By Phil Crone
Executive Officer, Dallas Builders Association
How will you recount the year 2020 when asked to describe it a decade from now? What personal and professional narratives will you share? I anticipate that your recollections will undoubtedly feature the pervasive uncertainty, palpable fear, tragic losses, and societal turmoil that enveloped the globe. Yet, alongside these somber reflections, you will likely speak of how your business demonstrated remarkable adaptability, resilience, and ultimately triumphed over some of the most profound disruptions in modern history.
As the chroniclers of the Dallas Builders Association’s storied past eventually pen the chapter dedicated to 2020, my fervent hope is that their assessment will be unequivocal: “This was truly our finest hour.”
The initial two months of the year, marked by what now seems like an almost forgotten normalcy, feel like an entire decade ago. Back then, the various nomenclature assigned to what would eventually become known as COVID-19 were, if mentioned at all, often dismissed as nothing more than a passing jest. Little did we know the seismic shift that was imminent.
March: The World Transformed and the Fight for Essential Housing Began
The global landscape fundamentally altered in March. On Wednesday, March 11, the World Health Organization officially declared COVID-19 a pandemic, signaling a grave escalation of the crisis. Just two days later, the White House declared a national emergency, further underscoring the severity of the situation. By Monday, March 16, my wife and I shared a moment with a bartender, leaving a generous tip, knowing he was just minutes away from unemployment due to a county-mandated shutdown of non-essential businesses. My mind reeled amidst the cascade of unprecedented events.
In this rapidly evolving environment, securing the designation of “essential business” became paramount for the Dallas construction industry. The opportunity to present our critical case arose the very next week. For me, the timing could not have been more challenging. I was battling a severe fever of 102 degrees, feeling as though I had been struck by a truck. Despite my debilitating illness, the urgency of the moment demanded my full attention.
I managed to squeeze in a teladoc visit between a flurry of calls from concerned Dallas Builders Association members and media outlets, all seeking insight on the alarming rumors of a looming construction shutdown. Then, an ominous email landed in my inbox: “Please be available to speak with the County Judge at 4 p.m. today.”
A part of me remained in disbelief. “Surely they cannot shut down the housing industry,” I reasoned, “especially when everyone is being told that home is now more essential than ever.” Yet, following that critical call, I was left with an unsettling uncertainty about what the future held. My only immediate relief was getting through the conversation without a coughing fit, a small victory in a stressful day. On a broader scale, I was acutely aware that the safety protocols we could immediately deploy on a residential job site, while diligent, might pale in comparison to the extensive measures large commercial contractors were pledging to implement.
One day soon, I sincerely hope to share the complete, intricate narrative of how the Dallas housing industry not only remained operational but also secured and maintained its essential status in our region. This achievement was the result of a concerted effort by many key players, some of whom you might least expect. They hailed from diverse segments of our community, bridging various political perspectives and backgrounds, united by a common goal.
Among those I can proudly acknowledge is Rob Matuga, Assistant VP of Labor, Safety and Health Policy at the National Association of Home Builders (NAHB). Rob spearheaded NAHB’s proactive initiative in early March to publish what quickly became, and still remains, the most comprehensive job site guidance for COVID-19 through the Construction Industry Safety Coalition (CISC). This invaluable resource provided a clear, actionable framework for safe operations. Had this critical guidance not been readily available for me to reference during those pivotal conversations with local authorities, the outcome for our industry could have been vastly different, potentially leading to widespread closures and economic hardship.
Another indispensable ally was my friend Lake Coulson, NAHB’s Vice President of Government Affairs. Lake tirelessly worked the phones, engaging with members of Congress to ensure that construction was explicitly included on the Department of Homeland Security’s Critical Infrastructure Sectors list. This crucial inclusion provided the Texas Association of Builders (TAB) with the necessary leverage to advocate effectively. It was instrumental in ensuring Governor Abbott’s March 31 Executive Order unequivocally kept housing construction open and designated as essential across the entire state of Texas, a monumental victory for our industry.
Two days after the Governor’s pivotal order, feeling slightly better but still fatigued and sleeping ten hours a night, I received a phone call from my doctor. My COVID-19 test results had finally come back. As I had suspected, I was positive for COVID-19. This personal experience reinforced my determination: to keep housing essential, we absolutely had to keep construction sites safe. I wouldn’t wish my experience on anyone, and watching the harrowing scenes unfold in New York City at the time, I was keenly aware that countless others were suffering far worse outcomes.
Thankfully, Dallas BA and TAB Past President Tim Jackson was already proactively addressing the safety front. With the crucial assistance of Tiffany Acree from StrucSure Home Warranty, Tim skillfully managed to secure a vital supply of hand sanitizer. At that time, hand sanitizer was incredibly difficult to procure and was quickly becoming a required component for maintaining safe job sites. Tim dedicated countless hours in our parking lot, diligently loading gallons of sanitizer into the cars and trucks of eager members. In total, the Dallas Builders Association successfully distributed over 1,600 gallons of hand sanitizer to area construction sites throughout that year, a testament to our commitment to member safety.
Beyond providing essential safety supplies, keeping everyone informed was paramount. Regulations and guidelines were in constant flux, changing almost daily, and critical building processes had to rapidly adapt to a socially distanced world. Recognizing this urgent need for real-time information, on March 17, we swiftly launched a dedicated online COVID-19 resource page. Just two days later, hundreds of professionals tuned in for the first of what would become a series of crucial video updates we provided to our members, offering clarity and guidance during unprecedented times.
For a considerable period, it seemed as though nearly every visitor to our website was navigating directly to the COVID-19 resource page and remaining there for an extended duration. The page recorded an astonishing more than 4,600 unique viewers, each spending nearly four minutes there on average – a clear indicator of the page’s critical importance and the hunger for accurate information.
The architects behind this indispensable website and so many other crucial communications throughout the challenging year were our dedicated Staff Communications Director, Barcie Vilches, and Creative and Marketing Coordinator, Holly Pemberton. Their expertise ensured our messaging was not only timely but also professional and precise. They were ably joined by Misty Varsalone, our Director of Member Services, who played a pivotal role in crafting and executing our impactful “essential, safe, professional” campaign. This multi-faceted initiative included coordinated messaging across various mediums, consistently emphasizing that Dallas Builders Association members operate as essential businesses, uphold rigorous safety standards, and conduct themselves with utmost professionalism. With invaluable assistance from Tom Sadler and Associates, our talented team also produced an informative and compelling video that effectively drove home the core tenets of our efforts.
Transcending the immense communication challenges of 2020 was a complete and unwavering team effort. David Lehde, our Director of Government Affairs, and I worked tirelessly to provide real-time updates and to make coherent sense of every new order, rule, and guideline issued by local, state, and national authorities. It took every bit of Barcie’s 37 years of experience to ensure these updates were not only professional and precise but also anticipatory, positioning us to address the next emerging challenge effectively.
Misty’s remarkable intellect and innate ability to connect authentically with our Dallas builders and associate members were crucial. She expertly repurposed our core message, ensuring its consistent delivery across every communication channel and tailored to every audience. Beyond her communications role, Misty also stepped in to bolster membership retention efforts while simultaneously spearheading the realignment of our special events, divisions, and councils to adapt to the unprecedented “new normal” forced upon us by the pandemic.
Holly’s exceptional creativity and tenacity were instrumental in producing one of the year’s most practically useful resources: the comprehensive COVID-19 toolkit for Dallas BA members. She skillfully combined our operational guidance regarding local orders with the aforementioned detailed CISC materials, creating an all-encompassing guide. I am still amazed at how she managed to transform incredibly detailed and potentially mundane material into something relatable, easily digestible, and readily deployable on any job site, empowering our members with vital, practical information.
A significant aspect of keeping the Dallas housing industry robustly operating involved ensuring our members maintained access to key government services and adeptly untangling complex supply chain disruptions. In these critical areas, David Lehde played an absolutely crucial, transformative role.
As city and county offices across the region transitioned to a new, socially distanced mode of operation, David proactively reached out to dozens of these agencies, diligently gathering operational updates. He then posted this vital information in real-time on our dedicated resource page, ensuring members had immediate access to evolving bureaucratic procedures. Beyond information dissemination, he directly engaged with county tax offices, successfully reopening stalled processes that had been holding up several crucial development projects, thereby preventing significant economic losses and delays for Dallas builders.
The unprecedented surge in lumber prices was, and arguably still continues to be, the most prominent and impactful of many supply chain disruptions experienced by the construction industry. Here again, David’s initiative served as the catalyst for national-level progress. His decisive call to a local Congressional office garnered the attention of an influential representative. This led to the formulation of a powerful letter, which ultimately garnered the signatures of hundreds of other lawmakers, collectively calling for administrative action to mitigate soaring lumber prices. Weeks later, thanks in large part to this widespread advocacy, tariffs on Canadian lumber were commendably reduced from 20 percent to a more manageable 9 percent. While the immense credit David deserves for this massive accomplishment may never be fully recognized, nor would he ever seek it, his impact was undeniably profound for home builders nationwide.
While our primary focus remained squarely on doing everything within our power to keep our Dallas builders and their teams actively working and operating safely, we also recognized the equally vital need to maintain the financial stability and operational viability of the Dallas Builders Association itself. Prudent planning required us to prepare meticulously for the worst-case scenarios, while steadfastly hoping for the best possible outcomes.
In this crucial endeavor, our Education Director and Executive Administrator, Sheena Beaver, alongside Accounting Manager Becky Warner, worked proactively and strategically with Treasurer Stephen Puckett. Together, they expertly secured a much-needed loan and a vital line of credit, ensuring that the association was financially prepared for any contingency. Sheena brought invaluable experience as a former executive officer for a builders association in Nevada, while Becky contributed over 25 years of dedicated experience at the Dallas BA. Their combined expertise enabled us to place our operations on solid ground and attend to numerous essential tasks that I, amidst the direct crisis management, was simply unable to handle at that time. Steve’s exceptional efforts and financial stewardship were deservedly recognized with the prestigious Clyde Anderson Associate of the Year Award in September, a testament to his critical contributions.
As the incredible, unforeseen demand for housing paradoxically led to record-breaking months for many Dallas builders and their suppliers, the Dallas Builders Association’s own trajectory was far less certain. So much of what defines our association – in terms of vibrant networking events, essential educational programs, and engaging social gatherings – was either impossible or simply imprudent to conduct in their traditional in-person forms. This necessitated a profound and rapid adaptation of our entire operational model.
Once again, our dedicated staff and invaluable member volunteers delivered with extraordinary innovation and creativity. Our prestigious McSAM Awards, typically a grand in-person gala, successfully transitioned to a virtual format, drawing more than 150 viewers and featuring over 400 entries across 60 categories. The event was masterfully produced, setting a new benchmark and subsequently emulated by numerous other associations across the nation, highlighting our leadership in virtual event execution.
A similar transformation occurred with our annual leadership installation ceremony. Steeped in history and rich traditions, this event was arguably the most challenging to transition to a virtual platform. Yet, in true 2020 fashion, the new board was virtually installed via a pre-recorded Zoom meeting, with presenters taking their turns at a studio teleprompter. Thanks to the strategic placement of a candid camera, we were still able to capture the event’s most heartfelt and authentic moments live. This included the poignant scene of Michael Turner receiving the coveted Hugh Prather Award, recognizing his passionate and unwavering commitment to nurturing the next generation of talent within the construction trades – a commitment rooted in where his own distinguished career in the industry began.
The installation ceremony also encompassed the traditional, symbolic transfer of power from the outgoing president to the incoming one. In 2020, this moment was bittersweet in both regards. Justin Webb’s steady hand, his assured demeanor, and his acute financial prowess epitomized the very best qualities of the office, particularly at a time when they were needed most. I sincerely wish we could have properly celebrated his exceptional leadership and given a truly grand welcome to our new President, Matt Mitchell, who is renowned for knowing how to host an unforgettable party. However, I remain optimistic that we will have ample opportunity to make up for it and celebrate appropriately in 2021.
Not every event in this unique year was confined to the virtual realm, thankfully. Thanks to several stretches of beautiful weather, we were able to successfully host various outdoor events at our office premises and at the picturesque Brookhaven Country Club. This included a sold-out Dallas BA Open golf tournament, where more than 280 enthusiastic golfers participated, enjoying camaraderie and competition in a safe, open-air environment.
Our acclaimed education program seamlessly adapted, bringing the classroom directly to our members, regardless of their location. Throughout 2020, an impressive more than 650 industry professionals attended the 31 classes that were held. Demonstrating incredible foresight and innovation, the program also developed an extensive on-demand library, which now contains over 100 hours of locally-created, high-quality content, providing invaluable flexible learning opportunities for our members.
Our heightened visibility in the media, coupled with the tireless and proactive work of Membership Director Coleman Yates, positioned the Dallas Builders Association as one of the few builders associations nationwide to actually experience membership growth during this challenging year. This remarkable achievement, combined with the success of several adapted events, the steadfast support of our great partners, and the solid strategic planning by our dedicated directors, officers, and staff, enabled us to exceed even our optimistic pre-COVID budget expectations – a truly extraordinary feat.
We expanded our reach to serve more than 1,100 builder and associate members, a membership level we have only achieved three times in the last five years. With Coleman’s unwavering persistence and his renowned ability to connect with anyone and everyone – truly, he has never met a stranger – I am supremely confident that he and the membership committee will lead us to new heights in 2021.
Coleman will continue to receive invaluable assistance from Donnie Evans who, once again, was deservedly honored with the prestigious Shorty Howard Award for recruiting the most new members. Donnie, a past Dallas BA President, also further elevated his leadership role within the industry by being elected to TAB’s leadership ladder as Vice President Secretary in November, showcasing his enduring commitment and influence.
In a year indelibly marked by so much despair, disruption, and pronounced inequality, it was incredibly heartening and deeply inspiring to witness firsthand how Dallas Builders Association members consistently stepped up to serve and uplift our broader community with profound generosity.
In a creative adaptation of their annual Cars for CASA car show, members of the Metro East Division organized a spirited “cruise around” the City of Rockwall. This unique event featured nearly 100 cars and successfully raised more than $41,000 for the local Court Appointed Special Advocates (CASA) program, providing vital support for children in need. The division also continued its unwavering support for the construction trades program at Naaman Forest High School, as it has for over thirty years, by generously donating $3,600, fostering the next generation of skilled workers. The Multifamily Builders Council demonstrated similar philanthropic spirit, donating $8,600 to the Samaritan Inn homeless shelter, funds raised from their highly successful golf tournament. Many of those same compassionate members also contributed enthusiastically to the Dallas BA’s drive-through toy drive, which collected an impressive 232 toys and $700 for Toys for Tots in December, bringing joy to countless children during the holiday season.
Operation Finally Home (OFH), the Dallas Builders Association’s esteemed preferred charity, received a significant boost with the acquisition of three additional lots from the City of Irving. Plans are now well underway to commence the association’s eighth OFH project in early 2021, strategically located just two blocks away from the seventh project recently completed for the deserving Major Eric King, continuing our legacy of providing mortgage-free homes for America’s heroes.
The triumphs and successes of 2020 would simply not have been possible without the unwavering dedication and support of our cherished partners. A total of 223 companies partnered with us across various events, publications, advertising initiatives, and countless other endeavors. This figure actually represents an increase from the 213 partners we collaborated with the year prior, underscoring the strength and value of these relationships even during challenging times. None are more critically important than our eight distinguished industry investors: Hotchkiss Insurance Agency, StrucSure Home Warranty, BGE, Fox Energy Specialists, Dupont, Facets, L&S, and Bravas. Their consistent support is the bedrock of our continued success.
As much as I fervently wish it were so, merely turning the calendar page will not magically brush away the numerous and complex challenges that still lie before us. Persistent permit delays in Dallas, the impending state legislative session, the crucial deployment of safe and effective vaccines, along with the nuanced questions of when and how we can make a gradual, safe return to a semblance of normalcy – these are all pressing topics that will undoubtedly shape my 2021 Year in Review. That said, I am absolutely beaming with pride and filled with a profound sense of gratitude, in ways that words cannot adequately express, for the extraordinary efforts of our tireless volunteers, dedicated directors, invaluable partners, and exceptional staff who collectively made 2020 truly our finest hour. Let us remain vigilant, stay safe, and continue to proactively find opportunity in every difficulty that arises.
Phil Crone is the Executive Officer of the Dallas Builders Association, the premier trade association and robust network for Dallas home builders and their industry partners. Discover more about the invaluable resources, advocacy efforts, and community impact of the Dallas Builders Association by visiting dallasbuilders.com.