Selling Energy Savings is More than Just the Film · Window Film. To find out more about...

Selling Energy Savings is More than Just the FilmInside this issue: find out what it takes ss

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Featuring: Historic Retrofits, Decorative Film Gallery andAll the Industry’s Latest News, Products and Much More

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Contents© 2010 WINDOW FILM Magazine. All rights reserved. No repro-duction of any type without expressed written permission.

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hocking images of devastated coastlines and wildlife fighting for their last breath are daily reminders of the dangers of an oil dependent society. And whether you are for or against off-shore drilling, this environmental tragedy is prompting a new level of consciousness and action amongst consumers.

Surveys from The Hartman Group show over 85% of consumers make purchase decisions based on social or environmental values.* Corporations are making environmental sustainability and responsibility a cornerstone of their messaging and insisting that their vendors and products support that quest.

Now more than ever it is not enough to say that the product you offer saves energy. You need to prove that it saves more energy than it takes to produce it – that it is indeed “Carbon Negative”. Only then is energy really being saved, and savvy specifiers and buyers are asking for this information.

Selling Energy Savings Takes More than Just the FilmAwareness around reducing energy consumption is at an all time high.

Today only two window film brands can give the customer what they need and prove they are carbon negative – Solar Gard® and Panorama®.

The only window film products in the world to have achieved their Climate Declaration,

sellers of Solar Gard and Panorama are able

to tell their customers that they offer a true energy saving solution from a company that is committed to environmental responsibility.

The first and only window film company to…

Measure and publish the carbon footprint of their window film products

Obtain a Climate Declaration

Certify its carbon footprint

Be awarded the title of Climate Action Leader

S A company committed to environmental responsibility…

Certified ISO 14001:2004

Member of the Clinton Climate Foundation

California manufacturing

A company dedicated to supporting its dealers in selling energy saving solutions…

A full range of energy analysis tools

Free of charge building modeling

Comprehensive training and education

Innovative marketing and sales tools

Global brand awareness

To our existing dealers and installers, thank you for your continued business. You are key to selling energy savings solutions and we are proud to be your partner.

If you are selling energy saving solutions and are not representing Solar Gard or Panorama,

call now and join the winning team.

1 877 345 9478www.solargard.com

T

s

*5 Tips to Successfully Market Sustainable Brands in a Downturn Economy, The Hartman Group, Inc., April 22, 2009.


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Inside: Historic Retrofits

Architectural - Auto - Decorative - Paint Protection - Security

Volume 14 - Issue 4 - July-August 2010

A PUBLICATION OF KEY COMMUNICATIONS INC.

WindowFilm’sPacificPathfinders

Also Inside:Decorative Film Gallery

All the Industry’s LatestNews and New Products


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Our Passionis

Window Film.

To find out more about the“Johnson Window Films Difference,”

contact our friendly and knowledgeable representatives at

800-448-8468.

Johnson Window Films is committed to beingthe best professional window film manufacturer and supplier in the

world. We are passionate about our product, our industry, and our

dealer network. Explore the Johnson Difference today.

- Professional quality window films

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We offer window films for a variety of markets, including automotive,

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A U T O M O T I V E | R E S I D E N T I A L & C O M M E R C I A L | S A F E T Y & S E C U R I T Y | A N T I - G R A F F I T I

www.johnsonwindowfi lms.com800-448-8468 | 310-631-6672

TH E JO H N S O N

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DI F F E R E N C E


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Bumps in the RoadA look at how one Portland,Ore., tinter is continuallyreaching new heights.

WINDOW FILM Magazine (USPS 020-895) ©2010 by Key Communications Inc. P.O. Box 569, Garrisonville, VA 22463-0569, 540/720-5584, fax: 540/720-5687, E-mail: [email protected], www.windowfilmmag.com. Copyright 2010, all rights reserved. No reproduction without the express written consent of publisher. WINDOWFILM is published six times annually (Bi-monthly) by Key Communications at P.O. Box 569, Garrisonville, VA 22463-0569. Periodicals postage paid at Stafford, VA22554 and additional mailing offices. POSTMASTER: Send address changes to Key Communications P.O. Box 569, Garrisonville, VA 22463-0569. Phone540/720-5584, Fax. 540/720-5687. Subscriptions are free to all qualified recipients at U.S. addresses. Addresses outside the U.S. add $65 per year. Members ofthe International Window Film Association receive one subscription as part of their membership dues.

Volume 14, Issue 4 • July-August 2010

A Publication for the Entire Film Industry

DEPARTMENTS & COLUMNS

On DisplayCheck out a photogallery of decorativefilm installationsand learn moreabout this growingmarket segment.

On the CoverThe Pacific Window Tinting team, from left to right, David Vernon,Genise Vernon and Jared Gray. Read more about this growingcompany starting on page 22.

Dear Reader—Editor’s Letter ..........................................................4

Ask the Expert—Your Questions Answered ....................................8

Open 24/7—Expert Web Advice ....................................................10

Newsworthy—Industry News ........................................................14

Noteworthy—New Products and Services ....................................36

On the Horizon—Upcoming Events..............................................38

Advertising Index ..........................................................................39

Suppliers’ Guide—Directory of Industry Suppliers ......................40

Classifieds—Buy and Sell Industry Products..................................41

Film Stars—Installer Profiles ........................................................42

For Subscription RequestsBy Mail or Fax:

Subscribe by filling out the form on page 39.To change your address, mail your old label,along with your new address, to P.O. Box 569,Garrisonville, VA 22463, or fax to 540/720-5687.To unsubscribe, mail or fax your old label witha request to be removed from our mailing list.

On the Web atwww.windowfilmmag.com:

Under “Subscription Central,” click on: “Free e-Newsletter” to sign up for our Focus on Filmweekly publication; “WINDOW FILM Print Edition”to sign up for the magazine; “Change Mailing

Address”; or “Cancel Print Subscription.”

322222

Preservingthe PastWindow filmcompanySolarFilm of

Richmond, Va., reflects onits installation of windowfilm in a 272-year-oldlandmark that housed warheroes and foundingfathers.

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Please contact us to speak to a knowledgable ASWF representative or to schedule a factory tour.

Factory Direct 800-835-9676

California 888-511-5800

Colorado 800-476-2250

Florida 877-711-ASWF

International 702-853-4800

We at ASWF would like to thank our competitors for introducing our company to their customers.

We appreciate your continued support.

www.aswf.com

A division of Erickson International LLC.

3135 Marco Street, Las Vegas, Nevada 89115Made in USA

AutomotiveArchitecturalSafetyDesignAnti-Graffiti

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4 WINDOW FILM

ELLEN ROGERS

Here at WINDOW FILM magazineour goal is to continuallybring you the latest news and

innovations that help you stay up-to-date on the ever-changing industry.And to help you stay current we’vegot a lot of plans and developmentsin store just for you and I amexcited to tell you about someof them now.

The world in which we liveis becoming more and moredigital. In fact, it seems peo-ple spend more time withtheir computers, hand-helddevices and other digital mediadevices than they do a book or amagazine—that’s what everyoneused to take along for a plane trip orcar ride. Now, people can pack uptheir Kindles and Sony Readers andstill read their favorite books. Andwith wireless technologies, you canbe online most everywhere, even onan airplane in some cases.

With so much digital technology,it may seem as though the future ofprint media is bleak. Bleak, perhaps,only for those who do not embraceand grow with technology, which iswhat WINDOW FILM magazine is doingfor you.

For starters, every issue is now

available online in a digital format. Noextra room in your carryon for extramagazines? No problem. With the newdigital format you can read all the lat-est news, new product announce-ments and features from anywhere inthe world from your computer at

www.windowfilmmag.com. Wehave received tremendouslypositive feedback about thisnew feature. Readers love howthey can turn their computerson just about anywhere andread the latest issue.

A digital edition of the mag-azine, though, is just for starters.We’re taking the news one step fur-ther with our brand new monthlynewscast. That’s right, we’re hittingthe streets to bring you news cover-age of some of the industry’s latestprojects, news and information,show reports and much more.Through our newscast you can alsomeet the latest addition to our team,Katie Hodge, who is the new assis-tant editor. And though you can’tsee his face because he’s behind thecamera, our director of video pro-duction Marshall Stephens is theone putting it all together (some ofyou may have had a chance to meetMarshall at last year’s SEMA show).Katie and Marshall are working tobring you a cutting-edge newscastthat you won’t want to miss eachmonth. And don’t worry that you’llmiss it; we’ll send it right to you byway of our monthly Focus on Film e-newsletter.

And in addition to all of this, don’tforget you can also follow us onTwitter at www.twitter.com/window-filmmag.

It’s definitely an exciting time here forus so stay tuned for more announce-ments and developments. WF

Key Communications Inc.385 Garrisonville Rd, #116

Stafford, VA 22554540/720-5584; 540/720-5687 (fax)


Publisher DEBRA [email protected]

Editor ELLEN [email protected]

Managing ERIN HARRISEditor [email protected] PENNY STACEYEditor [email protected] KATIE HODGEEditors [email protected]

MEGAN [email protected]

Art Directors CHRIS [email protected] [email protected]

Exhibits TINA CZARManager [email protected] HOLLY BILLER, VICE PRESIDENTDirector [email protected] ALLY CURRANAssistant [email protected] MARSHALL STEPHENSProducer [email protected] BRYAN HOVEYDeveloper [email protected] JANEEN MULLIGANRelations [email protected]

ADVERTISING OFFICES

Midwest LISA [email protected]

Phone 312/850-0899Fax 312/277-2912

Northeast & BRIAN WELSHEastern Canada [email protected]

Phone 540/720-5584 x195215/679-8826

Fax 215/679-0408Southeast SCOTT RICKLES

[email protected] 770/664-4567

Fax 770/740-1399West Coast & ED MITCHELLWestern Canada [email protected]

Phone 805/262-2932Fax 805/262-2933

Europe PATRICK [email protected] Kings RoadWestcliff on SeaEssex SS0 8PH ENGLAND

Phone (44) 1-702-477341Fax (44) 1-702-477559

China & Asia SEAN [email protected], Block 17, Wuyimingzhu, No.6 Jinshan Road,Fuzhou, Fujian, 350001, China.

Phone (86) 591-838-63000

All Others Contact Publisher Directly

DEBRA LEVY540/720-5584, ext. 111;

fax: 540/[email protected]

A PUBLICATION FORTHE ENTIRE FILM INDUSTRY

The Digital Age

Film'd, WINDOW FILM magazine's new monthlynewscast, will bring you an inside look at somenew and exciting projects taking place, as wellas show updates and reports, news andinformation and much more.


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DONNA WELLS

Iwant to thank those of you whoresponded to my first article. Aninteresting question came in

from the responses and I havedecided to address this question:“If you put all of your employeeson salary, how do you keep themmotivated? If employees know theyare going to be paid the sameamount each week, why shouldthey go beyond the minimum ofwhat’s expected?”

Indeed, it is a very interestingquestion. However, I think the big-ger question is how do you keepyour employees motivated regard-less of how you pay them? After all,without employees you wouldhave to wear all of the hats and doall of the work, right? So, here arefive tips for keeping your employ-ees motivated for your company.

1. Compliment Your Employees.Everyone loves a good compliment.Be sure you let your employeesknow when they are doing a goodjob. Do not be afraid to complimentthem in a public setting; receiving acompliment in a public setting willmake them feel special. And remem-ber, compliments go a long waywhen you are in the middle of sum-mer asking your employees to gothe extra mile for you. Along thoselines, say “thank you,” too.

2. Give back to the employees.We have all heard about the “uglyogre” that so-and-so has workedfor. You know, the person whomakes you work until 7 p.m. on hol-iday weekends, asks you to come

in early on Saturdays and whenyou ask for an hour off docks yourpay. Don’t be that employer.Surprise your team with lunch,take them to an event, go out forhappy hour once in a while, etc.When you go the extra mile as anemployer, your employees willreciprocate. They will feel asthough they are a part of the teamand not just someone who collectsa paycheck.

3. Offer incentive competitions.Competition can be a good thingbetween the employees, as it canhelp heighten their performancelevel. Competitions can last for aweek, a month or a quarter. Ask theemployees what type of prize theywould like to win. For instance,give the installer who has had theleast amount of call-backs for poorinstallations within a three-weekperiod a $50 gift certificate to arestaurant. The first salesperson tosell $100,000 in residential saleswins three days and two nights at aregional bed and breakfast, allexpenses paid. Put up progresscharts in the office and updatethem weekly so everyone can seewhere they stand.

4. Motivate your employees bycoaching them to perform topotential. You have hired a groupof employees who you believe isthe best fit for your business,right? If this is not a true state-ment, then you need to reevaluateyour staff. That being said, theteam that you have compiled islooking to you, the leader, to teach

them and lead them to the nextlevel. That means you need toshow up to work on time; you needgreet your staff at the beginning ofthe day; you need to create anenvironment where your employ-ees can come to you if they arehaving personal issues. If you arenot comfortable with leading aninstallation or sales team, then youneed to find someone who is andhire them to help you. Youremployees are only as motivatedas their leader.

5. Listen to the experts in theindustry. There are many peoplewho have been in this industry forten, 20, even 30 years. Some haveworked on the corporate side only,some have worked on the inde-pendent side and some haveworked on both sides. You need tofind those people you believe arean expert in your niche of theindustry and ask them for advice. Ifthey have been around for awhile,they have all had great employeesand not-so-great employees. Thepoint is, everyone who has hademployees has had to keep themmotivated.

I hope this was informative andinspirational. Please keep thosequestions coming, as I enjoy help-ing you grow your business. WF

Donna Wells has worked in the windowfilm industry since the 1980s and iscurrently sole proprietor of ImageImagination in Huntington Beach, Calif. Ms.Wells’ opinions are solely her own and notnecessarily those of this magazine.

Staying Motivated

“The team that you have compiled is looking to you, the leader, to teach them

and lead them to the next level.”

Got a question for Donna?Please e-mail it to us at

[email protected]. Individual namesand company names will be withheldupon request.


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BY MANNY HONDROULIS

Iwant to try something new.Rather than writing about howthe Internet can help our indus-

try, I thought I’d discuss how pro-ductivity software can help us doour jobs better. Productivity soft-ware is a generic term for spread-sheets, word processing, e-mail,slide shows and database applica-tions. The most widely used andaccepted suite (compilation of vari-ous applications) is Microsoft Office.

After I graduated from college Iaccepted a position at GeneralElectric. It was there that I was intro-duced to the ways of corporateAmerica and how presentations arecommunicated. It seemed that everyidea, no matter how big or small,was presented through MicrosoftPowerPoint. So as not to be leftbehind or uninformed in my newposition, I spent one Saturdaylearning how to use the programand I’ve been using it regularlyever since.

THE BIG PICTUREPowerPoint is part of Microsoft

Office and is a modern alternativeto old-fashioned transparencies dis-played on an overhead or slide pro-jector. It’s a great tool in helping youcommunicate a clear and concisemessage. I use it when presenting toend-users, architects, influencersand prospective dealers.

Just like in the days of overheadprojectors, the basic building blockof a PowerPoint presentation is theslide. That, however, is where thesimilarity ends. PowerPoint is muchmore. You can incorporate videos,photos, different fonts in differentcolors, charts, graphs, shapes andanimation. You can even create yourslides to have a look and feel con-

sistent with your company’s brand.The key to creating an effective

presentation is to first organize yourthoughts and then determine thebeginning (point A) and end (pointB) of your message. In other words,the PowerPoint presentation youcreate will help your audience andyou go from Point A to Point B.

DRIVING THE LESSONS HOMEThe specifics of using

PowerPoint can best be explainedby the countless books (i.e.PowerPoint for Dummies) andonline tutorials on the subject. Solet’s look at how PowerPoint can beused in the window film industry.

I’ve never been one for taking acasual approach to a sales call,especially a commercial one. Ratherthan jumping in and measuring thewindows right away, I prefer tostart the call with a formal salespresentation. So, I build enoughtime into the appointment to pres-ent the prospective customer with adetailed presentation. With laptopand LCD projector in hand, I will dis-play my PowerPoint show on theprospect’s conference room wall.

Prior to the appointment, Iresearch the building and end-userand incorporate that research intothe presentation; the presentationwill center on the reason for mybeing there. For example, if the end-user is concerned about a nearbyterrorist explosion and wants to

protect his/her office workers, mypresentation will focus on securityfilm. If the end-user is looking toreduce utility bills, my presentationwill focus on sun control film. I trynot to include too much extra infor-mation simply because the point Iwant to drive home may get lost inthe extra detail.

If I’m talking to the end-user aboutsecurity film, I will include bomb-blast test videos, test results, war-ranty information and case studiesin my slides. The visual impact pro-vided by PowerPoint goes a longway in explaining a presumably newconcept to your audience.

REMEMBER … Avoid reading your slides ver-

batim to your audience.Instead, the slides should serveas a visual and provide areminder of the importantpoints that you are communi-cating. Reading your slides will

make you seem unprepared oruninformed and as though you aremerely a mechanism to regurgitatethe desired information.

PowerPoint makes for profes-sional sales presentations and mayprovide you the increased profes-sionalism necessary to close thedeal. It’s a very useful tool thatrequires only a day or two of prac-tice before it is mastered.

Stay tuned to the next issuewhen we discuss Microsoft Exceland what it can offer those of us inthe window film industry. WF

Manny Hondroulis is marketing managerfor Energy Performance Distribution inBaltimore. Mr. Hondroulis’ opinions aresolely his own and not necessarily thoseof this magazine.

Straight to the Point


“The visual impact providedby PowerPoint goes a long

way in explaining apresumably new concept.”


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The U.S. House of Representa-tives has passed legislationdesigned to provide rebates

to homeowners who install energy-saving products, including windowfilm, which is mentioned by name inthe bill. The legislation could alsocreate an estimated 168,000 con-struction, manufacturing and retailjobs in the United States.

“The Home Star Energy RetrofitAct is a common sense bill that willcreate jobs, save consumersmoney, and strengthen our econo-my,” stated President Obama. “Icommend the House on passingthis bill … At a time when millionsof Americans are looking for workand companies are ready to takeon new customers, this legislationwill help jumpstart job growth anddemand for new products createdright here in America. This rebateprogram will not only put peopleback to work, it will lower costs for

homeowners who choose toimprove their homes … and it willalso save consumers money onenergy bills down the road.”

He continued, “I’m convincedthat the country that leads in cleanenergy is also going to be the coun-try that leads in the global econo-my and I want America to be thatnation. I will not settle for anythingless than first place when it comesto new energy technologies, andthis bill will create the incentivesto help us accomplish that goal.We have workers eager to do newinstallations and renovations, andfactories ready to produce newenergy-efficient building supplies.[This] House vote is an importantstep forward, and I look forward toworking with the Senate toimprove this legislation so we canhelp more middle-class homeown-ers make these investments with-out delay.”

U.S. Representatives RickBoucher and Tom Perriello applaud-ed bipartisan House passage of theHome Star Energy Retrofit Act, as itwould benefit window film manufac-turers due to an amendment theyfought to have included.

“Energy saving window films …can provide homeowners with sub-stantial savings on energy costswhen applied to existing windows.The measure approved by theHouse will encourage homeownersto make use of such energy-savingretrofits, by providing rebates forthe purchase and installation ofenergy-saving measures in theirhomes. The measure not onlyhelps families reduce home energycosts but also will create jobs,”Boucher said.

According to the legislation, inorder to get the credit window filmmust be installed on at least eightexterior doors, windows or sky-lights, or 75 percent of the totalexterior square footage of glass ina home, whichever is more. Thefilms must be certified by theNational Fenestration RatingCouncil and have a solar heat gaincoefficient of 0.43 or less with a vis-ible light-to-solar heat gain coeffi-cient of at least 1.1 for installationsin 2009 International EnergyConservation Code climate zones1-3; or a solar heat gain coefficientof 0.43 or less with a visible lightlight-to-solar heat gain coefficientof at least 1.1 and a U-factor of 0.40or less as installed in 2009International Energy ConservationCode climate zones 4-8.

Homeowners can receive $1,000per measure for energy-savinginstallations. The maximum rebatefor a home is $3,000 or 50 percent

Window Film Included in Home StarLegislation Passed by House

THE LATEST INDUSTRY NEWS

The House has passed legislation that would give rebates to homeowners whoinstall window film.


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JULY-AUGUST 2010 WINDOW FILM 15

of the total cost of the installedmeasures.

“Although this is only a House billat this point and still needs to gothrough the Senate before it canbecome law, it is a tremendousrecognition of the benefits of win-dow film use for energy savings,especially for retrofit installation onolder homes,” said Darrell Smith,executive director of theInternational Window FilmAssociation. “In addition, windowfilm has been acknowledged by ourlegislators as an extremely costeffective measure in instanceswhere window replacement cannotbe justified, either for affordabilityreasons or when the existing win-dows are in good shape and need noreplacement. Resources of our man-ufacturer members along with let-ters of support, which were request-ed from local dealers and distribu-tors all contributed to this success.”

INDUSTRY NEWSSolutia Announces theAcquisition of Novomatrix

Solutia Inc. has acquiredNovomatrix, a maker of high-tech-nology performance window filmsfor the automotive aftermarket andarchitectural applications for resi-dential, commercial and industrialproperties. The $78 million acquisi-tion of Singapore-based Novomatrixfrom MAFLP Investments Limitedand Globamatrix Holdings wasfinanced through existing cash anddid not require additional third-party financing.

“This acquisition strengthensSolutia’s core competencies, sup-ports our growth strategy for thePerformance Films division andbolsters our talent base in Asia,”

said Jeffry N. Quinn, chairman,president and chief executive offi-cer of Solutia Inc. “As Solutia looksto the future, we are executingupon our previously stated strate-gy of enhancing our portfoliothrough targeted bolt-on acquisi-tions that support our existingbusinesses. We welcome thestrength of Novomatrix, itsemployees and its well-positionedbrands into the Solutia family.”

According to the announcement,the acquisition will expand Solutia’sreach in key, emerging regions

through Novomatrix’s establishedpresence in Southeast Asia and theMiddle East, which will complementSolutia’s presence in Northern Asia.Solutia says integration ofNovomatrix also provides an addi-tional talented employee base in theregion, ensuring continuation of itshigh-performance culture in thismarket. In addition, Solutia says itsmanufacturing capabilities, process-ing expertise, technology resourcesand strong dealer and distribution

continued on page 16

U.S. Film Crew Announces Opening of New Office Locations

U.S. Film Crew (USFC)based in Pittsburgh hasopened new offices inWashington, D.C. and SanAntonio, and also upgradedits recently opened head-quarters in Pittsburgh.

Alex Potter will serve asthe director of operationsfor the Washington D.C.office and Rick Lerna asthe director of operationsfor the San Antonio office.Both have been a part ofvarious USFC projects andhave experience fromextensive field work.

In other news, USFCalso donated time andmaterials to enhance the safety of a Greater Works Christian School inMonroeville, Pa., by installing more than 1,000 square feet of security film to thewindows facing the courtyard.

According to a company announcement, USFC president and chief executiveofficer Glenn Yocca, who has had strong ties with the school and its church formany years, saw this project as a chance to give back to the community.

“Shattered glass can, of course, always pose a danger, but when it is not tem-pered its shards can be very large and extremely lethal, especially in a schoolenvironment,” says Yocca. “I hope that similar steps to protect school childrenwill be implemented at all schools.”

USFC opened new offices in D.C. and San Antonioand upgraded its Pittsburgh headquarters


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CONTINUED

networks will benefit theNovomatrix brands, which includeV-Kool® and Hüper Optik®.

“A multi-brand approach will cre-ate opportunities to grow marketshare for all brands in existing andnew markets,” says Ray Kollar, pres-ident and general manager ofSolutia’s Performance Films divi-sion. “We will be able to satisfy awide array of film needs and require-ments by choosing the best solutionamong our product offerings.”

Solutia’s acquisition ofNovamatrix does not includeSolamatrix Inc., which is alsoowned by Globamatrix Holdings.Solamatrix released the followingstatement:

“We are pleased to take thisopportunity to confirm to our part-ners and customers that we atSolamatrix continue to operateunder our original owners,Globamatrix Holdings and SouthernCapital Group. We continue to oper-ate business as usual with the ongo-ing goals of growing our business,our market share, and being anexcellent supplier to our customers.

“We know that rumors and incor-

rect information [primarily revolv-ing around whether the companywas being closed or sold] are cir-culating within the market. We willdo our best to clarify and commu-nicate the situation as quickly aspossible.”

HanitaTek and ImpactFilm Supply Join Forces in Florida

Impact Film Supply is now dis-tributing window films fromHanitaTek to dealers in Florida.

“HanitaTek’s depth of productline and high quality reputationmake this a great line for ImpactFilm Supply to bring to the indus-try in Florida,” says John Diaz,president of Impact.

PEOPLE NEWSErickson InternationalAnnounces New Sales Representative

Erickson International, LasVegas-based manufacturer ofAmerican Standard Window Film,has appointed Scott Boettcher asits new sales representative forArizona. Boettcher has 22 years of

window filmexperience, andin his new rolewill be responsi-ble for support-ing existingbusiness anddeveloping newopportunitiesfor professionaldealers.

Beginning his career as aninstaller at age 16, Boettcherlearned all facets of the industry,eventually becoming a sales repre-sentative for Sun Control ofMinnesota. In that role he wasactively involved with professionalorganizations such as IFDA, IREMand BOMA and served on theboard of IFMA as the co-chair ofthe education committee.

He also delivered AIA continuingeducation presentations to 60firms in the Twin Cities and St.Cloud area.

“We are pleased that Scott hasjoined our team and are confidentthat his varied experience relat-ing to installation, sales anddevelopment of consultative rela-tionships with key industrystakeholders will be invaluable tothe continued growth of our com-pany and the expansion and prof-itability of our network of profes-sional installers,” says PierreChraghchian, managing partnerof Erickson International.

Panorama® RecognizesDealers with 2009 Awards

While the Fourth AnnualPanorama Dealer Meeting, heldMarch 4-6, 2010 in San Diego,included sessions on new businessprocurement techniques, technicaltraining and industry education,the company also took the oppor-tunity to recognize a number of

FINANCIAL NEWSXPEL Announces 2009 Results

XPEL Technologies Corp. based in San Antonio has announced results for theyear ended December 31, 2009.

“Over the past year, excluding the non-cash loss on the sale of our Canadiansubsidiary, we have achieved net income profitability from continuing opera-tions for the first time as a public company,” said Ryan Pape, XPEL’s chief exec-utive officer. “In 2010, we will focus on revenue growth, expansion of the prod-uct line and continued profitable operations.”

Revenues increased two percent to $3,834,565 from $3,747,860 in fiscal2008. Installation, kit and material sales increased to 57 percent of total rev-enues. Revenues for fiscals 2008 and 2009 reflect continuing operations only.

Cost of sales decreased as a percentage of revenues to 42 percent from 50 per-cent in fiscal 2008, and general and administrative expenses decreased 40 percentto $1,647,276 from $2,730,648 in fiscal 2008.

The company reported a net loss of $566,412 with earnings of $141,046from continuing operations as compared to a net loss of $3,917,926 for fiscal2008 with losses of $1,985,225 from continuing operations. When adjusted fornon-cash expenses, the adjusted net income was approximately $256,927 ascompared to an adjusted net loss of approximately $1,742,804 for fiscal 2008.

Scott Boettcher



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dealers with 2009 Panorama DealerAwards.

The following were recognized:Panorama Dealer of the Year: DaleF. Case, Ever-Ready Glass, Phoenix;Panorama Hilite Excellence: SteveClark, Window Innovations Inc.,Brentwood, Calif.;Panorama Regional Excellence:John Henderson, Royal WindowFilms, Anaheim, Calif.;Panorama Regional Excellence:Gene Hanson, Sun Masters,Cypress, Texas;Panorama Regional Excellence:Richard Puthoff, Eclipse WindowTinting, Cincinnati, Ohio;Panorama Regional Excellence:Lyman MacNutt, Solar X, Sarasota,Fla.;Panorama Regional Excellence:Richard Miller, Green ValleyWindow Tinting, Henderson, Nev.;Outstanding New PanoramaDealer: Damon Davis, SolarSolutions, Bakersfield, Calif.;Panorama Premier Plus TopPerformer: Kimberly Merrill, TintWizard, Ogden, Utah; andOutstanding Panorama BusinessGrowth: Jerry Burns, Sun King,Denver, Colo.

“With the worldwide focus onenergy savings and CO2 reductionour industry has a huge opportuni-ty and it is critical that we work inpartnership with our dealers andinstallers to realize this potential,”says Christophe Fremont, presi-dent, Bekaert Specialty Films, man-ufacturer of Panorama windowfilms. “Our customers are chang-ing. They demand analysis, proof ofperformance, information and anew level of professionalism. Thetraining, information, tools andsupport that we offer our dealers,combined with their commitmentand dedication to this industry, willenable us all to grasp this opportu-nity and grow the window filmbusiness to new heights.” WF


3M Appoints Company Director in Renewable Energy Division

3M Renewable Energy Division announced the appointment of AlisonSchell as the new energy conservation business director.Schell joined 3M in 1987 as marketing coordinator for thecompany’s Australia Performance Materials and Solar Filmbusinesses.

“We are very pleased to add Alison to our fast growingdivision. She has been a part of the 3M family for more than20 years and her extensive international, marketing andbusiness leadership expertise will help lead the division intoa healthy future,” said Michael Roman, vice president andgeneral manager of 3M Renewable Energy Division.

During Schell’s 15 years at 3M Australia she held sev-eral marketing leadership positions in electrical, telecommunications, chemicalsand specialty materials before being appointed to division manager forOccupational Health and Safety (OH&ES) Australia. Next, Schell joined 3M inthe United States as international manager of OH&ES, and later spent twoyears in Six Sigma commercialization leadership in the Safety Security andProtection Services business. Before becoming a member of the RenewableEnergy Division, Schell was marketing director for 3M Corporate Strategy andDevelopment.

“3M’s Energy Conservation Business Unit is well positioned for aggressiveglobal growth with a strong portfolio of products positioned at competitiveprice points, especially in the Asia Pacific Region where we are seeing verystrong demand for our energy conservation technologies,” said Schell. “Afterspending my first week in Asia, I am resolute to 3M’s commitment of globalleadership in the window film market, including leveraging our global reach toalign supply sources with global market demands.”

In other news at 3M, during its annual dealer meeting, held March 3-6 inPhoenix, Columbia Filters was honored as the 3M National Dealer of the Year.Eight other dealers were also recognized with regional Dealer of the Year awardsincluding JC Customs, Winter Haven, Fla.; Brower Window Tinting, Seattle; ClimateInsulating Products, San Francisco; Ken Caryl Glass, Denver.; Glare Control,Lexington, Ky.; Sunset Glass Tinting, Houston; Millard Enterprises, Hartford, Conn.;ATD Solar & Security, Washington, D.C.; and Engineered Sun, Orlando, Fla.

Alison Schell

Panorama dealers met in San Diego earlier this year for their annual meeting.

CONTINUED


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When David Vernonopened PacificWindow Tinting inPortland, Ore., in

1998, he missed the deadline to getan ad in the Yellow Pages. Andthere, as they say, is the rub.

“To start off without having theYellow Pages your first year of busi-ness … that was tough. So we real-ly had to pound the pavement toget our face out in front of peopleand to meet people,” says Vernon’sbrother-in-law Jared Gray, whorelocated to Portland in 1998 tohelp start the company.

“We all started it together [as afamily] from ground zero,” saysGray. “And we did the opposite ofmost window tinters, as we startedwith flat glass and added auto lateron. Eventually we got out of autoall together.”

Today, the company concen-trates solely on flat glass projects,both residential and commercial.

“We try and do one or two majorprojects a year, as well as residen-tial work and everything inbetween,” explains Gray. “The last

couple of years have been gearedmore toward commercial projectsso we are about 75 percent com-mercial and 25 percent residential.”

A tremendous amount of work

has gone into growing the small,family owned business. Gray sayshe has focused his efforts on sell-ing the business as a whole and notjust selling the product.


Bumps in the RoadThe Trail Pacific Window Tinting Followed Had Some Unexpected Twistsand Turns, but Still Has Led to SuccessBy Ellen Rogers

Left to right: David Vernon, Genise Vernon and Jared Gray work to keep PacificWindow Tinting moving forward.


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“We’ve done things differently intrying to find our own little niche,”he says. “Our growth has basicallycome from word of mouth.”

And all that word of mouth earlyon has paid off, as many of thecompany’s first clients are still withthem. Today, comfortable in itsniche, small Pacific WindowTinting, though, is doing big thingsand focused on moving more andmore into the commercial arena.

Thick and Thin“One of the biggest rewards for

me is the fact that we were able toestablish a company that involvedfamily,” says Vernon. “The compa-ny has consisted of me, my wifeGenise, brother-in-law Jared [Gray]and father-in-law Dick Gray. Whilethis may not be a good thing forsome families, it has been a greatthing for ours.”

Gray says one of the key ele-ments that has helped them con-tinue to grow is the one thing they

did early on: getting out there infront of the customers.

“We’ve done things differently intrying to find our own little niche,and [our growth] has basicallybeen from word-of-mouth. We stillstrive to do that same-day service;if someone calls us we try to getout there that day because the daythey call is the day they want tospend money. They are calling for areason,” says Gray. “So I want toget in front of them as quickly as Ican.”

Gray says he’s tried traditionalmarketing tactics such as directmailers and local advertising andthey have not worked for him.

“The return on investment is justnot there,” he says. “We’ve goneback to the way we started: gettingin front of people, introducing our-selves and going from there. Andnow that our portfolio is bigger wecan do that; I can get out there andshow people something different.So the best thing for us has been

those clients we met in the verybeginning who are still with us.”

And as far as the competition,Gray says it’s not too stiff.

“We have four or five main com-petitors but, just like in anythingelse, you’ve got the low guys whotry to undercut everyone, whichmakes it horrible for everyoneelse,” says Gray. “One of the rea-sons so many customers havestayed with us is because ourprices stayed the same, even whentimes were great, and customersappreciate that.”

The Next Big Thing Pacific Window Tinting handles

both residential and commercialwork, and its biggest focus is gain-ing a stronger commercial pres-ence. This involves spending a lotof time with architects and Graysays there are a number of differ-ences when it comes to working


Left: Pacific Window Tinting installed a seriesof colorful films for the John E. JaquaAcademic Learning Center for StudentAthletes at the University of Oregon.Below: Wavy tint patterns were used for theOregon Health Sciences University in Portland.


“We give a big pushfor training, especially

when it comes tosafety films because if

safety films areinstalled incorrectlythere can be serious

liabilities.” —Jared Gray


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with architects compared to home-owners.

“Most of the time the architect isknowledgeable and already knowssomething about film and that’snice. Homeowners aren’t always asknowledgeable, but it’s also nice tobe able to teach them and helpthem make an educated decisionabout what they are going to pur-chase,” says Gray. He adds thatwhen it comes to working with thearchitect there’s also a lot of prepwork that needs to be done. “A lotof architects [are knowledgeable].If you walk in there and you don’tknow what you are talking about,you’ve already lost.”

While Gray says many architectsare familiar with the benefits anduses of film he still finds that he isoften working to provide educationand information to those whoknow little about the products.

“So often an architect will say‘but my glass supplier says film willvoid the warranty on the glass,’”explains Gray. “So I have workedhand-in-hand with some of thebiggest glass companies inPortland to teach them about film;

they, in turn, also share that knowl-edge with the architects.”

Specification can also be a chal-lenge when it comes to workingwith architects.

“Architects aren’t necessarilyfamiliar with all the film types outthere,” says Gray. “And justbecause your name is in the specdoesn’t always mean it’s going tostay your job.”

With such a strong focus ongrowing the company’s architec-tural presence, Gray says theseefforts have helped them differenti-ate. For example, after 9/11 theywere able to secure many area gov-ernment projects.

“We won the majority of [govern-ment jobs] in the Portland area andthen there were a lot of big projectsthat followed,” says Gray. “At thetime, I did most of that workmyself, and that’s helped and hurtme because now my installers haveto be particularly good, becauseit’s my reputation on the line.”

He continues, “That was themost difficult thing for me, to let goof that portion of the job, becausethe end result is what you grow

your business on. If you have acouple of poor jobs out there, yougo from having a customer speak-ing good about you to speakingbadly about you.”

Kathryn Giblin, vice president ofglobal marketing for BekaertSpecialty Films, has worked closelywith the Gray. He is also a memberof the Panorama Dealer Council, agroup of dealers who collaboratewith the manufacturer on customerand dealer needs and who volun-teer their time to mentor others inthe business.

“Pacific Window Tinting is amember of our Panorama dealernetwork and has consistentlyproven to be an exceptional busi-ness partner. Pacific WindowTinting differentiates itself from thecompetition with superior techni-cal knowledge and demonstratingtheir expertise and professional-ism,” says Giblin. “They take thetime to educate customers on howsolar energy works and help themchoose the right film to fit theirneeds.”

DiversificationAs part of working more within

the commercial realm, Gray saysthey have also expanded theirrange of product offerings toinclude decorative films. The com-pany also is doing more and morework geared specifically towardenergy efficiency.

“Decorative films have seen a bigpush and that’s one direction inwhich we’re going as it’s more com-mercialized,” Gray says. “And theseprojects are a change of pace; theyare different and fun.”

He says one benefit of decorativefilms is that they can be used tocreate the same appearance asglass. For example, Gray’s teamrecently installed a selection of col-orful films for the University ofOregon Academic Learning Center.

Bumps in the Road continued from page 23

Also at the University of Oregon, decorative films were used to illustrate a variety ofsports.


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“What sold this job for me wasthe fact that the films can bechanged,” he said. “Each color rep-resents a sport and each yearsomeone there gets an award inthat sport so [the university] willhave to change the colors; eachyear I will be going back there tochange out the colors.”

Solar Graphics Inc. in Clearwater,Fla., supplied the decorative films.Richard Purdum, owner of SolarGraphics, said the work Gray andhis team did was impressive.

“They went out and workeddirectly with the architect on thatjob,” says Purdum. “I like to seedealers doing that sort of thing.”

Purdum says when it comes toworking with decorative films thereare a lot of tricks of the trade.

“Just because you’re a good tin-ter doesn’t mean you can just putup this type of film,” he says. “Weworked closely with PacificWindow Tinting [to match the col-ors]; they were not afraid of takingon this job.”

Speaking of Gray, Purdum adds,“He’s more progressive than mosttinters. He’s diversified his compa-ny to include film graphics andthat’s fun. He’s got a fever abouthim.”

As far as other trends, Gray saysthey are also seeing an increasedawareness and demand for energy-saving features.

“Portland is on the leading edgeof energy awareness and greenbuilding,” says Gray. “People arewilling to spend more money to begreen—if it’s something that’sgoing to be a benefit in the longrun.”

Vernon adds, “As an industrybenefit, the energy savings fromtoday’s films is fantastic. To be ableto offer this kind of savings withouthaving to change out windows is ahuge advantage for us—especiallyin today’s price-sensitive market.

The key is getting the consumer torecognize this benefit.”

Likewise, while window film hasbeen proven an energy-saving fea-ture, particularly when it comes tosolar control, Gray says thePortland climate sometimes keepspeople from going with windowfilm.

“A lot of companies here don’thave air conditioning, so puttingfilms on their windows is not goingto help them,” says Gray, addingthat temperature changes can alsobe a deterrent. “We don’t have aconstant temperature like in someplaces [such as Phoenix] where it’ssteady.”

Pushing ThroughWhile Gray says the film industry

has certainly grown and the mate-rials have become more recognizedand accepted, there are still chal-lenges to overcome. For one, Graypoints out, is the lack of formaltraining in the industry.

“Half of the negative stuff thatyou hear about window tintingrelates to bubbled up, purple film

on the back of a car. And while thatmay be a bad product, it’s also apoor installation,” says Gray. “Wegive a big push for training, espe-cially when it comes to safety filmsbecause if safety films are installedincorrectly there can be serious lia-bilities. If you do a poor safety filminstallation a lot of lives are atstake, so a training program wouldbe great.”

Vernon agrees, “One challenge werun into almost every day is thatgeneral consumers still think archi-tectural films are dark like automo-tive limo tint. Today’s high perform-ance films have so much to offer;unfortunately, people just don’tknow and understand the manybenefits our industry has to offer.”

Staying in check with rapidlychanging glass technologies canalso be a challenge.

“Keeping up with glass technolo-gy is getting more difficult becauseit has jumped leaps and boundscompared to that of window film,”says Gray.

And, Gray admits, like so manyother companies, his company hasalso been affected by the downeconomy.

“I’ve lost projects because themoney got cut and the fact thatwindow film is one of the lastthings to go onto the job,” saysGray, adding that the flow of busi-ness has also been hurt. “The cashflow that comes in from residentialhas slowed down and on the com-mercial side you don’t get paid [upfront] so you’re always wanting theresidential work to come in under-neath to keep things moving.”

“Businesses and individuals justaren’t spending money like theyused to,” agrees Vernon. “Eventhough we offer exceptional energysavings and a very reasonable price,it’s difficult to get people to act.”

“As an industrybenefit, the energysavings from today’s

films is fantastic. To beable to offer this kind

of savings withouthaving to change outwindows is a hugeadvantage for us—especially in today’s

price-sensitive market.The key is getting theconsumer to recognize

this benefit.” —David Vernon



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Gray adds, though, that they are still plugging away and saysthey have not made any layoffs orcutbacks.

“Installers probably aren’t mak-ing what they’d like to make, butthey are grateful to have a job,”says Gray. “The worst of it is thenot knowing when it will comeback; when it does, will I be staffedenough to withstand the up rise inpeople spending money?” he asks.“It’s going to get better … I justwish I knew when.”

He continues, “I do think every-thing happens for a reason, somaybe the downturn will helpweed out some of those who werenot doing good enough work;maybe it will enable me to trysomething new, such as finding dif-ferent projects. It’s gratifying whenyou work hard for something andyou get it.”

A Step at a TimeAnd though the company may be

a small one, it’s one with big goalsand plans for the future.

“Our motto is ‘dare to be a pig.’Meaning, if you don’t have bigdreams you won’t have big suc-cess,” says Gray. “We strive to goafter it all. We want to expand, bothnationally and globally.”

“I see Pacific Window Tintingbuilding relationships that will takeus both across the United Statesand international markets,” hesays. “We have a vision, one we all

share here and are strivingtoward.”

Gray also says the fact that theycare and take pride in what they dois important.

“We’re accountable. If somethinghappens and the customer calls usI answer the phone, and that aloneis a big thing. And I’m not shyabout saying ‘I don’t know.’ But Ican make a phone call and find outand get right back to them with ananswer.”

A lot of this, he adds, is self-driven.

“If I don’t do well, then the busi-ness doesn’t do well … we’re just asmall, little company trying to dobig things and to be respected—tobe respected by peers and col-leagues is a big thing and I feel likethat’s the direction we are going,”Gray says. WF

Ellen Rogers is the editor of WINDOW FILM

magazine.

Bumps in the Road continued from page 25

Computer cut outs helped create this grassy pattern in film installed at PortlandDermatology.

Colored films were installed in theUniversity of Oregon's Autzen Stadium.


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t’s not everyday that a win-dow film company makes histo-

ry. But SolarFilm of Richmond,Va., got to do just that when it was

offered the job to install windowfilm upon Stratford Hall in Stratford,Va., the home of the historic Leefamily. Richard Henry and FrancisLightfoot Lee, the only brothers tosign the Declaration ofIndependence, grew up at StratfordHall. Robert E. Lee, the commanderof the Confederate army during theCivil War, was also born in the state-ly house. The staff at Stratford Hallwas concerned about fading and thedamage being done by ultraviolet(UV) rays to the historical objectshoused inside the property. Theywanted to ensure that the paint onthe walls, as well as the collectionwithin, was protected from damag-

ing sunlight. In order topreserve the historyand significance of thebrick Georgian GreatHouse, Phil Mark, direc-tor of preservation ofStratford Hall, calledSolarFilm for help.

Interesting Inquiry“I used to work at

Mount Vernon and theyused film on their win-dows. When I got toStratford Hall they had

interior storm windows withPlexiglas™ that they used for UVprotection. It was held up withVelcro®,” explained Mark. “We havesome pretty big windows and theVelcro was starting to fail and [thePlexiglas storm windows] werefalling and we became concernedabout them falling on an object andbreaking something. They also werevery distracting. When we finallyhad some money [in the budget] Idid some research [on UV films].”

According to Mark, protectingthe historical treasures in thehouse was the ultimate goal forStratford Hall.

“The biggest concern was theamount of UV protection thatwould be provided because that iswhat causes the most damage tothe collection of objects and to

wall finishes and paints,” saysMark. “That was the number onegoal, but we were also trying tofind something that offered thebest UV protection without alteringthe look of the windows.”

Through his research, Marklearned about SolarFilm through awebsite inquiry and contacted thecompany’s general manager, JohnChewning.

“John was very helpful when wetalked to him, and his companyhad some historic home experi-ence,” says Mark. “He understoodthe history of the area and seemedto be responsive to the needs of ahistorical site and the extraheadaches that would go alongwith working on a site like this.”

Unique CircumstancesChewning’s initial reaction was

one of excitement despite any his-torical challenges such an installa-tion might bring. His biggest con-cern was about the quality of glassthat awaited him.

“When you are looking at histori-cal buildings the first question thatcomes to mind is ‘what kind of con-dition are the windows in?’ If thereare really fragile frames or glass itcan be problematic and you canrun into some liabilities that youneed to weigh in the process.”

In addition, Chewning was also

Window Film CompanyProtects Historical Treasure

by Katie Hodge

Preserving the Past


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concerned about the logistics ofthe location. SolarFilm is located77 miles from Stratford Hall andChewning’s technicians would belooking at a large amount of tran-sit time.

“The logistics of the locationwas a concern. When you aredoing a job that is two hours awayfrom your shop you’ve got fourhours of windshield time for eachtechnician,” explained Chewning.“We worked that out with thempretty well. It turned out it was ajob that we could do in two dayswith three technicians. I said if wecan stay somewhere near here Iwill save six man hours. They actu-ally put us up in the guest cottagesand even told the guys they couldgo fishing in the pond.”

With the concerns about loca-tion out of the way, Chewning nextfocused on issues that could ariseregarding the quality of glass withwhich he would be working. The

glass, however, while fragile andprone to breakage, turned out to beless of a worry than anticipated.

“We overcame all of the chal-lenges. The windows turned out tobe in pretty good condition. We hada couple of windows break just fromcleaning and [Mark] ran out and cutnew historically approved glass,and put it right back in there and wedidn’t miss a lick,” says Chewning.

Mark adds, “I keep a supply ofrestoration-type glass onsite and Ican cut it down to size. I actuallydo the window glazing replacementmyself so if something breaks I amable to repair it as soon as we find[there is a need].”

The Perfect FitChewning and Mark decided

together that 3M’s Prestige SeriesPR 70 film would be the best choicefor Stratford Hall. Mark was lookingfor film that wouldn’t change theappearance of the centuries-old

house, while still managing theamount of harmful light shiningthrough the windows onto histori-cal objects.

“[The staff at Stratford Hall] wasfairly savvy about window film. Thereason we settled on the Prestige 70was because it’s hardly noticeableonce it’s installed,” explainsChewning. “The beauty of it wasthat [the owners] didn’t want tochange the look of the place, butthey wanted the protection.”

He continues, “[The Stratford Hallstaff’s] goal was fade mitigation.The major causes of fading are theUV rays, heat and light. Prestigedoes a great job of removing the UVand the heat. Of course [the own-ers] wanted to keep the light for thesame ambience.”

While the owners of StratfordHall were not specifically lookingfor the heat rejection that window


History Lesson• Stratford Hall was built during the years of 1730-1738.• Both raised at Stratford Hall, Richard Henry and Francis

Lightfoot Lee were the only brothers to sign theDeclaration of Independence.

• In June of 1831, Robert E. Lee married Mary Ann RandolphCustis, the only daughter of George Washington ParkeCustis, the grandson of Martha Washington and the adopt-ed grandson of George Washington. They moved toArlington, Va., which would later become ArlingtonNational Cemetery.

• Robert E. Lee, the last Lee born at Stratford Hall to sur-vive to maturity, was born in 1807.

• In 1929, the Robert E. Lee Memorial Association was incor-porated as a non-profit organization and purchasedStratford Hall.

• Stratford Hall Plantation consists of 1,900 acres. It is gov-erned by a board of directors representing 50 states andGreat Britain. Operating funds come from admissions andsales, contributions and endowment.

❙❙➤ www.stratfordhall.org


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film provides, they found it to be anice bonus.

“You can tell that there is not asmuch heat coming through the win-dows and that was not somethingwe were looking for, but it is a wel-come side effect,” says Mark. “AndI am sure it is helping reduce theUV by quite a bit.”

Pick and ChooseDue to funding issues Mark and

the staff chose to apply windowfilm only to certain windows.

“It was a funding issue to onlyhave select windows done. All of thecollection objects were previouslyremoved from areas where restora-tion work was already being doneand we were in the middle of a large-scale restoration at the main houseat Stratford Hall,” says Mark. “Our

plan wasthat wewould go to film and work that costinto a room project as we did proj-ects in each room. That way all thecollection objects will be de-installedand not in the way and it will be a lit-tle bit easier to access the windows.”

Ultimate ValidationThe ultimate goal to protect his-

tory without changing the appear-ance of the house was met.Chewning is proud of the job andthe fact that it is inconspicuous.

“We didn’t do all of the windowsat Stratford Hall, but when youstand back and look at it you can’ttell which windows are done andwhich aren’t,” he says.

The overall experience of theproject was a positive one for

Stratford Hall and for SolarFilm. 3Mwas excited about how the projectturned out as well, and actually dida case study on the installation.

Chewning reflects back on whata project like this can do for theindustry. “My line is that it’s nevertoo late. This house was built in the1700s and [the owners] are goingfor protection now. A lot of home-owners might say, ‘well the floorsare already bleached’ or ‘the dam-age is done,’ but here is an examplewhere its hundreds of years laterand they are doing the work.”

For more on this project visitwww.windowfilmmag.com. WF

Katie Hodge is an assistant editor forWINDOW FILM magazine.

Facts About SolarFilm• Owner: John Chewning• Opened in 1982 in Richmond, Va.• SolarFilm is a 3M dealer.• Chewning’s three window film technicians

who completed the work at Stratford Hallwere Mike Klotz, Trey Fernandez, andChris Johnson

• SolarFilm has completed other historicprojects such as the Virginia StateSupreme Court and the VirginiaGovernor’s Mansion.

• SolarFilm installs window film on bothcommercial and residential projects.

❙❙➤ www.solarfilmva.com

Above: SolarFilm technicians Mike Klotz, Trey Fernandez,and Chris Johnson spent two full days installing windowfilm at Stratford Hall. Right: Window film was installed onall the windows of the Great Room as well as otherwindows in the Southwest Outhouse.

Preserving the Pastcontinued from page 29


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When it comes to creating a design statement, decorative windowfilms are a popular choice for a number of reasons. Decorativefilms are available in a variety of colors, patterns and styles to

meet any design aesthetic and can also be used in both exterior andinterior applications.

“Glass is being used at an increasing rate in buildings. Decorativeglass film products are being spec-ed by builders and architects to addart and designs to the large amount of glass in buildings,” says RichardPurdum, owner off Solar Graphics in Clearwater, Fla. “Decorative win-dow films take advantage of and use the light from the glass whetherthe light source comes from the sun or from inside light-ing. These design opportunities are being utilized byarchitects by the introduction of decorative films.”

“Although artistic ability is a big plus when undertak-ing more complex decorative window designs, a varietyof techniques can be used to trace cut an image intofilm,” explains Egan Hernandez, director of marketingfor Johnson Window Films. “Such techniques includeprinting a design template on paper, projecting an imageonto the film, or using simple shapes such as squares,circles, and triangles. Popular applications includedesigns that promote a particular business attribute,such as a tropical scene for a travel agency, waves forcoastal-based tourist stores and simple circles andsquares for corporate environments.”

In addition to providing architects and homeownerswith an aesthetic option, decorative films can also pro-vide an opportunity for installers.

“Most of the dealers purchasing decorative windowfilms are the more progressive window tinters in themarket. They see the market changing—changing cus-tomer needs, more competitors, changing productlines,” says Purdum. “The dealers who recognize thesechanges and want revenue increases are the ones thatwill expand in this direction and take the markets avail-able to them. It’s creative business survival strategy.”

Purdum adds, “There is an abundance of markets fordecorative films, including an unlimited amount of point-of-purchase retail storefront work to design and install.There are thousands of builders and architects to intro-duce the products to and there are millions of square feetof glass out there to cover with decorative designs.”

Take a look at the next two pages and check out someinnovative decorative film applications.

On DisplayDecorative Films Can AddVisual Interest and Style toMost Any Install Application


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At left: Many companies usetheir storefrontdisplays as a way tobring attention to thewindows. For FamilyFitness Center inClearwater, Fla., Solar Graphicsinstalled exterior filmsto windows that were39 by 140 feet; thelogo installed was 8 by 11 feet.


Above: The Forum Palace Sports and Recreational Center in Vilnius, Lithuania, features dramatic, clear glassinterior walls, which provide an open and modern atmosphere for clients, but offered little privacy.Designers were tasked with enhancing privacy while maintaining the ambience. Solarex provided NRM-PS2,a frosted film that looks like sandblasted glass, and partnered with designers to create the unique designsfor each room. Installation was completed in less than two weeks.

At left: Decorative films can be used to add an element of visual interest to many project types. Forthe Bobit Business Media building in Torrance, Calif., Exotic Window Tinting installed a white frost,semi-transparent film featuring a tropical scene.


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Above: Adding color is one ofthe key reasons for the growing

popularity of decorative films.For the Galerias Monterrey mallin Monterrey, Mexico, bold colorand unique designs in film help

enliven a glass-enclosedfootbridge. Provided by Solar X,a distributor in Monterrey, the

company says the colorfulproduct line gave mall

managers numerous designoptions, adding that the colorstability can endure the harsh

sunlight of northern Mexico.

At right: In the WWF conferencearea, Decorative Film Depot

used its Decotas White Mattfilm on eight panels in the

atrium area. Likewise, morethan 55 panels were done with

a 2-inch clear border.

On DisplayContinued from page 33



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Above: Decorative films can beused in many application types,including interior walls andpartitions. Decorative Film Depotin Rockville, Md., installedDecotas White Matt film on glassconference room walls for theWorld Wildlife Foundation(WWF) in Washington, D.C.Owner Laurence Streidel, appliedthe WWF panda logo, which is 8feet high and approximately 14feet long. Installation time wasthree hours. WF



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Bekaert Specialty Films (BSF)announced its Solar Gard®

and Panorama® architecturalsolar control window films pro-duce a net reduction of green-house gas (GHG) emissions. Thecompany says the films are thefirst building improvement prod-ucts made in the United States tohave had their carbon footprintmeasured and reported.

According to the announcement,Solar Gard window films are carbonnegative in all 50 states and acrossthe globe. On average, they are car-bon neutral within one year ofinstallation. Said to be “more effi-cient than low-E coatings at reject-ing solar heat,” the window filmsare both carbon-effective and cost-effective, helping to reduce a build-ing’s carbon footprint more effec-tively and for less money than newwindows. The company notes that:• One square meter of a low-E wood

window has a carbon costof 253 kilograms; the car-bon cost of Solar Gard win-dow film is less than 1 kilo-gram per square meter;

• Solar Gard window filmsaves 1001 times moreGHG emissions from enter-ing the atmosphere than isused and/or created dur-ing its manufacture; and

• Solar Gard window filminstalled between 2007and 2008 saved 3.6 milliontons of CO2 from enteringthe atmosphere, equiva-lent to the carbon outputof 16,350 American fami-lies (with four people).In its announcement, the compa-

ny says a complete lifecycle analy-sis is a required component of aClimate Declaration, and for SolarGard and Panorama architecturalfilms it meant that the total carbon

impact of the films on the environ-ment could be measured.

“We believe companies shouldn’tclaim to be green while hiding howtheir products are made. They’resimply greenwashing consumers ifthey do. Consumers deserve toknow the real environmental impactof the products they buy,” saysChristophe Fremont, BSF president.“If a product claims to save energythen it should be mandatory thatthey publish the full impact the totallife cycle of the product has on theenvironment, and consumers shoulddemand to see this information.”

BSF says it invested more than$1 million measuring and certifyingits carbon footprint, updating itsenvironmental management sys-tems and performing the lifecycleanalysis required for the ClimateDeclaration. Two independentorganizations, Alta Nova LLC andFive Winds International, reviewedand audited the data before it wasregistered with The InternationalEPD Consortium®.❙❙➤ www.solargard.com

NEW PRODUCTS AND SERVICES


3M Introduces New Crystalline 90 Automotive Window Film

The latestrelease from 3M’sline of window filmsis the Crystalline 90automotive windowfilm. This companysays the film letsthrough up to 90percent of visiblelight while blockingup to 97 percent ofthe sun’s harmfulinfrared heat.

The Crystallineseries of window film is comprised of layered optical films that have a thicknesssmaller than a Post-it® note, according to the company. The film contains nometal content, provides reduced reflectivity, protection from the sun’s UV rays,and strong glass breakage performance. ❙❙➤ www.windowfilmdistribution.com

BSF Announces Carbon Footprint of Its Window Films


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Window Film Goes Decorative

Decorative films from DecoWindow Films in Wellington, Fla.,can help a home go from simpleprotection into designer style. Thecompany’s decorative films pro-vide the protection and eco-friend-ly coverage of a typical windowfilm, but with an added visualdesign. The company describedthe 8-mm thick vinyl film as a UVwindow film because it absorbs 95percent of UV rays.

Designs available from DecoWindows Films include etchedfilm, privacy film, stained glassfilm, colored deco film, frostedfilm and religious themes. Thecompany says the film is easy toapply, adhesive-free and remov-able or reusable. ❙❙➤ www.decowindowfilms.com

New Additions From ASWFErickson International, the Las

Vegas based manufacturer ofAmerican Standard Window Film(ASWF) has introduced two newdual reflective lines. Called Sky™,

the new series is available inVLTs of 10, 20, 30 and 40 percentwith a maximum heat rejection of80 percent. It is also available inmost widths, including 72 inches.

Also new is Illusion™ which thecompany says can transform clearglass into a one–way mirror undercertain lighting conditions.

In addition, the ASWF DesignSeries is White Out™. This film isdesigned to block the view throughexisting clear glass by creating aglossy white appearance to theglazing surface. ❙❙➤ www.aswf.com WF


Protecting Your PaintThe scratches, knicks, and scrapes that damage cars in transport seem to be

inevitable. Novacel has developed a product to challenge the damage. NOVA-GUARD®9275 was designed to protect car bodies against external aggressionssuch as acid rain, bird droppings and scratches during assembly, transport andstorage. The film, which comes in rolls of 200 meters, has widths ranging from30 mm to 2.5 meters. The company says that the film will protect automobilesfor nine months worldwide and the film will not lift off during transport.

The company also calls the product environmentally friendly. NOVA-GUARD®9275 has a polyolefin-based film and a solvent-free adhesive and allthe packaging materials and cores that are used in connection with the filmcan be recycled. ❙❙➤ www.novacel.fr


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2010July 23, 2010SEMA Business Technology Symposium Sponsored by the Specialty EquipmentMarket Association (SEMA)Pasadena Convention CenterPasadena, Calif.Contact: www.sema.org/bts

November 2-5, 2010SEMA ShowSponsored by SEMALas Vegas Convention CenterLas VegasContact: SEMA at www.semashow.com

November 8-11, 2010NFRC Fall 2010 Membership Meeting Sponsored by the NationalFenestration Rating Counsel (NFRC) Hilton San Francisco Financial DistrictSan FranciscoContact: NFRC at 301/589-1776

November 19-28, 2010Los Angeles Auto ShowOrganized by the Los Angeles AutoShowLos Angeles Convention CenterLos AngelesContact: www.laautoshow.com

2011January 10-23, 2011North American International AutoShowOrganized by the North AmericanInternational Auto ShowCobo CenterDetroitContact: NAIAS at www.naias.com WF

INDUSTRY EVENTS


Sponsored by WINDOW FILM magazine. Check www.windowfilmmag.comfor updates and official dates and location or call 540-720-5584.

Start Preparing Now!International Window Film Conference and Tint-Off™ to be held in Fall 2011


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ADVERTISING INDEX

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Please answer the following questions: PRIMARY WINDOW FILM BUSINESS: (check one only)

A � Dealer B � DistributorC � Manufacturer D � Attachment/Component Manufacturer Z � Other (please specify)

_______________________________JOB TITLE: (check one only)

A � President, Owner or other Corporate executiveB � ManagerC � Film Applicator/InstallerZ � Other (please specify)

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_______________________________


Page Company Phone Fax Web Address

6-7 Aegis Films 800/438-8468 678/333-0892 www.aegisfilms.com

Bekaert Specialty Films LLC 877/345-9478 858/571-3605 www.solargard.com

12-13 Commonwealth Laminating & Coating Inc. 888/321-5111 276/632-0173 www.suntekfilms.com

17 CPFilms 800/255-8627 314/674-1585 www.enerlogicfilm.com

3 Erickson International 800/835-9676 Not Available www.ericksoninternational.com

43 Global Window Films 866/664-5622 813/814-2080 www.globalwindowfilms.com

44 Hanita Tek Window Films 800/660-5559 262/754-3776 www.hanitatek.com

C2 Johnson Window Films 800/448-8468 310/631-6628 www.johnsonwindowfilms.com

27 Nexfil USA 310/516-8986 310/538-1137 www.nexfilusa.com

19 OLFA North America Division 847/233-8718 847/233-8907 www.olfa.com

1 Performance Tools 866/448-6657 614/873-4899 www.44tools.com

9 Solamatrix Inc. 888/887-2022 727/327-7132 www.solamatrix.com

11 U.S. Film Crew 877/946-3693 412/798-0900 www.usfilmcrew.com

5 Wintech America Inc. 888/983-3356 562/215-4472 www.wintechusa.com

CW1, CW2,20-21


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http://www.nexfilusa.com

http://www.olfa.com


http://www.solamatrix.com

http://www.usfilmcrew.com

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DISTRIBUTORSArchitectural Film

Bekaert Specialty Films LLC4540 Viewridge Ave.San Diego, CA 92123877/273-4364; fax: 858/571-3605www.bekaertfilms.com

FilmTack Pte LtdNo.9, Kaki Bukit Road 2, #04-05Singapore 417842(65) 6746-3746; fax: (65) [email protected]

HanitaTEK Window Films800/[email protected]

SAGR Products Int'l1785 Biglerville RoadGettysburg, PA 17325800/223-4385; fax: 717/334-6483 [email protected]

Solar Control Films Inc. 1499 N Post Oak Rd; 214 Houston, TX 77055 877/989-3456; fax: 713/681-3040 [email protected]

Sun-Gard Window Films2630 Fairfield Avenue S.St. Petersburg, FL 33712888/887-2022www.sun-gard.com

Automotive Film

FilmTack Pte LtdNo.9, Kaki Bukit Road 2, #04-05Singapore 417842(65) 6746-3746; fax: (65) [email protected]


Huper Optik International Pte Ltd12, Jalan Kilang Barat, #04-03Singapore 159354(65) 6276-4555; fax: (65) 6276-9917www.huperoptik.com

SAGR Products Int'l1785 Biglerville RoadGettysburg, PA 17325800/223-4385; fax: 717/334-6483 [email protected]

Solar Control Films Inc. 877/989-3456 [email protected]

Starco Distributing1441 N. Cayamaca St.El Cajon, CA 92020619/937-0367; 888/359-3456fax: 619/937-0369


Residential Film

Johnson Window Films Inc.20655 Annalee Ave.Carson, CA 90746310/631-6672; 800/448-8468fax: 310/[email protected]

Midwest Solar Control Films 1220 N Price Rd; #B St. Louis, MO 63132 866/973-3456 www.SolarControlFilmsInc.com

Security Film



FILM INSTALLATION SERVICESU.S. Film CrewP.O. Box 17235Pittsburgh, PA 15235877/946-3693; fax: 412/[email protected]

MANUFACTURERSArchitectural Film

3M Renewable Energy Division3M Center, Bldg. 235-2S-27St. Paul, MN 55144800/480-1704; fax: 651/636-0611www.3m.com/windowfilm

Bekaert Specialty Films LLC4540 Viewridge AvenueSan Diego, CA 92123877/273-4364; fax: 858/571-3605www.bekaertfilms.com

CPFilms Inc.P.O. Box 5068, Martinsville, VA 24115276/627-3000; 800/255-8627fax: 276/[email protected]

Hanita CoatingsKibbutz Hanita, 22885, Israel+972-4-985-9919+972-4-985-9920solar@hanitacoatings.comwww.hanitacoatings.com

Solamatrix, Inc.2630 Fairfield Avenue S.St. Petersburg, FL 33712888/[email protected]

SunTek™/Commonwealth Laminating & Coating, Inc.P.O. Box 4668345 Beaver Creek Drive Martinsville, VA 24112276/632-4991; fax: 276/[email protected]

Automotive Film


Erickson Intl./American Standard Window Film3135 Marco St.Las Vegas, NV 89115800/835-9676; fax: 702/643-0509

Hanita CoatingsKibbutz Hanita, 22885, Israel+972-4-985-9919fax: [email protected]


A DIRECTORY OF INDUSTRY SUPPLIERS


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http://www.usfilmcrew.com

http://www.3m.com/windowfilm

http://www.bekaertfilms.com


http://www.llumar.com


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Decorative Film


Artscape Inc.3487 N.W. Yeon Ave.Portland, OR 97219888/503-0354; fax: 503/[email protected]

Madico Inc.64 Industrial Pkwy.Woburn, MA 01801781/935-7850; 800/225-1926fax: 781/935-6841www.madico.com

Film Shades

Solar Screen Co. Inc.53-11 105th StreetCorona, NY 11368718/592-8222; fax: 718/271-0891

Security Film


Hanita CoatingsKibbutz Hanita, 22885, Israel+972-4-985-9919fax: [email protected]


SECURITY PRODUCTSAttachment Systems

FilmFastener LLC featuring BondKap™8206 Copeland Rd.Odessa, FL 33556813/926-8721; fax: 813/920-8662 www.FilmFastener.com

TOOLS AND SUPPLIESGlasWeld Systems Inc.20578 Empire BoulevardBend, OR 97701541/388-1156; fax: 541/388-1157www.glasweld.com

Performance Tools Distributing7640 Commerce PlacePlain City, OH 43064866/448-6657 or 614/873-4800Fax: 614/[email protected]

Solar Gard Filmhandler Tools4540 Viewridge Ave.San Diego, CA 92123800/336-3971; 858/614-1445fax: 858/[email protected]

WEBSITES TO VISITSolamatrix, Inc.888/887-2015www.solamatrix.com

Training School

Windowtinting.com800/580-7953 WF

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ADVERTISING

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Customer appreciation goesa long way, but you don’tneed to tell David Wood

that. Wood’s company, DavidWood Window Tinting of Jupiter,Fla., focuses on maintaining strongand healthy relationships with cus-tomers and that’s what makes himstand out in the crowd.

“If someone has a problem youdo your best to satisfy it. If you dothat you build up a clientele overthe years and that’s where all mygood work comes from. Advertisingdoes not generate as many leads asword of mouth and networkingdoes,” says Wood. “You work hardand make sure you give the cus-tomer a good product and youmake sure they are happy when youare done.”

Wood, who was referred toWINDOW FILM magazine by CPFilms,has been installing window filmsince he was a teenager.

“I got started as a kid in highschool in the late 70’s doing friends’cars,” remembers Wood. “I guessthe first time I tinted a car it was myown because I couldn’t afford to goand have someone else tint it. I justhappened to have some skill at it.”

Since opening his own companyWood says the most difficult parthas been finding dependableemployees, which is a commonissue among window film business-es. Though his staff size fluctuates,he is happy with what he hasaccomplished in Florida. Wood hashad opportunities to work onunique and interesting projects,including the Jupiter lighthouse.

Wood recalls, “I put clear impactfilm on the lighthouse in Jupiter,Fla. It wasn’t the easiest project todo. It was 8-mil security film and it

was used both for the ultra-violet protection and thestorm protection.”

His work has providedWood with the taste for big-ger projects, too. “I did a90,000- square-foot buildingof glass in Fort Lauderdale,which sort of led me to real-ize there is a lot of money inthose [types of jobs],” says Wood.He says he would love the opportu-nity to do big-ticket projects likeskyscrapers in New York City, butin the meantime he’s happy to seehis company grow in Florida.

“I’d like to see it grow in the com-mercial industry and also in thedecorative industry. I’m interestedin projects where you do signs anddesigns and windows in corporateoffices,” he says.

In terms of the industry, Woodhopes to see things continue toimprove. “The industry needs topolice itself a little better. We get a

lot of people out there sayingthings that aren’t exactly truthful,”says Wood.

When Wood is not working heenjoys concerts, playing golf,surfing and cheering on hisfavorite teams, the MiamiDolphins and Florida Gators, atsporting events. WF

Wood’s Customer Appreciation Resonates

INSTALLER PROFILES


Do you know someone who is astar among window film tinters? Thenwe want to hear from you with yournominations for “Film Stars.” E-mailyour nominations to Ellen Rogers [email protected].

David Wood has worked on a rangeof film installations, including thelighthouse in Jupiter, Fla. (left).


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Finally—A Tint Tool thatTrims Wasted Time

Your time and materials are valuable—maximize both with InfoZone™, Hanita Coatings’ new

iPhone App. InfoZone calculates how much film you need in each width for your entire job,

trimming time and increasing accuracy from the old paper and calculator method. You can

even email the results to your shop to get a start on the project. Plus the glass breakage

warranty info is right on your iPhone or iPod touch.

Trim your budget and your time spent. Get InfoZone. It’s Free.

Learn more at www.hanitatek.com/app.

And our film is pretty great too.

800.660.5559 www.hanitatek.com facebook.com/hanitatek


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Selling Energy Savings is More than Just the Film · Window Film. To find out more about...

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