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I’d like to take a moment here to discuss something that is near and dear and has been throughout my professional career. There has always been a gap in my opinion regarding the value of shade in the architecture and design community.
Beyond providing energy savings, glare disruption and overall comfort, shade structures also provide an aesthetic value in design, shape and color. I believe presenting these valuable aspects of shade to architects and designers is one of the most important keys to being able to grow our market in size.
Too many years ago (the early 1990s), I was calling on customers in the Charlotte area. They let me know about an A and D firm in the area that needed help being convinced of the value of shade. While normally they require an AIA-certified presentation, they were gracious enough to let me present for the learning experience alone. I was extremely nervous for this presentation, but found that the group was inquisitive and was a delight to present to. Years later found specifications appear that referenced that one meeting and reinforced to me the value in continuing to do these at every opportunity.
Currently PAMA members have tools available to them in two newly updated AIA-certified presentations which are also HSW certified. Taking advantage of these resources is now where we need to take the next step in presenting the value of fabric shade structures. You may have some vendor partners who would be happy to help you sponsor one of these events. The idea of presenting may seem daunting in the beginning but once you have done one the value of this presentation is hard to ignore.
The message we have to deliver to this community is one of improved technologies, improved fabrics, improved design, almost limitless color palette, improved graphics capabilities, more durable products, more technical fabrication techniques, among all the other benefits. The challenge before us is to bring that message to a group that has the power to grow our market space to great levels and there should be nothing to get in our way in achieving that goal.
Brett Baird, vice president of sales for Trivantage, is chairman of the Professional Awnings Manufacturers Association, a member group of the Advanced Textiles Association.