May/June 2015 - Marble Institute

The Cutting Edge
Exclusively for MIA Members
May/June 2015
U.S. Legislative Call for Action
Contact your Legislators about OSHA and Silica
2015 MIA President
Dan Rea
Coldspring, Cold Spring, Minnesota
Greetings fellow MIA members, I
hope things are going well for you as
we approach mid-year. I have been
visiting with quite a few industry
people over the last couple of months
in the United States and at trade
shows in Brazil and China. There
remains an optimistic feeling about
the balance of this year; however the
pace of improvement has been disappointing for some. There is mixed
data, but what I see at this time,
shows the domestic housing market
has slowed over the last few months.
continued next page
in this issue
For several months, the MIA safety
committee and other key partners
in the construction industry have
alerted you to the fact that the U.S.
Occupational Safety & Health Administration (OSHA) is proposing to
change the allowable exposure limit
by one-half. Recognizing that there is
strength in numbers, the MIA joined
the Construction Industry Safety
Coalition (CISC) which is comprised
of twenty-five trade associations
(including the Natural Stone Council
and Building Stone Institute), to contribute feedback of the process and
hopefully influence the result.
The CISC has just submitted a new
report to OSHA on the “Costs to the
Construction Industry and Jobs Impacts
from OSHA’s Proposed Occupational
Exposure Standards for Crystalline Silica”
(a copy of that report is included on
page 26). In this report, the CISC
estimates that OSHA’s proposed
silica standard will now cost the
industry more than $4.9 billion per
year, increasing our original estimate
by approximately 20 percent since
our post-hearing economic analysis
was submitted.
This new analysis shows an additional
$1.05 billion per year of indirect costs
will be placed on the construction industry in the form of increased prices
paid for construction materials and
building products (i.e., block, stone,
tile, concrete, paint, countertops, etc.)
when manufacturers of those materials
pass on some of their costs of complying
continued next page
Women in Stone “Wine & Stone” Event......4
Law Library..................................................6
Queries + Quandaries.................................8
Muehlbauer Speaks to BSI Students............8
Stone Industry Education - Utah................10
Texas Stone Summit Photos......................11
A Note from Jim Hieb................................12
How to Make Bad Marketing Decisions.....14
MIA Technical Reference Library................15
Construction Corner.................................. 16
MIA AwardsMessage.
Deadlines..............................18
President’s
...................................1
What’s New
CEU?.............................18
Michael
Reis..with
..............................................1
Safety Tip...................................................18
StonExpo/Marmomacc
Wrap Up..................4
“Wine
& Stone” Presentation
Guide.........20
The
Construction
Corner..............................6
Board of Directors Nominations................21
Queries + Quandaries (Technical)................8
Coverings Photo Essay..............................22
Safety Tip + Reminder.................................9
Thank You to Our Coverings Sponsors.......23
CEU
Year
in Review....................10
NewProgram:
Accredited
Companies.
......................23
MIA
BoardBookstore
of Directors.
.............................12
Updated
Catalog......................23
A2014
NoteFabricator
from Jim........................................
13
Benchmarking Survey......24
Law
Library.
.
..............................................
14
Best Practices for
Displaying
Posters.......................25
Stone
IndustrySafety
Education
Update..............15
Welcome
NewPart
MIA1 Members.
...................25
MIA
Timeline:
of 4...........................16
New Silicaand
Study.
.......................................26
Statistics
Other
Irritants......................18
Customized
Quarry
to Kitchen
Video ........27
MIA
Staff Profile:
Garen
Distelhorst..........19
Here
+
There.
.
............................................27
Membership..............................................19
Cover Story continued from page 1
From the President continued from page 1
with the “General Industry” portion
of OSHA’s proposed silica standard,
while $3.9 billion per year (which we
already provided to OSHA) will be
direct compliance expenditures by
the construction industry for additional equipment, labor, monitoring,
medical surveillance, record-keeping,
etc. In addition to the proposed rule
being more costly than originally
estimated, the report translates the
costs into significant job losses for
the construction industry and the
broader economy. The CISC estimates that the proposed regulation
would reduce the number of jobs
in the U.S. economy by more than
52,700 yearly.
However, reports still expect a 7-10%
increase for the year over 2014 activity.
Many sources are reporting total construction for the U.S. should finish
2015 at 8-9% over 2014. There are caveats
to the data; a harsh winter in some
parts of the country has delayed project starts and the plunge in oil prices
may temper growth projections
in the energy regions across the nation.
It’s hard to imagine these influencers
would not impact the year end actual
results. This makes 2015 a little more
unpredictable, however, the U.S. market
is still the focus of the Brazilians and
the Chinese as they see their domestic
economies struggling for growth.
On March 11th, the CISC submitted a
request for a 60-day extension of time
for submitting written comments in
response to the agency’s request for
information. OSHA issued a 180 day
extension of the comment period on
March 25th based on the CISC and
other organizations written requests.
Comments now due October 9, 2015.
How can you help? We urge all
members to write to their two U.S.
Senators and designated House of
Representatives member about this
matter.
While safety is paramount to each of
us, the assumptions that were made
by OSHA in developing this rule are
completely off base. We believe the
current silica rule has done a fantastic
job of reducing related illnesses so
much so that it is still declining every
year and current projections have it
being eliminated over time.
Along with your letter we recommend that you include the following
documents:
•New study finds that OSHA
underestimated cost of silica rule
by $4.5 billion a year
•How OSHA’s Silica Proposal
Impacts Construction
Both documents and a template
letter are provided for you online at
www.marble-institute.com/silica.
M
SEE PAGE 26 FOR THE REPORT:
“Costs to the Construction Industry and
Jobs Impacts from OSHA’s Proposed
Occupational Exposure Standards for
Crystalline Silica”
2
The Cutting Edge • May/June 2015
I talked about scanning your business
environment and performing a SWOT
analysis in the March/April newsletter.
Did this process uncover changes in
the positions of your competitors,
buyers and suppliers? How about the
products and services you provide?
Depending on how long it has been
since your company has completed
a check/adjust on your strategy, the
changes could be drastic. Big shifts in
a SWOT analysis or strength positions
in the environment indicate it is time
to revisit the strategic inputs that drive
your business. Take the necessary
time to ensure your model addresses
any changes and continues to provide
value to your customers.
This deep analysis will reveal the
important differences between your
business and that of your rivals. This
is the essence of a successful business
strategy; understanding which attributes make your value proposition
unique. A great strategy is one that
sets you apart from others. Without
unique products and services, your
only differentiator is the price lever.
It is so important to understand what
these unique attributes are and how
you support and promote these competitive advantages.
I would also like to call your attention to two special articles in this issue
of the MIA newsletter regarding the
importance of silica safety. The first
is a report from the Construction
Industry Safety Coalition (CISC) for
which twenty-five trade associations
in the construction industry are supporting (including the MIA, Building
Stone Institute, and Natural Stone
Council). The CISC report unveils
a new study that finds that OSHA
officials underestimated the cost of
the silica rule for construction by $4.5
billion a year. The second article (also
related to silica) is entitled “Legislative Call to Action” and asks that all
U.S. based members send a letter to
their U.S. House of Representatives
member and two U.S. Senators. The
MIA has provided a template for a
suggested letter and attachments to
include with the letter. It is important
that the stone industry rally together
to inform our legislative leaders about
the impact the proposed silica rule
change will have on the industry. For
all of MIA members outside of the
U.S., I also encourage you to review
the information online at www.
marble-institute.com/silica to stay
informed about this important issue.
The safety of the stone industry’s
most essential asset – our employees –
is vitally important. Remember –
there is no cure for silicosis. But
with the proper equipment, training,
vigilance and continual monitoring,
you and your shop can be free of the
dangers of the most occupational
lung disease in the world. If you
are looking for employee training
resources there are many available
on the MIA's website.
Be safe, be prosperous and engage in
your association. Enjoy the summer!
Dan
Paid Advertisement
Women in Stone (WIS) Hosts 2nd
“Wine & Stone” Event in Dallas
WIS Steering Committee Member Allyson Humphries joins MIA’s Jim Hieb in welcoming everyone to the Wine & Stone event.
Building on the success that WIS had
with their January “Wine & Stone”
event hosted by Las Vegas Rock, a
second event was held on March 25
in Dallas, Texas hosted by MS International. The premise of these new
networking events is to make a direct
correlation between the selection of a
wine and the selection of a natural stone.
Just as there are no two varieties of
wine alike, no two pieces of stone are
the same. For the over 35 attendees
who attended the event, they heard
from WIS Steering Committee member
Allyson Humphries (Walker Zanger)
who posed the question: “What do
you get when you combine an educational session about the wonders of
natural stone with a wine tasting?”
Answer: simply a great opportunity
to draw architects, designers, contractors and even consumers to your
place of business for what “Women
in Stone” are calling “Wine & Stone A Connection that's Natural”.
“Architects and Designers
are going to love this.”
Just as there are no two varieties of
wine alike, no two pieces of stone
are the same. Parlay tasting of some
excellent wines with education about
wines in general, coupled with great
discussion about favorite stone
types and colors, and you have the
makings of an interesting, and fun
program you can repeat with new
audiences all year long.
The reaction to this event drew an
enthusiastic response:
Leslie Wadle, IMC: “You can never stop
learning and this event was great.”
Maggie Addison, KLZ Stone Supply:
“Architects and Designers are going
to love this.”
Anja Willie, Cosentino: “I just finished my first Women in Stone event.
It was so much fun. I had such a
great time and I can’t wait until the
next one.”
Angela Cianciolo, Aria Stone Gallery:
“I’m new to the stone industry and it
has been great”
MIA’s Aaron Dahnke facilitated the
discussion about wine selection.
Stone Interior’s GK Naquin served as
the stone expert to highlight the correlation with stone selection.
Humphries concluded the 2 hour
event by saying, “WIS will soon
be introducing this program on a
broader scale for MIA members to
host ‘Wine & Stone’ events at their
individual facilities.” (See article page
20 for information on the “Wine &
Stone” presentation guide.)
M
4
The Cutting Edge • May/June 2015
Paid Advertisement
Basics of
Appropriations/Eminent Domain Cases
By James E. Peters, MIA Legal Counsel
Black’s Law Dictionary defines “eminent domain” as the
right of the state or sovereign to take private property for public
use. In laymen’s terms this means that the government
takes private property for what the government perceives
to be an overall benefit to the community at large. In
most contexts this means taking real estate for highway
improvements or expansions, development of public
facilities, grounds or parks, buildings or schools. We have
all seen movies in which a private land developer comes
in and gobbles up personal residents as part of a commercial real estate development project and there is one
holdout who cannot be bought no matter what the price.
Unfortunately, in the case of the government, they can
never be a hold-out as long as the government pays fair
market compensation to the property owner.
Q: What body of law controls the rules pertaining to
eminent domain actions?
A:
It depends on which arm of the government is
involved in the taking. If the state or local government
is involved, the eminent domain laws will be found
in the State codes and laws. If the federal government
is involved in the taking, then the body of law will be
found in the United States Code and the Federal Code of
Regulations.
Q:
What are the general issues involved in an appropriations/eminent domain case?
A:
Generally the government has the burden in an appropriations/eminent domain case to prove that the taking of private property is needed for a “public purpose”
to better the community at-large. Contesting this factor
is generally a very difficult proposition. If the project is
found to be a legitimate “public purpose” then the issue
becomes one of compensation and the government has
to pay fair market value for the property which is the
subject of the taking.
Q:
What about other damages to the private property
because of the taking, can the property owner recover
those damages?
A:
Yes – the private property owner can typically
recover 3- general items from the government in an appropriations/eminent domain case: (i) compensation for
the value of the property taken; (ii) compensation for the
temporary construction easement (occupying property
during construction); and (iii) damages to the remainder
property (in a partial taking situation).
Q:
What is meant by a partial taking and give an
example of damage that could be done to the remainder
property?
A:
If the government takes less than the entirety of the private property, it is considered a partial taking. For example,
if a private property owner owns 5 acres of real estate and
the government takes only 1.2 acres, the remainder would
be the 3.8 acres.
n example of damage to the remainder property would
A
be if the taking limits access or visibility to the remainder
property. For example, if the property previously had 3 unrestricted access points to it from a public road prior to the
taking and after the taking there will only be 1-access point
remaining, the private property owner could argue that the
taking damaged the remainder portion of the property. In
this instance the property owner could argue that it should
not only be compensated for the property taken, but also for
the damage (diminished value) of the remainder portion of
its property.
Q:
How does one know if its property is subject to an
appropriations/eminent domain case?
A:
Typically, the appropriations/eminent domain laws
require the government to initially give the property
owner a general notice and good faith offer. These notices
describe in detail: (i) the nature of the project and public
purpose, (ii) give survey drawings of what specific property is the subject of the taking and (iii) offers compensation for the taking. Generally the property owner will
have a specified period of time to respond to the offer.
If an agreement cannot be reached, the governmental
agency will file a formal lawsuit to take the property
through litigation.
M
As laws vary substantially from state to state and are constantly changing, only an attorney can provide you with specific advice to rely on. This article is
being provided to the members of the MIA and readers of The Cutting Edge for general informational purposes only and does not constitue legal advice. The
information provided within this article is not a substitute for an attorney's advice. If a member or reader has a specific issue dealing with the subject matter of
this article, it is highly recommended that he/she consult with a licensed attorney in their jurisdiction.
6
The Cutting Edge • May/June 2015
By Chuck Muehlbauer, MIA Technical Director
Q: We recently received some
material with off-colored veining
and unsightly patching and filling.
Our purchase order clearly stated
“select” material was to be supplied.
What we received is definitely not
select. We need a document to help
make our case to our supplier that
we did not get what we ordered.
A:
Unfortunately, no such document
exists, at least as an industry consensus
document. There are numerous quarriers who have established grades for
the varieties of material yielded by
their particular quarry, and in those
cases, there would be terminology that
defines each grade. But the quarrier
would have been the one that established those grades and the associated
limits of what features may or may
not be included in each grade. In those
cases, where objective, measurable
criteria has been established, a purchase order could be written that
simply references one of those grades.
Terms such as “select”, “premium”,
“monumental”, “architectural”,
“clear”, “variegated”, “rustic”, etc.,
have been used by suppliers to name
the different grades, but what those
terms actually mean is going to be
different from one material to the next.
For one to simply state in a purchase
order that “select” material is to be
supplied, without any objective,
measurable criteria as to what “select”
actually means, is completely unenforceable. Obviously the larger the
order, the easier it is to justify the time
and expense required to properly
document the range of material
to be supplied, but even in small
orders, there should be some means
of clarifying the expectations of both
parties. In descending order of both
preference and cost, the following
methods of controlling the color and
character of the stone are typically
used: Dry-lay of the actual pieces,
erected mockup, range samples,
digital photographs, or the quarrier’s
documented grading description.
Q:
We’re doing a stone tile job and
the owner has called in a tile consultant. Now we’re expected to do a test
to prove that our thinset has a 50
psi bond strength to the tile. That’s
over 7,000 lbs. per square foot! Why
would anyone require 7,000 pounds
of bond to attach a tile that weighs
about 6 pounds? I’m all for safety
factors, but this is over a thousand
times what’s required!
A:
First, let’s explain that 50 lbs./in²
is actually very easily attained with
properly applied, modern thinset
adhesives. Some of the high performance thinsets available today will
test to several times that. Unless you’ve
got some unique bonding challenges
with this stone, the test should be
easily passed. Your concern about the
50 lbs./in² being overkill for attaching
the tile is a commonly heard comment,
yet there is a bit more to it than that.
Simply hanging on to the weight of the
tile is not the only source of shear
stress at the thinset/stone interface.
We must understand that once the
tile is adhered to either the wall
sheathing or the flooring underlayment,
it becomes part of that assembly. And
that assembly is subjected to loads,
either wind load in the case of walls
or occupantand furniture live loads
in the case of floors. In response to
those loads, the assembly has to deform, or “deflect”. Any time that we
deform an assembly like these, there
has to be a change in length on both
surfaces. The convex surface must
elongate, and the concave surface
must shorten. Somewhere, roughly
half way between these two surfaces,
exists a “neutral axis” at which point
there is no change in length. So we
have numerous components in the
assembly, which all eventually must
be stretched or compressed to different lengths to accommodate the
curvature, and all of the components
are going to resist that change in
length. So as a result, there will be
a shear stress on the bond interface
between any of the included components. That is the stress that is likely
to break the bond of the thinset to the
stone, rather than the relatively insignificant stress caused by the weight
of the stone unit itself. Taking this
one step further, we can assume that
the accumulation of this stress is partially interrupted at every stone joint.
So the greater the distance between
stone joints, the greater the accumulation of stress. It is for that reason
that large format tiles are generally
more prone to bond problems. We
can also deduce that increasing the
rigidity of the wall or floor assembly
will result in decreasing the deflection, which decreases the curvature,
which decreases the shear stress.
M
Have a technical question? Check MIA’s Dimension Stone Design Manual 7.2 first. If you can’t find the answer there, contact MIA’s Technical Director, Chuck Muehlbauer, at
[email protected]. This FREE service is for MIA members only! As a courtesy to other members, please limit phone conversations to ten minutes per call. All opinions and
advice provided by Chuck Muehlbauer or anyone else from MIA are provided as general information only. MIA assumes no responsibility and shall not be liable for any damages resulting from your use of this information. Any information provided by the MIA is the exclusive property of MIA and shall not be disseminated, republished, or reproduced in any manner
without the prior written consent of MIA.
Muehlbauer Speaks to BSI Students
The Building Stone Institute held their 2015 Annual Convention is St. Pete Beach, Florida, from
February 22 through February 25. The MIA’s Technical Director, Chuck Muehlbauer, was invited
to speak on February 24, in a fun session featuring a blended audience of University Architectural
students and BSI members. The event was hosted at the University of South Florida, in Tampa. In
addition to the BSI conventioneers, about 50 graduate level students from the University’s architectural
program attended the session, all of which were currently taking the program’s Materials & Methods
class, taught by Carlos Molnar, AIA.
M
8
The Cutting Edge • May/June 2015
B R O U G H T
T O
Y O U
B Y
Marty Gould of Focalize Now discussed
targeting potential customers.
2015
Stone Industry
Education Schedule
June 4 • Edmonton, AB
The Utah Stone Summit discusses a number of topics at the Utah Stone Summit. The panel
includes (From left to right) Jeremiah Barlow of Countertop Sources, Jeff Eggartz of Southwest
Marble & Granite, and Blake Christensen of Valley View Granite.
UTAH STONE SUMMIT REPORT - NEED COPY PLEASE M
June 18 • Denver, CO
July 16 • Kansas City, MO
September 24 • Boston, MA
October 8 • Los Angeles, CA
For more information or sponsorship opportunities on the Stone Industry Education Series,
please go to the Stone Industry Education www.stoneindustryeducation.com.
Thank you to our sponsors:
10
The Cutting Edge • May/June 2015
Texas Stone Summit
Speaker GK Naquin of Stone Interiors
interacts with MIA member Joseph Salinas
of Active Granite.
Fabricator Forum Panel (l to r): Wesley Cooper
of Choice Fabricated Stone, Jose Lopez of StoneTex
LLC, and Rob Barnes of Dee Brown Inc.
Jim Hieb, MIA CEO opens up the discussion at the Texas Stone Summit.
THIS ONE DAY SEMINAR WILL
CHANGE YOUR SHOP’S FUTURE!
Steve Smith of Stone World Magazine presents
Robert Ramirez of MS International with the
event host plaque.
SLAB LOADER
CNC SAW/ WATERJET
St. Cloud, MN
CALL TO RESERVE YOU SEAT TODAY! 800.328.2309
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
11
A Note from Jim
So much of the MIA’s mission is focused on providing members with technical support,
standards, education, and credentialing. Yet the one area I sometimes take for granted is the role
the MIA plays in bringing people together. Whether it is helping with business-to-business
relationships or helping members connect with the design community or consumers,
the MIA is a great vehicle to help you make connections!
In the past 60 days, I’ve really enjoyed watching the
following member networking activities:
be relevant to the industry for years to come. In the near
future, you will hear about a new safety video being
developed: 15 companies are opening up their facilities
enabling the MIA to further address safety needs in the
industry. Thanks to all!
Over 550 stone professionals gathered for the annual MIA Happy
Hour. The event was jointly hosted by members of ABIROCHAS
for 2015.
1) Coverings: The MIA member happy hour brought together over 400 industry leaders (our biggest crowd yet).
This year we added a new twist by inviting the entire
Brazilian stone pavilion to the party! This joint event
connected members of the ABIROCHAS trade association
with members of the MIA. What a wonderful way to
connect businesses!
2) Women in Stone (WIS): The new “Wine & Stone” program being offered by WIS is a very creative way to bring
people together. I attended the Dallas event in March and
it was just great! We see so much potential for members
to implement these events in their showrooms. Again,
great connections!
3) Regional Education: In this issue of the MIA The Cutting
Edge you’ll see several pictures from a recent seminar we
conducted with Stone World magazine in Dallas, Texas.
Over 50 companies were presented at this event. I really
encourage you to consider attending one of our future
events. Use it as a way to connect with current friends and
new friends alike.
4) Safety: The MIA hosted a small focus group of 15
members in the Cleveland area. It was great to watch the
sharing of ideas and the forging of new business connections
at this event. We discussed issues impacting employee
training, safety, and number of other issues. It was just
great to listen and discuss how the MIA can continue to
12
The Cutting Edge • May/June 2015
5) International: The primary reason companies outside
the MIA join the association is for the connections that are
made with other stone professionals. I saw that first hand
when the MIA was in Brazil in February. The same holds
true for the excitement being generated about the upcoming
Middle East Stone Show in Dubai and the MIA stone
leadership reception planned for Verona in the fall. Three
leading international magazines are preparing to publish
articles about how the MIA connects the industry together.
The MIA brings the international community together.
6) Social Media: The various MIA social media are a
great way to keep up-to-date on upcoming events and
key industry initiatives being championed by the MIA. I
encourage you and your employees to connect with the
MIA and it’s members via social media. Every day there
is something posted about the industry and it’s members
by the MIA.
So my advice to all members: whether you are among the
dozen companies that joined the MIA at our March 26th
event in Dallas or you been a member for 70+ years –
embrace the connections that you make with the MIA.
Get connected!
James A. (Jim) Hieb, CAE
Executive Vice President & CEO
M
SAVE THE DATE!
2015 Study Tour
November 15-18 • Washington, DC
Joint event of the BSI and MIA!
Learn more:
www.buildingstoneinstitute.org/2015-study-tour
MIA and BSI will jointly visit our nation’s capital as the destination for a 2015 study tour.
Our dates immediately precede Greenbuild’s Expo which affords both memberships an opportunity to attend
and see what other building products are competing with natural stone in the green building marketplace.
Tour highlights include more member-led, open forum workshops; tours of the MLK and FDR memorials and other
monuments; a visit to the National Cathedral for a presentation on earthquake repairs and routine restoration
efforts; and an interactive “Stone Experience” at Luck Stone Center in Sterling, VA. We look forward to
involving other local BSI member participation in this event and will confirm all hosting members
at a later date. Anticipated stations will represent demonstrations in wall stone; thin and full bed stone veneers;
paving; carving; sculpting and care and maintenance. Contact BSI or MIA to get involved.
As a collaborative event with our partners at the Building Stone Institute, the study tour will be host to the
MIA’s Women in Stone initiative meeting on Sunday. As part of the open forum workshop on Tuesday,
BSI members are welcome to participate in both sessions. MIA member Stone Source will host
all of us at their showroom for a final networking activity Tuesday afternoon.
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
13
How To Make
Bad Marketing Decisions
By Marty Gould, Focalize Consulting
The Marble Institute of America’s (MIA)
membership is worldwide and diverse,
from worldwide distributors to small
mom and pop fabricators. But the
largest membership segment, by far,
are the independent, local, owneroperated fabricator/installers. These
are the companies that battle every
day to find and keep customers; some
very successfully and others poorly.
Local businesses are the backbone
of every community but they’re not
entitled to exist just because they’re
local. They must earn that right from
the only person that counts, the
customer.
Mega-competitors like Lowe’s and
Home Depot have the upper hand
when they come to town because
they have all the information and
they know what to do with it. They
know more about their customers,
and your customers, than you’ll ever
know. They don’t guess. They only
bet on sure things. They don’t come
to your town unless they know for
sure they can attract enough of their
best customers to be profitable. I’ve
created marketing campaigns to help
local companies survive against the
mega-competitors. I’ve also watched
more than a few good local companies go out of business altogether.
What was the difference?
Local business owners who do their
own marketing usually spend most
of their time talking to media sales
reps who pitch campaigns, promotions and special offers based on how
many ads they will receive and at
what price. They’re given detailed
breakdowns of audience ratings and
make fast calculations as to which
media is cheapest or reaches the
largest audience.
After they make their buys, they rely
on the same sales rep to create the
ads, usually based on a few notes
taken right after the sale is closed
(or handed to them by the business
owner or the sales manager).
14
The Cutting Edge • May/June 2015
A few days later the ads begin running
and the business owner anxiously
waits for customers to stampede
through their front door. When the
results of the campaign fail to meet
their expectations, the owner takes
the media sales rep to the verbal
woodshed, railing about being sold
ads on a media that “doesn’t work,”
setting them off on yet another search
for some other magical place in the
media world where ads do work.
Marketers and media alike have the
whole process backwards. Placing
a media buy should be the last step,
not the first. There’s a lot more to the
process. If you want your marketing
to deliver what you really want, customers, you have to do all the steps
in the right order.
The metaphor of “The Customer Store”
is meant to focus your attention on
buying customers, not advertising.
What kind of customers do you
want? Which ones are best suited
to buy what you’re selling? What
factors impact their buying decision?
What is their buying process? What
competitors of yours might they
consider buying from and why?
What problem are you solving for
them? What makes you different
from your competitors and why?
These questions matter much more
than the cost of a thirty or sixtysecond commercial.
Put another way, if you were going
into a clothing store with the intention of buying a suit, you’d probably
have some criteria already established in your mind to guide your
purchasing decision. You’d certainly
have a budget in mind or at least
a limit on how much you plan to
spend. You probably have a pretty
good idea of your size, what colors
and cuts you prefer, and look good
in, and also how that new suit will
be worn, everyday business, special
occasion, whatever. You already
know if you’re just replacing an old,
worn suit with something similar or
changing things up with a new style.
All of these thoughts are on your
mind when you walk into the store.
You share them with the salesperson
and they assist you in finding the
clothing that comes closest to meeting your expectations, needs, desires,
dreams and budget.
The most successful local business
owners all have one thing in common.
They base their marketing decisions
on valid information that was not
only customized, but also analyzed
for their situation. They use that data
to gain insight and are able to make
easy, yes/no decisions based on what
they learned.
Imagine how difficult it would be
to form your criteria for buying that
suit if you had no idea how tall you
were, how much you weighed or
how much money you had in the
bank? What if there were no price
tags or sizes on the suits? How could
you possibly make a successful
decision that meets your needs? You
couldn’t, but that’s exactly how most
local business owners make their
marketing decisions. They’re in the
dark, hoping they guess correctly.
When you have great information,
you can make great decisions about
your marketing. When you know
how to find the people who are most
likely to buy your products and services, your marketing will be more
effective. Instead of buying advertising,
you’ll be buying customers.
This article is excerpted from Marty
Gould’s new book “The Customer Store,”
which is available through the MIA
Bookstore or online at www.MyCustomerStore.com. Marty has been an
MIA educator since 2007 and has spoken
for many years at StonExpo, Coverings
and many other industry meetings and
conferences. He can be reached by email
at [email protected] or by phone at
954-649-4203.
M
COMING SOON! MIA Technical Reference Library
Go to Resource Library and type
‘tolerances’ in the search window
Click on ‘Search Library’, you get:
Type your
search word(s) here.
Imagine a day when the best of the MIA’s technical documents are available in one online reference library.
Yes, the complete MIA Dimension Stone Design Manual, technical papers, technical bulletins and the vast
library of Q&A articles you’ve come to enjoy reading in the MIA newsletter. It will soon be a reality!
For a sneak peak, go online to: http://pubs.marble-institute.com/resources/library/. More details coming soon!
Delaware Quarries, Inc.
Since 1946
800.448.STONE
www.delawarequarries.com
Building Stone • Landscape Stone
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
15
Some Housing Markets May Take A
Decade To Reach Pre-Recession Levels
While the overall housing market has
rebounded steadily from the drastic
drop caused by the recession, some
experts say that in some large urban
areas it might take more than 10 years
for homes to recover their value.
At the same time USA Today quoted
24/7 Wall Street as saying that, on
average, it will still take the value of
single family home nationally, at the
current pace, another 2.5 years for
full recovery. The housing markets
with the longest recovery periods
either had especially slow growth
rates, particularly large percentage
drops in home values, or both.
‘Six of the eight housing markets
reviewed, for example, had among
the nations slowest growth rates over
the 12 months through January 2015,’
USA Today said.
Danielle Hale, director of housing
statistics for the National Association
of Realtors, told the paper this:
“These areas probably had more
building and sales and home activity
in general during the periods of peak
values. Therefore, the legacy of the
aftermath of the housing crisis is a
little bit sharper in these areas than in
other areas.”
The story pointed out that in all but
one of the eight markets that will
take the longest to recover from peak
to trough was greater than the 33.8
percent drop in values nationwide.
Project Name: Private Residence, Stone Supplier: Connecticut Stone Supplies, Inc. Milford, Connecticut
BUILDING STATISTICS
Jan-14
Builder Confidence (new, single family) 56
Feb-14 Mar-14 Apr-14
46
46
46
May-14 Jun-14 July-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
45
49
53
55
59
54
58
58
Single Family Housing Starts
583,000 589,000 635,000 649,000 634,000 593,000 652,000 641,000 663,000 716,000 679,000 728,000
Single Family Building Permits Issued
598,000 593,000 600,000 597,000 615,000 634,000 631,000 627,000 631,000 647,000 638,000 667,000
Multi Family Housing Starts
306,000 328,000 301,000 405,000 341,000 294,000 430,000 305,000 353,000 359,000 354,000 339,000
Multi Family Building Permits Issued
315,000 395,000 372,000 436,000 363,000 309,000 396,000 345,000 376,000 413,000 386,000 338,000
NEED NEW STATS TO UPDATE CHART PLEASE
New Home Sales (single family)
457,000 432,000 403,000 413,000 458,000 409,000 399,000 448,000 456,000 462,000 431,000 481,000
Remodeling Market Index
Q1-53
Q2-56
Q3-57
Q4-60
16
The Cutting Edge • May/June 2015
For instance, in the Las Vegas and
Riverside, CA areas, home values fell
54.2 and 50.5 percent, respectively.
Hale said that among the reasons for
delayed recovery in some of the areas
have to do with the overall economy.
“There’s a really strong relationship
between jobs and the over all economic
performance and the housing market,”
Hale told USA Today. “Economic
performance as reflected in the job
numbers is really the key to understanding what’s going on in the
housing market.”
Among the long-range recovery
markets area: Providence-Warwick,
R.I.-MA. 16.8 years; Detroit-DearbornLivonia, MI. 10.9 years; PhoenixScottsdale, AZ. 9.7 years, and Las VegasHenderson-Paradise, NV. 7.9 years.
In the meantime, builder confidence
in the market for newly built, singlefamily homes in March fell two
points to a level of 53 in the National
Association of Home Builders/Wells
Fargo Housing Market Index (HMI).
“Even with this slight slip, the HMI
remains in positive territory and we
expect the market to improve as we
enter the spring buying season,” said
Tom Woods, NAHB chairman.
“The drop in builder confidence is
largely attributable to supply chain
issues, such as lot and labor shortages
as well as tight underwriting standards,” said David Crowe, chief
economist for NAHB. “These obstacles
notwithstanding, we are expecting
solid gains in the housing market
this year, buoyed by sustained job
growth, low mortgage interest rate
and pent up demand.”
This confidence report comes in the
wake of a report that nationwide
housing starts dropped 17 percent to
a seasonally adjusted annual rate of
897,000 units in February.
“February’s numbers indicate that
wavering consumer confidence continues to impact the housing recovery,”
Crowe said. “Buyers are waiting for
a stronger, more reliable economy
before making a home purchase and
builders are respondingto their reluctance. Even with this month’s drop
in production, we expect the housing
market to move forward this year in
step with the improving economy.”
In the February report, single-family
housing production fell 14.9 percent
to a seasonally adjusted 593,000
units, while multifamily starts
dropped to 304,000 units.
On another front, housing prices held
steady in January, bucking seasonal
patterns and shrugging off cold
weather to hold their monthly value
and post annual growth. The west
coast and the southwest continued
to see the greatest gains, while housing
in the midwest and northeast continued
to lag.
David Blitzer, chairman of the index
committee for S&P Dow Jones Indices,
had a cautionary note about home
prices. “Home prices are rising roughly
twice as fast as wages, putting pressure on the potential home buyers
and heightening the risk that any uptick in interest rates could be a major
setback. Moreover, the new home
sector is weak. Residential construction
is still below its pre crisis peak. Any
time before 2008 that housing starts
were as low as the current rate of
one million, the economy was in
a recession.”
M
8611 Jane Street,, Suite 200,, Concord,, ON. L4K 2M6
T l.. 905.760-9688
Te
Fax.. 905.760.9699
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
17
DON’T MISS YOUR
CHANCEq
TO ENTER!
Look for the inserts in this mailing!
CRAFTSMAN AWARD
Deadline June 26
MIGLIORE AWARD
Deadline July 10
SCHOLARSHIP AWARD
Deadline July 17
PINNACLE AWARD
What’s New
with CEU?
We have two new presentations that
are being rolled out to CEU speakers!
Similar to other CEU programs, each
comes with a complete set of presentation and training materials. Coupled
with ample administrative support, this
turnkey program is an essential part
of how MIA members are connecting
with architects and designers in their
communities. The new presentations
are titled:
•Sandstone: The Basics Of Selection,
Fabrication, Maintenance and
Restoration
•Sustainable Production of Natural
Dimension Stone | ANSI/NSC 373
Thank you to the committees who
helped to develop these new programs. Dave Dunn (Cleveland Quarries) chaired the Sandstone presentation and Josh Levinson (Artistic Tile)
chaired the NSC 373 presentation.
To find out about our other 10
existing CEU programs, or to
RSVP to the next monthly webinar,
contact Sarah B Kelly at
[email protected].
Learn how you can get involved:
Deadline July 31
Wednesday, May 13, 2015
11:30am Eastern
2015-2_UofCTS_MIANewsletter.qxp_Layout 9 1/30/15 3:25 PM Page 1
U N I V E R S I T Y
of
C E R A M I C TI L E
AND
STONE
w w w. U o f C T S . o r g
University of Ceramic Tile and Stone (UofCTS)
NATURAL STONE ONLINE TRAINING
The fastest and easiest way to increase sales and profits!
Give your employees the
tools they need to build
confidence, credibility
and effectiveness.
ONLY
150
$
per
tuition
Volume discounts available
4 – 8 HOUR COURSES
Understanding the Basics of Natural Stone
and
Tile Installer Thin-Set Standards (ITS) Verification
—
—
—
—
—
24/7 Access
Self-paced Courses
Diploma Provided
No Travel Expenses
No Lost Productivity
LEARN
• Industry Standards
• Installation Methods
• Sales Techniques
[email protected] (866) 669-1550 www.UofCTS.org
The UofCTS is a division of Ceramic Tile and Stone Consultants, Inc. CTaSC provides Forensic Investigations,
Specifications, Quality Control, Testing and Marketing. Visit www.CTaSC.com for more information.
Paid Advertisement
18
The Cutting Edge • May/June 2015
Thursday, June 18, 2015
3:30pm Eastern
safety tip
OF THE MONTH
Prevent Accidents with
Hazardous Materials:
•Always read the Safety Data
Sheets (SDS, formerly MSDS)
and label before handling
any materials.
•Follow your company’s
chemical storage plan.
•Refer to label warnings and SDS
information regarding compatiibility with other chemicals.
China Xiamen
International Stone Fair
Images captured by MIA President, Dan Rea, at the March event in Xiamen, China.
Equipment financing & leasing
solutions for the Stone Industry
Ask about deferred payment options!
Equipment Acquisition
Has Never Been Easier
• Financing up to $1.5 Million*
• Application-only up to $250,000
• Credit decisions within 2 hours
• Working Capital loans
• 100% financing
Call for a no obligation quote!
Len Baccaro
Senior Vice President - Sales
281.902.1931 | AscentiumCapital.com
Me m b e r
* Financing based on credit approval. Most credit decisions within 2 hours.
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
19
“WINE & STONE”
Presentation Guide Nears Completion
In April at Coverings in Orlando
Florida, WIS Chair, Brie Dellacroce
Pfannenbecker (Conneticut Stone
Supply), introduced the much awaited
“Wine & Stone” presentation guide.
This guide is in essence a starter kit
which includes all of the details an
MIA member will need to host a
“Wine & Stone” event at their local
facility.
2)samples of stones featured in
the presentation
1)a shopping list with recommended
wines, and supplies needed
7)a landing page on the MIA
website where attendees can find
out all the details about your
event, including the option to
register online.
She shared that the starter kit will
include:
3)room set-up instructions
4)table placemats with designations
and labels for each wine being used
5)a presentation guide for your team
to educate the audience about the
wines and stones being showcased
6)a template marketing flyer which
will be customized with your logo
and the date & time of your event
8)and if you wish, the MIA will also
promote your event through and
e-blast to our members in your area.
LUNDHS Royal, flamed surface
Simply go to our website at www.
marble-institute.com/womeninstone.
Fill out the form with all the details
about your event. The base price for
the package is $500 and contains all
you need for an event for up to 50
people. If you’d like our help with
parting gifts and hosting accessories, choose the appropriate add-on
options. The only requirement for
hosting a WIS Wine Tasting Event is
that you are an MIA member.
FREE educational seminars for
architects and interior designers about
NATURAL STONE
Member
To register your interest for a seminar please contact [email protected]
1,
Lundhs is the leading exporter and quarry operator of natural stone in Northern Europe. Our
materials, from own quarries in Norway and Palin Granit’s quarries in Finland, are unique
in both beauty and color, and we are the sole supplier of most of them. Lundhs facilitates
educational seminars about natural stone approved by the Marble Institute of America.
dhs.no
LUNDHS_Ad_Cutting Edge feb_2015.indd 1
20
Paid Advertisement
The Cutting Edge • May/June 2015
02.02.15 09.38
The revenue raised from this initiative is being used to develop future
WIS programming. Pfannenbecker,
added “since there is no membership requirement to belong to WIS,
the companies that choose to host a
‘Wine & Stone’ event are truly making
an investment that will support
WIS and future programming. WIS
is a noble cause that is gaining
momentum.”
Perhaps Nancy Alvarado, MS International, said it best when she said,
“Women in Stone ROCK!”
To learn more, simply go online
to www.marble-institute.com/
womeninstone
M
2016-2020
Term
MIA Board
of Directors
Here’s your chance to help lead
the association dedicated to
enhancing the professionalism
and success of the natural stone
industry. MIA is currently
seeking stone industry
professionals to serve a
five-year term (2016-2020)
on its board of directors
from the following zones:
Zone 1:
Northeast
Connecticut, Maine,
Massachusetts, New Hampshire,
New York, Rhode Island,
and Vermont
NOTE: David Castellucci, Kenneth
Castellucci & Associates, currently
holds this seat. David will remain
on the board to serve as the
2016 MIA president.
601 S. 23rd Street, Fairfield IA • 641-472-8145 • www.cec-waterjet.com
Paid Advertisement
41st INTERNATIONAL MARBLE AND GRANITE FAIR
Zone 6:
Rocky Mountain
Arizona, Colorado, Idaho,
Montana, New Mexico, Utah,
and Wyoming
NOTE: Tony Malisani,
Malisani Inc.,
currently holds this seat.
Zone 8: Canada
NOTE: Patrick Perus, Polycor,
currently holds this seat.
Nominations are being
accepted until
August 31, 2015.
You can make a difference!
For more information,
go online to:
www.marble-institute.com/
about/board.cfm.
STRENGTH AND
THE BEAUTY OF
BRAZILIAN STONES
16-19 FEBRUARY 2016 - ESPÍRITO SANTO - BRAZIL
Paid Advertisement
www.marble-institute.com
The Cutting Edge • May/June 2015
21
2015 COVERINGS PHOTO ESSAY
Tony Malisani, Jim Hieb, Dan Rea, Diego Martinez, Diego Martinez Jr.,
David Castellucci. The Martinez family owns Cuellar Arquitectura
del Mármol in Macael Spain.
Jon Lancto responds to a question during
the “State of the Stone Industry” panel
discussion. David Castellucci looks on.
MIA President Dan Rea speaks with past MIA president Jeffrey Matthews
about the pending publication of the MIA’s new Supplier to Buyer stone
manual which will debut in fall 2015.
The MIA’s Accreditation Commission
welcomed twelve individuals to the MIA Accreditation Immersion class to complete their
exam to become MIA accredited.
Helen Distelhorst and Carol Wilkins at
the MIA booth. Carol is the MIA’s newest
employee taking over the reins of the MIA
accreditation program.
WELCOME!
Janelle, Jason, Jennifer, & Heather from Stone
World magazine.
The Happy Hour included a special coffee
station hosted by Cafes Do Brasil.
Connecting
stone professionals
from
around the world.
Laura Grandlienard, Tiffany Aryeh, Jennifer
Adams, and Heather Fliore
22
The Cutting Edge • May/June 2015
Brie Pfannenbecker, WIS Steering Committee
chair, reviews goals for 2015-2016.
Sign welcoming guests to the MIA
Happy Hour.
Thank You
The MIA’s Coverings Happy Hour Sponsors:
Congratulations
to the New MIA
Accredited Companies
Congratulations are in order for the
following qualifying agents and their
companies earning MIA Accreditation
since StonExpo/Marmomacc Americas 2015:
Attaining the Commercial A
Contractor credential:
•Solomon Aryeh, SMG Stone
Company, Sun Valley, CA,
MIA member since 2001.
•Greg Lepore, Dan Lepore & Sons
Company, Conshohocken, PA,
MIA member since 1985.
MIA Publishes Fully Updated
Bookstore Catalog
Technical Standards, Stone Source References,
Sustainability, Business Management, Sales
and Marketing, Health and Safety, Design,
Training DVDs and other. New in this version
are easily identifiable icons showing which
items are downloadable and which are print.
Photos and descriptions have been updated,
while prices remain the same.
All items are also available online at the MIA Online Bookstore at
www.marble-institute.com/store
International shipping available through the online bookstore.
www.marble-institute.com
Achieving the Natural Stone
Fabricator credential:
•Adam Stockett, Stockett Tile &
Granite Company, Phoenix, AZ,
MIA member since 2001. This is
Stockett’s second accreditation
designation, having obtained their
Commercial B Contractor in
December 2014.
•Karen Rothenberg, Natural Stone
Motif, Altamonte Springs, FL,
MIA member since 2008.
The MIA accreditation program
recognizes those companies that are
among the best in the natural stone
industry with respect to its physical
facility and equipment, business and
trade practices, technical knowledge
and expertise, quality control, safety,
finance, ethics, customer service and
education, advertising and promotion, and employee policies for training, advancement, and discipline.
To learn more about the accreditation
program, go to
marble-institute.com/gettheseal.
The Cutting Edge • May/June 2015
23
Participation Statistics
2014 2013
212
255
Number of Companies Participating
Percentage Participated in 2013
MIA Member Companies
MIA Accredited Company (the highest credential in the
dimension stone industry)
Percentage Operating Manual Shops (Bridgesaw only)
Percentage Operating Automated Shops
Percentage Utilizing Own Installation Teams
Percentage of US Companies
Percentage of Canadian Companies
40%
52%
39%
MIA Releases
2014 Fabricator Benchmarking Survey
14%
21%
79%
92%
94%
6%
10%
30%
70%
92%
NA
NA
The 2014 report had fewer companies participate with annual sales under $1M, while the number of $5M sales
participants grew by the largest percentage.
Participant Breakdown by Sales Volume – Bar Graph
2014 Payroll per Employee by Metropolitan Area
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© 2015 Marble Institute of America
2014 Fabricator Benchmarking Survey – page 1 of 4
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© 2015 Marble Institute of America
2014 Fabricator Benchmarking Survey – page 2 of 4
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key differences between fabricators
operating manual versus automated
production facilities.
New in the 2015 survey are:
•Sales, payroll, purchasing broken
out by geographic region
•Sales, payroll, purchasing broken
out by metropolitan area
•Internet trends
•Spending on natural stone as a
percentage of all stone and as a
percentage of sales
•Ranking of Natural and Quartz
purchases by geographic region
© 2015 Marble Institute of America
2014 Fabricator Benchmarking Survey – page 4 of 4
While the survey questions were
posed to fabricators, the report offers
relevant information for suppliers
and international companies seeking
information about the North American
market. The report also highlights
24
!<!!"#
&!%'#
The MIA has released its 2014 Fabricator
Benchmarking Survey, which was
sponsored by Cosentino NA, KOHLER
Co., and TENAX USA. The 2014
survey boasted 212 participants with
40% of those also completing the
2013 survey. Participation in the
survey was available for free to all
fabricators in North America and the
resulting report allows fabrication
companies to compare their firm with
firms of similar size. The results of
this survey, along with the executive
summary, are available free to all
MIA members at www.marble-institute.com/data.
© 2015 Marble Institute of America
$<!!"#
The Cutting Edge • May/June 2015
“This is the best in depth analysis
we’ve ever done,” said Mike Loflin,
MIA Industry Research and Information
Manager. “From the additional data
collected on region and metropolitan
areas, we were able to develop the
&!%'#
analysis so that companies could
compare their results with results of
same size companies in the same region,
or in the same size metropolitan area.
It makes the results much more useful
for the fabricators.”
2014 Fabricator Benchmarking Survey – page 3 of 4
The results of this study, along with
several other key industry trends/
reports, are posted by the MIA’s
Industry Research and Information
Department on the MIA’s online
industry statistics web portal.
A follow up report is being produced
in July which will present a two year
perspective with data provided by over
400 fabricators. An opportunity to
participate will be given to fabricators
who have not yet submitted their
data. Learn more at www.marbleinstitute.com/data.
M
Best Practices
for Displaying
Safety Posters
An effective safety poster program
can help employers engage their employees, enhance a culture of safety
and convey important messages in
a facility or workspace. The posters
can also act as an alternate channel
that reinforces other safety training
and helps maintain interest in safety
awareness and messaging.
When selecting and displaying safety
posters you may consider:
•Utilizing posters that are relevant
for your business and the message
you want to send;
•Displaying the posters where
employees are likely to see them;
•Using a frame or some other
method to bring attention to
the posters;
•Maintaining interest by replacing
or rotating posters at least
quarterly; and,
•Using the posters as a visual aid in
your employee safety training.
Information provided by the NFIB
(National Federation of Independent
Business)
M
www.marble-institute.com
Welcome New MIA Members
Charlie Duncanson - Marble Systems, Inc. - Country Floors, Los Angeles, CA
Gary Hennessey - Bloomday Granite & Marble, Inc, Winston-Salem, NC
Serge Bellavance - Urban Quarry, Ottawa, ON, CANADA
Cheryl Sheperd - Surface One, Inc., Pelham, AL
Amie Gilmore - Informa Exhibitions U.S., Dallas, TX
Joesph Alongi - Rocky Mountain Granite & Marble Inc., Webster, NY
Ladiani Milanezi - Marmoraria Milanezi Srl, Vargem Alta ES, BRAZIL
Mark Simons - Tops! In Countertops, Inc., Colorado Springs, CO
Ann Gleason - Surface Center Interiors, Shawnee, KS
Tammy Stout - Stonemark Granite, LLC, Louisville, KY
Mega Megardichian - Marble View Inc, Toronto, ON, CANADA
Henrique Sabadine - Sabagram, Mimoso do Sul, ES, BRAZIL
Sara Tanoglu - Alacakaya Marble and Mining Ind. S.A., Yazikonak-Elazig, TURKEY
Yasin Sengul - Marble Systems, Inc., New York, NY
Marjorie Mederos - Marble Systems, Inc., Doral, FL
Giovani Araldi - Santo Antonio Granitos Ltda, Cachoeiro de Itapemirim, ES, BRAZIL
Peter Brooks - Peter Brooks Stone Works, Inc., Wood-Ridge, NJ
Sergio Couto - Solancis, Benedita PORTUGAL
Alessandra Magn - OMAG SpA, Zanica Bergamo, ITALY
Gina Muffaletto - European Granite & Marble Group, Inc., Farmingdale, NY
Mario Persico - European Granite & Marble Group, Inc., Jamesburg, NJ
Robert Young - European Granite & Marble Group, Inc., Bridgeport, CT
Niamat Mughal - NewCastle Construction, Inc., Edmonton, AB, CANADA
Jorge Gonzalez - JG Natural Stone LLC, Fort Worth, TX
Jason Hobbs - Stoneworx, Ham Lake, MN
Galen Roth - Roth Restoration, LLC, Mt. Pleasant, SC
Sumit Suman - Shop N Save Mart /Stadea Tools, Santa Clara, CA
Doug Garwood - Basic Diamond, Inc., Salt Lake City, UT
Steve Cassidy - General Solutions Group, Springdale, AR
Roy Jenkins - Nature's Granite, Grantsville, MD
Chris Anderson - Honeycomb Onyx, Gilbert, AZ
Hussain Al Lawati - Al Nasr Group of Companies, Muscat, OMAN
Ahmed Al Shanfari - Al Shanfari Marble Co. LLC,
Al Khuwair, Muscat, SULTANATE OF OMAN
Flavio Quintanilha - Ecotools, Serra, ES, BRAZIL
Maxwell Alcantara - Pettrus, Cachoeiro de Itapemirim, ES, BRAZIL
Brian Farnsworth - Stone Surfaces, Eagle, ID
Tom Waclawski - Illinois Granite & Marble Ltd., Elk Grove Village, IL
Mark Schama - Polar Stone, Greensboro, NC
Annie Aalto - Aalto Design, Fairfield, IA
Ali Kader - EGY-MAR, Dubai, UAE
Dan Slain - Hycomb, Hallandale Beach, FL
John Young - Wholesale Flooring and Granite, Baton Rouge, LA
Steve Whiting - Granite Outlet of Maryland, Timonium, MD
Sanjay Saini - Stone Teknik W.L.L. Al Aziziya, Doha, DO, QATAR
Nick Damalas - Rehkemper Direct LLC, St Charles, MO
Mayra Rostro - Dallas Granite Installers, Dallas, TX
Ardis Hughes - Red Leaf Stone Anchors, Vancouver, BC,a CANADA
Samuel Wall - Grand Designs, Myrtle Beach, SC
Ronnie Greenroyd - C & B Surfaces, Lawton, OK
Kal al Khatib - Galaxy Granite & Stone, Dallas, TX
Trisha Jones - Granite Solutions, Stephenville, TX
The Cutting Edge • May/June 2015
25
New Study Finds That OSHA Officials Underestimated
Cost of Silica Rule for Construction Industry by
$4.5 Billion a Year, Adding to Growing List of
Concerns About the Flawed Rule
Estimate One of Several Examples of How Agency Fundamentally Misunderstands
Construction Industry, Raising Questions About Overall Rule, Officials Say
A new report released today by the
Construction Industry Safety Coalition
(CISC) found that the Occupational
Safety and Health Administration's
(OSHA) proposed silica standards for
U.S. construction industry will cost
the industry $5 billion per year –
roughly $4 .5 billion per year more
than OSHA's estimates. The coalition
cautioned that the flawed cost estimates
reflect deeper flaws in the rule and
urged the federal agency to reconsider
its approach.
OSHA’s proposed rule, intended to
drastically reduce the permissible
exposure limit (PEL) of crystalline
silica for the construction industry,
has been underestimated by the
Agency to cost the construction
industry about $511 million a year.
The new estimates released today by
CISC estimate that the costs to the industry will actually be approximately
10 times the OSHA estimate – costing
nearly $5 billion a year.
The cost and impact analysis from
OSHA reflects a fundamental misunderstanding of the construction
industry. The OSHA analysis included
major errors and omissions that account
for the large discrepancies with the
CISC report. The CISC report estimates
that about 80% of the cost ($3.9 billion/
year) will be direct compliance
expenditures by the industry such
as additional equipment, labor and
record-keeping costs. The remaining
20% of the cost ($1.05 billion/year)
will come in the form of increased
prices that the industry will have to
pay for construction materials and
building products such as concrete
block, glass, roofing shingles and more.
OSHA failed to take into account these
additional costs to the construction
industry that will result from the
proposed standard, which will then
26
The Cutting Edge • May/June 2015
be passed down to customers in the
form of higher prices.
Not only will the proposed rule be
more costly than originally estimated,
but it would translate into significant
job losses for the construction industry
and the broader economy. The CISC
estimates that the proposed regulation
would reduce the number of jobs
in the U.S. economy by more than
52,700 yearly. That figure includes
construction industry jobs, jobs in
related industries such as building
material suppliers, equipment manufacturers and architects, as well as
losses in non-construction sectors.
Additionally, the losses are full time
employee positions. Factoring in the
many part-time or seasonal jobs, that
number could increase to close to
80,000 positions lost.
“We are deeply concerned about the
misguided assumptions and cost and
impact errors that OSHA has relied
upon in creating this proposed rule
that will significantly affect our industry,” said NAHB Chairman Tom
Woods, a home builder from Blue
Springs, Mo. “This report reveals the
critical need for OSHA to withdraw
its proposed rule until it can put forth
a technologically and economically
feasible rule that also works to improve
industry workers health and safety.”
“This report clearly demonstrates
OSHA's lack of real world understanding of the construction industry
and raises serious questions about
their ability to responsibly craft
industry standards,” said ABC Vice
President of Government Affairs
Geoff Burr. “We hope that this report
will lead OSHA to withdraw its
proposed rule and work more closely
with the construction industry to
emphasize compliance with the
current standard.”
“These errors raise serious and significant questions about many of the
other assumptions the agency relied
upon in crafting its new rules,” said
Stephen E. Sandherr, the chief executive officer of the Associated General
Contractors of America. “We need
measures in place that are going to
allow all of us to continue the significant improvements in silica safety
the industry has made, and the sad
truth is that the agency's rule is too
riddled with errors to do that.”
“The assumptions that were made
by OSHA in developing this rule are
completely off base and we hope this
report adequately tells the truth of
what this rule will truly mean to the
construction industry. We believe the
current silica rule has done a fantastic job of reducing related illnesses so
much so that it is still declining every
year and current projections have it
being eliminated over time,” according to Jeff Buczkiewicz, President of
the Mason Contractors Association of
America. "Our industry needs a rule
that is based on real world construction
site scenarios that is not technologically and economically infeasible to
implement and this report clearly shows
that this rule does not fit that bill."
The full CISC report, which was also
submitted to OSHA, can be found at:
www.nahb.org/silicareport.
The members of the CISC include: The
American Road and Transportation
Builders Association, American Society
of Concrete Contractors, American
Subcontractors Association, Associated
Builders and Contractors, Associated
General Contractors, Association of
the Wall and Ceiling Industry, Building
Stone Institute, Concrete Sawing &
Drilling Association, Construction &
Demolition Recycling Association,
Distribution Contractors Association,
Interlocking Concrete Pavement
Institute, International Council of
Employers of Bricklayers and Allied
Craftworkers, Leading Builders of
America, Marble Institute of America,
Mason Contractors Association of
America, Mechanical Contractors
Association of America, National
Association of Home Builders, National Association of the Remodeling
Industry, National Demolition Association, National Electrical Contractors Association, National Roofing
Contractors Association, National
Utility Contractors Association,
Natural Stone Council, The Association of Union Constructors and the
Tile Roofing Institute.
About The Construction Industry
Safety Coalition The Construction
Industry Safety Coalition (CISC) is made
up of 25 trade associations, representing
all sectors of the construction industry,
including commercial building, heavy
industrial production, home building,
road repair, specialty trade contractors
and material suppliers. Virtually every
construction trade, task, and activity is
represented by the member associations
of the CISC. Workplace safety and health
is a priority for all members of the coalition,
and each is committed to helping create
safer construction jobsites for workers.
M
Quarry to Kitchen Video
Customization Available
The MIA is releasing a fully updated 2015 version of the From the Quarry to
the Kitchen video this spring. Now is your chance to incorporate your logo
into the opening screens of the video. The MIA will also provide you with:
•Three looping DVDs (great for use in your showroom and/or home shows)
•One decoded master video file (so you can post the video on your company’s
YouTube and/or other social media pages)
The new version of the video contains fresh, new images of traditional and
contemporary kitchens, baths and other settings that reinforce the beauty,
durability and sustainability of natural stone. The video emphasizes the
simplicity of maintenance, and details the many technological advances in
the natural stone industry.
This is the story of natural stone and how it emerges from quarries around the
world and is transformed into a thing of beauty in homes and offices. Natural
stone has a magical quality that your customers find hard to resist. Newly revised
for 2015, From the Quarry to the Kitchen contains fresh, new images of traditional and contemporary kitchens, baths and other settings that reinforce the
beauty, durability and sustainability of natural stone. Emphasizing the simplicity
of maintenance, the function and limitations of sealers are clarified. Details of
the many technological advances in the natural stone industry are highlighted
including an expanded section on digital templating. Finally, the video calls
the viewer’s attention to your pride and craftsmanship stating. “People in the
stone industry are striving for two things: enhancing beauty of natural stone
through craftsmanship and achieving the client’s ultimate satisfaction.”
The customization is available to MIA members only. For ordering information
go to www.marble-institute.com/store to download the order form.
He
re+The
re
er
er
Alpha® Introduces the
AIR-680, replaces the AIR-658
Effective March 1, 2015, Alpha® will
discontinue the AIR-658 Pneumatic
Polisher replacing it with the upgraded AIR-680 Pneumatic Polisher.
As with the AIR-658, the AIR-680
is a high performance, pneumatic
polishing tool with a central waterfed distribution system that produces
the highest quality finishes. It has
a maximum speed of 4,000 RPM,
consumes 15 CFM and requires 85
PSI. With a 5/8”-11 spindle, the AIR680 is lightweight and ergonomically
designed.
For more information about the
Alpha® AIR-680 and its several
new features, please visit, http://
www.alpha-tools.com/Product.
aspx?PageCode=2140.
www.marble-institute.com
Arizona Tile Identifies
Four Kitchen Design Trends
for 2015
1. Stone and glass mosaics will be
trendy, offering alternatives to the
usual and expected mosaic
designs.
2. Gray will continue to be in
demand this year, along with
neutrals such as taupe and beige.
3. An increase in more textured and
tactile materials will be featured.
Natural marble and granite with
honed finishes, along with
fabricated stones made to
replicate raw finishes, will be
seen again and again.
4. Black will be one of this year’s
go-to colors for kitchens. Black is
an elegant, sleek choice, especially
for those who may be looking to
break away from the more
traditional brightly colored
kitchens.
For more information, please see
http://blog.arizonatile.com/2015kitchen-design-trends/.
National Building
Granite Quarries Association
Elects First Woman President
At the recent annual meeting of the
National Building Granite Quarries
Association, Anne Marie Ramos was
elected to a two-year term as their
new president. Mrs. Ramos is the
chief financial officer of New England
Stone Industries, Georgia Stone Industries and Fletcher Granite Co. The
National Building Granite Quarries
Association, an almost 100 year old
association, is comprised of the major
granite producers in the United States.
Ramos, also a MIA member, is the first
women elected as NBGQA president
in the organization's history.
M
The Cutting Edge • May/June 2015
27
MIA Staff
Executive Vice President, CEO
Jim Hieb, CAE
[email protected]
Technical Director
Chuck Muehlbauer
[email protected]
Education Manager
Aaron Dahnke
[email protected]
Meetings, Events, & Awards Director
Helen Distelhorst
[email protected]
Controller/Office Manager
Stephanie Guilfoyle
[email protected]
Member Relations Manager
Jeff Handley
[email protected]
CEU Administrator
Sarah Kelly
[email protected]
Industry Research & Information Manager
Mike Loflin
[email protected]
Administration
Terri Hewlett
[email protected]
380 E. Lorain Street • Oberlin, OH 44074
P: 440.250.9222 • F: 440.774.9222
[email protected]
marble-institute.com
This KDrill core bit drilled 2,972 holes.
How many could you get?
Call Daryl Sims at 877-493-0394 and tell him that you are ready to be wowed!
Advances in stone working machinery and CNC Tooling have improved drastically in
recent years. KDrill Thin Wall Core Bits offer superior speed and life. Field testing has
yielded from 600 to 2,972 holes from one core bit.
Braxton-Bragg is now offering a line of KDrill CNC Core Bits that will save you time and
money. These CNC Core Bits allow you to drill many more holes with the same core bit
than other brands. Simply put, these core bits last longer! They also offer faster cutting
speeds on granite and quartz.
KDrill Ultra-Thin CNC Core Bit
• Faster cutting speed
• Exceptionally long life
• ½ gas thread
• Available in 1/4” to 3”
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NEW
Item # Description
LOW Intro Price
19407
KDrill CNC Blind Hole Core Bit, 1/4”
$43.95
19408
KDrill CNC Blind Hole Core Bit, 5/16”
$47.95
19409
KDrill CNC Blind Hole Core Bit, 3/4”
$51.95
19410
KDrill CNC Blind Hole Core Bit, 1/2”
$59.95
19400
KDrill Ultra-Thin CNC Core Bit, 1”
$55.95
19401
KDrill Ultra-Thin CNC Core Bit, 1-1/4”
$59.95
19402
KDrill Ultra-Thin CNC Core Bit, 1-3/8”
$69.95
$74.95
19403
KDrill Ultra-Thin CNC Core Bit, 1-1/2”
19404
KDrill Ultra-Thin CNC Core Bit, 2”
19405
KDrill Ultra-Thin CNC Core Bit, 2-1/2”
$119.95
19406
KDrill Ultra-Thin CNC Core Bit, 3”
$149.95
$89.95
KDrill CNC Blind Hole Core Bit
www.braxton-bragg.com
Fax 800-915-5501
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