CoatingsPro Magazine

SEP 2016

CoatingsPro offers an in-depth look at coatings based on case studies, successful business operation, new products, industry news, and the safe and profitable use of coatings and equipment.

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70 SEPTEMBER 2016 COATINGSPROMAG.COM T aking pride in one's work is a common credo in the coatings industry, but Julio Hallack, president of Concrete by Hallack, focuses on a ground-up approach, ensuring that everything from his company exempli- fies the hard work, attention to detail, and education that have defined more than 30 years of growth and success. Level of Commitment Hallack started in 1986 as a licensed landscape contractor, taking on larger projects and subcontracting all of the concrete work needed. He explained, "By the early 1990s, we were tired of the lack of ethics in the contractors and lack of care about the environment. It was an unfortunate part of the indus- try, but we decided to do something about it and hired a very experienced consultant to [help us] do the concrete work ourselves. We grew so much we shut down the landscape division." e marriage of concrete, decora- tion, and coatings can be a lucrative one, but it can be wrought with pitfalls without proper education. Hallack began attending seminars at World of Concrete 20+ years ago. "Right away, I knew I had to pay for someone to teach us," he said. He invested not only in sessions from experts, but he also conducted his own experiments in the company's warehouse. "From the early stages, we invested money and knew that educa- tion is the most important factor in learning the trade," Hallack added. at level of commitment saved the company from the recent recession that shuttered many similar businesses. With the demand for decorative concrete work on a steep decline in the late 2000s, Hallack saw the time as a great opportunity to jump into the industrial market. ey did nothing but coatings, and they flourished. "Instead of just red and gray floors, we started adding earth tones and showed our customers things like products to coat walls, things they weren't used to," he continued. "With the experience we had in the decorative market, we were able to bring new life to industrial coatings." Constant Change Due to his many years in the industry, having to adapt and diversify has been a common theme in Hallack's career. And thanks to his early commitment to education, he can provide valuable suggestions for those just starting out. "If you're going to run a business, you need a business background," he explained. "e number one failure in the industry is the lack of business finance knowledge, such as the cost of running a business, dealing with the government requirements, insurance, customers' requests and requirements, etc." A business obviously can't make a profit doing a job twice, and the entire team should be ready to work weekends and holidays. "If you need four days for a job, well, you only have two days," Hallack added with a laugh, quickly noting, too, that "hostile environments and safety concerns can be daily stresses, so you must have the right employees working for you that will back you up." Many things can go wrong in a second on an industrial job, and a simple mistake can ruin days of work. "We deal with very expensive materials, and if you mix the wrong Part A with the wrong Part B, you have to strip it off and start all over again," Hallack noted. He also stressed that "you constantly need to be spending time with your team, and with that, you can meet the demands of your customers and be very financially competitive." e massive drought in California, where his company is located, has presented new challenges. Also, the ever-present enemy of concrete — moisture — has led to more work for Hallack, especially crack and joint repair, thanks to the changing water tables and shifting of concrete structures. At the Heart Hallack has set himself apart from the competition. "You have to make a lot of sacrifices, and a lot of those around you don't understand," he explained when asked about work-life balance. "But someone has to be the boss and be liable and responsible for the finances and the company name." An avid cyclist, at 63 years old Hallack believes that healthy living has a place at the heart of his company, insisting that his jobsites stay tobacco- and alcohol-free, and his employees and equipment maintain a professional image that improves the perception of the industry as a whole. CP Photo courtesy of Concrete by Hallack By Christa Youngpeter Being the Boss ProFile: Julio Hallack Hard Work & Craftsmanship

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