Concrete stamping and other decorative techniques first appeared in Southern California, Las Vegas, and south Florida; eventually the trend started to pick up across the whole southern belt. Now that it has the public's attention, the industry is exploding. Consumers and contractors alike are discovering that concrete - always an economical and durable choice - is also an attractive alternative to wood, stone, tile or brick. With such variety, decorative concrete contractors inevitably become color and pattern consultants. Most people have a better sense of aesthetic appeal. Richard Smith of Custom Concrete in West Hills, CA, says many of his residential customers want the "loft" or industrial look in their homes: hard floors, neutral colors, and clean lines. In the 40's and 50's, nearly all homes were built with hardwood floors, vinyl tile or sheet flooring; during the 60's and 70's, rugs and carpets covered them all up. These days, homeowners are ripping up carpet and vinyl to make use of the existing hardwood or concrete underneath. "With all the allergies, dust, and cleaning costs, the carpet is coming out," says Mike Verlennich in Staples, MN. "People are looking for ways to save money; if the concrete is already there, you can use it as a canvas rather than cover it up." Brother and partner Dave Verlennich points out that you can have handsome and detailed patterns using concrete stains and saw cut lines for about $7-10 per square foot. That's a huge savings over stone or imported ceramic tiles but still yields a spectacular floor. In addition, the material costs to install these products averages $0.85 per square foot.