Transcript Concrete Industry Parking Lot Strategic Plan 2007-2010

Concrete Industry
Parking Lot Strategic Plan
2007-2010
“Historic Opportunity”
As the superiority of concrete parking lots is
increasingly matched with a first-cost
concrete advantage, the biggest challenge
in growing market share will be overcoming
the inertia of a marketplace where asphalt
has been dominant.
The opportunity is large, the trends are
positive—and promotion is more important
than ever.
Opportunity
The Opportunity is Large
According to PCA and Reed Construction Data:
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Concrete potential yearly: 88 M. CY concrete
22 MT cement
Concrete parking lot market share in 2005:
9.1% (new construction)
The Trends are Positive
In a world where customers care more and more about
the environment and always care about price:
 Concrete
increasingly recognized as “green”
 Asphalt increasingly recognized as having
environmental problems
 Asphalt increasingly expensive
Concrete Increasingly Recognized as “Green”
LEED Reference Guide
for Concrete published by
the RMC Foundation
Pervious is a “natural” solution of great
interest to increasingly “green” customers,
and a great “door-opener” to introduce the
environmental benefits of concrete in general
Asphalt Increasingly Recognized as
Having Environmental Problems
Asphalt has sealcoat and other
environmental problems.
Asphalt Increasingly Recognized as
From Environmental Health Perspectives Journal,
Having
Environmental
Problems
published
by the National
Institute of Environmental
Health Sciences.
“If you look at the asphalt used in a parking lot, the top coat is quite toxic. So if you have a heavy rain [soon]
after the parking lot goes in, it’s not unusual to see fish kills downstream.”
--- Melinda Lalor, professor of environmental engineering at the University of Alabama at Birmingham
Viewpoint of “Balanced’ Paving Industry Participant
Drew Meyer of Vulcan Materials posed this question in
his keynote at the NRMCA Convention in La Jolla
recently:
Do you know what concrete’s biggest
advantage will be over asphalt in the
next 30 years?
PRICE !
Asphalt is Increasingly Expensive
Prices for asphalt increased 17.8 percent in 2005 and 36.5 percent in
2006, according to an Associated General Contractors report.
Local Concerns Growing on
Asphalt Prices
Central Utah's Daily Herald newspaper reported in
March, 2007 that counties may have to cut back on
street resurfacing, because "asphalt prices will
continue to skyrocket.“
According to public works director Clyde Naylor, the
outlook is for asphalt to cost as much as 40 percent
more next year because supplies will be tight.
"We're just getting less (asphalt)," Naylor told
commissioners. "It might get to the point where we
have to make roads out of concrete."
Headline: High price of crude oil raises
cost of asphalt paving to 'outrageous'
Salt Lake Tribune Published: 05.29.2007
The high price of crude oil… has forced up the cost of laying
down pavement for new roads, filling in the potholes of aging
parking lots or reconditioning a home's leaky roof with a new
layer of asphalt shingles.
"The price of asphalt these days is outrageous," said Ron
Case of Ron Case Roofing and Asphalt Paving in Salt Lake City.
"Every month or so, it seems, we're getting hit with another
7 percent to 10 percent increase in price. And like gasoline,
there's nothing we can really do about it. We have to have
it."
First Cost & Lifecycle Cost Comparison I
Concrete & Asphalt
First Cost & Lifecycle Cost Comparison II
Concrete & Asphalt
Collaboration
(In planning and execution.)
Parking Lot Strategic Plan Goals
Download Strategic Plan and state/local planning material:
www.nrmca.org/aboutconcrete/strategic_plan.asp
1.
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Increase national market share for new concrete parking areas
from 9.1% in 2005 to 15.1% in 2010.
Develop and maintain an effective delivery system.
Ensure regular and effective communications among industry
promoters and stakeholders.
Provide quality and timely support materials and services.
Educate respective stakeholders, promoters and customers.
Develop and implement an effective measurement system.
Collaboration in Execution
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Communication is key for sharing/learning what
works
National/local teamwork creates awareness of
opportunities and improves success at both
levels
Tools and approaches useful in one area are
often effective in another
Shared goals enhance motivation for working
together and provide added incentive for support
Focus
Promotion Focus at Local Level
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National and local promotion are both necessary for
progress
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Industry participants are urged to bring expanded
promotion resources to bear on growing this market
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The Working Group agreed unanimously that the
most effective way to advance the market is through
additional full-time promoters focused on specific
local projects
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Strategic planning is needed to maximize local
promotion effectiveness as well as national
Local Strategic Planning
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Regional meetings encouraged to help
develop local strategic plans
Adjacent localities encouraged to plan and
work together
ROI analysis of payback on parking lot
promotion encouraged to optimize resources
Support
New/Updated Tools for Parking Lot Promotion
Working Group sub-committees developed plans for new and
updated parking lot promotion tools and collateral. NRMCA has
responsibility for implementing these plans.
 Local Project Lead-Delivery System (BUD)
 Centralized Design Assistance
7/07-- Updated Local Promotion Toolkit (Pitch Book)
9/07-- www.ConcretePromotion.org
9/07-- Parking Lot Success Database
1/08-- CPA Software Update
Updated Local Promotion Toolkit
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New “Low-tech” pitch
book
New project profile
templates
Existing collateral and
reference info
Everything available
“a la carte”
Local Project Lead-Delivery System
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Local promoters should be responsible for local leads-with national support
Buildings Under Design (BUD) online database is new
resource for gaining local leads
National subscription enables local account access for
only $50
Leads are detailed and regularly updated, can provide
lead time for thoughtful promotion activity
Useful for parking lots and other applications
Because of limited log-on availability, offer is limited to
NRMCA affiliated organizations and may not be
available after may 30, 2007
Centralized Parking Lot Design Assistance
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Service to be offered to specifiers through NRMCAaffiliated organizations
Intension is to encourage and support specifiers that
are willing to try concrete
Service is offered by NRMCA & Ohio RMCA (free in
initial pilot project, eventually on cost-sharing basis)
Suggestions for sub-base, thickness, design details,
jointing, specifications, maintenance, etc. using ACI
330, NRMCA CPA software, ACPA or PCA guidelines
Overcoming the Inertia of the Marketplace!
Sample Design Suggestions
Parking Lot Success Reporting
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Broad participation essential for development of
valuable tool
Simple spreadsheet format for collection and
submission of successes
Results will be available on ConcretePromotion.org
Database of pervious projects also being collected
CPA Software Update
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Default updates
“Training manual” addition
New user ‘talking points”
Asphalt cost calculator addition
Plan to offer recommended updates on
material costs
Program currently requires
asphalt cost in-place per ton.
Asphalt in place (sq. ft.)
Surface asphalt thickness (in.)
Bituminous base thickness (in.)
New format will
calculate in-place per
ton from in-place per ft2
www.ConcretePromotion.org
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Promoter-only site with initial parking lot focus, to
expand to other applications
Free downloadable resources including promotion
PDFs for local printing, demo videos, ad slicks, etc.
Updated news and information on promotion programs,
training sessions, industry events
Success stories
“Bulletin boards” and other communication tools
Best practices information and other support materials
Concrete Promoters Directory
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All concrete promoters
asked to sign up to
appear in directory
Form available now at
www.ConcretePromotion.org
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All sign-ups will receive
site access
Opportunity to register
support for the industry
parking lot plan
Collateral Available from NRMCA
Concrete Parking & Pervious Sites
www.ConcreteParking.org
www.PerviousPavement.org
Assessment
R.S. Means Adopted as Market Share Measurement Vendor
2005 Benchmarks & 2010 Targets for Concrete Parking Lots for New
Building Construction (By Region)
State
Arizona
California-Nevada
Florida
Great Lakes
North Central
Northeast
Northwest
Rocky Mountain
South Central
Southeast
Texas
Total
2005 Total
Parking (Sq.Ft.)
65,853,659
348,640,560
200,292,091
353,671,609
87,803,682
578,083,826
146,709,765
118,248,871
144,202,497
490,467,599
337,874,595
2,871,848,755
2010 Est. Total
Parking (Sq.Ft.)
78,156,779
430,767,174
239,619,263
422,734,381
122,615,573
679,647,202
194,919,203
166,655,774
207,360,801
590,689,339
410,514,375
3,543,679,865
2005
Concrete
Share
2.6%
3.9%
13.0%
5.4%
10.6%
1.7%
0.2%
4.5%
9.5%
6.9%
37.8%
9.1%
2010 Target
Concrete
Share
4.0%
6.5%
13.0%
8.8%
37.5%
2.9%
0.4%
10.3%
33.5%
16.4%
45.0%
15.1%
2010 Target
Cu.Yds.
Concrete
48,245
429,767
479,119
573,749
708,938
303,923
12,032
264,739
1,073,086
1,491,797
2,850,794
8,236,189
2010 Target
Cement Use (MT)
2010 Est. Cement
Potential (MT)
11,095
100,110
110,185
133,505
163,145
72,495
2,831
65,059
236,624
337,578
655,608
1,888,236
277,377
1,563,249
850,403
1,523,596
433,436
2,494,082
707,859
633,082
711,793
2,060,744
1,456,906
12,712,528
•Each participating state has a 2005 benchmark and 2010 goal, contributing to regional
totals
•State/regional goals comprise in total the NRMCA Strategic Plan goal for 2010
•Industry goals are therefore tied together which underscores importance of
collaboration and cooperation
Measurement Plans
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Report market share on a rolling 12-month basis at
the national, regional and state levels as a measure
of promotion effectiveness (in place now).
Increase the accuracy and utility of the Reed
Construction database over time (double projects
reviewed by 2010 from 3,000 to 6,000).
Conduct decision maker attitude and perception
studies every third year to provide focus to
promotion efforts and as a measure of progress
(2005, 2008, 2011).
Create a database for measuring concrete parking
area market share in the reconstruction market
(complete by 2011).
Steering Committee
Karl Watson, Jr.
Rinker
Michael Harlan
U.S. Concrete
Henry Batten
Concrete Supply Company
Bob Sells
Tarmac America
Barrett Reese
TXI
Dewey Fore
Ash Grove Cement
Peter Deem
Holcim (US) Inc.
Ray Seipp
Buzzi USA
Dale Fisher
PCI Systems
Doug Burns
North Central Cement Council
Tom Tietz
California Nevada Cement Promotion Council
Ken Caubble
Ohio RMCA
Robert Varner
MS Concrete Industries Assoc.
William Arent
Carolinas Ready Mixed Concrete Association
George Barney
PCA
Glenn Ochsenreiter
NRMCA
ASCC
“Assessment” includes making adjustments as needed
based on results as the plan moves forward.
Thanks!
Contact Glenn Ochsenreiter at NRMCA
for additional information on the
Concrete Industry Parking Lot Strategic Plan
[email protected] 240-485-1140
Promotion & strategic planning support materials available at
http://www.nrmca.org/aboutconcrete/strategic_plan.asp