I was most fortunate to have the opportunity to attend two US tradeshows in the month of October - StonExpo 2009 in Las Vegas, NV, and green build 2009 - in Phoenix, AZ. The latter, green build 2009 was a national expo devoted to the new green products that are now in the infancy of the green movement. I covered green build on behalf of the Slippery Rock Gazette.
The contrast between these two national venues was very apparent to me as soon as I entered the exposition center in Phoenix to walk the Green Build expo hall. Where I had been two weeks earlier, (StonExpo 2009 in Las Vegas which I have been attending every year since 1999) was strictly limited to the Natural Stone and related allied industries. Green Build 2009 on the other hand, was open to just about any building product that had "green" qualities. I saw new companies that I didn't even know existed. From recycled glass and concrete matrix, to resin impregnated paper countertops, to recycled copper rendered into sheets and resold as a countertop laminate product--there were many new products represented at Green Build 2009.
StonExpo broke new ground this year by adding an entire section that dealt with concrete countertops - thanks in large part, by a vigorous participation by the Concrete Countertop Institute.
The biggest thing that I took away from the Green Build show two weeks later: there is an ever growing interest and increasing demand for more building products to "go green." Now I'll stop right here and make a confession - I am NOT what I consider to be an environmentalist. I don't go out hugging trees, wear Earth Shoes, sing "Kum-ba-yah" or commiserate about "global warming" or any other related activity that would qualify me for the title of "earth dude." That said however, I do respect the earth, and if our actions regarding our natural resources will be a positive rather than a negative thing, then I guess I qualify for at least being sympathetic to the green movement. If it's good for the earth's environment and it makes good business sense (two parts of the equation for success in the future), it makes total sense to me.
From my own perspective of a Fabricator, the green movement spells opportunity. The various products that are considered green countertop materials, such as Ice Stone, Vetrazzo, Paper Stone, Kirei, Heritage Glass and Enviroglas are all the latest answers to the green demand. This may be where the next "demand driven" market will be growing. Let me explain what I mean by this: in the 1980's Solid Surface countertops like Dupont Corian and Avonite were all the rage. People wanted something more. Again, in the 1990's, granite slab countertops exploded onto the mainstream of new residential and commercial uses. In the 2000's the rapid demand for quartz products became dizzying--even with a Super Bowl Halftime commercial spot featuring Dennis Rodman in a tub clad in Silestone. Again, people always want "more/fresh/new."
It seems like every decade has had its own "darling" or the product that "everybody just HAS to have." I call those "demand driven" products--where the price is eclipsed by the public demand and is influenced by availability. Now that we are closing in on the next decade, starting in a little over a year, will this be the decade of the green product?
The one common denominator that I (and I am sure those of you who have already looked into working with these new green products) have learned is that, at present, none of them are inexpensive. In fact, right now-in the timeline of the green product (If you use the old "cell phone analogy") green products, price wise, are where the very first mobile car phones used to be. Remember when it was "oh, so cool" to have that very first "bag phone," and then you went upscale in the 90's and upgraded to the "Brick Phone?" In my opinion, the state of the green industry is in "bag phone" mode - the prices are really high in comparison to other products. The saying that I have learned over the last few years is: "The folks that WANT green, have the most GREEN--as in FUND$." This will change I'm sure, just as the Natural Stone industry went from nothing installed--countertop wise--for under $100 a square foot, to guys that will do a countertop in the busy South Florida market for $19.00 a square foot. I'm sure that just like cell phones and granite - the new green products will eventually be "value engineered" so that they will be more affordable to more people that have limited budgets.
As public awareness of the newest green products grows, so will demand for these new "looks." You as a Fabricator have to decide if you want to add these new green products to what you already do in your own business. I can tell you that having an open mind in evaluating what products you want to take on will help you in the long run. The biggest objection that I hear from guys just like me is that the green products just don't have the same beauty as true natural stone. This is what I say to that: It does NOT matter what YOU would put in your own home. When it comes to what your customer wants-- and is asking for--you have to decide if you are going to be the guy that provides their request, providing that the product is appropriate for the use it is being designed for.
In MY opinion, it's up to us as an Industry, to keep an open mind and look at new products with which we can "keep" our customers. The "green" movement is here to stay; those that get on the bus now will have a better seat with a much better view than those who chose to stay where they are, and wait till later to get on that bus. Remember that people always want "more/ fresh/new" and I think "environmentally responsible" needs to be added to that list as well. With 2010 looming in the future-will the next decade indeed be the "Decade of Green?"
Working with Green Products is a subject that is taught every month by AZ School of Rock. For more information, contact Kevin M. Padden at www.azschoolofrock.com, by phone at 480-309-9422 or via e-mail at info@azschoolofrock.com
Samples from the Vetrazzo website ( www.vetrazzo.com ) show some of the 19 color variations available for the popular, green countertop material. Many other green product vendors are also web-savvy, understanding where the prime market is to attract intelligent, environment-conscious shoppers.
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