIRTTbags or ICEcubes (and their friends and family) were invited
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DIRTTbags Helping the Savannah Wildlife DIRTT recently donated $500 to the Savannah Wildlife Rescue Center. The center provides safety and treatment for injured or orphaned wildlife. Savannah’s DIRTTbags also took it an extra mile and personally donated supplies to them to help ensure they have a fully-stocked inventory for when unexpected animals come for a visit. The Savannah Wildlife Rescue Center runs solely on donations, the hard work of volunteers and the passion of Jeanne Paddison who is the Executive Director and Lead Licensed Wildlife Rehabilitator. The money donated is going to help build fencing for a Fawn Barn, which Jeanne is fondly calling the “DIRTT Fawn Barn”. Being a trailblazer in the community, DIRTT was their first big corporate sponsor! Big thanks to Jeanne and Savannah Wildlife Rescue Center for caring for the wildlife.
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HERE ARE SOME TIPS IN CASE YOU COME ACROSS ANY BABY ANIMALS YOU SEE IN THE WILD:
3. Don’t try to feed the baby. This is critical. Orphans must first be adequately rehydrated before any type of milk replacer is offered.
1. Make sure the baby is really an orphan. Don’t kidnap baby animals! Many of the baby animals brought to wildlife rehabilitators didn’t need to be “rescued”.
4. Keep the baby quiet and warm and avoid unneccessary handling. Don’t try to cuddle or comfort it. This only adds to its stress. Keep dogs, cats and children away.
2. Contact a licensed wildlife rehabilitator asap. Wildlife Rehabilitators have the training, experience, and supplies needed for treating orphaned and injured wildlife.
5. Don’t try to keep a wild animal as a pet. Besides being illegal, wild animals don’t make good pets. Although baby animals are cute, they often become aggressive and destructive if kept in captivity.
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All for a good cause
GET OUT IN THE COMMUNITY – AND MAKE THE IMPACT STRETCH Do you volunteer on your spare time? Would you like DIRTT to be a part of what you do? Then on your mark, get set… submit a ballot! Last year, DIRTT implemented the Volunteer Incentive Program where winners get pulled on a quarterly basis for doing one simple thing… getting their hands DIRTTy in the community and volunteering. It can range anywhere from walking your elderly neighbor’s dog, to serving soup at the homeless shelter (sorry, your turn doing the dishes for your spouse doesn’t count).
them raving about the incredible initiative they were a part of and sent out to all of DIRTT (serious bragging rights). But wait! The fun doesn’t stop there. You will receive $500 to put towards a registered organization of your choice that will be sent in honor of your name. Sounds easy, huh? Now get out there, volunteer for a good cause and cast your ballot! We can’t wait to hear what you DIRTTbags and ICEcubes are up to. Click here to submit a ballot.
Once you’ve submitted a ballot and give us the details about your unique volunteer experience, your name gets tossed in a draw along with the rest of our incredible DIRTTy volunteers. Once a winner has been chosen, they will be contacted and a writeup will be done on DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
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Welcome Jack & Ron to the DIRTT board DIRTT is pleased to welcome John (Jack) Elliott and Ronald Kaplan to the board of directors. They bring extensive expertise in building successful companies. We know their impressive skill sets and track records will enhance our board and contribute to DIRTT’s growth strategy. New board member Ron Kaplan joins DIRTTbags at lounge night.
John F. (Jack) Elliott, p.eng. Mr. Elliott served as President of Pure Technologies Ltd. since 2009 and CEO since 2014 until the company was acquired in February 2018. Since joining Pure in 1996 Mr. Elliott served in a number of key senior management positions and was instrumental in building the company into the world leader in technology-driven condition assessment, monitoring and analysis of water, wastewater and oil & gas pipelines. During Mr. Elliott’s tenure as President and later CEO, revenue and Adjusted EBITDA grew by more than 400% and 700%, respectively. Prior to joining Pure Technologies, Mr. Elliott was General Manager of Structural Diagnostics Limited, Operations Manager and General Manager of CCD Western Limited, and Operations Manager for Cana Construction Limited. Mr. Elliott is a Past President of the American Concrete Institute (Alberta Chapter). Mr. Elliott holds a Bachelor of Engineering from National University of Ireland (University College Cork). DIRTT ENVIRONMENTAL SOLUTIONS | Diggin’ It | June 2018
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Ronald W. Kaplan Mr. Kaplan is the Chairman of Trex Company (“Trex”), the leading manufacturer of wood alternative decking materials known for its long-tailed secular growth opportunity, dramatic financial success, and environmental sustainability. Trex (NYSE: TREX) has a market capitalization of approximately US$3.2 billion. As Chief Executive Officer (“CEO”) from 2008 until 2015 and subsequently Chairman, Mr. Kaplan led a dramatic turnaround that has resulted in greater than 70% growth in revenue, and an improvement of EBITDA from negative to more than positive US $150 million and a total shareholder return in excess of 2400%. Mr. Kaplan has also served as the Chief Executive Officer and President of Continental Global Group Inc. and held numerous senior roles in the Harsco Corporation. He has also serves as a director of ECORE International Inc. and CaesarStone Ltd. Mr. Kaplan holds a B.A. in Economics from Alfred University and an MBA Degree from the Wharton School of Business, University of Pennsylvania.
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Welcome to our new chief financial officer, Geoffrey Krause DIRTT recently announced the appointment of Geoffrey Krause as our new chief financial officer, effective June 4th. Geoff brings extensive experience in financial management, including more than 15 years in senior financial executive roles for mid- and large-cap public companies. Geoff was most recently the CFO at Pure Technologies, a company that develops and manages innovative technologies for critical infrastructure, and which generated approximately 60% of its revenues from U.S. markets. A big thankyou goes to Peter Henry, who joined DIRTT as an interim CFO in
January 2018. Peter will stay with DIRTT in an advisory capacity for a short time to help ensure a successful transition.
Geoff’s financial skills, business acumen and capital markets experience are an ideal fit for our company. His public company and North American markets experience will also prove useful as we accelerate our efforts to disrupt the industry.
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-Michael Goldstein, interim CEO
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Geoffrey D. Krause
Geoffrey joined DIRTT in June 2018 with extensive experience in financial management, including more than 15 years in senior financial executive roles for mid- and large-cap public companies. Prior to joining DIRTT, Geoffrey was the CFO at Pure Technologies, a company that develops and manages innovative technologies for critical infrastructure. In that role, Krause led the development and execution of an annual strategic planning process and the creation of an organization-wide financial process redesign. He holds the designations of Certified Public Accountant from the American Institute of Certified Public Accountants, and Chartered Accountant from the Institute of Chartered Accountants of Alberta. He also holds a Bachelor of Administration degree with distinction from the University of Regina.
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HAVE A STORY THAT SHOULD BE FEATURED IN DIGGIN’ IT? MarComm@DIRTT.net
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