SRebuilding a redwood tradition in Alabama

tltHEN Winthrop Hallett III

UU surveved the burned-out wreckage of his entire main warehouse and office operation in Mobile, Al., after a disastrous fire on August 26,1983, his first thought was quite naturally of loss and despair.

But Hallett's second thought was that he knew he'd rebuild. He had too much to lose to let a fire destroY not only his plant and his valuable redwood and cedar inventory, but, more importantly, a three-generation reputation for quality, service and dependability for which Hallett Building Mat-

Sfory at a Glance

Wholesaler overcomes deva statlng llre...rebullds In new locatlon...contlnues educat ing dealers, holdlng semlnarc and cllnlcs...sales up 487o.

erials has been known for over 65 y€ars.

As the smoke cleared, Win Hdlett realized that the disaster of complete loss could be the challange for new gains. "I saw an opportunity for a new plant that would opefate more efficiently," he says, "and be more adaptable to new circumstances in the marketplace."

Eleven months after the fire, Hdlett Building Materials opened in a new plant at nearby Semmes completelY re-stocked with the redwood, cedar and Douglas fir products for which the company has come to be known. Hallett was back in business with a plant that was a showplace demonstrating the products he markets, and customers were waiting for him.

"We feel that the Gulf Coast area is a natural market for the beauty and durability of redwood," says Hallett. "We specialize in siding, paneling and trim products. We buy only the best and sell at competitive prices, and we do everylhing we can to help develop dealers who understand this concept."

Hallett, who markets redwood successfully in southern Alabama, eastern Louisiana, southern Mississippi and northwestern Florida, brought redwood into the business shortly after he took over following the death of his father in 1968. He put a Ereat deal of time and money into making his customers aware of the advantages of the product.

"We spent literally thousands of dollars on literature and training of dealer personnel, including sales aids, booklets and banners as well as clinics and co-op advertising. We put together slide presentations for homebuilder groups in our area explaining why redwood is a better value than other species and illustrating proper application techniques. Our objective was, and still is, to give the dealers all the ammunition possible to sell the product once they put it in stock."

"With the help of the California Redwood Association," Hallett continues, "we put on seminars for dealers and architects, including boiled shrimp and crab claw feeds, and we had fun doing it. We still make mailings on a regular basis to architects and builders throughout the sales area as well as monthly promotional mailings to all of our customers and selected architects and designers."

Hallett's aggressive strategy worked, and the redwood reputation he created survived the 1983 fire. "Our redwood sales last year were 4890 over the previous year, and we hope to improve on that in 1985."

It's safe to say that the Hallett Building Materials tradition, started two generations ago in 1917, is alive and well as it enters its 68th year in the capable hands of Winthrop Hallett III.

t*% I

Redwood

Bulldlng Products Digest will help redwood merchants clinch those high-profit redwood sales for decks, fences and many other backyard amenities.

Redwood DrcksOut door Roo ms, a l2-page color booklet, illustrates the pleasures of outdoor living. Photographs of luxurious decks with pools, spas, benches, planters and overhead shade trellises are perfect idea starters. Text describes the advantages of redwood for all types of garden projects. Photographs include pictures of handsome redwood decks age 10, 12 and 15 years. Charts describe the uses of various redwood grades and explain the variety of finishes, stains and paints available for exterior projects.

TipsFor Redwood Garden Projects, a 2-page black and white data sheet which answers the mostoften-asked questions about redwood garden projecS. Easy-to-understand explanations are included on choosing the proper grade, fasteners and finishes. This inexpensive fact sheet is the perfect retailer's giveaway.