Masonry Magazine March 2004 Page. 21
The Growing Trend
OUTDOOR ROOMS are a growing trend across the U.S. Pool and spa stores report that about 90% of their customers want an outdoor kitchen facility as part of their new installations. The U.S. Census Bureau advises that consumers now spend upwards of $40 billion annually on upgrading outdoor living areas and garden amenities. Also, Hearth & Home magazine writes that more than two-thirds of the 3,200 hearth, patio and barbecue specialty retail stores now actively promote the outdoor room concept-most of them year-round. The term "outdoor room" is an unbranded phenomenon that ties together all the components of the casual outdoor lifestyle, and as such the concept is larger than the sum of its parts. Consider these other facts:
In 2002, U.S. consumers spent $172 billion on home remodeling and renovation, a major part of it on outdoor amenities. This was more than double the amount spent for new home construction.
The number of second homes is projected to double by the year 2010 (to 10 million).
American consumers spent in excess of $3 billion last year on outdoor furnishings, nearly $3 billion more on barbecue grills, equipment and accessories, and another $20+ billion on new pools and spas.
Outdoor hearth products, such as chimineas, firepits and portable heaters, are selling at all-time highs.
There is a clear message here for mason contractors, whose skills are integral to upscale outdoor living environments. High-end retailers must bring in a range of artisans, including mason contractors, designers, landscapers and others, to properly produce these showcase outdoor rooms. Markets that demonstrate real demand for elaborate outdoor rooms will support an informal but effective consortium of contractors, where the goal is to feed one another's business while making the customer's life easier in the process.
From Nesting to Connecting
MARKET RESEARCHERS have evolved their terminology for spending time at home with family and friends. For instance, "nesting" became "cocooning" after 9/11; since then, we have heard the words "hiving" and now "connecting," Whatever the demographic buzz word, U.S. homeowners, especially in an improving economy, continue to spend money in record amounts to make their homes safer, more attractive and comfortable. They are increasingly paying the same kind of attention to outdoor living space that they once gave only to interior decor.
There is a clear message here for mason contractors, whose skills are integral to upscale outdoor living environments.
The Hearth, Patio & Barbecue Association (HPBA), in its 2003 bi-annual survey of consumer attitudes and lifestyles, reports significant intention to upgrade outdoor cooking areas. Approximately 30% of barbecuing homeowners plan to
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March 2004
Masonry 19