EXPO 2009

June 11-13, 2009

in New Orleans

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January 30, 2009

Despite Downturn, Builders’ Show a Success

For four days last week at the Las Vegas Convention Center, the black clouds hanging over homebuilding parted and the International Builders’ Show showcased the industry’s latest products and services.  Total attendance – estimated at 60,000 – was down by a third from last year. The Southern Pine Council was among the 1,200 exhibitors with a Southern Pine Pavilion that for the first time featured individual displays by member companies.

Towering barrel arch trusses marked the spot of SPC’s 22x30 foot exhibit that included 10x10 areas sponsored by Anthony Forest Products, Lampe & Malphrus Lumber Co. and Trout River Lumber LLC. Laminated columns and beams supported the trusses. Member spaces were divided by wall framing of Southern Pine finger-jointed studs and borate-treated material. An array of SPC literature was displayed atop sections of treated decking and flooring. Counters were fabricated using an assortment of siding and paneling patterns in a variety of finishes; tops were made using four patterns of SP flooring.

“The SPC exhibit provided builders at the show with their best information resource for all types of building, from structural framing, treated decks and porches, to specialty products and engineered components,” said Richard Wallace, SFPA’s vice president of communications. Green building information was also available, promoting wood as the renewable, sustainable and responsible building material. Large fabric graphics formed a rear wall of the exhibit, featuring raised floor systems and SPC’s environmental message. Russell Richardson, SFPA’s director of industrial markets,  fielded questions about green building and specialty products, while Ned DeJarnette, director of international markets, handled inquiries from representatives of more than a dozen countries.

An estimated 1,500 builders toured SPC’s display with nearly 300 swiping their electronic IBS cards requesting more information. The new 2009 edition of the Lumber Library CD proved to be a convenient way for builders to reference Southern Pine facts back home. The pocket span card and copies of the recently updated Pressure-Treated Southern Pine booklet were other top handouts.

Besides builders, the event offered a unique opportunity to mingle with the media. Editors streamed through the SPC exhibit seeking new story angles and the latest product details. Like last year, SPC cosponsored a media breakfast attended by 65 editors and producers from print and broadcast media. SPC public relations consultant Kim Drew also visited with 22 editors inside the SPC exhibit, offering a personal tour and a chance to meet individually with members. “Overall media attendance was down, but the quality of folks in the SPC booth was top-notch,” Kim said. “Almost every editor in our booth spent time with Anthony Forest Products, Lampe & Malphrus and Trout River, learning about new products and talking with members about the industry and their specific marketing efforts. It was truly a win-win situation for SPC, our members and the media.”

“This annual exhibit represents SPC’s largest undertaking of the year, and it provides Southern Pine products the exposure to homebuilders they deserve,” noted SFPA President Digges Morgan. “Our new exhibit is a balanced display of structural, treated and specialty products that can serve this show for many years to come.”  

Click here to see photos from the event.

SPC, APA Promote Wood at Habitat Conference

While few may guess it, one of the nation’s top 10 builders happens to be Habitat for Humanity. The Southern Pine Council and APA teamed up to communicate important messages about wood’s environmental qualities and raised floor foundations to this special audience at Habitat’s National Affiliate Conference last week in Atlanta. “The conference was well-attended by affiliate chapters from around the world,” said Cathy Kaake, SFPA’s director of engineered and framing markets. “Twenty percent more attendees showed up than organizers originally expected.”

SPC and APA had side-by-side exhibits at the conference. SPC’s display communicated the environmental advantages of using Southern Pine, while APA’s exhibit outlined the benefits of using raised wood floor foundations. A senior director for Habitat said their affiliates build about 50% of their homes on raised foundations, but the percentage is much less in the South, leaving a lot of room for growth. Cathy heard several positive reactions to raised floors from attendees. “The construction manager from a Habitat affiliate in Indiana said he prefers to build raised floors,” she said. “He explained that their volunteers love the framing part of a project. Raised wood floor foundations add a second day of framing work, which makes it easier for them to recruit volunteers and sponsors.”

Habitat for Humanity is a nonprofit ecumenical Christian housing ministry that seeks to eliminate poverty housing and homelessness around the world. To date, the group has built more than 300,000 homes across the globe, providing safe, affordable shelter for more than 1.5 million people.

Push to Build International Markets Continues in 2009

Though economic conditions led to decreased international demand for U.S. softwood exports in 2008, Ned DeJarnette, SFPA’s director of international markets, and members of several Southern Pine Council companies will continue efforts to build overseas markets for Southern Pine in 2009. “Although 2008 seemed poised to be a good year for U.S. softwood exports similar to what we experienced in 2007, it did not end up that way,” Ned said. “Total U.S. softwood volumes shipped during the last two quarters of 2008 were down in almost every traditionally good market destination.” Nevertheless, Ned reports that several SPC member companies reported strong Southern Pine shipments to markets such as the Caribbean, China and Mexico.

Ned and/or SPC’s international consultants along with representatives from interested member companies plan to represent Southern Pine at a number of international trade shows and seminars this year. They include the Delhi Wood Show, Feb. 12-15 in New Delhi in India; Interzum Guangzhou, March 27-30 in Guangzhou in China; Dubai Wood, April 21-23 in Dubai in the United Arab Emirates; and Interzum, May 13-16 in Koln in Germany. SPC members are also expected to participate in a USCB Sales Mission planned for May 11-15 to three growing Chinese markets – Fuzhou, Kunming and Chengdu. Although SPC has no current plans to participate, other events of interest include Expo Espacios de la Construccion, Feb. 26-28, and World of Concrete, June 16-18, both in Mexico City, Mexico.

For additional information on international trade activities, contact Ned at 504/443-4464, ext. 233, or by e-mail at edjarnette@sfpa.org.

McShans Star in New Magazine Feature

Southern Lumberman launched a new feature in its January/February issue – a question and answer style interview with an industry figure. The magazine’s premier “Q&A” piece features a group of longtime SFPA members, the McShans of Alabama. Associate Editor David Abbott interviewed J.T. McShan and his sons, Hunter and Tyler McShan. The issue’s cover photo features the three men and J.T.’s daughter, Melissa Allgood. In the interview, J.T., who is 82, offers a perspective on the industry and current economic situation that’s built on a lifetime of experience in the lumber business. The McShans own and operate McShan Lumber Company in McShan, Ala. If you missed the Q&A, be sure to check it out. The article is also available to registered subscribers at www.southernlumberman.com.

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