SUB FEATURE
SELLING
Decorative Paving
The benefits are more than a pretty face
By Jeff Winke
One has to wonder if the Munchkins from the Wizard of Oz may be the best “ spokeskins ” for decorative paving ? They definitely make a compelling case for a yellow roadway that promises to lead to a better life . Decorative paving can open new pathways ( pun intended ) for paving customers . It can offer customers a creative , new look for their grounds , define safety hazards , modulate traffic flow , and create a stronger affinity to a company or organization .
“ To the end customer , depending on the coating , the benefits can range from visual enhancement of a space to significantly extending the life ( and therefore reducing the total cost of ownership ) of their pavement ,” stated Sean Markin , director of marketing for StreetBond , GAF Materials Corp ., Parsippany , New Jersey . “ For example , many of our coatings include solar reflective technology that can reduce the amount of UV light hitting the asphalt , slowing its degradation . Additionally , our coatings can act as a barrier reducing the amount of water entering pavement defects and , in the North where water freezes , it can help minimize cracking .
“ Additionally , the benefits include enhancing the organization ’ s relationship to their end-customer . These benefits might include attracting their attention through a colorful display , increasing engagement via a mural reflecting the history of an area , or conversion via wayfinding indicators ( e . g ., arrows indicating the direction of a checkout register ).” Creative uses for decorative coating and stamped asphalt paving are restricted only by imagination .
“ In the past few years , high traffic applications are seeing more decorative coating projects ,” stated Gerry Oliver , president of Pattern Paving Products , Fort Mill , South Carolina .
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