Doug Herrick – Coastal ICF – SunFarm Energy

Doug Herrick has lived in the Pensacola area for almost 30 years. He served our country as a pilot in the US Navy and decided to stay here after leaving the military.  He received a degree in Architecture from the University of Colorado and has been in the contsruction business for 21 years and 9 years as a licensed solar and EV power expert/installer, for both commercial and residential.

Someone Doug has tremendous respect for is Elon Musk, the brains behind Tesla automobiles and the recent first private space rocket launch to the moon.  That definitely says where his priorities are. Like Elon, he has a love for technology and the community. Seeing the success and growth from the south area downtown, the west side, north of Navy Federal, and east along the beautiful waterfront areas, have Doug and his family committed to this special city.  He finds it invigorating and it’s what he sticks around for. He wants to see how far our community can go, and what new technologies our world will bring us in the future.


What inspired you or led you to your current career/owning your business?

I remember 21 years ago I walked out onto a job site.  My interest have always been in construction, technology, innovative materials, and processes.  I had a degree in architecture and had an 8 year career as a Navy executive pilot.   So, I was looking to build. On the job site, I saw this new product, called ICF(insulated concrete form). I knew immediately that this is what I wanted to become an expert in, as an alternative to wood framing.   From that point forward, I had direction. I focused and built my business around building ICF wall systems.  Over 20 years I have constructed over 250 structures, ranging from bungalows to 60,000 sq. ft. schools.  .

After doing it for so long, I understand the importance of energy efficiency and sustainability. A friend introduced me to solar energy, and it’s a perfect combination with ICF. (SunFarm Energy Co.)


How long have you lived or worked in Pensacola?

I have been here almost 30 years.


Who is the most interesting person/business owner you’ve met here in Pensacola?  Who would you like to see nominated as a Face of Pensacola?

I would say Elon Musk, but since it has to be someone I’ve met and in Pensacola, I certainly admire Quint Studer. I have met him on many occasions. He has really become a role model for me and so many other people in the community. I really look up to him and appreciate him for his life achievements, his philanthropy, and his conviction to self improvement and teaching.  .


What advice would you give a crowd of people? (Or someone starting their own business?)

It takes hard work, dedication, and focus. Perhaps the most important thing, is to never, ever give up.   Stay focused on your original goal and thrive for that as your target.  Today’s business world requires tremendous amount of dedication, skill, red tape, and countless hours of hard work .  Most of all, don’t be afraid to hire vibrant, educated people with similar drive.  You will have failures, but you just have to keep focused on educating your market, customer service, and staying on top of technology.   I strive to have a productive and content corporate environment, with focus on employee satisfaction as well. 


What makes you the most nostalgic about (or what is most iconic in) Pensacola?

Joe Patti Seafood, a lot of people love it.


Where do you see yourself (and your career/business) in 5 or 10 years?

My goal is to continue focusing on business growth and healthy corporate structure, on top of the tech curve. Being 57 years old, my wife and I would like to slow down in our mid 60’s and enjoy some level of retirement.  We are both focused and energetic, so for us that means more time traveling and boating and less time in the office.  We have a daughter graduating from Auburn next year and timing is good for this plan.  My goal is to grow Sun Farm Energy, my solar business significantly.  I hope that as my business grows, it will eventually allow me to slow down and I want to be a part of this growth. It’s happening now and it’s so exciting.


What is your favorite restaurant in Pensacola, and what do you love there? (What is your favorite dish, and where do you get it?)

I would say Grand Marlin and the Coffee Cup.  The Grand Marlin has killer grouper pecan-tee and I am just crazy about the people that work at the Cup.


If you could travel anywhere in the world right now, where would it be? And why?

If I could be there instantaneously, I would be swimming in the ocean off an island in Croatia.


What is your favorite movie OR what is the first movie you remember seeing in a theater?

My favorite movie is Groundhog Day.


What is something on your bucket list?

I wanna see the Northern Lights and stay in an ice motel. We talked about doing it about 2 years ago. I started looking at the logistics, and it was during the time of total sunlight. I decided it wouldn’t be a good idea at the time.

Another thing I would like to do is sail across the Atlantic.


What is your favorite thing or something unique about Pensacola? 

Our sense of community is really amazing. I think despite all of the things that are going on, people are really getting along pretty well. I’m really in love with this place and even raised my daughter here. I didn’t grow up here, but my wife did and we definitely know Pensacola is home.


Choosing anyone alive and a non-relative: with whom would you love to have lunch? Why?  Where in Pensacola would you have lunch?

Elon Musk. I wanna find out what’s happening 10-20 years out. He’s amazing and a visionary. He really effected my career. That’s how I got involved in solar. It’s amazing, there are so many disruptive technologies these days. The world is changing. I think adopting revolutionary technology is very important. As soon as you quit growing and striving, you start dying and withering.


What is your favorite music/ 3 bands you would like to see (dead or alive)?

I like the Allmon Brothers, Grateful Dead(which I’ve already seen), and Sting. I like rock music, especially classic rock.


(Even for friends or family), what is something interesting that most people don’t know about you?

I remember this so well. I was going over to Escambia High to watch my daughter, who played varsity volleyball at Washington High.  I’m was driving my little EV BMW, and my mom’s sitting next to me, holding this clear plastic cage with my pet squirrel inside.  All of a sudden “Jack”, my squirrel, lifts the top off and pokes his little head out. He ran straight up my mother’s blouse then he grabbed onto her glasses, and bit the end of her nose!! It was honestly the funniest thing. I’m driving, trying to keep it together, and I’m just looking at the scene, thinking, “this is hilarious.” She didn’t get hurt though, don’t worry.

That squirrel came to us from a friend who found him after he had fallen out of a tree. He eventually moved on!


What 3 words or phrases come to mind when you think of the word HOME?

Love, comfort, and shelter.


If you were cast into a major motion picture and had your choice of anyone to be your co-star, who would you choose?

I would pick Owen Wilson. He’s great.


If you had a full-time staff member that was fully paid for, who would you choose?

Chef, Housekeeper, Driver, Coach, Physical Fitness Trainer, or Nanny?

I really like the idea of a chef.


Who was your favorite childhood superhero? 

My childhood superhero would have been Superman.


To learn more about Doug Herrick’s companies, Coastal ICF and SunFarm Energy, click the links!

Coastal ICF:                                                                                                  SunFarm Energy: 

Address: 1312 E Cervantes St, Pensacola, FL 32501                            Address: 1312 E Cervantes St. Pensacola, FL 32501 

Phone: (850) 477-7486                                                                              Phone: (850) 472-0341

Email:                                                                     Email:


Be sure to check out what our other nominees have to say!


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