Annual Survey Now Open to Investors and Partners; Think Wood Profiles Top Firms Innovating With Timber + Rise in Single-Family Rentals | SLB November 2021 Newsletter

After the Boston Globe’s Real Estate blog ran a piece that included comments critical of wood construction, the American Wood Council (AWC) set the record straight and paved the way for improved perceptions. Working with a local mass timber expert, the AWC submitted a rebuttal, initiated discussion with the Globe’s editorial team to establish the AWC as a resource, and talked with the local fire chief quoted in the article.

In its meeting with the fire chief, the AWC dispelled some minor misperceptions about membrane protection of I-joist and parallel chord truss floors, talked through current fire safety in modular construction, and offered training and resources. Overall, the chief had no serious concerns about wood construction, though the Globe’s piece cast doubt.

The chief was impressed enough with the AWC’s knowledge and expertise that he invited AWC representatives to present on tall mass timber to a building construction class that he teaches at a community college, and he offered to share the AWC’s information with regional fire service organizations for future reference.

Promoting innovative wood construction by respected architecture, engineering, and construction (AEC) firms has proved to be an effective strategy to engage building material decision makers. Beginning last fall, Think Wood created quarterly Studio Spotlights on influential AEC firms with attention-grabbing wood portfolios, including Patkau Architects, Fast + Epp, and Perkins&Will. The Studio Spotlights have consistently performed well with database contacts, who are more engaged with wood construction and interested in understanding how prominent firms are innovating with mass timber.

The Perkins&Will Spotlight went to 27,811 contacts, with an above-average open rate of 29.9% and click-through rate of 11%. Social promotion generated 240 downloads, and across channels, the spotlight accounted for 23% of downloads in September and October, with a cost per download 36% lower than benchmark.

Upon receiving the Perkins&Will Spotlight, an architect at the global architecture and design firm Gensler reached out to ask Think Wood to feature its work with timber. Working with Gensler’s international PR team, Think Wood published the Gensler Studio Spotlight in November, featuring four innovative timber projects in the company’s portfolio: First United Bank, in Fredericksburg, Texas; Jackson Hole Airport in Wyoming; 2100 Kettner in San Diego, California; and PMX 35, a prototype for the world’s tallest timber tower at 35 stories.

An additional Q&A with Steven Paynter, a Gensler architect, explores Gensler’s interest in mass timber as a climate solution and the firm’s focus on integrating timber into its portfolio to meet internal climate goals.

“The goal is that we stop treating [mass timber] as a niche material and see it as a valid, sustainable material for a broad spectrum of buildings. In the next five years, I would like to see mass timber become ‘the norm’ in design, and by 2030 it should be the first choice of structure in most of our projects below 12 stories. That’s where we need to get to in order to meet Gensler’s climate goals. This has to be the future.” – Steven Paynter

By profiling and gaining support from industry leaders like Gensler, Think Wood positions mass timber to expand beyond a niche market into the mainstream.

In honor of National Forest Products Week, the American Wood Council released a video highlighting the University of Idaho’s recently completed mass timber basketball arena. The video weaves in the industry’s carbon story and highlights unique attributes of the project, including local and sustainable sourcing, job creation, and pride in place and identity. The building is an aesthetic masterpiece, and it elicited powerful reactions from those attending its recent grand opening.

The AWC promoted the video in correspondence to its member companies and on social media; thus far, it has garnered more than 40,000 views on YouTube.

In addition to providing project support and education, the development of technical content is critical to solidifying and maintaining WoodWorks’ role as a trusted source for the design and construction community. Content on its website is wide-ranging—from case studies and solution papers to an Expert Tips section that gives detailed responses to specific questions or areas of misunderstanding. This month, WoodWorks added three tips to the page to tackle common queries related to light-frame and mass timber:

• What are the fire-resistance rating and material requirements for elements supporting vertical offsets in exterior walls?
• What is the impact of wood stud size and spacing on the fire-resistance and acoustical performance of a wall assembly? Can stud sizes and spacing be altered from those in tested wall systems?
• Do small holes and penetrations in mass timber floor panels always require reinforcing? Are there guidelines for when the panel is adequate without supplemental framing?

Written by WoodWorks’ technical staff, tips are used to support project assists and are promoted through e-marketing and social media. There are currently 60 Expert Tips available at woodworks.org.

The AWC’s Heather Stegner shared her knowledge and expertise about the lumber supply chain during a recent interview on the new Construction Revolution podcast, which is geared toward helping those in the construction industry build long-term success in business. In addition to discussing the long-term capacity effects of the Great Recession, Stegner also shared the exciting innovations and carbon storage potential of wood products. Listen to the podcast here or watch it on YouTube.