Josh Berthiaume says most of his work is commercial, but he does residential jobs, too.
Josh Berthiaume says he’s been in the paving business for over two decades and has never seen an economic landscape like the current one, but he’s managed to make things work despite the state of the world.
“I don’t think it’s about the business or where the business is located or outside circumstances. There’s always going to be something: increased prices, shortages, supply-chain issues, political stuff,” he said. “It really depends on the owner of the company for how the company is going to do.”
As the owner of Property Masters Pavement Maintenance in Ware, Berthiaume specializes in seal coating, crack sealing, and line striping, as well as filling in small patches, across the Greater Springfield area.
When the pandemic hit, Berthiaume told BusinessWest, he was concerned about how his small business would be affected. Despite doing all the work outside, he was still worried about the interactions he had to make with customers.
“They wanted to work on their house and work on their properties. My business did really well.”
“We’re a face-to-face business. We had to meet the homeowner and hand them their estimates. I didn’t know if I’d be able to just take photos or a snapshot of the estimates and send them virtually or what,” he said. “But I realized, as we kept going, it really didn’t impact us in a negative way. We work outside, and we’re not in close quarters with anyone. It was only when we met the customers that it got awkward here and there, especially when dealing with older customers.”
For the most part, sales never stopped — in fact, his business increased after the start of federal stimulus checks. Because people were staying home and receiving money, but couldn’t go anywhere, homeowners were willing to spend more to improve their quality of living.
“They wanted to work on their house and work on their properties. My business did really well,” he recalled. “If I’m going to be honest, we were on track for the year, if not making a little more because of the extra stimulus checks people were getting.”
Josh and Sam Berthiaume of Property Masters Pavement Maintenance
Even today, with the economy in flux and inflation high, Berthiaume is cautiously optimistic about the pace of business.
While homeowners started to reach out to Property Masters during for their home-improvement needs this time, the material costs have since skyrocketed, and so has the cost of paving a driveway.
“There are jobs that we went to talk to homeowners who were bid at $10,000 last year, and now it’s double the price, if not more,” he said. “They call me to seal coat or crack seal to glue everything together — it buys the customer a few more years before they have to make the big investment that they’re not ready for because of the price increases.”
He went on to tell BusinessWest that seal coating is usually a tenth of the cost of paving, so homeowners are able to put off redoing the entire driveway while prices remain high.
Sealing the Deal
The main issue he’s having right now is figuring out how to retain loyal customers at today’s higher costs. He explained that he has done jobs for customers multiple times over the past decade because he keeps his prices lower than many companies. And because they’re returners, he tries to honor the prices he originally gave them. But that is starting to hurt his profits.
For instance, to make the same profit off a driveway that cost $300 last time, he might have to charge $800 today. “When someone’s never done this before, they just see the difference in my prices versus paving companies. I’m a hell of a lot cheaper. So they’re not barking at the price. When I have to raise a repeat customer’s price over 100% because of economic reasons, that’s difficult. Some people bark at it, but others understand that gas has tripled the price.”
Even though there is no predicting the future, Berthiaume is confident in his ability to keep growing, though inflation remains a thorny problem. He told BusinessWest that, over the 25 years he’s been in the industry, he’s never seen prices rise this much.
“It’s going to be hard for everyone because the problems are just going to be passed on to the next guy,” he said. “We’re seeing material shortages and trucking shortages. We’re just hoping for the best. It’s a seasonable business, so hopefully over the winter, things straighten out, and our distributors figure out how to deal with the problems we’re facing this year.”
In short, while the economy still shows some cracks in the near term, Property Masters Paving Maintenance is ready for the challenge.
Tom and Pam Brogle work out of a small factory built in the 1800s.
Tom Brogle has had plenty of titles during his life: father, husband, secretary, boss. But he takes particular pride in being the owner of a small cabinet-making business.
“I remember a former employer who always said, ‘if it was easy, then everybody would be doing it,’” he said. “Owning a business is never easy. But at the end of the day, I feel good — tired, but good.”
Brogle is the founder and owner of Deerfield Cabinets and Millwork. Located in Greenfield, the business tackles both commercial and residential cabinetry and millwork. But he was eager to say he is not a carpenter.
“Please don’t ask me to build your house,” he said. “Instead, ask me to build your cabinets, built-ins, moldings. I will make you what you want, not what the big blue and orange box stores sell.”
Brogle originally “got hooked on woodworking” as a kid; his grandfather was an electrician and pushed him to pursue his interests. He went to a trade school where he took a carpentry and cabinet-making class, but most of his work revolved around the latter. Now, he’s been in the industry for 40-plus years, working for “just about every shop in the area, whether it be a closet place, store-fixture manufacturer, or millwork shop.”
His biggest motivation for getting out of the shops was his dislike for the way they treated their employees, and even customers.
“For most people, when they go to any custom shop, it usually means they have exhausted the options at the stores. They don’t have issues with cost, they’re probably tired of the usual stuff, and don’t want to replace it in five years or so. We will make it to last.”
“I saw how they treated people. I didn’t like the way they treated their employees; that’s why I don’t have any. And the way they treated their customers? I wasn’t crazy about that either.”
So he started his own cabinetry business — his second business in the field, actually. His first business was located in Chicopee.
“My family has a business bug. I got bit by it on the first go-round over 20 years ago. I had about 15 employees at its height. Don’t get me wrong — every employee at that time I considered my friend. But I lost touch with my trade. I felt at times just a sort of babysitter. When you own any business and have employees, they need to be busy, or you are not doing it right.”
Deerfield Cabinets and Millwork (DCM) is different, he said, explaining that he wanted to pursue his passion, but not have to answer to, or worry about, anyone else. In short, he prioritized his happiness overall, and that lies in the work itself.
Tom Brogle says some repeat customers ask for another product before the first is delivered.
He does have one other co-worker, his ‘office manager,’ Kali — his four-legged best friend. Well, maybe not his best friend. “I owe a lot to my wife, Pam, who, against her better wishes, is always there when I need her.”
Home and Office
DCM specializes in cabinetry and millwork projects. Millwork can be defined as anything from making a kitchen to just crafting the molding that fits around the door. It ranges from a custom piece of furniture, like a desk, to commercial kiosks like those seen in a mall. Brogle makes pieces for businesses and residents all over the New England area.
“The repeat customers are there as long as you treat them correctly.”
“We really specialize in commercial millwork for other businesses. We love doing projects for hospitals and doctors’ offices. We have a regular customer that brings us projects for pharmacies,” he explained. “Those kinds of jobs are great. We also love working with general contractors; they are aware of many factors that go into any project.”
Products are made, finished, and delivered to the customer, but DCM doesn’t typically perform installations. Brogle told BusinessWest that the piece is usually left in the designated area, but he will do installations only if it is one cabinet that requires a few screws in the wall.
“For most people, when they go to any custom shop, it usually means they have exhausted the options at the stores. They don’t have issues with cost, they’re probably tired of the usual stuff, and don’t want to replace it in five years or so. We will make it to last.”
During the COVID-19 pandemic, Brogle was concerned for his enterprise, like other owners. He felt especially vulnerable, having been in business for only six months before the world shut down.
“I was very concerned about making it,” he told BusinessWest, and the worry is still there. There was little work, but still work to be done. He acquired a job for a Boston hospital, but it has been an on-again, off-again opportunity.
“When COVID hit, of course everything shut down. To this day, they haven’t asked for their project. I have it in the other room, and I’m still working on it. It hurt — but it didn’t hurt much because I was still in the infancy stage.”
He’s also had issues with supply limitations. Brogle explained that, if he needed a lift of plywood, the supplier wouldn’t sell the lift of 35 to 40 sheets; they, too, were losing out on money. “They would sell 10-12 pieces at a time so they can make more money. If you order a lift, they give you a big discount. They can’t take that price cut, either — suppliers would rather sell 10 here, another 10 there, and so forth. I’ve had to watch what I buy. And sometimes I just don’t get it — it’s just not there.”
Despite the setbacks of COVID-19 and the resulting economic disruption, his business is starting to see a rise in sales. He explained a new job opportunity he received with a friend; he’s building about 50 mall kiosks, and the client is requesting 30 to 40 more over the next year.
Kali the ‘office manager’ checks out a kid gym Tom Brogle made.
“It’s a big job for all of us — the repeat customers are there as long as you treat them correctly,” he said. “You can treat a customer pretty badly and think you’re doing a good job. But if they don’t come back or if they tell someone you did a lousy job, you’ll lose money. It might not be a lot, but you don’t get that customer back.”
Brogle added that he likes to work with his customers to make projects doable, especially for residential jobs. When quoting a job, he tries to honor the price if it is within a certain range of the original estimate.
Though there’s a lot of competition in his field, Brogle is excited for the future of Deerfield Cabinets and Millwork.
There’s no predicting what the next year or five years will bring, but he is hoping to hire people that are passionate about the trade.
“I don’t have that crystal ball and all the answers, but this I do know — life is only what you make of it,” he told BusinessWest. “You can either be noticed or sit on your butt the rest of your days. And this is my trade.”
Karen Belezarian-Tesini says the mood in the ‘coverings’ industry is one of cautious optimism.
Karen Belezarian-Tesini recently returned from Coverings 2022, the largest trade show for the ceramic tile industry in North America.
The four-day event was staged at the Las Vegas Convention Center roughly a month ago, and while there was a good crowd, things weren’t quite back to what they were in 2019, attendance-wise and otherwise, observed Belezarian-Tesini, who has been to quite of few of these as manager of Best Tile’s Springfield location on Belmont Avenue.
Summing up the show, she said that, as always, there were hundreds of thousands of square feet of new products on display, and an opportunity for her and other attendees to get a clear understanding of the latest trends and innovations — which include everything from tile products that “look like wallpaper,” as she put it, to ever-larger sizes of tile for walls and floors — up to 60 inches by 120 inches in some cases, to growing options in porcelain, marble, and glass mosaic products.
“When I started in this business. 8-by-8 was the nominal size, then it was 12-by-12, then 12-by-24,” she explained. “Now, we’re looking at 24-by-24 and 24-by-48; that’s what’s in demand now; it’s not a need, it’s a want, and there’s a lot of want.”
As for the mood at the show … Belezarian-Tesini, described it as one of caution laced with large doses of optimism. The caution part is understandable, she said, given the stories dominating the news lately, everything from runaway inflation and its impact on prices to ongoing supply chain issues; from war in Ukraine to recent talk about the possibility of recession. And then, there’s the stock market and its precipitous decline. In short, there are many colliding factors that may certainly impact large purchases.
“People are cautiously upbeat,” she said. Everyone was so concerned and consumed with COVID — it’s all anyone talked about,” she said. “Then, the economy started to crazy and inflation started to go crazy — so there is caution about what all this means.”
“Overall, 2020 was up and down, but 2021 … was very, very busy. From Jan. 2 on, people were just constantly coming in and calling because they were remodeling. They were stuck at home looking at their four walls. It started picking up in the fall of 2020, and then in 2021, we did crazy business — it was fantastic.”
The accompanying optimism results from ongoing and very upbeat patterns (that’s an industry term) of business, she went on, adding that while the first quarter or two of the pandemic was slow for the broad coverings sector, as both consumers and those in the industry figured things out and waited for some dust to settle, by that fall, things were ‘crazy,’ as she put it. And in many respects, they still are.
“We’re still incredibly busy — things haven’t really slowed down at all,” she told BusinessWest, adding that, despite some gathering clouds, there is general optimism that things will stay this way.
Indeed, the trends, and the mood, on display at the Coverings show in Las Vegas, pretty much echo what Belezarian-Tesini can see and hear at the Belmont Street facility, where the pace of business has been steady since the fall of 2020, when many of those who were essentially trapped at home and not entirely happy with what they were looking at decided to do something about it.
These solid times blend with host of challenges that range from longer wait times for some products to back-ups in the warehouse as ordered products sit and wait as customers wait for other needed items before they proceed with remodeling projects.
Members of the team at Best Tile; from left, Erika Andreson, Ariel Tatsch, Karen Belezarian-Tesini, Alyssa Belanger, and Sarah Rietberg.
“We have some purchase orders that we placed in November, and we still haven’t seen them,” she explained. “But what we have, we have plenty of.”
For this issue and its focus on landscaping and home improvement, BusinessWest talked with Belezarian-Tesini about what she saw in Vegas, what she can see in her own showroom, and what she foresees short and long term.
The Best Tile location in Springfield is a place where the past, present, and future come together. Sort of. Certainly the past and the present.
This is where Harry Marcus, who, with his wife, Mollie, sold tile out of the back of a car at one point, planted the roots that would eventually grow into a business — known originally as Marcus Tile and eventually as Best Tile — with 28 locations across the Northeast and beyond.
As for the present, this is where those current trends are playing out, and where Belezarian-Tesini and her team are trying to contend with steady demand and those aforementioned challenges mentioned. And as for the future … well, it may not be at this location.
Indeed, Belezarian-Tesini said there has been an ongoing search for a new facility for nearly five years now. It has taken her and other team members across the region and especially to higher-traffic areas, including Riverdale Street in West Springfield and Memorial Avenue in Chicopee.
There have been some “near misses,” as she termed them, especially on Riverdale Street, but a new location has proven elusive. The search continues, because a larger, more modern facility is needed, she said.
Meanwhile, there is also some succession planning going on, said Belezarian-Tesini, adding that she and several other branch managers are approaching retirement, and this proactive, forward-thinking company wants to be ready for that day.
Getting back to the present, and the recent past, Belezarian-Tesini said these are intriguing times for this business and this industry.
Turning the clock back to the start of the pandemic, she said the business managed to stay open, but with some huge adjustments when it came to how business was done.
“We were open, but in the early days, the door was locked,” she explained. “We did everything virtually. Customers would either call in or email; we would gather samples that they saw on our website, we’d put them in a bag, we’d put them outside the front door, the customers would pick up the samples, they’d call in their orders, they’d return their samples back at the door, we’d disinfect everything and put them away, and then we’d start all over.”
Elaborating, she said that because of the reports that COVID could live on surfaces, every piece of tile in the showroom had to be disinfected regularly, at a time when disinfectant was hard to come by. Overall it was a trying time, but unlike many retailers, the company made it through without layoffs and without losing any employees.
“It was crazy,” she went on, adding that by that fall, there would be a different kind of crazy as homeowners, many of them with money to spend because they weren’t spending it on vacations or much of anything else, looked to make some improvements.
“Overall, 2020 was up and down, but 2021 … was very, very busy,” she recalled. “From Jan. 2 on, people were just constantly coming in and calling because they were remodeling. They were stuck at home looking at their four walls. It started picking up in the fall of 2020, and then in 2021, we did crazy business — it was fantastic.”
And, for most part, things have not slowed down to any large degree, she went on, adding that the only thing that has slowed down is the pace of products being shipped from the warehouse to customers, who can’t proceed with a remodeling project until they have everything they need.
“So many of the jobs that we have tile for are sitting in our warehouse, because the customer can’t get the refrigerator or the faucet or tun or the sink or the toilet,” she explained, adding that, overall, this is not a bad problem to have. “The jobs are taking an inordinate amount of time; for a while, it was lumber it was the issue, now it’s things like backer board or the foam board being used for walls now that are on back order. Or, when we get 600 to 700 sheets of it, and within a week, it’s gone — sold out. It’s crazy … we can’t keep up. No one can keep up.”
Because the company is a direct importer, it has not been as hard hit by supply chain issues as some of the smaller companies and stores, she went on, but all players in this industry are being impacted to some extent, whether it’s with delays or the spiraling cost of shipping containers.
“So many of the jobs that we have tile for are sitting in our warehouse, because the customer can’t get the refrigerator or the faucet or tun or the sink or the toilet. The jobs are taking an inordinate amount of time.”
“The cost of shipping has gone through the roof,” she said, uttering each one of those words slowly for emphasis. “What used to cost $4,000 or $5,000 now costs $20,000 to $25,000; it’s crazy.”
Thus far, the company has managed to mostly absorb these increases without passing them on the customer, she said, noting that there has been one increase, while other companies have had several.
Flooring Their Customers
As she offered a quick tour of the showroom, Belezarian-Tesini pointed to some of those newer, wall-paper-like patterns, different options in marble and porcelain, and two of those 60-by-120 tile panels that are now in demand — far more on the West Coast than they are here.
‘There are only a few companies around here that could even install something like this,” she told BusinessWest, adding that this may likely change because this is the direction this industry is moving in — or one of them anyway.
For 66 years, Best Tile, and Marcus Tile before that, has been at the forefront of such innovations and trends, she said, adding that this is one pattern that won’t ever change.
As for the rest of them, the company will continue to evolve as it has for the past seven decades and continue to have customers needs … covered.
Dave Graziano, project manager of the Landscape Division at Graziano Gardens.
For area landscapers, the pandemic created a boom in business as consumers working at home and unable to go on vacations decided to improve their surroundings and invested accordingly. There is still some of that going on, but noticeably less, with consumers enjoying more spending options, while also experiencing considerable anxiety over sky-high inflation. While there is still plenty of work, landscapers confront a host of challenges, from workforce issues to shortages of materials to soaring gas prices.
By Mark Morris
The phones are ringing at landscaping companies this spring — but not at the same frenzied pace of the last two years. And that’s just one of many trends to watch as the calendar moves to mid-spring
Overall, consumers People are more cautious about spending their money this year, said Greg Omasta, president of Omasta Landscaping in Hadley, and, at the same time, they certainly have more spending options than they did in 2020 and even 2021.
“Those who have the money and want to improve their yard are still going to,” Omasta said. “For everyone who was on the fence about it … not so much.”
Steve Corrigan, president of Mountain View Landscapes and Lawncare in Chicopee, concurred with that assessment. He said that while his company has backlog of business through June, he’s not as confident about the rest of the year.
“We’ve had internal discussions that we don’t have as many leads compared to this time last year,” he told BusinessWest. “People are still requesting work but we’re wondering if we will be as busy as last year.”
Two years ago, the pandemic forced people to spend more time at home. Many looked at their outside surroundings and decided they needed to invest in their yards, in many cases using money that would normally go toward a vacation away from home. This created a huge boom for landscapers who could barely keep up with all the demand for their services.
“Now that people are able to travel again, it seems like the COVID spending is slowing down,” Omasta explained, adding that on top of leisure travel increasing and people returning to the workplace, landscapers are experiencing an unseasonably cold spring that brings with it other challenges.
“Every year is different,” said Dave Graziano, project manager of the landscape division of Graziano Gardens in East Longmeadow. “If you talk with any independent businessperson there is some worry this year about what’s coming.”
That worry usually involves how to handle increased business costs, finding workers, and managing supply chain issues with various products. And landscapers are certainly having to cope with all those issues and more.
“Those who have the money and want to improve their yard are still going to. For everyone who was on the fence about it … not so much.”
Indeed, all the landscapers we spoke with have commercial clients as well as residential customers. Rachel Loeffler, landscape architect and principal with Berkshire Design Group in Northampton, said there is often competition, if one can call it that, between commercial and residential when supplies are short.
“Sourcing for plants can be challenging in normal times,” Loeffler said. “Now contractors check with five or six nurseries when they would normally go to one.” This scramble for plants often means finding substitutes.
As a landscape architect, Loeffler often recommends using products like cedar wood that will remain durable for years to come. When cedar became, in her words “extremely expensive” it changed the conversation with clients.
Steve Corrigan leads his crew as they install pavers at Loomis Village in South Hadley, one of many current projects for his company, Mountain View Landscapes and Lawncare.
“They had to go back and figure out how to build something that was durable and sustainable, but would also fit their budget,” Loeffler said.
Even world events affect landscaping materials. Omasta pointed out that many of the minerals found in fertilizers come from Russia. “So, some of our supply chain issues are based on what’s going on in the Ukraine.”
For this issue and its focus on landscaping and home improvement, BusinessWest talked with several business owners and managers in this sector. These discussions revealed the full breadth of challenges facing these companies — as well as the ample opportunities for continued growth.
Omasta told BusinessWest that, while it’s getting a little easier to find products — with the accent on little — items are coming in at premium prices that are generally 30% to 50% higher than last year.
But finding some products and materials remains a challenge, and the shortages result from a variety of reasons.
As just one example, Both Graziano and Omasta noted the difficulty in finding large evergreens and other large-caliber trees. And Loeffler said the recession of 2008 is the reason why it’s difficult to find such trees now.
“The trees that are available now were cultivated some 10 to 15 years prior,” Loeffler said. “In 2008, many nurseries cut back on their normal planting because of a big drop in demand.”
Overall, tree shortages and rising prices of everything from lawn-care products to bricks are just some of the challenges facing landscapers.
Indeed, on the commercial side of the ledger at Mountain View, Corrigan said his crews are working on several projects in Eastern Mass for parks, playgrounds, and athletic fields. While travelling up to an hour and a half from his home base in Chicopee is a common practice, fuel prices are forcing Corrigan to refigure what vehicles he sends to specific jobs.
“Our crew trucks use a lot of fuel so we leave them at the jobsite and go back and forth with different vehicles,” said Corrigan, adding that he’s looking to conserve whenever and wherever he can, because the numbers are so staggering.
“Last year we spent about $280,000 on fuel,” he said.“With prices increasing, if we use the same amount of fuel as 2021, it will add more than $100,000 to our costs unless we do something different.”
With more than 40 vehicles in the company’s fleet, costs can add up quickly. A newer vehicle might offer better gas mileage — if you can get one, that is.
“We placed an order for three new vehicles back in December,” said Corrigan. “And we won’t see them until July or August.”
Meanwhile, finding enough labor to get the job done remains a challenge.
Corrigan said his company has 95 people on the payroll and he could easily add another 10 — if he could find them. “Just before COVID, we hired a full-time recruiter, because even then we were having trouble finding help,” he noted, adding that the landscaping sector tends to attract young, entry-level people.
Many candidates get disqualified for failing their drug screen or for bad driving records, he went on, adding that he remains optimistic about the labor front. “We’ll get through it, one person at a time.”
Staffing has remained steady for Omasta Landscaping, thanks to a core group that has been with the company for several years. While landscape construction jobs remain hard to fill, Omasta said he had the opposite experience when hiring for clerical and office jobs.
“We took out ads for office people and the response has been tremendous,” Omasta said. “It seems there are people in the job search right now, whether it’s a career change or looking for a different job.”
While coping with these day-to-day issues and challengers, landscapers are also responding to longer-term trends, many of them involving the environment, cost-effectiveness, or both at the same time.
Rachel Loeffler says there is often competition between commercial and residential customers when supplies of certain products are short.
Loeffler told BuisnessWest she is doing more “lifecycle-costing” for projects. With this method, she will evaluate the installation of two similar materials — for example granite curbing vs. concrete curbing.
“We look at initial upfront cost, how long before each needs to be replaced, and then the cost over 100 years … and it’s crazy,” said Loeffler. “While granite is more expensive at the onset, over a 100-year period it’s significantly cheaper.”
She explained that concrete curbing has a useful life of about 15-20 years, so any time the asphalt paving is replaced, a new concrete curb will need to be built. With granite, a bucket loader can pick up the curbing and reset it each time the area is paved.
Loeffler admits most people don’t get excited about curbing, and she understands that project managers may opt to save money in their budget by using concrete, though granite proves to be a less expensive choice over the long term.
In a similar vein, Corrigan said changes are happening with the safety surfaces on new playground construction. For many years, landscapers have covered the areas around playground equipment with a thick installation of wood chips. The specs now call for poured in place rubber surfacing.
“It can cost four to five times more than wood chips, but project owners want it because the rubber works better from a safety perspective and they don’t have to go back every year to dress off the wood chips,”Corrigan said. The two-part process involves a base mat with a colored surface on top. In order to meet safety requirements, the rubber surface goes through a series of tests that mimic children falling on it.
Getting the Real Dirt
Looking at the proverbial big picture, Omasta said he understands that people don’t think about landscaping on cold, raw spring days, and there have been quite a few of them lately. “Once we start seeing sunny 70-degree days, the phone will ring off the hook,” he said, expressing optimism that his company, and this sector, will continue to flourish in these challenging times.
Graziano concurred, noting that the cold and windy weather has kept early customers from browsing at the garden center and from booking landscaping services.
“We’ve had a little slower April, but most likely May and June will be crazy — it’s the nature of the business,” he said, adding that nature, meaning Mother Nature, is just one of many issues to be confronted during what will likely be a different kind of year.
The home-improvement industry has gone through a dramatic increase in demand over the past few years, which has been challenging to fulfill at times due to product and labor shortages. Businesses and consumers alike have felt the resulting stress. The Western Mass Home & Garden Show on March 24-27, produced by the Home Builders & Remodelers Assoc. of Western Massachusetts, offers a solution — a diverse array of reputable vendors and a crowd of eager customers, all in the same building.
“As the Home Builders Association in Western Mass., we have had many conversations with homeowners that have expressed their frustrations and offered them support to navigate through the process,” said Andrew Crane, Home Show director and executive director of the association. “As we don’t see a decrease in demand in 2022, we know how essential the Home Show will be for these individuals to increase their opportunity to get in the queue for the upcoming building season.”
“As we don’t see a decrease in demand in 2022, we know how essential the Home Show will be for these individuals to increase their opportunity to get in the queue for the upcoming building season.”
A wide range of vendors are exhibiting at the show this year, running the gamut from builders, painters, landscapers, remodelers, cleaning services, HVAC services, and more. Oftentimes, people undertaking a home project need not just one service, but several different ones — and the Home Show is able to connect clients to all the services they may need, all at the same time.
“What I’ve found is that a lot of the people who come to the Home Show have more than one thing that they’re looking for,” said Christopher Grenier, owner and head painter of Christopher J. Grenier Painting & Finishing, LLC. “They’re not just looking for a painter; it’s part of a larger project, and of course, with all the different contractors that are there, they can find just about anything that they’re looking for.”
Grenier’s Chicopee-based business offers services like painting, wood finishing, wall repair, and ceiling repair, for both private clients and local contractors. This year will mark his fourth time exhibiting at the Home Show, and he expressed how much business vendors receive by exhibiting at the show, as well as how much they felt it when the 2020 show was canceled and the 2021 edition scaled down and moved to late summer, both due to the pandemic.
“Last year was an anomaly because of COVID, because of the rescheduling of the show. I still came out with 20 or more requests for follow-up,” he told BusinessWest. “The year before that was much higher because we weren’t in COVID. I think I came out year one with almost 90 requests for follow-up.”
There is certainly something to be said for the value of marketing to an audience of thousands at this show, as well as the cross-promotion and networking that occurs between the exhibiting companies. The ability to bring everyone together in person has shown itself to be an invaluable resource for both vendors and attendees throughout the years.
“Everybody just Googles everything now and buys on the internet,” Grenier said. “When you get people to the Home Show, they get to stand there and interact with the professional, touch the product, get feedback, get the right advice from whomever it is … actually being there in the physical space and not the metaverse has clear advantages. Anybody who attends the Home Show has an advantage to make their project more successful.”
Crane echoed this sentiment, emphasizing just how beneficial and convenient the Home Show is for attendees.
“Everybody just Googles everything now and buys on the internet. When you get people to the Home Show, they get to stand there and interact with the professional, touch the product, get feedback, get the right advice from whomever it is … actually being there in the physical space and not the metaverse has clear advantages.”
“This is such a time saver compared to traditional methods of calling and setting up individual appointments,” he said. “Many people feel more comfortable meeting with a few vendors before deciding, and doing this at the Home Show can save weeks and weeks of time.”
The annual show sees all types of attendees who visit for a variety of different reasons. Attendees typically fall into one of several categories:
• People planning to buy or build a new home, who may visit with builders, real-estate agents, financial institutions, and sellers of component products, such as hardwood flooring, tile, and appliances;
• People planning to remodel or renovate, who may want to check in with all of the above, plus vendors of replacement components such as windows and doors, as well as appliances, wall treatments, and home furnishings;
• Yard and garden enthusiasts, who tend to be interested in lawn and landscaping services; wall, walk, and edging components and materials; and trees, shrubs, flowers, and seeds;
• Lifestyle-conscious individuals, who like to check out trendy, high-tech, or time-saving products, as well as home furnishings and products focused on self-improvement, fitness, and health;
• Committed renters, who have no plans to own a house, but may be interested in space-conservation and space-utilization products, as well as home furnishings;
• Impulse buyers, who flock to vendors of home décor, arts and crafts, cooking and baking products, jewelry, and personal goods; and
• Those who attend the show purely for fun, who may arrive without an agenda but often develop ideas for future purchases and home products. “More than any other group,” the association notes, “these people are the ones who have come to rely upon our show on an annual basis and who perhaps have the greatest impact upon our vendors.”
No matter the reason someone has for attending, the Home Show prides itself on helping both attendees and vendors with an abundance of opportunities.
“Our objective is to provide a venue with multiple vendors and a robust representation of products under one roof,” Crane said. “This show will help homeowners minimize the time it can take to decide on the best products and remove frustrations that can come with trying to meet and decide on a home-improvement company.”
The 67th presentation of the Western Mass Home & Garden Show will take place in the Better Living Center building at the Eastern States Exposition. This year’s show hours are Thursday and Friday, March 24-25, 1 to 9 p.m.; Saturday, March 26, 10 a.m. to 9 p.m.; and Sunday, March 27, 10 a.m. to 5 p.m. General show admission is $10 for adults, and children under 12 are admitted free. A coupon reducing admission to $7 can be found on the show’s website. Parking on the Eastern States Exposition grounds is $5 per vehicle.
Both at the Springfield store and online, EcoBuilding Bargains promotes itself as a way to save money and keep items out of landfills.
When Darcy Ratti was living in Southern Connecticut, she heard about EcoBuilding Bargains — shortly after she completely refinished her basement.
“I was so angry,” she recalled. “I would have saved so much money, and it would have looked so much cooler.”
These days, as store manager at the Springfield-based seller of reclaimed building materials, Ratti is sharing that enthusiasm with customers both near and, increasingly, far away.
“We get a lot of higher-quality materials now than we did four or five years ago as word has spread,” Ratti said, explaining how the store procures its ever-shifting stock of used building materials and also new items taken off contractors’ and wholesalers’ hands. “We’ve got brand-new Samson doors that have never been installed — an overstock. I’ve got a lot of brand-new windows that were a misorder.
“In general, people want to save some dollars here and there, and they want to buy something that will help out the environment a little bit,” she went on. “You can get better quality here for the price than you would at a big-box store. Instead of getting a pressboard cabinet set IKEA or Home Depot, for the same price, you can come here and get a full plywood set with all the bells and whistles.”
“People want to save some dollars here and there, and they want to buy something that will help out the environment a little bit.”
The Center for EcoTechnology (CET) launched EcoBuilding Bargains more than a decade ago as a way to repurpose materials that otherwise might be headed for landfills, but the past few years have seen the store expand beyond in-person sales and into an online presence, first on eBay in 2019 and then, last spring, onto its own e-commerce website (ecobuildingbargains.org), making it one of the few sellers of reclaimed materials with a national (and global) online platform.
“We started our e-commerce on eBay two and a half years ago, selling doorknobs, hinges, more of the antique, rare items that folks look for specifically,” Ratti explained. “Then we branched out with a broader range of items.”
Darcy Ratti says she’s surprised at what people want to toss out — but her customers are the ones who benefit.
From there, the store launched its own web store last May. “Basically, anything that gets posted to our eBay store also gets posted to our web store, and vice versa,” she noted. “But we’ve expanded the types of stuff that people can buy online. You can buy cabinets online now. You can buy a door online and ship it. We’ve got an extremely large chandelier we’re selling to someone from Texas, waiting to be shipped. We’ve sold and shipped to every state, as well as places like Italy, Australia, and Japan.”
That’s a boon for people searching for very specific, hard-to-find items, and now don’t have to travel to Massachusetts for them. “Maybe it’s faucets you can’t find or brass hardware or an Anderson window sash that’s very specific to a certain model or a Velux skylight kit or a mid-century-modern Legomatic chair. We get into reclaimed items that are very specific. A customer who knows the exact model number can go online and type it in, and if we have it, we’re going to come up.”
An online store made even more sense during the pandemic, said Emily Gaylord, CET’s director of Communications and Engagement. “One, we wanted a safe way for customers to shop. Two, there was all this renewed interest in home spaces, and a lot of people had to make a home office out of nothing. Subsequently, we saw a lot of supply-chain issues. Honestly, I think, with the direction retail is going, online stores are inevitable.”
EcoBuilding Bargains also launched virtual shopping appointments for far-flung shoppers.
“Yes, you’re reducing your carbon footprint and helping us with our mission, but you’ll also find something you won’t be able to find anywhere else.”
“That was a really cool, important piece,” Gaylord said. “If you’re searching for a cabinet set, you can book a virtual appointment, send the measurements ahead of time, and we can walk you through them in a video call. Looking for a new front door? Here are six doors with the finish and size you want. Virtual shopping experiences are a huge time saver.”
Two Ways to Save Green
The clientele at EcoBuilding Bargains, both in person and online, has been broad, Gaylord told BusinessWest.
“We definitely get people who say, ‘I just need a window, something affordable; what do you have?’ And there are some people making sustainable choices, people who really care about their environmental impact and carbon footprint; they’re shopping with us as well. Then, over the last few years, the DIY space exploded, and we have trendy and unique materials for your space. We serve all those people.”
She noted that buying secondhand items has a sort of double environmental impact, keeping materials out of landfills while reducing the impact of what would have been made and purchased new instead.
Emily Gaylord says the store has stocked newer and higher-quality materials in recent years.
“We’re dealing with some serious issues. We’re at a moment right now where people are understanding climate and environmental issues in a way they haven’t ever before,” Gaylord went on. “But making sustainable choices has so many benefits. Yes, you’re reducing your carbon footprint and helping us with our mission, but you’ll also find something you won’t be able to find anywhere else. Or you can have a much higher-quality item than you could otherwise afford. When you start thinking in a sustainable way, it’s not just for the earth, but for you as a business owner or homeowner.”
Items arrive in the store from a variety of sources, Ratti explained.
“We’re looking for the person who has that overstock or a contractor that has done a bunch of remodels, and they’re finding good, reusable materials and taking them to their shop or their garage and just hanging onto them because they know they’re good. We’re helping them defray the costs on their end so they don’t have to dispose of it, and they get a tax donation receipt.”
Homeowners are bringing in materials as well — after replacing an old vanity or lighting fixtures, for instance.
“What we saw during the pandemic was people coming up with unique ways to put together home offices, and they’d come in here for different pieces,” Ratti said.
She’s often surprised by the quality of items that wind up at EcoBuilding Bargains, like a striking, solid chestnut front door, nine feet tall and three inches thick.
“When you’re shopping more sustainably, you’re going to find better alternatives, not just your run-of-the-mill thing. You’re buying a door like that, and you’re spending less than you would somewhere else. We’ve got a marble mantel from 1867; it came out of a brownstone on Newbury Street in Boston. You’re not going to find that someplace else.”
Gaylord agreed. “It’s not a salvage yard; it’s high-quality materials. That’s really important for us and our mission; we don’t want to push stuff back into the world that’s not going to meet that mission. We want to make sure we’re selling good-quality doors, low-flow toilets, fixtures that don’t have any lead in them. We’re always thinking of the quality of the materials, not just the quantity.”
“We want to make sure we’re selling good-quality doors, low-flow toilets, fixtures that don’t have any lead in them. We’re always thinking of the quality of the materials, not just the quantity.”
Even the packing materials used to ship items are recycled, Ratti noted. “Here, you’re saving some money but also helping with the environment. By being a little more frugal, there’s less production happening in the world.”
City of Home Improvement
Gaylord feels like EcoBuilding Bargains, through its national presence online, is just one more way Springfield is being put on the map.
“To see our store in Springfield start to have a national reach, and people be exposed to us from all over the country, is amazing,” she said. “Springfield is really special, and our store is really special. Seeing people fall in love with it is great to see.”
And the reasons they are seeking out sustainable options aren’t going away.
“How we work and how we use buildings is in flux right now,” she told BusinessWest. “The world looks a lot different than it did two years ago. It’s really exciting to see our business in Springfield not slow down, but, in fact, innovate and grow. People are getting more exposed to the Western Mass. region through this. It’s more than just selling a reclaimed door.”
Infinity Construction Corp. has stayed busy with excavation and site-preparation work.
The past two years have been challenging for most sectors of the economy, and home improvement is no exception, beset as it has been with material shortages and soaring costs. But customer demand has certainly been a positive story, as people suddenly spending more time in their homes found plenty of reasons to call a contractor. Now, however, with inflation not receding and the economy still in flux, the question is whether those phones will continue to ring with such regularity.
By Mark Morris
Two years ago, the COVID-19 pandemic and a sudden shift to remote work drove people across the country into their homes, and they didn’t always like what they saw. So, instead of spending money on vacations or luxury items, many people chose to address long-ignored projects around the house. It was a good year for the home-improvement industry.
“Because so many people were working from home, they decided to tackle problems instead of continuing to put them off,” said Ger Ronan, president of Yankee Home Improvement in Chicopee. “The pandemic definitely changed people’s buying patterns.”
The problem today is that those patterns have continued, and in some cases, customers have had to wait for their contractor to start catching up on all the work they scheduled — while professionals are still dealing with price hikes and material shortages caused by global supply-chain issues.
“Because so many people were working from home, they decided to tackle problems instead of continuing to put them off. The pandemic definitely changed people’s buying patterns.”
Siervo Jimenez, owner of ProBuilders Home Improvement (ProBHI) in Springfield, said some of his current customers first called when the pandemic started. “We’re still finishing the projects we received from that time.”
As area contractors told BusinessWest, the projects homeowners have been asking about run the gamut from flooring and bathrooms to whole additions. “People have told us the housing market is so expensive right now, they want to make their house bigger instead of buying a new one,” Jimenez said.
Early in the pandemic, there was a time when people were nervous about having outside workers in their homes. Jake Levine, design associate with Advanced Rug and Flooring Center, said this phenomenon caused orders to decline for a time in 2020 — but it didn’t last long.
“We’ve come full circle, and now the phone hasn’t stopped ringing,” he said, noting that the most popular flooring these days is luxury vinyl planks (LVP), which click together and look like hardwood floors.
Ger Ronan says his company has avoided some supply-chain issues by anticipating shortages and buying a considerable amount of materials in advance.
For the last two years, weather has taken a toll on Western Mass., as the amount of rain each year has increased. Fixing drainage issues for homeowners has been a big part of Kyle Rosa’s recent activity. Rosa owns Infinity Construction Corp., which handles commercial and residential site development.
“People who have been living in the same home for 20 to 30 years were suddenly finding leaks from the basement floor and concrete walls cracking from moisture,” he said. “That’s been the number-one problem we’ve been helping people solve.”
The most popular improvement project for Ronan involves people getting rid of their bathtub for a dedicated shower installation. While that’s been a strong trend for retired and older homeowners, Ronan said they are not his only customers.
“I’ve been seeing people make more practical choices. We’re seeing projects where the emphasis is less on making it beautiful and more on what’s practical.”
“Our younger customers are doing shower conversions because they just aren’t using their tubs,” he explained. “For many people, the idea of sitting and lounging in a bath just isn’t as popular as it once was.”
Ronan was able to get around some of the supply-chain issues because his production manager anticipated there might be shortages last year and ordered a considerable amount of tub and shower materials to have on hand at the warehouse.
“When most people had to wait three to six months for a shower conversion, we could do the job within a week,” he said. “We were able to circumvent many of the supply-chain issues because we had materials in stock.”
Sometimes a simple home improvement can change someone’s life. When the child of one of Yankee Home Improvement’s construction managers suffered a paralyzing accident, the old shower and tub set up at his home was no longer feasible. Before Ronan could even offer, his crews came to him with a plan to help the family.
Siervo Jimenez says the cost of new homes has caused many homeowners to invest in additions instead.
“On their own time, our crews jumped into action and converted the bathroom to make it easier for the child to shower,” he said. “I encouraged them to take whatever materials they needed, and in short order, they got rid of the tub and installed a shower setup that would accommodate a wheelchair.”
Like many contractors, Ronan admits that finding replacement windows has been tough. He will work only with vendors who can assure they have stock, and that’s what he offers to customers.
“I will only market products that I can get,” he said. “If there is a long wait list for a product, I won’t offer it because I don’t want to inflict that on the homeowner.”
Jimenez uses a similar strategy of stocking up when items are available. When prices dropped a while back on electrical outlet boxes used for plugs and light switches, he bought them in bulk.
“These are now hard to find, and when you can, they cost two or three times more than before,” he said, adding that every cost savings makes a difference when bidding for new work. “If you have to keep increasing your estimates from project to project, you might lose out on jobs because your prices are too high.”
Not surprisingly, hardwood floors became much more expensive when lumber prices everywhere increased. While the supply of the popular LVP flooring has been steady, so are price hikes, with manufacturers increasing prices 20% to 30% in the past year.
“As a result, traditional laminate flooring is making a comeback,” Levine said. “It has remained affordable as an option that hasn’t gone up 30%.” Laminate floors are known for their durability but are prone to water damage, making them a poor choice in kitchens and bathrooms.
Ceramic flooring is one product in short supply. Levine said consumers who want the durable floor are faced with limited choices. “Many of these companies are still running at half capacity, so they are producing their most popular selections, and that’s all.”
Rising inflation on everything in the economy is causing a shift in customer attitudes when they sign up for a home improvement.
“I’ve been seeing people make more practical choices,” Ronan said. “We’re seeing projects where the emphasis is less on making it beautiful and more on what’s practical.”
“These days. I’m definitely seeing more people who are careful about spending their money.”
Rosa noted that his customers have stopped asking for add-ons. “Back when people were receiving stimulus checks, they wanted esthetic projects like retaining walls, and they would often request an extra project like hydroseeding their lawn. Now that things are getting tight, lots of people are pulling back on the extras, and I get it.”
Levine believes there are two types of customers, those who watch what they are spending and those who get what they want, no matter the price.
“These days,” he said, “I’m definitely seeing more people who are careful about spending their money.”
Up and Down
Jimenez and his crews continue to stay busy with projects from their current customers, but lately his phone is ringing less. “I have seen a decrease in calls coming from new customers,” he noted.
While he expects the commercial side of his business to remain busy, Rosa predicts that high prices will cause a slowdown in residential work as consumers delay home improvements such as re-grading their yards.
Sometimes, however, when one side of the business decreases, the other increases. Rosa may be doing less work at older homes, but he has been preparing building sites for new homes “like they are going out of style” and does not see that trend slowing down anytime soon. He believes the high prices of established homes are making new construction more desirable.
“New houses are selling before they even hit the market,” he said. “In fact, people are making offers to buy the homes we’re building while we are still on the job site.”
Overall, even in this up-and-down business environment in many sectors of the economy, home-improvement contractors remain busy and always on the lookout for what will drive new business.
“We follow the market trends,” Ronan said — however unexpectedly they may shift.
Even though they’re busy now, Andrew Crane says the Home Show helps contractors fill their pipeline with future work.
By Mark Morris
In the old days — prior to the pandemic — when homeowners wanted to make improvements to their property, they called several contractors for competitive bids. Once a contractor was selected, the job would start shortly after that.
Since the pandemic, those days are long gone. Contractors are busier than ever, and building materials have been affected by worldwide supply shortages and price hikes. Now, homeowners seeking a contractor can leave a phone message, but may not receive a call back.
For those reasons and many more, the Home Builders and Remodelers Assoc. of Western Massachusetts is staging a “special summer edition” of the Western Mass Home & Garden Show, usually held each March.
Andrew Crane, executive director of the association, told BusinessWest that, even though contractors are busy, the event (scheduled for Aug. 20-22) fills an important need.
“Many people will research their home project online, but at some point they need to see and touch the products they want and speak to professionals who can get the job done,” Crane said. “The Home Show allows them to move the project forward and not wait for a callback.”
The Home Show also works for contractors because it allows them to fill their project pipeline with future work.
“While most contractors are straight out right now, many don’t know what their business will be like in the coming fall and winter months,” Crane said.
By labeling it a “special summer edition,” Crane made it clear this is intended to be a one-time event. Plans are full speed ahead for the 2022 Home Show in its traditional late-March timing. The summer show is a way to fill the void left when COVID-19 forced cancellation of the 2020 and 2021 editions of the Home Show.
The special edition will be a scaled-down version of the full show, running only three days instead of four and setting up in only one building at the Eastern States Exposition grounds. The smaller event will still look similar to past shows, with booths set up in the Better Living Center and several outdoor displays.
“I’m very busy right now, but it’s well worth it for me to be at the show because I still need a steady stream of work that I can plan for in the months ahead,” he explained.
Chris Grenier says even a scaled-back show brings value to vendors.
BusinessWest spoke with a few contractors who have found both short-term and long-term benefits from participating in the show.
Frank Webb Home in Springfield sells a wide range of kitchen and bath fixtures, as well as lighting. Manager Lori Loughlin said taking a booth at the Home Show is well worth the investment.
“We often see a 40% increase in business right after the Home Show,” Loughlin said. “Even though we’re in a busy time right now, that can change, so we want people to keep us in the loop when they plan their kitchen and bath projects in the future.”
For the last five years, Gisele Gilpatrick, project manager for Pro-Tech Waterproofing Solutions in Chicopee, has chaired the Home Show organizing committee. Her company has always done well at the event.
“It’s a chance to meet people one on one and for them to collect business cards,” she said. “People will often call us six months to a year after the show to say they are ready to fix their wet basement.” She also said it’s not unusual to hear from people up to five or six years later.
When Gilpatrick meets people at the Pro-Tech booth, they often share photos with her, but they are not of children and pets. “They bring us pictures of their basements and say, ‘this is what my nightmare looks like,’” she said, adding that an interesting dynamic happens when someone describes the specifics of their wet-basement problem.
Gisele Gilpatrick says the lingering pandemic has forced show organizers to constantly reassess safety protocols.
“One person might be telling us their story, and others who overhear become interested in the conversation because they have similar problems in their basements,” she said. “The next thing you know, a group of people are gathered around our booth.”
While gathering at a booth can be good for business, this year, people will need to take social distancing into consideration when they congregate. The emergence of the Delta variant of COVID has show organizers making constant adjustments to their safety protocols.
“In planning the show, we’ve gone back and forth from wearing masks to not wearing masks as mandates keep changing, so it won’t be a surprise if they change again,” Gilpatrick said.
The maintenance staff at the Exposition grounds have boosted their protocols with more frequent surface cleaning during the show. They have also strongly encouraged people to wear masks. Crane advised, “if you are at all uncomfortable, wear your mask.”
Despite all that, Gilpatrick believes it’s worth attending the show, and for some, the scaled-down version might be easier to navigate.
“The crowds at the March Home Show can be overwhelming for some people,” she said. “This edition of the show will be easier to get around, and we will still have lots of quality exhibitors.”
Lori Loughlin says finding a contractor can be difficult right now, and the Home Show can help make those connections.
As people have stayed closer to home for the last 18 months, many have set aside the money they would normally have spent on vacations and going out, and are using those funds instead to make improvements to the inside and outside of their homes, a trend Loughlin said is far from over. “People who are planning home projects now have been looking at their houses for a year and a half, and they are ready to make some changes.”
Crane emphasized the importance of planning and noted that the combination of busy contractors, shortages of certain building materials, and difficulty finding enough laborers all contribute to projects taking more time than in the past.
“Plan as far ahead as you possibly can,” he said. “I don’t want to scare anyone from doing a project, but planning is more important than it’s ever been.”
Grenier said good planning starts with recognizing that everyone is busy right now. “If folks go to the Home Show looking to make an interior improvement, they should plan it as a winter project. If it’s an exterior project, plan for next spring.”
Crane agreed. “The days of getting prices from four or five contractors are going away. If you talk with a contractor who gives you a reasonable price and you have a comfort level with them, sign them up.”
Loughlin said just finding a contractor to start a project is now more challenging. “The Home Show gives people an opportunity to meet contractors they might not have known about who can help them. It’s a chance to meet contractors in person and establish a point person to contact.”
The real opportunity is moving past thinking about a project, to making it happen, she added. “I believe people will come to the Home Show because many are at the point where they’ve done all they can online, and now it’s time to broaden what’s actually possible.”
Crane also emphasized how the Home Show has become a social event. For a $10 admission, it gives people an inexpensive time outside the house. It also allows people to see and touch new products.
“For the low cost of getting into the Home Show,” he said, “you might see that one thing that completes the puzzle of putting together your project.”
With state financing now in place, construction is expected to begin in early 2022 on a $29.9 million project to transform the landmark Mill 8 at the historic Ludlow Mills complex into 95 mixed-income apartments for adults 55 and older and a center for supportive healthcare services, Westmass Area Development Corp. and WinnDevelopment announced.
The Massachusetts Department of Housing and Community Development recently announced new tax credits and subsidies to support the next phase of the ambitious adaptive-reuse project, focusing on the section of the 116-year-old complex that contains the clock tower shown on the town’s seal. The Mill 8 project follows the successful transformation of Mill 10, which offers 75 units of mixed-income housing for adults 55 and older.
“There is a three to five-year wait for vacancies in the Residences at Mill 10, proving how vitally important it is to deliver additional quality apartment homes to seniors in and around Ludlow,” said Larry Curtis, president and managing partner of WinnDevelopment. “The continued support of the Baker-Polito administration was the last piece of the financing puzzle needed for us to begin the next phase of work to preserve and revive one of the town’s most treasured historic assets.”
Overseen by WinnDevelopment Senior Vice President Adam Stein and Senior Project Director Lauren Canepari, the project has received enthusiastic support from local, state, and federal officials representing Ludlow. The town has committed state and federal money for several key infrastructure improvements, including the ongoing construction of Riverside Drive and the addition of a wastewater pumping station for the area. In addition, the National Park Service has committed federal historic tax credits to the effort.
Support from the Baker-Polito administration includes federal and state low-income housing tax credits, as well as money from the state’s Affordable Housing Trust Fund, Housing Stabilization Fund, and HOME program.
“As Westmass continues its redevelopment of the Ludlow Mills, we are excited to see the long-awaited Mill 8 transformation begin. Westmass will also benefit from this as we will retain the majority of the first floor for commercial development.”
The 95 apartments to be built inside Mill 8 will cater to a wide range of incomes, offering 43 affordable units for rent at 60% of area median income (AMI), 40 market units, and 12 extremely low-income units available at 30% of AMI. The first phase of the project, the Residences at Mill 10, is 88% affordable.
“The cost of housing is one of the single greatest challenges facing our Commonwealth, and that challenge has been amplified dramatically by the pandemic,” state Sen. Eric Lesser said. “This development will be a welcome addition to Ludlow with 95 new affordable housing units. It will unlock opportunity and alleviate some pressure for housing access right here in Western Mass.”
Gov. Charlie Baker added that “projects like Mill 8 that bring mixed-unit, affordable housing to the community are an important part of the solution required to address the Commonwealth’s housing crisis, and our administration is proud to support them. Unlocking additional opportunities for community and economic development across the state will require more housing of all types in every corner of Massachusetts, and this project stands as an example of how we can continue making progress toward our goals.”
Mike Kennealy, secretary of Housing and Economic Development, argued that the Commonwealth’s housing crisis will be resolved only by the production of more housing — and through more projects like Mill 8. “Thanks to their many partners and the town of Ludlow, these new units will be specially designed for families of all incomes and with supportive services to help people stay in the community they call home.”
In addition to modern apartments, the project has partnered with WestMass Eldercare to create a 5,000-square- oot Adult Day Health Center inside the building that will provide on-site, enhanced supportive services to residents of Mill 8 and Mill 10, including nurse visits, a service coordinator, healthy-living programming, and transportation to the nearby Ludlow Senior Center.
“I am proud to see the public and private partnership between federal, state, and local government with Westmass Area Development Corp. and WinnDevelopment to breathe new life into the iconic Mill 8,” state Rep. Jake Oliveira said. “ As the project enters its next stage, I’m excited to see the clock tower mill building that adorns our town seal to finally become fully functional once again.”
The redeveloped property also will contain common area amenities, including on-site laundry facilities, on-site management, a fitness room, a resident lounge, and several outside recreation areas to serve future residents.
“Since Westmass began this project over 10 years ago, it has always been a priority to get Mill 8 redeveloped,” said Antonio Dos Santos, board chair of Westmass Area Development Corp. “This building has the marquee presence of the entire mill complex, and we are excited that the transformation of this iconic building will be getting underway soon.”
Nearly 43,000 square feet of space on the first floor of Mill 8 will be available for lease to local businesses.
“As Westmass continues its redevelopment of the Ludlow Mills, we are excited to see the long-awaited Mill 8 transformation begin. Westmass will also benefit from this as we will retain the majority of the first floor for commercial development,” said Jeff Daley, president and CEO of Westmass Area Development Corp. “As we pull together different uses in the mills complex, housing is one of the priorities, and we are excited to partner again with WinnDevelopment with the continued support of the Baker-Polito administration.”
The design and construction of Mill 8 will meet the standards of Enterprise Green Communities (EGC), an environmental certification program for affordable housing that includes milestones for water conservation, energy efficiency, healthy materials, and green operations and management.
The Baker-Polito administration recently announced it has established an ambitious greenhouse-gas (GHG) emissions-reduction goal for the next three-year Mass Save Energy Efficiency Plan. The goals, established as part of comprehensive climate legislation signed into law by Gov. Charlie Baker in March, are intended to help the Commonwealth meet its ambitious goal to reduce GHG emissions 50% below 1990 levels by 2030.
The GHG reduction goal for the three-year energy-efficiency plan, established in a letter issued by Energy and Environmental Affairs Secretary Kathleen Theoharides to Mass Save program administrators, builds upon the framework established in the administration’s 2050 Decarbonization Roadmap and 2030 Interim Clean Energy and Climate Plan. The goal requires the Commonwealth’s utility companies to pursue an ambitious emissions-reduction goal through Mass Save in a cost-effective and equitable manner while creating jobs and opportunities for economic development throughout Massachusetts.
“Massachusetts continues to lead the nation in ambitious clean-energy and energy-efficiency policies with programs like Mass Save, helping residents save money on their energy bills while making substantial progress on our climate goals,” Baker said. “The goals we are setting today will help spark innovative efficiency solutions and lead to significant reductions in harmful greenhouse-gas emissions to combat the effects of climate change.”
“In establishing this emissions-reduction goal, our administration is laying the groundwork for significant investments in energy-efficient infrastructure and job creation across the Commonwealth,” Lt. Gov. Karyn Polito said. “These investments will reduce air pollution in our cities and towns, create new economic opportunities, and lower energy costs for our residents and businesses across the state.”
The GHG reduction goal for the 2022-24 Joint Statewide Energy Efficiency Plan for electric utility companies requires the reduction of 504,955 metric tons of carbon dioxide equivalent (CO2e) emissions, while the emissions reduction for gas-utility companies requires the reduction of 335,588 metric tons of CO2e.
Gov. Charlie Baker
“The goals we are setting today will help spark innovative efficiency solutions and lead to significant reductions in harmful greenhouse-gas emissions to combat the effects of climate change.”
“Massachusetts remains a national leader in energy efficiency, but we continue to pursue innovative approaches to make our buildings more efficient, drive investment to our cities and towns, and help our state meet its ambitious target of net-zero emissions by 2050,” Energy and Environmental Affairs Secretary Kathleen Theoharides said. “The goals set today will not only help residents and businesses increase efficiency and reduce emissions, but also ensure that equity is a central priority in our efficiency programs as we continue to transition to a clean-energy future.”
The climate legislation signed by Baker requires both economy-wide and sector limits, which will be set first for 2025, then for 2030. The Mass Save program prepares three-year investment plans, one for gas programs and another for electricity and delivered heating fuels. Those plans include goals and reporting requirements for three sectors: residential, residential income-eligible ratepayers, and commercial customers.
The Mass Save energy-efficiency programs are funded by utility customers. All residents and businesses located in investor-owned utility territories in Massachusetts pay into a fund through their utility bill, which supports these programs. The three-year plan directs how these funds will be spent on financial-incentive programs for homes and businesses. The development, implementation, and evaluation of three-year plans is overseen by the Energy Efficiency Advisory Council (EEAC), which is chaired by the Department of Energy Resources (DOER). A resolution created by the EEAC this past March details the EEAC’s priorities for the upcoming three-year plan, as well as providing specific recommendations to support these priorities.
The letter sent by heoharides to the utility companies that administer the Mass Save Program details the goals and priorities for the 2022-24 energy-efficiency plans, which are currently in development and which must be voted on by the Energy Efficiency Advisory Council and submitted to the Department of Public Utilities (DPU) by Oct. 31.
It is anticipated that Mass Save will achieve the GHG emission-reduction goals by increasing the number of buildings retrofitted and weatherized each year, making significant investment in electrification of existing buildings to transition customers away from fossil fuels, reducing support for fossil-fuel heating incentives, phasing out LED lightbulb incentives, increasing equitable program investments in environmental-justice communities and low- to moderate-income households, and increasing workforce-development investments to expand diversity in the workforce. The goals build on the administration’s effort to promote long-term decarbonization in coordination with the EEAC and its priorities, such as promoting passive home adoption and air-source heat pumps.
“Energy-efficiency measures are the most cost-effective way for residents and businesses to lower their energy bills and to lower our greenhouse-gas emissions,” Department of Energy Resources Commissioner Patrick Woodcock said. “DOER looks forward to our continued partnership with the Mass Save program administrators and the EEAC to design a plan that meets this ambitious mandate.”
The final 2022-24 energy-efficiency plans, to be filed with the DPU in October, are required to be designed to achieve the GHG goals established in the secretary’s letter and should focus on programs that accelerate the market transformation needed to achieve net-zero emissions by 2050. The plan should reflect the GHG-reduction goals and include a performance-incentive mechanism that ensures that electric and gas utilities are incentivized to achieve these goals.
On March 26, Baker signed comprehensive climate-change legislation that significantly increased protections for environmental-justice communities across Massachusetts; authorized the administration to implement a new, voluntary, energy-efficient building code for municipalities; and allowed the Commonwealth to procure an additional 2,400 megawatts of clean, reliable offshore wind energy by 2027. Recognizing the significant impact of climate change on environmental-justice communities overburdened by poor air quality and disproportionately high levels of pollution, the legislation statutorily defined environmental-justice and environmental burdens, including climate change as an environmental burden.
The legislation also expanded Massachusetts Environmental Policy Act review to require an environmental-impact report for all projects that impact air quality within one mile of an environmental-justice neighborhood and required the Department of Environmental Protection to conduct a stakeholder process to develop a cumulative impact analysis as a condition of permitting certain projects.
Home renovation spending has grown 15% in the last year to a median $15,000, according to the tenth annual Houzz & Home survey of more than 70,000 U.S. respondents. Higher-budget projects (with the top 10% of project spending) saw an increase from $85,000 or more in 2020, compared with $80,000 in the two years prior.
Kitchen projects are the most popular among renovating homeowners, and while median spending has been flat on these projects for the past three years, investment on major remodels of large kitchens jumped 14% to $40,000 in 2020 compared with $35,000 in 2019. The study also found that the busy renovation market will continue through 2021, with 56% of homeowners renovating or planning to renovate this year, the highest share since 2017 (52%).
“While the pandemic caused initial concern for the residential-renovation industry, many homeowners finally had the time and financial means to move forward with long-awaited projects in the past year,” said Marine Sargsyan, senior economist for Houzz. “This pent-up demand, along with other long-standing market fundamentals such as accumulated equity, will empower homeowners to continue investing in their current homes rather than face skyrocketing prices in the housing market.”
With homeowners homebound due to the pandemic in 2020, the share who reported that they had wanted to pursue a home renovation all along and finally had the time increased by six percentage points in 2020 (44%versus 38% in 2019), and remains the top renovation trigger. Wanting to do it all along and finally having the financial means also rose (as reported by 36% of homeowners compared with 34% in 2019). Meanwhile, 25% of homeowners claimed to have renovated instead of moving to find a home that fit their needs because it was the more affordable option. Surprisingly, remodeling to adapt to recent changes in lifestyle only increased by two percentage points in 2020 (18%) from 2019 (16%).
“Kitchen projects are the most popular among renovating homeowners, and while median spending has been flat on these projects for the past three years, investment on major remodels of large kitchens jumped 14% to $40,000 in 2020 compared with $35,000 in 2019.”
While cash remains the leading form of payment for home renovations (83%), the share of homeowners opting to finance their projects with credit cards fell significantly to 29% (from 37% in 2019). Tax refunds gained popularity among renovating homeowners in 2020 (10%), especially when funding small projects up to $5,000.
Gen-Xers Step Up Spending
While Baby Boomers (ages 55-74) have historically led in both renovation activity and spending, Gen-Xers (ages 40-54) narrowed the gap in 2020. Median spending for Baby Boomers, who represent 52% of renovating homeowners (down from 55% in 2019), remained flat at $15,000. Gen-Xers now account for 32% of renovating homeowners (up from 30% in 2019) and increased their median spending to $14,000 (from $12,000 in 2019). That said, the top 10% of both generations increased their investment in 2020, but Baby Boomers did so at a more significant rate (from $80,000 to $90,000 versus $82,000 to $85,000 among Gen-Xers). Median spending among Millennials (ages 25-39), who represent 12% of renovating homeowners, remained unchanged in 2020 ($10,000), with the top 10% investing $65,000.
Outdoor Projects Heat Up
While interior room remodels remain the most common projects (68%), outdoor areas have increased in popularity since 2018, with 2020 showing a jump of six percentage points (57%) among renovating homeowners. Improvements to outdoor spaces were directed toward the grounds, with beds or borders and lawns seeing significant growth in popularity (35% and 20%, respectively). Exterior upgrades, such as decks and porches or balconies, also increased in popularity in 2020 (14% and 12%, respectively), with homeowners investing 25% more in deck and porch upgrades ($2,500 and $1,500, respectively) compared with 2019.
Smaller Spaces See Higher Spending
Homeowners are investing in smaller areas that may once have been considered a luxury and are now a necessity. Demand for home-office projects jumped four percentage points (14%) and were 10% more expensive in 2020 ($1,100). Median spending on closet upgrades also saw a significant jump of 43% to $1,000.
Homes Get Smarter
Smart-home technology purchases continue to rise in popularity, with streaming-media players and TVs experiencing the greatest increases (14% and 12%, respectively) compared with 2019 (10% and 7%, respectively). A larger share of renovating homeowners purchased smart-technology products for their outdoor spaces than the previous year, including security cameras, light fixtures, and speakers or sound systems (19%, 7%, and 3%, respectively).
Homeowners Hire More Than One Professional
Nearly seven in eight homeowners hired professional help for their renovations in 2020 (87%), typically engaging more than one professional per project. Among professionals hired, specialty service providers were the most common (49%), followed by construction and design-related professionals (36% and 18%, respectively).
The annual Houzz & Home survey is the largest survey of residential remodeling, building, and decorating activity published. The survey covers a wide range of renovation projects in 2020, from interior remodels and additions to home systems, exterior upgrades, and outdoor projects. Data gathered includes historical and planned spends, professional involvement, motivations and challenges behind building, renovation and decorating projects, as well as planned activities for 2021. The 2021 study includes more than 70,000 respondents in the U.S. alone. The survey was sent to registered users of Houzz and fielded in April and May 2021, and published earlier this summer.
While interior-design trends in homes can be slow to change — and, in many ways, have been, as evidenced by the white and grey colors that still dominate — the way people are using their homes did change somewhat over the past year. That, and a growing desire among older homeowners to age in place, has influenced what people are looking for in kitchens and bathrooms — and they have no shortage of options to achieve their vision.
By Mark Morris
With a wave of her hand, Lori Loughlin makes the water flow from a touchless kitchen faucet.
While homebuyers want to put their own stamp on a new house, Scott Keiter said, when it comes to kitchens, they tend to think alike.
In fact, the owner of Keiter Builders currently has six new homes under construction, and for every one, the owners want kitchens that provide plenty of light, an airy feeling, and enough room for people to gather.
“We’re seeing less of a distinction between the kitchen and living area and more of a merger as the two morph into one space,” he said.
In many cases, the anchor to this space is the kitchen island. While islands have been popular for years as a way to provide more counter and cabinet space, during the pandemic, they saw increased use for food preparation as people ate more meals at home. The island also served as a desk for many who suddenly found themselves working from home. As a result, Keiter said, islands have become more multi-purpose, and the kitchen is now seen as a multi-use space.
“On top of the normal cooking and food prep, we’re seeing a movement to make the kitchen a more communal room. It’s becoming a place to work from home, as well as a place for guests and friends to congregate.”
While the kitchen is becoming more of a gathering place and its form and function are changing, Dave Lloyd, manager of Budget Cabinet, said every customer looking to remodel that space shares one objective: convenience.
“While new houses allow for bigger islands, we do a lot of remodeling projects where people are limited by the footprint of their house,” he said.
Whether incorporating an island or not, one trend that addresses convenience and improved function is what Lloyd called “drawers over doors.” Many cabinet designs offer wide and deep drawers to store bulky or heavy items. That way, instead of making someone reach overhead for heavy dishes in a cabinet, a waist-high drawer allows for easier access — which becomes more important as people age.
“We’re seeing less of a distinction between the kitchen and living area and more of a merger as the two morph into one space.”
Aging in place also comes into play in bathroom design, said Lori Loughlin, manager at Frank Webb Home. These days, she noted, handheld shower heads are the choice of nearly every bathroom renovation. Also popular are shower fixtures that combine a handheld with a rainfall feature.
“We work with many people who want to age in place, so we stress that a handheld shower is more convenient to use and clean the shower stall,” she explained.
Converting old bathrooms to accommodate a lower-threshold shower for the aging or physically challenged isn’t new, she added, but the styles are changing. “There are things we can do to make a shower safe and functional without it looking institutional. For example, there will be a seat and grab bars, but they are done with more style, so the result looks more like a spa.”
Colors such as gray translucent stain are appearing in more kitchens.
Aging in place also affects kitchen design, where islands are available in multiple levels, with a lower level constructed to accommodate seniors or people in a wheelchair.
Because everyone is more aware of touching surfaces, touchless bathroom faucets and a toilet that flushes by waving one’s hand over a sensor are available as well. While once considered gimmicky, sophisticated toilet seats that have a warmer built in, along with a bidet, are growing in interest. Loughlin noted that these more premium seats also contribute to aging-in-place considerations by allowing people who might otherwise need assistance to take care of themselves.
Such bathroom renovations might seem like an indulgence, Lloyd said, but the result is a space that provides easier access and convenience, again, allowing people to live in their homes longer.
During this boom time in home building and renovations, BusinessWest caught up with several professionals who shared what their customers are looking for in their kitchens and bathrooms — for both their present and future needs.
Form and Function
Lloyd noted that today’s kitchens emphasize designs that are high-functioning and less ornate, and tastes are trending toward cabinet designs with clean lines such as the Shaker look, as well as simpler cabinet hardware.
While the overall trends haven’t changed much over the years, he added, colors have seen some changes. “Translucent cabinet stains are becoming popular because it gives you some color, but you can still see the grain of the wood. Whites and grays — both light and dark — are still very popular color choices.”
Lloyd said his customers want interesting but not ornate designs in kitchen backsplashes, while upscale appliances remain very popular in kitchen remodels, with stainless steel a popular option and black stainless on the rise as a trend.
Black may become the new neutral, Loughlin said, noting that touchless and black faucets are currently big sellers in kitchens. “For the next couple of years, I think we will be seeing a trend of faucets with mixed metals, such as black and gold,” she noted, while faucets with a black finish are trending in the bathroom as well.
Dave Lloyd demonstrates a two-level silverware drawer.
Deep drawers provide easier access for larger items.
While white farmhouse sinks remain popular, she said they are now available in black and other colors to better match darker shades of quartz and granite countertops. Speaking of which, quartz has passed granite as the most popular stone countertop material.
“People are spending more time in their kitchens, so they are getting what they want,” she explained. The styles that resonate most with her customers include the contemporary farmhouse look and industrial chic, where faucets and lighting have a stylish but industrial look to them.
Lighting also reflects black and gold color schemes, with open fixtures creating an airy look. Pendant lighting, which once featured small pendants suspended from the ceiling, have grown into larger pendants that fill more space and provide more light.
Kitchen floor upgrades were once limited to hardwoods or tile floors made of ceramic or porcelain. Eclipsing both of those choices, the current most popular trend in flooring is LVT, or luxury vinyl tile. Resembling wood planks, LVT floors click into place and are known in the industry as ‘floating’ floors, so named because they are not glued down. Jake Levine, manager of Advanced Rug and Flooring Center, said the waterproof properties of LVT make it a best seller in his store.
“Because LVT handles water so well, it is replacing other more expensive alternatives,” he said. “LVT is also 40% warmer to the touch than a tile floor, and it’s not prone to chipping, also an issue with tile floors.”
Installing a hardwood or tile floor takes real expertise, Levine explained, noting that LVT floors can be a do-it-yourself project because they allow more room for error.
“If you don’t like the direction of the planks, you can unclick them and reinstall,” he said. “I’m not saying everyone will get the same results as a professional, but a capable DIY-er can do it.”
For customers who prefer a tile look, LVT is available in 24-by-12-inch pieces featuring stone patterns that click in place similar to the planks. This style and its waterproof properties make it a good choice for a bathroom, but Levine said most people still prefer porcelain or ceramic tile.
“For many people, the word ‘vinyl’ suffers from an old stigma of linoleum floors that discolored and peeled,” he said. “The click floors are very good for bathrooms because they are designed for areas that get water.”
As Western Mass. is known for its many older homes, a bathroom renovation can often involve converting a spare bedroom into a larger, more modern bathroom, usually adjacent to the master bedroom. Lloyd said this is a popular renovation among empty-nest couples.
Mixed metals are an increasingly popular option for kitchen faucets.
“People who want to stay in their home are figuring out how to use the same square footage, but improve it,” he explained. “The idea of living space is changing, where people will give up a bedroom for a luxury bathroom with better lighting, better shower, and more storage in the cabinetry.”
While many bathroom renovations replace the tub with a more upscale shower, Loughlin said that decision is usually driven by personal preference.
“There are bath people, and there are shower people,” she noted. “People who like to take baths will spend whatever they want for a bathtub, while those who only want a shower won’t even install a bathtub in their master bathroom.”
As Seen on TV
For those considering upgrading a kitchen or bathroom, popular media such as the HGTV cable network and social-media sites Pintrest, Instagram, and others offer endless examples of what’s new in design and accessories.
“Every customer who comes in has at least one Pinterest photo on their phone, or they reference something they saw on HGTV,” Lloyd said, adding that houzz.com is another influencer.
Meanwhile, Levine credits HGTV shows with increasing the awareness of LVT flooring. “The vinyl plank is now common knowledge thanks to them.”
Loughlin said the Frank Webb showroom carries several kitchen sink styles that appear on HGTV because customers often have a vision that is influenced by the network. While helpful most of the time, however, these shows can also contribute to outlandish and unrealistic expectations.
“Some people think they can redo their house in 30 minutes; it just doesn’t work that way,” she said. “It’s not unusual for the timeframe to surprise people, especially now, when hiring a contractors is more difficult because they are all so busy.”
While new trends emerge in kitchens and bathrooms, older ones are meeting their demise. In new homes, Keiter noted, people still want bathrooms that are upscale and functional, but use less space.
“Real estate is so expensive now, some people are reassessing where they want to spend their money,” he said. “Instead of a 250 square-foot bathroom with a whirlpool tub, they are opting to lose the whirlpool and reduce the overall size of the bathroom.”
Instead, he said, customers are spending their money in the kitchen or a sunroom, where they spend far more of their time.
In the spirit of simplicity and a clean look, Lloyd said the recent trend of glass cabinet doors is on its way out because “people like to put things away and not have to keep looking at them.”
He also noted that counter space for wine bars is starting to give way to dedicated cabinetry to house an emerging trend: coffee bars. “Wine was big for a while, but coffee has become bigger of late.”
Though tastes may differ, kitchen and bath professionals all agree that customers these days have plenty of options.
“Manufacturers are expanding their product lines to accommodate many different tastes and needs,” said Loughlin, giving people the opportunity to follow their vision or create their own style.
On a Thursday in February while snow fell on the region, Bob Schwein was answering a steady stream of phone calls at Drewnowski Pools.
Sure, some calls were from people who use their spas year-round, but many more inquiries were to schedule swimming-pool openings.
“Swimming-pool owners know that if they want to schedule a pool opening for Memorial Day, when thousands of other people want to open their pools, they need to schedule now,” said Schwein, sales manager for Drewnowski.
Early spring is typically when he receives calls to replace vinyl pool liners and to repair or renovate pools made from gunite, a concrete product used for many inground pools. “Repairs to gunite pools can take weeks, and people don’t want to interrupt the middle of their swimming season, so we usually schedule these early in the year.”
With his business growing over the last five years, Schwein said backyard pools are not what they used to be, particularly inground pools (see photo above).
“It used to be a rectangle with a three-foot concrete walk around the pool and a fence surrounding it by itself in the yard,” he noted. “Now, the pool is part of an entire backyard experience.”
That trend — toward creating an experience right outside the back door — is one that many different types of outdoor-improvement contractors can attest to, particularly during the era of COVID-19. BusinessWest spoke with several who said people are spending more money on their homes simply because they are spending more time at home.
The oft-heard story is that people were encouraged to only go out when necessary, and those who were fortunate enough to work from home during this time have been able to save some money, while also becoming more acutely aware of repairs and renovations they may have been putting off. As a result, many contractors reported their most successful year of business in 2020.
As many of the pandemic restrictions continue, people are not sure how long they will continue to work and attend school from home. It reminds Brian Rudd, owner of Vista Home Improvement, of the uncertainty that emerged during a different historic time.
“After 9/11, we saw people start to nest, and they began to see their home as their kingdom,” he said. “Since the pandemic, the desire to nest at home has happened to an even larger degree.”
“Right now, people are addressing the aesthetics of their houses because they are home more and able to address these things now.”
And they’ve been increasingly looking outside the home, not just inside. After a record year in 2020, Rudd reported that even more customers want new siding and new windows. “Right now, people are addressing the aesthetics of their houses because they are home more and able to address these things now.”
It’s not unusual for customers to call Dave Graziano, landscape project manager for Graziano Gardens, to replace old, overgrown plantings with new ones. Last year was different because, along with replacing old plantings, customers wanted to make other improvements to their property.
“Whether it was adding a big patio or simply hanging flower baskets, people wanted to create more outdoor living space, no matter how large or small their yard might be,” he said.
Brian Campedelli, president of Pioneer Landscaping, said his business doubled in 2020 because people decided to invest in their homes rather than vacations. “The money they would have spent on vacation instead went into their backyards, where we helped them create an outdoor entertainment area.”
Both Graziano and Campedelli noted that firepits have become one of the most popular additions to the backyard.
“While we build a lot of circular firepits, people are getting creative and asking us for square or triangular pits to match the seating they have around it,” Campedelli said.
A worker with Pioneer Landscaping places patio stones.
Once considered only for warmer climates, outdoor kitchens are also a growing part of his business, with many designs incorporating a pizza oven.
“In the past, people would not build outdoor kitchens because of the short season to use them, but I don’t hear that as much anymore,” he said. “I think people are just going for it.”
Dive Right In
‘Going for it’ is an increasingly common mindset when it comes to buying an inground pool as well, Schwein noted.
While Drewnowski sells inground and above-ground pools, installation is handled by its parent company, Juliano Pools of Vernon, Conn. As busy as Juliano was last year, many who wanted pools couldn’t get them, due to higher demand than normal combined with shortages of materials and labor. Schwein said 2021 is off to a good start because those who couldn’t purchase last year can do so this year.
“We have a spillover of people from last year and new people who have decided to buy a pool this year, so I’m positive that combination will mean another banner year,” he told BusinessWest.
For years, many believed that houses with inground pools would be tough to sell. The red-hot real-estate market since last spring seems to have made that concern a moot point. Many first-time homebuyers are also first-time pool owners who are calling Schwein for advice on how to maintain their inground asset.
“From what I’ve seen, people are not afraid to buy a house with an existing pool. In fact, to many, it’s a selling point,” he said. While a typical home inspection does not cover the condition of a swimming pool, Drewnowski has pool inspectors available to help prospective buyers understand what they are getting.
With less inventory in the housing market, Rudd observed that many people choose to upgrade the house they have. By the same token, when people do purchase a home, they often come to see him, armed with plans.
“From what I’ve seen, people are not afraid to buy a house with an existing pool. In fact, to many, it’s a selling point.”
“When people move, they improve. And when they don’t move, they improve,” he said with a laugh.
Sprucing up a house isn’t complete until landscaping provides the final touch. In addition to landscaping services, Graziano Gardens has a retail store for those who want to tackle backyard projects themselves. Graziano saw new faces in the garden center last year, resulting in what he termed a “mini-explosion.”
“We sold out of trowels, shovels, gloves, watering cans, things we’ve never sold out of before,” he said. Also hard to come by were grown items such as hanging baskets, vegetable plants, and even evergreen hedges. “It seems like people just wanted to fill in that spot.”
Brian Campedelli says customers are looking for more creativity in firepit design.
Dry, warm temperatures early last spring, combined with parents and kids cooped up in their homes, might have led to a shortage in pool heaters. Schwein said he took many calls from exasperated parents who bought a heater and opened their pool earlier than usual to get their kids outside and squeeze a few more months out of the swimming season. That logic was fine until manufacturers ran into COVID issues and Schwein could no longer get them.
“The demand was high, and the supply was low,” he said. “Heaters are something that would normally take six days to get, but last year we ran into three-month delays.”
The pandemic also forced several contractors to find new ways to do business. A summer ritual for many involves periodic trips to the local swimming-pool retailer with samples of pool water to make sure the chemical balance keeps the water clean and safe. When COVID first hit, Schwein said, customers were no longer allowed into his store. “We had to change our business model.”
Specifically, customers left water samples outside the door where employees would test the sample and call the customer with a list of what chemicals were needed. After completing the transaction over the phone, an employee would deliver the chemicals to the customer’s house. Schwein admits it put a strain on his staff and customers, but everyone adjusted well.
“Our customers were able to get what they needed, but the way we had to do everything was different.”
When the pandemic first hit, Rudd and his staff were forced to become familiar with 10 years of new technology in less than three months. Beyond Zoom meetings, Vista consultants used satellite technology to measure houses for roofs and siding when they could not visit a client in person. While skeptical in the beginning, he now calls the technology “amazing.”
Dave Graziano says his garden center sold out of many popular plants last year.
“I’m from the days of using a tape measure and a pencil, so at first I took comparison measurements to make sure the satellites were accurate,” he said. “It’s scary how accurate they are.”
Rudd enjoys using computer-design tools to give homeowners a good idea of how their space will look with improvements.
“We take a picture of the house, upload it into one of our applications, and change the house right in front of them,” he explained. “It leads to great interaction with the client and lets them have control of their purchase, with us there to guide them.”
Campedelli said it’s difficult for clients to envision a dramatic renovation of their backyard, so computer design goes a long way toward sealing the deal.
“Once they see the design, they want to move forward,” he noted, adding that, once the job is done, he enjoys how thrilled customers are with the result. “It changes their lives in a positive way.”
With spring around the corner, contractors are preparing for another busy year. Schwein pointed out that his phone is ringing now because customers have learned from the pandemic.
“Last year, people were patient and understood slowdowns due to COVID issues, so they are calling now because they don’t want to hear the COVID excuse this year,” he said.
After a busy 2020 as both a contractor and a retailer, Graziano’s main takeaway from last year was that people want to make their properties into their own oasis.
“Whether they do it themselves or they hire a landscape professional, I think that trend will continue through this year,” he said.
In the meantime, he’s got what he called a “good problem” — figuring out how many more shovels and watering cans to order for 2021.
EcoBuilding Bargains, celebrating 20 years this year, has been a trendsetter in repurposing reclaimed and surplus building materials.
John Majercak likes to say the Center for EcoTechnology (CET) has been successful for 45 years because it’s willing to try out approaches to saving energy that in time become a normal way of doing business.
“We helped invent the energy audit in the 1970s, and now it’s a routine thing that lots of people have done, and it’s having a huge impact,” said Majercak, president of CET.
In 2021, the organization marks several noteworthy milestones. In addition to CET’s 45th birthday, Majercak celebrates 30 years with the organization, serving as president since 2010. In his time there, he has seen a growing mainstream awareness of the connection between the community, the economy, and the environment.
“It used to be that environmentalism was thought of as a fringe thing or a nice thing to have,” Majercak said. ”But the work we do in saving energy and reducing waste helps people live better lives, as well as addressing the urgent issue of climate change.”
CET also runs EcoBuilding Bargains, the largest reclaimed and surplus building-materials store in New England. Launched in 2001, the reuse store celebrates its 20th anniversary this year. When it opened, the store was one of only a few of its kind that existed. Today, thousands of stores sell reclaimed building materials.
From the beginning, people liked the idea of saving money and helping the environment by giving a second life to used cabinets, lighting, plumbing fixtures, and hundreds of other items. Through the years, awareness increased as EcoBuilding Bargains was featured on several home-improvement TV shows, most notably This Old House.
Located in Springfield, EcoBuilding Bargains sells products in all 50 states and several other countries thanks to the internet. Once reusing materials became fashionable, Majercak said, interest in the store exploded.
“When reusing materials became stylish, it allowed people to bring their own character to a piece,” he noted. “On top of personal creativity, it’s an inexpensive purchase that helps the environment, so it’s a home run.”
Majercak pointed out that the current boom in home improvement — fueled by the pandemic and people being in their homes much more than would be considered normal — has created both a supply and a demand for items at EcoBuilding Bargains.
“It used to be that environmentalism was thought of as a fringe thing or a nice thing to have. But the work we do in saving energy and reducing waste helps people live better lives, as well as addressing the urgent issue of climate change.”
“All the home improvement that’s going on means more materials we can capture for donation and reuse,” he noted. “Then, when people renovate with these materials, they can save lots of money, help the planet, and make their homes look super-cool.”
Likewise, the pandemic hasn’t slowed business for the store. EcoBuilding Bargains is open for people who want to shop in-person and also offers virtual appointments so people can shop over the phone. With video calls, Majercak said, staff can show items, and customers can ask more specific questions about a piece.
Other parts of CET’s business have also adopted a combination of in-person and virtual interaction. Energy audits, for example, have a whole new feel that creates opportunities and challenges.
“We have people who are happy to get on a Zoom call and show us around their home or business for an energy audit,” Majercak said. “On the other hand, those who wanted an in-person visit are on a waiting list until after the pandemic is over.
“After the pandemic, I’m sure we’ll be doing plenty of things in person again, but we will continue to go virtual for those who prefer that approach,” he went on. “In that way, it opens more opportunity for mission impact.”
With a stated mission to “research, develop, demonstrate, and promote those technologies that have the least disruptive impact on the natural ecology of the earth,” one of CET’s goals involves reducing carbon emissions equal to removing 100,000 cars off the road for a year by 2022.
There are many ways people can reduce their carbon footprint, all of which use less energy without compromising comfort. Converting to LED lights and adding insulation are two easy ones.
John Majercak says a central focus for CET over the years has been pursuing technologies with the least disruptive impact on the environment.
“Weatherization is a good example because installing air-sealing insulation in the home increases the comfort dramatically and uses less energy — and, therefore, less carbon,” Majercak said. “We’ve been doing these programs for years, and they save lots of energy and carbon.”
He cited a recent effort in which CET has partnered with colleges in the Community Climate Fund, which provides support for local carbon-reduction projects. By investing in the fund, colleges support the community, as well as creating learning opportunities for students who conduct research and gather data. Projects range from recovering used building materials or helping a homeowner get a heat pump to providing loans to farmers so they can make energy improvements to their operations.
“The Community Climate Fund is a great way to extend the impact of our programs and get even more done,” he told BusinessWest.
Massachusetts recently unveiled a plan to achieve a 45% reduction in carbon emissions by 2030 and to be carbon-neutral by 2050. Majercak has reached out to utilities to encourage them to align their energy-efficiency programs with these climate goals. CET is currently working with a municipal utility company to test an energy-efficiency program that measures carbon reduction, as opposed to just energy savings. It’s one of the first programs of its kind in the country.
“Anytime you save energy, it reduces carbon, but the kind of energy you save and the kind of energy you use also affects carbon,” he said, noting that the car you drive and the lawnmower you use can also make a difference in changing your carbon footprint. “For the foreseeable future, we will be studying energy issues by looking through the lens of carbon reduction.”
CET is also working with utilities on promoting the use of air-source heat pumps for houses. While they have existed for years, Majercak said heat pumps were primarily used in warmer climates. With recent technology improvements, they can now withstand the sustained cold temperatures of a New England winter. Unlike traditional heating systems, heat pumps take heat from outside air (yes, even frigid cold air has heat in it) and move it into the home.
For cooling, the heat pump does the reverse and removes heat from the house to the outside. Instead of using oil, natural gas, or propane, heat pumps run on electricity. As long as renewable energy becomes a larger part of the grid, he said, electric power is the logical choice.
“This is good from a carbon perspective because, as the power grid gets greener and as more people use heat pumps and drive electric cars, the more carbon reduction we’ll get,” Majercak noted, adding that heat pumps are just catching on, and we will see a lot more of them in the coming years.
And they represent only the latest cutting-edge technology that CET has helped establish in its 45 years.
“I’m very proud of the people at CET because they’ve always been real innovators and have helped change the way things work,” he said. As one example in the realm of waste and recycling, CET helped to establish the Springfield Materials Recycling Facility (MRF), which serves 65 communities in Western Mass. Back when recycling was a new approach, CET worked with towns to help them prepare their recycling programs for the Springfield MRF.
In the 45 years since CET has been in operation, energy conservation has hit peaks and valleys in politics and policies on the national level. Majercak noted that the state and regional levels have been more consistent, and asserted that CET has never been, nor ever will be, a political organization.
“We’re a solutions organization; we work with everyone,” he noted. ”As long as we keep that focus, we will be successful.”
Elaborating, he said the key is to meet people where they are and help them either solve a problem or achieve a goal.
“If you’re a small business, your goal may be to save money and have your business perform better. Energy efficiency, as well as waste and recycling management, can help you reach that goal,” he said. “A homeowner might want to be more comfortable or lower their electric and fuel bills. We can do that for you, and it doesn’t matter what you think about climate change.”
“All the home improvement that’s going on means more materials we can capture for donation and reuse. Then, when people renovate with these materials, they can save lots of money, help the planet, and make their homes look super-cool.”
For all the energy-saving opportunities out there, Majercak understands that spreading the word about what CET does and how it can help is essential. “Even when people are aware and want to do something to save money or save the environment, we still do a lot of hand holding to get it done.”
Spreading the word through workshops and social media definitely helps to engage people. Majercak pointed to one effort in which EcoBuilding Bargains runs a “Reuse Rockstar” contest on social media that encourages people to post the creative ways they have used items from the store.
“It’s inspirational to see how people apply their creativity and elbow grease to make beautiful houses and rooms for a fraction of what they would normally cost,” he said.
Going for the Green
Because climate change is a global problem, it’s easy for people to feel overwhelmed and doubtful they can make a difference, said Majercak, who assures them that they do not have to solve climate change all by themselves, and shows them different ways they can have an impact.
“When someone switches out their lightbulbs, buys an electric vehicle, or installs used cabinets, these are not overwhelming actions,” he told BusinessWest. But when CET helps tens of thousands of people do these little things, they start to add up.
“Consider that people across the state, the country, and the world are doing similar things, and it’s easier to see how each effort contributes to making a real difference. We are firm believers in little things with big payback.”
In addition to turning new approaches into normal processes, Majercak looks forward to the growth potential for EcoBuilding Bargains as it sells more products to people through eBay and, soon, through its own e-commerce site.
When he considers CET’s 45-year history, he appreciates how far the organization has come, but he’s even more excited about the near future.
As much as we’ve done, I think we will really accelerate and see much more progress in the next 10 to 15 years,” he said. “It’s an exciting time to be doing the work we do.”
The design trend known broadly as home automation comes in many forms, from a command to Amazon’s Alexa to turn off the lights to a smartphone app that controls door locks and room temperature — and a dozen other functions — from across the country. This technology is attractive, says one local expert, because it solves problems in a very individualized way — and people like technology that makes their lives easier.
When people think of home automation, what comes to mind? Heat controls and security cameras, for sure. Maybe the TV and music, or door locks, or window blinds.
Bill Laplante also thinks of his shower.
“I have a digital control panel in my shower,” said the president of Laplante Construction in East Longmeadow, noting that he inputs a ‘user profile’ that gives him the exact temperature and flow he wants. “My wife has a different profile, so hers is four or five degrees cooler, and a different shower head. A lot of this stuff is pretty cool.”
It’s stuff that’s becoming more common in the modern home, as the rise of what’s known as the ‘Internet of things’ has people connecting any number of household functions to the Internet and controlling them from smartphone apps.
“Take lighting systems. We changed our bulbs, and now the lights are controlled by cell phone,” Laplante told BusinessWest. “I’ve gotten pretty lazy with the technology — instead of getting up to turn on the lights, I just grab my phone.”
But he’s not just enjoying smart-home technology at his own house; he’s building homes for customers who increasingly demand such features themselves. He works with EPOS Systems in West Springfield — a company whose motto is “Your future home. Today.” — on whole-home automation systems that run off one app, known as Control4. But people can take an a la carte approach as well.
Bill Laplante says homeowners have many options when it comes to automation, but many today are opting for full-home systems that run off a single app.
“I see a combination of both. Some people, usually in the higher-end homes, will want a whole-house smarthome system that’s controlled by one app and can do multiple things with lighting, television, heat, cameras, all of that stored on one app,” he explained. “And then there are other people who want less expensive options, who have multiple apps that do different things, but it’s not necessarily controlled by one central program.”
The uses for such a system are myriad.
“When you’re away for vacation and you forgot to turn your heat down, you can do it remotely. Even the door locks — you can send a code from your phone to unlock the door for someone cleaning the house or someone coming over to watch your kids,” Laplante said. “Control4 is really a home-management system, a technology-management system. You can create lighting scenes, you can control television, music, security, garage-door cameras — virtually everything that could link together, you can link through this central system.”
The popularity of so-called ‘smart homes’ is only expected to increase as more people experience it and costs continue to drop. According to Forbes, the value of the smart-home device market will grow from $55 billion in 2016 to $174 billion by 2025.
Dan Crouss says home automation is about solving problems — and quality of life.
Dan Crouss, owner of EPOS, said homeowners have many points of entry to choose from.
“Sometimes you start out small, but then we tie in the music and the TVs and all that stuff into one app. You kind of piecemeal it as you go — start small and work your way up over the years. Some people do it all at once when they build their house, but usually it’s small increments.”
And it’s not as foreign a concept as some people may think, he added.
“Everyone’s got some type of automation from their phone, even if it’s just Siri or Alexa controlling the lights. What we do is take it a step further, put it into one app instead of having 15 apps. Everybody’s got a little bit, but we’re able to tie it all into one interface.”
EPOS was launched in 2007, the merger between two companies, Perfect Sound and Olympic Electric. Its services have evolved considerably since then, both because technology is always advancing and because people are attracted to products that make their lives easier, Crouss said.
“Home automation can start out as a simple Alexa that turns on lights. Then door locks and heat are two things people usually do. Being able to unlock your door for somebody when you’re not home is a big deal. And with heat, I can save a lot of money. I get home at random times because of my job, so, if I’m getting home at 5:30, I can log on at 4 and pump up the heat a little bit, so when I get home, it’s nice and warm, but I saved a lot of money during the day.”
Then homeowners may add options from there, he added, from window shades — which can be adjusted or programmed to bring some extra sunlight into the house during the winter or keep it darker and cooler in the summer — to strategically placed cameras, both for outdoor security and to monitor the interior of a home when residents are away for the winter.
“Sometimes you start out small, but then we tie in the music and the TVs and all that stuff into one app. You kind of piecemeal it as you go — start small and work your way up over the years. Some people do it all at once when they build their house, but usually it’s small increments.”
“You can get a notification on your phone if you have movement at the front door,” Laplante said. “And you can pull up the camera view and pull up the audio and say, ‘can I help you?’ and do it all remotely. You can be on vacation and you’re answering your door, essentially. There are all types of things like that that are pretty cool, and most manufacturers now are incorporating things like this into their own apps and making everything as seamless as possible.”
As he noted earlier, many people opt for buying individual devices, such as one that manages the garage door.
“When your car pulls into the driveway, it will automatically open the garage door rather than actually pushing a button. You can also let somebody in your garage door remotely with your app. So you have individual products like this, with their own apps, which create the, quote-unquote, ‘smart home,’ or you can have a central control system that controls all of the various components of the house.”
The whole-house system can be preset for any number of situations, from delivering the exact heating and lighting arrangement upon waking up in the morning to creating a variety of ‘lighting scenes’ in the kitchen, such as for cooking, dining, or hosting a party — or telling the Christmas tree when to turn on and off every day.
“Basically, what home automation does is solve people’s problems, and everybody’s got different ones to solve,” Crouss said. “When my kids were growing up, they’d get off the bus and would put in their [front door] code, and I would get a text to let me know my daughter was off the bus. Or let’s say cleaners come to your house, who bill by the hour. There’s a time stamp when they put in the code and a time stamp when they lock the door.”
As another example, “people with oil tanks have smart sensors that automatically e-mail you when the tank is getting low, or e-mail people who deliver the oil. A lot of people with vacation homes show up, and the oil is way down. This is a way to avoid that problem.”
Price and Promise
In Forbes, Bernard Marr, a futurist, author, and business and technology advisor, recently noted a few developments on the horizon when it comes to smart homes. One is increasing standardization, as manufacturers of smart-home devices are increasingly ensuring their products and services will work on platforms provided by Amazon, Google, Samsung, and Apple to capture the broadest customer base.
He also sees smart homes actually becoming smarter over time as they make use of machine learning, computer vision, natural language processing, and other technologies that are capable of making decisions and learning. Smart thermostat systems from Nest and Honeywell already use machine learning to adapt their behavior to the inhabitants of a house, based on observing and then replicating their habits, and that trend should accelerate to other devices as well.
Finally, the global rollout of 5G, as well as improved wi-fi technology, mean smart-home devices will be linked by faster, more powerful networks, meaning better access to data and processing resources in the cloud.
“The smart-home technology has come way, way down in price,” Laplante said, especially when it comes to buying multiple devices. “The Control4 system is nice because everything runs through one app. But people have multiple apps on their phones for multiple things anyway.
“There are many different components,” he added. “The cost depends on how much you bring into the system. The big advantage to having a one-hub system is that everything runs through that system, so you’re going to one app.”
EPOS continues to introduce new services, Crouss said, like ‘smart outlets’ that can reboot cable or Internet if it goes down, rather than having to deal with physical plugs and wires. In fact, those devices can now send a signal on their own and be rebooted automatically when a problem is detected.
“Most of my customers want this technology, want to be able to do those things,” Laplante said. “Especially when you’re going away, you want to be able to control things, you want to keep an eye on the house. If you go away for the winter, you want to be in contact with your home, to monitor the temperature and see if there are any issues.”
Not to mention that much of this technology — whether it’s changing the music coming out of the ceiling speakers or stepping into a perfect shower — is just, well, fun.
“It’s something the average person today is expecting — especially the younger generations,” he said. “They grew up with technology, and they expect it. And it is kind of neat.”
Instead, he suggests conducting a search at the Western Mass Home and Garden Show, where consumers can speak directly with local landscapers and myriad other professionals.
Crane’s organization sponsors the annual event, which is now in its 66th year. Held at the beginning of spring, this year’s edition is scheduled for March 26-29 at the Eastern States Exposition grounds in West Springfield.
Originally, the event served as a venue for tradesmen in the association to familiarize each other with their craft. Over time, the show evolved, putting more emphasis on consumers, and has grown to the point where more than 350 exhibitors reserve space every year.
Exhibitors at the show can help consumers with everything from replacing a faucet to building an entire home — and everything in between. Innovations in building products, as well as home-related services such as Realtors and insurance agents, all have a presence at the home show.
Todd Hickman, Steve Sgroi, and John Collins will use the show to introduce a new segment of their business, Home Service Electrical.
Regarding that landscaper search, at press time, four landscapers had reserved booths at this year’s home show. For landscape projects that involve ‘hardscape’ (incorporating stone work into a landscape design), 14 different vendors of this specialty have signed on.
BusinessWest caught up with several different exhibitors to this year’s show, representing a wide range of industries. Their home-show experience varies from nearly two decades to a couple of first-time exhibitors, but they all share an enthusiasm about the opportunity to connect with people during the event.
Room to Grow
Stuart Fearn, president of Safeco Foam Insulation, marks his 17th home show this year. “Since day one, the home show has proven to be a home run for my business,” he said, adding that he sees his main job at the show as educating people about spray-foam insulation, and it’s a worthwhile effort.
“We get a lot of business and awareness from the home show,” he noted. “It helps people know we exist, and we will often get calls up to six to nine months after the show when they need insulation.”
For nearly two decades now, remodeling has remained a strong trend in home projects. Whether someone is updating their current home or purchasing an older home to modernize, Crane said demand remains strong for windows, siding, and many other products that will fit into existing homes.
Scott Fleury, business development director for Kelly-Fradet Lumber in East Longmeadow, sees the home show as an opportunity to put consumers in touch with the best people for their remodeling projects. The current president of HBRAWM, Fleury has been a part of the home show for 10 years. Kelly-Fradet often displays kitchen, bath, and outdoor deck products it sells primarily through contractors.
Painters Christopher Grenier and Jillian Forcier inspect the results of their recent work in a Northampton home.
“Often a homeowner will come to our booth with a project, and we are able to walk them right to a contractor who is also at the show,” he said. “On the flip side, contractors will bring people to our booth to show them the products we carry that apply to their project.”
Lori Loughlin, showroom manager for Frank Webb Home in Springfield, has taken part in the show for the past five years. Loughlin, vice chair of the organizing committee for the event, said her company sees an almost immediate return on its investment.
“Initially we see a big spike in sales right after the home show,” she said adding that the impact of the event often continues throughout the year. “People will come in as late as Christmas time and tell me they saw us at the home show.”
Christopher Grenier, owner of Grenier Painting and Finishing, reserved a booth at the home show last year for the first time. He enjoyed the experience so much, he is now on the event’s organizing committee.
Grenier noted that customers who need painting services often ask him for referrals about flooring, plumbing, and other services. He gladly recommends other members of the association to help customers find the right person for the job.
“I’ve recommended other painters when a customer needs someone who specializes in painting cabinets, for example,” he said. “We’re not in competition; it’s more of a camaraderie.”
One of the key benefits he sees to having a booth at the show is the ability to give people individual attention for their projects.
“When I’m asked why people should go to the home show, my response is, you’re going to find local people you can trust,” he noted.
Loughlin agreed and said that, because people can touch the products in her company’s booth, it helps them recognize quality kitchen and bath fixtures. When products like these are researched and then bought online, there’s no tactile experience, and service after the purchase is often lacking.
“Our customers know they can call us if there is ever a problem,” she said.
“There’s no sending things in the mail; we’ll just take care of it right here.”
As in past years, most booths will be located in the Better Living Center and the adjacent Young Building. New this year, the space between the two buildings will be used as a “contractor’s village” for products that exhibit better outside.
Scott Fleury helps Kelly-Fradet Lumber get all decked out for the show.
PV Squared Solar, a residential solar-energy installer, will forego the traditional booth setup indoors and will instead set up a solar-powered trailer in the contractor’s village to run electrical devices off the grid.
Anna Mannello, marketing coordinator for PV Squared, said that, as a first-time exhibitor, the home show presents a great way to connect with people in the community.
“PV Squared Solar is based in Greenfield, so we’ve done most of our business in Franklin and Hampshire counties,” she said. “While we’ve done a few installations in Hampden County, this will be an opportunity to increase our exposure to lots of new people.”
Mannello hasn’t yet finalized what appliances they plan to demonstrate, but during the four days of the show, attendees will be able to connect to PV Squared’s trailer to charge their phones using solar power.
It’s one thing to be a first-time exhibitor, and it’s quite something else to launch a new business at the home show. That’s how Todd Hickman, president of Hickman and Sgroi Electric, is approaching his inaugural exhibit.
While his company is an established residential, commercial, and industrial contractor, he and his partner, Steve Sgroi, are introducing Home Service Electrical, a membership-based, comprehensive approach to homeowner electrical needs. Instead of waiting for an emergency, Hickman said the service starts with a full inspection of the home’s electrical system to prevent familiar problems, such as losing power while cooking Thanksgiving dinner.
When a service call is needed, a professional technician in a fully stocked van will be expected to solve most problems in one visit. Each service has a standard price, so the consumer knows upfront what the job will cost. The home show represents an opportunity to introduce this different concept for electrical service.
“We’re creating a brand, so it’s important to educate the public on who we are, the image we present, and to assure people that we plan to be here for generations to come,” Hickman said.
Sgroi, vice president of Hickman and Sgroi, said their goal for the home show is simple, and it’s one shared by many, on one level or another.
“We hope to schedule inspections and grow the business until we are overwhelmed,” he said, while Hickman quickly added, if that happens, the business will gladly expand to meet the demand.
The Finish Line
For many years, HBRAWM provided plastic bags for show attendees to collect information from exhibitors. Crane proudly noted that the plastic bags are gone and have been replaced this year with reusable cloth bags, similar to those found in supermarkets.
“It’s one small way our members can be part of the solution to improving our environment,” he said. The bag will include a map showing all booth locations and a guide with contact information on all the HBRWM members.
“If you have a specific project, the map and guide will help you navigate the show to get the information you need,” Crane said. “If you don’t have any projects and you want a social experience, then you can just walk around, and you’ll have a great time.”
He concluded that other home shows have come and gone in the area, but ‘the original’ home show is here to stay. “After 66 years, it’s now a piece of Western Mass. history.”
The Western Mass Home and Garden show will be open Thursday and Friday, March 26-27, from 1 to 9 p.m.; Saturday, March 28, from 10 a.m. to 9 p.m.; and Sunday, March 29, from 10 a.m. to 5 p.m. General admission is $10 for adults. Children under 12 are admitted free. Veterans and active military with ID are admitted free on Thursday only. Discount coupons for every day of the show are available at www.westernmasshomeshow.com.
By Lisa White, CPA, CJ Aberin, CCSP, and Brandon Val Verde, CEPE
On Dec. 20, 2019, a pair of tax provisions, Sections §45L and §179D, made their way into the government’s year-end spending package. These often-overlooked incentives provide a lucrative tax-saving strategy for the real-estate industry.
Not only were the 45L credit and 179D deduction extended through 2020, but the benefits can also be retroactively claimed if missed on prior tax returns. Real-estate developers, builders, and architects that may be unfamiliar with the provisions should take a closer look to avoid a missed opportunity.
45L: Tax Credit for Residential Real Estate
The 45L credit is a federal incentive worth up to $2,000 per qualified unit and is designed to reward homebuilders and multi-family developers of apartments, condos, or production homes. To qualify, a dwelling unit must provide a level of heating and cooling energy consumption that is 50% less than the 2006 International Energy Conservation Code (IECC) Standards.
Of this 50% reduction, a minimum of 10% must come from the building envelope. All residential developments and apartment buildings completed within the last four years are worth assessing for potential 45L tax credits. Eligible construction also includes substantial reconstruction and rehabilitation. The credit is available in all 50 states; however, developments must be three stories or less above grade in height.
Here’s an example of now the credit works:
A building owner has an apartment complex consisting of three, two-story buildings, and each building has 20 units. All 60 units meet the qualifications to claim the credit. In year one, 48 of the units go under lease. The credit in year one would be $96,000 ($2,000 x 48). In year two, if the remaining 12 go under lease, a credit of $24,000 can be claimed in that year.
Of course, there are some costs for this benefit. The amount of basis in the building will need to be reduced by the amount of the credit claimed. Since a credit is a dollar-for-dollar reduction in tax liability, taking a credit over a deduction usually results in a more favorable tax position. There is also the cost for the study and certification, but this expenditure would qualify as a business deduction.
The credit can be claimed in the year the dwelling unit is leased or sold, and there is no limit on the number of qualifying units that can be claimed. The amount of the credit applied is limited to the tax liability (meaning it’s not a refundable credit), and the credit cannot be used to offset AMT. However, any unused credit can be carried back one year or carried forward for 20 years.
The following types of projects should be evaluated, as there are typically benefits available for:
• Affordable housing (LIHTC);
• Apartment buildings;
• Assisted-living facilities;
• Production-home developments;
• Residential condominiums; and
• Student housing.
179D: Tax Deduction for Commercial Real Estate
While 45L typically applies to residential properties, 179D is designed for energy-efficient commercial buildings and offers a tax deduction of up to $1.80 per square foot for energy-efficient lighting, HVAC systems, and the building envelope.
Unlike most deductions, which are based on the amount spent, this deduction is primarily based on square footage. New construction and a wide range of improvements, from simple lighting retrofits to full-scale construction projects, are eligible for this beneficial tax break.
Improvements are limited to the affected area, and to be eligible, they must reduce energy and power costs by making investments in any of the following categories: a building’s envelope, HVAC and hot water, and/or interior lighting systems.
Beneficiaries of this deduction may include:
• Building owners (commercial or residential);
• Tenants making improvements; and
• Architects and designers of government-owned buildings.
Added Benefits for Architects and Designers of Government Buildings
Architects and designers who implement energy-efficient designs on government buildings are also eligible for the 179D tax deduction if their design meets the criteria. Because government entities cannot use the tax deduction, they can assign the deduction to the designer in the year that the building was placed in service. Since 179D was extended retroactively, architects, engineers, and building contractors should review government projects from prior years to obtain all the deductions for which they are eligible.
Claiming the Benefit
Pursuant to the IRS guidance on claiming these green-building tax breaks, taxpayers are required to certify the tax credit or deduction with a detailed engineering analysis. These supporting studies can be generated by a third-party provider.
While a taxpayer may have missed out on tax credits or deductions when filing original tax returns, the good news is that the tax benefits can be claimed retroactively, dependent on the taxpayer’s situation. A tax preparer can assist in the finer details while working with a qualified professional that has expertise in securing both 45L and 179D tax incentives.
CJ Aberin is a principal at KBKG and oversees the Green Building Tax Incentive practice. Over the last several years, he has performed green building tax incentive studies and cost segregation for clients in various industries that range from Fortune 500 companies to individual real estate investors.
Brandon Val Verde is a certified energy plans examiner and senior manager within the Green Building Tax Incentives practice of KBKG. His understanding of various energy standards and codes such as ASHRAE 90.1, IECC, and Title 24 allow him to identify opportunities for Green Building Tax Incentives.
With home-improvement demand surging in 2019, contractors say they can pick and choose from available jobs, which isn’t always ideal for consumers, who often have trouble finding a professional who can fit them in. In realty, most contractors would love to take on more jobs — but can’t because it’s not easy to find talent, especially young talent with the potential to grow with a company over the long term.
In one sense, it’s a good problem to have, Andy Crane said — but it’s still a problem.
He’s talking about an ongoing shortage of skilled labor in the construction field, making it difficult for companies to keep up with what continues to be high consumer demand for home-improvement projects.
The good part of the problem is that they can be more selective about the projects they want to tackle, but that’s not always great for the consumer, and it stifles growth, said Crane, executive director of the Home Builders and Remodelers Assoc. of Western Mass.
“There’s a lot of work to be done, but the workforce is very tight, and it’s difficult for companies to respond to everyone. They’re just booked out for a long period of time,” he went on. “Skilled labor — especially young skilled labor — is few and far between.”
Crane gets calls from homeowners looking for a contractor for a project but struggling to nail one down who can fit them in, and that labor shortage has a lot to do with it, he told BusinessWest. “A lot of contractors are in the same boat. I guess it’s a good problem on our side, but it’s bad PR.”
Stephen Ross, partner at Construct Associates in Northampton, understands the problem well. “We just hired two new guys, which is a nice thing to be able to do these days. We just snapped them up. It’s hard — the majority of people applying for jobs have been in their late 50s, even early 60s. But we try to hire for the long haul.”
Still, business has been positive for a long stretch now at Construct, which boasts plenty of residential construction in its mix of projects.
“Kitchens and bathrooms are still big sellers around here — lots and lots of them,” Ross said, noting that the prevailing design trends of the past couple of years continue to dominate, among them open floor plans, tile in bathrooms, hardwood floors, and granite and quartz surfaces in kitchens.
The Home Improvement Research Institute (HIRI), which issues quarterly state-of-the-industry reports, is bullish on the rest of 2019. According to HIRI’s quarterly Project Sentiment Tracking Survey of 3,000 homeowners, several trends stand out:
• About 75% of homeowners are planning one or more projects in the next three months — the highest project-planning incidence since tracking began in 2012, according to the organization.
• The top motivators for projects include repair, replacement, and routine maintenance.
• The average homeowner plans to complete 4.3 projects in the next three months.
• The top projects include kitchens, windows, driveways, exterior paint, and roofs.
• The Northeast is home to the nation’s highest percentage of project planners in the second quarter — not surprising, as the region’s housing stock tends to be older than in many other areas of the country, so there’s plenty of work to be done.
Energy efficiency remains a trend at the forefront of home improvement as well. Each year, Fixr, an online home-improvement community, polls experts in the home-design industry to discover what the upcoming trends in home design and building will be. This year, the site polled industry experts on what they believe are the top ways that homeowners will utilize design trends and new innovations to help lower their energy bills in the coming years.
According to the poll, a majority of homeowners are personally motivated to save energy in order to save money, yet they also have a significant environmental awareness, which is driving some decisions.
The poll revealed that ducts and windows are the two most effective places to save through air sealing, heat pumps are the most popular method to heat an energy-efficient house, tankless heaters are the most efficient way to heat water, solar power remains the most common way to utilize renewable energy in the home, and cellulose and fiberglass are tied as the most popular ways to insulate an attic.
Another trend analysts have been keeping an eye on for years has been the rise of DIY (do-it-yourself) projects, spurred partly by a greater variety of resources available to homeowners and the abundance of inspiration available on home-improvement television programs and websites.
According to HIRI, roughly two-thirds of completed home-improvement projects are done completely DIY, and three-quarters have at lease some DIY involvement. The level of professional work is dependent on the project. Painting and landscaping are overwhelmingly DIY, while roof and siding replacement are heavily dependent on professional work. Interestingly, HIRI’s poll suggests that, while most who finish their projects are satisfied, those who complete them totally DIY report a higher satisfaction rate.
Not surprisingly, projects done with professionals cost significantly more than those undertaken DIY, and survey respondents who used professional contractors showed a higher likelihood of having the total cost of their project be higher than expected.
As homeowners age, they tend to move away from doing the work by themselves, shifting to professional contractors more frequently. Baby Boomers are twice as likely to hire a pro than a Millennial. The use of professionals is also largely dependent on household income. As family income goes up, so does the likelihood that a contractor is hired to complete a remodeling project.
Whether professional or DIY, annual gains in improvement and repair spending, while still healthy, are projected to continue decelerating through early 2020, according to the Leading Indicator of Remodeling Activity (LIRA) released by the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University. LIRA forecasts that year-over-year growth in homeowner remodeling expenditure will slow from about 7% this summer to 2.6% by the first quarter of 2020.
“Cooling house price gains, home-sales activity, and remodeling permitting are lowering our expectations for home-improvement and repair spending this year and next,” said Chris Herbert, managing director of the Joint Center for Housing Studies. “Yet, more favorable mortgage rates could still give a boost to home sales and refinancing … which could help buoy remodeling activity.”
Abbe Will, associate project director in the Remodeling Futures Program, added that “home-improvement and repair spending has been in an extended period of above-trend growth for several years, due to weak homebuilding, aging homes, and other factors. However, growth in remodeling is expected to fall below the market’s historical average of 5% for the first time since 2013.”
Aging in Place
One strong home-improvement trend in the Northeast involves Baby Boomers, who continue to pour into their retirement years at the rate of about 10,000 a day — and want to spend those years in their own homes if possible. As a result, many projects today involve making those homes safer and more accessible, with improvements ranging from night and security lights to wider interior walkways to curbless showers.
But older homeowners are also going for modern and attractive features, Ross said. “People are wrapping things up, things they’ve let go for decades. People are moving toward fixed incomes and are planning that last hurrah — maybe a garage addition. Or decks need replacing, or siding needs replacing — and nothing gets cheaper the longer you wait.”
In fact, building costs are more expensive than ever, Crane said, for reasons ranging from heavy regulation in Massachusetts to new tariffs at the federal level to inevitable economic trends. But the landscape remains a healthy one for builders and remodelers — if they can find the help they need.
“Construction companies can pick and choose their jobs,” he said. “It’s a great sellers’ market.”
With the economy chugging along, home-improvement businesses report solid activity over the past few years, with the prospect of more to come. Locally, perhaps partly because of a relatively mild December and January, companies logged more customer calls during a time of year when homeowners traditionally want to hibernate. Now, on the cusp of spring, they’re ready to hit the ground running.
If there’s one thing R.J. Chapdelaine is grateful for, it’s changing tastes in home design.
Take, for example, the current trend — one that has been building over the past decade or two — of open floor plans.
“People seem to want to open up the kitchen to family room space, open the kitchen to dining room, and create that open floor plan. That, I think, is what we see the most, taking someone’s compartmentalized house and opening it up,” said Chapdelaine, owner of Joseph Chapdelaine & Sons in East Longmeadow.
“You see the center-hall Colonial with a dining room, living room, and kitchen, and we go in and open up the walls,” he continued. “I say, thank God my grandfather and my father built them the way they did. Now I can go in and open them up. It’s job security. And you watch — someday down the road, it’ll go back.”
Whatever the trends and the homeowner’s personal tastes, the home-improvement industry has been riding a wave for some time now.
According to the Home Improvement Research Institute (HIRI), the market for home-improvement products and materials grew by 6.3% in 2018 after a 7.3% jump in 2017. Breaking it down further, the professional market increased by 9.9% last year, while the consumer market saw a sales increase of 4.7%. That trend is expected to slow slightly over the next three years, but still increase by an annual average of 4.2% through 2022.
“What I’ve seen is a very strong push for kitchens and baths, additions, and remodels,” Chapdelaine said. “That seems to be our strongest portion of the business right now. The new homes have slowed for us considerably, but the kitchen, bath, and addition calls have been very strong, straight through the winter.”
“The new homes have slowed for us considerably, but the kitchen, bath, and addition calls have been very strong, straight through the winter.”
That’s somewhat surprising because normally calls slow through December, January, and February, he added. “Over the years, we’ve come to the conclusion that people really don’t want us in their house around the holidays. But this year, it’s been incredibly strong right through the winter months, which is great. As we gear up for spring, there’s a lot of work on the board. Usually we would be expecting the phone to ring now in anticipation of a good spring start, but it’s been ringing throughout the winter.”
Frank Nataloni, co-owner of Kitchens & Baths by Curio in Springfield, has also seen a busier-than-usual winter, perhaps because the snowfall has not been too onerous.
“We’re a year-round operation, but it really depends on the type of winter we have,” he said. “If we have a mild winter, what happens is demand ends up being spread out, and we see a bit more people through the winter. When the weather is really bad, nobody goes outside. Either way, spring is always the strongest time from a sales standpoint.”
According to the Project and Sentiment Tracking Survey conducted by HIRI toward the end of 2018, which queries adults across the U.S. about their planned home-improvement projects, outdoor living spaces will feature the most activity in the next three months. More than one-quarter of homeowners surveyed indicated they will take on lawn and garden and/or landscaping projects during this time.
R.J. Chapdelaine says the region’s older housing stock and demographic changes have contributed to a strong remodeling business in recent years.
Taking all types of projects into consideration, inside and out, the Northeast and South lead the way, with about two-thirds of homeowners in both regions saying they plan home-improvement projects this spring.
Meanwhile, whether homeowners shoulder the work themselves is relatively dependent on the project type. On average, a little more than half of all projects are of the DIY variety — and of those, many involve outdoor living spaces, with 82.6% of homeowners tackling landscaping projects.
“I have to say, people feel confident, and they’re willing to spend money on their house,” Chapdelaine said. “It seems as though people are upbeat, and we’re reaping the phone calls and the benefits of that consumer confidence.”
HIRI reports that, nationally, the home-improvement products market continues to outperform many other sectors of the economy. At the organization’s 2018 Industry Insights Conference last fall, experts in the sector shared what they felt were some prevailing trends heading into 2019. Among them:
• DIYers are more likely to be Millennials, which may have to do with that generation’s connection to devices. “DIYers spend more than 60 hours per week on TV and digital devices, including computers and smartphones,” Peter Katsingris, senior vice president of insights at Neilsen, told conference attendees, according to Forbes. “The technology and the choices it provides make DIY a realistic option for people.”
• More than one-third of homeowners who completed a home-improvement project in the past year regret not spending more on the project.
• The rental housing market is on the rise. A wave of growth has increased the number and share of rental households in the U.S., especially higher-end rentals in urban areas. This reality could lead to greater interest in portable and free-standing home-improvement products tenants can take with them when they move, as opposed to permanent fixtures.
• With home wellness on the rise, the lighting industry has been coming up with intriguing options. A technology known as circadian rhythm lighting is one rising trend, producing indoor illumination that more closely matches natural light in its warmth and, paired with home automation, can shift through the day with the sun to ease the impact of artificial light on the human body.
• Finally, remodeling activity isn’t slowing down anytime soon, due in part to an aging housing stock. With home prices increasing and new construction harder to find in some areas of the country, people are staying put and remodeling. “With the existing house stock averaging 38 years old, much of the inventory is in need of updating,” Mark Boud, senior vice president and chief economist at Hanley Wood/Metrostudy, told the conference.
That aging stock is an especially relevant reality in Western Mass., but so is another trend boosting the remodeling market: an increasing desire among Baby Boomers to age in place.
This recent remodeling project by Kitchens by Curio reflects some current trends in kitchens, particularly its color palette dominated by white and grey.
“We’re seeing more aging in place, and we’re seeing that as a reason people are making changes,” said Lori Loughlin, manager of Frank Webb Home in Springfield. “They’re doing what they can to make sure they stay in their homes as long as possible because they feel like it’s a better option.”
In some cases, that means installing mobility and safety equipment, but in others, it means building in-law suites, or even moving to — by either building or remodeling — a smaller house.
“We’re getting phone calls now for people looking to to downsize,” Chapdelaine said. “I think the Baby Boomers are going to be looking for that smaller house and aging in place.”
As for interior styles, those haven’t shifted much over the past couple of years. Painted cabinetry finishes and color palettes dominated by white and grey are still popular in kitchens and bathrooms, Nataloni told BusinessWest. “I just did a process of cherry wood with a black finish rubbed off, and the cherry comes through the black. It’s spectacular, actually.”
Styles change, he noted, but they don’t change abruptly. “White is very popular, grey is popular, but we are starting to see other colors, hints of yellow and green, coming in. I’ll be doing a yellow kitchen — not school-bus yellow, a very pale yellow, but a very warm color.”
“We’re seeing more aging in place, and we’re seeing that as a reason people are making changes. They’re doing what they can to make sure they stay in their homes as long as possible because they feel like it’s a better option.”
Chapdelaine reported similar, gradual movement toward color, but mainly pastels and muted colors, not too much that would be characterized as bold. “We’re still seeing a lot of white cabinetry and floors stained a number of different colors. With surfaces, we’re still running strong in quartz — some granites, but mainly quartz.”
The most important trend, of course, is that the home-improvement business as a whole remains strong.
“We’re seeing everything from full bathroom jobs to kitchens with the walls removed, right up to additions, which are ranging from family rooms to master suites,” he said. “We’re seeing more whole-house updates — painting, hardwood floors, that kind of work — and we’re also seeing whole-house remodels, which is very similar to building a house. You’re gutting the house down to the bare studs, going through and doing a new bathroom, new kitchen, new flooring, new drywall, which is kind of nice.”
He expects spring to bring its usual rush of customer inquiries as the weather continues to improve, but said people looking to get into the queue for the spring should really be calling in February and March.
Nataloni agrees, and says he appreciates the fact that, with the economy performing fairly well, homeowners are investing more money in their living space, whether they plan to stay there for a long time or improve the house’s dated look in preparation to sell it.
“We have a lot of older housing stock around here,” he said. “Wherever you go, you see someone working on their house.”
“The exposure at the show is tremendous,” said Loughlin, manager of Frank Webb Home in Springfield. “It pays for itself within the first week after the show closes. In May, June, July, people are coming in saying, ‘I was at the home show, and I saw this showerhead.’ They come back six months after and want to buy something they saw there. It’s nice.”
Loughlin, who serves as the event’s deputy chair for 2019, said her company, the showroom division of F.W. Webb, offers such a wide variety of products and services that it’s a no-brainer to participate in the show, which, in its 65th year, will feature more than 350 vendors displaying at more than 700 booths.
“You’ll find landscaping, appliances, hot tubs, bathrooms … you can go from foundation to roof and everything in between,” she said.
The Home & Garden Show, slated for March 28-31, is produced by the Home Builders & Remodelers Assoc. of Western Massachusetts (HBRAWM), whose 500-strong membership reflects the variety on the show floor, with roughly 90 categories on display from builders, remodelers, kitchen and bath specialists, landscapers, painters, roofers, financial institutions, pool companies, and more.
“We can give you a snapshot of what’s out there, of what’s new,” said Andy Crane, HBRAWM president. “The key word is local. Almost every business in there is local; these are the people who managed to stay in business through the ups and downs of the economy, and they’re there to show their wares.”
“The key word is local. Almost every business in there is local; these are the people who managed to stay in business through the ups and downs of the economy, and they’re there to show their wares.”
Crane said 2019 has been one of the show’s better years, with fewer than a dozen booths left to sell two weeks before the event was set to begin. In short, it remains the association’s signature showcase.
“People are going to see companies and meet owners that they probably wouldn’t be exposed to by word of mouth,” Loughlin said. “I can’t believe how many companies are involved in this home show. It’s huge. And we get such a rebound on this.”
While recognizing the show’s potential to connect businesses with homeowners, she said the cross-promotion that goes on is just as valuable as the visitors who walk through the door.
Andy Crane says the 2019 Home & Garden Show is shaping up to be one of the strongest, if vendor commitments are any indication.
“The networking between companies has been great for our company,” she told BusinessWest. “We tie in with the tile people and kitchen-design people, who send people here to find sinks. It’s nice to create relationships with other vendors.”
Something for Everyone
The home show started as a way to generate revenue to support the association, but it also provides member companies with a chance to market to an audience — and a big one, with around 20,000 visitors over the four days in a typical year — that might not otherwise see their name. Conversely, it gives attendees, many of whom simply come to the show for fun, a host of concrete (or hardwood, or tile, or whatever) ideas for home improvement.
The exhibitors run the gamut from inspection services to security and alarm systems; Internet and communications to moving and storage; duct cleaning to pianos and organs. Meanwhile, show attendees fall into one of several categories, the association notes, including:
• People planning to buy or build a new home, who may visit with builders, real-estate agents, financial institutions, and sellers of component products, such as hardwood flooring, tile, and appliances;
• People planning to remodel or renovate, who may want to check in with all of the above, plus vendors of replacement components such as windows and doors, as well as appliances, wall treatments, and home furnishings;
• Yard and garden enthusiasts, who tend to be interested in lawn and landscaping services; wall, walk, and edging components and materials; and trees, shrubs, flowers, and seeds;
• Lifestyle-conscious individuals, who like to check out trendy, high-tech, or time-saving products; home furnishings; and products focused on self-improvement, fitness, and health;
• Committed renters, who have no plans to own a house, but may be interested in space-conservation and space-utilization products, as well as home furnishings;
• Impulse buyers, who flock to vendors of home décor, arts and crafts, cooking and baking products, jewelry, and personal goods; and
• Those who attend the show purely for fun, who may arrive without an agenda but often develop ideas for future purchases and home products. “More than any other group,” according to the association, “these people are the ones who have come to rely upon our show on an annual basis and who perhaps have the greatest impact upon our vendors.”
Indeed, Crane told BusinessWest, “it’s not just about coming to the show and spending money with the vendors, even though we hope that’s the case. It really is a social event. That’s the mindset — it’s a nice evening out, and people walk out of the show with ideas of their home.”
Once again, visitors will see the LIXIL Beauty in Motion 49-foot mobile showroom in the Young Building, showcasing an array of American Standard, DXV, and Grohe kitchen and bath products.
“We have a mobile showcase with active and working plumbing fixtures, the newest and greatest features in plumbing, from toilets to water-saving showerheads,” Crane noted.
Also in the Young Building, chefs from across the Pioneer Valley will create some of the signature dishes they serve at their restaurants. Visitors can see how they prepare some of their favorite dishes and perhaps ask how to tailor those dishes to fit their own family’s taste. This popular area, hosted by WMAS Radio, will also include cooking seminars every day of the show.
“It’s not just about coming to the show and spending money with the vendors, even though we hope that’s the case. It really is a social event.”
The Young Building will also be home to several kids’ and family activities, from the Melha Shriners clowns to Thousand Cranes Studio, which will be on hand to show off the creative talent of their students, as well as conduct hands-on activities with show attendees. Other attractions will include live butterflies from Magic Wings Butterfly Conservatory & Gardens, taking pictures on one of the go-karts from Pioneer Valley Indoor Karting, science experiments at the Rolling Acres Outdoor & Science Summer Camp, a Springfield Thunderbirds booth, face painting, and Looney Tunes characters from Six Flags New England. On Saturday and Sunday, the West Springfield Police Department will be on hand to fingerprint children and offer safety tips, and the Chesterfield Fire Department will give out hats and coloring books.
“There are a lot of different things to do, so you don’t have to come only for a siding or roofing job,” Crane said. “You can go have a nice, inexpensive time in a warm, dry facility.”
Business and Pleasure
In addition to Loughlin, Gisele Gilpatrick of Pro-Tech Waterproofing in Chicopee will serve as Home Show chair, while other committee members include Lisa Grenier of Market Mentors, Joe Mole’ of C.J. Carpentry, Josh Nolan of Fuel Services, Tom Silva of Triple S Construction, and Brian Zippin of Contractors Home Appliances. All are ramping up for what most in the home-improvement world say looks to be a strong year (see related story, page 24).
“This year, as every other year, the home show is a spring kickoff to the building season,” Crane said. “It’s the perfect time of year when people are thinking about projects both inside and outside the house. The show gets their minds moving a little bit.”
Again, though, he stressed that show organizers also want people to have fun.
“Take your wife out to dinner and swing by the home show, or call your brother or your neighbor. You can get out of the house and look at 700-something booths with different products — maybe something you’ve dreamed about.”
This year’s show hours are Thursday and Friday, March 28-29, 1-9 p.m.; Saturday, March 30, 10 a.m. to 9 p.m.; and Sunday, March 31, 10 a.m. to 5 p.m. General admission is $10 for adults, and children under 12 are admitted free. Discount coupons are available at www.westernmasshomeshow.com. Veterans and active military with ID receive free admission on Thursday only.
Karen Belezarian-Tesini (left) and Sarah Rietberg are selling plenty of white and gray tiles these days.
Professional designers can often walk into a house and tell what decade it was built in by the styles of certain rooms, and the kitchen is definitely high on that list. From the high-gloss look of the ’80s to the more neutral ’90s; from a shift back to color at the turn of the Millennium to the current embrace of whites and grays, kitchens do seem to reflect their time. But one trend of the past generation isn’t likely to change — the increased perception of the kitchen as a home’s main hub of activity.
The economy wasn’t the only thing that went flat a decade ago. So did kitchen colors.
“When the economy tanked in 2007, 2008, everything became very flat. Color was gone, along with texture, pattern, flowers. Everything became industrial and cold — no frills. And that’s how the economy was, too,” said Karen Belezarian-Tesini, manager of Best Tile in Springfield. And she’s not the only one who noticed the coinciding trends.
“It’s funny how the economy dictates the colors,” said Frank Nataloni, co-owner of Kitchens & Baths by Curio in Springfield, recalling how many kitchens of the late ’80s featured high-gloss surfaces and plenty of black and red, but when the recession of the early ’90s hit, it was all earth tones. By 2000, color had come back, but around 2008, neutrals took over again. “I don’t know what that means, but when you look back, you can clearly see it.” That decade-ago shift has stuck, however, and even intensified, he added. “Everything now is white and gray.”
While taupe is making a comeback, said Belezarian-Tesini — “I love that more than gray because it gives you an option to go either way, warm or cool” — she’s seen the white-and-gray trend intensify over the years. But better financial times might be causing a subtle style shift.
“Now that the economy is picking back up, it’s getting a little warmer — softer edges, a little more color in glass mosaic or patterns,” she said.
“The most popular kitchen is white — white on white. So whenever I get a client who wants some color and wants to do something a little different, I get excited,” she told BusinessWest. “People tend to be so scared of color. A lot of it is about sellability, but we tend to encourage people to go for what you like. It’s your house.”
Frank Nataloni says styles shifted away from bold colors when the economy tanked, and have largely remained muted since.
R.J. Chapdelaine, owner of the company, an offshoot of builder and remodeling firm Joseph Chapdelaine & Sons, agreed.
“Whenever you have someone who comes in with a little imagination, wants to have a little fun, it gets exciting,” he said. “And why not? That’s where people want to spend their time. Kitchens are getting bigger, and other living spaces are getting a little bit smaller.”
For this issue’s focus on home improvement, BusinessWest visited a few companies that deal in kitchen design to get a read on some of the hot styles — only to find that the hottest is a decidedly cool white. But they offered plenty of other food for thought as well.
What’s Your Style?
Take countertops, for instance, where white- and gray-colored quartz surfaces are in, both Lindgren and Nataloni said.
But they’ll find contrast in other places, Lindgren noted, like weathered driftwood for accent pieces or a dark wood floor — or, more commonly these days, porcelain planks designed to look exactly like wood. “That’s the most popular floor. You can’t even tell it’s not wood. It’s pretty fascinating.”
“That seems to be what everyone’s looking for right now,” Nataloni added. “With some of them, it’s amazing how much it actually looks like real wood. You can even feel the texture. That’s what people are looking for.”
And homeowners aren’t stopping in the kitchen, Belezarian-Tesini said. “When I sell those planks, I might sell 2,000-3,000 square feet at a time. They’re doing their bedrooms, they’re doing the whole house. It’s just incredible. People say, ‘oh my gosh, I love that,’ and when we tell them that it’s porcelain, they look again and say, ‘are you sure? Really?’ ‘Yeah, really.’”
In addition to the move away from tile floors into wood and wood-like porcelain, Chapdelaine noted that shiplap walls — in both vertical and horizontal patterns — are popular as well, perhaps driven by their ubiquitousness on HGTV.
As for cabinetry, while painted white tops the list right now, Nataloni said, he was working with someone recently who wants a black cabinet with a rubbed-off type of finish so there’s some wood coming through. Still, those neutral shades provide plenty of flexibility.
R.J. Chapdelaine and Lisa Lindgren say it’s fun to work with customers who have a design vision not necessarily bound by what’s currently fashionable.
“With a white or gray cabinet, we can make it look very formal or casual in the scheme of things,” he said. “I haven’t sold a cherry kitchen in over a year, but at one time, that was probably 60% of our business. Some woods remain relatively popular, though, including walnut. “That’s the fashion part of the business, and it changes depending on who walks through the door.”
Sarah Rietberg, showroom manager at Best Tile, said all these trends amount to people seeking a clean, uncluttered look in their kitchens, which is why subway-style tile backsplashes are still common, but with a twist — different sizes, something with a little texture to it, or even lines that aren’t perfectly straight.
“Those things can add some oomph to subway tile,” she said. “People want a little movement, but nothing too crazy. They don’t want to take away from the other things going on.”
In addition, a well-placed accent color can be striking amid a sea of white, Chapdelaine said. “We just did one all-white kitchen with a hale navy blue island, and it’s a striking look.”
Indeed, Belezarian-Tesini said, many customers complement the dominance of white and gray with mosaic tile backsplashes; where once a mosaic pattern broke up the solid color of the rest of the backsplash, now it’s being used across the entire backsplash to break up the white of the kitchen.
Sometimes it’s hard to predict the next trend, she added. “If you asked me 10 years ago if glass would still be here, I’d have said no, but glass is hotter than it’s ever been. It’s the medium of choice now. People still use ceramic, and porcelain has really come up the ladder. But glass has become the decorative. It’s a 10-year trend for sure, and it’s probably going to last longer than that.”
Meanwhile, she sees metallic tile coming into its own. “As technology gets better, you’re going to see more things within the glazing. You’re even seeing crystals in the glazing, little pieces of metal, to create a true, realistic metallic. So technology advances, and the tile changes.”
Good, Better, Best
The upside of so many options in kitchen surfaces is that there’s typically something for every budget, Nataloni said.
“We have to have a good, better, and best product selection,” he told BusinessWest. “We have a product for people flipping homes that’s very current with the trends, reasonably priced, good quality, with a quick turnaround time. Then we have a semi-custom type of product that offers a lot of selection and is a little quicker than the higher-end product. That means a lot if someone is doing a home renovation, because a kitchen is not an inexpensive proposition. If you know where to save money, you can get more bang for your buck, and that’s our skill.”
Some customers arrived with a vision in mind for their kitchen, he explained, and his job is to refine it. “Then there are other people who come in and don’t have a vision, and they’re looking for me to help them create the vision. That’s why we have to be flexible in meeting the need of whoever is coming to us.”
To help people envision the end product — quite literally — Nataloni uses a virtual-reality device called ProKitchen Oculus, which uses Oculus VR goggles to allow people to walk around in the environment Nataloni has programmed into the computer.
“For people who have a hard time visualizing, it really solves that problem for them,” he said. “We create a basic floor plan in 3D, and you’re actually in the room, so you can look and walk around. They literally see what they’re going to buy, or as close as possible to what it’s going to be like.”
For example, one customer was having trouble envisioning the soffit Nataloni suggested for the top of their cabinets. “Then I showed it to them on the Oculus, and their response was, ‘oh, now I understand what you were talking about.’ For those type of people, it really helps tremendously.”
Chapdelaine also sees a healthy mix — about 50-50 — of people who know exactly what they want and customers who need a little more guidance. “And that guidance can occur through Lisa, or through decorators. We see clients occasionally bring in a decorator to help them make decisions on color, cabinetry, and tile.
Most of those are typically renovating their whole house, Lindgren added. “It doesn’t tend to happen just with a kitchen, but with a broader scope.”
Whole-home renovations are common these days, said Chapdelaine, who noted that the remodeling business has been outpacing new home building for some time. His grandfather, who first hung out a shingle in 1925, saw the value of remodeling work early on, and evolved the firm in that direction after originally focusing on new construction.
“That became an integral part of our business,” he said. “You have to evolve. I see people who just build houses or just remodel, and I’d find that difficult. You can go from building three, four, five houses at a time to building one or maybe none, and doing all remodeling.”
He and Chapdelaine’s father also recognized perhaps the most prominent shift in kitchen design, and one that remains dominant today — the open floor plan.
“They were building compartmentalized houses, but they rolled into a more open floor plan on the single-story executive ranches,” he recalled. “Now, there’s very little compartmentalized building. Everything is wide open, with less formal living spaces.”
Nataloni said homeowners prefer a free flow of traffic through the kitchen, and islands are desirable if they can be put in. “Gone are the days of the U-shaped kitchen or a peninsula only, unless it’s necessary. Everyone is looking to have cabinetry that creates the outside shell of the kitchen and then some kind of an island in the middle, whether it’s with seating or without.”
That’s also the style potential homebuyers prefer when they’re visiting open houses, which is one reason why hot trends — like that white and gray — remain so dominant once they take hold; people design the room not only for their own comfort, but with resale in mind.
“For many people, this is where they’re staying, but we do have a lot of people coming in saying, ‘look, I want to fix up the kitchen, and we’re not going to be here forever, so I want it saleable,’” he noted. “We get probably more of the people who are staying for the foreseeable future, and they want to enjoy it. That’s the majority of our business.
Belezarian-Tesini said most of her business at Best Tile contractor-driven — either builders putting up or remodeling houses, or homeowners shopping for product, then hiring a professional to do the work. The do-it-yourself crowd is much smaller — perhaps because the kitchen is such a critical part of 21st-century home life that people don’t want to get it wrong.
That said, “business has been fantastic,” she noted. “I’ve seen a lot of new construction over the last few years. When I started here 23 years ago, it was all new building. Then it went to remodeling, and now it’s coming back again to new construction, which is nice to see.”
So, for the foreseeable future, she’ll continue to track the design trends and help customers design the kitchen of their dreams — usually with an open concept.
“It makes for easy living, and really great entertaining,” she said. “After all, the kitchen is the heart of the home.”
Jay Peloquin says gas fireplaces are especially popular at a time when natural gas is inexpensive.
Jay Peloquin remembers the heady days for pellet stoves, back in 2008, when oil surged to more than $100 a barrel.
“When oil prices were skyrocketing, we couldn’t keep these things in stock,” he recalled. “We had people lining up out the door just to order stoves because it would save them so much money over their regular heating bills.”
Oil prices have come down significantly since then, he said, but pellet stoves remain popular, particularly for people who otherwise heat their house with electricity or propane. “For people in the right situation, it’s still a great investment — it pays for itself within a few years, and you’re using a clean energy source.”
For Fireside Designs, a family business that dates back 40 years, those economic trends have occasionally impacted sales, said Peloquin, the West Springfield store’s general manager. But more important has been a continual focus on what products — in the categories of fireplaces, heating equipment, and grills — customers want most.
In the realm of fireplaces, that tends to be gas-burning units, in addition to pellet stoves. In addition, “if you have an existing brick-and-mortar fireplace used for wood, and if you want to convert it to gas to make it more efficient and get more heat out of it, you can do a gas fireplace insert, because natural gas is one of the cheapest ways to heat right now.”
As for new construction, Fireside receives a number of calls from consumers who want a higher-end fireplace rather than the one that came with the house.
“A lot of times, builders will spec in a fireplace for a customer, and if they’re building, say, a $400,000 house and putting in a $1,000 fireplace, something doesn’t add up,” Peloquin said. “So that’s when they come to us and see what’s available for their budget and the style they want, whether they want contemporary, traditional, or something in between. Some higher-end builders do tend to spec in some of the fireplaces we carry, because we definitely are on the higher end.”
Whether a large wall unit or a smaller fireplace installed above the TV, he said, there are plenty of options for customers who want to bring the heat home.
Tools of the Trade
When Peloquin’s father, Jean, launched the company 40 years ago, its product line was a far cry from what it is today.
Back then, the elder Peloquin sold tool sets, which evolved into a small retail store on Brookdale Street in Springfield, mainly focusing on tools and glass doors. From there, around the mid-’80s, he moved into selling and installing stoves, before relocating to Riverdale Street in West Springfield, not far from the store’s current location on that same road.
“We found that during our off season, we needed to keep busy. So that was when we got into the grills, which keeps us busy during the spring and summer.”
In 2004, Jay came on board, and has seen the store grow consistently since then. But he had a long path to his leadership role of today.
“When my father brought me in, he said, ‘go sweep the warehouse. Go stock the shelves,’” Peloquin recalled. “I wasn’t treated with kid gloves by any means. My father was very hard on me, but 14 years later, I can say it was worth it. Because I started at the bottom — from stockboy to installer to salesperson to general manager — it’s been a gradual path to where I’m confident, and the employees feel confident that I can lead them, and my father feels that way as well.”
During his tenure, Fireside saw a major shift to outdoor grills as a significant part of the inventory because people weren’t seeking out home-heating products during the warmer months of the year.
“We found that during our off season, we needed to keep busy,” he said. “So that was when we got into the grills, which keeps us busy during the spring and summer, even though during that time we’re still putting in fireplaces for new constructions and additions.”
Besides the Napoleon line of grills, Fireside sells the Big Green Egg, a versatile charcoal grill that does anything a regular grill or oven does, in addition to its capabilities as a smoker, he explained.
“Those are very popular as well. They have more of a cult following, whereas they don’t advertise nationally, but if you try the food off of them once, you’ve got to have one. It’s that good,” Peloquin said. “On the internet and YouTube, you’ll find people cooking new recipes, and we have customers who come in and say, ‘this is one of the best things I’ve ever bought,’ and they use it every day.”
Grill islands are becoming more popular as well, he noted, due to the growing prevalence of outdoor entertaining spaces. “Napoleon makes modular products, and you can put in, say, a sink or some cabinets for an outdoor kitchen. It’s something that’s relatively new for us, but something we’re definitely moving toward doing more of.”
As for the wintertime work, that’s the prime season for pellet stoves — Fireside is the number-two Harman dealer in the country — and gas fireplaces and inserts. “We’re starting to expand and getting into the commercial side of fireplaces as well, and we’re working with builders that are building senior citizens’ homes and resorts,” he said.
“There are things in my father’s 40 years of experience that I haven’t experienced, so I still need to learn from him. But also with all the new products that come out, we learn together,” he went on. “Every day, it’s a new thing — it’s learning, it’s evolving, not just in terms of products, but your advertising and who you’re marketing to.”
Take social media, for instance; Fireside has a robust Facebook presence, and highlights not only products, but informational links like safety tips.
“That’s the thing about social media — it isn’t necessarily about ‘come in and see our sale and buy this,’” Peloquin told BusinessWest. “If you engage people enough to where they want to read about something that goes on in their everyday lives, I feel like that’s brand building.”
Because Fireside Designs has been around a long time, there aren’t many companies with the Peloquins’ experience in the field, he noted. That’s also a long time to develop good word of mouth and repeat business, which is something the team relies on.
“We can advertise all we want, but especially in this day of social media, if you’re not treating your customer right from A to Z, you’re not going to survive,” he said. “I’m taking over [leadership] gradually, and I want to make that a priority.”
Part of that reputation is shouldered by Fireside’s in-house technicians, he noted. “If you buy something from us, you don’t have to go somewhere else if something breaks. That’s the advantage of buying from a company like ours, a fireplace specialty store, as opposed to buying fireplaces online. People go to Home Depot and buy a fireplace, and then when something happens, they come to us for service. When you buy something from us, if anything goes wrong, we take care of our customers, and we service everything we sell.”
That’s just part of being a small business with deep community roots, he added.
“As a family business, we do appreciate when customers keep their business local. That’s helped us get to where we are today. Hopefully consumers realize that when you keep your business local, it supports the community.”
If Jean Peloquin set his son to sweeping floors 14 years ago instead of a cushy job he hadn’t earned, perhaps it was a way to determine whether he had a passion for this business. As it turned out, a fire was lit — both literally and figuratively.
“I don’t really consider this a job; I consider it what I do,” Jay said. “I consider this my future. I work every day not as a 9-to-5 thing, but to improve the business as a whole. I enjoy what I do, and I enjoy the fact that my experiences — from sweeping the floors to being an installer to what I do now — all of that together has made me a leader here. And I have employees that trust me — great employees that I look forward to keeping around for a long time.”