VOLUME 14 / ISSUE 4 • QUARTER 4, 2021 • SINGLE ISSUE $14.95
Design for Excellence
Discover unique ways to engage with your customers, strengthen your business and create growth opportunities.
THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION
ISFA Member since 2016
International Surface Fabricators Association • Vol. 14 / Issue 4 • 3
CREDITS Editor: Sarah Peiper Contributors: Maddie Bass Nancy Busch Mark Harari Laura Juarez Steve Mast Ed Rogers Frank Sciarrino Proofreader: Marsha Jo Scott Design: V2 Marketing & Management Printing and Distribution: LSC Communications ABOUT THIS MAGAZINE Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth edition, a Buyers Guide, publishing in October.
PHOTOGRAPHY Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces magazine support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures. Photography/graphics provided by: ASST BACA Systems BB Industries BLANCO CaraGreen Corian Crossville Daltile Domain Industries, Inc. Durasein Durat Egger Gemstone Hahn IceStone
Karran Kelley Carey Photography Kohler Laminam Lapitec LOTTE LX Hausys Mark Harari MSI Surfaces Quote Countertops UltraTuf US Surfaces Vadara Wilsonart
Individual copies of Countertops & Architectural Surfaces magazine are available at the nonmember newsstand price of $14.95. Countertops & Architectural Surfaces magazine is also available by annual subscription (five issues) for $30.00. ISFA members receive a complimentary annual subscription with every membership renewal. Special rates and charges apply for orders outside of the United States. To subscribe, call (888) 599-ISFA. For change of address, please include old label with new information, including both old and new ZIP codes. Allow 3-6 weeks for address change to take effect. Countertops & Architectural Surfaces magazine is proudly printed in the United States of America. Copyright © International Surface Fabricators Association 2021. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without the publisher’s written consent. Countertops & Architectural Surfaces magazine and the International Surface Fabricators Association assume no responsibility for unsolicited manuscripts or photographs. Materials will be returned only if accompanied by a stamped, self-addressed envelope. Opinions expressed by contributors in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces magazine or the International Surface Fabricators Association, but rather those of the individual writers.
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THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION
International Surface Fabricators Association • Vol. 14 / Issue 4 • 5
CONTENTS
26
FEATURES 26 Sink Superstars From stainless to solid surface, there’s a sink for every application. 31 A Surface Issue: When Natural Stone Does Not Make the Cut Interior designer Shyla Cino’s kitchen update replaces granite countertops with a durable, low-maintenance alternative.
31
33 Why Your Employee Engagement Programs Aren’t Working When finding and keeping great talent is more challenging than ever, it may be time to rethink your incentives.
37 ISFA Annual Conference Recap ISFA’s Annual Conference returned as an in-person event, and we have the pics to prove it! Read all about it including a roundup of the 2021 ISFA Award winners.
D EPARTMENTS 8 Editor’s Note 10 Calendar of Events 12 Industry News
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20 Education Connection 35 Perspectives: Nancy Busch 36 ISFA News 44 ISFA Associate Member Directory 46 Platinum Sponsor Spotlight
COVER PHOTO
37
STAND OUT COUNTERTOPS
47 Product News 50 Perspectives: Steve Mast Follow us on social media!
Daltile offers the largest depth of fashion-forward, superior countertop options to make a statement in any room. Their extensive selection includes every option, from the finest Natural Stone to enduring ONE Quartz Surfaces to awardwinning Panoramic Porcelain. This image showcases Daltile’s ONE Quartz Surface in Valor White on the countertop and back wall with Enlite in Transcend on the floor and side wall.
@ISFAnow.org
Photo credit: Daltile
@ISFA
6 • Vol. 14 / Issue 4 • International Surface Fabricators Association
@ISFAnow @ISFAnow
International Surface Fabricators Association • Vol. 14 / Issue 4 • 7
EDITOR'S NOTE
Getting Creative As we approach the end of 2021, it’s always a good practice to look back and take stock of what we’ve accomplished throughout the year. As the newly appointed editor of this magazine, my first charge was to find ways to improve the publication. I hope you’ll agree that we’ve made great strides with the package and the content. It’s refreshed, modern and more visually appealing. I’ve talked about it before, but it was a thoughtful process that took careful consideration. You, our faithful readers, inspire us, and we wanted to focus on what would resonate and make the content more accessible. We evaluated our symbiotic relationship with ISFA and how we could best represent the association and provide opportunities for our industry partners and contributors to share and shine. Part of that initiative was developing a better digital experience for the magazine, and that’s when surfacesmagazine.com came in. Our new website launched in October, and it’s meant to be a landing space and news resource for our magazine, our association and our industry. It’s contemporary, clean and concise, and we hope you’ll find it as a valuable source of information in between our regular quarterly issues. ISFA, as an organization, has stretched beyond its norm to create meaningful opportunities for associates and fabricator members, including its new podcast, Behind the Surface. And thanks to BACA Systems and Eric Tryon, along with that came a series of episodes and workshops that aim to improve profitability by sharing business strategies that can directly affect the bottom line. No matter what business you’re in, there’s always room to rethink, iterate and improve. Ingenuity is all around us; it’s all about getting creative. That’s central to this issue of Countertops & Architectural Surfaces — getting creative. You’ll find some terrific examples of creativity throughout these pages. Read about Cosentino’s beautiful new showrooms (page 17) and how these spaces transform the way designers and homeowners alike source materials. Or educate yourself about the leading pillars of sustainability (page 20) and how you might enable your business to adapt and embrace this growing movement toward a greener future. And ask yourself, “Am I doing the best I can to drive sales?” and perhaps you’ll find some helpful tips on how to set yourself apart from the competition on pages 22-25. Our annual sink assembly (page 26) continues to present the latest developments in basins for all kinds of applications, including fabricator ASST’s Cradle Bathing Bowl, which is an excellent example of focused creativity and initiative. And if you’re still facing staffing challenges like I know many of you are, perhaps it’s time to rethink how you engage your employees and create a thriving company culture (page 33). And the theme continues from the front lines of ISFA. We hear from the executive director, who encapsulates what it means to attempt perfection and find creative ways to achieve it despite adversity (page 35). (Spoiler: It’s all a matter of perspective!) Further, ISFA’s president shares his experience with finding effective ways to track and improve quality (page 50). And finally, a big congratulations to all the winners of the 2021 ISFA Awards (page 39). These individuals and organizations embody what it means to get creative and strive to be better versions of themselves. May we all continue to be inspired by your outstanding contributions. Wherever you are in our industry, cheers to a prosperous 2021 and here’s to continued success in the new year. 8 • Vol. 14 / Issue 4 • International Surface Fabricators Association
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CALENDAR OF EVENTS
2022
ISFA Facility Tour Presenting Park Industries January 11 2-3 p.m. ET www.ISFAnow.org
The International Surface Event (TISE) StonExpo + Marmomac February 1-3 Las Vegas www.intlsurfaceevent.com
ISFA Installing Profitability Workshop Part 4 Reducing Material Costs: Equipment & Technology January 19 2-3 p.m. ET Virtual www.ISFAnow.org
KBIS 2022 February 8-10 Orlando, Fla. www.kbis.com
ISFA Mixer March 24 7:00 p.m. ET Virtual www.ISFAnow.org
NAHB International Builder Show February 8-10 Orlando, Fla. www.buildersshow.com
ISFA Solid Surface Training April 5-7 San Antonio, Texas www.ISFAnow.org
ISFA Installing Profitability Workshop Part 5 Human Capital Assets: Job Descriptions, Recruiting & Interviewing February 16 2-3 p.m. ET Virtual www.ISFAnow.org
Coverings April 5-8 Las Vegas www.coverings.com
C.Next North America Annual Conference January 23-27 Riviera Maya, Mexico www.cosentinonext.com ISFA Mixer January 27 7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Mixer February 24 7:00 p.m. ET Virtual www.ISFAnow.org Woodworking Machinery & Supply Conference + Expo February 24-26 Mississauga, Canada www.woodworkingnetwork.com ISFA Installing Profitability Workshop Part 6 Human Capital Assets: Hiring, Onboarding & Training March 9 2-3 p.m. ET Virtual www.ISFAnow.org NSI Stone Summit March 10 Albuquerque, NM www.naturalstoneinstitute.com ISFA Roundtable March 14-16 Southern California www.ISFAnow.org
Xiamen Stone Fair March 16-19 Xaimen, China www.stonefair.org.cn
ISFA Installing Profitability Workshop Part 7 Building Management Teams April 13 2-3 p.m. ET Virtual www.ISFAnow.org HD Expo & Conference April 26-28 Las Vegas www.hdexpo.hospitalitydesign.com ISFA Mixer April 28 7:00 p.m. ET Virtual www.ISFAnow.org NSI Stone Summit May 4 Omaha, Neb. www.naturalstoneinstitute.com ISFA Installing Profitability Workshop Part 8 Managing by the Numbers May 11 2-3 p.m. ET Virtual www.ISFAnow.org ISFA Roundtable May 17-20 Kohler, Wis. www.ISFAnow.org
Submit your event for consideration in Calendar of Events by emailing Editor Sarah Peiper, Sarah@ISFAnow.org.
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IN THE INDUSTRY Labor Market Challenges Impacting More Small Businesses Based on more than 500 respondents to a recent survey conducted to a random sample of members of the National Federation of Independent Business (NFIB), more and more small businesses are struggling to find workers to fill open positions. Five percent of all owners reported job openings they could not fill. The number of unfilled job openings far exceeds the 48-year historical average of 22%. Forty-six percent have openings for skilled workers and 28% have openings for unskilled labor. Sixty-seven percent of the job openings in construction are for skilled workers. Eighty percent of construction firms reported few or no qualified applicants, which is up 13 points. The shortage of workers has slowed the construction of new homes, and home prices have soared over 20%. Owners’ plans to fill open positions remain at record high levels, with a seasonally adjusted net 26% planning to create new jobs in the next three months, the fifth highest reading in the 48-year history of the survey and well above the historical average reading of 11%. Sixty-two percent of owners reported few or no qualified applicants for the positions they were trying to fill.
Seasonally adjusted, a net 42% reported raising compensation, a 48-year record high reading. However, employment still remains below the 2020 peak and labor force participation hasn’t responded strongly to the higher levels of compensation. A net 30% plan to raise compensation in the next three months. Raising compensation is the main resource available for owners to retain their current employees and compete for new talent. Twelve percent cited labor costs as their top business problem. Twenty-eight percent said that labor quality was their top business problem, also a record high reading. For most firms, labor costs are the largest operating outlay, and owners will be compelled to pass those costs on to their customers by raising prices. This is the essence of a wage-price spiral that will continue to put pressure on inflation. Supply-side issues will continue to plague business owners, and the labor shortage will be the top problem for many. Some firms have closed because of an inability to hire enough workers to operate. Many more have reduced hours of operation to fit the restricted supply of labor.
Wilsonart Partners with HomeSphere to Better Serve Builders Wilsonart, a world-class innovator of engineered surfaces, announced that it will team up with HomeSphere, the industry’s largest homebuilder network, to better serve the homebuilder market. The newly formed partnership will help Wilsonart expand and foster relationships with the new residential community through a special incentives program. “With housing starts on the rise, the residential construction market is a significant growth opportunity for Wilsonart,” said Andrew Korzen, U.S. and Canada vice president of sales at Wilsonart. “HomeSphere’s extensive network and unique incentive program will help us to communicate more efficiently and effectively with this important audience about Wilsonart’s best-in-class products and service.” HomeSphere connects builders directly with manufacturers to explore new brands and discuss 12 • Vol. 14 / Issue 4 • International Surface Fabricators Association
product availability, distribution, lead times and more, to help builders keep budgets and timelines on track. The company introduced the first proprietary rebate management platform for builders more than 20 years ago. Today, more than 2,600 U.S. homebuilders use My HomeSphere to access exclusive incentives, connect with leading building product manufacturers and add millions of dollars back to the bottom line every year. “Wilsonart engineered surfaces are a much needed and welcome addition to our platform,” said Greg Schwarzer, CEO of HomeSphere. “With recent rising prices and extended lead times on building materials, homebuilders in our platform can meet project timelines with Wilsonart’s “manufactured in the USA” surfaces that are known throughout the industry for superior style and durability.” For more information, visit www.homesphere.com.
IN THE INDUSTRY Internship Resources for Stone Companies Now Available A 15-week Internship Resource Bundle is now available in the Natural Stone University. These resources, developed by Women in Stone, are ideal for students pursuing a degree in architecture, landscape architecture, or interior design. This set of tools will make it easier for stone companies to open their doors to students to help nurture an appreciation and preference for natural stone in their future projects. The turnkey templates allow assignments and learning outcomes to be documented throughout the program, benefiting both student and professor. The Internship Resource Bundle includes a detailed syllabus and templates for assignments, including: • Weekly journals • Online learning through the Natural Stone University
• One-on-one informational interview • Midterm evaluation • Work samples • Final evaluation Courses included in the bundle cover topics relevant to the stone industry, including geology, silicosis and accident prevention, stone testing and specifying, and design trends. This resource can also be used to onboard new employees or prequalify workers for jobs in the stone industry. To access this bundle, which is available free of charge to the industry, visit www.naturalstoneinstitute.org/ internship.
3M Homeowner Survey Shows Strong Interest in Eco-friendly Materials and Practices From reducing air pollution to using renewable energy as a power source, U.S. homeowners have an overwhelming desire for more information, more choices, and more action across the industry for eco-friendly construction materials and practices, according to the 2021 3M Home Renovation Study. “Many homeowners are now inspired to choose construction materials that both serve their conventional purpose and make a positive impact for the environment,” said Josh Orman, 3M Industrial Mineral Products Division, senior manager of business development. “It’s encouraging to see consumers and 3M taking action to improve our environment.” The majority of homeowners surveyed — 74% — agree that using eco-friendly construction materials would make a strong impact to the environment, and 70% plan to purchase ecofriendly materials for their next renovation. Not only do those homeowners find eco-friendly products appealing, but they are also taking the advice of others to influence their purchases; for
example, 52% of homeowners surveyed stated they would be more active in considering eco-friendly materials if their friends and family were integrating eco-friendly options into their lives. “Essentially, what homeowners say and do highly impacts those in their circle of influence,” said Orman. “Consider the positive ripple effect of homeowners making eco-friendly choices that educate and influence their friends and family in the process.” Homeowners believe most in recycling and reducing waste as the top activity that will positively impact the environment. Eliminating single-use plastics, using renewable energy, reducing air pollution and selecting energy efficient products round out the top five. The Home Renovation Study is an independent research study commissioned by 3M to understand interest levels in eco-friendly construction materials and whether the industry is meeting homeowner needs. To read more about the Home Renovation Study, visit 3m.com/homereno. International Surface Fabricators Association • Vol. 14 / Issue 4 • 13
IN THE INDUSTRY Caesarstone Supports Retail Partners with New Caesarstone Connect
Caesarstone, a leading developer and manufacturer of high-quality engineered quartz surfaces, recently strengthened its support for retail partners with its new Caesarstone Connect platform, a first-of-its-kind integrated online estimator and project management tool that immediately delivers a detailed price-per-squarefoot quote that includes material, fabrication and installation costs and seamlessly connects projects to certified Caesarstone fabricators. The process can take just minutes and is available for any Caesarstone application including countertops, backsplashes, bathroom vanities and more, providing a consumer with transparent pricing within a detailed quote. Moreover, it empowers retailers and designers to provide their customers with immediate, on-the-spot pricing for custom countertops, organically improving close rates. “Caesarstone has been providing the best quartz material since 1987 and now we offer the best way for our customers to sell it to their customers through Caesarstone Connect,” said Ken Williams, president of Caesarstone North America. “It’s a true differentiator in our industry and is already proving
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to be a valuable sales tool for retailers, helping to simplify the design process, drive sales and enhance customer experience and engagement. The faster turnarounds and economies of scale bring healthy profit margins to everyone involved.” Caesarstone Connect is a revolutionary way to help a consumer customize and purchase a fully installed Caesarstone surface from inspiration to installation. Retailers simply input measurements and select from any of Caesarstone’s colors, edge details and other ancillary items to create a quote. Once the quote is accepted by the customer and converted to an order, it is sent directly to a certified Caesarstone fabrication partner who confirms measurements, and fabricates and installs the Caesarstone surface. The online platform also manages the project from start to finish, so retailers can know the status of the project at any given point. Homeowners also receive frequent updates from the platform throughout the process. Workmanship is guaranteed via the Caesarstone certified fabricator network, and a dedicated team of specialists is always available to answer questions. “This program has totally changed the way we work with our clients,” said Kaity Slaughter, owner of DCI Home Resource in Charlotte, North Carolina. “It’s simple and easy to use and allows us to provide accurate pricing to our clients in a matter of minutes, allowing my team to also work much more efficiently. It was truly easy to set up and start using the same day — definitely a game changer.” Caesarstone Connect has launched in more than 25 U.S. markets from coast to coast. For more information on the new Caesarstone Connect program, visit www.caesarstoneus.com/ caesarstone-connect-hub.
IN THE INDUSTRY PinPoint Status Syncs with Leading Countertop Fabrication Software Designed to transform the home services customer experience, PinPoint Status syncs with customer data in StoneApp, Moraware, ActionFlow and Google Calendar to deliver automated appointment reminders, service technician photo identification, accurate arrival estimates and real-time updates. PinPoint Status has dominated the Countertop Fabrication software industry, integrating with more than 80% of the major job management software platforms available. “Clients aiming for secure digitally centralized operations have praised the integrations’ seamless functionalities,” stated PinPoint Director of Client Success, Rini McNulty. “They describe the app as an ‘Invisible Project Manager’ elevating communication with customers, helping them achieve consistency and reduce staffing costs.” PinPoint Status saves time and money by: • Automating appointment reminders and reducing call volumes. The app integrates with job management and
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scheduling data, automating customer communications through the PinPoint Status app and text messages. • Eliminating missed appointments. Customers get an accurate estimate of arrival time and notification if anything changes. • Building customer loyalty. Transform customer service experience using text message notifications, service technician photo identification, real-time GPS location data and simplified two-way communication. • Measuring employee performance and building online reviews. Automatically ask customers to review their service after a job is done. Generate employee performance reports and help capture positive online reviews. The PinPoint Status App is available for download on Google Play and the Apple App Store. A subscription costs $18.99 per month for each technician actively using the platform. Request a one-on-one demo of PinPoint Status: www.pinpointstatus.com/demo.
IN THE INDUSTRY
Cosentino Expands Reinvented Showroom Experience Cosentino Chicago City Center
With a new showroom concept that streamlines the entire design process for both homeowners
both industry professionals and design enthusiasts. “Fulfilling the need for a new showroom model
and designers alike, Cosentino, the Spanish world
that inspires and streamlines the entire design
leader in the production and distribution of
process required Cosentino to bravely look beyond
innovative surfaces for architecture and design, revamped its Cosentino City Center experience with the introduction of its new Chicago location in September, and Atlanta in October — both the first of their kind in North America. A Transformed Approach to Inspiration and Sourcing
Serving as a holistic design hub with highly immersive tools to aid in the sourcing process, both Chicago and Atlanta City Centers boldly reimagine the traditional showroom experience by focusing on an all-encompassing design experience rather than merchandising its own products. Merging the best
the surface — literally and figuratively — to cultivate something more comprehensive, inspiring and valuable for our clients and customers,” said Eduardo Cosentino, CEO of Cosentino North America and EVP of Global Sales. It’s luminary: The new Atelier, or design workshop, is where guests have access to Cosentino’s full product offering and an expansive selection of globally and locally sourced textiles, tile, cabinetry samples and plumbing fixtures — carefully curated in collaboration with the City Center staff and Cosentino’s global marketing and expansion teams. Current brands featured in both Chicago and Atlanta’s Ateliers include Naturtex, Gancedo, and Taschen. Here, inspiration manifests in mood board form, which can be instantly captured and digitized
digital innovations with opportunities to touch and
through a ceiling-mounted camera above the Atelier’s
feel materials, this showroom concept marks a major
worktable. Expressing excitement about the Atelier,
evolution in how Cosentino serves and connects with
Cosentino said, “The tactile and sensorial elements International Surface Fabricators Association • Vol. 14 / Issue 4 • 17
IN THE INDUSTRY BY THE NUMBERS:
COSENTINO CITY CENTERS 18 | Number of City Centers globally 4+ | Number of City Centers slated to open in 2022 $1.3 million // 4,600 square feet Chicago City Center $1.3 million // 3,824 square feet Atlanta City Center
simply can’t be replicated, and the Atelier will be a game-changer. It’s been met with much praise and acclaim in Barcelona, Sydney, Milan, Tel Aviv and Amsterdam, and we’re delighted to bring it to Chicago
Cosentino Atlanta City Center, Atelier
and Atlanta, with more locations to come.” Also among the revamped elements of the new Cosentino City Center: an augmented reality digital experience, where guests can fully design a kitchen or bath space; to-scale full-slab digital displays, providing visitors high-definition views of veining, color and detail; a full, functioning kitchen, where, true to the Cosentino family’s hospitality, small dinners and networking cocktails can be hosted; and coworking-inspired networking corners, where designers can work, host clients and more. What’s Next In keeping with its commitment to provide immersive inspiration for the world’s top metropolitan cities, Cosentino will expand the new City Center concept globally with more openings over the next six months in cities such as Washington, D.C., Paris, Tokyo and Stockholm. These openings reveal the integral role brick and mortar continues to play in both the A+D and surfacing industry.
Cosentino Chicago City Center, Full-Scale Digital Slab
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PRODUCT ORIENTATION SAFETY TOOLING SHOP LAYOUT FABRICATION INSTALLATION AND MORE!
FOUNDED BY FABRICATORS FOR FABRICATORS To learn more about ISFA’s training program and the benefits of membership, visit www.ISFAnow.org. PROUDLY SERVING OUR MEMBERSHIP SINCE 1997
EDUCATION CONNECTION
A GREEN VOCABULARY LESSON:
Terms to Know as the Sustainability Movement Strengthens By Maddie Bass The sustainability movement may not be affecting your
future of building and construction. Electronic models that lay
business right now but it’s just around the corner. Because the
out all the features of different building components, down to
building and construction industry accounts for a large portion
the material level are assembled to create 3D renderings. BIM
of waste destined for landfills, environmental concerns have led
models are pulled into different software platforms to render
material manufacturers to take a hard look at their products
spaces and entire buildings to visualize how different items
and processes. What products are made of, how and where they
interact and potentially create conflicts or issues, which can be
are made and what can be done with any waste produced are
resolved in the preconstruction phase of a project. The ability to
important questions to which consumers are demanding answers.
model these materials early can save costly design errors.
But providing those answers is more complex than it seems. The
Biophilic Design: a design practice that focuses on the
tests, documentation and certifications required to be a verified
natural desires of humans to be attracted to living things and
green, sustainable, eco-friendly, or socially responsible company
naturally occurring elements. Biophilic design can be as simple
can be confusing. While the focus is currently on manufacturers to do better, fabricators should be prepared to field questions as well. Here’s a road map of sustainable terms anyone in this industry should know. Terms You May Already Know
as adding plants to a space, as tangible as having dynamic heating and cooling that feels like being outdoors or as abstract as having a countertop with a veined pattern that mimics the flow of a river. Circularity: According to the Ellen MacArthur Foundation, a circular economy is based on the principles of designing out
LEED: Leadership in Energy and Environmental Design.
waste and pollution, keeping products and materials in use, and
This is the most widely used green building rating system. Based
regenerating natural systems. Circularity is the characteristic of
on the standards set by LEED, buildings or entire neighborhoods
products, systems, processes and materials that allows them to fit
can be certified as LEED Bronze, Silver, Gold or Platinum. This
into this kind of economy. A product is circular when it can be
certification verifies that a project is healthier for the planet and
continually used and it generates minimal waste and pollution.
for people by reducing strain on natural resources, improving energy efficiency, and much more. MSDS/SDS: Material Safety Data Sheet or Safety Data Sheet.
Cradle to Cradle: Also referred to as C2C, this term was trademarked by McDonough Braungart Design Chemistry (MBDC) and is based on the concept of the entire life cycle of
These documents summarize the health hazards of a material
the product, from its birth (cradle) to its next reincarnation
based on its chemical contents and provide best practices for
(cradle). Cradle to Cradle certification, now managed by the
working with them. OSHA requires that all users of chemicals
C2C Product Innovation Institute, looks at the impact a product
have access to the SDS for that material. OSHA: Occupational Safety and Health Administration. Under the U.S. Department of Labor, OSHA is the administrative body that sets and regulates health and safety standards in workplaces across industries to protect employees and employers. A Deeper Dive into Sustainability BIM: Building Information Modeling (BIM) is the digital 20 • Vol. 14 / Issue 4 • International Surface Fabricators Association
has across five categories including material health, product circularity, clean air and climate protection, water and soil stewardship, and social fairness. C2C Certification is achieved at Platinum, Gold, Silver or Certified levels. Declare: an internationally recognized label that provides a list of ingredients for products, including what they are composed of, where they come from, and how the products are treated at end of life. Declare is a transparency platform and product database for
EDUCATION CONNECTION materials and is becoming widely recognized in the
and healthy criteria, and is a great resource for
architect and design community.
information regarding this topic. ILFI runs the
Embodied Carbon: Embodied carbon refers to
Maddie Bass is the technical marketing and data analyst for CaraGreen, a trusted source of sustainable building materials by architects, designers and fabricators. To learn more about CaraGreen and the sustainable materials they offer, visit www.caragreen.com.
Living Building Challenge as a program to encourage
the greenhouse gases emitted over the entire lifetime
better building practices for the environment and
of a material. During the lifetime of a building
occupants, much like LEED. ILFI also certifies
material, say a countertop slab, carbon is released
products through their Living Product Challenge and
not only during the operations of the building, but
Declare labels.
also during raw material sourcing, manufacturing,
Net Zero: Used for energy and carbon
transportation, installation, removal and disposal.
assessments, Net Zero essentially means that you
EPD: An Environmental Product Declaration
create the same amount or more energy than you
quantifies the environmental impact which a
use, or that you sequester an equal or larger amount
product will have over the course of its life cycle by
of carbon than you emit. So, when your impact on
using a Life Cycle Assessment. EPDs are usually
the environment is not negative, it is Net Zero.
third-party verified and help to build trust between
VOCs: Volatile Organic Compounds are emitted
producers and consumers. Products with EPDs will
as gases from some solids or liquids, and many can
also contribute to a building’s LEED score.
have adverse effects on human health. VOCs can
Fitwel: A newer building rating system that
be emitted by many products and can be dangerous
awards certifications to buildings that improve and
to human health. Common VOCs include
optimize occupant health, safety and equity.
formaldehyde, benzene and xylene, and they can be
GWP: Global Warming Potential describes a
found in many household products including paints
chemical’s contribution to atmospheric warming.
and adhesives. Exposure to VOCs should be limited
CO2 is always used as the reference point. This is an
and consumers should look for products that are
important metric for manufacturers because it helps them to better understand the impact of chemicals used within the manufacturing processes.
classified as VOC-free or low VOC. WELL: a building standard run by the International WELL Building Institute that aims
HPD: A Health Product Declaration discloses all
to create more thoughtful and intentional spaces
potentially harmful materials found within a product
that enhance human health and well-being. The
by using a priority hazard screening by GreenScreen.
rating system includes 10 concepts consisting of
HPDs can be built in-house and are not required to
features with distinct health intents. Features are
be third-party verified. Products with EPDs will also
either preconditions or optimizations. WELL has
contribute to a building’s LEED score.
four certification levels: Bronze, Silver, Gold and
LCA: A Life Cycle Assessment provides a full
Platinum.
analysis of a product from cradle to gate, cradle to
As COVID concerns fade from the forefront,
grave, or cradle to cradle. This process will start at
sustainability will have a chance to fully step into
material extraction and end at consumer purchase,
the spotlight. The surfacing industry should prepare
landfill arrival or recycling of the product, depending
for the questions customers and specifiers are going
on the depth of the LCA and the nature of the
to ask. Knowing the landscape and understanding
product. The results of an LCA include calculations of
the criteria are good places to start, but there are
how much carbon is emitted and other environmental
complex and symbiotic relationships among a lot of
and health impacts over the lifetime of a product.
the documents and certifications that are not covered
Living Building Challenge: The International
here. The Living Future Institute, U.S. Green Building
Living Building Institute (ILFI) is an organization that
Council, and C2C Product Innovation Institute are
certifies products and buildings based on sustainable
great resources for further information.
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EDUCATION CONNECTION
Using Technology to Drive Sales By Frank Sciarrino It’s late at night, your shop’s closed, but you’re still technically open for business because your customers are on their smartphones looking through your website, comparing you to your competitors, seeking specific answers to any number of questions.
look in their family room. Guess what? The same technology is
How will this new countertop surface look in my kitchen or bathroom?
and accessory items from which to choose: edge profile
How much is this going to cost, including installation? How soon will the countertops be installed? The easier it is for customers to obtain the answers, the sooner installers can realize growth in the businesses — if they adapt to the changing customer mindset with the use of digital technology tools. Let’s start with the first question: How will this new countertop surface look in my kitchen or bathroom? Customers are extraordinarily visual. When they’re buying furniture for their home, most every major furniture retailer has an online tool that allows the customer to see how a new couch or coffee table will 22 • Vol. 14 / Issue 4 • International Surface Fabricators Association
available for countertop installers and their customers. The Kitchen and Bath Visualizer offered by Quote Countertops gives customers a virtual design experience with multiple kitchen layouts, and hundreds of materials customization, sinks, faucets and more. They can even modify their vision by changing cabinet colors, door styles, flooring and the color of the countertop. This type of technology helps put customers at ease and reduces their anxiety when they see their vision come to life, driving them to purchase. Quote also provides a simplified solution for customers to calculate square footage and shop for countertops from any device at any time. What’s more, it’s a lead generation software, bringing customers to you after they’ve seen their dream come to life on your website. Now that you’ve captivated your customers, you can move them more quickly to purchase. Now’s your opportunity to bring more value to their experience with upselling opportunities that increase the size of the purchase — and your profit. Among the software options to guide installers in the upselling process is the popular Hot Sauce app with more than
EDUCATION CONNECTION 50 offerings available, including higher-priced custom edges, steel supports, sinks, plumbing, accessories, and the Granite Gold Countertop Protection Plan. Technology puts customers in control of the buying process, and that’s what they seek. With the right technology and software, you literally put the power of buying in the palm of their hands or at their fingertips by helping them find and see the answers to their questions as well as the options available to them. It also makes the sales process for installers much simpler than ever before. Most installers don’t take advantage of technology and don’t offer upgrades and add-ons. They’re missing out on additions to the bottom line without any added overhead. Consumers buy options if they’re presented with them. Software is also available for improvement
processes in the shop and field. Speed Label can track countertop inventory. Job Well Done improves digital communication between the field and office. DataBridge is great for automated data entry to reduce errors and redundancies. Now, leveraging modern technology isn’t the complete solution. Pairing it with digital marketing will give you a distinct advantage. Otherwise, how are your new customers going to find you? They’re looking online, and just having a website isn’t enough to attract them. Like arriving on the job site with all the necessary tools for the install, digital marketing done right includes a toolbox full of resources to draw customers to you. Your digital marketing toolbox should include: search engine optimization; search engine marketing; content; customer reviews; mobile marketing; social media; email marketing; and web analytics. C
Frank is a third-generation stone fabricator with over 20 years’ experience in the stone industry. Currently, Frank is a managing partner of Quote Countertops and president of Granite Gold Services, Inc. He regularly advises fabricators and marketing companies across the nation to help drive more sales through digital marketing strategy and technology.
International Surface Fabricators Association • Vol. 14 / Issue 4 • 23
EDUCATION CONNECTION
Standing Out Starts with Knowing Your Customers By Mark Harari The following is excerpted from Lobster on a Cheese Plate: How to Stand Out, Attract the Best Clients, and Win Every Sale That Comes Your Way. Did you know that marketing can connect with your client so strongly that signing them is virtually guaranteed before the salesperson even says hello? Yes, marketing can be that powerful. I’ve witnessed it, firsthand, time and time again. But it all starts with having a clear understanding of your target customer. You need to know how your customers think and feel. And I’m not just talking about what they think about the services you offer. I’m talking about everything. What scares them? What excites them? What do they do for fun? The deeper your understanding, the more successful you will be. That is why customer research needs to be an ongoing part of your marketing program. Unfortunately, many small business owners believe that market research is a costly proposition involving extensive and ongoing resources — something reserved for “big business.” Market research should be conducted by companies of any size, even solopreneurs. It’s only through research that you will be able to make well-informed business decisions. Everything from what
can use to learn more about the why behind your customers’ thinking. One-on-One Interviews The first method is one that you’ve probably already used without even realizing it: the one-on-one interview. This is, as the name implies, a conversation between you and the customer. And it doesn’t have to be face to face. A phone call is perfectly acceptable. While it may seem counterintuitive to spend so much time with only one person, in the world of qual, an n of one can be highly beneficial. To hear the inflections of someone’s voice and read their body language as they respond provides layers upon layers of information that a written survey response never could. Additionally, the benefit to a free-flowing conversation is that you never know where it will lead. This can provide insights you may never have imagined. And because of the significant amount of information that can be ascertained from a single interview, having as few as five responses per segment is usually enough to get a clear picture. A word of caution: one-on-one interviews are particularly susceptible to the desirability bias. This is a person’s impulse to
color your logo should be to how much you should charge
say what they think you want to hear. It’s our innate motivation
for your services can be gleaned from the results. A deep
to be liked that’s at fault.
understanding of your target customer also happens to be vital to effective positioning. But to really understand your customers, you need to look beyond the numbers. And for that, we turn to qualitative
This bias is easily overcome in anonymous surveys because they’re … well, anonymous. But when speaking one-on-one, this desire manifests itself and skews your results. There isn’t much you can do to avoid this from happening,
research methods. Often shortened to qual, qualitative
save addressing the elephant in the room ahead of time and
research focuses on understanding meanings and concepts. In
explicitly giving them permission to be blunt. You could also
short, qual is about words.
consider giving a specific example of how a past client’s candor
Let’s dive into some of the types of qualitative methods you 24 • Vol. 14 / Issue 4 • International Surface Fabricators Association
helped you improve.
EDUCATION CONNECTION Focus Groups Another powerful tool to Mark Harari is the vice president of Remodelers Advantage, president of R/A Marketing Inc., co-host of the PowerTips Unscripted podcast and bestselling author of Lobster on a Cheese Plate: How to Stand Out, Attract the Best Clients, and Win Every Sale That Comes Your Way. For more information, visit www.bethelobster.com.
Ethnography While interviews and focus
discover the why behind your
groups are excellent methods for
customers’ thinking is the focus
collecting qualitative data, there’s
group. In the most basic terms,
always a possibility that people
a focus group is a discussion
will mask their true feelings or at
between a facilitator and a small group of participants. This means that success is dependent on the facilitator’s ability to manage and interact with the group. Good planning is key. Here are some things to keep in mind as you prepare: 1. Keep it small. Six to 10 participants tends to be the sweet spot. This ensures everyone will participate, and it gives you the ability to probe deeper into the discussions. Always invite a couple more than the minimum to protect against cancellations. 2. Keep it short. Two hours is just about perfect. With the first half-hour typically spent on housekeeping items, such as welcoming your guests, going over the ground rules, and attendee introductions, it leaves you 90 minutes to get to the heart of the conversation. 3. Keep it relaxed. Your role as the facilitator is to create a safe and open environment so that your participants feel comfortable to speak freely and honestly. 4. Prepare a discussion guide.
FOR YOUR BOOKSHELF
least downplay the significance of a response. To remove any possibility of this happening, we turn to the third and final qualitative method I want to share with you: ethnographic research. This is a method of research in which often the participants don’t know they’re part of a study. That’s because you observe them “in the wild.” For example, a kitchen remodeler may watch how people use their kitchens while they cook, making note of problems they encounter in their existing layout, so that he or she can incorporate solutions in the designs. The point is to observe rather than interact. Of course, the occasional conversational question is OK. For instance, the kitchen remodeler could say, “Why do you keep your condiments in that cabinet?” without significantly influencing the study. Even so, zero interaction is preferable. Qualitative research nicely complements quantitative methods. As Albert Einstein once said, “Not everything that can be counted counts, and not
What makes you stand out? In a world filled with good choices, why should your prospective clients choose you over the competition? In short, it comes down to answering one question: “why should I choose you?” The best answer wins. This book will show you how to establish yourself as that “best choice” from the onset, dramatically shortening your sales cycle and virtually guaranteeing the sale every time. In this practical, stepby-step guide, author Mark Harari tackles the intimidating subject of market differentiation with great approachability, a sense of fun, and a uniqueness that helps you hone and focus your business for maximum potential. Through the author’s real-world examples, interactive exercises, and free resources available for download, you will come away with actionable knowledge and a firm plan for dominating your market.
everything that counts can be counted.” For those things that
Plan the questions you will be
matter, but cannot be counted,
asking. Take care that a question
qualitative methods provide the
is not worded in a way that will
in-depth insight to ensure your
“lead the witness.”
questions are answered.
C
International Surface Fabricators Association • Vol. 14 / Issue 4 • 25
SINK SUPERSTARS
From stainless to solid surface, there’s a sink for every application. Here are some top picks to consider for your next project.
styles with grids and can ship individually, meaning you don’t have to buy a pallet. For more information, visit www.bbindustriesllc.com.
ASST
BLANCO
Newborns are in a “primary curve” C-shaped fetal position upon birth and for the first few months of life, they do not yet have the muscles to support their head. Research has shown that keeping an infant’s spine straight is not a sound physiological position and in addition to stressing the baby’s spine, it can also negatively influence the development of hip joints. In response, the ASST Cradle Baby Bathing Bowl was developed with the labor and delivery nursing team at St. Joseph’s in Baltimore, Maryland. The hospital needed a solution that was integrally mounted, seamless, and provided the proper ergonomic support for a newborn. ASST created a design using patented thermoforming technologies for hospital systems nationwide. For more information, visit www.asst.com.
BB Industries BB Industries’ Envy sinks are made of Type-304 grade steel, comprised of no more than 0.8% carbon and at least 50% iron. The Type-304 grade steel ensures a better resistance to various acids found in meats, fruits and vegetables. Envy sinks have reinforced bowls with an attractive brushed steel finish, and the high quality construction is meant to last a lifetime. The Envy sinks are 18-gauge, soundproofed, undercoated, food-safe and acid- and corrosion-resistant. They are available in all popular 26 • Vol. 14 / Issue 4 • International Surface Fabricators Association
New in 2021, BLANCO introduced the VINTERA farmhouse sink collection — a clean, contemporary version of the apron front sink style with versatile installation capabilities. Farmhouse sinks are typically fitted as undermounts, but the unique design of the VINTERA also allows for a seamless flush-mount placement. This unique option visually showcases a beautiful rim of SILGRANIT color around the top of the sink, and it sits flush with the countertop. In addition to the flush-mount look, the VINTERA is designed to fit a standard base cabinet measuring the same width as the sink. The new farmhouse sink family includes two models, the VINTERA 30-inch Super Single and the VINTERA 33-inch Equal Double. The VINTERA has a slim 6 ½-inch apron, and it features a generous 9-inch bowl depth, making the sink both spacious and sleek. BLANCO’s patented granite composite material is stronger and more durable than other sink surfaces. Nonporous and food-safe, SILGRANIT’s Hygienic Plus surface formula acts as a protective shield against dirt and bacteria and reduces bacteria growth by up to 98%. The sinks are available in nine color options with additional accessories that include a floating grid and custom-fitted cutting board. To see all sinks available from BLANCO, visit www.blanco.com.
Corian The Corian Elements offering gives you the freedom to choose from a range of prefabricated solid surface sinks that can be easily and seamlessly integrated into Corian Solid Surface and Corian Quartz countertops for one continuous surface. This eliminates rims and grout that trap dirt and water, minimizing cleaning and long-term maintenance. Corian sinks provide high levels of longevity in performance, versatility and hygiene. The nonporous solid surface means that with proper cleaning the sinks will not harbor the growth of mold or mildew, and will make the surface extremely resistant to staining. Convenient and stylish, these prefabricated Corian sinks are a beautiful and useful addition to a design vision. Find out more at www.corian.com.
Durasein With Durasein’s high-quality acrylic sinks, design is as important as function. Between their in-house custom sink design, production capabilities and line of stock sinks, Durasein has the answer to almost any installation need. Durasein can help provide any sink, any quantity, anywhere in the world. Their stock line includes four sinks, ranging from round to rectangle, and are suitable for both commercial and residential. More information can be found at: www.durasein.com/us/sinks/.
highly customizable when it comes to color, allowing designers and fabricators to get creative. These sinks and tubs are perfect for hotels and hospitality or even as a modern addition to other sleek design environments. They are easy to clean, maintain and work with. Find more information at www.caragreen.com/brands/durat/.
Gemstone The new Gemstone FS3019-S Farm Sink is the first farm sink designed for both new construction and remodeling into existing cabinets. The apron on the front of the sink can be cut and finished for existing cabinets so custom cabinets are not required. This innovation allows everyone to enjoy the functionality and beauty of a stylish farm sink in any cabinet 30 inches or larger. Gemstone is a leading solid surface sink manufacturer making more than 75 vanity and kitchen sink models along with solid surface shower pans for residential, commercial and ADA universal applications. Gemstone sinks and shower pans are made in the USA. Visit www.gemstonesinks.com for more information including easy installation instructions.
Hahn
Durat Sinks: Recycled Solid Surface Durat Recycled Solid Surface material is available in sinks that integrate seamlessly with Durat countertops and look stunning on their own. Sinks and tubs come in round and rectangular shapes of various sizes and can be made in any of the 70 color options as well as in solid colors, to color-match any countertop. All Durat surfaces are made with up to 28% recycled hard plastics and are 100% recyclable through Durat’s takeback program. Durat is also
For decades, Hahn has manufactured high-quality, fashionforward kitchen and bathroom sinks. Hahn sinks are designed to be both functional and uniquely stunning. Each sink is made International Surface Fabricators Association • Vol. 14 / Issue 4 • 27
from the finest copper and stainless steel available and provides the practicality homeowners demand, like ultra-deep and soundinsulated basins. Because Hahn sells directly, they can offer luxury products at affordable pricing. Orders ship quickly, and shipping is always free. Additionally, the sinks are backed by one of the industry’s most robust return and replacement policies. From customer support to product engineering to shipping and handling, each encounter with Hanh will provide a white-glove experience. For more information, please visit www.shophahn.com.
Karran Workstation sinks are becoming a popular choice for consumers in that they provide more than just a place to wash dishes. The molded-in ledge both front and back of the bowl is recessed to allow
28 • Vol. 14 / Issue 4 • International Surface Fabricators Association
an assortment of convenient accessories to be used in the sink. The custom accessories include a colander, cutting board and drying rack, and with the included basket strainer and bottom grid, a sink like the Karran QTWS-875 provides an excellent all-in-one solution. It is produced from durable quartz composite and is available as both a topmount or undermount in six exciting colors. For more information, visit www.karran.com.
Kohler Kohler offers sinks featuring Neoroc composite material designed for durability and functionality. Neoroc is a proprietary material that is colored all the way through and is resistant to scratches and stains, and is impactand heat-resistant to 750 degrees F. It has UV inhibitors to prevent fading, and the matte finish is a great complement to any countertop. The sinks are available in various configurations,
including bar sinks, and both large and small single- and doublebowl sinks. Some designs come with a sink rack for added protection. The variety of designs makes it very versatile, and there are both topmount and undermount options with these highly durable sinks. They are manufactured to the highest standards, and most have limited lifetime warranties. For more information, visit www.kohler.com.
Lexicon Quartz Domain Industries, Inc. launched the Lexicon Quartz brand in 2010, and it has become one of the most popular sink collections in the market today. Lexicon sinks are constructed from 80% natural quartz creating a durable and hygienic sink surface. Each sink features EXTRA-LAST technology for a nonporous, naturally antibacterial surface that is highly resistant to heat, chemicals, scratching and chipping. The collection comprises 14 models that are available in five different colors and come with
limited lifetime warranty. Complimentary accessories include a color matched strainer basket, disposal flange, stainless steel sink grid set, fabrication template and mounting hardware. To learn more about Lexicon Quartz sinks, visit www.domainindustries.com/brands/ lexicon-quartz.
LOTTE An integrated sink improves the efficiency and hygienic qualities of kitchens and bathrooms, including commercial applications. Staron all-acrylic sinks and bowls are installed in combination with Staron solid surfaces, creating a continuous surface with nearly invisible seams, resulting in a beautiful, hygienic fit. Because there are no gaps or crevices for bacteria or mold to accumulate and grow, bathroom and kitchen areas are healthier environments. Like all Staron’s nonporous, hygienic surfaces, integrated sinks are easy to clean and maintain. Choose from nine sink styles and seven bowl designs, all available in five classic colors. To learn more, visit www.staron.com/staron/us/product/sinkbowls.
International Surface Fabricators Association • Vol. 14 / Issue 4 • 29
MSI Surfaces This handcrafted single-bowl stainless steel undermount sink is just what the chef ordered. Constructed with 16-gauge stainless steel for reliable durability, it offers one generously sized 30-by-17-inch basin that’s 10 inches deep. Big family dinners? No problem. This hardworking sink can handle oversized cookware like stockpots, slow cookers and baking sheets. An ideal choice for busy homes and light commercial environments, this sink includes innovative sound shielding pads as well as a brushed satin finish that helps minimize water spots and small scratches. Long-lasting quality and elegance come together in this popular large basin sink. Matching grid and strainer included. This stunning white rectangular undermount vanity sink is crafted of durable porcelain to meet the demands of everyday use. Its neutral white shade and contemporary shape work well with a wide variety of master baths, guest baths and powder rooms. Easy to clean, this porcelain sink features a beautifully designed 7 ⅝-inch basin and overflow hole, making it as practical as it is elegant. The perfect complement to your bathroom vanity top, you can count on this sink to provide years of enduring beauty. For more information, visit www.msi.com.
US Surfaces Solid surface sinks are most often permanently seamed into a solid surface countertop becoming part of a continuous surface with no sink lips to trap dirt, mold and mildew. They’re nonporous, so germs and odors can’t penetrate. And because they are solid, they naturally resist chips, dents, impacts and stains. The solid surface line from US Surfaces features five designs ranging from single- to double-bowl, and three color options are available: Brilliant White, Creamy
30 • Vol. 14 / Issue 4 • International Surface Fabricators Association
THE RIGHT TOOL FOR THE JOB: THE SINK PRO+
Reducing labor costs and improving the lives of your employees, every component of the Sink Pro+ is designed for efficiency and ease of use. The Sink Pro+ will produce beautiful, exotic edge details, chip minimizer sink polishing, as well as deliver consistent results on every job, every time. It cuts and polishes sinks and large island radius effortlessly and quickly. Saving you valuable time and labor. The machine is easy to use and requires less cleaning around the shop than typical routers. Using the Sink Pro+ to cut sinks and shape countertops dramatically improves the air quality for you and your employees, which makes it OSHA friendly. Tool change locations on the side of the machine allows for easy operator access. And with two seats of easy-to-use software programing, you can save hours of production time, allowing for an efficient workflow. Learn more at www.bacasystems.com. White and Soft White. To learn more about US Surfaces, visit lc.ussurfaces.com/sink/solid-surface-sinks.
Wilsonart Wilsonart’s sleek, 100% acrylic solid surface sinks are beautiful and hardworking. They come in a variety of shapes and sizes, including ADA-compliant options, and many sinks come with built-in overflows. These overflows are internal and already activated, making it easy for fabricators to finish a project. Moreover, maintenance is simple with no lip or ledge to catch debris. And with more than 19 sinks to choose from, you are sure to find the right fit for any project. Find additional information at www.wilsonart.com. C
A SURFACE ISSUE:
When Natural Stone Does Not Make the Cut
Her main objective for this kitchen update was to replace the existing granite countertops with more durable material and a calm pattern. Shyla desired a solid surface that required little to no maintenance and was easy to sanitize — something that was not susceptible to the chipping, scratching and staining of elements commonly seen in granite. The experience led Shyla to consider quartz as a viable surfacing material, as she had become familiar with the product and its durability through her work with past clients. With an idea in mind, Shyla then set out to find the By: Ed Rogers, US Surfaces, Executive Vice President When Shyla Cino, an interior designer from Greenville, South Carolina, was slated with selecting the countertops for the kitchen of her newly constructed home, she thought that she knew what she wanted. After working with her clients throughout the years, she fell in love with the look of granite and was excited to use the material in her own home. However, only a few short years later, Shyla found that natural stone was not a good fit for the busy lives of her family and did not speak to their personal style – inspiring her to redesign the recently built kitchen in a way that would better serve her household. A Fresh Start The designer wanted to focus on making the space feel
perfect countertop to complement the already installed backsplash. She visited her local fabricator, American Custom Countertops, whom she had worked with previously, to explore her options. Upon being shown handcrafted samples from the artisan quartz manufacturer Vadara, Shyla knew she had found what her kitchen needed: a surfacing product with a natural stone look that was undeniably beautiful and easy to maintain and clean. The only problem she ran into was that Vadara offered so many stylish color options that it made it difficult to decide which one to choose. She eventually settled on Soreno Gold, characterized by the gold veining that weaves throughout the slab. It served as the perfect accompaniment to the brass fixtures used throughout the kitchen. The staff at American Custom Countertops were patient and professional during the
clean and bright. Shyla began the project by updating the
process; they did an excellent job installing the countertops
backsplash and replacing the old sink with a single white
and sink in the Cinos’ home.
fireclay basin adorned with a brass faucet. She also added new brass lighting fixtures to bring the look together.
Sales team member Giovanni Rodriguez stated, “We recommend Vadara quartz because it is a high-quality and International Surface Fabricators Association • Vol. 14 / Issue 4 • 31
extremely durable surfacing material. The product
now had the fresh, bright look that Shyla longed
is easy to work with and is offered in so many
for, and the design suited the needs of her family.
colors – seamlessly emulating the look of natural
The eye-catching quartz countertops are the focal
stone.” When the countertops were complete, the designer put the finishing touches on the space. Shyla turned her focus to her old pantry door. Though the wooden door was warped and worn, Shyla was captivated by its charm. She refinished the piece, adding a Victorian-style knob to complete the kitchen remodel. The Big Reveal
point of the room. They add a sense of upscale allure to the redesigned kitchen. The pairing of the updated backsplash, sink, faucet and pantry door help tie together the design of the kitchen. The beauty and functionality of the space and the countertops will be enjoyed for many years to come, meaning the Cino family will no longer have to sacrifice practicality to achieve the desired look. And when the family decides to move, the
In the end, the designer couldn’t be happier
Vadara quartz countertops will remain just as
with the result of her kitchen makeover. The space
beautiful as they were upon their installation.
32 • Vol. 14 / Issue 4 • International Surface Fabricators Association
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Why Your Employee Engagement Programs Aren’t Working By Laura Juarez As a business owner and leader, I chased the
There’s also the insidious reality that people feel
nirvanic state of high employee engagement for
insulted or misunderstood when we fail to address
years. Well-intentioned, I researched, rolled out
basic needs but we’re more than happy to bring in
programs, created engagement teams, surveyed my
pizza once a month or give away the “Employee of
people, hosted cookouts, paid for baseball tickets —
the Month” parking space.
you get the picture. You’ve probably tried these incentives, too. You
So before you do anything, do an honest assessment of your foundation based on research
can’t open LinkedIn without seeing at least one
and direct feedback from your people. Here’s a
expert post about boosting engagement. There is a
starting point:
reason for concern in a world where finding and keeping great people is more challenging than ever. According to data from the Gallup Institute, less than a third of U.S. workers report being moderately to well engaged, and 56% are actively looking for another job. Almost every leader I talk to wants to create a great place to work. And yet, something is broken and giving everyone a $50 Amazon gift card for a great month isn’t going to fix it. But before we dive in, let’s revisit what Maslow taught us about the path of impact. Maslow’s work is intuitive. If our foundational needs are unmet (safety, financial stability, etc.), no amount of motivational incentives, training or
• Based on the true cost of living in your region, are you paying a total compensation package that creates financial stability? • Do you offer a financially reasonable solution for people to access physical and mental health services? • Is your work environment psychologically safe? Do people feel like they can be authentic, learn from mistakes, use their voice and trust the people around them without fear of retribution? • Do your expectations of working hours and personal boundaries allow people to live a well-balanced life? • Is the physical environment itself healthy?
one-on-one conversation is going to fix it. At work,
(noise, odor, lighting, safety, etc.)
foundational needs are psychological safety, financial
Let’s assume you’re in good shape on the
stability (compensation and benefits), a dependable
foundational basic needs. Maslow next teaches us
work schedule, and a healthy, safe working
that people deeply desire to feel like they belong and
environment.
are loved.
The number one reason our engagement efforts
Thriving cultures understand that meaningful
fail is because our foundation is cracked. If you aren’t
relationships matter. Leaders who create thriving
paying a living wage, it doesn’t matter how effectively
cultures understand that performance discussions,
you communicate. It’s like playing beautiful music for
feedback processes, meeting calendars, and training
someone wearing earplugs. We cannot be our best
plans are the primary vehicles for trust and
when our physical, mental and emotional stability is
connection. Trust and connection aren’t the
threatened.
byproduct of effective communication; they are the International Surface Fabricators Association • Vol. 14 / Issue 4 • 33
reason for effective communication. And without
we make the lives of our stakeholders better? What
it, relationships fail.
would be missing if we went away tomorrow? This is
It would take more space than we have here to
our higher purpose and everything else — vision,
talk about how to design systems and processes
strategy, operations, processes, goals — wrap around
that embed trust and connection into our culture,
our higher purpose.
but don’t skip it or give it lip service. A few tips that work well in most environments: • Coach your people leaders to be authentic, vulnerable and present. Practice this with each other until it becomes the water you swim in. • Liberate information and data to create access and transparency. People are inspired when they understand how they uniquely contribute to the big picture and they’re given access to the resources they need to be great. The days of “need to know” and “stay in your lane” are over. • Schedule a weekly one-on-one for every team member to talk about their personal purpose, how it’s going, what support they need, and what’s on the horizon. Fifteen to 20 minutes is all it takes. • Don’t implement it if you can’t follow through with it. When we tell people we’re going to do something for their benefit and then we stop doing it, even if for good reason, we’re telling them they don’t matter. Regression is one of business’s highest soft costs. Have integrity with your commitments. • Leaders often talk at people too much because they’re in a hurry or think they need to have all the answers. Coach your people leaders to ask thoughtful questions, speak humbly and from a place of curiosity, and listen well. Maslow next talks about self-actualization.
Adjacently, each of us as humans has a higher purpose. While most of us haven’t invested the time in articulating it, it is what inspires us and gives us meaning and alignment with what matters in life. Thus, the most important work we do as a leader is to focus time and attention on our own higher purpose, consciously choosing how that informs the decisions we make, words we speak and actions we take. For others, we become the container for them to do the same. We create the invitation and framework for people to use their own higher purpose as the lens through which they choose how they want to show up in the moment. This is the leadership conversation that matters most. It isn’t about our goals, our hobbies or our opinion on how to make a better widget; it is using those conversations as the vehicle through which we all develop higher purpose and selfoptimization fluency. And what we discover is that when we create space for the people we lead to focus on higher purpose and self-optimization, they make a better widget. In fact, not only does their productivity increase but so does their willingness to take risks, innovate, change and stick to it when the going gets rough. This work doesn’t get done in a two-hour performance conversation twice a year and thriving cultures aren’t crafted in a weekend retreat. This is the long game. One that requires us to reframe how
Self-actualization is about purpose and meaning. It
we think about productivity and engagement and
is about living a life where we are empowered to
design for achievement and progress. But it’s worth
animate the intersection of our passion and genius.
it because at the end of the day, no one stays
If you as a leader can create that opportunity at
inspired long term about the widget and the
work, you will have a highly dedicated and
bottom line. Sustainable inspiration and dedication
committed team who jumps out of bed every day
happens when people feel like their work matters,
inspired to do exceptional work.
that they’re celebrated for who they are, and that
When I work with clients, we begin with WHY. Why does our business matter in the world? How do 34 • Vol. 14 / Issue 4 • International Surface Fabricators Association
they believe fiercely in the purpose and vision of the business.
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Laura Juarez was the CEO of the L.E. Smith Company for over 20 years before beginning her next chapter as co-founder of 10X Leadership Lab, a coaching and consulting company. They help leaders achieve 10X impact by aligning with their north star of higher purpose, cultivating a thriving culture and actualizing meaningful strategy. Learn more at www.10xleadershiplab.com. You can reach Laura at Laura@10xleadershiplab.com.
PERSPECTIVES
The Perception of Perfection Recently we started the ISFA Behind the Surface Podcast. On paper, it sounded like a reasonable I recently joined a peer group of nonprofit undertaking to pull off in six weeks. In reality, there association leaders. Being new to the group, I wasn’t are audio edits to make, intros, outros, subjects, guests, exactly jumping at the chance to raise my hand to platforms, creative assets, messaging, and other share a challenge that I was having, but, of course, as technicalities to sort out. And when you think you’ve that guy Murphy would have it, I was chosen. So, I sorted it all, there’s another hiccup you didn’t see gave them what they asked for and I voiced some coming: uploading the finished product to the many concerns I had about the ISFA Annual Conference, podcast platforms — and, just a heads-up, some which was just a few weeks away. After I was require a two-week lead to review your content. (The through, another leader shared a story about a friend more you know!) Once again, we powered through it. who had recently gotten married. While dancing In the first episode of the podcast, Eric Tryon with her at the reception, he told her what a fantastic discusses reducing material costs by creating a event it was. The bride broke down in tears and compensation plan. Eric shared that while started carrying on about everything that didn’t go compensation is meaningful, rewarding through exactly as planned. He told her that from a guest’s recognition is equally as important. He reminds us perspective, it was perfect, and that perhaps all the that we are wired to succeed and please others. focus on the wedding details was misplaced. After Finding ways to harness that value for good can be all, the focus should be on the happy couple and empowering but, at the same time, it’s destructive their bright future together, not the color of the when negatively reinforced. dinner napkins or the missing centerpieces. Throughout the process of pulling together the Haven’t we all been there? We get so focused on podcast, I was reminded on a few occasions that it just perfection that we lose sight of the bigger picture. The 2021 ISFA Annual Conference went — by no wasn’t possible to achieve perfection in such a short time. “Why the rush, Nancy?” they asked. Well, that’s means — exactly as planned. There are always snafus simple. I knew that the message was powerful and that that cause best laid plans to go awry, like finding out it’s a priority for us as an association to keep helping three days before the event that the venue’s kitchen our members grow their businesses. I also knew that was closed. Or the notes that were misplaced, which we have a very forgiving community that will step up resulted in some not-so-perfect ad-libbing. Or the and support the bigger picture with grace as we literal loose ends that caused blisters as we feverishly tied the knots on the welcome kits and the name tags. develop something new. And sometimes you need to But despite it all, it was a lovely event, and most do the thing to plan the thing. I’m not saying that importantly, the goal of providing a beautiful setting being pushed into the pool is the best way to learn to swim. However, some positive encouragement to get for connections, learning and lasting memories in the water can help get you closer to the goal. was accomplished. I have a sign on my desk that says, “It always None of it would have been possible if it seems impossible until it’s done.” I’m not sure who weren’t for my capable ISFA team behind me wrote it, but it couldn’t be more accurate. So, we and specifically Amy Kryriazis, who planned focus on the wins and strive to improve for the next for months behind the scenes. Band-Aids aside, time around because that is what’s possible. she powered through it all, like a duck on water. By Nancy Busch, ISFA Executive Director
Haven’t we all been there? We get so focused on perfection that we lose sight of the bigger picture.
International Surface Fabricators Association • Vol. 14 / Issue 4 • 35
ISFA NEWS Thank You and Welcome ISFA Members (In Alphabetical Order)
Visit Our New Website A dedicated space for Countertops & Architectural Surfaces, SurfacesMagazine.com offers an in-depth look at our industry. With featured articles, latebreaking news, educational updates, galleries and more, the opportunities are endless.
Advertise with Us
NEW FABRICATOR MEMBERS
European Granite and Remodeling LLC Phoenix, Ariz.
Routt Construction Company, LLC Van Buren, Ark.
American Stone & Marble Garfield, N.J.
Counter Intelligence Wasilla, Alaska
Sierra Solid Surfaces Elkhart, Ind.
CDC Home Inspections Casa Grande, Ariz.
Galaxy Granite & Marble, Inc. Hopkinton, Mass.
STONE CREATIONS of Wisconsin, Inc. Shawano, Wis.
MD Construction and Design Lee’s Summit, Mo.
Stone Solutions, LLC Rosedale, Md.
Countertop World LLC Bryant, Ark. Cut In Stone Menasha, Wis. Dippold Marble & Granite, Inc. Middletown, Del.
Promote your brand, expand your reach and engage our audience.
Get Coverage Got a new product or project in the works? Share your story and get featured. Send press releases and editorial inquiries to Editor@ISFAnow.org. For advertising opportunities, contact Samantha@ISFAnow.org.
ISFA’s New Podcast:
Behind the Surface ISFA is proud to launch a NEW podcast: Behind the Surface! With each episode, Behind the Surface inspires fabricators to take their business to the next level by addressing challenges, sharing strategies and gathering insights from leading industry experts. As part of the new podcast’s programming, we’re introducing a monthly series:
Installing Profitability featuring Eric Tryon sponsored by BACA Systems The first topic we’re tackling is Reducing Material Costs. Each Installing Profitability podcast will have a coinciding workshop. Listen to the podcast and then attend the related workshop to gain further insights and discuss implementation strategies. The workshops are FREE to ISFA members and friends of BACA Systems. For more information, visit www.ISFAnow.org.
36 • Vol. 14 / Issue 4 • International Surface Fabricators Association
Montana Marble & Granite Choteau, Mont. Ramirez Properties Cassville, Mo.
Surface Creations of Maine Portland, Maine Tops Solid Surface Lacey, Wash.
RENEWING FABRICATOR MEMBERS
Front Range Stone Englewood, Colo.
ROCKin’teriors, LLC Raleigh, N.C.
323 Design Team Chenoa, Ill.
Gecko Solid Surface Solutions San Antonio, Texas
Rynone Manufacturing Corp. Sayre, Pa.
American Countertops Albuquerque, N.M.
Granite Gallery LLC Tumwater, Wash.
ASST McSherrytown, Pa.
Gunckel Architectural Stoneworks, LLC Seguin, Texas
Bedrock Quartz West Jordan, Utah Beverin Solid Surface Lehigh Acres, Fla. BloomDay Granite & Marble Winston-Salem, N.C. Carolina Custom Surfaces Greensboro, N.C.
Humboldt Countertops Fields Landing, Calif. J.C.W. Countertops Woburn, Mass. Kauffman Kitchens New Holland, Pa. L.E. Smith Company Bryan, Ohio
Countersync Augusta, Ga.
Lakewood Countertops Tacoma, Wash.
Countertops by Nate Bedford Heights, Ohio
Majestic Kitchen & Bath Creations Youngsville, N.C.
Custom Components Corporation Ionia, Mich.
Marker Systems Inc. North Tonawanda, N.Y.
Cutstone Company Alabaster, Ala.
Nelson Tile and Stone Bend, Ore.
Dakota Fixture & Cabinet Co. Madison, S.D.
Onslow Stoneworks Swansboro, N.C.
Expression Stone Construction Gig Harbor, Wash. Fischer Tile & Marble Sacramento, Calif.
Paxton Countertops Grand Ledge, Mich. PF Custom Countertops Ltd Edmonton, Alberta Rock Tops Springville, Utah
Sierra Solid Surfaces Elkhart, Ind. Solid Surfaces NY Rochester, N.Y. Spectrum Surfaces, Inc. Green Bay, Wis. Sterling-Miller Designs Inc. Brockton, Mass. Stone Works International, Inc. Eugene, Ore. Top Designs Inc. Wadsworth, Ohio Tower Industries Massillon, Ohio Tropic Industries Hainesport, N.J. Troy Granite, Inc. Newark, Del. VT Industries Holstein, Iowa Whispering Pines Woodcraft LLC Penn Yan, N.Y. Wilbedone, Inc. Cortland, N.Y.
ISFA NEWS
ISFA Wraps Another Successful Annual Conference The ISFA Annual Conference returned as an in-person event, including powerful presentations, valuable workshops and fun networking opportunities. By Sarah Peiper
ISFA held its 2021 Annual Conference October 18-20 at a luxury ranch just outside Phoenix, a perfect setting for professional and leisure programming. Attendance exceeded expectations despite lingering travel concerns due to COVID-19. “With such a great turnout, it’s clear that ISFA members are keen to get back to normal and celebrate what makes this association so powerful,” said Steve Mast, president of ISFA. “We shared a lot of industry insights, best business practices and enjoyed the chance to connect in what was truly a beautiful setting.” The event included educational sessions, new product presentations, networking activities, award presentations and more. The conference kicked off with the 2021 ISFA board of directors meeting, which included the 2022 Directors Election, and the results were announced at the event. Presentations and workshops focused on positioning your business for success in the best way possible. Eric Tryon, retired founder and CEO of Premier
Surfaces, kicked off the educational sessions by discussing how to create value in a business. His presentation emphasized the need to be forwardthinking about how you position your business no matter where you are in your career. The supplemental workbook included valuation exercises and tips for stability and consistency in financials, creating a diverse customer base, fostering a strong company culture and striving toward a unique value proposition. Next up was Ted Sherritt, CEO at FLOFORM and treasurer, ISFA board of directors. He continued the conversation around creating value in a business by outlining what buyers look for when purchasing. Ted, who has an extraordinary track record with successful acquisitions, shared his insights around value drivers, risks and opportunities to consider when it’s time to sell. Aaron Crowley, the current owner of No Lift Install System and previous owner of one of the most well-respected
International Surface Fabricators Association • Vol. 14 / Issue 4 • 37
ISFA NEWS
Another Successful Conference
Joe Duszka, Laura Grandlienard and Garry Grandlienard are all smiles at the cowboy cookout.
and successful stone fabrication outfits
Adhesives, Corian Design, PinPoint
in the Pacific Northwest, rounded
Status, LX Hausys, Caragreen, Stone
out the discussion with a powerful
Services Group, Gemstone and No Lift
presentation on the psychology behind
Install System.
selling a business. He says that while
presentations, attendees took advantage
valuation, negotiation and execution
of the stunning desert ranch backdrop
can be straightforward, the mental
where they enjoyed great food,
and psychological pressures can be
entertainment and a serene setting that
overwhelming. Attendees learned about
enabled everyone to kick back, relax and
the critical dimensions of a business
enjoy each other’s company. Sharing
sale that can test the mental health of
experiences and learning from one
an owner, and how to cope with those
another in conversation continues to be
challenges.
a cornerstone of ISFA.
In addition to workshops, attendees Attendees gather around a campfire at the ISFA Annual Conference.
In between workshops and
the mechanics of a successful sale like
And, of course, none of this would
learned about some of the latest and
have been possible without the
greatest products in the industry.
generosity of our sponsors.
Presenters in the New Product Roundup
A special thanks to GranQuartz,
included GranQuartz, Infinity Surfaces,
Integra Adhesives, Park Industries,
Park Industries, Crossville, Integra
Infinity Surfaces and Crossville.
C
Ted Sherritt presents at the 2021 ISFA Annual Conference.
Rich Katzmann and Mark Ciepluch enjoy cocktails at the welcome reception.
Friends and colleagues gather for the welcome reception at the 2021 ISFA Annual Conference.
38 • Vol. 14 / Issue 4 • International Surface Fabricators Association
ISFA NEWS
The 2021 ISFA Awards The ISFA Awards is a process rich in tradition, including the fact that the previous Fabricator of the Year Award winner designs, fabricates and delivers the awards for this year’s recipients. Last year’s winner, Geoffrey Gran of The Countertop Factory Midwest says he and his team chose the pyramid shape because it symbolizes one of the world’s greatest
engineering endeavors, and when you reach the top of a pyramid, you are at the pinnacle of greatness. The awards were fabricated using Corian’s Elderberry and Glacier Ice. The nominations process for the ISFA awards starts in July. It’s an open nomination process, and ISFA members submit nominees. Once the ballots are
2021 Innovator Award: Onslow Stoneworks The Innovator Award is presented to a fabricator member organization or individual that has displayed ingenuity by creating a product, system or service that enhances the fabricator’s workflow or process. The nominees were ASST and Onslow Stoneworks. Onslow Stoneworks was established in 1993 with locations in Swansboro, New Bern and Morehead City, all in North Carolina. Granite and stoneworking have been in the family for well over 120 years. Under owner Mike Schott’s leadership, Onslow Stoneworks
determined, voting begins, exclusive to ISFA members, with the exceptions of Volunteer of the Year, Best New Product and Best Presentation. Volunteer of the Year is nominated by the executive director and voted on by the board of directors. Best New Product and Best Presentation are awarded based on Annual Conference participants and attendees.
“We are humbled to have been selected for this year’s Innovator Award, considering the amazing talent within the ISFA ranks,” added Mike. “We have a heads-down, mission-oriented mindset at Onslow Stoneworks, and we try not to get wrapped up in what the status quo may be. We always look internally to push ourselves harder and harder and to analyze processes and procedures. Every once in a while, you reflect on some big efforts and realize that wasn’t so easy, so being recognized like this, from the peers we are privileged to be surrounded by, is an honor.” To learn more about Onslow Stoneworks, visit www.onslowstoneworks.com.
has implemented an Entrepreneur Operating System (EOS),
2021 Envision Award: BB Industries
which transformed and optimized Onslow’s operating structure,
The Envision Award is presented to a supplier or manufacturer member who excels by creating something imaginative and exceptional for the Rick Stimac accepts the 2021 Envision Award surfacing from Paul “Max” Le Pera. industry. The nominees were BB Industries, Cosentino North America and PinPoint Status. Since 1994, BB Industries has strived to offer the best customer service and the best value. They provide quality stone, tile, and concrete tooling and supplies. They support the latest technology, fabrication techniques and equipment improvements. BB Industries is the publisher of the Slippery Rock Gazette, the most widely read stone trade newspaper in the United States. They
and transitioned to a paperless workflow over 10 years ago by developing their own digital operating system. “Onslow Stoneworks took a giant, uncomfortable leap by letting an outside consultant come in and install an operating system, putting a structure and processes in place that resulted in massive increases in efficiencies, accountability and ownership that have transformed his business,” shared a fellow ISFA member. “The bravery and the humility that Onslow exhibited by embracing this system are unmatched in the industry.” Today, Onslow Stoneworks employs the latest in stone-cutting technologies but still has the same commitment to craftsmanship instilled in the Schott brothers years ago. Onslow Stoneworks continues to set the standard by which others strive to achieve. “We are constantly amazed by the ingenuity of our fabricator members,” said Nancy Busch, executive director, ISFA. “Mike and his team at Onslow Stoneworks have shown a remarkable aptitude for innovation within their business practices. They set a great example of how to be successful in a fabrication business.”
International Surface Fabricators Association • Vol. 14 / Issue 4 • 39
ISFA NEWS mix their brand of humor and advice to share stone industry news, trade show information and helpful educational articles. As a continuing service to the stone industry, the publication offers classified ad listings for used tile and stone tools and equipment, help wanted announcements and business opportunity listings. “BB Industries has stepped up their leadership regardless of COVID, which has hampered us globally,” shared a fellow ISFA fabricator. “They have stepped up by creating and displaying ingenuity that enhances the fabrication industry.” “BB Industries represents what it means to be an exceptional supplier and supporter of fabricators,” said Nancy. “They are always looking for ways to go the extra mile for their customers and further the industry.” Most recently, BB Industries opened a full-service distribution
Travis McDermott and Nancy Busch present the Associate of the Year Award to Megan Hegland and Mike Schlough of Park Industries.
offering fabricators 24/7 technical support and tech dispatch. “As an ISFA member and Platinum Sponsor, Park Industries is a valued participant in events targeted toward fabricator training and
operation in Salt Lake City to better serve the west coast with a
networking,” said Nancy. “Park Industries strives to support
sustainable approach in mind. They’ve expanded their sales team as
fabricators with not only innovative tooling solutions but also
well as hired a business analyst to support strategic growth.
educational programs. In July, the company demonstrated this by
“We were so honored to receive the ISFA Envision Award because it declares that we’ve created something imaginative and exceptional for the surfacing industry,” said Rick Stimac, president and CEO of BB Industries. “BBI strives to be innovative in all that we do from technology and operations to customer service and treating our customers, vendors and employees like family. In the past few years, we have heavily expanded both our external and internal sales teams, added our large fulfillment center in Salt Lake City to better serve the west coast, and hired people who are helping our organization to grow strategically. We are also heavily involved in all stone industry associations, and as always, strive to be the best partner for all with which we do business. This award recognizes all the steps we have taken in the last few years to grow our business significantly, upgrade our technologies and expand our reach across the country to be better for our customers.” For more information about BB Industries, visit www.bbindustriesllc.com. 2021 Associate of the Year: Park Industries The Associate of the Year Award is presented to an associate
bringing together industry-leading experts to share data-driven market forecasts for our industry.” “ISFA has been instrumental in helping evolve the countertop industry, and we are delighted to support and participate in ISFA’s educational events and programs,” added Meagan Hegland, sales manager, Park Industries. ISFA members look forward to hearing more from Park Industries in 2022. The association plans to coordinate a tour of Park’s facilities with additional conversation around tooling and fabrication processes. To learn more about Park Industries, visit www.parkindustries.com. 2021 Fabricator of the Year:
J.C.W. Countertops The Fabricator of the Year Award is presented to an individual or a fabricator member
member organization that has best serviced the needs of fabricator
organization that has best
member companies and supported ISFA in all activities. The
exemplified the ISFA
nominees were Park Industries and CaraGreen.
ideals of quality,
Park Industries began providing full-service solutions to the
innovation, character
Erica Hussey accepts the 2021 Fabricator of the Year Award from 2020 winner, Geoffrey Gran.
stone industry in 1953. Today, they have grown to become North
and service to ISFA and the decorative surfacing industry. The
America’s largest stoneworking equipment manufacturer. Park
nominees were J.C.W. Countertops, Alpha Granite and Lakewood
Industries’ steadfast commitment to customers is second to none,
Countertops.
40 • Vol. 14 / Issue 4 • International Surface Fabricators Association
ISFA NEWS J.C.W. Countertops, an award-winning company founded by
emcee, and he continues to refer new members to the association.
International Surface Fabricator Association Hall of Famer Jack
From creative content ideas to helping us develop our newest
Hussey, celebrates 50 years in business. Originally called Jack’s
endeavor, the Behind the Surface podcast, Rich is dedicated to ISFA.”
Custom Woodworking, the Woburn, Massachusetts-based business
One new member captured his dedication to ISFA best by
changed its focus mainly to solid surface as one of the very first
saying, “You don’t have to sell me on membership. If [Rich]
fabricators of the groundbreaking material. The company then
believes in ISFA, I just need to know where to sign up.”
changed its name to J.C.W. Countertops. Now the second-
“I was completely surprised to win this award,” said Rich. “I am
generation business is under the ownership of Jack’s daughter, Erica
beyond grateful. My experiences with ISFA have always been
Hussey, who is also an inductee of the ISFA Hall of Fame (2019).
positive, and I wouldn’t be volunteering as much if I didn’t believe
“Erica does a great job promoting the solid surface, quartz and stone industry,” shared a fellow ISFA member. “Her company does spectacular work, making dreams come true with their excellence in service, expertise, and understanding of both fabrication skills
in the group’s mission and the value we create for the membership. Thank you, ISFA!” ISFA Hall of Fame: Chuck Sawyer
and budgets.”
The ISFA Hall of Fame
“ISFA is thrilled to present the Fabricator of the Year Award to
Award is presented to an
Erica and her team at J.C.W. Countertops,” said Nancy. “Their
individual who has made
dedication to the manufactured surface industry is an inspiration
significant contributions to the
to fabricators everywhere.”
decorative surfacing industry
Erica Hussey and J.C.W. Countertops are recognized and
throughout their career. This
certified as a Women’s Business Enterprise from the Women’s
individual has demonstrated
Business Enterprise National Council (WBENC).
leadership qualities and a
“My father was one of the first to work with solid surface, and while I was growing up, I watched how the products changed,” said Erica. “The colors, patterns and capabilities of the material are amazing. And when I think about my experiences in this industry, ISFA has played a large role. Being able to share ideas with fellow fabricators helped us to grow our business, and we formed many friendships along the way. Receiving this award is an honor and being recognized by my peers is truly humbling.” Learn more about J.C.W. Countertops at www.jcwcountertops.com. ISFA Volunteer of the Year: Rich Katzmann New to ISFA in 2021, the Volunteer of the Year award
commitment to the ideals of ISFA. The nominees were J. “Bart” Leach and Chuck Sawyer. Chuck Sawyer has constantly provided advice, recommendations, solutions and innovation to the surfacing industry. Having served in countless roles, Chuck’s engineering and carpentry background proved to be a strong foundation from which the decorative surfacing industry has benefited. In 1974, he founded Environments Plus, Inc., a Crescendo Award-winning firm specializing in the design and construction of commercial spaces. His firm developed into an integrated organization, complete with manufacturing, construction, design and solid surface divisions. Because of his expertise and successful development of training programs in fabrication, sales and
recognizes outstanding service to ISFA. Nominations are made to
marketing, DuPont approached him to open an additional facility
ISFA’s board of directors by the executive director. The nominees
in Pittsburgh.
were Rich Katzmann, owner of Stone Services Group, and Frank Sciarrino, president of Granite Gold Services, Inc. “There are so many great individuals that give to our association, but it’s important to recognize those who have gone above and
Meanwhile, Chuck was also working as an instructor for the University of Cincinnati on home repair and remodeling techniques. He was recognized by DuPont as an independent consultant and certified instructor, assisting in the development
beyond,” said Nancy. “This year’s recipient has been a constant
and implementation of many programs and initiatives for the
source of support in myriad ways. Rich serves on our events
Corian and Zodiaq surfacing brands.
committee, he has participated in numerous events as host and
In 1996, Chuck took a role with the Formica Corporation as a International Surface Fabricators Association • Vol. 14 / Issue 4 • 41
ISFA NEWS commercial sales manager and Fountainhead district representative. Chuck was later appointed to the Fountainhead Business Team, where he achieved the Circle of Excellence Silver Award in 1996. Among DuPont’s first certified trainers, Chuck pioneered early fabricator training in the U.S. and South America and was co-chair for the ISSFA Solid Surface Conferences. He was selected as Associate Member of the Year in 2001. From 1999 to 2012, Chuck worked for both Ohio Valley Supply (OVS) and Basix International. For OVS, he coordinated all phases of business with fabrication customers for Corian, Zodiaq, TorZo, granite and Soterra surfaces. He helped develop new sales and marketing programs along with the business model for the Corian 123 Program. In 2009, Chuck was one of the first to be accredited as a LEED Green Associate by the U.S. Green Building Council. In 2012, Chuck was named executive director of ISFA. His initiatives were comprehensive fabrication and installation standards for solid surface and quartz, and regional and local opportunities for ISFA members to work, connect and learn together. He was instrumental in the redirection of ISFA and a resurgence of new energy to serve the membership better. In addition to implementing various programs such as the C.E.O. Roundtable, Knowledge Is Power and Total Fabrication Training (T.F.T.), his boundless energy helped pioneer ISFA’s Continuing Education program for architects and designers. “[Chuck’s] knowledge, experience and industry contacts [helped] us to revamp ISFA’s programming,” said one ISFA member. “Chuck has been a constant source of positive influence, support and guidance, and willfully provides a wealth of knowledge and experience.” “Chuck’s work with ISFA helped set a solid foundation upon which we are still building today,” said Nancy. “ISFA will always be grateful for Chuck’s hard work and dedication. From one executive director to another, I want to personally express my gratitude to Chuck for all he’s done for ISFA and the industry.” “Thanks so much for selecting me for this honor,” said Chuck. “From my first solid surface fabricating experience in 1975 until today, the decorative surface industry has been a huge part of my life, and I’ve loved just about every minute of it. I’ve also had the good fortune to be associated with ISFA since its inception, and I hope to contribute in the coming years. I see a lot of good things happening and good things for the future.” C 42 • Vol. 14 / Issue 4 • International Surface Fabricators Association
Annual Conference Product Roundup Awards Two awards are given on the heels of the New Product Roundup presentations at ISFA’s Annual Conference. Attending suppliers and manufacturers who present new products at the conference are eligible, and votes are cast by attending ISFA members. The two awards are Best New Product and Best Presentation.
Best New Product: Infinity Surfaces Infinity Surfaces presented several materials made using patented Natura-Vein Tech, a revolutionary innovation developed by Infinity technical experts to obtain veined slabs, recreating the random veining patterns found on natural marble. During the production process, this technology makes it possible to obtain controlled sedimentation of the minerals, passing through the full thickness of the slab for perfect consistency between the surface and the body. Natura-Vein Tech is the latest step forward in porcelain stoneware production technology, and it can be applied to both 20 and 12 mm thicknesses. Some of the materials presented included slabs in Panda White, Royal Peacock, Orobico Luxe, Magellano, Calacatta Hermitage and Atlantis Grey, which are inspired by rare, exotic natural stone. While striking aesthetically, they have all the advantages of porcelain materials: nonporous, impervious to chemicals and heat, as well as UV stability, making them a fantastic solution for interior and exterior spaces. For more information about Infinity Surfaces, visit www.infinitysurfaces.com.
Best Presentation: CaraGreen The most engaging presentation of all came from the CaraGreen team, whose message centered around understanding and best serving customers — all kinds of customers. They acted out different demographics all shopping for a countertop. And perhaps you had to be there, but let’s just say an ’80s tracksuit and a wig were involved. In the end, the point was taken: While you serve today’s customer or even yesterday’s, make sure you look to the future to understand and provide what tomorrow’s customer will be looking for. Fabricators need to continue to evolve their offerings and stay relevant with modern surfaces. CaraGreen continues to stay at the forefront of modern surfaces, and they offer a host of products that will meet the needs of all kinds of customers. For more information about CaraGreen, visit www.caragreen.com.
ISFA NEWS ISFA BOARD OF DIRECTORS Steve Mast, President Precision Countertops (503) 660-3023 Steve.m@precisioncountertops.com www.precisioncountertops.com Augie Chavez, Immediate Past President GECKO SSS Augie@geckosss.com Joe Duszka, Vice President Carolina Custom Surfaces (336) 215-5518 Joe@carolinacustomsurfaces.com www.carolinacustomsurfaces.com Ted Sherritt, Treasurer FLOFORM Countertops (204) 474-2334 Tsherritt@floform.com www.floform.com
Paul “Max” Le Pera, Director Global Surfacing Alliance (908) 358-5252 pmlp33@gmail.com
Rodrigo Velazquez, Director INDEKO 52 331-028-7863 Rodrigo@weareindeko.com Eric Tryon, Director Founding Member of Rockheads Group (678) 614-7111 Tryonea@gmail.com www.rockheadsusa.com
Jim Callaghan, Associate Member Representative and Executive Committee Member GranQuartz (248) 660-3291 Jcallaghan@granquartz.com www.granquartz.com
Austin Maxwell, Secretary Maxwell Countertops (309) 928-2848 Austin@maxwellcounters.com www.maxwellcounters.com Kelley Montana, Director Humboldt Countertops & Surfacing (707) 442-5918 Kmontana@humtop.com www.humtop.com
Joe Connolly, Associate Member Representative SASSO7 (224) 200-8004 Jconnollysassousa@gmail.com www.sassousa.com
ISFA CONTACTS ISFA P.O. Box 627 Ingomar, PA 15127 (888) 599-ISFA www.ISFAnow.org Executive Director Nancy Busch (253) 691-0169 nancy@ISFAnow.org Content Manager | Editor Sarah Peiper (888) 599-ISFA Sarah@ISFAnow.org
PLATINUM
Laura Grandlienard, Director ROCKin’teriors (919) 577-0207 Laura@rockinteriors.com
Kimberly Homs, Director Great in Counters (401) 233-0666 Kimberly@greatincounters.com www.greatincounters.com
Mike Langenderfer, Co-Treasurer The Countertop Shop (419) 868-9101 Mike@countertopshop.net www.countertopshop.net
T H A N K S TO O U R 2 0 2 1 S P O N S O R S
Operations Manager Carol Wilhite (412) 487-3207 Carol@ISFAnow.org
Administrative Assistant Kanani Camacho (888) 599-ISFA Kanani@ISFAnow.org
Member Experience Coordinator Samantha Winslow (888) 599-ISFA Samantha@ISFAnow.org
Solid Surface Fabrication Trainer Chris Pappenfort (417) 598-2390 Chris@ISFAnow.org
Web/Database Administrator Amy Kyriazis (412) 487-3207 Amy@ISFAnow.org
Quartz/Stone Fabrication Trainer Fred Hueston (321) 514-6845 Fred@ISFAnow.org
GOLD
SILVER
BRONZE INTEGRA ADHESIVES HANSTONE QUARTZ & HANEX SOLID SURFACE ISFA Booster Club The ISFA Booster Club is a program comprised of ISFA members committed to growing ISFA membership, benefits and programs. Each club member makes a financial contribution and participates in a quarterly conference call led by Executive Director Nancy Busch and President Steve Mast. During the calls new ideas for projects and programs to benefit ISFA members and the industry are discussed, as well as timelines for implementation. Those interested in joining can contact Nancy@ ISFAnow.org for more information.
International Surface Fabricators Association • Vol. 14 / Issue 4 • 43
ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2021 Sponsors AAA Adhesive 2020 Wild Acres Rd. Bldg. D Largo, FL 33771 877-422-4583 www.aaaglue.com ACS International 4775 South 3rd Ave. Tucson, AZ 85714 520-889-1933 www.acstone.com Aetna Plywood Inc. 1401 St. Charles Rd. Maywood, IL 60153 708-343-1515 www.aetnaplywood.com Akrilika Svobody Str., 29 Moscow 125362 Russian Federation 79119451961 www.akrilika.com Al-Badaha Company for Modern Industries P.O. Box 126444 Jeddah 23643 Saudi Arabia 966920002964 www.albadaha.com Alf Noon for Modern Kitchen Co. P.O. Box 54210 Al Raboua, Sari St. Beside the Municipal Airport Jeddah 21514 Saudi Arabia 966 12 275 2309 Andres O’Neil & Lowe 212 N. Defiance St. Archbold, OH 43502 419-636-5050 www.andresoneilandlowe.com Aristech Surfaces 7350 Empire Dr. Florence, KY 41042 859-283-1501 www.aristechsurfaces.com
Bill Barton 6131 Long Meadow Rd. McLean, Va. 22101 703-624-1191 BNP Media 210 Route 4 East, Ste. 203 Paramus, NJ 07652 201-291-9001 www.bnpmedia.com Breton S.p.A. Via Garibaldi, 27 Castello di Godego 31030 Italy 3904237691 www.breton.it Caesarstone US 1401 W. Morehead St. Charlotte, NC 28208 818-378-2667 www.caesarstoneus.com Cambria USA 31496 Cambria Le Sueur, MN 56058 507-665-5003 www.cambriausa.com CaraGreen, Inc. 1406 Transport Dr Raleigh, NC 27603 919-929-3009 www.caragreen.com CH Briggs Company 2047 Kutztown Rd. Reading, PA 19605 800-355-1000 www.chbriggs.com Chemcore Industries, Inc. 5311 Fleming Court Austin, TX 78744 866-243-6267 www.chemcORcom Chemical Concepts, Inc. 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com
BACA Systems 101 Premier Dr. Orion Township, MI 48359 248-791-3060 www.bacasystems.com
Chintan Corporation 901, Mauryansh Elanza Shaymal Cross Rds., Satelite Rd. Ahmedabad 380 015 India 9825023859 neonnex.in
BB Industries, LLC 4100 Appalachian Way Knoxville, TN 37918 800-575-4401 www.bbindustriesllc.com
Colonial Saw 122 Pembroke St. Kingston, MA 02364 781-585-4364 www.csaw.com
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Cosentino USA 355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786.812.0509 www.cosentino.com
Durasein USA 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-771-7712 www.durasein.com
Countertop Marketing Co. (formerly Hey Remodelers) 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.countertopmarketingco.com
Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000 www.durcon.com
Covia Corp 9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004 www.coviacorp.com Crossville Inc. 349 Sweeney Dr. Crossville, TN 38555 931-456-2110 www.crossvilleinc.com Dafanie Financial Group, LLC 850 Pacific St., Ste. 1162 Stamford, CT 06902 203-666-5560 www.bestburialins.com Dal-Tile Corporation 7834 CF Hawn Frwy. Dallas, TX 75217 214-309-3162 www.daltile.com Dixie Plywood & Lumber P.O. Box 2328 Savannah, GA 31402 912-447-7000 www.dixieply.com Dongguan Kongder Industrial Materials Co. Room 3006-3007, G1 Building, Hongtu Rd. Nacheng District, Dongguan Guangdong 523071 China 8613925574811 www.dgkongder.com Duda Consulting 3601 Southwest River Pkwy. Portland, OR 97239 503-949-7738 DuPont 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179 www.dupont.com
Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com Etemplate Systems, a div. of Tri-Tech 106 Wind Chime Ct. Raleigh, NC 27615 919-676-2244 www.etemplatesystem.com Evans Midwest 11441 E. Lakewood Blvd. Holland, MI 49424 616-546-8225 www.evansmidwest.com Evolv Surfaces 1208 Hensley St. Richmond, CA 94801 415-767-4600 www.evolvsurfaces.com Federal Brace 710 E Catawba St., Ste. A. Belmont, NC 28012 877-353-8899 www.federalbrace.com Flexijet North America 11223 Blair Rd. Charlotte, NC 28227 844-MY-FLEXI www.myflexijet.com GEM Industries 5030 N. Hiatus Rd. Sunrise, FL 33351 954-749-1228 www.gem-industries.com Gemstone 2040 Industrial Pkwy. Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com Gluewarehouse.com 455 W. Victoria St. Compton, CA 90220 www.gluewarehouse.com
ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2021 Sponsors Granite Gold Inc. 12780 Danielson Ct., Ste. A Poway, CA 92064 858-499-8934 www.granitegold.com
Jaeckle Distributors 4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.com
GranQuartz 3950 Steve Reynolds Blvd. Norcross, GA 30093 800-458-6222 ww.granquartz.com
Karran USA - Plexicor USA P.O. Box 667 1291 East Ramsey Rd. Vincennes, IN 47591 410-975-0128 www.karran.com
Groves, Inc. 818 Trakk Ln. Woodstock, IL 60098 815-337-9780 www.groves.com Hallmark Building Supplies 901 Northview Rd., Ste. 100 Waukesha, WI 53188 800-642-2246 www.hllmark.com Hyundai L&C USA 2839 Paces Ferry Rd. Ste. 1100 Atlanta, GA 30339 888-426-9421 www.hyundailncusa.com IceStone LLC 63 Flushing Ave., Unit 283, Bldg. 12 Brooklyn, NY 11205 718-624-4900 www.icestoneusa.com Ignite Consulting Group 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.hotsauceyourtops.com INEOS Composites 5200 Blazer Pkwy. Dublin, OH 43017 614-790-2078 www.ashland.com Infinity Surfaces Via Giardini Nord 225 Pavullo Nel Frignano Modena 41026 Italy 39 0536 329322 www.infinitysurfaces.it
Kohler Co. P.O. Box 899 Kohler, WI 50344 920-457-4441 www.kohler.com Krion Solid Surface SA CTRA Villareal-Puebla De Arenoso KM1 Villareal 12540 Spain 34964506464 www.krion.com Laminam 156 State St. Boston, MA 02109 289-924-0394 www.laminamusa.com Lapitec Via Bassanese 6 Vedelago 310503 Italy www.lapitec.com Laser Products Industries, Inc. 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402 www.laserproductsus.com LG Hausys America Inc. 900 Circle 75 Pkwy. Ste. 1500 Atlanta, GA 30339 678-535-4113 www.lxhausysusa.com LOTTE Chemical 6 Centerpointe, Ste. 100 La Palma, CA 90623 714-443-0964 www.lottechem.com
InnoChem/Akemi 160 Candlewyck Dr. Avondale, PA 19311 www.akemi.com
Marble & Granite, Inc. 270 University Ave. Westwood, MA 02090 781-915-1250 www.marbleandgranite.com
IPS Adhesives LLC 455 W. Victoria St. Compton, CA 90220 604-850-1321 www.integra-adhesives.com
Meganite, Inc. 1461 S. Balboa Ave. Ontario, CA 91761 909-391-8886 www.meganite.com
Moksh Tech # 1204, Pushpak Landmark Bldg., Near Titanium City Center, Anand Nagar Rd. Prahlad Nagar Ahmedabad - 380 015 India 3012522673 www.mokshcad.com Moraware Inc. 13125 Welcome Way Reno, NV 89511 866-312-9273 www.moraware.com MSI Surfaces 2095 N. Batavia St. Orange, CA 92865 www.msisurfaces.com Natural Stone Institute 380 E. Lorain St. Oberlin, OH 44074 440-250-9222 www.naturalstoneinstitute.org No Lift Install System 30485 S.E. Veterans Blvd. Estacada, OR 97023 503.212.4034 www.noliftsystem.com Ollin Stone 301 E. Ball Rd. Anaheim, CA 92805 714-535-0800 www.ollinstone.com Pacific Shore Stones 10220 Metropolitian Dr., Ste. A Austin, TX 78758 512-568-0649 www.pacificshorestones.com
Plastiglas de Mexico SA Frente a la Estacion del Ferrocarril FFCC Maciovio Herrera S/N Ocoyoacac 52740 Mexico www.piedmontplastics.com/ suppliers/plastiglas-de-mexico Princeton Chemical Company 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-778-6878 www.princetonchemical.com Pure Surfaces/Basix Surfaces West 16411 Carmenita Rd. Cerritos, CA 90703 704-702-0441 www.pure-surfaces.com PWI 7930 W. 1000 N. Nappanee, IN 46550 574-646-2015 www.pwiworks.com Quote Countertops 11811 N. Tatum Blvd. #3078 Phoenix, AZ 85028 619-726-7660 www.quotecountertops.com Regent Stone Products 2656 Quality Ct. Virginia Beach, VA 23454 800-624-8210 www.regentstoneproducts.com RouterBitsNow 520-954-0534 www.routerbitsnow.com
Park Industries P.O. Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com
Sasso USA 220 N. Smith St., Ste. 414 Palatine, IL 60067 224-200-8004 www.sassousa.com
Parson Adhesives Inc. 3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com
Schechner Lifson Corp. 4 Chatham Rd. Summit, NJ 07901 908-598-7813 www.saferocks.com
PinPoint Status 29750 Shaker Blvd Pepper Pike, OH 44124 2164005333 www.pinpointstatus.com
Schultz Forming Products 2796 Loker Ave. W., Ste. 105 Carlsbad, CA 92010 800-822-2875 www.schultzform.com
International Surface Fabricators Association • Vol. 14 / Issue 4 • 45
ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2021 Sponsors Siom Marble & Granite Factory LLC Sector 5, Emirates Industrial City P.O. Box 22149 Sharjah 22149 United Arab Emirates 97165422240 www.siommarble.com SolidSurface.com 6641 N. Cibola Ave. Tucson, AZ 85718 520-247-3304 www.solidsurface.com Stone Cloud 125 Walnut Dr. Tenafly, NJ 07670 201-776-6478 www.stonecloud.us Stone Services Group 10308 S. Keeler Ave. Oak Lawn, IL 60453 815-210-1006 www.stoneservicesgroup.com
Swan Surfaces 200 Swan Ave. Centralia, IL 62801 800-325-7008 www.swanstone.com
Vendura 1202 Femrite Dr. Madison, WI 53716 262-613-0225 www.vendura.com
Synchronous Solutions 3405 Rainbow Dr. Waxhaw, NC 28173 704-560-1536 www.synchronoussolutions.com
Vicostone USA 11620 Goodnight Ln., Ste. 100 Dallas, TX 75229 972-243-2325 www.us.vicostone.com
The Stone Collection 11935 N. Stemmons Fwy. #100 Dallas, TX 75206 972-488-5700 www.thestonecollection.com
Water Treatment Solutions 6 Merrill Industrial Dr. Hampton, NH 03842 603-758-1900 www.watertreatmentonline.com
TotalHousehold Pro 65A Walnut Hill Rd. Bethel, CT 06801 203-733-1276 www.pro.totalhousehold.com
Welnest 350 South St. McSherrystown, PA 17344 844-935-6378 www.welnest.net
US Surfaces 4601 Spicewood Springs Rd., Bldg. 1, Ste. 100 Austin, TX 78759 512-454-2229 www.ussurfaces.com
Willis 1149 Pioneer Rd. Burlington, ON L7M 1K5 Canada 289-775-5814 www.4willis.com
Wilsonart 2501 Wilsonart Dr. P.O. Box 6110 Temple, TX 76503-6110 800-433-3222 www.wilsonart.com Wood Stock Supply Inc. 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900 www.woodstocksupply.com ZOLLER Inc. 3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851 www.zoller.info/us/home
ISFA PLATINUM SPONSOR SPOTLIGHT
GranQuartz is a renowned leader and the largest distributor of
providing customers with the best tooling on the market. In
stone fabrication tools, equipment and supplies in the United States.
addition, GranQuartz has a broad selection of exclusive proprietary
Since 1971, GranQuartz has provided an unbeatable selection of
brands, including Diarex Pro Series, Diarex Assassin, Diarex Legend
high-quality granite and stone fabrication tools and accessories
and Recon.
to meet the needs of the modern stone worker. Additionally,
GranQuartz has shipping and retail locations across the United
GranQuartz offers a wide selection of concrete polishing and
States and experienced sales and technical support professionals
floor cutting equipment, as well as a wide selection of tile and
to serve every individual. They provide technical skills to meet the
glass tooling equipment and monument supplies. For 50 years,
needs of customers and to resolve their business challenges quickly.
GranQuartz has been a trusted and well-established partner that
The GranQuartz team of knowledgeable associates genuinely cares
customers can rely on to do whatever it takes to help ensure the
about finding solutions that will increase the value of fabrication
success of their business.
work. Furthermore, GranQuartz operates the largest fleet of
As an industry leader, GranQuartz is committed to sourcing,
mobile sales vehicles in the stone industry, bringing customers the
developing and distributing the most innovative, cost-effective tools
products they need when they need them. GranQuartz takes pride
from the world’s leading and most trusted brands. GranQuartz
in understanding the importance of excellent service and on-time
partners with top manufacturers to maintain an unparalleled
delivery, realizing that success depends on having quality products
sourcing pipeline and is an exclusive provider of Manzelli, Gorilla
to complete jobs on schedule.
Grip, Zoller, Nitro One Shot and ADI. Through research, testing and development, the manufacturing process continues to evolve, 46 • Vol. 14 / Issue 4 • International Surface Fabricators Association
Visit www.granquartz.com to search the entire product line-up and to learn more about company resources.
PRODUCT NEWS Crossville Crossville’s 12 mm-thick porcelain slabs are innovative alternatives for the fabrication of countertops and other surfaces. From convincing natural stone and marble looks to concrete-inspired styles, Crossville slabs offer stunning surface visuals. In keeping with the performance expected of commercial-grade porcelain tile, this material is engineered to deliver advanced technical characteristics, ensuring durability, low maintenance, and resistance to stains and chipping. It’s also weather resistant and UV stable for exterior applications. Learn more at https://www.crossvilleinc.com/Products/Slabs-and-Countertops.
Biorite — Lapitec’s Silica-Free Mineral Sintered stone manufacturer, Lapitec, recently announced its patented Biorite (bee-ohree-tay) mineral, which is completely free of crystalline silica. This milestone highlights a decade of collaboration between Breton S.p.A. and Lapitec to formulate a proprietary mineral that eliminates the need for crystalline silica in engineered stone surfacing materials. Crystalline silica can cause silicosis — an incurable lung disease that makes it increasingly difficult to breathe — in miners, fabricators, installers, and anyone else breathing in the airborne silica dust particles. Silicosis became a major concern in the U.S. in recent years, with OSHA guidance going into place in 2018. Many exposed workers have already filed lawsuits against companies that did not use proper protective measures and many more are sure to surface as awareness of the disease spreads. Lapitec sintered stone is formed using just minerals, heat, compression and proprietary technology to eliminate the use of resins, and now, crystalline silica as well. Sintered stone is the next evolution of quartz, also founded by Breton, and boasts UV stability, increased durability, multiple textures, antibacterial properties, sustainability, and increased scratch and stain resistance. Lapitec’s veined Musa collection, Bianco Assoluto and Nero Assoluto colors are already silica-free, but this most recent announcement extends that claim to the rest of their colors. The company plans to use Biorite to transition their entire product line to silica-free by year’s end. For more information go to www.lapitec.com/en/what-is-lapitec.
Seamlock by UltraTuf Adhesives Seamlock is a color-matched seaming glue by UltraTuf Adhesives. This is a professional cartridge seaming adhesive for the surfacing trade that ensures stronger deck seams and tougher miter edges. Whether you are fabricating quartz, porcelain, natural stone or solid surface, Seamlock will have the color match and superior strength you and your customers deserve. Available in convenient sizes of 490 mL, 250 mL, 75 mL and 50 mL in both regular formula and Pro No Drip, there are over 10,000 colors matched on their website. If you can’t find the color you need, the UltraTuf team will help you match your surface material. For more information, visit www.ultratuf.biz.
EGGER’s Decor Match System EGGER’s Decor Match System makes life easier, offering a one-stop solution for decorative surfaces. EGGER offers all the decors of the EGGER Decorative Collection in thermally fused laminate (TFL) or laminates with matching edge banding. EGGER manufactures its wood-based decorative surfaces in-house, guaranteeing an ideal match in color and texture, allowing designers to carry the same finish from cabinets to countertops and more. The Decor Match System enhances the authenticity of Feelwood TFL and laminates, with end grain edge banding. Feelwood’s deeply textured surfaces, perfectly aligned to the decor pattern, create wood reproductions nearly indistinguishable from the real thing. End grain edge banding completes the look, depicting the annular rings of a tree trunk cut across its length, creating the look of solid wood when paired with matching longitudinal edge banding. Complimentary 3D foils and moulding are available from partner suppliers for fabrication of five-piece cabinet doors. Learn more at www.egger.com/decor-match. International Surface Fabricators Association • Vol. 14 / Issue 4 • 47
PRODUCT NEWS Laminam added two new marbles to its I Naturali collection Inspired by evocative Tunisian black marble, Sahara Noir Extra surpasses the refined appeal of one of nature’s most attractive stones, replicating the characteristic rich black with its distinctive bright veining running both lengthwise and perpendicularly across its entire surface. Verde Alpi reinterprets the splendor of one of the most refined green marbles in the whole of Italian architecture. Both new colors are available in book match version, in Bocciardato (bush hammered) and Lucidato (polished) finishes. Laminam XL slabs measure 63.8 inches by 127.6 inches, and they are a perfect choice on a variety of applications such as countertops, fireplaces, vanities, tabletops, shower walls and cladding. For more information, visit https://www.laminam.com/en/magazines/ verde-alpi-and-sahara-noir-extra/.
MSI Surfaces Daring, elegant and expressive, Calacatta Bali Quartz features a warm white background with a striking mix of bold, dramatic veins intertwined with thin veins for a natural effect. Create standout countertop surfaces or accent walls in both residential and commercial environments. This quartz works well with any architectural and design style to make a unique space. Calacatta Bali offers the look of marble with the durability and low maintenance of quartz. Select from 2 cm and 3 cm slabs for design and installation flexibility. Luxurious, lavish, and truly one-of-a-kind, Calacatta Versailles Quartz adds a new level of elegance to countertop surfaces or wall applications. A unique two-toned background in cool gray and white is unlike any quartz in the market. Calacatta Versailles resembles the look of natural stone but has the ease of maintenance and durability of quartz. The quartz is available in 2 cm and 3 cm slabs for design flexibility and works beautifully with a range of products from MSI’s dynamic portfolio of surface solutions. For more information, visit www.msisurfaces.com. 48 • Vol. 14 / Issue 4 • International Surface Fabricators Association
PRODUCT NEWS IceStone IceStone is the most sustainable, eco-friendly, responsibly made countertop surface on the market. It is made from 100% pre-consumer recycled glass, cement and nontoxic pigment. Consisting of 17 colors that range from classic neutrals to bold jewel tones, IceStone is the perfect combination of beauty and sustainability. In addition, IceStone incorporates a permanent treatment to its surface that eliminates the need for sealing. This treatment gives IceStone superior stain and heat resistance, and durability. IceStone is Cradle to Cradle Certified and a founding B Corp member. To date IceStone has saved over 17 million pounds of glass from being dumped into landfills. To learn more, visit www.icestoneusa.com.
LX Hausys’ HIMACS Solid Surface: Pietra Collection LX Hausys’ HIMACS Solid Surface introduces the new Pietra Collection. Evoking the rugged and natural look of basalt, the collection’s three colors meet the design requirements of various commercial interior spaces. Brina’s light gray and soft white tones (pictured here) are rich in texture with intricate veining, bringing a touch of luxury to modern, industrial and transitional spaces. Calda’s ivory and soft white hues feature long veins that ebb and flow in width and tonality to pair perfectly with a wide spectrum of colors and materials. Notte makes a dramatic statement with an urbane black surface and long, whisper-white veins that create unexpected warmth. The Pietra Collection’s nonporous surface offers maintenance, costsavings and hygienic advantages. Like all HIMACS colors, the collection is available in 30-inch by 145-inch slabs with ½-inch thickness, which are made with sustainable material and backed by LX Hausys’ 15-year limited warranty. For more information, visit www.lxhausysusa.com.
International Surface Fabricators Association • Vol. 14 / Issue 4 • 49
PERSPECTIVES
Quality Control By Steve Mast, ISFA President
allows us to recognize those with little or no problems versus team members who need additional training.
Quality control is one of the most important things in any business, especially the countertop fabrication industry. We deal with costly materials and time-consuming field labor; thus, one minor issue can have a considerable impact. In our industry, it is estimated that any single mistake or quality control issue costs around $1000. A friend of mine, Geoffrey Gran, likes to say that issues, or remakes, are the silent killers of profit. We are always so busy solving the issue we don’t always take time to prevent it from happening in the first place.
Valuable Takeaways
Measuring To Improve There are many ways to improve quality, like creating processes, training, leadership, culture and incentives. I wanted to focus on one specific area that can help, and that’s measuring and tracking. A shop doing high-end commercial business may have a different quality standard than someone doing production builder work. However, if an issue occurs, you still need to note it and measure it over time so your team can see if they are improving. I am a big fan of football, but if they didn’t keep score, would we really want to watch the game? You can easily create a simple spreadsheet with primary and secondary reason codes. Ours looks something like this.
Tracking and Recording Issues In our shop all issues are recorded when they occur, even prior to an attempt at resolution. We assign all issues a primary and secondary reason code, and then we measure those over time. For example, say we go to install and the job wasn’t measured correctly. We would record that issue (remake) as a template issue (primary), and the secondary would be mismeasurement of splash or deck. An install issue could be coded as material handling or onsite fabrication error. We always also note the individual or team responsible. This
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There are a few key observations I have gathered from tracking over the years. First, even the most experienced fabricators and installers can have the same amount of issues as inexperienced ones. The reason is they take more chances; they have been doing it so long, they know how to save a little time or cut a corner in the process. This is not to say experience is bad, but it does not guarantee perfection. Second, most fabricators have no idea how many issues they really have because they don’t track them. Fabricators will often underestimate or overestimate the number of problems they have depending upon how the business is doing that day. You may be doing much better than you think or your employees think following a tough week. You were winning the game, and you didn’t even know it because you were not keeping score. Third, the number one thing I have found that reduces issues is having a clearly defined process and forcing everyone, regardless of skill and aptitude, to follow that process. The process must be trained and documented, similar to how we handle safety. OSHA requires that all businesses have training and documentation for forklift use, evacuation, chemical spills, etc. By taking similar approaches to prevent remakes, issues will be reduced or prevented. Remakes will always be the most frustrating and costly part of our workflow, but tracking them helps us make some headway to reducing them.
