Ivory tower or lumberyard? Never

Underestimate The Lrish

By Carla Waldemar

T 18, Scott Limeberry knew one thing for certain: Working in the family lumberyard, Limeberry Lumber Co., was not for him. Sick of small-town life, he set off for Indiana University, preparing to teach college English and history. But history caught up with him.

After graduation and before entering academia in 1998, he treated himself to a summer in Europe, ending up in tracing his roots in Ireland, where his dad and grandfather met up with him.

Was it the Guinness or the Isle's esteem for family tradition? As the senior pair traded takes about the lumber business, founded in l94l in Corydon, In., the potion worked its magic and Scott headed home to that yard he used to Iove to hate-this time as v.p. and general manager.

The laddie knew more about Shakespeare than business practices. In fact, this was the first time his dad-not one for playing favorites-allotted him an inside job.

Threading his way through the aisles of the cramped, 2,500-sq. ft. space that hadn't been given a thought in 40 years (Who needed to? The pro business was good, and contractors never roamed beyond the front desk.), he envisioned changes. "It wasn't customer-friendly" for the walkins he planned to add to the mix, "especially for women." So in mid-2003, when a competitor in town went out of business, Scott lobbied to buy the bigger, better-located space, complete with showroom and an office bigger than the entire former operation. Scott's dad, David Limeberry, wasn't all that sure this was wise-he served his pros just fine-but "kind of opened up when we made the move," his son says.

Aided by Do it Best, Scott rehabbed the 10,000-sq ft. facility, widening aisles, adding endcaps, brightening the signage, stepping up marketing, and enhancing the product mix. Employee count leapt from eight to 18, creating its own set of growing pains. "Most people from the store we bought weren't what we were looking for, but we tapped their top employees," Scott remembers. "Then, we changed the way we hired. We'd always looked for skills; now we went for personality."

In the past, there had been no training, either-"just thrown to the wolves," he laughs. "Now we have monthly employee meetings, presentations by vendors, and online NRHA courses on their own time, for which we compensate them."

The

crampedn 2,500-sq, ft. space

hadn't been given a thought in 40 years, Who needed to? The pro business was good, and contractors never roamed bevond the front desk.

At first, those monthly meetings were dreaded yawners-"Dad and I were the two talking heads"-now, we've learned to make them interactive, assigning employees to present a new product or screening technique. People pay attention more; it's made a big difference," he attests.

Another new step: "At the annual meeting, we now disclose the financials, 'The Penny Speech,"' he laughs, "which opened eyes to how low our margins actually are.

"Nowadays, we believe in recognition, too, so they feel a vital part ofour success. (It was old-school before: gripes, but no compliments). We wrote a mission statement (it's all about putting customers first) and for the first time, came up with an employee handbook-things like scheduling hours, and a dress code that meant wearing a uniform instead ofjeans: things we'd never needed to do before.

"Yes." he allows. "at first there was some resistance, but soon they realized it was important to change in this direction. We need to be the best we can be; there's nothing to stop the competition coming in," he notes. "It made a tremendous difference; now, there's a strong emphasis on training and on customer service. Plus, there's a strong 'family' feel among our staff. These days, instead of just turning right around, a driver will get out on the site and ask, 'Need anything?' He'll bring back more orders than I do!" Scott has to laugh.

As a business novice, he sent himself back to "school," too. "I took Do it Best and NRHA courses and classes with Tom Fife from Indiana Lumber & Building Association (where Dad will be president next year," his son adds with pride. Limeberry Lumber also has been selected as this year's recipient of NLBMDA's HR Award for smaller yards, and Scott was tapped by Do it Best as a Young Retailer of the Year.)

Equally important, sales have skyrocketed by 9O7o since 1998-thanks in part to Scott's greatly expanded paint department with a designated manager. He's also instituted a new Lawn & Garden department, "which was very intimidating," Scott confesses. "l ordered two trucks of mulch and worried; but we sold six!". He's made use of showroom space ("It used to be cramped in back, where you had to shimmy in sideways"). And he's greatly updated the store's technology ("We had a POS, but it wasn't Windows-based and wasn't linked to the Internet. Now we have pocket PCs to use for inventorying, ordering and receiving.").

The business formerly served contractors almost exclusively. These changes have increased walk-in traffic to 407o, which Scott relishes as a safety net. But what about those old-guard pros?

"Some, at first, told us it wasn't as 'home-towny', but they're back with us." To accommodate them even more, Limeberry had added two new delivery trucks and a glass and screen repair service. Another big contractor draw is the revamped tool rental department. "We used to stock the hand tools, but they didn't do well. Although it was a big financial decision, we recently added what they really want, the big tools like backhoes and bobcars, and it made all the difference. It really paid off. Then, against my will, I admit, my dad bought an inflatable space walk, which we put out in front with a 'rent me' sign. It's booked four months out, and we're buying another one!"

Limeberry's marketing program also has undergone what Scott calls "another big change. Dad was almost antimarketing, didn't think it was effective. We'd spend half a day composing a newspaper ad, which brought in very little traffic.

"Now, with Do it Best's advertising package, it's changed how we market. We pool our forces with other local dealers in our advertising group. These days, people recognize the ads and mention them. We used to insert flyers in the paper; now, we target them."

With a Depot in the next town and Stock, 84 Lumber and KI Lumber breathing down his neck as well, competition is "strong," Scott suggests. His answer: "Service is the main thing. For instance, they charge for delivery and we don't. We really believe in service."

And service to the community. The Limeberrys, father and son, are active in the Rotary, Chamber of Commerce and Habitat for Humanity as well as the local Repair Fair, which the yard hosts each October, offering free services to the indigent and elderly. David Limeberry headed a drive to fund a YMCA building, the town's first, and Scott is involved in efforts to establish a local Safe Place.

In the next few months, the company plans to add another storage building and lines such as cabinets, lighting and flooring-along with the space, training and staff they'll require. Speaking of staff, what about the fourth generation? Says Scott, "I have two small children, and I'll provide them with the same training as my father trained me."

Just make sure you have that heart-to-heart in Ireland and the future's all set.

Rrrlrrns

Red Diamond Lumber. Kenai. Ak., has closed after 8 years due to big box competition; owner Calvin Fertig has put the property up for sale and will move back to Wyoming...

Lakeside Lumber, Lake Oswego, Or., added a 70,000-sq. ft. warehouse and showroom in Sherwood. Or. ...

Schemper's Ace Hardware, Ripon, Ca., relocated Sept. 19 to a largeq 20,050-sq. ft. location ...

Ace Hardware is moving into a vacated Eckerd drugstore building in Albuquerque, N.M.

84 Lumber Co.late last month opened a lO-acre yard in Modesto, Ca., and a 12,000-sq. ft. store with components plant and 51,120 sq. ft. of storage sheds on 20 acres in Chandler, Az.-its 3rd yard in the state and 500th overall

Columbus Ace Hardware & Building Center, Columbus, Mt., is building a new 6,300-sq. ft. facility...

Stillw at e r Hardware, Columbus, Mt., has overhauled its merchandise and been renamed Stillwater Mercantile ...

White Cap Construction is building a 17,100-sq. ft. replacement store on 1.1 acres adjacent to its current Santa Rosa, Ca., facility to relocate by next spring ...

Home Depot opened new stores Oct. 27 in Ceres. Ca. (Don Mattingly, store mgr.); Sept. 29 in Chehalis, Wa., and Elko, Nv. (Greg Mclin, mgr.), and Sept. 22 in Orange, Ca. ...

Home Depot anticipates a Dec. 1 opening in Eugene, Or.; a Nov. 17 opening for its second store in the Signal Hill area of Long Beach, Ca.; a lst quarter 2006 completion in Boulder, Co., and a summer 2006 opening in Barstow, Ca. ... Depot applied for land use changes in order to construct a store in Newport, Or., and has downsized its proposed San Francisco, Ca., unit from 144,000 sq. ft. to 107,000 sq. ft. in a lastditch effort to win support from the city

Home Depot launched an online and catalog shopping venture named "10 Crescent Lane," featuring upscale lighting, bedding, furniture and decorative accessories, and is partnering with the American Association of Retired Persons to offer how-to workshops for consumers age 50 and up ...

Lowe's Cos. opened a new store Sept. 30 in Loveland, Co.; won approval to build a 150,000-sq. ft. store and garden center in Tulare, Ca.; will build its l6th store in the Seattle-Tacoma, Wa., area, on the site of Tacoma's Midway Swap Meet; received the planning commission's recommendation for a proposed 138,134-sq. ft. store and 31,659-sq. ft. garden center in Los Baffos, Ca.

Lowe's will build 150 to 160 new stores a year in 2006 and '07, and is teaming with Oxo International to offer 22 exclusively branded tools and two kits

Orchard Supply Hardware accepted $58.7 million cash for 19.9Va of its shares from Ares Management LLC, a private equity fund; Ares also has a three-year option to purchase an additional 30.2Vo for $126.8 million

Marvin Windows & Doors Design Gallery opened late last month in Billings, Mt.; the 1,500sq. ft. store is owned by Karen Winkler and Roger and Peggy Webb...

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DCS Wood Products has relocated to a new 30,000-sq. ft. facility in Healdsburg, Ca. ...

Reel Lumber, Anaheim, Ca., has purchased 13 acres in Corona, Ca., for future development of a vard and mill ...

Bear Forest Products. Riverside, Ca., has opened an office in Phoenix, Az.; Gteg Norman, general mgr.

Boise Cascade eliminated the 70-position second shift at its La Grande, Or., sawmill due to high energy costs; the layoffs, which began Oct. 31, were described as temporary yet indefinite ...

Stimson Lumber Co. will close its Atlas sawmill in Coeur d' Alene, Id., Dec. 31, citing falling prices, dwindling demand, and foreign competition ...

Potlatch Corp., Spokane, Wa., installed a fifth dry kiln at its St. Maries, Id., milling complex and replaced a lathe charger at the plywood mill ...

Caffall Bros. Forest Products, Portland. Or.. closed its cedar mill in Longview, Wa., Sept. 24 and will reopen Nov. 14 after converting production to green Douglas fir studs

Simpson Investment Co., Tacoma, Wa., has scrapped plans to build a l5O-worker sawmill at the Port of Longview, Wa., after a year of negotiations

Sierra Pacific Industries, Redding, Ca., has applied for a special permit to allow construction of a proposed $100 million sawmill in Skagit County, Wa. (see Sept., p. 44) ...

Universal Forest Products, Grand Rapids, Mi., has formed Universal Consumer Products, a wholly owned subsidiary to distribute kttitudes composite decking and railing, Maine Ornamental decorative post caps, TechTrim polymer trim board and plastic lattice, and future outdoor living products it brings to market; Dan Gauthier has rejoined Universal to head the new division

Housing starts in September (latest figures) increased 3.4Vo to a seasonally adjusted annual rate of (Please turn to page 56)

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Listings are often submitted months in advance. Alwa-,-s verifi dates and locations with sponsor before making plans to attend.

Llovrmrrn

Los Angeles Hardwood Lumberman's Club - Nov. 10. sports night, Smooth's Sports Grill, Long Beach, Ca.; (562) 4377700.

PRO Group/Distribution America - Nov. l0-12, executive planning conference, Registry Resort & Club Naples, Fl.; (303) 792-3000.

American Lumber Standard Committee - Nov. ll. annual meeting, Nashville, Tn.; (301) 972-1700.

Oregon Building Industry Association - Nov. ll-12, board meeting, Lincoln City, Or.; (503) 378-9066.

APA-The Engineered Wood Association - Nov. 11-14, annual meeting, Loews Ventana Canyon Resort, Tucson, Az.; (253) 565-6600.

North American Building Material Distribution AssociationNov. 1l-12, convention, Baltimore, Md.; (888) 747-'7862.

Western Wood Preservers Institute - Nov. 13-16. annual meeting, Princeville Resort, Kauai, Hi.; (360) 693-9958.

Black Bart Hoo-Hoo Club - Nov. 17. initiation. Ukiah. Ca.; (70'7) 462-3700.

National Association of Home Builders - Nov. 17, state & local government affairs conference, Phoenix, Az.; (800) 368-5242.

North Cascade Hoo-Hoo Club - Nov. 17, annual trapshoot, Stanwood Gun Club, Stanwood, Wa.; (425) 259-3836.

Home Builders Expo Osaka - Nov. 17-19, Intex, Osaka, Japan; 8l (33) 434-1988.

USDA Forest Service - Nov. 30-Dec. 1. sustainable wood pro- duction initiative symposium, Vancouver, Wa.; (202) 2058333.

Drcrilsrn

Lumber Association of California & Nevada - Dec. 1. 2nd Growth holiday meeting, Sheraton Cerritos, Cerritos, Ca.; (800\ 266-4344.

JLC Live Show - Dec. 1-2, expo, Oregon Convention Center, Portfand, Or.; (800) 261-'7'769.

Wood-Plastic Composites 2005 - Dec. 5-7, Vienna, Austria; 44 (rr7) 924-9442.

Mountain States Lumber & Building Material Dealers Association - Dec. 5-8, estimating workshop, Hampton Inn, Casper, Wy.; (800) 365-0919.

Oregon State University - Dec. 5-8, lumber drying seminar. OSU. Corvallis, Or.; (541) 737-2329.

North American Wholesale Lumber Association - Dec. 5-8, wood basics seminar, Jacksonville, Fl.;(800) 527-8258.

Softwood Export Council - Dec. 8, winter meeting, Portland, Or.; (503) 248-0406.

University of ldaho - Dec. 8, "Current Topics in Forest Health" workshops, Orofino, Id.; Dec. 9, Coeur d'Alene, Id.; (208) 446-t680.

Portland Wholesale Lumber Association - Dec. 9, Christmas lunch, Portland, Or.; (503) 648-4156.

Los Angeles Hardwood Lumberman's Club - Dec. 10, holiday party, Balboa Bay Club & Resort, Newport Beach, Ca.; (949) 630-435 r.

International Wood Products Association - Dec. 13. business luncheon & networking session, Hyatt Newporter, Newport Beach, Ca.; (703) 820-6696.

Washington Hardwoods Commission - Dec. 14, meeting, Office of Hearings, Olympia, Wa.; (360) 835-1700.

Western Hardwood Association - Dec. 15, board meeting, Inn at the Quay, Vancouver, Wa.; (360) 835-1600.

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623o So. Alameda 5t, Huntington hrk, CA 90255 {800) 524-9309 Fax (323) 277-7249 nnrrrw.SaroyanLurnber.com