Had a good time at World of Concrete last week. Met up with my friend Bill Kaiser, owner of Elite Plastering in Bend, OR, which was a great way to get a real exterior stucco guys’ view of what looked interesting.
Bill’s a little camera shy.
Word is that attendance was down and so was total booth space rented. Not surprising considering the economy and the construction industry. It’s a big financial commitment to rent a booth, especially for a small business. That can eat up a large portion of your yearly marketing business so you really have to make it work if you do a show like that. It’s still a massive show with tons to see. Even though it is a national show it seems by far the greatest density of people are from the west coast and surrounding southwest states. That is merely a subjective observation; don’t have data to back that up.
There was a lot of decorative cement represented down there. Way more than even 2 or 3 years ago, at least that’s what it seemed like to me. A friend of mine in the biz said the technology is getting so good so fast it’s becoming a matter of finding really good people to do business with as much as anything else. The technologies for the cements, the binders, the epoxies, the stains, etc., are all relatively similar. Very good and just getting better. But when you look around at the booths and the samples, you see a very wide variety in quality if you are looking from an aesthetic point of view. Different niches being filled, I suppose.
I was saying to Bill that if you want to get into decorative cement as a high-end artisan you need to find the companies that are creating great looking stuff. And you also need to find the companies that are attached to other artisans or other studios that are also doing beautiful work. That kind of work seems to feed back and forth from manufacturer to artisan and back so that a high standard is established and maintained. As well, especially important for the decorative cement business I think, is finding a manufacturer who will support you technically, because cement can end up being quite a bit more technical than painted finishes or plaster finishes. Also find an honest, straightforward manufacturer. We made a terrible decision a few years back bringing in a line from a manufacturer owned by a really shady person – we just had to get out of decorative cement completely for a while after that experience.
Cement finishes are kind of the third spoke of the decorative artisan’s wheel of products they need to be familiar with. There are also painted/acrylic finishes and natural plasters. The fully equipped decorative artisan should be fluent in all three, I believe. We are very happy to have found a great cement manufacturer with great artisans using their product, and we will be bringing in a full line of floor, counter top, and vertical cement finishes to our studio next month.
I’ll talk about this a little in my next post in a couple of days – also more photos and I’ll share some interesting products with you I found while walking the show.
Aaron…