Fall 2004 - National Ready Mixed Concrete Association

feature
Decorative concrete adds curb
appeal to homes. Techniques
used here include stamped and
colored concrete with
interesting joint patterns.
As value-added products, architectural
and decorative concrete can expand producers’
offerings and increase their profit margins.
For consumers, the products are long
lasting and aesthetically pleasing. It’s a winwin
situation for producer and buyer alike.
Where We Started
Several years ago, Portland Cement Association
formed a White Cement Subcommittee
in response to the increasing interest
in architectural and decorative concrete.
PCA focused on this area because white
cement is the key ingredient for achieving
good results in decorative concrete projects.
A pure white product, it provides the best
base for tinting.
A strategic plan was developed, which
included market research and focus groups
to get an idea of market conditions at that
time. They found that many people who
worked with cement and concrete every
day—architects, engineers, contractors and
ready-mix producers—didn’t even know that
portland cement was available in a white formulation.
So the first obstacle to overcome
was lack of awareness within the construction
industry.
Owners and purchasers were also found
to be largely unaware of the product or its
capabilities. Some thought all concrete was
white. Others didn’t know they could get colored
concrete to take on such a wide range of
appearances. Or use it for so many different
projects on their properties, whether corporate
buildings, retail establishments or residential
developments. Therefore, buyer
awareness also factored heavily into what the
program would need to accomplish.
Another issue was the perceived difficulty
in working with white or colored concrete.
Focus groups studied contractors and specifiers
to learn about their experiences. Some
had very good results in special applications:
colored driveways, yellow safety curbs and
white barrier medians. Others noted a
strong resistance to using products formulated
with white cement due to uncertainty
about results or ease of handling.
PCA’s Program
Given the challenges from producers and
end users, it was obvious that promoting
white and colored concrete had to be done
from both directions to be effective. So, a
two-pronged program was created to 1)
increase awareness among specifiers and 2)
support ready mixers to be able to meet a
growing demand for decorative concrete.
Idea brochures were distributed to architects,
A white concrete pool surround keeps the deck
surface cool under bare feet, even in hot sunshine.
20 ı FALL 2004