lllerehandfslng Callfornla Redwood- |957

By Bernarr Bates, California Redwood Association (Special to The California Lumber Merchant)

Merchandising California redwood through a planned 'program of quality control, research, and promotion to reach architects, landscape architects, specifiers and users of lumber and wood products is the major function of the California Redwood Association. Even before there was an apparent drop in the demand for lumber in home construction, the association had its "Garden redwood" campaign under way as one means of developing new markets for this decay-resistant timber product. The "Garden Redwood from California" campaign will be intensified in 1957 and other markets are being explored and will be developed.

Promotion

The Promotion Division, headed by Owen T. Stebbins, plans an increasing program of promotion for "Garden Redwood" with a completely new, 16-page "Garden Ideas" booklet (in color), two envelope stuffers in color, a new fence data sheet, free newspaper ad mats, TV spot slides, and window streamers, which will be available to retailers of redwood early in 1957. A series of speciai illustrated articles on the use of redwood in the garden-patio paving, fences, shelters, retaining walls, planters, and furniturewill be prepared for the use of garden and building editors of Sunday feature sections in redwood market areas.

The traveling photographic exhibit, "Landscape Architecture Today-An Introduction," planned and executed jointly by the California Redwood Association and the Smithsonian Institution and previewed in San Francisco on August 15, 1956, is on tour of principal rnuseums, art galleries and landscape architecture schools of the United States and Canada, having been booked through 1958. In addition to presenting the "step-by-step". example of a landscape project for a residence, as planned and executed by Thomas D. Church, well-known architect, there are photographic examples of the creative work of 37 California landscape architects and designers-many of them featuring California redwood. One important shol'ing d the exhibit will be at the annual convention of the American Society of Landscape Architects in San Francisco during July 1957. Because of the popularity of the show', two duplicate scale models, which may be set up on display tables, will be made available for meetings by representatives of the California Redwood Association 'n'ith landscape architects, architects and specifiers and for the use o{ schools of landscape architecture.

Two new promotional pieces for 1957 are the "Weathered Redwood" data sheet, in color, showing the increasing popularity and low maintenance of naturally weathered redwood exteriors and detailing the achievement of this e'ffect; and the "Redwood Goes to School" brochure with details for the school architect and school boards.

While "Eastern" field promotional rvork affects the Cali-

* * Stoins ond seols in one operolion Protection ogoinsl sun, rcrinr smogt serl qir, ocid and olkoli

* Keeps wood from floking' peelihg, foding

* One gollon coyers olmost 60() sq. fl. * Moy be used eirher interior or exlerior

CLEAR REDWOOD FlNlSH . . A cleor finish for use on exlerior wood surfqces when preservqtion of the noturql color qnd texture of the wood is desired.

FORTIFIED REDWOOD FINISH . Renews old, worn red wood. This producl stqins ond secrls in one operotion.

COTORED REDWOOD FINISH . . A combinotion of highly polymerized oils colored with sunfost pigments qnd recommended for use on redwood,firqnd pine. lt moy be used on fir or pine to simulote the oppeorqnce of redwood.

TAKE THE GUESS WORK OUT OF PAINTING . . .

REDWOOD FINISH fornia retailer of redwood only indirectly, it is of importance that the rest of the United States be "educated" also on the qualities of redwood as a desirable and lasting building medium. Harry L. Lowell and other representatives of the California Redwood Association will be making calls on architects, specifiers, wholesalers, retailers, and users of redlvood in four or five areas east of the Rockies during 1957. These calls, like all of the work of the association, will be on behalf of the member companies of the association and in coordination with their sales representatives.

'

Films on current architectural trends ia color will be available for showing to groups of architects and retailers during the 1957 field season.

A new envelope "stuffer" on bevel siding is on the press and will be available to retailers of California redwood during the early months of 1957.

A nerv line of modern redu'ood summer furniture, designed by the lt'ell-knor",'n landscape architect firm of Eckbo, Royston & Williams, 'ivas previewed at the furniture marts in Los Angeles, Chicago and New York in late 1956 and will be featured at retail outlets, including many of the retail lumber yards, in the spring of 1957.

Research

To assure the continuing supply of a high quality product, such as "CRA Certified Dry Redwood," much research and technical development is carried on by the Technical and Research Division of the California Redu'ood Association, headed by Willard Pratt. Continuing research will be carried on with the Redrvood Seasoning Committee and the Sawmill Committee through member mills of the association in order to. maintain these high standards in 1957.

Studies are continuing also on exterior finishes for redwood rvhich will meet the nerv higher minimum durability standards after observation of u'eathering on test fences in eight climatic zones of the United States. Included also will be studies of water repellents toward achieving a lorvmaintenance "natural-weathered" redtvood appearance, lvith the cooperation of paint and finish manufacturers. Studies of the maintenance of redwood, used extensively in cooling tolvers, is being continued for review by the chairman of the Cooling Tower Institute's Technical SubCommittee on Wood Maintenance.

The first test run of a redwood particle board has been completed and further studies along this line will be made toward the utilization of "leftovers" at the mill.

All of tl-rese studies have the goal of improving the redrvood lumber product and decreasing any loss of this valuable rvood product at the mill. It is also part of the "conservation" program to assure a supply of redwood for the future.

Conservation

While not an actrlal part of the rvork of the Conservation Division, headed in 1956 by Ben S. Allen, the "Tree Farm" program is closely related. During 1956, more than 110,000 additional acres of privately or,vned, tax-paying timber lands were certified under the "Tree Farm System." Olvners, large and small, agree to manage their lands for perpetual yield, thus ensuring a timber supply for the future. In addition, the Conservation Division has carried on important work in the Vocational-Agriculture field and through their work in the conservation education programs

About the Author: Bernqrr (Borneyl BATES

Position: Director of Publicity, California Redwood Association.

Born: Fort Collins, Colo.

Schools: Santa Monica High School, Calif ornia, 1928; Stanford University, BA 1932; Yale University, MS 1942 (Ott Rockefeller Fellowship).

Work: National Park Service, Park Ranger Naturalist 1934-1940; Sequoia National Park, Death Valley National Monument; Yellowstone National Park(where he met his wife); Sunset Magazine, Travel Editor-1946-1951 ; California Redwood Association, Publicity Director-l955 to present.

Military: U.S. Navy, active duty, 1942-1946 and 1951-1954; Air Intelligence Officer with Air-Sea Rescue Operations; Pacific Theatre, .W\VII (Navy Commendation Ribbon); On Joint Staff, Far East Command, Tokyo-Korean Fracas (Under Gen. Mark Clark) (Bronze Star medal): Commander in Naval Resefve (bucking for that fourth stripe!) of the Redr'vood Region, reforestation of burned over lands, preparation of a new 35mm film strip on Forestry, Logging and Lumbering, and through their local support of the "Keep Green" movement.

Family: Wife, Sally; Daughters, Sharon (10) and Wendy (8).

Hobbies: Family-camping, hiking and fishing with Girl Scout daughters; Naval reserv€-keeping up points for retirement and promotion; Boy ScoutsChairman of Conservation Committee on S. F. Council: Stanford-On Executive Board of San Francisco Club: Kiwanis-Club of San Francisco: San Francisco Press & Union League Club.

Press Relations

\n 1957, the California Redrvood Association plans an even closer relationship rvith the trade ancl local press media. This nerv division rvill increase the nun.rber of product releases on new literature and merchandising aids and will prepare a series of special articles for the lnmber trade press and trade magazines reaching the industrial ttsers of rvood. Among the topics to be covered are "Lou,' Maintenance of Exterior Natural \\reathered \Vood," "Redt'ood in Your Garden Structures," "Redt'ood Beauty and Durability In Your Garden Furniture," "The Story of the Redrvood Industry" (also to be done in illustrated leaflet form for distribution to school children and visitors to the Redu'ood Region).

The California Redrvood Association, a non-profit trade association of redwood luml;er manufacturers, rvill carry on its role of ambassador to the merchandiser, specifier and user of this quality product of beauty ancl long li{e throughout 1957.