Featherlite yet durable stone

Rocks often rattle around inside the head of Carson City businessman Terry Pimental.

Pimental, 55, owns Featherlite Rock and Masonry Products, a manufacturer of patented pre-cast pillars, columns, decorative rocks and similar faux hardscape products. After two years of self-funded research and development, Pimental in 2004 started the company by patenting both the lightweight composite material he uses to form his products as well as the process for casting it into objects.

The firm's first products were 86-pound pre-cast columns that slip over a steel pole cemented into the ground. An end cap secures the columns, and an optional solar panel provides light without a connected power source. Columns can be formed to any size and height, from a small ones that support a mailbox to large ones with marquee signage in between.

Pimental steadily grew his distribution outlets and product line with additions such as freestanding rocks and large waterfalls, and now he's ready to make inroads into the $7 billion veneer stone industry.

Owens-Corning, maker of Cultured Stone, and El Dorado Stone are the two primary providers of veneer stone, individual rocks set by hand with mortar. Pimental says he has found an investor willing to infuse $45 million into expanding his operations into manufacturing of pre-cast rock panels that would replace stone fa ades.

"A couple of entities have approached us," Pimental says, declining to talk any further about specifics. "Our product would be so much more of an advantage because of the weight, because it looks better, and because there is nothing like it in the world. We will get the majority of the business once we get this product into the marketplace."

By offering paneled sheets instead of pallets of stones that are individually set by a mason, Pimental estimates the Featherlite system would save homeowners roughly $15

a square foot on stonework. The composite sheets can be cast to match any look, he says, and because they are much lighter than actual stone, they will be easier to handle and install. "This stuff screws, glues or nails depending on how you want to install it," he says.

Other future products include stackable blocks cast 18 inches high by 36 inches long for use as a landscape wall or planter box - think of them as Legos for landscaping.

"Instead of buying a pallet or two of heavy, individual concrete blocks and taking a week to put up a wall, you can buy these blocks, and within hours you can install a complete wall system," Pimental says. "You can have a variety of fa ades to match your (existing) pillars."

Also in the works is sheathing to cover barbecues and hot tubs.

Any place you see stonework Pimental sees its Featherlite replacement.

"What we see is landscaping your whole yard with rockwork, making it look like $100,000, and you could do it yourself," he says.

Pimental doesn't disclose sales figures.

"We have been (placed) in all the major retail and wholesale outlets, and that is how I measure my success," he says.

Featherlite can now be found in some Meeks and Ace Hardware stores, United Rentals locations, Moana Nursery, and at White Cap Construction Supply.

Basalite Concrete Products was the first company to start selling Featherlite, Pimental says.

Pimental found navigating the murky roads of the patent process fairly simple due to the expertise of his patent lawyer, John Long.

"He was excellent in walking me through the process of getting the proper documentation," Pimental says. "The key in having a good patent attorney is that you've got to have a wide range that someone can't infringe upon."

Two of Pimental's biggest problems in bringing his idea to fruition have undone many a bright idea. He had to find a way to cheaply mass-produce his product, and he had to find the right dealers and markets.

"Even though we felt we had a superb, unique product, one that would be a big advantage to the market, those two issues were kind of a struggle," he says. "It took a lot of money and a lot of time."

Pimental uses a manufacturer in Connecticut to fill orders from the Midwest or East Coast, and shipping from either location poses little problem. "All we have is bulk, and that is why we have a huge advantage," he says.