THE VERSATILE
CARPET TILE
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chairman’S letter By Gerry Swift FCICA Chairman
A fulfilling experience
Before I go on about my goals for FCICA, I want to once again thank my predecessor, Christopher Capobianco, for not only keeping this association going through the worst economy since the great depression, but for his lifelong contribution to our industry. The list of his contributions is too long for this column. Just GOOGLE his name to see for yourself! As your new Chairman, I look forward to working with our staff, board of directors and committee chairs to lead our association to growth and prosperity. One way to accomplish this is to show our members value and a measurable return on investment (ROI). The thing I value most about coming to convention is the ability to network with the best minds in our industry. This includes my fellow flooring contractors, associates and vendor partners. The floor covering industry is far from rocket science but if we don’t keep up with changes such as backings,
adhesives, moisture testing and mitigation, abatement practices, patching and leveling compounds, etc., bad things happen. There are new products being launched all the time. Many of these products contain some degree of recycled content, each having very specific installation requirements. The days of “doing things the same as we’ve always done it” are over! I implement what I learn at convention in our everyday operations. I’ve found this information has helped us to gain a competitive advantage — and even more often has helped us to avoid costly failures. How much is all that worth? I promise it’s a lot more than I pay in dues and travel. My first mid-year as Chairman is this fall at the beautiful Riverside Hotel in downtown Ft. Lauderdale. The theme is “Back to our Roots” which fits nicely with my vision for FCICA. I want to see our association focus more on installation-related issues and training. If you haven’t seen the schedule, we have some great educational sessions. We’re having a demonstration on Stair Treads & Risers, which has new ADA requirements. As a result, some of the manufacturers have changed their installation
on the cover The project on the cover is at Motorola Executive Headquarters - San Diego, CA. THE VERSATILE
CARPET TILE
Designed by IA out of Orange county (Interior architects) with carpet by Tandus Group. Installed by FCICA member J. W. Floor Covering from San Diego, CA. The project size is around 40,000 SF and 10 different styles were used to create the design. The project was completed in the Summer of 2011.
requirements. We’re having a session on ASTM Standards, which we all need to keep up with. There’s a panel discussion on Abatement Policies. Asbestos abatement techniques are a huge problem due to its effects on adhesives. And finally, What you need to Know about Moisture in Concrete. Moisture is still the leading cause of flooring failures. I think you would agree that all of these topics are very timely in today’s commercial floor covering industry. I want to encourage all of us within FCICA to support one another. I prefer dealing with vendors that support what I support. To my fellow flooring contractors, please give consideration to one of our own associate members and vendor partners in terms of doing business. To our associate members, reach out to our contractors. Let them know that, as an FCICA member, if a question or problem arises on a job site, that you will make it a priority to get back to them with support. If you’re looking for estimating or business software — or if you’re looking for someone to build a website, consider one of our own members. I do. I look forward to seeing everyone in Ft. Lauderdale this fall!
Find the BEST RATE on your heavyweight shipping. Call Siriani
800.554.0005
www.siriani.com/fcicafsp Siriani: FCICA Affinity Program Partner - discounts available to FCICA members only.
The Flooring Contractor Magazine
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COLUMNS ::: 02 ::: Chairman’s Letter ::: 04 ::: Executive VP Column Calendar of Events ::: 18 ::: Don’t Become a Material Advisor
aRTICLES ::: 05 ::: Ask Izzy ::: 13 ::: Contractor’s Spotlight ::: 16 ::: Building a Foundation for Marketing Success ::: 20 ::: Member News ::: 22 ::: New Products ::: 26 ::: Industry News
::: 08 :::
features ::: 06 ::: Carpet Tile — From A Contractor’s Point of View
The Flooring Contractor Senior Editor: Kimberly E. Oderkirk
::: 08 ::: The Versatile Carpet Tile
Published four times a year by:
::: 10 ::: A Great Deal in Common
3540 W. Jefferson Hwy. Grand Ledge, MI 48837 (800) 992-9653 www.millbrookprinting.com Ad Sales: Bill Spilman (309) 483-6467 advertising@fcica.com
::: 14 ::: 2011 Mid-Year Meeting ::: 16 ::: Carpet Tiles —The History
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executive VP letter
in this issue
If you have not yet registered for Mid Year, the information can be found on pages 14 & 15. Don’t wait — do it today!
Welcome to another issue of The Flooring Contractor magazine. Here at the office we have been busy preparing the budget for the executive board, meeting with Gerry on his goals as Chairman, finalizing the Mid Year plans while continuing to process registrations and working on the carpet tile issue of the magazine! Our feature articles this issue come from various points of view. The first one from Gerry Swift is the contractor’s point of view. In his article on pages 6–7, Gerry tells of his experience with the method and manner in which carpet tile should be installed. He also adds some selling tips and advantages in using carpet tile. Representing the associate point of view is Carrie Edward of Shaw Contract Group. The article points out the versatility of this product by
calendar of events
showcasing various projects all completed with carpet tile. Each project portrays a very different look. Check it out on pages 8–9. In Christopher Capobianco’s article we learn about the similarities of the installation practices between carpet tile and resilient tile. His article on pages 10–12 tells us that with both products we need to pay attention to substrate preparation, moisture testing, adhesive selection and job layout. Great information to those installing these products. Our contractor spotlight focuses on J W Floor Covering Inc who provided the cover photo for this issue. The various endeavors that his company participates in can be found on page 13. The project on the cover is at Motorola Executive Headquarters — San Diego, CA.
September 17–20, 2011 ASA Champions Academy Hyatt Regency Crystal City Arlington, VA www.asaonline.com ::: October 5–7, 2011 FCICA Mid Year Back to our Roots Riverside Hotel Ft Lauderdale, FL www.fcica.com
Our additional articles in this issue include one from Ray Meganck on Carpet Tiles – The History on page 16, Build a Foundation for Marketing Success by Dave Prevost of Real Green Systems on page 17, Don’t Become a Material Advisor by Lance Wallach on page 18. The issue also includes Member News, Industry News and New Product Announcements. Check out the reference manual deal on page 29 — all three reference manuals for one great price. And if you have not yet registered for Mid Year, the information can be found on pages 14 & 15. Don’t wait — do it today! See you in Ft. Lauderdale! Kimberly E. Oderkirk FCICA Executive Vice President & Senior Editor of The Flooring Contractor
October 13–16, 2011 StarNet Fall Meeting Sheraton Chicago, IL www.starnetflooring.com :::
March 1–3, 2012 ASA Business Forum & Convention Hyatt Regency San Antonio, TX www.asa.com :::
January 23–26, 2012 Education January 24–26, 2012 Trade Show SURFACES and StonExpo/Marmomacc Americas Mandalay Bay, Las Vegas, NV www.surfaces.com
March 11–14, 2012 FCICA 30th Annual Convention The Mulberry Inn Savannah, GA www.fcica.com
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ask izzy Q: What is the industry standard for a Marmoleum Tile floor (MDT Tile) installation as it relates to ledging or tile edges that are slightly higher than the adjacent tile?
A:
The Marmoleum Linoleum tile should be bound by ASTM F 2195-02 “Standard Specification for Linoleum Floor Tile” on product gauge the tolerance in this case is as defined below: Thickness: Average overall thickness shall be the normal thickness with a tolerance of + 0.006 in. (.015 mm) ASTM F386. However, ledging or tile height variation may be influenced by other conditions. Thickness of adhesive spread, proper rolling procedures, variation in adhesive set timing (related to site conditions / substrate), substrate moisture, maintenance and a number of other circumstances.
Ask Izzy this issue is John Kozak of Johnsonite. He can be reached at john.kozak@johnsonite.com.
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FEATURE
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Carpet Tile — From a Contractor’s Point of View By Gerry Swift, Potomac Floor Covering, Inc. d/b/a Mike’s Flooring Companies
Carpet tile has come a long way since I entered the commercial floor contracting business in 1991. Back then, typical carpet tile products were 18” x 18”, PVC-backed, and used primarily over raised access floors. Times sure have changed!
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ith the evolution of “flex office space”, and stylish, attractive modular furnishings, carpet tile has become much more practical and desirable over the years. The carpet manufacturers wasted no time keeping up with the flex office trend by offering a variety of colorful, exciting, and soil-hiding patterns and in tile. It’s no surprise that we’re seeing a higher rate of growth in carpet tile sales than broadloom in the Washington, DC region. The advantages of tile over broadloom are enormous from a flooring contractor’s perspective. The materials are much easier to handle in terms of shipping and receiving to job sites and maneuvering in and out of office areas. I don’t recall a single incident where my installer scratched a piece of furniture or scuffed a wall with tile. It seems to happen frequently with broadloom, even with the most conscientious installer. It’s also easy to pick up and reinstall tile. As contractors, one of the things we have to remember is the method and manner in which the tile is to be installed. With broadloom, we simply determine the direction in which to run the material. With tiles, it’s a little more complicated. Most tile products I see recommend a quarter-turned installation method. Some tiles can be installed Ashlar, and some monolithically. I make it a point to check the manner of installation with the manufacturer and get my customer’s approval before I even place the order.
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I’ve also learned that not all carpet tiles are installed the same. Some manufacturers require a small notch trowel instead of a paint roller to apply the adhesive; they may accept various spray methods, or even a perimeter method, and loose-lay (free lay). I once had an installer call me from a job site to ask how I wanted the tiles installed. I told him to run the tiles monolithically, as written on the work order. There was something about my installer’s shaky acknowledgment that made me drive to the job site to make sure everything was fully understood. When I arrived on the job, I was horrified to see that he installed three cartons of the tile - quarter-turned! As it turned out, we had a “failure to communicate”. The point is that the tiles were picked up, turned “in the same direction”, and reinstalled without incident. From a selling standpoint, it makes sense to ask my customers to consider tile over broadloom. If the office space is furnished with modular furniture, and they’re not planning on reconfiguring the space, carpet tile will pay for itself three-fold over broadloom, in terms money savings to my customer. The cost to have an average systems furniture station dismantled and reassembled is between $400.00 and $500.00. That doesn’t take into account the lost productivity in down time for the end user’s staff. The lift system has alleviated much of the pain in the carpet replacement process, particularly in occupied office spaces.
Carpet tiles have other advantages over broadloom. Carpet tile has less waste and doesn’t experience edge ravel. Tiles are also easier and less costly to maintain than broadloom on the average. We are now selling it for use in banks, retail stores, and schools. Having sung the praises of carpet tile, there can be some unique challenges. I recently experienced one of them, an edge curling failure on a large, 36” x 36” tile product. According to folks at LGM Technical, nothing in an installation will cause a carpet tile to curl on the edges. Carpet tile is supposed to lay flat after acclimating to the space. If it doesn’t, there is an inherent dimensional instability issue. I used this information to make my case with the manufacturer. They eventually honored the claim and replaced the material. Incidentally, they discontinued the production of 36” x 36” tile in this particular style. (My thanks to Lew Migliore and LGM Technical Carpet Services for their educational information as it relates to today’s carpet tile). It pays to do your homework on the material with which you’re working. Since materials and adhesives have changed so much over the years, I now make a habit of going to the manufacturer’s website to research the product and review the specific installation requirements on every flooring product, not just carpet tile. It also helps to have associates in FCICA with whom I can discuss installation technique and experience. One more benefit of the FCICA.
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The Versatile Carpet Tile Carrie Edwards, Director, Workplace Markets Shaw Contract Group
With increasing frequency, carpet tile is the flooring product of choice across the commercial landscape. Designers prefer the performance and environmental attributes of carpet tile. Yet, it is the product’s design functionality and flexibility that is growing carpet tile’s market share across all commercial sectors. Let’s look at several recent projects that used carpet tile to enhance the overall aesthetic of the space.
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Project: Aflac Location: Columbus, GA Design firm: Gensler
Each finish within is used to enhance the branded aspect of the space. While hardwood, laminate and others are used in various areas, each compliments the carpet tile patterns featured throughout the office. Here, the predominant pattern found in the corridors is broken by a contrasting color and pattern, offering a change in direction to denote wayfinding. By using multiple patterns throughout a space, you define zones that create unique experiences for the user. This area functions as a gathering space outside of the office’s conference center. Solid tile patterns are used to denote a socialization zone. The solid tiles are surrounded by a geometric tile pattern for a high contrast design that delineates the space. This zone is once again set apart from the rest of the space, this time using etched glass and an organic carpet tile to create a collaborative area for people to work outside of the traditional office environment.
Project: Jupiter Telecommunications Co., Ltd. Location: Tokyo, Japan Firm: Sumisho Interior International Inc. Using simple, solid colored carpet tiles with an intricate, solid line cut-in, an ordinary office is transformed. Cut-ins are an easy way to add detail to the floor, as long as you are using an experienced installer. Carpet tiles are ideal for cut-ins because the structured backing helps ensure a smooth cut, avoiding edge ravel and delamination. By incorporating a large solid red stripe down the center of the lobby, a “red carpet” welcome is given to guests and staff when they arrive.
Project: Methodist Women’s Hospital Location: Omaha, NE Design Firm: HDR Architecture Associates, Inc. This project is a great example of the impact that carpet tile can have on both public spaces and acute care areas, including resident rooms. In large, open environment areas, utilizing multiple patterns can help break up the room, giving an identity to smaller sections of the space. This concierge space uses natural, organic patterns to give a hotel-like feel, making visitors and patients feel more at home. Healthcare spaces continue to expand their amenities to allow for greater relaxation, as well as the ability for visitors to work or be entertained while on site. The nurse’s station is the hub of activity inside this newborn ward. Carpet provides comfort underfoot for fatigued staff, while also helping to prevent and cushion slips and falls. Carpet tile carries the hospitality feel into resident rooms, making patients feel comfortable. The Flooring Contractor Magazine
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A great deal in common Carpet tile and resilient share many installation practices By Christopher Capobianco of Christopher Collaborative Inc.
As with resilient floors, much of what you need to pay attention to while installing carpet tile remains the same; substrate preparation, moisture testing, adhesive selection, and job layout. Common knowledge in the field is that you don’t have to worry nearly as much about a smooth substrate for carpet as you do with resilient flooring products. While I don’t disagree that carpet is more forgiving of telegraphing, the floor still has to be relatively flat and smooth. Any high spots or dips in the substrate can affect the integrity of the finished floor, and although they are not as obvious, it may still result in a call back if the owner notices it. It is better to take care of these issues before the job begins. Another important detail to look at is the surface smoothness. Even though a rough substrate will not always telegraph through carpet, it can affect the adhesive bond, so when in doubt, be sure to give the floor a “skimcoat” with a good quality patching compound. In addition to checking for smoothness, be sure to check the porosity of the substrate as well because a porous substrate will soak up your adhesive. In situations like this, a primer might be necessary before you lay the tile. If it’s a concrete subfloor that is extremely porous, it could be a sign of some bigger issues with the concrete itself such as improper mix, curing or drying, so be careful if you have an overly dusty or porous slab. Preparation is still one of the main points, and an important part of the job, so allow yourself enough time to do it properly. Over the course of my career, I have The Flooring Contractor Magazine
worked extensively in the area of trouble shooting and flooring inspections. I have also been involved in a large number of concrete moisture-related failures. Perhaps one of the most common so-called “solutions” to issues with concrete moisture is to install carpet because it is known to “breathe.” This idea is a fallacy. Moisture-related problems with carpet are a big concern, especially in the case of carpet tile with impervious backings. I am sure no one will disagree when I say that most carpet tile does not “breathe,” and therefore, when it comes to moisture, you need to treat it just like you would a resilient floor. Specifically, when testing concrete, you should test just as if you were installing sheet vinyl or any other “moisturesensitive floor covering” materials. Several FCICA members are working on the new ANSI S600 Carpet Installation Standard, and there will be a lot mentioned in the new industry standard about concrete, moisture issues, and the importance of moisture testing. More and more often, we are seeing moisture-related failures with carpet and carpet tile just as we do with resilient flooring. I would highly recommend being trained in the area of concrete moisture testing if you aren’t already. For more information, visit the FCICA website and sign up for an upcoming moisture testing certification that is offered by the International Concrete Repair Institute (ICRI).
There are many types of adhesives for carpet tile, as well as methods for applying them. FCICA member Wally Giambastiani of Royal Adhesive formerly Parachem said it best in his December 2008 Floor Covering Installer article, Acrylic Adhesive Basics. “The adhesives used for carpet tile installations are acrylic-based adhesives - these adhesives remain tacky after they dry which allows for the “releasable installation” of the carpet tile and are developed to have a low peel strength (easily pulled off the floor) and high shear strength (hold the tile from sliding). After installation, you can easily pull up the tile and replace with new tile. During installation, and for this releasable feature to work properly, you must allow the adhesive to dry to the touch prior to installing the carpet tile (otherwise this becomes a permanent or non-release installation).” It is worth noting that there are also several different pressure sensitive adhesives. Part of your responsibility on the job is to know the type of carpet, carpet backing, and under what conditions the carpet is going to be installed and used. In his article, Wally also covered the importance of knowing some key points before deciding what type of adhesive to use when installing carpet tile. Special attention needs to be paid to the specific traffic conditions, environmental conditions, and substrate conditions that will be present before installation. Once you have
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Moisture problems under carpet tile on concrete are not uncommon, so be sure to test the concrete. (Photo courtesy of Peter Craig)
gathered the necessary information through a job site inspection, you will be able to determine just how much floor preparation is necessary. From there, you will be able to accurately make the decision on which adhesive to use for the carpet installation. Based on all of these factors, you may wind up working with an adhesive that is trowel applied, sprayed on, applied with a paint roller, or a combination of the three. The adhesive may be a full-spread application, a partial adhesive application, such as a “grid” pattern, a “self adhesive” carpet tile, or a “loose lay” with no adhesive involved. The job site conditions, such as the ones we mentioned above, may impact your decision of which method to use. It may also come down to what the installer is most comfortable with given the present situation. Spray adhesives are getting widespread use in the industry today, even for resilient flooring. However, for a number of different reasons, many installers are still far more comfortable on their knees with a trowel and there is nothing wrong with that practice – but it is critical to use the right trowel. Like many resilient floors, carpet tile is usually installed with a very thin bed of adhesive, so keep in mind that too much can be a bad thing. In most cases, less is more. There are some advantages to using a trowel over any other technique. Perhaps the biggest advantage is that any debris or high spots in the floor
This carpet tile was not installed flush to the wall and shifted once it was exposed to traffic.
can be observed closely as the trowel travels across the substrate, and as a result, can be immediately corrected, unlike a spray on or roller-applied adhesive. When you are using “non-trowel applied” adhesives, take extra care to make sure the floor is flat and clean and pay careful attention to the floor to see if there are any defects in the substrate. One way to do this accurately is to lightly pass a scraper across the floor and take off any debris or high spots. Before starting with the adhesive, you then have to sweep and/ or vacuum the floor thoroughly – and then sweep again to be sure! When laying out carpet tile, you will notice that it is not all that different from resilient floor tile. To start, lay out the areas carefully and center the room as best you can to avoid border tiles that are less than six inches or so. Because many carpet tile patterns are directional, it is important to remember to dry lay some of the tile. On the back of the tile, you will see arrows, which will help you to accurately lay each one. If the tile is patterned, the designer or owner may want it laid a particular way, whether it’s all in one direction or quarter turned. Nonpatterned tile has a specific direction as well, and if a “seamless” look is preferred, then be sure to install each tile the same way. On the other hand, quarter turning these tiles gives a completely different look. Although there is no right or wrong way to place the tiles,
it is better to know the owner or specifier’s preference before starting the installation. Be sure to lay out the material in the presence of the owner or designer to ensure that your vision for the floor is the same. During the actual installation of carpet tiles, be sure that they are snug up against any walls or fixtures, especially with “loose lay” or “self adhesive” tiles. I recently inspected a job that had some major gaps in the tile in some areas. I looked under the baseboards and found that the installer left a gap around the edges and once the title was exposed to high traffic, it shifted. In my own office, I had this same experience when I installed carpet tile. Because of some ongoing construction in the building, I was not able to finish the floor right up to one wall and sure enough, the tile “walked,” creating gaps that I periodically had to adjust until the construction was done and I installed the rest of the tile snug to the wall. The increase in popularity of carpet tile presents a challenge for installers but also creates opportunities for resilient installers to branch off into a different product category. Now, they are pushed to put their skills to good use in what is a very challenging and technical field of resilient floor installation. There is a world of opportunity out there for installers, and with that comes a great opportunity for more work and more ways to show off their craftsmanship.
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CONTRACTOR SPOTLIGHT
Flooring is our FoundatioN
As A+ rated member of the BBB and multiple winner of the Torch Award for Marketplace Ethics, providing high quality flooring installations has always been the highest priority for JW Floor Covering. Involvement in its communities has also been one of its core values and in the past thirty years, JW has provided donations and completed many service projects.
Our Vision Our culture will be one of giving and service; and enriching our communities and environments through a foundation of Unity, Respect and Love In 2007, after building a church in Xia Xia, Mozambique, John Wallace, owner of JW Floor Covering & ReSource Floors, decided to make giving back an even higher priority and “Outreach for Humanity” was created. In 2008, Outreach became a 501 ( c ) 3 charitable non-profit organization. Since that time, more than $450,000 in contributions and 10,000 volunteer hours have been donated to more than 40 worthwhile community service organizations. Outreach’s commitment to Mozambique continues, including the purchase of a 25 acre farm, water well, fishery and a community service center in Maputo. Outreach also supports organizations that care for children. Volunteers made by hand more than 3,000 baby blankets and have collected 10,000 plus stuffed animals, donated to Rady Children’s Hospital. Another focus is feeding those in
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need, including food drives for the SD Food Bank, donations to Food for the Poor, funding of weekly meals for 200 homeless and seniors by St. Andrews Church, and providing complete thanksgiving meals for hundreds of families each year. Outreach has also supported those in need by providing flooring. Volunteers have installed more than 20 new flooring projects, including the SD Rescue Mission and Nazareth Orphanage in Mexico. In addition Outreach’s build projects have been wonderful opportunities for hands-on volunteering. Volunteers have built a tack room, deck and fence for Cornerstone, which provides therapeutic horse riding for disabled children and wounded warriors. San Diego has a very strong military presence. Outreach’s annual fundraiser on the USS Midway aircraft carrier benefits Homefront SD, which provides emergency support to military families. Other military projects have included new flooring installations for Marine Corps barracks, a daycare center at Camp Pendleton and the homes of wounded veterans, who have been left paralyzed or missing limbs. One of Outreach’s ongoing volunteer activities is creating more than 500 backpacks; some for children living at Casa de Amparo receiving home; filled with needed items for our troops at war and others for the homeless (along with sleeping bags and tarps) through Veterans for Peace. Outreach’s accomplishments are only pos-
sible through great support of its many volunteers, sponsors and corporate partners, especially The Home Depot and Pepsi. In order to concentrate its efforts, beginning in 2012, Outreach’s new focus will be: “IMPACTING FAMILIES IN NEED ONE BACKPACK AT A TIME.” Outreach will continue to assemble backpacks once a month, partnering with other organizations and corporations to reach out to those most in need. How can you be a part of this fantastic organization? We are looking for new partnerships, donors and opportunities to expand Outreach in more locations! Please feel free to contact Outreach’s Executive Director, Tauna Rodarte, at tauna@outreach4humanity.org or call her at 619-921-3944 to see how you can be involved. Working together, we can affect families in need for the better, one backpack at a time! We at JW Floor Covering, Inc., with our many years of service, have flooring in our blood. We look at how the trade is run, the level of commitment from our peers, and strive to make it better, and know, that as we play our part, it will only get better. Our trade can be fun; it can be rewarding; and can be recognized as a respected career choice, not just a job. Commitment to the FCICA allows the ongoing sharing of experiences, embraces the idea of sharing best practices, and enhances our entire industry. Our Mantra: “Service with Purpose”
Mid Year 2011
IT’S TIME!
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Wednesday–Friday • October 5–8, 2011 The RIVERSIDE Hotel • FT. LAUDERDALE, FL
Wednesday, October 5, 2011
9:00 a.m.–11:00 a.m. • Education Session 1 – “Stair Treads & Risers Demonstration.” Sticking with our theme of “Back to Our Roots”, this interactive educational session will touch on the dos and don’ts of Resilient Stair Tread Installation. We will discuss the different types of steps, adhesives and treads to help guide you to success in your Resilient Stair Tread Installation.
12:00 p.m.–1:30 p.m. • FCICA Council Meeting 2:00 p.m.–4:00 p.m. • Optional: Mapei Plant Tour: “The TSIS (Tile & Stone Installation Systems) Plant Tour,” sponsored by MAPEI. This plant is one of the flag-ship operations of the MAPEI production network run under the direction of Robert Piatek, Unit Manager.
11:30 a.m.–12:30 p.m. • Education Session 2 – “ASTM Standards - What you Need to Know.” Resilient flooring, Concrete testing and preparation standards; ASTM terms like “Specification, Practice, Test Method and Guide”; The latest ASTM moisture testing standards; How certain ASTM standards are being misused by manufacturers; What is in a product specification and how it affects the flooring contractor.
4:00 p.m.–9:30 p.m. • Optional: MAPEI “Sunrise” Cruise & Offsite Dinner 6:00 p.m.–8:00 p.m. • Optional: Blue Moon Fish Co. Dinner
Th
Thursday, October 6, 2011 9:00 a.m.–10:30 a.m. • Associates Breakfast Meeting 9:00 a.m.–10:30 a.m. • General Attendee Breakfast
12:30 p.m.–1:30 p.m. • Networking Lunch 1:30 p.m.–3:00 p.m. • Education Session 3 – Panel — “Abatement Policies.” This panel discussion - with experts from the underlayment, adhesive and commercial flooring manufacturers, will address the top questions usually faced at these times. Discussion items will include chemical and chemical free type processes, and the circumstances involved with each. This session is sure to be an informative open question forum.
10:30 a.m.–12:00 p.m. • Committee Meetings (Membership, Marketing, Industry Relations) 12:00 p.m.–1:30 p.m. • Networking Lunch 1:30 p.m.–3:00 p.m. • Committee Meetings (Education, Technology, Convention) 5:00 p.m.–6:00 p.m. • Mid-Year Reception An amazing opportunity to network with colleagues, meet some of the industries experts and catch up with long-time friends!
3:30 p.m.–5:00 p.m. • Education Session 4 – “Moisture in Concrete.” A compelling presentation on the effects that concrete slab moisture conditions have in many of today’s retail spaces, healthcare facilities and commercial resilient flooring projects.
6:00 p.m.–9:00 p.m. • Bar-B-Que Dinner On The Boulevard
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6:00 p.m.–9:00 p.m. • Dinner – Timpano’s Chophouse
Friday, October 7, 2011 8:00 a.m.–4:30 p.m. • FCICA Education Check-In, Materials & Silent Auction 8:00 a.m.–9:00 a.m. • All Attendee Breakfast
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Saturday, October 8, 2011 8:00 a.m.–12:00 p.m. • Optional Deep Sea Fishing Tour
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Riverside Hotel 620 E. Las Olas Boulevard Ft. Lauderdale, FL 33301
Direct: 954-467-0671 • Toll Free: 800-325-3280 Fax: 954-377-5466 Email: moreinfo@riversidehotel.com
The FCICA Mid Year Meeting 2011 will be held at the Riverside Hotel — a beautiful hotel located on trendy Las Olas Boulevard which features cool sub-tropical breezeways and courtyards alive with sidewalk cafes, lively nightclubs, chic boutiques, art galleries, and world class restaurants. The only hotel on Las Olas Boulevard, the Riverside Hotel features Indigo Restaurant, Golden Lyon Pub, and Preston’s Lobby Lounge. Las Olas Boulevard is Fort Lauderdale’s most desirable location which runs from the center of the Downtown Business District to the Atlantic Ocean and Fort Lauderdale Beach. The name “Las Olas” means “The Waves” in Spanish. Las Olas Boulevard is divided by a median of flowers and shady trees. Guests enjoy the outside pool and sundeck with a beautiful view of the yachts cruising by on the New River. The special room rate for Mid Year attendees is set at $125/night and is good until Friday, September 9, 2011, unless the hotel sells out prior to this date. So be sure to book your room early to guarantee a reservation.
Group Rates: Room rates are $125 single or double occupancy per night for a standard guestroom. FCICA Group Rate discounts are secured ONLY through Friday, September 9, 2011. To make phone reservations, please call The Riverside Hotel directly at 954-377-0955 or Toll Free at 800-325-3280. Utilize FCICA’s room discount by mentioning the FCICA block when making your reservations. The special group rate is extended three (3) days prior to the arrival date of Tuesday, October 4, 2011 and three (3) days following the departure date of Saturday, October 8, 2011, subject to availability. Please utilize FCICA’s room discount by mentioning the FCICA block when making your reservations.
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feature
Carpet Tiles – The History By Ray Meganck, LEED AP
I
n the early 1970’s, the idea of carpet tile was introduced to the U.S. market from Europe where it had been manufactured since 1958 by Heuga, currently a division of Interface. At that time, there were three U.S. manufacturers in the business: Milliken, Interface (an offshoot of Milliken) and Collins & Aikman. Back then, carpet tiles were not quite dimensionally stable, the tile joints were highly visible and the product offerings were utilitarian and unattractive. Carpet tile had to be sold as an “innovative flooring system” from the “backing up” because the patterns and colors were unique… to a fault. Carpet tile, carpet squares or modular carpet in the U.S. was driven by three influencing factors. The introduction and acceptance of modular office furniture systems,
in-floor utilities from raised access floors or flat conductor cabling and the desire for office flexibility. Representatives over-sold the concept of rotating prematurely worn tiles, under castered chairs, with tiles in light traffic spaces thereby evenly distributing the wear over the entire surface allowing users to extend the life of their flooring by three or four times. Rotating tiles, although innovative, was seldom if ever done. Selective replacement of damaged or soiled tiles was also highly promoted. When replacing tiles, this technique resulted in unacceptable and unattractive looking floors because new clean tiles were inserted surrounded by worn dirty tiles and stood out like a sore thumb. Creative marketing minds needed to justify the 30% to 50% higher cost over
traditional broadloom costs. In the early 1980’s Milliken was printing patterns on a fusion-bonded, cut pile face which “masked” the visible seams designers did not like. In 1998, David Oakey, a wellrespected, talented designer at Interface, came up with the idea to “celebrate tiles” by no longer trying to imitate broadloom. Designers did not consider ceramic grout lines or wood plank joints objectionable so why not carpet tile seams? David started to design products intentionally installed “quarter-turned” or checker-boarded which opened endless design options previously hampered by manufacturing limitations. In 2000, David again experimented with a new CONTINUED ON PAGE 28 The Flooring Contractor Magazine
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BUSINESS
Build a Foundation for Marketing Success By Dave Prevost, Real Green Systems Can the economy throw anything else at us? Its unpredictability makes marketing planning a challenging endeavor. One thing is certain businesses will sell and businesses will buy. The challenge of any successful marketing campaign is getting to the right people with the right offer at the right time. If you can solve your prospects problems and make it easy for them to do business with you, success will follow. Peter Drucker once said, “What gets measured gets managed.” In the cluttered world of marketing, if you cannot accurately track and measure the results of each dollar spent on your campaign, you won’t be around long. Our focus at Real Green is the design and implementation of highly focused, personalized, data driven marketing campaigns. Marketing for specific results is our strategy and with analytics and reports that allow us to continually refine our approach we are able to maximize the marketing dollars of our clients. You’ve probably heard the concepts “Relationship Marketing” or “Loyalty Marketing” or “1-to-1 Marketing” or “Permission Marketing” or “CRM,” all kinds of ideas and labels creep into marketing, obscuring what’s really going on in the background. These approaches differ in how they are positioned to the customer, and how they are communicated. But back in the trenches where the data analytics are, they’re much the same. Data-Driven marketing generally has three objectives which are what the above approaches are all about: • Hold on to the most valuable customers • Try to make less valuable customers more valuable • Nurture prospects into customers The Flooring Contractor Magazine
The foundation of Data-Driven strategies is what we call the “Marketing Universe” and building that universe is the core of every campaign we manage. It all starts with your data. Customer data, sales data, marketing lists, product and service inquiries and the list goes on. The process of building your marketing universe is the collection and compilation of this data into a central repository. Building on that data and updating that data on a regular basis is strengthening that foundation for continued marketing success. Just like installing beautiful flooring. If you don’t properly prepare the base on which you will install the flooring, you will not get optimum results. All the hard work and expense will be short lived. In marketing it all starts with the data and having a comprehensive plan for how you will compile that data. Skip this important step and your marketing will be like throwing darts a dartboard blindfolded. So with any personalized marketing strategy or data-driven approach, what is really happening? The concepts mentioned above are all “presentations” of what is really going on – you want your customer to do something or not do something. This means you have to reach out to your customer and communicate your message. Here the marketing basics have not changed. WHO you say it to, WHAT you say, and WHEN you say it, are still the most important aspects of your marketing message. Most companies would have a high propensity for success if they could blast that message out to millions of recipients. But most companies don’t have the marketing budget to spread their message to everyone and anyone that will listen. Most companies have a limited bud-
get and little room for marketing mistakes. Therefore the importance of building a marketing universe is critically important. Targeted, data driven marketing is your best chance to achieve long term success and to continually drive new business to your door, raise the level of underperforming customers and sell more products and services to your best customers. Now, what you do with all this data? You can think of data as a highly evolved conversation and an important one. The data, in essence, is speaking for the customer and the customer is reacting to the message generated by the data. In the offline world this conversation can be expensive but with the integration of online tools you can now take your customers and prospects from expensive direct mail or other offline programs and migrate some of those communications online. This cross media approach allows you to connect with your customers on many levels, driven by data, all with a coordinated approach. As a result you have a new relationship, a deeper one. Real Green Systems has helped nine national and international franchise systems and 1000’s of independent businesses continue to grow despite the challenging economic environment. We do that with an array of products and service that no other company can match. If you would like to discuss how you can start to build a foundation for marketing success we can be reached at 800-422-7478 x301 or contact Dave Prevost at dprevost@ realgreen.com
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Financial
‘Don’t Become A Material Advisor’ By Lance Wallach
Accountants, insurance professionals and others need to be careful that they don’t become what the IRS calls material advisors. If they sell or give advice, or sign tax returns for abusive, listed or similar plans; they risk a minimum $100,000 fine. Their client will then probably sue them after having dealt with the IRS. In 2010, the IRS raided the offices of Benistar in Simsbury, Conn., and seized the retirement benefit plan administration firm’s files and records. In McGehee Family Clinic, the Tax Court ruled that a clinic and shareholder’s investment in an employee benefit plan marketed under the name “Benistar” was a listed transaction because it was substantially similar to the transaction described in Notice 95-34 (1995-1 C.B. 309). This is at least the second case in which the court has ruled against the Benistar welfare benefit plan, by denominating it a listed transaction. The McGehee Family Clinic enrolled in the Benistar Plan in May 2001 and claimed deductions for contributions to it in 2002 and 2005. The returns did not include a Form 8886, Reportable Transaction Disclosure Statement, or similar disclosure. The IRS disallowed the latter deduction and adjusted the 2004 return of shareholder Robert Prosser and his wife to include the $50,000 payment to the plan. The IRS assessed tax deficiencies and the enhanced 30 percent penalty under Section
6662A, totaling almost $21,000, against the clinic and $21,000 against the Prossers. The court ruled that the Prossers failed to prove a reasonable cause or good faith exception. In rendering its decision, the court cited Curcio v. Commissioner, in which the court also ruled in favor of the IRS. As noted in Curcio, the insurance policies, which were overwhelmingly variable or universal life policies, required large contributions relative to the cost of the amount of term insurance that would be required to provide the death benefits under the arrangement. The Benistar Plan owned the insurance contracts. The excessive cost of providing death benefits was a reason for the court’s finding in Curcio that tax deductions had been properly disallowed. As in Curcio, the McGehee court held that the contributions to Benistar were not deductible under Section 162(a) because the participants could receive the value reflected in the underlying insurance policies purchased by Benistar—despite the payment of benefits by Benistar seeming to be contingent upon an unanticipated event (the death of the insured while employed). As long as plan participants were willing to abide by Benistar’s distribution policies, there was no reason ever to forfeit a policy to the plan. In fact, in estimating life insurance rates, the taxpayers’ expert in Curcio assumed that there would be no forfeitures, even though he admitted that an insurance company would generally assume a reasonable rate of policy lapse. Companies should carefully evaluate their proposed investments in plans such as the Benistar Plan. The claimed deductions will be disallowed, and penalties will be assessed for lack of disclosure if the investment is similar to the investments described in Notice 95-34, that is, if the transaction is
a listed transaction and Form 8886 is either not filed at all or is not properly filed. The penalties, though perhaps not as severe, are also imposed for reportable transactions, which are defined as transactions having the potential for tax avoidance or evasion. Insurance agents have been selling such abusive plans since the 1990’s. They started as 419A(F)(6) plans and abusive 412i plans. The IRS went after them. They then evolved to single-employer 419(e) plans, which the IRS also went after. The latest scams may be the so-called captive insurance plan and the so-called Section 79 plan. While captive insurance plans are legitimate for large corporations, they are usually not legitimate for small business owners as a way to obtain a tax deduction. I have not yet seen a legitimate Section 79 plan. Recently, I have sent some of the plan promoters’ materials over to my IRS contacts who were very interested in receiving them. Some of my associates are already trying to help defend some unsuspecting business owners who are being audited by the IRS with respect to these plans. Similar, though perhaps not as abusive, plans fail after the IRS goes after them. Niche was one example. The company first marketed a 419A(F)(6) plan that the IRS audited. They then marketed a 419(e) plan that the IRS audited. Niche, insurance companies, agents, and many accountants were then sued after their clients lost their deductions, paid fines, interest, and penalties, and then paid huge fines for failure to file properly under 6707A. Niche then went out of business. Millennium sold 419 plans through insurance companies. They stupidly filed for a private letter ruling to the effect that they were not a listed transaction. They got exactly the opposite: a private letter ruling The Flooring Contractor Magazine
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saying that they were a listed transaction. Then many participants were audited. The IRS disallowed the deductions, imposed penalties and interest, and then assessed large fines for not filing properly under Section 6707A. The result was lawsuits against agents, insurance companies and accountants. Millennium sought bankruptcy protection after a lot of lawsuits. I have been an expert witness in a lot of the lawsuits in these 419 plans, 412i plans, and the like, and my side has never lost a case. I have received thousands of phone calls over the years from business owners, accountants, angry plan promoters, insurance agents, and other various professionals. In the 1990’s, when I started writing for the AICPA and other publications warning about these abusive plans, most people laughed at me, especially the plan promoters. In 2002, when I spoke at the annual national convention of the American Society
of Pension Actuaries in Washington, people took notice. The IRS chief actuary Jim Holland also held a meeting similar to mine on abusive 412i plans. Many IRS agents attended my meeting. I was also invited to IRS headquarters, at the request of the acting IRS commissioner, to meet with highlevel IRS officials and Treasury officials to discuss 419 issues in depth, which I did after the meeting. The IRS then set up task forces and started going after 419 and 412i plans. I have been profusely warning accountants to properly file under 6707A to avoid the large fines, but most do not. Even if they file, if they make a mistake on the forms, the IRS will fine them. Very few accountants have had experience filing the forms, and the IRS instructions are complicated and therefore difficult to follow. I only know of two people who have been successful in properly filing the forms, especially after the fact. If the
forms are filled out incorrectly, they should be amended and corrected Most accountants call me a few years later when they and their clients get the large fines, either after improperly filling out the forms or failing to fill them out at all. Unfortunately, by then it is too late. If they don’t call me, then they call me when their clients sue them. Lance Wallach is a frequent speaker on retirement plans, financial and estate planning, and abusive tax shelters, and writes about 412(i), 419 and captive insurance plans. He can be reached at (516) 938-5007, wallachinc@gmail.com, or visit www.vebaplan. com. Don’t Become a ‘Material Advisor’. National Society of Accountants Speaker of The Year
Mark Your Calendar for FCICA’s 30th Anniversary Convention
FCICA, the flooring contractors association, announces that Convention 2012, will take place at the Mulberry Inn in Savannah, GA, March 11–14, 2012. This marks the 30th anniversary of the association, which FCICA is proud to celebrate in 2011–2012.
“FCICA has become known to offer one of the best convention venues for commercial flooring contractors,” said Kimberly Oderkirk, Executive VP. “This year will be another great one!”
March 11–14, 2012 Mulberry Inn Savannah Ga
FCICA will release their industry dictated educational session topics at a later date. “I have asked the education committee to focus on experiential sessions that are ‘back to the basics’,” said Gerry Swift, chairman of the board of directors for FCICA. “This means you will see more hands-on technical presentations and demonstrations.” Additional highlights of the 2012 FCICA convention include attendees’ choice of a golf or segway tour, welcoming reception, optimal member networking, table top (vendor & manufacturer) trade shows, committee and board of directors’ meetings, a 30th anniversary gala, an optional pub crawl as well as an optional FCICA Adventure Day in Tybee Island.
The Flooring Contractor Magazine
The information provided herein is not intended as legal, accounting, financial or any type of advice for any specific individual or other entity. You should contact an appropriate professional for any such advice.
About FCICA The Flooring Contractor’s Association (FCICA), a leader in the floorcovering industry, is a nonprofit organization dedicated to providing the highest level of installation expertise, solutions, and opportunities to network with industry experts. Headquartered in West Bloomfield, MI, it is the commercial flooring contractors’ organization, providing its members with a unique network for problem solving, education and support, to enhance their members’ businesses and the flooring industry. FCICA currently has members in 36 states, Canada and Guam. For more information about FCICA and it programs, please contact the office at (248) 661-5015 or log onto the FCICA website at www.fcica.com.
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MEMBER NEWS
CONSOLIDATED CARPET WELCOMES RAYMOND KAPPEL, DIRECTOR OF OPERATIONS
NEW YORK—Consolidated Carpet is pleased to announce that Raymond Kappel has joined the company as Director of Operations. Raymond has over 25 years of experience in business application development from specification and design to installation, maintenance and support in the carpet industry. Prior to joining Consolidated Carpet, Raymond was Director of IT at Stark Carpet Corporation and was responsible for his previous company’s IT staff and infrastructure which supported 450 users and had an annual budget of over $1,000,000. In his current role as Director of Operations at Consolidated Carpet, Raymond is responsible for managing the day-to-day activities of the organization, particularly the systems and procedures required to accomplish the company’s mission and goals in the marketplace. Raymond Kappel obtained a Masters of Business Administration degree in management from Long Island University, where he graduated first in his class. Raymond also attended New York Institute of Technology, where he received a Bachelor of Science degree in Architectural Technology.
Catherine (Cathy) Panagakos moves from Royal Adhesives to Helmitin Inc. Cathy Panagakos worked for Para Chem from 1999 to 2010 serving positions of Purchasing Manager, Director of Marketing and Vice President of Sales for the Adhesive Division. Cathy also served the industry in the position of Director OEM Sales under the Royal Adhesives name after Para Chem sold to Arsenal Capitol Partners. April 2011 Cathy Panagakos accepted a new opportunity with Helmitin Inc. - Adhesive Division as Corporate Accounts Manager. Helmitin Inc. manufactures private labeled adhesives for the Flooring Industry, Transportation Industry, as well as Industrial Adhesives for many uses. Helmitin Inc. is defined as a comprehensive adhesive solution, providing groundbreaking innovations, industry-leading green initiatives and unrivaled customer service. Helmitin has been in business for over 100 reliable years. www.helmitinadhesives.com Cathy served a 3-year term on the Board Directors for FIANA and served on several committees for FCICA throughout her career.“I worked in the plastics industry for 20 years as a manufactures rep and never made as many friendships as I have in the Flooring Industry. I feel very fortunate and blessed to be working in a field where everyone wants to help one another.”
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The management system of LATICRETE RAK Co. LLC, of the UAE, has been certified to ISO 9001 by QMI SAI Global.
LATICRETE RAK Co. LLC qualifies for ISO 9001 Certificate of Registration
LATICRETE Hires Tile Contractor, Former U.S. Soldier for NC Sales
LATICRETE, a global leader in the manufacturing of innovative systems for the installation of tile and stone, announced today the management system of LATICRETE RAK Co. LLC, of the UAE, has been certified to ISO 9001 by QMI SAI Global. ISO 9001 is an international quality standard developed by the International Organization for Standardization (ISO), a worldwide federation of national standards bodies representing some 130 countries. QMI SAI Global, which issued its first quality assurance certificate in 1983, is North America’s first management systems registrar. Staffed with some of the most knowledgeable and experienced auditors anywhere, many are involved in the development and ongoing evolution of the ISO 9000 family of standards. For nearly three decades in the Middle East, LATICRETE has been introducing and implementing modern technological methods which have been constantly improving procedures for the installation of tile and stone in the region. As part of the company’s continued commitment to this area of the globe, LATICRETE set up a local production unit in Joint Venture with RAK Ceramics, called LATICRETE RAK COMPANY in May 2003. From this regional base, LATICRETE RAK serves the entire network of countries throughout the Middle East & Africa. “Professionalism is what drives LATICRETE,” stated David A. Rothberg, Chairman/CEO of LATICRETE. “The fact that our Middle East Joint Venture with RAK Ceramics is now ISO 9001-certified is just another indication of how our company is always striving to meet the highest professional standards worldwide.”
July 15, 2011: LATICRETE, a global leader in the manufacturing of innovative systems for the installation of tile and stone, announced today that Dave Anzaldo has been hired for the position of LATICRETE Contractor Sales Representative for the North Carolina Region, which includes North and South Carolina, Northern Georgia and Eastern Tennessee. Anzaldo’s career in the tile and stone industry began nearly 30 years ago when he worked for his grandfather’s tile and stone contractor business in the 1980s. For the last 10 years, Anzaldo has gained extensive experience working as a tile and stone installer in the Raleigh, NC area, where he currently resides. In between serving as an apprentice for his grandfather and then full-time as a tile contractor, Anzaldo proudly served his country for five years as a soldier in the United States Army. Reporting to Rob Smith, LATICRETE Regional Sales Manager for the North Carolina Region, Anzaldo will work directly with tile and stone contractors and end-users in the field to provide specification support and LATICRETE® product details in collaboration with LATICRETE Technical Services. Anzaldo’s experience ensures that his customers will be provided with the ideal materials and methods for each project to ensure permanent, problem-free installations of tile and stone.
Nora Systems Moves Headquarters Rubber flooring manufacturer nora systems has relocated its North American headquarters to a new facility in Salem, N.H. as of August 9, 2011. Nora said it has transitioned to a more efficient facility that is more adaptable to the growing needs of their customers. The new Nora headquarters now serves as the home office to more than 60 local employees. The new address is 9 Northeastern Blvd, Salem, NH 03079. The Flooring Contractor Magazine
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NEW PRODUCTS
Mediterranea Uses Dynamic HD Imaging™ for New Marbleized Porcelain Mediterranea, a leading global tile designer and producer of world-class glazed porcelain collections for U.S. distribution, has used its exclusive Dynamic HD Imaging™ technology to launch a remarkably natural looking and authentic marbleized stone series of high-performance glazed porcelain tiles. Essence features the true depth and shading, the natural swirls and fissure streaks of color that make marbleized stone surfaces so unique and sought-after. Mediterranea has perfectly captured the “Essence” of this exotic marble, designing a series of glazed porcelain tiles that burst with true to life color and dramatic surface appeal through its exclusive digital inkjet technology. Essence presents the natural-lookof a vintage marbleized floor in glazed porcelain tiles availablein 18" × 18" and 13" × 13" sizes, as well as the highly popular 12" × 24" rectangular style for random or brick-pattern layouts. Mediterranea tile designers captured the true look of a beautiful marbleized stone surface exposed to the elements with Essence glazed porcelain tiles in four color styles, Bronze, Caramel, Forest and Pearl. Mediterranea has produced Essence to be a complete series for U.S. distributors, architects and interior designers, using the same process and glazes to offer a perfectly matching 3" × 13" bullnose piece and mesh-backed sheets of 2" × 2" mosaic tiles. For over a decade, Mediterranea, Italian-based developers and craftsman have been designing and producing tile in collaboration with the world’s top factories in Italy, Spain, Brazil, Turkey, Argentina and the United States. Mediterranea has the unrivaled ability to match its unique products with the right manufacturer, surpassing competition with incredible technological capabilities, competitive pricing and outstanding U.S.-based service. Contact Mediterranea/Architectural Imports, 3501 NW 115th Avenue, Doral, FL 33178. Call: 305.718.5091, Fax: 305.718.5099. Emailinfo@mediterreanea-usa.comorvisit the web for more details.www.mediterranea-usa.com
NEW EVERCARE SURFACE TREATMENT IS LATEST R&D BREAKTHROUGH BY GERFLOR Gerflor, a global leader in the design and manufacture of specialized resilient flooring, today announced its latest, patented surface treatment Evercare™ as part of its new Mipolam Symbioz bio based homogeneous vinyl sheet flooring. Evercare replaces the need for wax or polish, thereby reducing overall maintenance costs for the lifetime of the floor. This new cross coat treatment is micro-structured and polymerized, which strengthens its physical properties (durability, toughness, wear resistance). With these improved characteristics, the floor is ideal for healthcare and institutional settings where stains and heavy foot traffic are common. About Symbioz: Symbioz and its factory applied surface treatment, Evercare, launched during NeoCon. Symbioz contains more than 75% renewable raw materials and a bio-based plasticizer made from grain residues like wheat and corn. Additional features of Symbioz include a bio based weld rod, 20% reduction in overall product weight and increased product flexibility for easier installation and coving. About Gerflor: Gerflor provides specialized resilient flooring with solutions targeted for healthcare, sports and transport. As the manufacturer of Mipolam and Taralay brands, a pioneer of heat welding, and provider of Protecsol floor treatment, Gerflor leads the way in developing seamless innovations designed for healthcare environments to offer designers and end users numerous color and design choices. Gerflor is present in 100 countries around the globe with more than 1700 employees. Gerflor has an excellent environmental record which includes outstanding whole life cycle performance and full compliance with ISO 14001 standards. For more information about Gerflor, visit www.gerflorusa.com or call 877-437-3567.
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CARPET CLEANING TRUCK MOUNT HOSE IS FLEXIBLE, SMOOTH & CRUSH RESISTANT An upgraded polyethylene copolymer hose that comes in a variety of colors with integral polywelded cuffs for commercial, industrial, and residential truck mount installation is being introduced by FLEXAUST of Warsaw, Indiana. Flexaust Genesis® STM Carpet Cleaning Truck Mount Hose is extruded from a proprietary polyethylene copolymer blend that provides improved flexibility and crush resistance, claims the firm. Reinforced with an integral poly-ethylene double-profile I-Helix for easy dragging over all surfaces, this carpet cleaning truck mount hose is available in a wide variety of colors. Featuring factory-installed poly-welded cuffs, Flexaust Genesis® STM Carpet Cleaning Truck Mount Hose handles full vacuum, resists most chemicals, solvents, and water, and operates over a -40°F to 160°F temperature range. It comes in 1.5" and 2" I.D. sizes and standard 25' and 50' lengths in red, blue, yellow, orange, and green, with custom color matching offered. Flexaust Genesis® STM Carpet Cleaning Truck Mount Hose is priced from $0.96 per foot, depending upon size and quantity. Samples and price quotations are available upon request. For more information contact: Flexaust, Sabrina France, Marketing Coordinator, 1510 Armstrong Rd. / P.O. Box 4275, Warsaw, IN 46581-4275, (800) 343-0428 FAX (800) 382-8464, e-mail: sabrina@flexaust.com, www.flexaust.com.
Crossville’s New Bluestone Porcelain Stone® Tile Contains 20% Certified Recycled Content Crossville, TN — Inspired by the natural stone from which it derives its name, Bluestone by Crossville features a field of soft earthen tones, enhanced by fossil-like impressions and the subtle pearlescence of embedded shells. In both natural and honed finishes, Bluestone Porcelain Stone® tile imparts a classic, time-honored elegance to any space. Designed for both commercial and residential installations, Bluestone contains a minimum of 20 percent recycled content and is manufactured in Crossville using processes that have been certified by Scientific Certification Systems. It’s available in four colorways — Colorado Buff, Arizona Brown, Pennsylvania Blue and Vermont Black — and a variety of sizes: 24" × 24", 12" × 24", 6" × 24", 12" × 12" and 6" × 6" field tile; 2" × 2" (natural only) and 3" × 6" (honed) Mosaics; and Random Mosaics using 2", 4" and 6" tile with staggered joints. Single Bullnose, Universal Cove Base, and Cove Base Left and Right trim pieces complement the collection. “Because Bluestone is Porcelain Stone® tile, it has unsurpassed durability, resists staining and scratching and will remain virtually maintenance free on floors, countertops and walls,” says Laurie Lyza, Crossville’s director of marketing. “Plus, mixing the finishes and sizes adds visual interest, and makes Bluestone ideal for a variety of commercial and residential environments, ranging from the rustic to the traditional to the cutting-edge contemporary.” Now celebrating its 25th anniversary, Crossville, Inc. manufacturers award-winning Porcelain Stone® and Design Solutions™ tile, and Natural Stone Collections for both residential and contract applications. Crossville® will “Elevate Your Space” by product, style and service innovation — now and in the future. Specifiers and owners can trust Crossville to perform. For more information, contact Crossville, Inc. at 800-221-9093 or visit www.crossvilleinc.com.
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NEW PRODUCTS
Bosch BSH180 Band Saw Provides a Cordless, Agile Tool For Cutting A Variety of Materials New Bosch Band Saw Powered by 18V Fat or Slim Battery Pack; Is Smaller, Lighter Than Competition Mount Prospect, Ill., July 14, 2011 – Plumbers and electricians can put down their hacksaws and reciprocating saws thanks to the new Bosch BSH180 Band Saw. A cordless alternative, the BSH180 executes precise cuts to a variety of materials, including metal, copper pipes and electrical cables, and is agile for use in tight spaces. The BSH180 is powered by an 18V fat or slim battery pack, boasting an unmatched battery runtime that allows for more than 150 cuts per charge in a 1” conduit. At 7.7 pounds, including the FatPack battery, this lightweight band saw is extremely portable, making it an ideal tool for use in overhead applications like electrical work. Despite its compact size, the rugged aluminum base is durable enough to withstand tough jobsite conditions. The band saw is designed with the battery pack above the handle, is ergonomic and balanced on both sides. The BSH180 accommodates most common size materials cut by core trade users up to 2-1/2” on a single pass. The Bosch BSH180-01 includes 2 FatPack Li-Ion batteries, 30-minute charger, and carrying case. The BSH180B bare tool model is also available now at leading tool dealers and home centers for a street price of $399. To find out more or to locate a dealer, visit www.boschtools.com or call 877-BOSCH-99.
Jenny Products, Inc. Offers High-Volume, Electric-Powered Compressor SOMERSET, Pa. — Jenny Products, Inc. offers the electric-powered J5A-30P air compressor, which boasts the highest volume in its class. This single-stage compressor includes an ASME-certified, 30-gallon air tank and is ideal for running multiple tools simultaneously. The J5A-30P is driven by an industrial-duty, 5-horsepower electric motor, which requires a single-phase, 230-volt power source. It features a four-cylinder “J” pump with a high compression ratio for producing 19.4 CFM at 100 PSI or 19 CFM at 125 PSI. The compressor contains many standard features to maximize service life while requiring little maintenance. Pump temperature is kept low by the directional air shroud and large flywheel, and Jenny’s professional-duty “Ultimate Blue” synthetic pump oil protects the unit’s pistons, crankshaft, bearings, rings and cylinders through a splash lubrication system. Furthermore, the unit contains protectively mounted fittings, and the belt is completely enclosed by a heavy-duty belt guard. For maximum jobsite portability, the J5A-30P contains pneumatic tires and convenient lifting handles. Other standard features include a manual tank drain, safety relief valve, stainless steel braided discharge hose, large canister intake with replaceable filter elements, anti-vibration feet, and pressure gauges for the tank, regulator and outlet. With roots dating back to the 1870s, Jenny Products, Inc. has been an OEM manufacturer for several major manufacturers of air compressors. Today, Jenny manufactures and markets its own line of hand-carry, wheeled-portable and industrial-stationary air compressors. For more information on its line of equipment, contact Jenny Products, Inc., 850 North Pleasant Avenue, Somerset, PA 15501-1069, call 814-445-3400, fax 814-445-2280 or visit the website at www.jennyproductsinc.com.
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MAPEI Helps Consumers Maintain Their Tile Grout with Two Great New Products MAPEI, a leader in the manufacture of mortars and grouts for commercial and residential tile installations, has just introduced two new products that help property owners maintain and update the grout joints in their tile. Grout Maximizer is a premium latex-based additive for mixing with the company’s Keracolor™ S Portland-cement-based grout to increase resistance to water and oil-based stains. When added to the grout at the time of installation, Grout Maximizer is easier to apply than epoxy grouts but still provides reduced absorption of water, dirt and spills. “The fact that the grout in the tile joints will now have reduced absorption gives the consumer increased stain resistance and easier maintenance,” said Brian Pistulka, Business Manager for MAPEI’s Tile & Stone Installation Systems division. Use of this additive does not affect the grout color, and the extra sealing step is no longer necessary. “We anticipate that sales of this product will be built through training and education related to the product’s properties and customer needs,” Pistulka added. Grout Refresh offers a quick way to freshen up dingy grout lines at a very small cost. This polymer-modified colorant allows the user to change or refresh grout colors and seal the joints at the same time. It is easy to apply and quickly revitalizes the look of an older tile installation. “Grout Refresh is a product that comes in 36 popular colors,” Pistulka said. “We expect it to be a high-volume sale for DIY retailers and flooring dealers to whom our distributors sell.” As consumers look to the market for means of protecting and updating their homes without major renovations, MAPEI continues to provide innovative products that will give them added value.
Stop the Insanity! Eliminate the constant replacement of ineffective carpet tiles
natural elements
premium wood vinyl plank
luxury vinyl stone tile
by retrofitting a C/S PediTred® or Pedimat® into your entryway. Recessing the system into your existing carpet tiles traps the dirt and water that the carpet alone simply couldn't! It’s easy, just contact our helpful staff at (800)233-8493 or visit www.pedisystems.com
> The beauty of natural woods or the stylish elegance and polished impression of stone with the durability and resilience of vinyl flooring. > Ceramic bead enhanced urethane coating with NanoSilver particles contains a unique anti-microbial agent to fight germs that can collect on the flooring surface. > As flexible to install and easy to use as traditional vinyl tile with no waxing required.
1.800.633. 3151 | www.flexcofloors.com
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industry news
Crossville Partners with TOTO and Becomes First and Only Tile Manufacturer to Attain Third-party Certification for its Waste Recycling Processes
With the new process certifications, Crossville has developed the EcoCycle Recycling Process™ logo (see attached photo), which will designate the minimum percentage of recycled content, enabling Crossville to use one logo that designates certification of the entire recycling process. All Crossville-produced products will now contain a minimum of four percent recycled content from TOTO, in addition to varying percentages of its own filtrate and fired waste. Now celebrating its 25th anniversary, Crossville, Inc. manufacturers award-winning Porcelain Stone and Design Solutions™ tile, and Natural Stone Collections for both residential and contract applications. For more information, contact Laurie Lyza at 931.456.3940 orwww.crossvilleinc.com/green.
Upgraded, Helpful & Easy to Navigate Expanko Cork Co.’s New Website
For immediate release: Coatesville, PA-based Expanko Cork Co. Inc. has recently launched an easy-to-navigate website to accommodate browsers wanting to learn more about state-of-the-art resilient flooring designs. The company, best known for its high-quality cork flooring, also offers floating floor, recycled rubber and cork/rubber flooring. Visitors to the website will have access to a great deal of helpful information about these materials… and, how they are best utilized. “Crossville, Inc. is pleased to announce that it has become the first tile manufacturer in the U.S. to achieve certification of its waste recycling programs through Scientific Certification Systems (SCS), an independent, third-party certifier of recycled claims,” states John E. Smith, Crossville’s president and CEO. Crossville has joined with TOTO, the world’s largest manufacturer of sustainable, luxury plumbing products, to recycle that company’s pre-consumer fired sanitary ware. This material from TOTO has been recently certified by SCS as part of the EcoCycle Fired Waste Process™, marking the latest development in Crossville’s EcoCycle Recycling Processes™ program. SCS has verified that through these recycling processes, Crossville annually recycles approximately 12 million pounds of previously land-filled filtrate, fired tile, and pre-consumer sanitary ware. This has enabled Crossville to become a net consumer of waste, consuming more manufacturing waste than it generates, as well as conserving resources; the volume of finished goods Crossville ships now exceeds the amount of raw materials it extracts from the earth for use in manufacturing.
“At Expanko, we are dedicated to offering innovative, environmentallyfriendly products which are durable, comfortable and easy to maintain,” stated Randy Gillespie, the company’s Vice President of Sales & Marketing. “Our website has been designed to be a helpful tool to showcase our products and also, educate browsers relative to how they add value. Those visiting our site will quickly note the importance of the green movement to us, and how that is reflected in all of our product offerings. “For example, our Reztec collection is the only ‘recycled rubber flooring’ with the SCS certification of recycled content,” continued Gillespie. “Architects, Designers and building owners choosing building components for LEED projects prefer third party certified products such as Reztec.” All of this and more can be accessed by simply logging on to www. expanko.com. For additional information, contact Expanko: 1129 W. Lincoln Highway, Coatesville, PA 19320 | sales@expanko.com | 800 345 6202
The Flooring Contractor Magazine
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A Guide to the CRI’s Seal of Approval (SOA) Program The Guide to the CRI’s Seal of Approval (SOA) Program is a series of 18 articles designed to share some of the Carpet and Rug Institute’s (CRI) best online assets – a collection of downloadable fact sheets. Developed as easy-to-use, one-page position statements, the CRI Fact Sheets cover four main carpet-related topic areas: Indoor Air Quality, Asthma and Allergy, Cleaning Products, and Environmental Sustainability. Each of these topics is addressed from the perspective of various market segments: carpet dealers and consumers; architects, designers and builders; school administrators and facility managers, and healthcare administrators and facility managers. There are also separate fact sheets explaining CRI’s Green Label Plus Indoor Air Quality and Seal of Approval carpet cleaning standards – 18 fact sheets in all. The fact sheet on the Seal of Approval testing and certification program for carpet cleaning products and equipment begins: What’s the Seal of Approval Program? “The CRI Seal of Approval program tests the effectiveness of carpet cleaning products and certifies those products that remove difficult stains or a sufficient amount of soil without damage to the carpet. Not all products clean well enough to earn this distinction. Seeing the CRI Seal of Approval logo on products helps consumers recognize that they are buying quality products.” It continues: What types of products are tested? Under the Seal of Approval program, tests are conducted on cleaning solutions and deep cleaning machines. Each product is tested at an independent laboratory against control samples to assess product performance using scientifically accredited cleaning standards. • Spot removers and pre-spray/in-tank cleaning solutions are tested for overall cleaning effectiveness, pet stain and odor removal effectiveness, rate of resoiling, pH, optical brighteners and colorfastness to light. • Deep cleaning extractors are tested for soil removal efficacy, amount of residual moisture and appearance retention. • Deep cleaning systems (which use a specific machine used with a particular cleaning agent, following a set procedure) are tested for soil removal efficacy, resoiling, appearance retention, residual moisture, surface appearance change with repeated cleaning, colorfastness, pH and optical brighteners. • Vacuums are tested for soil removal, soil containment and wear to the carpet. Why is the Seal of Approval program necessary? Not all cleaning equipment and solutions achieve the same results. Independent testing has shown that various cleaning detergents and spot removers clean no better than water. Worse, they can leave a sticky residue that attracts soil at a faster rate. Also, the equipment used to clean carpet varies widely in its ability to remove soil, recover water and maintain a carpet’s appearance.
The Flooring Contractor Magazine
How does the Seal of Approval program benefit customers? Effective carpet cleaning helps maintain the life and beauty of the carpet. This means customers get more enjoyment out of their carpet and more value for their investment. Also, helping carpet maintain its life-cycle cuts down on its premature removal to landfills. And that benefits everyone. Finally, some carpet companies require the use of Seal of Approval products as part of their carpet warranties. What is Space Foundation Certification? An important feature of the Seal of Approval program is the use of XRF technology to measure the amount of soil removed from the carpet. Because the Space Foundation recognizes the XRF component of the Seal of Approval program as a Certified Space Technology©, companies with certified products are eligible to display the Space Foundation Seal along with the CRI Seal of Approval. This is an excellent way to showcase how space science applies to everyday life. Why are some Seals platinum, gold, silver or bronze? The Seal of Approval program utilizes X-ray fluorescence (XRF) technology to measure precisely how much soil a product removes from a carpet sample. Those that meet the stringent minimum requirements for the Seal of Approval qualify for the bronze rating. Those achieving higher soil removal receive a silver rating. Products achieving an even higher level of measurable soil removal are awarded a gold level Seal of Approval. Recently, a platinum level was added for those products that reach the highest level of efficacy. What else should people know about carpet cleaning? Today’s carpets are more stain resistant and durable than ever, making them relatively easy to clean and maintain. However, preserving the life and beauty of carpet depends on several factors: the quality of products and equipment used to clean carpets; the frequency which carpets are cleaned; and the skill and knowledge of the people doing the cleaning. CRI wants to be known not just as the science-based source of information about carpet, but as the first stop for any and all questions about this useful floor covering. For the complete list of Carpet and Rug Institute Downloadable Fact Sheets, click on this link.
Members Approve Carpet and Rug Institute Restructuring — New organization eliminates committees and will make trade association more efficient, says board chairman. John Wells, president of Interface Americas and chairman of the board of directors of the Carpet and Rug Institute (CRI) has announced board approval for a new organizational structure for CRI, the carpet industry’s primary trade association. CRI represents the manufacturers of 95 percent of the carpet made in the United States, their suppliers and aligned industries. According to Wells, the changes, which will take effect September 1, 2011, will increase CRI’s effectiveness and allow for greater efficiency
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industry news
in addressing issues facing the carpet industry. One key component of the restructuring is the streamlining of CRI’s committees. The new plan eliminates committees and issue management teams in favor of multi-functional panels assigned to address each of three main categories: product performance and standards, deselection, and extended producer responsibility and issues involving the Carpet America Recovery Effort (CARE). Each panel, which will comprise representatives from member manufacturers with marketing, technical and government relations expertise, will be charged with identifying critical issues facing the carpet industry. When necessary, panel members may vote to form short-term task groups that will deal with target issues quickly and effectively and then disband. The board also approved the formation of the Strategic Issues Leadership Council, a high-level executive group charged with liaising between the panels and CRI’s board of directors and policy committee. SILC members will be tasked with communicating with their respective board members on the multiple issues facing the carpet industry and finding the talent needed within the industry to develop the necessary solutions. “We undertook the reorganization with the expectation that the carpet industry would continue to devote time and resources to dealing effectively with critical issues, and to ensure that our trade association use those resources as efficiently as possible,” Mr. Wells said. “Without question, the new organizational structure will make CRI a more focused and effective organization,” said CRI President Werner Braun. He added that membership lists for the SILC and panels are currently being populated.
New Law Limits Damages for Violating the Nevada First Act A new law (AB 574) in Nevada provides construction subcontractors with relief from provisions in the Nevada First Act (AB 144), which established preferences for Nevada labor and materials on Nevada public works. Before it was amended, AB 144 penalized contractors that violated the law by imposing liquidated damages equal to 10 percent of the gross contract amount. AB 574 limits the amount of liquidated damages to 1 percent of the contract value or $50,000, whichever is less. The Nevada First Act requires that 50 percent of the workers on a public work contract are Nevadans; at least 25 percent of the materials used on the project be purchased from suppliers located in Nevada; and all vehicles used on the public work project be registered in the state. Compliance is checked through a certified payroll system.
New N.Y. Law Helps Subcontractors Preserve Lien Rights for Unpaid Retainage New York construction subcontractors can now file a lien for unpaid retainage on private construction projects up to 90 days after payment of retainage is due, thanks to a new law (A. 5022) in the Empire State. Previously, the eight-month statute of limitations for filing a notice of lien often expired before the subcontract agreement required payment of retainage, or even before completion of the project. Subcontractors would miss the filing deadline and lose their lien rights for unpaid retainage. The law, signed by Gov. Andrew Cuomo (D) on Aug. 3, took effect immediately.
CARPET TILES — A HISTORY (continued from page 16) design philosophy inspired by “Biomimicry” or mimicking what nature has taught us since the beginning of time. “Organized chaos,” just like nature, is what he called it. Installing carpet tiles randomly, like throwing a deck of cards, gives users the ability to selectively replace tiles without the aesthetic challenges, minimizes waste, and eliminates dye lots variations. This technology not only enhanced user benefits of carpet tiles, but also simplified the manufacturing process and made it less expensive to produce and install. If one were to relate commercial carpet to the record or music business you might
use this analogy. Broadloom carpet is like vinyl records. Early carpet tiles were like 8-tract tapes. Carpet tiles would be like CD’s. And perhaps, random-installed, integrated patterned carpet tiles would be I-pods. An industry insider predicted in 20 years all carpet will come in a box! I agree with him. Every major end user of carpet is challenged today with reducing cost. The cost of broadloom carpet is inching up with the rise of petroleum based raw materials. The cost of carpet tiles is coming down through manufacturing efficiencies. The features and benefits of carpet tiles continue to
improve thereby making carpet tile the fastest growing product in the commercial interiors business. In October 2007, 250 of the U.S. largest A/D firms were surveyed by Floor Focus magazine on what is their “hottest” product. A remarkable 73% noted carpet tiles. I’m floored (pun intended) that 73% of the top 250 A/D firms could ever agree on anything. This substantiates my theory that virtually every commercial carpet producer is today, or will be soon if they want to stay in business-- introducing more and more carpet tile styles and fewer broadloom products.
The Flooring Contractor Magazine
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MEMBERSHIP CATEGORIES Floor Covering Contractor: Any bona fide floor covering contractor, workroom, or retail store engaged in the business of installing floor coverings. “Installer” is defined as any individual who installs on the jobsite or who works with flooring materials in the shop, workroom or store. Company with 1–10 installers: $350 annually Company with 11–25 installers: $650 annually Company with 26 or more installers: $950 annually Branch Membership: 50% of the parent company membership annually (Parent company must be in good standing) Associate Member: This includes manufacturers, distributors, suppliers, and national, regional, state or local associations. Please choose one membership level. Platinum membership: $2,500 annually Gold membership: $1,250 annually Base associate membership: $700 annually Consultant/Inspector Member: Any company or individual that is a flooring consultant or a flooring inspector. Company with 1–5 employees: $350 annually Company with 6 or more employees: $700 annually
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FCICA executive board members 2011–2012 Chairman Gerry Swift Mike’s Flooring Companies 4425 Brookfield Corporate Dr, #300 Chantilly, VA 20151 Office: (703) 802–3485 x 7055 Fax: (703) 802-3490 Cellular: (703) 929-1445 E-mail: gswift@mikesfloorco.com
Vice Chairman Of Associates Ralph Frye Mats, Inc. 37 Shuman Ave Stoughton, MA 02072 Office: (800) 628-7462 x 225 Fax: (781) 344-1537 Cellular: (781) 964-5374 E-mail: rfrye@matsinc.com
Vice Chairman Bruce Reeve Flooring Services, Inc 12815 Wayne Road Livonia, MI 48150 Office: (734) 522-2622 Fax: (734) 522-2488 Cellular: (810) 499-4900 E-mail: breeve@flooringservices-inc.com
immediate past chairman Christopher Capobianco Christopher Collaborative Inc One South Ocean Ave, Suite 205A Patchogue, NY 11772 Office: (631) 617-5059 Fax: (866) 329-6297 Cellular: (631) 275-6494 E-mail: Christopher@ccili.com
Secretary/Treasurer Mike Roberts Bonitz Flooring Group 5801 Middlebrook Pike Knoxville, TN 37921 Office: (865) 588-3630 Fax: (865) 584-1452 Cellular: (865) 389-6737 E-mail: mikeroberts@bonitz.com
Executive Vice President Kimberly E. Oderkirk FCICA 7439 Millwood Drive West Bloomfield, MI 48322 Office: (248) 661-5015 Fax: (248) 661-5018 Toll Free: 877-TO-FCICA (877-86-32422) Home: (248) 788-9125 Cellular: (248) 388-4605 E-mail: keo@fcica.com
PLATINUM SPONSORS
FCICA Board of Directors TERMS EXPIRING 2012 Jose Ortiz Allstate Floors and Construction 2 East Wells Street, Suite 3 Baltimore, MD 21230 (410) 327-6400 (410) 327-1004 fax joseortiz@allstatefloors.com
Tom Pope W F Taylor Co., Inc. 3601 Highway 41 S Dalton, GA 30721 (706) 277-9767 (706) 277-3521 fax tpope@wftaylor.com
Jeanne Matson StarNet Worldwide Partnership 20 Homestead Road Darien CT 06820 (800) 787-6381 (203) 353-9521 fax Jeanne@starnetflooring.com TERMS EXPIRING 2013
TERMS EXPIRING 2014
Pam Bowe BOWE Company Inc 10552 Alton Ave NE Seattle, WA 98125 (206) 448-6655 (206) 448-6699 fax pbowe@bowecompany.com
Madeleine Bayless RFMS 3073 Palisades Court Tuscaloosa, AL 35405 (800) 701-7367 X 3241 (888) 216-5730 fax mbayless@rfms.com
Les Lippert Lippert Tile Company N89 W14260 Patrita Drive Menomonee Falls, WI 53051 (262) 437-9300 (262) 437-9695 fax Lesl@lipperttile.com Bruce Reeve Flooring Services, Inc. 12815 Wayne Road Livonia, MI 48150 (734) 522-2622 (734)522-2488 fax breeve@flooringservices-inc.com
Sim Crisler LGM & Associates 125 Taylor Len Drive LaGrange, GA 30240 (706) 333-1525 (706) 884-8524 fax scrisler@charter.net Brent Fike FLEXCO 1401 E 6TH St Tuscumbia, AL 35674 (256) 200-0433 (205) 449-8031 fax bfike@flexcofloors.com
GOLD SPONSORS
Burtco Enterprises Laticrete Michael Halebian & Co nora systems Inc
StarNet Worldwide Commercial Flooring Tek Stil Concepts W F Taylor
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