In This Issue--June 09
Dealer of the Month: Tom and Dan Liston from The Natural Finish, ID
Applicators of the Month: Jason and Brett from Alter-Eco Artisan Finishes
Hands-on Workshops
Where to See American Clay
Green Log Home Awards Winner!
Clean Energy Job Tour
American Clay on HGTV
Derek Volkart's Earth Day Story
American Clay Reminder
Applicator Covers Airstream Trailer Walls
American Clay on Facebook and Twitter
American Clay's featured videos!
American Clay Tip of the Month
Green Question of the Month
Green Tips
Green Cartoon





Dan and Tom Liston owners of The Natural Finish, ID






The Natural Finish, ID Showroom
Dan and Tom Liston owners
Dakota Red Porcelina with Black Soap Finish







The Natural Finish, ID Showroom
Dan and Tom Liston owners
Savannah Moss Porcelina










The Natural Finish, ID Showroom
Dan and Tom Liston owners
Savannah Moss Loma and Porcelina








































Exit Realty
Applicators Jason Coulombe and Brett Mistofsky










Exit Realty
Applicators Jason Coulombe and Brett Mistofsky










Exit Realty
Applicators Jason Coulombe and Brett Mistofsky





















American Clay Hands-on Workshop

American Clay Hands-on Workshop

American Clay Hands-on Workshop

Fred Ackermann
Ellwood's Coffee Community Place
 Richmond VA, USA


Fred Ackermann
Ellwood's Coffee Community Place
 Richmond VA, USA


Jennifer Guerin Applicator
John Dole Photography (johndolephoto.com)
Rancho La Puerta Spa, Tecate Mexico

Jennifer Guerin Applicator
John Dole Photography (johndolephoto.com)
Morrison's Jewelry, CA USA




Jennifer Guerin Applicatorbigcase
John Dole Photography (johndolephoto.com)
Morrison's Jewelry, CA USA








Jennifer Guerin Applicator
John Dole Photography (johndolephoto.com)
Rancho La Puerta Spa, Tecate Mexico




Jennifer Guerin ApplicatorV
John Dole Photography (johndolephoto.com)
Morrison's Jewelry, CA USA





























American Clay Part of the
Clean Energy Job Tour



American Clay Part of the
Clean Energy Job Tour






American Clay Part of the
Clean Energy Job Tour





Derek Volkart
Earth Day in Ashland, OR




Derek Volkart
Earth Day in Ashland, OR



Jim Gooley Applicator
Porcelina, sealed w/ black soap and egg-white combination
Airstream trailer


Jim Gooley Applicator
Porcelina, sealed w/ black soap and
egg-white combination
Airstream trailer

Jim Gooley Applicator
Porcelina, sealed w/ black soap and egg-white combination
Airstream trailer


Jim Gooley Applicator
Porcelina, sealed w/ black soap and egg-white combination
Airstream trailer



Jim Gooley Applicator
Porcelina, sealed w/ black soap and egg-white combination
Airstream trailer

 
Jim Gooley Applicator

Porcelina, sealed w/ black soap and egg-white combination
Airstream Trailer



Applicator Alessandra Nichols
Loma and Sugar Loaf
NY Ice Cream Store


Applicator Alessandra Nichols
Loma

Applicator Alessandra Nichols
Loma


Applicator Alessandra Nichols
Loma










Add your Image to our Newsletter

If you would like your image feature on the side of our newsletter please send us your pictures to darren@americanclay.com.
Room Makeover Contest RMC

Don't forget to sign up for our Room Makeover Contest going on now! If interested please download the Official Entry Form by clicking here. Good luck!

American Clay Links
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Common Questions

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Join Our Mailing List!
DearDear American Clay Community,

Another month forward... The number of projects is picking up, and we are excited to see the work turning around from the winter. We are looking forward to continuing to share the value in using American Clay plasters on your walls, and the benefits that it brings. Our test units are showing great promise in what our plasters can provide and we will start to release some of the preliminary findings as they progress. As we move into the summer, American Clay is starting to use many more of the social networking aspects of the web. Check us out and let us know how things are going.


Croft Elsaesser

American Clay Enterprises President/CEO
----------------------------------------------------------------------------

This is an excellent video by Jenny Johnson featured on the front page of our website. To view click here.

See more featured videos below.
American Clay Dealer of the Month is The Natural Finish, ID.  Tom and Dan Liston Owners

The Natural Finish
(serving Sun Valley, Ketchum, Bellevue and beyond)
1411 S Main, Unit 3B
Bellevue, ID 83313
Tel. & fax: 208-578-7888
Email: thenaturalfinish@gmail.com

"If you want to sell American Clay, first make them love it. If they love it then they have to have it." Dan Liston

American Clay is proud to announce that Tom and Dan Liston in Sun Valley, Idaho are our Dealers of the month. This is what they had to say in our web interview:

Q:  How long have you represented American Clay?
A:  We started using American Clay over 5 years ago in our remodeling.  It spawned so much interest that we approached several local building suppliers to bring in the line.  3 years ago we decided to bring it in ourselves and haven't looked back.  At the time, we dedicated about 30% of our 1800 square foot shop to clay.  We are now about 90% clay and growing.


Q:  What do you like the most about American Clay products?
A:  Besides the obvious environmental aspects, American Clay is a phenomenal product.  The product sells itself.  The look, benefits, and installation qualities are superiorer to other products on the market.  This product bridges the gap from diehard green builders to people who might not make the choice to go green.


Q:  What do your applicators say about the product?
A:  Wow!  Most of our jobs are consumer driven.  We worked first to get the demand, then the applicators started embracing the product when they saw they could make money.  Now the applicators are selling the product on their own.


Q:  Who are your best customers and what do your customers love about American Clay?
A:  We got a call last week from a customer we completed 3 years ago who was enjoying their morning coffee and watching the sun rise over the mountains. Their Acacia walls were providing their morning entertainment.  There is no buyer remorse.  We do a lot of custom colors.  The flexibility, the uniqueness of the product, and the immediate sensory reward it brings to any home. This is just some of the feedback we receive.  The majority of our clients are professional installers.


Q:  What has made you successful with American Clay?
A:  I've been a builder/remodeler for over 20 years and sold building materials and I can attest to the great support and customer service provided by American Clay.  Having installed American Clay ourselves and having the track record is invaluable.  Providing the comfort level to the applicators that we have/can do this product builds their confidence.  We show them how we have done it and are on the jobsites dailly providing support and all the training they need to make the jobs successful.  We've also done several commercial spaces, architectural offices, and builders or design studios where customers can see American Clay firsthand before they come to our shop.


Q:  Talk about the jobs you have had.
A:  We've proudly done it all.  From building demo walls for architects and builders, to commercial projects to multi-million dollar custom homes. Every job provides great new opportunities and rewards.  One of our applicators recently completed a project that was featured in the New York Times.  Equally rewarding, a local fishing guide just completed a do it yourself project on the walls in his own home.  It turned out beautifully.



Click here to view this video.

Check out their YouTube video that gives a great walkthrough of their showroom.


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Applicators of the Month
are Jason & Brett from Alter-Eco Artisan Finishes

Alter Eco Artisan Finishes
1916 Putnam Pike
Chepachet, RI 02814
Telephone #: 401-710-9224
Cell: 401-487-0204
Email: jason.coulombe@yahoo.com, bmistofsky@cox.net

"Jason and Brett have had me laughing since the first phone call."
Peggy Cunningham

American Clay has been blessed with amazing support from Artisan/Applicators, without whose support we couldn't move forward!

But, every once in a while, we run across someone who just blows us away with their enthusiasm, creativity, and professionalism - and in his case, humor.  Jason and Brett have had me laughing since the first phone call. They have gone so far as to email the White House when they heard that renovations we being planned and offered their assistance! Their energy and commitment to American Clay is unflagging, and where others see obstacles, they see opportunity. What an asset to us all, thanks, guys!
Peggy Cunningham
Sales Manager

American Clay is proud to announce that Jason Coulombe and Brett Mistofsky from Alter Eco Artisan Finishes in Rhode Island are our Applicators of the month.

Follow a short phone interview with Jason, this is what he had to say:
Q:  How long have you represented American Clay?
A: 3 years.

Q:  What do you like the most about American Clay products?
A:  I like that you are not under-the-gun while setting up for American Clay projects. The Earthen Plaster gives you time to work with the material and make it look beautiful. With a regular plaster you have to set up in an hour and you feel rushed to finish the job.
 
Q:  What finish do you prefer to work with?
A:  We prefer Loma.  Loma is not too smooth or not too rough, it is right in the middle with a  creamy texture. We like to mix Loma and Marittimo together, with this mixtured you get a nice sparkle to the plaster after compression.
 
Q:  What was your most popular job? 
A:  Our most popular job was for a Green Interior Designer, finished 2 years ago. We used a Loma and Marittimo finish on the walls and on the ceilings we used Loma and Marittimo with Acacia.

Q:  What has made you successful with American Clay? 
A:  American Clay sells itself! When someone finds out about the material we have nothing bad to say about it.  The only negative thing, which we rarely get, is the question of the plasters durability.  But if the material is properly installed we all know how incredibly durably this material is, and one must question what the customer is doing in the house to cause this problem.

Q:  Anything you'd like to say?
A:  We want to, in the near future, record a video of us on a job site. We would like to emphasize how much fun we have while working with this material. We tend to laugh all the time.



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Hands-on Workshops

"I just wanted to thank you and the American Clay staff for a phenomenal experience at your workshop. As a retailer, and someone who has never done plaster before, this class was not only informative on the product but on the process also. I now feel far more competent  selling American Clay. Thanks again and I look forward to the advanced technique class."
Jolene Felde
Desert Building Materials
Thinking about taking an American Clay workshop? Are you going to be in the Albuquerque area? Well make sure to call in today to reserve your spot--they fill up quickly!

Albuquerque, NM Full Day Workshop
  • Friday, June 5
Albuquerque, NM Advanced Applicator Training
  • Wednesday-Friday, June 17,18,19
  • Wednesday - Friday, July 15, 16, 17
Tampa, FL
  • Instructor: Patrick Web
  • Friday & Saturday, June 19 & 20
Seattle, WA
  • Wednesday, Thursday, Friday, June 17, 18 & 19
Richmond (Vancouver), BC
  • Instructor: Shaylor Alley
  • Friday & Saturday, June 12 & 13
Hauppauge, NY
  • Instructor: Patrick Web
  • Friday & Saturday, July 10 & 11
Richmond, VA
  • Thursday & Friday, June 25 & 26
Visit our Hands-on Workshops webpage to stay up-to-date on all new class dates and times.


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Where to See American Clay

Ellwood's Coffee Community Place
Richmond VA, USA

American Clay stencils
10 S. Thompson Street
Corner of Thompson and Cary
Richmond VA
23221, USA
Phone: (804) 612-1827
Website: click here
7 AM - 10 PM, 7 days a week

Rancho La Puerta Spa, Tecate, Mexico

5 Carretera Libre A Tecate
Tijuana, BC 22680, Mexico
+52 665 654 9155
Phone:  1(800) 443-7565 U.S. toll free
(858) 764-5500 worldwide
Website: click here
Applicator: Jennifer Guerin
Her Website: click here
Her Blog: click here

Notes by Applicator:
A very specific color mix was created for this space which was nicknamed "Butter squash" by the designer for the cooking school.  You can see the American Clay in the retail space and the actual cafeteria and cooking area where the students learn how to use organic ingredients from world class chefs at the resort.  The finish was Porcelina and it was applied over monolithic concrete in 100 degree weather!  It was an amazing experience working in Mexico and with the resort.

Morrison's Manufacturing Retail Jewelers

35 Moraga Way
Orinda, CA
94563, USA
Phone: (925) 253-9227
Website: click here
Applicator: Jennifer Guerin
Notes by  Applicator:
I was actually able to design the color scheme and the overall feel for the jewelry store, which had not seen a renovation in almost 30 years.  An originally traditional setting with classic pieces, the son of the family wanted to modernize the walls and ceilings as well as the jewelry sold inside. We decided to give it a much more contemporary feel using clay plaster with a custom color resembling concrete (a mix of ours we created called light gray concrete and dark gray concrete) and with a little bit of Tuscon Gold to bring in some warmth on the walls.  To the ceiling soffit we applied American Clay black soap. On the walls indicated by the vignette image, click here to view, and the big case image, click here to view, we also used black soap, but we added metallic powder in the soap before we applied it for a different effect.



If you know of any Where to See locations, please call 866-404-1634 or email darren@americanclay.com with an address, pictures and the name of the applicator who completed the job.




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American Clay is a 2009 GREEN LOG Home Awards Winner!

On Thursday, May 14th, the Green Log Awards announced American Clay as the winner of the Stains and Finishes category. Winners were chosen by Green Log Awards distinguished panel of judges. Winners were judged on their innovation, effect on the environment, integration, and enhancement to the home. Five bonus points were added the the final judging panel score for each People's Choice winner. View the People's Choice winners. These are a few comments from the judges about American Clay:

"Some green products don't look natural. I like that American Clay produces a natural product with a timeless look." - Matt Franklin, AIA; Lead Designer, Mountain Architects

"What a super product this is. . . what wins me over is their claim of the lowest carbon footprint per pound. That is impressive." - Allison Friedman, Editor, RateItGreen.com

American Clay would like to thank everyone who voted and showed their support for American Clay. You made this award possible!



*Questions or Comments? Please visit this article on our blog by clicking here.





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American Clay Part of Clean Energy Job Tour


On May 28th, American Clay was part of the Clean Energy Job Tour hosted by Moveon.org. The goal of the event was to encourage individual representatives and senators to vote for clean energy bills. The event was a great success!! The group was given an excellent presentation about American Clay by Carol Baumgartel, VP of Marketing and Sales, and a tour of the building. To find out more information about the Clean Energy Job Tour please visit the Moveon.org article on the Progressive Change of New Mexico website by clicking here.



*Question or Comments? Please visit this article on our blog by clicking here.





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American Clay was on HGTV 's "My Big Amazing Renovation" on May 27th
Award-winning, patented American Clay Earth Plaster appeared on HGTV's "My Big Amazing Renovation" on Wednesday, May 27th at 11:00PM e/p.

The all natural, interior wall plaster was used across a very good portion of the whole house.

We hoped you enjoyed the show!

Creating a Spanish Style Oasis in Suburban Atlanta
Beth Brooks is tripling the size of her home and creating a 7,000 square foot two-story oasis in suburban Atlanta. She wants to keep the Spanish style of the house, as well as the lovely atrium, but the rest of the house gets an outstanding update including eco-friendly features.

If you missed the episode it will be replayed on July 06, 2009 at 6:30 PM e/p. Please check your local listings for episode #HRENO205 by clicking here.

*Questions or Comments? Please visit this article on our blog by clicking here.


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Derek Volkart's Earth Day Story in  
Ashland, OR

"I estimate that 95% of the people at the Earth Day event who came by were unfamiliar with the product." Derek Volkart
The Earth Day Ashland event on April 25th was a huge success.  I knew that applying American Clay to a couple of framed/sheathed walls would draw interest, but I was a bit surprised at the overwhelming positive response. From long-time earth plasterers involved with EcoNest to common homeowners, everyone loved the product.  It was educational for anyone coming by the booth - the most common comment was "so this is like plaster?" I basically spent 6 hours talking while applying.
 
My booth was set up next to Phoenix Organics which was nice because I could direct interested parties to them as the dealer.  I estimate that 95% of the people at the Earth Day event who came by were unfamiliar with the product.
 
If I had more time I may have set up two full displays in order to provide more finishes for people to see.  Having Enjarre (for new construction) and Maritimo displayed would be ideal.
 
Derek Volkart

*Questions or Comments? Please visit this article on our blog by clicking here.


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American Clay Reminder: Color Policy and Costume Color Match
American Clay Color Policy
Although we are striving for perfection in our colors and samples, please know that the final/installed color may vary from the sample we have provided. We are using Mother Nature's pigments that, at times, vary in coloring strength from batch to batch. Although color variations are closely monitored and variations are slight, it is suggested that you purchase colors for your project that are from the same lot.
 
We also anticipate variations in color resulting from the installer's finishing techniques (for example: raising the cream will lighten the color, while burnishing will deepen the color). We believe this is one of the benefits of our product. As well, two different installers doing the same technique may end up with two slightly different colors. Pigment can be lost in the mixing process if care is not taken, and sealers, waxes, black soap and other finishes will all affect the color in different ways. With so many variations possible, we cannot guarantee that your final product will match an American Clay color tile. We recommend that all installers make their own sample boards on-site for final color and finish approval.
 
Custom Color Match:
Please keep in mind that there are restrictions as to our color matching abilities. Restrictions include:
  • Deep / Dark Colors. Our clays allow a 3 pound maximum capacity of pigment per 50 pounds of plaster. Pigment overloads cause the plaster to crack or craze in some cases and dust in most cases, after final compression.
  • Light Colors/ Pastels / Bright Whites. Keep in mind that the Sugarloaf White is the brightest and lightest white that we can achieve in our products; although we can create subtle hues in the Sugarloaf White by adding small amounts of pigment.
  • Bright / High Chroma Colors. With the usage of only natural, mineral-based pigments, we are unable to achieve most bright colors. Experienced applicators use pigments outside of our color lines to achieve brighter colors, but please note that usage of such pigments and tints voids the product warranty.
 
Lead time for a one Custom Color Match is 5-7 business days (this does not include shipping times). Lead time will increase for multiple color matches and/or if special pigments are required for the color match.
 
A $75.00 fee plus shipping will apply to the order. Your order will include one 12''x12'' sample (up to three upon request) in your desired finish: Loma, Porcelina, or Marittimo. A minimum order of three color packs does apply.

For more information please call Marcella, our color specialist, at 866-404-1634.

*Question or Comments? Visit this article on our blog by clicking here.

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American Clay Applicator Covers Walls of Airstream Trailer in Clay Plaster  by Julie Du Brow
Airstream trailers reflect a time in the history of the United States that breathes "Americana".  'Lucy and Desi' had an Airstream. At the Alternative Building Expo on May 8th & 9th in Santa Monica, CA, artisan applicator and green builder Jim Gooley displayed his green-renovated Airstream trailer in conjunction with the Livingreen booth.  And he used (what else?) all-natural and healthy, award-winning American Clay Earth Plasters as a key element of his renovation.  Gooley partnered with Livingreen to finish the interiors of the project.

 As a potential first for a vehicle, the majority of the interior is covered in clay plaster. Gooley created a "Tucson Gold fresco", he says, primarily with American Clay's Porcelina finish, which is often used to create a Venetian Plaster look.  He sealed the clay plaster walls with a unique, and all-natural, black soap and egg-white combination. 

Working on the project since June 2008, Gooley gutted the Airstream in order to give it a 'green' makeover.  He began with the application of the American Clay plasters.  Additional green elements are:
  • Counters and cabinets are bamboo
  • Cork flooring throughout
  • Molding is aluminum (which is recyclable)
  • LED lights
  • Gooley repurposed materials left over from other jobs, including concrete overlays for bathroom surface; red paint on bedroom back wall;  and baskets he had at his shop, which will become his closet (he did build a new frame to hold them)
  • Furnishing will feature eco-friendly fabrics and an organic bed
  • Future additions include installing solar panels to be completely off the grid
Julie Du Brow
julie@dubroworks.com
310-821-2463

*Questions or Comments? Please visit this article on our blog by clicking here

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Become a Fan of American Clay on Facebook


Check out our facebook page by clicking here. Become our fan and keep up-to-date with our American Clay Community.


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Follow American Clay on Twitter

American Clay has recently joined the Twittersphere. Check out recent twitts by following us on our twitter page by clicking here.
 
*Questions or Comments? Visit this article on our blog by clicking here.

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American Clay Featured Videos


Click here to view.
This is a great YouTube video that displays the  necessary steps to produce the true beauty of American Clay. This video has been sped up to show the transformation of a room in less then 4 minutes. Enjoy!!


Click here to view.
Professional Applicator Steve Clark gives a tutorial on American Clay Loma plaster in a residential house in Traverse City Michigan, summer 2008.

*Questions or Comments? Please visit this article on our blog by clicking here.


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American Clay Tip of the Month
Are you encountering small bits of plastic in your material after mixing?

During the mixing process the paddles blades can scrape off pieces of the bucket.  As a result, parts of the bucket are mixed in with the plaster.  Be sure to be extra careful with the sides of the bucket while mixing your material.

*Questions or Comments? Please visit this article on our blog by clicking here.







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American Clay Green Question of the Month:Month
American Clay Plaster Walls will typically last the life of the structure?
A) True
B) False


View answer by clicking here.





Green Tip of the Month:

In the U.S., residential construction, demolition, and renovation accounts for 20% of all landfill waste. Whether building a new home or renovating an existing one, reuse, donate, and recycle all that you can.








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Green Cartoon of the Month

"...so I decided to make us all fabulous new outfits from the Guardian environment supplement!"


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Carol Baumgartel
American Clay

www.americanclay.com