ValleyCrest Displays Green Roof

Denver-based ValleyCrest Design Group/James Hyatt Studio communicated the benefits of green roofs to one of its major customer segments at this year’s Building Owners and Managers Association (BOMA) international convention in June.
 
Dubbed the ValleyCrest reTreat, the mock up of a working green roof featured benches made from recycled mailing tubes, paths accented with recycled glass uncovered from San Francisco’s trash streams, and biodegradable flooring made from recycled tires salvaged from landfills throughout the U.S.
 
This exhibit complemented ValleyCrest’s traditional trade show booth, which displayed the firm’s design/build and maintenance capabilities as well. The reception desk and the vertical panels also had live turf and seating areas that attracted people to stop by and watch a multimedia presentation highlighting other sustainable projects the company has done.
 
The reTreat was a success, according to Alan Harris, sales operations manager for ValleyCrest’s Smyrna, Ga., branch. “The demo provided a great showcase for our talents and exceeded our expectations for activity and lead generation,” he says. “ValleyCrest received numerous calls from people inquiring about the sustainable green roof they saw in the Denver media within the first few days coverage hit.” 
 
ValleyCrest declined to share the cost to construct the mock green roof exhibit, but Harris noted most of the materials were donated and re-used after the show. Not only did the exhibit include numerous recycled materials salvaged from the waste stream, the mock roof’s design drew interest. “It incorporated whimsy to pique curiosity over what a green roof is, what it can be, and demonstrated one way we can improve our carbon footprint by looking at our roofline.”