ISFA Countertops & Architectural Surfaces Vol. 4, Issue 3, 2011

Innovation in Design Contest Winners Announced CREA Diffusion Takes Top Prize Page 26

IN T ER N AT I O N AL S UR FAC E FABRI C AT O RS ASSO CI AT I O N

www.ISFAnow.org VOLUME 4 • ISSUE 3 • 2011 • SINGLE ISSUE $14.95

Top Solid Surface Trends Page 18 JCW Profile: 40 Years and Still Making Dust Page 22

Sales: Get Better or Go Broke Page 32

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Magazine Credits Letters To The Editor Countertops & Architectural Surfaces welcomes Letters to the Editor. If you have questions about the magazine, or would like to make a comment, or voice an opinion about the magazine, ISFA, or the industry in general, please feel free to write to us.

Please send letters to editor@isfanow.org or to Letters, ISFA, 165 N 1330 W Unit A3, Orem, UT 84057 or fax to (801) 341-7361 attention: Editor. Include a telephone number and address (preferable email address). Letters may be edited for clarity or space. Because of the high volume of mail we receive, we cannot respond to all letters. Send queries about Countertops & Architectural Surfaces to editor@isfanow.org or mail to ISFA, 165 N 1330 W Unit A3, Orem, UT 84057 or fax to (801) 341-7361 attention: Editor.

Contacting ISFA Phone: (801) 341-7360 Toll Free: (877) 464-7732 Fax: (801) 341-7361 editor@isfanow.org www.isfanow.org About This Magazine Countertops & Architectural Surfaces is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth “Buyers Guide” issue publishing in August. Individual copies of Countertops & Architectural Surfaces are available at the non-member “newstand” price of $14.95. Countertops & Architectural Surfaces is also available by individual subscription at the following rates: ISFA non-members, one year (five issues) $30.00; ISFA members, one year free with every membership renewal.

ISFA Directors Mike Nolan, Director Martin Funck, Director Jon Blasius, Director Christina Humiston, Director Michael Bustin, Director Mark Anderson, Associate Member Rep. Michael Astill, Associate Member Rep. ISFA Staff Russ Lee, Executive Director Kevin Cole, Communications Director Jeff Pease, Creative Director Sandy Milroy, Membership & Event Director Andrew Bowman, Development Director Meg Pettingill, Administrative Assistant Cover Photo: The winners of the Innovations in Design Competition were announced, and this Art Gallery project fabricated CREA Diffusion, in France, took the top prize. Read the full story on Page 26.

Special rates and charges apply for orders outside of the United States.

Call for details. To subscribe, call (877) 464-7732. Printed in the United States of America. Copyright © International Surface Fabricators Association 2011. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without publisher’s written permission. Countertops & Architectural Surfaces and The International Surface Fabricators Association assumes no responsibility for unsolicited manuscripts or photographs.

Materials will be returned only if accompanied by a stamped, self-addressed envelope. 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. Periodicals postage rate is paid at the Lehi, Utah, post office as well as others. Opinions expressed by writers in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces or the International Surface Fabricators Association, but rather those of the individual writers.

Postmaster: Send address change to Countertops & Architectural Surfaces magazine, 165 N 1330 W Unit A3, Orem, UT 84057.

Donʼt let it stop here!

Share the magazine with a friend or have them subscribe at www.ISFAnow.org/magazine

Photography: Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures. Photography Provided By: Jon Olson, Sterling Surfaces, Hans Stålhandske, James Thompson, LG Hausys, Keith Sirchio, Situ Studio, Rosskopf & Partner, CREA Diffusion, Gene McDonald, Refresh Interiors, PlayGo, JCW, Quality Residential Construction, Tuan Nguyen, American Radon Solutions Inc., Interfab Ltd. and Interline Creative Group.

Magazine Credits Publisher & Editor Kevin Cole Creative Director Jeff Pease Contributing Editor Russ Lee ISFA Officers Of The Board Russ Berry, President Mike Langenderfer, Vice President Joe Hoffman, Secretary Dave Paxton, Treasurer Hunter Adams, Immediate Past President Russ Lee, Executive Director

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 3

Table of Contents Fabricator Profile: JCW Jack’s Custom Woodworking -- 40 years in business and still making dust Page 22

Sales: Get Better or Go Broke Expert advice on increasing your sales Page 32

Other Features 41 - Share Your Passion

Departments 06 - From The Editor 08 - President’s Letter 10 - Executive Director’s Letter 11 - Calendar Of Events 12 - Industry News

Innovations In Design Contest Winners Some amazing projects that took home the trophies Page 26

16 - Education Connection 18 - Shop Management Matters 20 - 5 Questions 42 - ISFA News 50 - Product News

PRICE

58 - Classifieds

SERVICE CUSTOMER

OPPORTUNITY

MATERIAL ??

58 - Ad Index

??

VALUE

BRAND

Drop Prices at Your Own Risk Why the pricing game is a game you just can’t win Page 34

Thermoforming Finds a Home in Brooklyn Museum Unconventional Fabrication/Design Firm Makes Solid Surface into Art Page 36

4 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Circle Reader Service # 02 on the Reader Service Page or go to www.isfanow.org/info

From The Editor From the desk of Kevin Cole, Editor & Publisher, and ISFA Communications Director

Healthcare, Surfacing and Opportunity

I

just returned from the Healthcare Facilities Expo in Chicago, and it was quite an experience. I was there to represent ISFA to the healthcare planning and design community, and share with them the value of using ISFA-certified fabricators for their surfacing projects.

I saw a lot of amazing new technologies surrounding all aspects of healthcare facilities and their development. However, of course, I really was interested in what was going on in the realm of surfacing.

I had plenty of opportunities to speak with architects and designers that cater to the healthcare industry about the role of surfacing in their projects, and it was soon obvious that solid surface continues to be the material of choice when it comes to this type of application.

Several architects who came by the ISFA booth reported relatively high growth in the amount of solid surface that is being specified in the healthcare setting. Because of the aging Baby Boomer population, healthcare is an industry segment that has continued to see demand and remained more stable than others. There’s real opportunity to be had in that arena.

Of note, some of the architects I spoke with said they saw demand increase for solid surface over the past couple of years by as much as a third. They said this was largely because of the nonporous nature of the material and the fact that solid surface can be seamed together for continuous runs that prevent places for germs and bacteria to collect. Of course, those in the solid surface industry already knew that.

I was also told that, because of the economy and the pressure to keep costs down, plenty of laminate is still being used in areas where there is less need for sterile environments, such as work stations and the like. The growing popularity of quartz surfacing also is not going unnoticed in applications where the surface space does not exceed the length and width of a typical slab (where seams would be have to be included).

Also interesting were a couple of new materials that I found while walking the show floor. The first of these is a porcelain product produced

by Transceramica. According to Tristin Klaas, an architectural representative for the company, the product is nonporous, like solid surface, making it suitable for healthcare applications. While porcelain is typically thought of in tile format, she said the company will soon begin supplying 3/8-in. slabs of the material that will be suitable for larger surfacing projects. Similar products have been available in Europe for a number of years, but we may soon see these making their way into facilities in the United States.

Another new product that really drew some attention at the show was Cupron Enhanced Eos solid surface introduced for the first time

by EOS Surfaces in Chicago. Cupron technology is the patented process of harnessing the anti-microbial properties of copper within a polymer structure. EOS Surfaces has, along with Cupron Inc., furthered this technology to develop the world’s first copper-oxide infused solid surface. Given how dangerous and costly hospital acquired infections are, this exciting new product has some big implications for the healthcare industry.

According to Ken Trinder, CEO of Eos, the new material not only has the Cupron technology, but all of the properties associated with solid surface and also uses 100 percent recycled copper.

Seeing such advancements in surfacing makes me hopeful about where we are headed as an industry, and makes me feel innovation is still alive and well. It is things such as these that provide opportunities we can all benefit from, and I hope when opportunity comes knocking, you are ready and willing to let it in.

As always, I look forward to your feedback.

Sincerely, kevin@isfanow.org

6 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

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From The President From the desk of Russ Berry, ISFA 2011-2012 President.

2011-2012 is the Year Fabricators Reconnect

T

his year we will continue the great work of ISFA through focusing on our members. ISFA has been the benefactor of the leadership of Todd Werstler, 2008, Sid MacKay, 2009, Evan Kruger, 2010, and Hunter Adams, 2011. These individuals, as past presidents of ISFA, have provided a voice for each of us and leadership far beyond what any of us realize. They have held up the idea that through collaboration we are stronger. Each of these business owners met challenges in their businesses yet continued to be willing to do more for the industry through ISFA leadership. On behalf of the ISFA staff, and the Board of Directors, I extend a grateful thank you to each of you.

I can personally attest to the benefits of networking, and I can tell each of you that the more you contribute to ISFA, the better your business will become. Having served with Evan Kruger and Hunter Adams directly, I also would like to thank them for drawing me closer to ISFA. Evan brings a wealth of experience and enthusiasm to the industry and led ISFA with a passion for quality craftsmanship. Hunter brings a steady broad knowledge of business to the industry and led ISFA with a balance of support for the programs; desire to make ISFA valuable to members; and a keen eye for fiscal responsibility.

I will attempt to further the good work begun and I share with each reader the great news that ISFA is alive and in the marketplace NOW to further the industry and promote quality fabricators who are doing great work. We will endeavor to raise to the highest degree the standards, ethics and practices of decorative surfacing fabrication. We will continue to provide trade publications to promote ISFA surfaces to the marketplace and specifically ISFA members to architects and designers in the marketplace. We will continue to educate and increase the focus on providing training at many levels, even opportunities for experienced fabricators to rub shoulders and trade ideas.

Because of the collaborative knowledge and experience of all our members, ISFA stands uniquely qualified to further the established standards for our industry and to develop quality certification programs. What better recommendation can be given than certification from a competitor or fellow fabricator? ISFA can be the accrediting body that does not represent a material manufacturer. We speak best about the work that is done and have a responsibility to establish quality standards and implement them.

Because of the great work through these years, ISFA stands uniquely qualified to be a resource to architects and designers. Fabricators hold a unique position that is informative and considered to be authentic because our knowledge comes from our hands and hearts and experience. We tell our stories. We don’t stick to a marketing message that has been taught to us to spread to the marketplace. Fabricators relate one project to another and bring trade experience and the wisdom gained by practicing the work to new projects. Fabricators offer real world advice that informs and improves the functionality of design. Fabricators alone can provide a unique perspective around the country and we can offer budgeting services that have real value and more importantly accurate values.

Fabrication is what we do. How we learned to be fabricators remains a bit of a mystery. For thousands of years object makers have chosen to spend time with other object makers to learn. Whether through workshops, guilds, trade associations, partnerships or social networks, the common thread is that we learn by connecting with each other. And more importantly, we are more profitable and valuable as a result of connecting. We benefit by continuing to share our experiences and to join together to share each others company…birds of a feather. We do know that if we want to learn how to do something we should hang out with others who do the same thing. So this year join ISFA to connect with like minded craftsman, and invest with your time as well as your dues. The return on investment is invaluable.

By the time this letter is read, ICE 2011 will have passed. A hard-working dedicated group of people made this event possible: Russ Lee and the ISFA staff, along with Bob Paradiso, industry consultant; Craig Francisco, L.E. Smith; David Paxton, Paxton Countertops; Hunter Adams, Trindco; Jon Olson, Sterling Surfaces; Kirk Olsen, Envision Concrete Products; Marc Rosenkrantz, Schechner Lifson Insurance; and Tony Leff, Surecrete Design. THANKS to all who helped.

I look forward to the challenges in the coming year. With the help of the board of directors and committed members we will continue to connect fabricators. Look for the magazine to focus on how surfaces are being used creatively by architects. Check the website as the year goes by and watch as we further the development of the site to bring designers, architects and fabricators together. Keep up with all the training offerings that ISFA is developing.

Most importantly be valuable in the marketplace and good luck with your business! russberry@asst.com

8 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

ISFA MEMBERSHIP ISFA MEMBERSHIP It始s more than just learning how to be more profitable, saving money on the bottom line and getting great referrals and discounts.

Call ISFA today and find out how to make your world a better place.

Toll Free: (877) 464-7732 www.ISFAnow.org

IN T ER N ATION AL S UR FACE FABR IC AT OR S AS S OCIATION

From The Executive Director From the desk of Russ Lee, Executive Director of ISFA, Charter Fabricator Member (1997) and Industry Partner (2007).

Paul

M

any years ago when I had more hair (and it was still brown), I started a house painting business in the suburbs of Atlanta. My first employee, Paul, was a smart, energetic young man with a family about the same age as mine. Paul learned the trade quickly and became an efficient and meticulous worker. He also had the gift of gab.

I admired Paul for his ability to mix with people so effortlessly. He had so much going for him – a beautiful wife and family, smarts, the ability to mix it up with our customers, he knew how to manage other people and he was physically strong.

There were other things about him that I found intriguing, as well. For instance, Paul had a strong aversion to change of any sort. He didn’t care a bit for long-term responsibility, either. As far as I could tell he was perfectly happy to work for someone else as a house painter the rest of his life. He wasn’t interested in continuing education and had no inclination to take part in the community any more than he had to.

Long story short, I eventually developed an allergy to paint and had to give up the business. Under protest, Paul took over the enterprise on very favorable terms. Paul’s paint business provided a nice income for him but he had no desire to see it grow. In reality, it was the epitome of a customer-driven business.

That’s something else I learned from Paul. He was happy to stay small, work in the business and keep everything simple. There is a lot to be said for that kind of business model. In fact, I have followed that strategy myself once or twice over the years to good advantage. And in a volatile economic environment like we are in now, staying small can be a very good strategy.

So, here’s the deal. Except for taking care of his family, Paul avoided long-term financial commitments like the plague. He never invested in any more equipment than absolutely necessary, he didn’t invest in training and he never bought a house, although he could afford one.

Today, he is pushing 60 and still lives in his mother-in-law’s basement where he and his wife raised their four kids. His painting business consists of his truck, a few tools and himself.

I’m not saying there is anything wrong with this approach, for Paul has, undoubtedly, socked away a tidy little nest egg for himself over the years. But not all of us have a mother-in-law willing to let us raise a family in the basement, nor do many of us possess the right kind of temperament to make it work, even if we did. And, I suspect, most of us dream slightly more grandiose dreams for our companies than what Paul has for his.

That’s where it makes sense to start your business with the end in mind. Is it your goal to build a commercial entity that is stable and prosperous enough to entice someone else to pay good money to own it when you wish to retire – possibly at a young age? Or, do you view this as your life’s work and your goal is to labor hands-on in it until you are ready to give it up? Both approaches, believe it or not, require planning and discipline to make them work.

This is where ISFA can help. The ISFA Business Boot Camp helps you gain the tools you need to successfully create a business plan, develop a strategy and implement tactics to achieve the goals you have set. Taken a step further, the ISFA Peer Mentor program pairs you for six months with another fabricator who already possesses the skills you wish to acquire, and who helps guide you through the learning process. There are other forms of continuing education available through ISFA as well, such as Levels I and II Solid Surface Training, Levels I and II Stone Fabrication Training and Advanced Repair Techniques.

To me, the epitome is attaining ISFA Quality Certification, which truly sets you apart as a fabricator because it is a certification set by your peers – possibly, even your competitors – and which states your company is among the best in the business. What better recommendation can you have than for your colleagues to say you are one of the best? Not everyone qualifies for ISFA Certification. Do you?

If any of this interests you, I invite you to visit us at www.ISFAnow.org or call 877-464-7732 for more information. When you do, please keep in mind we offer no promises, only opportunities. russ@isfanow.org

10 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Calendar of Events CCI Sealer Workshop Nov. 7 Raleigh, N.C. 888-386-7711

Gore Design FLOW Fabric-Forming Dec. 9 – 11 Tempe, Ariz.

480-209-4241

China Xiamen Int’l Stone Fair March 6 – 9, 2012 Xiamen, China +86-592-595961

CCI GFRC: Crash Course Nov. 8 Raleigh, N.C. 888-386-7711

Interline Creative Group Marketing Workshop Dec. 14 Palatine, Ill. 847-358-4848

ISFA Level I Solid Surface Training March 12 – 15, 2012 Orem, Utah 877-464-7732 www.isfanow.org

Gore Design Intensive GFRC Dec. 16 Tempe, Ariz.

480-209-4241

ISFA Level II Solid Surface Training March 19 – 22, 2012 Orem, Utah 877-464-7732 www.isfanow.org

AZ School of Rock Stone Fabrication Training Nov. 7 – 10 Phoenix, Ariz.

480-309-9422 Fred Pryor Professional Communication Seminar Nov. 8 Madison, Wis. 800-780-84699 Interline Creative Group Marketing Workshop Nov. 9 Palatine, Ill. 847-358-4848 CCI Water, Light & Fire: Advanced 3-D Concrete Nov. 9 – 12 Raleigh, N.C. 888-386-7711 Pinske Edge Solid Surface Fabrication Seminar Nov. 16 – 18 Plato, Minn.

800-874-6753 Gore Design Intensive GFRC Nov. 18 Tempe, Ariz.

480-209-4241 Buddy Rhodes Concrete Training Nov. 25 – 26 Orono, Ontario, Canada 905-983-1001 Cheng Professional Decorative Fiber Reinforced Concrete Dec. 5 – 7 Berkeley, Calif.

510-849-3272 AZ School of Rock Stone Fabrication Training Dec. 5 – 8 Phoenix, Ariz.

480-309-9422

Gore Design Fabric-Forming & GFRC Jan. 11 – 14, 2012 Tempe, Ariz.

480-209-4241 ISFA Level I Solid Surface Training Jan. 9 – 12, 2012 Orem, Utah 877-464-7732 www.isfanow.org ISFA Level II Solid Surface Training Jan. 16 – 19, 2012 Orem, Utah 877-464-7732 www.isfanow.org Buddy Rhodes Concrete Training Jan. 20 – 21, 2012 Orono, Ontario, Canada 905-983-1001 ISFA Granite & Quartz Surfacing Repair Techniques Jan. 23 – 24, 2012 Las Vegas, Nev. 877-464-7732 www.isfanow.org

Buddy Rhodes Concrete Training April 13 – 14, 2012 Orono, Ontario, Canada 905-983-1001 Coverings 2012 April 17 – 20, 2012 Orlando, Fla. 703-683-8500 Kitchen & Bath Industry Show (KBIS) April 24 – 26, 2012 Chicago, Ill. 800-933-8735 AIA 2012 National Convention May 17 – 19, 2012 Washington, D.C. 202-626-7300 Buddy Rhodes Concrete Training May 25 – 26, 2012 Orono, Ontario, Canada 905-983-1001 Submit your event for consideration in our Calendar by e-mailing Editor Kevin Cole at kevin@isfanow.org.

Surfaces/StonExpo Jan. 23 – 26, 2012 Las Vegas, Nev. 866-550-6808 Vitoria Stone Fair 2012 Feb. 7 – 12, 2012 Carapina, Brazil +55-27-3434-0600 Buddy Rhodes Concrete Training March 2 – 3, 2012 Orono, Ontario, Canada 905-983-1001

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 11

In The Industry The latest news and events for the decorative surfacing industry.

Chicago, Sydney Now Home to New Cosentino Centers

Cosentino, a manufacturer and supplier of quartz surfacing, natural stone and recycled surfacing, opened two new Cosentino Centers, one in North America and one in Australia.

The new North American center, located in Chicago, is its fifth in North America. More than 400 building and design industry leaders and top executives from Cosentino attended the grand opening reception. The new Chicago center, designed by Isabella Cosentino, aims to enhance both the trade and consumer experience and continues Cosentino’s mission to expand its presence in the U.S. market over the next year. Other U.S. centers include: Anaheim, Calif.; Atlanta; Boston; Dallas; Denver; Houston; Miami; Phoenix; Seattle; and Spokane, Wash. The company plans to continue opening centers in the United States as follows: Cincinnati, Ohio, Orlando, Fla., San Diego, San Francisco, Charlotte, N.C., and Washington in the fall of 2011. A facility is also planned for Kansas City in the summer of 2012.

Cosentino Group, the worldwide leader in the production and distribution of quartz surfaces, natural stone and recycled surfaces opens its first and only Cosentino Center in Sydney, Australia, confirming its international growth plans. With a total investment of more than $4.1 million, the fully operational Cosentino Center in Sydney includes an exhibition space, warehouse and office for the company’s 10-person team. In addition to housing the showroom and corporate offices, Consentino Centers serve as a full-service training area for design professionals and stone fabricators.

More than a showroom and distribution center, the Cosentino Center is designed to support, promote, and educate trade professionals

by integrating distribution facilities, exhibition areas, workspaces for designers to bring clients, classrooms for continuing education and fully functioning kitchens and event space for demonstrations. The centers create an interactive environment for architects, designers, distributors and fabricators to view the latest products and design trends, attend educational workshops, hear from visiting expert speakers and receive training on new production techniques and innovations. According to the company, by the end of the year, Cosentino will have 72 centers in 17 different countries.

Klingspor Releases Safety Product Catalog

KLINGSPOR SAFETY

Industries • Metal Fabrication Shops

Timothy A. Dolan of Dolan & Traynor Passes

• Welding Shops • Foundries • Auto Body Repair • Woodworking • Furniture Mfg • Cabinet Making • Installers • Construction

Klingspor has introduced a full-color catalog of its new safety product line, which is designed to fit most manufacturing situations and budgets.

The line includes a range of safety products from respiratory and hearing protection, eyewear and gloves. The catalog is available upon request.

LG Hausys Hosts Fabricator/ Designer Event in Chicago Timothy A. Dolan, 55, of Wayne, N.J., passed away Sept. 3, 2011.He was vice president of Dolan & Traynor Inc., the N.Y./N.J.-area authorized distributor of DuPont Corian and Zodiaq, as well as other premium decorative building products and commercial plumbing products. Tim began working for the family business with his father Bernard Dolan, and brothers Mike and the late Brian as a warehouse assistant and worked his way to the position of vice president. He served on the advisory councils of several plumbing industry associations and was also a member of the American Society of Plumbing Engineers for many years. Tim leaves behind a wife, Lynn, two sons Peter and Timothy Jeffrey, as well as five surviving siblings. He was preceded by his parents Bernard and Geraldine (Broderick) Dolan, and brother, Brian.

12 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

In September, LG Hausys hosted an event for area fabricators, designers and kitchen & bath businesses, surrounding the launch of 16 new colors of its Viaterra quartz surfacing product.

The event, which was held at Soldier Field in downtown Chicago, was also to showcase the company’s new quartz surfacing plant, located in Adairsville, Ga. The event, which attracted 200 to 300 area fabricators and designers, included a discussion of the company’s new quartz surfacing colors, along with presentations on color trends, and a video tour of both the company’s solid surface plant and its new quartz surfacing plant. LG personnel from all of the surrounding states and its headquarters in Georgia were also in attendance. Russ Lee, executive director of ISFA, also gave a presentation about the association and the benefits of membership. This was followed by an overview of a fashion project between design firm FRCH and LG, in which a dress was made from thermoformed HI-MACS “lace” for the Product Runway fashion show, which took first place.

Samsung Expands Distribution in Southern States, Mexico

Radianz Quartz, a division of Samsung, has expanded its market reach in the United States by adding Triton Stone Group as an authorized distributor. The distribution channel includes Alabama, Arkansas, Louisiana, Mississippi, Tennessee and Virginia. With the new partnership, Radianz Quartz now has distribution in 39 states. Triton Stone, which has 17 locations, is one of the largest importers of natural stone in the United States. “Triton Stone prides itself on offering a large selection of kitchen and bath products,” said Dale Mandell, Samsung’s surfacing division’s North America sales director. “With this partnership, we continue to broaden the distribution network for Radianz Quartz and, in doing so, provide exceptional service through Triton Stone in the southeastern U.S.” Additionally, Staron Surfaces has expanded its market reach in Mexico by adding distributor EB Técnica, a subsidiary of Elkay Companies. The distribution channel will include both Staron’s Solid Surfaces and Tempest products line.

EB Técnica began operations in 1962 as a manufacturer of stainless steel sinks and is also a supplier of kitchen products and appliances.

“Through this affiliation, we can more easily meet the needs of our trade partners throughout Mexico by providing an array of solid surface countertop solutions,” added Mandell.

Karran Edge Installation Videos Now Online

Karran recently filmed the installation of the company’s Edge sinks in both laminate and solid surface countertops. The videos are now online at youtube. A simple search of the site for “Edge Sinks” should locate them. Because many people have uploaded videos related to Karran sinks, the company notes that all official Karran videos are uploaded under the name “Karransink101.”

Industry Veteran Jim Scott Takes Lead Role for KBI

The Kitchen & Bath Industry Show (KBIS), owned by the National Kitchen & Bath Association (NKBA), announced the addition of Jim Scott to its team as the trade show’s

Managing Director. In this newly created leadership position, Scott will work closely with the rest of the KBIS team to evolve both the brand and show to expand its reach and role within the industry. Scott brings a wealth of industry experience to the KBIS team with a 34-year career that has included executive-level positions, such as president of the Plumbing Products Division at Elkay Manufacturing. With his passion for the industry and his strong relationships on both the buyer and supplier sides of the kitchen and bath business, Scott provides a synergy between the attendees and exhibitors. “We all know that the market has changed but we also know that interest levels across the industry and media interest remains strong,” said Scott. “Additionally I’m excited to start exploring new avenues to expand the value of KBIS in the industry.”

NKBA Launches New Non-Design Certification

The National Kitchen & Bath Association (NKBA) has announced the launch of a new non-design certification: the Certified Kitchen & Bath Professional (CKBP). The CKBP was developed to enable kitchen and bath professionals in all non-design segments of the industry to demonstrate their experience, education and expertise.

This universal certification was created in response to repeated requests from NKBA members for a certification path that would support builder/remodelers, distributors, fabricators, manufacturers’ representatives and all other qualified industry professionals.

It was developed through the efforts of two Certification Task Forces, two third-party consulting agencies, the NKBA staff, Executive Committee and Board of Directors, in addition to more than 1,000 NKBA members who participated in two surveys.

The CKBP is for professionals who would like to demonstrate their level of knowledge, skill, dedication and professionalism in the kitchen and bath industry. It complements the design certifications currently offered by the NKBA: Associate Kitchen & Bath Designer (AKBD), Certified Kitchen Designer (CKD), Certified Bathroom Designer (CBD) and Certified Master Kitchen & Bath Designer (CMKBD). In order to

sit for this multiple-choice exam, the applicant must have at least five years of experience in the kitchen and bath industry and 40 hours of NKBA approved education. Previous NKBA certifications will be credited toward NKBA educational hours. The CKBP curriculum is broken down in the following areas: Residential Construction – 30 percent, General Business Knowledge – 26 percent, Materials and Products Knowledge – 25 percent, and Project Management – 19 percent.

2020 Technologies Offers Customers the ‘Cloud’ with New Software Acquisition

2020 Technologies, which offers 3-D interior design and furniture manufacturing software, has announced the recent acquisition of a Web-based software solution that simplifies the production of countertops. 2020 Surfaces is the newest addition to 2020 Technologies’ suite of products for the kitchen and bath design industry. Previously known as “Global Stone Pro,” the software provides fabricators, home centers and dealers the ability to centralize all the various systems involved in the production process into one program that is easily accessible via the “cloud”. Over the last several years, the company has had considerable success in acquiring companies and products that align with its objective to provide unique end-to-end solutions for the interior design and furniture manufacturing industries.

Rosskopf & Partner Hires New Export Manager for the Middle East

Hayan Abouassaf has already commenced responsibilities as Export Manager for the Middle East at Rosskopf & Partner AG. A native of Damascus, Syria, he studied economics in the same city, and afterwards, functioned as the manager of a vocational school in Syria.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 13

In 2004, Abouassaf moved to Germany to complete his studies where he received a Bachelors degree in business administration.

After working as sales & marketing manager and translator at the Instal-Impex Export Import S.R.I. in Bochum, he accepted a position as Export Manager for the Alqaem International Company in Dubai, UAE, where he has served since 2010. For Rosskopf & Partner AG, Hayan Abouassaf is taking over the responsibility for the Middle East Region, where Rosskopf has already been active for several years, and will expedite opportunities in that region.

CounterBalance Forms Distributor Partnerships for Specialty Building Materials

CounterBalance Corporation, a manufacturer of modular torsion spring systems, announced today it has partnered with distributors McKillican American Inc. and Holdahl Company Inc. for its growing specialty building product line. McKillican and Holdahl will distribute CounterBalance’s Lift-A-SYST and CounterA-SYST brands, consisting of hardware that attaches to “flip-up” counters providing assisted lifting force and mid-span balancing. As a countertop is moved in an upward or downward motion, the energy stored in the device is applied to precisely offset the weight of the counter. The effect is to neutralize the weight of the countertop making it virtually weightless while in motion, which means easy and safe operation for the user.

McKillican and Holdahl are large wholesale distributors of specialty building materials for both “non-buying” customers, (architects, interior designers, engineers, general commercial contractors, owners and developers and students), and also “buying” customers, (fabricators and sub-contractors, retail dealers, brokers and associate distributors). Both companies have individual service territories, including areas in Canada and throughout the United States.

Biesse & Intermac Exchange Launch New Website

Biesse Exchange has released a newly designed website at www.BiesseExchange.com and www.IntermacExchange.com. The updated design features a fresh new look and userfriendly interface that makes navigating through the companies’ available inventory faster and easier than ever before. Designed with customers in mind, the new site offers many improvements to enhance the user’s browsing and buying experience. New features include improved category classifications, a convenient slideshow format for all machine images and the ability for visitors to search pre-owned machinery listings from all across the United States through the comprehensive United Woodworking Machinery Exchange (UWME) database. Also featured on the site is a section for a new Brokerage Program to help customers trade-in or purchase previously-owned Biesse and Intermac machinery.

MultiCam Names New Managers

MultiCam Inc., a global CNC cutting system manufacturer, announced the appointment of two new managers. The first appointment is James Anderson as sales manager of the MultiCam Technology Center in Orlando, Fla. He was the technical support supervisor in that location for the past nine years. With his handson experience with the company’s complete line and being a former small business owner in the metal fabrication industry, Anderson has vast knowledge in product design, development and fabrication, programming and operating many types of CNC equipment. He also is a certified electronics technician, certified solidworks professional and trainer as well as a certified trainer for AutoCad and Autodesk Inventor.

The second appointment is the promotion of Tony McGrew to operations manager. A hands-on team player since 1995, he oversees all departments involved in machine design, production, operation and support. McGrew earned a bachelor’s degree in civil engineering at Oregon State University, and since joining

14 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

the company’s Technical Support Department 16 years ago, he has held several management positions. He has been technical support manager, quality control manager, engineering manager and most recently, director of technical services and engineering. McGrew’s CNC industry knowledge includes a stint as a MultiCam customer as owner/operator of an Oregon CNC job shop. McGrew was a key contributor in developing the MultiCam machine user interface. He has installed, serviced and sold platforms in most U.S. states and around the world.

Oneida Air Systems Awarded Oneida Air Systems was one of nine companies given a prestigious Sequoia New Product Award for product innovation and leadership in the woodworking industry at the AWFS 2011 show in Las Vegas.

Given since 1997, this award recognizes creativity and innovation as well as leadership in the woodworking industry. Oneida Air’s Smart Pro Dust Collector was given the Sequoia Award for product innovation in machinery under $50,000. The new 5-hp dust collector has an infinitely variable fan curve.

This means that it can automatically adjust and maximize air volume and suction to a wide range of tools, hose sizes and even undersized suction ports. It is designed to provide two to three times more air volume and suction than a standard dust collector.

Alfonso Architects Receives Top Award for Design Excellence

Alfonso Architects has received two design awards from AIA Tampa Bay, a Chapter of the American Institute of Architects. The 35-person firm, led by President Alberto Alfonso, AIA, received the H. Dean Rowe, FAIA Award for the Tampa Covenant Church. This is the top honor awarded from the jury of non-competing, award-winning, out-of-state architects. Alfonso Architects also received a Merit Award for the Chihuly Collection, in the commercial category.

The modernist Tampa Covenant Church is a combination of new construction and

renovation. The project includes a 25,000-sq.ft. building that provides a sanctuary, administrative offices and classrooms for the congregation of 450. In addition, two existing single level buildings were renovated and the exterior space, including parking, lighting and landscaping, was redesigned. The church, a pro bono project for the firm, has also won Archdaily’s Building of the Year in the Religious category and the AIA Florida Award of Design Excellence. The Chihuly Collection located in St. Petersburg, Fla., is the first installation of world-renowned artist Dale Chihuly’s art in a building specifically designed for that purpose.

The exhibition, theater and retail space are the result of an intimate collaboration between artist and architect. Alfonso transformed an existing 10,000-square-foot concrete shell into 12 individual environments which respond directly to the theory and basis of Chihuly’s art.

Daubert Chemical Receives 2011 Award from the Business Marketing Association

Daubert Chemical Company, Inc. and its marketing and communications partner, Sales Development Associates (SDA), of St. Louis, were recognized by the Business Marketing Association (BMA) and awarded a Targeted Advertising and Marketing (TAM) Award.

Daubert and SDA received a Gold award for creative excellence in the Trade Show Exhibits – Linear Exhibits category for Daubert’s 28-ft.long multi-panel display exhibit.

CoveringsETC Launches Spanish Language Website

CoveringsETC, a manufacturer of sustainable hard surfaces, has launched a Spanishlanguage version of its website. During the past few years, the company has experienced significant international growth. With Latin America being a natural extension to its Miami headquarters, this area of the world has become a particular focal point for CoveringsETC. According to the company’s Sales and Marketing Director, Kirt Mancuso, creating a targeted website as well as other Spanish collateral materials is the natural next step in marketing CoveringsETC’s products to this growing market. The company’s future plans include opening more offices and continuing to expand its product lines around the globe. A Portuguese-language version of the website is also in the works.

Santa Margherita Donates to St. Jude Project

clients that we are compliant with the highest social and environmental standards on the market.”

Santa Margherita Spa, a supplier of marble and quartz agglomerates, donated materials to be used for bathroom vanities, countertops and shower surrounds for two St. Jude Dream Home Giveaways in Colleyville, Texas, and Tulsa, Okla. Each home is approximately 3,800-sq.-ft. and has 4 bedrooms and 4 baths. Santa Margherita, whose products are distributed through Verona Company in Dallas, chose its Agglosimplex line for the Collleyville home because of its beauty and durability. “Botticino” and “Napoleon Brown” were the stone colors selected to give the spaces an elegant and modern appearance.

For the Tulsa home a combination of quartz and marble surfaces were selected to make a bold statement. Selected from more than 100 colors, “Breccia,” “Arabescato Bianco” and “White Stardust” were used throughout the bathrooms.

The approximate value of the donation was $10,000.00.

ACS Hires New CFO, Gains FSC Certification

Advanced Cabinet Systems (ACS), a manufacturer of plastic laminate casework and millwork for educational, healthcare and retail markets, has hired a new Chief Financial Officer: Tom Reto. Reto has a long history in corporate finance in the manufacturing industry and is being brought on to help set ACS up for future growth as the company is expanding into more square footage and looking at more manufacturing facilities in other parts of the country.

Many industry leaders carry FSC certification as it is becoming increasingly popular with government procurement programs. The FSC certification can also generate LEED points, which measure green building design, construction, operations and maintenance solutions. The first step ACS took towards going green was when the company made a commitment to practice LEAN manufacturing, led by Plant Manager Bruce McLenithan. And this partnership with FSC is another step in the same direction.

NueMedia Launches CountertopIQ.com

NueMedia LLC has launched CountertopIQ. com, a digital information portal (DIP) that delivers vital product and process information to professionals involved in the countertop industry. Similar to its sister sites WoodIQ. com and FinishingIQ.com, CountertopIQ. com provides today’s professionals with a broad array of educational information that enable them to become more efficient and more profitable. It includes in depth data on: materials, fabrication, installation, design, best business practices and tools and equipment applicable to the creation and installation of countertops. “Whether it’s stone, solid surfaces, alternative surfaces, design, technology, or green issues, CountertopIQ.com contains the most relevant and real-time information and tips to help the pros become more efficient and profitable,” said Kim Kaiser, editor-in-chief.

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A S S O C I AT I O N

Additionally, ACS announced it is working with the Forest Stewardship Council (FSC) on becoming a more sustainable company. FSC is an independent, non-governmental, not-forprofit organization established to promote the responsible management of the world’s forests.

“FSC Certification is becoming a must in this industry,” said Philip Bowers, company vice president. “There is a lot of public interest in the green movement and we need to show our International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 15

Education Connection

ISFA Unveils Level II Solid Surface Fabrication

J

udging from the course description, the content of ISFA’s Level II Solid Surface Fabrication Training is pretty straightforward. Students gain instruction on shop automation, including integrating digital templating with CNC processing. They learn about thermoforming and mold making. They have the opportunity to engrave solid surface with a design generated on the CNC and learn the techniques of creating striking, multi-color inlays. They also learn about advanced repairs and more efficient sanding techniques.

What is not described in the course synopsis is the total experience of bringing seasoned solid surface fabricators together for four days, providing them with tools and instruction and then turning them loose in the shop. It is a collaborative environment that typifies ISFA’s commitment to providing education through connecting fabricators with each other. It’s about creativity, hard work and sharing with fellow fabricators.

Take, for example, the thermoforming press that

students cobbled together from a shop vac and less than $150 in materials. Under the direction of veteran fabricator and co-instructor, Evan Kruger, the class constructed a 2- by 4-ft. frame and fitted it with a silicone membrane. The table consisted of two pieces of solid surface butted together to create an airtight surface with three grooves routed on the edge to accept rubber tubes connected by means of a manifold to a shop vac. The mold was a store-bought, impact resistant plate placed upside down on the table.

Prior to heating, the solid surface was grooved on its backside using the AXYZ CNC router, which introduced flexibility to the material, as well as an interesting design element. Students then had the opportunity to heat the solid surface, and form it to the mold using the skills they had just learned.

There were other thermoforming projects,

16 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Lead Instructor, Mike Nolan, demonstrated capturing electronic template information using the LT-55 Laser Templating System from Laser Technologies and the Proliner from Prodim International. The data was then processed and fed into the CNC router. It was revealing to the class members to see how quickly and efficiently a countertop could be produced to perfectly fit an out-of-square set of cabinets with no scribing. Nolan also demonstrated a drop edge glue-up method that greatly reduces the time needed for finishing.

such as forming a 6-in. multi-directional apron for a commercial vanity, which utilized a two-part mold constructed and donated to the training center by master thermoformer A.S.S.T. in McSherrystown, Pa. Rounding out the thermoforming experience, Kruger demonstrated construction of a concept mold for thermoforming an integral cove backsplash, which was a big hit with the students. Imagine the excitement when they pulled the first perfectly formed piece from the mold!

Class members learned the mechanics of creating eye-popping decorative inlays by making their own course diplomas from solid surface. In particular, they were encouraged to use their imagination when mixing colors and applying them to their projects. The students learned how to mix colors, catalyze the liquid inlays and how to pour the material correctly to minimize air bubbles. Some of the class members even experimented with combining colors to make a veined pattern, with very good results.

on solid surface. He also demonstrated a twostep method for creating a gloss finish.

The next scheduled class for Level II Solid Surface Training is January 16-19, 2012, at the ISFA Training Center in Orem, Utah. Call 877-464-7732 or go online to www.isfanow.org for more information.

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A S S O C I AT I O N

ISFA would like to thank its many sponsors, without whom this advanced training would not be possible: AXYZ International Colonial Saw SawStop Laser Products Prodim Integra Adhesives ITW Plexus Adhesives Specialtytools.com R.S. Hughes 3M Company Grifform Innovations Sterling Surfaces A.S.S.T.

Nolan also demonstrated advanced repair techniques, such as replacing an installed solid surface sink and crack repair. Of particular interest to class members was Kruger’s twostep sanding method for obtaining a satin finish International Surface Fabricators Association • Vol. 4, Issue 3, 1, 2011 • 17 2,

Shop Management Matters

By Jon Olson

Top Solid Surface Trends for 2011 and Beyond Quality Certification Program for low-emitting products, making them a perfect choice when thinking about clean air and safe environments.

Using green surfaces has been very important for many years when it comes to commercial projects. Now, with the huge upsurge of this trend in the residential market, being informed about these surfaces is more important than ever.

Custom Sinks This year we have seen an increased interest in custom solid surface sinks. From my experience, there are several reasons for this:

•

Designers are beginning to see how thermoforming can be incorporated into their designs. Free flowing slopes add another design option not always available with sink manufacturers (see Figure 2).

Figure 1 – Many of the trends we are seeing use some form of thermoforming, such as this tabletop (and the apple sitting on it).

T

hese really are exciting times to be working in the solid surface industry.

Interest is increasing in exploring the full design capabilities of solid surface.

While the recent addition of many new colors has made kitchen countertops more popular with homeowners again, we are seeing so much more going on with the material. From musical instruments to trash cans, from lampshades to creative inlays, solid surface can do it all. So let’s dig right in and see what’s trending for 2011-2012.

3-D Thermoforming Thermoforming, which is the heating and shaping of solid surface to take on multiple dimensions, has been around for many years. However, it recently has seen a surge of interest from all aspects of the design world. Designers have found solid surface is more than just a flat countertop surface. Many of the trends we are seeing use some form of thermoforming (see Figure 1). Go to any solid surface sheet manufacturer’s website and you’ll see outstanding examples of 3-D thermoforming. By adding more dimensions to the product, more applications become possible.

And those fabricators that take advantage of this ability can get additional business that they may

have previously seen go elsewhere. Likewise, they may also be able to suggest additional features (with additional revenues) in projects that are already coming through the door.

Green Surfaces “Green” is everywhere. We see it in the news, on the television and at just about every retail outlet there is. It doesn’t really matter if you believe all of the hype surrounding it or not. More eco-friendly products are being specified and purchased every year. According to the National Association of Home Builders (NAHB), in 2009 the market for green building was $7.4 billion.

In 2010 that number grew to $38 billion, and continues to grow. What other area is growing at 500 percent per year? You should make sure you are in the position to take advantage of it.

All the major sheet manufacturers have responded to the green movement, including Avonite, Corian, Formica, LG Hausys and Wilsonart,

just to name a few. Most of their green surfaces rely heavily on pre-consumer recycled acrylic content, with the amount of recycled material ranging from 5 to 91 percent. Also, many of these surfaces have met the Greenguard Indoor Air

18 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Figure 2 – Free flowing slopes and unique shapes in custom sinks add another design option not always available with large sink manufacturers.

•

•

Hospitals use solid surface quite frequently because it offers outstanding infection control. They also want solid surface sinks.

Research has shown that if the drain is offset from the faucet, less bacteria grows.

Currently, most solid surface sinks only come with a center drain, so to accommodate the demand fabricators are making their own sinks with the drain offset.

Solid Surface manufacturers generally only make solid color bowls. Consumers and designers want sinks that match the color of their countertop whether it’s a lavatory or kitchen bowl.

OEM As an OEM product, we’ve seen solid surface used in the marine, aircraft, RV, ambulance and

Figure 3 – OEM applications are growing with solid surface, such as this playGo USB hub for audio connections.

(www.jennifermerchantdesign.com) can’t resist working with solid surface to make all types of jewelry and taking advantage of the working characteristics of this versatile material (see Figure 4). Other designers are using solid surface in ways you might not think of. To get an idea of how industrial designers think and what products they’re producing you can visit a website at www. core77.com that highlights design ideas.

Furniture Another area of growing interest for solid surface is furniture. There are a few reasons why, I believe, we are seeing an increase there:

•

•

•

even being able to tell a repair was made) is something very interesting to those who want to supply well built furniture with low maintenance. Because of these qualities schools, hospitals, food service companies and a variety of other corporations are looking for ways to use solid surface furniture.

These are just a few of today’s trends. As you can see the possibilities are limited only by one’s imagination. What will we see in the near future?

Maybe we will see more solid surface used as the outside cladding of buildings (check out last year’s Q2 issue of this magazine to see an amazing exterior cladding project done by CREA Diffusion). How about kitchen countertops complete with LED message boards inserted inside and routed fixtures that let you dock your Ipod?

Or maybe tops with recycling bins fitted seamlessly into the surface. Solid surface is about the only material that lets you do these things in a cost-effective way.

One thing is certain as we move forward: Solid surface’s outstanding design capabilities will continue to provide inspiration for designers and architects for a very long time to come. If you can leverage these possibilities, or find new ones, you are on the right track for more business to come your way.

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A S S O C I AT I O N

About the Author:

Jon Olson is production and operations manager for Sterling Surfaces in Sterling, Mass. A solid surface fabricator since 1982, he has gained experience in all phases of fabrication while helping Sterling to grow from 10 to 50 employees and become one of the world leaders in the industry. He can be reached at jon@sterlingsurfaces.com.

Unique colors, such as bright oranges and light greens, make for eye catching pieces of furniture (see Figure 5). The color palette for solid surface is amazing, and several manufacturers offer custom color matching capabilities, further broadening the possibilities.

Translucent qualities of several lines of Figure 4 – Jewelry, such as these rings produced by Black solid surface are also making a mark. The Badger, an industrial design company in Sweden, are utiliznew lines of translucent colors can be used ing the versatile properties of solid surface. for dramatic effects when back lit. One stunning application of this is the use of lampshades. I’ve also seen dining tables fabricated using translucent colors made to be highlighted from above.

The outstanding qualities of solid surface are appealing to furniture designers as well.

The nonporous surface makes it easy to maintain and doesn’t promote the growth of germs. Also, the ability to be repaired more easily than wood furniture (without

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other industries. As the world begins to see the possibilities with solid surface, other OEM lines are beginning to be developed. Many of these are being driven from the industrial designers of the world. The idea is to make something that was once unsightly more appealing.

There are numerous examples. One designer created a product with a solid surface shell called the playGo (www.playgo.us), which is a small box that contains USB ports to connect audio equipment (see Figure 3). The company touts its use of solid surface saying it “allows us to create a unique industrial design that can’t be duplicated with cheap plastic.”

Also, it has begun to be used in the jewelry industry. Designers such as the folks from Black Badger (www.blackbadger.se) and JenMDESIGN

Figure 5 – Bright colors, along with durability and easy reparability, make solid surface a great option International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 19 for furniture.

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Five Questions For

Fred Hueston

Fred Hueston (Dr. Fred) has been involved in the stone and tile business most of his life. He is the founder and president of Stone Forensics (stoneforensics.com), an internationally known stone and tile consulting company specializing in installation and material failures. He is also the technical director for Stone and Tile Pros (an exclusive partnership for contractors, www.stoneandtilepros.com) as well as the newly formed Safe and Compliant (helping contractors comply with OSHA, www.safeandcompliant.net).

Hueston is a prolific writer with more than 35 books and hundreds of articles for various trade magazines in print and online. He has trained hundreds of fabricators, restoration contractors and installers from basics to advanced techniques. Earlier this year Hueston served as instructor for the inaugural session of ISFA’s Total Fabrication Training for Natural Stone and Quartz Surfacing and continues as lead instructor and consultant for all ISFA stone training.

1. CAS: What is the biggest change you have seen take place in the stone industry since you began all those years ago?

Hueston: The biggest change has been the move to automation. The use of new machines, such as saws, routers and waterjet cutting machines that are now CNC-controlled has been a major change, as well as an improvement.

2. CAS: What do you view as the greatest challenge stone fabricators are confronted with today?

Hueston: Like any business today the biggest challenge is keeping customers and sales coming in. With the economy at a downturn, many fabricators have been forced to cut back their staff and, in some cases, close down locations or their entire shop. The good news is I am starting to see an increase in business for many fabricators across the country.

3. CAS: What do you view as the greatest opportunity for stone fabricators?

Hueston: I think the greatest opportunity for fabricators is adding some of the new materials that are available for countertops. In the past, a typical stone fabricator only offered granite. Today many stone fabricators are now offering quartz surfaces, concrete, glass, porcelain and other surfaces. This opens up new markets for the stone fabricator.

4. CAS: What advice would you give someone contemplating entering the stone business today?

Hueston: The best advice would be to do your homework. I see many people going into the stone business making costly mistakes. They buy equipment they don’t need or don’t buy the right equipment.

They don’t set up their shop properly. Oh, and get your house in order. One of my students recently got inspected by OSHA and the fines he sustained nearly put him out of business. My personal mission these days is to make sure everyone I come into contact with knows how to become OSHA compliant.

So my best advice is to do your homework, get help when needed, ask questions or call me.

4. CAS: What is your favorite business book and why?

Hueston: An oldie but a goodie is The E Myth Revisited: Why Most Small Businesses Don’t Work and What to Do about It by Michel E. Gerber. This book hits the nail on the head when it comes to starting a business. I would advise anyone thinking about going into business to read this book first.

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20 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

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Outlook 2011 What’s in Store for the Surfacing Industry

VOLUME 4 • ISSUE 2 • 2011 • SINGLE ISSUE $14.95

What’s Inside: New Colors and Materials Page 26

Page 30

Undermounting Sinks to Laminate Page 30

A Preview of the Upcoming Int’l Countertop Expo

The 5 Biggest Business Blind Spots Page 40

NIOSH Shares Findings at Concrete Countertop Facility

Page 32

Inside a NIOSH Inspection of a Cultured Marble Facility

Page 42

Surfacing Olympic Village

BUYER$’ GUIDE 2011

INTERNATIONAL SURFACE FABRIC ATORS ASSOCIATION

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What’s Inside:

Fabricator Profile: Oldcastle Surfaces Page 26

INTERNATIONAL SURFACE FABRIC ATORS ASSOCIATION

INTERNATIONAL SURFACE FABRIC ATORS ASSOCIATION

INTERNATIONAL SURFACE FABRIC ATORS ASSOCIATION

INTERNATIONAL SURFACE FABRIC ATORS ASSOCIATION

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What’s Inside:

Page 22

A Look at Trends in Sinks Page 36

Page 48

Upcycling Solid Surface in Sweden Page 40

A Who’s Who of Sustainable Surfacing Materials Page 44

I N T E R N AT I ON AL S U R FACE FAB R I C AT OR S AS S OCI AT I ON

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VOLUME 4 • ISSUE 3 • 2011 • COUNTERTOPS & ARCHITECTURAL SURFACES

www.ISFAnow.org

Page 26

2011 • COUNTERTOPS & ARCHITECTURAL SURFACES BUYER’S GUIDE

IN TERN ATION AL S UR FACE FABR IC AT OR S AS S OCIATION

A Hot Project with a Cool Design

VOLUME 4 • ISSUE 2 • 2011 • COUNTERTOPS & ARCHITECTURAL SURFACES

Page 38

VOLUME 4 • ISSUE 1 • 2011 • COUNTERTOPS & ARCHITECTURAL SURFACES

VOLUME 3 • ISSUE 4 • 2010 • COUNTERTOPS & ARCHITECTURAL SURFACES

Houston Sports Arena Gets Silestone Facelift

Innovation in Design Contest Winners Announced CREA Diffusion Takes Top Prize Page 26

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Top Solid Surface Trends Page 18 JCW Profile: 40 Years and Still Making Dust Page 22

Sales: Get Better or Go Broke Page 32

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Drop Prices At Your Own Risk

www.ISFAnow.org

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Brooklyn Museum Gets Solid Surface Art Page 36

I N T ERN AT I ON A L SU RFAC E FA B RI C AT ORS A SSOC I AT I ON

INTERN ATION AL SURFACE FABRIC AT ORS ASSOCIATION

Order online at www.ISFANow.org or fax this form back to ISFA at (801) 341-7361 or by mail: 165 N 1330 W #A3 Orem, UT 84057

Name: Title: Company: Address: City: State/Province:

Zip/Postal Code:

Country: Phone: Fax: E-mail: What type of material(s) do you work with?

Solid Surface

Stone / Granite

Laminate Wood

Tile

Quartz/E-Stone

Concrete

Recycled

Other (please specify)

To order by phone call us at (877) 464-7732 or fax this form to (801) 341-7361

J40 ack’s Custom Woodworking (JCW) Years and Still Making Dust

JCW has been in operation for more than 40 years, and now operates out of a 20,000-sq.-ft. shop in Woburn, Mass., just outside of Boston.

W

hen John “Jack” Hussey first

started his business, Jack’s Custom Woodworking (JCW), in 1971, he

may not have guessed where his business was going to lead, but today, more than 40 years later, his path is a proven one.

First focusing on custom cabinetry and laminate and wood countertops, JCW has come a long way. The business first opened out of a horse barn located at his parents’ home, and today

it operates from a 20,000-sq.-ft. shop with an

additional 2,400-sq.-ft. showroom in Woburn, Mass., just outside of Boston.

Hussey was introduced early in the life of his

business to a new product, solid surface, which now dominates his business. So much so that

he no longer even does custom cabinetry. When first introduced to solid surface, he was a little unsure if that was the direction he wanted to take, but being the first DuPont Corian solid surface fabricator in New England played a large role in his future.

Jack Hussey prides himself of making sure he has the right people for the job, and he gives a lot of credit to his family, who help make the business a success. Here Jack’s family pose for a photo at the company’s 40th anniversary celebration earlier this year (from left to right) Tiffany, Erica, Jack, Denise and Justin.

colors, but when the 80s rolled around and

Now, around 75 percent of his business remains

options to choose from, followed soon by

equally in laminate and stone/quartz surfacing.

Avonite came on the scene with a lot of color DuPont, his shop began to see significant

growth, and it wasn’t long after that he closed

the millwork portion of his business to focus on the opportunities solid surface presented.

Originally, solid surface only came in a few 22 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

solid surface, with the remainder divided nearly In 1999 he expanded into natural stone and a few years later he brought aboard quartz

surfacing. About 90 percent of JCW’s business

is commercial work with the shop going through

more than 3,000 sheets of solid surfacing during

only learn when you talk to other fabricators.

The knowledge we gained in that first year was amazing.”

JCW has also made sure the technology being employed in the business met the demands

placed on it. In its humble beginnings, a good

circular saw, router and a sander were the main pieces of machinery being used, but over time the shop has taken advantage of the more

modern equipment that the industry has had to offer. In the 80s a Striebig panel saw was introduced into the mix, followed soon after by an Auto-V v-groover and then in 2000 a

Multicam CNC router. And while introducing

more automated equipment hasn’t always been the easiest task, the company has certainly benefited from utilizing the advantages that have come with updating their processes.

JCW does quality work in both kitchens and baths, but that is just the tip of the iceberg when it comes to the projects the company takes on.

In recent years, JCW has struck a deal with

a job shop type company to oversee all of its CNC work. Although far from traditional, the

relationship works well. JCW actually has its

CNC machine hosted by this company, which is

just down the road from its facility. The company cuts all of the material JCW designates for

CNC processing and provides upkeep and

maintenance. In return, the job shop uses the

CNC machine for its own projects when it is not needed by JCW.

The Right People for the Job

In addition to the equipment, Hussey also

invested in hiring and keeping the right people for the job, and he gives a lot of credit to his

staff and his family, who play a big role in the success of the business.

peak years, with dozens of projects going at once.

When others that come from the solid surface industry may find themselves working more

and more with stone or quartz surfacing, JCW continues to focus on solid surface with much success. “It was what we were known for,”

explained Hussey. “And it is what we do best.

With solid surface we provide high quality and

good service, and that keeps our customer base satisfied, and returning.”

Investing in the Business

How does a fabricator stay successful through 40 years of ups and downs with the economy,

product changes and technology advancement?

It takes a lot of work and attention to detail,

JCW has 20 employees and very low turn

over, with many of its staff having been with

the company for half or more of its 40 years. A

part of Hussey’s ability to hold onto employees

and the success of JCW has certainly been

is treating them with respect, and getting them

no accident; Hussey has invested in plenty

involved.

of time and capital to get it where it is today.

One investment he made was joining ISFA

as a charter member, and Hussey was one

“Garry Johnson, our chief estimator, has been

approached to join ISFA we immediately

“He started as a helper on the floor and has

of the first state coordinators. “When we were

grown into one of our key employees. Robert

saw the importance of this organization,

finally the fabricators would have a voice,”

explained Hussey. “Before ISFA, the assistance in fabrication was only available through

manufactures’ tech departments. ISFA united fabricators throughout the country giving us

with the company for 35 years,” said Hussey.

the opportunity to share ideas and tips you can

Brabant, our chief project manager, is another one who started out as a shop helper and has now been with the company for 25 years.”

George Cass, who works outside sales for

JCW, is another long-time employee that JCW

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 23

much of his success to his wife Denise, who he

said, “made sure things ran right at home, while I was making sure they ran right at the shop.”

From the smile on Jack’s face when he talks

about his business and his family to the passion in his voice, there is no doubt he made the

right investment when it comes to the people

he works with. “You have to surround yourself

with people that are competent and work hard,” said Jack. “And that is what I did. They love

what they do and they are a key part of why the

business is a success. And, I make them part of the business, not just employees.”

Each year Jack writes a new business plan and presents it in a meeting that includes everyone in the company, “from the guy that sweeps the floor, to the guy that drives the truck,” Jack

explained. “Each meeting starts with quality,

quality, service, service, make it friendly,” and when he starts to go over the business plan

“you could hear a pin drop.” All his employees know that suggestions on improving the company are always welcome.

JCW has a heavy focus on commercial work, handling numerous projects such as vanities and bathroom partitions at large facilities, such as colleges and other institutions.

depends on. Cass has been a friend of the

business since it opened its doors in 1971, and

an employee for 20 years making sure deals get closed and business keeps coming in.

“[Jack knows that] companies don’t run

themselves, people run them,” said Cass of

JCW’s focus on its staff. “Jack has surrounded

himself with qualified, dedicated personnel that really pay attention.”

And part of that philosophy toward dedication has been for Jack to bring his family into the

business. Jack’s son Justin, started in his youth sweeping the shop floor, and after 16 years

working full time for the business, has worked

his way up to production manager. Jack’s oldest daughter, Erica, has also worked full time for

the company for 15 years, after starting as an

office assistant. She now is the company’s vice

president of accounting, running the day-to-day business aspects. She has also earned LEED

Accredited Professional (AP) certification from the U.S. Green Building Council (USGBC),

providing customers with assurances of JCW’s

level of competence in the “green” marketplace.

She also took over for her father as the ISSFA

State Coordinator, back in the early days of the association.

Even his youngest daughter, Tiffany, helps out in the shop part time, and Jack also credits

24 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

JCW also concentrates on making its

employees comfortable, with not only paid

health insurance and an IRA plan, but also by

placing them in positions in which they are set up to succeed. As Jack explained, “Ask them

to do what they do best and keep them in their circle of competence.”

Quality and Determination Forty years in business is no easy

accomplishment, so in addition to having the

right people and the right equipment, JCW puts a lot of emphasis on doing things correctly.

Much of the company’s success has been

based on relationships, knowledge and pride in the work that is put out. Jack laid a good

foundation for the business by paying attention,

doing quality work and knowing the final product being put out were good solid work, and that

legacy is continued today. The company’s

proven ability along with the respect of its peers won it the ISFA Award for Fabricator of the Year in 2001.

Athough Jack admits he likes to spend the

winters in Florida, he is still very involved in the

business, playing a major role in the estimating process and making sure things run correctly.

He’s in the office at 6:30 a.m. everyday (even

on weekends) and seems to thrive on giving all

Looking Ahead

When asked what advice he might give others,

appear to be slowing down soon. Even in the

quality and service to your customers. And don’t

With 40 years behind the company, it doesn’t

Jack put it simply, “Pay attention and provide

struggling economy, JCW is doing well and

just give it away.”

plans to stay on that path.

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A S S O C I AT I O N

For more information go to www.jcwcountertops.com,

“In the solid surface industry, we are known as

or call 781-935-1907.

the go-to company,” added Cass. “As long as

we continue to do what we’ve been doing, we will continue to grow.”

he can to make his business run well. “If you

want to succeed, you have to put in the hours,” he said. “I still love the action.”

HOW TO STAND OUT IN THE MARKET? Use our tools to deliver quality... not just countertops.

“Jack’s dedication and loyalty to this industry is

second to none,” explained Cass. “As a charter

member of ISFA he has not only been involved, but willing to help other fabricators when asked (and he often is.) His customers have the

highest admiration for him because of his talent and expertise, but most importantly his loyalty.”

A big point of contention for JCW is giving the

customer what they want, which has motivated

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much of the company’s evolution over the years. The company works with a host of

brands of solid surface, such as DuPont Corian, LG HI-MACS, Avonite, Gibraltar, Staron, and

many others. It also offers numerous choices of laminate, including Nevamar, Formica, Pionite

and Wilsonart. It’s line-up also includes several quartz surfacing products, such as Cambria,

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tops and shower and tub kits in a number of

brands. The company also carries a variety of

stock cabinets, faucets and knobs and pulls for just about any application.

And highly custom work is also part of the JCW equation, with the company having been the

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Circle Reader Service #05 on the Reader Service Page or go to www.isfanow.org/info International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 25

Innovations in Design Competition 2011 And the Winners Are…

F

or years ISFA has issued a challenge to fabricators to show the world what they can do, and this year’s contest did not disappoint. The winners of the 2011 Innovations in Design Contest are in, and the projects really show just what is possible in the world of surfaces. Fabricators got the opportunity to show their creativity, artisanship and engineering skill using any of a number of products. And the judges had quite a contest on their hands, with a variety of amazing projects going head-to-head to take home the prize.

The categories for 2011 were: • Residential Kitchen • Residential Bath • Commercial /Institutional • Freestyle/Art • Green Applications • On-Site Fabrication Criteria for selecting winners were based on the overall impression of the project, aesthetic appeal, attention to detail and inventive use of materials.

So, on to the winners:

26 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Winner Commercial/Institutional Project Name : Art Gallery Artist Name : Noé Duchaufour Company/Sponsor : Neonata/Crea Diffusion The art gallery that hosts this installation is located in the famous and historical Le Marais district in Paris, long the aristocratic district that hosts many outstanding architectural buildings. It was commissioned by Beatrice St. Laurent and designed

by Noé Duchaufour Lawrence. The layout was fabricated in DuPont Corian Glacier white and inspired by the idea of a big wave arriving by the floor, scratching on the wall and going up to the ceiling. The frame was difficult to make, because the designer didn’t want any space between the new and the old ceiling. The front step was also very difficult to do too because the designer wanted a finished angle, which required us to work with a massive thermoforming process.

This project was also awarded ‘Best in Show.’

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 27

Winner Green Applications

Project Name: Tampa Bay Crystal Top Kitchen Artist Name: Gene McDonald Company/Sponsor: Refresh Interiors The high bar is made of our mix of poly resin w/UV inhibitor. This top was designed to make use of the customer’s tile. It is also backlit. The lower work counter is Vetrazzo Cubist Clear (made from recycled windshields). The high bar is chiseled for the ice look. The high bar is made from Tampa Bay Crystal Top.

Winner Residential Bath

Project Name: Moss Basin Artist Name: Marike Andeweg Company/Sponsor: Not Only White Submitted by: Rosskopf & Partner AG The Moss design basin is inspired by the iconic chesterfield sofa. The inverted curves contrasting with the surrounding straight lines make Moss a truly unique and intriguing design. The Moss basin is available in wall mounted and top mounted versions. The basin is made of solid surface material.

28 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Winner Residential Kitchen Project Name: Black & Gold Artist Name: Intoto, Exeter Company/Sponsor: Interfab Ltd.

“Black & Gold” is a stunning residential kitchen designed by Intoto Kitchens, Exeter, U.K. The client’s demanding color criteria resulted in these striking split color worktops fabricated by Interfab Ltd., using DuPont Lava Rock and Aztec Gold Corian, perfectly complimented with a Lava Rock Mixa sink.

Winner Freestyle/Art

Project Name: World Globe Artist Name: Bertron Schwarz Frey GMBH in cooperation with a-ll-r-a Company/Sponsor: World Heritage Visitor Center Submitted by: Rosskopf & Partner AG The globe is virtually self-supporting, just a prop in the middle serves to stabilize. Lighting is provided by LEDs. Rosskopf & Partner AG achieved the darker area by taping off the landscapes with a special film. The challenge of the world globe lay in the outlines of the countries in both the graphical work and in the field of milling. The globe was composed of several segments, glued and sanded. The contours were milled only after forming with a 5-axis CNC machine.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 29

Winner On-site Vanity Fabrication Artist Name: Kirk Olsen Company/Sponsor: Envision Concrete

Unlike the other winners in the competition, the On-site Vanity Award was created in front of an audience over two days at the International Countertop Expo (ICE). Kirk Olsen and his team from Envision Concrete put in hours at the show to create this one-of-a-kind concrete vanity.

Honorable Mentions The breadth and depth of creativity and craftsmanship demonstrated by the projects in this year’s contest was quite impressive. And while not every submission could win an award, the following submissions could have just as easily been winners in their respective categories and really illustrate the scope of the competition the winners were up against.

Project Name: Corian Multi Color Inlay Table Artist Name: Jonah Zuckerman Company/Sponsor: Sterling Surfaces Category: Freestyle/Art The main Corian color is Nocturne with various other solid colors inserted. The top has a steel frame inserted for strength. It also breaks down into three separate pieces.

30 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Project Name: Ornate Wall Artist Name: Drexler Guinand Falislin Architects/Nua Architects Company/Sponsor: Raiffeisen Bank, Zurich Submitted by: Rosskopf & Partner AG Category: Commercial/Institutional The wall cladding itself appears at fist glance like a random array of triangular cut-outs. Only viewing it from a distance and a second look reveals that it displays the portraits of important people from this well-known district in Zurich – Arnold Boeklin, Gottfried Semper and Johanna Spyri are shown in these portraits.

Project Name: DJ Architecture Reception Countertop Artist Name: John Robinson, Jay Anderson Company/Sponsor: Quality Residential Construction Category: Commercial/Institutional This 10-ft. long reception top is made of custom gray and black GFRC (glass fiber reinforced concrete). The top surface is 16-in.-deep with the front face 16-in.-high at the edges and 6-in.high in the center. Three pieces of starfire glass are embedded in the concrete and backlit with an LED light strip.

Project Name: Granite Altars at St. Margaret Mary Church Artist Name: Tuan Nguyen Company/Sponsor: American Radon Solutions, Inc. Category: Freestyle/Art This project included the design and fabrication of the main altar, tabernacle altar, ambo, baptismal font and the top surface of the column bases using 3cm gold antique and St. Cecilia classic granite. All work was done using manual hand tools.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 31

Making Sales Now

By Kirk Heiner

Get Better or Go Broke!

2007 simply won’t work today. There are fewer jobs and a lot more competition fighting for those precious sales. The good news is that almost all your competition is doing the exact same thing when it comes to sales. And in battle, knowing your competitors’ weaknesses can give you a great advantage.

No longer can we be focused on ourselves and our company. The NEW economy has created the NEW consumer, and “they” are driving the economy – and they know it. Customers are flexing their new-found muscles and enjoying being treated like royalty if they have even only a few thousand dollars to spend. In the past, that special treatment was reserved for superaffluent buyers.

I

f you don’t like change, you’re really gonna hate extinction.

Today’s countertop companies are struggling to simply survive. But what if you could actually thrive? Forget “Go Big or Go Home.” In today’s sales environment, the message is, “Get Better or Go Broke.” The biggest challenge facing business owners today is having enough sales.

Most companies have absolutely no idea how to attract new clients, engage the customer and win more sales and referrals. With a plethora of low-priced competitors destroying the market and buyers’ perceptions of what your product is worth, how do you make enough sales to remain profitable? There is an answer.

For several years now I’ve been watching kitchen and bath dealers and countertop salespeople struggle to make enough sales.

They don’t realize they could double or even triple their sales results by making a few simple adjustments to their selling process.

Face it: The economy has changed, and with it so have the rules of making sales.

When people are lined up 10-deep to buy your products, you can be just an order taker.

What worked great for you back in 2006 and

Competing in today’s new economic storm means you must be ready for change. Sadly, most companies resist change until it’s too late.

When it comes to making sales, you’d better be ready to embrace change if you wish to survive.

Fall in love with it, if you want to thrive.

Sales superstars know that in sales everything counts. What you say, how you say it, even when you say it will all affect your sales results.

You must improve your sales process and increase your close ratio. The fastest way to do this is to know what’s most important to your customer and differentiate clearly.

Buyers will visit more shops and stores before they buy and getting them back can be a challenge. Heck, even getting them to call you back can be a miracle. You must either develop a way to close them while they are there on that initial visit, or give them a massively compelling reason to return. Almost nobody buys on the first visit. It’s in that second or third visit that most sales are made.

The reason they don’t buy on that first visit is because they often don’t feel they’ve looked enough yet, in order make a good decision.

They want to make sure they’ve seen enough colors and options and met with more than one player to make sure they are not missing out on something better.

We need to remember, we are simply part of a space they are trying to create. Buyers need to feel they have seen enough selection to make a good decision without being overwhelmed.

They wrestle with trying to find the right color combinations. They want to know they’re getting

32 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

a fair price, maybe even a good deal, and they need to feel safe in trusting you to do the work.

They’re trying to fit it all together like pieces to a puzzle. And while you just want to sell a product, she’s busy trying to weave together a space. She has questions that need to be answered: questions about upkeep, cleaners, sealers and warranties….

All of this is going on inside the client’s head while they silently ask the No. 1 question every buyer asks; “Why should I buy from you?”

The bottom line is this. Until they feel resolve, until they feel comfortable with their decision of both what and who, you will NEVER make the sale. When you meet their unspoken needs, realizing their challenges and addressing them, you are on the path to sales success.

The better you help them to pull it all together without feeling overwhelmed, then clearly communicate why you are the better choice, the more success you will have in today’s market.

Once you understand these two critical dynamics – 1) The customer’s need to feel resolve about their product choices, and 2) their need to know who you are and why they should choose you instead of one of your competitors – you’re ready to go to the next level.

Where to Start

So what are the steps to answering these two key components holding you back from making sales? There are seven basic steps you must take if you want to get more sales: Step 1: Decide to Change. For things to change, you’ve got to change. Not a lot, but you will need to change your approach during the sales process if you want better results. Decide right now to change what you’re currently doing and saying in your sales dialog. Commit to learn and live by the new rules of selling in the new economy.

Step 2: Begin to address the prospect’s unspoken needs, questions and concerns during your sales conversation. Start to develop a “why us” style of speaking, but with their benefit in mind. Talk about things other than price that should matter to them. If you never give them reasons to choose you, they are left to decide on the only criterion they know, and that’s price.

Step 3: Don’t avoid talking about price. Yes that’s right. Don’t avoid the price issue; simply give them reasons that are more important than buying from the lowest-priced competitor. Fear is a great motivator. People will do more to avoid pain, than to gain pleasure. Let them know what may happen when choosing the lowest price option. Ever bought anything that was the cheapest on the market?

Step 5: Step up your game. Begin to read articles and books about sales. A great one is Relationship Selling by Jim Cathcart.

Now is the time to be playing your “A” game. Remember, there is no 2nd place prize in sales; It’s all or nothing. Excellent communication and sales skills will serve you for the rest of your life. Get rid of the image you have of a schlocky salesman and replace it with that of someone who is smart, focused and clearly gives prospective clients a clear and compelling reason to choose them over the competition. Great sales people are authentic, not phony. They clearly make their case, assume the sale and make people feel comfortable and safe in doing business with them. It’s about building trust and rapport.

Step 6: Take the time to develop a crystal clear message throughout all of your sales literature, marketing and communications. Drive one clear message through, from your business cards to your website to what you say in the sales conversation.

Step 7: Measure Results. Whenever we are charting a new course, we must be careful to regularly measure where we are and how it’s going. What’s working, and what’s not? Below is a killer system for measuring that works like magic to create clarity on what to do next.

Use this system to measure how you’re doing every two weeks: The BIG 3 Questions 1. What am I doing that’s working? (that I need to do more of); 2. What am I doing that’s not working? (that I need to do less of or eliminate completely); and 3. What am I not doing that if I started doing consistently, would give me break-though results?

Use these proven sales strategies and you’ll avoid becoming a statistic.

Here’s to your success.

edge

Give your designs the

15mm radius corners Lowered bowl divider

Patented resin matrix rim

Seamless integration should not be a choice….

It should be a necessity.

No longer do you have to have a rim protruding above your countertop, nor do you need a positive or negative reveal filled with silicone that is just about impossible to keep clean and free of germs and bacteria. Seamless integration is the most hygienic, the most visually appealing and the most practical way to install a sink. And it can only be done with patented Edge stainless steel sinks from Karran.

I N TE RN ATI O N AL S U R FAC E FA BR I C AT O R S A S S O C I AT I O N

About the Author Kirk Heiner is a Sales & Communication Expert with over 25 years in Sales and decades on the Kitchen/Bath and Countertop Industry. He coaches companies on how to successfully navigate the rough waters of today’s economy and develop sales teams that win.

866.452.7726 www.karran.com Protected by U.S. Patents D580,531, D580,532; other U.S. and foreign patents pending.

Circle Reader Service #06 on the Reader Service Page or go to www.isfanow.org/info

Step 4: Watch for the “So what?” or “I don’t care” response as you first start out trying to find what reasons work best for you.

You’re looking for hot buttons that grab their attention and cause them to think, consider new information, and lean towards you as the best choice possible.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 33

Drop Your Price at Your Own Risk! Why You Need a Pricing Strategy.

A

retail furniture merchant had a problem: No one was buying his furniture. The merchant sold high-end, English antique and restoration items with the average price of $7,500 and select pieces fetching as much as $250,000. He asked for our advice on how to get his inventory moving. He was thinking about “having a sale.” We advised him don’t do it.

These items are works of art, and should never be put “on sale.”

The merchant didn’t heed the advice, and within a couple of years, he went out of business. He blamed the economic times around him.

The fact of the matter was, it was his own fault.

We created a direct mail piece for him that generated hundreds of leads. He didn’t follow up on the leads because he didn’t want to be construed as a “telemarketer.” “Wait a minute,” we said. “A telemarketer is someone who cold calls on the phone, bothering you during dinner.

These leads come from people have who have asked you to contact them.”

It’s a sad story, but those were tough times. The urge to lower your price has never been greater because times have gotten tougher. You should never, however, lower your price for a simple reason: Once you do, you will never get back to where you started.

Take automobiles, for instance. In 2003, General Motors announced 0 percent financing on almost all its models. This decision was followed by similar decisions from Ford Motor Co. and Chrysler. What is the norm today? I sat on an airplane next to a Ford Motor executive, reading this story about GM in 2003, and I asked him “What do you make of that?” He said that he couldn’t believe Ford was following GM’s lead on this. His fear came true: Consumers now expect 0 percent financing all the time. Today, you even have one manufacturer offering to “pay your bill” if you get laid off.

Pricing is not like walking across the globe and ending up at the point you started. Pricing theory and practice is part science, part art form – a combination of circumstances, luck and, well, giving people what they want. While there are tons of articles you can find on the Internet about pricing, the one truth about it is that you leave your current price at your own risk.

By discussing pricing strategies in a straight-

By Jim Nowakowski

forward way, yet from a different point of view – your customers’ – it will clarify a plan of action.

Sellers often price based on what they believe the market will bear, or what the competitor is offering, or something called “Cost Plus.” You hear terms like “market pricing” or “multipliers” in the two-step distribution chain. While I’m not arguing against competitive pricing, I am stating that if you start with what the market will bear or with what your competitor is charging, you will never know what the real price could or should be.

would not be selling bags on their websites.

Gucci

Reaction 1: The price is too high.

For various reasons, when people react like this, they are comparing this price to something.

Perhaps it’s their budget. Perhaps they’ve “shopped” the item. Maybe someone told them what to expect. In any of these cases, your pricing strategy to this reaction should be this: The customer isn’t comparing apples to apples. So how do you deal with this reaction? Education!

You have to educate your customer to understand how your item is different than the item in his/her mind. Most of the time, it’s pretty simple to add value to justify the price by explaining what the customer is getting for the price.

There’s a Gucci Bella Medium GG Tote bag priced at Neiman Marcus at $1,595. The exact same bag on the Gucci website is $1,590. The exact same Gucci bag on a handbag outlet webstore is $195. Ask yourself: 1) What is the bag worth? 2) Where would you buy it? But more importantly: 3) Do you want a Gucci, or do you want a tote bag? Fundamentally, a tote bag is a tote bag. But it doesn’t matter what you or I think or want. What matters is what the customer wants to buy – in this case, a Gucci tote bag.

Here are the three possible reactions to any price for any item:

1) The price is too high.

2) The price sounds about right.

3) Is that all?

Now these reactions aren’t always verbal, but they do happen. If you study your own reaction to prices, you react in one of these ways – always. Let’s briefly examine each of these reactions in light of developing your pricing strategy.

Iceberg Pricing that people see “price,” but it is your pricing strategy ForThe example, do youModel think demonstrates each of these three that shows them what’s below “price.”

For example, while most countertops may look merchants sells the Gucci Bella Medium Tote? alike to the consumer, every fabricator knows Yes, they do. Do they sell the same “volume?” they are not the same. And while you can argue Of course they don’t! That is another piece of that granite is granite, it’s not. Once you put the pricing puzzle that should be learned: Think your brand on it, it becomes “XYZ” granite. This about volume when you think about your price (there are some people who will pay $1,595 and adjective differentiates regular granite from what you offer. others $195).

Class in Session

Forget what you are selling for a moment.

Instead, concentrate on the reactions of the person you are selling to. For any item – whether countertops and other surfaces or Gucci bags – there are only three possible reactions to any price attached to an item. Once you understand these reactions, you can begin your journey into deciding your own pricing strategy. You do need a strategy; you can’t have knee-jerk reactions to the marketplace because in this economy, everyone is looking for the best price.

Now here’s a dirty little secret: The best isn’t always the lowest price.

The best price is the price that delivers the value that the customer wants and that you are willing to settle for. Sometimes it’s not the lowest price. If it were, Gucci and Neiman Marcus

34 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Reaction 2: The price sounds about right.

This is a no-brainer, and the deal gets done.

Right? Wrong! This is your opportunity to add even more value – and perhaps profit. If the item “sounds about right,” then there is room to maneuver. Your pricing strategy is: Upsell! Maybe they would be interested in a more unique edge on their countertop, better backsplash, higher-end sink or all of those things. If you can get them to invest more in their purchase, in the end they will likely be happier with the final product and you will have increased your profitability.

Reaction 3: Is that all?

Believe it or not, many people react like this, but instead, what comes out of their mouths is, “That’s a bit expensive, isn’t it?” We have been so trained to react to any price as “too high” that you have to re-train yourself to look for this

only the throw rug, but the Iranian rug for our parlor. We spent way more than anticipated.

Now, was it the salesman selling the salesman (because sales guys are easy marks)?

The answer would be no. His performance, his explanation, brought about that sale – and I did not bargain on the price.

PRICE

The moral of the story is: Tell stories – your stories about your materials; the way you create your product and enhance your offerings. The rug salesman demonstrated knowledge of his product beyond anything I could have imagined.

He educated me enough to understand the differences in products and why my “investment” would be better served with the one I purchased. He even issued a written guarantee on its value and a promise to buy it back when I wanted to sell it.

SERVICE CUSTOMER

OPPORTUNITY

MATERIAL ??

??

VALUE

The same is true of your products and services.

Your pricing strategy must paint a picture in the minds of your customers. Your company is your brand. You are not selling granite – you are selling XYZ granite, or granite brought to you by XYZ. Companies differentiate with colors and materials, and that’s all well and good, but for your pricing strategy, differentiation begins and ends with your BRAND and your VALUE.

BRAND

The Iceberg Pricing Model demonstrates that people see “price,” but it is your pricing strategy that shows them what’s below “price.”

reaction underneath what you may be hearing.

When you can identify this, you can identify more opportunities to upsell.

The Iceberg Pricing Strategy

When you see an iceberg, you see only the tip.

What’s below the tip is the larger mass, and what’s below the surface can destroy you – unless you learn to maneuver around it.

So it is with price. Your customers see the tip, but they have no idea what’s below the surface.

That is, until you tell them (is the customer buying a Gucci or a tote?)

For example, my wife and I needed a small rug for the front door. Now, you can buy these at any of the traditional retailers like Target, but we saw a Rugport store in our town, which always had loads of Persian and Asian rugs in the window. Standing outside in nice weather, we decided to stop in just to see what their rugs cost. When we entered, there were a couple of guys moving rugs in bundles, and a few more standing by the back counter talking. One was wearing a suit; the others were dressed casually. The man in the suit saw us when we came in, but returned to his conversation with the others. Because I’m a sales guy, I could tell he was keeping his eye on us as we browsed and looked at the overwhelming number of samples in his store. Finally, after five minutes or so, he walked over to us. He said, “Beautiful, aren’t they?”

“Yes,” I said. “But I don’t know much about rugs.”

“Ah,” he said. “Let me show you.” He then issued orders and two men came running over.

He told them to pull out a rug that was buried beneath five other rugs. It was no easy task to lift and set them aside, but the two men grunted and strained, finally producing the rug he wanted. He told them to open it, and they rolled it out in front us like a giant 10- by 12-ft. welcome mat.

The man then knelt down and invited us to kneel as well. He took his hand and started pointing to the rich fabric, saying, “This was made in a town in Iran, in the mountains…” and he weaved the story of the village, how the people had been making rugs there for hundreds, even thousands of years. He told us the age of this rug and how you can tell it by looking at it. “You see, look at this,” he kept saying and pointing, inviting us to feel the fabric. He showed us the edges, and then ordered the two men to go over to one of the corners and bring over another rug, which they eventually brought and rolled out.

The good news is that today’s consumers prefer value over price, according to Nielsen’s 2011 Global Online Survey of more than 25,000 Internet respondents across 51 countries. The study pointed out that while low prices are important to shoppers, getting a good value for their money takes priority: 61 percent rated “good value” over “low price.”

The study indicates that if you provide that value, you will gain the most from consumers who continue to stretch their money in this economy – and it’s a preference true in Asia, Europe and North America. Here’s another observation from that study: It found a clear preference for strategies that increase value, even in the form of more expensive overall package prices.

So get your pricing strategy in order and re-think the urge to lower your price!

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A SSO C I AT I O N

About the Author Jim Nowakowski, jim@interlinegroup.com, is president of Interline Creative Group, Inc., a marketing communications company well versed in the kitchen & bath industry. More information is available at www. interlinegroup.com or by calling 847-358-4848.

“Here, look at the difference. This was made in China. Not bad, but nothing like this one.” He then explained more about each of the textures.

I learned more about rugs that day than I wanted to. And guess what? We purchased not International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 35

Photo taken by Keith Sirchio 36 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Thermoforming Finds a Home in Brooklyn Museum

Unconventional Fabrication/Design Firm Makes Solid Surface into Art

T

he Brooklyn Museum is a lasting landmark in the heart of the New York area attracting more than 450,000 visitors annually. It is home to acclaimed artistic temporary exhibitions and permanent collections. The Great Hall of the museum, located on the first floor, is a 10,000-sq.-ft. room filled with 16 giant columns. The hall which is positioned between the café, museum book store and other creative exhibits, acts as a common area for museum visitors and personnel. It is also currently hosting an exhibit called, “reOrder,” until Jan. 15, 2012,

that utilizes some interesting solid surface thermoforming. “reOrder” is a site-specific installation created

by Situ Studio, an architectural design studio and fabricator founded in 2005 in Brooklyn, N.Y. The installation alters the current classical architecture to help visitors understand the impressive scale of the main entrance, as well as explore the architectural ornamentation that allows the Great Hall to not only be artfully decorated, but also functional.

Situ Studio is far from the typical surfacing fabricator, as it has both architectural design and fabrication wings, and isn’t material specific like many more conventional fabricators. Situ uses the material that fits the application, versus focusing on one material or another, and as such has done a host of projects in a variety of materials, ranging from solid surface and concrete to wood and sheet metal.

The company put down its roots when the owners met in design school at the Cooper Union School of Architecture. They got together

Photo taken by Keith Sirchio

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 37

Photo courtesy of Situ Studio

as friends and started doing some custom furniture and sculpting, which led to them getting a small studio. By the time the group graduated, they had several regular clients and they decided to keep working together, doing their own design work, entering competitions and bidding on projects. So while the business is only six years old, the partners have been working together for 11 years in total.

Among their common roles is complete design and fabrication of projects, as well as fabrication consultancy. “With both a design and fabrication

side to the company, clients can come to us in two ways,” explained Aleksey LukanovCherny, a founding partner at Situ Studio. “On the fabrication side some people come to us with their ideas well thought through; they may have specified materials and fabrication techniques already. Or, they may come to us with something as simple as a sketch on a napkin and we can help develop their idea from the beginning.”

The company usually handles very unique, often complex, projects that other companies

Photo courtesy of Situ Studio

38 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

may not have the capabilities, or interest, to take on. And that, along with an amazing creative team, is how Situ Studios ended up handling this large solid surface project at the museum.

“We were actually approached by the museum to submit an idea for changing the Great Hall,” said Lukanov-Cherny. “The director of the museum had seen another of our projects at an art festival in Miami and was interested in Situ Studio doing something for the museum. So, he invited us to submit a proposal.”

The museum director informed Situ that they only had about three weeks before a decision was going to be made, but the design group came up with an idea and submitted a proposal in time, and won the bid over a handful of other artists who had also made proposals. And the “reOrder” project was born.

“The idea was to transform the space by manipulating the existing 16 classical columns,” said Lukanov-Cherny. “One of the goals behind the design was to create moments of human scale within the 10,000-sq.-ft. hall with a 25-ft.-tall ceiling.” However, the project was not without its challenges.

He said that because the building was approximately a century old, while the columns looked alike, they were not necessarily all the same dimensions, nor because of their historic value could they have any mechanical connections. That meant their solution had to be flexible enough to manipulate on the fly and respectful of the architecture of the museum. Additionally, the number of visitors to the museum, especially young visitors, meant durability had to be a factor. When they took into account these necessities, solid surface was their answer.

“We needed something that could go from flat sheet to complex 3-D shapes,” explained Lukanov-Cherny. “We knew that solid surface is durable and non-staining, plus it is a renewable surface, so it fit right into our design requirements, as well as those required by such a public space.”

Situ Studio decided on solid surface because it can be precisely thermoformed, or designed in virtually any size or 3-D shape.

Having made that determination, the company then approached LG Hausys as a potential supplier of the material. LG donated the material, and Situ set out to make it a reality.

“We wanted to achieve a clean, white look and feel,” explained Lukanov-Cherny, “so we chose the White Quartz color. The particulate made it more visually durable than just a bright white color, and the white/gray color carries with it a more classical look and gives the feeling of a marble-like surface, which we liked.”

He also said darker colors were ruled out because of their tendency to lighten when thermoformed.

The project called for wrapping benches and tables at the bottom of the columns and the covering the top of the columns in elaborate fabric designs.

“LG Hausys’ solid surfacing was used to construct furniture around the base of the 16 large classical columns in the Great

Circle Reader Service #36 on the Reader Service Page or go to www.isfanow.org/info

“The finished furniture elements appear as extensions to the existing Doric architectural order, or as entirely new type of architectural ornamentation which is also functional.”

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 39

Photo taken by Keith Sirchio

Hall,” said Wes Rozen, another of Situ Studio’s founding partners. “A specialized computer was used to precisely cut pieces of HI-MACS, which were then thermoformed into a range of curved shapes and brought together in wedges to encircle the base of the columns. The finished furniture elements appear as extensions to the existing Doric architectural order, or as entirely new type of architectural ornamentation which is also functional.”

Situ Studio did all of the design work in its 1,000-sq.-ft. design studio in Brooklyn, which is in a building on the East River, overlooking Manhattan. But unlike other design firms, its work didn’t end there. The design partners also work hand-in-hand with the company’s three full time fabrication staff, so they took their design to the shop and began to make it happen. The first step was to build the thermoforming molds needed to transform the flat sheets of solid surface into more complex shapes.

The design they came up with called for two types of forms that could be flipped around interchangeably to be both tables and benches.

Situ built all of the thermoforming molds needed to create the finished product in its 3,000-sq.-ft.

shop located in the same building as its offices.

Although the shop is equipped with standard power tools, a CNC router and laser cutting equipment, its smaller size meant that the actual thermoforming of the 50 sheets of material the project required had to be subcontracted out to another fabricator in the area.

“Solid surface is such a flexible material that we can see more projects like this in our future.”

Once the thermoforming had been completed to Situ’s specifications, then began the process of installing them. Rather than seaming all of the seats and benches together, Situ left the thermoformed pieces with about a 1/2-in. gap between them to accommodate the variations in the sizes of the columns.

Once the benches and tables were installed, the stain-resistant fabric, which had also been donated, was pleated and hung to take on the mushroom-like shapes that conceal the rest of the columns.

40 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

All in all, the reOrder project took about a year from design development through fabrication to its installation in March, 2011. And, the company has already refinished the surfaces a couple of times to keep them in pristine shape. While the exhibition of this functional art is set to expire in early 2012, Situ Studio is planning on reclaiming the materials, and is now working on ideas to repurpose it for future projects. The goal is to avoid it ending up in the local landfill.

“Solid surface is such a flexible material that we can see more projects like this in our future,” said Lukanov-Cherny. “We have had a number of opportunities to work with the material, and we will likely be adding thermoforming equipment to augment our own shop’s capabilities. The variety of [solid surface] materials that we were able to choose from, as well as the overall performance of the product, has been simply awesome.”

I N T E R N AT I O N A L S U R FAC E FA B R I C AT O R S A SSO C I AT I O N

More information on Situ Studio is available at www.situstudio.com, or by e-mail at info@situstudio.com, or by phone at 718-237-5795.

Share your Passion – Making a Show of Surfaces tune with the consumer? After all it is all about them. Could this be done without boring the average consumer?

I

t hit me one evening while watching the HGTV network – the surfacing industry really needed an outlet to share our passion. The program I was absorbed in really had the “it” factor – you know, that magnetism that keeps you locked in? The audience that follows the network is growing by leaps and bounds.

Consumers can tap into home remodel trends, worldwide culture and education. Viewers personally connect and engage in creating a better environment in and around the home, and in general for their lifestyles. What a great network with so much to share. How did it come to be?

I believe I now know after watching a presentation from Gary Vaynerchuk of Daily Grape – an outgrowth of Wine Library TV. Vaynerchuk, the creator of the show, provided practical education about wine on his online program. Yes, wine. He has unconventionally demonstrated how to taste and discover wine – broadening the base of connoisseurs. He has made it easy (and comical) for average people to learn something that may seem a bit overwhelming, or that they were embarrassed to admit they didn’t know. Just this year (his 5th year for the show) he continues to “expand palates and break down wine barriers.” He’s raw and serious about teaching.

Vaynerchuk nailed it when he said, “Do what you love with passion…better than anyone else.

Love your work and work your butt off.” HGTV is in large part teaching, and like Daily Grape, it’s entertaining. When that seed was planted in my fertile mind (I was working with marketing on a social media strategy at the time), it didn’t take but a few short weeks before SurfaceShow was born.

No one else had gone deep enough with any outlet to share the passion we have for our industry. How are surfaces made? How does the industry arrive at trends and truly keep in

SurfaceShow.com would be a place where anyone in the world could totally engage in surfacing methods through live video. People can see how things are made and ask experts the things they want to know. Additionally it would serve as a great forum to post cool stuff showing the progress or fun outcomes of kitchen and bath renovations. The audience can post before and after pictures and show it off to friends and family. The fundamental focus for surface show is to teach tidbits of what people don’t likely know about surfaces – in a fun and engaging way.

So, my team rallied around me, sharing my energy and enthusiasm. After sharing the lofty goals to provide fun and educating short videos with my small, but dedicated team, we spent a little more time white-boarding some concepts, and then I left for vacation. I returned to find that they had developed the site structure, graphics, color scheme and the copy for the site – all we needed was to start the educational sessions. I had several initial videos in mind, and we put together a small (and very flexible) editorial line up for the content. We started with one plan and it has morphed with invitations from suppliers and other surfacing businesses or storefronts tapping into us. I knew that with this kind of medium, flexibility would be key. We executed and in essence, we went from zero to SurfaceShow.com in 21 days!

With the DIY way of life, HGTV priming the pump and the world of social media, the rules of engagement have changed. I knew I had to harness the idea and provide the medium to take what I love and create something for everyone in our industry to tap into and share their talents with the world. This channel needed to be open to all brands, products and offerings – and not sell anything; just provide value.

By Craig Francisco

what goes into the creation of surfaces that exist in their homes, businesses, healthcare facilities and more. Through using the site, people become more educated as buyers and that helps them make good decisions. That value becomes intrinsic to their whole purchasing experience. Let’s face it, surfaces aren’t typically consumed quickly. Much like flooring and cabinetry, those choices will be enjoyed for years before changes are made again.

So, 60 days later we just launched our 13th episode and we’re getting significant traction across the industry, the country and the world.

We’ve begun partnering with suppliers – in fact, recently, I flew to Temple, Texas, to visit Wilsonart International headquarters (on their private jet!) where we filmed and launched an episode featuring new laminate colors and textures along with color trends and how folks can make some great choices within current trends and economics. That was a blast!

As with any form of social media, the intricate messaging network is taking flight. We integrate SurfaceShow with our Twitter, Facebook and website initiatives. We’ve had thousands of hits across those mediums and the show’s following continues to gain momentum.

This is just the beginning. I can’t stop now.

It’s about every fabricator, designer, and manufacturer that wants to share their expertise with the world. It’s about our industry reaching across the aisle and working together to change our world. We owe it to ourselves to share our passion and educate – free of charge. HGTV did it. Why not SurfaceShow.com? We hope our industry members call and ask to be featured.

We’ll be there, and it will be fun.

I N T E R N AT I O N A L SU R FAC E FA B R I C AT O R S A SSO C I AT I O N

About the Author Craig Francisco is chief operating officer of The L.E. Smith Company and can be reached at cfrancisco@ lesmith.com or at www.SurfaceShow.com.

We believe that by providing deeper education, our industry will benefit, because knowledge is power. We are harnessing knowledge, sharing it with both the business and the consumer markets and teaching those ultimate buyers International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 41

Here.

Now. News.

Annual ISFA Awards Presented At the recent International Countertop Expo (ICE) in Las Vegas ISFA announced the winners of the annual ISFA Awards.

Michael Bustin, co-owner of Meld USA and a member of the ISFA Board of Directors, announced the winners at a gala event.

The prestigious awards are voted on

by ISFA members and given each year to members and member companies for their hard work advancing the goals of the association and the industry in general.

Also nominated were Dolan & Traynor Inc. and Surface Warehouse.

The Innovator of the Year Award is for the fabricator member firm or individual who goes outside the box and creates a product or system that enhances the lives of the surface fabricator.

The winner for 2011 was Jon Olson, of Sterling Surfaces, for his tireless efforts in promoting the industry, solid surface and ISFA through a variety of social networking initiatives.

Also nominated was Craig Francisco, of The L.E. Smith Company.

The Envision Award is given to the ISFA Member that excels in creating something imaginative and special for the surfacing industry.

This year the winners were as follows:

The winner for 2011 was Laser Products’ Dan Louis for the passion he exhibits in teaching fabricators not only about his products, but also industry trends that could help there businesses to be more profitable.

The Fabricator of the Year Award is given to an individual of a fabricator member company that in the past year has best exemplified the ISFA ideals of quality, innovation, character and exemplary services to ISFA and/or the decorative surfacing industry with overall excellence.

Other nominees were Gemstone, Stone Business magazine’s Emerson Schwartzkopf and Tuscan Stoneworx.

The winner for 2011 was Craig Francisco, of The L.E. Smith Company, for his dedication to growing awareness of decorative laminate across the country. Craig is a tireless promoter of the benefits of ISFA membership and a leader in the use of social media and education. Craig led the transformation of L.E. Smith into lean manufacturing, with more than 5,000 combined hours invested in staff training. In the last year L.E. Smith also made significant contributions to the recovery efforts in Haiti and Japan.

Also nominated were Gene McDonald, of Refresh Interiors, and Mike Kaufman, of Top Master.

The Associate Member of the Year Award is given to an association member that in the past year has best exemplified the role of servicing the needs of fabricator member companies, and who has best supported ISFA in all activities.

The winner for 2011 was Integra Adhesives for the development of a new miter system, and for proactively looking for new ways to improve the industry.

42 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

And finally, The ISFA Hall of Fame Award is give to the individual who has in the course of his or her career, made significant contributions to the decorative surfacing industry, and has demonstrated leadership and commitment to the ideals of ISFA. The winner of this award joins the ranks of industry legends who have worked long and hard to advance the surfacing industry for the betterment of all.

The 2011 winner was Todd Werstler, of Tower Industries, for his contribution to ISFA and moving the surfacing industry forward from a quality perspective. Todd served on the ISFA Board of Directors for many years, including in the role of President, and continues to go out of his way to help other fabricators advance their businesses, as well as the industry as a whole.

Other nominees were Hiram Ball, of Ball Consulting, Jack Hussey, of JCW Countertops, Mitch Hires, of Atlanta Kitchen, Bruce Akins, of Innovative Surfaces, and John Traynor and Bernard Dolan, of Dolan & Traynor.

Congratulations to all of the winners and thanks to all of the members that provided nominations, voted and attended the awards ceremony.

New ISFA Board of Directors Voted In

At its recent annual general member meeting, ISFA announced the results of the latest election for its Board of Directors.

Russ Berry, of Allegheny Solid Surface Technologies (A.S.S.T.) in Hanover, Pa., was installed as President of the ISFA Board of Directors. Berry replaces Hunter Adams, of Trindco in Suffolk, Va., who now takes on the role of Immediate Past President. The former Immediate Past President, Evan Kruger of Solid Tops in Easton, Md., has now retired from the Board after many exemplary years of service to the association and the industry. Also stepping down from the board after fulfilling their terms are Associate Member Representatives Bryan Stannard, of ITW Plexus, and Harry Hollander, of Moraware.

Rounding out the Executive Committee of the Board are Mike Langenderfer, of The Countertop Shop in Holland, Ohio, who is now Vice President; Joe Hoffman, of Hoffman Fixtures Company in Tulsa, Okla., who is Secretary; and Dave Paxton, of Paxton Countertops in Grand Ledge, Mich., is now Treasurer.

Four new board members were voted in, two as fabricator members and two as associate members: Christina Maria Humiston, of Block Tops in Anaheim, Calif.; Jon Blasius, of Blasius, Inc. in Vassar, Mich.; Mark Anderson, of Cosentino USA, and Michael Astill, of R.S. Hughes.

Recent ISFA Events and Happenings

China has a very large solid surface market, but fabrication/installation standards there are not equivalent with those in the United States and Europe. As such, the focus of the event was to provide best practices training for solid surface fabrication and installation, and to initiate ISFA Certification among ISFA members in China. Four ISFA member companies sent two individuals each to the training, and came from as far south as Singapore to Nanjing in the north. Gelandi, a manufacturer/ fabricator of solid surface and quartz surfacing, provided conference room, fabrication facilities and technical support for the class.

As in the early days of ISSFA in the United States, there was a great deal of excitement expressed by the new ISFA members for developing a surfacing association in China.

ISFA also met with Liu Wuqiang, General Secretary of the newly formed China Artificial Stone Association (CASA), to discuss potential areas of cooperation, and sat in on the newly-formed association’s director’s meeting. Topics of interest include the importance of fabricator certification, Chinese access to Western tools and equipment and how to improve communication between fabricators in China.

Over the past several months, ISFA has been busy helping fabricators, architects & designers and manufacturers make connections around the world, sponsoring numerous events. A rundown of those events follow: ISFA in China

While in China, ISFA shared exhibit space with Gelandi at the Guangzhou International Building Decoration Fair. The trade show, which attracted approximately 120,000 attendees, provided ISFA the opportunity to introduce ISFA Certification to the Chinese market.

ISFA conducted fabricator training and certification for four Chinese solid surface companies in July, 2011. Hosted at the facilities of Guangzhou Gelandi Polymer Material Co., Ltd., in the southern China industrial city of Guangzhou, the two-day lecture and demonstration was conducted by Evan Kruger of Solid Tops, LLC and Penny Cho of Shine Imports. ISFA Executive Director, Russ Lee, was on hand to assist in the training.

ISFA would like to express its sincere thanks to Mr. Tian Yu and Ms. Ellen Zhang of Guangzhou Gelandi Polymer Material Co., Ltd., for invaluable assistance and hospitality in helping establish ISFA Certification and Membership in China.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 43

AWFS

ISFA represented member fabricators at AWFS that was held in Las Vegas in July. The ISFA booth was manned by ISFA staffers Meg Pettingill and Sandy Milroy, who talked to contractor attendees about the benefits of using ISFA Fabricators and how to look up fabricators in their area using the ISFA website.

Another goal of exhibiting at AWFS was to promote the Total Fabrication Training (TFT) classes to woodworkers interested in learning more about countertop fabrication. Thus far several of those who expressed an interest in the training have attended subsequent TFT classes. A big thanks goes out to all of the ISFA members who came by the booth to say hello, find out what is new at ISFA and show your support to the association.

There was plenty of time to meet and greet the fabrication/design community, and Russ Lee, executive director of ISFA, gave a presentation about the association and the benefits of membership. The event also included a discussion of LG’s new quartz surfacing colors, along with presentations on color trends, and a video tour of both the company’s solid surface plant and its new quartz surfacing plant. LG personnel from all of the surrounding states and its headquarters in Georgia were also in attendance. This was followed by an overview of a fashion project between design firm FRCH and LG, in which a dress was made from thermoformed HI-MACS “lace” for the Product Runway fashion show, which took first place.

Healthcare Facilities Management Expo

For the first time in the history of the association, ISFA exhibited at the Healthcare Facilities Management Expo, in September at Navy Pier in Chicago, in an effort to show the value of the ISFA fabricator to prospective healthcare buyers. Communications Director Kevin Cole was in attendance and manned the ISFA booth, passing out literature, signing up designers for the magazine and touting the benefits of using ISFA certified fabricators for surfacing projects.

The event was well attended and ISFA was glad to be part of the exposition, and work to further the goals of ISFA fabricators and their role to successful surfacing projects in the healthcare industry.

LG Hausys Fabricator/Designer Event in Chicago

Also in September, LG Hausys participated in an event for area fabricators, designers and kitchen & bath businesses, in conjunction with the launch of 16 new colors of its Viatera quartz surfacing product.

It was held at Soldier Field in downtown Chicago, and attracted 200 to 300 area fabricators and designers. The event was also to showcase the launch of LG’s new quartz surfacing plant, located in Adairsville, Ga.

40 Years and Counting

This year Jack’s Custom Woodworking (JCW) in Woburn, Mass., marked 40 years in business and ISFA was there to help celebrate the occasion. The September event, which was co-sponsored by Colonial Saw, attracted 200 to 300 friends of JCW during the six-hour open house. Founder, Jack Hussey, was one of the first in the country to fabricate solid surface, which continues to be the company’s main product line.

Among the well wishers at the event were ISFA fabricators Mark and Hilary Converse of J-Con, Inc. and Jon Olson of Sterling Surfaces.

ISFA Executive Director Russ Lee was also on hand at the celebration.

Congratulations Jack’s Custom Woodworking on 40 successful years in the industry!

44 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

ICE and TFT

TOTAL FABRICATION TRAINING ISFA Announces Upcoming Training Dates Total Fabrication Training Level I January 9-12, 2012 Orem, Utah

Total Fabrication Training- Level II January 16-19,2011 Orem, Utah

Stone and Quartz Surfacing Repair Techniques January 23-24, 2012 Las Vegas, Nevada

Total Fabrication Training Level I March 12-15, 2012 Orem, Utah

Total Fabrication Training- Level II Learning and sharing is what the International Countertop Expo (ICE) was all about, so it made sense to bundle hands-on solid surface and stone training as part of the experience. A total of 22 people attended Solid Surface Total Fabrication Training, which was held at Creative Surfaces, and the Stone and Quartz Surfacing Total Fabrication Training, held at Alpha Professional Tools. Both venues are located in Las Vegas, and both were three-day courses.

“It makes sense for people to combine two activities into a single trip in order to make the most of their time and money,” Solid Surface TFT instructor Mike Nolan said. “The feedback I received from our attendees was that it was a very good way to come to the show, see a little of Las Vegas and get certified as a fabricator in solid surface.”

March 16-19,2012 Orem, Utah

Total Fabrication Training of Natural Stone and Quartz Surfacing March 26-29, 2012 Oakland, New Jersey

Stone and Quartz Surfacing Repair Techniques April 16-17, 2012 Orlando, Florida

Total Fabrication Training Level I May 15-18, 2012 Orem, Utah

Total Fabrication Training- Level II May 21-24,2012 Orem, Utah

Total Fabrication Training Level I July 16-19, 2012 Orem, Utah

For more information on the ISFA training programs, or to sign up to attend, call 877-464-7732.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 45

ISFA STAFF Russ Lee Executive Director Email: russ@isfanow.org Office: (877) 464-7732 ext. 12 Direct: (801) 735-7606

Meg Pettingill Administrative Assistant & Registrar Email: meg@isfanow.org Office: (877) 464-7732 Ext. 10

Andrew Bowman Development Director Email: andrew@isfanow.org Office: (877) 464-7732 ext. 13 Direct: (801) 623-3335

Kevin Cole Communications Director Email: kevin@isfanow.org Direct: (815) 721-1507

Jeff Pease Creative Director Email: jeff@isfanow.org Office: (877) 464-7732

Sandy Milroy Meeting & Membership Director Email: sandy@isfanow.org Direct: (702) 240-1660

Main Office Toll Free: (877) 464-7732 Direct: (801) 341-7360 Fax: (801) 341-7361 Email: info@isfanow.org Web: www.ISFAnow.org 165 N 1330 W. #A3 Orem, UT 84057

Board Of Directors

Russ Berry President A.S.S.T. 350 South Street McSherrystown, PA 17344 Phone: 717-630-1251 Fax: 717- 630-1271 Email: russberry@asst.com www.asst.com

Mike Langenderfer Vice President The Countertop Shop Ltd 10406 Geiser Road Holland, OH 43528 Phone: 419-868-9101 Fax: 419-868-9104 Email: mike@countertopshop.net www.countertopshop.net

Joe Hoffman Secretary Hoffman Fixtures Company 9421 E 54th St Tulsa, OK 74145 Phone: 918-627-3055 Fax: 918-627-3560 Email: joehoffman@hfccountertops.com www.hfccountertops.com

Dave Paxton Treasurer Paxton Countertops P. O. Box 174 Grand Ledge, MI 48837 Phone: 517-719-0146 Email: paxtoncountertops @yahoo.com

Hunter Adams Immediate Past President TRINDCO 1004 Obici Industrial Blvd.

Suffolk, VA 23434 Phone: 757-539-0262 Fax: 757-539-8921 Email: hunteradams@trindco.com www.trindco.com

Mike Nolan Director Windbound Co. P.O. Box 817 Glen Alpine, NC 28628 Phone: 828-438-0892 Fax: 828-438-0893 Email: windboundco@bellsouth.net www.windboundhomes.com

Michael Bustin Director Meld USA 3001-103 Spring Forest Rd Raleigh, NC 27616 Phone: 919-790-1749 Fax: 919-790-1750 Email: mb@meldusa.com www.meldusa.com

Martin Funck Director Rosskopf & Partner AG Bahnhofstrabe 16 D 09573 Augustusburg - Hennersdorf Germany Phone: 493-729-12524 Email: martin.funck @rosskopf-partner.com www.rosskopf-partner.com

Christina Humiston Director Block Tops, Inc. 1560 Harris Ct. Anaheim, CA 92806 Telephone: (714) 978-5080 Fax: (714) 712-4000 christina@blocktops.com

Jon Blasius Director Blasius, Inc. 7343 Buell Road Vassar, MI 48768 Telephone: (989) 871-5000 Fax: (989) 871-9070 Email: jblasius@blasiusinc.com

Mark Anderson Director, Associate Member Representative Cosentino USA 13124 Trinity Dr. Stafford, TX 77477 Phone: (866) 268-6837 Fax: (281) 494-7299 Email: marka@cosentinousa.com

Michael Astill Director, Associate Member Representative R. S. Hughes 3455 W 1820 S # 1 Salt Lake City, UT 84104-4906 (801) 973-4211 Email: mastill@rshughes.com

46 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

ISFA New & Renewed Members SolidTops, LLC 505 South Street Easton, Maryland 21601

Solid Fabrications, Inc. 2515 Murray Street Sioux City, Iowa 51111

Spaulding Fabricators, Inc. 1136 Industrial Parkway Brick, New Jersey 08724

Sulzer Mixpac USA 8 Willow Street Salem, New Hampshire 03079

Spectrum Surfaces, Inc. 812 Marquis Way Green Bay, Wisconsin 54304

Unico Special Products, Inc. 25 Renwick Street Newburgh, New York 12550

Top South 830 Pickens Industrial Dr. Marietta, Georgia 30062

Walter Crum Construction PO Box 12359 Lubbock, Texas 79452

Windbound Co. P.O. Box 817 Glen Alpine, North Carolina 28628

Estam8 Inc 7407 Lakeland Blvd Ft. Pierce, Florida 34951

Boeing Service Company 14675 Lee Road Chantilly, Virginia 20151

Venio Woodwork N.V Guana Bay Rd, # 1 Philipsburg, Saint Martin

FloForm Countertops 125 Hamelin Street Winnipeg, Manitoba R3T3Z1, Canada

Genistone 137 E State Hwy CC Nixa, Missouri 65714

Schechner Lifson Corp.

4 Chatham Road Summit, New Jersey 07901 Interfab Ltd. Unit 9 Willersey Business Park Willersey, Nr. Broadway WR12 7RR, United Kingdom Top Distributors LLC 412 Post Oak Road Sulphur, Louisiana 70663 A.S.S.T. 805 West Elm Ave. Hanover, Pennsylvania 17331 Alexander Brothers Tile & Marble Inc 1446 S Cooper St., Ste 101 Memphis, Tennessee 38114 Sterling Surfaces 76 Leominster Road Sterling, Massachusetts 01564 Creative Countertop Solutions, Inc. 300 Peabody St Nashville, Tennessee 37210 Stone Merchant 612 Jordanstown Road Dublin, Ireland AXYZ International (Automation) 5330 South Service Road Burlington, Ontario L7L 5L1 Canada Cabinets 2 Countertops 7142 Frank Avenue NW N. Canton, Ohio 44720 Dolan & Traynor, Inc. 32 Riverview Drive Wayne, New Jersey 07470 Evans and Paul LLC 140 Dupont St. Plainview, New York 11803 Fabricator’s Choice 1375 Trout Brook Circle St. Paul, Minnesota 55117 Integra Cabinets & Millwork 249 W. Baywood #B Orange, California 92865 Jack’s Custom Woodworking /JCW Countertop 3 Aberjona Drive Woburn, Massachusetts 01801 Meld USA, Inc. 3001-103 Spring Forest Rd Raleigh, North Carolina 27616

Alaskan Counter Fitters 607 Old Steese Hwy., Suite B, PMB 354 Fairbanks , Alaska 99701 Carolina Custom Surfaces 100 Landmark Drive Greensboro, North Carolina 27409 Colonial Saw Company P.O. Box A Kingston, Massachusetts 02364

Colt Industries 3505 Tree Court Industrial Blvd St. Louis, Missouri 63122 Glue Warehouse 726 Cherry St. Sumas, Washington 98295 W.R. Watson Inc 12902 Mula Ln Stafford, Texas 77477 Executive Millwork #5 1212 38 Ave N.E. Calgary, Alberta T2E 6N2, Canada Solid Surfaces Plus 4640 Manufacturing Road Cleveland , Ohio 44135 Heritage Woods Inc 4031 Winterset Dr. Burns, Wyoming 82053 Creative Surface Solutions 2855 Coleman Street N. Las Vegas, Nevada 89032 European Artstone Inc 7316 Bellaire Ave North Hollywood, California 91605 Jaco Builders, Inc 99-129B Waiua Way Aiea, Hawaii 96701 MR Direct Int. 7610 New West Road Toledo, Ohio 43617

Kitchens, Inc 2301 West Frontview Dodge City, Kansas 67801 Bevco 1627 Dickie Road Billings, Montana 59101 Victor Coronado Services Boulevard Hacienda Galindo 116, Villas Del Meson Juriquilla, Queretaro 76230, Mexico Johnson Granite Inc. PO Box 511 589 Hiatt Road Mount Airy, North Carolina 27030 Best Quality Countertops 4340 S 90th St Omaha, Nebraska 68127 The Top Shop of Rochester Inc 235 Woodlake Drive S.E. Rochester, Minnesota 55904 Candela Construction 4126 Couples Dr. Coeur d’ Alene, Idaho 83815 Grenite Sustainable Solutions, LLC 60 Liberty St. Metuchen , New Jersey 08840 J.A. Kohlhepp Sons Inc. PO Box 423 640 DuBois St, Dubois Pennsylvania 15801 Panco Inc PO Box 210 Talkeetna, Alaska 99676 SawStop, LLC 9564 SW Tualatin Rd. Tualatin, Oregon 97062 South Umpqua School District 501 NW Chadwick Lane Myrtle Creek, Oregon 97457

T&D Robotics Viale C. Colombo, 9 Marina Di Carrara (MS) 54033 Italy ARIM Inc. 492C Cedar Ln #324 Teaneck, New Jersey 07666 Abet Laminati 50 Paxman Rd, Unit 10-1 Toronto, Ontario M9C 1B7, Canada Basix International 2024 Baypointe Dr. Newport Beach, California 92660 Eurosoft Inc 1628 Old Apex Road Cary, North Carolina 27513 Global-Allied Pte Ltd No. 18C Kranji Loop Singapore, Singapore 739554 Singapore Helmart Company, Inc. 4960 Hillside Avenue Cincinnati , Ohio 45233 Pacific Architectural Millwork 1031 Leslie St LaHabra, California 90631 Precision Stone Design 981 Lunt Ave Schaumburg, Illinois 60193 Southwest Carpenters Training Fund 533 S Fremont Ave, #401 Los Angeles, California 90071 SolidSurface.com 6641 N Cibola Tuscon, Arizona 85718-1608 Dimensional Stone & Tile Designs, Inc 146 East Third Street Mount Vernon, New York 10550 Countertop Creations of the Gulf Coast 1302 Live Oak Pascagoula, Mississippi 39567 Justice Products 960185 Gateway Blvd, Ste 108 Ameila Island, Florida 32034 K-C Maintenance 4710 W Post Rd, #145 Las Vegas, Nevada 89118 SLC Corp 248 E 600 S Salt Lake City, Utah 84111 Surface Link Corporation 4200 Lafayette Center Dr, Ste A Chantilly, Virginia 20151

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 47

Specialty Surfaces Fabricators, Manufactures and Experts Membership Application I NT E R N AT I O N A L S U RFAC E FA B R I C AT O R S A S S O C I AT I O N

Main: (877) 464-7732 • Fax: (801) 341-7361 • www.ISFANow.org

Renewal Instructions:

To renew your membership with ISFA, simply fill out the Personal Information section, and Payment Method and that’s it! Fax it back to (801) 341-7361 and we’ll do the rest. Please allow 2-4 weeks for your membership renewal packet to be delivered.

New Member Instructions:

For Surfacing Experts wanting to become a new member, please fill out the entire form. Membership in ISFA is the industry endorsement of high quality. This endorsement cannot be purchased for the price of membership, but must be established by the company and upheld by each member of the organization. Fax this form back to (801) 341-7361 and we’ll do the rest. Your new membership packet will be in the mail shortly. Please allow 2-4 weeks for delivery.

Personal Information

Name: Title:

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Country: Phone: Fax: By providing your fax number, you are giving ISFA permissioon to send you information via fax.

Check here if you do not wish to receive education & event information via fax.

E-mail: Check here if you do not wish to receive Product and Service information from ISFA and our industry partners via e-mail.

I Am: Renewing my ISFA Membership

Applying To Become A New Member

Method Of Payment

I am faxing a copy of the check along with this form. (required if paying by check) Card Type:

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Card Number: Print Name On Card: Expiration Date: Official Signature: If Paying by check, fax copy along with this order form. You can also mail this form to: ISFA, 165 N 1330 W #A3 Orem, UT 84057

New Member Information Type of Membership: (please select one)

Sponsorship Information: In order to become a member of ISFA, you need to provide information

ISFA Membership: $400 - Any Specialty Surfaces company that has been in business at least two years and carries appropriate liability insurance.

Sponsor Company:

Subscriber Membership: $400 - Applicant companies which meet all other qualifications, but have been in business for less than two years shall be eligible for Subscriber Membership in the Association

Trade Reference: (Please provide a trade reference, generally your distributor of solid surface.)

Branch Membership: $200 - Branch Membership is available to companies having more than one location. Each location must fill out seperate membership applications. Branch Membership annual dues are one-half that of the headquarters location. Each location wll be treated as a seperate member in all respects except only headquarter locations may vote in General Elections.

regarding an ISFA member or company willing to sponsor you in. If you do not know what to put in this section, just leave it blank. We will help you with this.

Contact Person: Telephone:

Trade Reference: Contact Person: Telephone: Proof of Insurance: A copy of your certificate of liability insurance must be attached to or faxed with this form to process this application.

Monthly Membership: $35/Monthly

Code Of Ethics Agreement (Please Sign Below)

Each member of the International Surface Fabricators Association agrees to observe high standards of honesty, integrity, and responsibility in the conduct of their business. By adhering strictly to the highest quality standards of fabrication, manufacturing and installation. By promoting only those products and services that are proven quality and value. By writing contracts and warranties that are clear, honest, and fair to all parties involved. By honoring all contractual obligations in a reasonably prompt manner. By quickly acting on and attempting to resolve all customer complaints, and in situations where complaints appear unreasonable and persistent, by encouraging the customer to initiate and approach third party dispute settlement mechanisms. By being fiscally responsible and honoring all legitimate financial obligations; By maintaining all required licenses and insurances; I,_______________________________, do hereby certify that the foregoing is true and correct to the best of my knowledge, and do agree to abide by the Code of Ethics of the International Surface Fabricators Association for as long as I hold an active membership therein.

Don’t stop now,

Keep Moving Up!

Advanced Total Fabrication Training will show you how to increase your profits by adding advanced fabrication techniques to your product offering.

Through hands on fabrication, you will learn about: • • • •

CNC Technology Inlay Techniques Thermoforming and much more

TOTAL FABRICATION TRAINING Find Out More By Visiting Us At www.ISFAnow.org or call us at (877) 464-7732

Product News Omni Cubed Offers MegaJaw Carry Clamp for Thick Countertops

functions to autodraw the top with overhang and radii, and add desired backsplashes.

Other functions allow the user to establish an X-Y plane, collect 2-D geometry on multiple planes and perform complete 3-D modeling.

The system also has capabilities for scanning cross sections of rooms and projecting installation or mounting points onto a surface.

As an inspection tool, the laser can be used to measure fabricated parts and installs against the CAD design model. Circle Reader Service

#08 on the Reader Service Page or go to www. isfanow.org/info.

The Mega-Jaw Carry Clamp by Omni Cubed has been designed for easier and safer carrying of countertops. The lightweight clamp (only 2.6 lbs.) opens wide enough (up to 2.6 in. or 66 mm) to accommodate thicker tops, including concrete countertops. The clamp features highstrength aluminum arms, and non-marking, tearresistant rubber gripping pads. To distribute the weight of very heavy countertops, two installers per clamp can be used on each side of the top (four people total). The tension in the clamp is adjustable to allow the clamp to hold on to the top when not in use. Each pair of clamps has a rated capacity of 500 lbs., and the more weight lifted, the tighter the clamps grip. All Omni Cubed products are engineered, manufactured, and assembled in the United States and are covered by a one year manufacturer’s limited warranty. Circle Reader Service #07 on the

Reader Service Page or go to www.isfanow.org/info.

ETemplate Offers ELaser 3-D Laser Templating System

ETemplate Systems has released ELaser, a 3-D laser measuring system for the construction industry that can measure any surface, horizontal, vertical or anything in between.

The laser has both manual and motorized positioning. ETemplate Measure Manager software provides specialized countertop

Domain Offers 17 New Vessel Glass Sink Models

Domain Industries, Inc., a nationwide supplier of kitchen & bath products and fabrication accessories, introduced 17 new glass sink models to its Santa Fe collection of contemporary vessel mount sinks. The 17 new models include dramatic and stunning colors, textures and patterns. The new lineup includes the Mosaic Collection of Santa Fe Glass sinks – six sinks built around a stunning swirl effect with crisp grooves and extreme attention to the depth of detail including Mosaic Silver, Cinnamon, Ore, Copper, Forest and Smoke.

Other examples include Sorrel and Antiquity, both layered with deep, rich, earthlike qualities.

These luxurious vessel mount style sinks are constructed with extra deep, oversized bowls to create a dramatic feel while accommodating various water flow requirements. Circle Reader Service #09 on the Reader Service Page or go to www.isfanow.org/info.

50 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Curava Recycled Glass Countertops Debut in North America

Curava recycled glass surfaces has launched two high-design surface collections in North America at the GreenBuild Expo. The two collections, Standard and Splendid, made a soft launch to select distributors and architects last year, but, having proved successful in this test market, is launching nationally.

Curava offers both larger and smaller particulate choices, and each slab is made from at least 70 percent recycled glass. The product line also contains sustainable seashells and kiln waste. Made in Thailand, it is manufactured during daytime hours, using no artificial light and a zero waste water system. Employing all local workers who are paid a fair wage above the national average, Curava utilizes a unique manufacturing process that allows for the particulates to be spread throughout the whole depth of the product. This gives the countertops a 3-D quality, making the edges just as noteworthy as the surface itself. All particulates are locally sourced, including sustainably collected seashells and pottery fragments from kiln waste. It uses vivid glass gathered from landfills in Thailand, helping to reduce more than 180 tons of waste a year.

The manufacturing process also uses 75 percent post-consumer waste. It contains no VOCs and may contribute to LEED points. It is extremely resistant to heat and scratching. Easy to maintain and clean, custom colors may be created for large commercial orders.

Prior to its national launch, Curava was available from select distributers for residential homes and commercial applications. Popular in commercial projects, Frost White, with its smaller particulates, offers a clean and crisp look to countertops. The clear glass comes from broken or defective windows and recycled

water bottles, top to bottom. Another example is Goldmine, which has a neutral color scheme but is still very vibrant. The dark golden glass comes from recycled Thai Red Bull Bottles, while the light golden glass is fragments of recycled Singha Beer bottles. It is available in 20 colors from two different collections containing different particulate sizes. It is imported and distributed exclusively in North America by MMS Distribution based out of Boston. Circle Reader Service #10 on the Reader Service Page or go to www.isfanow.org/info.

Festool Offers Multi-Mode Sander

Native Trails Debuts Savannah Vanity in Walnut Native Trails introduced the latest version of the popular Savannah Vanity, now available in walnut and made from sustainable, Forest Stewardship Council (FSC) certified wood.

The Savannah in walnut is the second iteration of the popular vanity style for the company. It is in a rich brown, and is hand-crafted by local artisans. A sleek and petite luxury bathroom piece, the Savannah boasts simple lined cuts, four-post tapered legs and a front-facing drawer accented with a recycled, clear glass knob and Blum soft-close drawer glides. The vanity runs 30-in.-wide by 21.5-in.-deep by 34-in.high. Circle Reader Service #12 on the Reader

EOS Surfaces Launches First Copper Oxide-Infused Solid Surface Countertop

by the human eye. The infusion of Cupron particulate into the EOS makes the power and effectiveness of the copper indefinite. It cannot be worn off or become less effective over time.

EOS Surfaces, with Cupron, Inc, is currently engaged in ongoing consultation with the EPA. The company recently received approval for all of its testing protocols as well as approval for use of public health claims language for Cupron Enhanced Eos upon the completion of this final phase of testing. EOS plans to continue to provide updates as it proceeds through the end stage of this process.

EOS Surfaces, LLC launched Cupron Enhanced EOS at the Healthcare Facilities Symposium & Expo in Chicago. Over the past 14 months, the company has been working with Cupron, Inc. on the development of a new countertop material based on a solid surface platform with the integration of Cupron’s Copper Oxide antimicrobial technology. Cupron is a patentprotected proprietary copper-based technology that harnesses the antimicrobial powers of copper within a polymer structure. Cupron technology is currently being used in the textile and polymer industries. EOS’ strategic alignment with Cupron makes it the world’s first copper-oxide infused solid surface countertop.

This product launch comes on the back of the company’s launch of the new Geos product, which is made from a combination of recycled glass, sand and proprietary resins.

With a mixture of both post-consumer and industrial use glass, it gives new life to a castoff resource. Projects in Geos can currently qualify for 4 LEED points, and the color palette is comprised of 16 colors based around showcasing the glass particulate within the sheet. Background colors and pigmentation are kept to a minimum in order to let the glass show through and be the highlight of the materials’ aesthetic qualities. ĒOS has created a GREEN countertop that uses environmentally friendly materials; is consistently manufactured at the same level of quality and appearance as other high-end countertops; is fabricator friendly; and maintains its integrity after installation. Over the past seven months, EOS Surfaces has expanded its reach across the entire United States and Canada through the addition of nine distributors of Gēos. Circle Reader Service #13

Service Page or go to www.isfanow.org/info.

The RO 90 Multi-Mode Sander is the newest member of the Festool Rotex family. The RO 90 features a tool-less base design, enabling it to easily transform from a round pad sander to a delta-shaped, random-orbit detail sander in seconds. Take advantage of its rotary mode to aggressively transform rough surfaces, randomorbit mode for fine-finish sanding, or switch back to rotary mode for polishing high-gloss surfaces.

It has triple-mode, quadruple function for aggressive rotary sanding, random orbital finish sanding, detail sanding and even polishing.

Equipped with front edge protectors, the RO 90 protects the workpiece while extending pad life.

Onboard electronics protect the sander from thermal and current overload, and Jetstream design delivers highly efficient dust removal, resulting in cleaner air, a better finish and longer abrasive and pad life. Circle Reader Service

#11 on the Reader Service Page or go to www.isfanow.org/info.

as a microbial killer, and it is generally agreed that copper ions cause a series of damaging effects on bacterial, fungal and viral cells. By combining the hygienic, non-porous nature of solid surface with the technology of Cupron, Eos is able to offer hospitals, schools, military facilities, hospitality and homeowners a defense against microbes. Every sheet is infused with Cupron on all exposed surfaces. Hence, no matter where the sheet is cut, or what part of the sheet is exposed, the Cupron copperoxide is present. Cupron is not a film or liquid chemical application. In fact, the Cupron within the EOS slabs can actually be seen

Since Egyptian times, Copper has been known

on the Reader Service Page or go to www.isfanow.org/info.

International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 51

LG Hausys Adds New Colors to Its Viatera Quartz Surfacing Line

LG Hausys recently introduced 16 new colors to its Viatera Quartz Surfacing line, all of which are manufactured in its new plant located in Adairsville, Ga. Viatera combines natural quartz with advanced polymers to create a non-porous countertop material that is stain-resistant and hygienic. The colors are part of new collections to include Terracotta, Woodlands, Urban Chic and International; and these collection names celebrate hues and patterns inspired by earth’s natural splendor. Serving as an expansive effort, the colors were developed by the LG Hausys design team based on consumer market research, global trends and years of product development experience. In addition to the LG Hausys design team, the color

development process was supported by two full-scope interior designers who serve as the principles of Little Fish Company, Tara Rae Hill and Martiele Sineath. The freshly expanded Viatera line features the following new colors: In the Terracotta Collection - Olive Rust, Solar Canyon, Royal Teak, Mesquite Moon, Nova, Bourbon, Copper Patina and Kilauea; in the Woodlands Collection - Juniper Trail, Silver Lake, Kenai, Charcoal Mist, Niagara and Wildwood; and in the Urban Chic Collection Natural Limestone and Antique Limestone.

This comes after 15 new sophisticated colors were also introduced. These color additions expand their robust palette and were inspired by emerging fashion and color trends. The 15 color launch includes brand new collections – Reflection, Ice, Veined, and other new colors.

This launch includes in the Ice Collection Tundra, Lunar, Sand, Kona, Galaxy and Lava; in the Reflection Collection - Daylight, Twilight and Midnight; in the Veined Collection - Bianco White, Crema Beige, Artesia and Truffle; and other new colors including Dover and Wheat.

All colors are available immediately, and are backed by a 15-year transferable warranty.

Additionally, the colors are available in jumbo size slabs, including 130- by 63-in. for

Circle Reader Service #18 on the Reader Service Page or go to www.isfanow.org/info 52 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

better yield. Circle Reader Service #14 on the Reader Service Page or go to www.isfanow.org/info.

Ravenna Mosaics Introduces Ikat Jewel Glass Collection Ravenna Mosaics introduced the Ikat Collection in jewel glass.

Designer Sara Baldwin has interpreted ancient textile, combining brilliant color and refined texture in jewel glass mosaics.

Inspired by her travels along the Silk Road and her personal collection of Ikat textiles, Baldwin has integrated the classic patterns of Central Asian Ikat textiles with the glitter of reflective glass and mirror.

The three Ikat patterns, Loom, Weft and Pamir, are presented in five distinct colorways. The collection is handcrafted in Virginia and created in a seamless, repeat pattern for interior vertical surfaces. Weft, named for the horizontal threads in Ikat fabric, is a subtle palette of quartz and labradorite glass inspired by Uzbekistani leaf patterns. Loom in quartz, aquamarine, tanzanite, and turquoise glass celebrates the

Circle Reader Service #19 on the Reader Service Page or go to www.isfanow.org/info

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vibrant color and geometric designs found in contemporary Ikat textiles. Pamir, in three colorways, is a graphic symbol of the Pamir mountain range in Central Asia. The zigzag design is reminiscent of the steep peaks of the high mountain range. Circle Reader Service #15 on the Reader Service Page or go to www.isfanow.org/info.

Braxton-Bragg Offers Multipurpose Fabrication Center

Braxton-Bragg has added a new multipurpose fabrication center to its line of tools and supplies for the stone, tile and polished concrete industry. The Fab King combines the functions of a router, a drill press, an in-line back splash polishing machine, a top polisher and a radial arm sink cut out machine, all in one. The designer of this machine has more than 20 years’ experience in the stone industry, with much of that time spent trouble-shooting and repairing stone equipment. The machine’s

220-V, single-phase power and off the shelf components help guarantee maximum uptime, and the solid frame will not flex when the motor is under load. Its cantilevered frame design presents a square and true tooling surface that allows the use of all of your favorite router bits.

No need for Plexiglas. Edge profiling requires a solid structure and the Fab King delivers it with 4-in. industrial-strength steel square tubing. Its fabrication bed offers a full 114 in. of linear travel and a 30-in. gantry travel. It can cut out any sink shape using a template (which means no mistakes and precise dimensions) in as little as 8 minutes. It will drill holes in seconds without wobble and extend the life of core bits. A bonus application is its easy backsplash polishing system. The travel head runs true horizontal to insure a flat edge polish. Because of the simplicity of its design, there is no steep learning curve. Circle Reader Service #16 on

the Reader Service Page or go to www.isfanow.org/info.

Circle Reader Service #20 on the Reader Service Page or go to www.isfanow.org/info

Karran Adds New Sink Styles Karran has added two new top mount models to its commercial style Elite Series of sinks.

The stainless steel sinks have vertical sides with zero-radius corners. They have a huge bowl space in a modern style. The models are the LE-45, which is a 33- by 22- by 9-in. double model, and the LE-40, which is a 25- by 22- by 9-in. single bowl. The company also offers the Nova, designed for those with a 30-in. sink base but want more than the standard 23-in.-wide single sink. The Nova is 27-in.-wide and 10-in.-deep.

It is the company’s deepest sink and also is suitable for the laundry room. It is available in both White and Bisque. It can be seamlessly undermounted in laminate and solid surface, or undermounted with an 1/8-in. negative reveal in all stone products. Circle Reader Service #17 on the Reader Service Page or go to www.isfanow.org/info.

Circle Reader Service #21 on the Reader Service Page or go to www.isfanow.org/info International Surface Fabricators Association • Vol. 4, Issue 3, 2011 • 53

Armstrong Cabinets Offers Two New Shaker Door Styles

MIA Stone Safety Resources in Spanish

Two new Shaker door styles from Armstrong Cabinet Products – Newbury and Mayfair– are now available. Newbury, in maple hardwood, offers a standard reveal door in a recessed Shaker style, flat panel-in-frame with 2-1/2-in.wide stiles. The five piece door frames are assembled with mortise and tenon joints and are offered in four finish options: Mocha, Café, Espresso and new Autumn Brown. The warm palette creates a welcoming atmosphere that embraces the whole room. Specialty cabinets and decorative trim also are available to add the finishing touch to any kitchen. Mayfair with easy-care thermofoil laminate, are clean, white cabinets that can be accented with any color.

White continues to have a strong impact on kitchen interiors, whether in matte or shiny, smooth or textured finishes. The simple, full overlay door style features a recessed flat panel Shaker door style, with a slab drawer front style. Low pressure melamine is used on the back of the doors, and fully concealed hinges accentuate the door’s simplicity and functional beauty. Both cabinet options are available with a variety of hardware and accessories with additional storage space or time saving features. All of Armstrong’s cabinets are certified by the Kitchen Cabinet Manufacturers Association (KCMA) Environmental Stewardship Program (ESP), recognizing a commitment to ensuring responsible use of natural resources through sound environmental management and sustainable practices. Circle Reader Service

Many of the MIA safety resources are available in Spanish, such as its technical guide. This technical guide is an important source of guidelines on safety procedures for personal protective equipment, respiratory protection, hazard communication, equipment operations, slab handling, OSHA compliance, and much more. The guide incorporates the content of the various MIA safety videos. It is suitable as a handout for use by natural stone fabricators and distributors for employee safety meetings and employee orientation. Circle Reader Service

#22 on the Reader Service Page or go to www.isfanow.org/info.

DuPont Granite & Marble Countertop Cleaner + Protector It’s no secret that common household cleaners can wear away at a sealant, putting granite surfaces at risk of stains and can compromise the look and feel of natural stone over time. DuPont Granite & Marble Countertop Cleaner + Protector contains a special 2-in-1 formula to wipe away messes while also reinforcing the sealer protecting homeowners’ natural stone surfaces, helping it to continue repelling spills before they have a chance to penetrate the surface. Circle Reader Service #23 on the Reader Service Page or go to www. isfanow.org/info.

per sq. meter of material and the finished product is itself 100 percent recyclable. Circle

Reader Service #25 on the Reader Service Page or go to www.isfanow.org/info.

Abrasive Resource Offers New Big Foot Sanding System

#24 on the Reader Service Page or go to www. isfanow.org/info.

Echotect and Bonato Group Produce Slimline Tiles

A new manufacturing partnership has produced a range of super-smooth, thin-profile products in the engineered stone and building materials sector. Polishing specialists The Bonato Group, owner of MDB and SAID, have come together with Echotect, the innovative force behind the development of eco-friendly tiles and surfaces, to perfect a 4mm- to 10mm-thick, gloss-finish product, suitable for kitchen, bathroom and internal and external building applications.

As part of the cooperation, a polishing plant has been established on a permanent loan at Echotect’s Swiss, where trials have focused on polishing materials straight from the production line. Echotect is now refining both its matte finish (unpolished) and high gloss products, and is in talks with distributors in the UK and continental Europe to bring products to market.

Using a pioneering technique which combines end-of-life PET (polyethylene terephthalate) from recycled plastic bottles with fine stone particles, Echotect has created an extraordinary new material with comparable aesthetic and technical performance characteristics to current options across the flat surface market. Suitable for floor and wall tiles, countertops, internal boards and external cladding applications, the production technique uses 250 plastic bottles

54 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Abrasive Resource, a converter and distributor of abrasive sanding supplies, is now manufacturing drive pads and custom back-up pads for use on the GEM Orbital Sander/Polisher. These slip on pads, along with 11- by 5-in. or 12- by 6-in. hook-and-loop sanding discs, make up the Big Foot Sanding System. The company has served the wood and solid surface markets with sanding discs for more than 25 years and the addition of custom back-up pads designed for use on the GEM Industries Orbital Sander was a natural progression in their offering of abrasive products and supplies. Now, in addition to distributing the popular GEM sander, the company will also provide fabricators and shops with options of an 11-in.-diameter pad with a 5-in. center hole or a 12-in.-diameter pad with a 6-in. center hole. The Big Foot Sanding System allows the sanding pressure to be concentrated on the outside diameter of the back-up pad. This provides a uniform scratch pattern and relieves any loading that may be created in the center of a traditional solid sanding disc. The slip-on back-up pads are tapered on the edge to enable finishing all of the way up to a backsplash. In addition, the 5- or 6-in. center cut-out discs are available with any vacuum hole pattern and are included at no charge to use with a shop’s smaller disc sanders. Circle Reader Service #26 on the

Reader Service Page or go to www.isfanow.org/info.

Concrete Manufacturers...

Learn Something New. Stone Fabricators...

Create More Profit.

Woodworkers...

Make More Money.

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International Surface Fabricators Association • Vol. 4, Issue 1, 2011 • 55

MóZ Designs Launches ETA Product Line

Móz Designs has launched the ETA product line, a new series of easy-to-assemble metal products that can be installed on site, right out of the box. Created for hospitality, retail and commercial sites, the ETA series includes column covers, room dividers, wall panels and table tops in a versatile range of colors and finishes. All of the products are pre-engineered (cut, formed and finished) and shipped with mounting components and instructions. A wide selection of hand-etched patterns and colors is available for any ETA product, in addition to Móz Blendz variegated color treatments. Like all Móz metals, ETA products are composed of 80 percent post-industrial recycled aluminum and contribute to LEED 2.0 MR Credit 4 – Recycled Content. ETA product offerings include: Column covers available in round, square, oval and racetrack shapes; room dividers in either flat or pre-formed curved rolls that both can be installed with cables or posts; rigid wall panels with terrace or keyway systems; multidimensional Móz Tides wall panels with curved or undulating forms, including Ocean Waves, Rolling Waves and Breaking Waves; and table tops with a choice of details, including wood frames and edge profiles. Gloss or satin finishes can be specified, along with durable, high-traffic finish options. Circle Reader Service #27 on the

recycled resin content – a claim that is certified

by Scientific Certification Systems (SCS). With the addition of the SCS certification, the solid surface may play an even greater role in helping achieve various levels of Leadership in Energy and Environmental Design (LEED) certification.

It can help contribute to the points needed for a building to earn Materials and Resources (MR) Credit for Recycled Content. All Corian colors can help contribute to LEED points for MR Building Reuse, MR Materials Reuse, MR Regional Materials, Environmental Quality (EQ) Low Emitting Materials – Adhesives and Sealants. The 33-color Terra Collection offers three levels of recycled content, including five colors with at least 20 percent pre-consumer recycled resin content (White Jasmine, Rice Paper, Raffia, Silver Birch and Dove), 17 colors have at least 13 percent pre-consumer recycled resin content and a group of 11 colors are made with a minimum of 6 percent pre-consumer recycled resin content. The recycled content includes waste materials, such as imperfect sheets, which are redirected from the waste stream during the manufacturing process, ground as particulates and reutilized as material for new sheets. All colors are GREENGUARD Indoor Air Quality Certified, NSF/ANSI 51 Certified for food contact and all are Class I (A) fire rated. Circle Reader Service #28 on the

#29 on the Reader Service Page or go to www.isfanow.org/info.

Samsung Adds 4 Colors to Radianz Quartz Surfaces Line

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Rockler Introduces Steel Router Table Cabinet Radianz™, a product of worldwide technology leader Samsung, has added four new quartz surface colors. More than 28 distinctive colors are now available in the Radianz line.

Reader Service Page or go to www.isfanow.org/info.

DuPont Adds Colors, Greater Recycled-Content to Corian Terra Collection The DuPont Corian Terra Collection, a selection of solid surfaces made with recycled materials, has been expanded to include 33 colors, with five colors now having at least 20 percent pre-consumer,

stores router bits, wrenches, jigs and more. The top of the Steel Router Cabinet has pre-drilled mounting holes compatible with all Rockler router tables, as well as many brand name tables. Other unique features of the router cabinet include: Convenient internal dust bucket to provide a cleaner work surface by creating a vacuum below the table to reduce the amount of dust generated; a recessed 4-in. dust port in the back of the cabinet to minimize the clearance needed when connecting to a dust collection system; and heavy-duty construction to give the cabinet the weight and stability of a stationary shaper, minimizing vibration and increasing the chances of getting consistent cutting results.

Drawers or shelves may be added with the purchase of Drawer Accessory Kits, and the cabinet is also pre-tapped for adding an optional Router Safety Switch. Circle Reader Service

Rockler Woodworking and Hardware has introduced a router table cabinet made of galvanized steel with an integrated dust collection system. The steel cabinet was designed by Rockler to serve as the ultimate router workstation, providing room for storage, internal dust collection and options for adding convenient shelves and drawers. The result is an all-in-one router station that conveniently

56 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

Two new colors, Caucasus Gray and Kunlun Ink, provide a consistent texture throughout the entire surface. The other two new colors, Diamond Black and Diamond White, allow for a minimalistic yet elegant design in countertops and other creative surface uses, like shower walls. Combining the two colors provides a distinguishing contrast for both residential and commercial interior surfaces projects.

Radianz Quartz is comprised of more than 93 percent natural quartz crystals, one of the hardest minerals found in nature. Colorcontrolled quartz is blended with technologically advanced polymers, resulting in a luxurious and smooth high-gloss material that does not require sealing. Circle Reader Service #30 on

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I N T E R N AT I O N A L S U RFAC E FA B RI C AT O R S A S S O C I AT I O N

Volume 4 • Issue 3

Get Your Free Product Information Today: For more facts on products and services please fill out all the information below and circle the product referral numbers that are found in the magazine. Product referral numbers can be found below each advertisement. Your request will be immediately forwarded to the proper manufacturer. You can submit this form via mail, fax, e-mail (editor@isfanow.org) or visit us online at www.ISFAnow.org/info Personal Information

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About Your Business

What category best describes your business classification?

Fabricator Manufacturer Raw Materials Supplier

Woodworker/Cabinetmaker

Builder/Remodeler

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Distributor/Manufacturer of Sheet Goods Other (please specify) Which one category best describes your job title/function?

Owner/Partner/Corporate Management and Related Personnel Production/Plant Management and Related Personnel Design (includes staff designer/architect and related personnel) Purchasing/Specifier and Related Personnel Marketing & Sales Management and Related Personnel Other (please specify) Information By Category If you want more information from several advertisers in a category, circle the category number that matches up with the category below.

C01 Abrasives C02 Adhesives C03 Air Quality Equipment C04 CNC Machinery C05 Concrete Materials & Supplies C06 Hand/Power Tools C07 Laminate C08 Material Handling Equipment C09 Prefabricated Accessories C10 Quartz Surfacing C11 Saws C12 Sealers/Polishes C13 Seaming Equipment

C14 Sinks C15 Software C16 Solid Surface C17 Stone C18 Templating Equipment C19 Tooling C20 Training C21 Waterjet Equipment C22 Other Materials

What Surfacing Materials Do You Work With? ___________________________________________ ___________________________________________ ___________________________________________ _______________________________________ Free Product Information Please circle below all of the referral numbers found in the magazine, or the category numbers found on this card that you would like more information on.

Your request will be immediately forwarded to the proper manufacturer.

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Classifieds

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Ad Index Referral Number 21 20 04 01 03 35 34 06 33 Nearly new Pinske Edge tools for sale: (1) 12 ft long coved backsplash layup fixture $375.00 (1) Porter Cable coving router $435.00 (1) Air compass (no router) $143.00 (1) Sink & cooktop cutout template $165.00 (1) High strength corner template $115.00 Contact Steve at steve@clarkmillworks.com or call 260-665-1270 for more information.

58 • Vol. 4, Issue 3, 2011 • International Surface Fabricators Association

02 05 36 32 19 18 31

Page

Number

54 Axiom

53 Beckart

19 Chemcore

02 Chemical Concepts 07 Cosentino

60 Integra Adhesives 59 ITW Plexus 33 Karran

58 Kormax

04 Laser Products 25 Omni Cubed

39 Pelican Sinks

58 Performance Abrasives 52 SATA

52 Stockmarket 58 Yuh Horng

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