DALTON, GA – May 15, 2007 –  Walk into the entrance hall of an assisted living facility, and increasingly the feel is that of a high-end hotel or elegant home. The trend toward larger living spaces and upscale interiors continues as older properties are renovated and new properties are built. The challenge for assisted living facility designers is to balance aesthetic appeal with safety and maintenance concerns.

“An assisted living facility is like a country club with a medical twist, whose members have moved in,” explained Ramsey Jennings, president of The Jennings Group, Inc. and owner of eight properties. “So, the carpet we use in our facilities must be stylish yet tough. It’s what you don’t see about the carpet that makes it the right choice for this setting,” he said, in reference to its backing system.

As properties become more sophisticated to appeal to prosperous but aging baby boomers, facilities nationwide are choosing broadloom and modular carpet backed with Dow polyurethane technology. No matter how beautiful the carpet appears, it must also work well for the caregivers and the demands of a commercial setting. “It’s what’s under the carpet that really makes the difference,” said Jennings, who chose Milliken carpet tiles backed with Comfort Plus® using DOW™ ENHANCER™ Technology¹.

To further extend the carpet’s appearance, Dow polyurethane carpet backing technology includes a functional liquid barrier – a benefit for eldercare facilities where spills from food, drink or bodily fluids require certain characteristics in the carpet backing to avoid odor buildup. When carpet is backed with Dow polyurethane technology, polymers containing hydrophobic segments impede liquid and dirt from penetrating the subfloor, thereby reducing the occurrence of wick back staining and odors. Plus it allows for aggressive maintenance programs including hot water extraction. The result is flooring that maintains the look and feel of a space even when subjected to constant spills, odors and cleaning.

Dow polyurethane technology even provides appearance retention and durability when the emphasis on a full social life for residents requires nearly constant rearranging of furniture. For example, a dining room may become a “performance hall” for guest entertainers, and the arts and crafts area serves double duty as an exercise space. Dow polyurethane backing technology addresses this issue by reducing the carpet’s crushing and matting over time, recovering 90 percent or more of its thickness once heavy furniture is removed.

A carpet’s backing system can also have an impact on the comfort and mobility of residents as well as employees. Compared with hard surfaces, cushioned carpet backed with Dow polyurethane technology may reduce the chance of slips and fall, which is a major concern in assisted living facilities. At the same time, it allows for wheeled mobility and reduces leg fatigue. “Our employees are on their feet for their entire shift so a cushioned backing system makes perfect sense,” added Jennings.  Carpet backing made with ENHANCER™ Technology also serves as an effective noise reducer, helping create a quiet environment for residents, staff and visitors. It minimizes the sound of foot traffic, absorbs airborne noise and reduces sound transmission to surrounding rooms.

As the “aging in place” trend accelerates, so does wheelchair and walker use. Dow technology reduces the likelihood of carpet delamination, which can be a problem in intensive use situations like rolling traffic. Constant foot and rolling traffic can also cause carpet to pill and fuzz – a problem that is significantly reduced with DOW™ ENHANCER™ and ENFORCER™ Technology. All this adds up to carpet that ages well – even under heavy use situations.

“Because our polyurethane backing technology improves the appearance and longevity of commercial carpet, it’s the perfect choice for today’s assisted living facilities,” said Scott Lowrie, business manager for Dow Polyurethane Floor Coverings Group. “We’ve designed our technology to address the diverse functional and aesthetic expectations of this industry, resulting in a superior carpet and backing system.”

To find out more about Dow polyurethane backing technology, please visit us at the Assisted Living Federation of America 2007 Conference & Expo in Dallas, May 15-17 – Booth #151. Or go online to www.dowcarpetbackings.com.     

Dow is a diversified chemical company that harnesses the power of innovation, science and technology to constantly improve what is essential to human progress. The Company offers a broad range of products and services to customers in more than 175 countries, helping them to provide everything from fresh water, food and pharmaceuticals to paints, packaging and personal care products. Built on a commitment to its principles of sustainability, Dow has annual sales of $49 billion and employs 43,000 people worldwide. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. More information about Dow can be found at www.dow.com.

®™* Trademark of The Dow Chemical Company ("Dow") or an affiliated company of Dow

 ¹ To offer these benefits, ENHANCER Technology must be used together with a polyurethane pre-coat

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