The firm was even responsible for a $2.2 million project involving 65,000-square-feet of swimming pools and waterfalls on the rooftop of an upscale apartment complex's parking structure in Hong Kong.

With $2 million in equipment, supplies, molds, inventory and warehouse facilities, Rock & Water Creations no longer installs water features itself however. Instead, it has positioned itself as a leading national supplier of GFRC boulders and rock cliff panels to pool and spa builders, landscape contractors and other trade professionals.

Supported by the financial success Rock & Water Creations has earned from its past installations, the news that the company offers educational seminars to train individuals on how to install its large selection of GFRC castings comes at the perfect time for many contractors.

This because they are receiving increasing numbers of requests from residential and commercial customers who want natural-looking water features.

"The customers of pool, spa and landscaping contractors nationwide are telling them they want all the bells and whistles, and they're willing to pay for it," says Embury.

"They're looking for that more impressive, more exotic and more natural feel that the contractor can only provide by incorporating real or artificial rocks and boulders, flora and realistic-appearing water features into their projects."

"Fortunately for pool, spa and landscaping contractors, our customers--just like you--are creatures who're greatly influenced by fun, peaceful or romantic memories. Often times those memories are connected to a beautiful setting or atmosphere that included rolling, falling or flowing water," he says.

"It's only natural that more and more of our customers are going to make requests for specialized approaches to pool, spa and landscape construction. Smart contractors are taking advantage of the trend, and profits, by giving them what they want," he says.

"Trade pros are finding that the kind of customer today who can afford to build a pool or waterfall in the first place is also likely willing to spend the extra money to make the leisure experience more fulfilling," he explains.

"That's why contractors throughout North America are scrambling to find reliable suppliers of quality materials who also offer the initial training and support they might need. They're looking for someone to help them provide the sights and sounds their customers expect when they envision that private refuge they want to replace the hundreds of square feet of boring space in their backyard."

Whereas homeowners used to be more patient with the installation of a pool, spa or landscaping, today many contractors are finding their customers want a more elaborate and natural look to the final product and they want it done faster.

"I know lots of contractors who find themselves shaking their heads in disbelief a lot more than in years past when their customers inform them of their preferred timelines," says Embury.

"And that's not all bad in this business if you can give them what they want without destroying their home life for weeks."

In fact, it's actually a great unspoken understanding...the customer wants the contractor gone as quick as possible so he or she can start enjoying the finished product and the contractor wants to get out of there and on to the next job--and paycheck--just as fast.

"The trick is to have the right amount of experience and creativity under your belt, and to be working with the right type of materials."

More than just having a complete understanding of the construction and, yes, the "psychology" behind making a great water feature in a landscaping plan, Embury feels contractors today need to know there is another alternative to relying on the expensive, cumbersome and overall inflexible aspects of dealing with natural rock.

"Until someone proves otherwise, we were the first contractor to build a real boulder pool more than 20 years ago," explains Embury.

"So we know the hassles involved with acquiring the right rock, arranging for transportation and a crane, tearing down fences, ruining flower beds and getting just one chance at placement of a typical three-by-three foot, 3,000-pound monster."

Instead, Embury has spent the last decade perfecting a wide assortment of artificial boulders and rock panels made of glass fiber-reinforced cement that he says installs almost effortlessly (one of his similar three-by-three foot rocks weigh just 300 pounds), looks better, costs less and--most importantly--provides a contractor with a better profit margin.

Says Embury, "I'd guess that 90 percent of contractors are still creating boulder pools, water features and other landscaping highlights the old way."

"The contractors who are using our GFRC products tell us their margins have increased 30 percent and their time on the job site is usually cut by 30 to 40 percent."

Embury points out a problem caused by a general lack of training and experience in the installation of artificial rock which is compounded by the fact there is also a lack of awareness of the few manufacturers in the United States from whom contractors can purchase quality, reasonably-priced and natural-appearing GFRC rock.

Despite its relatively recent appearance on the pool, spa and landscaping construction scene, GFRC rock is quickly earning a well-deserved reputation. For its part, Rock & Water Creations is taking advantage of the fact that its $1,500 individual molds are taken from actual rocks, using a latex formula that took five years to develop.

Realism is the simple answer to why the company's products are in such high demand nationally as the interest in natural water features grows.

"Although we'll still keep our hands in select installation projects locally," Embury says, "we're looking forward to making a bigger contribution industry-wide for years to come by being a reliable source of GFRC products and technical advice for those who want their work to be compared to a Rolls Royce rather than a Volkswagen."