2017 AQUA Media Kit

BRING CLARITY T O Y O U R M A R K E T I N G

PLAN IN 2017

MEDIA KIT

PRINT DIGITAL SOCIAL

1 A Q U A M E D I A K I T | A Q U A M A G A Z I N E . C O M

3 KEYS TO A HOT TUB SALE – 21

DROUGHT AND POOLS: THE LONG VIEW – 50

TEFC PUMPS: SHELTER FROM THE STORM – 57

THIS SPECTACULAR OCEANFRONT PROJECT – 76

JANUARY 2016

YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY

FEBRUARY 2016

HOT TUB COMPETITORS CONSPIRE – 20

BRICK-AND-MORTAR VS. ONLINE RETAIL – 30

SELLING CHEMICAL CONVENIENCE – 37

ROCKY MOUNTAIN APC – 43

SPAS: WHAT GOES AROUND... – 19

HOW TO SELL UPGRADES – 45

PROFIT FROM OUTDOOR LIVING – 56

VANISHING EDGE MISTAKES – 73YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY

MARCH 2016

SETTING THE SCENE FOR SALES

SELLING SPAS AT THE FAIR – 18

POOL SAFETY IS NO ACCIDENT – 31

EASY-ON WATERPROOF COATING – 58

KNOW YOUR SOIL, THEN DIG IT – 67

APRIL 2016

YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY

FIBERGLASS SETTING

� ATE OF THE INDU� RY 2016:

BUILDING SOLID FOUNDATIONS


MAY 2016

MACRO VIEW – 26

CONSUMER VIEW – 32

RETAIL REPORT – 37

SERVICE REPORT – 55

BUILDER REPORT – 69

State of the Industry 2016:

BUILDING SOLID FOUNDATIONS


JUNE 2016

SPA SELLER DEFIES DROUGHT – 18

CUSTOMERS DRAWN BY THEIR SENSES – 22

ENHANCE YOUR WATER TEST LAB – 46

CUSTOM SPAS GET COMFORTABLE – 65

TREATING POOL STAINS – 41

FILTRATION NATION – 55

LEDS BURNING BRIGHT – 65

POOLSIDE FIRELIGHT – 70YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY

JULY 2016

DRAMATIC

POOLLIGHTING:LEDS AND FIRE


AUGUST 2016

AN 'IMAGINATIVE' SHOWROOM CONCEPT – 22

PUMP REPLACEMENT MADE EASIER – 63

UBER-STYLE POOL SERVICE – 67

A MYSTERIOUS CASE OF CORROSION – 80

40TH ANNIVERSARY SPECIAL EDITION:

SEPTEMBER 2016

SPA SELLERS SPEAK OUT – 37

SELLING WELLNESS – 42

THE JET SET – 49

DROP-IN SPAS FOR POOL GUYS – 52

Hot Water Issue



AWARDS OF

EXCELLENCE

ISSUE

OCTOBER 2016

OUTDOOR LIVING – 28

SAND FILTER CARE – 33

CHLORINE’S STAYING POWER – 37

UNDERWATER INSTALLATION – 42 YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY

NOVEMBER 2016

SELLING TUBS IN THE RESORT MARKET – 33

TALK TO YOUR TECHS – 43

HOW IS A WATERPARK LIKE A PACKAGE POOL? – 46

COOL TRUCK WRAPS AND VANITY PLATES – 52

COMPLETE PSP EXPO COVERAGE – 56


WELCOMESince 1976, we have prided ourselves on being the industry-leading resource

dedicated to helping pool and spa professionals find the products, services and

solutions they need, from companies like yours.

Starting as Spa & Sauna magazine, we changed our name to AQUA in 1988 to

better adapt to the needs of our readers, advertisers and the industry. This

commitment to excellence has resulted in continual growth in our readership

and audience engagement.

As we celebrate our 40th anniversary, this new and improved version of our

media kit can be used as a tool to help you plan for success in the coming year.

CONNECTING YOU TO DECISION MAKERS THAT DRIVE YOUR BUSINESS FORWARD.For the past 40 years, AQUA has been at the center of the industry, allowing you

to get in front of your customers through our print and digital channels. We are

devoted to being your premier marketing partner by providing you with a range of

marketing solutions designed to connect you with new business opportunities and

drive your marketing ROI to new heights.

I N F O . A Q U A M A G A Z I N E . C O M | A Q U A M E D I A K I T 2

40 YEARS OF GROUND-BREAKING EDITORIAL CONTENT

Vinyl Ester Resins Solve Surface Problems Plaguing the Spa Industry 1982

1988Spa Sales Reach Record 280,000 Units Per Year

1985Pool Industry Enjoys Rapid Growth

2013High End Pool Market Leads Growth; Phone-Based Automation Takes Off

New Product Innovations Forever Alter the Pool and Spa Industry1989

1991Economic Recession

Slams Pool and Spa Sales

1999 CAD Systems Emerge as Design Tool

2008Great Recession Wipes Out Over Half of Pool and Spa Market

1993 New Codes and Government Regulation Change Building Methods

2016 APSP and NSPF Agree to Merge

1976Boom Years for Spas as America Discovers Tubbing

2005Green Pool Products Gain Market Share;

Industry Pushes for Lower Line Speeds

1978Acrylics Emerge as the

Dominant Spa Shell Material

1995Synthetic Spa Cabinets Introduced; Pool Safety Becomes Industry Priority

2010Service Departments Continue to Provide Income as Construction, Retail Falter

2009 VGB Takes Effect; Industry Begins Swapping Out Drain Covers

2012 Low Growth Marks Industry Recovery

2002 Tile Pools Go Mainstream

2006 Annual Spa Sales Reach 400,000 Units


PRINT

of AQUA’s print readers are owners, presidents, CEOs, VPs or managers of their companies.

84%

OUR REACH:

AUDIENCE BREAKDOWN

3,892 Technicians

6,722 Pool Builders 2,453 Other

8,646 Pool Retailers

7,251 Spa Retailers

15,000+ QUALIFIED & AUDITED PRINT SUBSCRIBERS

15,000 Total Subscribers


+

SOCIAL

386 followers980 connections

DIGITAL

20%increase in daily, active web users since 2015

Custom E-MailE-News Website

INCREASE IN UNIQUE WEB VISITORS

compared to last year

20%26%29%

AQUA has the largest social media following in the industry.

10,032+ SOCIAL MEDIA CONNECTIONS

5,995 followers2,671 likes

AVERAGE TOTAL OPEN RATE from our 16,000+

subscribers

AVERAGE TOTAL OPEN RATE from our 18,000+

subscribers

614,000+ TOTAL YEARLY PAGEVIEWS

44,000+ TOTAL VISITS ON AVG PER MONTH


AQUA is sent monthly to 15,000 audited subscribers, 84% of whom are the owner, president, CEO, VP or manager of their company. We have continued to provide incomparable value to our readers with timely articles to keep them up-to-date on the latest industry news and trends and strive to connect them to the products, services and solutions they need.

FACT: A 2016 INDEPENDENT SURVEY found that print magazines are the #1 way today’s buyers stay up-to-date on new products.

(source: ReadEx report 2016)

PRINT: MAGAZINE OPPORTUNITIES

This is the ultimate place to showcase the improvements you have made to your products and promote the impact you’re making on the industry with those advancements.

SPLASH

ADVANTAGE MANUFACTURINGFor homeowners in dry climates, fi re can be a risk. With the Portable Fire Pump Cart from Advantage Manufacturing, home-owners can have peace of mind knowing they have a fi re-fi ghting package on site that uses water from their pool (or nearby stream, pond or shallow well) to extinguish a fi re or help control it until help arrives. Ideal for use on buildings, brush and wooded areas.

advantageman.com(800) 636-8866

SPAPURESpaPure Simply Soft has created a safe and naturally biodegrad-able product called EZ Enzyme that reduces spa maintenance and produces naturally cleaner spa water. EZ Enzyme removes organics that cause odor, scum lines and cloudy water while helping keep spa fi lters clean. Simply apply to the spa while circulating at the lowest setting. Compatible with all sanitizing systems including chlorine, bro-mine, mineral cartridges, ozone and non-chlorine systems. EZ Enzyme is an excellent alterna-tive to traditional treatments for clean water and surfaces, and helps reduce overall chemical usage and time spent cleaning fi lters, the company says.

spapureusa.com (800) 333-0400SEAKLEAR

The SeaKlear WinterPill provides a pre-measured, all-in-one formula with an exclusive four-part blend that makes spring openings faster and easier, the company says. The patented release delivery system allows this four-part blend to be distributed into the water throughout the winter. The formula includes a clarifi er to maintain sparkling clear water, a scale inhibitor to reduce scale buildup, a stain inhibitor to help prevent iron, copper and manganese stains, plus it’s enzyme-enhanced to reduce unwanted non-living organics, control water rings and enhance fi lter performance.

aqua-pill.com | (800) 753-1233

ENDLESS POOLSThe all-new Endless Pools Fitness System combines the Endless Pools Swim Machine with an optional under-water treadmill and features that bring rowing, strength-training exercises and relaxing hydrotherapy to the backyard. The thoughtful, contemporary design of the acrylic shell and all-season cabinet stands above in both form and function. Built for durability and beauty, the 14-gauge galvanized steel frame and ABS base pan are standard on all models.

endlessfi tness.com | (800) 999-4688

132 OCTOBER 2016 WWW.AQUAMAGAZINE.COM

re can be aCart from

Splash NEW SPA & POOL PRODUCTS

AQ1016_Splash.indd 132 9/1/16 4:57 PM

Maximize ROI and build brand awareness by highlighting your products to key purchasers who look to AQUA for guidance on the best products in the industry.

PRODUCT FOCUS

SAFETYFACTS

According to the Centers for Disease Control, a

four-sided fence reduces a child’s risk of drowning by

83 percent.

Merlin IndustriesMerlin’s standard mesh Dura-Mesh II has the best combination of sunlight shading, abrasion resistance, tear strength and burst strength of any other standard mesh cover on the market, the company says. In addition, according to Merlin the patented SmartMesh safety cover changed the direction of the safety cover industry when it became the fi rst and only mesh material to provide 100 percent shade from sunlight and offer 40 micron fi ltration of debris. Less sunlight and less debris through the safety cover means less algae growth during the off-season and quicker, easier springtime openings.MERLININDUSTRIES.COM | (800) 289-1836

LOOP-LOCNever A-B again with “IMAGE-LOC,” LOOP-LOC’s revolutionary way to measure covers with photos. To use, one person with one camera follows a few simple directions to achieve highly accurate cover measurements in just 10 to 15 minutes. There’s never been a better, faster and more reliable way to measure swimming pools, the company says.LOOPLOC.COM (800) LOC-LOOP

KatchakidThe Katchakid Swimming Pool Safety Net is designed as a barrier to help protect children from exposed, open water. As the inventors of the pool safety net, Katchakid has a 40-year,100-percent safety record. Like a large tennis racket, the UV and winter-safe net is stretched over the pool and anchored to fl ush-mounted fasteners. Available in custom colors to capture and enhance the ambiance and design of your customer’s pool. Katchakid’s pool safety net is ASTM F1346-91 compliant.KATCHAKID.INFO (888) 552-8242

SEE OUR AD

ON PAGE

30

WWW.AQUAMAGAZINE.COM APRIL 2016 31

WE ALL KNOW swim-ming pools and spas provide a world of fun — but we also know

safety is paramount when selling, building, servicing and simply enjoying them, too. According to AQUA’s 2015 State of the Industry survey, 96 per-cent of pool and spa builders said they discuss safety with clients.

“We sell safety by building drainless pools to avoid suction entrapment,” one respondent wrote.

“We have a safety binder we go over with clients during orientation,” another replied.

Manufacturers take safety seriously as well, with dozens of companies of-fering products that keep the pool and spa zone healthy and harmless. Here, we take a look at just a selection of

those items, from pool cameras

and alarm systems to pool barri-ers, includ-ing nets and safety

covers.

SAFETY FIRST: PRODUCTS FOR A PROTECTED BACKYARDWaterWarden

WaterWarden manufactures standard, custom and freeform pool covers for any size or shape pool. And now, through the new Cover-Works program, WaterWarden will repair or replace any solid or mesh cover from any manufacturer expertly and economically, typically within 72 hours from quote confi rmation/payment. WaterWarden will ship a carton for the return of your old cover for repair or replacement free of charge along with a return shipping label with freight prepaid.WATERWARDEN.COM (888) 560-7665

SEE OUR AD

ON PAGES 5 & 35

AQ416_SafetyPF.indd 31 3/4/16 3:11 PM

Leverage AQUA to position your company as an expert in the industry with an unbiased and informative article that brings value to our readers. With copy and images provided by you, this opportunity will give your company the exposure you need to stay top-of-mind and grow your prospect list.

SPONSORED CONTENT

20 NOVEMBER 2016 WWW.AQUAMAGAZINE.COM

THE DIFFICULTY OF maintain-ing hot tub water quality has long been a barrier to hot tub owner-ship. “People don’t want to touch chemicals. They don’t want to test

all the time or worry about water quality. They really don’t want to be weekend chemists,” says Randy Roseth, President of King Technology, Inc.

That’s why Roseth believes King Technol-ogy’s latest development, FROG @ease with SmartChlor Technology will be a real game changer. The EPA-registered technology reduces chlorine use by up to 75 percent and reduces shocking to just once a month. “Smart-Chlor Technology takes our innovative FROG Fresh Mineral Water System a step further,” says Roseth. “SmartChlor is a one-of-a-kind product with unique science behind it. It creates a reserve of chlorine in the water just waiting

to be used. When there is demand placed on the hot tub, this reserve automatically converts to free chlorine to eliminate the bacteria or con-taminants present. This self-regulating process maintains a consistently low 0.5 to 1.0 ppm of free chlorine at all times. That’s what reduces the need to shock.”

MAKING IT ALL A SNAPThe @ease Sanitizing System aims to put hot tub owners at ease — by making maintenance super intuitive. The @ease Floating System em-ploys two connecting cartridges. The cartridge containing SmartChlor snaps together with a cartridge containing FROG minerals and the system oats in the hot tub. When @ease ips over in the water, consumers know it’s time to replace the SmartChlor cartridge — about once every three to four weeks.

FROG @ease comes in a start-up kit with

SPONSORED CONTENT

SIMPLIFIED HOT TUB MAINTENANCE:

No Chemistry Degree Required

AQ1116 SponCon-King.indd 20 10/4/16 8:32 PM

The SmartChlor cartridge snaps together with the mineral cartridge. The SmartChlor cartridge dial is set per the hot tub gallon size.

The @ease system fl oats in the hot tub. After 3-4 weeks, the @ease s ystem fl ips over indicating it’s time to replace the SmartChlor cartridge.

WWW.AQUAMAGAZINE.COM NOVEMBER 2016 21

one Mineral and one SmartChlor cartridge, a start-up shock packet called FROG Jump Start and 30 @ease Test Strips at a retail of $44.95. The replacement SmartChlor Cartridges come in a convenient three-pack that retails for $41.95. With just two boxes, @ease provides four months of easy water care.

“Even our @ease Test Strips are designed to make it eas-ier for consumers,” says Jackie Rieck, marketing director. “Because SmartChlor Technology is so different from dichlor and consistently maintains a 0.5 to 1.0 ppm free chlorine level, no free chlorine test is required.” The @ease Test Strips provide a simple, one color out indicator that indicates when the SmartChlor Cartridge is nearly empty. The test strips also test for pH, total alkalinity and calcium hardness.

CONSUMERS WEIGH INHot tub owners report that the @ease System works for weeks at a time without bleaching swimsuits, drying skin or causing wear and tear on the hot tub and surrounding surfaces. In addition, there are no smelly odors.

Both dichlor and bromine users reported that @ease with SmartChlor Technology was the easiest water care system they had tried.

“There is no chlorine odor and we feel the water stayed much clearer.” — Diane W.

“After 20 years of manually having to add chemicals – this is a breeze.” — Jeff K.

“None of the weekly hassles we usually have of testing and adding products.” — Deb B.

BENEFITS TO DEALERSLike all FROG products, @ease creates a recurring business model for dealers, generating repeat sales of replacement cartridges — at about three times the pro t of dichlor. In addition, King Technology is currently offering dealer incentives to get started with @ease. We are so con dent in the product performance, we have a Try Me program for dealers to experience @ease rst hand. We are also offering a one-time dealer direct promotion for a limited time, and our Smart Start Program that provides free product to deal-ers that include FROG @ease with every hot tub sold.

King also provides a unique online training program through its dealer portal, along with useful, professional and free point-of-sale materials. Our dealers tell us:

“Our customer feedback on FROG @ease Sanitizing System has been nothing but positive. In a word we can all appreciate – simple!” — Gabe Givan, Sonoma Backyard

“We include the @ease System with every new spa we sell. Customers love it, employees love it and our bottom line loves it!” — Chet Lockwood, The Hot Tub WhereHouse

To learn more about the @ease Sanitizing System, visit FrogAtEase.com or stop by the King Technology Booth #1629 at the Pool | Spa | Patio Expo in New Orleans

SPONSORED CONTENT

AQ1116 SponCon-King.indd 21 10/4/16 8:32 PM

I N F O . A Q U A M A G A Z I N E . C O M

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PHOTOS AND GRAPHICS MUST BE:

HIGH RESOLUTION (300 DPI CMYK COLOR)

FILE INFORMATION

* Live area must be .375” in from trim on all sides(for full-page and spread bleed ads only).

Custom solution pricing, packages and multiple insertion discounts available. Visit info.aquamagazine.com/rates to learn more.

1/2 PAGEHorizontal7” x 4.875”

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1/12 PAGEMarketplace2.25” x 2.25”

Meet Thomas.

Learn why he relies on AQUA magazine to reach customers and prospects.

Marketing Director at Tara Manufacturing


“The main reason we choose to advertise in AQUA is because it’s where our customers go for information about the industry. It is important for us to be able to reach our customers where they access their information. Plus, the layout is attractive, draws you in and there is plenty within the magazine to engage you.”

“Our media advisor is very knowledgeable about the latest trends in media and advertising and I trust his advice because he takes the time to learn our goals and helps us get the maximum exposure for our budget. AQUA is a professional organization with an excellent publication and great service. It’s a pleasure to work with them as partners.”

Tara Manufacturing is a leading provider of vinyl swimming pool liners and winter pool safety covers for inground swimming pools.

Meet Thomas.




PRINT: THE CONTENT

FEATURESThis is the industry’s go-to spot to get an in-depth look at everything from pumps to chemicals and more. Position your company as a top industry resource by advertising in this section.

A Pool and Spa

Paradise BY CAILLEY HAMMEL

A 20,000 square foot pool and spa store doubles as a tropical retreat

34 JULY 2016 WWW.AQUAMAGAZINE.COM

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ABOUT 70 MILES OUTSIDE OF WASHINGTON, D.C., on the eastern coast of the Chesapeake Bay, you’ll fi nd something surprising: a tropical oasis.

Almost, anyway. What you see is actually the home of AQUA Pools and Spas (Easton, Md.). With emer-

ald grass, a bright coral exterior and a sky-blue roof, AQUA Pools and Spas evokes thoughts of a Caribbean oceanfront paradise. According to General Manager Danny Morris, that’s by design.

“[We’re] defi nitely trying to bring a beach feel to this area,” he says.

You could say it’s been a long road to paradise. AQUA Pools and Spas opened in 1974 as a service/construction company; as time passed, a separate retail-only location opened. Another re-tail store would follow.

By the early 2000’s, AQUA Pools and Spas was a web of vari-ous entities spread throughout eastern Maryland, something owner Dan Bridges wanted to rectify.

“We decided to build a new building and combine everything together,” Morris says.

While the fi nal result looks relaxed and carefree, the process was anything but. Bridges carefully designed everything with a

business strategy in mind: to make the outside replicate what could be found inside.

The blue and orange colors, for example, are the company’s signature colors. A wave pattern pops against the orange paint and subtly refl ects the aquatic nature of the company. The top of the building has large windows that allow in lots of natural light. And for years, passersby could take in the sight of palm trees on the grounds. (The team planted a cold-hardy variety bred to withstand cold weather, but after two especially bad winters, they didn’t survive.)

If you think the building seems rather imposing, that’s not your imagination. It measures 20,000 square feet in total, includ-ing a 5,000 square-foot showroom, 5,000 square-feet of offi ce space and 10,000 square feet of warehouse space. And for good measure, an infi nity-edge pool is on display on the side of the building.

Even if AQUA Pools and Spas isn’t in paradise, we have to ad-mit, it comes close.

Comments or thoughts on this article? Please e-mail [email protected]

WWW.AQUAMAGAZINE.COM JULY 2016 35

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RelationsSpace By Randy Tumber

AQ1016 AC Tumber.indd 116 9/6/16 10:11 AM

THE KEY TO CREATING EMOTIONALLY COMPELLING DESIGNS IS THE WAY THE

FEATURES WITHIN THE SPACE RELATE TO EACH OTHER

HAVE YOU EVER wondered why some landscapes create an emotional response while others don’t, even though they appear well designed and properly built? I believe the answer relates largely to the way the elements within a

property relate to each other and in turn impact the experiences of those who spend time there.

As designers, we have the opportunity to create an element of intrigue, to create places in people’s homes that say, “This is where your heart wants to go.”

In our work at Tumber & Associates, we’ve learned to clear that bar by focusing not so much on the individual elements in the design — which are certainly important — but far more sig-nificantly on how they work together. So often, customers start out focusing on the tile or deck material, but those are short strokes that really should flow from the way the larger puzzle pieces are shaped and arranged.

It’s a process that is both highly subjective, yet disciplined, and begins the moment I visit a prop-erty. Whether large or small, simple or complex, it all begins by first understanding that when you move through an environment, both visually and with your feet, you should feel the excitement of being on a journey.

A SENSE OF PLACEThe first step in plotting those journeys is to identify the most obvious “presentations,” mean-ing primary focal points and views. That could be any number of things: a view from the back of the house, the first sight when driving onto the prop-erty or what you see when you look back at the house from a property line.

Ask yourself: What is the vantage point? What does it present?

In the simplest terms, the idea is to identify the things you like and those you don’t. You look for the features and characteristics that have the potential for something beautiful. That might be a distant hillside vista or a body of water. It could be an intimate view of a stand of trees or a place on the property that receives the most sunlight in the morning.

Then, at the same time, I look for things I con-sider to be red flags, or the lines of sight we want

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AS SUMMER ROLLS IN and temperatures rise, pool professionals in seasonal markets begin turning their attention to ordering winter pool covers — a signifi cant source of in-come, whether sold in new construction or in the aftermarket.

Interestingly, covers are relatively expensive items that are sold by builders, servicers and retailers alike. And although the selling process unfolds differently in each category, the basic necessity of covering up for winter never really changes.

Mike Mancini, general manager for Fox Pool & Spa Leisure Center in Burlington, Ont., is famil-iar with selling and installing covers across all three major dealer types.

“We sell covers for all of our new pools, almost without exception. For the aftermarket, we run ads and promotions through our retail store and with service, because we’re out there on the property, we’ll leave our door hangers or other promotional material. Bottom line is that in areas with cold winters, every pool should have a winterizing cover.”

According to Mancini, that necessity equates to strong annual sales across both new construc-tion and the aftermarket, with most of the latter coming as part of the service business. “The sales break down to about 50/50 new pools versus aftermarket,” he explains. “For new pools, we will sell either a solid, lock-in cover or a mesh cover. For the aftermarket, usually we’re trying to get our clients to upgrade to mesh safety covers.

“We start promoting cover upgrades in August and actually begin closing pools we have on service at the start of September and go through to the end of November,” he adds. “Overall, the vinyl lock-in covers are the most popular with our customers. Those work well with vinyl liner pools, where you have the liner with a bead that fi ts into the second track. Those do seem to be

WWW.AQUAMAGAZINE.COM JULY 2016 45

BY ERIC HERMAN

Preparing for the Fall Cover Up“We start promoting cover upgrades in August and actually begin closing pools we have on service at the start of September and go through to the end of November.”

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Meet Thomas.





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NOTEWORTHY OBSERVATIONS FROM THE WORLD OF SPAS & POOLS

WonderwallAS ANYONE IN THIS INDUSTRY can attest, quite often, it’s a seem-ingly basic request that can serve as a springboard for unexpected, creative solutions.

In this case, architect Manuel Ocaña was hired to develop an attractive way to mask the nearly 50-foot wall at the back of this client’s property, just behind an infi nite-edge pool. Such a request presents infi nite possibilities. May-be you could add a tile mosaic? Or cover the wall in an attractive, yet weather-resistant wood, like ipe? Or heck, you could install a screen there for movie nights by the pool.

Instead of the above, Ocaña created an entirely new concept that serves as a multipurpose work of art.

This “wall,” for lack of a better word, is adorned with 33 round, stainless-steel mirrors, canted in all directions. Each mirror has a slight curve that not only warps its refl ection in an attractive way, but also prevents excessive heat and glare. In a story in Dezeen maga-zine, representatives from Ocaña’s fi rm describe these mirrors as “metallic petals.”

Plants were added in-between the mirrors to add depth, and 60 misters were installed both water the plants and attract birds.

Throughout the day, the look of the wall evolves. The mirrors fi ll with the blue of the sky during the day, dotting the surface of the wa-ter with refl ections. At sunset, the mirrors change to mimic the sky’s pinks and orange hues, as well as the greenery of the surrounding plants.

If that isn’t enough incentive to get outside more, we don’t know what is.

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AQ1016_WF.indd 19 9/2/16 1:36 PM

WATERFRONTA playful look at the world of recreational water. This is a perennial winner with our readers, a place where they go for light industry reading.

COLUMNSIn this section, our audience gets insights and opinions from experts that can only be found in AQUA. These columns are some of the most consistently read content in every issue.

What are your warning signs a customer will be a problem?

Al CurtisLegendary Escapes Brighton, Mich.

When we take calls at the offi ce, whoever answers the initial call listens for cues in the words that a poten-tial customer uses. If they are friendly and ask the right questions, we get a pretty good indication that they will be great to work with. People who are diffi cult to talk to, or have too-rigid expectations or impatience coming through are not a good fi t for us.

We look for people who are interested in design rather than just collecting quotes. We also like to know if they are open to new design ideas, or if they have it set in their mind what they want. If they mention they have been to our website and love our work, even better.

If they start conversations with, “I’m having trouble getting anyone to do a design for me...” or, “I need to fi nd a new pool company because the other one (insert crazy scenario here),” or “I hired someone else to build my pool and now I need someone to fi nish it,” then we know most likely this customer won’t be a great fi t.

Merry WiseWise Pools The Woodlands, Texas

One of the most common prob-lems is the customer whose “wants” obviously don’t match his or her “gots.” Most of us want what we can’t afford, and people often have an un-realistic idea about what a swimming pool will cost. They may have seen the fabulous pictures of award-winners we are all proud to share, and it is dif-fi cult to scale back to what they can really afford.

Try to establish what their budget is early on, and beware of the unrealistic tire-kicker who wastes a lot of your time getting all kinds of special bids for extravagant extras you will have to use other contractors for, only to have the job fi zzle because they could never afford it.

Also, beware of anybody who throws around the term “lawsuit” or brags about suing people a lot — or is even using the money from a suit to build the pool. Some people live their lives fi nding bogus reasons to sue, only to settle and rip off somebody’s insurance company. That person will always be trouble.

Dan LenzAll Seasons Pools & Spas Orland Park, Ill.

We try to size up clients as early as possible to see what personality traits they have that might make a project either smooth or more diffi cult. One way we do that is with our three-meet-ing process, which helps us vet cli-ents. First, they meet our salespeople at our design center with their plat of survey. At our design center, they can see fully functioning inground display pools, the associated equipment, vari-ous materials and more. If that meet-ing goes well, and both the client and our salespeople determine we are a good fi t for one another, then we will schedule a second meeting at their property to evaluate the job site and make additional suggestions regard-ing their backyard plans. Following that site visit, a third meeting is set up to present their proposal.

If clients aren’t willing to invest this type of time into the process of spending tens or even hundreds of thousands of dollars with you, then there will likely be problems during construction that could have been avoided .

As Bill Engvall might say, “Here’s your sign.”

Shop TalkONE QUESTION, THREE TAKES

WWW.AQUAMAGAZINE.COM AUGUST 2016 21

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If there’s one thing David Ghiz has learned from his years in the pool and spa industry, it’s that seeing is be-lieving. So when designing the 15,000 square foot space that would become Imagine Backyard Living (Scottsdale, Ariz.), his top priority was creating a feast for the eyes and the imagination.

“It was really about trying to change the way people thought about hot tubs, and I felt like if I did it in an ex-perience where they could see them much better set up, they would be more apt to buy them,” he says.

The fi nal result does not disappoint. Those who visit Imagine Backyard Living are treated to six large vignettes, and while each is anchored by a hot tub, that’s the only thing they have in common. As guests move from exhibit to exhibit, they see different decking and

hardscaping options, shade structures, outdoor furni-ture options and accessories to tie it all together. When customers return for later visits, they’re likely to see new arrangements throughout the store, as the vignettes regularly change to refl ect new products and trends.

Imagine Backyard Living opened its doors in 2014, and after just one year was honored with several awards, including the 2015 President’s Award, given to the Ja-cuzzi dealer with the largest single store sales in the world. (They beat more than 1,000 other stores in 60 countries for that honor, to boot.)

Those who know of Ghiz may not fi nd the honor sur-prising — retailing is in his blood. David Ghiz is the son of George Ghiz, who opened longtime retail/builder/service fi rm Paddock Pools in 1958. The family sold Pad-

BY CAILLEY HAMMEL

Hot Tub Monthly

‘Imagining’ a New Store ConceptPortable spas and outdoor living trends unite in this Scottsdale showroom

The showroom at Imagine Backyard Living illustrates the many ways portable spas and outdoor furniture can intertwine.

22 AUGUST 2016 WWW.AQUAMAGAZINE.COM

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Pleatco is a leading and the largest manufacturer of various high quality pool and spa filter cartridges.

Meet Battista.



2 0 1 7 E D I T O R I A L C A L E N D A RIN EVERY

ISSUEWaterfront :Short, fun observations from the world of spas and pools.

APSP:News and notes from the Association of Pool & Spa Professionals.

Spotlight:Shining examples of new, innovative ideas and people from around the industry.

Hot Tub Monthly:A look at news, trends, advice and products specifically for hot tub professionals.

JANUARY

ATLANTIC CITY SHOW ISSUEBONUS DISTRIBUTION: The Pool & Spa Show (Atlantic City)

Mid-America Pool & Spa ShowSouthwest Pool & Spa Show

MAY

STATE OF THE INDUSTRY Market Reports for:

• Retail• Service• Build/Design• Hot Tub Retailers

SEPTEMBER

THE HOT WATER ISSUE• Custom Spas

BONUS DISTRIBUTION: Pool Industry Expo (Monterey)

FEBRUARY

• Fiberglass Pools• Automatic Pool Covers• Pool Filtration

BONUS DISTRIBUTION: Orlando Pool & Spa Show

JUNE

• Swim Spas/Aquatic ExerciseEquipment

• Chemicals• Business Software Products• Outdoor Living

(Patio Furniture, BBQ, Hearth)

OCTOBER

AWARDS OF EXCELLENCE ISSUE• Pool Filtration• Chemicals

MARCH

• Automatic Pool Cleaners• Controls & Automation

JULY

• Winter Pool Covers• Pool Lighting

NOVEMBER

POOL | SPA | PATIO EXPO ISSUE• Outdoor Living

(Patio Furniture, BBQ, Hearth)

BONUS DISTRIBUTION: PSP Expo (Orlando)

APRIL

• Inground Package Pools• Saunas• Pool Equipment

AUGUST

• Spa Covers &Removal Systems

• Alternative Sanitizing• Pool Equipment

DECEMBER

ANNUAL BUYERS’ GUIDE ISSUE• Boldfaced listings throughout

printed version• Featured Supplier listing on

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BONUS DISTRIBUTION: All Major Industry Shows

Ad Close: 11/22Ad Due: 11/29












PRODUCT FOCUS: • Spa Enclosures, Steps & Surrounds• Outdoor Living (Patio Furniture, BBQ, Hearth)

PRODUCT FOCUS: • Show Product/Booth Preview

PRODUCT FOCUS: • Chemicals

PRODUCT FOCUS: • Portable Spas

PRODUCT FOCUS: • Vinyl Liner Patterns

PRODUCT FOCUS: • Automatic Pool Cleaners

PRODUCT FOCUS: • Water Testing

PRODUCT FOCUS: • Safety Products

PRODUCT FOCUS: • Winterizing Products

PRODUCT FOCUS: • Fiberglass Pools • Renovation: Deck, Finishes, Paints & more

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2017 AQUA Media Kit

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