Purpose of the Book
Rocky Geans and Tommy Ruttura set out to create a book that serves both as a historical record and a tribute to the community and spirit of ASCC—an organization shaped by shared values, professional pride, and resilience.
The American Society of Concrete Contractors - A History
Historical records are far more than an archive of the past, they are a strategic asset for any organization. When used well, they shape identity, guide leadership, and strengthen the future.
You’ll learn from this because the history is treated not as nostalgia, but as usable knowledge. The goal isn’t only to admire the pas, but to extract patterns, principles, and decisions that still matter.
In his seminal book Managing for Results, Peter Drucker teaches that management is not about control, but about purpose, focus, and meaningful results. That philosophy echoes throughout ASCC’s history.
I’m fascinated by how ASCC’s first president, Roger Corbetta, landed on organizational goals in the 1960s that, to this day, tie directly to ASCC programs that support those goals.
Corbetta’s vision rested on several core beliefs:
- Professional Recognition: Concrete contractors should be recognized as equals to architects and engineers.
- Education: A more professional industry required continuous learning.
- Community: Social gatherings were essential for networking, trust-building, and unity.
- Self-Reliance: ASCC would be a community where contractors defined their own future, supported one another, and protected the integrity of the craft.
The book succinctly walks through six decades of ASCC’s history, with discussion of how and why each ASCC program ties back to Corbetta’s core beliefs.
The World of Concrete Is Born
Of the many ASCC initiatives, one of extreme interest to me was ASCC’s role in the World of Concrete (I’ve been to 40 of them).
The 1970s brought a severe economic storm. Stagflation—a toxic mix of stagnation and inflation—hit the construction industry especially hard. For the young ASCC, the timing was disastrous:
- Membership declined
- Finances weakened
- Subcontractors, who made up much of the membership, were hit hardest
- Housing starts fell, and many contractors faced bankruptcy
By 1973, ASCC was effectively bankrupt. The association was forced to let its executive director go.
William “Bill” Avery of Concrete Construction Products was asked to provide interim management, serving as executive director for the next decade.
Avery focused on practical solutions and innovative programs, including nurturing the early concept that would become World of Concrete.
The first World of Concrete was held in Houston and drew approximately 1,450 attendees. Albert Albanelli, founder of Albanelli Cement Company, brought 14 employees—roughly 1% of total attendance!
The book’s authors, Tommy Ruttura and Rocky Geans, attended that very first show, beginning a lifelong relationship with the event. They still teach popular seminars at the show.
I have the pleasure of calling Tommy Ruttura and Rocky Geans friends. Sharing a meal with them at each World of Concrete—an event they’ve attended since day one—is always a treat. Their continued commitment to teaching and mentoring, offering one or two courses every year, embodies the very spirit of ASCC and is awe-inspiring.
Left to Right: Rocky Geans, Jim Peterson, Tommy Ruttura, Dan Tate
This book, The American Society of Concrete Contractors: A History, is both a tribute and a rarity. Few organizations remain faithful to their founding principles for 60 years while still layering on new benefits for their members. ASCC has done exactly that, honoring its past while continuing to build its future.
As we look inward, it’s up to us as business leaders to do the same.
Coming soon to the ASCC bookstore!