With Your Support, We Can Expand Our Reach
by Dallin Brooks
I am not sure how much hardwood readers are familiar with the softwood promotion, so I would like to share a few details with you here. Their program called WoodWorks, is influencing American architects and engineers to use more wood by engaging with firms and projects one on one. The program quickly grew from 4 regional directors to 20 and is funded by the Softwood Lumber Board (Checkoff) and the USFS. We need to model after this highly successful program.
RAHC fundraising has been effective when the RAHC has had a specific goal to reach out and communicate the hardwood story. We did that initially with the Magnolia network. Now we are ready to do it again by hiring regional directors to go out and influence design professionals.
Starting the RAH.pro program, like woodworks.org, the RAHC, using the NHLA as a conduit, will hire two regional directors in the Northeast, and Southeast or Midwest. Each regional director will be responsible for providing education hours and project support hours to design professionals. The metrics that will be used to determine their success will be the number of commercial, industrial, hospitality or government building projects influenced or converted to use hardwood lumber or plywood with metrics of built projects influenced that use hardwood to determine their success.
The goal for each regional director for the first year will be to find 70 new building projects and influence or convert 25 of those projects, that were built, utilizing appearance grade hardwood products. They will also connect with interior design and architecture schools in their region for educational opportunities.
This program is going to cost a million dollars to start. The USFS Wood Innovation Grant will reimburse 50% if/when it is approved. But we must raise the other half million. It is time for industry to band together and raise the RAHC funds to get this program off the ground.
This half million will be spent on the following.
1. Director of Design Professional Outreach Goal: To operate under the RAH brand and oversee all hardwood design initiatives and coordinate with Regional Directors, RAHC Promotion committee and NHLA marketing team.
2. Hardwood Industry Liaison Goal: To create designer resources and content (case studies, specification templates, models, etc.) along with CEU accredited courses, webinars, and design the workshops for Regional Directors to present.
3. Regional Director 1 (located in NY, NJ, PA) Goal: Find 70 new building projects and influence or convert 25 of those projects, that were built, utilizing appearance grade hardwood products.
4. Regional Director 2 (located in FL, GA, TX, or IL) Goal: Find 70 new building projects and influence or convert 25 of those projects, that were built, utilizing appearance grade hardwood products.
5. Content: Develop RAH Content for Design Professionals: RealAmericanHardwood.pro
a. Videos focusing on the inspiration and fire benefits of using hardwood.
b. Case studies for the website. realamericanhardwood.pro/featured-projects
c. Printing and production of Species Guides and new stain guides.
d. Hardwood & Design publications to showcase beauty and inspiration.
e. Development of hardwood product finder on RAHC websites.
f. Create cohesive local/state info for each Regional Director to use.
g. Work to promote the learning units rebranded or created under the RAHC
6. Hardwood Pavilion for Domestic Design Professional Tradeshows:
1. ASID Gather, August 2026- Serves as a major trade show and educational event for American Society of Interior Designers, featuring CEUs, networking, and industry exhibits.
2. BD NY, November 2026- Focused on connecting boutique hospitality brands and designers with vendors, and hospitality products not found anywhere else.
3. International Mass Timber Conference, March 2027- While focused on structural applications, many CLT structures are using wood substitutes in the interior or exterior siding.
4. ASLA ELEVATE Conference, American Society of Landscape Architects
5. National Association of Landscape Professionals
6. Green Build, October 2026
7. HD Expo, May 2027- The Hospitality Design Expo focuses on high appeal buildings for hotels, restaurants, and lobbies. The event emphasizes
creating warm, inviting spaces in hotels and resorts.
8. NeoCon, June 2027- NeoCon is a premier event for commercial interiors, showcasing the versatility and aesthetic appeal. But it is in an existing building and does not allow a large booth.
The RAH board and contributing associations along with individual member companies will also be able to participate in the shows as well as creating content and outreach efforts in their regions.
This is our opportunity to tell your story to inspire and build the reputation of Real American Hardwood. Participate and Donate now.
