Justin “Butch” Woelfel, Sr.
Artcraft Granite, Marble and Tile Company
At 85, Butch Woelfel knew more about tile installation than just about anyone. From traditional wet-set mud installations to thin panel porcelain installations, Butch was a walking encyclopedia on methods and the evolution of the tile industry. Afterall, he began his career in the tile business in the summer of 1953, when he was 14 years old, unloading box cars of tile for his father at Artcraft Tile Company in El Paso, Texas, and he continued working as the owner and CEO of Artcraft Granite, Marble and Tile Company until his last day on earth.
Butch became a tile setter when he graduated high school in 1958, working on local churches, schools, commercial and government projects. The hours were long, the work was hard, but being a tile setter allowed him to travel and experience parts of the Southwest that formed lifelong memories. If you were lucky enough, he would tell the story of when he felt the heart-pounding realization that he ran into German rocket engineer Wernher Von Braun at White Sands Missile Range while he was setting the floor tile in one of the restrooms on base.
His father, John Otto Woelfel, a statuesque first-generation American, impressed a strong work ethic upon Butch and taught him the importance of following proper tile installation procedures and standards. In the late ’50s, while Butch was installing quarry tile in the Los Alamos, N.M. labs, the Army Corps of Engineers representative rejected the tile floor, claiming the quarry tile was “crooked.” Butch called his father to explain the situation. His father replied, “I’ll be up there in the morning.” The next morning John Otto handed the representative a piece of paper as Butch watched intently. The representative and architect handed the paper back to John Otto, and announced, “this floor is not to be removed.” Butch’s dad showed his son the paper which explained that quarry tile could vary 3/8″ in size at that time. Also on that paper, was the Army Corps of Engineers seal, indicating that it was their standard for quarry tile sizing. It was then that the young tile setter realized the importance of standards and documentation.
Butch went on to study architecture at the University of Texas at El Paso, while continuing to set tile at Artcraft. He married his high school sweetheart Mary, and as they started their family, he was compelled to focus on his trade, the company, and his family, especially after his father was tragically killed by a drunk driver in 1966.
For the next thirty years, he carved out a large footprint in El Paso and the greater Southwest as Artcraft became known as the technically adept and superior tile contracting company in the region.
His father had joined the National Tile Contractors Association in the late 1950s and Butch became active in the late 1960s. His father urged him to surround himself with smart contractors. Butch became a charter member of the newly-formed NTCA Technical Committee in 1985, the same year he became President of the Association, a role he held until 1987. During that period, Butch was instrumental in negotiating for the NTCA and securing participation in the international tile and stone trade show, now known as Coverings.
“I can’t recall a time when Butch wasn’t active with the association,” reflects Joe Tarver, NTCA Executive Director Emeritus. “Throughout my tenure, Butch was always there. His value, participation, and contributions to NTCA and our industry are evident in his presidency from 1985-87, his recognition as Tile Person of the Year in 1992, and his induction into the Ring of Honor in 2007,” said Tarver.
“However, the awards and honors only tell part of the story. Butch remained active even when he wasn’t serving as an association officer. He was deeply engaged in everything the association was involved in. We had numerous discussions about NTCA’s programs and activities, and how they were being executed. His input during the negotiations for Coverings was especially valuable and appreciated. A dedicated member, association officer, industry contributor, and personal friend – I’ll miss you, my friend.”
He later served as Chairman of the Board and remained on the Technical Committee until 1998. His last Technical Committee meeting was at Total Solutions Plus in Palm Springs in 2022 as he served in an Emeritus role.
Bart Bettiga, NTCA Executive Director, recalls, “I was hired as Executive Director in 2002. At that time, Justin Woelfel Jr. had recently joined as Director of Training and Education at NTCA, and James Woelfel had taken Justin’s place on the NTCA Board of Directors. Butch was immensely proud of their contributions and told me they were third-generation leaders of our association. The Woelfel family was honored at NTCA’s 70th anniversary celebration for their impactful role in the growth of our association. It was one of the highlights of Butch’s career to have his family there celebrating with him,” Bettiga recalls.
“James became increasingly involved with NTCA, taking on the role of Technical Committee Chairman (a position he still holds today) and serving on the Executive Committee for 10 years while Justin played a key role in the expansion of the NTCA Workshop Program during his time with the association,” said Bettiga. “Butch was also a mentor to many other tile contractors, and I’ve heard many of their stories since his passing. We would not be where we are today without Butch’s substantial contributions to our association,” Bettiga added.
Butch contributed to the NTCA for over 60 years, advocated strongly for the tile contractor and made many lifelong friends.
He wasn’t intimidated by new technologies and market opportunities, from assisting Paul Dinkel in testing his “WonderBoard” in Dallas to embracing gauged porcelain panels and their installation. Over the years, Artcraft conducted numerous field tests on tile mortars and grouts for manufacturers, and thanks to Butch’s feedback, many of these products were introduced to the market following these tests. In response to the growing demand for Saltillo, Butch even began manufacturing it in El Paso. In 2007, alongside James and wife Chris, Butch leveraged his years of expertise to pursue a new path by establishing the tile installation consulting firm, J.G. Woelfel & Associates.
Butch left behind many lasting physical legacies in Texas, New Mexico, and Arizona. In El Paso, the tile work at the Plaza Theatre and the downtown U.S. Post Office are safeguarded by historic designations. The road where the business was once located is now named after Artcraft and serves as a key international gateway to Mexico. In Alto, N.M., the Spencer Theater stands proudly on a plain, its limestone beauty illuminated by the sun for all to see. In Arizona, Artcraft has completed several nationally award-winning installations.
Artcraft Road is named after the business and today serves as an international gateway to Mexico.
Under Butch’s technical acumen, Artcraft installed the 430 tons of Spanish limestone on the exterior of Spencer Theater in Alto, N.M.
Butch was a man of few words and had an intimidating presence, but warmed up to tile contractors who showed intelligence and a commitment to the industry. You would often find him at industry meetings seated at a table surrounded by younger generations of tile contractors sharing stories and wisdom.
Butch made sure his sons Justin Jr. and James earned their way into the tile contracting world. He allowed them to make mistakes and impressed upon them to not make the same mistake twice. He told them that making mistakes is how a person learns and sometimes mistakes are costly. Butch had no problem sharing his respect for industry standards with his sons. Today, both of his sons remain active in the tile installation industry.
Butch passed away peacefully on the morning of February 7, 2025, with the love of his life and wife of 65 years, Mary, by his side, at their cabin in Pine, Ariz. He is lovingly remembered by his children Justin Jr., Jacque, Joani, James (and Chris), 12 grandchildren and seven great-grandchildren.
The Woelfel family wishes to express their thanks for the countless cards, letters, flowers and prayers.
