ISFA's Countertops & Architectural Surfaces Vol. 7, Issue 3 - Q3 2014

VOLUME 7 / ISSUE 3 • QUARTER 3, 2014 • SINGLE ISSUE $14.95

Avoiding Pitfalls with Heated Countertops Page 24 Induction Charging in Smart Kitchens Page 26 5 Ways to Leverage Technology to Increase Profits Page 30 Simplify to Multiply Sales

Page 33

Countertops that Shine

Backlighting Translucent Surfaces Page 20

Circle RS#01 on page 49 or visit www.isfanow.org/info.

ISFA Member since 1997

CREDITS Letters to the Editor

Photography

Please send letters to editor@isfanow.org or to Letters, ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor. Include a telephone number and address (preferably an email address). Letters may be edited for clarity or space. Because of the high volume of mail we receive, we cannot respond to all letters. Send queries about Countertops & Architectural Surfaces to editor@isfanow. org or mail to ISFA, 2400 Wildwood Road, Gibsonia, PA 15044 or fax to (412) 487-3269 attention: Editor.

Photography/graphics provided by: Tylerco Inc., DG Innovations, Derek Dykstra, Warmly Yours, Heated Stone Products, Jeff Smith, Starbucks and Powermat Technologies.

Countertops & Architectural Surfaces welcomes Letters to the Editor.

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Contacting ISFA

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About This Magazine

Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures.

Magazine Credits

Publisher & Editor: Kevin Cole Proofreader: Nancy Mueller-Truax Design: V2 Marketing Communications

ISFA Officers of the Board

Dave Paxton, President Mike Langenderfer, Immediate Past President Mell Hill, Vice President Erica Hussey, Treasurer Adam Albee, Secretary

Countertops & Architectural Surfaces (2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth “Buyers Guide” issue publishing in September. Individual copies of Countertops & Architectural Surfaces are available at the nonmember “newsstand” price of $14.95. Countertops & Architectural Surfaces is also available by individual subscription at the following rates: ISFA nonmembers, one year (five issues) $30.00; ISFA members, one year free with every membership renewal.

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Mike Woods, Director Kate Dillenburg, Director Ryan Miller, Director John Hansen, Associate Member Representative Jeff Smith, Associate Member Representative

ISFA Staff

Cover Photo

This multilevel residential bar was fabricated from translucent natural quartz material by Stonesmith Inc. of Carrollton, Texas, and was backlit using Tylerco Inc.’s SLABlite LED panels. Read the full story on Page 20.

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International Surface Fabricators Association • Vol. 7 / Issue 3 • 3

CONTENTS

Features 20 Countertops That Shine

Backlighting translucent surfacing materials

24 Heated Countertops Avoiding potential pitfalls in heating high-end surfacing 26 A Smart Surface for a Smart Kitchen Solid surface with integral induction charging fits well

20

with the evolution of the kitchen

30 5 Ways to Leverage Technology to Outsmart Your Competition and Increase Profits

Applying today’s tech to marketing your countertop company

33 Simplify to Multiply Your Sales

How to focus your showroom on the customer

Departments 6 From the Editor

24

8 From the President 10 From the Executive Director 12 Education Connection 14 Calendar of Events 16 Management Matters 18 Industry News 35 ISFA News

26

30

40 ISFA Fabricator Directory 45 Product News 49 Reader Service Form 50 Classifieds/Ad Index

30 4 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Come to the lion Countertop Pavi tion! ep ec R Networking 7 p.m.

Aug. 21 from 5 to

Circle RS#02 on page 49 or visit www.isfanow.org/info.

From the Editor From the desk of Kevin Cole, Editor & Publisher, and ISFA Communications Director

Do Android Fabricators Dream of Electric Countertops?

Like me, you probably saw all of the recent news

coverage on the Google self-driving car. The tests that were conducted made an appearance on

just about every news program and talk show on television, not to mention the attention it got on

the Internet. While to me it seems like a Herculean step in the evolution of travel that can’t possibly

work (or at least will be a very long time in coming), the experts assure a big move in that direction will be something that occurs in our lifetimes.

Unbelievable!

I don’t know if I’m just getting old or what, but it

seems to me that technology is advancing at an

release, was a new technology announcement for what was being billed as “the world’s first

electronic nose.” The “portable e-nose,” as it is referred to, is called PERES and the idea is for

users to direct it toward beef, pork, poultry or fish

determine if the food is potentially dangerous. The

time in our kitchens, whether it is just cooking and

the user’s smartphone or tablet. The device can

have become associated with the kitchen over time.

that are odorless, and may slip past a typical

and electronics that the digital age has brought us

and volatile organic compounds (VOCs) and

installations themselves. Many of us spend a lot of

results of its analysis will then be transmitted to

dining, entertaining or any number of tasks that

reportedly detect many troublesome compounds

Why not take advantage of all of the new gadgets

human nose’s “smell test.”

by incorporating them into our countertops?

article about advertising on the moon. Apparently

manufacturing and marketing of the device, I

launching a can of its sports drink called “Pocari Sweat” (I’m not making this up) into space for a moon landing in October of 2015. Of course it

won’t be visible from Earth, but it is a heck of a

publicity stunt and it makes me wonder when I will look up at the night sky and see a logo for Taco Bell or Pepsi emanating from the moon.

Here’s another one that just amazes me: light-

emitting carpets. Apparently Phillips, a huge multibillion dollar tech-based company, has teamed up with flooring company Desso to develop carpets that interweave LED lighting with carpet fibers.

The primary idea is to produce an interactive

carpet capable of transmitting messages and

information to those walking on them. For instance, in a hotel emergency the carpeting could guide

you to the nearest exit, or airport carpeting could direct you to your departure gate. Of course a

press release announcing the venture also lists

enhancing the ambiance as a secondary objective.

Another interesting development that recently

made its way across my desk in the form of a press 6 • Vol. 7 / Issue 3 • International Surface Fabricators Association

the materials themselves. Companies are making a variety of new products that can enhance the

While, according to the press release, the

Japanese company Otsuka Pharmaceutical Co. is

But the technological wonders don’t stop with

and it will detect temperature, humidity, ammonia

alarming rate these days. I feel like we are living in a Philip K. Dick novel. For instance, I just read an

And more advancements are being introduced to the market all the time.

company just secured the funding to begin mass think I’m going to wait for the next model that also tastes the food and lets me know if I will like it …

Anyway, it all makes me wonder when fashion will turn to monotone one-piece jumpsuits (usually

silver), we will get our meals in pill form served by

robot butlers, and we’ll all begin living in a domed society, a la Logan’s Run. OK, so maybe that’s

not happening anytime soon, but with innovation

moving so quickly, who’s to say what predictions are too far out there to be accomplished?

So, in preparation for this issue of Countertops & Architectural Surfaces, all of these things got me

thinking about how technology is being applied to

Three areas that stand out as places where technology is improving or just emerging are backlit surfaces; heated countertops; and embedded induction charging technology. So, running with this chain of thought, I set out to get the lowdown on these three technologies and in this issue you will find articles on all of these subjects.

Some of the information presented here is completely new ground, while other bits focus on new advancements that make these applications easier or less problematic. I was even able to get Aileen Davis of Stone Marketing Systems to update us on some of the ways newer technologies are being applied to the way countertop companies market themselves.

the surfacing industry. Of course, advancements

I honestly believe if you can’t find something in this

manufacturing, which in turn have changed

aren’t looking deep enough.

in technology have led to improvements in

the way many surfaces look, feel and perform over the past decade. There are amazing

new materials, new color capabilities, new

surface finishes and a variety of improvements in their inherent properties, from more UV-

stable materials suitable for indoor or exterior

applications to materials that actually kill germs.

issue that sparks your interest, then you probably As always, I look forward to your feedback.

Sincerely,

Kevin Cole, Editor & Publisher kevin@isfanow.org

Circle RS#03 on page 49 or visit www.isfanow.org/info.

ISFA Member since 1998

From the President From the desk of Dave Paxton, President of ISFA Board

Terrible Business Decisions Are bad ideas OK? Of course they are. We all have had bad ideas, and it may take sifting through a lot of them to come up with a good one. In general, bad ideas mean that there are new ideas. However, bad ideas and bad decisions are very different things.

I was talking with Andy Graves of Olive Mill the other day on just this topic and it got me to thinking. So, I put together a Top 10 list of bad ideas and decisions (most of which I have made).

I hope it doesn’t make you think much less of me, but by sharing some of my less-than-best moments, I think it will illustrate the kinds of things we can share and learn from.

1. We invested right before the major downturn without contracts to support the spending. We performed little to no market research and it was a costly lesson to learn.

2. I had jobs that needed to be filled and hired people that were very qualified, but had bad attitudes.

Making your core business home center business.

Once you get this business, you end up distancing yourself from your old dealers, and eventually the

home centers tell you what they will pay regardless of your actual costs. Soon your cash flow slows down and your gross profit begins to fall.

One other mistake that I hope we don’t

When it comes to unfair labor practices, there are a dozen objections that can be made. China prefabricated counters coming in from China. has long had policies allowing prison labor and The people in China may be good, hard-working has been lax on child labor laws. In China, there people, but the government there doesn’t want to is no OSHA and little in the way of environmental play by the rules. regulation. Anyone who watches the news can attest to the pollution that they are pumping into China promised to play by fair rules when it joined the atmosphere even to their own detriment! the World Trade Organization in 2001, but in my opinion, it has not, which gives it an extreme

competitive advantage. If Chinese fabricators

4. This is one Andy Graves shared with me. He got rid of his company’s flatbed truck that worked great and made a flatbed trailer with storage bins and such. However, it was impossible to reach the middle of the trailer—a complete failure.

We have seen time and time again in the news

5. We sold Cambria in our store, but we couldn’t fabricate the material. Cambria came in and cut us off in the middle of jobs specified in their material.

Thankfully we were able to change the spec to Silestone.

steel sinks), and I believe it is doing the same with

7. Buying from a distributor that also fabricates.

Don’t do this! They will be a problem at some point.

8. Moving to a new location without proper planning.

9. Holding on to a bad employee longer than you should.

10. This is one I have heard from many fabricators.

8 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Our countertop companies are competing more against the Chinese government than we are against Chinese fabricators.

continue to make is doing nothing about cheap

3. On the other extreme, letting highly skilled workers leave and go to work for the competition, and then replacing them with inexpensive laborers led to an increased turnover, higher costs for neverending training and the loss of strategic advantage.

6. Thinking that it’s OK to do a job without a contract because “we know the person.” This always seems to come back to bite you.

China; we ship dollar bills, consuming more than we create. That’s very dangerous and it’s not sustainable.

could compete on a level playing field and get

the work based on better efficiencies, better work ethic or better business practices, then fine! I can accept that. But I don’t believe that is happening.

how China subsidizes its industries, dumps goods on the world market and manipulates its currency.

The U.S. International Trade Commission has

repeatedly placed tariffs on Chinese goods being dumped into the U.S. market (such as stainless prefabricated countertops.

There’s little doubt it manipulates its currency to keep the price of goods artificially low. It does

this by buying U.S. government debt. In a free

market, a trade surplus, like the one we have with

All of this adds up to factories closed, jobs lost and fewer opportunities for us in the United States. And I’m not even going to get into what it means for our military or energy independence. I don’t think it’s too much to ask to be able to retire from this industry having made a great living and feeling that we were paid fairly for the work we accomplished.

However, small domestic manufacturers, like us, have little money to contribute to political campaigns or to hire lobbyists, meaning we have little clout. But, there is something we can do. As I mentioned in my last editorial, if 51 percent of us band together, we could get a duty of up to 150 percent placed on any Chinese import of granite or quartz that comes into the country with a sink cutout or a polished edge. We just have to work together to make it happen.

constantly prints new currency and uses it to buy

I want to invite you to meet with me at the networking reception we are having at IWF to discuss growing threat from Chinese dumping.

The reception is from 5 to 7 p.m. on August 21 right on the show floor in the Countertop Pavilion.

Or, feel free to call me directly at (517) 719-0146.

market with Chinese currency and increasing

I look forward to speaking with you,

China holds roughly $1.25 trillion in U.S.

Dave Paxton, ISFA President paxtoncountertops@yahoo.com

China, should increase the value of a country’s currency. Over time, this is a counterweight

against trade imbalances. That process doesn’t happen in China because the government

U.S. dollars and government debt, flooding the demand for dollars.

government debt. We don’t ship goods to

Circle RS#04 on page 49 or visit www.isfanow.org/info.

From the Executive Director From the desk of Keith Haight, Executive Director

What’s On Your Mind?

If you told me in 1996 or 1997 that I would be

the executive director of ISFA (well, at that time ISSFA), I think I would’ve had a pretty good

chuckle. Although here we are in 2014 and I

can say without a doubt I am very proud to be called just that!

Before I get started, I wish to offer a bit of

gratitude to a dear friend and our previous

executive director, Chuck Sawyer. Thank you

Chuck for everything! I valued your friendship, knowledge, wisdom and patience as we

transitioned through this month. I am very much indebted to you and will cherish the years we were able to work together. I look forward to

staying in touch. I also wish you a very happy,

healthy and long retirement with your lovely wife Karen and your family!

Throughout my career at DuPont, I was involved with a variety of industries. With each industry

I worked in, one common element I recognized is that they all had their own “ISFA.” Why is

that? Quite simply, it is for the advancement of

their industry. That’s a mouthful when you think about what these organizations do each day.

From supporting membership with programs

and initiatives to figuring out how to grow the

industry and thus membership, there is a whole lot that goes on!

With me in the role of executive director, ISFA

will be no different in our efforts to provide the valuable programs you can benefit from. I’ve always believed in what ISFA represented to

policy. I want to hear from you. Please do not hesitate to contact me and let me know what you’re thinking. What keeps you up at night?

What programs should ISFA provide you? If there’s something we’re not doing or not doing well, let me know. Give me the proverbial 2x4 between the eyes (metaphorically speaking).

its membership and will do my level best to

We cannot hope to progress unless we work

programs and training will all be predicated

toward our common goals.

keep these offerings thriving. Our educational

together and challenge each other to move

around helping our members produce profitable

I am very much looking forward to seeing old

and sustainable businesses. Also we will

elevate the image of the decorative surfacing

industry for architects, designers, specifiers and homeowners alike.

Perhaps you’ve heard this from past executive directors, board members, or ISSFA/ISFA

friends and colleagues as well as meeting new ones and I am definitely looking forward to the future as we grow. Until then I wish you all success.

Take care,

members themselves. But no truer statement

can be made in that the organization is only as

strong as its membership. We all can and must

play a role in the betterment of the organization and the industry.

With that said, I want to know what’s on your mind. I have an open door, phone and email

Keith Haight ISFA Executive Director keith@isfanow.org

It’s more than just learning how to be more profitable, saving money on the bottom line and getting great referrals and discounts.

Call ISFA today and find out how to make your world a better place.

Toll Free: (877) 464-7732 www.ISFAnow.org Circle RS#05 on page 49 or visit www.isfanow.org/info.

10 • Vol. 7 / Issue 3 • International Surface Fabricators Association

WARNING! This may be the last copy of this magazine you receive!

We are in the process of updating the subscriber lists for Countertops & Architectural Surfaces magazine. If you are not a member of ISFA or do not have a paid subscription, and have not renewed your subscription in the past year, you may stop receiving this publication soon.

For a limited time, ISFA is offering FREE subscriptions to qualified industry individuals residing in North America, but you must fill out the subscription form to make sure

you will receive the publication in the future. You can find the subscription form on Page 17 of this issue, or online at http://isfanow.org/magazine-subscription.

All ISFA members are automatically qualified and added to the subscription list and need not fill out the form.

You must act now if

you don’t want your

subscription to end!

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR

Education Connection

IWF 2014 Offers More for the Countertop Industry than Ever Before Show includes Countertop Pavilion, full-day Countertop Symposium, educational tracks and plenty of opportunity for networking

Countertop Symposium

The 2014 International Woodworking Fair (IWF), which runs from Aug. 20 to 23 in Atlanta, promises to have more in store for the countertop industry than any previous iteration of the show. After the success of the 2012 Countertop Symposium, IWF formed a partnership with the International Surface Fabricators Association (ISFA) to increase the focus on the countertop industry for the 2014 show. So this year not only is the Countertop Symposium returning on Aug. 19, the day before the show floor opens, but a variety of other programming has been specifically developed for the countertop industry.

This year a “Countertop Pavilion” will be featured on the exhibit hall floor, in which numerous companies serving the countertop industry are brought together. In addition, a variety of sessions have been added to the show’s educational offerings for those interested in the countertop industry.

Plus, ISFA will be offering four AIA-approved Continuing Education Unit (CEU) courses at the show, and will have its Annual Member Meeting during the event. Additionally, a Countertop Pavilion reception and networking event have been planned.

educational track will be part of the normal show sessions. And, also a first for the show, four AIAapproved CEU courses will be offered at the show.

Tuesday, August 19

9-10 a.m. Solid Surface Design Basics (with AIA CEU credit)

Presenter – Nelsy Leyba, Dixie Plywood Presenter Bio: Nelsy Leyba is a CSI, LEED AP BD+C, and is also the marketing and business development manager for Dixie Plywood and Lumber Company, a distributor of Aristech Surfaces and a variety of other related products.

11 a.m.-12 p.m. Surfacing Products – Healthcare Infection Control (with AIA CEU credit)

Presenter – Gordon Shell, EOS Surfaces Presenter Bio: Gordon Shell is a well-known figure in the countertop industry, having worked as a trainer and representative for various surfacing and related companies. He currently serves as EOS Surfaces technical, training, warranty and product manager.

Class Description: In the healthcare industry, there is a significant amount of emphasis on infection control. Surfacing in hospitals and other facilities needs regular cleaning and sanitizing, and recent advances in decorative surfacing

Class Description: This course covers the

technology show great promise in helping to

important aspects of solid surface materials

control infection. Learn about how one new

including characteristics, performance properties,

technique has been successfully applied to

ISFA standards and design examples.

countertops in healthcare facilities.

12 • Vol. 7 / Issue 3 • International Surface Fabricators Association

■■ A product review of decorative surfacing, including a CEU presentation on the basics of solid surfacing (CEU presentation by Dixie Plywood) ■■ Highlights of the latest new products (Cupron, Dekton, etc.) with CEU presentation by EOS and Cosentino ■■ How digital technology is changing the industry ■■ Surfacing industry forecast

Educational Offerings For the first time in the history of IWF, a countertops

On Tuesday, August 19, ISFA is once again putting on a full-day symposium in conjunction with the show. The seminar, “New Directions in Decorative Surfacing Business,” is designed to provide a wealth of information to both established countertop fabricators and those exploring their options in the countertop industry. Industry experts will share information and insights to help you learn about the products and business of the decorative surfacing industry. Topics include:

The event will also give attendees an opportunity to have a distinguished panel of industry experts answer their direct questions during a Q & A. The presenters include the owners of successful surfacing companies and others who are well versed in the technology, techniques and business requirements of countertop operations. The session covers both residential and commercial operations, and encompasses information on solid surface, quartz surfacing, stone, laminate and a variety of other countertop options.

Those wishing to attend can sign up on the IWF website (www.IWFatlanta.com), or register on-site the day of the event.

Sponsored by:

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE ABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR

Education Connection 1:30-2:30 p.m. Ultracompact Surfacing

tap these powerful new tools for marketing. This

(with AIA CEU credit)

workshop will discuss the what, who and how of

online social networking as it specifically relates

Presenter – Mark Anderson, Cosentino North

the kitchen and bath industry professional.

America

Presenter Bio: Mark Anderson is the director of

sales development for Cosentino North America, the manufacturer of Silestone quartz surfacing and Dekton ultracompact surface. Over Anderson’s long

tenure in the industry, he has become an expert on hard surfacing and is a past associate member

1:00 – 2:30 p.m. ADA for the Decorative Surfaces Industry (with AIA CEU credit)

Presenter – Jeff Smith, Gemstone Presenter Bio: Jeffrey Smith is the sales & marketing and design manager for Gemstone. He has been

representative on the ISFA board of directors.

distributing, fabricating or managing some aspect

Class Description: In this course, we explore a

Through his work, he has developed a particular

cutting-edge surfacing technology, ultracompact

surfacing. Gain insight into how this surfacing material possesses the same characteristics of

natural stone while providing unmatched color and

of solid surface products for more than 17 years.

expertise in Americans With Disabilities Act (ADA) applications and universal design.

Class Description: The maze of regulations

design flexibility.

and applications of design principles associated

Wednesday, August 20

daunting. This seminar reviews aspects of ADA as

More Markets, More Money: Profiting from

showers. The class reviews the ADA requirements

with the Americans With Disabilities Act can be

9:00-10:30 a.m. More Materials,

it applies to countertops, work tops, vanities and

Diversification of Your Countertop Shop

and discusses critical elements needed to comply with federal regulations.

Presenter – Dave Paxton, Paxton Countertops and Showers, Inc.

Presenter Bio: Dave Paxton is president of Paxton

Countertops & Showers, a family-owned business that started with plastic laminates but has now incorporated solid surfacing, natural stone and

quartz into its product offerings. Knowledgeable

on the topics of family dynamics and business diversification, he is also the current ISFA president.

Class

Description:

This

class

will

be

a

conversation about diversifying your business direct from a second-generation business owner.

Thursday, August 21

3:00-4:30 p.m. Applying the Principles of

Lean Manufacturing to the Fabrication Shop Presenter – Jason Nottestad, VT Industries Presenter Bio: Jason is the Eastern regional sales manager for VT Industries. As part of his responsibilities at VTI, he has become an expert

in the practical applications of lean manufacturing, especially for small businesses. He has been a contributor to a variety of industry trade

Content will include how to analyze potential new

publications and was recently a presenter at the

diversification.

Class Description: The real-time applications

opportunities and dealing with the challenges of 9:00-10:30 a.m. Social Networking for Your

ISFA Million Dollar Mentor Program.

of the principles of lean manufacturing can

Kitchen & Bath Business

be a challenge to the management of a small

Presenter – Philip Zaleon, Z promotion & design

a summary of the history of lean manufacturing

manufacturing business. This class will present

Presenter Bio: Phil Zaleon is the founder and

concepts and a review of the elements that can

and creative agency focusing on the kitchen & bath

environment.

magazines, as well as the current president of the

Friday, August 22

president of Z promotion & design, a marketing industry. He is also a contributing writer to industry Eastern Carolinas Chapter of NKBA.

Class Description: The proliferation of online social networking sites has the kitchen & bath industry, along with others, looking for ways to

be effectively applied to the fabrication shop

9:00-10:30 a.m. Leapfrog from Laminate to High End Concrete

Presenter – Jeff Girard, The Concrete Countertop Institute

Presenter Bio: Jeff Girard is a civil engineer and is the president of The Concrete Countertop Institute, where he does all of the organization’s training.

Class Description: If you are working with laminate, you already have most of the equipment

you need to fabricate concrete — woodworking

tools. Add a concrete mixer and some key knowledge, and you’ve got the ability to capture entire high-end projects instead of giving away the

countertop portion to granite shops. Learn what you need to know to be successful with concrete.

For more information, visit www.iwfatlanta.com.

ISFA Annual Member Meeting The ISFA Annual Member Meeting will be a luncheon event on Aug. 21 and all ISFA members

are invited to attend. It takes place from noon

to 1 p.m. in room B409 and will include lunch, addresses by the ISFA president and executive director, and the annual ISFA Awards Ceremony.

This is a great opportunity to meet the new ISFA

Board of Directors and staff, and get to know

them better. It is also an opportunity to voice your

opinions and be heard, as well as network and interact with your industry peers. ISFA members

are some of the best and brightest stars in the industry, and personal interaction with your

contemporaries is essential to getting the most out of your ISFA membership. There is no cost to attend and we anticipate a great turnout this year.

Come and get involved!

Please RSVP to paula@isfanow.org or call (412) 487-3207.

Networking Reception Last but not least, a Countertop Pavilion Networking Reception will also be held Aug. 21 from 5 to 7

p.m. on the show floor in the Countertop Pavilion.

This event is open to all industry personnel and will

include drinks and snacks. Attendees will have the opportunity to network with the pavilion’s vendors,

ISFA staff, board of directors and members, and other industry professionals.

Networking is a key part of getting the most from any trade show, so don’t miss this opportunity to stay after the show and mingle with your contemporaries.

For more information contact paula@isfanow. org or call the ISFA office at (412) 487-3207.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 13

Calendar of Events Braxton-Bragg Lavina Training July 22 – 23 Knoxville, Tenn.

(800) 575-4401 Buddy Rhodes Basic Concrete Workshop Aug. 3 Chattanooga, Tenn.

(877) 706-5303 ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools Aug. 4 – 6 Oakland, N.J. (412) 487-3207 paula@isfanow.org Braxton-Bragg WerkMaster Training Aug. 5 – 7 Knoxville, Tenn.

(800) 575-4401 SFA Workshop Aug. 7 – 8 Liberty Lake, Wash.

CCI Pro GFRC Training Aug. 8 – 9 Raleigh, N.C. (888) 386-7711 Braxton-Bragg Stone Restoration Workshop Aug. 19 – 20 Knoxville, Tenn.

(800) 575-4401 Countertops Symposium Aug. 19 Atlanta., Ga. (404) 693-8333 IWF 2014 (with new Countertops Pavilion) Aug. 20 – 23 Atlanta, Ga. (404) 693-8333 ISFA Annual Members Meeting Aug. 21 Atlanta, Ga. (412) 487-3207 paula@isfanow.org ISFA Countertop Pavilion Reception at IWF Aug. 21 Atlanta, Ga. (412) 487-3207 paula@isfanow.org 14 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Braxton-Bragg Fab King Training Aug. 26 Knoxville, Tenn.

(800) 575-4401

Park Industries Digital Stoneworking Expo Oct. 2 Seattle, Wash.

(800) 328-2309

Braxton-Bragg Polishing Pro Systems Training Sept. 9 - 11 Knoxville, Tenn.

(800) 575-4401

ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools Oct. 6 – 8 Las Vegas, Nev. (412) 487-3207 paula@isfanow.org

ISFA Total Fabricator Training – Solid Surface Sept. 15 – 18 Authorized ISFA Training Facility (412) 487-3207 paula@isfanow.org CCI Advanced 3-D Molds Sept. 15 – 19 Raleigh, N.C. (888) 386-7711 Regent Stone Products Engineered Stone & Granite Repair Course Sept. 18 – 19 Virginia Beach, Va. (800) 624-8210 MIA Stone Summit Sept. 19 Waite Park, Minn.

(440) 250-9222 Cersaie 2014 Sept. 22 – 26 Bologna, Italy +051 664-6000

Braxton-Bragg WerkMaster Training Oct. 7 – 9 Knoxville, Tenn.

(800) 575-4401 CCI Ultimate Concrete Countertop Training Oct. 13 – 17 Raleigh, N.C. (888) 386-7711 StonExpo/Surfaces/ TileExpo East Oct. 19 – 22 Miami Beach, Fla. (866) 550-6808 Braxton-Bragg Stone Restoration Workshop Oct. 21 – 22 Knoxville, Tenn.

(800) 575-4401 Braxton-Bragg Fab King Training Nov. 4 Knoxville, Tenn.

(800) 575-4401

Braxton-Bragg Lavina Training Sept. 23 – 24 Knoxville, Tenn.

(800) 575-4401

MIA Stone Summit Nov. 6 Tempe, Ariz.

(440) 250-9222

Marmomacc 2014 Sept. 24 – 27 Verona, Italy +045 829-8111

MIA Stone Summit Nov. 11 Anaheim, Calif.

(440) 250-9222

Canada Woodworking East Sept. 26 – 27 Montreal, Quebec Canada (888) 454-7469

Braxton-Bragg Lavina Training Nov. 18 – 19 Knoxville, Tenn.

(800) 575-4401

Concrete Décor Show Oct. 1 – 3 Ft. Worth, Texas (877) 935-8906

Submit your event for consideration in our Calendar by emailing Editor Kevin Cole at kevin@isfanow.org.

Training Information For the New Jersey classes, a room block as been arranged at the Holiday Inn Express, 303 Union Avenue, Haskell, NJ 07420, (973) 839-4405. The daily rate is $91 +tax and includes breakfast. You need to state that you are a guest of Alpha Tools to receive the discounted rate. The best airport to use is Newark (EWR). We will provide class materials and lunch for the class days; you are responsible for any other travel costs.

For the Las Vegas classes, please call Paula at the ISFA headquarters for detailed hotel information (412) 487-3207. We will provide class materials and lunch for the class days; you are responsible for any other travel costs.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 15

Management Matters From the desk of Jon Olson

Moving Beyond the Countertop The Unlimited Design Potential of Solid Surface Solid surface certainly has made an impact in the

proven that solid surface has a high impact

of solid surface in the kitchen countertop — cove

surfaces. It’s also heat resistant up to 350 F

countertop world. Though we know the strengths

strength when compared to many other popular

backsplash, seamless sinks, large color selection

(as attested to by the temperature required to

is its unlimited design potential. This greatly

has a low maintenance cost. Plus, if it does get

and inconspicuous seams — not to be overlooked

thermoform solid surface). All of this means it

expands the areas designers and architects

damaged, it’s easy to repair.

can use solid surface in their projects. If you, as

owners and managers of fabrication businesses

leverage this design potential, everyone benefits, including the bottom line.

We have seen it used as cladding for buildings, pools and houses. It has also been used in the

creation of water fountains, benches, furniture,

shower pans, cabinetry, interior walls, electronics

events where solid surface is on display, such as NeoCon and the International Contemporary Furniture Fair (ICFF). The sheet manufacturers have various solid surface projects on display that show the material being used in different designs. You can also try searching the Internet

industry has the ability to keep up with the ever-

is to reach out to solid surface fabricators in

even custom colors are available.

importantly, when you’re thinking about what

is very important in design. The solid surface

to find projects that inspire you. Another option

changing world and all its color trends. In fact,

your area to learn more about the material. Most

It’s easy to see why we say solid surface has unlimited design potential.

and jewelry. The list seems endless. I’m sure you yourself.

who have been successful in using solid

Why is it a good material for such diverse use?

considerable investments of money, time and

Let’s examine a few reasons:

into your designs. The first step is to attend

5. It comes in a myriad of beautiful colors. Color

As a fabricator, you might be asking how you

have seen many innovative uses of solid surface

asking how you can incorporate solid surface

can embrace this type of work. Fabricators surface in atypical applications have made

effort to get a design off the ground. That is

material to use in a design, make solid surface a top shelf option. As an example of just what is capable, I once was involved with a building project for which the designer was trying to find a way for the structure to really stand out at night. Because the building was round, finding a material that could be shaped was also a challenge. The answer was solid surface that could be illuminated. This was a great fit

1. It can be worked using woodworking tools

why I strongly urge you spend time doing

Because of this, craftsman and designers familiar

and profitable before diving in headfirst. During

surface for many projects that were once only

in coming up with ways to build the design, as

Those of us who work regularly with solid surface

project and a complete flop. Take a wall system

show others, that sometimes requires we think

asking yourself are: How will I attach the wall

kitchen countertops. Taking this extra step and

because of its ability to be thermoformed to the

such as routers, saws, lathes and sanders.

research to determine if an idea is marketable

with woodworking have been able to use solid

this research process, you should be creative

attempted with wood.

it can mean the difference between a profitable

already know it is a wonderful material. But to

2. Acrylic solid surface has the ability to be

for example. Some of the things you should be

outside of the box and go beyond just using it for

panels? What brackets or hanging systems are

thinking up innovative ways to incorporate this

thermoformed into shapes. The process requires heating the material up to 350 F for about 12

minutes. It can then be fitted to molds based on different designs, such as a curved bench or a walk-through arch. Once it cools, it retains the

shape of the mold. Your imagination is the only restriction.

3. The sizes available to work with add to the

flexibility of design. The thicknesses available

range from ¼ in., ½ in., ¾ in. and almost 1¼ in.

(3cm), with lengths as along as 144 in.

4. It is a strong material. Solid surface is among the strongest surfaces available. Tests have

16 • Vol. 7 / Issue 3 • International Surface Fabricators Association

available? Can a metal shop make what I need?

Do you see the train of thought?

I bring up those questions not to discourage

you, but rather as a way to help you make your project successful. I’ve talked to many people

who had a good idea, but became discouraged because they didn’t see the effort required to actually bring their ideas to fruition. Aligning

yourself with a designer and working as a team could help in this area.

If you are a designer or architect, you might be

desired shape without killing the budget, while still providing a striking appearance.

very cool surface will continue to drive its usage, and more importantly, its profitability, helping to ensure our individual success as well as the longterm future of the industry as a whole.

About the Author Jon Olson works for DuPont as a key account consultant for Corian and Zodiaq surfaces in New England and has more than 30 years’ involvement in the solid surface industry, with experience in all aspects of fabrication and sales. He is the past recipient of ISFA’s Fabricator of the Year and Innovator Awards and can be reached at jonathan.m.olson@dupont.com.

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About Your Business What type of material(s) do you work with? q Solid Surface

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Subscribe at http://isfanow.org/magazine/ or fax this form back to ISFA at (412) 487-3269 or by mail: 2400 Wildwood Dr. Gibsonia, PA 15044 International Surface Fabricators Association • Vol. 7 / Issue 3 • 17

In the Industry EOS CEO Ken Trinder Honored with Entrepreneurial Excellence Award Ken Trinder, CEO of EOS Surfaces, was

recently honored with the Entrepreneurial

Excellence Award by Inside Business, the

business journal of Hampton Roads. The award, which recognizes local entrepreneurs who

create new businesses and services that are

successful, sustainable and growing, celebrates Trinder’s ingenuity and perseverance through his dedication to developing and creating

aesthetically pleasing, surfacing-based products that benefit people’s everyday lives. Since its

launch in 2005, EOS Surfaces created the first thicker solid surface, EOS Solid Surface, the

first non-cement-based recycled glass surface,

Cosentino Opens New Cosentino Center in Denver Cosentino has opened a new Cosentino Center in Denver, Colo.

The new center, the 27th in North America, aims to enhance both the trade and consumer experience and continue Cosentino’s mission to expand its presence in the U.S. market. Visitors to the new location can explore and engage in the kitchen and bath experience, reviewing materials, colors and specifications in the more than 33,600-sq.-ft. facility. It showcases the company’s full line of brands, including Silestone quartz surfacing, ECO by Cosentino recycled surfaces, SenSa granite, Scalea natural stone, Marlique marble, MURO mosaics, the Prexury collection of semiprecious stones and the new Dekton, an ultra-compact sintered surface.

GEOS, and most recently the first copper oxideinfused solid surface, Cupron Enhanced EOS Solid Surface.™ (EOScu).

CountertopResource.com Announces Facebook Drawing Winner In honor of the second anniversary of the launch of CountertopResource.com, the website gave one of its Facebook fans, chosen at random, a

$200 gift card to Best Buy. The winner, Northern Illinois Property Management Services, was

chosen from among all who “liked” the website’s Facebook page during or prior to the start of the promotion.

Company divisions include granite, tile, commercial/cladding and care & maintenance. Its corporate office includes a product gallery and manufacturing facility, which houses a large slab selection area, warehouse and production facility.

Aristech Acrylics/Rebrands, Launches Custom Color Program Aristech Acrylics and Avonite Surfaces are now under the new brand banner of Aristech Surfaces LLC. The two global product brands, which have co-existed since 2003, are being harmonized to leverage the obvious synergies between them. The company’s goal for the future, is to further expand its surface offerings, providing customers and markets with a one-stop shop for their various

Stockett Tile & Granite has been selected as a member of the Artisan Group, a national

organization of 35 independent countertop

fabricators who have joined to offer their own brands of premium countertops including:

Artisan Stone Collection™ granite and marble,

Saratoga Soapstone and Heritage Wood. The Artisan Stone Collection is the first and only granite countertop with a residential limited lifetime warranty, now available in Arizona,

exclusively through Stockett Tile & Granite.

18 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Specialtytools.com released its

mobile website and mobile app for Android and iPhones. The

app allows customers to access the site and their account while on the go. It will have special

pricing on different items every month

that will not be seen on the site. If “Push” is

enabled during installation, mobile customers will receive notifications on pop-up sales only

available to mobile customers. The app can be

downloaded from either market, just search for

“specialtytools.” The code “saveme10” entered at checkout will save first-time users $10 on their first mobile device purchase.

surfacing project needs. The company also

CMA Elects New Officers

announced that it is launching a new Studio

New officers and directors were recently elected

Collection Chromatix program. This program

Stockett Tile & Granite Joins Elite Artisan Group

Specialtytools.com Releases Mobile Website and App

allows designers to create custom-colored Studio Collection sheets in the Glass or Petals design simply by providing a PMS number or color sample to match.

to the CMA’s board of directors. Matt Krig of

Northland Woodworks in Minnesota was elected as president for the 2014-15 year, and will be joined by Keith Kreppein of Olde Saratoga

Millwork in New York, continuing his role as

Laticrete to Purchase DuPont Surface Care Business

vice president. David Buchsbaum of Beacon

Laticrete and DuPont announced they

Woodperfect Custom Cabinetry in Texas will

have reached an agreement for Laticrete to purchase the DuPont Surface Care business segment. The business includes the DuPont’s StoneTech, Stone Care and Paver Armor Pro brands, which will be merged into the Laticrete lineup.

Custom Woodwork in Georgia will serve as the CMA’s new secretary and Scott Comstock of

continue as treasurer. Also elected to the board

as directors at large were Mike Mitchell of Burger Boat in Wisconsin, and Leland Thomasset of Taghkanic Woodworking in New York. Tracy

Yarborough of Maple River Woodworks in South Carolina, immediate past president, will serve

as a director at large for the 2014-15 term.

including sales, marketing and finance. Other

of directors were Joe Knobbe of Exclusive

will include a Learning Center — a shared space

Completing their terms and exiting the board Woodworking in Illinois and Charles Kurak of C. Kurak Custom Woodworking in Florida.

new construction on the main Wilsonart campus that will accommodate employee meetings and training events, as well as provide a place for

meetings. The new building will be designed and constructed to meet “Silver LEED” standards

Wilsonart Breaks Ground on New Headquarters Wilsonart recently broke ground on its new

U.S. headquarters in Temple, Texas. The new building, scheduled for completion in spring

2015, will consolidate key business units into a single, state-of-the-art office space. The

headquarters building — to be called the Wilson Center, in honor of company founder Ralph

Wilson — will rise next to the company’s primary manufacturing facility. The Wilson Center will include offices for the company’s leadership team, as well as consolidate business units,

Leicht USA Showroom Opens in West Hollywood The newest addition to the Leicht USA family

of showrooms opened in the West Hollywood Design District in May. The new showroom, located at 8761 Beverly Blvd., features the

established by the U.S. Green Building Council.

latest Leicht kitchen products paired with Miele

ATI Adds New Operations Executive, Marketing Director

quartz countertops.

and Gaggenau appliances and Caesarstone

ATI Decorative Laminates has appointed a new

SAi Celebrates 25th Anniversary, 1 Millionth Software Sale

director. Charles Walker has been named to the

SA International (SAi), based in Salt Lake City,

In this role, he is responsible for company

achieved the landmark of 1 million software

methods. He also manages the organization’s

SAi is a provider of software for CAD/CAM for

quality department. Crystal Henson joins ATI

large format digital printing. Formerly Scanvec

for advertising, public relations, marketing

Israeli corporation in 1989 before merging with

vice president of operations and a new marketing executive team as vice president of operations.

is celebrating a double-milestone having just

profitability, processes and management

units sold as it marks its 25th year in business.

information technology and oversees the

CNC machining, professional sign making and

as corporate marketing director, responsible

Amiable, the company was founded as an

communications, trade shows and social media.

Amiable Technologies, Inc. in November 1998.

Circle RS#07 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 19

Backlighting Translucent Surfacing Materials

By Richard Ashoff

Figure 1 – Early methods for backlighting would create hot spots (left) where the light would be brighter and shadows (right) where edges and other areas would get little or no light.

20 • Vol. 7 / Issue 3 • International Surface Fabricators Association

growing number of the premium surfacing materials on the market today have versions that feature translucency.

And to take full advantage of that quality requires the use of backlighting. Natural onyx has always been seen as a product that really shows its spectacular depth when lit from behind, but now the list of materials that can benefit from backlighting includes a variety of solid surfaces (such as Avonite’s Glass Series), engineered stones (such as Cosentino’s Prexury made of semiprecious stones) and certain quartz surfacing, like Vicostone’s Chalcedony). And, of course,

Figure 2 – The invention of the light guide, which directed LED light into an even plane, has revolutionized the way features can be illuminated and allows for even lighting of virtually every part of a surface. glass and glass-based conglomerate materials are also well suited for backlighting.

Lighting these materials from behind greatly

enhances their natural beauty. The effect can transport the mood of a room from just nice

to spectacular. The “wow factor” is incredible.

Done correctly, light adds dimension and

depth. It allows the viewer to not only see the lovely surface, but also see into the material, giving each installation the one-of-a-kind

aspect that is so desirable today. People are

literally stunned when they see these materials lit from behind.

Early Methods Through the years, many approaches to

backlighting have been attempted, with varying degrees of success and problems. Light boxes using fluorescent lamps or light bulbs were among the first methods attempted.

“To evenly light countertops, the light source has to cover the countertop completely. It has to be able to be on top of the support of the modular cabinets, to be around the sink and the overhang. If this is not possible, the countertop will be shadowed, taking away from the intrinsic beauty of the material.

When using light boxes, because of the

modular nature of cabinets, a series of them would have to be built to fit the modular

So, some fabricators tried using Christmas tree lights to spread out the light more evenly, but

while smaller, there were still shadows and hot spots and overhangs could not be lit. Then,

with the advent of LED lighting, some tried LED pucks or rope lighting to try to more evenly

New Times, New Methods The invention of the light guide revolutionized the way features can be illuminated. A relatively new concept, a light guide is similar to what is used in cell phone screens, computer monitors

light their countertops. Unfortunately, they

found that any type of rope lighting created

a snake-like effect. LED pucks or panels with

LEDs spread across the surface gave the effect of spots of light across the top. And with these methods, lighting the edge of the countertop gave a halo effect.

To evenly light countertops, the light source has to cover the countertop completely. It

has to be able to be on top of the support of the modular cabinets, to be around the sink

and the overhang. If this is not possible, the

countertop will be shadowed, taking away from the intrinsic beauty of the material.

framework. For this method to work at all, a minimum of 4 in. of space was needed

between the countertop and the light source

to diminish hotspots and shadows. And even with that space built in, illumination was still

Figure 3 – Some light guide panels, such as the SLABlite from TylerCo., can be custom cut on-site, simplifying the process.

not smooth and even. Shadows at the edges

of the boxes and striping where the fluorescent lamps were situated could not be avoided

(see Figure 1). Additionally, it was impossible to light areas around sinks and counter

overhangs. Even, edge-to-edge lighting just

was not possible, and 4 in. of valuable cabinet space was lost in the process. This led many

to conclude that light boxes were not the best solution to bringing out the true beauty of translucent material.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 21

Figure 4 – Stonesmith Inc., in Carrollton, Texas, performed its first backlighting project on this two-tier radius bar using natural quartz slab material.

Because they used a light guide lighting method (the SLABlite light guide system), there was little difficulty in finishing a successful project and no disruption to the typical fabrication/installation process. The company simply cut the panels to size on location and placed them between the substrate and the slab. or LED televisions. It is a printed or molded

allowed for even lighting of virtually every

“The finished product looked awesome,” he explained, “and the lighting really brought out all of the beauty of this material. Now, we are starting to see more [backlit applications] on the commercial level as well. It’s a great way to show off how unique and different all of these [translucent] materials are.”

the cost to light areas using light guides has

should look as natural as if the sun was shining

piece of plastic that is lit with LEDs on one side. The way that they are manufactured

allows light to spread across the panel and be directed 90 degrees toward the surface

of the panel, thus projecting an even plane of light. Averaging just ⅜ in. thick, they are

becoming more and more common in backlit countertop applications.

They eliminated the need for light boxes and part of a surface (see Figure 2). Additionally, dropped to a fraction of what it used to be.

Light guides are simply placed right next to

each other, lying just beneath the countertop

through it, with no hot spots or shadowing.

Custom Residential Quartzite Bar

itself. This raises the stone just ⅜ in., and

A prime example of how trouble-free this type

countertop, including the sink area, modular

residential project performed by fabricator

by IMC, was in the color Lumix, which has

the translucent properties of quartz crystals interspersed with light brown veins and patches of minerals.

The bar tops were templated and fabricated

in the usual fashion, and a light guide system

was used for the backlighting (in this case the

SLABlite light guide system). Before the stone top was installed, the guide lights were cut to size on the jobsite and placed on top of the

bar. Then the top was installed over the light panels without difficulty. “This was our first

residential backlighting project,” said Zuppa.

“But the process was very simple and we

didn’t really do anything out of the ordinary to finish the project.

the finished look is a completely evenly lit

of application can be using light guides is a

“The finished product looked awesome,” he

joining areas, overhangs and edges.

Stonesmith Inc., in Carrollton, Texas.

all of the beauty of this material. Now, we are

Stonesmith has been in business for 12 years

the commercial level as well. It’s a great way to

Plus, none of the cabinet space is sacrificed to the lighting.

and has 15 employees. The company works

Some suppliers of these light guides (often

with a variety of materials, such as granite,

specific application, while others offer panels

more. It partners with large custom builders

installer to cut and shape the light guides to

commercial and residential jobs.

called LED panels) custom fit them for a

marble, quartz surfacing, solid surface and

that can be custom cut on-site, allowing the

and high-end remodelers, performing both

fit around the sink and stove as well

(see Figure 3). This eliminates the need for

templates and trips back to the shop to cut

and shape the lighting or waiting for customsized panels to be made and shipped.

And, if done correctly, the finished piece 22 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Rick Zuppa, project manager for Stonesmith, has been a fabricator since 1995, but never tackled a backlighting project until the

company was hired to create a custom, twotier radius bar using 3cm natural quartz slab

material (see Figure 4). The material, provided

explained, “and the lighting really brought out starting to see more [backlit applications] on

show off how unique and different all of these [translucent] materials are.”

Overcoming the Challenges Of course, not all light guides are the same and not all transparent material will light exactly the same as the next. However, there are some

tricks to getting the best results from a given material.

As a rule of thumb, materials that are thicker, have more color and/or are more opaque

are generally easier to backlight. Materials

A new era in illumination is here. Only the boundaries of your imagination will limit what can be done and the ways the science can be applied. such as honey onyx, natural quartzite, and thicker engineered stones (such as Caesarstone’s Concetto or Cosentino’s Prexury) are pretty easy to light using light guides. They are full of crystals that not only impart unique beauty, but also allow the light to bounce around inside the slab, making it very easy to light. However, some other materials require some accommodations to achieve a perfect installation.

Typically materials that are more translucent or thinner will be more likely to show hot spots or shadowing unless something is done to avoid it.

Glass is the most difficult to backlight properly, followed by colorless or thin quartz surfacing (such as Seieffe’s Collezione Pietre Preziose Okite and/or Vicostone’s Chalcedony) and white onyx because of their extreme transparency. Solid surface (such as Avonite’s Glass Series or DuPont Corian’s Illumination Series), because it is only ½ in. thick, also faces these problems. However, nothing solves the problem like a little separation. The solution is to back the light guide away from the glass about 1 in. by putting down 1-in. clear acrylic square rod as spacers.

Making up for the additional step when using white colors of these more translucent materials is the fact that you can use RGB LED lights to make them any color you desire, or even change colors.

A Few Last Pointers A new era in illumination is here. Only the boundaries of your imagination will limit what can be done and the ways the science can be applied.

But, before going out and jumping head-first into the realm of backlit surfaces, there are a couple of things to keep in mind.

First, when selecting a countertop lighting system, it is important to use only sealed or encapsulated LED light panels. This prevents moisture from damaging the lights under the countertop, a mandatory requirement for kitchen and bath use. Also take note of how the light panels are encapsulated. If only the LEDs are potted in plastic, they could potentially separate from the plastic allowing the LEDs to be exposed to the elements. It is best if the light guide in its entirety is encapsulated, not just the LEDs. And, check for a warranty. This is definitely a situation where a little more spent for a quality light system pays off handsomely in the long run. A properly encapsulated, low-voltage LED light panel lets off almost no heat and can last for 20 years or more. However, the cost of a callback for faulty lighting can easily kill any additional profit from taking on a backlit surfacing project in the first place. So while showing off just what can be done is a great benefit, in the end, also has to be profitable.

About the Author Richard Ashoff is CEO of TylerCo Inc., Irvine, Calif., the provider of SLABlite backlighting panels. More information is available at www.tylercoinc.com or by contacting Ashoff at (877) 723-2900 or r.ashoff@tylercoinc.com.

ISFA Member since 2002 International Surface Fabricators Association • Vol. 7 / Issue 3 • 23

Circle RS#08 on page 49 or visit www.isfanow.org/info.

Heated Countertops

Avoiding potential pitfalls in heating high-end surfacing

By J. Stopperan

There are numerous reasons homeowners have

adopted heated flooring in bathrooms, basements

CTE of Common Materials Product

(10-6 in./in. ° F)

of higher-end homes. Particularly in colder

Aluminum

12.3

Brass

10.4

placing bare feet on cold tile during the winter

Brick masonry

3.1

Cast Iron Gray

6

Cement

6

hardwood floors. However, that idea is now

Concrete

8

end settings.

Copper

9.3

Glass, plate

5

Gold

8.2

Granite

4.4

Iron, cast

5.9

Lead

15.1

Marble

3.1 - 7.9

Silicon

1.7

simple as just converting a floor heating system,

Steel

7.3

but technology has now advanced to take on the

Wood, parallel to grain

1.7

long-standing issue of reliably eliminating the cold feel of stone countertops without introducing a

Wood, across (perpendicular) to grain

17

and even kitchens as one of the thermal comforts climates, some people cringe at the thought of and liken heated flooring to the feel of slipping

into a warm bed. Technologies are now available for heating tile, stone or even engineered and

leaping from the floor to the countertop in highIn many luxury homes, stone (whether natural or

engineered) is the countertop material of choice.

That said, stone is a poor thermal conductor, which can make countertops feel cold to the

touch, even though they may actually be at room temperature.

However, heating a stone countertop isn’t as

risk of cracking the stone.

Causes of Cracking

Because of the thermal properties of stone, heating a stone countertop can present a

challenge. The largest concern is introducing thermal shock to the stone which can crack

the countertop. Because stone countertops are a significant investment, particularly in luxury settings, the financial risk to the fabricator or

installer is significant, not only in loss of profit, but in damage to his or her reputation as well as the impact to the specific customer’s project.

Heat-induced cracking of countertops occurs because of the molecular properties of stone (natural or man-made varieties). All materials

experience expansion/contraction when subjected to temperature variations. Scientists utilize a

method of measuring this physical change called 24 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Source: The Engineering Toolbox

Figure 1 CTE — Coefficient of Thermal Expansion. Low thermal expansion indexes indicate materials

that have low physical change across a thermal range (see Figure 1).

When stone is subjected to heat, for every degree

F of temperature rise, the stone expands a minute level. Cracking occurs when the differential of

expansion between hot and cold zones within the stone is too severe, introducing thermal

stress within the stone either vertically (between

layers within the stone’s thickness) or horizontally

and time again, weakening the stone’s ability to overcome the stresses.

To address stone cracking risks, the following

should be incorporated into the heating scheme: ■■ Gradually heat the stone so uniformity exists throughout its thickness; ■■ Avoid spot area heating; ■■ Minimize the number of on/off cycles; and ■■ Incorporate heating element runs that are

close together to produce uniform/even heat across the surface.

Methods of Heating In the past, fabricators/installers have used various methods to heat countertops on a

sporadic project-by-project basis. Forced air

heating, fluid-based tube heating and electric

resistive floor heating mats have been used with modest results. These technologies have been developed for general home heating and floor heating, but they are not ideal for the specific needs of countertop heating.

One of the technical challenges in warming a countertop is that countertop stones do not

radiate heat laterally within the stone. Within 1 in. of a heating element, the stone surface

temperature can drop 50 percent; and within 2 in., the stone may not be heated at all.

Also, with countertops, it is essential that the countertop’s edges are warmed just like in

the body of the counter or customers will be disappointed. Because of the poor thermal conductivity of stone, the heating element

therefore needs to extend as close to the edge of the stone as possible to avoid cold edges (within ½ in. if possible).

(side-by-side hot/cold areas). When the thermal

Floor heating mats, for instance, use thick round

ability to hold itself together and a crack develops.

in a countertop project because of their size.

stress becomes too high, it overcomes the stone’s Additionally, cracks can be formed when the

thermal stress of heat differential is repeated time

wire elements that become difficult to include

Also, because they are designed to heat large areas of flooring, they are typically powered

PHOTO BY DEREK DYKSTRA

PHOTO BY WARMLY YOURS

PHOTO BY HEATED STONE PRODUCTS

Figure 3 – (left) An example of a floor heating “roll” that is modified to fit a countertop. The large gap between elements, along with the difficulty of applying them close to the edge, introduces uneven heating on the top surface and cold edges. (right) This FeelsWarm heating element, specifically designed for countertops, has patterns with spaces of under ¼ in. to avoid uneven heating problems.

Figure 2 – The combination of higher voltage and temperature sensing systems common in floor heating systems creates heat pulsing with a fast heat rise followed by a delayed power-off stage that repeats continually. Unfortunately, when used for countertop applications, this can lead to cracking. by high voltages (household power of 120 or

240 volts) in order to get the needed wattage

output. Floor heating is controlled using a closed loop control scheme where a sensor provides feedback to the electronic control device

on what the temperature of the floor is. The

combination of higher voltage and a temperature sensing system creates pulsing of the heating

element that institutes a fast heat rise followed by a delayed power off stage. This repeats continually to arrive at an average surface

temperature. Unfortunately, this can lead to

cracking (see Figure 2). In this example, Derek Dykstra, a custom home builder in California, used a floor heating system as a countertop

heater. Within 24 hours of activating the heater, the stone cracked on the surface. Per Derek Dykstra, “The countertop would lie perfectly

flat while cold, but once the heat was applied,

the countertop would heave at its seam,” said

Dykstra. “Eventually, the crack grew across the width of the slab.”

However, after repeating the identical job using a heating system specifically developed for

countertop applications, there were no further

problems and Dykstra now has a happy customer.

But, that can be a pretty expensive lesson to learn.

Risk-free Solution Within the past year, a technical advancement of electric radiant heaters has occurred that

specifically addresses the obstacles with heating countertops. Electric heating mats utilizing

ultra-thin elements have become available in

large-format custom shapes and sizes. Ultra-

thin flexible heaters operate on low voltage and

utilize flat foil as the resistive conductor instead of

PHOTOS BY HEATED STONE PRODUCTS

Figure 4 – FeelsWarm heaters eliminate thermal stress and resulting potential to crack, and come in two formats: (left) custom configurations, and (right) “peel and stick” formats for quick application or pre-existing countertops. FeelsWarm heaters are for quick application. thick round wire (see Figure 3). These “etchedfoil” based heaters are laminated between thin high-performance plastic films constructed of Polyimide or PET (Polyethylene Terephthalate) polymer materials to create a very rugged and dependable heating mat.

The resulting heater can be as thin as 0.010 in. thick. Etched-foil heaters are also patterned so that the conductive heating element will match the shape and size of the countertop, will come close to the edge, and will have narrow spacing between elements—around 0.25-in. gaps (see Figure 4). These heaters can be adhered to the underside of stone countertops using pressure sensitive tape for quick installation. The flatness permits the heater to be sandwiched between the stone and the cabinet without introducing a reliability risk or without having to mill out areas to compensate for thickness.

These heating pads are designed to provide very gradual heat rise by operating under low voltage (12 to 24 volts), and each heater is supplied with its own transformer. They are available in both custom configurations and standard sizes and shapes. Each “plug and play” heater/transformer plugs directly into a standard 120-volt household outlet without the need for custom wiring or an electrical contractor. The typical installation utilizes an outlet that exists inside the cabinet or

under a desk. Current draw on the outlet is 0.6 to 2 amps, depending upon the square footage of the heater.

Looking Forward Given their elegant appearance and regal feel,

few doubt that stone countertops will remain as a mainstay in luxury homes and businesses for decades to come. Addressing the cold feel of

these countertops is just another way to expand upon their luxury. Fabricators and contractors

who haven’t been introduced to this application may very well be as homes get more and more sophisticated. However, to avoid sub-par

quality in feel and performance, as well as

eliminate the added risk of cracking a premiere and expensive countertop surface, it is wise to

look for a product specifically designed for this use when undertaking a project of this nature.

Ultimately it will lead to a happier customer and a more profitable outcome.

About the Author Jahn Stopperan is a senior product development engineer and business manager in low voltage electronic assemblies and devices. He has more than 25 years of experience in technology/product development and management at a variety of companies. He holds more than 12 patents, and is a speaker and author. For more information visit www.dginnovationsllc.com or contact Stopperan at (952) 898-9505, ext. 3 or jstopperan@ dginnovationsllc.com.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 25

Solid Surface with Integral Induction Charging Fits Well with the Evolution of the Kitchen

a Smart Surface for a Smart

KITCHEN

By Jeffrey Smith

T

echnology is growing at an amazing pace, and there are no signs of it slowing down anytime soon. We are looking at a world where nearly everything will be run by technology in the not-too-distant future.

Computers, smartphones and televisions are becoming amazingly advanced, as are most electronics. And with this explosion in technology, our homes are becoming smarter and more connected. The kitchen is no exception. Kitchens are seeing smart refrigerators, ovens, dishwashers and smart appliances in general. Why shouldn’t the countertops be smart, too?

26 • Vol. 7 / Issue 3 • International Surface Fabricators Association

PHOTO BY STARBUCKS AND POWERMAT TECHNOLOGIES

Figure 1 – Many smartphones and tablets already include the ability to charge using induction technology; and adapters, such as these for the Duracell Powermat system, are available for many of those that do not yet have the feature.

Figure 2 – Starbucks has recently began a national rollout of wireless charging stations in their stores. These stations can be used in nearly any countertop material, as seen here, but only solid surface allows for seamless integral installation.

The argument can be made that for the past

it on top of the unit. Inductive charging uses an

within the year. Stores will be equipped with

With its great look, affordable pricing and

a device and a charging station. Energy is sent

tables and counters where customers can place

PHOTO BY STARBUCKS AND POWERMAT TECHNOLOGIES

decade granite has been king in the kitchen. perceived durability, granite has been embraced by homeowners and designers alike for its

apparent value. Quartz countertops have also come on strong as pricing and patterns have

become more affordable and appealing. While there are plenty of positives to be said about

both of these surface options, one area where

solid surface may have a leg up is in the smart kitchen of the future.

The versatility of solid surface has long been well known. Over the past few years, colors and patterns have improved with all of the

manufacturing advancements that have come along with the increase in technology. Solid

surface sink designs have caught up, and the design capabilities of solid surface are only

limited by the imagination. From countertops

and cabinets to shelving and windowsills, solid

surface can be used to create carefree surfaces.

However, all that aside, there is one area where solid surface is the clear standout: seamlessly integrated induction charging.

Built-in Induction Charging

electromagnetic field to transfer energy between through an inductive coupling to an electrical

their compatible device and charge wirelessly.

charge batteries or run the device. Induction

are already offering the innovation today.

device, which can then use that energy to

chargers typically use an induction coil to create an alternating electromagnetic field from within

a charging base station, and a second induction coil in the portable device takes power from the electromagnetic field and converts it back into

electrical current to charge the battery. The two induction coils in proximity combine to form an electrical transformer.

While induction charging can be built-in to any countertop material, what makes solid surface so attractive to this application is that the

charger can be embedded seamlessly under

the countertop directly below where the phone

will be placed to be charged. There is no magic to solid surface when it comes to conductivity.

The current charging systems just cannot pass

through stone or quartz surfacing because there

according to Ryan Sanderson, an analyst at

charge can pass through approximately 4mm of

units shipped to grow from 50 million this year

or adapted to receive it. The charge can pass

that can be used with a variety of models,

Because the charger remains unseen below

yet is estimated to hit $8.5 billion by 2018,

is too much interference. However, the magnetic

IHS Technology. He also expects the number of

solid surface to phones or tablets that are built

to 900 million by 2018. While there are adapters

through most protective cases, too.

phone and tablet manufacturers are rapidly

adding this feature as standard to their product lineups (see Figure 1).

For instance, Starbucks has recently teamed

up with Duracell Powermat to begin a national rollout of wireless charging in Starbucks

charger is one area where one can start in

Area (see Figure 2). The companies will expand

is to place a wireless induction charging unit

2015, with a full national rollout in Starbucks

used in today’s kitchen, the new inductive

beginning with stores in San Francisco’s Bay

smartening the countertop space. The idea

the program to additional major markets in

smartphone to receive a charge by just setting

Select Starbucks stores in Boston and San Jose

The wireless charging industry is in its infancy,

With all of the power-hungry electronics being

directly into a countertop that allows a tablet or

“Powermat Spots” — designated areas on

company-operated stores planned over time.

Initial pilots in Europe and Asia are expected

the countertop and transmits through the solid surface, the top remains smooth and easy to clean with no place for bacteria or grime to

catch as compared to a drop-in charger. With the new charging systems, wires are all but forgotten and absent on new countertops.

Some of the chargers will even illuminate when

charging a phone or tablet, creating a cool look on countertops that are made using a more translucent solid surface material.

Some of the solid surface manufacturers like

DuPont or LG Hausys have shown display tops International Surface Fabricators Association • Vol. 7 / Issue 3 • 27

Figure 4 – These Gemstone 2415-ES and 1507-ES sinks with Opella drain strainers are among many sleek new solid surface sinks with modern designs that can be integrated seamlessly into solid surface countertops, as is done with this top in Mystera Tombolo.

Figure 6 – This installation uses a tile landing (similar to a base-shoe on floor moldings) that is hard-seamed onto the top. This is a quick way of ensuring performance behind the faucet, or in any wet area.

Figure 3 – In addition to induction charging, touchless faucets such as this Sensa model by Kohler are a standard for the “smart” kitchen.

a solid surface top, the faucet can be installed right over an integral solid surface sink with a

with integrated chargers at trade shows or in

new contemporary look (see Figure 4). With all

slow in coming while standards in the industry

the past decade, new contemporary-looking,

of the improvements in resin technology over

YouTube videos, but information has been very

functional sinks have a variety of new designs

are being created. For this reason I spent

and as well as improved performance.

Because integral inductive chargers are not

Figure 5 – The versatility of solid surface allows it to be used for such things as this microwave cabinet, as well as shelving and windowsills.

And it is virtually maintenance-free.

on this project, I did some research into the

makes many of the other features of a smart

be refinished to save considerable cost. In our

charger online. The system was originally

hassle-free way to keep a smartphone or tablet

remove the outer case before embedding it into

worry about their devices powering down while

some time researching how to install my own integral charger.

readily available (but will be soon), when taking options and ended up purchasing a Qi brand

kitchen more accessible. Because it is an easy,

designed to be a drop-in model, so I had to

charged, homeowners will no longer have to

the solid surface.

they are taking advantage of any number of

During the fabrication of the countertop, I simply

can be streaming music, or a homeowner can

routed out a space that the charging unit would

fit in, leaving 4mm of countertop material on the surface. This thickness allows a phone, with a

protective case, to be charged. I then mounted the charging unit in the hollow space, just

tacking it in place with silicone. Once the Qi unit was installed, I just needed a path to a 110-volt receptacle available to power it. In this case, it

was located inside the cabinets, which made it all that much easier.

One consideration that needs to be taken into account when picking a countertop material that will include an integrated charging unit

is that there is a little heat buildup in the top

between the phone and the charger when the

phone charges. So, nonsolid colors may, over the course of time, be smarter color choices.

Once a charging system is readily available, it 28 • Vol. 7 / Issue 3 • International Surface Fabricators Association

options. Nearby a Bluetooth speaker system

be programming his or her various appliances

or checking on the temperature of the oven or

refrigerator. Heck, with all of the amazing things

that can be connected to nowadays, they could be making sure their doors are locked, starting their car to warm up or cool off, checking the

dampness of the laundry in their dryer, making

Additionally, a smart kitchen will utilize efficiency and maximize space. Because so many jobs

are remodels and updates, often cabinets will case, it was time to bring the microwave out of the closet (the only space there was for it)

and mount it under the countertop. Instead of

trying to match existing cabinets, this allowed an opportunity to make a cabinet out of a

coordinated solid surface, a great medium for such an application (see Figure 5).

In addition to the cabinet and countertops, solid surface was also the perfect material

for our windowsills and shelves, adding nice

coordinated touches to the kitchen. No longer will I have to repaint the sill and it will always look great.

sure the lights in the living room are turned off,

One final detail in my kitchen project involved

show, and the list goes on and on …

a “smart kitchen” feature in the technological

programming their DVR to record a favorite Other Smart Kitchen Features Along with the inductive charging system,

other features of a smart kitchen can include touchless faucet, which simply requires the passing of a hand near a sensor to activate the faucet (see Figure 3). This will increase

convenience, reduce water usage and limit the

spreading of germs. And, if we are talking about

the backsplash design. While this may not be sense, it certainly was a smart upgrade for my

project. From my experience, today’s designers and homeowners want tile backsplashes

and the trend has moved away from coved

splashes. Some may argue that this denies

one of the great features of solid surface and

tile does not interface well with solid surface.

Mold and mildew penetrating the grout is a

negative factor for tile resting on a solid surface

top behind the wet areas of the sink. But,

tile landing will cover up to ⅜ in. or so of gap

combat this issue, instead of coving a small

straight. The lack of scribing greatly speeds up

nonetheless, I wanted tile in my home. So, to splash, I used a tile landing (something like a

base-shoe on floor moldings) and hard-seamed it onto the top (see Figure 6). This can be done after the top is sanded and installed.

Tile Landing

that may occur because of walls that are not installation.

The tile strip was hard-seamed on after the top was installed, and because tile was going on

the walls, a sheetrock screw was screwed right

into the sheet rock carefully to clamp the strip to

Basically, the tile landing is a quick way of

the deck while the adhesive cured. This allowed

any wet area and creates an ease of installation.

remove the adhesive squeeze-out. In this case, I

material, not only will it yield enough for the

adheres well to prepolished surfaces without

enough material to build a larger 2-in. drop edge

could easily be cut out while curing, minimizing

for the tile landing.

was installed, it was set into a bed of clear

ensuring performance behind the faucet, or in

room to use a sharp, square chisel to carefully

And, when using a typical 30-in. sheet of

used a 1:1 structural adhesive (SeamBoss) that

25-in. countertop, but in this case there was

scuffing and cures at a consistent rate so it

and still have enough for the little strip needed

any effect to the surface finish. When the tile

For this strip, a ⅛-in. radius was applied to the

edge of the material, quickly sanded by hand to a polished finish with the 3M sanding sponges to a micro-fine finish and then ripped to ⅜ in.

Because the ripped side is used as the seam

side, no additional finishing was required, just

silicone and all of the squeeze-out was cleaned with denatured alcohol when wet. Any minor scratches were removed with 3M sanding

sponges, and one final polish was made to the

entire top because the field seams needed one final sanding.

care. The solid surface top was also pre-sanded,

Once finished, the tile landing will buffer any

any of the edges for a tight finish because the

penetration at the joint is no longer necessary.

and was installed without having to scribe

ISFA Member since 2013

sitting water and dealing with the inevitable water

In addition to being extremely practical, the landing also offers nice detail and aesthetics.

All in all, for this project solid surface proved to be a very versatile material, and it fits well with the smart kitchens of today. With smartphone and tablet manufacturers quickly embracing wireless technology in today’s power-hungry world, smarter surfaces are going to be desired.

The next step is for the countertop industry to embrace the possibilities. After all, offering additional features means making additional profits, and that’s just smart business.

Editor’s Note: The author would like to thank the late Mike Nolan and his staff for all of their help with this project, which was fabricated in Mike’s shop. Thanks to Charles Monahan for help with the fabrication and Scott Spears for the help with installation. Mike was an inspiration to so many of us in the solid surface community.

About the Author Jeff Smith is the sales, marketing and design manager for Gemstone Solid Surface and has been involved in the surfacing industry for more than 17 years. He can be reached at jsmith@gemstoness.com or at (520) 954-1700.

Circle RS#09 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 29

5

Ways to Leverage Technology to Outsmart Your Competition and Increase Profits By Aileen Davis

Back in the ’90s things were much simpler

Today, it is extremely difficult to know how and

Michael Jordan, Seinfeld and portable CD

Because of this, in this decade the advantage

than they are today. It was the golden era of players. Pay phones and paper maps were still in wide use, and free AOL discs were one of

many tangible items keeping the U.S. Postal Service alive and well.

If you were in business in the ’90s, you

remember how expensive marketing was.

what to leverage to impact your bottom line. now lies in having the ability to implement

marketing efficiencies and insights that win you more business. These are things your

competitors are not doing. If you are a David and you are fighting a Goliath, you win by being savvy.

Yellow Pages, direct mail, billboards and

So what technologies do you need to know and

budget, and they cost a pretty penny. More

Here are the top five and how to out-savvy your

newspaper ads all made up your marketing people responded to these types of ads back then. Marketing was simpler. The more you spent, the more business you would get.

Today, sales and marketing is anything but simplistic. There is so much to be up to

speed on: social media, customer relationship management, web analytics, marketing

automation, enterprise resource management, and the list goes on. Luckily, it doesn’t have to

be overwhelming if you understand that it is all a matter of leverage.

A few decades ago, the business with the deeper pockets had the advantage. They

could hire the best sales reps, pay for the

biggest advertisements and afford the best

equipment. If you wanted to dominate your

market, you didn’t have to be savvy; you just had to have cash.

Because of advancing technology, these days it is hard to stay up to speed on everything that is

available to you and your business. There are so many software services, marketing technologies and website advancements, and they are developing at faster and faster rates.

30 • Vol. 7 / Issue 3 • International Surface Fabricators Association

commenting and sharing your content. You then want to provide them with an incentivizing offer such as an exclusive discount, interesting report or free download. You can also have contests and offer incentives for customer referrals.

Your fans should be incentivized to either give you business or give you their email address so that you can have a method of following up with that prospect.

leverage to impact your bottom line in 2014?

Having systems for your social media efforts

competitors:

systems for your social media engagement,

1. Social Media

Many countertop businesses use social media. It is very trendy, and not having a Facebook page

is equally as important. You want to have management, tracking and follow-up. This will ensure that your efforts are efficient and, more importantly, consistent.

or Twitter account is almost sinful nowadays.

Social media management software is a great

social media. Pictures of finished kitchens and

such as Hootsuite™ enable you to schedule

There is a lot you can use to your advantage in

tool to help with systemization. Services

baths, before and after images, and remodeling

posts, manage multiple social networks, track

tips all make for great content on social media.

To leverage social media for your business you need two things: systems and strategy.

Strategy in social media is essential. Without it you will not positively impact your sales or bottom line. There are many objectives to achieve with social media. Be sure your

strategy is focused on increasing revenue to your business.

To increase revenue via social media, the key is

to build a large fan base and turn these fans into leads. Doing this, however, can be trickier than it sounds.

What works the best with homeowners is having an existing relationship where they are liking,

engagement and share responsibilities with multiple employees.

Social media can be a great source of revenue for you. Be intentional in your strategy and use systems to help with consistency and efficiency 2. Marketing Analytics

Become savvy in marketing analytics and you will have your own gold mine. As the old management adage states, “You can’t manage what you don’t measure.” So, measure everything.

First, every website should have Google Analytics installed. It is a free online service that will tell you where your visitors are coming from and their behavior on the website.

With Google Analytics, you could learn,

possibly, that most visitors who request a consultation on your website come from

search engines. You will then know to invest more in getting traffic from search engines.

Website analytics will provide these statistics to you and more.

Technology has advanced to a point where

you can track almost any marketing campaign.

If you are spending money on advertising, you need to be able to effectively track your return on investment.

In the countertop industry, call tracking

software is a great way to do this. It enables

you to assign unique phone numbers for each session (i.e. visitor) on your website. When

the person calls, you know exactly where they came from, whether or not they turn into a

sale, and how much it costs to acquire them.

With call tracking you can also assign

unique phone numbers for different off-line campaigns. For example, if you send out a

direct mail piece, use a unique phone number to measure the number of responses you

receive and the cost to acquire each customer.

Everything will be tracked by that unique phone number.

With this data you can determine if your

campaign was a success. You are in a powerful position if you know that you can spend

$2,000 on a direct mail campaign and generate $20,000 in new business.

This kind of insight can help you grow your

unique messages being sent to unique

prospect groups based on certain criteria.

For example, you can send specific messaging to homeowner prospects and completely

different messaging to building permit holders.

Everything is automated and timed out to their sales cycle.

Once you have a prospect and you have gently

business many times over. The first step is

guided them to being a sales-ready lead, you

important step is using this data to help with

such as Moraware to schedule follow-up calls

collecting the data. The second and most

can then leverage job management software

key business decisions.

with your salespeople to close the sale.

3. Marketing Automation

The best part about marketing automation is

your business is marketing automation. At its

in place that is following up with prospects and

convert prospects into sales-ready leads while

all of it is done automatically.

One of the greatest technologies to leverage in

that it is hands-free. With it, you have a system

basic level, marketing automation helps you

guiding them through the sales process, and

on auto-pilot.

4. Audience Profiling

This is done by sending a series of email

The more you know about your target audience,

specific sequence to help guide them through

them and knowing their hot buttons when selling.

messages that are delivered to prospects in a the process of deciding to choose you for their countertops.

To be highly effective, you will want to have

the more effective you will be at marketing to

Audience profiling goes beyond demographics and can tell you what your customers like and

dislike, if they prefer Twitter to Facebook, what TV

ISFA Member since 2013 Circle RS#10 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 31

shows they watch, which radio stations they listen to, their religious beliefs and much, much more.

Two of the most respected data sources for audience profiling are Synergos Technologies and MediaMark Research & Intelligence. These can be used to both profile customers and predict buying behavior.

The benefits of this information are that you will have a greater knowledge of your customer base, know how and where to reach prospects, and be able to refine your marketing and promotion campaigns for greater response rates.

One of the most effective advanced targeting methods is on mobile devices. It is predicted that Google searches on mobile devices

will overtake those on desktop computers by 2015. If your advertising efforts are not

currently directed to mobile phones, it will be better to start sooner rather than later.

Some mobile targeting sources to consider are apps such as Pandora and TripAdvisor.

Also, it is very easy to tailor ad campaigns to mobile devices on Google AdWords. Within

their interface you are able to create mobile

specific ads and extensions for phone calls.

Google also gives you the ability to control

5. Advanced Targeting

If you are savvy at advanced targeting, you will have a unique advantage over your competitors.

Audience profiling provides incredible benefits because you will learn where your customers are congregating and how to most effectively reach them. With advanced targeting, you will be able to run successful marketing campaigns across social media, Google, YouTube and more. Reach your customers where your competitors don’t even know to look.

your costs for ads specific to mobile users.

Retargeting is another form of advanced targeting that you can do within Google.

Microsoft and Facebook have retargeting

capabilities as well. A retargeting campaign shows ads to individual people based on a

behavior online such as visiting a website. For example, if someone comes to your website, you can then target them across the Internet with a special incentive or offer.

Video ads and advertising on YouTube is

ISFA Member since 2004 Circle RS#11 on page 49 or visit www.isfanow.org/info.

32 • Vol. 7 / Issue 3 • International Surface Fabricators Association

another advanced targeting strategy that very few stone businesses are using today.

Consider developing video promotions or commercials and running them on YouTube for much less than the cost to run on traditional television networks. YouTube also allows you to target specific user profiles or keywords.

To learn more about advertising on YouTube, visit www.youtube.com/yt/advertise/.

With a little effort and guidance you can easily become a tech savvy marketer and outsmart your competition to win more business. Leverage the right technologies and efficiencies so you can make more profits in 2014. Then you can party like it’s 1999.

About the Author Aileen Davis is the president of Stone Marketing Systems (SMS). SMS is dedicated exclusively to helping stone businesses increase their profits through innovative sales and marketing strategies. To join Davis’ free e-newsletter or schedule a complimentary 30-minute marketing tune-up session, go to www.stonemarketingsystems.com or call (888) 813-9658.

SIMPLIFY

to Multiply Your Sales

By Kirk Heiner

B

EETHOVEN SAID, “SIMPLICITY IS GENIUS,” and I believe there’s beauty in simplicity.

We see it in nature. We notice it in business. We crave it in communication. When a business has simple processes that are well thought through, they thrive.

When you break the sales process down to its simplest form, it comes down to two simple decisions. What product to use? And which

company to choose? So why do customers find it so challenging to make their decisions?

Many showrooms tend to fall into one of three

categories: product-focused, designer-focused or customer-focused. Obviously, customer-focused showrooms appeal more to the customer. When

showrooms are customer-focused, displays are laid out with them in mind.

Seeing from the Buyer’s Viewpoint Most companies don’t see from the buyer’s

perspective. They are focused on their products and what they do. When you see the world as

products and processes instead of the way clients see them, you miss the mark.

We should start with a blank whiteboard and

simply ask, “What do shoppers need to see, feel

and experience in order to say ‘Yes’?” We should design our showrooms, our spiel and our entire

sales process to perfectly deliver what buyers need.

I recently visited a big box store's kitchen design center. I was amazed at how they displayed

their products. It was almost as if they had no

understanding whatsoever of what the customer is actually going through.

They had cabinet displays without any countertops, with a plethora of wood samples above, making

it impossible to visualize an actual kitchen. Nearly

all their vignettes had no backsplash at all. So the display completely failed to create emotion and

had zero wow factor. One display actually had no

upper cabinets, just a large banner ad with so many statements and prices on it that it conveyed no message whatsoever.

When you look at the buying process from a customer’s perspective, you realize how

complicated we make it for them to actually make a decision. We show them way too

many products. We don’t present in a clean and simple way. The goal should be to help

make it easy for our customers to buy.

Your goal should be to create a place where

customers can make these decisions easier than anywhere else. You do that by simple selection processes, clear communication and powerful

statements that build trust and confidence. Use

My mentor, best-selling author Les Hewitt, once

images that prove you are the right company

make it complicated.” He’s right. The simpler the

selection center.

told me, “Life is simple; business is simple. We

to do the job in an uncluttered, easy-to-use

sales process, the better the results.

Everybody’s busy and we need to facilitate

So what does simple look like? Simplicity is

making buying choices easier. This means

clean, uncluttered and easy to understand.

abandoning old ways and looking for better

Creating Simple

Consider showing less, and showing it well.

The first step is deciding to create simplicity. I’ve

found that simplicity never happens by accident.

Quartz surfacing, for instance, is an area that's

not customer-centered. Product suppliers provide towers or racks of all of their colors. And many

methods in both our displays and our dialogue.

The Pathway So how do you guide the customer along the

“Pathway to Purchase”? There are psychological

steps that are essential to get to your destination.

countertop companies carry numerous quartz

Create positive emotions: Creating emotion is

every quartz tower available, and so it looks

and negative emotions hurt. There are things

lines. So every showroom a client visits has nearly

the key to making sales. Positive emotions help,

exactly the same when it comes to quartz.

we can do to create buying emotions in our

The problem is that customers don’t want to shop

maybe a simple offer of something to drink all help

that way. If they’re looking for a dark color sweater, not white, they prefer to have all the darker colors

showroom: A pleasant greeting, a smiling face or to cultivate positive feelings.

together and the lighter colors together. People

There are also some less obvious, but very

companies pair items that go well together in their

way to provoke an emotional response. Scents —

prefer to shop by style, not by brand. The best

effective factors to consider. Lighting is a great

displays to help buyers visualize.

the sense of smell is the simplest way to create

Last week I visited 25 countertop showrooms in four days. Nearly every company showed their

quartz in the exact same way. However, some of

them had a few brands of quartz laid out by color

for comparison. That’s actually how buyers want to shop. Starting to get the picture?

Simplicity in Showrooms The old adage “form follows function” basically

means that the design of anything should follow

the form of what it is meant to do. A showroom’s primary function is to help make you more

money. It is to make sales. How it does that is

by making two things happen. These two things are the two decisions buyers need to make:

selection of products and choice of a company to do the work. A showroom’s design should best facilitate that process.

emotion. Our sense of smell is actually the most powerful of all our senses to trigger feelings.

A small scent diffuser works wonders. Also,

pleasant sounds can be helpful. The sound of

water or light music will add positive emotions to the sales environment.

Listen: The best salespeople are the best listeners.

Make your presentation all about the needs of the

customer. It’s not about you, your company or your product.

Discovery: Find out what matters most to your customer and focus on those things. What are

their hot buttons and emotional triggers? People

buy for one or two key buying motives. You need to uncover what they are.

Differentiate: Clearly communicate why you’re

different, and how that matters to them.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 33

Rapport: Rapport is crucial to making sales.

Create a habit of establishing rapport with every prospect every time.

Trust: Trust is essential. If people don’t trust you, they won’t buy from you.

Help them visualize: Keep the showroom

uncluttered and simple. Nothing kills a sale faster than confusion. Make your showroom appealing and have one wow factor to impress.

Less is more: Seeing too many products at one

10 SIMPLE Selling Techniques

Simplifying Your Sales Plan

1. Remember their name

basic questions.

2. Look them in the eye

3. Smile and shake their hand in greeting 4. Ask for the sale

5. Prepare your attitude in advance 6. Confidence not arrogance

7. Talk about them to discover what matters most to them

time often overwhelms customers. It’s harder

8. Ask great questions

percent of sales come from 20 percent of the

10. Measure what Matters

for them to visualize. Use the 80/20 rule. Eighty products. Show the 20 percent that sell. Keep the other samples out of sight and only bring them

out when it’s appropriate. Your goal is to appeal to them without overwhelming them.

Educate: Control the customer’s expectations.

Educate them on your process, time frame,

products, care and maintenance, and costs. Make

it easy for customers to get an idea of costs before investing hours in product selection.

Speak their language: Use simple language that every client can understand. Keep your

conversation free from an overload of industry

jargon. This will just confuse them and a confused customer never buys.

Ask great questions: Asking great questions

separates the great salespeople from those who

struggle. Great questions make you stand out from the rest. They cause buyers to think about what’s important. They help steer the conversation.

Eliminate their fears: Fear is the No. 1 factor that keeps people from moving forward. If you have

9. Have a simple, written plan

How will we consistently attract new prospects?

How will we greet and treat each customer that comes to our business?

How will we regularly keep our sales team sharp and performing at their best?

What will we measure to know how we’re doing and if we are on track?

Pretty simple huh?

Measuring Matters Perhaps the simplest way to increase sales is

done your discovery well, you should know their fears. Eliminate them and you’ll make the sale.

Follow up: Eighty percent of all sales are made on the fifth contact. Most salespeople don’t follow up

for fear of rejection. Assume the sale and follow up.

You are offering them something they want. You’re not harassing them. You’re serving them. They’re going to choose someone; it should be you.

Fill the pipeline: Most companies experience tremendous peaks and valleys in their sales

because they fail to consistently prospect for

new business. This happens because we’re busy.

When things finally slow down, we scramble and

begin to prospect again. Dedicate time to fill your pipeline on a regular basis. You’ll have a simpler, less stressful work flow.

Have a simple plan: This is critical. It’s your road

map. Without one you are likely to meander around without a destination. Or worse yet, you’ll have a destination but no idea how to get there.

ISFA Member since 2014

Circle RS#12 on page 49 or visit www.isfanow.org/info.

34 • Vol. 7 / Issue 3 • International Surface Fabricators Association

A sales plan can be reduced to answering these

by measuring. The old saying is “What gets

measured, gets results.” It’s true. What we pay

attention to prospers, and what we neglect falls apart. Measuring provides a way of making the important, important.

The key to measuring is to keep it simple and be

consistent. Define the handful of critical factors to measure and carve out a regular time to measure results. This will help keep your salespeople

focused on what matters and in turn drive sales.

Simplicity is important because it creates clarity, and clarity gives focus and purpose. When you simplify you will multiply your sales.

About the Author Kirk Heiner is an author, speaker and sales trainer with more than 25 years in sales. He has conducted sales and training seminars for numerous companies including Lowe’s, DuPont, the NKBA, KBIS, Stock Building Supply, the SBA and more. He can be contacted at kirk@kandbexpress.com.

Here.Now.News.

International Surface Fabricators Association Names New Executive Director Keith Haight to Head ISFA, Chuck Sawyer to Retire

“It’s truly an honor and privilege to

The International Surface

become even more involved in the

Fabricators Association (ISFA)

industry I have known and loved

Board of Directors is pleased to

for the past 18 years,” said Haight.

announce that Keith Haight has

“I am humbled to come in after the

been named to replace Chuck

incredible job Chuck has done to

Sawyer as Executive Director of

reignite ISFA and will do my best

ISFA. Sawyer, a 40-year veteran of the surfacing industry, has since 2012 and is retiring from his service to ISFA in order to enjoy more personal time with

Keith Haight, New ISFA Executive Director

his grandchildren, expand his and have time to travel and his wife, Karen.

than it already is!”

“Chuck has done a fine job during his time as executive director, and

Directors is confident Keith will

ISFA Total Fabricator Training – Solid Surface

growth of the decorative surfacing

industry, it is excited about bringing

former fabrication manager with DuPont. His background and experience is in fabrication shop/business management. He

forth some top initiatives to Chuck Sawyer, Retiring ISFA Executive Director

assumed his new duties July 1, 2014, following his relocation to the Pittsburgh area. For the past year Haight has been a volunteer project manager for ISFA, working with Sawyer and the team on solid surface and quartz surfacing fabrication standards, as well as other initiatives.

ISFA Solid Surface Fabrication Class Returns in September September 15-18

ISFA Countertop Pavilion Networking Reception (at IWF) August 21 Atlanta

As ISFA looks forward to future

Operandi Consulting LLC and

August 21 Atlanta

retirement,” said ISFA President

association as we move forward.”

professional, is owner of Maximus

Countertops Symposium (at IWF) ISFA Annual Member Meeting (at IWF)

do a great job heading up the

Haight, a decorative surfacing

Hosted by Alpha Tools August 4-6 Oakland, N.J.

into an even greater association

Dave Paxton. “The ISFA Board of

create new adventures with

Total Fabricator Training – Stone/Quartz

August 19 Atlanta

we wish him the best during his

hobby of artistic woodworking

For more information or to sign up to attend any of these events, call (412) 487-3207 or email gatherings@isfanow.org.

to keep his level of integrity, to

work diligently and to grow ISFA

been the ISFA Executive Director

Upcoming ISFA Training & Events

influence this growth as well as help

September 15-18 Authorized ISFA Training Facility

ISFA Total Fabricator Training – Stone/Quartz Hosted by Alpha Tools October 6-8 Las Vegas

its members’ businesses flourish.

With initiatives revolving around fabrication

20 years of providing leadership, education

symposia and other educational forums,

and opportunities, the ISFA board and staff

preeminent trade organization representing

opportunities for decorative surfacing

surfacing industry. Building upon almost

of industry leaders.

and business training, standards, CEUs,

and the promotion of surfacing products

ISFA continues to maintain its position as the

are poised to create even more exciting

fabricators in all categories of the decorative

fabricators as they support the next generation

The Level I Solid Surface Total Fabrication Training class is back in September, and will be held at an ISFA authorized training facility from Sept. 15 to 18.

• Safety

• Bowl Mounting

• Product Knowledge

• Basic Repairs

The course teaches students the necessary information and processes for solid surface fabrication and installation, safety and shop throughput. The training utilizes both class discussion and actual hands-on fabrication.

The course covers the following areas:

• Templating

• Finishing

• Seaming

• Installation

• Productivity Concepts • Basic Inlays

• Cutouts For more information or to register for this training class, contact paula@isfanow.org or call (412) 487-3207.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 35

ISFANews Many Thanks and Best Wishes to Chuck Sawyer as He Retires as ISFA Executive Director On June 30 Chuck Sawyer retired as ISFA

He interacted with a variety of clients on

recognize the many accomplishments and

detailing, and also developed online technical

product attributes, capabilities, and technical

executive director, and ISFA would like to

training programs. A special highlight is

contributions he has made.

when he created and managed a warranty

After graduating from Bucknell University’s

service company as a subsidiary of OVS. With

Chemical Engineering program with two

Basix, he created and test marketed new

bachelor’s degrees, Chuck served as a First

product concepts including the second tier

Lieutenant in the U.S. Army, where he spent

“Component” system.

part of his commission as a supervisor of

During his long career, Chuck was involved in

emergency planning documents and also did a

numerous community service organizations,

tour in South Korea.

received numerous awards and certifications,

After his distinguished military service, he

and was active in ISFA where he was a

began a corporate career with Proctor &

Gamble where he worked as a task force

leader, performing both technical service and

Chuck Sawyer and his wife Karen are planning to fully enjoy their retirement.

design and construction project.

contract negotiations with many Fortune 500

new design/construction work for a $17 million It was during this time when Chuck felt his

industrial clients.

true entrepreneurial spirit beckon. In 1974,

In 1996, Chuck took on a role with the

Plus, Inc., a Crescendo Award winning firm

sales manager and Fountainhead district

commercial spaces. His firm developed into

the Fountainhead Business Team where he

manufacturing, construction, design and solid

in 1996 and “Sales Rep of the Month” for the

successful development of training programs

for Fountainhead commercial projects in

he founded his own business, Environments

Formica Corporation as a commercial

specializing in the design and construction of

representative. Chuck was later appointed to

an integrated organization, complete with

achieved the Circle of Excellence Silver Award

surface divisions. Because of his expertise and

Division in April, 1997. He developed business

in fabrication, sales and marketing, he was

the Eastern United States, resulting in 30

asked by DuPont to open an additional facility in Pittsburgh.

However, Chuck was not finished filling his

schedule. He was also an instructor for the

University of Cincinnati on techniques of home repair and remodeling. Additionally, he was recognized by DuPont as an independent

consultant and certified instructor, assisting in

the development and implementation of many programs and initiatives for the Corian® and Zodiaq® surfacing brands.

percent sales growth. Chuck was also the

chief sales/marketing person for the transition of Fountainhead from International Paper to Formica ownership in 1999, which involved extensive coordination with distributors.

Specifications Committee. In 2001 he was named the ISFA Associate of the Year.

From 2012 until today we have been blessed

to have Chuck in the role as Executive Director for ISFA. He has been instrumental in the

redirection of ISFA and a resurgence of new energy to better serve our membership. In addition to the implementation of various programs such as the CEO Roundtable,

Knowledge Is Power and Total Fabrication

Training (TFT), his boundless energy helped to pioneer ISFA’s Continuing Education program for architects and designers. This is a great program and is sure to position ISFA as an

even more valuable resource for the decorative surfacing industry. His contributions to ISFA and the surfacing industry as a whole are immeasurable.

In his retirement, Chuck plans on spending more time with his family and particularly

From 1999 to 2012, Chuck worked

chasing after his four grandchildren. He also

Basix International. During this period,

Studio, where he sculpts hollowed wood

for both Ohio Valley Supply (OVS) and

will continue his successful Amazing Grain

he was responsible for the creation and

forms and other pieces with exotic grain character on an engine lathe.

to launch. For OVS, he coordinated all phases

Chuck’s hobbies are as ample as his

implementation of new products from concept

For a short period, Chuck was a project

of business with fabrication customers for

Inc. and another personal business, Sawyer

surfaces. He helped develop new sales and

manufacturing and construction activities and

model for the Corian 123 Program.

manager for ABF Industrial Constructors,

Corian, Zodiaq, TorZo, granite and Soterra

Customworks, Inc. Here he managed all

marketing programs along with the business

36 • Vol. 7 / Issue 3 • International Surface Fabricators Association

training staff member and served on the ISFA

accomplishments. At this point all we can say, Chuck, is well done and well deserved! We all wish you a very long happy and healthy

retirement where you can enjoy each of your loves to the fullest!

ISFA Annual Member Meeting When: August 21, noon to 1 p.m.

Where: IWF in Atlanta Room B409

Network with the Best in the Business at IWF The partnership between ISFA and the International Woodworking Fair (IWF) was established to increase the focus on the The ISFA Annual Member Meeting will once again be held at IWF. Lunch will be served and all current

ISFA members are some of the best and brightest stars in the industry, and personal interaction with

ISFA members are invited to attend.

your contemporaries is essential to getting the

This is a great opportunity to meet the new ISFA

cost to attend and we anticipate a great turnout

most out of your ISFA membership. There is no

Board of Directors and staff, and get to know

this year.

them better. It is also an opportunity to voice your

Come and get involved! Please RSVP to

opinions and be heard, as well as network and interact with your industry peers.

Come to the Countertop Pavilion and learn all that ISFA is up to!

This event is open to all industry personnel

Paula Goncz at paula@isfanow.org or at

(412) 487-3207.

countertop industry for the 2014 IWF show.

Because making connections and sharing information is such an important part of advancing a business, ISFA has provided two great opportunities specifically for those in the countertops and decorative surfacing industry to networking at the show!

ISFA Countertop Pavilion Networking Reception When: August 21, 5 to 7 p.m.

Where: On the IWF show floor in the Countertop Pavilion

and will include free drinks and snacks.

Attendees will have the opportunity to network with the pavilion’s vendors, ISFA staff, board of directors and members, as well as other industry professionals.

Networking is a key part of getting the most from any trade show, so don’t miss this opportunity to stay after the show and share with your peers.

From hands-on training to business management, ISFA provides comprehensive education programs for our members to operate profitable, sustainable businesses.

Here’s your opportunity to find out more.

For more information contact the ISFA office at (412) 487-3207 or email paula@ isfanow.org

International Surface Fabricators Association • Vol. 7 / Issue 3 • 37

ISFANews Innaugural Knowledge Is Power Symposium Offered World-class Training spirit in order to be an effective leader.

The first Knowledge Is Power (KIP) business symposium took place in Pittsburgh on May 14 and 15. Founded on the concepts of the Million Dollar Mentor Program and the ISFA Business Boot Camp, this two-day event featured presentations, question and answer sessions and open discussions with seven industry experts. The presenters were: Russ Berry (former ISFA president and president of A.S.S.T); Aileen Davis (president of Stone Marketing Systems); Harry Hollander (president of Moraware); Jason Nottestad (sales manager at VT Industries); Keith Haight (president of Maximus Operandi Consulting); Jeff Schurman (consultant at Leading Causes, LLC) and Chuck Sawyer (executive director of ISFA).

Davis opened a great discussion on marketing and how focusing on a unique selling proposition is necessary to help elevate a business in the minds of its customers.

A six-step process was offered to get the group thinking about how they may position the companies when they return home.

Haight led a discussion on branding a business, which meshed with the earlier marketing discussion. He offered a perspective when branding a business on knowing not only what is important to your customer but also why it’s important.

Shurman led discussions on the five functions of effective leadership, in which he brought to light that although management and leadership are similar, they are not necessarily the same thing. He went on to better define what he meant by this statement, and also offered a discussion on change management that covered the eight stages of organizational change as well as managing the transitions.

Sawyer facilitated the event and started out by offering this perspective: “As all of us in the decorative surfacing industry are recovering from a tough period for our businesses, the opportunities for growth, efficiency, new markets, new products and new technologies are at our doorstep. The new leaders in the surfacing industry need to be prepared to take advantage of these opportunities for growth and profitability. We believe the Knowledge is Power concept will be an outstanding tool to help the next generation build a more dynamic industry than ever before.”

All in all, the event was successful and attendees were able to take some new tools home to increase the value of their businesses, as well as help make them more effective.

Additional entertainment was brought to the group by Tom Pinske (The Pinske Edge) in which the group discovered through a very lively video clip from Tom’s son how he is disgruntled by the prospect of not having any grandchildren. Thanks Tom and we hope the grandkids come along soon!

With that said, Hollander started the event off by helping the attendees understand how software can help get the most out of their business.

Attendees discovered how one of their peers is running a virtual paperless business, and many lively discussions followed on how they might take advantage of the same business model.

Later in the day Hollander led a discussion on digital tools and how to keep advertising info educational and valuable for your customers.

Nottestad was next with an informative discussion around lean manufacturing. The discussion centered on how a process-driven shop incorporates the best working environment.

Additionally, he asked the group how empowered their employees were in order to stop production if they noticed something was wrong, and great conversation branched off from that.

Berry provided a useful topic of how to be successful when entering the commercial market. He brought to light not only what a fabricator physically and mentally needs, but also the characteristics of customers along with the various dynamics that will play out when dealing 38 • Vol. 7 / Issue 3 • International Surface Fabricators Association

in this realm. Additionally, Berry offered a nice discussion on the many mobile devices available and how to best incorporate them into your business. Many war stories were shared on how attendees utilize technology for the betterment of their businesses. Later, he presented an effective topic of balance for business and personal life and offered a perspective on how to refuel the

The Knowledge is Power 2014 event proved to be a forum designed to share the wisdom from some of the brightest in the business: presenters and attendees! One great aspect about a KIP event is that the topics will not always be the same and will stay fresh and relevant. Many fabricators share concerns and ideas with us that help us develop these offerings into something truly unique and beneficial. We continue to encourage our members to offer topics they feel are important to them so we may maintain this as a valuable program.

Stay tuned for the next KIP event or contact Paula Goncz in ISFA office at (412) 487-3207 or paula@isfanow.org to find out when/where the next event is taking place.

ISFA Quartz/Stone Fabrication Class Returns to New Jersey in August The Level I Granite/Quartz Total Fabrication Training class is back on the road in August and will be held at the Alpha Professional Tools training center in Oakland, N.J. The classes represent an opportunity for fabricators to send new employees to be trained or to pick up an entirely new skill set for their businesses.

to direct, indirect and noncontributing labor

The class is scheduled for August 4 – 6.

Seaming – A dialogue covering material layout

The course takes students through the essentials of stone fabrication and installation, material handling, safety and shop throughput. The training offers knowledge through theory and hands-on fabrication. Elements include:

Finishing – A discussion of the proper techniques for producing a professional finish.

Polishing techniques covering diamond polishing pads, backing pads, variable-speed grinders and polishing the exposed edge for an undermount sink will be discussed and practiced.

concepts and the thought processes for getting the most out of what you have.

Templating – A discussion/demonstration of

hard and digital templating. The students will template the project top for production.

Installation – A look at installation as a part of total fabrication. The class will review tools and materials, loading sequence, customer relations, field seams, caulking, finishing, care and maintenance, warranty information and consumer completion. The students will install the project countertops on the mock‐up cabinets.

for yield, color matching, tricks of the trade,

adhesives, preparing the material for seaming and clamping methods.

Cutouts – A look at sink, faucet and cooktop

cutouts. The class will also discuss rodding and

Safety – A review of basic shop safety procedures, including dust and fume issues, safe material handling, training shop safety rules and setting up a shop safety program.

the importance of proper support. The students

Product knowledge – An overview of the properties, features and benefits of natural stone and quartz surfacing materials.

including faucet layout and hole coring.

Productivity concepts – An introduction

to match the existing finish.

Support systems – A presentation that will focus on various methods and materials to provide for support for countertops including overhang applications.

will also perfaorm hands-on cutouts.

Bowl mounting processes – An overview on

attaching an undermount bowl to the countertop,

For more information or to register for this training class, fill out and submit the form on Page 15 or contact paula@isfanow.org or call (412) 487-3207.

Basic repairs – A review of basic techniques for chip and scratch repair, including face polishing

ISFA Board of Directors Dave Paxton President Paxton Countertops and Showers PO Box 174 Grand Ledge, MI 48837 (517) 719-0146 paxtoncountertops@yahoo.com Mike Langenderfer Immediate Past President The Countertop Shop 10406 Geiser Rd. Holland, OH 43528 (419) 868-9101 mike@countertopshop.net www.countertopshop.net Mell Hill Vice President Oldcastle Surfaces 1400 Marietta St. Atlanta, GA 30318 (404) 355-3108 Mell.Hill@oldcastle.com www.oldcastlesurfaces.com Adam Albee Secretary Lincoln Laminating 5010 Rentworth Dr. Lincoln, NE 68516 (402) 434-6009 adam@lincolnlaminating.com www.lincolnlaminating.com

ISFA Contacts

Erica Hussey Treasurer JCW Countertops 3 Aberjona Dr. Woburn, MA 01801 (781) 935-1907 ericamaria@jcwcountertops.com www.jcwcountertops.com

Ryan Miller Director VT Stone Surfaces 1000 Industrial Park Holstein, IA 51025 (712) 368-4381, ext. 236 RMiller@vtindustries.com www.vtstonesurfaces.com

Mike Woods Director Creative Countertop Solutions 919 4th Ave. S. Nashville, TN 37210 (615) 915-0718 mike@tnccs.com www.creativecountersolutions.com

John Hansen Associate Member Representative Kohler 3721 Armstrong Dr., Ste. 2B Bloomington, IL 61704 (920) 207-7701 John.Hansen@Kohler.com www.kohler.com

Kate Dillenburg Director Bisley Fabrication 700 Industrial St. Gresham, WI 54128 (715) 787-4410 kbisley@bisfab.com www.bisfab.com

Jeff Smith Associate Member Representative Gemstone 435 Harrison St. Elkhart, IN 46516 (574) 294-8899 jsmith@gemstoness.com www.gemstoness.com

Main Office 2400 Wildwood Rd. Gibsonia, PA 15044 (412) 487-3207 • Fax: (412) 487-3269 www.isfanow.org Executive Director Keith Haight (412) 487-3207 keith@isfanow.org Communications Director Kevin Cole Magazine/Website Publisher & Editor (815) 721-1507 kevin@isfanow.org Account Representative Paul Wisnefski (262) 498-4184 wisnefski@sbcglobal.net Administrative Assistant & Registrar Paula Goncz (412) 487-3207 paula@isfanow.org

International Surface Fabricators Association • Vol. 7 / Issue 3 • 39

Fabricator Directory Companies in blue are Certified Professionals ALABAMA

Surface One

2421 Hwy. 11 Pelham, AL 35124 205-621-1125 www.surface1.com

ALASKA

Alaskan Counter Fitters 607 Old Steese Hwy. Ste. B PMB 354 Fairbanks, AK 99701 907-455-0247

Bicknell Inc.

PO Box 33517 Juneau, AK 99801 907-789-5727 www.bicknellinc.com

Cook Inlet Housing Authority

3510 Spenard Rd. Anchorage, AK 99503 907-793-3047 www.cookinlethousing.org

G2 Construction

PO Box 10690 Fairbanks, AK 99710 907-458-1087 www.g2const.com

Mountain Tops LTD

6605 Arctic Spur Rd. Anchorage, AK 99518 907-272-8107 www.mountaintops.net

North Coast Countertops 7720 Hacienda Dr. Anchorage, AK 99507 907-727-6419

Panco Inc.

PO Box 210 Talkeetna, AK 99676 907-733-6600

ARIZONA

Kitchen Bath & Beyond

Specializing In Solid Surface 1440 Corona Fort Mojave, AZ 86426 928-788-1000

CALIFORNIA

Block Tops Inc.

1560 Harris Ct. Anaheim, CA 92806 714-978-5080 www.blocktops.com

Design Fabrication Inc.

100 Bosstick Blvd.

San Marco, CA 92069 760-727-1800 www.designfabrication.com

Duracite

2100 Huntington Dr. Fairfield, CA 94533 707-402-1600 www.duracite.com

Finishing Touch Millwork 1280 Activity Dr. Ste. D Vista, CA 92081 858-382-9143 www.ftmillwork.com

Fischer Tile & Marble 1800 23rd St. Sacramento, CA 95816 916-452-1426 www.fischertile.com

Integra Cabinets & Millwork 249 W. Baywood #B Orange, CA 92865 714-283-2890 www.integracmw.com

Marble Expressions

1573 Seminole St. San Marcos, CA 92708 760-471-8737 www.marbleexpressions.com

Mio Metals

400 Western Ave. Petaluma, CA 94952 888-530-7630 www.miometals.com

Southwest Carpenters Training Fund 533 S. Fremont Ave. #401 Los Angeles, CA 90071 213-739-9343

The Countertop Factory

12349 Telegraph Rd. Santa Fe Springs, CA 90670 562-944-2450 www.thecountertopfactory.net

Visalia Ceramic Tile 917 N. American St. Visalia, CA 93291 559-651-2925

COLORADO

AAFES Ft. Carson FMO

CONNECTICUT

Oldcastle Surfaces Inc.

65 Cogwheel Ln. Seymour, CT 06401 203-888-6191 www.portadoor.com

Top South

Porta Door Co. Inc.

DELAWARE Keith Haight

Wilmington, DE 19803 484-354-5909

Troy Granite Inc.

711 Interchange Blvd.

Newark, DE 19711 302-292-1750 www.troygranite.com

FLORIDA

Beverin Solid Surface 1108 Palmetto Ave. Lehigh Acres, FL 33972 239-368-9444 www.beverin.com

Natural Stone Motif Inc.

870 Sunshine Ln. Altamonte Springs, FL 32714 407-774-0676 www.naturalstonemotif.com

Surface Crafters

711 Commercial Dr. Holly Hill, FL 32117 386-253-0826 www.surface-crafters.com

Sterling Mfg.

8293 Consumer Circle Sarasota, FL 34240 941-955-8787 www.sterlingmfg.com

GEORGIA

1602-B Auiki St. Honolulu, HI 96819 808-845-3775

Solid Surface Technologies 360 Mokauea St. Honolulu, HI 96819 808-845-8677 www.ssthawaii.com

IDAHO

Ketchum Kustom Woodworks

114 Lewis St. #3 & #4 Ketchum, ID 83340 208-726-1905 www.ketchumkustom woodworks.com

ILLINOIS

Custom Marble Inc.

PO Box 306 Millstadt, IL 62260 618-476-1345 www.custommarble.net

Dirk Foster

802 S. 26th St. Mt. Vernon, IL 62864 206-898-8163

Maxwell Counters, Inc.

Countersync

40 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Honolulu Tile & Marble Inc.

Counterfitters LLC

196 Rio Circle Decatur, GA 30030 404-378-3220 www.atlanta-kitchen.com

Arlun Inc.

1620 Paonia St. Colorado Springs, CO 80915 719-574-1250 www.dmscustom.com

HAWAII

F-W-S Solid Surface Specialist Inc.

1510 Chiles Ave. Ft. Carson, CO 719-291-9206

DMS

830 Pickens Industrial Dr. Marietta, GA 30062 770-422-4009 www.topsouth.com

Atlanta Kitchen Inc.

1026 Lynes Ave. Savannah, GA 31415 912-231-0103 www.counterfittersav.com

6250 Corporate Dr. Colorado Springs, CO 80919 719-599-4175

1400 W. Marietta St. Atlanta, GA 30318 404-355-3108 www.oldcastlesurfaces.com

2014 Westside Ct. Augusta, GA 30907 706-828-7544 www.countersync.net

Lovell Construction, Inc. 21880 Bradbury Rd. Grantville, GA 30220 770-253-0383

610 N. Illinois Ave. Carbondale, IL 62901 618-457-2326 www.f-w-s.net PO Box 234 Farmer City, IL 61842 309-928-2848

New Age Surfaces 1237 Naperville Dr. Romeoville, IL 60446 630-226-0011

Pierce Laminated Products Inc.

2430 N. Court St. Rockford, IL 61103 815-968-9651 www.piercelaminated.com

Companies in blue are Certified Professionals Solid Surface Creations Inc.

403 S. Sycamore Villa Grove, IL 61956 217-832-8207 www.ssctops.com

Sprovieri’s Custom Cabinets 55 Laura Dr. Addison, IL 60101 630-917-4690 www.sprovieris.com

Stalwart Systems

7797 N. Caldwell Ave. Niles, IL 60714 847-972-1193 www.stalwartsystemsusa.com

Stevens Industries Inc. 704 W. Main St. Teutopolis, IL 62427 217-540-3100 www.stevensinc.com

Ultimate Stone Inc.

1445 Tonne Rd. Elk Grove Village, IL 60007 847-437-8662 www.ultimatestone.net

INDIANA

A. I. A. Countertops LLC 501 W. Railroad Ave. Syracuse, IN 46567 574-457-2018 www.aiacountertops.com

Bollock Industries Inc.

900 Farabee Ct. Lafayette, IN 47905 765-448-6000 www.bollockstoptops.com

Countertop Pros

5901 S. Range Rd. North Judson, IN 46366 574-896-6013

Michiana Laminated Products Inc.

7130 N. 050 E. Howe, IN 46746 260-562-2871 www.michianalaminated.com

IOWA

Custom Countertops & More 1801 E. Oak St. Algona, IA 50511 515-295-4835

Granite Custom Design

2369 Heinz Rd. Unit #J Iowa City, IA 52240 888-452-0714 www.granitecustomdesign.com

Solid Fabrications Inc. 2515 Murray St. Sioux City, IA 51111 712-255-5319 www.solidfab.com

Surface Solutions Inc.

323 La Porte Rd. Waterloo, IA 50702 319-287-5056 www.surfacesolutionsia.com

VT Industries

1000 Industrial Park Holstein, IA 51025 712-368-4381 www.vtindustries.com

KANSAS

Countertop Shoppe

5855 S.W. 21st St. Topeka, KS 66604 785-271-8675 www.mycountertopshoppe.com

Fisher Lumber Co., Inc. PO Box 355 Garden Plain, KS 67050 316-531-2295

Hard Surface Fabrications, Inc./ Mid-America Kitchens & Baths Kormax 810 S. Beiger St. Mishawaka, IN 46544 574-259-4843

Laminated Tops of Central Indiana Inc.

711 E. Dillman Rd. Bloomington, IN 47401 812-824-6299 www.rakesolutions.com

M & W Countertops Inc. 11934 Witmer Rd. Grabill, IN 46741 260-627-3636 www.mwcountertops.com

KENTUCKY

MICHIGAN

1272 Hwy. 490 East Bernstadt, KY 40729 606-843-6891 www.surfaces-unlimited.com

7343 Buell Rd. Vassar, MI 48768 989-871-5000 www.blasiusinc.com

LOUISIANA

Marbelite Corp.

2020 Dallas Dr. Baton Rouge, LA 70806 225-216-3900 www.dansolidsurface.com

Paxton Countertops

Surfaces Unlimited Inc.

Dan Solid Surfaces

Top Distributors LLC 412 Post Oak Rd. Sulphur, LA 70663 337-625-5751

Shad’s Custom Countertops Inc.

MINNESOTA

11 Collins Pond Rd. Windham, ME 04062 207-893-3445 www.getshad.com

Innovative Surfaces Inc. 515 Spiral Blvd.

Hastings, MN 55033 651-437-1004

MARYLAND

The Pinske Edge

SolidTops LLC

119 Main St. Plato, MN 55370 320-238-2196 www.pinske-edge.com

505 South St. Easton, MD 21601 410-819-0770 www.solidtops.com

MASSACHUSETTS

Jack’s Custom Woodworking/ JCW Countertop 3 Aberjona Dr. Woburn, MA 01801 781-935-1907 www.jcwcountertops.com

PADCO Countertop Co.

5 Springdale Ave. Canton, MA 02021 781-828-1177 www.padcocountertop.com

Parman Brothers LTD

Sterling-Miller Designs Inc.

2844 Roe Ln. Kansas City, KS 66103 913-492-3030 www.top-master.com

PO Box 174 Grand Ledge, MI 48837 517-719-0146

6689 Sterling Dr. S. Sterling Heights, MI 48312 586-274-9668 www.ssunlimited.net

MAINE

Sterling Surfaces

Top Master Inc.

22500 Heslip Dr. Novi, MI 48375 248-348-1900 www.marbelitecorp.com

Solid Surfaces Unlimited Inc.

1105 N. Industrial Marion, KS 66861 620-382-3390 www.midamericamarble products.com PO Box 7 Johnson, KS 67855 620-492-6882 www.parmanbrothersltd.com

Blasius Inc.

76 Leominster Rd. Sterling, MA 01564 978-422-3321 www.sterlingsurfaces.com

MISSISSIPPI

Alexander Counterwrights

903 Ingalls Ave. Pascagoula, MS 39567 228-938-6484 www.alexandercounterwrights.com

MISSOURI

Surface Menders

32 Clipper Ln. Kimberling, MO 65686 781-828-1177

MONTANA BMC

3200 Hwy. 12 E. PO Box 5780 Helena, MT 59404 www.buildwithbmc.com

1079 N. Montello St. Brockton, MA 02301 508-894-6999 www.sterlingmillerdesigns.com

Jim Shreve

TWD Surfaces

Pyramid Cabinet Shop

75 Hale St. Bridgewater, MA 02324 508-279-2650 www.twdsurfaces.com

PO Box 721 Florence, MT 59833 406-880-3566 1201 Fourth Ave. N. Billings, MT 59101 406-671-8329 www.pyramid-cabinet.com

International Surface Fabricators Association • Vol. 7 / Issue 3 • 41

Fabricator Directory Companies in blue are Certified Professionals VanSetten Walker Construction Co.

Spaulding Fabricators Inc.

Unico Special Products Inc.

Kitchens by Rutenschroer

821 1st Ave. N.W. Great Falls, MT 59404 406-570-5283

1136 Industrial Pkwy.

Brick, NJ 08724 732-840-4433 www.spauldingfabricators.com

WoodCo LLC

NEW MEXICO

Wilbedone Inc.

Korkan Granite

PO Box 30254 Billings, MT 59107 406-259-5177 www.woodcollc.com

NEBRASKA

Best Quality Countertops 4340 S. 90th St. Omaha, NE 68127 402-670-6338

Builders Warehouse 4600 N. Second Ave. Kearney, NE 68845 308-627-6702

Lincoln Laminating Inc.

5010 Rentworth Dr. Lincoln, NE 68516 402-434-6009

NEVADA

B & C Cabinets & Millwork Inc.

5241 Metric Way Carson City, NV 89706 775-322-6000

Carpenters Int’l.

Training Fund

American Countertops 8013 Edith N.E. Albuquerque, NM 87113 505-897-3141

Jaynes Structures

2906 Broadway N.E. Albuquerque, NM 87107 505-344-8589 www.jaynescorp.com

OGB Architectural Millwork

3711 Paseo del Norte Albuquerque, NM 87113 505-998-0000 www.ogb-am.com

Pieper Construction

2420 N. White Sands Blvd.

Alamogordo, NM 88310 575-437-2262 www.pieperconstruction.com

Rojo Enterprises LLC PO Box 429 Roswell, NM 88202 505-626-3553

NEW YORK

Busch Products Inc.

6801 Placid St. Las Vegas, NV 89119 702-938-1111

110 Baker St. Syracuse, NY 13206 315-474-8422 www.buschproducts.com

The Countertop Shop, LLC

Dimensional Stone and Tile Designs

301B Sunpac Ct. Henderson, NV 702-839-2224 www.thecountertopshopllc.biz

NEW JERSEY

J. Dougherty & Son/ JDS Supply 337 N. Main St. Glassboro, NJ 08028 856-881-5444 www.JDSsupply.com

Marvic Corp.

2450 Lorio St. Union, NJ 07083 908-686-4340 www.countertopsofnj.com

Solid Surface Designs Inc.

1651 Sherman Ave. Pennsauken, NJ 08110 856-910-7720 www.ssdtops.com

25 Renwick St. Newburgh, NY 12550 845-562-9255 www.unicospecialproducts.com 1133 NYS Rte. 222 Cortland, NY 13045 800-734-8813 www.wilbedone.com

NORTH CAROLINA Johnson Granite Inc. PO Box 511 589 Hiatt Rd. Mount Airy, NC 27030 336-719-2729

950 Laidlaw Ave. Cincinnati, OH 45237 513-251-8333 www.kbrmfg.com

4561 Crystal Pkwy.

Kent, OH 44240 330-677-1883 www.korkangranite.com

L. E. Smith Co.

1030 E. Wilson St. Bryan, OH 43506 888-537-6484 www.lesmith.com

Laminate Shop, Inc.

Meld USA Inc.

PO Box 1218 Marietta, OH 45750 740-749-3536

Premier Plus Inc.

4640 Manufacturing Rd. Cleveland, OH 44135 216-267-7040 www.solidsurfacesplus.com

3001-103 Spring Forest Rd. Raleigh, NC 27616 919-790-1749 www.meldusa.com 165 Wildwood Ave. Hamlet, NC 28345 910-995-5615 www.premierplusinc.net

Windbound Co.

Solid Surfaces Plus

The Countertop Shop LTD 10406 Geiser Rd. Holland, OH 43528 419-868-9101 www.countertopshop.net

PO Box 817 Glen Alpine, NC 28628 828-438-0892 www.windboundsurfaces.com

Top Shelf Laminated Products

OHIO

Tower Industries

Bertke Countertops 9355 Amsterdam Rd. Anna, OH 45302 937-538-7024

400 Dietz Rd. Warren, OH 44483 330-393-1289

PO Box 647 Massillon, OH 44648 330-837-2216 www.towersurfaces.com

Cabinets 2 Countertops

OKLAHOMA

146 E. 3rd St. Mt. Vernon, NY 10550 914-664-1200

7142 Frank Ave. N.W. N. Canton, OH 44720 330-244-0221 www.cabinets2countertops.com

Evans & Paul LLC

Cutting Edge Countertops Inc.

6031 S. 129th St. Ste. B Tulsa, OK 74134 918-252-0451 www.hfccountertops.com

140 DuPont St. Plainview, NY 11803 516-576-0800 www.evansandpaul.com

Marker Systems Inc.

940 River Rd. North Tonawanda, NY 14120 716-695-1102

Modern Home Distributing

PO Box 395 Nunda, NY 14517 585-468-2523

Penn Fabricators Inc. 100 Bellport Ave. Yaphank, NY 11980 631-205-0282 www.penn4corian.com

42 • Vol. 7 / Issue 3 • International Surface Fabricators Association

1300 Flagship Dr. Perrysburg, OH 43551 419-873-9500 www.cectops.com

Earth Anatomy Fabrication 4092 Greenwich Rd. Norton, OH 44203 740-244-5316 www.earthanatomy.com

Granex Industries

32400 Aurora Rd. Salon, OH 44139 440-248-4915 www.granexindustries.com

Heritage Marble Inc. 7086 Huntley Rd. Columbus, OH 43229 614-436-7465

Hoffman Fixtures Co.

OREGON

Grifform Innovations Inc. PO Box 258 Glide, OR 97443 541-496-0313 www.grifform.com

Precision Countertops Inc. PO Box 387 Wilsonville, OR 97070 503-692-6660 www.precisioncountertops.com

PENNSYLVANIA

A.S.S.T.

805 W. Elm Ave. Hanover, PA 17331 717-630-1251 www.asst.com

Companies in blue are Certified Professionals Advanced Surfaces Inc. 130 Plastics Rd. Corry, PA 16407 814-663-0369

Blume’s Solid Surface Products 904 Freeport Rd. Freeport, PA 16229 724-294-3190 www.blumes.net

Capital City Counters Inc. 760 N. Front St. P.O. Box 7616 Steelton, PA 17113 717-939-2878 www.capitalcitycounters.com

Chuck Sawyer

4802 Au Sable Dr. Gibsonia, PA 15044 412-213-0370

John Kramer’s Fabrications Inc.

PO Box 41 Bernville, PA 19506 610-488-6213 www.kramershowerbases.com

McGrory Inc.

576 Rosedale Rd. Kennett Square, PA 19349 610-444-1512 www.mcgroryinc.com

Pence Countertops Inc.

124 Ellis Woods Rd. Pottstown, PA 19465 610-326-6609 www.pencecountertops.com

RHODE ISLAND New England Counter Top

PO Box F Pawtucket, RI 02861 508-761-7588

SOUTH CAROLINA Solid Products

109 Lazenby Dr. Ft. Mill, SC 29715 704-236-9796 www.solidproducts.biz

SOUTH DAKOTA

Dakotaland Woodwork & Cabinets LLC 41181 179th St. Raymond, SD 57258 605-532-4150

DFC-Dakota Fixture & Cabinet Co. 45753 237th St. Madison, SD 57042 605-256-3707 www.soliddfc.com

Formatop Co.

101 S. Franklin Sioux Falls, SD 57103 605-332-3151 www.formatopcompany.com

TENNESSEE

Alexander Brothers Tile & Marble Inc.

1446 S. Cooper St. Ste. 101 Memphis, TN 38114 901-278-9626 www.alexandermarbleandgranite.com

Creative Countertop Solutions Inc.

300 Peabody St. Nashville, TN 37210 615-915-0718 www.creativecountersolutions.com

TEXAS

Classic Counter Tops

2325 Executive Dr. Garland, TX 75041 972-840-1234 www.classiccountertopsinc.com

Counterscapes, Inc. 2228 Deerbrook Dr. Tyler, TX 75703 903-581-5676

Southwestern Counter Tops & Millwork 4100 Frankfort Ave. El Paso, TX 79903 915-562-1116 www.swcelpaso@elp.rr.co

WASHINGTON

FloForm Countertops 22445 76th Ave. S. Kent, WA 98032 253-639-4567 www.floform.com

Mt. Rainer Marble LLC 2606 Jackson Hwy. Chehalisi, WA 98523 360-520-1844 www.mtrainiermarble.com

RD Wing

11809 N.E. 116th St. Kirkland, WA 98034 425-821-7222 www.blimages.com

2175 Frog Hollow Rd. Walla Walla, WA 99362 509-540-7799

WISCONSIN

Bisley Fabrication Inc. 700 Industrial St. Gresham, WI 54128 715-787-4410 www.bisfab.com

Quality Craft Wood Works HC 60 Box 703 Rocky Ridge, UT 84645 435-623-1707

Utah Kitchen and Bath

2098 E. 2250 N. Layton, UT 84040 801-814-8847 www.utahkitchenandbath.com

VIRGINIA

Metro Stone Works LLC 9115 Digital Dr. Unit 12 Manassas Park, VA 20111 703-396-866 www.metrostoneworks.com

Surface Link Corp.

4200 Lafayette Center Dr. Ste. A Chantilly, VA 20151 301-482-1717 www.surfacelinkcorp.com

TRINDCO

1004 Obici Industrial Blvd.

Suffolk, VA 23434 757-539-0262 www.trindco.com

Spectrum Surfaces Inc.

7 Qutangxia Road, Shinan District Qingdao, Shandong 266002 China 865-328-267-3659

FRANCE

ZA Le Cheval Blanc Solgne F-57420 France 38-764-6923 www.crea-diffusion.com

LEBANON

Respond S.A.L.

1st Floor Missirian Bldg.

Beirut, Lebanon 90076 961-150-1414

WYOMING

Wyoming Building Supply Inc. 2104 Fairgrounds Rd. Casper, WY 82604 307-265-7935 www.wyomingbuildingsupply.com

CANADA

Colonial Countertops Ltd. 609 Alpha St. Victoria, BC V8Z 1B2 Canada 250-383-1926 http://colonialcountertops.com

Coni-Marble Mfg. Inc.

PO Box 40 99 Harrison St. Thorndale, ON N0M 2P0 Canada 519-461-0100

FloForm Countertops 125 Hamelin St. Winnipeg, MB R3T 3Z1 Canada 204-474-2334 www.floform.com

77 Industrielle Stanstead, QC J0B 3E0 Canada 819-564-7111 www.granitdesign.com

CREA Diffusion

McDermott Top Shop LLC

812 Marquis Way Green Bay, WI 54304 920-337-6575

7630 Yellowhead Trail Edmonton, AB T5B 1G3 Canada 780-474-7999 www.floform.com

Zhongdi Architecture & Art Solutions Co. Ltd.

1920 Merrill Creek Pkwy.

Everett, WA 98203 425-322-9604

250 E. 400 S. Vernal, UT 84078 801-414-3512

Alternative Surface

FloForm Countertops

CHINA

Synsor Corp.

UTAH

10-710 Cynthia St. Saskatoon, SK S7l 6A2 Canada 306-665-7733 www.floform.com

Granit Design

Sheridan Woodworking LLC

200 A Main St. Sullivan, WI 53178 262-593-2456

FloForm Countertops

MEXICO

Victor Coronado Services

Boulevard Hacienda Galindo 116 Villas del meson Juriquilla, 76230 Mexico 52-4422342743

RUSSIA

ARTCOR

60th km. Ring Road Ste. 4A Moscow Russia +7-485-657-8578 www.artcor.ru

UNITED KIINGDOM Interfab LTD

Unit 9 Willersey Business Park Willersey, Nr. Broadway Worcestershire WR12 7RR United Kingdom 441-386-858100 www.interfab.co.uk

International Surface Fabricators Association • Vol. 7 / Issue 3 • 43

Specialty Surfaces Fabricators, Manufacturers and Experts

Membership Application Main: (412) 487-3207 • Fax: (412) 487-3269 • www.ISFANow.org

Renewal Instructions: To renew your membership with ISFA, simply fill out the Personal Information section, and Payment Method and that’s it! Fax it back to (412) 487-3269 and we’ll do the rest. Please allow 2-4 weeks for your membership renewal packet to be delivered.

New Member Instructions: For Surfacing Experts wanting to become a new member, please fill out the entire form. Membership in ISFA is the industry endorsement of high quality.

This endorsement cannot be purchased for the price of membership, but must be established by the company and upheld by each member of the organization.

Fax this form back to (412) 487-3269 and we’ll do the rest.Your new membership packet will be in the mail shortly. Please allow 2-4 weeks for delivery.

Personal Information Name: Title: Company: Address: City: State/Province: Zip/Postal Code: Country: Phone: Fax: y providing your fax number, you are giving ISFA permission to send you information via fax. q Check here if you do not wish to receive education event information via fax.

B Email: q Check here if you do not wish to receive Product and Service information from ISFA and our industry partners via email.

I Am: q Renewing My ISFA Membership

q Applying to Become a New Member

Method of Payment q I am faxing a copy of the check along with this form. (required if paying by check) Card Type:

q Visa

q Mastercard

q American Express

q Discover

Card Number: Print Name on Card: Expiration Date: Official Signature: If paying by check, fax copy along with this order form. You can also mail this form to: ISFA, 2400 Wildwood Road, Gibsonia, PA 15044.

New Member Information Type of Membership: (please select one) q ISFA Membership: $400 — Any Specialty Surfaces

company that has been in business at least two years and carries appropriate liability insurance.

q Subscriber Membership: $400 — Applicant companies which meet all other qualifications, but have been in business for less than two years shall be eligible for Subscriber Membership in the Association.

q Branch Membership: $200 — Branch Membership is

available to companies having more than one location.

Each location must fill out seperate membership applications. Branch Membership annual dues are one-half that of the headquarters location. Each location wlll be treated as a separate member in all respects, except only headquarter locations may vote in general elections.

Code of Ethics

(please sign below)

Sponsorship Information: In order to become a member of ISFA, you need to provide information regarding an ISFA member or company willing to sponsor you. If you do not know what to put in this section, just leave it blank. We will help you with this.

Sponsor Company: Contact Person: Telephone: Trade Reference: (Please provide a trade reference, generally your distributor of solid surface.)

Trade Reference: Contact Person: Telephone: Proof of Insurance: A copy of your certificate of liability insurance must be attached to or faxed with this form to process this application.

Each member of the International Surface Fabricators Association agrees to observe high standards of honesty, integrity and responsibility in the conduct of their business.

By adhering strictly to the highest quality standards of fabrication, manufacturing and installation. By promoting only those products and services that are proven quality and value. By writing contracts and warranties that are clear, honest and fair to all parties involved. By honoring all contractual obligations in a reasonably prompt manner. By quickly acting on and attempting to resolve all customer complaints, and in situations where complaints appear unreasonable and persistent, by encouraging the customer to initiate and approach third-party dispute settlement mechanisms. By being fiscally responsible and honoring all legitimate financial obligations, By maintaining all required licenses and insurances.

I,_______________________________, do hereby certify that the foregoing is true and correct to the best of my knowledge, and do agree to abide by the Code of Ethics of the International Surface Fabricators Association for as long as I hold an active membership therein.

44 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Product News KB Express Introduces Revolution Selection Centers

The collection offers

veined patterns with

subtle direction in a 100 percent acrylic solid

surface material. The

new colors are Carrara, Antiquity, Arctic,

Park Industries Expands TITAN CNC Line

Bianco, Imperial, Giallo,

Harmony, Ascend, Fiorito and Capella. They will be available in the fall of 2014. This brings the

Park Industries added three new models to

total number of Affinity colors to 79.

its TITAN CNC Router Line: the TITAN 2600,

the TITAN 2700 and the TITAN 2800. All of the

Circle RS#29 on page 49 or visit www.isfanow.org/info.

new models use a 24-hp Quantum Belt Drive

KB Express, “The Revolution,” is a new display

to cut, route, shape and polish stone with fast

countertop and backsplash options. The

uses a bar code system programmed for

the decision-making process for potential

Abet Laminati has

They also use the company’s Integrated

allowing shoppers to combine their favorite

grains in its Legni

monitors, measures and compensates for tool

instantly see how they look together.

textures reproduced on

Abet Laminati Adds New Woodgrain Patterns

Spindle. The new 2000 Series also allows users

system that helps customers visualize cabinet,

machine movements. The interface technology

interactive display system works to simplify

specific operations to simplify programming.

customers by rotating on multiple levels,

several new wood

Tool Management system that automatically

cabinet, countertop and backsplash choices to

collection of wood

wear. Other features include: laser positioning;

Circle RS#27 on page 49 or visit www.isfanow.org/info.

layout and stone image capture capability; and Owner Protection Services that automatically notify users of routine machine maintenance.

Circle RS#25 on page 49 or visit www.isfanow.org/info.

QuartzSource Expands Color Options QuartzSource, a supplier that

Integra Adhesives Offers Bulk Containers and Axiom 25 Silicone Integra Adhesives now

offers a line of pre-tinted

adhesive in 1.25-gal. containers. Available in 11 colors specific to natural stone with color

match cross-references, Integra Bulk eliminates hand mixing tints and allows for consistent color matches. With a working time of 10

to 12 minutes and a full cure in less than 30

minutes, it offers a strength of 3,000 to 4,000

encourages

fabricator brand

laminate sheets. Root, a realistic woodlike

texture, is available in seven patterns.

The total Legni line includes 100 woodlike surfaces in 4- by 10-ft. sheet sizes.

Circle RS#30 on page 49 or visit www.isfanow.org/info.

ownership by

Gemstone Introduces New Lavatory Sink in New Colors

labeled quartz

Gemstone has a new

shipping privately directly to

fabricators in the United States and Canada,

expanded its color offerings. The company added four new colors: Arroyo, Bellamy, Brandywine

and Holston. This brings the total number of color choices for the jumbo-sized, 126-in. by 63-in.

slabs to 21. The minimum order is one container, which holds 56 slabs of 3cm or 84 slabs of 2cm and may be divided into up to four different

solid surface lavatory sink, the 1814-VO,

which features tight

radius corners, and the ability to be integrated into any solid surface

material. The company also introduced six

new colors in its Sand Series, all with a fine,

colors with free samples included. There is no

sand-like particulate giving the sink a soft visual

fabricators need only choose the best selling

River Sand, Ocean Sand, Beige Sand (shown

Circle RS#28 on page 49 or visit www.isfanow.org/info.

Circle RS#31 on page 49 or visit www.isfanow.org/info.

sealant formulated for use with solid surface, quartz surfacing, engineered stone, cultured

Domain Adds New Collection to Affinity Solid Surface Line

BLANCO Introduces the ONE™ Collection

marble and other nonporous surfaces. It comes

BLANCO launched the ONE Collection with

in a rainbow of colors — White, Beige, Gray,

Domain Industries, Inc. has added the Majestic

three new sinks and five accessory kits that

Rose, Green, Blue, Charcoal, Earth and Clear.

Collection to its lineup of Affinity Surfaces solid surface material. These 10 colors focus on

combine to form customized solutions for

natural textures and marble effects.

cooking, organizing and cleaning. The collection

psi on natural stone. It is also suitable for white marbles, as it includes true whites that won’t stain. The bulk adhesive is sold in packs of one, two or four. The company is now also

distributing Axiom 25 Silicone in North America.

Axiom 25 is a highly flexible, fast-curing silicone

Circle RS#26 on page 49 or visit www.isfanow.org/info.

requirement to stock or offer all of the colors so

texture. The colors are: Gulf Sand, White Sand,

colors in their territory.

here) and Lunar Sand.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 45

Product News comes in three base model sizes: XL

Single (30 by 20 in.), Super Single (30 by 18 in.) and Medium (25 by 18 in.) bowls.

These 9-in.-deep bowls are created from high-quality 304 Series stainless steel

with the company’s Satin Polished Finish.

The accessories include a Magnetic Sink

Caddy to hold cleaning tools inside the sink;

a Workstation that holds knives and utensils; an Ash Compound Cutting Board that fits to

the sink to save space; and protective Custom Grids. Exclusively for the XL Single bowl,

the Multi-Level Grid serves as an additional

rack above the base grid. These accessories may be bought separately or within five kit packages.

Circle RS#32 on page 49 or visit www.isfanow.org/info.

Heated Stone Products Expands Line of Countertop Heating Systems Heated Stone Products has enhanced its

low-profile, low-voltage FeelsWarm countertop

heating product.

The expansion includes: retail-ready packaging; the addition of two new standard heater sizes of 11- by 17-in. and 11- by 3- in. rectangular mats; an upgraded LED-based thermal control unit; and sink edge heaters. The heaters are less than 0.025 in. thick and adhere to the underside of a stone countertop, eliminating the cold feel by raising the temperature by 20 to 25 degrees to closely match the temperature of a person’s skin. The heaters are also available in custom sizes.

Circle RS#33 on page 49 or visit www.isfanow.org/info.

Vicostone Introduces Three New Quartz Colors Vicostone introduced three new colors of quartz surfacing designed to have a marble-like appearance. The new colors are Cacucina, Cavenato (a new Calacatta) and Onixaa. The company’s color series can also

Circle RS#13 on page 49 or visit www.isfanow.org/info.

46 • Vol. 7 / Issue 3 • International Surface Fabricators Association

be viewed using its Vicostone app for iPad® and iPhone®, which can be downloaded free via the Apple Store.

Circle RS#34 on page 49 or visit www.isfanow.org/info.

Eurosoft Inc. Offers InStock Inventory Software Eurosoft, Inc. has introduced InStock, a modern inventory and remnant management software tool that gives the user the ability to optimize, organize and track full-sized sheet goods and reusable remnants, in a materials database.

The contents of the database can be pulled directly into optimization software such as ARDIS-allowing optimizations to be run against the current real-world material quantities and sizes on hand. This makes InStock a suitable intermediary between storage and retrieval systems and engineering software or ERP

Product News (for full 3-D modeling) is a direct output to

White, Cream, Stormy Gray, Bronze, Aspen,

time an optimization is run and a remnant exists

software products.

Circle RS#37 on page 49 or visit www.isfanow.org/info.

that can be used for the job, the operator is

Circle RS#36 on page 49 or visit www.isfanow.org/info.

systems. Remnants are saved to the database and subsequently moved into storage. The next

the Cabinet Vision and 20/20 Cabinet Design

notified to retrieve the remnant from storage and Circle RS#35 on page 49 or visit www.isfanow.org/info.

ETemplate Systems Announces ELaser Software Upgrades A new release of the ELaser™ Digital Measuring System’s Measure Manager™ software is function that allows a user to scan/scribe any surface such as countertop back walls, soffits, etc. This ensures data consistency and is a “hands-off” automated process that frees the user for other tasks. A second upgrade soon to come for the Measure Manager Pro™ version

Wilsonart Adds Seven Solid Surface Colors, 25 Laminate Designs

Aristech Surfaces Expands Product Offerings

confirms the remnant has been used.

now available. It adds an automatic scanning

Artica, Sand Castle, Kokoura and Casablanca.

Aristech Surfaces has

Wilsonart added seven new colors to its line of

Alpine Shimmer — to its

laminates. New solid surface colors are based

added a new color —

solid surface and 25 new designs to its line of

Avonite Foundations Line

on three design trends: industrial chic, rustic

of solid surface. The new color is a white sheet

with a subtle shimmer of reflective particulates.

Additionally, the company now offers its

ADVANCƎ 3mm solid surface sheet product, ™

specifically for store fixture and shop fitting type applications. The material comes in 49- by 97in. sheets in 10 standard colors: White, Super

Circle RS#14 on page 49 or visit www.isfanow.org/info.

glam and “old as new again.” The colors are:

Chai Cream Mirage (which is also available in

¼-in. thickness for wall cladding applications); Maize Mirage; Meadow Melange; Desert

Melange; Zen Grey; Soothing Grey; and Fossil Riverstone.

The 25 designs of the Wilsonart Contract

Circle RS#15 on page 49 or visit www.isfanow.org/info.

International Surface Fabricators Association • Vol. 7 / Issue 3 • 47

Product News Laminate Collection fall under three categories,

(NDD) printing. NDD prints intricate designs onto

Old Mill Oak; Oiled Chestnut; Raw Chestnut;

from the industrial shine of the Iron collection to

the first of which is Woodgrains: Truss Maple; White Cypress; White Barn; Blue Barn; Red

the Neolith product, creating colors that range the detailed wood grain design of Timber.

Barn; Zebrawood; and Landmark Wood. The

Circle RS#39 on page 49 or visit www.isfanow.org/info.

second category is Abstracts: Denim Tracery;

Hanwha Expands Solid Surface, Quartz Surfacing Lines

Gesso Tracery; Faded Trellis; Shadow Trellis; Basket Weaving 101; Basket Weaving 201;

Urban Bronze; Urban Iron; and Tweedish. The

Hanwha L&C Surfaces

final category is Solid Colors: Linen (which is

launched 15 new colors

also available in Solicor™ Laminate); Flamingo;

of Hanex solid surface

Island; Sunshine; Orange Grove; and Ocean.

and three new colors

Circle RS#38 on page 49 or visit www.isfanow.org/info.

Neolith Sintered Compact Surface Available in 14 Colors, 20 Digital Designs

of Hanstone quartz

surfacing. These color

quartz surfacing colors, which have a stonelike appearance, are: Harmony, with brown, white and gray veining; Fresco, which is a white color with clear quartz particulate; and Serenity, which has creamy background tones of limestone with an umber vein indicative of marble.

Circle RS#40 on page 49 or visit www.isfanow.org/info.

KLINGSPOR Offers New Line of Router Bits KLINGSPOR has a new line of router bits designed for virtually any woodworking project or manufacturing environment. The bits are

additions follow an expansion of the company’s

available in common and special shapes and

line. The new solid surface colors, which focus

flush trim, laminate, solid surface, profile,

in 14 full-body colors that carry the color and

Brown Fever; Coldstone; Copper Black; Florida

a few. American made, these bits are available

Additionally the material comes in 20 other

Grey; Montes; Piedmont; Ricecookie; Terrono;

diameters.

solid surface plant to include a fourth production

sizes in solid carbide, straight bits, form tools,

Neolith sintered compact surfaces are available

on a neutral appearance, are: Beige Breeze;

dovetails, slotting and groove profiling, to name

pattern through the entire thickness of the slab.

Beach; Ginger Bread; Jewel Beach; Merino

in shank sizes of 3/16-, ¼-, ½-, ⅝- and 15/16-in.

Wild Fire; Wild Safari; and Yuri Grey. The new

shades enhanced with Neolith Digital Design

Circle RS#41 on page 49 or visit www.isfanow.org/info.

ISFA Member since 2013

ISFA Member since 1998

Circle RS#16 on page 49 or visit www.isfanow.org/info.

48 • Vol. 7 / Issue 3 • International Surface Fabricators Association

Circle RS#17 on page 49 or visit www.isfanow.org/info.

Free Product Information Form Or visit www.ISFANow.org/info to fill out our online form

Main: (412) 487-3207 • Fax: (412) 487-3269 • www.ISFANow.org • 2400 Wildwood Road, Gibsonia, PA 15044

Volume 7 / Issue 3 Get Your Free Product Information Today: For more facts on products and services, please fill out all the information below and circle the product referral numbers that are found in the magazine. Product referral numbers can be found below each advertisement. Your request will be immediately forwarded to the proper manufacturer. You can submit this form via mail, fax, email (editor@isfanow.org) or visit us online at www.ISFAnow.org/info.

Personal Information Name: Title: Company: Address: City: State/Province: Zip/Postal Code: Country: Phone: Fax: y providing your fax number, you are giving ISFA permission to send you information via fax. q Check here if you do not wish to receive education event information via fax.

B Email: q Check here if you do not wish to receive Product and Service information from ISFA and our industry partners via email.

About Your Business What category best describes your business classification? q Fabricator

q Manufacturer

q Raw Materials Supplier

q Woodworker/Cabinetmaker

q Builder/Remodeler

q Architect

q Distributor/Manufacturer of Sheet Goods q Other (please specify) ________________________

Which one category best describes your job title/function? q Owner/Partner/Corporate Management and Related Personnel q Production/Plant Management and Related Personnel q Design (includes staff designer/architect and related personnel) q Purchasing/Specifier and Related Personnel q Marketing & Sales Management and Related Personnel q Other (please specify)

Information By Category If you want more information from several advertisers in a category, circle the category number that matches up with the category below.

C01 Abrasives

C12 Sealers/Polishes

C02 Adhesives

C13 Seaming Equipment

C03 Air Quality Equipment

C14 Sinks

C04 CNC Machinery C05 Concrete Materials & Supplies C06 Hand/Power Tools C07 Laminate C08 Material Handling Equipment C09 Prefabricated Accessories C10 Quartz Surfacing C11 Saws

What surfacing materials do you work with?

____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ Free Product Information Please circle below all of the referral numbers found in the magazine, or the category numbers found on this page that you would like more information on. Your request will be immediately forwarded to the proper manufacturer.

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48

C15 Software

49 50 51 52 53 54 55 56

C17 Stone

57 58 59 60 61 62 63 64

C19 Tooling

65 66 67 68 69 70 71 72

C21 Waterjet Equipment

73

C16 Solid Surface C18 Templating Equipment C20 Training

C22 Other Materials

74

75

76

77

78

79

80

International Surface Fabricators Association • Vol. 7 / Issue 3 • 49

Classifieds

Fabricators!

ISFA Fabricators, do you have

used equipment taking up space in your shop that you would like to sell? Are you looking to fill a key position in your operations? Our readers might be interested. Why not submit a FREE classified ad?

That’s right, relevant classifieds in this publication are free to ISFA

fabricator members! Just send

YOUR AD [could be here]

us the text you’d like to run and we’ll do the rest.

Email us today at editor@isfanow. org.

To place a paid classified ad, for those of you who are not fabricator members, email kevin@isfanow. org or call (815) 721-1507.

ISFA Member since 1997 Circle RS#18 on page 49 or visit www.isfanow.org/info.

Ad Index Referral # Page # 04 BACA Systems 9 15 Beckart Environmental, Inc. 47 13 Betterly Industries, Inc. 46 03 Cosentino 7 17 CountertopResource.com 48 11 ETemplate Systems 32 20 Integra Adhesives 52 05 ISFA Membership 10 01 ITW Polymers Sealants

North America 2 02 IWF Atlanta 5 08 Karran USA 23 18 Kormax 50 09 KRION 29 07 Laser Products 19 16 Performance Abrasives 48 12 QuartzSource 34 19 Regent Stone Products 51 14 SATA 47 10 Water Treatment Solutions 31 50 • Vol. 7 / Issue 3 • International Surface Fabricators Association

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Better yet, have them subscribe at isfanow.org/magazine.

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ISFA Member since 2003

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