8. Site Selection
“Outdoor Living Spaces Should be a Selling Point, Not an Afterthought ”
Surfaces
Codes & Association Requirements
Safety Clearances
Space Requirements
Group Sizes
Trees/Shrubs/Plants
Prevailing Winds, Setting Sun, Water Drainage
Utilities
Good Afternoon! My Name is Ross Johnson….I ’m with the Outdoor GreatRoom Company – located in Eagan Minnesota. For the past 20+ years I have been involved with Outdoor Related Products – Today we want to help you in your efforts to “ Bring Fire to the Outdoor Room”! We ’ll Answer the Question Why is a Fire Feature so important? Also Review Some Proven tips to help sell to the Consumer Last we will Evaluate Best methods to Merchandise I do want to NOTE….We will be focusing mainly on Gas Fueled Products but we won ’t forget about Wood!! To Begin…..Let ’s go back to where it all started – The “Dawn of Man”…………..
Is there anything better than relaxing together with Family & Friends around a Fire Pit or Fireplace? The Consumers have spoken and we will see later in the Presentation their MESSAGE!!!!.........
As you will see in the presentation there are many…many ways to “Design Fire Features for the Outdoor Room” whether Traditional Fireplaces as shown in this image or they choose the increasingly popular Fire Pit Tables….plus you will see Fire Art Products in the form of “Table Top & Wall Mounted” Appliances. We sometimes combine the terms Fire Pit & Fireplace into the same products….so what are the differences…? A Traditional Fire Place usually has 1 -2 openings has a Chimney/Fire Box/Hearth…..where Fire Pits are typically open and viewable from 360 degrees….and can be ground level, or in an Elevated table setting… the other Major difference is COST! Of the Product & Installation. Note some Fireplaces can be installed in a couple hours….some can take 2-3 days it depends on the Style/Design/Construction You may also find in certain Cities…… Fireplaces require Permits where Fire Pits may not…
Here is an example of an Outdoor Room featuring a Fire Pit…this one shown is Gas Fueled where an LP tank can be housed under the Table… One limiting factor if this were wood burning is it would not be able to be placed under the Pergola Roof… Listed on the next slide are some of the more Popular Product Categories…..what else would you add….?
[Go through each listing briefly discuss applications] So which of these Categories would you think is most popular to the Consumer?
National Surveys conducted, & All Survey ’s came back showing Fire Features are more popular than even Grills!!! Can you believe that? In Fact Fire Features were second only to Outdoor Lighting . In separate Surveys by the likes of HGTV / Casual Living Magazine …… Hearth & Home Magazine ….and Business Wire (a Berkshire Hathaway Company…part of the Warren Buffet Empire) in conjunction with ASLA (American Society of Landscape Architects) ….all said; Fire Pits are HOT!!!! “NO Pun Intended” 94.2% of The Consumers surveyed said they rated Fire Pits/Fireplaces somewhat or very popular! What does it tell you when Warren Buffet has his sights on the Outdoor Room????? A Summary of the Survey prepared for Business Wire a Warren Buffet Company “ Despite the Economic Climate, Homeowners continue to reconnect With their Outdoor Space. However expect many Households this year to either phase in Projects over time or Carefully select fewer Features ”
Your Client says “we want to Place a Fire Pit____and/ or Maybe Fireplace in our Backyard….can you help us out? We don’t know what we want or should get…we came to you because: Maybe you sold them an Indoor Fireplace or Stove Previously They saw your Advertisement, saw you at the recent Home Show….what ever the case you are and should be perceived as an expert in your field!.... So let ’s start by getting to know the WANTS & NEEDS of your customer….and no better time to determine….. do they have a Budget in Mind?….. You can help them find the right product for their current Budget requirements Is there a LONG TERM plan….? Consumers are in most cases buying what they can afford…why not create a plan where they come back to you next year and the years after…..we will show you ways to create a MASTER PLAN later in the Presentation…. You now hopefully have a better idea of what the Customer wants, when they want it? Once you have a basic budget in mind….. Now we need to move into the next step…SITE SELECTION…
Has the Client given thought as to where they want to place their Fire Feature? This is an area where you can truly help your client avoid costly PIT FALLS!!! Lets go through these in more detail…..because they will probably not get this kind of Help from many competitors and especially the BIG BOX Stores!!!
If you client already has an appropriate surface (note: Wood Burning Fire Pits may not be safe for Wood or Composite Surfaces ….always make sure you & your staff knows what the Products are approved to go on before assuming You should be safe with Gas or Wood Fueled Products on Concrete, Stone and Paver Surfaces… check with your Manufacturer to confirm the proposed product is safe to operate on that surface…. (remember you are considered the “EXPERT”…make sure you make expert decisions)
It has always been my experience you are far better off to check on any issues in question from a Code or Regulation standing. I realize we can all come up with…how do I say? ” interesting dealings with some inspectors” …. however they are only trying to make their cities safe for the consumer…. it may even be a good idea to get to know these persons and who to go to when questions come up….if you work with them they will typically help you more than you can expect! The other area to confirm is Regulations from Home Owner Associations or other similar groups which may not approve certain Installations or Products… In many cases SAFETY TESTING is either required or will make installations much more easily approved….
This Gas Burner example show all Dimensions for clearances and is part of a report from Safety Testing of an Appliance …… this also leads us to the next area….Space Requirements will vary if you are using different sized BTU Burners and especially with Wood Fueled Features…that is determined by local fire marshal guidelines.
In planning stages each of these listed items should reviewed and considered…..because each or all can make a key out-come of the Project ROSS - Discuss each Line Item – i.e. Size & Shape = will the products fit…room for people? 1. Size & Shape = what will fit best – allow walking around – adding extra chairs…. 2. Traffic Patterns = where are people going to walk? 3. Stairs-Entrance ’s = need room for stair landings…..will Path’s cross too close to appliances 4. Fences = will there be boundaries that cause issues 5. Group size = How many will they plan to have High End – Low….i.e. 2-4 0r up to 20+? 6. ADA = will there ever be needs for wheel chair access…. 7. Multi-Level = does the client have or plan a Multi-level Outdoor Area…? These are not the only issues that may become important…the main point here is give some fore thought….and Plan ahead if at all Possible
We Plant Trees, Shrubs, Plants and expect them to Grow…but do we plan how much? What will the Yard look like in 5 years….10 years….? There are now Software Programs which simulate growth of most Trees/Shrubs/Plants….possibly partner with a Local Garden Center…..?
As they say … ”It’s not nice to fool Mother Nature” These climate issues need to be considered as they can or could cause effects your client either never thought of…. As we said earlier you are being asked to offer Expert opinions ……….
“ A Day Late & a Dollar Short”…. we’ve all heard this saying…and we all probably have experienced a project where if Utilities were installed before construction many Dollars could have been saved! If you can place before the Surface is installed how easy it is to do….! Maybe some of this is not your expertise…. create a relationship with a local firm and create a partner before they become a competitor ….…plus you may generate business by “networking”!!
My purpose for this “Collage” is just to point out there are so many choices available……………. Different – Sizes - STYLES – LOOKS – FUEL CHOICES – and ON & ON Can anyone point out the Outdoor Rated Electric Fireplace…? One note on safety….if you want to create a “Ground Level” Fire Pit…a couple considerations….water Drainage…..Safety Issues how to prevent some one either young or old falling into Fire Area….???? Just be thinking all the time….
As we mentioned earlier – Safety Tested Products though not always required are becoming required by more inspectors and insurance companies. Please note I ’m no saying these are the only Testing Labs to choose…just make sure whom ever you choose meets the above three criteria ASTM= American Society of Testing and Materials ANSI = American National Standards Institute
There are many viable Material Choices….you just need to confirm will they fit your Project? Each Material has its Pluses & Minuses….lets look briefly at each…….. [Ross comment about EACH!!!]
Since we know there are many Style/Material/Fuel Choices available….. it is wise to see if the Design you want to present fits your clients wants & Needs….Just like any project if you can match the setting the look will tie everything together . In addition to particular Home Styles in some cases we need to determine if the exterior materials will have an effect on our Project….??
Some Homes may have an exterior that you need to consider where, what, how you place the Fire Feature…..? Let ’s discuss some possibilities……. [Review…..Brief Comment on EACH above….] Certain Clients may be more concerned about Design and others on Functionality….? So what would be some instances?
Do they want a serving area for Snacks, chips, dip…etc before you light the Fire? Then a Table Surface may give them their Functionality… Is their selected area small on space….maybe then a smaller product i.e. Listed are just a few possible items that may be involved in your Project…………… FIRE ART – both Indoors & Outdoors is a fast growing segment in our business…..and is truly becoming an ART FORM…………
Like Many emerging product categories there can be pitfalls and this category has been no exception……you may have read the February article in Hearth & Home™ ….. Shown are three types……Table Top, Wall Mounted and a new design…using not gel but rather 1 lb. 5lb. 20lb. Or Natural Gas….. Like any other appliance there are certain Operational and Safety procedures you need to follow…..these need to be explained to your clients as it will help to avoid problems in the Future……….
It is recommended to review and understand the Owners Manuals ….yes I know they are not the most exciting reading…but there are many tips and recommendations that will help you when working with your Clients…as we have said they look to you as the Expert ….so you and your staff need to be one…………. Most Models will have some accessories…Let ’s look at some of the more popular choices…..
The Fabric Cover is one of the most commonly purchased……great to keep the product Clean and ready for the next time used….also protects from the elements. As the popularity of Fire Pits Increases we are seeing more and varied Accessories now offered! Some Examples are shown …..what else would you add….or suggest? Every Appliance has certain MAINTENACE issues…..best to make sure your clients know what they are and the importance…..!!
Many Firms are using Annual Maintenance checks as a Revenue source….plus you can get in front of the Consumer see their Back yard….and maybe see another product opportunity…? Seating, Shade Structures, Water Feature…..or even an Indoor Fireplace/Stove? The more informed your clients are about how & why they need to maintain their products Seasonally & Prior to Operation the more satisfied they will be…..and we know we all want Happy Customer ’s who want to… “SHOW OFF”…. their Outdoor Room Fire Features…. We have spent a good amount of time talking about all the Aspects of the Product, Selection, Design etc…..NOW let ’s talk about some proven ways to MERCHANDISE!!! So you and your Staff can create sales and most importantly PROFITS!!!!!!!!
I ’ve Listed some ways we have seen successful Dealers Merchandise…..you can determine which and how some or all of these will work in your Business…..We will go through each in more detail right now…
What we have seen and I think you will agree there is no better method to sell customers than actual Product Displays and especially if you can operate & Demonstrate the Products…..for those who sell Indoor Hearth Products….why do you invest in Operating Displays for your Fireplace and Stoves….because it helps sell!!! The other aspect is to create a vignette….something your client can visual and see in their Home – “ CREATE THE Vision…….Build the DREAM”… The Next Merchandising Topic is Visual Displays – Point of Purchase – how do we show everything available when we cannot have every item on display?
POSTERS are one simple and inexpensive method…check with your specific manufacturers….also with today ’s Digital Technology you can actually create unique – specific posters for your own store….these examples (20” X 30”)… cost us under $10.00/ea. we supply pdf file images and are printed in less than 24 hours….! We ’ve discussed in store methods of MERCHANDISING and there are many more at your disposal….but now let’s look outside of the Store….how can you find those consumers looking for what you can provide….”the Match Game” Have you tried Consumer Shows……?
Consumer Shows can be in many forms….. Home & Garden – Fairs – Local area Malls – Partner with related non-competitive retailers i.e. Garden Center…they are busy in the Spring…maybe you are not….Landscapers…..look for them and partner before they become your competitor? The main point is look in your market for the most economical way to reach those elusive INTERESTED BUYERS!! Just a few minutes ago we were discussing Burning Displays…..okay you say because of my Lease or whatever reason Burning is not an option!! Then what can you do?? Have you used QR Codes??? Do you have a “SMART PHONE” let’s take a look at this emerging technology….
QR stands for….. Quick Response …..it means simply you can use an “app” on your “Smart Phone” (they are FREE in every phone I’ve seen) which will lead you or your customer directly to a Video on a Web Site….then in literally a few seconds the Consumer is watching a Video showing that particular Product in operation….you are seeing these in more & more magazines, clothing, banners, literature, static cling POP pieces….if it can be printed it can have a QR Code…. If this trend continues…and I see no reason why it won’t you will see these on everything! Let ’s take a look at what you would see on your SMART PHONE after you have used the QR App already installed….it’s basically linking you to the Video Section of the Web Site…..
Here is an example of what would appear on your screen….all you then need to do is click to start the Video Clip …… One more relatively in expensive Merchandising Method to Promote something New – Seasonal - Special Sales….etc…is Banners and In-Store Signs….
Some times you cannot reach that customer walking/driving past your Store…you have something they are actually looking for but don ’t know you are a source….maybe…just maybe a Banner or Sign on your Store front or a Vehicle Parked out by the Road Traffic can stir-up that particular interested customer. Now you may ask what is in expensive? I’m seeing Banners in sizes around 4’ X 8’ for under $100…If you can sell just one Fire Pit it may more than pay for it’s cost….The above mentioned are not a guaranteed success but rather part of what can be successful when put ino a specific plan with Pre-established GOALS & OBJECTIVES The Next Topic is FREE! and in many cases totally under used….I ’m talking about GOOGLE® Places - Maps
Whether you love or hate the Internet one fact remains…..IT ’S NOT GOING AWAY….so embrace what it can do for your business! What does the consumer do now when they are thinking about making any kind of purchase? AND I mean from PIZZA’S to FIREPLACES! They go to a Search Engine and type in what they are looking to BUY….In this example it was FIRE PLACES NEAR DENVER, COLORADO…… Get set up everyone can do it with a limited technology background If you are listed your business will show up on the screen….and you don ’t even have to have a WEB SITE!!!!! DO IT Right….!! Add the Right KEY WORDS, PICTURES everything you can add that is allowed….see on the next slide what this Firm does….
THEY EVEN HAVE A MAP TO THEIR LOCATON!!! PICTURES….. VIDEOS?? Remember you want this in addition to your Web Site!!!!! You should also write BLOGS giving the consumer information about how and why they should make their Purchase…(AT your Store of Course ) A Blog is literally a short story, comment about pretty much anything you want to write…I will tell you Google loves these and you will show up Higher on the list if you can offer educational tips Make everything you can to be quick, educational, informative, interactive WEB Browsers are very “flighty”, Impatient, as they say a picture is worth a Thousand Words and Video 10X’s that…..work with your manufacturers because they should want to help you…. I cannot speak for every Manufacturer…. but I do know that many are working with their Dealers to be better represented…..
WEB SITES are not free and can be costly to small businesses…..all I can suggest is get your business represented as your budget allows…as we said the WEB is not going away…it ’s only getting BIGGER!!!! I hope this discussion has given you some IDEAS, THOUGHTS TO EXPAND UPON, If you have any questions? DONE GO TO FINAL SLIDE
