Importance Of Effective Marketing Strategies For A Wood Marketing Company
Steve Larosiliere
April 24, 2024
Darrel
In the heart of Merced, California, George Peña’s remarkable journey combines traditional craftsmanship with modern entrepreneurship. His story at Old Lake Mill began with crafting wooden equipment for falconry, evolving into a thriving urban lumber operation that serves the Central Valley community.
At age 13, George Peña discovered his passion for falconry, a pursuit that would shape his professional life for the next four decades. His expertise in bird abatement services, protecting vineyards from starlings, created an unexpected bridge to the lumber industry. Working with birds until 1 PM daily, George developed a schedule that would later perfectly complement his sawmill operations.
The transition to sawmilling began with his need for specialized wooden falconry equipment. His frequent visits to local sawyers for processing lumber led to a pivotal decision – purchasing a Wood-Mizer LT50 super hydraulic mill. This investment, though initially intended for personal use, would become the foundation of a thriving business.
The mill’s capacity far exceeded his initial requirements for falconry equipment, naturally leading to offering custom milling services. This surplus capability, combined with his woodworking skills, opened new possibilities in the lumber industry.
Operating on two acres north of Merced, Old Lake Mill has established itself as the city’s premier sawmill operation. The business benefits from Merced’s Tree City USA designation, providing access to historic trees dating back to the late 1800s. When these mature trees require removal, George transforms them into valuable lumber.
The mill’s comprehensive equipment roster includes the Wood-Mizer LT50 super hydraulic mill, a 529 track skid, drive plus system, and three trailers for efficient log transportation. This infrastructure supports the growing demand for quality lumber products in the region.
The operation maintains a strong focus on sustainability through urban log salvage. When city crews remove trees near the end of their life cycle, Old Lake Mill transforms these premium logs into valuable lumber, preventing waste and preserving local heritage.
Old Lake Mill consistently maintains a two-month order backlog through quality service and reliability. The business primarily processes Redwood for decks, pergolas, and fences – products that can be utilized immediately after milling.
Beyond Redwood processing, the mill handles various hardwoods, adhering to proper drying techniques that often span several years. This patience and attention to detail ensure the highest quality finished products for fine woodworking applications.
The operation demonstrates remarkable efficiency, with milling activities scheduled from afternoon until dark, following George’s morning bird abatement work. This unique schedule optimization allows for maximum productivity while maintaining superior service quality.
Old Lake Mill’s expansion plans include developing an outdoor showroom to showcase timber framing possibilities, particularly utilizing the West Coast’s abundant ornamental cedars – including Deodar, Lebanese, Atlas, and Cyprian varieties. The vision encompasses traditional mortise and tenon joinery in modern applications.
The business aims to establish a permanent location that will accommodate increased production capacity and employee growth. This expansion will enable the implementation of larger-scale projects while maintaining the high standards of craftsmanship that define Old Lake Mill.
The combination of falconry expertise and sawmilling creates a distinctive business identity that sets Old Lake Mill apart in the industry. This unique blend of skills enables innovative approaches to both bird abatement and wood processing, serving diverse market needs while upholding quality standards.
Join the thriving community of wood industry professionals at Woodpreneur Network, where craftsmen like George Peña share their expertise and passion for excellence. Connect with fellow woodworkers who understand the value of quality craftsmanship and sustainable practices in advancing wood-based enterprises.
