National Perspective on the
Asphalt Pavement Industry
Mike Acott
NAPA President
Asphalt Pavement Association of Indiana Annual Winter Conference
Indianapolis, Indiana
January 9, 2014
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© Copyright 2012 Daniel J Edelman Inc.
Intelligent Engagement
OUR MISSION IN 2013
• Advance Research & Deploy Innovative
Asphalt Technology
• Achieve Significant Progress on PEC Projects
• Expand APA’s Impact/Outreach
• Strengthen State and National Legislative
Support
• Respond to Regulatory Threats
• Expand Go-To-Market Effort
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Goal:
Advance Research and Deploy Innovative
Asphalt Technology to Enhance Performance
and Reduce Cost
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FHWA/NAPA COOPERATIVE AGREEMENT
• NAPA has been awarded a $2.5 million
agreement for “Advancement of
Innovative Asphalt Technology”
• Partnership provides a mechanism to
advance innovative technologies
• Agreement is for 5 years, FY 2014-2018
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FHWA/NAPA COOPERATIVE AGREEMENT
• Leverage NAPA’s expertise in leading
innovation advancement including:
• RAP, RAS, WMA Survey for 2013
• RAP Management Best Practices
• Recycled Tire Rubber Best Practices
• Mix Type Selection Guide update
• Thin Asphalt Overlays update
• LCCA Webinar?
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FHWA/NAPA COOPERATIVE AGREEMENT
• The innovation team includes:
• NCAT
• Texas A&M Transportation Institute
• Advanced Asphalt Technologies
• Industry Consultants
• State Asphalt Pavement Associations
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RAP, RAS & WARM MIX DEPLOYMENT
2009
2011
2012
RAP
16.2% 19.1% 19.6% National Average
RAS
.70
WMA 16.8
1.2
1.9
Tons Millions
68.7
86.7
Tons Millions
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WMA Usage
Percentage of Total Asphalt Production
in US
• 8
25%
20%
15%
24 %
19 %
10%
5%
11 %
5%
0%
2009
2010
2011
2012
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ASPHALT PAVEMENT RESEARCH AT NCAT
• Respected By Our Customers
• Focus on RAP, RAS, Warm Mix, Thinner
Pavements, Pavement Preservation,
Perpetual Pavement, etc.
• Recommendations on LCCA Procedures
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Goal:
Achieve Significant Progress on PEC Projects
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PAVEMENT ECONOMICS
COMMITTEE
Six NAPASAPA Task
Groups
$1
Million
Program
Funded by
NAPA & SAPAs
with 100%
SAPA
Participation
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PAVEMENT ECONOMICS
COMMITTEE
Six NAPA-SAPA Task Groups
Best Quality and
Competitiveness
Pavement
Design
Environmental
Sustainability
Legislative
Pavement
Preservation
Pavement
Type
Selection
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PAVEMENT ECONOMICS
COMMITTEE
Examples of PEC Projects
• Optimize Pavement Design & Materials
• Enhance Life Cycle Assessment Software to Include
Pavement Smoothness
• Unintended Consequences of Reflective Pavements
• Develop Thinlays with High Recycled Content
• Prevent Passage of Pavement Type Mandates
at State and National Level
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PEC: PVI Smoothness Study
Project Objectives
• Michigan Technological University to compare smoothness o
asphalt pavements to concrete
• Enhance LCA Software to Include Pavement Smoothness
Methodology
• Use FHWA’s LTPP database to compare pvmt smoothness
• Identify rate of pavement deterioration (IRI) over time
Results
• Initial results: asphalt is smoother than concrete
• Additional work is being conducted to relate to fuel savings
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IRI vs. TIME
IRI (m/km)
HMA US-127
PCC US-23
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Time (year)
PEC: Reflective Pavements Study
Project Objectives
• Arizona State University Reviewed literature to identify unintended
consequences
• Submit for publication in peer-reviewed journal
Methodology
• Review Lawrence Berkeley Nat’l Lab’s modeling
• Examined for unintended consequences of reflective pvmts
Results
• Study report posted on ASU web site
• ASU raises concerns about Lawrence Berkeley’s models
• ASU concluded that reflective pavements may have substantial
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negative impacts
Goal:
Expand Asphalt Pavement Alliance’s
Impact/Outreach
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ASPHALT PAVEMENT
ALLIANCE
Coalition of
NAPA, AI,
SAPAs
Increased
Investment
in APA with
$1 million
budget
Sales & Field
Deployment
“Asphalt FACTS”
Program
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Goal:
Strengthen State and National Legislative
Support
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STRENGTHEN STATE & NATIONAL
LEGISLATIVE SUPPORT
• Implemented State Legislative Tracking System
• Strengthened Staff and Hired Lobbyist Firm
• Michele Stanley and Whitmer & Worrall
• Advocacy Handbook Completed
• Plant/Project Tours & Constituent Meetings
• Conducted First Asphalt Fly-In
• Grow NAPA PAC
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LEGISLATIVE KEY MESSAGES
• Urge Congress to swiftly enact a six year, user-fee
funded Surface Transportation Authorization bill to
stabilize and grow the Highway Trust Fund
• Pavement design issues should be left to state
engineers
• Reauthorize the Accelerated Implementation and
Deployment of Pavement Technologies Program
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Goal:
Respond to Regulatory Threats
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CRYSTALLINE SILICA RULE
- INDUSTRY PATH FORWARD
• Known hazard
• First “PEL” in years
• Proposed Rule
published Sept 12th
• Proposed Rule
requires respirators
• Industry is wellpositioned for milling
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MILLING MACHINE PARTNERSHIP
• 10-year Partnership includes Industry, NIOSH, and Unions
• Focus has been on validating engineering controls
• Water spray and evacuation systems effective
• Best Practice Guidelines available
• Goal is to protect workers while removing respirator requirements
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OUR MISSION IN 2013
• Advance Research & Deploy Innovative
Technology 
• Achieve Significant Progress on PEC Projects 
• Expand APA’s Impact/Outreach 
• Strengthen State and National Legislative
Support 
• Respond to Regulatory Threats 
• Expand Go-To-Market Effort
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Goal:
Expand Go-To-Market Effort
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GO-TO-MARKET PLAN
• Expand Program
• Increase Financial Support
• Leverage Strengths of All
Industry Resources – NAPA,
SAPAs, APA, NCAT, AI
• Leverage the Power of the
Asphalt Industry’s Grassroots
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GO-TO-MARKET PLAN
DEVELOPMENT
• Agreement with Edelman
• Guided by Market Research
• Media Analysis
• Rapid Response Program
• Leverage PEC Projects
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MARKET RESEARCH
Qualitative and Quantitative research, measure
attitudes, and opinions
• State DOTs, design/build firms, tollways, public
works, engineering firms
• In-Depth Interviews
• Online survey distributed to 650+ respondents
- 221 responses received
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RESEARCH: GENERAL FINDINGS
The asphalt pavement industry is considered an
important partner helping to address the issues facing
agencies today.
• Pavements are a significant investment for agencies
and they look to the industry as technical experts
• The asphalt industry is viewed positively
• Respondents are particularly interested in the cost effective
advancements in pavement technologies
• Decision makers pay attention to driver stakeholders
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MEDIA ANALYSIS
• Assessed Media Coverage for Asphalt and
Concrete Over a 12 Month Period
• Metrics Include
– Tone/Favorability
– Key Messaging and Positioning
– Topics Driving Coverage
• Asphalt has more media coverage than
concrete
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RAPID RESPONSE PROGRAM
•
•
•
•
•
•
Twice weekly report with recommendations
Covers earned media only
Predominantly trade publications
Low coverage for either side balanced mentions
Coverage largely neutral
Many opportunities for positive coverage
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PATH FORWARD
• IDI’s Finalized 
• Quantitative Survey Finalized 
•
•
•
•
•
Completed Messaging Workshop 
Ongoing Media Assessment 
Maintain Momentum With PEC Projects 
Go-To-Market Plan Developed 
Making it All Fit Together
STAY TUNED!
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