Tom Roberts, president of the International Cemetery, Cremation and Funeral Association wrote an informative column in the January 2007 issue of the ICCFA Magazine that caught my attention.
Roberts' column addresses several topics including the increasing role of cremation and the challenges and opportunities for the death-care industry.
Roberts wrote of his recent trip to Beijing, Shanghai and Hong Kong, China and how he was highly impressed with the high quality products he observed in a country where "cremation is 98% of the market" and cremation rates in the U.S. are increasing annually.
Roberts' column addresses several topics including the increasing role of cremation and the challenges and opportunities for the death-care industry.
Roberts wrote of his recent trip to Beijing, Shanghai and Hong Kong, China and how he was highly impressed with the high quality products he observed in a country where "cremation is 98% of the market" and cremation rates in the U.S. are increasing annually.
We too have been very impressed with the high quality products we have manufactured in China for our clients.
Roberts wrote: "Their Chinese staff have traveled all over the world searching for new concepts to integrate into their properties to "perfect" their brand.Two of the cemeteries we toured, TianShou, Beijing (begun in 1997), and Fu Shou Yuan, Shanghai (begun in 1994), were nothing short of remarkable. The scenic beauty of gardens, fountains, monuments and features, set against a backdrop of mountains and rivers, truly illustrates that there is a future for cremation service and burial."
Gardens, fountains, monuments and scenery are harmonized to create a beautiful environment.
"A funeral house we visited serves 25,000 families per year. It provides a traditional funeral service before the family moves to the cemetery for a committal ceremony and then cremation at a third location. We were very impressed with the personalization demonstrated in their monuments."
Traditional funeral service, committal ceremony and cremation can be tied together in a manner that offers personalization that honors a life.
"Some sections require that each monument be individually designed to reflect the life and accomplishments of the individual. The cemeteries we visited have several design teams and artists available to meet with families for customization. In cities where the average per capita income is less than $8,000, many families choose to expend significant sums on their burial choices. This was not because they were persuaded to do so, but rather because the option was available and they found value and meaning in their selections."
Personalization through design teams should offer significant perceived value to the clients whom we serve.
Roberts wrote: "Their Chinese staff have traveled all over the world searching for new concepts to integrate into their properties to "perfect" their brand.Two of the cemeteries we toured, TianShou, Beijing (begun in 1997), and Fu Shou Yuan, Shanghai (begun in 1994), were nothing short of remarkable. The scenic beauty of gardens, fountains, monuments and features, set against a backdrop of mountains and rivers, truly illustrates that there is a future for cremation service and burial."
Gardens, fountains, monuments and scenery are harmonized to create a beautiful environment.
"A funeral house we visited serves 25,000 families per year. It provides a traditional funeral service before the family moves to the cemetery for a committal ceremony and then cremation at a third location. We were very impressed with the personalization demonstrated in their monuments."
Traditional funeral service, committal ceremony and cremation can be tied together in a manner that offers personalization that honors a life.
"Some sections require that each monument be individually designed to reflect the life and accomplishments of the individual. The cemeteries we visited have several design teams and artists available to meet with families for customization. In cities where the average per capita income is less than $8,000, many families choose to expend significant sums on their burial choices. This was not because they were persuaded to do so, but rather because the option was available and they found value and meaning in their selections."
Personalization through design teams should offer significant perceived value to the clients whom we serve.
I favor cemetery sections dedicated to original creations that reflect the life and accomplishments of individuals who have lived remarkable lives. This concept reminds me of zoning for homes. If you own a million dollar home, you would not want an old dilapidated, poorly maintained trailer next to your majestic beauty. Likewise, cemeteries can be harmonized by proper organization and management.
"In the land of cremation, what we encountered was not direct disposal without meaningful ceremony, but examples of memorialization, love, humanity, cultural recognition, life education and environmental considerations. Jìngzu, ancestor veneration-the honoring of the deeds, sacrifices and memories of the deceased-has a long tradition in China (as well as in some other countries around the world). As our culture moves toward increased cremation, these are concepts we must strive to maintain in what we provide."
"In the land of cremation, what we encountered was not direct disposal without meaningful ceremony, but examples of memorialization, love, humanity, cultural recognition, life education and environmental considerations. Jìngzu, ancestor veneration-the honoring of the deeds, sacrifices and memories of the deceased-has a long tradition in China (as well as in some other countries around the world). As our culture moves toward increased cremation, these are concepts we must strive to maintain in what we provide."
Ancestor veneration is a great idea and one that I advocate with our Life History Plaques (SM). Likewise, "memorialization, love, humanity, cultural recognition, life education and environmental considerations" are important ideas to be considered as part of memorialization.
Roberts astutely recognizes that the public, and not the death-care industry, will decide the future for the industry. The industry is reinventing itself "while embracing universally accepted core values of remembrance, celebration of life and memorialization.
Source: Tom Roberts, CCE, ICCFA president for 2006-2007, is president of Allegheny Cemetery in Pittsburgh, Pennsylvania. www.alleghenycemetery.com. See http://icfa.org/roberts1.07.htm for Mr. Roberts' article.
Roberts astutely recognizes that the public, and not the death-care industry, will decide the future for the industry. The industry is reinventing itself "while embracing universally accepted core values of remembrance, celebration of life and memorialization.
Source: Tom Roberts, CCE, ICCFA president for 2006-2007, is president of Allegheny Cemetery in Pittsburgh, Pennsylvania. www.alleghenycemetery.com. See http://icfa.org/roberts1.07.htm for Mr. Roberts' article.
Burton Fletcher
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