Alberta Masonry Council

What Alberta Masonry Council does

Alberta Masonry Council (AMC) is a not-for-profit industry association incorporated in 2011 to promote the use of masonry as a construction material in the Canadian province of Alberta. It was founded by the supplier and contractor members of the Masonry Contractors Association of Alberta (MCAA) and operates from its headquarters in St. Albert, Alberta. The organization is staffed by a small core team (an Executive Director, Dr. Mark D. Hagel, and an Executive Assistant, Karen Schneider) and is governed by an eleven-member Board of Directors composed of representatives from leading Alberta masonry contractors and suppliers, including White Cap, Echelon Masonry, Scorpio Masonry, I-XL Building Products, Cast Supply, JKL Masonry Construction, Timberstone, J.R. Western Masonry, IB Jensen Masonry, and Fiddlerock Masonry.

AMC's activities are organized around three pillars: education, marketing, and technical guidance. The Council publishes a free suite of design aids targeted at architects, structural and civil engineers, and urban planners, covering thermal performance, sustainability, and the six principal masonry types (brick veneer, concrete masonry units, full bed stone, adhered thin masonry veneers, glass block, and mortar). Its signature initiative is the Masonry Design Awards program, held every four years since 2007, which recognizes excellence in Alberta masonry construction across categories spanning commercial, residential, institutional, restoration, and structural masonry. The organization also runs an industry events program that includes quarterly meetings, an annual general meeting, conference participation, and the Bricklayer 500 trade-skills competition.

AMC's business model is membership-funded rather than transactional: revenue is generated through dues paid by supplier and contractor members of the MCAA, with no commercial product sales or pricing tiers. All design aids, marketing content, and event information are distributed without charge through the organization's website (albertamasonrycouncil.ca), supplemented by a presence on Facebook, Twitter/X, LinkedIn, and an email newsletter. There is no proprietary software product, mobile application, API, or AI-driven offering — the underlying "platform" is the website itself and the accumulated catalog of design-aid documents and award-archive magazines published since incorporation.

Name

Alberta Masonry Council

Legal name

Alberta Masonry Council

Website

https://albertamasonrycouncil.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Alberta Masonry Council is a not-for-profit industry association, incorporated in 2011 by Alberta masonry contractors and suppliers, that promotes masonry construction in Alberta through free design aids, technical resources, and a four-yearly Masonry Design Awards program.

Ownership category

akta.pro rank

Headquarters

HQ city

St. Albert

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Member dues and industry association activities: AMC is funded by supplier and contractor members of the Masonry Contractors Association of Alberta (MCAA). Revenue is generated through membership contributions rather than product sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Alberta Masonry Council is a not-for-profit association that promotes masonry in Alberta through three pillars: free design aids and technical resources for architects, engineers, and urban planners; an awareness/marketing program (Masonry Advantage) and a classification reference of six masonry types; and a recognition/engagement program centered on the Masonry Design Awards (held every four years) and industry events including quarterly meetings and the Bricklayer 500 competition.

Product overview

Alberta Masonry Council operates as a not-for-profit association (incorporated in 2011) that promotes masonry through three core service pillars: education (design aids for architects, engineers, and urban planners), marketing (masonry advantages and design awards), and technical guidance (masonry types reference). The organization maintains a portfolio of educational resources, an awards program recognizing masonry excellence in Alberta construction projects, and hosts industry events including quarterly meetings and the Bricklayer 500 competition. The Council serves the Alberta construction industry by providing design resources, technical information, and recognition programs for masonry craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Masonry Design Aids Educational resources and technical documents for architects, engineers, and urban planners to assist in designing with masonry materials, including thermal catalogs and sustainability guidance. Provided at no direct charge to end users.
• Masonry Types Reference Comprehensive reference covering six masonry types: Brick Veneer, Concrete Masonry Units, Full Bed Stone, Adhered Thin Masonry Veneers, Glass Block, and Mortar. Distributed as a free industry resource.
• Masonry Design Awards Quadrennial awards program recognizing excellence, innovation, and design in masonry construction in Alberta, with categories including Artistic Use of Masonry, Commercial Building, Educational/Institutional, Multi Family Residential, Restoration, Single Family Residential, and Structural Masonry.
• Masonry Advantage Program Marketing program and resource library highlighting the durability, versatility, and timeless aesthetic appeal of masonry as a construction material, aimed at promoting masonry to designers, engineers, and planners.
• Industry Events Program Organization of industry events including quarterly meetings, annual general meetings, the CMCA Conference, AAA Banff Sessions, annual golf tournament, and the Bricklayer 500 competition for Alberta masonry industry members.

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Masonry Contractors Association of Alberta (MCAA)coreOthersAMC was incorporated in 2011 by the supplier and contractor members of the MCAA. The two organizations are closely aligned, with MCAA presenting the Alberta Masonry Design Awards. AMC's board includes representatives from MCAA member companies.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Others

• Alberta Construction Association: Provincial umbrella association representing Alberta's general construction industry. Adjacent peer sharing the Alberta construction-industry advocacy footprint but at a broader sector level rather than material-specific.

Broad incumbents

• Brick Industry Association (BIA): U.S. national trade association representing brick manufacturers and distributors, providing design aids, technical resources, and awards. Same promotional and technical-resource mission as AMC but for the broader North American brick market.
• National Concrete Masonry Association (NCMA): U.S. national trade association for the concrete masonry industry, performing advocacy, technical resources, and awards at scale. Comparable functional peer — same promotion/education model but operating across the entire U.S. market.
• Mason Contractors Association of America (MCAA): U.S. national association for masonry contractors, focused on workforce development, training, and industry advocacy. Direct functional parallel to AMC's contractor-side representation but at national U.S. scale.
• Canadian Masonry Contractors Association (CMCA): National Canadian association referenced in AMC's event participation (CMCA Conference). Comparable trade-body mission at the national level for Canadian masonry contractors and suppliers.

Regional players

• Ontario Masonry Contractors' Association: Ontario provincial trade association for masonry contractors, performing a role analogous to AMC but in a different Canadian province. Comparable in scope and mission, but operating in a different geography.

Direct peers

• Canada Masonry Design Centre: Canadian national resource center providing design aids, technical information, and training for masonry construction. Closest national-level peer in Canada, with overlapping mandate of promoting masonry to designers and engineers.
• Masonry Contractors Association of Alberta (MCAA): Alberta's masonry contractor trade association that founded AMC in 2011 and continues to present the Masonry Design Awards. Most direct organizational peer — same Alberta market, same membership base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MasonryAlberta
• Facebookfacebook.com/albertamasonrycouncil
• LinkedInlinkedin.com/company/alberta-masonry-council

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alberta Masonry Council