Aug-Sep 2013

Aug./Sept. 2013 • Volume 31 • Number 4

Colorado Nursery & Greenhouse Association • Serving Colorado, New Mexico, & Wyoming

Marketing to Increase Customers & Sales

9 Ideas for Identifying

Your Company Image

14 6 Steps to New Sales

with Fresh Displays

17 Managing Collections:

So Who Says You Can’t Get Paid?

20 Member Profile:

Spencer’s – Unique Customer Experiences

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Shade, flowering and evergreen. ftcollinswholesalenursery.com availability password: hotwings 2224 North Shields Street Fort Collins, Colorado 80524 970-484-1289 | fax 970-484-1386

800-794-1289 Our quality is your success

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LooseLeaf August/September 2013

Our Mission Professionals growing for a better tomorrow... your growing resource.

Cover Photo Courtesy of Spencer’s Lawn & Garden Centers, Colorado Springs, Colo.

In This Issue 4 Calendar, New Members & Advertisers

17 Managing Collections: So Who Says You Can’t Get Paid?

5 Classified Ads 6 Board Message: Marketing – The Hardy Boy Story

18 CSU Update: Woody Plant Evaluations 20 Member Profile: Spencer’s –

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Unique Customer Experiences during Every Season

Marketing to Increase Customers & Sales

22 Safety Corner: 9

13 Ways to Demonstrate your Competitive Advantage 14 15

Summer Safety Tips

Ideas for Identifying Your Company Image

23 Marketing with Great Photos: Do You Have a Photo of That?

6 Steps to New Sales with Fresh Displays Welcoming Customers – From Greeting to Purchase

16 How Fresh & Local Foods Attract New Revenue

Board Of Directors Dan Gerace, CGG, President Welby Gardens Company, Inc. 303.288.3398 dangerace@hardyboyplant.com Bill Kluth, Vice President Tagawa Greenhouse Enterprises, LLC 303.659.1260 x205 bkluth@tagawas.com Jesse Eastman, CCNP, Secretary/Treasurer Fort Collins Nursery 970.482.1984 j.eastman@fortcollinsnursery.com

Stan Brown, CCNP Alameda Wholesale Nursery, Inc. 303.761.6131 stan@alamedawholesale.com

Terry Shaw, CCNP Harding Nursery, Inc. 719.596.5712 hardingoffice@aol.com

Steve Carlson, CCNP Carlton Plants 303.530.7510 scarlson@carltonplants.com

Dan Wise, CCNP Fort Collins Wholesale Nursery 970.484.1289 dan@ftcollinswholesale nursery.com

Sarada Krishnan, Ph.D. Denver Botanic Gardens 720.865.3679 krishnas@botanicgardens.org Monica Phelan, CCNP Phelan Gardens 719.574.8058 monicaphelan@phelan gardens.com

Publishing Info

Colorado Nursery & Greenhouse Association 959 S. Kipling Pkwy., Ste. 200 Lakewood, Colo. 80226 303.758.6672 or 888.758.6672 Fax: 303.758.6805 info@coloradonga.org coloradonga.org The LooseLeaf is produced by CNGA and Keystone Millbrook Printing Company 3540 West Jefferson Hwy. Grand Ledge, Mich. 48837-9750 Fax: 517.627.4201 keystonemillbrook.com

www.colorado nga.org

Lynn Payne, N.M. Chapter Senator Sunland Nursery Company 505.988.9626 ld@paynes.com Sharon R. Harris, Executive Director CNGA 303.758.6672 or 888.758.6672 sharris@coloradonga.org

Ex-Officio Members Jim Klett, Ph.D. CSU Dept. of Horticulture & Landscape Architecture 970.491.7179 jim.klett@colostate.edu

editorial Sharon R. Harris Executive Director Colorado Nursery & Greenhouse Association 303.758.6672 sharris@coloradonga.org The LooseLeaf feature writer and editor is Tanya Ishikawa of Buffalo Trails Multimedia Communications buffalotrailsmultimedia.com Visit coloradonga.org for classified advertisements, plant publications, upcoming events, a member directory, and much more!

CONTRIBUTING WRITERS Joan C. Arnold

Dan Gerace

Tanya Ishikawa

Dr. Jim Klett

Amy Statkevicus

Keith Williamson

advertising info Contact: Michelle Munoz, CNGA 303.758.6672 mmunoz@coloradonga.org Contact for new advertisers: Debbie Rauen 817-501-2403 debbie.parksandrec@yahoo.com

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2013

calendar

Plant Walk 2013

Certified Pesticide Applicators Exam Prep Seminars

Thursday, Aug. 15, 3 to 5 p.m.

The Broadmoor Resort, Colorado Springs, Colo.

Enjoy a tour of the gardens and greenhouse at The Broadmoor Resort and learn how they continue to make the Broadmoor a spectacular destination year after year.

All classes: 9 a.m. to 3 p.m. • CNGA Office, Lakewood, Colo.

Tuesday, Oct. 15, General Seminar Part 1 Thursday, Oct. 17, General Seminar Part 2 Tuesday, Oct. 22, Turf Seminar Thursday, Oct. 24, Ornamental Seminar Tuesday, Oct. 29, Industrial Right of Way Seminar

Outreach and Member BBQs Friday, Aug. 23, Eagle Springs Organic, Silt, Colo.

Thursday, Aug. 29, Kiwanis Reservation Area, Albuquerque, N.M. Thursday, Sept. 12, Harding Nursery, Colorado Springs, Colo.

Join your CNGA friends at our free member BBQs around the region this year. Tours of member locations begin at 3:30 p.m. with the BBQ following from 5 to 7 p.m. Thank you to our sponsors: Pinnacol Assurance, Richards Seeley & Schaefer, and Wells Fargo Insurance Services!

Colorado Certified Nursery Professional (CCNP) Exam Tuesday, Aug. 27, 9 a.m. to 3 p.m.

Colorado State University, Fort Collins, Colo.

This half-day exam leads to the prestigious CCNP certification. The CCNP seminars are not a prerequisite to taking the exam.

Women in Horticulture Luncheon Thursday, Sept. 19, 11:30 a.m. to 2:30 p.m.

Lakewood Country Club, Lakewood, Colo.

An annual tradition for the women in the green industry – come and enjoy a great speaker, lunch and networking with your peers and friends.

Thank you to our sponsors: Pinnacol Assurance, Wells Fargo Insurance Services, Welby Gardens, and Little Valley Wholesale Nursery!

CNREF & CFF Golf Tournament Monday, Sept. 23, Noon shotgun start.

Red Hawk Ridge Golf Course Castle Rock, Colo.

Visit the Events page of the CNGA website for more information. Sponsorships available – sign up now to get the biggest bang for your buck.

Owners & Managers Meeting Friday, Nov. 1 & Saturday, Nov. 2 • Vail Marriot, Vail, Colo.

Make plans now to attend this meeting designed for decision makers to share experiences, ideas, and practical information both in the meeting and the social activities. All sizes of companies will benefit from the round table discussions, peer exchange and the featured speaker. Room rates: Standard $104, Deluxe $124. For reservations, call 877.622.3140. Complimentary valet parking, and 10 percent discount on menu items in hotel’s restaurants. Thank you to our sponsors: Pinnacol Assurance; Plant Select; Richard, Seeley, & Shaefer; Tagawa Greenhouses; and Wells Fargo Insurance Services!

Colorado Certified Nursery Professional (CCNP) Seminars Tuesdays, 9 a.m. to 3 p.m. • Location in the Denver metro area, Colo. TBD Nov. 5, Perennials Seminar Nov. 12, Tree Seminar Nov. 19, Shrubs Seminar Dec. 3, Landscape Design Seminar Jan. 3, 2014, Exam

OSHA Record-Keeping Training Thursday, Nov. 19, 9:30 to 11:30 a.m. • CNGA Office, Lakewood, Colo.

Learn what you need to know to keep your OSHA 300 report, 300A summary and 301 injury and illness incident report in order and in compliance with OSHA’s recordkeeping guidelines. Topics include: an overview of the guidelines, the difference between “reporting” an injury and “recording” an injury, and what OSHA considers “first aid”.

Thank you to our event sponsors!

new members Farm Ecological, LLC 2000 E. Prospect Rd. Fort Collins, Colo. 50525 Blaine Tewell and Spencer Bath, owners 443.422.0830 agri-charge.com Sally High Pagosa Springs, Colo.

970.799.1693 The Tree House, LTD 12110 6530 Rd. Montrose, Colo. 81401 Bob Goodhue, owner 970.249.6258 Thomas Hittle Poncha Springs, Colo.

719.539.6909

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Colorado Native Plant Resources Co. 820 S. Jackson St. Denver, Colo. 80209 James Todd, president 317.607.8548 Rooted In Colorado 10916 Cimarron St. Firestone, Colo. 80504 Brynn Walker, owner 303.834.9200 rootedincolorado.com

advertisers American Clay Works & Supply Co. . . . . . . . . . . . 19 Baxter Wholesale Nursery, Inc. . . . . . . . . . . . . . . . 2 Britton Nursery, Inc. . . . . . . . . . . . . . . . . . . . . . . . 21 Circle D Farm Sales, Inc. . . . . . . . . . . . . . . . . . . . . 5 Clayton Tree Farm LLC . . . . . . . . . . . . . . . . . . . . . 12 DWF Grower Supply . . . . . . . . . . . . . . . . . . . . . . . . 2 Fort Collins Wholesale Nursery . . . . . . . . . . . . . . . 2 Harding Nursery, Inc. . . . . . . . . . . . . . . . . . . . . . . . 5 Hash Tree Company . . . . . . . . . . . . . . . . . . . . . . . 19 Jayker Wholesale Nursery . . . . . . . . . . . . . . . . . . 21 McKay Nursery Company . . . . . . . . . . . . . . . . . . 22 LooseLeaf August/September 2013

classified ADS Help Wanted

For Sale

Tree Farm Assistant Manager Maintenance Crew Leader Steve Koon Landscape & Design, 2301 W. Oxford Ave., Englewood Colo. 80110: Fax resume to 303.781.4525 or apply in person for either position. Residential landscape company offering top pay and benefits.

Greenhouse – For Sale by Owner Turnkey greenhouse facility located in sunny Las Cruces, N.M. Please contact Lynn Payne at ld@paynes.com or 505.988.9626.

56,000 Sq. Ft. Gutter Connect greenhouses, all concrete/rolling benches, hot water and natural gas heating/evaporative cooling; 11,000 Sq. Ft.Warehouse/ loading dock / two enclosed offices/ large walk-in cooler; 2.92 Acres of land; 3 wells with16 acre feet water rights/10,000-gallon storage tank, also connected to city water; fertilizer injector and insecticide application systems, plumbed throughout. Established market. Trained employees.

Price: $650,000.

Irrigation Technician The Hudson Gardens & Event Center, 6115 S. Santa Fe Dr., Littleton, Colo. 80120: Submit a cover letter, resume and three references to maintenance@hudsongardens.org. Applications will be accepted until the position is filled. Please, no visits or phone calls. The irrigation technician is responsible for all aspects of irrigation including installation, repair, maintenance, programming, pumps and pump stations. Other responsibilities include landscape lighting including transformers, timers, wiring and fixtures and water feature maintenance. Find a complete description at: http:// hudsongardens.org/content/employmentopportunities.php

CNGA offers free posts of online classified ads to members, including items for sale or lease and job openings. For more information on the posting above and to see other current postings, visit coloradonga.org, click the Resources tab and click on Classifieds.

Register for calendar events with CNGA unless otherwise noted.

Tel: 303.758.6672 or 888.758.6672 • Fax: 303.758.6805 E-mail: info@coloradonga.org CNGA is the host of calendar events unless otherwise noted. For more information, registration forms, and directions to programs, go to coloradonga.org and click on the Events tab to view the Calendar.

www.colorado nga.org

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MESSAGE FROM THE BOARD

By Dan Gerace CNGA Board President

“The Hardy Boy logo encompasses several ideas that were, and continue to be, important to us.”

Marketing — The Hardy Boy Story In the beginning, marketing was an informal affair – a hand shake, a great relationship, and looking your customers in the face week after week. At the Denargo Market, my grandfather knew everyone and they all knew him – he was quite a character! As sales moved from a central market to independent retail centers, the need for a distinctive brand arose. Hardy BoyTM, arguably the most recognized trademark in the region, was born.

The Hardy Boy logo encompasses several ideas that were, and continue to be, important to us. The name comes from our growing method of hardening off plants to thrive in the semi-arid environment of Colorado. As the art of growing crashed into science, we were committed to using high quality fertilizers and products. The logo is based on the letter K, for Super K (potassium nitrate) and morphed into a boy born from the importance of family – my grandfather’s three son partners and his six young grandsons. By choosing a logo separate from our business name, we were able to advertise Hardy Boy plants separately from our retail centers, while actively promoting our independent garden center partners.

In its 1976 debut, the Hardy Boy logo appeared on 250,000 Mastertag labels. Two years later, we took Hardy Boy south into New Mexico and Texas to expand our geographic region, stretching out our season with earlier sales. We developed a red, low-center 4 pack, giving Hardy Boy a trademark package and the outdoor planting concept of four plants in one hole.

The first Annual Hardy Boy Field Trials were held in 1991, demonstrating plant performance in this region so we can choose the best varieties to grow. To keep your customers, your product can’t simply look good when they buy it, but it needs to perform for them as well. The trial also offers us the opportunity to celebrate with our customers and get their input on the market.

Because of our affiliation with the All American Selections, we are part of the selection process to publicize breeding excellence. Our name and logo are continually put in front of potential customers through these efforts, and through our co-branding Hardy Boy with other programs.

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Hardy Boy appears alongside Plant Select, AAS, plantsomething.org and Grown’N Colorado.

Due to the success of Hardy Boy, our Hardy Starts division enjoys the same recognition and reputation and was quickly allied with many of the world’s best vegetative breeding companies.

Perhaps the best all-around example of our marketing comes from the Hardy Boy pansies.

In 1980, we grew our first fall pansy crop to extend our season into the fall. Sales started out strong in the south, but it has taken years to develop them in the Denver market. Over the last 30-odd years, we have tirelessly planted the idea that Hardy Boy pansies can, and will survive the winter in Denver.

Our fall pansy trials find the best varieties and our high quality growing methods, combined with the 4 pack planting, produce pansies that overwinter beautifully in Colorado.

We have written articles, donated plants and partnered with landscapers and cities to get Hardy Boy pansies planted in highly visible places. Now many commercial plantings can be seen flowering for most of the year. Our advertising around the winter performance of Hardy Boy brand pansies was so successful that it forced garden centers to carry our plants because their customers demanded them and wouldn’t buy other pansies for fear they wouldn’t survive.

None of this would have been possible without the distinctive logo; however, the Hardy Boy brand is successful not only because it is recognized, but because it lives up to its reputation. Never forget, your company’s name is attached to your product.

LooseLeaf August/September 2013

Marketing to Increase Customers Sales

&

Welcome to the second annual “lists� issue of the LooseLeaf magazine!

Photo Courtesy of Mountain View Tree Farm and Nursery, Rifle, Colo.

Your peers on the Colorado Nursery & Greenhouse Association Communications Committee planned this special issue again to respect your busy schedules and provide a quick, easy-toread business manual. This year, we offer topics that will help you freshen up your marketing activities to attract customers as the busy season winds down.

In the following pages, 10 CNGA industry professionals share tips about effectively marketing to customers. While the lessons can increase business growth, every one of these members agreed that marketing strategies don’t matter if a company doesn’t have a foundation of successful plant production and operations.

Jon Gerber, CCNP, sales manager at Today’s Nursery in Parker, Colo., pointed to business efficiency as a foundation for success, and the need to implement systems to manage efficiency, backed up by documentation and employee training.

product, then anything else you do doesn’t really matter. We grow plants and what is important is that we grow high quality plants and we can offer those to customers in a way that is personally connected.”

Ann Genereaux, nursery staff at Bookcliff Gardens in Grand Junction, Colo., explained, “If the image that we project through our marketing is not a customer’s first and recurring experience, great marketing is for naught.”

Beth Zwinak, manager at Tagawa Gardens in Centennial, Colo., said, “If we don’t have success in providing for our community an enjoyable experience and quality products, there is no need to worry about marketing strategies.”

Lon Vincent, CCNP, general manager at Wilmore Outdoor Living Center in Littleton, Colo., listed the three big factors in his business success as: watching and keeping overhead low, reacting quickly with inventory decisions, and building strong customer relationships.

Fred Lehman, manager at Nomina Nurseries in Berthoud, Colo., concluded, “I feel attention to marketing, products and services are equally important. You can have the best marketing money can buy, but if you don’t keep a handle on the company’ efficiency and overall operations you won’t be able to sustain business and are just throwing your money away. On the other side of that, you can have the most efficient well-run business but if no one knows about you or your product it will be hard to prosper and grow.”

Tammi Hartung, co-owner at Desert Canyon Farm in Canon City, Colo., added, “The proof is in the product: if what you offer to your wholesale or retail customer is not a quality

We invite you check out the lists in the following pages to explore ideas and information that can help your business achieve its goals for customer and revenue growth.

Photo Courtesy of Botanical Paradise Tree Farm, Littleton, Colo.

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LooseLeaf August/September 2013

Ideas for Identifying your Company Image Photo Courtesy of Mountain View Tree Farm And Nursery, Rifle, Colo.

Each company is unique, so there’s more than one way to develop and choose a company image. Still, in every case, the ultimate goal of an image is to inspire customers to buy.

A company image can be developed over years or crafted in a strategic planning process. The image can be confirmed through a combination of time-tested practices and observing customer

reactions or targeted marketing analysis such as customer surveys.

Whether your company has established a strong image or not, the ever-changing economy and generational trends are key reasons for reviewing and sometimes updating your image. Ten CNGA member companies share ideas to inspire you about promoting your company image.

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Bookcliff Gardens (retail), Grand Junction, Colo.

“Our staff focuses first on being friendly and approachable as a means of helping customers become completely comfortable with asking questions and seeking advice.”

– Bookcliff Gardens Nursery Staff Member Ann Genereaux

Company image: the friendly “go-to” experts for garden and landscape needs in Grand Junction; top quality with a one-year guarantee on trees, shrubs, vines and roses What it communicates: customers can get help to produce a first-rate yard or garden; customers can rely on the company to support them with answers and reliable products

Botanical Paradise Tree Farm (retail/ wholesale), Littleton, Colo.

“Our focus goes beyond selling plants and moving product. We try our best to develop strong relationships with our customers and help them to create a functional landscape.

We have found that this free horticultural advice ends up paying off in the long run.”

– Botanical Paradise Tree Farm Manager Brett Yegge

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Company image: a full-scale landscape company (Steve Koon Landscape & Design), growing many of its own trees on site to ensure the plant material is well adapted to the Colorado climate What it communicates: the company will help customers have functional and healthy landscapes; customers can have confidence in their business relationship with the company

Desert Canyon Farm (wholesale/ retail), Canon City, Colo.

Company image: a certified organic farm since 1996; a healthy sanctuary for plants, humans and wildlife that incorporates solar energy, recycled pots, and a full range of sustainability measures; a niche grower of herbs and heirloom vegetables and producer of quality seeds

“We walk our talk. We do a lot of things on our farm here to live the lifestyle of being organic and having a sustainable, earthfriendly farm.”

– Desert Canyon Farm

What it communicates: Co-Owner Tammi Hartung the company cares about the land and everything and everyone they come in contact with; customers can rely on the company as an expert supplier of healthy, edible plants; customers can get unique plants that will enhance their lives

Mountain View Tree Farm and Nursery (wholesale), Rifle, Colo.

Company image: an expanding family business located in a rural area that grows 90 percent of its quality products to keep overhead low and offer reasonable prices with personal attention and a delivery option for every customer no matter how much they spend What it communicates: customers can expect good value and extra service; customers can develop strong, trusting relationships with staff members

LooseLeaf August/September 2013

Nick’s Garden Center & Farm Market (retail), Aurora, Colo.

Company image: the best merchandising with excellent service; a onestop shop with 25 years of experience in meeting the needs of professional and home gardeners; a supplier of plants, hydroponic systems, pond setups, decor, local produce and a full range of garden products What it communicates: customers can feel comfortable and prepared to make the right purchase, and can be assured to find what they need easily, get new ideas and have fun shopping

Spencer’s Lawn & Garden Center (retail), Colorado Springs & Fountain, Colo.

Company image: a family business established in 1934 with deep community roots,

known for its farmer’s market, annual garden show, candy store, Christmas trees and fruit baskets, with rose experts in the Fountain location, always updating to meet community needs What it communicates: customers can rely on this family-owned business dedicated to the community and longterm relationships, and can enjoy an interesting shopping experience every season

Nomina Nurseries (wholesale), Berthoud, Colo.

“We communicate our selection by constantly staying in touch with our customers to let them know what new varieties we are working on and to get their feedback about what new varieties they are looking for.”

Company image: a detailed, careful grower working hard to provide the best plant quality and selection, constantly trying new varieties with the expert knowledge of which plants do well in our climate

What it communicates: the company wants customers to have the best – Nomina Nurseries and be successful in Manager Fred Lehman growing the plants; customers feel supported in finding ways to improve and update their landscapes

www.colorado nga.org

Tagawa Gardens (retail), Centennial, Colo.

“This may be old school, but we use our vision statement, created many years ago, and are especially committed to the first few words, which are ‘to provide an enjoyable experience for our community.’

Company image: a happening place with classes, events and many enjoyable and educational opportunities for the community, providing a wide range of information offered on site and through various communications

What it communicates: customers feel welcome – Tagawa Gardens and invited to visit; Manager Beth Zwinak shopping is a fun experience with a seasoned staff that is friendly and knowledgeable, as well as being trustworthy experts

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Today’s Nursery (wholesale/ retail), Parker, Colo.

Company image: a company that strives to meet its customer needs and be ready to with the right products, carrying an unusual and interesting inventory, committed to its tagline: When you need it right now – visit us!

What it communicates: customers can be assured they will find great plants and the staff will be easy to work with; customers won’t have their time wasted but have their needs addressed promptly and adequately

Wilmore Outdoor Living Center (retail), Littleton, Colo.

• be dedicated to providing high quality products and services to customers and the word will spread throughout the industry • offer hands-on classes on everything from pruning and vegetable gardening to basic landscaping and container gardening to keep customers engaged and informed, as well as to establish your staff and suppliers as experts • organize garden shows or other events, bringing in outside vendors, to create a special occasion for customers and to generate free media coverage • do community outreach activities to introduce your identity to additional customer prospects • advertise your company and its image, events, and messages about the value of gardening, not just specific products • develop unique signage, packaging, labeling or other informative ways to communicate your image graphically • distribute a newsletter with content that emphasizes your company image • promote your company image on your website and social media

Company image: an innovative, well-established (1886) garden center providing the ways and means for customers to enjoy their outdoor living spaces, offering a five-year warranty on plants and providing free plant consultations, carrying the hard-to-find items and sizes What it communicates: a 127-year-old company must be doing something right and the staff must be knowledgable; customers can find products that suit their lifestyles and make caring for yards and gardens a fun and rewarding part of their lives; purchases are guaranteed to be valuable investments

How Company Image Can Be Communicated to Customers • with every action, gesture and word, establish and build a rapport and strong relationships with each and every customer at every opportunity • create satisfied customers who will share your company image through word of mouth • promote an understanding of your company image through the information you share with customers • reach out to customers through multiple channels to get them to come in and experience your company image

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LooseLeaf August/September 2013

Ways to Demonstrate your Competitive Advantage Independent nurseries and greenhouses, whether they are wholesale, retail or a combination, are often small businesses with limited staff, space and other resources. While the company’s size might make it more difficult to compete on low pricing the pride and dedication of owners and staff in selling great products and providing valuable services can be an even stronger competitive advantage.

In interviews about what gives CNGA member companies a competitive edge, the members kept repeating the same four ingredients that develop a loyal customer base and build a reputation to draw in new customers. Each business is committed to a constant focus on:

• stay in constant contact with suppliers to see what new, improved products and plants are coming • regularly consider effective ways to expand or diversify your plant palate to better meet customer needs • react quickly to market changes and customer trends

Great service • hire staff who takes pride in providing excellent customer service • create a quality, enjoyable, easy shopping experience

healthy, quality plants

• train staff to be friendly and approachable so customers are comfortable with asking questions and seeking advice

good selections of products and plants, well-suited to the local climate

• provide personal attention to every customer regardless of their budget

excellent customer service

• personally answer phone calls with friendly greetings and identifying who is speaking

knowledgeable staff who are friendly and available to share information

Healthy, quality plants • produce or purchase top quality products and plants • use supplies and materials that support healthy plant growth • hire and train staff to grow healthy plants • display the most beautiful and vigorous plants most prominently • pay attention to the details • offer guarantees on plants

Good plant selection • develop an inventory that customers can’t find at nearby competitors • choose your niche, whether it be an emphasis on certain unique varieties or a full range of varieties and sizes • if your niche is a specific variety, then concentrate on building that inventory and be the one to have the best selection of that plant type • if your niche is a broad selection, then be sure to offer a wide variety of both plant types and sizes, including hard-to-find plants • be attentive to how plants do in your climate, adjust inventory and educate customers on the effect of climate on certain selections • stay in touch with customers consistently to let them know about current product availability and new items, and to get their feedback on what products they want

www.colorado nga.org

• organize your product presentation, display and signage, making the best use of all your space • offer loading and delivery service • develop ways to track customer satisfaction and interests and show customers appreciation such as loyalty programs

Friendly experts • become the go-to experts for garden and landscape needs in your community or region by hiring and training knowledgeable staff • ensure staff are available and easily identifiable to assist customers and customers know it • promote and share expertise through newsletters, websites, social media, and other platforms • offer classes, open houses and other educational opportunities where customers can learn from staff and suppliers • get involved in community activities where you can share your expertise

“If you provide an excellent product and service as well as a positive experience, your customers will come back and send others to you.”

– Mountain View Tree Farm and Nursery Owner Steve Hauquitz

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6 Steps to New Sales with Fresh Displays While having recognizable logos, labeling and signage is important in establishing your company identity, refreshing product displays is critical in promoting new purchases. Changing the plant mix and layout at the front of garden centers and nurseries can be especially effective in generating revenue.

Wholesalers can surprise, delight and inspire customers by switching out inventory and signage at the entrance to their property and office, or by updating the look of their catalog and website. By carefully considering what plants to feature at various times, companies can offer new opportunities to customers and increase the likelihood of new sales.

Rotating displays of products that are new, in full bloom or just lesser known is sure to attract customer attention, allowing them to see purchase options for the first time or in a new light. The front of your sales area should be used to inform customers of products they have been missing, as well as show off the best of your merchandise.

Not every customer will wander your whole location, so it makes sense that some products won’t get noticed until they are put up front and center. Regular updates to product displays expose customers to new ideas and re-expose them to options they may have forgotten or missed.

Step 1: • Maintain attractive gardens and display areas so people are drawn into looking at them.

• Hire and train staff talented at building effective displays.

Step 2: • As often as possible, restock and refresh front displays with new products, hot colors, and the most beautiful plants.

• Use “fresh eyes” including those of other department’s staff, to look at displays and sales areas everyday to determine what changes would be most effective.

Step 5: • Each year, refurbish or reconfigure at least one display area with new paint, shelving, signage, layout or other update that draws new attention and brightens the space.

• Send staff to industry events like ProGreen to get new inspiration and product ideas to update your property.

• Incorporate new photos, updated wording or other fresh ideas to your annual product catalog to inspire customers to keep reading.

Step 6: • Every few years, review your property and building layouts and determine what updates could be made to create a more inviting environment for customers.

• Frequently review your website to identify what updates would make it easier for customer navigation and purchases.

• Invest in critical updates based on the above reviews.

“It is easy to see and track how items sell better once they are moved about to a new display and location. Guests may have missed them previously.”

– Tagawa Gardens Manager Beth Zwinak

Step 3: • Every three to five days or at least weekly, spotlight what’s in bloom and move up plants that are hard to find at the front of the business or in high traffic areas.

• Concentrate on making changes that will generate “buzz” as well as appear fresh and appealing.

Step 4: • Quarterly or seasonally, transform displays with seasonal themes to promote specialty products, gifts and plants.

• To increase the impact of updated displays, send out postcards, newsletters or emails with information on the newly featured products.

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Photo Courtesy of Tagawa Gardens, Parker, Colo.

LooseLeaf August/September 2013

Welcoming Customers — From Greeting To Purchase We can all relate to being time starved and the desire to be helped courteously and promptly. Kindness and helpfulness can make customers more comfortable to spend money at your business. When customers are welcomed and invited to ask questions, they are much more likely to complete a purchase and return for more shopping. Here are some ways your staff can welcome customers in a way that generates revenues.

At the entrance: • try to accommodate customers’ schedules, by making staff available when it is convenient for customers whether it is early, late or weekends • answer phone calls with thank you for calling our company (saying your company name there), identify who answered and offer help • place a greeter by the door as much as possible, but at least during the busiest times and days • place a customer service counter with a register at the business entryway

• have every staff member greet and smile at each customer (let staff personalize their greeting to feel natural to them so it feels genuine to the customers) • ask if the customer is looking for something specific, needs help or is just browsing • if customers are unfamiliar with your business, tell them how products are organized or show them around and explain the benefits (and potential drawbacks) of different plants • hand customers, especially new ones, a sales flyer or other helpful map or sheet about the store and products • take customers to the products they want, or find another staff member to help meet their needs • if customer is not ready for help, let them know staff is available when needed so just signal us

Inside the business: • always have a staff person within sight and hearing of customers • check back with customers in five to 10 minutes to see if they have new questions • if they’re just asking for something, try to accommodate that but within the scope of your operations • show the customer that you care about meeting their needs, while finding them the right purchase • let customers know when you have a service to help them load vehicles or other services like loaning tarps, netting and straps • get to know customers by name so you can greet them by name

Before they leave:

“First thing, especially if they

• always strive to be courteous and helpful to whomever picks up plant material

are a repeat customer, and even

• provide information about what’s happening with products in the next season or year

if it’s their second time here, we

• even during the busiest times, try to get everyone loaded as quickly as possible but still spend the time to get the job done right

greet customers by name, smile and ask what they need.”

• when delivering plants, be sure to answer questions from the buyer’s staff and give tips on how to maintain a healthy plant

– Today’s Nursery Sales Manager Jon Gerber, CCNP Photo Courtesy of Wilmore Outdoor Living Center, Centennial, Colo.

www.colorado nga.org

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&

How Fresh Local Foods Attract New Revenue When done right, adding food items to your product mix can be a new revenue generator and a way of increasing customer traffic for greenhouses and nurseries. Farmers markets and food products are not for every company, especially most wholesalers, so the decision to add these to your business mix should compare the benefits with the possible drawbacks, market limitations and your operation’s capabilities. Here are a few of the possible benefits of food sales, plus some tips about how to handle them successfully.

Benefits: • produce revenue and customer traffic during mid to late summer when plant sales are waning • expand customer base with people looking for healthy food options or unique gifts

Ideas for adding value: • prewash produce for customers • make available quickly after harvest • brand your fresh produce with your company name • create a destination that customers want to visit • offer organic or locally grown options • offer art and expand the festival atmosphere • sell the same products offsite at local farmers markets and events, promoting your main location at the off-site stand • use your onsite vegetable garden as a demonstration garden, where you can share advice and techniques for growing edibles with customers

• address people’s strong interest in producing their own food and caring for their families’ health and wellbeing while increasing their gardening activities • promote your image as experts in local plant production and partners in the community

“Our farmers market is

• enhance the atmosphere in your store with items that encourage an expanded shopping trip

not only a standalone

Options for building inventory:

profit center but it also

• produce vegetables and fruits on site or at nearby farm

increases traffic when

• resell items like seasonal fruits and vegetables from local growers and well-known suppliers around the state

customer counts are

• sell farm fresh eggs and processed locally harvested foods like jellies, jams, juices, honey, salsas, sauces, and dressings • invite food trucks to sell on busy weekends and event days

Suggestions for operation and marketing:

not at their highest.”

– Nick’s Garden Center & Farm Market Managing Partner Richard Ortega, CCNP

• offer fresh produce from mid summer to late fall • make food items available seven days a week • set up the food section in a strategic location with unique signage and displays • restock popular items that sell out quickly to capture more sales • update seasonal stock as harvests change • promote the items as ingredients for healthy and more gourmet meals • promote the items as Colorado gifts to give for all occasions

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Photos Courtesy of Spencer’s Lawn & Garden Center, and Nick’s Garden Center & Farm Market (inset)

LooseLeaf August/September 2013

Who Says You Can’t Get Paid?

MANAGING COLLECTIONS

Mechanic’s Lien Pre-Lien Notices in Colorado, New Mexico & Wyoming Mechanic’s liens are highly effective collection tools, available on privately-owned projects, for unpaid contractors, subcontractors, designers and suppliers. In Colorado, New Mexico and Wyoming, mechanic’s liens are available only if the conditions of the state’s statutes are first met.

Mechanic’s liens are available to all persons supplying labor, laborers, materials, machinery, tools, or equipment, to be used in the construction, alteration or repair of any structure, or to make an improvement upon the land itself, including design services. For lien claimants in Colorado, New Mexico and Wyoming, the first condition may be a pre-lien notice — also known as a preliminary lien notice. Colorado does not have a mandatory pre-lien notice requirement, but New Mexico and Wyoming do.

Colorado law, §38-22-102, allows for a preliminary notice that is not mandatory. The unpaid supplier, contractor or designer may give a written notice to the owner or the construction superintendent, agent, architect, or to the financing institution or other person disbursing construction funds. The written notice states “in general terms the kind of labor, laborers, or materials and the name of the person to or for whom the same was or is to be done, or performed, or both, and the estimated or agreed amount in value,” and is sent to the owner and “a principal contractor, or any person acting by authority of the owner.” If a preliminary notice is sent, the owner must make sure there will be sufficient funds available to assure payment to the claimant sending the notice – powerful stuff!

New Mexico law, §48-2-2.1, requires persons claiming a right to lien to send a notice of right to lien to the owner or to the original contractor within 60 days of furnishing work or materials.

This notice is not required for claims of $5,000 or less or for residences of four units or less. If a lien claimant elects not to give the notice within

www.colorado nga.org

60 days of the claimant’s first work or supplying materials, then the claimant can look back only 30 days prior to the date notice is sent.

Wyoming law is the most restrictive of the three states. Wyoming made substantial changes to its mechanic’s lien statutes that went into effect on July 1, 2011. The claimant shall send written notice to the record owner or agent and to the contractor of the right to assert a lien against the property for which services or materials are provided. The notice must be sent within 30 days after first providing services or materials to the construction project. The preliminary notice is required and, if it is not sent within the time specified, the claimant shall be barred from asserting a lien. The preliminary notice must be sent for all Wyoming projects. Wyoming provides a sample preliminary notice form and lien waiver under W.S. §29-10-101.

By Jean C. Arnold, Esq., Arnold & Arnold Attorneys at Law, LLP

“Mechanic’s liens are available to all persons supplying labor,

So, before you start that next construction project, make sure you know your time deadline to serve your pre-lien or preliminary lien notice.

Sending the notice will give you one more tool to assure you get paid!

materials,

About the Contributor:

for design,

Jean C. Arnold, Esq. is a partner with Arnold & Arnold Attorneys at Law, LLP located in Littleton, Colo. The firm practices in Colorado and Wyoming. Jean specializes in construction law and real estate, including mechanic’s liens, foreclosures and landlord-tenant law, commercial transactions and litigation, and creditor representation in the Bankruptcy Court. Jean can be reached at 720-962-6010 or jeanarnold@arnoldarnold.com. www.arnoldarnold.com.

tools, or equipment construction, alteration or repair of any structure or for improvements on land.”

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CSU UPDATE

Woody Plant

Evaluations

By Dr. James E. Klett Professor and Extension Landscape Horticulture Specialist Colorado State University

You are welcome to visit the Plant Environmental Research Center, located in the southwest corner of the CSU campus and Center Avenue site, any day of the year.

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Currently we have about 1,200 different taxa of woody plants being evaluated in the woody plant area at the Plant Environmental Research Center (PERC) and our tree evaluation area on Center Avenue located by Spring Creek. Woody plants are evaluated yearly for growth rate, hardiness, growth habit, foliage, flower, fruit characteristics, disease and insect resistance and other landscape features. Discussed below are five plants that merit attention for use in the Rocky Mountain/High Plains area. The following have been selected for their outstanding ornamental feature and overall reliable performance.

Acer saccharum ‘Sugar Cone’ (Sugar Cone Maple) We obtained this plant in 2004 from Schichtel’s Nursery but recently it’s also offered by J. Frank Schmidt and Son. It is a dwarf and compact tree which is columnar when young and maturing into a pyramidal growth habit. It matures to about 20 to 25 feet in height and 10 to 12 feet in width.

The summer foliage color is a medium green, maturing to yellow-orange in the fall. It appears more adaptable to alkaline soil but prefers a moderately moist, fertile soil. It will also tolerate some shade. This clone is slower growing and a good selection for a more confined area. It’s hardy to USDA Zone 3.

Amelanchier canadensis ‘Globe’ (Globe Serviceberry) This multi-season small tree has a compacted rounded canopy, maturing to about 8 to 12 feet in height and width.

It develops white showy flowers in the spring and black sweet fruit develops in June and July, which attracts wildlife. The foliage in the fall turns a brilliant red color. This serviceberry prefers a more moist, well-drained soil and tolerates full sun or a partially shaded location. It also was obtained in 2004 from Schichtel’s Nursery and is cold hardy to USDA Zone 3.

Hydrangea paniculata ‘Lime Light’ PP12874 (Lime Light Hydrangea) This is an easier-to-grow hydrangea with reliable flowering and flower coloring not dependent on soil pH. It develops into an upright, semi-arching growth habit, maturing to about 4 to 8 feet in height and width. The 6 to 12 inch bright chartreuse blooms start in mid-summer which turns pink in September. It prefers moderate moisture but is not as dependent on soil moisture as some other taxa. This plant is great for groupings, borders, as a specimen, in containers or as a cut flower either fresh or dry. Obtained in 2005 from Proven Winners, it is hardy to USDA Zone 3.

LooseLeaf August/September 2013

CSU UPDATE

Yearly evaluations of

Pyrus ussuriensis ‘Mor Dak’ (Prairie Gem Pear) ®

This very hardy ornamental pear was developed at North Dakota State University and is good for use at higher elevations. It has an upright to oval growth habit and matures to more rounded habit. It matures to about 25 feet in height and width. The white flowers are dependable in April. Fruit is not ornamental and often not formed due to late spring frosts. The foliage is a dark green, turning yellow in the fall. The dense growth habit makes it an excellent wind break tree. We obtained it in 1995 from J. Frank Schmidt and Son, and it is hardy to USDA Zone 3.

Symphoricarpos x doorenbosii ‘Kordes’ (Amethyst™ Coral Berry)

these and all

This shrub develops an upright, rounded growth habit maturing to about 3 to 5 feet in height and width. The flowers are inconspicuous whitish-pink in mid-summer, followed by hot-pink fruit that begins in mid-summer and persists late into the fall. It grows in a wide range of soil conditions and prefers sun to medium shade. It was selected for a better growth habit than some of older varieties. We obtained it in 2005 from Proven Winners, and it’s hardy to USDA Zone 3.

woody plants

You are welcome to visit PERC, located in the southwest corner of the CSU campus and Center Avenue site, any day of the year during daylight hours. Yearly evaluations of these and all woody plants are posted on our website at www.woodyplants.colostate.edu.

are posted on our website at www.woody plants.colostate. edu.

HASH TREE COMPANY WHOLESALE CONIFER NURSERY

Growers of Quality Specimen Conifers Selected Seed Sources of Pine, Fir & Spruce

877--875--8733 1199 Bear Creek Road Princeton, ID 83857

Fax: 208--875--0731 E--Mail: Sales@hashtree.com Web: www.hashtree.com www.colorado nga.org

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MEMBER PROFILE

Spencer’s Lawn & Garden Centers 1430 S. Tejon St. Colorado Springs, Colo. 80905 719.632.2788 Fountain Location 4720 Center Valley Dr. Fountain, Colo. 80817 719.392.2726 spencersgardens.com

Spencer’s — Unique Customer Experiences during Every Season Tell us about the origins of your business.

How did you open the second location?

In July, Spencer’s turned 79 years old. Noble Spencer started the business as the first farmers market in the Pikes Peak region in 1934. The company got into the lawn and garden business, when some of its truck farmer suppliers from the Denver and Commerce City area started growing bedding plants instead of vegetables and Spencer’s started selling those as well.

Spencer’s started renting Kenny’s Nursery in Security, seven miles to the south of its Colorado Springs location in 1990. When Kenny’s owners decided to sell that property seven years ago, Spencer’s moved the business from that location to Fountain, where it built a “top-of-the-line” greenhouse facility on five acres.

Spencer’s son, Noble “JR” Spencer Jr., bought the business in 1958. The third generation of the Spencer’s, Mike Spencer and his wife Susan Spencer, opened the current garden center location on Tejon Street in 1980. At first, renting that corner and an old gas station, the couple bought the property and expanded their products to landscaping chemicals and other gardening supplies.

The business was incorporated in 1982, and Mike’s sister Alice Robinson and her husband Dan Robinson joined the staff full-time. Two years later, a large greenhouse was built on to the gas station building, the business bought more land in the same block, and improvements were made.

What about your stores contributes to your company image?

Spencer’s is known for its garden shows, which kick off the spring in March each year.

The show was moved to the Fountain location for the last seven years. The company invites several vendors to participate and holds three days of seminars and giveaways for the community.

The event garners lots of media attention, creating quite a following among customers.

The Fountain location is also known for its roses, which goes back to the great reputation that Kenny’s had for growing roses. Colorado Springs has a very active rose society and the

Photos Courtesy of Heather Gunnerson, Spencer’s Lawn & Garden Centers

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LooseLeaf August/September 2013

MEMBER PROFILE business has developed strong relationships with its members.

At the Tejon Street location, Spencer’s is still known for its farmers market, which sells Colorado fresh produce year round, as well as its fruit trees, bushes, vegetable plants and 300 varieties of herbs. A candy store in the basement of the Victorian family home, where Noble Jr. still lives, is a must-visit for generations of families and children.

The main location is also known for its Christmas promotions. Christmas trees, supplied by the Brady family in Canon City for more than 60 years, are popular with the holiday crowds in downtown Colorado Springs. From December 1 to 19, the garden center sells nearly 1,000 fruit baskets a day.

What do you do to stay competitive?

Since the economy has gone down, the company holds corporate meetings on a regular basis, where owners and managers talk about the sales numbers, expenses and inventory. Involving so many family and crew allows different eyes and ears to to help make inventory decisions about which products are doing well, which ones to add and which ones to drop.

At the Fountain location, the staff saw that no local outlet sold propane gas on weekends even though there were plenty of trailer owners who needed to buy it. By adding propane gas as a product and being open on weekends, the business has really profited.

By adding

The company stocked Crocs when they first came out, and added lots of new revenue for a few years. When everyone had them, the company stopped stocking them.

a product and

A grade school building located a half block from the Tejon location was recently bought by a brewery/bakery, which now operates a traditional farmers market on Wednesdays.

Spencer’s is taking advantage of the new circumstance by renting a booth at the weekly market, where it sells its products for a slight markup from its garden center prices.

Alice hands out flyers to inform people of the nearby garden center, and gives out advice on growing herbs and produce to other vendors and customers who ask questions and express delight about how great her products are. When people at the market ask about the availability of certain plants and products, she tells them she has it at the garden center, and then goes back to move those products up to the front and put them on sale so more will sell..

propane gas as being open on weekends, the business has really profited.

QUALITY WHOLESALE PERENNIALS

We are a wholesale grower of excellent quality Colorado-Grown herbaceous perennials & ornamental grasses. After experiencing the beauty of our plants and the convenience and personal touch of our service, we hope you will consider Britton Nursery your first Wholesale Nursery choice for all your flowering perennials and ornamental grasses.

Britton Nursery, Inc.

7075 Wyoming Lane Colorado Springs, CO 80923 Office: 719.495.3676 Fax: 719.495.3749 . info@BrittonFlowers.com www.BrittonFlowers.com

Proud Member

www.colorado nga.org

Licensed Propagator

Licensed Grower

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SAFETY CORNER

Summer Safety Tips From Pinnacol Assurance

Pinnacol policyholders have access to various free materials including a “Sun Safety” poster, available in both English and Spanish.

Many Colorado workers, especially those who work outside, are at risk for injuries ranging from severe sunburn to heat exhaustion. It is important for you and your employees to understand and protect yourselves from Colorado’s summer hazards. Here are some helpful sun safety tips:

Wear Sunscreen • All outdoor workers should wear sunscreen on all exposed body parts. The higher the SPF, the better the protection against a sunburn and potential skin cancer. Reapply sunscreen every two hours to maintain its effectiveness.

• If it begins to hail, find a covered shelter such as your car. Hail in Colorado ranges from pea size to golf ball size, both of which can cause injuries.

As a Pinnacol policyholder, you have access to a wide variety of free materials including our “Sun Safety” poster that is available in both English and Spanish. You can order these materials online through the Resources section of Pinnacol.com.

If you have any additional questions about Pinnacol’s resources or about summer safety, please contact your marketing representative.

• Workers can also benefit from wearing a brimmed hat and sunglasses. Make sure hats or sunglasses meet your worksite’s Personal Protective Equipment (PPE) requirements.

Drink Plenty of Fluids • Remind your employees to drinking plenty of clear liquids, including water or something with electrolytes, such as sports drinks.

• If you or your employees feel dizzy or nauseous, take a break. Find a cool, shady place and rest until you feel better. Heat stroke can impair a person’s ability to make sound judgments and may cause accidents.

Watch the Weather • Remind your employees to take cover during thunderstorms, but not under trees, where lightning risk increases.

• If you or your employees are working off the ground and see lightning, get down immediately. Lightning kills more workers each year than tornadoes.

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LooseLeaf August/September 2013

Do You Have a Photo of That?

Marketing with Great Photos

By Keith A. Williamson Little Valley Wholesale Nursery

Have you been asked to supply a photo of some facet of your business (plants, finished landscapes, irrigation components, staff members, etc.), whether it be for viewing as an attachment to an e-mail, a component of a website, or as an illustration for a printed publication? You don’t have to be (or hire) a professional photographer to capture compelling images for whatever purpose. With some basic equipment and skills, you can build your own library of photos suitable for publication in a wide range of media.

b) A tripod is not absolutely essential, but it can make the difference between an image suitable for emailing and one sharp enough to be published in a magazine. c) Image processing software also is not required, but these programs greatly increase your ability to edit your image via cropping, color correcting, sizing, and a host of other possibilities.

Let’s look at some points to consider: 1. Equipment: (I will concentrate on digital photography, as this is the form that is most easily accessible to the non-professional.) a) Camera formats range from complex, high-end digital single lens reflex (DSLR) to point-and-shoot, fixed-lens cameras and in-phone cameras. Each of these is capable of producing print-worthy images.

These are high resolution photos of two different views of the Monarda ‘Cambridge Scarlet’ in an Aspen garden for use in gardening publications.

Photo credit: Keith A. Williamson

www.colorado nga.org

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Colorado Nursery & Greenhouse Association 959 S. Kipling Pky, #200 Lakewood, CO 80226

Do You Have a Photo of That?... continued 2. Techniques: a) Always shoot your photos at the highest resolution offered by your camera (you can find the image quality/ resolution in your camera’s menu; refer to your camera’s manual if you need help finding it). A high resolution image can always be scaled down for email or web use, but a low resolution image fares poorly when taken to print. Memory cards are becoming less expensive, so buy a new card instead of trying to cram more lowerresolution images on the existing one. b) Take a lot of shots! Again, since memory cards are increasingly inexpensive, shooting many images to find the one that “sings” can be worth it. Plus, the experience you gain by taking a lot of shots will lead to more usable images versus duds over time, as you hone your skills. c) Shoot outdoor images within two hours of sunrise or sunset for higher color saturation. Midday shots risk being washed out with too much contrast, which can be quite difficult to correct with software.

d) Vary your perspective. Shots taken from ground level or high overhead may change the power of the image considerably, for a unique look.

3. Resolution and image size:

Resolution is the amount of detail captured in the image (shown as pixels), and is directly related to the quality of the glass used in the camera lens. Printers and computer screens affect resolution, too. Printing at 300 dpi (pixels rendered as dots per inch) is optimum for photos. A resolution of 72 dpi is fine for emailing and web use, but the image size should be reduced to fit the screen.

The details surrounding image size and resolution as they relate to printing or other media can seem confusing, especially to the non-professional. However, a basic review of these through classes or publications will greatly aid you, especially if you wish to make use of photos in your business.

In addition, various publications, such as the Looseleaf, are always looking for good quality photos to accompany various articles, which gives you an additional opportunity to get your name or your company’s name in print at no cost to you.

Get into the habit of keeping your camera with you at all times, for you never know when the ideal shot may present itself and give you the opportunity to show your stuff!

This image is from a 12 megapixel fixed-lens camera. The file size is 7.4 MB which, when printed at 300 dots per inch, would result in an image size of 10 by 13 inches at full resolution.

Photo credit: Keith A. Williamson, Little Valley Wholesale Nursery

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LooseLeaf August/September 2013