Sizing up the remodeling market

Baby Boomers

Baby Boomers are a key market in the remodeling industry, representing 40Vo of all Americans over 18, or 30Vo of the population. This generation (anyone born between 1945 and 1962) controls the trends of nearly every U.S. industry.

Baby Boomers want convenience and comfort. and will do whatever it takes to make their home feel that way. They don't want the typical new room-they want something custom made and designed to show off their personality and flair. But they won't do the work themselves; they'll call a contractor. They have money, but they don't have time.

Other factors that make Boomers such a strong market include their desire to stay in their current home, finding ways to avoid d-i-y projects, and a strong urge to spend.

Ttt" M.to.e Market

The mature market is looking for home modifications that increase efficiency and comfort. Older homes don't accommodate a range of abilities or incorporate enough universal design features. The elderly also require accessible floor plans. And their needs will start increasing over the next 20 years.

Generation X

Generation X is the up and coming demographic group for home remodeling. New on the homeowner scene, they will make a difference in the coming years.

They started remodeling smaller, older homes a step at a time in the '90s and will continue to do so over the next two or three decades. Lacking the resources for a complete remodel, they will update a project at a time, as they can afford it. They don't like to be in debt and will likely seek small loans or pay in cash for smaller jobs. Don't expect larger projects until they start to hit their peak earning years (mid-40s) around 2008.

Family is another important part of Generation Xers' lives. They saw how divorce and the excess of the '80s affected family life, and don't want to repeat their parents' mistakes. When they select a remodeling project, the focus will be on the family, not on pampering themselves like the Boomers. This makes Gen-X a prime market for home offices, family areas and large kitchens. They want a home that invites the family to gather together, not scatter all over the place.

Although the population is growing, there will be slower growth in new households in the next five years. The slump in birth rates in the 1970s resulted in fewer homeowner-ready young adults. This means slower sales of older and starter homes. Around 2010, this will start to change as the children of the Baby Boomers will come of age.

By the year 2020,94.9 million people will be over 55, with 21.8 million of them over 75. By 2030, 20Vo of Americans will be over 65. These dramatic changes in our population will require more design modifications, especially on older, smaller homes.

The elderly are the most likely demographic group to own their own home (75Vo) and least likely to move out of their curent home.

Currently, under IOVo of the 100 million U.S. homes are accessible or adapted for the handicapped. A prime remodeling site is the kitchen, since the elderly eat in more frequently.

This is the generation of renovation, too, drawn to older, historic homes. They will be conscious of the eniironmental and sustainable trends, and buying an older home is one way to "recycle, reduce, reuse." (In contrast. Boomers talk a lot about environmental concerns, but don't always follow through-Gen-X does.) They also want to be unique, and think an older home has a lot more personality than a new townhome or their parents' planned community home.

Generation X does not hold the financial power of the Baby Boomers and the Mature Market, but they should not be ignored. They are a viable market for remodelers, and that interest will continue to grow.

f ANDSCAPE lighting used to be I-lsimple. A lew recessed can fixtures lining the front path, a couple of downlights tucked in the trees. That was it.

Not anymore. When it comes to the great outdoors, homeowners have seen the light. "Today, the biggest excitement in outdoor lighting is the whole artistic aspect," says Richard

Lentz,' T-entz Landscape, Dallas, Tx. "Think of it as painting a picture of the landscape at night, using lights to achieve the look a homeowner wants."

Nowadays, homeowners might spend $800 to $1,200 highlighring a couple of trees in a typical suburban front lawn, or as much as $10,000 for an elaborate lighting scheme covering a one-acre property.

The newfound fascination in landscape lighting has not only created an opportunity for big-ticket sales, but also the need for someone to dispense expert decorating advice.

Night-lighting a landscape is an artform, offering unlimited creative options. Properly placed, lights can dtamatize trees, highlight favorite shrubs and accent statuary, fountains and flowerbeds.

"The challenge with landscape lighting is that most people don't immediately see all the possibilities," says Joe Rey-Barreau, consulting director of education for the American Lighting Association and director of the Lighting & Design Center at the University of Kentucky. "Outdoor lighting can be both functional and aesthetic. It's an art to understand how much light to place on a house or determine where the focal points are." path lights depend on fixtures that can be placed farther apart to create a more attractive glow.

To light correctly, key in on architectural features. Uplight an arbor, archway or facade for a dramatic effect. Wash the side of the house with a splash of light. Graze a textured fence or wall with a focused beam. Illuminate the water in a pool or pond with submersible lights. Silhouette a tree or bush by placing lights below and behind the object.

While some lights take a fashion approach, others focus on function. Low voltage lights installed under handrails, stairs and bench seating on decks help lighten things up for outdoor entertaining. Stronger beams designed to shine over an outdoor activity area like a basketball court add extra hours of post-dusk fun. For those who cook out at night, a spotlight can be positioned in the eaves of the house to send a beam directly over the barbecue.

A well-lit home is also safer and more secure. Motion detectors light up obscure spots when someone passes by. Illuminated steps, paths and driveways prevent after-dark accidents. Photocells automatically tum lights on at dusk and off at dawn, providing protection even when no one is home.

"If your home is not properly lighted, there is a greater chance of someone breaking in," agrees Daniel Lecian, Hermitage Lighting Gallery, Nashville, Tn.

The key to attractive outdoor lighting follows a less-is-more philosophy. Soft, natural light should mimic moonlight on the property.

"It's important not to over-light," says George Carter, Kichler Lighting Group, Cleveland, Oh. "What you should see is the landscape, not the lights so that the outdoor lighting tells a visual story at night."

When installing outdoor lights, conceal the light source behind shrubs, tree branches or other foliage-unless the fixture is a decorative element.

"You should see the light effect, not the source," says Rey-Barreau. "The bulb and fixture should disappear when the lights are turned on. All that should be visible is the glow of light on the flowers, the wall or the path."

The booming economy has helped foster the curent fascination in landscape lighting. "The trends have been very home oriented," says Lentz. "With the strong economy, people are interested in dressing up their homes even more."

Retailers and manuf'acturers have expanded their stock as well, resulting in more outdoor options for consumers. "For a long time, landscape lighting revolved around do-it-yourself, low-voltage lights picked up at home centers and installed by the consumer in a line about two feet apart," says Rey-Barreau. "These were not really made to withstand the weather conditions and were not long-term solutions."

Some lights are patterned like three-leaf clusters or single leaf containers. Others boast more traditional lantern styles. Still others beam from within floral fixtures installed in flowerbeds.

"There have been new product developments," says Rey-Barreau. "Weather-resistant products and new plastic technology are both attractive and functional."

Bulbs have also improved. Newer 65- and 120-watt incandescent bulbs provide up to 25a/o more light. Compact fluorescent bulbs produce soft lighting, the highest energy savings, and last up to 10,000 hours. Mercury vapor bulbs supply a strong, cost-conscious light with a cool color that can last as long as 24,000 hoursor six years burning dusk to dawn.

While most homeowners opt for pure white light, others like the hint of a hue. Warm tones such as yellow or red introduced properly can make the landscape come alive at night. Green lights can make foliage look even greener.

"Be careful with colored lights," warns Rey-Barreau. "Unless they are done carefully, they can look garish."

Illuniunated

s that'gamer glow. Amtirican Lighting

The key to attractive outdoor lighting follows a lessis-more philosophy. Soft, natural light should mimic moonlight on the property.

Styles range from large overhead cylindrical floodlights to minute spot or accent lights used for highlighting specific features. Spread and diffused units, set low to the ground, line paths, flowerbeds and driveways and cast a broader glow. The latest looks in such

L* offers the following entire new landscaping, the lighting with the ne why they want plan. Pre-planning can help li.$rring and identify the atl in their yard they want placement of the transformer, and wires.

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15 Mnv 1998 BurlltNc PRoDUCTS DrcBsr

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84 Lumber Co. opened a new 36,0@sq. ft. location in Georgetown, Ky.; Jeff Byers, mgr.

Walker Lumber Ca., Lubbock, Tx., has been acquired by JeIdWen and merged into the Klamath Falls, Or., company's Lubbock Wenco Distribution office ...

Wckes Lumber,Roxbury, N.C., was destroyed by fire along with $2 million in inventory; it took more than 100 firefighters to contain the blaze, which leveled the 60,000-sq. ft. building and launched part of a propane tank 5ffiyards...

Window Classics Corp. opened a new main offics with warehouse and 4,500-sq. ft. showroom in Hollywood, Fl.

McCoy,.ls Buitding, Suiply Cei.i'ers, San Marcos, Tx., has joined Truserv ...

Ridout Lumber Co. opened its l5th location in the former McCoy's in Jonesboro, Ar. ...

Sowell Lumber, Kountze, Tx., had to replace its roof after a recent tornado ... ,.. , ', l'

:' Home Depot, Atlanta, Ga., opens new stores June 1l in Hilton Head, S.C., ,and June 18 in Roswell, 6a., and Venice, Fl. .., the chain broke ground for its 2nd store in Baton Rouge, La.; is negotiating for a site in Stuart, Fl., and a 26-acre lot in Slidell, La., and reportedly will buy National Home Centers ' just closed Fayetteville, Ar., location

Lowe's Cos., North Wilkesboro, N.C., plans to spend $1.5 billion over the next three to four years building more than 100 new stores in the West; the chain will begin opening 150,000-sq. ft. units late next year in markets such as Los Angeles and San Diego, Ca.;

Tucson and Phoenix, Az., and Las Vegas, Nv.; currently, Lowe's western-most location is Lubbock, Tx....

Lowe's opened a 150,000-sq. ft. superstore in Austin, Tx.; a 160,000-sq. ft. store in Cape Coral, H., William Iddings, store mgr., and a replacement superstore in Rocky Mount, N.C., Robert Johnston, store mgr. the chain plans a summer opening in Altamonte Springs, Fl., is building another in nearby Orlando, and has selected a 3rd site in metropolitan Orlando

Lowe's anticipates a July 4 opening for a 115,000-sq. ft. store with 30,000-sq. ft. outdoor center in Greenville, N.C.; will open a 150,000-sq. ft. Hot Springs, Ar., unit in mid-1998; added a prehung door facility at its Chesapeake, Va., Contractor Yard; paid $3 mill lion for 15 acres on James Island (Charleston),' S.C., for a 130,000sq. ft. store; is seeking rezoning approval to build a 160,00Gsq. ft. store in Fayetteville, Ga.; has selected a site in Douglasville, Ga., and is considering replacing its 65,000-sq. ft. stores in Murfreesboro, Tn., and Tupelo, Ms.

Scotty's is expanding the furniture depts. at stores in Kissimmee, Jacksonville, Key West, Naples, Palm Coast and St. Augustine, Fl., to 5,000-6,0@ sq.ft.

Wnorrsnns/tiru riaurnt

Elder Wood Preserving Co., /nc., Mansura, La., lost its planer mill and about 25,000 bd. ft. of inventory to a March 27 fire: the treating plant was unaffectod

Trus Joist MacMillan has broken ground on the first phase ofan engineered lumber manufacturing facility near Evergreen, Al.; the initial phase-a $45 million, 150,000-sq. ft. plant to manufacture I-joists and laminated veneer lumber-should be completed by the end of the yeas no time tabli: is set for a second $45 million phase to equip the facility for parallel strand lumber production

Louisiana-Pacific has permanently closed its Corrigan, TX., OSB plant; the facility has been inactive since a temporary shutdown in Feb.

Universal Forest Products has agreed to buy the assets of Atlanrtc General Packaging, Warreiton, N.C., for $3 million, its flust acquisition to increase its presence in the industrial lumber niartet

T.R. Miller MilI Co., Brewton, Al,, temporarily shut down mill operations in early March after storrns flooded the site with up to 5 ft. of rainwater...

Norbord Industries Inc. has secured the rights to a site in I aurens County, S.C., to build a $l15 million OSB plant

,, Geofgia-Pacific's The Timber Co., Atlanta, Ga., has sold its S.C. and Fl. real estate development operations to developer Allan Feker for $21 million eustoi:Eilt MenlsO*ut"O O" roofing system for Greater H ouston B uilders Association's new 10,000-sq. ft. Education Foundation Building now under construction in North Houston, Tx....

Pine Forest Products, Birmingham, Al., added an office in Galo_na Oh., staffed by Bob Kaye and Drew Hutson ...

Bath Craft, /nc., Valdosta, Ga., has been acquired by Jacuzzi ...

Lochinvar Corp., Nashville, Tn., has acquired its U.K. agent, Lochinvar Ltd.

Housing stuns in March (latest figs.) slipped2.SVo from Feb.'s lG year high to a s€asonally adjusted annual rate of 1.59 million ... single-family construction was down 2.lVo,permits down 3% starts in the South fell l.lVo... starts for the first three months were 9.9Vo above lstquarter 1997.