MAY/JUNE 2022
THE DIVERSE MINDSET
THE VALUE OF DIVERSITY IN LANDSCAPING DESIGN + BUILD + MAINTAIN EQUAL REPRESENTATION
UNDERWATER ARTWORK
DOWN IN THE DIRT
COMMUNITY REFLECTION
Bringing New Faces to Leadership Circles
Diving Into Dazzling Pool Designs
Community Thrilled by World-Class Bike Park
Locals Become Centerpoint of Iconic Landscape
WELCOME
The Event Continues...
2023 Stay tuned for announcements on our second annual FutureScape USA Expo
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Pro Landscaper USA South May/June 2022
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WELCOME
W E LC O M E N
ature changes. It moves, grows, dies and adapts. Nature is strong, fragile, vibrant, complex. There are an endless amount of unique characteristics that make nature the most dynamic aspect of our world. The diverse landscapes that sit across the globe bring beauty, joy and life to the people around them, and inspiration to the landscapers working to help nature thrive. Diversity is a part of nature as much as sunlight, water and oxygen, and when it comes to nature, diversity is celebrated. We hope to imitate that celebration in our work, our industry and our lives. This issue of Pro Landscaper USA focuses on diversity. Our team believes that diversity is one of the most valuable aspects of our society, and we hope to share that belief with each reader. There are numerous ways to incorporate diversity into the landscape industry. People, operations, equipment, clients, even ways of thinking are a few examples. Throughout this magazine, industry leaders and influencers outline areas landscapers are adopting diversity well—and areas that are lacking. Several offer different perspectives in our Agenda section where we ask, “Where do you see the industry diversifying and what do you expect to see in the future?” Our Let’s Hear it From feature focuses on a young landscape professional who is quickly becoming a power player in the industry. Within only a few years of professional work, she is already a business owner, well-known speaker and celebrated innovator. One of her strongest passions is creating diverse industry leadership. In our Education section, a North Carolina man has the same goal. With 20-plus years in the
industry, he is now a respected business leader; he overcame many challenges to get there, though. He explains what often keeps minorities from leadership roles. Our Company Profile follows a Georgia mother who is creating a way to bring more women into the world of outdoor professionals. Her company is designed specifically to give female landowners education, confidence and community. We even focus on diversity in our Inspire pieces, explaining how diversity in techniques, tools and designs can create outstanding landscapes. Pro Landscaper USA went through its own bit of diversification this year. We successfully expanded our operations to host our first, in-person event called FutureScape USA. The one-day symposium took place at the Computer Museum of America in Roswell, Georgia, on March 24, 2022. Speakers, exhibitors and attendees gathered to discuss today’s challenges and the future of our industry. We outline details of those conversations later in this issue. The thoughtful conversations during FutureScape USA inspired each of our team members, and we hope it did the same for everyone who took part. We are so thankful for each of you! We are especially grateful for all of our advertisers, contributors and readers who support our magazine. We are always blown away by the thoughts and experiences offered through these stories and appreciate the opportunity to share them. Please continue partnering with us as we work to connect the design, build and maintain sectors of the landscape industry!
Aimee, Mary Kate & Angelique Angelique Robb Managing Director angelique.robb@eljays44.com Mary Kate Carson Production Editor marykate.carson@eljays44.com Aimee Almaguer Advertising Coordinator aimee.almaguer@eljays44.com
connecting the
DESIGN + BUILD + MAINTAIN sectors of the south
Angelique
BARN VIEW OF THE NATCHEZ TREE COMPANY
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CONTENTS
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INSPIRE 26 30
INFORM 08 10 12 13 14 19 22
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News Big stories circulating through the industry
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At-Home Athletes Recreational Oasis Built Behind North Carolina Home Myatt Landscaping Rockstar Energy BMX Park World-Class Bike Park Built in Houston Neighborhood Yellowstone Landscapes The Faces of Elaysian Valley Diverse Art Installation Celebrates Local Community Members Coldspring
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Agenda Diversifying the Industry Diversity/Equity/Inclusion for the Workforce Deborah Cole Deborah Cole Connections Intentional Diversification for Business Operations Brooke Inzerella Horticare Landscape
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NURTURE
FutureScape USA Recap of the inaugural U.S. event
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Let’s Hear it From Magdalena Aravena Studio Siembra Company Profile Danielle Atkins Land & Ladies
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alterNative Dangers of and Alternatives to the Dutch Iris Nursery Focus Natchez Tree Company Lamar, MS
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CONTENTS
M AY / J U N E 2 0 2 2 E D U C AT E 48 52 55 56 57
Embracing Diversity Organically Lori Hawkins Building the Bridge Developing a Connection Between Diversity and Equality Insurance ReTooled Will Allen Green Industry Captive
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Purchase with a Purpose Increasing Company Profitability with Better Purchasing Decisions Unplugged Simple Tools to Ease the Workflow
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PEOPLE
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Beneath the Surface Ray Corral Mosaicist Women in the Lighting Industry AOLP Little Interviews Getting to know the people in our industry
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WELCOME
CONTR IB U TOR S DEBORAH COLE
BROOKE INZERELLA
As the founder and president of a commercial landscape firm with multiple locations throughout Texas, Deborah Cole has learned the importance of a people-centric leadership and communication. She now devotes herself full time to speaking, writing and consulting with a heavy dose of visual storytelling (photography) included.
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WWW.DEBORAHCOLECONNECTIONS.COM
Brooke Inzerella is a licensed landscape horticulturist and owner of Horticare Landscape Company in Louisiana. As one of the area’s leading landscape companies, Horticare is known for superior service, swimming pools, landscaping and outdoor living spaces.
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lori hawkins
Will Allen
Lori Hawkins, RLA, ASLA, is owner and principal of Hawkins Landscape Architecture. With over 30 years of experience, she specializes in high-end residential landscape architecture and offers 3D landscape design to allow customers to a unique view of their landscape before installation.
Will has 10 years of insurance experience working for a regional brokerage and as a partner in a smaller agency. He founded Green Industry Captive after constantly hearing from his landscape clients that the one thing he could do to help them was to get them a lower premium. He knew a captive would be the best solution.
WWW.HAWKINSLA.COM
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Bryan Mours
WWW.YOURASPIRE.COM
CONTACT ELJAYS44 LLC 323 Polk St. Lafayette, LA 70501 Managing Director Angelique Robb angelique.robb@eljays44.com (337) 852-6318 Production Editor Mary Kate Carson marykate.carson@eljays44.com (903) 283-0513 Printed by Allen Press Inc. www.allenpress.com Published by ©Eljays44 LLC
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WWW.GREENINDUSTRYCAPTIVE.COM
aolp
Driven by his desire to help people, Bryan started his own landscape consulting business in 2010 before joining Aspire in its early stages in 2014. Now the vice president of customer service, Bryan oversees Aspire’s implementation and client success managers as well as the AspireCare support team.
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WWW.HORTICARELANDSCAPE.COM
The Association of Outdoor Lighting Professionals is an international organization representing the interests of lighting professionals. The mission of the organization is to establish standards, educate industry professionals and increase awareness of the outdoor lighting industry.
P63 Designer Caitlyn Wallace Subeditor Erin Z. Bass Pro Landscaper is a trademark of Eljays44 Ltd. 3 Churchill Court, 112 The Street, Rustington, West Sussex BN16 3DA United Kingdom Tel: +44 (0)1903 777 570 eljays44.com
WWW.AOLPONLINE.COM
Pro Landscaper USA South is published six times a year and distributed to 5,000 qualified members of the green industry. Postmaster: Send address changes to 323 Polk St., Lafayette, LA 70501. Pro Landscaper USA South verifies information as much as possible. The views expressed by editorial contributors and the products advertised herein are not necessarily endorsements of the publishers. Reproduction of any part of this magazine is strictly forbidden.
UK Directors Jamie Wilkinson jamie.wilkinson@eljays44.com Jim Wilkinson jim.wilkinson@eljays44.com Cover image: Pool detail from Ray Corral, Mosaicist
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WELCOME
AMERICA
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PELLENC designs and manufactures durable, robust tools, motors, and batteries for professional use. For over 10 years, landscape contractors from all around the globe have put their trust in Pellenc’s professional battery-powered tools. Find out more information visit Pro Landscaper USA South our website at pellencus.com!
May/JUne 2022
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INFORM
INDUSTRY
NEWS LANDSCAPE ARCHITECTURE PROJECTS DOCUMENTED IN THE LIBRARY OF CONGRESS
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PARTNERSHIP AIMS TO EASE TRANSITION FROM GAS-POWERED EQUIPMENT
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wo industry nonprofit groups are teaming up to help companies and cities transition to zero-emission equipment for landscapers. The American Green Zone Alliance (AGZA) and the National Association of Landscape Professionals (NAOLP) announced the partnership in April. The groups believe zero-emission equipment increases the environmental benefits of professionally maintained landscapes. They want to help develop plans for teams ready to make the switch. They say it will take several steps, including training, infrastructure support, maintenance knowledge, equipment availability and funding. AGZA representatives say the goal is to create a solutions-based approach for the landscape industry. Both groups plan to work with federal, state and local policy makers as well as landscape company leaders to provide the best resources and training necessary. www.agza.net
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rofessional landscape architecture projects will be represented in a U.S. federal institution thanks to a new partnership with the American Society of Landscape Architecture (ASLA). Winners of various ASLA awards will be featured in the Library of Congress. It is the world’s largest library and has documented works of architecture, design and engineering since the 1800s. The Library also documents significant collections of landscape architecture dating back to 1899. ASLA wants to collaborate with the Library of Congress specifically to expand the collection of available work and distinguish landscape architecture from architecture. ASLA leadership says the collaboration reflects the Library’s recognition of landscape architecture in society. Library representatives say the creative landscape world will be an integral part of the collections offered to researchers and the general public. New designs will be added each year. www.congress.gov
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INFORM
“MADE IN AMERICA” ADVERTISING CAMPAIGN
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TIHL is promoting its commitment to American manufacturing through a new ad plan. The company sells worldwide, but the majority of products are made in the United States at STIHL’s Virginia Beach facility. Their multimedia campaign features the more than 3,000 STIHL employees and 10,000-plus dealers in the U.S. The marketing plan comes as STIHL announces its expansion of the “Battery Power Made by STIHL” manufacturing plan, as they increase production of battery-powered equipment. The “Made in America” campaign will run throughout 2022. www.stihlusa.com
GOMATERIALS EXPANDS SERVICES IN THE UNITED STATES
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our more states can now utilize GoMaterials’ online marketplace for sourcing plant materials. Landscapers in California, Georgia, North Carolina and South Carolina can now use the service to find materials from hundreds of suppliers across the U.S. and Canada. GoMaterials aims to bring a solution to delivery delays and plant quality issues. The team outsources the procurement process from estimation to delivery. GoMaterials’ CEO says the expansion is a next step in their journey to enhancing operations in the landscape industry. www.gomaterials.com
U.S. LEADERS RELEASING 35,000 SUPPLEMENTAL H-2B VISAS
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he Department of Homeland Security is making plans to allow 35,000 additional H-2B visas for seasonal, non-agricultural workers during the late spring through early fall. There were 23,500 renewal visas and 11,500 new visas available. This change will nearly double those numbers. The H-2B visa plans are designed for temporary employees living in Northern Triangle countries, including Haiti, Honduras, Guatemala and El Salvador. The DHS secretary says this will help ease pressure on employers looking for qualified workers. Workers will likely come to the U.S. in early May. They will have protections similar to those in place earlier in 2022 and 2021. www.landscapeprofessionals.org
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INFORM
AGENDA HOW IS THE INDUSTRY DIVERSIFYING?
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Chap Gary
Jerry Ashmore
OWNER OF EDEN SCAPES, LLC
DIRECTOR OF WORKFORCE DEVELOPMENT AT THE GREENERY, INC
LAFAYET TE, LOUISIANA
HILTON HEAD ISLAND, SOUTH CAROLINA
What I’m seeing is that the companies that are here for the long haul are getting smarter. With the challenges that we are all seeing with labor, supply shortages, rising costs and the general difficulties that come with running a business, the ones who will survive are the ones that are finding ways to leverage technology and who are implementing unconventional approaches to doing things. I am seeing people thinking outside the box on who they hire, how they organize and mobilize and what it takes to be successful. It also appears that we are seeing a higher level of professionalism being developed in the green industry.
Promoting and improving our workforce diversity at The Greenery, Inc. is a crucial initiative. Not only is it the right thing to do, it’s important for folks to understand the benefits of a diverse workforce. A diverse workforce brings different viewpoints and perspectives to The Greenery and promotes better collaboration, team morale and camaraderie. Our culture is the soul of our organization and arises from our shared values, beliefs and ways of operating that are transmitted from one employee owner to the next and strengthened through our diversity.
Pro Landscaper USA South May/June 2022
Emmett Muennik BOARD-CERTIFIED MASTER ARBORIST AT ARBORJET THE COLONY, TEXAS I see arborists diversifying their service offerings. In addition to tree pruning and removals, plant health care and consulting services are becoming more common. These are higher margin services with less overhead. I even know some business owners that have sold off their pruning/ removal equipment and solely do PHC and consulting.
Andrea Mueller OWNER OF INSIDE OUT DESIGN, LLC FRANKFORT, KENTUCKY While landscape construction and construction in general is still largely a male-dominated industry, I see the landscape industry being more diverse and even with increased female leadership in the coming years. Including diverse sex, religious and educational backgrounds, color and culture on our teams can allow for more well-rounded, well-thought-out approaches to business and can create more success and growth.
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INFORM
Mark McKay
Anjelica Sifuentes PROJECT LANDSCAPE ARCHITECT AT DESIGN WORKSHOP
FOUNDER AND CEO OF GARDEN FUSION, LLC
HOUSTON, TEXAS
HOUSTON, TEXAS Over the past 30 years, I have seen a number of changes in the landscaping industry. One of the most important changes taking place is the diversification of who is entering the workforce in our industry. We are seeing great progress in staffing our businesses with both women and men of all ages, as well as various cultural and educational backgrounds. This inclusion of a variety of experiences makes our businesses stronger. Rather than rely on a narrow view of only common “like-minded” individuals, the landscape industry is experiencing much more innovation because of the fact that our teams are built with people that do not look and act like their peers. With various backgrounds and ideas that are generated from such a wide spectrum of the world’s population, I am excited to see how much innovation and growth still lie ahead for our industry.
Our industry is beginning to see a much-needed shift into designing for the more underrepresented communities. We’re starting to acknowledge where we’ve gone wrong in the past and are now using these lessons to create more equality in race, economic status and the overall health of our communities. Diversity in our projects cannot exist without the acknowledgment and support of the many distressed communities. There’s a surge of young professionals who have witnessed the social injustices firsthand and are getting into the field to fight these disparities through their own frustrations. With the new push for social equity, our field is growing stronger and more diligent through each passing year.
Lexie Assunto VICE PRESIDENT OF BUSINESS DEVELOPMENT AT CLEARWORLD NEW ORLEANS, LOUISIANA The smart city and sustainability initiatives that we are seeing today all started with smart lighting. The benefits only highlighted the need for an overdue overhaul of our infrastructure. Sustainable smart city initiatives, though, are successful only when people-centered, and the challenge city leaders are facing leads back to the need for meaningful public engagement. In this way, the industry is growing more equitable and inclusive by forcing leaders to tap into the local community to support historic incentives funded by taxpayer dollars. These public private partnerships are leveraging federal dollars to increase efficiency and free up capital for community programs and additional upgrades. The trends we are seeing show promise of equity and inclusion, because these programs rely so heavily on innovation and transparency.
Robyn Schmitz CEO/FOUNDER OF HIGH PRAIRIE LANDSCAPE GROUP KANSAS CITY, MISSOURI We’ve learned that a diverse business strategy mitigates our risk and builds a firmer foundation. These changes may propel us forward as stronger organizations. A key tactic we’re taking at High Prairie Landscape Group to capitalize on the evolving business landscape is continuing our efforts to bring more women and talent from other fields into our business by creating clear career paths, training systems tailored to help them succeed in a seasonal business and recruiting. We use messages that help them understand there is a place they belong within our industry. Listen to your people and your target market, and they’ll tell you how to reach more people like them.
COMING UP: WHAT ARE S OLUTIONS TO THE INDUSTRY WORKFORCE CHALLENGES?
E-MAIL OUR EDITOR MARY KATE CARSON AT MARYKATE.CARSON@EL JAYS44.COM TO BE INCLUDED IN OUR NEXT ISSUE.
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INFORM
DEBORAH COLE DIVERSITY/EQUITY/INCLUSION DEBORAH COLE ON DIVERSIFYING STANDARDS TO DIVERSIFY THE WORKFORCE
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s more companies look for ways to expand their workforce, questions are asked about how to accomplish it. In recent months, I’ve been asked the following questions specifically:
current employees if they can refer female family or friends to our companies to fill empty roles? Often old assumptions about who should and can fill a role are outdated. Expanding our search is one possible step.
I feel like I’ve tapped all of my resources to find people to work for me. How can I expand this?
In the consideration of making our workforce more diverse, we must ask if our work environment allows for women who have large family responsibilities to work. Not only are green industry job descriptions, hours and requirements all based on old standards, but these are often prohibitive if we want to add a diverse group of workers to our companies.
On a recent RFP I received, I’ve been asked to identify the diversity in my staff and what program I include to train my staff on diversity, equity and inclusion. What do I do? How can I attract more women to my staff? My staff all look just like me. I know that can’t be the right thing in today’s world. How can I change? It is true that finding an available workforce is difficult. Many green industry companies are perplexed about where to seek out new sources of staff. It is also true that over 90 percent of the staffing in the landscape industry is male. Since over 50 percent of the U.S. population is female, there is an untapped resource. Does it not seem like one statement gives rise to a solution for the other? Universities with programs in horticulture are filled with women seeking meaningful and equitable employment. Do we mine these programs for future employees? Do we ask our
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Recent studies and reports indicate that women in the workforce yield elevated results. Profitability, employee engagement and innovation all are shown to increase when women are added to staff. As the saying goes, when you change the way you look at things, the things you look at change. Hiring the same, promoting the same and training the same do not yield the improved results that we desire.
Yes, the landscape industry is indeed labor intensive, but we cannot continue to assume that production teams should only consist of men. Women have been shown to produce faster results and higher quality results in those areas where efficiency and a high level of detail are required. It is often said that we continue to do things the way we always have out of fear of change. But what we are asking for is change and improvement in our staffing. Diversity, equity and inclusion does not just mean hiring a token female or person of color. It requires a commitment to making the change and making internal changes in regard to training all others that will make such a change a success. People who are hired want to fit in. Conversely, many of our existing teams want leadership to continue to hire people just like them. That is what is comfortable. Making a bold decision to hire differently requires effort and commitment—but the statistics show us it’s worth it.
ABOUT DEBORAH COLE Deborah Cole is the founder of a commercial landscape firm with multiple locations throughout Texas. She now devotes herself full-time to speaking, writing and consulting. deborahcoleconnections.com
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BROOKE INZERELLA INTENTIONAL DIVERSIFICATION BROOKE INZERELLA ON CHOOSING THE RIGHT SERVICES FOR YOUR TEAM
Soon after, we pursued athletic field work and started building pools. There wasn’t much we didn’t do. But as I continued to diversify my service offerings, it was becoming obvious that we were being stretched too thin—a common pitfall of diversifying horizontally this way. Although it’s tempting to believe that it’s
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necessary to be all things to all people, this kind of chaotic growth is not strategic and usually not the most profitable. Smart business strategists will recommend diversifying vertically down a core competency. And although this can seem scary, I believe it to be true. I realized that I had diversified so wide horizontally, it became hard to market my business, my team’s abilities were challenged, and it was becoming increasingly difficult to manage. About three years ago, I decided that I needed to simplify my services and whittle them down to what we do best and what would be most valuable to the marketplace. So, together with my leadership team, we developed a vision for Horticare to be the trusted source for high-end outdoor living spaces in our region. We had a disciplined approach to pursue solely the type of work that I truly love and that we’re good at: design and installation of not only high-end landscapes but pools, hardscapes and outdoor kitchens for residential settings. Creating these high-end outdoor living spaces with one general contractor became an attractive service in my area, and client referrals have brought me a continuous flow of great projects that fill this niche. And although I did not immediately eliminate the services that do not fall within this niche and are therefore unnecessary to fulfill my vision, this
Photos courtesy of ©Horitculture Landscape Company
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hen I started Horticare 14 years ago, I was basically offering one thing: landscaping. And during those first few years, that was the only service we provided. This was fine for a while, as I was fortunate enough to have plenty of business, but I became restless and wanted to do more and grow my business. During the next eight years or so, my itch, along with interest from talented personnel wanting to join our firm, led me to add irrigation, landscape design, lighting, horticultural maintenance, mowing, turf applications and hardscaping. Before I knew it, Horticare was a full-service landscaping company.
is on the short-term plan. Truthfully, I still struggle with wanting to be the go-to guy for everything my clients need, so letting go of some of the services that got us growing in the early years has been hard. But, I know these moves are what’s best for my company, and I believe that smart diversification is really the key to differentiating yourself from your competitors. It makes it easier to run the business, too. I’m seeing those rewards more and more each day.
ABOUT BROOKE INZERELLA Brooke Inzerella is a licensed landscape horticulturist and owner of Horticare Landscape Company in Lafayette, Louisiana.
www.horticarelandscape.com
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INFORM
RECAP ON THE INAUGURAL EVENT
Pro Landscaper USA is dedicated to connecting the three main sectors of the landscape industry: design, build, maintain. This happens by sharing ideas and experiences between industry professionals, and we do so by our magazine, online platforms and now a capstone event. The first FutureScape USA in the United States took place on March 24 in the Atlanta metro area. The day-long symposium brought landscaping leaders and innovators together to discuss the state of the industry in town hall-style meetings. Speakers covered numerous topics, determining why various challenges or changes are happening amongst landscapers and ways to use those factors to elevate the industry. Audience members engaged with speakers throughout the talks by asking questions and adding their own thoughts on the topic. The panels created a space for knowledge sharing and education between individuals who are passionate about the future of the landscape industry.
FIRST PANEL DISCUSSION OF THE DAY
PANEL 1 SUSTAINABILITY: A GREENER FUTURE The day began by discussing a topic that is foundational for many landscapers: building a sustainable world and a greener future. Joe Langton moderated the panel. Eric King, Cindy Code, Dan Mabe and Jim McCutcheon talked through what sustainability means to different groups and how they approach sustainable practices. Dan Mabe defined sustainability as sustaining people. “Sustaining people, sustaining businesses, finding a way to incorporate what is good for the planet into what is good for the work we’re doing. It allows landscapers to go into a community and enhance the quality of the grounds and of life,” said Dan. Cindy Code says her perspective is a bit different. “Sustainability is about maximizing all the inputs and outputs of a landscape.
JOE LANGTON We need inputs like water and pesticides and other features that renovate and protect a greenspace. We need outputs of a space for carbon sequestration and reducing runoff. Being sustainable is maximizing the work of all of these features.” They considered ways landscapers successfully create sustainable sites and ways they fall short. “Sustainability is a unicorn. The traditional maintenance approach is to mow, blow, edge, pick up or take away. We leave it the way it was when we were there last week. It’s a big reset. That is not nature though. Nature is constantly moving, always changing. It won’t work long-term. Nature doesn’t rain every day. That causes fungus and shallow roots. So why are we watering every day? Reuse the water, reuse the leaves. Educate people on why this is important. We need to find how to allow nature to move and that will create sustainable landscapes,” said Eric. They also dove into public perception of the green world and ways to embrace or protect nature.
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INFORM
Jim McCutcheon said, “It’s really about education and opportunity. There are a lot of ways to motivate people, but people don’t do well if you tell them you have to or need to do something. We need to find what people’s needs are and address those needs in a sustainable way. Then, we are creating sustainable spaces while accomplishing our clients goals.”
SPEAKERS FOR PANEL 3 PANEL 2 ROBOTICS AND THE NEXT STEPS It is a controversial topic buzzing through the landscape industry: robotics. Panel two focused on the development of robotics and automation in the green space and what is to come. John Vlay, Wayne Kreifels, Charles Quinn, Joe Langton and Billy Otteman sat on the panel, and Dan Mabe moderated. A large focus was on the misconceptions of robotics. “People believe the size and the electrical wires connected to the equipment are going to keep them from doing their work. They aren’t going to stop the work, though; they make the work different,” said Joe. “When you think differently and work differently, it expands your mind, your team and your business success.” CBQ said people often fear that robotics will replace workers. He tells them “it will only take work from people doing boring things like sitting on a mower for hours at a time. This will free up their time to become craftsmen and creators, doing work only humans can do.” “People often say the technology is too advanced. Really, we focus heavily on ease of use. We engineered the mower to go backward, forward, left, right, fast, slow,
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Jeffrey scott, Tony Ricketts, James Manske, pam dooley, brooke inzerella & Jeff mcmanus within seconds. The last person we trained had it down within a week and now uses it like a toy,” said John. “Ultimately though, we know people won’t adopt this idea unless it saves them money. So we know that is what has to happen. The amount of money saved when you don’t have to pay someone $20 to $30 an hour to sit on a mower can go toward irrigation systems, equipment repairs and so many other things that will make your business make money.” Wayne said many landscapers worry if the equipment is worth the money. “When we show the numbers, it is immediately clear how high the RIO (Return on Investment) is. The key thing is education. Setting your expectation of what that machine can do overall and what it can do for you specifically.” Billy said he often hears people say they don’t need to incorporate new equipment into their already functioning business model. He disagrees. “The future is happening fast. The amount and pace of robotic development is astounding. What we will continue to see in the next few years will be just as astounding, so brace yourself,” he said.
PANEL 3 DESIGNING THE WORKFORCE OF TOMORROW Service, logistics and retail are just a few of the many industries struggling to staff their teams. It is a problem sweeping the nation, and millions of employers are brainstorming ways to keep their businesses open. While landscape professionals are in short supply, there are solutions. During panel three, business owners and consultants shared their successful tactics to find and retain employees. Tony Ricketts, Pam Dooley, Brooke Inzerella, Jeff McManus and James Manske sat on the panel, and Jeffrey Scott moderated. They discussed ways to encourage potential employees to pick their teams. They also discussed what it means to have a strong “culture” and ways to build that. “We try to sell jobs to the strengths of the people that we have. Trying to make the most of our current employees and develop roles that match their strengths. We don’t want to hire warm bodies, we want to do things more efficiently. It has made a big difference in the psyche of the team we already have,” said Brooke. Tony believes that “people don’t just want to
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INFORM earn, they want to have. They want to have ownership and community. We make our office feel like home and our employees feel like they are among friends,” he said. Jeff said, “We try to get people excited about what they are doing. Giving them passion and purpose about their work. We do that through education. We train and certify employees to help them learn their trade. Through that process, they begin to take more pride in their knowledge and their work.” James asked “What are you doing to stand out? Do you give health insurance? An IRA? Even a gym membership? Think of fun things to do. Go to Top Golf, go to a movie. It isn’t enough to offer a raise or bonus occasionally. Make employees feel appreciated and wanted.”
JOE LANGTON, ANGELIQUE R0BB, JOHN VLAY AND DAN MABE
“Employees want a loud voice in their jobs and their futures, and allowing that helps build that strong culture. Flexibility is a big trend I’m seeing. People demand flexible work hours, and it is becoming an important part of society. Build your own job, build your own hours. Those are their goals,” said Pam.
PANEL 4 MAKING TIME FOR TECHNOLOGY Like it or not, it is here to stay. Technology is inching into every corner of life, including landscaping. It is a change that can drastically improve business operations when embraced. The first step is education on what technology is available and how it can be used to meet the needs of each unique business. Tony Ricketts moderated the talk, and Jason Connor, Casey Child, Billy Otteman, Michael Mayberry and Jeff Wraley shared simple tech tactics to make a big impact. Jason said, “A CRM (customer relationship management) is so useful. A lot of platforms are out there and many are customizable to your business, and they communicate with clients about job estimates, proposals, timing, operations, all of those sorts of things. It takes every major component of running your business and puts it in the palm of your hand. It’s an incredible tool.” “The power of social media is invaluable. Having a phone on you helps you easily brand and market your company. It gives people a glimpse of what you’re doing every day. It is
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a simple and low-cost option to really drive home the value of your company to those watching,” said Casey. “Using technology for measuring and site reconciliation is so helpful for landscapers. Typically, site mapping takes so long for a crew to put together, but we are working to utilize technology to do this for us. Also, we are also using augmented reality. As this continues to be developed, it will give us the ability to almost work one-on-one with team members even if they are out on a job,” said Michael.
LAWNLINE MARKETING
OUTDOOR DEMOS
They also offered a few lesser-known benefits of tech integration. Jeff says it is a huge benefit for the recruiting process. “Tech is a talent magnet. If you have newer technology, it will attract younger, more tech-savvy people. Even those in less techbased roles can appreciate ways technology can improve the company operations overall.” Billy believes the biggest long-term effect of technology is “the revolution of what the industry looks like from an outside perspective. The type of software and data being used is cutting edge, and the public’s
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first interaction with these tools will be through landscapers,” he said.
PANEL 5 INDUSTRY COLLABORATION Our final discussion dug deeply into Pro Landscaper’s purpose. What creates a disconnect between industry sectors and how will the divide close? Pro Landscaper USA’s Director Angelique Robb moderated the panel. Jeffery Scott, Mary Kay Woodworth, Marc Elliot, James Manske and Judd Griggs questioned where this disconnect began. Judd said, “A lot of it begins in education. I come from a landscape architecture background and degree. When I was going through the curriculum, there were only two horticulture courses. I didn’t understand how I could be a landscape architect if I didn’t understand plants, so I ended up getting a secondary degree in horticulture.” “I also think it stems from education. Back in the day, many architects were taught that it is unethical to build what they designed. This isn’t true for everyone but may have contributed to the culture of the industry today,” said Jeffrey. They also gave examples of times this divide caused issues. Marc explained it with firsthand experience. “We see it all the time,” he said. “You have the architect who designs the job, hoping to create the best design possible. Oftentimes though, they are looking for varieties of trees or varieties of plants that are very hard to find. Even if you do get them, they come from far away and do not survive where they are planted. The lack of communication between the architect and installers and the installers and the growers and the growers and the maintenance crews causes a major breakdown in the process. In the end it
hurts everyone, especially the client. All the stakeholders should benefit from a job.” Finally, the group offered solutions. Mary Kay said state and industry leadership can help facilitate more communication. “Growers and suppliers can communicate to landscape architects and contractors what to expect when they’re designing, what will be available and what will be more expensive/ cheaper. They need these details to bid their contracts in advance and plan for what is to come.” “Talk to clients, too. Break down the state of their outdoor space and tell them what they need to keep it healthy. This bridges the communication gap really well when the client knows about various features of their yard, because then they push this education and collaboration between their designers, builders and maintenance teams,” said James. FutureScape USA 2022 provided education and connection to the many landscape professionals in attendance and will ultimately help move the industry in new directions. The dozens of exhibitors and sponsors who took part helped make the event possible. Plans for the next symposium are in the works, and we hope to see the event continue to grow for years to come.
THANK YOU TO ALL OF THE SPONSORS, EXHIBITORS, PANELISTS AND ATTENDEES
For making our first FutureScape USA event a success! We hope you all will join us again next year for FutureScape USA 2023!
THE FUTURESCAPE USA TEAM
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s act U Cont REE F for a ure h c o r B
INFORM
Let ’s Hear it From
MAGDALENA ARAVENA REDEFINING LEADERSHIP WITHIN THE LANDSCAPE INDUSTRY
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eflective leadership is a key aspect of a successful landscape company. The green industry is people centric–involving employees and clientele with all kinds of race, age, gender and economic characteristics. People in leadership roles should mirror this diverse population. A strong voice in the design industry embodies and advocates for this idea.
Magdalena Aravena is a licensed landscape architect and founding principal of Studio Siembra based in Colorado. She is an active member of the American Society of Landscape Architects (ASLA), serving on ASLA panels with the ASLA Board of Trustees, building ASLA outreach programs and even as the president for the ASLA’s Illinois chapter. The ASLA has celebrated Magdalena’s work several times, presenting her with the 2020
Outstanding Service Award and the 2021 Emerging Professional Honor. These accomplishments came all within roughly seven years of her personal and professional work. She graduated from the University of California at Davis with a Bachelor’s degree in Landscape Architecture in 2015. She is a first-generation graduate, having grown up in Chile and moved to the United States in her early years. Magdalena now manages her own design firm in the Denver area, is a lecturer at the University of Colorado Boulder and a guest speaker at many universities and events nationwide. Magdalena credits her accomplishments to her “yes” attitude, saying she is always ready to step up to any request or challenge. Her vision and goals are also motivators. “I’m always moving, for better or worse!” she says. “I try to say yes to all the opportunities that come, whether volunteering for local positions or being on the task force for an initiative. I’m naturally curious and enjoy being in important conversations. I want to be a game player or decision maker.” Pro Landscaper talked to Magdalena more
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about her thoughts on leadership, diversity and inclusion.
What do you hope comes from these conversations?
You represent a number of people groups: women, immigrants, Latinos, young professionals. How does that influence and motivate your pursuit of leadership positions?
Having these panels and committees helps bring more awareness to the challenges that different people face. Depending on your history, education levels the native languages you speak, your gender, there’s lots of different factors that come into play. Understanding those factors really helps businesses and the workforce. A leader who can relate to their employees is going to be more successful. He or she must show empathy and sympathy with the challenges their workers face. Leaders also need to
I want to show that there’s people that look like me who should be in those roles. I’ve been on about half a dozen panels speaking on diversity, equity and inclusion in the industry. During each, I try to provide my own perspective and experience. It has been really interesting to me to be that voice.
reflect the communities they are serving. A leader must relate to who they’re designing for and understand their needs or lifestyles. The more that can become an inherent part of the design, build and maintenance process, the better. How does this become an inherent part of the industry? Communication and awareness, to start. That is one of the most important parts of the process. Also, being very intentional and choosing to bring diversity into the workforce, proactively pursuing that. Then, finding ways to be inclusive and provide better experiences for people. People of color throughout the country still feel a lot of obstacles to creating a practice, obtaining licensure, reaching higher positions of leadership or even just being fairly compensated. We’re seeing progress in firms being flexible and welcoming to different types of professionals that are out there, but we have a lot of room to grow. Another important step, we need to bring people in sooner. Teaching grade school students about landscape architecture and design, for example. This is all a part of retaining the right people and planning for the future of our industry. What advice would you give to those hoping to reach leadership positions in the industry? I have had a much better experience than a lot of my peers. There are certain microaggressions that you get as a woman or
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as someone who looks the way that I do. Something that really helped me, though, is networking within the industry. These different associations and awards can really be used as an opportunity to share ideas and be inspired by your peers. It’s been really great to be introduced to different people who I probably wouldn’t have met and who maybe wouldn’t have been interested in meeting me. These connections have really opened doors for me. Another important thing is to establish your own leadership style. Leadership looks the way it does now because people often get an inclination to lead in the ways that they’ve seen. I am very rooted in what I believe and how I want to do things. In my own practice, I carefully choose who I collaborate with. It is something I am really passionate about and really focus on. How did you get to running your own practice at such an early phase in your career? After I graduated U.C. Davis, I practiced in Sacramento for a couple of years, then in Chicago. During that time I was able to
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practice almost every part of the field. Residential, industrial, commercial, private, I’ve hit almost every type of project that you can imagine. Even in college, I became really involved in different parts of the industry and that is how I built a foundation in the profession. A large part of my success is how active I’ve been and how much I’ve been able to move throughout the industry. People have really supported and advocated for me, which is critical. What do you hope to see happen in the industry in the years to come? Overall, just pushing the boundaries of what everything looks like now. Professionals need to develop different leadership styles and realize that different practices can look a lot of different ways. And it should look a lot of different ways! There should be a space for all different models of work, communication and engagement. Everyone has similar goals, right? They can reach those goals in a lot of different ways, and that is OK. No, it’s good actually. It is encouraged.
C O N TA C T Magdalena Aravena Tel: (916) 289 – 2421 magdalena@studio-siembra.com
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COMPANY PROFILE
LAND AND LADIES GEORGIA BUSINESS ENGAGES WOMEN WITH THE OUTDOORS
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omen-run businesses are popping up more and more throughout the outdoor industry. Women are studying things like landscape architecture, horticulture, forestry and arboriculture. They are leading the sales and finance sides of landscape businesses. They are often a part of the grounds crew working on the sites that are proudly displayed and enjoyed. What isn’t quite as common, though, are women-run businesses designed specifically for women. As more women find themselves in outdoor roles, the need for education, empowerment and community grows. Danielle Atkins is meeting this need through Land and Ladies, a learning, consulting and networking group
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specifically designed for outdoor women. Women are rapidly becoming the primary decision makers for large properties throughout the country, especially in the southeast. Some seek out this role, but many are thrown into it as they take over property assets that have been historically managed by men in the family. Often this comes following the death of a loved one, specifically a husband, father or even grandfather. They come to Danielle hoping to continue their family's legacy by making educated, confident decisions for their land. “If your loved one was the person who managed your family’s property, then they’re not there one day, this huge asset doesn't feel
Danielle Atkins
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like an asset anymore,” says Danielle. “There is so much jargon and technicalities that come with owning land. It’s a lot more than enjoying the woods for Thanksgiving retreats and hunting.” Danielle is a registered forester in the state of Georgia, with a Bachelor’s of Science and Master's of Forest Resources from the University of Georgia. A love for animals and the outdoors led her to the field, and she spent years working with the Georgia Forestry Commission and various nonprofit outdoor groups. Then, a love for people led her to launch her own business. Through her work, she often interacted with new landowners who were unsure of how to approach the job, and she wanted to help. “I heard a lot of common phrases, especially from women,” she says. “Things like, ‘I don't
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know what to start, I don't know what he did, I don't know what the plan was.’” Danielle decided to take her technical experience and use it to help people understand the intricacies of the land around them. She engaged with land management training programs in other parts of the United States, learning effective ways to grow a network of female landowners and to teach those within. Eventually, she left her job and launched her own independent land consulting business in the southeast. “I didn’t know I was going to make this a business,” Danielle admits. “It was on my heart for a while though, and I felt like God was pushing me in that direction.” Now, Danielle hosts online programs that focus on different areas of forestry. Women in
her programs tune in from areas across the south, including Texas, Florida, North Carolina and as far as Indiana. The diverse group has different knowledge levels, needs and goals. Some own only a small acre homestead, while others manage 40,000-acre forests. Some don’t even own land yet but they’d like to in the future. Her youngest client is in her late twenties and oldest in her early seventies. No matter the background, though, each lady is seeking direction and empowerment that starts with education and community. “I try to provide women with the resources and questions to help decide what the right opportunity is for them,” Danielle says. “For example, someone approaches them to buy timberland. I help them know if they’re getting a good offer. I teach about logging and how it can be beneficial for the earth when done in a sustainable way. We also talk about things
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program,” Danielle says. “Then, they’ll bring or share what they know with a friend. I am always updating content for returning students and have a 72 percent retention rate!”
Her grassroots growth plan is continuing to be successful as more women branch into the outdoor world. Danielle says she sees more women engaging in topics like wildlife studies or joining teams within outdoor-focused companies. She is watching women overcome work/life balance challenges. She sees ladies find flexibility, creativity and fulfillment through roles in outdoor fields. Ultimately, she is watching and supporting women who are boldly diving into a field previously dominated by men.
DANIELLE HAS THREE CHILDREN, A 4-YEAR OLD, A 2-YEAR OLD & A 9-MONTH OLD
like forestry jargon, reforestation techniques, community engagement and local land ecology.” Land and Ladies’ primary education format is online workshops. Danielle calls them “academies” that follow workbooks for several weeks, with each chapter focusing on a different foundation of land ownership. They also host in-person events throughout Georgia that draw in new students and strengthen the Land and Ladies network. Social media, interactions with nonprofit groups and word of mouth are also critical tools for education and growth. “Oftentimes, people start with a half-day virtual clinic, then they sign up for the full-day workshop, then they sign up for the six-week
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“Women are stepping into these roles because we're growing the confidence to go for it,” says Danielle. “Being willing to do something a little different, to raise our hands without feeling intimidated, to be a working mom and face the challenges that brings. If I do nothing else, I hope I help give women that confidence."
JUST BECAUSE IT HASN'T BEEN DONE, DOESN'T MEAN YOU CAN'T DO IT. GO INTO THE FIELD AND GIVE IT A SHOT C O N TA C T Land and Ladies Brunswick, Geogia www.landandladies.com
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THE FACES OF ELYSIAN VALLEY
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INSIDE INSPIRE THIS MONTH PAGE 26 MYATT LANDSCAPING: AT-HOME ATHLETES, PAGE 30 YELLOWSTONE LANDSCAPE: ROCKSTAR ENERGY BMX PARK, PAGE 35 COLDSPRING: THE FACES OF ELYSIAN VALLEY
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AT-HOME
ATHLETES MYATT LANDSCAPING DIVERSE LANDSCAPE DESIGN CREATES RECREATIONAL OASIS
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iversity can be a key part of a property design. Incorporating a variety of elements can take a project to a higher level and offer more to the client. The elements add meaning and value to the space available. Diversity can also improve the landscape service provided. It enhances things like the building process, equipment used and materials. Overall, diverse spaces can attract new clients and retain old ones. The ability to design, build and maintain diverse spaces is a key skill for any landscaper, and engaging with diverse projects ignites creativity and opportunity.
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Diversity is a key element of a North Carolina property that has spanned more than two decades. The team with Myatt Landscaping, based in the Raleigh area, built a space with dozens of unique elements as diverse as the family who enjoys them. For more than 18 years, they have been creating, expanding and improving the site. Among its features: a tennis court, lap pool, putting green and yoga studio. Managing Director Scott Myatt had to recollect years of construction to remember how many elements are featured. “It is a very interesting project,” he says. “From the tennis courts to the elaborate pool, even just installing plant material … There were at least two major phases, in addition to the ongoing maintenance and smaller projects over the years.” When the team arrived on the site, the home sat in a roughly open lot with only a few trees and a small driveway. They started their work by building more common yard features like flower beds and entertainment areas. These include an outdoor kitchen with a gas firepit and wood fireplace, a fountain and uniquely designed patio. They planted trees, laid lawns and even installed a formal rose garden. Then they broke ground on the pool, which is multilayered with a waterfall connecting the upper
PROJECT D E TA I L S Cost $1 million+ Build Time 17+ years Size 4 acres
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and lower levels. The team used decorative tile to line the bottom and edges and installed a slide with a wraparound staircase and brick embellishments. The team put in crape myrtles and Japanese maples that added color around the pool. In front of the home, they kept a long driveway that was originally a part of the home’s landscape. They laid Belgian block edging around it, though, then redeveloped the lawn and installed trees and shrubs.
Several sports areas also came in phase one. Myatt crews worked with Rhino Sports to create the tennis court, making it a point to allow water to drain from the surface. Myatt then constructed the putting green, adding two sand traps and three pitching areas. Phase two launched when the clients decided to add a second driveway and more room for the garage. This is where a hot yoga studio and lap pool went in. Myatt installed the lap pool, including its decking and steps. They also worked on the pathway from the main house to the new garage and the second driveway. Finally, they put in the surrounding plant material. “Roger and his family are very athletic folks,” says Scott. “He was a triathlete for years, his wife and kids also competed competitively. They all loved swimming, playing basketball, tennis and golf. They are just a huge outdoor kind of family. They wanted to bring it all home.” This isn’t the only project of this size that Scott and his team have taken on, and they’re no strangers to things like putting greens,
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tennis courts and pools. Scott says this is one of the only ones to combine all elements, but that wasn’t the biggest challenge. The tough part was beneath the surface. “The soils in this area are not good,” Scott explains. “When this project began, we had to excavate the soil and bring in either new soil or stone, depending on what we were doing. We also had to relocate the septic system and the propane tank, the house’s main heat source. And we completely replaced the house’s well. There were a ton of utilities that had to be moved just to make room to do all this construction.” The team worked with third-party engineers to test the soil and find out how to correct deficiencies. They helped the landscapers decide what they could keep, what needed to be excavated and replaced and what needed compatible stone. City code enforcement teams also helped. “It’s a regional thing,” says Scott. “We’ve got five or six different kinds of soils in this area that we have to deal with. It depends on what part of town a property is in, so you never know what you’ll be facing. This house happens to be in a place where if the soil gets wet, it stays wet. Or if it is dry, it gets extremely dry. There’s not an in between.” For example, shrink-swell clay soils were dug up and replaced with stone fill in the area around the tennis court. This happened near the pool and patios as well. It was a long and pricey process, but well worth it. Since the installation in 2004, the patio and pool areas have not suffered any cracks or damage. The property has experienced two decades of growth. Growth within itself, growth in the family and growth in the landscape team. Myatt is actually managing the property for a new family now, as the original client sold it once their children grew up. Those grown children now work with Myatt teams on their
respective homes. Scott says this is the best part of his job.
IT’S A BEAUTIFUL JOB, BUT A GOOD RELATIONSHIP IS THE BEST PART “The relationships we have created with the owners after working with them for so many years is very special,” he says. “That probably stands out more to me than anything.” Scott calls this family and several similar ones “lifers.” They’re in it for life. Even the company’s very first client is still an active customer. Myatt Landscaping won a NALP 2021 Award of Excellence for this project. Many of the company’s residential and commercial properties have been celebrated with similar awards, each designed, built and maintained with expertise and diversity.
PA R T N E R S & S U P P L I E R S Putting Green Southwest Greens southwestgreens.com Sport Court Rhino Sports rhinocourts.com Trees Shady Grove Nursery shadygrovenursery.net Hardscape Materials Stone Center of Carolina thestonecenter.com
C O N TA CT Myatt Landscaping Tel: (919) 577 – 6050 www.myattlandscaping.com
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PROJECT D E TA I L S Cost $25 million Build Time 4 years Size 30 acres Stats Largest BMX track in North America
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ROCKSTAR ENERGY
BMX PARK R
ockstar Energy BMX Park in North Houston, Texas, is a project completed in 2020 by Yellowstone Landscape. Located in an area near the Bush Airport, it is the largest BMX track in the country. This area got some attention when there was the development of two parks that Yellowstone Landscape also worked on: the nation’s biggest Skate Park and Dylan Park. Both of these projects are noteworthy for their size, scale and functions. Dylan Park is an “accessible” park, meant to be used by all children with attention to the needs and desires of children with disabilities, either physical or cognitive. It is a special place.
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yellowstone landscape WORLD-CLASS ATHLETES DRAWN TO NEW HOUSTON BIKE PARK
But it was the Skate Park that led to the development of Rockstar Energy BMX Park. When the impressive Skate Park was unveiled, BMX riders asked for a place for themselves. What they got was a world-class facility. Yellowstone Landscape designed, installed and maintains the green spaces of all three parks. Joseph Barnes, of Yellowstone Landscape out of Florida, explains that his company is “mostly maintenance, with a little bit of install,” specializing in large-scale commercial projects. But the colossal job they did and continue to do at Rockstar Energy
BMX Park seems to outstrip that description. If you were to picture this project and had no access to the photos, then you might picture a simple dirt track. The photos tell a much different story. With the park’s website talking about concrete bowls, concrete pump tracks, street sections and dirt jumps, one also sees impressive viewing stands, buildings for judges of competitions— and all of these features aimed to be used by riders at a variety of skill levels. Particularly impressive is that the park is meant to be used by worldclass riders and neighborhood children and will even loan a child a bike.
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A place as unique as this presented unique challenges to the people at Yellowstone Landscape. There was a big kickoff celebration scheduled to herald the opening of the park. As one can imagine, there were several sorts of contractors working on this project. Joseph says that in the last week there were 60 men from Yellowstone Landscaping working in order to bring the project in on deadline. Barnes notes that while they designed the landscape, others designed the actual course The idea was to make that space both beautiful and functional. He says that the biggest challenge in this project involved what the property was before it was a BMX park: a large, undeveloped piece of land totalling 30 acres. The next challenge was coordinating work with
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all the many other contractors who brought in equipment, did concrete work or installed various apparatus for the space. Having many different people trying to get their part of the work done presents particular challenges. For instance, it makes it hard to get into the space logistically and timewise. Barnes says that “developing an irrigation system was a real challenge, because the concrete couldn’t be left wet.” Wet concrete can be hazardous for riders. The project had labor challenges, too. “Usually, we have four to five people on a crew,” he says. “Here, we generally had 20-25 before moving to 60 toward the end. This was not a normal park opening, as it featured many stars from the BMX world. We were right down to the wire on getting it finished. It was a high-profile project.”
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All of those challenges were successfully met by Yellowstone Landscape, and together with the many other people involved, they were able to create a special place. As Barnes says, “The people of the area asked for this park. The improvement district heard them and responded with the biggest park in North America.
WE LIKE PROJECTS LIKE THIS THAT CONNECT US TO THE COMMUNITY C O N TA CT Yellowstone Landscape Tel: (386) 437 – 6211 www.yellowstonelandscape.com
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INSPIRE
THE FACES OF
ELYSIAN VALLEY coldspring LOCAL COMMUNITY CELEBRATED THROUGH DIVERSE ART INSTALLATION
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he diversity of one of the nation’s largest cities is proudly depicted in an elaborate outdoor display that greets thousands of people each day. Five larger than life sculptures make up the center of Los Angeles’ first roundabout. Each are egg-like shapes standing up to a foot tall. The shapes are inspired by the faces of volunteers who live near the site, which is called the “Faces of Elysian Valley.” More than 200 people took part in this project. The final design offers a resilient and unique art form that represents the city and the people surrounding it.
Plans for the Faces of Elysian Valley project, also called the Riverside Roundabout, began nearly a decade ago. The California-based group, Greenmeme Studio, developed the idea while hosting a design workshop in Los Angeles. They taught the basics of 3D printing to hundreds of students during a two-year period. The students scanned each other’s faces as part of the training. As city leaders began developing plans for the roundabout with Greenmeme, the design team decided to use those scans in the display. They randomly selected five for the egg statues and four for the outer ring that separates them from the road. Then they embarked on roughly eight years of design and construction to bring the idea to life.
PROJECT D E TA I L S Build Time 17 years Size 100 ft. wide
There are three different sizes of eggs in the Riverside Roundabout, ranging from 12 to eight feet tall. Each
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egg is carved from California granite using the 3D scans developed during Greenmeme’s design workshop. This was the first time the group took on an idea of this kind, and it took an incredible amount of collaboration. The architect and stone fabricator, Coldspring, worked closely to cut roughly 60 slabs (81 tons) of Academy Black granite.
which protects the eggs from traffic. No piece of granite went unused.
“We received files from the customer in a format that we were able to open in Rhino [CAD modeling software] and were able to manipulate the file to add dowel holes and prepare them for our water-cut saw,” says Craig Gerber, Coldspring’s regional sales manager.
“This is a oneof-a-kind job,” adds Craig. “It really showcases what is possible by working with a fabricator who is collaborative and has the fabrication capabilities to make the artist’s vision come to life.”
With the files, the printing devices were able to build piece-numbered, assembled layers for the sculptures. Those layers were put together by hand to create the three dimensionality of the structure. The designers used a technique called “Russian doll nesting” to carve three main pieces from just one slab. Then the remains of the slab were laid to form the border of the landscape,
In a sense, the faces protect those who live nearby. The entire structure is designed to improve air and water quality in Elysian Valley. Greenmeme designed the entire site to be a stormwater retention system. It can capture and treat up to 500,000 gallons of water spilling in from roads and bridges nearby.
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The topography pulls stormwater to waterwise plants that live along the site’s outer ring. Many plants are found in the Los Angeles River corridor. Not only is the site built for stormwater management, it helps reduce smog and exhaust too. The Hyphae Design Laboratory in Oakland, California, helped create this plan. The whole site also sits on a 25,000 gallon cistern, which supplies an above ground water feature. There are also solar-powered irrigation and lighting systems. Following years of heavy collaboration between builders, designers and suppliers, construction on the Riverside Roundabout was completed in January 2017. Since this time, many local and international groups have celebrated the space with awards and recognition. It even won the 2017 Pinnacle Award of Excellence. The Faces of Elysian Valley is a true testament to how diversity among people, ideas and techniques can bring incredible success to a landscape design.
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PA R T N E R S & S U P P L I E R S
Architect Greenmeme Studio Los Angeles, CA General Contractor Flatiron West Inc. Chino Hills, CA Landscape Architect Hyphae Design Laboratory Oakland, CA Stone Supplier/Fabricator, Academy Black® Granite Coldspring Cold Spring, MN Stone Installer Cleveland Marble of Los Angeles Orange, CA Engineer Ourston Roundabout Engineering Santa Barbara, CA
C O N TA C T Coldspring Coldspring, Minnesota www.coldspringusa.com
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N U RT U R E
BRANCHING
OUT
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INSIDE NURTURE THIS MONTH PAGE 40 ALTERNATIVE, PAGE 43 NATCHEZ TREE COMPANY: BRANCHING OUT
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DANGERS OF AND ALTERNATIVES TO THE DUTCH IRIS
AlterNATIVE choices
LOUISIANA IRIS Invasive plant
IRIS PSEUDACORUS FLOWER, DUTCH IRIS
Benefits The series Hexagona holds the five species of Louisiana Iris, so named for the unique six-sided seed capsule and their greatest profusion in Louisiana. New Orleans was once called the “Iris Capital of the World.” These are perennial, rhizomatous iris with no midrib in the leaf. Most species grow from Texas to North Carolina, up the Mississippi River valley to Ohio and Indiana. Water is essential for their growth and distribution. Today, destruction of natural wet areas and invasive species are the foremost threats to wild populations. There are many hybrids and variants with differing garden characteristics based on the five parent plant species. All are dormant in summer, start growth in fall and bloom in spring. Rhizomes need dividing every 2–3 years. The vibrant clumps of upright green leaves enliven the gray winter landscape.
IRIS BREVICAULIS, ZIG-ZAG IRIS • This invasive species, native to Europe and west Asia, has been planted as an ornamnetal due to its showy yellow blooms and dense green stands in the summer. • I t is easily identified by its large yellow flowers and prominent raised midrib on the leaf. • This iris grows quickly to form dense, monotypic stands that reduce diversity and can alter waterways. • The roots and leaves are poisonous, both to wildlife and livestock. It is a Tier 1 invasive species in Louisiana deemed as “currently having severe or widespread negative impacts on wildlife or natural communities in Louisiana.” It is now found throughout the U.S.
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• This is the shortest (both in leaf and stalk) iris in the Louisiana series. The stalk is erect to sprawling, 10-14", and has a distinct zig-zag form. • The large showy flowers with dark veining can have the deepest blue of all; blooms are below foliage height. • The most widely distributed Louisiana iris, found on wet sites from prairies to marshes to bottomlands, with the greatest adaptation to cold and more upland areas.
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IRIS FULVA, COPPER IRIS •
IRIS NELSONII, ABBEVILLE IRIS
This iris is easily known by its unusual, for an iris, reddish color and flaring to drooping petals that give it a flat-top look. Fulva is Latin for tawny color.
•
The blooms are 3–5" wide atop a slender, rarely branching, light green stem, with narrow, light green basal leaves.
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First “discovered” in 1811 near New Orleans, it caused a sensation in the western plant world due to its red color and possibilities for hybridization.
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Found in freshwater only, in wet woods, sloughs and ditches.
• Similar to the Fulva but taller and with more intense color, often with a branched stalk. It is of natural hybrid origin from Fulva, giganticaerulea and brevicaulis. • Found naturally only in a small area of tidally influenced, freshwater swamp south of Abbeville, Louisiana. It has been planted at Palmetto State Park in Vermillion Parish and also at City Park Native Plant Trail in New Orleans.
Photos courtesy of ©Larry Allain, U. S. Geological Survey
IRIS HEXAGONA, DIXIE IRIS
IRIS GIGANTICAERULEA, GIANT BLUE IRIS
• Not in the Hexagona or Louisiana series, but alternative to Dutch Iris also: Iris virginica– Southern Blue Flag.
The largest and tallest species in the series, the pale to deep blue or white bloom is 5-6" wide, double flowered at terminal position above leaves with all others single on the strong, unbranched stalk. The three wide sepals arch down and typically have a yellow signal. The three smaller, narrower petals are erect. Narrow, tall, sword-like basal leaves.
•
Found mainly in shallow water of Louisiana coastal areas to about 100 miles inland in marshes, ponds and open swamps. Thrives under flood and tolerates brackish water to some extent.
•
Suited to gardens only if in or at edge of water. Stately and impressively lovely.
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Photo ©splashplants.com
•
• Similar to the Giant Blue but a little smaller; there is dispute as to it being a separate species or a variant.
SOUTHERN BLUE FLAG
Pro Landscaper USA South May/June 2022 41
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NURTURE
BRANCHING OUT NATCHEZ TREE COMPANY PAUL MEEHAN LEAVES A CAREER IN SOFTWARE TO START NATCHEZ TREE COMPANY
A
Paul says starting a new business has its share of challenges, especially entering a brand-new industry. So before starting Natchez Tree Company, he reached out to top landscape contractors and farmers for advice.
“You couldn’t script something as opposite as what I’ve gotten myself into,” Paul says. “But I’m so fulfilled. I love being outside all day, being my own boss and creating something. Whether it’s software or farming, it’s all about delivering a quality product.”
“Two things stood out,” he says. “There was a shortage of Grade 1 trees alongside outdated and inefficient production practices. With farming, you have second, third, even fourth generations still doing things the same way. That’s not always bad, but there have been a lot of improvements since then, too.”
fter graduating from the University of Tennessee, Paul Meehan moved to New York and then Nashville for a career in the software industry. Today, he’s in Mississippi, growing 20,000 trees on his family’s farm outside of Memphis.
Paul meehan
It turns out that Paul’s timing couldn’t be more perfect. He started his business in 2018. Fast forward three years, and there’s a bigger need for trees than ever—due to a range of causes from the pandemic to the Texas ice storm. “I’m hoping we’re coming onto the scene at just the right time,” he says. “This summer, we’re going to have thousands of trees ready for harvest—we specialize in Grade 1 shade and evergreen trees for the Southeast and South Central landscape.”
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One advancement Paul is especially familiar with is technology and software. With only five employees, he relies on a lot of data to assist him with everything from pest management to irrigation. Natchez Tree Company uses Tempest, a sophisticated onsite weather station, and Arbré Tech for inventory management and customer orders, which uses RFID tags. “When a customer calls to place an order,
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be spending their time babysitting trees.” Paul also went out to find the best container on the market. In his review, he found that plastic containers impeded the proper structure of root growth, and trees harvested ball & burlap leave many roots behind, requiring extra care for survival. Natchez Tree Company exclusively uses in-ground fabric containers from High Caliper Growing, an Oklahoma City company. “When done correctly, it’s the healthiest way to grow a tree,” Paul says.
I’m able to give real-time availability directly from the field, making the order process much easier and efficient,” Paul explains. He admits that while there has been a steep learning curve, starting a business has its advantages, too. “We have a blank slate to start—we’re not trying to retrofit anything. And we can really grow trees the way they should be grown,” he says. Paul has worked quickly to catch up on trends, listening to industry pros. “You can pick the best from everyone and set yourself apart,” he says. Research also led him to Dr. Ed Gilman with the University of Florida’s environmental horticulture department. “He’s an excellent resource, and we’ve adopted his pruning model for healthy tree architecture as well as Florida Grades and Standards,” says Paul.
HARVESTED FABRIC CONTAINERS
Natchez Tree Company strives to promote vigor, structure and health. “Trees need a better starting point when planted at a job site in order to be successful,” Paul says. “An unhealthy tree means an increased cost of care and replacement. Landscape contractors shouldn’t
A full range of trees can be found on their website, with 25 varieties from maples and magnolias to elms and oaks. Natchez Tree Company can ship all over the Southeast and South Central. “There’s nothing better than watching a tree leave the farm that we’ve grown from a seedling,” Paul says.
OVERCUP OAK
BALD CYPRESS
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BY THE NUMBERS
BUR OAK LEAF
100 acres 20,000 trees 25 varieties Founded in 2018 5 employees
HARVESTED PRINCETON ELMS
C O N TA C T Natchez Tree Company Lamar, Mississippi Tel: (662) 544 – 0151 Follow us on Instagram @natchez.tree.co www.natcheztreeco.com
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INVENTORY + EXPERTISE
YOU CAN COUNT ON With over 230 stocked locations nationwide, Ewing is ready to help you prepare for your next job! Ewing goes beyond products and has created a variety of benefits for on and off the jobsite. From exceptional blue counter customer service to online resources and rewards programs like the ProAdvantage Program, you can lean on Ewing for all your green business needs.
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Nursery Value Select Crop Insurance! No one wants a loss, but they do happen. Call or email about the NEW Nursery Program. Coverage may cost less than you think.
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Email: ttroyer@agriskmgmt.com
WWW.AGRICULTURALRISKMANAGEMENT.COM
E D U C AT E
EMBRACING DIVERSITY
ORGANICALLY
P48
INSIDE EDUCATE THIS MONTH PAGE 48 LORI HAWKINS: EMBRACING DIVERSITY ORGANICALLY, PAGE 52 FREDERICK MAXWELL: BUILDING THE BRIDGE, PAGE 55 WILL ALLEN: INSURANCE RETOOLED, PAGE 56 BRYAN MOURS: PURCHASE WITH A PURPO SE, PAGE 57 UNPLUGGED: SIMPLE TOOLS TO EASE WORK FLOW
EDUCATE
EMBRACING DIVERSITY— THE ORGANIC WAY BY LORI HAWKINS
I
n today’s competitive job market, attracting diverse talent is imperative to the success and overall health of your company. Currently, a large portion of job seekers review the records of diversity and inclusion (D&I) policies of the companies of their potential employers. Workforce satisfaction and retention can be directly correlated to these policies and procedures used by companies hiring those underrepresented workers.
orientation, religion, political affiliation, race, ethnicity and cultural background." An Inclusive workplace would value all of these differences between employees and accept and treat all equally.
Further, about 4 in 5 Black (80 percent), Hispanic (80 percent) and LGBTQ (79 percent) job seekers and employees report a diverse workforce is an important factor when evaluating companies and job offers.
I am sure these are values that all employers would like to embrace at their companies. But to make it organic and natural to the organization can prove more difficult at times for employers.
Nearly half of Black (47 percent) and Hispanic (49 percent) job seekers and employees have quit a job after witnessing or experiencing discrimination at work, significantly higher than white (38 percent) job seekers and employees. (Glassdoor D&I Workplace Survey, 9/30/20)
The definition of diversity and inclusion can be described as “a company’s inclusion of employees from a variety of cultures and characteristics such as age, gender, sexual
More than 3 in 4 employees and job seekers (76 percent) report a diverse workforce is an important factor when evaluating companies and job offers.
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Glassdoor also recently compiled a survey of D&I in the workplace. They found:
Among the many benefits of a publicized D&I policy in practice are: •
An increase in the variety of perspectives available to employees and the company
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at large, thus encouraging more creativity and problem-solving on a company level. •
Reduction in employee turnover and an increase in workforce satisfaction.
•
More employee engagement with company culture and increase in productivity.
•
Better hiring results through more inclusive policies and practices.
RAINY DAY AT WORK
With those benefits in mind, there are both internal and external methods that can be employed to organically create a more diverse and inclusive environment. Internal methods could be implemented, such as: Having a diverse team over the interview process of new hires; mentorships among employees; reassessing company benefits to ensure they are equitable; and providing diversity training for your team. External methods could involve: Posting your D&I policies on your company website for potential employees to review; and hosting diversity events for both education of employees and to see the policies at work. Here in the Piedmont Triad, several landscape companies have already embraced diversity and are encouraging it with vigor. Lindsey Heise, a landscape architect at New Garden Landscaping (newgarden.com) in Greensboro, North Carolina, had the following to say about her journey in the landscape industry: “I think the increase in the number of women entering this male-dominated industry has encouraged a positive change in perspectives of equality toward women of the green industry.
students. It was apparent that there was a great amount of mutual respect and expectations of capabilities, knowledge and skills between genders.
Likewise, Matt Medcalf, general manager of Southern Exposure (wemakedirtlookgood.com), had this to say about the diverse atmosphere at his company:
As a former instructor in the horticulture department of a community college, I had the opportunity to observe firsthand this positive shift in views. Although the ratio of males to females was not 50/50, it was close. The increase in female enrollment was great to see, but what was even better to witness was the interaction between male and female
In general, I think women in our industry are being met with ‘she can’ attitudes instead of ‘can she?’ mentalities. I'm proud to be a woman in this industry where I am treated as an equal by my male colleagues. With that being said, I am also looking forward to the future when a ‘male-dominated field’ may no longer be a descriptor of our industry.”
“Diversity is extremely important as we create quality landscapes at Southern Exposure. The results are always best when we are able to gather from each other’s collective experiences and translate that into a superior product and experience for our customers.”
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These two companies naturally strive to
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PLANTING LARGE SHRUB
continually create a diverse and equitable environment for their employees. The results can be seen in the success of their companies! As Aristotle so eloquently said: “Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.” Yes, yes it is. All pictures are of the New Garden Team
A B O U T L O R I H AW K I N S Lori Hawkins, RLA, ASLA, has been a registered landscape architect for over 30 years. She is registered in both North Carolina and South Carolina and has her own private practice in the Greensboro area. You can follow her on Instagram @3Dlandscapearchitect or check out her website at www.hawkinsla.com for more information.
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d e l c y c e R s e l t t o B c i t s a l P Manage s l a i r e t a M e p a c s d n a L s a Labor &
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EDUCATE
BUILDING THE BRIDGE DEVELOPING A CONNECTION BETWEEN DIVERSITY AND EQUALITY
D
iversity can be found in all aspects of the landscape industry through things like clients, jobs and equipment. There are countless ways for landscape companies to prioritize diversity in their workflow and use it to improve their business. When it comes to people, though, diversity isn’t always enough. There is another aspect that is connected to the
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idea, and it is arguably more important: equality. Frederick Maxwell is a creative sales director with Snow Creek Landscaping in Arden, North Carolina. He has more than 20 years experience in the green industry, working with companies across the southeast. During that time, Frederick has gone through hundreds of interactions, both positive and negative, that have taught him what it means to prioritize equality among landscapers. “Equality is a deep one,” he says. “It is challenging and tough and takes time to reach that in the industry."
THERE ARE MAJOR ROADBLOCKS, BUT WE CAN OVERCOME THEM TOGETHER He details two major roadblocks that he believes would create great strides toward workforce equality in the landscape industry.
Recognition “As a black man sitting at leadership tables in
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this industry, I see this often ... There's a lack of recognition. From an idea standpoint, from a respect standpoint. So, often a minority’s accomplishments, craftsmanship, workmanship and knowledge are all overlooked. We need to understand when a person is in a position, they are there for a reason. Then, we should recognize and appreciate them for that. Throughout my career I’ve been subjected to a lot of harsh things. Many stem from the fact that, as a black man, I have to prove myself over and over and over again. I have had to give my all each day to my job, with little recognition for my efforts. It isn’t always like that for my counterparts. For example, I’ve been told before I didn’t have the skills or the critical thinking ability to be in management. This, despite leading teams for years and helping build brands from the bottom up. I have, however, a very different experience with Snow Creek Landscaping. It is very important to find the right teams and companies who prioritize recognition and respect."
working up the ladder. I’ve seen the inequities firsthand, and I think what has helped me excel is my ability to relate to everyone I work with. I’ve been there, and I can represent them. Take notice during the next industry event. There are few black people there. That isn’t a reflection of the people in the workforce but is a reflection of the people in leadership roles. Frederick believes addressing these two major milestones will drastically improve the levels of equality within the industry. His biggest piece of advice, though, is to stay positive.
1 Floral display installed in Flat Rock, North Carolina 2 Snowcreek Owners Tim and Mindy Boone
ABOUT FREDERICK MAXWELL His career began in landscaping sales in Atlanta, Georgia. Serving in this capacity has afforded me the ability to gain exposure to many facets within the landscaping industry and led to my current role of creative outdoor solutions director and leadership team committee member with Snow Creek Landscaping in Asheville, North Carolina.
Representation “Many problems develop without fair representation. We are a very diverse community, we have a lot of minorities that work with us. It blows my mind that they aren’t better represented among the leadership of our industry. I’ve heard people give dozens of different reasons why; the most common is that they’re unqualified. Really, though, I believe that some people in higher roles are uncomfortable with people who don’t look like them, speak like them or act like them. This fear puts a lot of companies in a box. Once they start thinking outside the box, they are better suited for success. A leadership team should reflect what the workforce looks like, because a lack of diversity brings a lack of understanding for different cultures. Not only do you get different viewpoints, but your crew sees a future and purpose in their jobs. They think ‘Hey I can do that one day.’ Young black men and women look at me and know that they have opportunity in this industry. Some tell me that my story inspires them. I came from a rough part of Atlanta, and I started in this industry at the ground level. I moved from grunt work to sales, then to lawn care service, then production and installations and kept
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ALISSA HALL, CFO
“Always positive. Always do the right thing because it prevails. If you have an idea that you believe in, stand by it. Have confidence in yourself and stand by your morals. For me, conservation and preservation is the bottom line of landscaping. What I leave behind is very important to me. That is why I chose where I work, what I do and how I do it. Everyone needs to find what they believe and stay the course."
I'M LIVING PROOF OF HOW GOOD THIS INDUSTRY CAN BE AND HOW GREAT THE OPPORTUNITIES ARE
His growth allows him to work towards and achieve personal success in the implementation of a safety and training culture/program in the Southeast region, focusing specifically on Atlanta, Greenville and Asheville. Frederick is motivated and passionate in the introduction and development of individuals into leadership roles, both within and outside of the industry. He values the lasting relationships that he has made, and welcomes those that are to come, with colleagues, clients and vendors. In his personal time he takes great honor and pleasure in raising his children, coaching youth sports, walking his dog (Ivy), observing his marine aquarium and taking an active role of being in service to others.
Pro Landscaper USA South May/June 2022 53
CARTA by
• Draw complex paths in real-time • Calculate area (sqft), cubic yards • Quick & Easy material estimation • Create, store, and export digital “As-Builts” • Guidance to real-world points • Spray attachment for marking • Add notes, images, & videos
EDUCATE
INSURANCE RECAPTURED
BY WILL ALLEN USING INSURANCE FUNDS TO INVEST IN YOUR COMPANY
I
nsurance is looked at as a necessary evil for many business owners—and rightly so. It's expensive and rarely used but is required for you to bid contracts and conduct business. The most frustrating part: Whether you file claims or not, your premium will probably increase the next year. The only question is by how much? There is a way to get up to 60 percent of your premium back each year without changing anything that you're already doing. It’s called a group captive program. A group captive program is simply a strategy in which likeminded business owners come together to form their own private insurance company. The main attraction is that it gives business owners more flexibility and direct control over insurance costs. Plus, getting up to 60 percent of the premium back each year. Let me explain. About 40 percent of every dollar of premium paid goes to pay for the insurance carrier's fixed expenses (profit, marketing, employee salaries, etc). The other 60 percent goes to sit in a loss fund to pay for expected losses. At the end of the policy period, whatever money is leftover in the loss fund (i.e. you did not file enough claims to equal 60 percent of your annual premium) the insurance carrier keeps as a bonus. Remember that the insurance carrier profit is already accounted for in the fixed expense side of the equation, so this leftover premium is a bonus the carrier receives thanks to your safe operating.
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A typical question is, "what if I have more losses than the 60 percent of premium in the loss fund? Does the insurance carrier lose money?" The simple answer is no. The insurance carrier purchases reinsurance (insurance for the insurance carrier). The worst-case scenario for the insurance carrier is that they don't get a bonus that year. As part of a group captive program, you as the business owner get to keep whatever is leftover in your loss fund each year. If you don’t have to file many claims, you can keep that bonus for your business (instead of giving the insurance carrier a bonus). There are also protections in place like reinsurance, so that you always know what your worst-case scenario is in any given year.
A B O U T G R E E N I N D U ST R Y
CAPTIVE
Green Industry Captive was created to help landscape companies stop getting taken advantage of by the insurance industry. We saw that as insurance premiums continued to rise, it made running a successful landscape business more difficult. Our belief is that landscape companies that make safety a priority should benefit when it comes to their insurance program and not be forced to subsidize the poor performers. www.greenindustrycaptive.com
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PURCHASE WITH A
PURPOSE BY BRYAN MOURS, VICE PRESIDENT OF CUSTOMER EXPERIENCE, ASPIRE SOFTWARE INCREASE YOUR LANDSCAPE COMPANY’S PROFITABILITY BY MAKING BETTER PURCHASING DECISIONS
P
urchasing has never been easy for landscape companies. Low supply, tight margins and timelines—and factors like weather, labor and supply chain concerns—play into your ability to obtain materials. What can you do to make smart buying decisions and finish your projects profitably and on time? Here are a few tips for tackling your purchasing challenges. Start with an accurate estimate Estimating accurately can help guard against any unplanned purchases—any items not on your “grocery list” of materials on the estimate. A solid and accurate estimate based on careful and detailed analysis of the job site
will include an accurate amount of materials and labor hours at the correct costs and meet your target net profit margins. When your estimates aren’t accurate, any additional material purchases made after you’ve won the work will chip away at your bottom line. Set guardrails around your purchasing process Purchasing can get out of hand when your crew leaders have the ability to purchase whatever they need on the fly. Business management systems like Aspire allow companies to better control spending by limiting purchasing to approved vendors and requiring receipts to match the materials in the estimate. If you’re not using a business software, limiting who can create purchase orders in your organization and asking your vendors to require POs for any transactions can help curb spending. Make creative and strategic changes To get creative and make changes that will improve your purchasing process, you’ll have to understand your entire financial picture and budget. Perhaps you can make some strategic changes like operating with smaller vehicles that don’t require commercial driver’s licenses, discussing financing with your longtime vendors, direct shipping materials to job sites or shifting your book of work based on the materials that you’re able to acquire.
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Communicate with your clients about pricing changes When you estimate accurately and have a clear understanding of your job and material costs, you have all the data you need to justify price increases when they’re necessary. Chances are your clients know price adjustments are coming, since they watch the news too. Don't be afraid to communicate the fact that your prices are increasing—but be fair. A little creativity and cost efficiencies can go a long way to help you increase prices only where it’s needed, so that you don’t have to pass along every increased cost to your clients. Good luck streamlining your purchasing process this year!
A B O U T A S P I R E S O F T WA R E Since 2013, Aspire has helped revolutionize the landscape industry by empowering contractors to transform the way their businesses operate. Now, Aspire provides industry-leading software for landscaping and janitorial businesses, trusted by contractors everywhere. www.youraspire.com
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EDUCATE INSPIRE
UNPLUGGED SIMPLE TOOLS TO EASE THE WORKFLOW
BUGBAFFLER® BAFFLER® BUG From Headnets to full suits. BugBaffler® clothing features our genuine no-see-um, ultra-fine mesh fabric and unique design to keep even the tiniest insects out. Provides a mosquito/blackfly barrier and protection against bees, green heads, ticks and those pesky no-see-ums. Great for beekeeping as well. • Designed for maximum comfort and durability. • Generous unisex sizing gives freedom of movement; no need to size up. • Safe to wear—requires no chemical application. Garments are easy to put on and take off. • Lightweight, polyester genuine no-see-um mesh is available in olive green or white. Please note that all hoods are black to provide maximum visibility. www.bugbaffler.com
COMFORT TRIM
A.N.T The Apparatus for Navigating Tarps (A.N.T.) is a patented, heavy duty tool assembled in the USA of high-grade, heavy-duty materials by Practical Products that makes the process of moving tarps faster, easier and safer. At 10-feet-long, it is compatible with virtually all tarps. If you employ people who use tarps for debris removal, an A.N.T. in every truck, trailer or toolbox can help your business maximize profits, bolster safety and make its users’ jobs easier. Find out more at www.theanttool.com!
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Comfort Trim is the only lower leg protector on the market that will keep you cool, clean and comfortable the entire time you have them on. Our patented cooling allows cool air to circulate around your legs to keep you cool all day. The fully adjustable comfort band and the light weight will ensure you won’t even know you are wearing them. They are perfect for trimming in shorts and will keep your legs clean and help protect your legs from stickers and small debris; they are also great for pants as they will keep them clean form all the grass and dirt. www.comforttrim.com
STEELE MIXER At Steele Mixer, we pride ourselves on having created a lightweight, easily transportable mixer that mixes a bag of dry building material (cement, stucco, deck mud, mortar, fat mud) in under 60 seconds, all without the need for an electric hookup. Another item of note? We’re 100 percent sourced and constructed in the USA. What you may not be aware of, however, is that when purchasing the Steele Mixer, you’re buying a piece of rich history as well. As a descendent of a long lineage of contractors, it was the great-grandfather of Owner and Inventor Stephen Steele who first conceptualized the idea on his farm in the backroads of Minnesota in the mid-1900s. Yet, it wasn’t until many years later after his passing that Stephen was given his prototype, and as the consummate inventor, he went to work on enhancing the overall design and functionality. After more than 10 years, and several prototypes later, the Steele Mixer was born. A lot of heart and soul went into the design you’re seeing today, and we couldn’t be more proud. Steele House Industries is predicated on the satisfaction of their customers, and therefore, strive to exceed those expectations with every Steele Mixer sold. Their goal is to add ease and accessibility to any project for both the skilled contractors and the resident DIY-er. Additionally, a significant component of Steele House Industries’ business model is comprised of helping aid in the rebuilding process in areas of need by donating mixers both directly and through Habitat for Humanity. They recently were able to ship several mixers to the people in Tanga, helping to assist in their rebuilding efforts as so many lost their homes after a horrific tsunami that struck earlier this year. The Steele Mixer is the missing link in concrete work and they are ecstatic to showcase how one product can simplify an entire project, big or small. www.steelemixer.com
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P EO P L E
BENEATH
THE SURFACE
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I N S I D E P E O P L E TH I S M ON TH PAGE 6 0 RAY CORRAL: BE NE ATH THE S URFAC E, PAG E 6 3 AO L P: WO M EN IN LIG H TING, PAGE 6 6 LITTLE INTE RV IE W S
PEOPLE
BENEATH THE SURFACE RAY CORRAL, A FLORIDA ARTIST, DAZZLES HOMEOWNERS WITH UNDERWATER ARTWORK
A
space often overlooked, literally, is now the centerpiece for dozens of southern landscapes. A talented Florida artist is getting a lot of attention and admiration for his elaborate art displays built within the landscapes around luxury homes. Ray Corral is a mosaicist. These craftsmen intricately place small, colorful glass pieces together to create large-scale surface designs, often used for floor and wall murals, stained glass windows and sculptures. Ray is dominating in one niche area: outdoor living spaces, predominately swimming pools. Ray’s design and build firm Mosaicist Inc. operates in Miami, Florida. The team of about eight artists and 15 installers use centuriesold techniques to create elaborate designs complimenting surrounding landscapes and architectures. They manage all aspects of a mosaic, including manufacturing and cutting custom glass material. Their projects cost anywhere from $50,000 to $250,000.
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PEOPLE
“My company is one of the only ones in the United States that is set up to do design, manufacture and installation,” says Ray. “It is what makes us unique.” Ray and the Mosaicist artists draw inspiration from their clients’ taste and the look of the home. They also work alongside landscape architects who design the space above ground. The mosaics feature colors and pictures to compliment the pool’s surrounding environment—and shape and depth. Designers use a puzzle-like formula to
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Mosaicist’s success doesn’t only come from dedication to tradition, but through a blend of old and new ideas. Ray is a digital marketing master, using Instagram to bring attention to the company and the industry. He switched to mostly digital marketing about three years ago after studying his clientele. He realized many are between 30 to 50 years old and do not respond to traditional marketing tools. Now, Ray uses photography, drone videography, popular music and creative graphics in his posts. He calls his Instagram feed his “catalog” or “directory.” “The old mosaic ads with classical music and beautiful gold backgrounds are not as efficient toward today’s clientele,” he explains. “We, at times, merge a relatable rap song with beautiful artwork and people love it. It continues getting us more exposure with a twist.”
Photo courtesy of ©Jimi Smith Photography
determine how the pieces will all come together to create the larger image. Then the artists use small furnaces to smelt pure, porcelain-type glass by hand and hammer out shapes and sizes to fit the formula. These tactics are inspired by master mosaicist Luigi Scodeller, who studied at Sculoa di Mosaico Irene in Spilinbergo, Italy. He passed down experience from 50 years in the industry, along with techniques from centuries of artistic development.
Ray shares his work with more than 100,000 followers, getting thousands of views and likes on each post. Social media doesn’t just attract new clients, though. It sparks ideas. People are inspired by past designs on Mosaicist’s feed, and Ray uses this to develop ideas that meet a client’s project goals. “About 50 percent of my clients say they found my work on Instagram and loved the colors and look of the pool,” he says. “Then, we look through pictures on the feed to decide how elaborate they want to be and what colors and types of glass to use. It really helps get direction from the client and put pieces together.” Mosaicist is continually growing, expanding services into other states and shipping materials to companies around the world. The work has been featured in celebrity homes, major corporate offices, world-class museums and even music videos with millions of views. It seems that the expert connection between old and new ideas will continue supporting Ray and his team, overall elevating the artistic aspects of outdoor landscaping.
C O N TA CT Mosaicist info@mosaicist.com Tel: (305) 447 –1977 www.mosaicist.com
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Women in Lighting:
UNIQUELY EQUIPPED TO SHINE
A
s in many career fields, gender matters less and less these days. There are women and men operating successfully in fields once associated with more men than women or vice versa. The Association of Outdoor Lighting Professionals (AOLP) is fortunate to have many female members who bring their knowledge, passion and well-rounded perspectives to the table and to their clients’ projects. We asked four AOLP members representing different segments of the lighting industry the same six questions about their personal journey into the industry and how, if at all, being a woman has enhanced or impacted their work, their relationships and their success.
Michelle Mueller MANUFACTURER FOR GARDEN LIGHT LED What got you interested in the field of lighting? I got interested in this field 21 years ago when meeting my life partner. Reto was installing landscape lighting after losing everything. In a three-year period, he designed and installed more than 2,000 landscape lighting systems here in the Tampa/Clearwater, Florida area. With his success for this unexploited concept, the passion for helping others learn about lighting and the business model surfaced. I was in sales most of my life, and at the time
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we met I was in advertising sales. He asked me if I’d like to come work with him, and I said yes. We decided to take his grassroots approach and seek individuals with whom we could share the idea of owning their own landscape lighting design and installation business, and teach them what we discovered. I was hooked! What unique perspectives and skill set do you think women bring to the lighting industry? I believe, regardless of gender, lighting design is a form of art and is about serving others. Lighting scares away the darkness; it is scientifically proven to positively enhance lives and experiences, enrich environments and architectural features. With every good lighting design, the outcome is tangible and offers dramatic results. The unique perspective lighting designers have is the knowledge and understanding of what needs to be lit and what does not, and how to use light and equipment properly. As lighting designers, the more we practice using light and garner experience, the greater our ability to create beautiful environments that better our skill sets. Can you give an example of a project you worked on where you felt your eye or vision from a female point of view brought value that otherwise may have been missed? On residential lighting design projects, I really appreciate the opportunity to work with both the husband and wife or couples. As a woman and mother of four, I have perspective on running a household and I am sensitive to what stands out as important to both—whether it be value, design, landscape, statues, cost or timing. As a lighting designer, the key ingredient is to listen and take interest in each one’s perspective and then apply our knowledge to guarantee the lighting design
and fixture section will deliver more than expected. When doing so, everyone is happy with the results. Are women readily accepted in the lighting industry, in your opinion? I believe lighting designers and landscape lighting contractors are represented by both male and female perspectives. As a woman, I encourage each and every one to learn all aspects of lighting design and installation, regardless of gender. You cannot design or sell a lighting system without having the understanding of how it goes into the ground and how the technology works. Regardless of gender, lighting design begins by walking the site with the client to understand how they utilize the space, what equipment will be selected to achieve desired goals, proper power distribution (how to make it work for decades), fixture placement, making the gas-tight wire connections and focusing and aiming fixtures properly. Honing this knowledge overtime will further anyone’s opportunities to be successful. Are clients often surprised that you’re a woman? Do you ever feel you have to work harder or smarter to gain their respect? The big question is … Is the individual hired for the job capable and do they have the ability to deliver the best outcome? I do not believe clients are surprised when meeting me that I am a woman; in fact, in the past, most interior designers were women, and today that is not the case. We are experiencing more men entering the commonly known field where women hold rank. What matters is experience and talent. What’s one way AOLP can better support women in the lighting industry? Go to the places and find the people one is seeking to attract. Continue education
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PEOPLE and community across the board. I believe recruiting more individuals to the lighting industry is necessary, especially women. As my friend Janet Lennox Moyer says, “It gets dark every day.” Lighting makes the world a better place, and we need to share ideas of how using light to transform outdoor living spaces improves life. Owning a lighting design and installation business is affordable and doesn’t take a whole lot to get started, which is attractive to any entrepreneur. AOLP is the ONLY professional association for the landscape lighting industry, and I believe with that authority and experience, this group represents the best opportunity to educate and demonstrate mentorship among colleagues that will benefit anyone entering the lighting field or wanting more experience.
Are clients often surprised that you’re a woman? Do you ever feel you have to work harder or smarter to gain their respect? Usually, customers looking for outdoor lighting expect to have a man because they do not realize that before quoting for the installation, you need to create a lighting design. Customers for interior lighting on the other hand understand the need for lighting design. I don’t feel like I have to work harder to gain respect because I present myself as an architect who has knowledge in lighting and landscape architecture. Clients can feel safe that I know what I am talking about; after all, I have more than 20 years working in this field. What’s one way AOLP can better support women in the lighting industry? Devote more space for women’s works on the AOLP website and write articles about essential projects done by a woman.
Magda Colodetti
From the time I was studying architecture, lighting literally caught my eyes. In fact, my final project in the field of industrial design was designing a lighting fixture. When I realized that the light was responsible for what we see, that only correct lighting could show the right colors and has the power to make you feel good or bad, I fell in love. I have not stopped researching and learning every day since. What unique perspectives and skill set do you think women bring to the lighting industry? I do not think that we have different skills. Everyone is unique, and someone can bring better results than others, but I do not believe it is related to gender. Are women readily accepted in the lighting industry and on what do you base your answer? Yes, I never had a problem explaining my vision as a lighting designer.
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For me, this is a two-part answer. Within our business, even though they do not see my face in the field, I have a great rapport with our customers. I am typically their first point of contact and introduction to our company. Secondly, the landscape lighting industry is a small network of contractors who do this exclusively. I attended my first conference when AOLP was still LVLIA, so I have watched it grow from its infancy. I think they do a great job of valuing all their members. Are clients often surprised that you’re a woman? Do you ever feel you have to work harder or smarter to gain their respect? Never—I think a strong work ethic, confidence and good communication skills will far surpass any gender classification. What’s one way AOLP can better support women in the lighting industry? I think AOLP provides a great learning platform for anyone to get involved in the industry. Horticulture and its subsidiaries are just notoriously male-dominated industries, but that does not mean you cannot be successful in them. With AOLP, my opinion is always welcomed and valued. I think this shows the inclusiveness of all of its members.
DESIGNER FOR EOS OUTDOOR LIGHTING
What got you interested in the field of lighting?
Are women readily accepted in the lighting industry and on what do you base your answer?
Jessie Gray CONTRACTOR FOR ENLIGHTENED DESIGNS What got you interested in the field of lighting? I was raised in the field of landscape lighting. My father, Fred Lansing, started our lighting business in the mid-’90s. Making sure we understood the value of a dollar, my brother and I spent breaks from school helping install and maintain landscape lighting systems. After college, I spent many years in corporate marketing. I re-entered the business in 2010 after my husband, Joe Gray, went to work with my father in 2007. What unique perspectives and skill set do you think women bring to the lighting industry? I don’t think the unique skill set pertains to women but the landscape lighting industry as a whole. To be successful in lighting, you need to not only be business-minded, but artistic, communicable and driven.
ABOUT AOLP The Association of Outdoor Lighting Professionals is an international organization representing the interests of lighting professionals. The mission of the organization is to establish standards, educate industry professionals and increase awareness of the outdoor lighting industry. For more information, visit www.aolponline.org.
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THE LITTLE INTERVIEW
PRO LANDSCAPER ASKS QUICK-FIRE QUESTIONS TO GAIN A SMALL INSIGHT INTO THE PEOPLE WHO MAKE UP OUR INDUSTRY. TO TAKE PART, EMAIL MARYKATE.CARSON@ ELJAYS44.COM
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J O E WA D K I N S
MIKE BELLOWS
GLOBAL SYNTHETIC TURF EXPERT & AUTHOR OF “ASKJW” LAS VEGAS, NEVADA
PRESIDENT & CRO, GOMATERIALS MONTREAL, CANADA
jw@askjw.com
www.gomaterials.com
If you weren’t in the horticulture industry, what would you be doing? I am an accomplished pianist and would be doing something in the music industry.
What inspired you to get into the industry? One of my close friends and co-founder Marc Elliott had been in the landscape industry for a long time, and when he explained some of the routine challenges, I was inspired with the possibilities to innovate and create value.
What inspired you to get into the industry? Playing my first football game in high school on Astroturf began my interest in synthetic turf surfaces. The one person in the industry you’d love to meet? James M. Faria and Robert T Wright, inventors of the original Astroturf. What’s the biggest challenge you’ve faced professionally? Securing multiple patents for my synthetic turf tools. One thing that you think would make the industry better? I feel there is a lack of training in the synthetic turf Industry. Better training provides better installations. Best invention in recent years? My Superseam tool. A proprietary process for synthetic turf seam integration.
If you weren’t in the horticulture industry, what would you be doing? I would probably still be working at PepsiCo in consumer-packaged goods. What would you blow your budget on? Travel! Currently at 36 countries and counting. I love to experience new places and cultures. It’s one of my biggest passions. The one person in the industry you’d love to meet? Marty Grunder (but I actually just got the chance to meet him at GROW! 22). He is an amazing and inspiring leader! Your most used saying or cliché? “What doesn’t get measured doesn’t improve.” I am a big tracker guy. If you don’t know where you are, then how can you really know how you can get better. Am I right?
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G R E G S H AW
S T E V E R O N YA K
KEIRY MORENO
OWNER, SOUTHERN SCAPE HUNTSVILLE, ALABAMA
CEO, RIVERBEND NURSERY DURHAM, NORTH CAROLINA
CO-FOUNDER, HIRE HENRY ST. LOUIS, MISSOURI
www.southernscape.com
www.riverbendnursery.com
www.hirehenry.us
If you weren’t in the horticulture industry, what would you be doing? I would be involved in the construction industry at some level. I like being part of the building process.
Other than the U.S., which country’s landscape inspires you the most? I loved the time I was able to spend in Japan seeing the sites and visiting various gardens throughout the country. I was impressed with how simple yet beautiful some gardens were and the design and diversity in other gardens. That reverence and understanding of the beauty of the natural world is inspiring to me.
What inspired you to get into the industry? Coming from Colombia, South America, I did not know how large the commercial lawn care industry was in the United States. After conducting a study of the industry via a National Science Foundation grant, and being an engineer, I became excited by the fact that the right technology could make a huge impact on companies’ ability to grow and scale.
If you weren’t in the horticulture industry, what would you be doing? I’d be a fishing guide.
If you weren’t in the horticulture industry, what would you be doing? I would be working on the research and development of Tesla cars.
Other than the U.S., which country’s landscape inspires you the most? French formal gardens amaze me. In particular, knot gardens are so intricate and it’s hard to comprehend the maintenance hours required to keep them at that level. One thing that you think would make the industry better? Increased professionalism and established industry standards would raise the bar for everyone. What’s the biggest challenge you’ve faced professionally? Cash flow. I started my business right out of college and had so much to learn! Managing growth, payroll and paying bills on time were some of my biggest challenges.
What advice do you have for those starting out in the industry?? Don’t be afraid to get your hands dirty. On a personal level, that is how I got started in the industry. After realizing graduate school wasn’t for me, I got my first job pulling weeds at Gulley Greenhouse in Colorado. It was such a satisfying job because I could see my progress at the end of every day. To this day, I love pulling weeds.
What advice do you have for those starting out in the industry? Hire a business coach early on and read the The E Myth.
Karaoke song of choice? “Operator” by Jim Croce or John Doe’s version of “Silver Wings” by Merle Haggard.
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What would you blow your budget on? If I could blow Hire Henry’s budget, it would be on research and development. If I could blow my personal budget, I would travel the world and start with Peru! One thing that you think would make the industry better? I would love to see more women and minority groups in the green industry. Newest gardening trend in your opinion? Including plants that give customers the feeling of being in the tropics.
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