Masonry Magazine April 1985 Page. 7
Retrofitting Existing Buildings
"One of the most important developments in recent years is the development of a clear understanding of the way existing buildings may be retrofitted," Hynek said. "Simply by accounting for the mass of masonry walls, an older building may be fitted with far more economical and efficient HVAC systems.
"On new buildings, careful attention to the real performance of walls and HVAC systems will continue to be a key to efficient design strategy."
Aesthetics and Marketing
Bill Pautler showed slides covering aesthetics, which he called "the hook," masonry's best selling point. "Even in the case of metal buildings, most have masonry facades," he said. He pointed out some of the countless design possibilities with masonry and gave tips on shooting color photos to incorporate into the Masonry Marketing Manual for promotional purposes.
"You must have a total commitment to marketing," Pautler said. "You must conduct marketing research and understand and assess your market, its strengths and weaknesses." He urged everyone to create a "realistic" marketing budget, but cautioned not to expect instant results.
Howard Noziska's Presentation
Howard Noziska's presentation centered on the eco-
MASONRY-MARCH/APRIL, 1985 7