Storage promotion will sell more westem wq)d

BoTToM line of the bot- tom lines for retailers, wholesalers and producers of lumber is to sell more product, specifically, board and framing lumber.

Thus, the Western Wood Products Association's launching of an effort to push the concept of storage is signifrcant to the industry. The designs being promoted are all based upon standard width and thickness sawn boards (l x 6, I x 8, etc.) as the basic storage modules. The current across the board approach (pun intended) to storage will be aimed first at the repair/remodel market. Common boards will be the initial product push. Paneling and other wood product producer groups are expected to join the campaign as it proceeds.

After the initial demand has been satisfied and the market has settled down in its increased state, the association expects that its producer members in the 12 western states will have their traditional 4390 of the marketplace. Ifthe l09o penetration into new markets succeeds, the storage concept could increase the sale of western boards and framing lumber by as much as 216,075,W board feet. The initial repair/remodel market thrust is expected to use at least an additional 107,500,000 BF.

As pointed out by Malcolm "Mac" Epley, WWPA vice president, "This major consumer storage concept is based upon the raw principle that Americans today have more material abundance than ever before, but little more place to put it than they did at the turn of the century. Maybe less."

Epley continues, "With the rarest of exceptions, new homes never truly resolve owner's problems of where to put things. In fact, storage is still considered an amenity instead of a necessity by virtudly all designers and builders of houses."

Surveys conducted by the Bureau of Building Marketing Research as part of the National Consumer Survey on Housing, 1985 Market Tiends, showed that 6590 of those interviewed rated lots of storage space as very desirable in a home.

A survey conducted in markets across the U.S. by the research department of Borders. Perrin & Norrander and Columbia Research Center of Portland, Or., found 3690 of those surveyed would pay more for a home with additional storage. Almost 6090 indicated a preference for having storage in one place such as a storage room. Addition of organized storage was acceptable to 3890. Renters surveyed followed the same trend with their preferences.

The 76 million baby boomers, more than three out of seven adults today, are important in the group wanting and needing more storage. The average income of 5.8 million of the population between 35 and 44 years of age is $35,m0 a year. This affluence enables them to become acquirers of sporting

Story at a Glance

Storage identified as new market . . 10olo ffiark€l expansion predicted promotion aims first at remodelangrrepaar . . retailers, wholesalers part ol push.

goods, hobby materials, camping equipment, household goods and clothing, all items which require storage.

The success of the mini-storage warehouse with some 1.5 million in existence is pointed out by the WWPA as another indication of the serious need for storage space in today's homes. A 1984 Simmons Market Research Bureau survey also confirms the critical storage shortage existing.

In presenting her survey report to WWPA, Donna Fitzpatrick, Borders, Perin & Norrander research director, said, "The baby boomers want storage and they're going to be educated through advertising to begin demand-

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