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October 10, 2010

Elephants taking carpet durability testing to the extreme

By Chad Blackshear CNHI Newspapers  CNHI

DALTON — DALLAS — It’s probably safe to say something is durable if it can withstand having 45,000 pounds of elephant trampling on it and still remain recognizable.

That is the message that Mohawk Flooring is trying to convey through its SmartStrand Challenge. The Calhoun-based company partnered with the Dallas Zoo and installed SmartStrand triexta carpet in the indoor enclosure at the zoo’s African elephant exhibit, which houses six elephants totaling nearly 50,000 pounds.

The SmartStrand Challenge began last year when Mohawk partnered with the Birmingham Zoo in Birmingham, Ala. and carpeted Ricko the Rhino’s enclosure for two weeks. The carpet was perfectly clean after withstanding two weeks of abuse from the 2,800-pound rhinoceros, according to Mohawk officials.

Dozens of individuals from across the country were at the Dallas Zoo Wednesday night for a celebration kicking off this year’s SmartStrand Challenge, which officially began Thursday and runs through Oct. 21. The event featured speakers from Mohawk and the Dallas Zoo, displays of products and a tour of the zoo’s recently opened African Savanna exhibit, which houses the elephants.

“Over the last few years, our company has spent millions on innovations,” said David Duncan, Mohawk’s vice president of marketing. “We wanted to put it in an extreme condition and this year we wanted to intensify the challenge.”

The SmartStrand with DuPont Sorona carpet will remain in the elephant exhibit for two weeks to test its ability to withstand the mess and weight of the zoo’s six elephants. The carpet is between the elephants’ living quarters and outdoor habitat, and will be crossed by the animals several times each day.

According to Duncan, the carpet is innovative and the challenge illustrates that Mohawk will go to extremes to prove the quality of its products.

“It has literally changed the industry,” Duncan said of the SmartStrand carpet, explaining that having elephants walking on the carpet is the ultimate test. “This is living on the edge. This is extreme.”

Duncan said that the challenge is the equivalent of having 500 12-year-old children abusing the carpet and is six times as intense as the SmartStrand Challenge at the Birmingham Zoo.

Gregg Hudson, president and chief executive officer of Dallas Zoo Management, said the challenge will help the zoo achieve its goals.

“This challenge is a lot of fun,” said Hudson. “Our mission is to connect people to wildlife.”

Hudson said the carpet has been well received by the elephants.

“They love the new carpeting,” said Hudson. “We can barely get them out in the morning.”

The public can view the SmartStrand Challenge live online, as six webcams have been strategically placed throughout the elephants’ enclosures to capture the animals’ life on the carpet.

SmartStrand carpet has also been installed in the zoo’s black rhino exhibit.

This year’s partnership with the Dallas Zoo also features the Human Habitat exhibit. The exhibit, housed in the reptile quarters, consists of four different household situations, including a living room, kitchen, bedroom and foyer.

As part of the partnership, Mohawk carpeted the zoo’s reptile building as a gift.

Those interested in learning more about the challenge or watching the elephants walk across the carpet may do so by visiting www.smartstrandchallenge.com.

 

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