ADVERTORIAL
What it Means to be
“ Raised on Blacktop ”
You don ’ t choose this business - it chooses you
The paving industry is raw . It ’ s about finding out who you are . Joining the family paving business isn ’ t something you do , it ’ s who you are . You get into this line of work because it ’ s all you know . Your Dad brought home with him the smell of asphalt on his clothes . Your Mom took over the dining room table — payables on one side , receivables on the other . Thrive or starve , you did it as a family . “ Dad was a real good asphalt guy — and an even better father . I was in the truck with him at five years old ,” remembers Bill Stanley , a third-generation asphalt fanatic and owner of American Pavement Specialists ( Danbury , CT ). “ My great-uncle started in the 1920 ’ s when a driveway was two ruts and a grass strip . Dad spent his summers working for his Uncle - that ’ s how the Stanley ’ s got into paving ,” Bill explained .
Focusing on the Ultimate Concern
For family-owned paving contractors , passing on values of family , work ethic and independence to the next generation is the ultimate concern . “ I knew that , even if I didn ' t go into the paving business , I needed to learn how to work hard ,” said Bill ’ s son , Matt Stanley . You can take that trait into everything you do — that was a staple around our house .”
After pursuing a construction management program , Matt felt the strong pull back to blacktop . “ I never felt pressure to go into the family business , but I always knew that whatever I chose would involve sweat , challenge and passion .” That ultimate concern — fueled by pride in one ’ s work and centered around family — has been the simple recipe that has sustained family-owned paving contractors since Bill Stanley ’ s great-uncle started the primitive driveways . Four generations later , Bill ’ s son , Matt , has given it a new voice that ’ s beginning to resonate across the industry and beyond .
An Old Industry Gets a New Anthem
For those born , or pulled into the business , the fast-paced life of paving often “ feels like you ' re going into battle ,” says Matt . And now , these road warriors have their own rallying cry . Raised on Blacktop ® began as a mantra Matt and his brothers proudly displayed on their shirts and social media . Matt created it as a way to tap into the
Screenshot from Raised on Blacktop viral video Matt Stanley and videographer , Shane Danahy , have created . pride and passion of others like him . It didn ’ t take long before this lifestyle brand went viral . Raised on Blacktop is an industry anthem that is transforming the sweat , grunge and grit of asphalt into a badge of honor . “ We ’ re making paving sexy ,” Matt explained . “ It ’ s a dirty job , but an honorable one . It ’ s our mission to elevate hard work and dedication — and we ’ re quickly changing the way the industry is viewed – even by outsiders .” Soon after it was started , Raised on Blacktop quickly thrived on social media , and has spawned a loyal following . “ There ' s a lot of kids like us , and a lot of older guys in the business that have all grown up the same way . Now they have something they can rally around ,” Matt said . Raised on Blacktop has 20,000 + followers with the content getting 200,000 + impressions a week . The most popular aspect of Raised on Blacktop are the videos Matt and his videographer , Shane Danahy , have produced . Raw and up-tempo , most are a mix of on-site paving demos set to music . “ We don ' t make music videos , but I knew they had to be entertaining , something people want to watch even if they don ' t pave .” The videos have begun to resonate beyond the paving business . Raised on Blacktop social media sites get significant traffic from people in associated and non-associated industries that fully understand the same hard work ethic .
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