A Tribute to Joe Primavera — SUNDEK’s Voice, a Loyal Friend, and a Devoted Family Man
On August 30, 2025, at just 58 years old, Joe Primavera passed away after a long health battle. In the days since, the SUNDEK family, and the broader decorative concrete community, has been sharing stories, laughter, and tears. Joe’s voice, humor, and generosity touched everyone he met. He was a colleague who became a mentor, a mentor who became a friend, and a friend whose loyalty and warmth lifted those around him. Above all, he was a devoted husband and father whose greatest pride was his family.
Joe started humbly, “in the bucket,” and rose through every level of the business. Over four decades he became the face and voice of SUNDEK—its convention emcee, its storyteller, its unifying force. His story is one of hard work, deep friendship, and unwavering love.
Joe’s time with SUNDEK tells the story of hard work and curiosity. He started at 19 with All Texas Decks (ATD Concrete Coatings), advanced from Sales Estimator to Sales Manager, and later became Marketing and Sales Director for SUNDEK. At each step, he combined creativity with connection. He made people proud to be part of SUNDEK and made SUNDEK proud of its people.
His impact went far beyond one company. Through the ASCC and the Decorative Concrete Council, Joe helped lay the groundwork for national recognition of decorative concrete as both craft and art form. The community projects and award programs he helped launch continue to elevate contractors across the country.
Tributes from the SUNDEK Family
Though his time with us ended too soon, Joe’s spirit, voice, and influence will live on in the hearts and memories of all who knew and loved him.
In celebrating Joe’s life, sharing stories, and carrying forward his legacy, we ensure that his presence continues to inspire us. Joe was more than an extraordinary communicator; he was a connector of people, gifted with the rare ability to make everyone feel seen, valued, and encouraged.
As the voice and energy of our conventions, Joe had a remarkable talent for bringing joy, humor, and unity to the SUNDEK family. His words weren’t just spoken; they carried weight, uplifted spirits, and left a lasting mark on everyone who listened.
His absence leaves a space that cannot easily be filled. Yet in moments like these, it is important to reflect on the immeasurable positive influence he has had during his time with us, an influence that will continue to guide us forward.
There are many meaningful ways to honor Joe, a man who gave us not only his voice, but also his heart, his laughter, and his unwavering encouragement.
Below, you will find heartfelt tributes from members of the SUNDEK family who had the privilege of sharing life and work with Joe, our remarkable communicator, our Convention MC, and our forever friend.
Lori Snider first knew Joe when everyone was just starting out.
“I had the privilege of knowing Joe from our young age of 19, when he worked at ATD with my husband, Don. He wasn’t just a colleague; he was also a teammate, playing alongside Don on the softball field, where his competitive spirit was matched only by his laughter.
Over years of working together in marketing, she saw what made him special.
“From the beginning, he was a mentor and a guide. Joe taught me the heart and energy that went into making the SUNDEK Convention a true family gathering. He welcomed new contractors with enthusiasm and pride, ensuring they felt at home. Joe was, and will always be, the voice of SUNDEK.”
To Tony Hernandez, Joe was the co-worker who became his best friend.
“I met Joe in the spring of 1993. My first impression was that he was someone easy to get along with, willing to help, and just joyful to be around.”
When Tony joined SUNDEK, Joe helped him navigate challenges—sometimes with “a little arm-twist,” but always with patience.
“Working alongside him brought us closer, initiating a beautiful friendship that evolved into a brotherhood.”
A highlight for Tony was visiting Joe’s hometown:
“One of the moments I most treasure is going to Paterson, New Jersey, and visiting his grandmother. She was a nice Italian lady that was a blast to meet and reminded me of my own grandmother.”
Rick Hubbard met Joe about 24 years ago, when he was new to the decorative concrete world.
“Joe was a good friend and great family man. Upon my first meeting with Joe, I was very comfortable discussing everything from business to family and sports. Joe and Charlie tag-teamed to get me up to speed on the SUNDEK way. He was always willing to listen and give me his thoughts to help me succeed. Needless to say, I’m still a Sundeker and grateful to have been Joe’s friend.”
For Rae Cerasoli, Joe’s leadership blended professionalism with heart. Here’s what she shared:
“I am incredibly proud and honored to have called you my friend. I was truly blessed to have had you as my boss for so many years, and I deeply value the faith you placed in me, your mentoring, and your compassion.”
“You always made me feel more like family than just an employee. You truly did ‘bleed orange,’ and that was contagious.”
Lily Herrera-Arias remembers Joe’s trademark enthusiasm:
“I loved his energy and how he was all in, especially at Halloween! Joe was an incredible person with the greatest smile. He touched and was loved by so many. He will continue to be deeply missed.”
Armando Hernandez recalls Joe’s optimism and generosity:
“Thank you for all the great memories and the time we shared together—laughing, learning, and finding better ways to see life. You were always there with a big smile, never doubting how to help others, and making any problem feel solvable.”
“Thank you for always believing in me, for ensuring we had the right tools and information for the best of our business and as individuals. Goodbye, my dear friend. Rest in peace, you did your duty. Well done.”
For Miguel Sanchez, Joe’s kindness defined him:
“Joe was a happy person. He was always nice to me since the first day I met him. He helped me a lot and wanted me to be part of the team. He was a great human being.”
Dan Tate and Jim Peterson of ConcreteNetwork.com remember Joe’s gift for listening.
“Joe always listened in a personal way. Anytime you had a question or something to discuss, he was genuinely interested in what you were saying. He would spend time with you and ask questions that made you think. That’s a rare quality—someone who can truly listen and then ask the right questions afterward.”
Their friendship with Joe grew through years of collaboration at the World of Concrete.
“We were friends with Joe first, and then we helped each other because of that friendship. Joe had the kind of personality where he wanted to like you as well as work with you.”
They credit Joe with helping shape one of the industry’s enduring traditions:
“The reason the DCC awards exist is because Joe had already established the SUNDEK awards before becoming part of DCC. That eventually expanded into the DCC awards. Having those awards is valuable because it allows independent recognition of great work, and that’s exactly what Joe championed.”
The American Society of Concrete Contractors (ASCC) described Joe’s broader impact:
“Joe was a dedicated member of the ASCC through 2018, proudly representing SUNDEK, the company he loved. As Vice President of Marketing, he played a pivotal role in the early years of the Decorative Concrete Council. He was instrumental in shaping initiatives such as the Community Project and the Decorative Concrete Awards that continue to inspire our industry today.
Throughout his career, Joe’s integrity, tireless work ethic, and innovative spirit earned him the admiration of colleagues and friends. His life was a true testament to love, resilience, and compassion.”
Frank Lewis captured Joe’s universal appeal:
“Joe was everyone’s friend. He could easily mix with the movers and shakers in our industry, as well as the guy who used a trowel. In all the many years I knew Joe, he never had a harsh word for anyone. We lost a special man, but God has an Angel back home.
For Charlie Plunk, Joe was more than a business partner. He was family.
“Joe was like the son I never had. We spent a lot of quality time together. I watched him grow from a wonderful kid to an even better father and business partner. He was one of the most thoughtful and caring people I have ever known! Even after his accident he continued to be gracious and kind to everyone. He never quit smiling, he never quit caring about his family, and he never ever once complained, unless he was accusing me of not giving him TX to drink!”
Charlie’s final afternoon with Joe was filled with their usual laughter.
“We spent the afternoon watching football. We laughed about some of the old SUNDEK stories, and he belly laughed at several! I can’t remember seeing him as happy as he was that day. Nobody could ever convince me that the Lord was not involved. He leaned back in the seat, seemed to have a short seizure, and passed away. I think God granted him one last wish and said, ‘Joe, come home. Your journey is done.’”
The Person Behind the Voice
What truly defined Joe was how he combined humor with heart. He could trade playful insults with Charlie one minute and ask a deeply thoughtful question the next. He had time for everyone—from a new sales rep needing guidance to an industry veteran swapping stories after hours. Rick saw his steady mentorship; Rae felt his loyalty; Lily his contagious energy; Armando his optimism; Miguel his warmth; Dan and Jim his curiosity; and Frank his universal respect.
Each memory points to the same truth: Joe lifted people up. Even through hardship, Joe never wavered. As Charlie said, “He never quit smiling.”
A Family Man Above All
Every colleague’s story circles back to family. Joe’s pride in his wife and children was constant. He drew energy from them and carried that love into his work. He treated teammates like family because he understood what family meant—showing up, listening, celebrating wins, and standing by one another in hard times.
That same commitment built SUNDEK’s culture of camaraderie. He believed business could be both profitable and personal, that work didn’t come before laughter, and that loyalty mattered more than titles.
What Endures
Joe Primavera’s life reminds us that influence isn’t measured in titles but in people. He connected people, inspired excellence, and built community.
We honor him every time we welcome a newcomer, share knowledge, or find joy in a hard day’s work. We hear him in every SUNDEK convention cheer, every DCC award presentation, every friend’s laughter on a jobsite.
Rest easy, Joe. As Armando said, you did your duty—well done. And as Frank reminded us, we lost a special man, but heaven gained an angel.