July 2006 Industry Leader:

Jim Mullins: Veteran in Decorative Industry Joins BRICKFORM to Share Insight with Many

For Jim Mullins, the new mid-west area manager for BRICKFORM, headquartered in Rancho Cucamonga, Calif., education is in his blood. That is a good thing, because everyone from BRICKFORM customers, to members of the Decorative Concrete Council, to attendees of Decorative Concrete Events, to the Cement Finishers Union, to high school students, to the Job Corps organization will benefit from Mullins' passion for teaching and his over 35 years of contracting experience, including 20 years in decorative concrete.

Mullins is known for his ability to demonstrate decorative concrete techniques while promoting the industry. At a recent Masonry & Concrete Expo of the Pacific in Hawaii, Mullins used stencils and powdered color to create a decorative and durable concrete pavement, all the while discussing the growing popularity of decorative concrete.

Mullins attributes the growth to two factors: media coverage, primarily the many home improvement and renovation television reality programs, and the innovative products manufacturers are producing.

He notes that now decorative concrete is used in medium and market-priced residential homes, as well as churches, restaurants and hotels. The fact that the American Concrete Institute is currently developing a class to certify decorative concrete installers is also a reflection of the growing demand from experienced concrete contractors for classes in decorative concrete.

Mullins is able to draw from his own experiences as a small residential concrete contractor in the early 80s, which he says helps him relate well to contractors. And like many decorative concrete contractors, he says he started out dabbling before pursuing the medium full-time.

It wasn't until he attended a fateful World of Concrete in Houston and saw decorative stencils and other products, that Mullins actually ordered some stencils and brought his crew up to speed on the product.

"They were skeptical," Mullins recalls. "But I was getting bored with plain old gray concrete and these new decorative concrete applications seemed very interesting and I welcomed the new challenges."

Then, Mullins participated in the Indiana Flower & Patio Show, which he says is a huge draw for his area. He used his space for an information booth, as well as a 10-foot by 10-foot area, in which he used decorative concrete stamps and stencils to wow the crowds in front of him.

"That was a nine day show, and after the first weekend I had 69 good leads," Mullins adds. "I saw that there was interest in it here, and I took on a decorative concrete product line and ended up doing 85 to 90 percent decorative work in the first year."

At that time (1985), Mullins notes there was only one other person in his area doing decorative work. But at the 2006 Flower & Patio Show, Mullins counted at least 40 decorative concrete contractor booths.

"Ten to 15 years ago, it was hard to get a group to sit and talk about decorative concrete; there was little to no interest," he explains. "It's now getting to the point where it's specified and becoming an acceptable method of giving an economical, decorative appearance."

Which is why there's such a need for education, he adds. And why he feels the need to work with entities such as the Decorative Concrete Council, where Mullins has been leading demonstrations and seminars for the last five years.

He also travels to Decorative Concrete Events in Milton-Freewater, Washington, and Oklahoma City, Oklahoma, to train, as well as works with the Cement Finishers Union in their Train the Trainer program, because he says "unions are recognizing the demand for decorative concrete."

Mullins says he has also had the opportunity to handled a lot of technical issues on a daily basis. "I have experienced a lot of what the contractors go through in their business," he notes, "so I can help them find solutions." He also spends time with his distributors in the Mid-West, leading demonstrations and hands-on shows to educate contractors about decorative products.

Whether he's in China or Ohio, Mullins says he enjoys teaching and sharing with contractors. "A lot of new people get involved in this industry, and it's exciting to see them learn and be able to impart my insight [onto them]," he adds.

"I tell them one of the most important things is to educate their customers up front," Mullins continues. "Concrete can be shaped to resemble stones and bricks, but it's still concrete...Getting customers' expectations in line with reality levels the playing field."

And as for the best way to level the playing field, Mullins doesn't pull any punches. "The more successful contractors will keep up with training, as well as learn every day on the job," he concludes. "There are new techniques and products all the time in decorative concrete, and those who keep up will succeed."

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