Masonry Magazine May 1980 Page. 17

Masonry Magazine May 1980 Page. 17

Masonry Magazine May 1980 Page. 17
An interview with Bob Cox, Vice
President-Marketing of The Majestic
Company, about building trends and
the fireplace market.


Masonry: How many masonry fireplace forms
are being sold today?

Cox: In 1978, about 200,000 forms were sold. In 1979, the volume was down, reflecting the drop in housing starts. Actually, the percentage use of fireplace forms in masonry fireplace construction is increasing each year.


Masonry: How are mason contractors being af-
fected by the growth in the popularity of fireplace
forms?

Cox: That depends. Some contractors are resisting the trend, but I think most see an opportunity in the growing circulator market. First, circulators allow faster installation and greater precision. Second, installing a circulator means, in most cases, providing the homeowner with an alternate source of heat that provides a net heat gain at outside temperatures to 0°F. So a mason contractor who studies heat output and efficiency can provide his customers with a real return on their investment in a way that hasn't been possible with the all-masonry fireplace. It might be just the sales edge needed to secure the next new construction or remodeling job.


Masonry: What kind of return on investment are
you talking about, and what do you mean by net
heat gain?

Cox: Well, the return is based on using a fireplace as a source of heat for the home. That will vary widely depending on how cold it is outside, how dry your wood is, how hot your fire is, and so on. But above 0°F, when you use a circulator you will, in most cases, get more heat put into the room than you lose from room air escaping up the flue. Outside combustion air supply also increases the net heat gain to the home. With all-masonry fireplaces, you usually have a net heat loss at temperatures under 20°F. I want to point out, though, that I'm speaking in averages and actual figures will vary depending on the situation.


Masonry: What about real cold areas of the
country where it often gets down below 0°F?

Cox: I wish I could report differently, but the truth of the matter is that even the most advanced pre-engineered fireplaces built today are generally most efficient at temperatures above 0°F. In fact, that is reflected in the distribution of fireplaces in this country. Far more fireplaces are sold in transitional climates stretching across the middle belt of the country than in the extremely cold regions like Maine or North Dakota.


Masonry: Exactly where are those transitional
areas?

Cox: They stretch from Sacramento down to Dallas and Tulsa, across to most of Tennessee, West Virginia and North Carolina. In those states and surrounding areas, depending on the home, a fireplace with a circulator can serve as a significant source of home heat, not just a back-up source.


Masonry: What about home remodeling-how
does the remodeling industry affect mason contrac-
tors in terms of fireplace installations?

Cox: Our figures show that this is where the mason contractor gets hurt most. A masonry circulator fireplace put into existing housing will cost in the neighborhood of $1,000 more than a prefabricated zero-clearance heat circulating fireplace. Since home improvement loans are usually for a five-year period, that $1,000 is going to make a big difference in the total amount of the loan over five years. So the tendency for the homeowner is to go to the less costly prefabricated unit where there may be little or no masonry work. In new construction it's different, of course, because $1.000 added to a 30-year mortgage makes little difference at all.


Masonry: What about the availability of wood-
how will that affect fireplace usage in the future?

Cox: The availability of wood will remain constant because it is a renewable energy source. It's not a problem in most areas. A lot of people are cutting and splitting their own wood these days, and there will be plenty of it for everybody who wants to get out there with a saw.