MCA Deserves More Than Just Happy Birthday Wishes
By Bob Fittro, editorial/content director
Reading the announcement late last week I almost couldn’t believe my eyes. In 2008, it said, the Metal Construction Association (MCA) will turn 25. Having been in the industry for just slightly less than that, I was left to wonder, where has all the time gone?
When it was founded back in 1983, MCA’s stated mission was to expand the use of metal in construction through marketing, education and technology. And today, more than two decades later, that goal remains the same. That is not to say, however, that all today is as it was then. To the contrary, the negative stereotypes once attached to metal roof and wall systems have all but disappeared and the association deserves much credit for that.
MCA’s accomplishments of the last quarter century have been many, though three stand out among the rest. They are, in no particular order, the creation of METALCON, the formation of the Metal Roofing Alliance (MRA) and the launch of The Metal Initiative (TMI).
With regard to METALCON, plans for the all-industry trade show were being discussed as far back as the fall of 1984, but it wasn’t until 1989 that the idea began to gather real momentum. Initially, the show was going to be called the Worldwide Conference & Exhibition on Metal Construction (WC&E), but when the MCA board voted on the issue, it opted for World of Metal in Construction instead. It was a few months later when the METALCON name was finally coined.
The initial METALCON International Trade Show and Exposition was held in Washington, DC, in 1991 and attracted more than 3,000 visitors. METALCON International 2007, held this past October in Las Vegas, set an attendance record with more than 8,000 registrants. This is not only a tribute to the efforts of MCA, but to PSMJ Resources Inc. as well. PSMJ has managed every METALCON show to date and works closely with MCA members to ensure each year is better than the one before it.
While METALCON is truly an all-MCA effort, MRA and TMI are smaller, separately funded groups that share the MCA’s primary goal but focus their efforts in different directions. The MRA, for example, concentrates on reaching homeowners with a message that metal roofing is the best investment when quality, performance, energy efficiency, sustainability and lifecycle costs are taken into account. To get this message out, the group uses a strategy that relies on a sustained public relations strategy; television, radio and print advertising; and of course, the Internet. TMI’s message is similar to MRA’s, but talks about a much broader range of products and tries to reach primarily professional building owners and managers. The group buys print media as well, but puts a great deal of effort into organizing one-on-one and group building owner meetings. Feedback from those meetings has been consistently positive in terms of changed impressions and receptiveness to using metal construction products on future projects.
MCA, TMI and MRA are managed by professionals but rely heavily on the efforts of volunteers to see approved projects and initiatives through to completion. These volunteers serve not only for the benefit of themselves and fellow members, but for the benefit of the entire metal construction community. And they do so because someone has to. As we give thanks this holiday season for friends, family and good fortune, don’t forget well wishes for a great association and a great group of people. And in just a few short weeks from now, perhaps a collective “Happy Birthday” would be in order as well.
Bob Fittro is editorial/content director for DesignandBuildwithMetal.com. He has been covering the metal construction industry, with a focus on the architectural/design community, since 1985. To contact Bob, call (567) 207-2255 or email bobf@designandbuildwithmetal.com.