BUSINESS FORECAST '68 Redwood sales activity should be strong in '68

by the California Redwood Association

E]OR The California Redwood AssociaI tion- 1967 has been a transitional year. there have been the beginnings of a change in markets and a general uptrend towards the end of the year, which can be expected to continue and increase in 1968.

While the slowness of new single-unit construction has had an adverse effect on redwood sales, as on all building products, there has been increased activity in multiple-unit dwellings especially of the lowrise townhouse or garden apartment variety-an ideal market for redwood. Progressive architecture's 1967 Report, {or instance, shows a 63 percent gain over 1966 in average dollar volume per architect's office for low-rise multiple units as opposed to a two percent gain for highrise.

Another excellent market for redwood -home improvement-has been active this year partially as a result of the inability of many consumers to buy or build new homes, The momentum of this trend towards remodeling, re-siding, room additions and garden improvements is expected to continue into 1968.

One notably bright feature of this year's market was that quality building, even in single-unit homes, continued stong. Certified kiln dried represents the quality market in redwood, and its sales have re{lected this building trend.

CRA promotion for 1968 will continue to seek and stress new markets, especially multi-unit dwellines and lieht commercial construction such as shopping centers, small medical centers, restaurants, specialty stores.

In the multi-unit field, the most successful projects have been those which capitalize on more sophisticated consumer demands for residence-like apartmentseach with patios, decks, and central recreation facilities such as saunas, swim' ming pools and club-like recreation rooms.

The l[est can lead the way in this market for it is an extension of the outdoor living concept which captured the imagination of the country in single-unit con' struction in the 40's and 50's. Low-rise, open-plan apartments with redwood siding, decks, patios and recreation facilities create the luxurious home-like atmosphere which will sell the young: affluent, mobile, sophisticated consumer of the 60's and 70's.

Single-unit home construction, now pre' dicted by George A. Christie to rise IB percent in 1968, will continue to be a major target for redwood promotion. Home improvement will also be an important part of this market with new ideas for deck construction and garden shelters now beine formulated.

Redwood plywood has become Part of the CRA family of products and will supplement and strengthen redwood lumber sales.

With these new markets and new products, the California Redwood Association looks to new and stronger sales activity in 1968.