The rapid growth of mass timber construction is one of the greatest successes of the WoodWorks program. With more than 2,000 projects underway or completed in the U.S., the use of mass timber is quickly moving from niche to a mainstream construction choice.

WoodWorks has invested heavily in the sector through professional development, technical support and other advisory services. Design and construction professionals received over 76,000 hours of practitioner support last year, leading to the conversion of 434 projects to mass timber from other materials.

Over the next five years, mass timber construction is projected to double to more than 20 million square feet (in terms of annual project activity).

Photo: 11 E Lenox / Monte French Design Studio

Support provided by BC Wood through organizing value-added manufacturer participation in trade shows has paved the way for companies to successfully enter the U.S. market. As the U.S. is often the first export destination for value-added companies, BC Wood’s well-planned marketing activities significantly mitigate risks and enhance the potential for B.C. industry to thrive in the market.

Focusing on selecting trade shows that specifically attract key buyers and decision makers from across the country, BC Wood ensures excellent exposure and cost-effective means to connect with targeted buyers. BC Wood specifically focuses on areas where value-added manufacturers have a competitive advantage; this includes the Western United States, Texas, and Hawaii, which have well-established shipping routes and convenient accessibility, as well as participation in key national-level events.

BC Wood provides invaluable market development services and support to the value-added industry while also facilitating direct connections between buyers and sellers, effectively closing the sales cycle. In 2022/23, there were more than 56 participants across the suite of events, generating over an estimated $35 million in new business.

Western Red Cedar Lumber Association, through the Real Cedar brand, runs a dynamic digital program that uses social media to drive traffic towards the brand’s website, where videos, DIY project plans, find a local retailer search, among other features, offer extensive functionality to users.

Results in 2023 were impressive, with website visits up 8 percent and Find-A-Retailer search increasing 16 percent on a year-over-year basis. Social media apps, like Instagram, drove much of this growth, often generating an increase in hit rates of more than 20 percent. Users downloaded more than 47,000 project plans from the website, showing the strong connection established by the brand with consumers.

Shorter videos and more testimonials from influencers were credited for these positive trends. And, as awareness of climate change continued to grow and influence buyer decisions, continued positioning of western red cedar as a natural product that plays an important role in carbon sequestration helped to counter marketplace threats from composite products.

Frits de Vries Halfmoon Bay | Architect: Patrick Warren | Photos: Ema Peter

Larger projects, like resort developments, are lucrative to the value-added sector, but can be challenging for individual firms to access. The long lead times for many projects—often in years—and difficulties in connecting with buyers can create huge barriers to success.

Realizing this, BC Wood acts as a facilitator to bring developers together with value-added firms in B.C. Through ongoing B2B marketing, including trade shows in the U.S., networking events, and the annual Global Buyers Mission in Whistler, BC Wood helps lower the barriers for firms to connect with potential buyers in America.

Six Senses Napa Valley is an example of this approach. Set on a 3,000 acre estate in northern California, the project involves the updating of the original spa and the addition of 95 rooms and suites, and 16 premium residences. Through connections made by BC Wood, four B.C. companies were retained as suppliers to the project.

Five other B.C. firms benefited from this B2B strategy through the Liberty Dogs project in Nevada. The firms are providing value-added wood products and services to the 27-acre project.

Located in Reno, Nevada, Liberty Dogs will offer training programs to disabled veterans and their service dogs, all at no cost to them.

The campus will include a training facility, dog housing, an administrative and multipurpose building, and accommodations for veterans staying on campus to train with their Liberty Service Dogs. The facility is planned to open in 2026.

Liberty Service Dogs | Photos: BC Wood