Platinum grows forces in St. Pete

Tampa Bay Business Journal
by Michael Hinman
Staff Writer

ST. PETERSBURG -- Manufacturing jobs are on their way to Pinellas County as Platinum Advanced Technologies Inc. prepares to do a full launch of its hurricane-resistant building materials.

Although company officials are not ready to discuss details, Platinum spokesman Don Thompson said plans are being finalized to open at least one manufacturing plant in St. Petersburg within the next couple months to produce fiber-reinforced polyurethane walls. Platinum says this construction material it developed can reduce household cooling and heating costs by as much as 50 percent, and at the same time withstand storm winds in excess of 200 mph.

"We've been looking for plants in Pinellas County and Polk County, but we're really looking at St. Petersburg to locate a plant," said Ron Donnini, president of the St. Petersburg-based company. "We need about 50,000 square feet plus some outside area for some loading and unloading. But once we find a site, we could be up and running in 60 to 90 days."

Flying under the radar

The construction material is getting some attention in the building community in light of the past two hurricane seasons causing billions of dollars in wind and water damage. While storm wind-resistant building materials already exist on the market, Donnini said Platinum's material is unique as it can be built in the standard 3-1/2-inch thickness, compared to the 8 inches normally needed for block houses. The polyurethane walls are premanufactured at a nearby plant, and builders have to do nothing more than set the walls in place, thus eliminating a lot of the waste and time needed to build standard structures.

The company has flown under the radar during its research and development period over the last few years as demonstration houses were built along the Gulf coast in hurricane-prone areas, including Florida's first one in Ocala. Now, Platinum is seeking out homebuilders to start using the product, and Donnini said millions of dollars are already under contract.

One company that came aboard almost immediately was CCI Builders of St. Petersburg. While material costs are higher than standard construction materials, CCI president Jesse Battle III said homebuyers could easily be drawn in to lower energy bills, better storm resistance and the almost complete elimination of termite problems.

"It has better benefits down the road, and people are probably going to get more bang for the buck," Battle said. "We're getting appraisals of the product right now to see what price range to market it through. But we're already building in Highland, Polk, Sarasota and Charlotte counties."

Product of the future's future

Convincing homebuilders to try something new isn't always the easiest task, but Donnini feels Platinum's product sells itself, especially now that hurricane season has officially started. Current interest in the Tampa Bay area stretches from residential areas such as Tampa's Carrollwood community to a strip retail center being planned for northern Pinellas County.

Platinum also is providing the material for the New American Home display that features the "home of the future" at next year's International Builders' Show in Orlando.

"We certainly have to do some missionary work with the builders and with their trades," Donnini said. "But once they understand what we're doing, the trades accept the product very, very easily."

And builders are keeping their eyes on the market.

Marshall Gray, division president of KB Home Tampa, said he's "continuously looking for new and improved materials that will increase efficiency and enhance the quality we build into each of our homes."

That's something Donnini said he definitely understands.

"Change is hard, we know that, so we're looking for what we call those early adopters, those builders who are looking for cutting-edge technology and looking to improve their processes."

mhinman@bizjournals.com | 813.342.2477

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