Dealer Profile: Big George's Big Green Initiative
Those 4-inch-deep trays make up what could be called an artificial field and are excellent at retaining rainwater. That mean Big George's isn't dumping gallons of runoff into city sewers. And on bright or hot days, the moist sod reflects sunlight instead of absorbing it, thereby keeping the building far cooler than a sizzling black or silver roof would. The effect, essentially, is an extra four inches of insulation that's actually nice to look at.
The Bishars says the novelty of the green roof has had a marketing impact on customers in the Ann Arbor area. Local politicians have held fundraisers on the rooftop patio, happy to be associated with an eco-friendly business. Real estate groups have had mixers, complete with catering, up there.
Big George's, a new Nationwide Marketing Group member, sells patio furniture and grills along with a full selection of appliances and specialty electronics. The Bishars have put a few items on display on the roof, but they've never seen it as a direct extension of their sales floor, just an incentive measure.