Sustainability and Growth of the Hard Surface Industry
By Doug Dickinson, TTMAC Executive Director

The hard surface flooring industry has seen tremendous changes in recent decades that have had a profound effect on the use of ceramic tile, natural stone and terrazzo. Technology has played an integral part in the growth of the industry, not only from a manufacturing and physical perspective but also esthetically. The popularity of hard surface products continues to increase and continued growth is expected.

The ability to extract blocks of stone from quarries has changed dramatically over the years. As a result of technology the extraction process is substantially more efficient and therefore more cost effective. From diamond wire saws in the quarry to computer controlled gang saws at the manufacturing level, these improvements have enabled material historically reserved for kings, to become affordable to the common marketplace. Natural stone is quarried all over the world and is available in a myriad of colours, sizes, and textures. Competitiveness within the industry has never been greater. These products are now more affordable than ever and as a result of their durability and elegance, they are one of the most sought after flooring materials on the market today.

As the popularity of natural stone increased, ceramic manufacturers have taken note and expanded their manufacturing techniques to include identical replications of natural stone. Not only have colours and textures been replicated, but with the newer manufacturing technology, repetition of patterns and colour variations within ceramic tile are truly staggering. It is not uncommon to view a ceramic tile and question whether it is ceramic or natural stone. Technology has also played a vital role in the ability for manufacturers to produce higher quality tile and this has spawned more diverse applications. We are now only limited by our imagination as to how and where to install tile.

Terrazzo over the years has been tagged with the label of being a dying trade. However, it is sort of the chicken-egg analogy. With a reduction in terrazzo work being specified, companies had to retrain their workers to become tile and marble setters. However, these men never lost their ability to install terrazzo, and as work became available they were called upon to once again exercise their craft. This is very much true today. Specify it and they will come! Some of the largest and most magnificent terrazzo installations have been completed in recent years. One need only to look at Pearson International Airport , or the Thunder Bay Regional Health Centre to realize that it is anything but a dying trade. The incorporation of design as a primary element in terrazzo has had a tremendous impact on its resurgence. Terrazzo floors take on an "art-like" characteristic far beyond their superior functionality. This is a material that has definitely passed the test of time and will continue to perform exceptionally well.

As an industry, the best way to move forward is to exercise a "best practices" methodology. Simply just getting the job done is not effective in the long run. Ensuring that material can and does perform to a client's expectations should be at the forefront of everyone's mind. One of the most prominent advantages of selecting hard surface materials for a project is its unparalleled longevity. If best practices are not followed then premature obsolescence or failure may be the result. Ensuring steady growth in the hard surface industry is best attained by meeting and exceeding the client's expectations. Sometimes a client sees the advantages of a possible selection but does not understand completely some of the limitations. By understanding the limitations, the client is better suited to making the most appropriate selection, not only of materials but also methods of installation. Information should be provided to the client at all levels of the construction process. Suppliers, architects, engineers, designers, contractors, end users and owners should have the information required to ensure that materials and methods are compatible for the intended use. This will enable not only the installation to be successful but also the experience in dealing with our industry will be a positive experience.

If the client has confidence in our industry then the decision to include hard surface products in their next project will be an easy choice. Sustainability will then be achieved and the foundation for future growth will be in place.

Terrazzo, Tile, Marble Industry
2004 Review, 2005-2006 Preview
By Jeffrey Reed

You need not look any further than the Terrazzo, Tile and Marble Association of Canada to realize, these are good times for our industry. Home building and renovations right across the country continue to hover around record numbers. In fact, every sector - industrial, commercial and institutional  "remains hot from coast to coast. It's a sign of a strong economy, and at the same time it helps fuel a strong economic climate "good news for terrazzo, tile and marble.

The TTMAC, as well as the entire industry, remains proactive, too. Innovative machinery, fresh material designs, new installation techniques, and positive marketing initiatives all contribute to the progress of the terrazzo, tile and marble industry - a growing member of the Canadian construction and renovation industries.

In many communities from Victoria , B.C. to St. John's , Nfld., homebuilding drives the local building permit totals, and acts as an indicator of strength for all sectors of construction. At the same time, strong resale numbers and concurrent renovation trends boost local economies with unparalleled activity. TTMAC members are playing a large role in these active markets.

Canada Mortgage and Housing Corporation (CMHC) forecasts, residential construction will drop to 216,300 starts in 2005, but there's no cause for alarm. In fact, 2004 saw a 17-year high of 233,431 units started. CMHC also predicts, residential construction will continue to be strong in 2006, with 201,100 units forecast.

Both Statistics Canada and CMHC predict, renovation spending will hit $38 billion in 2005, and will thus outpace new home construction totals. This would mark an all-time record for residential renovation spending in Canada , which will see $30.1 billion in home construction in 2005, according to forecasts from StatsCan and the federal housing agency.

Across the board, Canadian municipalities issued a record value of building permits in 2004, with $55.4 billion topping 2003's $50.8 billion by 9.1 per cent. The annual level of permits has now risen for nine consecutive years. While the value of non-residential buildings was $18.7 billion, down just 0.4 per cent from 2003, the commercial, industrial and institutional sectors remain strong from the Atlantic to the Pacific.

What does all of this mean for terrazzo, tile and marble? Combined with the industry's proactive measures, it all adds up to good news for manufacturers, contractors and retailers. And, it's good news for building owners, occupants and residents who are enjoying modern, high-performance, aesthetically pleasing products in their homes and workplaces.

According to CMHC, British Columbia residential resale activity and home prices are the highest in the country, making B.C. the hottest renovation market in Canada . As well, B.C. is expected to lead the country in housing starts, with a 2.1-per-cent increase forecast for 2005. In Vancouver , condominium apartments, townhomes and row-houses are expected to take market share from single-family detached homes. In particular, luxury condominiums are expected to see a construction boost, thanks to an increased number of older move-up buyers and those seeking a maintenance-free lifestyle.

Vancouver-based Bridgewater Tile Ltd., and sister company Eurocan Marble & Granite Ltd., recognize the strong B.C. market. Specializing in high-end residential, high-end multi-family residential, and commercial projects, Bridgewater and Eurocan are enjoying an extremely active west-coast industry, according to company president John Vani.

Also active as TTMAC vice president, Vani says, "I suspect a lot of companies are stating that business is great." He says, “2005 is shaping up as a great year."

"We are full-steam ahead,"explains Vani."We have what we call our call-to-tender. Every morning, when I arrive at the office, traditionally there are three or four faxes from people asking us to tender jobs."

An interesting trend noted by Vani is an increase in popularity of glass tile, making a comeback in a variety of applications.

Vani says the residential market in B.C's lower mainland is "jumping. There are constantly multiple offers when property becomes available for sale." In fact, he sees the area's commercial sector "shaping up as a banner period right through 2008, with the onslaught of the 2010 Olympics (slated for Vancouver )."

From Canada's west coast, to the Atlantic province of New Brunswick , Saint John Tile & Terrazzo Company Ltd. is also enjoying strong business activity, according to co-owner Sam Mercuri.

"Last year was a very solid year,"says Mercuri,"and 2005 is looking strong as well. The economy turns around every four or five years, and right now things are fantastic. There is a lot of competition, mind you, and we need to do everything under the umbrella to be able to survive“ terrazzo, epoxy, protective coatings, carpet, vinyl, some ceramic tile. Our population is small, so we must do a bit of everything.

With luxury homes on the uprise, Mercuri says it appears all homeowners are looking for something "classy and unique “ something different. We see a lot of patterns, and larger ceramic tiles."

With plants in Burnaby , B.C. and Toronto , Ont., Flextile Ltd. remains the largest industry wholesaler in Canada . Mike Boldt, general manager for Flextile's western division, says there are some definite trends to track in terrazzo, tile and marble.

"Overall, the biggest trend in the industry is the size of the tile and stone," explains Boldt. "We've seen sizes go from 12 in. x 12 in. and 16 in. x 16 in. porcelain tile, now up to 24 in. x 12 in. and 24 in. x 48 in. And with many renovations taking place, tile and stone are the ultimate finishes. Old 4 in. x 8 in. quarry tile is being replaced with 16-inch, 18-inch and even larger tiles. The new look is definitely larger."

"Fifteen or 20 years ago, 10 per cent of the typical residences would include tile or stone," says Boldt,"but now its anywhere from 25- to 40-per cent of the homes with surfaces tiled or stoned."

Boldt adds, along with larger tile comes "a different demand for surface preparation, different installation techniques, and different installation products. The bigger marble, granite, limestone tiles are heavier, so the structures have to be able to support those products."

As always, trends are consumer-driven, Boldt says. What's hot? "Designing for a natural look of stone. Even manufactured tile now is manufactured to look like slate or marble."

A fourth-generation stone industry professional, Bill Wright, sales manager at Stone Tile International Inc. in Toronto concurs with Boldt and Mercuri regarding larger, more intricate tiles commanding attention in today's marketplace.

We are seeing larger porcelain tiles, says Wright, and tile that looks like real stone. We are bringing in 12 in. x 36 in., 24 in. x 24 in., 16 in. x 24 in. pieces "there are even pieces 16 in. x 48 in. now. There's a demand chasing the realistic look of custom-cut stone flooring, reproduced as a porcelain tile."

Like Mercuri, Wright acknowledges a very competitive market, here in Toronto . We stay ahead by trying to offer the coolest, newest products. As a result, we enjoy loyalty from designers and architects. It was a good year last year, and it's another busy and exciting year in 2005."

It's important to think outside the box when assessing industry strength" in this case, exploring the industry beyond the 49^th Parallel. In the U.S. , all signs point to a strong terrazzo, tile and marble industry.

For example, attendance and participation at the Coverings trade show, which showcases ceramic tile and natural stone coverings, is stronger than ever, with more than 26,000 industry professionals from world-wide destinations converging at the annual event. The Marble Institute of America (MIA) is holding road show seminars this year in five U.S. cities. In focus: helping attendees grab a greater share of the residential market for natural stone" a strong market, according to the MIA.

These are just two success stories south of the border. Here in Canada , The TTMAC has a lot about which to be excited, according to president Dennis Edissi.

"Our new facility located at 163 Buttermill Avenue in Concord is now complete and we are very proud of the final results," says Edissi. "The Universal floor tester has celebrated its first year at our new location. In that short period of time, its value in assessing a floor assembly suitability for a specific application has been demonstrated over and over again." Edissi is also excited about the soon-to-be published TTMAC Stone Manual, which will be "the most comprehensive stone manual of its kind to be published in Canada ."

As for the terrazzo, tile and marble industry, Edissi says it has "grown tremendously over the years. As a result, the need for a national association such as the TTMAC has never been more important."

When the TTMAC meets for its 62^nd Annual Convention June 15-18 in Halifax , there will be plenty of good news about which to celebrate. A strong industry and strong association are teaming for terrazzo, tile and marble" solid products in a solid construction sector. Any way you cut it, the future looks bright for the entire industry.

Be A Professional

By TTMAC Executive Director Doug Dickinson

The floor covering industry, as we all know and have experienced, has undergone many changes over the years. Technology has spawned new products and installation techniques. But as individuals, have we updated ourselves and kept pace with these changes?

It is our responsibility to provide our clients with all the information they require to ensure that their expectations on a project are met. Training and education is the most important aspect of our industry. Millions of dollars are spent each year by companies in research and development. Without the training and education of staff, the potential of these innovations will not be reached. It is incumbent on the individual to reach out and upgrade their knowledge base. What may set you or your company apart from the competition could be the knowledge you exude. Clients need to feel comfortable in you and your company's ability to execute a project.

Whether you work in management, sales, support or installation, you need to know all about your products and services. Suppliers, manufacturers and associations spend a tremendous amount of time, effort and money to try and educate the market. This is not only important for them to sell their products, but also important in ensuring that there is an understanding of the appropriate uses and limitations. How many times have we heard,I didn't know that?"This is an honest admission, but not very acceptable when you realize that the information is available just for the asking.

We are all extremely busy these days and it is sometimes difficult to take yourself away from your daily business responsibilities. But don't forget, you are responsible to know your market as well. Showroom sales may be one of the most difficult areas for training. However, and arguably, none is more important. They are on the front line and are exposed to a myriad of project scenarios. From seemingly simple backsplashes to complicated exterior deck and patios, they see it all. Many companies use their showrooms as training grounds for their staff so that they encounter all the variables.

Learning through trial and error can be not only costly in a monetary sense, but also from a credibility stand point. Credibility is a direct result of knowledge and understanding how to get the right product at the right price to the right market. Companies strive for years to attain credibility within their industry.

By not taking the time to expand your knowledge base you risk not only losing a sale, but also not satisfying your client. Client satisfaction should be your number one priority. Providing them with the information as to the appropriate products and installation methods are part and parcel of client satisfaction.

If you can understand your client's expectations you can effectively assess the products and techniques required to achieve the desired result. To be able to overcome a difficult job site condition because of the knowledge you have gained from attending workshops and seminars adds extra value to you and your company. I have yet to see a classified advertisement that requests, "Must have no knowledge or experience. Extremely lucrative compensation package." Instead we may see, "Experience not necessary. Willing to train."

I remember walking into a client's office quite a number of years ago and was asked by the owner, So, what do you want to sell me today?" My response to him was simple and a little naive. I told client: Nothing. I am here to learn. He was surprised that a salesmen was not interested in selling him anything. My rational was that if I understood his business and how it operated, then I would be able to not only sell him what was needed, but would also have the knowledge to go to my next call and be a more effective salesperson.

We need to train and upgrade ourselves every day. I find few things more satisfying than someone asking me questions or advice. That is the indication that they trust my knowledge level and opinion. Strive to be the best at your chosen profession. Your knowledge will definitely set you apart from your competition. Make sure it is for the right reasons.

Be a professional!