Our time spent meeting last month in San Diego was productive, to say the least. Having this time to reflect, recalibrate, and challenge ourselves to think boldly about the future is so important for our sustained success. I’m always impressed by the collaborative thinking anytime this group is in the same room.
While understanding the effectiveness of current programming is always on the agenda, the Board also devoted time toward finalizing its five-year vision. Part of that entailed previewing several “Think Big” initiatives that are likely to shape future Checkoff investments.
All told, the Board conditionally approved or renewed a total of 19 programs, representing $1,246,606 in proposed funding.
We have a lot in the works, and I encourage you all to spend a few minutes familiarizing yourselves with the highlights below!
FIVE-YEAR VISION
CMC is targeting 20% industry growth, resulting in 6.8% market share
over the next five years, driven by increased demand for concrete masonry. This plan is built around six strategic pillars: marketing, education, university relations, design assistance, codes and standards, and outreach.
MARKET ANALYSIS & FUTURE PLANNING
According to the February 2025 Market Share Analysis, CMU currently holds 5.3% of the market. With a goal of 20% growth, that would bring us to 6.4% market share by the end of the five-year vision. Structural steel continues to lead nonresidential construction at 41.9%, while softwood lumber currently holds 35.8% following a restated revenue adjustment. The report also projects 2.3% growth in U.S. GDP by 2026. See the full report in the Producer Portal here.
FINANCIAL & COMPLIANCE SNAPSHOT
We closed Q1 with $19.3M in total assessments and $13.6M in assets. Slower performance in Q4 was likely tied to broader economic conditions, but overall financial goals remain on track. Compliance is still holding strong at a 98% clip.
CONTINUED INVESTMENTS IN EDUCATION
Checkoff investments in education continue to advance, with more than 100 high-impact Design Pro courses now available with a renewed focus on graduate-level research. The Construction Management curriculum received both national and regional support. Additionally, discussions around the Director of Education role will continue in August to refine the position’s scope and ROI.
BLOCK DESIGN COLLECTIVE (BDC) GROWING
The BDC project support offering is now live on BeautyOfBlock.com, with $1.455 million in funding and three regional technical directors now in place. Over the next year, the BDC plans to support 10-15 project proposals, answer 400 inquiries, host 25 events, and deliver 40 new resources.
We also recently welcomed Lauren Kennedy as the Region 4 Technical Director. A graduate of Texas A&M University, Lauren brings a wealth of field experience within the engineering space, ranging from her roles at Kiewit, MWH Constructors, and most recently the Federal Aviation Administration.
CODES & STANDARDS WINS — BY THE NUMBERS
Behind every code update is a team of experts working through the details. In Q1, 15 subject matter experts dedicated 1,320 hours. Their work focused on environmental performance, structural systems, and fire safety. At the national level, two changes were approved in favor of masonry. In Region 4, three additional masonry-supportive changes were passed, and one key provision was successfully defended.
As updates begin on the 2027 editions of IBC, IRC, and other model codes, over 1,100 proposals have already been reviewed. Other recent wins include preserving termite-resistant definitions, preventing unnecessary TMS 402 changes, and pushing back on expanded fire-retardant wood use.
THINK BIG: POTENTIAL PROGRAMS ON THE HORIZON
Several new initiatives are under review, including a rapid response media strategy, a push/pull campaign to reach end users, and net-zero research exploring CMU’s role in sustainable energy. Other concepts include federal endorsements (like FEMA) and deepening ties with partners like MIT to position CMU as the go-to material for resilience.
RAC PROGRAM HIGHLIGHT
MIDWEST (REGION 3) MOBILE MASONRY TOUR
The 2025 Mobile Masonry Tour in Region 3 is off to a strong start. Since hitting the road a few weeks ago, they're already proving to be a hit with students, educators, and community members.
The program brings the concrete masonry experience directly to high school students, faculty, and industry professionals. With a mobile trailer setup, this program is designed to make learning truly hands-on and approachable while showing younger generations and their instructors what our industry is all about throughout the region. The trailer features live equipment demos, hands-on learning, and career exploration for students and community members. At their first stop, between 1,400 and 1,700 students showed up to explore hands-on demos, which sparked lots of interest from other teachers asking how they could bring the experience to their own schools.
The 2025 tour is making its way across all 11 states in RAC 3 (Midwest), and we’re excited to watch the progress and success this program will bring. If you’re in the Midwest and want to bring the tour to your community, reach out to Dr. Kurt Helgeson to learn more: krhelgeson@stcloudstate.edu.
We’ve been laying the groundwork to expand the reach of Beauty of Block, and the Q1 numbers reflect strong progress. The Checkoff continues to invest in both national and regional marketing efforts, helping to amplify the Beauty of Block across the U.S., leading to 137 media placements with an estimated reach of more than 115 million people.
Other content highlights include the launch of a new Beauty of Block resiliency landing page and a pair of press releases: one national release focused on resiliency and rethinking the rebuild, and another to trade media introducing the Block Learning Hub. We also expanded our digital footprint, with Beauty of Block now live on Instagram and Facebook, making it easier to engage with AECs where they’re already spending time.
On the horizon, we're setting clear targets and making the infrastructure to support them. The goal is to reach 500,000 visits to the Beauty of Block website over the next five years. So far, we’ve converted over 4,100 anonymous site visitors into known contacts, giving us a better view into who’s engaging with our content. With the Block Learning Hub now fully integrated into BeautyOfBlock.com, we can track learning journeys and deliver more tailored, relevant content to users.
With our recent designation as an AIA Innovation Partner, we’ve strengthened our credibility with architects, and a planned ICC partnership in late 2025 and 2026 will extend our reach to engineers and code officials.
And to top it all off, branded Beauty of Block welcome kits will soon be in the hands of recent architecture and engineering grads. This small gesture will make a lasting impact as they start their careers as part of the “Congrats, Grad!” promotion.
BUILDING BACK BETTER: CONCRETE BLOCK SHAPES LA’S RESILIENT FUTURE:
In the aftermath of California’s wildfires, Los Angeles Business Journal spotlights concrete block as a leading solution in rebuilding stronger, safer communities. With its non-combustible makeup and ability to withstand wind-driven embers, concrete block is in high demand for fire-resistant construction.
New York Business Journal explores why concrete block is gaining momentum in sustainable construction. Chuck Rotondo of the Concrete Masonry Checkoff highlights three core strengths: resilience, low embodied carbon, and operational efficiency. With its fire resistance, durability, and ability to reduce HVAC reliance through thermal mass, concrete block is redefining what sustainability looks like in modern building.
In the face of wildfires, earthquakes, and rising climate risk, San Francisco Business Times highlights how concrete masonry is being recognized as a smarter choice for Bay Area builders. Known for its strength, fire resistance, and low maintenance, concrete block is gaining traction as developers and architects seek solutions that balance performance with sustainability in one of the nation’s most vulnerable regions.
The American Institute of Architects (AIA) has announced a new partnership with the Concrete Masonry Checkoff, marking a major step forward in expanding access to education on resilient, sustainable building practices. This collaboration will bring continuing education coursework directly to AIA members, positioning concrete masonry as a key player in designing for longevity, safety, and climate adaptability.
From ember-resistant vents to ignition-resistant materials, this Los Angeles Times article highlights essentials for safer homes with durable materials. In fire-prone regions especially, the article suggests to ask your builder about using durable, noncombustible options that provide exceptional resistance to fire, such as concrete masonry.
If you've ever considered stepping into a leadership role within our industry, now’s the time.
We’re looking for individuals who bring insight, experience and a shared commitment to shaping the future of concrete masonry. This is your opportunity to represent your peers and ensure the work we do continues to reflect the priorities of the producers who make it all possible.
MCAA OFFICIALLY TRUIST FOUNDATION INSPIRE AWARDS FINALIST
MCAA is officially a finalist for the Truist Foundation Inspire Awards, securing a significant grant toward ReCastED — a mentorship-driven program designed to help tradespeople transition into CTE teaching roles and address critical industry gaps. This opportunity was made possible through the Impact Network, the Checkoff’s 501(c)(3) partner. A good sign of where the industry is heading, and how we’re multiplying your Checkoff dollars.
Stay tuned this fall to see who will be announced as the winner and take home the grand prize!
DESIGN ASSISTANCE RFP OPEN — SPREAD THE WORD!
The Block Design Collective is seeking qualified consultants to expand national support for technical inquiries and project support. The request for proposal (RFP) went live on April 11 and will remain open through June 30. Selected consultants will help deliver timely, high-quality support to designers and builders, reinforcing CMU as the go-to solution in resilient construction. See the RFP here.
STAY IN THE LOOP
If you haven’t caught up yet, there’s so many great things happening at the Checkoff! With big announcements and upcoming events on the horizon, here are all the ways you can stay in-the-know and be part of the excitement.
