NewLook Blog: Your Premier Source for Concrete Stain Info

HOW TO STAIN CONCRETE

NewLook Admin — Tue, 27 Mar 2012 06:25:54 -0800

A general look at how to use decorative concrete staining products to breathe new life into your concrete.

Decorative concrete staining is a great way to improve interior or exterior concrete surfaces and increase your curb appeal. Stained floors are beautiful, easy to maintain, and can be a relatively affordable do-it yourself project.

The type of concrete stain you prefer will determine your specific preparation steps. No matter what type of stain is used, all require adequate cleaning and preparation of the surface. Do not skip this step. It will affect your overall results and new concrete is no exception.

Preparation:

First, gather all supplies and tools needed. These include personal protective equipment and clothing. If you are dealing with acid or reactive stains be sure to wear appropriate protective clothing including thick pants and socks, long sleeves, safety glasses and gloves. Next, use paper or plastic to mask off and protect the areas you are not staining. If you are acid staining outdoors, protect nearby vegetation or find an eco-friendly stain that will not harm your lawn or plants.

Note: If you are using tape, make sure the tape adhesion does not leave behind any sticky residue; this will affect the look of your handiwork.

Repair cracks or flaws in your existing concrete. Use as close to a cementitious material as possible when filling in cracks. Differences in texture can create differences in the color and finish. Different levels of porosity in your concrete will affect how well the stain or dyes penetrate.

Preparing your concrete also includes removing discoloration, residue, previous sealers, coatings, debris, efflorescence, etc. If your concrete has been treated with water repellant or curing compounds then consider removing them as this can prevent penetrating coatings from absorbing and bonding. The type of coating or contaminant you are trying to remove will determine what type of stripping agent you should use. Be sure to wash off any stripping or cleaning residue and wait for the concrete to dry completely before staining your concrete.

Note: If you are going to acid-stain, do not use acid-based cleaners or etching agents for prepping your concrete as they will effect the penetration of the stain.

In many cases, proper pressure washing is required to ensure the concrete pores are open and to remove obstructing particles. This rule applies even to new concrete. If you are prepping an interior surface where pressure washing is not an option, light acid washing, grinding, stripping or etching practices should be utilized. Again, wash off any residue left behind from your chosen preparation technique and wait for the concrete to dry before beginning to stain.

Note: If you've just poured your concrete, make sure it has cured appropriately before beginning any decorative treatments on it. Refer to the product label.

Test it:

You're almost ready to start staining. Before you begin, however, test a small area of the surface with your chosen product to make sure you have the right color, adhesion, consistency etc. It is important to remember to use a manufacturer's color chart as a guide only. Each concrete surface can vary in texture, porosity, age, temperature and more, effecting the penetration, shade and even the consistency of your stain.

Staining:

The stain application process differs depending on the type of stain you are using. We will focus on three main types of stain: acid stains, water-based stains and dyes.

Acid Stains:

Mix the stain as directed by the manufacturer. Start in one corner of the area and stain from one side to the other. Then repeat in a typewriter like fashion being careful to not step on any wet, stained areas.

Note: It is important to ventilate the area.

After letting the first coat dry, which can sometimes take up to 24 hours, you can repeat the process for applying a second coat. If you are looking for a rich, marbled or textured look, the successive coats are applied in the same manner, but more selectively. You can continue to add textures and layers in different colors to your liking.

Acid staining may be applied with a sprayer, sponge or rag. It is suggested while one worker sprays, another follows with brushing. The brush strokes are then sprayed over one more time. This will prevent any evidence of what method you used being visible in your stain. You can spray on the stain, roll it on or brush it in depending on the manufacturer's recommendations. Again, sometimes it is best to use more than one method.

Acid based stain must be neutralized after application. Residue from the hydrochloric acid etching must be removed and the surface neutralized to ensure proper adhesion of the sealant. Wash the surface until nothing but clear water is visible.

Water-based stains:

Mix the stain as directed by the manufacturer. Again, an easy way to apply the stain is to start in one corner and work your way to the opposite corner applying the stain from side to side. Some stains, such as NewLook's ORIGINAL Solid Color Stain, require a re-brooming technique because of how the pigments are suspended in the mix. Other stains, such as NewLook's SmartColor, can be sprayed on with a standard HVLP sprayer. Be sure to read and refer to all instructions from the manufacturer in order to apply the stain correctly.

With water based stains, there is no chemical reaction taking place between the stain and the concrete as the stain simply penetrates into the concrete's pores. Therefore, neutralizing the stain after application is unnecessary.

Dyes:

Dyes may be solvent or water based. Many dyes are formulated specifically for use with polished concrete surfaces and should be used only for such purposes. Mix and dilute the dye according to the instructions. To apply, grind the concrete slab up to 200-400 grit resin level.

Note: The grit level you apply the dye at may vary if the dye is water-based vs. solvent-based. Read the instructions for the specific dye you have purchased.

Next, apply the dye according the manufacturer's instructions. A good approach would be to spray the dye in a consistent, overlapping circular motion. Once the dye has dried, perform a white rag test and clean off any excess material. Two applications of the dye may be necessary. After you have polished the concrete slab to 400 grit resin (again, this number may be different depending on the type of dye used), apply the second application of dye. Finish by cleaning off any residual dye and polishing the surface again.

Note: Some dyes are not meant to be installed on exterior surfaces.

Sealing:

Once you have stained the concrete to your liking and let it dry for the recommended amount of time, you are ready to apply a concrete sealer. It is important to find a sealer compatible with the stain you have used. Contact the manufacturer for more information. Remember, some sealers will leave a slick, slippery surface. If this is a concern look for a skid resistant sealer or non-skid additives that can be mixed into your sealer.

Sealers can be brushed, sprayed or rolled on. No matter what method you use, be sure to apply adequate, thin layers, especially when using water-based acrylics. Sealers that are applied too heavily or too sparingly can ruin the look of your surface and leave you with more work to do. Usually more than one coat is recommended. Be sure to let the first coat dry sufficiently before applying another coat.

Note: High speed burnishing may be required for sealers formulated specifically for dyes and polished concrete surfaces.

After your sealer has finished drying you can further protect your masterpiece with a floor finish, or wax. You can apply the floor finish much like the sealer, applying more coats only after the prior coat has finished drying. Some wax coatings require a buffed finish. Again, be sure to read all instructions and contact the manufacturer with questions before beginning to stain or seal your concrete surface.

Note: Wax finishes are not recommended for exterior application.

Remember that even if you follow every direction and install your stain seemingly without flaws, in the end, the look is dependant on the condition of your concrete and the products used. It may not be possible to completely hide a badly damaged concrete slab with semi-transparent stains.

Concrete Decor Show, 2012 'How To' Video:

NewLook Admin — Wed, 7 Mar 2012 07:42:25 -0800

Check out our newest YouTube video on how to polish concrete with NewLook's NanoSet Polishing System!

NewLook Announces A New Distribution Partner, Farrell Equipment & Supply, in WI

NewLook Admin — Tue, 6 Mar 2012 07:39:50 -0800

Salt Lake City, UT - March 09, 2012 - NewLook International, manufacturer of decorative concrete products, announces an exclusive distribution partnership with Farrell Equipment & Supply Co, Inc. in Wisconsin.

"We are really excited to be teaming up with such a great company as Farrell Equipment," notes Jacob Webb, NewLook International Vice President. "At NewLook we really do believe we are manufacturing the best decorative concrete products and now we've got a great partner to help us introduce them to the Wisconsin market."

"NewLook and Farrell Equipment share a common goal for growth, opportunity and serving our customers to the best of our abilities," adds John Saxe, President of Farrell Equipment & Supply. "We are looking forward to a long, beneficial partnership as this is really a win-win situation for both of us."

According to the partnership arrangement, Farrell Equipment will be the only Authorized Distributor of NewLook's Specialty product line in the State of Wisconsin. A minimum amount of NewLook's comprehensive system of Specialty products will be stocked in all Farrell Equipment & Supply locations, but can also be ordered on a drop-ship basis. These products include the ORIGINAL Solid Color Stain, SmartColor, CoolStain PRO, Translucent Color Enhancer, QuickEtch, Concrete Degreaser, EasyStrip 1000 and EasyStrip 2000.

NewLook International is the industry leader in innovative and premium decorative concrete solutions. Industry professionals and property owners have used NewLook's revolutionary and proven Concrete Color Maintenance System since 1989 to dramatically enhance the image of their concrete. NewLook was founded on the principle of innovation and manufactures a broad range of decorative concrete solutions, including concrete preparation, staining, polishing, maintenance and installation products. NewLook's products are distributed through specialty concrete supply resellers both domestically and internationally.

Farrell Equipment began serving the Wisconsin construction industry in 1968. The experienced management team that have over 100 years of combined knowledge in the industry. It is a family-owned business, currently managed by John and Gwen Saxe, that provides supplies, equipment, rental products and decorative concrete solutions for professional installers through five locations. The current Eau Claire, Wisconsin location was built in 1998. Further expansion brought the addition of their La Crosse store in 2002, Wausau area location in 2007, Rochester in 2008 and Madison in 2009. Farrell Equipment has recently announced the opening of its Madison area store.

NewLook Contact Information

Jacob Webb

Office Phone: 801-886-9495

Email: jacob@getnewlook.com

Farrell Equipment & Supply Contact Information

John Saxe

Office Phone: 715-835-4334

Email: jsaxe@farrellequipment.com

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SmartColor Success Story - By an Anonymous Customer

NewLook Admin — Fri, 2 Mar 2012 11:12:45 -0800

I'm building a new home in Vermont and decided to install a cement floor on account of finances--I believed it would be more economical and energy efficient than a good quality hardwood floor--I have very good southern exposure and a radiant floor system, both of which would benefit from the thermal mass. Too late in the game, however, I discovered that the images of finished concrete floors that I admired online involved extremely costly materials (i.e., the addition of stone to the pour) and extremely difficult to use equipment requiring costly artisan services (i.e., diamond bladed sanders and acid stain finishes).

The upshot was that I needed to figure out a way to finish the floor myself, using more modest materials and more user-friendly products.

After a bit of further online research, I settled on a product from a company in Pennsylvania. I didn't love their color selection, however. I was aiming for a light gray on the floor that would result in a mottled look highlighting the pour's blue and taupe undertones but that would even out some of the differences between machine and hand-troweled sections, as well as some imperfections caused by over troweling in some places and one large section where the concrete cured in two different and seriously unsettlingly ways. Here's what I mean:

After trying out the product from PA, I wasn't able to achieve the effect I was aiming for despite experimenting with numerous samples. The first set of samples I obtained had frozen in transit and were completely unusable. I really thought, however, that this company was the only player in the water-based concrete "get an acid-stain look without the acid" stain game, and so I was resigned to move forward with them. What ultimately sent me hunting for another option, however, was the company's response to the few questions/concerns I had. The folks who answered my calls were unfamiliar with their products and their technical staff seemed put-off answering a few DIY questions.

It was only then that I discovered NewLook in an online forum.

I liked the colors in NewLook's SmartColor line, but was concerned about the fact that I wasn't able to find much in the way of reviews about its use. I realized after the fact that that's on account of them only having recently come on the market. My decision to commit to NewLook's products was therefore the opposite of how I arrived at my original plan in that it was all about the colors, the customer service and support I received and not at all about the heaviest web presence. For example, when Jodi (the woman who answers the calls and places the orders) didn't know the answer to a question, she hunted it down for me. Even more remarkable was how generous NewLook's employees were with their time and advice.

I'm delighted to let you know that the floor came out really well after using SmartColor.

Here's a picture of my open plan kitchen/dining room/living room before it was stained with SmartColor.

And here's a picture of that same space after it was stained with SmartColor.

A couple of things to note: the dark lines you see in the before picture are the result of the floor curing in two different ways. Unfortunately, curing paper was left underneath the protective Ram Board and plywood during the construction of the interior walls and sheet-rocking for about 2/3rd of the floor, but was removed from the rest of it. As you can see, however, the part of the floor that remained in contact with the curing paper didn't cure in the clean, smooth way the rest of the floor did, and in fact you can even see where the paper was creased under the Ram Board. New Look's Smart Color couldn't fix the problem entirely, but even at a high degree of dilution (which I describe below), it went a really long way to softening the difference.

More details about the installation process:

My floor is a 3.5" "light pour" of concrete--a material suggested by my concrete company on account of us having built part of the house over a basement. I was advised that this kind of concrete has a higher water content than other mixes, and so we let it cure 60 days while the rest of the interior framing, rough plumbing and electrical, wall/attic insulation and sheetrock went in. Because we weren't ready for the pour until Thanksgiving, the radiant heat system (whose tubing is under the pour) was brought on-line and set at a low and steady temp (initially at about 55 degrees) to stabilize and slowly cure the material.

Once the sheetrock was taped and mudded, I removed all the covering from the concrete and discovered the problem you see above. Two things helped it somewhat. First, I let the floor cure for another 2.5 weeks before staining it -- since the darker stretch of floor gets good sunlight. And second, I spent considerable time sanding out some of the more mottled and even sticky spots left by the curing paper.

Finally, I was ready to stain and seal the floor. I've recorded below my method and the materials I used.

PREPARATION PROCESS

A general purpose cleaner
Distilled water
Deck brush
Wet/dry vac

Because my floor was machine troweled to a nice degree of smoothness but with enough texture to be porous, I opted not to clean it with a deep etching cleanser like NewLook's EcoAcid. Instead, I scrubbed it with a general purpose cleaner and water. Then rinsed it with straight water--vacuuming it up at each step. Since NewLook says distilled water may be used to dilute its SmartColor, I used that to clean the floor: my well water is quite hard and I didn't want to leave mineral deposits behind that might compromise the stain.

SMARTCOLOR INSTALLATION PROCESS

1 gallon MARSHMALLOW SmartColor Stain diluted 4:1
1 quart MUSHROOM Smart Color State diluted 4:1
Wagner HPLV sprayer with variable control

I applied a base of at least two--and in some places three to four--coats of the highly diluted (and hence semi-transparent) Marshmallow color, which resulted in a soft whitish gray/blue hue. I applied it all with the sprayer set at minimum pressure. I got very concerned early on when, despite using steady pressure and an even, direct sweeping motion, I was ending up with sections that looked like it had chicken pox, i.e. with large droplets of visible stain that didn't immediately disappear--and my instinct was to try to blot them, which resulted in me changing the texture and leaving a visible wipe mark. I discovered, however, that most of those areas dried invisibly into a very nicely uniform finish. There were some occasional polka-dot dried spots, but I started to develop a sense for when that would be the result, and it was typically a consequence of the underlying concrete, not the stain or my methodology. Likewise, there were a few patches in the poorly cured section where it had been over-troweled--and so was so shiny and hard that the stain couldn't penetrate. I ended up blotting some stain onto those spots with a soft cloth, and then continuing to layer the material over that.

Overall, application was simple; the stain dried quickly, but not so quickly that it was difficult to use. And there was virtually no detectable odor. I did not think I needed any special protective equipment and did not use any. I did, however, have a de-humidifier running throughout the cleaning and staining phase.

To stain my 1160 sf floor, I ended up using 4 of the 5 gallons of my diluted Marshmallow stain.

I then applied--and exhausted my supply--of the diluted Mushroom stain. If I had had more of it, I would have used it all--it's a really nice color and I wouldn't have minded adding more taupe tones to the floor.

SEALING PROCESS

5 gallons Maintenance Sealer in MATTE
Wagner HPLV sprayer with variable control (which I kept on minimum pressure for the entire process)
Bona applicator pad and microfiber cleaning pad

I had settled on the Bona pad as my application tool of choice for the sealer, but at the last minute it occurred to me that I wasn't sure how to get the sealer from the bucket to the floor in a way that didn't result in puddles or an overly thick layer. I decided to stick with the sprayer. With hindsight, I'm not sure it was the best way to go.

First, the sealer, unlike the stain, has a chemical smell, and spraying it created a fine mist of it that was a little overpowering. Second, although the recommended thickness of the layers of applied sealer is consistent with industry standards insofar as it is specified in millimeters, that kind of specification didn't readily translate into usable information for me (a difficulty that I suspect other DIYers would agree with). Concerns about applying the sealer too thickly contributed to my decision to use the sprayer, but ultimately, I ended up with layers that may have been much too thin. In fact, two layers of sealer, applied on an 1160 square foot surface, consumed only about 1 gallon of the 5 gallons of sealer I purchased. I suspect that the Bona (wooly looking) applicator pad was a particularly bad choice in combination with the sprayer. For my last room, I ended up switching to one of the Bona blue cleaning pads and I think that would have been a better overall choice since it's less absorbent.

Finally, the conditions under which I was working--a winter time application of a product with an odor and the need to finish the floor so that I could paint my new walls--kept me from adding a third layer, and so I have gallons of the sealer still in the bucket. Once the trim is in, and before all of my furniture is in place, I'll probably apply (with a microfiber pad only, sprayed from a hand held ordinary household pump sprayer) another layer in the most highly trafficked areas, but I won't be able to get to the entire floor at that juncture.

Even taking those cautions/concerns/lessons into account, my experience with this product and NewLook was great and I'm looking forward to when I can see it again since it's been covered up with rosin paper to protect it through the final phase of the interior work.

Sincerely,

C.C. in Vermont

NewLook Unveils ProteShield, a water-based, inorganic, elastomeric polymer sealer

NewLook Admin — Fri, 2 Mar 2012 07:20:26 -0800

Salt Lake City, UT - March 01, 2012 - NewLook International, Inc. has unveiled ProteShield, an ideal application for surfaces and materials that need to be resistant to water and other liquids.

NewLook ProteShield is recommended for sealing, waterproofing, winterizing and protecting most porous building materials such as concrete, pavers, concrete block, brick, precast concrete, plaster, drywall, GFRC, gypsum board, stone, tile, ceramics, foam, canvas, veneer, overlays, asphalt, wood, and most types of metal (copper, brass, steel, aluminum, gold, iron).

"The great thing about ProteShield is that it can be installed on a variety of horizontal or vertical surfaces," notes Jacob Webb, Vice President of NewLook. "As part of our Industrial Product Line it is ideal for large commercial or residential applications as it helps prevent penetration of contaminants that create mold, mildew growth and pollution damage," adds Webb.

ProteShield is a long-lasting protective solution designed to be used by professional coating installers. The revolutionary formula protects surfaces against ultra violet rays, ice, water, chlorinated water, salt water, rain, acid rain, salts and other chlorides, rust, mold, fungus, insects, chemicals, oil, fuel, stains, and even excessive temperatures.

"ProteShield is an amazing product because of it's durability," explains Webb. "The coating will not yellow, crack or delaminate and requires no seasonal recoats. It is also resistant to extreme temperatures and weather conditions that cause such problems as freeze-thaw, cracking and spalling as it is impermeable," Webb adds.

NewLook ProteShield complies with the most restrictive V.O.C. content limits as required by current U.S. Air Pollution Regulation and is classified as non-hazardous and non-toxic. The product is also non-flammable and non-combustible.

Typically customers apply the product with a 3/8" nap roller, brush or sprayer (pump or pressurized) on vertical and horizontal surfaces. Generally one coat is sufficient, but two coats are possible while the first coat is wet. Be sure to cover every square inch.

NewLook Contact Information

Jacob Webb

Office Phone: 801-886-9495

Email: jacob@getnewlook.com

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NewLook Unveils PermaPlate -- a revolutionary, modified hybrid polyurethane

NewLook Admin — Thu, 1 Mar 2012 07:24:55 -0800

Salt Lake City, UT - March 01, 2012 - NewLook International, Inc. has unveiled PermaPlate, a multi-component aliphatic polyurethane coating formulated for industrial and commercial use where a unique, flexible, abrasive, resistant, chemical resistant and durable anti-graffiti coating is required.

NewLook PermaPlate can be used successfully on concrete, masonry, stucco, bricks, pavers, fuel tanks, aircraft and aircraft handling equipment, industrial floors, railroad tank cars, chemical tanks, machine tools, electric equipment, laboratory equipment, x-ray equipment, telephones, gas cylinders, pumps, battery cases, store fixtures, piping, ovens, construction equipment, and can be used as an industrial grade anti-graffiti coating.

"PermaPlate is a product we are really excited about presenting," states Jacob Webb, Vice President of NewLook. "This product is part of our Industrial Product Line; the two component-eco-friendly formula has no isocyanates and is the safe alternative to toxic two-part top coats," explains Webb.

NewLook PermaPlate is shipped in two separate containers. The component A material should be thoroughly mixed with mechanical agitation and the component B should be lightly shook prior to mixing. Pour contents of component B into component A while under light agitation and stir well for approximately 3 to 5 minutes prior to application. PermaPlate should be kept covered at all times to maximize usable pot life.

"PermaPlate combines the high chemical resistance properties of epoxy with the advanced durability and wear resistance properties of polyurethane," explains Webb. "The nice thing about it is it can be used to protect indoor and outdoor concrete surfaces from heavy wear and tear," adds Webb.

Typically customers spray on the product; however a notched squeegee and porcupine roller may be used as well. Care should be taken to achieve required firm build.

NewLook Contact Information

Jacob Webb

Office Phone: 801-886-9495

Email: jacob@getnewlook.com

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Fundamentals of Business: Net Benefit and Increasing Your Value to Customers

NewLook Admin — Wed, 29 Feb 2012 07:54:14 -0800

by Jacob Webb - See the published article at ConcreteDecor.net

Your product is valuable. You know it. You hope your customers know it. But how can you be sure? How can you ensure that your product benefits your customers and, in so doing, benefits your company?

This article focuses on how you can create and deliver value to your customers, which requires the presence of a "net (customer) benefit" and an understanding of service gaps.

Establishing a net benefit

What is a net benefit? It's the sum of how much customers want you to install decorative concrete for them (i.e. gross benefit) minus the price you charge: Gross Benefit - Price = Net Benefit.

In this equation, "price" includes money, time, business or lifestyle interruption, energy, opportunity costs and everything else a customer must sacrifice when hiring a professional decorative installer. The key to establishing this much-needed net benefit is to ensure customers want your service more than its price.

"Interesting," you say. "But how exactly do I establish a net benefit in my business?" One word: marketing. A net benefit will exist only when customers perceive your product to be more valuable than your price. And customer perception is created and managed through the use of (strategic) marketing. Thus, one of the first responsibilities of entrepreneurship is to use marketing to create and manage customer perceptions about your business and product.

Your marketing message, whether it's delivered through print ads, online ads, fliers or even business cards, must explicitly communicate what differentiates your business from your competition. This differentiator, which can often be your most compelling competitive advantage, can be identified by soliciting feedback from your existing customer base about why exactly they hired you instead of your competition.

One of my Certified NewLook Installers seeks to extract as much feedback from previous customers as possible. In doing so, he learned that a major factor in customers' decisions to hire him was that he smiled more than his "ornery" competition. Seriously. So he reinforced his congenial reputation in all of his direct mailing advertisements by using a professional-looking picture of himself grinning from ear to ear and the slogan, "Your FRIENDLY Professional Decorative Installer." Since he began this initiative he has seen a very positive response to his marketing efforts and an increase in new customers.

If you are able to establish a compelling value proposition in the minds of prospective customers (e.g., a large gross benefit) then you will have more room to raise your price. But if customers see you as just another decorative contractor, you will be subject to discount pressure. In fact, when price becomes the critical factor in your customers' decision to hire you, your sales pitch did not effectively communicate your true value proposition. This is a red flag -- a signal for you to remind your customer about what you do better than anyone else.

Closing service gaps

The easiest thing to implement in your business is providing customer service. But customers have certain expectations about how your service should be delivered. When you fail to meet those expectations, "service gaps" result. Therefore, you should examine all aspects of your service delivery process and develop a service strategy that appropriately fits your target market.

The "knowledge gap" is the difference between your customers' expectations and how you perceive those customer expectations. For example, your customers may assume you will move their furniture before staining their basement floor and then replace it when finished. If you are not aware of this expectation, you won't be able to factor that labor into your bid.

To reduce knowledge gaps, you must understand your customers' expectations by conducting customer research and increasing your interaction with customers. Be honest and upfront. Ask questions. Get them talking. And for heaven's sake, listen!

It is often difficult for customers to evaluate your service quality -- how well you meet or exceed expectations. However, according to experts Dhruv Grewal and Michael Levy in their book, "M: Marketing," customers will use five service dimensions, or service building blocks, to determine how well you deliver.

First, your ability to execute the project contract dependably and accurately reflects your reliability. This means you should do quality work or don't do it at all.

Second, customers evaluate your responsiveness by how willing you are to help them and provide prompt service. One of the fastest ways to destroy your credibility is to do shoddy work and then disappear if your customer calls to complain.

Third, customers look for assurance, which is your level of product knowledge and courtesy and your ability to convey trust and confidence. Remember, customers want to hire consultative experts, not smarmy salesmen.

Fourth, the caring, individualized attention you provide will help customers determine your empathy for them.

Finally, customers look for the tangibles of your business -- the appearance of physical facilities, equipment and personnel.

The "delivery gap" is where the rubber meets the road. It pertains to the difference between your service standards and the actual service you provide to customers. Ongoing training and a culturally inbred commitment to quality are ways to set service standards for your installation business.

Most product suppliers and manufacturers offer hands-on training so you and your team can develop the competence you need to successfully achieve those standards. I challenge you to actively participate in those trainings even if you've been there, done that. No matter how many times you've attended the same supplier's product demonstration, there is always something new to learn.

Also, you should remember that employees take their cues from management. If you strive for excellent customer service, treat your customers well and demand the same attitude from everyone on your team, it is likely your employees will do the same.

Delivery gaps can be reduced when your employees are: 1) empowered to act in the customers' and your company's best interests, and 2) supported in their efforts so they can do their jobs effectively.

I once heard of an entry-level decorative installer who was left to finish a project while his supervisor visited another job site. During that time, the property owner approached the newbie installer and requested that he seal a small section of concrete that was not agreed upon in the original contract. The installer had an extra unit of sealer and happily complied without even hesitating. Rather than reprimand this worker for using unopened product material, the supervisor later praised the artisan for adhering to the company's standard of service quality.

You must identify and market your competitive advantage to establish a net benefit for your customers. This will give you room to raise prices, increase revenue and grow your business. Make legendary customer service your core. Identify and close the service gaps that inhibit your ability to create and deliver lasting customer value.

Jacob Webb, MBA, is a small-business strategy consultant and co-founder and vice president of NewLook International Inc. where he is primarily responsible for business development, sales and marketing. Reach him at jacob@getnewlook.com.

Tips for Changing How Clients See You

Solicit from your customers their perception of what differentiates you from your competition, and emphasize this in your marketing messages.
Evaluate the net benefit you offer by examining your price stability. If customers are pressuring you to discount your price, then chances are your net benefit is low and should be reinforced through the use of marketing. If you're booked solid for three months out, however, then you likely have a strong net benefit and possibly room to raise prices.
Interact with customers more frequently to understand and better manage their expectations of you and your service. This will help prevent confusion and resentment that can lead to awkward legal ramifications.
Evaluate how well you meet or exceed customer expectations using the five service building blocks - reliability, responsiveness, assurance, empathy and tangibles.
Empower your employees and installation team with the autonomy to act in your customers' best interest. Teach them to use their best judgment when satisfying customers.

Frequently Asked Questions by NewLook users:

NewLook Admin — Fri, 17 Feb 2012 07:28:28 -0800

Question:

How much preparation is required before applying NewLook's Original Solid Color Stain?

Answer:

Not much, but always remember that it is absolutely critical that the surface is prepared correctly. Otherwise, NewLook will likely have adhesion problems. Typically, pressure washing is all that is required to open up the surface pores. The rule of thumb is that if there is anything on the concrete that would prevent NewLook from penetrating (sealers, paints, "cure and seal" agents, dirt, oil, grease, glue, gum, etc.) then that substance needs to be cleaned off or removed before applying NewLook.

Use a pressure washer with 3000 PSI and a capacity of 4 gallons per minute. Use a 15 or 25 degree fan tip (never use a zero degree tip). Do not bear down on the concrete as it can change the surface texture. Keep in mind that there is a big difference between simply hosing off the concrete and really pressure washing it well. In areas where pressure washing is not possible, a floor-scrubbing machine with a cleaner is acceptable. Use a mild cleaner that contains no acid.

Hard-troweled or polished surfaces are generally too dense to allow NewLook to penetrate. Use NewLook Eco Acid to profile the surface. If you are looking for a more aggressive etching agent, use NewLook Quick Etch. It is important to thoroughly rinse off any remaining residue or dust before applying NewLook.

See more information on how to properly install NewLook products in the 'downloads' section of our website.

Frequently Asked Questions by NewLook users:

NewLook Admin — Wed, 15 Feb 2012 07:27:09 -0800

Question: Can I spray on the NewLook Original Solid Color Stain?

Answer: No. Spraying is not recommended for NewLook's Original Solid Color Stains. The special pigments in the NewLook Solid Color Stain may clog the spray nozzle. Applying it with the NewLook Applicator Brush is the best and preferred method. However, you CAN spray on the NewLook Translucent Color Enhancer. It does not require re-brooming like the NewLook Solid Color Stain.

Also check out our recently released product, SmartColor. For best results, create a mist of SmartColor over the intended surface using an airless or HVLP sprayer. Depending on the desired effect, SmartColor may also be applied via pump sprayer, the NewLook Applicator Brush, bristle brush, sea sponge or paint roller.

http://www.getnewlook.com/SmartColor.html

NewLook Finally Unveils SmartColor, a Revolutionary Nano-Acrylic Concrete Color Stain

NewLook Admin — Fri, 13 Jan 2012 07:43:28 -0800

Salt Lake City, UT - January 09, 2012 - NewLook International, Inc. has unveiled SmartColor, a revolutionary, nano-acrylic water-based concrete color stain used to restore, decorate and revitalize concrete and masonry floors. It is intended to be used by professional decorative concrete installers.

"Formulated with advanced nano-technology, SmartColor offers efficient penetration and tenacious adhesion to a variety of porous substrates," explains Jacob Webb, Vice President of NewLook. "The environmentally friendly formula is the safe, user-friendly alternative to hazardous and unreliable solvent or acid-based stains."

The nano-technology used enables the stain to penetrate and adhere to very dense surfaces. SmartColor is also water-submersible, and alkali, weather and UV light resistant. SmartColor stains require a top coat and are compatible with solvent-based, water-based, single and two component products, including but not limited to acrylics, epoxies and urethane sealers.

"There is a long list of the benefits of using SmartColor over the competition," suggests Webb. "Simply put, SmartColor is a much better product at a much better price than the closest competitor."

SmartColor is packaged in a concentrated form that may be diluted with clean water to achieve either a semi-opaque finish with high-hiding capabilities or a semi-transparent finish depending on the dilution ratio. It is weather resistant and may be used both indoors and outdoors. The VOC content is "ultra low" and it contains no toxic air pollutants or hazardous air pollutants.

"It's easy to mix and install with standard sprayer equipment, and unlike the competition, SmartColor complies with all environmental regulations for all states and all applications," Webb says. "We are super jazzed about this solution as it means NewLook has taken another tremendous step forward as the leading supplier of innovative decorative concrete solutions. More importantly, it means our customers have access to even better products than they are currently using."

SmartColor has been in the research and development phase since 2007 and has been tested for wear resistance.

NewLook Contact Information

Jacob Webb

Office Phone: 801-886-9495

Email: jacob@getnewlook.com

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NEWLOOK INTERNATIONAL INTRODUCES NEW PRODUCT 'DRIVEHARD' TO THE CONCRETE INDUSTRY

NewLook Admin — Thu, 12 Jan 2012 07:28:26 -0800

New premium grade weatherproofer and fortifier permanently protects concrete and masonry surfaces

SALT LAKE CITY, Utah; Jan. 2012 - NewLook International has introduced a concrete and masonry weatherproofer and fortifier. The product, DriveHard, prevents and reduces damage caused by common problems, including extreme weather conditions.

NewLook International, founded in 1989, has since specialized in innovative and environmentally friendly, decorative concrete products. The technology of NewLook's concrete weatherproofer DriveHard has been formulated to create a bond that permanently increases the lifespan of concrete and masonry. This new product coincides with NewLook's mission to manufacturing sustainable product solutions while minimizing their environmental footprint.

DriveHard's proprietary nano-silicone/silicate formula densifies, strengthens and makes the intended surface water-repellant by penetrating into and chemically reacting with the unique chemical properties of the substrate. DriveHard can be used to strengthen most concrete, masonry, brick or stucco surfaces including driveways, patios, sidewalks, masonry capstones and walls, brick, pavers or blocks and architectural or exposed aggregate concrete.

To apply DriveHard, the surface must be dry and clean before applying. After performing a test on a small area of concrete to determine suitability and shaking the container, the product may be applied with a sprayer or brush until the surface is saturated without puddles. DriveHard will begin to react immediately upon contact with the substrate. It is recommended to immediately apply a second coat on the wet surface for maximum benefit.

NewLook has begun to aggressively expand its product range; DriveHard is one of the many solutions NewLook intends to unveil before the end of 2012.

"Our distribution strategy has always been to offer quality products through a variety of channels," explained Jacob Webb, Vice President of NewLook International. "DriveHard just happens to flow through a mass merchandising channel, which includes both national retail and online partners."

However, not all NewLook products are sold direct. Webb continues, "We have reserved a range of popular solutions for our regional dealers and distributors. So if contractors want our award-winning Solid Color Stain, for example, they'll need to continue to buy that from their local specialty concrete reseller."

DriveHard covers approximately 125 - 200 square feet per gallon and should be applied when the temperatures are rising above 50 degrees Fahrenheit or falling below 90 degrees F. Maximum strength and resistance will develop over several days. When applying, keep the surface saturated for at least 15 minutes or until the surface no longer absorbs DriveHard. The treated area usually takes 1-2 hours to dry, more if excessive moisture is present. Restrict the use of the floor to light traffic and non-harsh chemicals for at least 24 hours.

DriveHard is not a sealer. It is recommended for use only as a concrete weatherproofer and densifier. It is not recommended to apply DriveHard over previous coatings as it will effect the penetration of the product.

DriveHard is sold in 1, 2.5 and 5 gallon containers. It can be purchased online at www.buynewlook.com, homedepot.com, amazon.com, or by contacting your nearest NewLook distributor.

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NewLook International is the leading manufacturer of premium and innovative decorative concrete solutions. Our revolutionary and proven systems have been used since 1989 by industry professionals and property owners alike to dramatically enhance the image of concrete. Whether you are a concrete contractor, decorative concrete suppliers, architect, designer or DIY customer, NewLook has a specific range of innovative and environmentally friendly products that will compliment your own range of solutions - making us your experts in surface enhancing solutions.

Press Release: NEWLOOK INTERNATIONAL INTRODUCES NEW PRODUCT, CONCRETE DISSOLVER 'MEAN KLEAN' TO THE CONCRETE INDUSTRY

NewLook Admin — Wed, 11 Jan 2012 12:39:33 -0800

New eco-friendly, non-fuming alternative to harsh cleaning acids or hazardous etching chemicals

SALT LAKE CITY, Utah; Jan. 2012 - NewLook International has unveiled an advanced liquid formula that dissolves and physically breaks down concrete. Mean Klean will safely clean, dissolve and remove concrete, cured cement, mortar, grout and stucco. It can also be sued to clean trowels, screeds, hand tools, mixers, pumps, scaffolds, mud tubs, mud boards, trucks, trailers and silos, saws, drills, generators, augers and more.

The technology of NewLook's concrete dissolver Mean Klean has been formulated to break down concrete by attacking the Portland cement and other unique chemical properties, reducing it to a mush that's easy to clean and remove from the surface. This new product coincides with NewLook's mission to manufacturing sustainable product solutions while minimizing their environmental footprint.

Mean Klean's patent-pending formula is 100% biodegradable, eco-friendly, non-corrosive, non-fuming and non-flammable, meaning it can be used indoors and outdoors without respirators. It will not corrode tools, equipment, paint, metal or wood. It is strictly formulated to only decompose cementitious materials. Mean Klean is also composed of a non-VOC, non-acid formula with no muriatic acid (HCI), sulphuric or phosphoric acid.

Mean Klean is commonly used by Ready Mix Concrete companies, pre-cast concrete companies, masons, concrete and paving contractors, tool and equipment rental yards and concrete block manufacturers.

"On a scale of 1 to 5, I would rate Mean Klean at a 4.5," noted NewLook customer Dave Yoder, owner of Yoder Discount. "I used it on a lift to soften up hardened concrete and latex paint about 1/8" thick. After 30 minutes of set time, I pressure washed it all off. I definitely recommend Mean Klean to others."

NewLook has begun to aggressively expand its product range; Mean Klean is one of the many solutions NewLook intends to unveil before the end of 2012.

"Our distribution strategy has always been to offer quality products through a variety of channels," explained Jacob Webb, Vice President of NewLook International. "Mean Klean just happens to flow through a mass merchandising channel, which includes both national retail and online partners."

Mean Klean is ready to use, with no additives required. It can be easily applied with standard pump sprayer equipment or brushes. Mean Klean is an active formula that can be neutralized and deactivated with water. Do not dilute! Never wet surface with water before applying Mean Klean.

To apply, completely saturate concrete with Mean Klean. Surface will turn white, then darken. White residue may appear if Mean Klean evaporates. Do not rinse. Re-apply to reactivate as needed until concrete has softened and dissolved. Allow Mean Klean to penetrate for 10-15 minutes, keeping the surface saturated. Concrete will soften and release from the surface after approximately 20-30 minutes. The needed soak time depends on the thickness of material being removed. Rinse with cold water, using a garden hose with a nozzle or pressure washer.

Mean Klean can also be used as a concrete etching compound. Apply with a wand sprayer evenly. When etch time has completed, neutralize with water. A mop may be necessary to clean up the residue.

Mean Klean is available in 22 Oz, 1, 2.5 and 5 gallon containers and may be purchased online at www.buynewlook.com, homedepot.com, amazon.com, or by contacting your nearest NewLook distributor.

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Dry Ice Blasting | CO2 Cleaning - Advantages and Limitations

NewLook Admin — Mon, 21 Nov 2011 14:58:59 -0800

Concrete surface preparation is one of the most critical components in a decorative concrete installation process. It is obvious that decorative coatings will adhere better to a clean surface than one contaminated with oils, glue, dirt, previous sealers etc. However, prepping also opens the pores of the concrete allowing coatings to penetrate deeper into the surface. Proper cleaning and preparation before installation will also prevent inconsistencies and flaws in the surface coatings over time.

There are a variety of methods that can be used to prepare a concrete slab for decorating including sand blasting, diamond grinding, steel shot blasting, etching compounds and more. An effective, albeit expensive alternative to these is carbonic or dry ice blasting. Dry ice blasting is not as widely recognized in the concrete world for its ability to prep surfaces, but can be just as efficient.

What is dry ice blasting?

Dry ice is pure, solid carbon dioxide (CO2) that doesn't melt. To make dry ice, carbon dioxide must be converted from a gas to a liquid. Then, as the liquid carbon dioxide is exposed to normal air temperatures some of it freezes into a snow. This snow is pressed into small ice pellets or blocks, which are then used in dry ice blasting machines.

Using a special air compressor, the dry ice pellets are blasted onto a surface at high speeds to strip a variety of coatings. As the dry ice pellets meet the surface they go through a process called sublimation, transforming immediately from a solid to a gas and expanding up to 800 times their size. The expansion of the gas allows the dry ice to penetrate deep into the substrate, while the incredibly cold temperature freezes and weakens grime's grip on the surface. With such deep infiltration, decorative products are able to adhere better to the concrete surface increasing the durability of the coatings.

Benefits of dry ice blasting:

Because the pellets immediately sublimate upon contact with the surface, the process is non-abrasive and there is minimal clean up. There is no dust or chemical residue to dispose of, unlike when using sand blasting or chemical strippers. Dry ice is non-toxic, making it user friendly and safe for the environment and the high pressure can reach places brushes and chemicals sometimes can't. Dry ice blasting is a time saving option; blasting will leave the surface completely dry so there is no wait time between prepping and applying a decorative coating. At -109 degrees Fahrenheit the dry ice is also able to kill mold and bacteria, making it a disinfectant and an excellent cleaning solution, even on walls stained with products like graffiti.

Depending on the dry ice blasting machine used, the unit may be entirely self-contained. Some machines do require a compressed air source. Most blasting machines are available to rent or purchase, with the option of paying a professional to come and do the work for you.

Limitations:

One of the limitations of dry ice blasting, in lieu of pressure washing, sand blasting, or other preparation techniques is the expense. Cost for dry ice blasting your concrete can cost anywhere from $1.50 to $2.50 per square foot. Depending on the location of the job site and the availability of a machine and dry ice in the area, renting can be around $1,500 a week. Dry ice pellets used in the machine, again depending on the location, can cost about $.30-$.40 per pound. Buying a dry ice machine can cost anywhere from $12,000 to $40,000. However, if you're saving time and money and achieving better longevity in your concrete coatings, the initial expense might be worth it in the long run to you and your customers.

Preventing and Treating Concrete Degradation

NewLook Admin — Tue, 8 Nov 2011 08:07:45 -0800

Concrete dates back to 3000 BC when the Egyptians used an early form of concrete to build the pyramids. Because of advancements in technology and a diverse market, concrete has come a long way since that first formula. However, concrete material is still a relatively fragile substance. Typically composed of water, Portland cement and an aggregate (rock or sand), the finished product is able to hold up well under pressure, but it is still susceptible to wear and tear. Knowing how to prevent concrete deterioration is useful, but if the concrete is already crumbling you'll need to know what is causing the breakdown in order to treat it.

The water to cement ratio in concrete can contribute greatly to its durability or ability to resist degradation. Although concrete does not corrode like some metals will, it is still susceptible to corrosion from chemicals and physical effects due to its porosity.

Chemical Degradation:

Concrete can be chemically weakened because it is porous. When elements are allowed to penetrate into the concrete, corrosion is the result. The corrosion can spread to the reinforcements used - in most cases re-bar - which will lead to rust, decomposition and a decrease in concrete strength. Acids can also contribute to concrete degradation since they can actually dissolve the cement mixture in concrete. This will obviously result in diminished structural reliability. Efflorescence is another common concrete problem caused by water soluble salts. These salts are brought to the surface by water that has penetrated the concrete. As the water evaporates, the salt residue is left on the surface in the form of a white powder.

Solution:

Using fibers in the mix to reinforce the concrete can supplement wire mesh, eliminating rust and the corrosion of the concrete. The fibers also minimize cracking, whereas mesh only holds existing cracks together. A concrete hardener or densifier can help remedy the penetration of acids into the concrete. A concrete hardener will also protect from salt and water intrusion, which lead to efflorescence, or white dusting.

Physical Degradation:

Because concrete is porous, is it susceptible to freeze-thaw damage. As water penetrates into concrete and the temperatures drop, it will freeze and expand, putting pressure on the concrete. This pressure can exceed the concrete's strength, resulting in cracking and spalling.

Solution:

To prevent this from happening, air entraining admixtures can be used in the initial concrete mix. The air entraining agents create microscopic air bubbles in the concrete. When the water in the concrete freezes and expands, it will expand into the air bubbles instead of into the concrete, preventing damage. A concrete hardener can protect your concrete from further water infiltration and freeze-thaw damage.

Although concrete performs well under pressure, heavy loads and constant pressure can wear it down, resulting in loss of strength, abrasions, cracks and more. Preventing this type of physical breakdown may be impossible, but minimizing the appearance of constant wear and tear is an option. Sand blasting or diamond grinding will even out abrasions and divots in concrete; concrete maintenance sealers can provide a protective coating from surface scuffs.

NewLook's weatherproofing and fortifying solution 'DriveHard' can be used to protect your concrete. The revolutionary nano - silicone/silicate based formual creates a breathable, yet stronger and water-repellant surface that is more resistant to abrasion and water-dissolved salts (alkali). DriveHard does not create a film or change the surface texture; it leaves a natural looking and more durable finish. DriveHard penetrates and chemically bonds with concrete properties to permanently increase its lifespan and reduce spalling, scaling, cracking, rust corrosion, white powder dusting, dirt pickup, salt intrustion and freeze-thaw damage.

Using DriveHard can help to protect your investment in expensive concrete and maintain curb appeal. It is recommended for use on most concrete or masonry surfaces subject to deterioration and corrosion. These include driveways, pool decks, garage floors, patios, sidewalks, concrete foundations, retaining walls, integrally colored concrete and more! It also works on architectural or exposed aggregate concrete, porous or dense brick, pavers or blocks, masonry capstones and walls, stucco, mineral plasters or clay tile. The one-time use formula is an excellent preventative maintenance solution.

Cooling Your Concrete

NewLook Admin — Tue, 1 Nov 2011 13:28:50 -0800

As people are becoming more conscientious about the environment, the demands for "green" construction projects are increasing. Therefore, it is invaluable for decorative concrete contractors to become proactive about LEED ratings and to know the environmental consequences of concrete temperatures.

The Leadership in Energy and Environmental Design (LEED) program is an organization interested in assisting the public to build safer, greener structures. They operate on a point based system in which points are awarded when a builder meets certain environmentally friendly criteria. If a builder is interested in earning LEED points, cooler concrete is one way to acquire them.

Surface coolness is determined by a surface's solar reflective index, or SRI value. An SRI is a material's measured temperature based on reflectance and heat emittance. These are calculated on a scale from zero to one with one being most reflective. Reflectance is the ability of a surface to reflect sunlight, while emittance is defined by how well a surface radiates heat into space. An SRI value is important in decorative concrete because a LEED requirement for a green concrete surface is an SRI of 29 or greater.

Builders should be interested in the benefits of cooler surfaces because numerous studies show that untreated surfaces contribute to the Urban Heat Island Effect. The UHI, as defined by the U.S. Environmental Protection Agency, is a measurable increase in ambient urban air temperatures resulting primarily from the replacement of vegetation with buildings, roads and other heat-absorbing infrastructures. The heat island effect can result in significant temperature differences between rural and urban areas.

In other words, as sunlight comes in contact with objects such as buildings or roads, radiation is absorbed and heat is generated. Temperatures can reach unacceptable levels if heated objects are unable to reflect the Sun's rays. As a result, energy is used to cool down the area. Obviously excessive heat can affect the health, safety and comfort of inhabitants. Fortunately, the surface temperature of materials, specifically concrete surfaces, can be decreased in a few different ways.

Although concrete is a naturally cool substance, other treatments or embellishments can lower the temperature even more. To name a few: lighter colors, durable sealers and coatings, irregular surfaces/textured concrete, pervious concrete, proper maintenance, and even decorative additives like glass. Infrared reflective technology also allows you to control the heat in concrete surfaces.

The technology to maximize a products total solar reflectance can prevent a concrete surface from absorbing an uncomfortable amount of solar rays. By maximizing solar reflectance, products are also available now in darker colors, allowing a homeowner to build with the environment in mind, while still being able to get the look they desire. Using infrared reflective technology on concrete surfaces can lower an SRI rating, as well as contribute to a builder's LEED points.

The following is an excerpt from the Portland Cement Association:

"Concrete surfaces can earn a LEED for New Construction and Major Renovation (LEED-NC version 2.2) credit through Sustainable Sites Credit 7.1: Heat Island Effect, Non-Roof. The intent of this credit is to reduce the heat island effect. The intent can be met if materials that stay cool in sunlight are used on at least half of the site's non-roof impervious surfaces, such as roads, sidewalks, courtyards and parking lots."

Use NewLook's CoolStain to keep your concrete cool. It is a modified polymer, water-based concrete color stain made especially for use with existing, unsealed concrete surfaces. CoolStain is not paint and therefore able to form an opaque (solid) breathable finish that requires no sealer. It penetrates the surface of porous concrete, minimizing heat build-up of concrete surfaces exposed to sunlight.

CoolStain is ideal for driveways, garage floors, pool decks, offices, restaurants, hotels, theme parks, shopping malls, schools and other high traffic areas. CoolStain will reduce surface temperature by up to 50 degrees F, even in darker colors. CoolStain is available in a variety of standard colors, with color matching available for a fee.

CMCP Article (09/2007) - The World in Concrete

NewLook Admin — Wed, 21 Sep 2011 10:18:42 -0800

Memorial Park, in Provo, Utah, dates from the early 1920s. It was first dedicated to the fallen soldiers from World War I, though over the years it has expanded in size and scope to commemorate the contributions of all the hometown soldiers over the last century. With its latest makeover, the city decided to create a world map in concrete highlighting the history of the wars and notable battlegrounds. Numbered brass markers will refer to descriptive boards that will be placed around the perimeter for an account of what happened at that location in world history.

The city commissioned the project in 2006. Westroc Concrete supplied a 7-bag mix for the slab, which was placed in late September of that year. The 1084-sq.-foot slab included #3 rebar, placed on 2-foot centers.

Once the slab was completed, Jerry Boyd and Rylee Snelson of the Parks Department came in and cut joints in the slab using a Target Pro 65 saw from the city's Water Department.

Dean Hutchison sent out a request for bids on the decorative work, but the quotes were more than the budget would allow. So, city employees decided to do the decorative work themselves, despite the fact that no one had ever done decorative concrete work before.

The city purchased a large-scale stencil from the Web. It then took three people one 10-hour day to stencil and paint the international boundaries on the surface, though detailed engraving did not begin for nearly two months.

"The engraving was the most difficult part of the job," Hutchison said. "The engraver was more powerful than we needed and was difficult to control." Once they removed about half of the engraving teeth and turned down the air pressure, it was much easier to handle.

The small countries of Europe were the most difficult to engrave. Free-handing the work didn't work, so Boyd and Snelson made plywood templates of an architect's French curve for a guide. "The borders are close, but not exact," Hutchison said.

It took two people two days to complete the engraving. At that point, the city covered up the artwork with insulation mats to protect it from vandalism during the winter.

Beginning in March of this year, the city peeled back the covers to finish the project, which included staining the concrete. First, they sanded the concrete with a large floor sander, followed by a good power washing and cleaning out the expansion joints. Over the next five days, Parks Department personnel, including Hutchison, managed to cover and color the entire world, using 6 solid color stains from Salt Lake City-based NewLook International.

The city hopes to work with the local VFW for the placement of the brass markers. "It was a lot of work and a lot of fun. We are just excited to take a personal role in paying tribute to our city's soldiers," Hutchison said.

CC Article: CoolStain Beats the Heat

NewLook Admin — Fri, 16 Sep 2011 08:05:09 -0800

Concrete Construction Article

"Cool Concrete; Stain Lowers Concrete Surface Temperature While Adding Color"

By Tom Bagsarian on Aug 31, 2011

Much of the nation has baked in heat and humidity this summer. That's not news to anyone living in the Midwest and Southern Plains.

The Dallas/Fort Worth area had 40 consecutive days higher than 100 degrees F at one point and a total of 50 days higher than 100 degrees F for all of 2011, and counting. The hot temperatures have not occurred just in the U.S. The combined global land and ocean average surface temperature in July was the seventh warmest on record for that month, according to the National Oceanic and Atmospheric Administration.

Debate the causes all you want, but one fact is as clear as an egg frying on a Texas sidewalk: It;s getting warmer out there.

In light of this, the concrete construction industry is not standing idly by. Keeping surfaces cool not only keeps the public more comfortable, it also lessens the urban heat island effect. Cooler surfaces can earn a U.S. Green Building Council LEED credit for New Construction and Major Renovation through Sustainable Sites Credit 7.1: Heat Island Effect, Non-Roof. Finally, developing products and technologies that lowers a concrete surface's temperature not only is environmentally responsible, it's good business.

Mark Tretter, president of Excel Surfaces in Escondido, Calif., uses a special concrete stain as a selling point. Last summer, the contractor stained 12,000 square feet of concrete sidewalks, courtyard, and common areas surrounding the Norco Assembly Hall, about 50 miles east of Los Angeles and away from the Pacific Ocean's cool breezes. But there was something unique about this particular job.

Around lunchtime in the middle of the day, Tretter went to the jobsite. "It was the hottest week of the year, and I went to check the surface temperature," he says. "I put my hand on the concrete that had not been stained yet and I could barely touch it. Next to it where I had the stain, I could lay my hand right on it and it was 20 degrees F to 25 degrees F cooler in the direct sun."

The coating Tretter's crew applied, CoolStain, manufactured by NewLook International, Salt Lake City, is a polymer-modified, water-based stain. It can be applied to concrete flatwork, vertical surfaces, concrete blocks, pavers, imprinted concrete, exposed aggregate, and many other cementitious surfaces. The product cools the surface by using specialty infrared pigments that result in high solar reflectance, the manufacturer says.

The Application Process

Tretter, who is a certified installer for CoolStain, says despite the unusual results, there is very little different in the product's installation. Like all stains, the surface must be open and porous without any sealers or contaminants. The Excel Surfaces crew pressure-washed the surface with a 3000-psi pressure washer and masked off areas in case of overspray.

A worker applied the Spanish Red (245) CoolStain with an airless paint sprayer, followed by others who worked the stain in with split-hair brooms. Because the church had little idle time, the project was planned three months in advance, leaving the contractor no choice but to proceed with the project through the hottest week of the summer. Workers only had to broom the stain for 10 minutes before it dried, or about one-half to one-third of the time it would have taken on a cooler day.

The next step was a wet test, where a worker rubbed the surface with a wet rag. If no color rubs off onto the rag, the surface is ready for the second coating, which involved the same process. "If you have a really porous slab, you might have to go with three coats," Tretter says. "I've only done that once or twice."

After a second wet test, the crew applied an enhancer, or contrast color. In this case, they used a gray smoke color. "It drains off the high spots and settles in the low spots, and it darkens as it cures," he says. "The base is still dominant, but you get your accent color in the recesses and grout lines."

Pedestrians can walk on the surface 24 hours after work is complete. Tretter suggests standard maintenance for the surface. Thousands of people walk on this concrete surface every weekend, so the contractor applied a polyurethane sealer to protect the stained surface. This will be repeated every three to five years.

Tretter uses CoolStain on 10% to 15% of his jobs, and it would be more if more of his business involved staining. Areas surrounding swimming pools is a popular application. Most people think a light color should surround a pool, but this product proves them wrong. "It’s very durable," Tretter says. "I haven’t had any issues with it peeling around pools."

Visit http://excelsurfaces.com for more on the contractor in this story.

Visit http://www.concreteconstruction.net/concrete-surfaces/cool-concrete.aspx to read the original article.

Guest Post - Restoracrete Gives Pool Deck a "NewLook"!

NewLook Admin — Mon, 27 Jun 2011 09:25:23 -0800

RestoraCrete restored 7000 square feet of old stamped concrete in Coto De Caza (Orange County). Mr. and Mrs. Ellison researched many companies and actually took the time to visit with previous clients throughout the area of Orange County. After extensive due diligence, they informed us that RestoraCrete was the preferred choice because we use NewLook stains. Our ability to competently manage our efficiencies was critical to the success of this restoration. We first had to strip the entire 7000 sf area while simultaneously applying NewLook's Solid Color Stain, Enhancer and then a sealer. It took four crew members approximately seven days to complete the job. The process of stripping enough to begin staining and not step over each process was challenging, but the job was completed with precision. RestoraCrete used NewLook's Creamed Coffee (288) Solid Color Stain with Buffalo Brown (237) Enhancer, Buffalo Brown (237) Solid Color Stain for the trim and sealed the entire job with the NewLook Concrete Maintenance Sealer. For more information on this job or others feel free to check out www.restoracrete.com.

IF YOU WOULD LIKE TO SHARE YOUR NEWLOOK SUCCESS STORY, CONTACT JACOB WEBB AT (801) 886-9495 OR JACOB@GETNEWLOOK.COM

CC Article: Diablo Grande Golf Course & Country Club - Patterson, Calif

NewLook Admin — Thu, 23 Jun 2011 13:14:48 -0800

In this industry we've all seen our share of old and faded colored concrete that has been bleached out by the elements and is in need of some type of color fix or restoration. That was the condition of the existing stamped concrete at Diablo Grande Golf Course & Country Club, near Patterson, Calif. The owners wanted to improve the facility by updating the existing hardscape and adding a new covered concrete patio and outdoor bar, along with some new walkways and stairs to expand access from the clubhouse to the course.

The challenge was how to make roughly 20,000 square feet of new concrete and faded, outdated old concrete blend together seamlessly so no one could tell where one ended and the other began. Removing the old concrete was not an option due to cost and because it would have shut down access to the clubhouse.

That's when my company, Staintec, received a call from Chad Pometta, who owns CP Landscape and Design, the Patterson, Calif., company in charge of the concrete renovation and landscaping at Diablo Grande. (He's also a resident of Diablo Grande.)

After we talked on the phone about the specifics of the project, Chad arranged for me to come up to Diablo for a job walk. We also consulted with the principal owners on the best process to give them the new color and design they wanted for all the concrete, new and old.

For me the answer was simple. I realized this was the perfect project for the NewLook Solid Color Stain system. I utilize this system a lot in my business, for several reasons. It's a very cost-effective color application that allows me any color combination required for almost any concrete concept. It was capable of making the new and old concrete match perfectly. What's more, over time, the product breaks down to a natural appearance without flaking or peeling and holds up very well to routine cleaning. This makes for hassle-free color and sealing maintenance, which in turn means no headaches down the road for the owners.

After deciding to move forward, the first step, as with any high-profile project like this, was mock-ups. We were able to demo different base and antique color combinations, along with the color for the borders, on the actual area of concrete we planned to stain - we colored back over that area when we did the job. This allowed the clients to see first-hand how the sample colors would actually look next to the palette of golden browns and earthy tans of the new pillars and stonework. These colors were a huge contrast to the original, drab salmon-colored integrally colored concrete they were so used to looking at every day.

Next, CP Landscape and Design placed 20 yards of new concrete. After a curing time of 30 days, both the new and old concrete were ready for their color makeover.

For this type of product, I use a standard method of surface preparation: a strong 5-to-1 acid wash that is amply applied by brush in a wet "soaking method" and left to "cook" for anywhere from five to 12 hours depending on the integrity of the concrete. When the acid is done working it completely "exfoliates" the surface of the concrete and you are left with what looks like a brownish chalky haze. This method assures me that all the potentially deleterious material on the surface has been chemically etched and loosened.

We then prepare a high-volume pressure-washer (3,500-plus psi at 4 gallons per minute). Using a 15-degree tip we methodically water-jet the concrete foot by foot in a 4-inch swath pattern to assure the entire surface is aggressively cleaned in the exact same manner. This completely removes the impacted silt layer of organics, loose silica and concrete salts. After this type of rigorous etching and cleaning, what's left is a brand new pristine surface of very porous, open concrete that readily accepts and wicks in the very watery, fluid NewLook polymer stain. This makes an ideal foundation for the initial mechanical bond and is critical for the overall integrity of the product.

The application of the solid color stain system is really user-friendly and straightforward. No covering or masking is required, which means less costly prep time and labor. With only some minor cut-in on any detail areas, the rest of the process is all about production.

Using a unique NewLook applicator brush designed to hold wet material in the fibers, we basically flood the stain over the surface of the concrete, brushing it into joints and texture, allowing the concrete to soak in the stain for uniform coverage. Then we back-brush, almost buffing the stain in with the brush until it is dry. It is so forgiving you can actually walk on it and through it while brushing with no fear of making any footprints, just buffing out any wet areas as you go. A two-coat process is required with only a one-hour wait time in between coats. When done, everything dries equally and very opaque, giving us a new solid base color to antique.

There are a couple of precautions to take when working with NewLook stain. One, avoid working with it on very hot days. If the concrete is too hot, the material can essentially cook before it can be broomed in and dry naturally. If your shoes start to stick when walking on the stain, it's too hot! Hot conditions will also drastically affect your cover rate and workability.

Two, control mixing and agitation for consistency of color. On large-scale projects, uniform appearance is paramount and consistent mixing and applications methods must be followed.

For this exterior stamp texture application, the NewLook Enhancer series "antique" system was applied wet but evenly over the surface using the same NewLook brush. We were careful to not overapply. Unlike with the base coat, we just let the fluid settle in all the texture and sit undisturbed until it completely evaporated, leaving only a light color film of the antique color.

We paid special attention to maintaining a wet edge to avoid any application marks. To do this, we applied material in the shade of the morning or at dusk. We were then able to lay down large areas of the antiquing fluid without rapid drying or fear of brush marks.

The obvious choice to finish this project was a quality water-based gloss sealer applied in two thin coats and blown dry with a leaf blower. We chose a Concrete Coatings water-based sealer, SuperSeal 20WB Water-Based Acrylic, to go over the NewLook because it breaks down and oxidizes with the product over time, and after just a light power washing, you can reseal or apply a fresh touch-up color coat.

Chad Pometta describes the end result: "You can't even tell what we went over. It all matches like everything was one continuous pour. There was a huge cost savings, too, with the concrete we were able to leave in place."

As Seen in Concrete Decor Magazine: Full article and photos

Project Showcase: Basement Floor Faux Finish

NewLook Admin — Tue, 10 May 2011 10:32:17 -0800

Images Above: Before & After

Project size: 200 square feet

Products used:

Solid Color Stain - Caramel 213
Designer Series Enhancers - Safety Yellow 398, Terracotta 244, Black 207, Buffalo Brown 237

Process: The customer wanted the floor color(s) to compliment the cupboards and black hardware. A NewLook Applicator Brush was used to install the Solid Color Stain. A 40 PSI air compressor was used to install the Designer Series Enhancer. The Enhancers were sprayed on in random patters to create a mottled and variegated effect like a reactive stain. The process took only 4 hours to install.

Contractor:
Grant Langston
Salt Lake City, UT
(801) 706-7101
grantmack@gmail.com

Guest Post - NewLook Changes Color of Slate Stone

NewLook Admin — Tue, 3 May 2011 10:45:04 -0800

RestoraCrete of Orange County recently had another challenging question presented to them by a customer. Can NewLook change the color of Slate Stone? Slate Stone's fine-grained, homogeneous metamorphic rock is typically very porous and soft. The surface tends to sheet off when pressure washed so careful attention to the cleaning process was performed. RestoraCrete took this challenge and informed the client that staining a natural stone a different color is not something typically done, however the color of the stone was so disturbing to the client they were willing to try anything.

The slate surrounded or trimmed the colored salt finish concrete which accepted the Cowboy Dust Solid Color Stain very well, as it always has in the past. RestoraCrete applied the Dark Brown Solid Color Stain into the slate (before & after pictured) and it appeared translucent on the first application, but the second application went over great.

For more information on this job or other NewLook staining jobs in Southern California contact RestoreCrete at (866) 446-8873 or email at info@restoracrete.com.

IF YOU WOULD LIKE TO SHARE YOUR NEWLOOK SUCCESS STORY, CONTACT JACOB WEBB AT (801) 886-9495 OR JACOB@GETNEWLOOK.COM

NewLook Stains Helps USU Win Concrete Canoe Competition

NewLook Admin — Thu, 21 Apr 2011 09:04:06 -0800

The Utah State University Concrete Canoe Team recently took first place in the Rocky Mountain Regional American Society of Civil Engineers (ASCE) Conference! NewLook's stains were used to decorate their concrete canoe.

"Thank you for your help with ensuring that we selected an appropriate stain. This year at conference we actually took first place! We will be headed to Indiana in June for the national competition. This is the first time that Utah State has ever qualified for nationals in the 20+ years that the competition has been running... All stains on the canoe are from NewLook. I think that it looks fantastic, and we will likely continue to use your stain because we were pleased with the color selection and the overall results. The design was stained using a vinyl stencil."

--Mitch Dabling, Team Leader

Congratulations, USU Concrete Canoe team! We appreciate you allowing us to be a part of your success.

A River of Water-Based Stain in Montana

NewLook Admin — Tue, 12 Apr 2011 19:31:13 -0800

Concrete Decor recently published an article on Dan McCormick's project at ExplorationWorks in Montana. He used NewLook's stains to create a beautiful river running through the middle of a floor. Great pictures. Great project. Great read. Check it out.

http://www.concretedecor.net/blogs/decorativeconcreteonlineexclusives/a-river-of-water-based-stain-in-montana/

"Get a New Look" Blog Post by Melanie Royals of Modello Designs

NewLook Admin — Fri, 25 Feb 2011 10:05:46 -0800

Melanie Royals, President of Modello Designs, manages her own blog, "a diary of [her] affairs with design and decoration." She recently posted an article with some great photographs of samples displayed at our World of Concrete booth.

One of applications Melanie and we are so excited about is the use of NewLook's QuickEtch with Modello's Decorative Masking Patterns to create (etch) beautiful non-slip decorative patterns.

Take a look: http://designamour.com/2011/02/25/get-a-new-look/

Guest Post - Eagle View's River at Exploration Works

NewLook Admin — Tue, 1 Feb 2011 19:49:41 -0800

When Exploration Works approached me with this project they wanted to do an acid stained river from the exterior through the front entry way and around the front desk area of the museum. Because the floor has already been acid stained and sealed with a urethane sealer I explained to them the problems we may have with an acid stain and explained the Eco friendly stain options of New Look. They explained that they wanted the river to have a bluish green effect with islands throughout the river. At this point I made a sample board using self leveler to get the smooth look of the existing concrete. The way we achieved this look was to first saw cut the river edges including the islands. We then used the Easy Strip 2000 to remove the old sealer because this was an inside job it required us to scrape, mop and shop vacuum up the old sealer leaving a clean surface but it was not very porous so we applied the Quick Etch to open up the pores of the concrete for the stain. After taping off the edges of the saw cuts we colored the river using an HVLP to spray down Robin Egg Designer Series enhancer top coated with fountain blue and powder green enhancer. All of the colors where put on at one time very wet to get the marbleized flowing effect of water. After colors were dry we sealed the floor with two coats of Co-Lock sealer and two coats of commercial floor wax for a sacrificial wear layer. The final step was to add a dark brown urethane caulking into the saw cuts to finish out the project. The clients are extremely happy with the finished project and will have me back to do the exterior portion of the project this spring when weather permits.

Dan McCormick
Eagle View Custom Creations
Helena, MT
(406) 465-1593
www.evconcrete.com

IF YOU WOULD LIKE TO SHARE YOUR NEWLOOK SUCCESS STORY, CONTACT JACOB WEBB AT 801-886-9495 OR JACOB@GETNEWLOOK.COM

NewLook Customer Tesitmonial Video

NewLook Admin — Tue, 1 Feb 2011 10:50:10 -0800

Customers who visited our booth at the World of Concrete trade show shared their testimonials about NewLook and our premium Concrete Color Maintenance System.

NewLook and Modello Designs Join Forces - Get a 10% Discount!

NewLook Admin — Sun, 23 Jan 2011 15:04:09 -0800

Salt Lake City, UT -- January 17, 2010 -- NewLook International, Inc. and Modello Design Group, LLC are pleased to announce their newly established co-sponsoring partnership. Modello, a California-based firm, manufactures and supplies premium custom-made stencils.

Among other things, the co-sponsoring partnership entitles both parties to promote the others' brand. It also means that NewLook will be promoting Modello products and a customer-specific discount code that customers can use when purchasing Modello products. Customers get 10% off purchases of Modello's Decorative Masking Paterns when they use NewLook's discount code "NEWLOOKSTAINS". They must provide this code to their Modello sales representative at checkout when submitting a purchase order.

According to Melanie Royals, President of Modello Designs, this agreement means that NewLook customers will have greater access to Modello products; Modello will have greater access to a broader distribution channel and architectural specification opportunities. "One of the reasons NewLook will be such a great partner for us is because they invest in driving architectural spec work for their customers. We hope to tap into those opportunities and help pioneer spec demand for premium architectural stencils."

"We are very excited to be affiliated with Modello Designs," says Jacob Webb, Vice President of NewLook. "Modello has a strong brand and is well-known for their decorative concrete stencils." Mr. Webb goes on to explain why the partnership is a good fit for NewLook's pos--recession strategy. "Being affiliated with Modello's strong brand reputation in the industry will help us achieve three very specific partnership goals. The first is to drive sales for products like the Designer Series Enhancer; second, increase brand awareness for both organizations; and third, expand our customer base to include more design-oriented customers."

Modello stencils and installation methods will be introduced to NewLook customers through NewLook's comprehensive Certified NewLook Installer training program. "Our Certified Installers need these stencils and so do their customers," continues Mr. Webb. "They need additional methods for easily creating faux designs and alternative design solutions for serving their customers. Whether you're talking residential, commercial or architectural, Modello is a good fit for NewLook and its customers."

Guest Post - Restoracrete Overcomes Obstacles to Stain Driveway

NewLook Admin — Mon, 10 Jan 2011 10:56:06 -0800

Restoracrete, one of NewLook's Certified Installers in South Orange County, recently overcame a few obstacles to successfully stain a residential driveway.

"We used Light Oak (295) Solid Color Stain on the borders with Creamed Coffee (288) Solid Color Stain on the field. We have recently ran into some rain storms and we had a small window of opportunity to stain this driveway before another storm headed our way. Our initial plan was to make this a two-day project--stain the dark bands and seal them--so we could come in and finish the Creamed Coffee the next day. That way, we wouldn't have to worry about splattering product as much. One of the key factors to our success was slowing down our forward brush strokes; this helped us avoid accidental splatters. We also hand-brushed the edges to reduce this risk. We made sure that our brush strokes were slowed down. We were in a hurry but we realized that slowing down was ultimately the faster way to get the job done. What was the result? We had a very happy repeat customer. Thank you, NewLook! And don't forget to check out our upcoming website at www.restoracrete.com."

IF YOU WOULD LIKE TO SHARE YOUR NEWLOOK SUCCESS STORY, CONTACT JACOB WEBB AT 801-886-9495 OR JACOB@GETNEWLOOK.COM

Restoracrete: A NewLook Success Story

NewLook Admin — Mon, 3 Jan 2011 11:55:18 -0800

RestoraCrete.com has been in the concrete business for over 10 years in different capacities. Recently, we have ventured into the ever expanding opportunities of concrete color restoration. For over six months, our team researched a variety of products in the marketplace and (after much due diligence) found that NewLook was the product to embrace because of its history and ease of application. The people behind the company also supported our color restoration marketing strategies and continuously collaborates our issues and ideas with us. This strategic alliance will give us the opportunity to inform and educate the public that they do have a viable cost effective, "green" alternative to other less than quality products. As one of our colleagues with over twenty years experience in the industry explained, "It's the industry's best kept secret."

After receiving the proper training, we quickly learned the importance of surface preparation. We absorbed as much as we could during the seminar and from NewLook's robust website. Taking the time to use the right method--whether it be pressure washing, acid etching or a floor buffer--is a critical success factor to ensure the best application as well as the best method to minimize potential callbacks.

During our first job, our eyes were opened and we got so excited about these color restoration opportunities. Learning what NewLook products can do and how satisfied our clients were during this process gave us the comfort for the financial commitment to make our Southern California venture successful.

John Pla

President

Restoracrete

866-446-8873

www.restoracrete.com

If you would like to share your NewLook success story, contact Jacob Webb at (801) 886-9495 or jacob@getnewlook.com.

NewLook Concrete Color Stains are User-Friendly

NewLook Admin — Thu, 14 Oct 2010 11:22:31 -0800

NewLook's Concrete Color Maintenance System and decorative concrete stain are intended to be used by professional installers who are experienced and trained in the use of our products. But that doesn't mean our products are complicated. Quite the contrary. NewLook's system of products are very user-friendly.

For example, Brian Anderson, a property owner in the Northwest, recently purchased NewLook concrete stains from Smokey Point Concrete and had a wonderful experience. Brian writes to Scott of Smokey Point,

"Well, we finished the whole thing yesterday. We had sealed the border last week with 2 coats, and did 2 coats of NewLook yesterday. It took the whole first kit + 1/3 of the second kit to complete the first coat and I was VERY concerned that the remainder wouldn't be enough for the second coat, but it was. I was amazed at how well the second coat spread and how much further it went. We had no major problems or issues, only a couple little drips that we were able to wipe right up with a wet towel...

It looks awesome! The concrete stain color is perfect and it’s perfectly uniform...looks like a couple of pros did the work. I really appreciate all the time you spend guiding us, and helping us with product selection, and how-to. You really went above and beyond in the service dept. We were always happy with the patio, but now it truly is our "Dream Patio" and I credit you with giving us the helping hand getting it there. I will snap off some pictures today and send them your way...or if you are ever in the area and would like to see it in person, please stop on by."

Congratulations Brian! And way to go, Smokey Point, for offering such great customer service!