Shasta

A clear difference that makes us Arizona's #1 Pool Builder.

A clear difference that assures you get the Best Pool for Your Money.

Voted one of the Best Places to Work in Arizona by the Business Journal.

Wednesday, March 12, 2008

Shasta Pools Opens New Pool Supply Store in Tempe

TEMPE - To help Valley residents get a jump start on spring, Shasta Pool Supplies opens their newest retail store at 1245 West Elliot Road, Suites 105 & 107, in Tempe, on Saturday and Sunday, March 15th and 16th, 2008 with a Grand Opening celebration.

To thank customers for shopping at the new Tempe store, Shasta Pools will pass out free ice cream and hold drawings to win prizes including a $2500 Visa gift card, a $1000 Visa gift card, a $500 Visa gift card, pool products, toys, and much more! Customers can also take advantage of special offers and enter to win prizes at all six Shasta Pool Supplies Stores in the Valley during the Grand Opening weekend.

"The month of March is the perfect opportunity for pool owners to get their pool prepared for swimming," says Retail Operations Manager, Bernie Wenzel. "The Shasta Pool Supplies Grand Opening Sale means big discounts on the items people really need." No matter who built their pool, pool owners will be able to get the parts, supplies and quality chemicals they need, and experience world-class customer service.

Shasta Pool Supplies is a subsidiary of Shasta Industries, Inc. and operates six retail locations in the Phoenix area. Shasta Industries consists of nine divisions and is founded on constant innovation and providing astonishing customer service. Shasta employs more than 550 people in the Valley and has been Arizona's #1 pool builder since 1968.

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Tuesday, March 11, 2008

The Business Journal of Phoenix: Shasta Pools Opens New Tempe Pool Supply Store

by Lynn Ducey Phoenix Business Journal

Shasta Industries has opened its sixth Shasta Pool Supplies store, at 1245 W. Elliot Road in Tempe.

In addition to its pool supply retail operation and pool design centers, Shasta Industries operates nine divisions, including pool construction and remodeling for commercial and residential clients as well as a commercial parts and coatings operation.

Locally owned by the Ast family, the company was founded in Phoenix in 1966.

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Friday, February 29, 2008

Shasta Pools masters destiny through diversification

The Business Journal of Phoenix
by Lynn Ducey Phoenix Business Journal

Shasta Pools and Spas has been giving Valley residents a place to splash for decades and, over the years, has learned to ride the waves of the real estate business.

"The housing market is the No. 1 thing that's been challenging out there. In order to build a new pool, a lot of times there has to be a new house," said Steve Ast, Shasta's vice president of sales.

Founded in the Valley in 1966 by the Ast family, the company long ago realized that diversity tempers real estate's notorious ups and downs.

"In our early years, we were very dependent on residential. But it's really gotten to a point (that) we are significantly diversified," Ast said.

While Shasta is well-known for residential pool construction under its Shasta Pools and Spas brand, the company -- formally known as Shasta Industries Inc. -- also is heavily involved in the manufacture of large-scale resort and municipal pools.

Shasta built Buckeye's 450,000-gallon municipal pool, which features a 120-foot-long water slide, a dedicated competition diving area and a giant mushroom that dumps buckets of water onto patrons, said Dave Showen, parks manager for the town of Buckeye.

"With daily visitors, we always max out at 400 people. We do swim lessons and diving competitions and practices, and with reservations we are booked from mid-May to mid-September," Showen said.

In his previous position with the city of Peoria, Showen also worked with Shasta: The company built the 250,000-gallon Centennial Pool in 2001 and refurbished the Peoria Pool in the late 1990s.

"Shasta knows what people want in this industry. They are experts in their business and did a really great job in a timely manner," Showen said.

That reputation is the reason Shea Homes identifies Shasta as a recommended brand for the Walnut, Calif.-based home builder, said Buddy Satterfield, president of Shea Homes Arizona.

Shea has worked with Shasta for almost two decades, and Satterfield said its ability to offer such high-quality amenities is important to Shea's competitive edge.

"People view a pool as an extension of their home. We tend to spend a lot of time in our backyards in Phoenix, and pools really promote the use of the backyard," he said.

Ast declined to discuss financials for the privately held business, but Shasta officials estimate they have built pools at 75,000 Valley homes.

The firm continues to build on its presence, operating five stores and design centers across Arizona offering retail sales, repair and replacement services.

Shasta's diversification also includes the manufacture of commercial water features, including those at Tempe Marketplace. In addition to a coatings division, the company does significant business in the manufacture and sales of pool filtration systems and replacement parts to commercial customers worldwide.

Ast said executives have strategic goals set for each of the company's nine divisions.

Overarching plans for Shasta include further developing its large-scale resort and municipal business across the Western U.S., continuing to build the portfolio of international clients for its parts business, and bringing new innovations to its residential offerings.

While the home building and pool business are extremely competitive, particularly in the Phoenix market, Ast said many people in the Valley have short memories.

"The last downturn in Arizona was in the 1990-'91-'92 time frame. And people tend to forget about those times. Now, it's the mortgage industry. But over the past 30 to 40 years, business -- and even we as a state and a city -- have always worked it out," Ast said.
Shasta Industries

What: Builder and designer of commercial, resort and residential pools and spas; manufacturer of pool-related commercial parts and coatings

Founded: 1966

President: Ed "Skip" Ast

HQ: 3750 W. Indian School Road, Phoenix

Divisions: Nine

Employees: 540 full- and part-time

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Friday, January 11, 2008

Biz Buzz: Shasta Pools and Spas expands with new Gilbert design center

The Business Journal of Phoenix
by Lynn Ducey Phoenix Business Journal

Shasta Pools and Spas recently opened a design center in Gilbert at 5340 S. Power Road, Ste. 101.

The center offers state-of-the-art master pool designs, including an array of finishes and tiles. It also features equipment that ensures low-maintenance pools.

This is the company's fifth design center in the Valley, joining others in Phoenix, Mesa, Maricopa and Surprise. Although it's already open, the store is expected to hold a grand opening celebration later this month.

Founded in the Valley in 1966, the family company is owned by Ed "Skip" Ast, whose two sons also have leadership roles: Steve Ast is vice president of sales, and Jeff Ast is president of construction.

For more: www.shastapools.com.

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Friday, November 16, 2007

The Business Journal of Phoenix: Shasta Pools opens new Surprise Design Center

by Lynn Ducey Phoenix Business Journal

Phoenix-based Shasta Pools and Spas opened a design center in Surprise with five master pool designers.

The new facility, at 13820 W. Bell Road, Ste. 11, joins the company's three others in Phoenix, Mesa and Maricopa. A fifth design center is expected to open early next year in Gilbert.

Shasta is a family-owned business, founded in 1966 by Bob Ast. His sons, Steve and Jeff, now lead the company as vice president of sales and vice president of construction, respectively.

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Saturday, June 30, 2007

Modern pools flow in all shapes, sizes, styles

The Business Journal
Summer 2007

By Linda Obele

Luxury swimming pools are like people. Some are big, and some are bigger. Some are formal, and others are all about fun.

But all pools seem to have one thing in common: Each is designed to beckon its owners outside to enjoy more of Arizona's great year-round weather.

"Arizona living just dictates that," said Linda Hanford, marketing director for Scottsdale homebuilder Toll Brothers Inc. "Buyers are looking for luxury indoors and luxury outdoors. They want to take the indoors in and the outdoors in."

While the trend at one time seemed confined to custom homes, even buyers of production and semi-custom homes are seeking more elaborate outdoor living environments.

Caption page 1: Doug Lasater worked with Shasta Pools to create a dramatic effect for his Scottsdale backyard. His 36- by 18-foot negative edge pool is accented with two large stacked-slate columns topped with fire woks.

Take for example the Terreno model at Toll Brother's new Saguaro Estates community in North Scottsdale, where prices start at $1.2 million. The 6,651-square-foot model features a stunning swimming pool, seating area and fire pit, nontraditionally situated in the home's front courtyard.

"Buyers are asking for the outsides of their homes to be as amenitized as their indoor spaces," Hanford says. "They want pools with misters, design details, unusual shapes, swim up bars. They want sunken barbecue areas, ramadas, raised patio areas, and TV's and pizza ovens by the pool so that their kids don't have to tromp in and out the back door while they're swimming in the summer."

Valley pool builders confirm Hanford's observations and discuss what's in and what's out in the luxury pool and spa world.

Finishes
Over the past several years, stone aggregate finishes have surpassed plaster as the pool coating of choice for many luxury home owners, says Mike Ferraro, president of Phoenician Pool Construction. The finishes go by several brand names. PebbleTec, PebbleSheen and PebbleFina are among the most commonly recognized in the industry.

Benefits of stone aggregate finish include durability, stain resistance and beauty. Ferraro said the newest of these types of finishes is PebbleFina, which combines cement with an additive called pozzolan to make the mixture more durable and resistant to etching from chemicals and hard water. It also incorporates tiny pieces of seashells to enhance the beauty of the pool's interior and add a brilliant sparkle quality to the water.

Also newer on the scene is Beadcrete, the trade name of a concrete pool finish that's smoother and more vibrant than traditional stone aggregate mixtures. The shine and color are attributed to tiny bits of polished glass and shiny rocks incorporated into the product. One of Beadcrete's most attractive features is the way it appears to glow under both natural and artificial light, giving the pool almost a three-dimensional appearance. The cost is about 20 percent greater than stone aggregate, but the result is a smoother feel on the feet. Tile, both ceramic and glass, also is popular in very high-end pools and spas, says Ferraro.

"It's expensive, but stunning," he says, adding that a homeowner might pay $50 per square foot for glass tile, compared with $5 for stone aggregate. Because of the expense, some homeowners choose to use tile sparingly- as an accent along the waterline or in a design at the bottom of the pool, or to cover the surface of a spa.

Caption page 2: A large tiered fountain, arching jets of water and accent lighting transform an ordinary pool into extraordinary.

Inset: A flagstone-topped bar is a nice addition to this pool, which features a built-in seating area

Decks
The 1970's gave us cool deck, a heat-resistant cement coating applied to concrete. The late 80's gave us a more advanced version, using a cement and polymer coating sprayed over concrete decking, then covered with an acrylic masonry paint. But today's luxury pools are more likely to be surrounded by a variety of natural and synthetic stone products, such as flagstone, canterra, travertine and brick, says Bill Gullekson, director of sales for Shasta Pools and Spas' semi-commercial division.

Gullekson says pavers, especially the manufactured products, are forgiving of Arizona's expansive soil conditions and are available in a variety of colors, patterns and textures

Lighting
Modern day pool and spa lighting runs the gamut from the traditional 120-volt incandescent spotlight embedded beneath the water's surface to fiber-optic lights that transmit illumination through tiny fibers. Fiber optics, which traditionally are installed in a strip around the pool's perimeter, have increased in popularity because of the variety of colors available and because the light source is in a remote location. No electricity is used around the water.

Also popular is spectrum amber light, known as SAL. The light is controlled by computer automation and features a spectum of seven colors that can be synchronized for effect.

While not normally thought of as a light source these days, fire is being used more and more in and around Valley pools and spas. "People like the combination of fire and water," says Ferraro.

Natural gas- or propane fueled fire can be found spouting from pots, urns and woks. Sometimes fire appears to emerge from waterfalls and boulders, or from under the water itself.

Scottsdale resident Doug Lasater worked with Shasta Senior Designer Wally Dykert to create a dramatic effect with fire at Lasater's backyard pool and spa. Two fire woks are mounted atop stacked-slate pillars on the back side of a 36- by 18-foot negative edge pool. A square, elevated fire pit behind the pool is framed by the two pillars.

When the features are ignited at night, Lasater says, the effect is a "smoothing ambience" unlike any other.

"Shasta assisted me in creating a one-of-a-kind modern pool which will become the desire for young professionals in years to come," says the 28-year-old real estate investor, who recently finished flight school to become a commercial airline pilot.

Design
Remember when swimming pools were either rectangular or kidney-shaped? Gullekson says in some of the Valley's older residences, those retro shapes are making a comeback. But by and large, today's luxury pools feature geometric shapes that compliment the home's architecture.

Infinity or negative-edge pools still are hot, although maybe not as popular as they were from the late '80s through the '90s.

"They've come a long way," he says. "But I've probably talked more people out of them than in. They need a focal point behind the pool. The water should drop off into another body of water, like a spa, or off into a view of city lights- not into a fence. Otherwise, it's money wasted."

Zero-edge or deck-level pools also are cropping up at more luxury homes, especially those with flat yards. The design, which uses the same technology seen in most public swimming pools, puts the pool water at the same level as the top of the deck. Water from the pools flows into a surrounding gutter and then into an underground surge tank, which recycles it back into the pool. "The look is striking," says Gullekson.

Rock water slides, shade-covered swim-up bars and lazy rivers also can be found at many of the Valley's upscale homes.

Technology
Automation has extended from the house to the pool and lighting. With the tough of a button, homeowners can control the heating, cleaning, lighting and other functions of their outdoor pool and spa from a panel located inside the home.

In-floor cleaning technology and saline systems that create natural chlorine are well-liked for their easy maintenance.

"With pools, almost anything goes," says Gullekson. "But one thing that's definitely 'out' is high-maintenance pools. A pool is like a puppy: When you first get it, you play with it and you don't mind if it barks and you don't mind cleaning up after it. But after a while, the novelty wears off. What keeps people away from getting a pool is their past experiences or perception of cleaning it using a hand vacuum.

Caption page 3: Large fire woks provide mood lighting in Doug Lasater's Scottsdale backyard.

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Friday, May 11, 2001

Shasta Pools wins award for leadership

The Business Journal of Phoenix

Arizona Business Leadership Association Inc. has named Shasta Industries Inc. as its 2001 ABL Leadership Award recipient.

Shasta, one of the country's largest privately held pool builders, was nominated by the accounting firm RSM McGladrey.

Ed "Skip" Ast, the company's president and chief executive, started the firm in 1966. It has more than 600 employees in the Valley.

The award, which was presented on May 3, recognizes a company that has shown leadership in the Arizona business community and its industry.

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