The IWFA View
The IWFA View
News from the International Window Film Association
February – March 2015
New MAC Chair
The IWFA View February – March 20151
IN THIS ISSUE
President’s Wavelength . . . . . . . . . . . . .
Join the IWFA
News You Can Use . . . . . . . . . . . . . . . .
Stand Proudly With Us!
How big is the window film market?
Articles to make more sales and keep you informed
Holiday Inn Chicago Mart Plaza. . . . . . . .
Noteworthy News . . . . . . . . . . . . . . . . .
Letting the sunshine in!
News from IWFA Manufacturer members
Member Profile . . . . . . . . . . . . . . . . . . 10
Jim Freeman. Owner of Tint America Film
National Window Film Day . . . . . . . . . . . 12
The IWFA builds on the success of the inaugural day started in 2014
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The IWFA View February – March 2015
The IWFA View
How Big is the Window
By John Parker, IWFA President
As president of the IWFA I am frequently asked this question. While there are a few niche research firms that try to
gauge the size of the market I think it is probably pretty difficult to measure.
But recently, our IWFA
Executive Director Darrell Smith
was invited to an Advanced
Research Projects AgencyEnergy (ARPA-e) workshop
of top officials, researchers
and facilities executives from
such places as the Department
of Energy (DOE), Lawrence
Berkeley National Laboratory
The December / January edition of the IWFA View offered
an example of this path in its Member Profile. Eric Hofer of
Xlnt Tint Window Tinting of Owings, Maryland was profiled
and not only did the former sales professional buy an existing business, but the first thing he did was get in touch with
the IWFA to expand his knowledge of window film. He also
purchased the IWFA’s booklets and took its accreditation
courses. He believes that next to his dealership, the IWFA
is one of the best investments he’s made, since he is really
investing in himself when he supports the IWFA.
The IWFA is a trade association
created by businesses to act as a
forum for working together in a
“company neutral” fashion. Working on behalf of the industry as a
whole is critical to affect any meaningful change or improvements.
During the ARPA-e presentation
the speaker shared some interesting facts that will give us all
some food for thought, if not for our tables!
§§ Buildings account for 40% of all energy used in the
U.S., and windows alone are responsible for 25% of the
energy consumed by a typical building.
§§ 40% of US commercial buildings have single pane glass
§§ 33% of US residential buildings have single pane glass
Given these figures for single pane glass alone, the market
for flat glass window film is HUGE. These statistics may be
a reason why more business professionals are recognizing the
opportunity and getting into the window film business. The
knowledge they bring is how to successfully run a business
versus how to install window film. Some buy an existing business and work to expand its services and market.
One of the great benefits of our
association is the “all for one”
representation of the industry
within which it works. It provides
a broader resource of information when considering actions
that could affect the marketplace.
Of course a “company neutral” environment is first and
foremost a key requirement for trade associations. Companies
are prohibited from discussing many items within the trade
association environment. Specifics on pricing, production and
capacity, what you make, who you sell to, are all off limits.
These limitations turn out to be great “enablers” because they
allow industry leaders to consider bigger issues.
Trade associations create the forum to ask questions regarding issues that affect the market as a whole. These are issues
that are so broad that a single company working alone could
not answer them all.
(My View, continued to page 4)
The IWFA View February – March 20153
(My View, continued from page 3)
Here are Examples of Questions Pertinent to the
Window Films Industry:
“How do the various automotive tint laws affect our
“How does window film fit in with changing building
and safety codes?”
“How can we get energy companies to promote
“What information can we generate to aid
governments and institutions?”
“What are the factors that restrict the growth of
“How can we better educate people about window
film and spread the word about its many benefits?”
The IWFA works to embrace participation from all industry
members. This means it is possible to influence its direction
and all it takes is a little effort from an association’s membership. It’s also not a secret that most successful companies
around the world participate in their industry association.
This is why the IWFA’s Members Action Committee (MAC)
is so important and it is a privilege really to have the opportunity to participate in the MAC.
Leading the MAC is a new chair, Jim Freeman of Tint
America. Jim is filling the large footsteps left by its former
chair Jack Mundy, president of Ener-Gard, Canada’s largest
window film distributor that opened in 1978. Among many
accomplishments, Jack was instrumental in focusing the MAC
on programs that brought the IWFA to you through smaller,
regional conferences that ensured more bang for the buck
and this very magazine – The IWFA View, which is another
forum for sharing helpful information for our members.
As we look ahead to spring and the busy season, keep in
mind the size of the market. Don’t be afraid to help others
get into the business and join in the action at the IWFA either
though the MAC, contributing an article to the IWFA View
or whatever you have in mind! The market is huge and there
is plenty of ‘food’ in the form of single pane windows to
feed all our families with a huge bounty!
HAPPY WINDOW FILMING!
Window Film Your
Pathway to Success?
Installing window film for vehicles is a great way to get into
the window film business. Many dealers cut their teeth and
their razor knives installing auto tint at an early age.
The benefits of window film for trucks and cars parallel the
benefits of window film for homes and buildings. It can
help keep cars cooler by knocking down the solar heat gain.
In addition, as people spend more and more time in their
vehicles either as commuters or in their jobs, they face more
exposure to the sun’s harmful UV rays.
Studies have shown that in North America, drivers will
often have damaged skin on their left side more pronounced
than the right, and in countries such as Australia, where they
drive on the other side of the road, the damage is on the
opposite side of the upper half of their bodies.
The recognition that the sun’s UV rays can harm your skin
through glass that does not have a quality window film on it
is starting to penetrate the market. More dermatologists are
recommending window film as ‘always on’ protection from
In addition window tint may reduce a car’s interior from
fading, the dashboard from cracking and the wood grain
from losing its luster.
(continued to page 5)
The IWFA View February – March 2015
(continued from page 4)
Another selling point is that window films will help to hold
the glass together should it undergo a strong enough impact
to causes breakage and help to prevent a rainfall of little
glass square beads from showering a child or passenger
strapped into their seat.
Installation prices can vary widely depending on the size of
the windows, whether they are curved and the type of film
The opportunity for automotive window film installation is
significant. Many installers establish a relationship with car
dealers to offer tint services and even paint protection film.
You can learn the business by trial and error without any
training, but your customers might not appreciate it. The
best way to get started is to get a job somewhere and learn
from scratch. Often working with an established window
tinting company is a great way to learn from an experienced
In addition, the IWFA offers an informational booklet on
automotive window tinting and accreditation. It’s worth obtaining a copy of the IWFA Automotive Education Guide at
To get started you may only need a few hundred dollars, a business license depending on your state or local laws and that’s it.
The IWFA also offers a comprehensive guide on window
tint laws for North America. It can found on the IWFA’s
website in the Consumer section under Automotive Window Film at IWFA State Law Charts For Automotive Film.
There is competition in most metropolitan areas, and that’s
a good thing. If there are no competitors in the area, then
that might be a red flag to be thrown up, since it could mean
there’s no demand.
The last thing you want to be found doing is installing window tint that breaks the law in your area, so follow the rules
shared by the IWFA and you will last a lot longer in the
business than if you fail to do so.
News News News News News News News News News News
News You Can Use
Window Replacement – Cost vs Value Study
Information compiled by Remodeling Magazine compares average cost for 36 popular
remodeling projects with the value those projects retain at resale in 102 U.S. markets. According to the Remodeling 2015 Cost vs. Value Report (www.costvsvalue.com) the average job
cost for a ‘midrange’ wood or vinyl replacement windows in the U.S. is around $11,000 while
they add about $8,000 to the resale value of a home. Items that had the biggest bang for the
buck were such things as garage door replacement, entry door replacement and vinyl siding.
NARI Cost-savings and Payback Periods Top
of Consumers Minds For Remodeling
The National Association of the Remodeling Industry’s
(NARI) released its fourth-quarter Remodeling Business Pulse (RBP) data of current and
future remodeling business conditions that continue to point to growth. Currently 67 percent
of remodelers nationwide are seeing growth compared to only 15 percent who are reporting
declines. http://www.nari.org/current-conditions-reflect-lower-growth-rates-in-remodelingindustry/.According to NARI 94 percent of remodelers are involved in one or more energy
savings upgrades, with added insulation, high R windows and high efficiency furnaces being
the most popular.
The IWFA View February – March 20155
(News You Can Use, continued from page 5)
Harvard Study Forecast Slower
Growth For Home Remodeling
As the broader housing market continues its sluggish recovery, growth
in home improvement spending is also expected to soften throughout
the coming year, according to the Leading Indicator of Remodeling
Activity (LIRA) released by the Remodeling Futures Program at the
Joint Center for Housing Studies of Harvard University. The LIRA
projects annual growth in home improvement spending will decelerate
from 6.3% in the first quarter of 2015 to 1.6% by the third quarter.
Using Natural Daylight – Offers Many Benefits
Window films go hand in hand with the trend
toward using the sun’s natural light to brighten the
workplace and homes. However, too much of a
good thing can cause problems – such as letting the
sun have unrestricted access to the interior, which
can lead to heat build-up, glare and UV damage to
the skin and interior furnishings.
With window film in place a building can have the
best of both worlds – controlling many of the sun’s
negative impacts, while letting in abundant daylight.
Human Performance Benefits
Daylighting provides superior quality, fullspectrum, flicker-free light that positively
impacts behavior. People feel better
with natural light, particularly during the
dark days of winter. In study after study,
daylighting may be correlated to dramatic
improvements in human performance in
retail, workplace and educational facilities.
§§ Improve employee morale
§§ Reduce absenteeism
§§ Reduce errors
§§ Improve product quality
§§ Increase productivity
With window film in place a building can
have the best of both worlds – controlling
many of the sun’s negative impacts, while
letting in abundant daylight.
The IWFA View February – March 2015
Letting The Sun Shine In At The Holiday Inn
Chicago Mart Plaza
The Holiday Inn Chicago Mart Plaza is located atop the landmark,
24-story mixed use Apparel Center. The hotel sits near the confluence of the East, North and South branches of the Chicago
River. The complex was designed by Skidmore, Owing and Merrill, known for designing the tallest buildings in the world. The 2.5million square foot riverfront complex opened in January 1977.
The hotel offers omni-directional views of the City with half its
guestrooms having westerly and southern exposure with no overshadowing from nearby office buildings. The 521-room hotel also
includes a large sky-lit glass atrium and lobby that receives significant solar exposure. The hotel has 25,000 square feet of flexible
meeting space, which includes floor to ceiling windows in its 15th
floor meeting rooms.
Direct ultraviolet exposure from the sky-lit atrium, caused the
hotels Front Desk employees to experience glare in the morning until the sun arched across the horizon. This direct exposure
made it difficult for them to perform their tasks. Additionally, solar loading created excessive heat build-up on the upper floors of
the atrium thus creating uncomfortable temperatures year around.
During the winter months, Air Conditioning had to be run midmorning to late afternoon to mitigate the raised space temperature. The hotel installed window treatment on the lobby level, but
it blocked the magnificent views of the river and skyline.
As in all structures, the exterior of the building had to maintain its prominent design. With its iconic location on the rivers
bend, tourists partaking in river tours, Chicagoans on foot, and
river traffic viewed the massive structure as they traversed on
and near the river.
Guestrooms that faced south and west had solar loading and
glare issues. Window treatment was left in varying positions
causing a checkerboard effect as viewed from the street thus
reducing its curb appeal.
Director of Facilities Bruno LaMountain, looked into ways to
improve the comfort and climate of the hotel. At the time, the
building was working toward LEED certification and was undergoing a $20-million redesign that included extensive ecological programs including installing window film (to reduce solar
loading and subsequently energy costs).
John Parker, president of the IWFA and owner of National Security & Window Filming, based in Oak Forest, IL, was contacted to meet with Bruno LaMountain and evaluate what application of window film would be best for the hotel. National
Security & Window Filming is a family-owned and -operated
business with more than a decade of experience in the installation and service of window films.
John and his team came up with a solution and presented it to
Bruno LaMountain, to install exterior window film designed to
the atrium skylites due to the exposure to the elements and another window film for the guestrooms that would provide the
protection from solar load and sun damage without darkening
the fabulous views from the guestrooms. It was agreed upon and
John’s team began to install window film. LaMountain tracked
their progress by measuring various areas and substrates to determine temperature gradients and noted as much as a 20-degree
delta in surface temperatures.
“Overall we have reduced the temperature in the lobby area significantly, said LaMountain, after the installation was complete in
that area. “Now on hot summer days, the HVAC system can easily
(Chicago Mart Plaza, continued to page 8)
The IWFA View February – March 20157
(Chicago Mart Plaza, continued from page 7)
handle the cooling load while maintaining electrical consumption;
we now have extra cooling capacity”.
The guest rooms were the next phase of installation. Older existing
window film was removed and new, more advanced window
film installed. Reducing solar load and glare were achieved.
Another benefit was the reducing of ultraviolet degradation on
wood flooring, carpeting, fabrics, and window treatment. Other
benefits include the reduction in the checkerboard appearance
from street level.
With the window film project and other renovations completed,
the Holiday Inn Chicago Mart Plaza was awarded a LEED ‘Gold’
Certification by the U.S. Green Building Council (LEED® certification is the nationally accepted benchmark for design, construction and operation of high performance green buildings).
Next LaMountain is considering having window film installed to
the north side of the building to complete the uniform look and
capture additional energy savings by blocking ultraviolet rays (window film rejects up to 99 percent of the sun’s ultraviolet rays).
IWFA Shoots Informational Video on
Window Film in Manchester-by-the-Sea
The International Window Film Association filmed an educational video during a recent window film installation at a residence in Manchester-by-the-Sea.
The home owner began researching window film as a way to protect
her family and furnishings against
harmful UV rays that would come
through her large windows facing
the ocean. She found that window
film could block these rays while
still allowing full view of the ocean
without the need for curtains or
While boasting a low carbon footprint, window film has many benefits including: regulating temperatures, therefore reducing
cooling costs by up to 30%; and protects against 99% of Ultra
Violet rays that come through windows which contributes to
fading of carpeting, walls and the beautiful architecture of
In larger homes, such as the house in Manchester-by-the Sea
and detailed in the video, keeping the interior temperatures
consistent is often a challenge. Often large windows create hot-spots, and
blinds are shut to avoid this.
This creates the need for more
artificial lighting which consumes more energy. With window film, people can enjoy free,
natural light without hot-spots
and the cooling and heating system can work more efficiently.
“Window film is a product that
has many benefits for people and
property,” said Darrell Smith, executive director of the IWFA.
“This video will help show people what those benefits are
and why it is a smart choice from both health and economic
The video is available on the IWFA website and YouTube
The IWFA View February – March 2015
Noteworthy News from IWFA
New Film Offerings from Hanita
This month, Hanita Coatings’
teams from over the globe met
up at headquarters in Israel for a
celebratory conference. The event
concluded Hanita’s 30th anniversary
year, and included serious discussions on future developments
in the window film industry, strategic directions, and a review
of 2014. Most importantly, attendees gained hands-on insight
into the new films due to be launched over the next few months.
Let’s take this opportunity to give IWFA readers a sneak peek
of a few of the products due to hit the shelves over the spring.
Following the success of the e-Lite 70 spectrally selective film
launched last year, we’re adding three more films to the range: a
darker e-Lite 45, targeting the retail, commercial and residential
market, and two exterior Xtra versions of e-Lite 70 and 45.
The Xtra exterior films deliver remarkable performance – in
fact, with a luminous efficacy rating of 1.04, e-Lite 45 Xtra is
An industry leader for over
35 years, Johnson Window
Films has always stood out
from the crowd. We are a
family owned and operated
business dedicated to providing outstanding window film products throughout the world. All of our window film products are
manufactured in Southern California by Johnson Laminating
and Coating, Inc., an ISO 9001-2008 certified company. Our
ever-growing family of window film professionals share the
common goals of personal success, customer satisfaction and
making the world a cooler, more comfortable and safer place to
live, through our energy saving and safety films.
probably the only truly Spectrally Selective film available in the
mid-light transmission range. Both e-Lite 45 Xtra and 70 Xtra
deliver a superb, high clarity solution to effectively upgrading
the most sophisticated glazing systems without risk of thermal
Hanita is in the process of rebranding its Neutral film classic
Cold Steel series, with a different name and fresh marketing
materials. The new PerLite brand better reflects the advanced
ceramic technology behind the film, a patented process
that delivers excellent solar energy rejection together with
surprisingly low reflectance. The name change from Cold Steel
has also been registered with the NFRC, with the previous Cold
Steel NFRC listings updated to PerLite.
The HanitaTek partnership program, launched late 2014, is
picking up speed with new partners joining from across the US
each week. To find out more about the preferential access to
quality films, value-added services, newly launched innovative
solutions and other benefits of the HanitaTek partnership
program, contact [email protected]
ing practices. Every roll of film from Johnson passes through a
rigorous multi-step quality control process, which is one of the
most comprehensive in the industry. Try our films and let us
know what you think. We’re sure you will appreciate the care and
dedication we put into every product we offer and the very close
relationship that you will have with our manufacturing unit.
Our company’s motto has long been “The Truth is in Our
Films”, because we use the best raw materials and manufactur(Manufacturer News, continued to page 11)
The IWFA View February – March 20159
Jim Freeman, New MAC Chair
Owner of Tint America Film
Jim Freeman, owner of Tint America in
Littleton, CO is the new chair of the Members
Action Committee - the MAC as it is known by
He has been involved in the MAC since its birth
about five years ago, starting with a call with its
primary driver and guiding hand Jack Mundy, a
long-time IWFA Board member and officer on
“It is a great challenge, but I expect it to be a fun
one! I certainly have big shoes to fill left by Jack
Mundy, but is it’s a privilege to lead the MAC,”
said Freeman. “I always want to be active in the IWFA since
you get more out of it and you can bring more value to the
members,” he added.
Freeman explained that what the MAC does is reach out to
members to bring their voices into focus at the highest levels of
the IWFA. Through the MAC, members’ voices can be heard
first-hand and unfiltered and best of all, they get a response
For the MAC, there certainly is a lot happening this year. An
important objective for 2015 is to build on the success of the
program. This year the plan is to focus on communicating
member benefits, improving our accreditation programs and
holding, up to two, regional conferences.
“We would love to have more volunteers, because the bigger
the MAC gets the more things we can accomplish. We have so
much going on now, Window Film 101, Did You Know emailblasts, the bi-monthly IWFA View newsletter, monthly status
calls and occasional face-to-face meetings. The MAC not only
offers a great way to advance the IWFA, but also the opportunity
to establish long-lasting relationships within the industry, which
can only improve your overall business prospect.”
About Jim Freeman
About a decade ago, Jim was the North American
sales director for NEC Corporation, a leader in
the integration of IT and network technologies.
In this role he was frequently on the road 5-6 days
a week. “When my daughter was around three
years old, I decided I did not want to miss any
more family life, I wanted to be there in person,
not just on the phone. I looked for a business to
acquire and found Tint America from a broker.
After six months I decided to give it a try. That
was around 2006,” he said.
The previous owner of Tint America had family back in
Michigan and he wanted to move back. He still occasionally
does installation and sales for Jim to this day.
Originally the company (founded in 1986) did installations
across the US, mainly because it had an agreement with a large
national retailer to install window film on their big box stores.
However things changed after it filed for bankruptcy.
Jim tried automotive window tinting for about four years, but a
decided it wasn’t a good match for the firm. Now they are now
focused on flat glass across all of Eastern Colorado.
“Today, we do a lot of ski resorts, high-end homes and office
buildings,” said Jim. His wife is involved in many aspects
of the business and there is always work for his staff and
subcontractors at the 2,700 square foot shop located in
Much Jim’s business comes from referrals, glass companies and
general contractors that often ask his company to put window
film on new developments. He also belongs to the Chamber of
Commerce, ASID, and many other local organizations.
(Member Profile, continued to page 11)
The IWFA View February – March 2015
(Manufacturer Members, continued from page 9)
How Customer-Driven R&D Helped
Madico Develop New Paint
Madico has developed films for the automotive aftermarket
for windshields, sunroofs, side and rear windows and other
applications for many years. In addition, Madico offers unique
solutions for the automotive OEM market.
For vehicle owners who care about
keeping their car or truck looking
shiny and new, roadway debris like
stones, gravel, winter salt and even
bug residue can be a big problem. Even little nicks and scratches can be expensive to repair. Paint protection films that are resilient and offer top-notch scratch protection is a fast growing
segment in the automotive film market today.
Our R&D efforts are customer-driven. The company’s entire
lineup of trusted and high quality automotive films have been
developed with the input of our customers in mind. The company’s R&D and engineering teams invest significant resources
in developing new technologies that balance light transmission,
energy management, and safety aspects of glass windows, sunroofs and other optical applications.
That’s why Madico invested several years of research and development efforts to develop Invisi-Film, a high-performance film
designed and manufactured by Madico that protects a vehicle’s
finish from virtually any of these minor roadway nuisances, including stones, gravel, sand, scratches, bug residue, winter salt,
and other flying objects. It’s designed to work on any road or
terrain – including the most challenging country trails.
Our strong collaboration with automotive aftermarket partners helps the company to create products that have reduced
costs and better product performance. These collaboration efforts helped lead to the development of Invisi-Film and will
continue to be an important part of the company’s product
development in the future.
(Member Profile, from page 10)
Jim keeps a log of all work and always notes how the customer heard
about his firm. “We probably receive two or three referrals a month
from customers on the IWFA website,” said Freeman.
Free Advice From Jim
Being located at a high altitude has its advantages and its
problems. “There is so much to learn in the business,” said
Freeman. “In a high altitude climate the impact of solar energy
on glass is far different than the flatlands. I have learned more
about glass than I did when I first came into the business.
And UP here, not all films make sense, so you have to choose
carefully, with a lot of knowledge about glass or otherwise you
can face some problems.”
“There ‘s more to the business than just buying a roll of film
and putting it on a window. If you are going to have longevity
you really have to understand film. Here warranty is a big issue
such as seal failure and breakage. Three to five years down the
road you may need to handle warranty claims. So if you price
the job correctly then you will be running the company for a
long time versus people who try to be too cheap and often are
not long in the business.”
Why did you join the IWFA?
“I have always known about it and I always look at the
association that supports my career and business goal, so it was
natural for me to join, plus the previous owner was a member,”
Freeman believes that being a member of the IWFA brings
credibility. “I show customers my accreditations (he holds
ALL IWFA accreditations) and people will pay a little bit more
and look at you with better viewpoint, especially if you say
you are actively involved in the profession. Most people take
professionals seriously. And I take the IWFA seriously and glad
its here to help all of us!”
The IWFA View February – March 201511
The IWFA MAC
Get Involved and Expand Your Network
P.O. Box 3871
Martinsville, VA 24115
Email: [email protected]
Here is a listing of the MAC and the main role
some members are leading on.
IWFA Board of Directors
Jim Freeman, Chair
Window Film 101
John P. Parker, President
National Security & Window Filming
Jack Mundy, Vice President
Ener-Gard Energy Products Inc
Member Benefits /
To Join or contact the MAC please
email us [email protected]
Jim Freeman, Secretary
ê SAV E T H E DAT E ê
Jeff Thompson, Treasurer
IWFA Southeast Educational Conference
April 10-11 in Atlanta
Program to include accreditation and testing on
Friday and hard-hitting seminars on Saturday.
For more information email: [email protected]
3M Renewable Energy Division
Eastman Chemical Company
Johnson Laminating & Coating, Inc.
KDX Window Films
Saint-Gobain Solar Gard LLC
Scorpion Window Film
April 30 2015
APRIL 30th - SAVE THE DATE – GET READY!
Get ready now for National Window Film
Day – April 30, 2015!
In 2014 the Internal Window Film Association initiated National
Window Film Day, which was celebrated on April 30.
Manufacturers, distributors and dealers are marking their calendars
now for the SECOND National Window Film Day – dedicated to
educating consumers about the many benefits of window film.
The IWFA’s plans include NWFD kits on its website, with publicity
items to download, such as ‘window film day proclamation’ for dealers
to localize and bring to their city officials to sign and declare, a NWFD
logo, a model news release declaring NWFD for dealers to take to
their local papers and the results of a new national consumer survey
on the awareness of window film.
The IWFA View February – March 2015