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DECRA Shake XD-Pinnacle-NextGen2010

DECRA® Shake XDTM featured on NextGen 2010 Home in Las Vegas

The focus of 2010 home was ‘Green and Energy Efficient.’ Emulating the classic beauty of a heavy cut rustic wood shake, Shake XDTM was the perfect complement to the Craftsman style of this project home. Made of corrosion resistant, aluminum-zinc alloy coated steel with an acrylic bonded stone chip finish, the steel substrate used to make DECRA Roofing products contains upwards of 25% post-consumer recycled steel content, and is 100% recyclable at the end of its life.

Shake XD is lightweight, durable and provides safety and security beyond other roofing products. The DECRA panels are easy to use with solar. Additionally, the water run-off meets the WHO standards for drinking water allowing for use with a rain catchment system. The steel ShakeXD panels are walkable and will not crack, split, curl or break like traditional wood shakes.

DECRA Roofing Systems have been providing ageless beauty, superior performance and lasting durability for 50 years. DECRA profiles are backed by a 50-year limited warranty, a 120 mph wind warranty, are Class 4 impact resistant, and steel is a non-combustible, Class A rated material.

For more information regarding the 2010 NextGen Home, visit www.nextgenhome.com. DECRA can be found on a diverse range of residential and commercial projects throughout North America.


NextGen "Builders Challenge" 2010

Stone-Coated Steel


Tops Television Home


Based in Dallas, TX, the show is broadcast on 140 television stations and cable networks and seen by more than 2 million viewers every week across the country. "We promote tips and advice on our TV shows about how to build, buy and remodal a home," said Michael Holigan, the show's host. "Our show and our publications serve as a source of expert advice and information for consumers on topics relating to new home construction, purchasing and financing of new and existing homes, manufactured homes and residential remodeling."


Before starting the show in 1995, Holigan had been a successful home builder, completing about 700 homes per year. He sold the business when he became the host of the show.


Featuring homes nationwide, Holigan rapidly became recognized as a go-to person for any home building project. "It started out as a way to teach people how to make the biggest investment of their lives. That experience can be either good or bad, so we teach homeowners what to look for, what to build, how to maintain it and most important the right products to use," Holigan noted.


Once a year Michael Holigan's, Your New House, build a new home for the show. This year the featured home was located in Melissa, TX, where Holigan worked for a second time with Korel Home Designs, a local design group in Plano, TX, that has been designing homes since 1972.


[Example Home]

The advent of numerous television home shows has raised awareness among homeowners of the vital role of architecture in the home building and improvement process. Michael Holigan's, Your New House, now in its tenth season, makes architecture and performance a number one goal for each project profiled on the show.

Korel worked with Holigan to design the 4,000 sq. ft. "old world" style custom home. The two-story brick and stone home was built on a one acre wooded lot in the 1,200 acre Country Ridge development, 15 minutes north of Dallas. An important components of the home's design was the exterior look and in particular the roof, which has a 14:12 pitch. Korel wanted to ensure character and depth for the overall look of the home, and the roof was essential to meeting that goal.


"The roof is a very important element of the Holigan house," said Jerry Karlovich, a designer for Korel Home Designs. "I like to see a roof that adds charater and depth, one that has definition."


Both Holigan and the design team knew that the chosen roofing product would be crucial to the design as well as the overall performance of the home, so they went with a proven product, DECRA Shingle Plus stone-coated steel shingles from Corona, CA-based DECRA Roofing Systems, Inc.


"We have used DECRA Roofing Systems in the past," Holigan stated. "We liked how the product was installed and its appearance. We really liked how it protects the home, so we called DECRA and asked them to be a part of the project with their Shingle Plus stone-coated steel shingles."


"Manufacturers were complacent until stone-caoted steel manufacturers caught on to making products that are strong, but also attractive," Holigan continued. "Thereafter, customers, builders, architects and other decision makers have quickly responded to its popularity. Stone-coated steel has definitely raised the bar." DECRA's Shingle Plus offers great appeal for the traditional style homes. The panels feature a thick edge, provide greater dimensionality and a robust appearance. "Shingle Plus really added strong aesthetics to the roof," agreed Karlovich.


According to Bo Hudson, president of DECRA, "Shingle Plus offers a strong alternative for architects and homeowners who are seeking a truly dimensional look for the roof. It adds tremendous curb appeal for any home or building. It is a favorite among architects."


The distinctive look of the 80 squares of DECRA's Shingle Plus stone-coated roof were a perfect match for the home's rock siding that fades into a vibrant brick exterior. Roofing contractors also appreciate the versatile design of the Shingle Plus profile, as it can be installed with or without battens, depending on the unique demands of the job site. for the Holigan project, Gonzalez Roofing of Dallas, TX, installed the Shingle Plus panels on timber battens. Shingle Plus' strong batten system and ease of installation fit the roof's trendy design that includes several hips and gables.


"We have found it a lot safer walking on the roof with the batten system," stated Freddie Gonzalez, owner of Gonzalez Roofing, who has been instaling DECRA roofs for 15 years. "It allowed installers to safetly navigate the 14:12 pitch with confidence. You build the batten system like a ladder and start from the top down. As you install the panels from the top, you go down safetly standing on battens. It only took us five days to install the roof."


[Example Home]


"The difficulty of installing the roof on a scale of one to 10 was a seven or eight," confirmed Karlovich. "We believe that the roof is a very important element of the house. We like to see a roof that adds character and depth. We want it to provide definition and performance for the home as a whole."


From the beginning of the project, performance was a main goal for the Holigan team, but cost was also important. "Budget is another big factor," Holigan confirmed. "Homeowners must realize that if they want a composition shingle, it might be less expensive but they will need to replace it several times. Stone-coated steel can sometimes outlast a homeowner's lifetime."


And in Texas, longevity is a major concern. When asked about roofing in Texas, Holigan was very direct, "When building in Texas, you need to protect against heat and hail. We have a lot of both."


Holigan wanted a roof which would offer protection and a long life span, while also being lightweight and offer low maintenance. "You have to consider what elements are going to affect the home. Depending on what the house is exposed to, that will help determine the type of roof that should be used. If you are in an area that is predominately exposed to fire, hail or snow loads, you need to choose a roof that will address those elements," said Holigan.

[Example Roofing]

DECRA fits the bill for the Texas extremes. Made of a corrosion-resistant, aluminum-zinc alloy coated steel; it is also lightweight, weighing 1-1/2 lbs. per sq. ft. installed. The steel substrate is coated with ceramic-coated stone roofing granules that create a durable and attractive exterior in a variety of earth-tone colors. The result is a finish with a 50-year limited warranty, is trouble-free, and will not crack, break, warp, curl, or split.


Shingle Plus is also a durable product that offers a walkable, low-maintenance alternative. It is a Class A Fire rated material that is noncombustible. It also maintains a 120 mph wind warranty and the highest rating from Underwriter Laboratories for impact resistance during hailstorms.


The interlocking panels are fasetened into the battens horizontally through the nose of the panel rather than vertically like other materials. "A stone-coated steel roof will look the same 50 years from now as it did on day one. You install the DECRA Shingle Plus at a 90-degree angle, so in order for the tile to come off of the roof, the nail would need to sheer apart," Holigan confirmed.


The home was completed in April of 2005, and the show aired in May. Currently viewable at michaelholigan.com, the show features the following conclusion on why the roof was chosen, "In the area where we are building our project house, high winds and strong hail are common occurences, especially in the spring time. When it came time to design the roof for our project house, we wanted a system that was not only attractive, but durable, low maintenance, fire-resistant, and able to withstand the weather common to the area. We chose a stone-coated steel product, called Shingle Plus, from DECRA Roofing Systems."

Medical Facilities

[Carson Tahoe Medical Campus]

Carson Tahoe Medical Campus

Completed in June 2006, this 5,000 sq. ft. physicians' office facility in Carson City, NY, was topped with Decra Shake metal roof panels. The 26-gauge stonecoated steel panels have a Shadowood finish. The panels were selected for their appearance, wind resistance and ability to withstand the area's severe climate. Apex Roofing, Sparks, NV, installed the panels.

Roofing Systems
(877) GO-DECRA

Cool Roofing - EDC March

Energy Star-Rated Tile and Shake Offered in New Color


[Mist Gray Tile Example] Corona, Calif. - DECRA Roofing Systems (www.decra.com). offers ENERGY STAR-rated color, Mist Grey, in both DECRA Tile and DECRA Shake for re-roof and new construction applications. The new Mist Grey color is ENERGY STAR compliant and meets the minimum emissivity of .9 when tested in accordance with ASTM E408, the company says. Mist Grey also meets and exceeds the initial solar reflectance of a roofing product to meet ENERGY STAR requirements of being greater than or equal to .25 when tested in accordance with ASTM E903.






DECRA Celebrates 50 Years of Strength

by Josh Marx

As "Fletcher-owned" DECRA Roofing Systems Inc. commemorates its 50th anniversary in 2007, the company has plenty to celebrate. Sales of DECRA’s stone coated steel roofing products are on the upswing, keeping folks busy at the company’s 104,000-square-foot UL registered ISO 9001:2000 manufacturing facility in Corona, Calif. The company recently opened a brand-new Indianapolis warehouse and moved its Arlington, Texas, warehouse to expanded facilities last October.
"Within the next three years we will have to build another, more centrally located manufacturing facility," predicts Bo Hudson, the company’s CEO. "Even when you remove sales attributed to the hurricane rebuilding construction, our volume has doubled in the last six years alone." The factors contributing to DECRA’s recent growth surge include the release of a shingle profile product that is easier to install, distribution of the profiles through roofing wholesale suppliers, the enactment of more stringent building codes requiring stronger roofing materials, and contractor support and training provided by the company’s staff.
"Our employees’ positive attitude and strong desire for our company’s success is responsible for the products’ tremendous growth over the years," says Hudson. "Part of that attitude stems from having a product you can stand behind."
Durability of Stone and Steel
Multiple protective layers are fused together to give DECRA panels their resiliency and strength. Their base is comprised of 26- gauge structural grade steel, with a minimum tensile strength of 37 ksi. The steel is bathed in a molten aluminum-zinc alloy, which helps protect exposed cut edges, drilled holes and scratches. An acrylic priming system is then used to create a uniform substrate that enhances the adhesion of subsequent coatings. A custom-designed acrylic resin binder is then applied in a basecoat that blends with the stone granule colors. The resin bonds the stone to the steel and protects underlying material from water and UV light. The final layer consists of ceramic-coated stone granules sealed with an acrylic glaze for a protective, aesthetically appealing finish.
Four profiles — tile, shake, shingle and shingle plus — currently comprise DECRA’s line of stone coated steel roofing products. A new Villa tile will be available this spring, while two more new profiles, one shake and one shingle, are scheduled for release sometime this summer. The company offers a variety of different color schemes for each profile, including a new Mist Grey finish that meets Energy Star reflectivity requirements and the guidelines detailed in LEED Site Selection Credit 7.2–Heat Island Effect. All DECRA products feature a Class A fire rating, have a transferable 50-year limited warranty, a 120 mph wind-uplift warranty and a Class 4 UL 2218 impact resistance rating.They also comply with Florida Building Codes, Miami Dade requirements and Texas Department of Insurance impact resistance guidelines. The company even lists loss of appearance and/or excess stone granules as a manufacturer defect covered under warranty.
A History of Superior Performance
“Because our tiles have performed on roofs since 1957, DECRA panels have the longevity to back up our performance and appearance claims,” says Natalie Tanner, the company’s Marketing Manager.
The company points out that the product has its roots in the inventions necessitated by events in World War II. During the war, the British used corrugated metal to hastily reconstruct buildings damaged by the German Luftwaffe. With oil-based paint unavailable, new substances were needed to camouflage the shiny buildings. One solution was to sprinkle stone chips over a coating of tar. Another was a coal emulsion coating designed by the Decraspray Co. of Kent, England, to be “acid-proof and chemicalfume- proof, with a very high resistance to water vapour.” Acquiring the rights to Decramastic spray, New Zealand entrepreneur Louis J. Fisher combined the ideas. He used the mastic coating to bond crushed stone with metal panels, creating the first version of DECRA’s roofing product. Today, the company is owned by Fletcher Building in New Zealand, and it produces its roofing systems for global distribution.
The products were first introduced to Honolulu in 1968, but the company asserts DECRA’s sales in the continental United States really took hold in California during the 1980s. “Because of all the wildfires in California, many communities enacted building codes banning wood shake,” explains Tanner. “DECRA was a noncombustible alternative to wood shake, and when permitted, could be installed directly over existing wood shake.”
DECRA’s ability to solve other costly roofing issues contributed to its growing appeal. The panels have been used to safely encapsulate hazardous asbestos, eliminating the need for removal and disposal. They have also been installed directly over aging slate, saving business closure and removal expenses. The products are also widely installed for their interlocking, weather-tight design and warranty against hail penetration, cracks or splits. The Texas Department of Insurance and other states currently offer rebates for installing roofs that meet UL2218 impact guidelines.
Impressing Contractors
Ask contractors what they like about DECRA and they’ll tell you they have found a system they can rely on to meet the needs of the most stringent homeowners in some of the toughest climates in the country. “A DECRA roof is ideal for our climate,” says Llana Tuttle, the CEO of Lianro Metal Roofs Inc. in Palmer Lake, Colo. “Huge hail doesn’t even scratch it, years of snow will not cause it to crack or peel, and when it’s properly installed, even 70 mph Colorado winds won’t affect it.”
With retrofit installations comprising 90 percent of Lianro’s business, the company is one of many in weather-challenged areas of the country enjoying increasing sales of stone coated steel products. Originally a general contracting company founded in 1959, Lianro installed its first DECRA roof in 1981. After discovering the product through a customer request, Lianro’s owner performed his second installation on his own home. The products became the catalyst for Lianro’s evolution into a metal roofing business that currently has 15 employees and generates annual revenues of $2 million. The company receives 87 percent of its business through referrals.
"People want to protect their investment, and we get a lot of interest from engineers who’ve researched the product,” states Tuttle. “None of the DECRA roofs we have installed have ever needed to be replaced.”
Robert Kulp, the majority owner of Kulp’s of Stratford LLC in Stratford, Wis., added DECRA’s stone-coated metal systems to his repertoire and has been impressed by their performance. “We have done over 150 DECRA projects and never had any warranty issues,” he says. “As a company that also does commercial flat roofing, we are especially impressed that none of the DECRA installations has leaked, either.”
In its 21st year, the 40-employee operation first installed a DECRA roof less than ten years ago on a customer referral from a manufacturer’s representative. Today, DECRA accounts for $1.5 million of the company’s annual $5 million revenue. A director for the National Roofing Contractors Association, Kulp explains the roofs have the ability to increase property values. He looks for potential customers that are committed to their building and might be dissatisfied with traditional roofing options.
“Churches are by far our biggest niche market,” says Kulp. “For a church, the preservation value of a DECRA roof turns it into an investment rather than a lost expense.”
When Kulp recently bid to reroof the historic Forest County courthouse in Crandon, Wis., he was informed the project had a $40,000 maximum budget. After Kulp discussed the EDPM roof information the committee had requested, he made a presentation on the structure’s snow and ice issues, as well as the importance of protecting its historic value. The group ended up contracting Kulp to install a $93,000 DECRA roof.
A Bright Future
In January, FEMA director R. David Paulison stated, “An independent study released last year revealed that every dollar invested in building safer and stronger structures to better weather the next disaster saves four dollars. The concept is called ‘mitigation’ and is critical to the rebuilding effort, especially in areas of risk.”
As consumer demand and code requirements for durable roofing materials continue to increase, DECRA seeks to expand its visibility by participating as the roofing material manufacturer for the NextGen Home Experience at 2007 International Builders Show’s in Orlando, Fla. This year’s “First to the Future” theme requires homes be constructed with the latest easy-to-use, affordable technology that can be integrated simply into the modern home. It is the third straight year the project has featured a DECRA roof.
“One of the things that continues to improve our business is that our contactor- friendly profiles allow mainstream roofing contractors to enter the metal roofing business,” explains Hudson. “Our products place contactors a step ahead of their immediate competition.”
To facilitate contractor orders and installations, the company has set up a contractor support network across the United States and Canada. Three zone managers and 16 regional managers are currently available for sales and installation training or consultation. They can meet with contractors at their place of business and often hold classes at distributor locations. DECRA’s team will give assistance and instruction at jobsites, distribute and explain the company’s free product educational CD and provide contractors with sales materials, including brochures, DVDs and TV segments. For more information, contractors can visit the company’s Web site (www.decra.com) or call 877-463-3272.
“There is plenty of opportunity and room to grow the metal roofing market,” says Hudson, “A lot of it is just getting the word out.”
Josh Marx is associate editor of Roofing Contractor. He can be reached at 248-244-1738 or marxj@bnpmedia.com.