The `green housing effect': sustainable building structures may lead producers to a greater share of the growing housing market - Hot markets: New York - Brief Article

Concrete Producer, The, July, 2002 by Rick Yelton

Americans have always been influenced by trends that appear on the European continent. Clothing fashions, music, and even cars have at one time or another influenced the ways that go-getters have spent money.

Now there's a trend--or perhaps more accurately, a philosophy--in European housing that is gaining acceptance from American architects and design engineers. Designing sustainable structures is not a new concept, but it's found a new relevance in North America.

Marcello Mezzasalma, project manager for Manhattan-based developer MC II Associates, is happy to be involved with this building concept. One of the developers of the sustainable Melrose Commons II housing project in New York City, he says that the design features of prestressed elements and concrete masonry caught the attention of city officials. "The Melrose project combines initial affordability, long-term durability, and energy efficiency," says Mezzasalma.

More importantly, he thinks that the flexibility of design of the project's durable and sustainable rental units is what excites people. Wanting to retain the neighborhood's unique look, the developer had to submit plans to the city's Housing Preservation Board for approval. Cast stone lintels and other decorative elements that matched the turn-of-the-century construction were key features that earned project approval.

Another feature of the concrete and masonry was its toughness. The South Bronx neighborhood in which they're located is on the rebound. The sturdy structures provide lenders assurances that the buildings will require little maintenance. At the same time, they offer potential buyers a sense of security. "Our target market is neighborhood professionals. Teachers, firemen, and policemen want to stay in the area but in a home that will stand the test of time," says Mezzasalma.

The appeal of these sustainable structures is strong. MC II Associates has just announced that a new project to include 72 of these affordable and sustainable structures will break ground in another New York City neighborhood this month. "When we showed this project to the Central Avenue Partnership, community leaders were impressed," says Mezzasalma. Although similar in structural design to the Melrose project, this new project will incorporate exterior designs from the Central Avenue neighborhood.

To Mezzasalma, who is both the architect and project manager, the Central Avenue project is a dream come true. "I'm able to not only provide needed housing but I'm also able to build structures that will help the neighborhood improve," he says.

There are some very strong indications that sustainability consciousness is about to become a prime influence in America. One sign of this change can be found in the approach of home builders. To its foes, the home-building industry traditionally has been labeled as opportunistic. It follows that the industry's primary marketing focus is on affordability, even if that means urging buyers to accept less-durable materials because they reduce the initial cost of a home.

But there's more evidence of an impending change. In a May 2002 press release from the National Association of Home Builders (NAHB) that's intended to promote a new publication on building "green," NAHB President Gary Garczynski touted consumer interest in the environment as an important design consideration. "Environmentally friendly development and construction practices are moving into the mainstream," he wrote. "For consumers, the result is greener, more energy-efficient single-family homes, townhouses, condominiums and apartments.

Unfortunately for the concrete industry, the home builders' green model will focus on general issues that affect the development costs of new communities like smart growth and community planning techniques such as "clustering," which allows developers to build at higher densities while saving tree stands.

Fortunately for the concrete industry, many producers are looking for ways to promote concrete as an important tool in constructing sustainable buildings.

Catching the wave

Although the Oldcastle marketing plan didn't exactly set out to make them objectives in meeting the needs of MC II in the South Bronx project, many of the project's greatest attributes of long life, energy efficiency, and reusability would qualify the structures as sustainable.

Sustainable construction now has 9 standards-setting organization. The U.S. Green Building Council (USGBC), a nonprofit consortium of organizations involved in the design and construction of buildings, includes architects, engineers, contractors, developers, product manufacturers, environmental groups, and government agencies.

Since its forming in 1993, the USGBC has grown to include more than 1400 leading international organizations. The list includes recognizable names such as the Natural Resources Defense Council, the Rocky Mountain Institute, and the Audubon Society. Key concrete industry leaders like Holcim and Lafarge are members. It also includes other building and design professionals such as the American Concrete Institute (ACI) and the American Institute of Architects. It even includes retailers and building owners such as The Gap and Dayton-Hudson's Target stores.