Architectural Rendering of MAD Maxx ProtoType I w/2 Car Garage & Yoga Studio
MAD Maxx – Modern Architectural Design to the Maximum – Part I
Press Release: One Builder’s Story…
The original MAD Max “concept home” quickly grew into a business model that, “I believe” is the future of housing in the United States and beyond. Most development and/or Homebuilding organizations begin first with a land acquisition, then a product offering secondarily. Ours began first with a specific product and a movement to create the best organic homes in the world.
During the height of the recession I set out with my company, Meridias Realty Group; to develop a more affordable and sustainable “concept home” that could deliver a housing product capable of transcending the slippery slope of decreasing price points, during a tumultuous time of economic turmoil. As well as, a housing product that could perform in a more sustainable fashion than the mass over-supply of mediocre to basically poor quality production units built during the last Hyper-Boom from roughly 1993 to 2007.
As the founder of Meridias Realty Group and a Housing Industry Executive w/30+ year über-successful track record in both Extreme Custom Home Building and a background with Fortune 500 Production Giants like Pulte/Centex, I took the time after the boom during the throes of the housing recession to research and revisit Traditional Even-Flow Production systems, commonly implemented Sunbelt Production Techniques like Timber & Steel Frame Building Systems. And, even traveled to Europe to study the use of Structural & Heat Mirror Glass in multiple building processes and touring the factory L’Atelier Du Verre S.A. in Belgium with the legendary Designer & Inventor, Aurelio Gangi (now deceased) who designed such marquis projects, as The European Parliament Building in Brussels (see directly below) and the ING Building in Budapest, Hungary, (also seen below in the thumbnail sized pic) for their possible uses in residential construction.
The straight-up truth of the matter was that I devoted extra time to finding answers to housing issues that troubled me because after the crash there just wasn’t much going on in the Las Vegas Market. And, I simply had to get up each morning and “do” something to create a new business in the ashes of a multi-billion dollar industry that had been wiped clean. Life as I knew it after 20+ years in housing was changed forever.
A good example of that was in areas like the South Shore of Lake Las Vegas Resort where we had earned huge margins of over $1 Million per home just one short year prior was now experiencing nearly 95% retractions in land values and dramatic price reductions in existing homes or standing inventory throughout that Critical Sub-Market. And, out in the Las Vegas Valley at large, there was an even more dramatic horror story playing out as there were documented Case Studies of 100% retractions in land values in most other areas. In fact, in one Review-Journal newspaper article written around 2009, the writer made a convincing argument that the value of raw land in the Las Vegas Valley was effectively “zero”. That the only level of value attributable to building lots or land was the cost of whatever infrastructure had been placed in the ground. But, the dirt in and of itself was worthless.
With that mindset, it seemed pulling capital together and investing in good old “sticks & bricks” at that juncture did not look real promising or very logical. So, I delved deeper for answers to the housing crises in my own way, experimenting with ISBU Construction or Intermodal Bulk Shipping Units commonly referred to as Shipping Containers and even found a new product called Giga-Crete in North Las Vegas and began running cost estimates for that system. I studied different principles related to ancient Fly-Ash & Silica in Concrete to determine the best mixes for potentialities in Green Building. I felt that with this socio-economic meltdown underway that when buyers came back to the market they would be much more careful with their finances and would not only want a better quality product to purchase, but; they would want a healthier more environmentally safe home to live in, as well.
I went on to sell and complete several multi-million dollar projects using several different ICF (Insulated Concrete Form) Systems, hoping perhaps that a poured in place system would satisfy my desire to build a better product. I even considered Forced Earth as viable system for awhile. In short, I tested every system available that I could find; in search of a bullet-proof, sustainable building system that could both stand the test of time and could weather the elements & the effects of economic volatility…
In the end, the most obvious choice both for House Cost, Insulation or “R” Factors and from a “Green Building” prospective was right under both mine and everyone else’s feet the entire time. It was also a system I was familiar with since childhood in Southwest Florida. And, for the most part the same system used by the Native Anasazi Indians of the Desert Southwest who seemingly better understood the basic principles of Thermal Mass 2000 years ago than the multi-billion dollar publicly-traded builders and developers seemed to understand today.
The choice was a simple aggregate brick, or in modern terms; the use of a CMU, CBS or a “Green” Concrete Block Building System.
Once the Basic Structural Elements of Mad Maxx was established, it was even more fortuitous that a wave of Modern Housing swept over the market and created a consumer demand for contemporary almost industrial-style housing
Macro-Economic Design Goal & Philosophy:
In short, most of “Big Business” in America, whether it be Automobile Production, Mass Consumer Products or New Home Production companies are mostly geared to deliver as little as possible for the highest margin possible. We opted to design a modern, if not; futuristic product that integrates “every” new technological advancement offered in the market today. In fact, the home is designed “around” technology in lieu of retrofitting new technology in some archaic production system not meant for such upgrades.
Like the automotive company, Tesla; we didn’t just redesign the body. We completely threw out the drive train, motor and re-formed the body or in our case the super-structure from an entirely different material.
Micro-Economics w/Features & Benefits: Part II
Brief Examples of MAD Max Engineering (Standard Features):
1) Environmentally speaking, how can one limit their carbon foot-print when clear-cutting forests in the Great Northwest to build houses out of low-grade pine studs 1,000 miles to the south in the Mojave Desert? The answer is, you don’t. To the contrary, Mad Maxx is constructed from sand and aggregates directly mined off the desert floor, right here in Las Vegas. And, no amount of new home construction is going to send an ecologist screaming and pulling out their hair from using too much sand in the desert.
2) Why use expensive cooling units that send dirty air though filthy fiberglass A/C ventilation tubes that leak like a sieve into a wood-frame structure, when the most natural product is readily available, i.e. “Block” to create a harmonious Thermal Mass environment that requires less energy output?
3) Why try to retro-fit sub-standard plastic Chinese Solar Panels that do more damage than good to barrel-tile concrete roofs that soak up heat like a sponge? We can design integrated Solar Panels “into” the actual roof sheathing and membrane. Translation – The MAD Maxx’s Roof “is” one giant Solar Panel.
4) Other features such as, Tankless Hot Water Heaters, Ductless HVAC Systems, Low Voltage Lighting, Never Before Seen – Tactile Physical Features, Urban Gardens, Audio, Video & Security Systems are all included.
Here is the difference…Large builders today pick-up marketing “buzz words” and try to then integrate these things into their existing product lines to attract buyers. We “proverbially” threw the baby out with the bath water, so to speak; and genetically-engineered a brand new baby that will crush traditional housing as we know it.
MAD Maxx is so advanced it literally makes the product constructed during the hyper-growth cycles look more like pollution than housing products for humans.
Targeted Consumer Group #1 – The Post-Millennial Marketplace; as Interpreted by Michael G. Hutchings
I’ll admit when we first conceived MAD Maxx, I was a bit concerned. We were in a deep recession. And, I didn’t know if anyone would ever want to invest in new homes again. There seemed to be a generational over-supply of homes and I really thought due to the gravity of the economic melt-down and the socio-economic climate we were heading into, that an era of a Blade Runner type existence was the direction we were heading. I believed for nearly a year that survival was to be the mantra, not luxury; and admittedly a little bit of that mentality crept into our first generation designs. Yes, there were many houses being bought and “flipped” by Scratch & Dent, non-licensed Home Depot and Lowe’s “Raiders” who had descended on our market like locusts under the guise of investors.
But, they were treating housing purely like a commodity, not organically; or as if it someone’s home. Even the way these “flip” projects were approached was fundamentally wrong from a true responsible developers perspective. There appeared to be a greedy generational shift of scarce, high interest private funding and an over-supply of product. In my mind, who was going to buy, let alone pay extra to buy a house that could, for example; check your blood pressure or heart rate after a run and forward the data to your cardiologist? These were high-tech luxuries not in the “purely shelter” equation. But, what we asked was…Are these features really luxuries, or is this type of technology that is already really a part of our daily lives? Ten years ago did we think carrying a computer in our hands and to bed with us 24 hours a day would be a necessity? No, but; that is what we all do presently…
During the recession I think most companies went to work on R & D (Research & Development) because for the most part we had an industry ground into dust with no potential for upward movement for possibly years on end. Yet, there was more emerging technology to be had due to the advancing digital age than ever before in the history of the housing industry. These huge conglomerates kept continuously bringing new and exciting home technology to the market year after year.
In the “big bucks” arena, technology flourished throughout the recession as Plutocratic Economics took hold and the rich became, even richer — The Mega-Custom Home Industry gobbled this new technology up, i.e. Crestron, Lutron, Control 4, Microsoft, Vantage, Savant by Apple, Honda, Tesla, Mitsubishi, Viking, Electrolux, LG, Samsung, etc. and the list goes on and on. Many products that are way too numerous to count and explore in this format are available to select from. There are hundreds of digital security applications alone to chose from. Something that didn’t even exist a few years ago.
Just as we morbidly make medical and surgical advancement during times of war — recessions cause immense competition from vendors and suppliers as a way to break-out and move more product. And, as perverse as it may sound; a lot of good came out of the housing meltdown as it relates to the actual product that propelled our quality of life.
More products and material sources than “ever” before have emerged, as well as; a whole new look for American Housing. More European and/or Australian Architecture, if you will. And, of course; as stated the extreme luxury markets were buying it all up at record pace. But, median housing was still lagging…The question remained, how could we create an affordable home with all of these features?
Then, miraculously after nearly nine (9) long years we saw the economic “Green Shoots” on our desert floor that Tom Barrack, CEO of famed Real Estate Investors “Colony Capital” had written about in his very telling and accurate “blogged” missive after the initial crash! The housing recovery ensued and the emergence of the Millennial appeared and something happened that I wouldn’t have dreamed of seeing in a thousand years unfolded…a consumer after-shock struck! It became clear that it wasn’t a lack of consumer capital that was an issue “post” bust, it was the product or offering that one brought to market that need recalibration. The money is there for the right products, period. The code was that technology was actually allowing us to build and exist more organically, not less!
After everything the economy had gone through, i.e. The Big Short, incarnated right before our very eyes in Las Vegas. After all of the heartache, pain and mayhem associated with the Housing Meltdown. A time when the words Foreclosure, Repossession and the term Short Sale became a part of our everyday vernacular; consumer groups picked themselves up, dusted themselves off and are now paying more for housing, than they were at the peak of the Boom-Cycle in 2005. And, believe it or not the products are actually far more inferior than ever.
As sad as that statement and over-all situation is…This became our opening “back” into the market. Patience is a virtue! This recovery has allowed us the ability to re-enter the market at a perfect time and deliver MAD Maxx at a reasonable price point with a solid margin at the same price or less than the production machines are churning out the same low quality housing that they were prior to the meltdown.
We have a chosen a different path. We have designed a home that will stand for a thousand years. A new kind of home that promotes and accentuates the “Health of its Owner” and compliments the ever-delicate Environment. Homes that are cutting-edge, sustainable and that speak to today’s consumers in their own language.
MAD Max is an iHome that speaks to the iPhone Generation…Literally!
We have spent hundreds of thousands of dollars designing a Product-Line of Seven (7) MAD Max Floor-Plans ranging from 2,200 Square Feet to nearly 4,000 sq. feet. And, we are equipped to build custom versions of MAD Maxx up to an unlimited size and scope.
Furthermore, MAD Maxx works aesthetically and architecturally in any housing market in the world and we intend to populate new markets outside of Las Vegas in as early as 2019. We have acquired our fist parcel and are in the Structural Engineering Phase of the 1st Prototype and are working with clients on several pre-sales, as we speak!
Be a part of something revolutionary. Please contact us today @ 702-418-2523 or Info@CustomHomeLife.com! In the meantime, we are committed to your Health, Happiness & Re-Capturing the American Dream!
Michael G. Hutchings, Founder