LATICRETE Effort Brings Donations for Sandy Victims

LATICRETE, a manufacturer of construction solutions for the building industry, reached out to victims of Superstorm Sandy by gathering donations at World of Concrete in Las Vegas earlier this month.

The firm constructed a stone wishing well named "Fountain of Change," positioning it in a focal spot within their WOC exhibit. Visitors to the LATICRETE booth were invited to contribute their pocket change. At the end of the expo, the total sum of donations was tallied with a 100 percent LATICRETE match, subsequently presenting the entire amount to the American Red Cross in an effort to help victims of Superstorm Sandy.

"Two of our key technical representatives working within our Specialty Products Division live in the New York City region. Unfortunately, they were affected by Superstorm Sandy," says Allen Hunter, LATICRETE channel manager, specialty products division. ”LATICRETE has a history spanning six decades of helping those in need. Collectively, we decided to implement that longstanding company regimen, extending a humanitarian arm to those who suffered setbacks due to that awful storm. So, we contacted the American Red Cross, which was very receptive to our 'Fountain of Change' idea."

   

LATICRETE Helps Create Ultimate Sports Basement

Today’s sports fans have more options than ever to show support for their favorite teams. From apparel to pennants, and novelty items like barbeque tongs and steak knives, nothing seems out of the ordinary when it comes to fan support. And when it comes to the Pittsburgh Steelers, you can take that sentiment up another notch.

Such is the story of Mark Modine, whose basement in his North Haven, Conn., home features a mini football field and Steelers’ logo embossed on the floor. The idea came to personal trainer Modine after chatting with one of his clients, LATICRETE Chairman and CEO David Rothberg. One day during a workout session, Modine, who has some experience in the construction field, became enthralled with some of the products that Rothberg had mentioned from DRYTEK Innovative Flooring Solutions, a recent addition to the LATICRETE family of products.

“David was telling me about some of the different options that these products, especially the selfleveling one, were capable of performing,” Modine says. “I just couldn’t believe the opportunities these applications had. I kept asking, ‘Can you put it on this, and that?’ And he kept saying that you could. So I said, let’s try something creative at my house!”

Modine, who only lives 12 miles or so from the LATICRETE world headquarters in Bethany, Conn., was willing to be the test pilot for the new applications. And he had just the project. A die-hard Steelers’ fan, whose house is the “ultimate” sports palace on Sundays during the season, Modine wanted to try something different in his basement.

He envisioned having the Steelers’ logo embossed on his basement floor – the ultimate testament to the Black and Gold. “Even though he said that you could do practically anything with it, David kept stating that there were no guarantees how it would turn out unless installed correctly,” Modine says. “But every time he said, ‘you could, you could, you could;’ I said, ‘yes, yes, yes.’ I knew I could be the perfect test subject to see how this would all work. I told David that any of the small mistakes that we would make – and there were some through trial and error – would be left at my house.”

So Rothberg put a call into DRYTEK technical sales representative, Tom Leahy. Quickly, Leahy set up a meeting with Modine, at which he explained the various types of products and options available. After the meeting, Modine decided he wanted his basement to feature a black floor with the logo that the players’ wear on their helmets. He also wanted the logo to feature the words “Pittsburgh” and “Steelers.” Modine envisioned a mini football field, complete with two end zones, occupying the 400-square-foot space in his basement. The logo would serve as the 50-yard line, so to speak.

To help pull all the pieces together, Modine purchased the logo from Fathead, a licensed product manufacturer that supplies an array of decorative wall graphics. He also enlisted the help of Jo Rapisarda, senior graphic designer at LATICRETE. Rapisarda worked closely with Modine to create a template and design utilizing the black and gold colors for the logo, etc.

The first step in the process was to get rid of the excessive adhesive markings on the floor, which Leahy noticed during the initial meeting. The markings were a result of carpeting that previously was pulled off of the floor. This concrete pavement restoration technique is designed to help correct irregularities such as faulting and roughness. In this case, it was to smooth out the cracks and eliminate any leftover adhesive residue.

To further smooth out the floor, they put mesh tape on the cracks, and then laid down DRYTEK 104S Epoxy Primer, which would help further smooth out the cracks in the concrete. The two-component, high-solids epoxy primer, part of the DRYTEK Decorative Wear Surface System, is applied with a sand broadcast.

Next, DRYTEK 7400, a fast-drying, dual purpose, self-leveling cement in gray, was poured. The cement can be used both as a durable and attractive interior wear surface and as a high-performance underlayment for troubled substrates. To give the floor that Steelers look, Leahy poured a black liquid dye in the concrete, and then poured the floor, which took a day to dry.

The next steps included spraying one coat of LATICRETE epoxy primer (which takes eight to 12 hours to dry), positioning in the Fathead logo (followed by painting the “Pittsburgh” and “Steelers” word logos), spraying another coat of clear, and then adding a coat of LATICRETE SpectraLOCK Dazzle, which adds a metallic, micro-chip glittered look.

The last step involved using a spray that would lock in the micro chip glitter and give the emblem that shiny look. The team also sprayed yellow epoxy paint over the words ‘Pittsburgh’ and ‘Steelers’ in the logo.

“This is my first project that featured a Fathead logo,” Leahy says. “Custom jobs like this take a minimum of anywhere from four to five days to complete. When it was over, Mark was very happy with the way the project turned out. And now, when we show pictures of this project to prospective clients, they can see what we are able to do. It is leading to other custom jobs.”

- Written by Michael Pallerino

Laticrete Supercap Celebrates One Year

On July 1, 2011, LATICRETE International Inc., had announced a joint venture partnership with Supercap to form LATICRETE SUPERCAP LLC. One year later, the company is going strong.

"These two companies getting together made a lot of sense," says Brad Fulkerson, managing director of LATICRETE SUPERCAP. "Both firms had years of experience within the commercial construction sector. In particular, extensive knowledge relative to the importance of having a perfectly flat, deflection-free concrete slab prior to the installation of finished floor covering. We knew there would be something special when offering the benefits of the state-of-the-art SUPERCAP process, now being backed with the well-respected and successful long-term track record which LATICRETE has earned worldwide."

Currently, Fulkerson's sales team of John Sacco, Michael Schilling and Harold Fleming, each coming from the former company prior to the joint venture with LATICRETE, focuses upon a specialized construction genre that includes architects, engineers, concrete contractors, general contractors aents of the construction community on the attributes associated with the cutting-edge process they are offering. Add to that mix LATICRETE's corporate marketing manager, Maria Oliveira, is playing a major role as well.

"The LATICRETE SUPERCAP team knows the importance of educating the marketplace on what has proven to be a faster, safer and greener way to finish concrete slabs," Sacco says.

LATICRETE Appoints Fulkerson, Managing Director

LATICRETE SUPERCAP appointed Brad Fulkerson as managing director. Fulkerson most recently was president/CEO of Avalon Flooring LLC, a floor-covering installation firm working primarily with general contractors and specializing in high-end projects. During his tenure, he designed and implemented all of the internal systems and controls for the organization.

Holding a B.S. in engineering and an MBA, both from the University of Michigan, Fulkerson stated that one of his many goals as the new managing director of LATICRETE SUPERCAP is to “ultimately build the brand to such a degree, that it becomes the Kleenex of commercial flooring.”

The LATICRETE SUPERCAP System is described as a time-saving, cost-effective method for finishing new concrete or capping existing slabs that meet or exceed finished flooring tolerances. The system is a LEED-qualified, low-alkali, self-leveling, cement-based technology that is installed using a patented computer-controlled mobile blending unit.